Sales and Marketing Report: Samsung's Relationship and STP Analysis

This report provides a comprehensive analysis of Samsung's sales and marketing strategies, emphasizing the importance of customer relationship management and the application of the STP (Segmentation, Targeting, Positioning) model. It begins with an introduction to the core concepts of sales and marketing and their significance in the electronics industry, specifically focusing on Samsung's operations. The main body delves into the role of technology in enhancing customer relationships through various channels, including customer service, social media, email marketing, and loyalty programs. The report examines the impact of customer data on customer expectations and how Samsung can leverage this information to refine its strategies and maintain customer loyalty. The STP model is then applied to Samsung's mobile phone products, analyzing segmentation based on geographic, demographic, and psychographic factors. Targeting strategies and positioning are discussed, considering market size, differentiation, and accessibility. The report also proposes a new target group for Samsung, suggesting ways to cater to their specific needs, and considers changes to Samsung's product or service strategies. The report concludes with a summary of key findings and recommendations for Samsung to improve its sales and marketing efforts.

SALES AND MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
LO2 .................................................................................................................................................6
STP Model(Segmentation, Target, Positioning)..........................................................................6
LO 3.................................................................................................................................................9
A potential new target group for Samsung and suggestions to cater to their specific needs and
requirements. ...............................................................................................................................9
LO4................................................................................................................................................11
Changing the current product or service strategy of Samsung..................................................11
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Sales and marketing refer to the two business functions which are very important for any
organization, and they work at same place in an organization. They both helps in generating
leads and revenue for the organization. Sales refer to all those activities which leads to commerce
of products and services and on other hand merchandising refer to activity of getting people
curious in trade good and services being sold. Samsung is one of leading brand in electronics
market which deals in all kind of electric product and services. The company was founded in
1947 with name of Samsung Mulsan Gongsa. They have made all kind of product with the latest
technologies in their product. Company is developing all new technologies and is one of the
leading seller of mobile phones in today's market. Its competitor are apple, one-plus which are
giving the company a great competition. The report will explain the relationship management
and its importance in understanding customer relation and expectation. Report further analyse
the segmentation, target market, positioning of brand in it. The strategies and the innovation will
be discussed and viable solution to meet customer needs in specific targeted group (Sigala,
2018).
MAIN BODY
LO1
Technologies: - Technology is an entity, both immaterial and material, made by applications of
physical efforts and mental efforts in order of achieve values. It refers to machine and tools to
solve real live issues and problem.
Role of technologies: - The roles of technologies are very important in today's world as you are
surrounded with technologies. Everything is connected to technologies in life and technologies
are made to ease working of human and reduce time and efforts. It helps in communication, time
shifts and lower transaction cost for multiple actions (Meng and Boyd, 2017).
Relationship marketing: -
Relationship marketing focus on customer retention for the firms and organization and
satisfaction and valuing customer. The main purpose of relationship marketing is to nurture
current customer first than going for new customer. Every customer for company is important
but it's important to retain old customer than shifting towards new.

Relationship marketing is important and technology plays a very important part in this with
helping Samsung to connect and improve the relation with the existing customer and do
relationship marketing.
Current technologies in improvement of relationship management: -
Customer service: - Customer service is a new way of technologies which is helping Samsung
more in improving there relationship management. Samsung is providing great customer services
to improve the relation and bond with existing and new customer so that they can take service
from company at any place any time. Customer service technologies are helping in both online
and offline ways.
Social media: - Social media is one of the biggest platform in today world and this innovation
and technology helped company in achieving a larger audience, social media helps Samsung in
getting a wider audience as well a place where they can put there content and data for wider
people. People nowadays use every social media platform which is one of the benefit for
companies to utilize this in promoting and expanding business.
Email marketing: - Relationship management include communication and email marketing is
one of the technology which helps in developing the relationship with the existing customer and
also with new customer with queries they have. It is one of the ways in which Samsung utilize to
nurture there audience and stay connected with them and solve there issues so that they feel
connected and felt important about being a part of the company family.
Loyalty referral programme: -This is one of the ways which attract more audience these days
as it gives a good rewards and cashback from company to make a new person connect to the
company by purchasing product and joining company family. When a customer refers new
customer to the company then company provide a good cashback and rewards to the customer
which improve there bond and nurture there relation.
Survey and Questionnaire: - The current technologies which are improving the feedbacks and
views of customer can be evaluated by surveys and questionnaire as this technologies help
Samsung in getting a proper review and feedback about there product and services and where
they are lacking in their services which they are giving to customer. It also helps in improving
customer relation as feedbacks will help Samsung in understanding the issues they need to focus
and work on them to retain customer and there loyalty.

