FUNDAMENTALS OF MARKETING ASSIGNMENT 3 MARKETING STRATEGY Samsung Galaxy S9 1
TABLE OF CONTENTS Executive Summary 3 Introduction 4 Section 1: The Marketplace and influencing factors 5 Industry Overview 5 Key Competitors 7 Key Player of Importance 8 Other factors influencing the Industry 9 Section 2: Recommendation for additional research 10 Key Question and Why 10 Methodology and Justification 10 Section 3: Consumer Segmentation 11 Consumer Characteristics 11 Segmentation Framework 12 Segment Profiles 13 Conclusion 14 References 15 2
EXECUTIVE SUMMARY The objective of this report it to produce a marketing strategy for Samsung, to ascertain some insight into improving the business. This report is broken down into 3 sections. The first section is the marketplace and its influencing factors. The second section is recommendation for additional research, and finally the third section is Consumer segmentation. Section 1 explores the mobile phone industry and the Samsung smartphone at a glance. This sections also discusses some key competitors of Samsung and how they differ to the Samsung Galaxy S9. Some key features are observed in this section which then moves us into the second section. The second section focuses on some additional research, where some research techniques are discussed and how the results from this methodology will improve the Samsung brand and product. The third section looks at segments that have been fragmented from the market to gain an insight into what drives customer to buy new products from Samsung. 3