Abstract
With the rapid technological evolution and increased competition in the technology industry, organization are investing robustly in the research and development and promoting creativity and innovation with an aim of finding the gap in the existing market. Research and development helps these organization develop and manufacture unique products that meet the needs and demands of a specific target audience. With the emergence of battery explosion and recall that plagued the NOTE 7, Samsung has continuously invested in rebranding its products to rebuild customer trust. Samsung is committed to developing safer, better and more advanced Galaxy 8S. This will target two major segments, the upper middle-class experts and secondary target mostly student and graduates. The upper middle-class experts have highly scheduled lifestyles and are often busy. The secondary target audience on the other hand are always attracted by innovative technologies. Some of the unique features of Samsung Galaxy 8S will include its portability and attractive curved edges, its large screen, its diverse and attractive colors namely black, white, gold and silver and water resistance.
Introduction
Initiation of a new product that meets the needs and demands of the customers in the current highly competitive world is quite challenging task. It involves carrying out an intensive market research to understand people’s needs and the existing gap in the highly competitive market is crucial. Samsung Galaxy 8S will be unique from its predecessors in terms of size. It will be small and easily portable. Additionally, it will have attractive curved edges and large screen. Additionally, will be available in its diverse colors namely black, white, gold and silver and more so its water resistivity and long-lasting battery will be the device unique.
Its predecessors such as Galaxy note 7 malfunctioned. Its battery exploded burning the entire phone forcing the company to recall this brand to evade escalation of the problem. Although the Samsung could be associated with the fear of the malfunctioning phones tarnishing its long-built image and negatively influencing its products, its major focus was on consumer protection (Maheshwari, 2017). The bursting of the batteries and causing fire posed a significant threat to the targeted consumers destroying their trust on Samsung brand forcing them switch to the alternative products of its competitors such as Apple. Due to this, Samsung have continuously upheld consumer protection by intensively investing in innovating better and safe products to rebuild the consumer trust and consumer by reassuring that Note 7 experience will not recur in its future products.
To ensure the consumer protection and safety and avoid the occurrence of explosions, Galaxy 8S batteries are undergoing intensive 8-step test before its launch (Kaplan, 2017). The eight-phase testing entails durability testing, visual checkup, X-rays, charge and discharge checks, total compound volatility test, disassembling checkups, usability examination and open circuit voltage checkups. The predecessor brands were subjected to most of these tests such as testing entails durability testing, visual checkup, X-rays and open circuit voltage checkups, however, to ensure effectiveness of the Galaxy 8S battery, the same test will be done with rising frequency. Such phases are total compound volatility test, disassembling checkups, usability examination are completely new test stages to ensure that the Galaxy 8S brand is a success (Kaplan, 2017). For example, the charging and discharging check will ensure that the phone is safe and can be used while its charge is being charged. These additional technologies will continuously build customer loyalty and trust since it is clear that Samsung is committed to upholding customers safety and wellbeing which in turn will offer competitive advantage over its competitors within the industry such as Apple.
The major target audience for the Samsung Galaxy 8S are people between the age of 18 and 45 years. The people buying this product will be people who have initially purchased and felt the uniqueness of Samsung Galaxy series. Samsung is committed to developing safer, better and more advanced Galaxy 8S. This will target two major segments, the upper middle-class experts and secondary target mostly student and graduates (Angove, 2017). The upper middle-class experts have highly scheduled lifestyles and are often busy who always require effective ways to communicate with colleagues, friends, clients and their families. The secondary target audience on the other hand are always attracted by innovative technologies and portable and multifunctional devices. Some of the unique features of Samsung Galaxy 8S will include its portability and attractive curved edges, its large screen, its diverse and attractive colors namely black, white, gold and silver and water resistance.