Impact of customer data in customer expectation: -
The impact of customer data in customer expectation, service excellence and especially
from online means are very high as Samsung is focusing in solving all the issues' customer is
having so that company can retain majority of its customer which can further helps in addition to
new customer by loyalty. The company have database information of its clients and loyal
customer which can be used in getting a good information about company market value in mind
of customer or how customer feels about Samsung.
The first ways to improve customer relation by market research is to find the target market which
is important as to find the target market is important so that company can make product and
services accordingly. Target customer and its understanding helps company in making strategies
which can help them in getting attracted towards the customer and become a customer favourite
choice.
Samsung need to understand the key competition in market and need to understand that who is
taking there customer and what are the reason for customer to leave company and choose other
brand. Customers perception is not the statistic which affect it's actually the overall influence of
market which allow them think on staying or leaving the company. Market values and working
according to market trend is important and providing extra services to the loyal customer is also
a reason by which the retention and relation can be managed by Samsung.
Tracking customer satisfaction channels and multiple channels is important as new
technologies can help company to understand customer in broad way which can be beneficial for
company in solving issues. Providing new ways of services to customer’s is one of the ways
which attract customer in staying loyal for the brand, technologies can be one of the best ways to
make customer relation in best terms. Technologies helps Samsung in understanding the places
where they are lacking and which impact in loosing of customer for company. Technologies also
helps in improvement in areas which are causing Samsung in loosing of customer and if
company understand and utilize the technologies in the best way then they can retain customer
for a longer period with new strategies and services they offer to customer.
Refining of strategies over the time period is important as Samsung need to work
according to the trend so that they can keep a good grip in market with all new technologies'
customer wants and can fulfil customer expectation and satisfy customer(Szot and et.al., 2019).
Online way of solving issues is fast and quick process for customer to connect the company.

Samsung is improving a lot of strategies so that they can reach to customer expectation and
satisfy customer needs and provide excellence service to them which helps in relationship
management. Customer relation can impact directly and excellence service can enhance the sales
and service on other hand. Samsung is making new strategies and taking helps of new
technologies to improve there customer relation(Djatmiko and Pradana, 2016).
LO2
STP Model(Segmentation, Target, Positioning)
It is one of modern marketing approach to promote and sales product to customers. It
helps to construct plan for chosen to market. In the end first segmentation id achieve by
Samsung, next stage target the customers and in the end position it. It is a broad model that
summarizes and alters the process of market segmentation. STP is a key idea in selling that is
direct key to serving a industry successfully. Product taken for segmenting, targeting and
positioning is Samsung mobile phones.
Segmentation
Segmentation is dividing the market into little groups of purchasers which are well-
defined in certain traits or behaviour etc. In this Samsung identify niches with demand of the
customers and hence able to gain new consumers for the product and sales it with strong
marketing message. Samsung has segmented their market in the following ways:
Geographic: The market is divided based on states, regions, countries, cities etc. Samsung have
Galaxy for urban areas and Samsung Guru for rural areas. Geographical condition such as
Country, region, area, metropolitan or rural location etc. check before launching the product as it
help in easily identify right buyers of the product. For example Pickles have high demand in
London but not in Scotland and hence it will be best to choose former location for the product
marketing rather than later.
Demographic: Demographic can be referred as segmentation of customers according to age,
gender, marital status, profession etc. (Kurniawan and et.al 2018.). Samsung is catering to the
customers which are in the age brackets of 18 to 65. Samsung has also partnered with IT
manufacture leaders to bring the clients most applicable endeavour solution and the most
encompassing mobile execution.

Psycho graphics: This segmentation is more focus on personality and emotion of customer or
their behaviour. It consists of various elements such as attitudes, lifestyle, hobbies, risk aversion,
personality etc. It helps to supply the right product to consumers for this interview, survey,
customer data is observed and analyse by the firm. Samsung innovated and came up with
baroque mobiles electronic equipment especially for young ladies and also for middle class the
range of which was cheaper.
Family size – All family sizes are catered by Samsung so that there can be higher sales.
Income – The firm is targetting all income class population including their preferences in the
products. It has products for lower middle, middle class and upper middle class.
Samsung use demographic and Geography elements for product sales and it helps in
reaching right, customers, right time at right place. In this company choose youngster and mid
income workers and in Geographic location will be England and Scotland for sales of the
product. It helps to reach right customer and sales product and also decrease time and
expenditure of the firm. There are some requirements of effective segmentation like the market
should be quantifiable, accessible, solid, figuring and applicable.
Targeting
The process of judges each activity section quality and choice one market segment to
come in. Organization reference the customer which are segmented for example youngster of
England and check if the market size is enough for consumption of firm product (Camilleri,
2018).
After portion market based on different groups and classes, targets needs to be chosen
and Samsung has the pursuing reference clients: large businesses, the common cellular phone
users, organization which give services to public safety, authorities and both inferior and
industry endeavor.
Criteria Size:
Market of choose segment analyse if it is best to consume good of the company for
example England has numerous customer's for smartphone as compare to Scotland.
Difference:
In this difference between segment is checked and must be measurable.
Money:

