MKT10007: Samsung Television Marketing Analysis and Recommendations

This report provides a comprehensive marketing analysis of Samsung's television products, focusing on the M8000 curved TV. It begins with an executive summary outlining the key recommendations for improving Samsung's market position, brand image, and corporate social responsibility. The report then delves into the core marketing concepts of targeting and positioning, analyzing customer segmentation and the strategies Samsung employs to differentiate its products from competitors like Sony and LG. A detailed marketing mix analysis follows, examining the product life cycle, consumer product types, and recommendations for product, place, promotion, and price strategies. The report also considers ethical and social responsibility aspects, concluding with a summary table of the proposed marketing mix and a discussion of the product's growth stage. The analysis incorporates positioning maps and competitor comparisons to provide a clear understanding of Samsung's market position and recommendations for future success.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in the overall analysis of the targeting as well as positioning of the
product of Samsung in the competitive business environment. From the overall positioning
and targeting of the product which is television, it can be identified that there are different
recommendations which have been provided as it helped in the overall improvement of the
company as well as their brand image. The marketing mix has been defined as the significant
kind of tool which helped in creating right strategy related to marketing through the
implementation of the effective tactics.
Through the recommended marketing mix, it can be identified that the company will be able
to maintain the different programs related to corporate social responsibility which can be
helpful in portraying a proper and sustainable business aspect in the market in a positive
manner. through the implementation of the marketing mix, the respective product television
of Samsung can be gaining huge competitiveness in the market in comparison to the other
competitors which are present in the market. The corporate social responsibility related
compliance program can be helpful in improving their presence through accepting the triple
bottom line approach that will be affecting the brand of the company in both positive or
negative manner.

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Table of Contents
Introduction................................................................................................................................3
Section 1- Targeting...................................................................................................................3
Section 2- Positioning................................................................................................................4
Section 3- Marketing Mix..........................................................................................................6
3.1 PLC and the Diffusion of Innovation...............................................................................6
3.2 Type of Consumer Product..............................................................................................7
Recommend a Marketing Mix...................................................................................................7
3.3 Product.............................................................................................................................7
3.4 Place.................................................................................................................................8
3.5 Promotion.........................................................................................................................8
3.6 Price..................................................................................................................................9
Summary Table of your Marketing Mix....................................................................................9
Section 4- Conclusion, Ethics and Social Responsibility........................................................11
References................................................................................................................................13
Appendix..................................................................................................................................15
Consumer Segmentation Table............................................................................................15

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Introduction
The analysis of the market is the fundamental aspect of the marketing strategy
wherein the proper execution of the analysis of the market gives the money a clear roadmap
for strategy implementation. The outstanding the analysis of the market will be helpful in
enabling the company in attracting the new investors along with overcoming the different
challenges in the business environment along with attracting the new pool of customers. The
main aim and purpose of the paper is to carry the marketing analysis of Samsung Company
and in such scenario, the main focus of the paper is to analyse the marketing objectives and
scope of the company in an appropriate manner. With the help of the targeting and
positioning strategy, the core business groups can be identified along with the marketing mix
will be beneficial in understanding the different kinds of aspects which can be recommended
to improve the overall efficiency of the firm in a positive manner.
Section 1- Targeting
From the segmentation of the customers for the Samsung M8000 curved TV, it can be
identified that the main target customers include the multi-segment positioning of the
product which will be helpful for Samsung in offering the several kinds of packages of the
products and services (Wheelen,et al. 2017). For instance- There are different kinds of
variations of the SMART Signage professional displays with the various screen sizes of
television that will be appropriate for managing the demand of the customers in an
appropriate manner. Furthermore, the company needs to enhance the target group through
incorporating the different teen related activities which are the main activities of the other
competitors.

