Samsung S New Target Market

Samsung Cell Phones Segmentation The first distinct market segment for Samsung is the enterprise market, which is primarily regarded as employee phones market. This market segment has grown tremendously in the past few years and businesses incorporate phones into work processes. The segment contains the working class population with different income, age, and of different gender. The population is in different geographic and can be segmented through user status for employees who are looking for ways of enhancing work processes.

The second market segment for Samsung cell phones is the early adopter market, which comprises of children or technically ignorant or naive customers. This segment contains children who are looking for phones to play with or individuals seeking for easy-to-use phones. The behavioral segmentation of this market is user status since it's made of first-time users or technically ignorant users who are usually found within the home setting. The individuals are looking for phones that are easy to use for calling, texting or playing games.

Target Market The most profitable market of the two segments is the enterprise market comprising savvy, educated shoppers. This market can represent growth for Samsung because it contains a huge portion of potential customers who can afford the product and easily obtain it. Moreover, this target market of savvy, competent users consider a phone as a necessity in their various work processes.

The increased growth of this market segment worldwide implies that it offer a huge potential for profitability if the company develops products that meet the various demands and contribute to improved work processes. The likelihood of profitability of this target market is enhanced by the fact that it meets five of the six criteria for an attractive market segment or market (Widdel, p.1). Target Market Strategy Despite the likelihood of increased productivity through focusing on this target market, the company should not focus all its resources on this market only.

Samsung should adopt multi-segment marketing through which it pursues both the new and current target markets alongside other market segments. Multi-segment marketing involves distribution of several brands or product lines in order to reach multiple target markets (Akers par, 3). In this case, Samsung needs to establish a cost-effective method of distribution to market varying kinds of products that are attractive to different segments.

Multi-segment marketing represents the best chance for growth since the company will maximize profitability in all markets, given that individual users in enterprise markets do not make purchase decisions. Employers make purchase decisions based on certain specifications rather than individual users, which implies that targeting this market only may not generate desired revenues unless other.