1/1/2017. Done By:. She Poh Tin, Magdalene Chiang Nga M

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Done By: She Poh Tin,Magdalene Chiang Nga Mun, Jane Tan Zhen JieRayna Chew Poh Geok, Jason Ong Bing Qi, Adriel Ang Beng San|MARKETINGSAMSUNGTOMORROW
Table of Contents1.Company Background................................................................................................11.1Samsung.....................................................................................................................11.2Apple Inc....................................................................................................................11.3Xiao Mi.......................................................................................................................22.Samsung Target Segment...........................................................................................42.1Geographic Segmentation..........................................................................................42.2Demographic Segmentation.......................................................................................42.3Psychographic Segmentation......................................................................................52.4Behavioral Segmentation............................................................................................53.Value proposition and positioning..............................................................................63.1Product Specification..................................................................................................63.2Perceptual Map...........................................................................................................93.3Product Life Cycle....................................................................................................104.Pricing Strategy........................................................................................................124.1Skimming Pricing – Samsung..................................................................................124.2PrestigePricing – Apple Inc.....................................................................................124.3Penetration Pricing – Xiao Mi..................................................................................125.Promotion.................................................................................................................146.Place.........................................................................................................................157.Recommendation......................................................................................................188.Conclusion................................................................................................................19Reference............................................................................................................................202
1.Company Background1.1SamsungSamsung is a South Korean multinational conglomerate company, headquartered in Samsungtown, Seoul.Samsung was started by Byung- Chull in 1938, the main focus of his business was mainly ontrade export such as Korean fishes, vegetable and fruit to Beijing. Slowly, they expand their business toinclude flour mills and confectionery machines.(Samsung, 2008)During the 80s, they shifted their core business into technology and started to expand anddiversified significantly. Different entities were created to focus on different markets. Samsung Aerospaceindustries was launched to develop aerospace capabilities. Samsung Data systems was established in 1985to focus on information technology services like system integration, system management, consulting andnetworking services. (Samsung, 2008)Today, They are considered a conglomerate where they have diverse business spanning in differentindustries, from Petrochemical, medicine, finance, hotel and many more. Their flagship business ,Samsung Electronics lead the global market in high tech electronic manufacturing and digital media.(Forbes, 2016)1.2Apple Inc.Apple Inc is a multinational company which create computer, consumer gadgets, server andcomputer software. They were created by Steve Jobs and Steve Wozinak on April 1 ,19763
In the early stage, Apple strength was in their personal computers, such as Apple II, Macintoshand Power Mac line. They had also face setbacks during the 1990s because of the rocky sales and lowmarket share. In 1998, Steve Job introduces iMac by which was a new product based on the newcorporate philosophy of having a recognizable products and simple design. (Rawlinson, 2016)Apple managed to establish itself as the leader in the consumer electronics and media sales industriesbecause of the success they have with IPOD music player and also ITunes store which sells content.Apple worldwide annual revenue in 2012 was $156 billion and is the largest publicly traded corporationin the world by market capitalization. (Rawlinson, 2016)1.3Xiao MiXiaomi was co-found by 8 partners on 2010 and their first smart phone was released inAugust 2011. It is a private held company and is the world 4thlargest smart phone maker. XiaoMi has different types of product which includes smart phone, mobile apps, laptops and relatedconsumer electronics. (Xiaomi, 2016)They gained a lot of market share in mainland China and was able to create more new consumerelectronics like the smart home devices. (Ahmad, 2014)Xiao Mi is the world 4thvaluable technology start-up because of the US1.1billion funding frominvestors which pushes the valuation to more than US$46billion. They had also started to enterthe Indian market in July 2014(Xiaomi, 2016)Samsung Target Segment2.1Geographic SegmentationProducts of Samsung can be found across 61 different countries in the world. They can be foundin 3 different regions, Northern, eastern and southern areas. Different market has a slight variation; this4
will allow the product to be more user-friendly. Their products can be purchase by the end-user through E-commerce platform such as their websites. (Samsung, 2008).2.2Demographic SegmentationSamsung demographic segmentation is based on the several variation: Age range, Gender, incomelevel, occupation and education.Age Range: Samsung target on consumers who are 13 years old and above.Gender:Samsung does not segment the market by gender, their product target on both segments.Income Level: Samsung develops products for consumers from those that are of low-income levelto those that have high income level.Occupation:Samsung target consumers with various occupation, from students to CEO of MNCcompanies.Education:Samsung products were meant to target both educated and uneducated consumers5
2.3Psychographic SegmentationPsychographic segmentation divides the market into groups based on social class,lifestyles and personality. Consumers that have a higher social with a higher social class tend topurchase Samsung. Both sports and outdoor oriented consumers will prefer Samsung becausethey have water resistant tablet. Samsung’s product are aim to that is something for everyconsumers2.4Behavioral SegmentationConsumers received their information on Samsung Product via advertisement which is on theinternet and social media platform. In the case of Samsung, the Galaxy Tab is one of the creations whichis responsible to influencing how the consumers will behave in this era.Depending on what benefits the consumers are looking for, they are actually targeted differently.In the case, whereby the consumers are looking high quality goods, there might be others who are moreinterested in competitive pricing products or service-oriented product. There are also cases where there areloyalty programs which entice consumers to buy solely on Samsung products.6
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