Market Analysis of Samsung S9+

This presentation provides a market analysis of Samsung S9+, including key market trends, competitors, customer attitudes and behaviors, segmentation, targeting, and positioning.

1. Product/Service Description
Samsung S9+ came into market in the month of
February 2018. There are many features included
in the phone which can easily influence buying
behaviour of people. It includes having
touchscreen display of 6.20-inch with a resolution
of 1440 pixels by 2960 pixels at a PPI pf 531
pixels per inch.

According to the Simon, ex-IELTS examiner, it has been
easily identified that the Samsung is one of the largest maker
in UK which reduces the market share of Apple.
2. Outline Market Analysis I:
Key Market Trends

3. Outline Market Analysis I:
Key Competitors/Positioning
3. Outline Market Analysis I:
Key Competitors/Positioning
3. Outline Market Analysis I:
Key Competitors/Positioning
3. Outline Market Analysis I:
Key Competitors/Positioning
According to David Gilbert (2014 ) there is increment of users of Android mobile phones in UK
as compared with iOS software.

4. Current Customer Attitudes/Behaviours
According to the Simon, ex-IELTS examiner, it has been easily identified that the Samsung
of the largest maker in UK which reduces the market share of Apple.

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According to David Gilbert (2014 ) there is increment of
users of Android mobile phones in UK as compared with
iOS software.

Continue..
According to David Gilbert the sales of UK Smartphone are
dominated by Android which is available in every Samsung
phones.

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As Statista (2015) argues share of smartphone users are
increasing on yearly basis

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According to Victoria (2013) the global brand sales of
Samsung mobiles are increases as compared with the apple
brand.

5. Segmentation
It refers to an activity of dividing population on the basis of
common needs and preferences. It makes easy for Samsung
to identify the actual perception and preferences of its
targeted people which allows them to make relevant
changes in their existing mobile phones features so as to
achieve their loyalty.

Geographic
Geographic: It is operated its mobile products in more than 61
countries after carefully analysing the demand of their
products in particular nation. It has divided the market into
different regions of Asia such as northern, eastern and
southern areas. For example, Samsung S9+ has launched in
developed nations such as UK, India etc. where the
purchasing power of people are high due to which they can
afford to buy their new phones at their fixed prices.

Demographic
Demographic: It includes different variables which are listed as
under:
Age: Young people, businessmen and college students.
Family size: Samsung has provide mobile phones to every family
size.
Income: Samsung has launched various products which can be easily
afforded by every income class according to their preferences. For
example, Samsung S9+ has various innovative features due to
which the cost of product is much high thus it can be afforded by
higher income level group.

Psycho-graphic
Psycho-graphic: Samsung has launched wide range of
mobile to capture customers of every lifestyle personality
irrespective of the fact whether its sporty lifestyle or
professional style. It brings mobile colours in different
colours which an easily grab girl's attention.

Segmentation/Targeting/Positioning
Type of
segmentation
Segmentation criteria
Demographic
Age 3-30 years old
Gender Males & Females
Income Higher and middle income level group
Occupation Students/schoolchildren/professionals
Religion All religions
Health Children with autism
Geographic Region UK
Density Urban and Rural

Current Customer Attitudes/Behaviours
Behavioural User status Inclined to use Smartphones
Purchase Once in 6 years
Product usage Daily
Technology usage Educational apps/ social media apps
Psychographic Lifestyle Restricted in communication
Motives Incapacity to socialise
Personality Personality disorders
Benefits & Sought Communication, education,
acquirement and development of skills,
socialising

Targeting
Targeting: After segmentation of market into different
groups, Samsung has targeted mostly middle income
group due to which of charging an affordable prices of
their innovative features in their mobile products. With
the introducing of Samsung S9+, Samsung has targeting
premium uses due to charging high prices with innovation
features.

Positioning
According to Mahmud (2015), positioning emphasise on differentiating
products from its rivals products available in the market.
The current positioning of Samsung Mobile is to become the market leader in
smartphone market. For this, thy always tried to come into market with
new ideas which is more focuses on customers needs and preferences. It
creates a strong brand image in the global market. For example. Samsung
9+ is a perfect example which contains the special and innovative features
related with camera functions, fingerprint unlock scanner etc.

7. Marketing Mix I: Product
Samsung S9 and S9+ came into market with high prices
due to which it directly targeted the higher income people.
These brands used a premium pricing strategy for their
innovative in-build features such as large screen, superior
camera quality etc. These phones are available in the
market with three different capacities including 64gb,
128gb and 256gb. The price of Samsung S9+ starts from
£869 which is higher than the cost of US i.e. £719.99.

8. Marketing Mix II: Price
Samsung has mostly adopted digital channels for
the purpose of promoting its new smartphones
while came into the market. For Samsung S9+ the
company has used media and technology blogs as
well as paid advertising. Apart from this, there are
other promotional channels which are also
focused by company to promote its new Samsung
S9+.

9. Marketing Mix III: Promotion
Samsung has mostly adopted digital channels for the
purpose of promoting its new smartphones while
came into the market. For Samsung S9+ the company
has used media and technology blogs as well as paid
advertising. Apart from this, there are other
promotional channels which are also focused by
company to promote its new Samsung S9+.

10. Marketing Mix IV: Place
Samsung is a global company operated with 15
regional offices, 55 sales offices and 39 production
sites through out the world. It has a multinational
network along with the brand physical stores.
Samsung is known for providing innovative features
at an affordable prices.
10. Marketing Mix IV: Place

Conclusions
It has been concluded from information
mentioned above that the sales figures of
Samsung S9+ will limited in the upcoming years
due to charging high prices as it only capture the
attention of higher income group.

References
UK Smartphone Sales Are Dominated By Android. 2014. [Online]. Available
through: <
https://www.statista.com/chart/2700/uk-smartphone-sales-are-dominated-by-a
ndroid/
>.