DELIVERING CUSTOMER VALUE

Delivering Customer Value by Marketing Strategy

Delivering Customer Value by Marketing Strategy

Introduction

This paper is proposed to conduct the marketing research process for the new market development. The product which is introduced in the new market belongs to the family of communication device under Samsung. This report will conduct the research and the ways of conducting the research in order to identify the factors for implementing the strategy in the new market. The survey and questionnaires will be conducted to measure the interest of the buyers and customers in the new marketplace. After the research is conducted the report will analyze the data to obtain the final result of the research. Finally the report outlines new market method utilizing the marketing mix of the product and analyzing the problem statement regarding the popularity of the brand.

Overview of the Samsung Company

Samsung is one of the world's leading organizations with their roots in several different industries of the world. From microchips to television sets to cellular phones and computing devices, the Korean giant dominates every industry it steps into. The company claims that it has two simple philosophies. One is high ethical standards and the other is strong values. The mission of the company is to 'make lives better' and the company mostly aims to achieve this through innovative technology.

The company's vision states dedication to the development of innovative technologies and processes that enrich the lives of people and at the same time, make Samsung the leader in digital technologies. The company was formed more than seventy years ago and has displayed a steady rise to the top.

Overview of Product

Samsung launched Galaxy S4 in month of April 2013 and it made the great contribution in the sales for the Samsung after S3. Recently S3 has still recognizing the sales after the launch of S4. There has not been much difference between the two except the size of screen, updated camera and better processing speed. However, the applications and the operating system of the S3 and S4 are the same and both are still realizing the sales beside the new product development by competitors.

Key Features of the Product

Galaxy S4 respectively rebound in the next five inch 1080p-resolution AMOLED HD screen. The display would therefore be greater than the current Galaxy S3's 4.8-inch display, but smaller than the Galaxy Note 5.5-inch screen. This increase would continue high lightening screens and Galaxy S4 would leave Apple's iPhone 5's screen in inches smaller. Galaxy S4's a camera rumoured 13-megapixel appearance. Galaxy S3: The weakest link in said eight-megapixel camera is now apparently about to get a decent upgrade. Screen of the device, but also its thickness multiplied to grow. Galaxy S3 is 8.6 millimetres thick, the S4's rumoured to be the thickness of 9.3 millimetres.

Marketing Research Process

The market research process is the 11 steps process. The steps are mentioned in the diagram below.

Establishing the Need for Market Research

Marketing research is required when managers must settle on a choice and they don't have the ...