The Samsung Galaxy 8S will target individuals who often have a busy lifestyle and more so the working-class adults and youths in colleges and universities (Angove, 2017). Additionally, with its extreme and intensive battery tests Samsung Galaxy 8S is developed for individuals who cannot access the charging outlets regularly. These group of people are early adopters and always on the watch on current trends and innovations. This group like being associated with the most recent devices that are unique and that they feel meets their needs and demands. This offers Samsung a competitive edge in the technology world (Hughes, 2017). Samsung Galaxy 8S with its extreme camera test and increased megapixel, it is geared toward innovative and creative individuals with a passion of photography due to its powerful and quality camera that generate unique and quality pictures that can be taken anywhere when the need arises.
Just like Note 7, Samsung Galaxy 8S will have the capability to withstand wetness and comfortably be used under the water make it unique in the competitive market. For a very long time, parents with young children have experienced problems when children expose their phones to wet environment or water. Additionally, adventurous individuals have for long time be excluded (Hughes, 2017). Moreover, business people who are always on their phones ae likely to be cut short at their most crucial moments due to their phones running out of charge. With the development of Samsung Galaxy 8S quality battery, there will be nothing to worry about anymore due to its unique capability that cannot disappoint.
The active target audience will not be left out, with the Samsung Galaxy 8S Health, this group can conveniently monitor their busy schedule and lifestyle. The target audience will use diverse apps for customization freely since Samsung Galaxy 8S will be customizable with its addition features such as themes and the SD card slot. Sporty types and fitness crowd will also be major target audience for Samsung Galaxy 8S (Hughes, 2017). Samsung Galaxy 8S will have a range of options that can be used to monitor individual exercise, fitness and advancement and calorie management.
User will always want a device that meets their needs and demands and Samsung Galaxy 8S will have all the capabilities to meet such needs. Customers will always focus on phones and devices that are user-friendly, affordable and that has all the current features in the competitive technology market (Hughes, 2017). The income of Samsung product target customers falls between 25 to 75 dollars, a good and promising target audience for Samsung Galaxy 8S. The target audience of Samsung Galaxy 8S believe that features provided in the Samsung Galaxy 8S will be more as compared to its predecessors.
One of the key target audience of Samsung Galaxy 8S will be aspiring female vloggers. Its capability to take clear videos and upload into the web effectively make it unique. This feature favors females more than since men rarely show off. Through the extra features installed in Samsung Galaxy 8S, Samsung makes it easy for moderately beautiful and attractive individuals to become web-celebrity (Hughes, 2017). Samsung Galaxy 8S will offer the best opportunity towards the internet fame. In the current society, the young adults often upload videos into the Facebook and YouTube, an opportunity that will be provided by the Samsung Galaxy 8S.
In conclusion, with swift advancement of technology and increased competition in the technology industry, organization are continuously investing in research and development to create unique products that meet the needs of the specific target audience. With the emergence of battery explosion and recall that plagued the NOTE 7, Samsung has continuously invested in rebranding its products to rebuild customer trust. Samsung is committed to developing safer, better and more advanced Galaxy 8S. This will target two major segments, the upper middle-class experts and secondary target mostly student and graduates. The upper middle-class experts have highly scheduled lifestyles and are often busy. The secondary target audience on the other hand are always attracted by innovative technologies who are mostly adopters and always on the watch on current trends and innovations that meet their needs and demands. With its unique features, Galaxy 8S will meets their needs and demands.
- Angove A. (2017). 6 Kinds of People Samsung Really Wants You to be. Whistleout Retrieved 13 July 2017 from https://www.whistleout.com.au/MobilePhones/News/Is-Samsung-targeting-you
- Hughes T. (2017). Strategic Message Planner: Galaxy S7 Edge. [PDF file]. Retrieved 13 July 2017 from https://troyhughes7.files.wordpress.com/2016/05/awa-final.pdf
- Kaplan, J. (2017). The Safety Dance: An Inside Look at how Samsung Tests its Batteries. Digital Trends. Retrieved 19 July 2017, from https://www.digitaltrends.com/mobile/inside-look-at-how-samsung-tests-batteries/
- Maheshwari, S. (2017). Samsung’s Response to Galaxy Note 7 Crisis Draws Criticism. Nytimes Retrieved 19 July 2017, from https://www.nytimes.com/2016/10/12/business/media/samsungs-passive-response-to-note-7s-overheating-problem-draws-criticism.html
