Segmentation and Target Market Paper
Samsung as a company uses mainly lifestyle and demographic variables in segmenting their market. The company should, however, lay more emphasis on the changing lifestyles of the young generation and cater for their ever-changing needs. In order to regain market share, the company can segment the market into rural and urban people. The agricultural targets will help increase the market share. The city should comprise mainly the people aged 15-30. This ought to be their main segment in order to compete favorably with brands in the same market segment. This target group of people focuses mainly on music, leisure and has the flair for hip ...view middle of the document...
e., some people may want good quality, some may want low services, and some want good services.
• User Status: Samsung is keen to know user status of its target consumer in order to offer better its product and therefore they are divided into ex-client, potential client, first-time client, and average client.
• Loyal Status: Target market of Samsung may contain people with different loyalty status, and therefore Samsung is targeting these customers differently based on their commitment, i.e., hardcore loyal, split faithful, and shifting loyal, switchers.
Samsung targets the upper-middle-class professionals. This usually has busy schedules and hence need to communicate with their colleagues and families. The secondary targets are the high school college and graduate who need devices that are multifunctional and portable. The secondary objective includes medium size corporations, and they aim to help managers and employees have crucial data access on the go. Thus, the...