Product Analysis: A Report

The paper is an introspective report of Samsung Galaxy Fold, its features, brand value, and market position.

Running head: PRODUCT ANALYSIS: A REPORT
PRODUCT ANALYSIS: A REPORT
Name of the student
Name of the University
Author Note

1PRODUCT ANALYSIS: A REPORT
Executive Summary
The respective paper is an introspective report of Samsung Galaxy Fold, which is an
upcoming foldable android smartphone which has been manufactured and developed by
Samsung Electronics. The product Samsung Galaxy Fold has been unveiled and exhibited for
the first time in 20th February, 2019 and it is about to release in the United States of America
on 26th April, 2019 whereas it is also going to release in Europe on 3rd May, 2019. The
respective paper is an introspection, analysis, interpretation and a detailed study of the
respective product, its characteristic features, its speciality and uniqueness, its brand value
and its position in the global market.

2PRODUCT ANALYSIS: A REPORT
Table of Contents
Executive Summary.............................................................................................................................1
Introduction.........................................................................................................................................3
Discussion.............................................................................................................................................3
Product Description.........................................................................................................................3
Additional information of its features........................................................................................4
Market Position...............................................................................................................................5
SWOT Analysis................................................................................................................................5
PEST ANALYSIS............................................................................................................................6
Target Customers............................................................................................................................7
Conclusion............................................................................................................................................9

3PRODUCT ANALYSIS: A REPORT
Introduction
Samsung Electronics is a multinational electronics company originated from South
Korea, which possess its headquarters in Suwon, present in South Korea. Samsung
Electronics is considered to be the world’s largest manufacturer and producer of consumer
electronics, and is also considered as one of the largest producers and manufacturers of
semiconductors according to their aggregate revenues collected. In around eighty or more
than eighty countries, Samsung Electronics has its assembly plants and sales and marketing
networks providing employment opportunities to nearly 3 million people across the globe.
Samsung Electronics is about to launch their latest and upcoming technological product or
gadget named Samsung Galaxy Fold, which is a latest upcoming version of an Android
Foldable Smartphone. The mention and demonstration of the device had first occurred in
developer’s conference in November 2018. The respective paper is intended to survey the
product and its characteristics, its uniqueness and brand value and its position in the market.
Discussion
Samsung Galaxy Fold is an upcoming and a latest version of folded Android
smartphones which is getting launched by Samsung Electronics Company, which is
characterised by its unique features and possess a considerable magnitude of brand value
(Nordrum, 2017). The product is authentic to itself with a myriads of remarkable features that
adds to its market demand and value.
Product Description
Samsung Galaxy Fold is a latest version of Folded Android Smartphone which
contains heterogeneous features that makes the product different, unconventional and unique
from other technological products in the global market. The product serves as a hybrid model
of a phone and a tablet. The uniqueness of the product is its flexibility. The product can be

4PRODUCT ANALYSIS: A REPORT
folded (Gibson, 2016). When it is folded, it can be carried in the palm of the hand and still the
product can be used to exchange text messages and make a call or receive a call
simultaneously. When it is unfolded, the product serves as a Tablet, exhibiting big screen and
a big canvas, creating a bigger domain for multiple usage. It possesses approximately 7.3
inch of dynamic AMOLED Infinity Flex Display that gets folded into two with a 4.6 inch
840*1960 cover display. The product Samsung Galaxy Fold permits display and usage of
three applications concurrently in the domain screen and it also optimises certain significant
applications such as Microsoft Office. The product assists and supports Universal Flash
Storage 3.0, which is probably considered to be a latest feature ever inculcated in
smartphones or cell phones. It possess 12 GB of RAM, 512 GB of onboard memory and
7nanometer processor. The product also possess numerous cameras; six cameras in the
Galaxy Fold, three camera lenses are kept near the rear, whereas two cameras are kept inside
and one is kept in the front to capture pictures at different angles. The product is available in
the market in four colours, namely Cosmos Black, Space Silver, Martian Green and Astor
Blue. The product allows personalisation of colours of the hinges at the point when the
smartphone gets folded. The Samsung Galaxy Fold works under Android Pie with the new
interface one UI of Samsung. Google has intentions to help the device with Google’s specific
support foldable android devices so that there is smooth function between the apps on the
display screen of the phone (Nordrum, 2017).
Additional information of its features
Samsung Galaxy Fold consists of two batteries that jointly works for providing power
to the respective device. The two batteries produce an energy of 4380mAh together, however,
the device is also capable of charging or powering itself by its own and/or via a secondary
device concurrently with the help of Wireless Powershare with a regular charger as well. The

