SAMSUNG
Nguyen Thuy Linh (Leader)
Bui Thuy Linh
Nguyen Thi Thao Phuong
Nguyen Bang Duong
OUTLI
NE
EFFECTIVE OF
MARKET SAMSUNG’S
SEGMENTATIO MARKET
N EVALUTION CONCLUSION
SEGMENTATION
2 4 6 8
3 5 7
1
Introduction INTERNATIONA STRATEGY POSITIONIN
L G
MARKET
SEGMENTATION 2
INTRODUCT
ION
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SAMSUNG’S HISTORY
▸ Samsung was founded on March 1,1938, by Lee Byung-
Chull.
▸ It has become one of the most-recognizable names in
technology and produces about a fifth of South Korea’s total
exports.
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SAMSUNG’S PRODUCTS
Samsung is known globally for its Samsung has been dedicated to
electronic products (Kelly, 2011). The making a better world through diverse
company is manufacturing several businesses that today span advanced
latest technologies, electronic technology,
appliances such as mobile phones, semiconductors,skyscrapers and plant
tablets, laptops, TVs, refrigerators, air construction, petrochemicals, fashion,
conditioners, washers and other medicine, finance,hotels, and more.
products.
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SAMSUNG’S
VISION
Philosophy: to devote its talent and technology to
creating superior products and services that
contribute to a better global society.
The target of Samsung is:
New technology
Innovative product
Creative solution
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SAMSUNG’S
VALUE
▸ Samsung Electronics was ranked eighth in
“The World's Most Valuable Brands 2020"
released by Forbes. It is the highest ranking
among Asian brands.
▸ Samsung Electronics’ brand value was
estimated at US$50.4 billion in 2020, down
5 percent from US$53.1 billion in 2019.
With the fall in value, its ranking also fell by
one notch from seventh in 2019. The Korean
tech giant was included in the top 10 for four
consecutive years. It was ranked 10th in
2017, 7th in 2018, 7th in 2019 and 8th in
2020.
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MARKET
SEGMENTATION
OF SAMSUNG
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GEOGRAPHIC
▸ Their products appeared in more than 80 different countries-
Samsung divided the Asian market into geographical regions.
▸ This segmentation is based on geographical area. The target
area will be decided by the company. Samsung focuses on
rural as well as urban population.
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PSYCHOGRAPHIC
The psychographic The company offers touch screen
segmentation of Samsung mobile phones with lower rates.
includes individuals, teens and Every consumer can afford the
mobile phones of Samsung.
adults who are techno savvy.
They aim at customers who
are teenagers to 30 years old
for the best profit.
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DEMOGRAPHIC
▸ Age group- Samsung targets the customer between
the age group of 22-55.
▸ Gender- Both males and females are the target
consumers of Samsung.
▸ Occupation- Samsung targets students, employees
and professionals.
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INTERNATIONA
L
MARKET
SEGEGMENTATI
ON OF 12
Age: in the international
market, Samsung aim to all
ages
Family Size:-available to
every family size
Income: like its market
,every income class can use
their product
Status: single ,
married , divorced
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EFFECTIVE
NESS
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MEASURABLE
▸ Having a 5G network ready by 2020, generating $ 400
billion, and becoming the top 10 global enterprises by the
year 2020 are a few of the goals Samsung has set.
▸ Measurable goal, which is among the SMART components, is
taken into account by the releasing of $400 billion revenue
and 5G network.
▸ The popularity of Samsung transforms the immensely huge
goals into being realistic.
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ACESSIBLE
Samsung marketing requirements always meet the following basic
requirements:
▸ Sales: Samsung provides customers with necessary information for
the purpose of placing an order.
▸ Building customer relationships: Samsung marketing staff must
always put their company that has a good position in their customer’s
mind.
▸ Gathering information and providing necessary information:
Samsung sales staff can always update useful information for
planning advertising programs and promotions.
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SUBSTANTIAL
Samsung Electronics is a global Samsung has been the world's largest
leader in semiconductors, television manufacturer since 2006 and is
telecommunications and digital the world's largest producer of LCD
panels.
