The paper “ Samsung GALAXY S4 - Marketing Mix in Australia ” is a motivating example of a report on marketing. This report focuses on the marketing mix of Samsung Galaxy S4 in the Australian market. The report aims at evaluating the effectiveness of the Samsung Galaxy S4 as a response to the Australian target market’ s needs and wants. Samsung Galaxy S4 is manufactured and distributed by Samsung Electronics Co Ltd, a subsidiary of Samsung group based in Seoul South-Korea. Samsung group is the world's largest Technology Company in terms of revenue generated.
Apart from mobile phones, Samsung electronics also produce other items such as microwaves, TVs, Radios, Refrigerators, and other consumer electronics. Samsung Galaxy S4 was introduced into the Australian Smartphone market towards the end of April 2013 to follow up on the success of Samsung Galaxy S3 which had been in the market for over one year. The Australian Smartphone market is very competitive with players such as Nokia, Apple, Samsung, HTC and other brands all competing for a share of the market. Samsung Galaxy S4 was introduced into the market as a life companion, designed to interact with the social, fun side of the users.
Its features include but not limited to 5.0" Display Size display, and 13 megapixels dual camera, Group play, S Translator. Target marketSamsung Galaxy S4 runs on Google’ s Android platform which is currently enjoying widespread popularity around the world and in Australia where the market share was recorded at 64% in October 2013. Samsung Galaxy S4 is a premium Smartphone by Samsung Electronics targeted for the high-end market which desires not only performance but also prestige in the products bought.
Famed by the manufacturer as the ultimate life companion, Samsung Galaxy S4 promises an exceptional experience for its users thus giving value for their money. Samsung Galaxy S4 is giving iPhone 5 a hard time in Australia where the latter had been enjoyed almost unrivaled market domination in Australia. To understand the market for Samsung Galaxy S4, the following segment features can be considered; Demographic characteristics: Age The phone is not particularly targeted for any age group but most of the features and the experience intended for the user to accrue by the manufacturer means the phone will most likely be focusing the middle class in Australia which is between the ages of 22 and 50.
According to Shapiro (2013), this market segment is usually interested in new technology, the segment is comprised of people with busy lives and will most likely be looking for any opportunity to have fun, and this is where Samsung Galaxy S4 comes in to complete the moment. Munusamy, Lim, & Chellia (2010) note that older consumers above 50 tend to be loyal to certain brands and models they are used to and thus may not constitute an important target market for Samsung Galaxy S4. Gender Samsung Galaxy S4 designers have achieved a neutral positioning for the phone as a product that can suit both genders.
It means therefore that both females and males comprise the target market for Samsung Galaxy S4 in terms of gender segmenting.
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