Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US $55.2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea. It is the hub of Samsung’s South West Asia Regional Operations, and looks after its business in Nepal, Bangladesh, Maldives & Bhutan besides India. SIEL commenced operations in India in December, 1995. Initially, a player only in the Colour Televisions segment, it later diversified into colour monitors (1999) and refrigerators (2003). Today, it is recognized as one of the fastest growing brands in the sphere of digital technology, and enjoys a sales turnover of over $ US 1 billion in a just a decade of operations in India.

Samsung in India has a presence in the following areas of business:
 

  • Consumer Electronics (CE)/Audio Visual (AV) Business
  • Home Appliances (HA) Business
  • Information Technology (IT) Business

Its operations are broadly divided into the following key sub-functions:

  • Sales & Marketing
  • Manufacturing
  • Software Centre Operations
    THE SALES & MARKETING FUNCTION
   
Headquartered in New Delhi, Samsung India has a network of 19 branches and 16 Area Sales Offices (ASOs) located all over the country, and the number is expected to grow, as the organization continues to expand its horizons.

The Sales & Marketing function at Samsung is primarily divided into two categories:
  • Sales & Marketing (IT)
  • Sales & Marketing (AV/HA)
Apart from sales to households through its robust distribution channel, SIEL also has a huge clientele in the Institutional Sales space. Therefore, there is a separate department devoted completely to this function. It is the VMB (Vertical Market Business) department that is responsible for making sales to institutions such as airports, hotels, banks, movie theatres, etc.

Corporate Marketing is aimed at strengthening Samsung as a brand among the dealers, distributors, and end customers. Hence, the activities covered under this function include formulating and announcing promotional schemes for both the trade partners as well as the end customers. Moreover, it also plays an instrumental role in ensuring brand visibility through corporate sponsorships, and planning, managing and organizing various events and product launches.

Another function of the sales & marketing function at SIEL is public relations, also known as corporate communications. Here, the scope of activities includes maintaining liaison with the media, organizing corporate social responsibility initiatives, website management, corporate literature, etc.

    THE MANUFACTURING FUNCTION
   
SIEL has its manufacturing facility at Noida, U.P. This is the state-of-the-art, high-tech facility for manufacturing Color Televisions, Color Monitors, and Washing Machines & Refrigerators. This manufacturing unit consists of sophisticated facilities with latest Auto Insertion Machines, Auto PCB Tester, High Efficiency Module Conveyor, and all modern machines geared up for High Speed, High Volume & Very High Quality Production.

We firmly believe that continuous innovation is the key to making path-breaking improvements in our products & processes and achieve productivity goals beyond imagination. Samsung uses many tools for innovation such as “Reduced 7 Type of Wastage & SixSigma”. Our commitment to grow through continuous innovation has helped us improve our productivity by 200% in the last 5 years.

Samsung India is also instrumental in carrying out Hardware Research & Development at its Noida R&D Centre. The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliances’ products to better meet the needs of the Indian customer. From color televisions designed for higher sound output, to washing machines with special “Sari Wash Course”, DNIe vision series of Flat CTVs especially designed for the Indian market to Samsung mobiles with regional languages menus, the Samsung R&D Centre in India is helping the company to continuously innovate and introduce products customized for the Indian market.

    THE SOFTWARE R&D CENTRE
   
SIEL Software R&D Center was set up in September 2002 as a Software R & D Center in Noida, U.P. SIEL Software Center is involved in the business of developing embedded and desktop software for Samsung Electronics Corporation in a variety of areas related to Analog and Digital TV, Monitors and other Multimedia technologies.

SIEL Software Center has successfully completed more than two hundred projects in collaboration with Samsung Headquarters Visual Display and Digital Media divisions ( Korea). SIEL Software Center engineers continuously strive to improve the performance and introduce innovative features to make the end products more efficient and user friendly. We design and implement some of the critical components for products such as next generation CRT and Projection TVs, Plasma and LCD TVs, DLP TVs, Digital TV Set Top Boxes, DVD Players, MP3/Video players, PDAs, 2D/3D Graphics Engines, Camcorders, Multimedia applications etc., and believe in following optimized and stringent quality processes to build these world leading products. SIEL Software Center plans to be certified at SPICE Level 3 by 2005 and CMMI Level 4 by 2006.

Samsung Electronics brings a very enriching entertainment experience to the consumers worldwide through its cutting edge technologies. We aim to revolutionize the way and break the barriers to ride on the frontiers of technology to provide superior quality products to Samsung's customers. Our Engineers continuously strive to improve the performance and introduce innovative features to make these products very user friendly. We follow optimized and stringent quality processes to build these world leading products.

For SIEL Software Center to continue to remain a strategic and key R&D Center of Samsung Electronics, it is important that every employee of SIEL Software Center contributes his/her fullest potential and capabilities. SIEL Software Center is always looking for dynamic individuals who are driven by ambition, youth, vibrancy and challenge.

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