The lead in global sales figures
media technologies with sales of
143.1 billion U.S. dollars in 2016. for smartphones as of 2013.
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STRATEGY
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Samsung applies the broad
Samsung’s investments in
differentiation generic competitive
product development are a
strategy. The strategic objective of
strategic implication of the broad
broad differentiation is to maintain
competitive advantage by differentiation generic strategy.
providing unique (or differentiated)
products targeting a wide market.
Other generic competitive strategies, such
as cost leadership, differentiation focus, and
cost focus, are also applied in Samsung’s
operations, but to a limited extent.
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EVALUATION
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MARKET SEGMENT SIZE AND
GROWTH
In USA: In Asia:
Samsung has the highest share of Samsung focus on both high-income
mobile subscribers while the US giant and low-income customers, with the
Apple, has taken the second place wide range of products from
spot overall. expensive smartphones to cheap
Samsung is still the market's mobile phones.
dominant player, and held well over Though Apple recently began selling
one-fourth of all U.S. mobile users the iPhone, Apple‘s share of the
with 26.3 percents smartphone market in China still lags
behind Samsung whose share is
surprisingly 3 times as large as
Apple‘s.
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TARGET SEGMENT
Samsung mobiles target a broad range of customers from different age
groups, different social status, and different lifestyles:
▸ They target youngsters, middle-aged as well as old age customer
groups.
▸ They have smartphones for Rural as well as for urban region
customers.
▸ They offer smartphones which are economical for middle-class
people and also offer high-end phones for more affluent classes.
=> Price is not one of the core competencies of the Samsung TV, therefore,
the boredom and leisure market segment should be excluded from the list
of the potential target segments.
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SWOT Analysis
STRENGTHS:
Strong corporate brand and known for its quality products and advanced
technology use.
Attracting customers by offering new and innovative design through
understanding the customers
Heavily investing in technology, product design and human resource.
Focusing more towards the innovations and trying to keep improving the
products to attract more customers and capturing more market share.
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SWOT Analysis
WEAKNESSES
Not proactive to introducing new products
Lack in product differentiation
Caters mass market instead of niche market
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SWOT Analysis
Can gain more market share. By providing
distinguished services it can increase its customer
base.
Product variation, by introducing unique products and
existing products with variety.
Introducing user friendly mobile phones at affordable
price
OPPORTUNITIES
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SWOT Analysis
Slow market in developed countries for
smartphone.
Rapid change in technology
Increasing Competition
Breached patents
THREATS
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POSITIONIN
G
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PRODUCTS AND MARKET
Samsung electronics produces consumer electronics in five categories ,
they are TV’s and video /audio players , mobile phones, computers ,
cameras , home appliances.
TV/Video/audio players Home appliances: Mobile phones:
Samsung has become the Samsung is one of the
Samsung has a variety of
company with the highest sales highest sellers of
products under the home
of TV’. smartphones.
appliances category.
They used the possession of
In the past few years Samsung
their own chip to their
has managed to become the
leading producers of TV. advantage and bought about
lot of innovation.
Laptops: Cameras:
Samsung is an emerging Samsung is not a very big
player in laptops . Though it player in cameras segment
has its own chip, it uses intel but still is a popular brand.
chips in its laptop to be on
par with the competitors. 29
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OVERALL POSITIONING
▸ With this new positioning of Samsung, the company
differentiates itself from its prior Cost leadership structure,
where it delivered cheaper and technologically strong
products.
▸ Samsung puts more emphasis on design, the company can
compete with Apple in a more effective way.
▸ Other important factors for Samsung’s positioning are
innovative product features, value for money, integral parts
of family, healthy living and energy efficiency hence cost
saving.
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CONCLUSIO
N
32
“
Among the many companies in this industry,
Samsung is one of the most influential and popular
ones.
Samsung successfully does this and manages to
continuously differentiate itself from the customers.
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THANK
YOU!
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