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Compile the information presented in your previous papers. 400
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Compile the information presented in your previous papers. 400 words

Explain promotional strategy - Explain your promotional strategy for your product or service


Running Header: STRATEGY AND POSITIONING ANALYSIS

 


 

Strategy and Positioning Analysis Part I

 

Tiffany Blunt, TaJauna Buggs, Miguel A. Casanova Canales,

 

Drea Martin, Mike Merriman, and Sharon A. Perez-Gallagher

 

MKT/421

 

August 22, 2016

 

April Ward

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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Strategy and Positioning Analysis Part I

 

Technology is one of the most important assets and attributes that devotes in creating tools,

 

extracting materials, and processing actions; it may contribute to extending our abilities to

 

perform in a more efficient way. The technology today, has tremendously improved, and it is

 

used to accomplish various tasks in our daily lives, it is described as the product that we use to

 

advance and facilitate our lives (Ramey, 2013). The Samsung Galaxy tablet has been an example

 

of the advancement in technology that may facilitate humanity action in completing

 

presentations with the all new ?Holographic Projector? for the Samsung Galaxy Tablet that has

 

been by far, one of the best electronic products sold in the market.

 

Overview of Organization

 

Samsung Company has developed a patent that shows images on the screen of a tablet or

 

a smartphone. The images are icons rather than an entire movie or pictures projected on the

 

screen. Users can select images by touch suggesting that the projector will use the phone's

 

camera to detect interactions. Due to the advancements in technology, the hologram is becoming

 

more prevalent in the market. The patent of the hologram was filed back in 2014 by Samsung

 

and was in development in 2015. Now the hologram for smartphones is one of a kind piece to the

 

puzzle that has advanced the way humanity interacts and projects themselves as far as

 

technology goes (Edwards, 2015). The hologram interacts in conjunction with the smartphone

 

with a unique case where the see through section acts as a mean to create a 3D image with the

 

light. Samsung will be ahead of the game if the hologram has an excellent rating in the next

 

couple of years. It will be one of the primordially attributes that a college student or a business

 

person would use, to brief their staff with a very technological experience. The trajectory of the

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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hologram already has excellent reviews, but it will take some time to meet the established

 

guidelines.

 

Description of Product/Service

 

Samsung Company has been working on a new product that has a holographic projector.

 

This new feature is stored in the back the device and does not add any unwanted space. It is thin

 

and reusable at any time. The process for the holographic projector is a great new feature. The

 

projector is made by using a special paper called OHP paper and after an intricate design,

 

Samsung produced a new sleek projector. First, the design department created a circle that was

 

about nine and a half in centimeters. Then, it has crested six points along the outer circle this will

 

help to create the folds to help the projector stand on its own. However, Samsung wanted to

 

make the customers happy, and there is an option to order larger sizes at the time of purchase.

 

With this new feature, the customer can project movies or a work presentation to the company.

 

Samsung's innovative ideas in technology advancements will benefit the customers with projects,

 

entertainment at home or on the go.

 

SWOT Analysis

 

When considering what type of good or service to offer a market, it is helpful to review

 

the company?s strengths, weaknesses, opportunities, and threats. Bravo Consultants? SWOT

 

analysis identifies potential obstacles and opportunities and helps inform management in the

 

development process.

 

Strengths

 

Samsung Electronics Company, Ltd. (Samsung) is a diversified global manufacturer of a

 

wide range of consumer and business electronic devices and components. This diversification

 

gives the company a shelter from economic downturns of one particular class of electronics. In

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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2013, Samsung sold more than 100 million smartphones around the world and took a 32.3%

 

share of that market (MarketLine, 2015, p. 4).

 

The company enjoys strong brand recognition due to its multiple product offerings across

 

multiple markets. Samsung invests heavily in research and development. In 2013, the company

 

filed almost 4,700 patents in the U.S., and spend 6.5% of revenue on R&D activities

 

(MarketLine, 2015, p. 5). The focus on future products includes working with outside firms for

 

software development.

 

In considering the holographic projector, the company is a world leader in chip and

 

component manufacturing will undoubtedly be an asset. The success of Samsung?s recently

 

launched Galaxy S7 shows consumers that Samsung is listening and responding to consumer

 

desires.

 

Weaknesses

 

Samsung is currently involved in several patent infringement litigations (MarketLine,

 

2015, p. 6). Some are instances of the company defending its work, and others are defending

 

against accusations of theft. Time spent in courts is a drain on the financials of the company.

