Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features.
Samsung's positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.
II. SWOT based on primary and secondary research
Strong global presence
Diversified product line
Customer perception of weak product attributes like Durability …show more content…
a. New or extension
It is recommended that new product lines be added in order to directly address the needs of the primary and secondary market. Creating a series of cellular phones that exemplify style, individuality, technology and professionalism is necessary in order to drive the sales of Samsung cellular phones. By adding the two new segments/series: Executive Series and Entertainment Series, higher retention and value addition will be ascertained.
Executive Series (For the Primary Target Market):
The executive series will be equipped with features suitable for professionals, such as Internet, Bluetooth/Infrared, WAP, MS-Office Functions and Synchronization with computing / networking devices. This series is aimed at providing executives the power of