5PRODUCT ANALYSIS: A REPORT
device is perfect for multitasking as it contains differentiated features that can be
concurrently used together, helping in saving time and effort in a greater extent.
Market Position
Samsung Electronics Company is ready to release their latest and upcoming gadget,
folded android smartphone, namely Samsung Galaxy Fold with an amount approximately
$1980 in the international market. Such giant leap in the international market of electronics
and technology has challenged the premium pricing and services of Apple Inc. and its i-
phone. With the help of their unique technology, Samsung Electronics has occupied the
attention of the premium price setters. The respective product is unique as it can be folded.
Since the device is so well-built and provides a wide domain of multitasking as well as an
easy way of mobility, complaints from the customers and consumers are predicted to be
lesser than any other gadget in the global market. Citigroup researchers have predicted that
Samsung Company would sell almost 1 million or even more Samsung Galaxy Fold device
the present year which would be much enormous when compared to the sale of Apple i-
phones of 1.39 million units. As Samsung possess a higher scale of production and
manufacturing capacity, it is evident that Samsung might overpower its peers (such as
Huawei and Xiaomi) in the recent global market (Islam & Want, 2014).
SWOT Analysis
Market study which also includes SWOT (Strength, Weakness, Opportunities and
Threats) analysis of the device Samsung Galaxy Fold is deciphered hereafter (Omer, 2019).
Strengths:
1. The device has outstandingly unique specific features; it can be folded and used
simultaneously in making numerous phone and video calls.
2. Authentic Operating System provided by Google

6PRODUCT ANALYSIS: A REPORT
3. Amicable charging facilities (both prom primary as well as secondary sources)
4. Perfect for multitasking with a wide range of cameras with which pictures can be
taken from any angle.
5. Works as a hybrid model of both a tablet and a smartphone together.
Weakness:
1. Limitations in market share as its unique feature possess risk regarding demand in the
market.
2. Durability issues
Opportunities:
1. Since the device is bringing the latest and one of the most unique features with it in
the market, it has chances to overshadow its peers single-handedly in the global
market if the device is received well.
2. Popularity among technology enthusiasts for its brand value.
Threats:
1. Challenges from the peers of Samsung Electronics such as Apple, Xiaomi regarding
inculcating similar distinct features into their products and introducing them into the
market with relatively better price options.
2. Challenges from the other peers in case of their products and devices which might
have or inculcate certain other different features that might overpower the Galaxy fold
in the market (Lee & Lim, 2014).

7PRODUCT ANALYSIS: A REPORT
PEST ANALYSIS
PEST analysis of a product is an essential feature of market survey and market
analysis (Sammut‐Bonnici & Galea,2015). The PEST analysis of Samsung Galaxy Fold is
mentioned hereafter.
Political:
Samsung Electronics Company possess a little lower political risk as it geographically and
geopolitically diversified, as it also has its administrative representation only in the official
and main capital and as it conducts indirect sale through retailers worldwide.
Economic factors:
Expansion of their product (Samsung Galaxy Fold) and services and emerging into the
developing market might help Samsung Electronics to attain profitability and eradicate loss
from the already developed and matured markets in global arena.
Socio-cultural factors
While launching Samsung Galaxy Fold, Samsung should recognise ways to adapt the
respective products in the market and formulate strategies to create a demand for the
mentioned product into the global market surpassing ethnicity and cultural boundaries.
Technological factors
To launch such a device with a higher technology, innovative teams should be built who
would work relentlessly for providing more innovative ideas (Wambui, 2013).

