Samsung Customer Analysis

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Task environment analysis Customer analysis In 2010,Samsung introduced 74 products in China market. It emphasizes brand personality and fashion closely in its outward appearance design. Main features of its products attracting consumers are thinness and delicateness. Samsung thinks that it is as important to build brand equality as enhance sales of middle-high end products. Samsung positions its main market in the middle-high end market. Its main customers are young generation aging from 22-35.Most of them young white collars who have good education background and high income. They enjoy social activity and pursue fashion. Not only do they have the relatively higher consuming ability but also the courage of trying new products. Samsung…show more content…
In the view of sales and market share, both Apple iPhone and Nokia should be the main competitors of Samsung. However, in the respect of product positioning and shared customer, the real competitor of Samsung should be Nokia. Several reasons contribute to the point: Firstly, there is only one product-iPhone in Apple’s production line and Apple positions its product in the high-end market, which is quite different from that of Nokia and Samsung. Both Samsung and Nokia have a variety of products that positioning respectively in different markets. So they have more shared customer in the low-middle end market. Secondly, Apple iPhone is, to some extend, regarded as a symbol of social status. Most of its consumers are blind followers. They don’t focus on the product’s practical performance or cost performance. By comparison, main customers of Nokia and Samsung emphasize more on product quality and practical utility. Not caring so much about the brand name, they are relatively more reasonable…show more content…
Samsung has already surpassed it in sales. Compared with Samsung, Nokia seems to be less market-oriented. Samsung and Nokia used to be the largest and second largest manufacturers of Symbian OS-the most popular operation system before 2010. Another operation system-Android OS, was introduced to the market in 2009 and replaced the Symbian’s place in 2010.Considering this situation, to satisfy the need of customer, Samsung launched increasingly more Android products in the market and finally stop using the Symbian. Nevertheless, Nokia ignored the command of the market and persisted using the system, which directly results in the huge drop of its

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