Samsung Marketing Report
I. Positioning Statement
Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features.
Samsung's positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.
II. SWOT based on primary and secondary research
Strengths
Strong global presence
Diversified product line
Technology
Design Weaknesses
Customer perception of weak product attributes like Durability
Camera / Video quality, User friendliness
Voice clarity, Value for money
Incompatibility with different software platforms
Opportunities
Increasing mobile market
High % of Younger population
Strong customer demand for innovative products & value-added features
Low Landline penetration Threats
Increasing competition
Decreasing product margins
III. Prioritized Segments Based on the output of our UAI and our research, we have deduced that the features which distinguish Samsung from its competitors are primarily appreciated by young urban professionals. This segment, consisting of emerging and experienced members of the working force, are versed in new technology as they are constantly updated by colleagues and possess aspirations towards advancing in their careers. They have been identified as the primary target market because of their higher levels of disposable income as opposed to students who subsist on allowance. Samsung's secondary market falls within the age range of 15 to 25. This age group consists of mid-teens and new members of the workforce. The predisposition of the teenage segment to yearn for the latest
Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features.
Samsung's positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.
II. SWOT based on primary and secondary research
Strengths
Strong global presence
Diversified product line
Technology
Design Weaknesses
Customer perception of weak product attributes like Durability
Camera / Video quality, User friendliness
Voice clarity, Value for money
Incompatibility with different software platforms
Opportunities
Increasing mobile market
High % of Younger population
Strong customer demand for innovative products & value-added features
Low Landline penetration Threats
Increasing competition
Decreasing product margins
III. Prioritized Segments Based on the output of our UAI and our research, we have deduced that the features which distinguish Samsung from its competitors are primarily appreciated by young urban professionals. This segment, consisting of emerging and experienced members of the working force, are versed in new technology as they are constantly updated by colleagues and possess aspirations towards advancing in their careers. They have been identified as the primary target market because of their higher levels of disposable income as opposed to students who subsist on allowance. Samsung's secondary market falls within the age range of 15 to 25. This age group consists of mid-teens and new members of the workforce. The predisposition of the teenage segment to yearn for the latest