Chapt. 7: Business Marketing

Brien S.

Samsung has never really had a service business, but is now attempting to create products for businesses, making them interactive, mobile, and integrated over a diverse spectrum of industries just like their products do for the people who enjoy Samsung technology in their everyday lives. These products include but are not limited to, mobile devices, hospitality displays, business monitors, system air conditioners, telecommunication systems, and even security systems.

Hospitals are major organizations that are examples of producers; Samsung provides them with hospital equipment (such as the ultrasound device to the right), that services customers along with enabling them to perform daily operations. Best Buy is the perfect example of a retail reseller; you can find a large amount of Samsung products like refrigerators, televisions, Samsung phones, and home theater systems that are sold to the final consumer. It is widely known that Samsung is the biggest smartphone seller to consumers, however the company has decided to try its hand at marketing to government and corporate clients. It has recently been working on Knox, a security system for mobile devices that the company has been developing over the past few months for the U.S. defense department. The Korean based company also produces printers, and monitors for institutions like schools.

Even though Samsung has made much progress with manufacturing devices that cater to the business world, they are still struggling. Samsung is still very new to business marketing; the company is now attempting to create a database of clientele that will build a customer service network and also establish a market with other enterprises.

Chap. 8: Segmenting and Targeting Markets

Brien S.

Samsung's target market for its Galaxy phones has always been towards newcomers of smartphones and existing cell phone users, whom they believe want a device that can be used in everyday life activities. When Samsung held its Galaxy S4 press conference in New York this year, its strategy was to create enough information that would get consumers interested and to get them talking about something worth remembering. With the release of the Galaxy S4, its age demographic was directed towards US teens and adults under the age of 25 with considerably less income than most iPhone users. As the competition increased however, its target has now broadened to all smartphone users as its niche market. This is supported by Samsung's statement of its Galaxy S4 phone as being a "life companion" that will help users achieve a richer, simpler, more full life.

Samsung's newly implemented multisegmented targeting strategy now focuses on consumers who not only want an affordable phone, but also want a device that offers new technology that makes practical daily activities easier. Samsung's psychographic segmentation now spans generations, lifestyles, and personalities that will continue to grow along with Samsung's innovative technology.