Samsung 4K SUHD TV: Target Market, Segmentation, and Positioning

This report provides a target market analysis for the Samsung 78” Curved 4K SUHD HDR Smart LED LCD TV, focusing on consumer segmentation based on psychographic, demographic, and usage rate factors. The analysis identifies the primary consumer segment as individuals aged 25 and above who are technologically aware and drawn to high-quality, high-cost products. These consumers align with the 'Socially Aware' group, characterized by their in-depth knowledge of new technologies and a sense of social responsibility in promoting them. The report also includes a positioning map, illustrating Samsung's competitive landscape against brands like LG, Sony, Micromax, and Panasonic, highlighting the balance between quality and price. Desklib offers more solved assignments for students.

Running head: TARGET MARKET ANALYSIS OF A PRODUCT
TARGET MARKET ANALYSIS OF A PRODUCT
Name of the Student
Name of the University
Author Note

1TARGET MARKET ANALYSIS OF A PRODUCT
Table of Contents
Introduction....................................................................................................................2
Analysis of the consumers.............................................................................................2
Positioning map of Samsung..........................................................................................4
References......................................................................................................................5

2TARGET MARKET ANALYSIS OF A PRODUCT
Introduction
The product that has been selected for the purpose of deciding the appropriate
consumer segment is Samsung 78” Curved 4K SUHD HDR Smart LED LCD TV. The
segmentation of the consumers of this product will be decided in the analysis. The
segmentation will be based on the psychographic, demographic and usage rate related factors
of the consumers.
Analysis of the consumers
The consumers of the product of Samsung will belong age group of 25 and above.
The people who are aware of the latest technologies and are attracted towards the high quality
and high cost based products will be a part of the consumer segment of Samsung. The usage
rate of high technology based products is high among the customers who belong to this
segment.
The Roy Morgan’s Vale Segment is based on the different segments of consumers
who show different types of behaviour towards the products that are manufactures by the
companies. The product of Samsung which is being analysed in the discussion is related to
the customers who belong to the Socially Aware group. These are people who believe in
purchasing the products that are based on the latest technologies (Cross, Belich and Rudelius
2015). These consumers are well-informed about the products before they take the decision to
purchase it. They have the most in-depth news about the products that are being launched in
the market. These people mainly have a sense related to social responsibility and they try to
convince others about the benefits about the new product that is being marketed and
introduced in the industry.

3TARGET MARKET ANALYSIS OF A PRODUCT

4TARGET MARKET ANALYSIS OF A PRODUCT
Positioning map of Samsung
High Quality
SAMSUNG, LG, SONY
Low Price High Price
MICROMAXX, PANASONIC
Low Quality
Source – Created by author
The major competitors of Samsung in the high quality and high price range are LG
and Sony. These products give huge competition to Samsung in the market. The price related
competitors of Samsung on the other hand, are Micromaxx and Panasonic. These companies
provide the products with same features in low prices. However, the quality of these products
are also quite low (Dibb and Simkin 2016).

5TARGET MARKET ANALYSIS OF A PRODUCT
References
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Dibb, S. and Simkin, L., 2016. Market segmentation and segment strategy. Markefing theory:
A student text, Sage, Los Angeles, pp.251-279.