8PRODUCT ANALYSIS: A REPORT
Target Customers

9PRODUCT ANALYSIS: A REPORT
Segmentation Variable Factors Explanation
Geographic All over the world The product is estimated to
be approaching global
demography.
Demographic Age: 25-55
Income: Upper middle class
Occupation: entrepreneurs,
professionals, multi-taskers
(including homemakers with
part-time jobs)
Marital Status: Single,
married, unmarried,
divorced, widowed.
The target customer for the
device is generally
considered to be youth to
middle aged, with a
relatively high income
background, entrepreneurs,
professionals and people
with multitasking jobs.
Psychographic Life style: students,
professionals, businessmen,
technology enthusiasts and
gadget admirer (including
males and females)
The target customer for the
device is assumed to be
technological enthusiasts
and gadget fanatics,
industrious professionals
and entrepreneurs, students
irrespective of gender
division.
Behavioural Preference for Brand:
regular customers as well as
prospective customers
The prospective customers
as well as regular Samsung
users are also targeted.

10PRODUCT ANALYSIS: A REPORT
According to my research and market survey of the product, I have deciphered that,
with its unique features and multitasking facilities, Samsung Galaxy Fold has been produced
and manufactured for the entrepreneurs, business enthusiasts and professionals from different
fields of profession who are multitaskers and are seeking for a device that might assist them
in their daily multitasking jobs. It has been also observed by me that Samsung is also
targeting the “millennials” of the present generation who find themselves trendy when they
possess the latest gadgets and technologies available in the global market. Due to its
efficiency and mobility, the professionals who work overseas and are in need of an enhancing
technology might find the device to be helpful for them. I have noticed and recognised that
people with affinity towards technology, especially students, are also targeted by Samsung as
it offers unique features in the device beginning from optimisation of useful applications for
the academics such as Microsoft Office as well as other important applications for students
such as Whatsapp and YouTube.
Conclusion
By summarising the respective report it can be concluded that Samsung Electronics
Company has recently taken an initiative to introduce a new and latest foldable smartphone in
the market, namely Samsung Galaxy Fold, which has a unique and a distinct feature that
makes it different from other smartphones in the market at present; it can be folded whenever
necessary, that might be immensely helpful in case of mobility of the device. The uniqueness
and flexibility of the product has given the device a distinctive brand value in the market. The
respective report is an intense introspection, analysis, interpretation and summarisation of the
device, its features along with its additional features, its market position, a precise SWOT
Analysis and evaluation of its brand value along with an assumption of its target customers.

11PRODUCT ANALYSIS: A REPORT
References:
Gibson, J. C. (2016). U.S. Patent No. D755,796. Washington, DC: U.S. Patent and
Trademark Office.
Islam, N., & Want, R. (2014). Smartphones: Past, present, and future. IEEE Pervasive
Computing, 13(4), 89-92.
Lee, M. S., & Lim, C. S. (2014). Brand Marketing Strategies of International Smartphone
Market. Commodity Science in Research and Practice: Non-Food Products’ Quality
and Innovations, 97-102.
Nordrum, A. (2017). Fold-up screens could make their big debut [Top Tech 2017]. IEEE
Spectrum, 54(1), 50-51.
Omer, S. K. (2019). SWOT analysis implementation's significance on strategy planning
Samsung mobile company as an example. Journal of Process Management. New
Technologies, 7(1), 56-62.
Sammut‐Bonnici, T., & Galea, D. (2015). PEST analysis. Wiley Encyclopedia of
management, 1-1.
Wambui, E. (2013). Samsung Smartphone strategic marketing: analysis of Samsung
Smartphone marketing strategy decisions and the consumer perception to the
implemented strategies.