 

The use of the Android operating system is an additional weakness. Despite its

 

manufacturing capability, the company depends on Google?a competitor?for the operating

 

system. While Samsung has released its operating system in limited use, it will take time before

 

gaining wider acceptance (MarketLine, 2015, p. 6).

 

The development and successful commercialization of a holographic screen for the

 

Galaxy series of smartphones would be a significant marketing advantage for the company.

 

However, the untried nature of projecting movies and another video entertainment is a significant

 

gamble for research and development.

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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Opportunities

 

Every area of operations for Samsung is expected to grow over the next few years.

 

Smartphones, tablets, and storage devices continue to gain capability as well as market

 

penetration. The company?s situation in Asia puts it at an advantage compared to competitors.

 

As the company develops the holographic projection system, it should not discount the

 

possibility that another lab has a better product in development. If such a group is identified,

 

management should consider the option of purchasing the technology.

 

Threats

 

Competition within the smartphone and tablet market will not decrease in the coming

 

years. Other phone manufacturers can use the Android OS, which is a hindrance to

 

differentiation. Growing markets may not have the financial ability to pay the premium

 

demanded by the Galaxy S7, which could impact sales as manufacturers offer devices to meet

 

this lower acceptable price.

 

The threat against the holographic projector comes from competitors. If Apple, Inc., for

 

example, can release an iPhone with this technology before Samsung does, it could significantly

 

impact projected earnings.

 

Competitive Analysis

 

The competitive analysis of the Samsung brand targets businesses and families. The

 

Samsung Tablet with Holographic Projector will allow for an easier approach for a business

 

person, who cannot be in two places at one time, to have a business meeting with their fellow

 

associates. For the families that may be on the go, the holographic projector can add fun while

 

camping, traveling the world, reaching out to other family members or to just watching a T.V.

 

show.

 


 

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The promotion and the price for this product compared to another company with a similar

 

product is very competitive in today market. Samsung has already considered consumers? beliefs

 

about product attributes influence on their attitudes about specific brands and finally induce

 

behavioral tendencies and preference for a brand (Kashanizadeh, & Esfidani, 2014). If enough

 

consumers like a product, they will go and tell the next person thus creating a pyramid effect. By

 

promoting the product by mouth, its reputation will hold a higher value and merit. Thus

 

consumers will have a greater chance of buying the product. The barriers to competitors would

 

be how happy a customer is and would be after they get home so to speak. Most users will

 

benefit typically by an item based on what everybody else is doing or what is more popular

 

amongst peers.

 

A big problem with electronics happens when users get home and need assistance. Based

 

on the demographic analysis, women are more satisfied with the Samsung after-sales services

 

than men. It is recommended to attract more men to obtain their satisfaction with after-sales

 

services and eventually brand satisfaction. In fact, people with higher education than MA and

 

Ph.D. are more satisfied with after-sales (Kashanizadeh, & Esfidani, 2014).

 

Target Market Segments

 

Samsung has discovered portions of markets which are untapped or not marketed very

 

well. Bravo Consultants feels that by narrowing down on this segment, Samsung can continue to

 

monopolize in the tablet industry. To enhance these segments, Samsung has a comprehend the

 

market they are building for and make products uniquely tuned to fit their needs (Barjarin, 2014).

 

This specialization and diversification of tablet design and function are contributing to the

 

expansion and growth of the market (Presswire, 2015).

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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Demographic

 

The Samsung Tablet with Holographic Projector can be marketed to both the consumer and

 

businesses. The holographic projector will appeal to any age, gender, income, education,

 

household or business. Most businesses will want to stay ahead of innovative technologies. For

 

example, if a CEO wants to meet with the head leaders of his geographically separated head

 

leaders, these holographic projects can be used for a real-time face-to-face meeting with the

 

newest technologies. As for everyday consumers, households and tech savvy users can set up the

 

portable projector and watch movies, talk to relatives, shop for products online. The possibilities

 

are endless.

 

Psychographic

 

Psychographic segmentation targets customers of a particular lifestyle, their personal

 

activities, and interests as well as their purchasing choices. Businesses could purchase them for

 

several different reasons, such as board meetings, front desk displays, holographic greeters.

 

Geographic

 

Samsung?s geographic segmentation is not just one region, area, or little hometown, and

 

it is worldwide. The company sells to everyone one and everywhere. As a world leader in

 

digital technology Samsung Electronics is progressing into a new era in product development,

 

corporate culture and contributions to the global society (Samsung, 2016).

