Market Positioning of Samsung

Samsung Cell Phone Market Segmentation

Samsung cell phones have a competitive advantage over most competitors based on the outstanding characteristics such as the apps support, size, the weight, the ability to retain the charge, the number of games it supports, the possibility of paying for gams and install, the aesthetics, the internal memory and the camera quality among other things.

Segmentation

The Samsung cell phone will target two main segments; the trendy young professionals getting into the job market and secondly, the professional middle aged men with a few years of experience in the job market.

Geographic variables in this market segmentation include the rural areas as well as the urban regions where the population is high. These are areas where both the young professionals and the middle aged professionals can be found establishing themselves in various employment sectors or setting up their own businesses.

Psychographic variables considered here are the young adults who are just getting into the job market to the early 30s aged customers who have a similar lifestyle and would like cell phones that give an array of possible applications and software befitting young minds who love to experiment. This is the segment that is also keen on the latest technology and the new improvements on the phones in terms of the trends.

Demographic variables the provision of varied cell phones makes that would fit both the males and the females of not only the psychographic gap as above, but beyond the 30s age limit who can still need to have basic use of the cell phones.

Target market

The market segment that will benefit the product line in the short- and long-term of the two above are the young professionals who are just getting into the job market and would like to get the latest technology and trends in the cell phones that will give them, not just the look of class of their own, but also ability to explore more and benefit in terms of knowledge from their cell phones (Zincubate, 2015). This group will be referred to as savvy young professionals since they get off college with a lot of exposure in IT and would like to put it into use through technology such as provided by the Samsung cell phones. This target market is sizable enough to support the profitable introduction of the Samsung Cell phones into the American market, this is seen by the millions of graduates who are churned into the job market each year. This target market is also growing since each year there are new graduates and the cell phones transcend the age bracket to the mid thirties and above hence having an ever growing segment. This market is also easily accessible as the young professionals will readily shop for cell phones that they like from the Samsung stores as well as easily make orders online hence accessible. The market also fits well with the objectives of the Samsung company since it strives to be innovative and these young professionals like innovative products more than any other segment.

The company should not just concentrate on this market but also engage the demographically older market segments to augment the sales in these savvy young professionals. This is informed by the fact that most decisions to buy cell phones and the type of the cell phones are informed by the young people who buy them for or on behalf of the ageing parents. The product they will recommend for their parents or elder siblings will most likely be the acceptable choice hence harvesting sales from both markets with a single engagement of the savvy young professionals.