Proper market segmentation is a vital component of the company’s success and its customers’ satisfaction. Brands like Samsung prove this point by their example, showing that it is crucial to develop products that meet the needs of all groups of individuals. This paper analyzes Samsung’s market segmentation strategy, outlining its type and target market. In addition, it explains the reasons for my loyalty to the brand and reflects on the outcomes of this research.
The brand I have chosen for this paper is Samsung. The company is a large manufacturer of mobile phones, wearable gadgets, computers, and other electronic devices; in 2017, it became one of the Best Global Brands (“History,” 2019). I became loyal to the brand when my parents bought me my first cellphone. Later, I have tried to use products made by other companies but have always returned to Samsung for a simple interface and high-quality products.
Companies and brands can use various types of segmentation strategies aimed to improve the quality of their products and services and make them more personalized for each group of their customers. The goal of these strategies is to eliminate the risks of inappropriate marketing and strengthen relationships between brands and clients (Pool, Pool, & Manjiri, 2018). Over the years, Samsung has undertaken various segmentation strategies to enhance its appeal to individuals.
For example, it has developed stylish designs for those interested in fashion and created a wide price range, so that everyone could find an affordable device (Bajaj, 2017). This example shows that the brand has tried to gain the interest of various groups of individuals.
The primary types of segmentation strategies Samsung is currently using are demographic, positioning, and targeting. The brand has various models for different social groups, such as Samsung Galaxy for business people and youth that use their mobile phones often. As for positioning, the company offers access to a customer support line and a wider care network, concept stores in various countries; it produces both affordable and high-end devices.
These factors allow the company to have a vast target market, which includes business people, youth, professional institutions, and large businesses (Bajaj, 2017). It is possible to say that the success of the company is determined by the proper choice of marketing strategies, the focus on various groups of the population. Moreover, Samsung offers a large number of high-quality products at various price ranges, which is appealing to customers.
Summary and Conclusion
This research allowed me to understand my loyalty to the brand better and expand my knowledge about Samsung. For example, I have learned that the company aims to take responsibility for its impact on the environment and society (“Our approach to sustainability,” 2019). This fact made the brand more appealing to me because it is the issue that I am concerned about. Moreover, when I learned about the strategies that the organization used to gain customers’ interest, I realized that I liked Samsung because I felt like its products were designed for me specifically.
As a young person, I live a very active life and would like to capture every moment of it, which means that my phone should have long battery life and a good camera. Samsung’s segmentation strategy has shown that the company’s goal is to create products for people like me, as well as those who have different needs. Thus, this research has made me more loyal to the brand.
Bajaj, A. (2017). A study on market segmentation of Samsung Electronics Ltd. with special references to mobile phones. International Journal of Advance Research, Ideas and Innovations in Technology, 3(5), 367-372.
History. (2019). Web.
Our approach to sustainability. (2019). Web.
Pool, A. K., Pool, M. K., & Manjiri, H. (2018). Effect of brand community commitment on loyalty and brand outcomes in Iranian Samsung mobile users. International Journal of Behavioral Science, 13(1), 56-67.