I. Positioning Statement
Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features.
Samsung's positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.
II. SWOT based on primary and secondary research
Strengths
? Strong global presence
? Diversified product line
? Technology
? Design Weaknesses
? Customer perception of weak product attributes like Durability
? Camera / Video quality, User friendliness
? Voice clarity, Value for money
? Incompatibility with different software platforms
Opportunities
? Increasing mobile market
? High % of Younger population
? Strong customer demand for innovative products & value-added features
? Low Landline penetration Threats
? Increasing competition
? Decreasing product margins
III. Prioritized Segments
Based on the output of our UAI and our research, we have deduced that the features which distinguish Samsung from its competitors are primarily appreciated by young urban professionals. This ...