Marketing Research (Samsung) PDF

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SAMSUNG: A brand that captures the attention of the majority

Samsung offers different series of Mobile phones in High Quality yet affordable. Samsung mobile phones are designed for the majority, almost all ages can use our product as it is very easy to use. Samsung has many attributes that makes it a better cellphone brand such as its features, unique designs and its advanced technology.

“Samsung, making everything easier”

Samsung Mobile phones are always demanded by everyone, with or without an occasion. Every month Samsung can still manage to have sales, for example, Samsung can serve as a gift for someone’s birthday. The months that Samsung’s sale can increase are the months of December and January as these months celebrates big occasions.

Nowadays, the world is run by technology, having gadgets are now a trend worldwide specially millennials. Samsung will contribute a great share in terms of technologies here in the Philippines as it will continue striving to produce high quality products for everyone.

This research focuses mainly on Samsung mobile phones that are very relevant in our generation today. Samsung known as a brand of phone that is globally famous for it’s stunning specifications that rival other brands in the market. Majority chose Samsung brand because of its economical features and high quality parts. As time passed by, Samsung gain large market share and become one of today’s preferred brand of smartphones.

SWOT ANALYSIS

STRENGTH * High Quality

WEAKNESS OPPORTUNITY * People prefers * Many Branches

THREAT * New brand of

* Affordable Price

cheap price * Change

phones of * People prefers * Lack

preference

in android

of

specially customers

terms of phones Samsung * Easy to use for * Malfunction * Online Selling of * Competitors first timers * Availability

Issues Samsung * More advanced *Trends

* Imitation

technology

This table shows the SWOT analysis of Samsung Mobile Phones. This shows the strengths of the product, weaknesses of the product, opportunities that the product can have and the Threats around the business.

PESTIC ANALYSIS

POLITICAL FACTORS Samsung is a brand originated in Korea, Philippines and Korea have both great relationship today so it can be a factor that can affect the availability of Samsung. Samsung in the other hand produces products in countries such as India, a country that is politically unstable and recently suffering from high political risk in North Korea, some parts of Asia and East Asia unlike here in the Philippines, Samsung has a good reputation and is a very legitimate business brand that makes people worry less about purchasing is because its 100% guaranteed that they will get the highest satisfaction. ECONOMIC FACTORS Recently the government here in the Philippines stated about the increase of salary in some jobs and also tax decreases in certain jobs, this means that more salary, more people who can possibly purchase a Samsung mobile phone, but in some countries where Samsung can be found id suffering from economic risks but Samsung’s management is ready for this. According to Lee (2006) “To respond to such risks, Samsung has stipulated suitable policies in the markets of operation basing on the economic strength and the size of their target customers.” SOCIAL FACTORS As the population of the people increase day by day, the demand for mobile phones are getting higher, specially there are trends here in the Philippines which people likes to use large screen gadgets, that makes Samsung Galaxy series quite popular. The population has been increasing nowadays so these series of Samsung catches the attention of teenagers because Samsung offers what the people wants. In today’s life style, mobile phones are always there that’s why Samsung creates more products to satisfy the customer’s demands.

TECHNICAL FACTORS

Samsung is very famous for its great innovation. Samsung itself produces electronics and smartphones and we all know about how people prefer hi-tech things that can make everything easier for them, and it is a great factor for Samsung mobile phones. Samsung continues to develop more advanced mobile phones, developing phones that can help people in a more advanced way. People always wants something new, as Samsung creates more features of mobile phones that meets the expectations and wants of their customers. INDUSTRY ENVIRONMENT FACTORS Nowadays, android phones are very popular specially teenagers love to take a lot of pictures or what we call “selfie”. This trend is a factor that can promote Samsung simply because Samsung has high quality features specially its camera resolution/megapixels. Not only that android phones are preferred by the majority and most of the features of Samsung are guaranteed to be high quality. People nowadays also wants phones with larger screens that they can use in taking pictures and watching movies and can be also used for educational purposes. COMPETITIVE ENVIRONMENT Samsung has so many competitors in the market but people prefer this brand because majority are very practical specially us Filipinos, we prefer affordable things with high quality and that is what Samsung exactly offers. Samsung has many competitors but they’re doing their best to stay relevant for the people as they offer them new things. Samsung is also famous in any country and that can be their advantage in the competition of mobile phones and they are also receiving good feedbacks in their products.

MARKET SEGEMENTATION

GEOGRAPHICS

DEMOGRAPHICS

* Mall

* 12 years old and above

* Market

* All Genders

*Anywhere in the world * Online shops PSYCHOGRAPHICS

BEHAVIORAL

* People who loves to take pictures

* Trend

* For educational purposes

* High Technology Features

*Gadget-Lovers * Android Users This table shows the market segmentation of Samsung Mobile Phones in in terms of Geographics, Demographics, Psychographics and Behavioral.

OBJECTIVES AND GOALS MISSION: To give satisfaction in the demands of the majority by offering high quality mobile phones.

GOAL: To gain 20% more customers for the next 3 years.

OBJECTIVES: 1. Creating features that are new to the majority 2. Promoting the benefits of Samsung by the help of advertisement and keeping up with the new trends.

STRATEGY AND TACTICS

Many Filipinos always makes sure of everything when it comes into something they want. Just like cellphones, some Filipinos wants something worth to buy, to use and yet affordable. Samsung is made by long lasting and high quality materials. Samsung has good pixels and special features and Filipinos love to take pictures, that’s why it’s loved by many Filipinos. We need to know or check the quality of every unit of our phone so we can decide the proper price. This price will depend on the series of the phone, it also gives discounts, sale day and also installments for those who wants to purchase the product. Having the best place in the thing to consider, this kind of business can be placed on residential areas where there are potential buyers. Samsung can be placed on malls, department store and also on online shops. Samsung promotes itself by advertising in televisions, they make well-known personalities endorse their products as well as billboards, flyers, posters, social media advertisements such as youtube ads, also they allow people to test the features of their phones. Samsung’s service is as good as its features, because Samsung is a wellknown mobile phone brand, the company also produces its best service for the people who patronage the product. The target of our product are the millennials and the elders, elders because our product is easy to use and millennials also loves to use things that are in trends, in short the majority.

BUDGET AND CONTROL Samsung’s expenses will b the mobile phone’s different parts, as it needs high quality parts to produce high quality product. Also the promotions of the products can be included in the company’s expense such as advertisements, commercials and business trips.

Advertising the product is also included in budgets of the company. Samsung makes a step that will surely lead into something that’s worth. Advertising will

help a lot in endorsing the product. We all know that Filipinos are fond of actors and actresses endorsing products and appearing into TV Commercials and they will have the urge to buy a certain product. Monitoring the business is highly crucial to a business as it checks if the business earned or had loss. Samsung monitors everything by checking the sales if it’s still in a great condition and knowing what are the transactions that happened by recording everything.

RISK MANAGEMENT AND CONTINGENCY PLAN

Threats and problems will always appear in every business. One of Samsung’s main problem will be the new brand of phones and its competitors. With this, Samsung will definitely find a way to solve this kind of problem by making new models of phones that are in the trends. As time pass by Samsung will somehow be out of trend but Samsung will not make it happen as it will continue to develop more advanced technology that same as technology developing in the world. Samsung is ready for everything that might happen in the future....