The paper "The Samsung Company Products in the Market" is a perfect example of a marketing case study. The research study was an analysis of the perception of the customers in the market. In this case, the study sought to evaluate how the customers perceive the marketing mix variables of the Samsung Company smart phones. In order to enhance the analysis, the study applies charts, tables, and figures in its representation of data. Moreover, for every evaluated element, the study analyzed the findings in regard to the existing literature as a means of evaluating the overall market success.
The study was based on a questionnaire with a total of 50 respondents. Background Information One of the fundamental pillars of a research study is to establish the viability and reliability of the respondents (Schoenherr, Ellram and Tate, 2015, p. 289). In this case, the respondents’ feedback is often reliable and viable if the respondents are conversant with the research study item. In this case, the lack of understanding of a research topic means that the offered responses cannot be relied upon as informed and accurate feedback.
Thus, in order to counter this challenge, the study progressed with the question of whether the customers were conversant with Samsung brand products. In this case, the research approach was two ways. On one hand, if over 70% of the respondents stated that they knew the brand products, the sample would be relied upon as reliable. However, if such a percentage was not achieved, the study would discard the sample base and seek for a more reliable and conversant sample. In the analysis, 100% of the respondents responded in the affirmative.
This meant that all the respondents were conversant with the study topic. The 100% conversant sample base was as a result of a number of factors. Key among them was the applied research study sampling technique. In this case, the study had applied a non-probability purposive sampling technique. As such, only the most available and willing customers were used in the sample. Thus, the researcher used the customers seen visiting a Samsung retail outlet. The second background analysis study was a review of the number of Samsung brand products the customers were conversant with.
In this case, the analysis study was as illustrated in figure 1 below. Figure 1: No of Samsung Products Known Based on the above analysis, it was evident that a majority of the respondents knew more than 5 products offered by Samsung Company. In this case, the high number of respondents is due to the marketing approach applied by Samsung. On its part, Samsung applies both the product and organizational branding. On one hand, each of the products has its separate marketing strategies and lines, as a means of targeting specific customers in the market.
On the other hand, the organization has organizational brand marketing. This is an approach through which an organization markets all the brands under its banner. Through the adoption of this process, the organizations ensure that the customers not only know of the specific products they are accustomed to purchasing but also all other products offered by the venture (Bridson, Evans, Mavondo and Minkiewicz, 2013, p. 246).