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From the segmentation of the entire market, it can be identified that the targeting of
the customers along with retaining such customers as it is not always number driven
approach. With the help of the multi-segmentation approach, Samsung M8000 curved TV has
been able to create and trigger more than 60% growth in the television industry in an
appropriate manner (Schlegelmilch 2016). The both males and females are the major target
customers ranging from 25 to 60 years of age group who prefers the advanced functionality
while watching television.
The customers prefer the high-quality television which will be user friendly and it
includes simplicity in the televisions which will be developed. Through the differentiated
targeting strategy, Samsung tries to provide the unique benefits to the various benefits as the
elderly customers along with young customers prefer to watch television in their free times
and it assist them in fulfilling their needs that exists within the targeted groups appropriately.
Section 2- Positioning
In case of positioning of the product, it is essential for the company in understanding
the perception of the customers regarding the brand as to become different from the other
brands on the specific dimension which includes the attributes of the products. In case of
Samsung M8000 curved TV, the strategies which can be adopted by them to position
themselves in the television market includes the following aspects such as:
Firstly, it focuses more on the real margin that comes from mid to high end segments
along with creation of wider care network. The main positioning statement which can be
adopted by Samsung M8000 curved TV is that “It is not a television as it is Samsung
M8000 curved TV which provides sleek and soothing experience to customers”. The
Samsung is implementing major brand re-positioning as the part of the continued drive to

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engage with the core markets along with maximising the growth in the competitive market
which is increasing in the competitive electronics market.
In the positioning map, the main point of difference which can be analyzed is that it
will be providing the most high-quality product at the moderate pricing as it helps them in
generating a unique place in the minds of the customers and achieve the competitive
advantage in the market as well. The mainstream culture of Samsung has been able to
embrace the innovation of the company through developing Samsung M8000 curved TV
which are high quality, low pricing technique and unique in nature which provides the
customers with the soothing experience (Ansoff 2016). Lastly, the brand is becoming itself
the synonym of the quality of the products which are developed by them and launched by
them in the market as well. Moreover, the customers are provided with the option of
approaching to the customer care line of Samsung in need of help and it helps them in
improving their position in the market.
In comparison to Sony Bravia and LG which are the two major competitors of
Samsung M8000 curved TV, it can be identified that these two companies sell the high-
quality televisions at the high price which cannot be affordable by all group of customers
present in the market (Ansoff et al. 2018). In comparison to the two competitors, it can be
identified that Samsung M8000 curved TV is one of the brands which tries to provide the
customers with similar and unique experience at a lower price and customers are satisfied.

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Figure 1: Positioning Map of Samsung
(Source: Created by Author)
Figure 2: Positioning Map of Competitors
(Source: Created by Author)

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From the positioning map, it can be identified that the company Samsung is able to
provide the different customers with the various unique features regarding the picture and
sound quality of television at cheaper price in contrast of the other companies such as Sony
and LG.
Section 3- Marketing Mix
3.1 PLC and the Diffusion of Innovation
After the analysis of the segmentation, positioning and targeting of the respective
television Samsung M8000 curved TV, it can be identified that the respective product is in
the growth stage in the competitive business environment. As the product is been able to
characterize by the strong growth in profits and sales and the company has been able to gain
huge profitability from the economies of scale. Furthermore, as the product is in the growth
stage, the company has been able to invest more amount on promotional activities which will
be helpful in maximising the potential of the growth stage.
In terms of diffusion and innovation, Samsung Company will be targeting the young
generation specially who are the office goers as they will be able to maximise the profit of the
company as they prefer innovation and through word of mouth, the company can maximise
their profitability (Camilleri 2018).
3.2 Type of Consumer Product
From the analysis of the stage in which the product is placed in the product life cycle,
it can be analyzed that the Samsung M8000 curved TV is one of the smart televisions which
has unique features and it tries to meet the different demands of the customers in comparison
to the other competitors which term television as luxurious product.

