Samsung Market Research

Marketing information is everyday information about developments in the marketing environment that managers use to prepare and adjusts marketing plans.

Customer Relationship Management System

1. Identify customer relationship
2. Understand interactions with current customer base
3. Capture customer data based on interactions
4. Store and integrate customer data using information technology
5. Identify best customers
6. Leverage customers information

Samsung identify their customer relationship base on the type of people that purchase their products. Samsung galaxy products are sold worldwide so they know that they have to be universal when making  new products. Like any major company Samsung does surveys to help identify better on what their customers would want in the future. With each new galaxy phones they have put out, they have not disappointed their customers. Although, the physical aspect changes slightly, the features and application changes on every phone getting more advance with each phone. It plays a significant role in their customer relationship because they offer more advance options than any other smart phone. Affordability also contributes to their customer relationship because customers know that they are getting a great product at a great price.

Samsung S5 Concept Phone

 

 



Samsung Segmenting and Targeting Markets

Samsung Bases for Segmenting Consumer Market

Geographic Segmentation

Samsung geographic segmentation is world wide, they sell their phones in 61 different countries. They make slight variations in languages and applications but the physical appearance of their phones is universal. 

Demographic Segmentation

• Age Segmentation : Their target age segmentation is teens,young adults and adults in early and mid 30's.
• Income Segmentation : Their target income segmentation is middle class and high class income.
• Ethnic Segmentation : Since Samsung sells world wide, they don't have a specific ethic segmentation. 
• Family Life Cycle Segmentation : Their target family life cycle is young single, young married or divorced with or without children.
• Gender Segmentation : Smartphones are not gender specific but since women shop more than men I would assume they have more women buying their phones than men.

Psycho graphic Segmentation
Samsung psycho graphic segmentation includes individuals from teens to mid 30's who like new technology, tech savvy and can afford to buy it.

Benefit Segmentation
When Samsung customers buy their phones the benefit they expect from it is simple appearance, new and updated features and reasonably priced.

Usage- Rate Segmentation

The smartphones market has a lot of heavy users because of the convenience of it, you can call, text, send pictures, play games, listen to music and surf the web all from a smartphone. Samsung as a large percentage of heavy users who buys all of their latest phones and with mobile service company offering upgrade plans it makes it easier to get the newest phones.There are people who goes from one smartphone brand like Apple to Samsung because they tired of it or they want to try another smartphone.