Marketing Management

Marketing Management

Executive Summary

This report was aimed to examine why the launch of Samsung Galaxy S6 smartphone has not been successful in the past year and to provide recommendations for marketing strategies for improving the success of the product in the market.

This report provides an analysis and evaluation of the current effects of external forces, marketing mix, target market segmentation and positioning of Samsung Galaxy S6 smartphone. The research draws attention to the fact that in 2015, Galaxy S6 faced fierce competition in the high end smartphone market, it has been hurt by iPhone and other Android models at the top of the price range due to the lack of localized application and unappealing new features on S6. The analyst outfit's quarterly numbers show that Samsung's market share fell to 17.9 percent in Q3 2015, compared with 26.2 percent this time in 2014. This is a sign that the Galaxy S6 was not selling as well as those before it. Not surprisingly, this unfavorable trend comes with continuing slump in profits at the company. Further investigations reveal that this poor market performance coincided with a decreasing brand recognition and loyalty, so it seems Samsung have lost its direction in marketing. The lack of effective promotion strategy and puzzling dual-flagship lineup has hurt the sales of S6 significantly. Moreover, since the second half of 2015, Samsung decided to cut the price for S6 several times in order to combat sales slowdown, this strategy not only destroys product image and value, but also the profit growth. Additionally, Samsung still ignores to enhance the target groups to incorporate more enterprise users that have become the main target of its rivals today, and Apple now has stolen a large part of this group.

These factors appear to be the major causes of the poor sales figures of Galaxy S6 so far. The report evaluates various issues and concludes that it would be ideal to take the following managerial strategies...