In this firm analyse how much revenue it can be generated with the help of selected
segment for example product profit must be higher than the investment and it covers additional
expenditure that company has pay during marketing.
Accessible:
In this company check and analyse if the segment market is accessible by team and can
receive marketing messages (Schlegelmilch, 2016). For example if company choose the area
which is far from team connection then it will difficult to implement the plan.
Samsung target youngster of age between 18-35 and it helps in easily sailing of product
because this group of people continuously changes their sales and company offer range of
product and hence able to gain large number of customer and increase profit. London and
Edinburgh is targetted city of the firm which have large population students and youngster and
hence company able gain buyers.
Targeting is not always number driven but also about obtaining and getting in loyal customers.
Positioning
Product placement map is last step of STP process. In this the target are being focused
and the places where the company is ready to position its target segment and products. Market
aligning is composing for the good to inhabit a dear, typical, and desired place relative to
competitive production in the minds of reference point client. Best ways is to position the
offering to customer so that they get a great idea about this and helps company in better
positioning.
The product positioning map helps in understanding the brand positioning and the
competition in market. Which helps in getting a good idea about where to position the product
according to the segments and target market. Positioning is very important as it is final step
which can impact on company profitability and sale.
Aligning is all about clients perception about the trade name as being various from other
brands on specific attribute including product property.
The strategies adopted by Samsung to position themselves in term of mobile phone
segment are as follows:
It focuses more on actual edge which comes from mid-to-high ends segments, Samsung
concept store, market production and category creation in small towns, wider care system, access

to Samsung care line. They have also branded itself as a antonym for superior and created a
unique brand image for the company as a high end worth driven brand name.
Positioning is important and Samsung have focused in all the targeted market which
require a good understanding and its segments so that they can make a good impact in the market
to increase there product sales and service(Siau and Yang, 2017).
There are some benefits of using STP model such as : It enhances a company's competing
perspective, provides route and direction for marketing plan of action by assign beginning to
target segments. Helps in identifying market maturation possibility through determination of new
buyers or product uses. Impressive and economic matching of company resources to target
market segments which promise the greatest income tax return on selling investment.
LO 3
A potential new target group for Samsung and suggestions to cater to their specific needs and
requirements.
Samsung has targeted their products and services according to the age factor, for which
they have taken youngsters and also targeted based on the region in which they have targeted
England. Targeting is basically a plan of action that breaks a large industry into little piece to
paradigm on a specific group of customers among the segmented gathering. It a strategy and the
tactics that will help you communicate with people more effectively. So for successful product
promotion and advertising targeting and making effective strategy for the same is necessary
(Szot and et.al., 2019).
A potential new target group of Samsung could be based on two segmented categories:
demographic- employees and professionals, behavioural – trendy and technology freak. Psycho
graphic- upper middle class and premium one.
So mainly Samsung is catering to employees, professionals and people who are technology
freak and people who makes video or content for you tube or other social media platforms.
Therefore, they must launch a refreshing, the latest technology driven and something innovative
to make their products a great success among the new potential target group. To make the
product a great success Samsung needs to cater to the specific needs and requirements of the
potential target group. As best the customer cognitive content is a great way to get new buyers
and its also best way to foster customer faithfulness. Attracting new customers, satisfying the and

