Marketing Analysis 

Target Market

Samsung Electronics (Mobile Division) operates in one of the most competitive markets of the world.
According to the US Federal Communication Commission 67 new Smartphone devices are introduced
every year. Samsung traditionally had a conservative image that focused on low-price products for the
lower end of the market. With low prices it was able to compete in the lower-market whereas in the
upper market it had lesser penetration. To penetrate the upper-market Samsung had to give up their
lower-market position and focus on innovation and perceiving a higher brand value.

MARKETING ANALYSIS TARGET MARKET OF SAMSUNG

Geographic Samsung’s Geographic Segmentation has divided the Asian market into
geographical regions such as north, south, east and west, as well as targeting
different Asian countries in a different way, by dividing those countries as for
example, the Chinese market (Momin Mukit).

Demographic The company its Demographic Segmentation is focused on males and females,
where age does not really matter, but most of its users are people between 13 and
60 years of age. Samsung’s products are offered with different features to different
people, based on their income level, which results in Samsung being for everyone.
(Samsung Electronics, Ashgar, Mukit). Also, Samsung has divided customers
according to their occupations, such as students, businessmen, or regular
employees (Momin Mukit

Psychographi As for Samsung’s Psychographic Segmentation, customers are classified on different

c levels, based on their lifestyles and personalities, for example an ambitious, sports
loving customer (Ashgar, Mukit).

TARGETING
After segmenting the market based on the different groups and classes, the targets need to be
chosen. Samsung mobiles have the following target customers:
o Trendy young people.
o Professionals.
o Large businesses.
o The common cellular phone users.
o Organizations such as: services to public safety, the government, and both
utility and manufacturing enterprises.
o Institutional sales for colleges.

- Target is not only number driven but also about acquiring and retaining customers.
 POSITIONING

Positioning is about the customer perception about the brand as being different from the other brands
on specific dimension including product attributes. The strategies adopted by Samsung to position itself
in the Mobile Phone market are as follows:

 It focuses more on the real margin which comes from mid-to-high-end segments.
 Samsung Concept Store.
 Market making & category creation in small towns.
 Wider Care Network.
 Access to Samsung care line.
 Pioneering in the 3G segment of mobile phones.
 Branded itself as a synonym for quality.
 Created a Unique Brand Image for itself as a high end value driven brand.

Customer needs, Factors and Purchasing Decisions

Samsung Company created a bridge between the customers and technology to full-fill
customer needs. Opening new possibilities in communication, Samsung has launched its
products, a global communication device that works across all over the world. Phones, tabs
of Samsung allows users to interact with friends and family. Samsung mobile allow users
calling, taking photos, sharing text, images, hand-written notes and watch video instantly,
Listen to music and many more.
MAJOR FACTORS INFLUENCING BUYER BEHAVIOUR:

Consumer behaviour is an attempt to understand & predict human actions in the buying
role. Consumer behaviour is defined as “all psychological, social & physical behaviour of
potential customers as they become aware of, evaluate, purchase, consume, & tell others
about product & services”. Consumer behaviour includes communication, purchasing &
consumption behaviour. Consumer behaviour includes both consumer & business buyer
behaviour.

 Cultural Factor
 Social Factor
 Personal Factor
 Psychological Factor.