 

Behavioral Factors

 

Customer loyalty will play a huge factor in the initial sales the of the Samsung Tablet and

 

holographic project. Consumers use experiences, influences, and personal beliefs when they

 

purchase a product. Customers tend to prefer a particular brand and usually stick with their

 

company of choice.

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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Positioning Statement

 

Our organization?s product is the Samsung Galaxy?s hologram feature on their smartphone

 

and tablet. Holographic displays have long been the dream for both consumers and

 

manufacturers. If the patent is to be believed, Samsung might have solved it with a solution.

 

This solution uses a case with a translucent panel to create 3D images such as movies, pictures,

 

or videos in the palm of your hand.

 

Samsung's targets a very broad range of consumers ranging from normal day-to-day usage

 

devices to standard industrial equipment. The usual target age group of customers range from the

 

20s to 50s or even older, as long as the person can purchase and use the products that Samsung

 

has to offer in the market. Teenagers or young adults ages 14-25 are a group of Samsung product

 

consumers that are Samsung's tablet and smartphone target customers because they are the most

 

perceptive to technology. Compared to past years, this group has become one of Samsung?s

 

most popular customer base due to the fact they have more spending power in recent years than

 

ever before. Adults ages 26-50 are target audience and the largest portion of Samsung's target

 

market as this is the group of consumers that have the most ability to purchase any of the

 

products Samsung has to offer in the whether it is cameras, tablets, smartphones, appliances, or

 

smart televisions. This age range of customers continues to cultivate as new technology is

 

released.

 

This new product solves the target market?s needs by providing technology and

 

entertainment that allows for images to easily be displayed for the consumer?s enjoyment or

 

necessity. As mentioned above, a college student is highly likely to use this feature for school

 

projects, power point presentations, or entertainment where it would otherwise not be possible.

 

Also, a business person could use this feature for work presentations, meetings, and lectures.

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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This feature will meet each and every one of its target market?s needs by giving the customer the

 

freedom of taking a projector where ever they go.

 

The main difference between Samsung and its competition is the patent that is in place for

 

this technology. The company itself can afford to produce these products where other companies

 

may not have the same luxury. This technology is extremely new; it is expensive to produce and

 

replicate. Samsung?s operations will grow as competition grows, and Samsung will continue to

 

advance in technology.

 

Conclusion

 

There will be companies modifying and developing their products, establishing connections

 

for their objectives for advancements are seen in society. The innovative ideas like the Samsung

 

Tablet with the holographic projector have been a success in the market. The technology

 

advancements with smartphones have revolutionized in just less than a decade. Samsung will

 

continue to be one of the leading pioneers in technology.

 


 

STRATEGY AND POSITIONING ANALYSIS

 


 

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References

 

Barjarin, B. (2014). The future of tablets? Market segmentation. Retrieved from

 

http://time.com/3193483/future-of-tablets/

 

Edwards, L. (2015). Samsung Galaxy S7 to feature world?s first holographic smartphone

 

display? Retrieved from http://www.pocket-lint.com/news/134897-samsung-galaxy-s7to-feature-world-s-first-holographic-smartphone-display

 

Kashanizadeh, Z., & Esfidani, M. R. (2014). A survey on antecedents of brand preference (A

 

case of Samsung on audio and video products). European Online Journal of Natural and

 

Social Sciences, 3(4), 882-891. Retrieved from

 

http://search.proquest.com/docview/1679263592?accountid=35812

 

MarketLine. (2015, March 15). Company profile Samsung Electronics Co., Ltd. Retrieved from

 

http://web.a.ebscohost.com.contentproxy.phoenix.edu/bsi/pdfviewer/pdfviewer?

 

vid=6&sid=c98ad5df-53f0-46f0-9392-978556a5f16a%40sessionmgr4009&hid=4106

 

M2 Presswire (2015). United States tablets market report 2015-2019 ? key vendors are Apple,

 

Amazon, Google, Samsung and Microsoft. Retrieved from

 

http://search.proquest.com.contentproxy.phoenix.edu/docview/1717397181?pqorigsite=summon&http://search.proquest.com?accountid=458

 

Ramey, K. (2013). What is technology. Retrieved from http://www.useoftechnology.com/whatis-technology/

 

Samsung (2016). About Samsung. Retrieved from

 

http://www.samsung.com/us/aboutsamsung/globalprocurement/globalprocurement.html

 


 

 







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