A Critical Analysis of Distribution Channel of Samsung Laser Printer

Name:                    Abhishek Singh (2007 – 2009)

Title:                       A Critical Analysis of Distribution Channel of Samsung Laser Printer

Summary

I always had the curiosity to know how the white goods  like laser printer reaches to the final consumers who are the channel partner, how they are involved in this activity ,what is role and responsibility of the intermediaries. In these research lots of thing I have learnt which has strengthened my ability to know something about distribution channel.

First of all I have researched the following thing

1. Role and responsibility of channel partner
2. Who are the target audience of laser printer

I also know about the conflict happen in between intermediaries, channel partners and company. And what types of actions are taking by the company. How company are resolving these conflict. In this project I also learn the importance of distribution channels in companies’ perspective as well as customer’s point of view.  During my research on distribution channel of Samsung printer. I also find the market share of laser printer of different companies which are following.

Market Share:

• HP: 68%
• Samsung : 20%
• Lexmark: 4%
• Others: 8%

Today the importance of laser printer is increasing because the time of inkjet printer has gone now. Samsung like companies are trying to reach the customer through better distribution channel and hence penetrating its market by customer satisfaction.

In my research I find that 98% of customers are happy with the Samsung printer.

Recommendation

• During my research studies I found that the Samsung showrooms were in posh area was very few so it can be increased.
• Samsung should also focus on direct marketing like purchase product via internet facilities
• Samsung generally sell its product through Samsung plaza my recommendation is that if customer wants to buy laser printer more than the stock level of plaza so there should facilities to deal directly through company if such situation happened.
• Number of Servicing center should be increased so that customer loyalty will be increased because whenever buy something they need all facilities in place of product cost, psychic cost what ever they delivered.

• Establishment of proper grievance handling calls for channels member apart from CRM. Timely release of commission and incentives for the distribution and retailer. Lenient start up formalities to the retailers.
• The company should be more channels friendly and cooperative to motivate the channel member. 

• Since HP is giant in the printer market so for better penetration of market Share Company should more focus on awareness of the Samsung laser printer via advertising.
• Company should also display its printer product on poster ,banner, hoarding etc.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication. For further information on the article content or on the institute please CLICK HERE to visit the official college website.