Samsung Galaxy Market Analysis

Discuss about the Samsung Galaxy Market Analysis.

Samsung has continuously surprised the market with their amazing series of smartphones. The Samsung smartphones has been redesigned with the latest technology and unique features, which puts the company as one of the top brand in the smartphone market globally (Chang, 2011). Samsung has revolutionized since it started producing smartphones which led to the production of a brand name called Samsung galaxy. This Samsung brand is diverse and it caters for different demographic profiles. The phone is designed and marketed to serve customers of different economic status. The company markets its smart phones according to the consumer’s needs. Some consumer want bigger display screens while other prefer quality phone which can just do more than the basic features like calling and texting (Dahlén, 2009). Samsung Galaxy has tried to diversify their product but in the end they have been criticized for using repetitive designs and features to their phones ( Ferrell, 2010).The Samsung Galaxy S line focuses on producing premium devices, which is meant to target the higher economic customers. The S line comes with the super Amoled screens display, bigger internal memory of up to 64 Gb, better camera optics, fingerprint sensor ,metallic bodies and premium features such as the heart rate sensors. The S line is similar to the J line and the Galaxy A line but Samsung created the different product lines to cater for the different economic classes of people in the society. The product diversification is a marketing strategy that has enabled Samsung to penetrate the market since it serves all the social economic class.

Consumer Decision-making process

Revolution of technology has created market for new smartphones since most customers are buying phones due to particular features such as the water resistant, better camera optics, shape, and size. Samsung Galaxy S 7 in particular has some of the best features so far from the OLED screen display to the heart rate sensors. The unique features made the Samsung s 7 penetrate the stiff market, which other giant smartphone companies such as Apple and LG. dominate it. New and innovate products are quickly winning the hearts of many consumers in the market; Consumers buying decision making processes influenced by various factors in the Samsung Galaxy S market ( Doole , 2005). For a consumer to pick a smart phone they consider the price of the phone against the features of the phone. The consumer always expect the price to be cheaper but it is hard for the smartphones companies such as Samsung to be cheap due to the production cost especially the labor cost . The Galaxy S line is not cheap but its features makes it worth it .Another factor that influence customer decision of the Galaxy S line is the available of information available the customers. The customers have the chance to compare the galaxy S with other Samsung lines or it rival phones such as an iPhone ( Ferrell, 2010). The Samsung S has amazing metallic shape with an OLED display, which will attract the customer on sight. Fierce Competition from other brands such IPhone, Sony and LG has given the consumer a great variety of products to choose from .The Samsung Galaxy has created a brand loyalty to the customers by making sure the phone is priced correctly, premium quality and  impeccable performance. These factors enable the Galaxy to stay ahead of the rest within the smartphone market. (Chang, 2011). 

In the smartphone market, there are factors which impacts the consumer decision making process .Culture consist of traditions and customs which differ among people. The customs can affect the market price especially in developing countries where a smartphone may not be needed since the people use the phone for basic communication. Samsung overcame this challenge by integrating itself in new markets through diversification of the Galaxy product. The company has different brands, which cater for the middle and high-end consumers. Social factors include ageing where the ageing population affects the demand of the phone ( Dahlén, 2009).  The young people cannot afford high-end smartphones but they are the ones familiar with new technology. The aged who have enough capital to purchase the premium smartphones prefer to use less complicated phones .This affects the demand of the smartphones. Samsung has incorporated in such a market by selling and marketing their products globally. Through this Samsung is able to curb the demand gap created by the ageing population (Lee ,2006).

Consumers buy smart phones mostly due to their individual needs or profession. Most models or TV personalities require smartphones with good camera optics and good performance due to their nature of their work. Other professions like the IT consumer would require a smartphone with a good processor and speed and enough memory to story data. Samsung have differentiated their products by producing different smartphones special in a certain feature or shape ( Michell, 2010). The Samsung Galaxy J has good cameras optics both in the front and rear camera for clear shot. The smartphone was created to curb certain market or was created to target certain professionals.

Samsung Galaxy comes with unlimited number of applications, which you can download from the Samsung Google store or get variety of free services provided in the Samsung hub. These features have created loyalty to the brand since the owner of the smartphones can access the services for free. The features and the unlimited applications can create loyalty and addiction to the consumer hence every time they need a smartphone they will look for a Samsung galaxy. These are the psychological factors influence the smartphone consumers (Muralidaran, 2007)

According to Maslow’s hierarchy of needs, a Smartphone is a physiological need since most of the adults spend 80% of their time with their smartphone. The Samsung Galaxy has unique features and applications, which are designed to make work easier for the consumers. You can call, text, record voice notes, take pictures, share pictures, bank, share and store information. The Samsung galaxy is easily portable and is both waterproof and dustproof. In this era a Smartphone has become part of our lives as we depend on it to do many task. The Samsung Galaxy hence is used in our day-to-day activities hence a physiological need (Lee, 2006).


Dahlén, M., Lange, F. & Smith, T., 2009. Marketing Communications: A Brand Narrative Approach. London: John Wiley and Sons.

Doole, I. & Lowe, R., 2005. Strategic marketing decisions in global markets. London: Cengage Learning EMEA,

Ferrell, O. & Hartline, M., 2010. Marketing Strategy. 5th ed. London: Cengage Learning.

Muralidaran, S., 2007. Business environment analysis: an introduction. London: Icfai University   Press.

Pahl, N. & Richter, A., 2009. SWOT Analysis – Idea, Methodology And A Practical Approach.  London: GRIN Verlag.

Chang, S.-J., 2011. Sony Vs Samsung: The Inside Story of the Electronics Giants’ Battle For Global Supremacy. London: John Wiley and Sons.

Stokes, D. & Lomax, W., 2008. Marketing: a brief introduction. London: Cengage Learning  EMEA.

Viardot, E., 2004. Successful marketing strategy for high-tech firms, Volume 5. London: Artech    House.

Glowik, M. & Smyczek, S., 2011. International Marketing Management: Strategies, Concepts and Cases in Europe. London: Oldenbourg Wissenschaftsverlag.

Institute of Marketing, 2009. Marketing. London: Haymarket Press.

Lee, D., 2006. Samsung Electronics: the Global Inc. London: LEE Dongyoup.

Michell, T., 2010. Samsung Electronics: And the Struggle For Leadership of the Electronics  Industry. London: John Wiley and Sons. is
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