retaining them is the most challenging task in this competitive market. As Customer is treated as
king therefore it is responsibility of Samsung to cater to specific needs and requirements of their
potential new target group. Samsung believes that knowing the customer is the key for any
business endeavour.
Some suggestions to cater to the specific needs and requirements of the new potential target
group:
The company can apply intelligent customer engagement through new tools like
messenger, drift and also by getting the clients on the phone on a daily ground. These channels
are the means to collect customer insight. This can help the company go deeper into their
concerns, strain, necessarily, requirements and situations they face and also improves their on
boarding process which will turn their unhappy customers into happy customers. Samsung can
connect with various employees and professionals via these tools and can get the information
about their needs and preferences.
Company can create more robust buyer personas which will go one way deeper into
customer preferences by using google analytics and apply the information to find out where and
when the company can reach them with many effectual. The time and media at which the
targeted group is available and most active can be used and enquires can be taken.
Company can also generate data from customer analytics by giving an option of clicking link to
the customer on the web page. As every client action provides priceless perception into buyers
behaviour.
Traversing the customer path is also very helpful to understand the unique and dynamic
potential new target group buying journey. Samsung must keep themselves in the shoes of their
new target group and develop the product and service. As the potential new target group is
professionals, employees, people who are technology freak, upper middle class and premium
customers. Which means a new refreshing product with the latest technology with advanced
features should be launched.
Samsung should also see the latest trends which are being preferred by their potential
target group. By considering the latest trends along with their unique innovation of the product
will cater to their specific needs and requirements.

Building a knowledge base that leads to accuracy is also a good way to cater to the
customers needs and requirements. As a well-kept evidence help company build a cognition base
that leads to getting it correct the archetypical time and every time. Buyers service establishment
program can assist you in keeping evidence of your clients and the services or commodity they
desire.
After considering these suggestions an effective target marketing strategies should be
prepared for the potential target group. There are some factors which needs to be considered
while selecting the target market strategies such as company's origin, trade good uniformity,
commodity stage in the existence cycle, market homogeneity and competing merchandising
strategy.
LO4
Changing current product or service strategy of Samsung.
Changing the product and service strategy is used to gain profitability and market share
by getting in innovation in the products and services which the company is dealing. Product
invention is the conception and subtenant launching of a good or service that is either new, or an
developed edition of the late goods. And service design is process where communicative create
property result and optimal experiences for both consumers and any assistance providers
participating (Pugna, Potra and Negrea, 2020). To cater to needs and requirements of customers
service design innovation can be used that address previously unmet customers needs and open
up new business area for the potential new target group which sustainably differentiate the
company from the competitors and increase customer loyalty (Mourtzis. and et.al., 2018).
Samsung is currently adopting the following trade good strategy of technological leadership,
customer convergent plan and worth attach. Their strategic establishment revolves roughly
ability, business concern and natural endowment. Another strategy Samsung uses currently is
based on securing patents in terms of smart phones through partnership.
Samsung has undertaken a strategic shift from a fast follower to an industry shaper.
Previously Samsung used to do product centric innovation but now their product innovation is
based on latent customer needs. They used to target mid-market segment but now it also caters to
more premium range. They are focusing on designing sensational technology (Haizar. and et.al.,
2020).

The technical leadership is bring off through massive investment in R&D and
partnerships with major tech players like Yahoo, IBM etc.
From product centric design they are moving towards customer focused design which direction
on the group action of intelligent form, various suitability and affective reactions from
consumers to make over a more gratifying and action user happening. Samsung also listens to
their customers and will be adopting eco- management innovation strategy to reduce green house
gas emission from business enterprise artifact and cut back asquint greenhouse gas emission
from all the products (Xie, Huo. and Zou, 2019).
The recommendations on changing the current product and service strategy are ones that
are different in sense they are not haunted with short-run-term oriented competitory success, but
but they are centered on the long term adjusted competing reward.
The company is also recommended to focus on derivation the most reward from the
rising cyberspace chance.
It is also recommended to focus in relation to increase of software system that would
compound smartphone with mobile commerce group or e-wallet which has implications far on
the far side from way current mobile cost scheme is purpose.
Currently engineering of Samsung is limited to business-customer portion but it would
benefit if they facilitate contactless cost scheme. If Samsung would have its concentration into
such an area as its advanced strategy by using the frame of its smart phones and user-easy
software, it would be easy in capturing and appropriating value proposition in the form of a
different competitory scheme.
Samsung's capture the worth by “locking-in” the customers but it should also focus on
creating a “technology platform” for present and future mobile devices. The triumph in
technological contention are ones who have the top-quality horizontal surface scheme but also
the best ecosystem to rear it up. So if Samsung wants to win over in the smart phone
manufacture with the competitive edge by seize quantity and befitting it in the form of
jurisdiction, innovating a “ technology platform” should be adopted by Samsung.
They should develop their own operative scheme, request processors and try to decrease
addiction on google android and Qualcomm.
In terms of resources they should commit to hire and train accompanying seeker for the
centres, take part with OS providers and third-party companies to evolve utilise.