Marketing – Samsung phones – Market segmentation (Case Study) Samsung: There can be little doubt that Samsung is one of the world’s leading smartphone suppliers. The 2018 global market for smartphones was estimated at about 520 billion USD, with global yearly shipments to end-users standing at about 1.56 billion USD. Samsung’s share of the 2018 smartphone market was estimated at about 19% with over 290 million phones shipped globally. Looking at the Samsung range, it has a bewildering array including many models within its major product categories: the Galaxy S, Note, A, J, and M ranges, with varying product features including the quality of the phone camera, screen width, weight, and memory size. Samsung would argue that considering the constant innovations of its major competitors, including Apple and Huawei, this width and depth of range is fully justified. There are signs, however, that the market is slowing down or even plateauing and the way forward is to ‘steal’ from competitive share rather than chase new growth. Required: Assuming the role of the Marketing Director of Samsung, show how a knowledge of market segmentation and targeting may provide a solution to the slowdown in smartphone sales. Required: Assuming the role of the Marketing Director of Samsung, show how a knowledge of market segmentation and targeting may provide a solution to the slowdown in smartphone sales.
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