Critically evaluate how the two (2) segments you have identified above differ and their potential impact on the strategic marketing process.
• All market is divided in to Geographic, Demographic, psychographic and behavioural segmentation. Company’s use this segmentation to lower the risk in precise where, when, how and to whom a product or service will be given.
• Furthermore, all market use different segmentation to increase their marketing strategy and market segment, in a way that matches with the segment’s characteristics. (kotler & keller marketing management, 15th Global Ed. 2016)
• Generally, strategic marketing research team needs to make a small number of segments that each function high probability for the possible gain. This is a very crucial for boost and develops the ideas for any company.
• First, Samsung clearly does demographic segmentation, targeting two different age groups with different innovation and designs. Moreover, the level of knowledge plays and important factor for the different customer segmentation since the knowledge of the customer always play important in buying behaviours.
• The acceptance of the new innovation in any business, in recent year, has rebuilt the whole industry and has had a play a pivotal role in world economy. In accurately, Samsung consumer products exceeded the populations in many nations where there is a broad acceptance. The innovation revolution began in United States and Europe, but rapidly went to globally and arouse the evolution in many developing countries.
• A products performance and user friendly operating systems are the most important for different age group for purchase latest innovative goods. The consumers are split very neatly by their age and what their need of technology they want to use.
• Samsung is strategically making the marketing plan for different age group with different innovation and technologies. They have decide to applied this strategy for throughout company’s all divisions in order to keep innovating and creating products that reflects consumer needs. (https://www.researchgate.net/publication/319585333_Samsung’s_Innovation_Strategy_in_Smart_Phones_Market)
• For example, Samsung’s two latest smart phones. The first one is its brand flagship Galaxy S9, Which is a really a technological innovation in its category. This product is very emphases on its high graphics, dual rear camera’s, and its video music player etc. which is most likely to use by Teenagers to early adults (age between 14 and 25). Whereas it’s second Note series smart phone Note 9, which was just release after few weeks of Galaxy S9. Note 9 has its own unique features like, mail access, office doodle, unique s-pen for making on screen presentation, full Microsoft office etc which is most likely to use by Adults (age between 26 and 50). This is how company use it’s strategically marketing process globally. Now they are applying this strategy to all its other units and all its products.
• Now days, people are very health conscious. “Good health is above wealth”. This is very true folk wisdom. In today’s time many consumers are in mental health state due to over usage of the smart phones in day to day life. In a recent survey says 62.9% of the world population have mobile phones. 31% of them already mention that they never switch off their mobile phones. (https://www.statista.com/statistics/274774/forecast-of-mobile-phone-users-worldwide/).
• Parents provide the smart phones to their children’s too, so they can be in touch any time. This makes more enough landscape to talk about its harms. We can discuss more about the technological disadvantage on our health.
• Over usage of the technology and innovation have many harmful effects. Mainly, in smart phones, microwave, they use the radiation technology, which cause suffers in our immune system a lot. Thanks to our irresponsible usage of it. Over the smart phone we are always connected each other through social media, this makes us feel tired, nervous, and absent minded. It is the high time to identify the negative impact and try to be responsible towards our health.
• According to medical, there were 7 negative impact of smart technology on the teenage to early adult youth.
Teen Tendonitis
Stress
Sleep loss
Accidents
Increase anxiety
Risk of cancer
Cyber bullying
• This smart technology is not going to vanished like Dinosaurs. So we have to be responsible and tech our new generation about the safety and how to use it with responsibly.
• Specify about more, Samsung also acknowledge segmentation, which spot light on feedbacks as how often the consumers uses its products or which device they use more. Samsung also use this segmentation for language and cultural barriers.
• Decisively, Samsung also has been concentrating on different consumer group who precisely appear as being part of the outstanding purchasing power. Samsung is competent to repeatedly modify their products even if the consumer maintains to show other peculiarity.
• What other group or target groups company can control? As previously mentioned, Samsung before now supplies to many business people and organisations but also individuals from which very critical portion are the Teenagers to early adults. Therefore, Samsung could even enlarge their targeted age group to purported others who appears as a Average Citizen that mostly do not have high income but recognised Samsung products as having a higher brand or quality value than other companies.
• Generally, marketing research needs to create a small number of segments that each performs sizable probability for the possible opportunities. This is a very pivotal for encourage and develop the ideas as organisation.
• To accomplish, it is very great to be a part of upgrading innovations and technological world, and each of the consumer should entitle to enjoy its assistance. But we have to be careful for our heath and wealth.