Strategy & Positioning

7

1. Strategy and Positioning Analysis Part 1
2. Trish Kiebach, Kris Wightman,
3. MKT/421

February 6, 2017

Instructor Tina White Potter

1. Strategy and Positioning Analysis: Samsung Smart TV Applications

Since the introduction of Smart TVs back in 2008, Samsung has worked to incorporate their experience with Smartphone apps as a model for expanding the ability of its TVs to have access to a larger variety of internet streaming channels and capabilities. This analysis will discuss Samsung’s plan for expansion of their Smart TVs applications to create a “Life Hub” that allows the consumer to not only watch TV or stream movies, but to interact with the web, play games, check weather and traffic, or have access to personal workout apps, all via one device. The analysis will also address the target audience, and identify the needs of that target market via geographic, demographic, psychographic, and behavioral factors. Finally, a strategy will be suggested through the written positioning statement on how Samsung can promote the Smart TV’s updated applications to new and existing consumers.

Samsung: The Organization

Samsung is a South Korean multinational conglomerate whose headquarters are located in Samsung Town, Seoul. It was founded by Lee Byung-chul in 1938 as a trading company that expanded and diversified over the next three decades to include food processing, textiles, insurance securities, and retail. It wasn’t until the late 1960s that Samsung entered the electronics industry, which is where Samsung became a world-wide name brand. Since 1990, Samsung has increased their advancement in electronics, in particular, its mobile phones and semiconductors. As the demands increased, so did the innovations and technological advancements, helping to ensure the success of Samsung’s ventures.

 In 1995, Samsung create its first liquid crystal screen. Ten years later, Sony partnered with Samsung to establish the S-LCD, which produced a steady supply of LCD panels used for manufacturing at both Samsung and Sony.

Given their success in their ventures, in 2000 Samsung went on to open a computer programming laboratory in Warsaw, Poland. As of 2011, the Warsaw base was Samsung’s most important Research and Development center in Europe. By 2012, Samsung became the world’s largest mobile phone maker based on unit sales, overtaking Nokia, the market leader since 1998.

Description of Product/Service

Triple click your mouse anywhere in this paragraph to replace this text with the description of your product or service.

Describe the organization's background, industry, and product or service.

SWOT Analysis

Prepare the SWOT analysis of the organization and offering.

Competitive Analysis

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Explain a competitive analysis of the organization and offering.

Target Market Segments

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Identify the needs that cause your target market to buy.

Describe your target market in detail, including information on the geographic, demographic, psychographic and behavioral factors used to choose your market segment.

Demographic

Replace this text with demographic information.

Psychographic

Replace this text with psychographic information.

Geographic

Replace this text with geographic information.

Behavioral Factors

Replace this text with behavioral factors information.

Positioning Statement

When we look at Samsung Smart TV Applications, we get the most service for our dollar versus the competition. Having the most user friendly applications and system, we can assure that Samsung will not disappoint. Our service gives the consumer the freedom to explore and find entertainment with less hassle and frustration. Social media applications are convenient and movie rentals are easily accessible to search in the navigation system. “Many models this year are equipped with dual core and even quad core processors under their hoods. Sifting through the apps and reading their descriptions is an easy and frustration free process. No slow down occurs during down loading either. Just hit download and continue browsing the apps. This is a major plus in our book” ( LCDTVBuyingGuide, 2011).

Conclusion

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References

Gonzales, B. (2016, September). Samsung Apps for TVs - What You Need to Know. Lifewire.com. Retrieved from https://www.lifewire.com/what-are-samsung-apps-1847425

LCDTVBuyingGuide. 2011. https://lcdtvbuyingguide.com/hdtv/internet-tvs-reviewed.html