Introduction

Samsung mobile phones are the most critical competing brands for Huawei Mobile Phones. This essay will evaluate the positioning strategy, segmentation, and targeting plan for Samsung Mobile Phones. Additionally, the report will analyze the Brand Name and Logo of the brand. The product will be launched in the United Kingdom’s smartphone market with Samsung mobile phones as the primary competing brand. The analysis aims to develop an understanding of the strategies, which are necessary for the success of the brand in the UK’s smartphone market.

Segmentation and Targeting Strategy

Segmentation refers to the process of dividing the market into different categories based on their common characteristics. The understanding of the various segments including demographic, geographic, behavioral, and psychographic is critical for Samsung. For example, according to Tanner and Raymond (2015), the knowledge of the market segments can help a company to optimize its use of the market mix within the classifications.

According to Hamka, Bouwman, De Reuver, and Kroesen (2014), geographic segmentation involves dividing the market geographically. In general, Samsung sells its products worldwide and claims a global presence in 60 nations (Bracetti 2013). As a leading smartphone dealer, Samsung recorded a smartphone shipment of approximately 70.4 million units in 2018 (Baron 2018).

In regards to psychographic segmentation, Samsung mobile phones are accessible to UK mobile consumers across different lifestyles, personality traits, values, interests, and attitudes.Further, the socioeconomic variables considered by Samsung’s segmentation strategy include social classes and income. The organization’s products are available to both lower, middle, and high-income families. Demographic segmentation variables, on the other hand, include lifecycle, income, gender, and age.

Samsung targets a wide range of consumers including professional business people and university students. Currently, the UK has approximated 4.68 billion mobile users with 95% of individuals aged between 16 and 24 possessing smartphones (Number of mobile phone users worldwide 2018). However, Samsung mainly seeks to market its smartphones toconsumerswho are in their late 20’s (Dudovskiy, 2017).Moreover, Samsung claimed a market share of 24.24%, 25.09%, 29.5%, and 29.98% in 2014, 2015, 2016, and 2017 respectively. The Galaxy range, for instance, remains catchy to youths due to its pleasurable features includingmulti-task handling and a great quality camera. Additionally, most of the company’s top phone offerings are attractive to ladies’ attention due to their beautiful colours.

Positioning Strategy

Samsung’s positioning strategy includes producing unique smartphones to outdo competitors. The firm’s “Galaxy Series” is designed to go beyond customers’ expectation through high-quality. According to Mahmud (2015), Samsung’s Positioning Statement is stated as “Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features.” The statement affirms the dealer’s target of differentiating itself from competitors by making use of innovative technologies, unique design, and quality. Thus, while multiple choices abound in the UK’s smartphone market, Samsung Mobile hopes to win consumers’ taste and preferences by offering affordable selections.

In order to justify Samsung’s Position Strategy, the 4Cs of Jobber &Fahy (2009) are instrumental. The duo defines Position Strategy as the process of designing the offerings of an organization to make it occupy a distinct and meaningful position in the minds of target customers. Thus, the Positioning Statement embodies the four aspects, namely: clarity, consistency, credibility, and competitiveness in a unique manner.

First, the idea of the statement achieves clarity by being straightforward and unambiguous. Thus, the assertion that positions Samsung’s products in the UK’s market is memorable to consumers. Further, Samsung is committed to remaining true to its positioning message. The organization understands that consistency is necessary to ensure non-confusion in regards to how buyers perceive its offerings. Accordingly, by being consistent, Samsung’s products are received overwhelmingly by buyers not only in the UK but globally.

In regards to credibility, Samsung’s offerings notably the Galaxy Series of smartphones impact consumers’ experiences significantly. Notably, the firm maintains the position of its products in the UK smartphone market by adhering to value-orientation. Moreover, Samsung retains a friendly pricing structure that suits its different buyer categories.

Lastly, Samsung’s products are highly competitive in the market. New Samsung flagship phones, for instance, are equipped with several innovations. With products like Galaxy S8, Samsung has managed to penetrate the market, ascending above competitors.

Figure 1: Perceptual map for Samsung Mobile

Brand Name

Samsung entered into the consumer electronics market as a low-quality service provider. However, as the company grew, it invented and implemented new ideas, which allowed it to become more creative and customer focused. Today, the organization has a well-established brand in the global market. The brand name, “Samsung” is derived from a Korean word, which can be translated as “Three Stars.”Lee Byung-Chul, who is the founder of Samsung, picked the name at the company’s inception (Victor 2015) to display several values: (1) that the organization would become ever-lasting, (2) Samsung would be great firm in the consumer electronics market, (3) commitment to inventions. The brand name leads consumers to the understanding that the company utilizes the latest technology to produce unique designs and styles that users desire.

Basic Logo

Figure: Samsung Galaxy S8 Basic Logo (Technology: Samsung S8 n.d.).

Bibliography

Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries Publishing.

Hamka, F., Bouwman, H., De Reuver, M. and Kroesen, M., 2014. Mobile customer segmentation based on smartphone measurement. Telematics and Informatics, 31(2), pp.220-227.

Hamka, F. 2012. Smartphone’s Customer Segmentation and Targeting: Defining market segment for different type of mobile service providers. file:///C:/Users/USER/Downloads/Final-V1.5_-_Fadly_Hamka1.pdf.

Bracetti, A. 2013. 50 things you didn’t know about Samsung. https://www.complex.com/pop-culture/2013/05/50-things-you-didnt-know-about-samsung/

Baron, C. 2018. Smartphone unit shipments of Samsung worldwide by quarter from 2010 to 2018 (in million units). Statista, https://www.statista.com/statistics/299144/samsung-smartphone-shipments-worldwide/.

Number of mobile phone users worldwide from 2015 to 2020 (in billions), Statista,https://www.statista.com/statistics/274774/forecast-of-mobile-phone-users-worldwide/.

Dudovskiy, J. 2017. Samsung segmentation, targeting and positioning: multi-segment, imitative and anticipatory. Research Methodology,https://research-methodology.net/samsung-segmentation-targeting-positioning-multi-segment-imitative-anticipatory/.

Mahmud, S. 2015. Brand Positioning of Samsung Mobile. http://sumaiyamahmud.blogspot.com/

Jobber, D. and Fahy, J. (2009). Foundations of marketing. David Jobber Foundations of Marketing

Victor, H. (2015). Did you know: The original meaning of the Samsung brand name. Phonearena.com, https://www.phonearena.com/news/Did-you-know-the-original-meaning-of-the-Samsung-brand-name_id66280.

Technology: Samsung S8. n.d.Brands of the World, https://www.brandsoftheworld.com/logo/samsung-galaxy-s8.

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