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Recommend a Marketing Mix
3.3 Product
With the implementation of the three-level conceptualization of the product, the product
design is analyzed in the following manner:
 Core Product- It will be the soothing and unique experience to the customers through
involving the fingers of the customers as the remote to control the volumes and
channels (Herdiyana and Salmah 2019)
 Actual Product- It is inclusive of the physical experience to the customers such as
the television and sleek version of the television (Ginter, Duncan and Swayne 2018)
 Augmented Product- The added value of the television is the premium customer
service available to customers post purchase of the product (Hill 2017)
3.4 Place
In analyzing the place for making the same available to the different customers
include the selling of Samsung M8000 curved TV product directly to the different service
dealers along with retailers. The service dealers will be responsible for the corporate sales of
the company and the distribution will be the major strength of the company (Kubacki,
Dietrich and Rundle-Thiele 2017). Furthermore, the different ecommerce sites such as
Amazon can be used by Samsung Company to sell the television to the customers and
improve the brand image of the company. Using the single distribution of the company will
be helpful for Samsung M8000 curved TV to spread their presence in the market in faster
manner.

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3.5 Promotion
While promoting the Samsung M8000 curved TV, the promotion is the strong pillar
of the company as Samsung always believes that advertising is the most significant aspects
which should be analyzed by them as it will improve their brand image in comparison to the
other competitors present in the market (Meyer, Neck and Meeks 2017). There can be
inclusion of the digital media technologies and the newspaper as it will be helpful in
improving their brand image in the market and it will enhance their presence in the market in
a competitive manner.
In order to take advantage over the other competitors such as LG and Sony, there can
be endorsements done through the different celebrities which will make the product more
successful for the overall growth of the company in an appropriate manner (Lees, Winchester
and De Silva 2016). Besides advertising, the company Samsung uses the different kinds of
promotional aspects and tactics to make the customers feel that they are being valued and the
quality of the product is the other mandate which will be beneficial for their growth (Mokaya,
M’Nchebere and Kanyagia 2017).
3.6 Price
As Samsung is the market leader in comparison to the other competitors present in the
market, it can be identified that competitive pricing is the most effective aspect which can be
followed by the company as it will be enhancing the overall success of the company as well
as the product in the market which is competitive. As it is the trustworthy brand, therefore
Samsung to prevent the flanking attacks from the different competitors, it is essential for the
company to adopt the competitive technique of pricing (Moutinho and Vargas-Sanchez
2018).

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Summary Table of your Marketing Mix
Mix Current – what the
Brand and Sub-
Brand is doing now
Your
Recommendation
Why is your
Recommendation
better? Explain
how your
Recommendation
will more-
effectively support
and communicate
your Brand
Positioning.
Product In the present
scenario, the
different galaxy
series mobile phones
are being sold and it
has made Samsung
the market leader in
the competitive
business
environment
To expand the brand
through
implementing the
techniques to serve
the customers with
different other
products
The product
expansion will be
providing the
company with
different kinds of
opportunities to beat
the other
competitors
Price In terms of price, the
price skimming is
the technique which
is being used and it
helps in improving
their brand
effectiveness
The price should be
competitive
The price should be
competitive as there
are different
competitors who can
take the position
Place The places in which
the Samsung sells
The places can
include the website
The place can be
official website or

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the products include
the different kinds of
distribution channels
through suppliers
(Pyo 2015)
or the ecommerce
sites (Noe et al.
2017)
the ecommerce sites
as the young
generation do not
have time for
visiting the stores
and it helps them in
shopping from the
sites
Promotion The promotional
techniques include
the digital media
The promotional
techniques can be
inclusive of digital
media and
newspaper which
includes both offline
and online modes of
advertising
Lastly, the news
paper and the digital
media techniques
will be able to attract
the multi segment
customers and it can
be helpful in
improving brand
image
Section 4- Conclusion, Ethics and Social Responsibility
Therefore, from the above, it can be concluded that the recommended marketing mix
for Samsung Television will be helpful for targeting multi-segment customers within a span
of time. The different young generation customers prefer to shop from online websites and it
will be easier for them in improving the brand image of the company in an effective manner.
It is internally consistent for the company as it will reduce the different extra expenses of the
company when they will be selling the product to their customers as the official website
promotional tactic can be helpful for them in improving their brand image.
The recommendations are ethically and socially responsible as in order to protect the
environment, the company can introduce the digital media promotional techniques and it will
improve the condition of planet. Samsung has already engaged themselves in different kinds