Market Study of Samsung

Running Head: MARKET STUDY OF SAMSUNG
Market study of Samsung
Name of the Student
Name of the University
Author’s Note

1MARKET STUDY OF SAMSUNG
Executive summary
Samsung Electronics is addressed as one of the multinational company that serves a variety of
consumer electronics and IT solutions. The business firm is a leader in smartphone business
because it offers a pricing segment that suits a 14 years purchasing capability and that of the
medium to luxury segment of the consumer market. Besides, it is a major subsidiary of Samsung
Electronics Group and was inaugurated in the year of 1969. Samsung has a business operations
located within the 60 distinct regions within the world. There is about 2, 00, 000 people of
workforce. It has it’s headquarter in the region of the Suwon, within the country of South Korea.
Speaking about it’s first of the pioneer products, these commodities ranges from electronics and
electrical appliances such as that of the televisions, washing machines, and refrigerators.
However Samsung has brought more variety of products which includes telecommunication
solutions, semiconductors, dynamic random access memory, and of course, mobile phones and
computers. Some of the successful business by the company comprises of Fokker Dutch aircraft,
Rollei watchmaker, AST Research, and FUBU clothing.

2MARKET STUDY OF SAMSUNG
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
1.1. Based on the current situation of the company that you analysed in Assignment 1, select
and prioritise the issues that the company should address in its new 12-month term marketing
plan..............................................................................................................................................2
2.1. Clearly, state up to three objectives for the forthcoming 12 months using S.M.A.R.T goal
setting criteria. Explain how these goals link to the identified issues.........................................5
3.1. Segmentation, Target Market, and Positioning: State and justify which segment(s) you
intend to target and how will you position the product/service for the target market(s)?...........7
4.1. Appropriate Marketing Mix: Based on your knowledge to this point of the marketing mix
elements, reflect on the overall approach to the marketing mix. Outline the elements and tools
that would be best used and the links and independence between the marketing mix elements
in your plan..................................................................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................13

3MARKET STUDY OF SAMSUNG
Introduction
This report focuses on the chosen product that is Samsung. It is one of the leading brands
in today’s technology market; it has been able to sustain its feet within the market from a time
period of about 1969–1988. Speaking about the industry, the services range from consumer
electronics, semiconductors, and home appliances.
Therefore the key issues that are being analysed are as such,
 Fall in the brand name.
 In the era of 2016, due to battery malfunctioning the mobile gadget was burst which created a
barrier in the mind of the consumers.
 Vendor-lock-in the system.
 Lack of vision within the market.
The number of consumers has reduced over a period of time.
Discussion
1.1. Based on the current situation of the company that you analysed in Assignment 1,
select and prioritise the issues that the company should address in its new 12-month term
marketing plan.
Identified issues from the situational analysis:
According to Ramiz et al., (2014), taking into consideration the present business scenario
of the Samsung brand it seems like the brand is lacking innovation within the business
undertakings. There is an immense requirement for a competitive advantage over the other rival
business firms. Moreover, taking into account the current scenario of the business firms,

4MARKET STUDY OF SAMSUNG
competitors like that of the apple is always making an initiative towards making use of the new
technology that the consumer market has a deep interest. This innovative technology is such that
the consumer market itself feels like this was about to be released previously. On the other hand,
the competition that stays in the market, apple make use of brand equity and loyal consumers to
penetrate successfully within the consumer market. However, the business firm Samsung
understand the concept of depreciation as that the business firm makes use of price-cutting
strategy to cope up with that of the price fall in the coming future days within the consumer
market.
There are a large number of rival firms that are making use of modern based technology.
Brands like that of the Huawei, Mi, and Lenovo are breaking the consumer market by
introducing a new set of trendy technologies. Besides brand like that of the Nokia, which was
one of the famous brands that were successful in possessing major proportion of the consumer
market in the previous era of time is now outdated because of the innovation within the product
offerings.
Figure: Mobile vendor market share in the region of Australia, March 2019
Source: (gs.statcounter.com2019)
Speaking in terms of the sales of the rival brand Apple, the brand has been successful in
46.7 million units, this set of units have been shipped just last year, selling The growth of

5MARKET STUDY OF SAMSUNG
iPhones is 0.5% on the other contrary. iPhone launched new trendy models such as that of the
iPhone XS and iPhone XS Max. This new set of trendy products has enabled the company to
drive shipments at the high-end smartphone markets. Whereas, iPhone 8, and iPhone X still
exists among the top selling markets (Qiu et al., 2014). This has furthermore increased the
competition among the Samsung and Apple brand.
Figure: Mobile vendor market share within the region of Australia
Source: (gs.statcounter.com2019)
Marketing objectives:
To tackle or overcome with the predicted issues, Samsung can undertake various
measures such as:
 To launch a new product offering that will be totally a new concept and that very few rival
firms will exist with this new product concept.