(1) Introduction & study objective :

Samsung is a global organization, managed in the “White Goods” market and the electronics market, and is based in South Korea(1). Nevertheless, Samsung is one of the world’s largest well-known manufacturer of mobile phones and smartphones and plans to launch a series of massage chairs next year to expand its new market. Therefore, this article is just a brief description, focusing on first customer profiles, market attractiveness, and positioning strategies, then to recommend some market-mix strategies for expanding their global market-share.

(2) Discussion on :

2.1 ~ Customer profile analysis :

Using the profile of the customer, to know which client is the ideal customer, including 2 types of research, demographics and psychological characteristics such as likes or dislikes, favorite media channels like Facebook or TV, to be more effective with customers and the marketplace. Both of these research must all be used to understand their values and push them into the business by organizing focus groups or sending e-mail surveys.

2.2 ~ Market attractiveness analysis :

This is important because it measures the potential value of a particular market when choosing a single market entry, and when establishing a portfolio of business that considers multiple markets. It also shows that non-competitors in the market today have the power to surpass the status quo and have additional threats. Therefore, it can first analyze from the customer’s point of view whether they like the product and whether they can afford it. But also to make “OSIM” and “Panasonic” and other competitors have a strong analysis, consider their products and competitiveness. The overall infrastructure, culture and political climate also need to be revisited.

~ 1 ~

2.3 ~ Positioning strategies analysis :

There are several types of positioning strategies such as linking product features or customer benefits through product attributes and interests; targeting high-priced and high-quality products, and associating products with specific uses through use and application, such as fitness massages, competing product categories and competing products; product users connecting the product to a particular type or category of users – housewives or OLs; a competitor realizing that the brand is better or better than any other competitor – such as competitor “OSIM”; and identifying by cultural symbols meaningful things – such as logo. It also covers where to sell the product, how it is made, where it is made, and where the price delivers subtle information to the market, even without the use of any publicity or promotion.

(3) Recommendations on market-mix strategies :

3.1 ~ Product strategy analysis :

The products will focus on the purpose of relaxation, soothing, conditioning, shaping, examining, measuring, cleaning and purifying(2). The product’s high quality and elegant design must be distinguished from other competitors. Moreover, in some markets, products must concern about space and develop multifunctional, space-saving massage couches.

3.2 ~ Price strategy analysis :

When setting prices, there are several factors to consider, such as production, distribution costs, competitor products, positioning strategies, and business target audience. Therefore, Samsung must price its products to match its competitors “OSIM” and “Panasonic” in each product category. The price range from the massage chair must be due to superior quality and innovative technology.

3.3 ~ Place strategy analysis :

Samsung now has a broad network of outlets in the market for “White Goods”, so massage chairs can also be marketed in conjunction with this program. This allows customers not only to enjoy the “White Goods” shopping, and can also enjoy a good massage in the massage trial room. The importance of the customer experience lies in the first phase of attraction to the pleasant discovery of the product until the final stage of purchase.

3.4 ~ Promotion strategy analysis :

In order to establish a strong connection with customers, the promotion is not only important in advertising, but also active on social media such as YouTube, Facebook, and Twitter, contacting the user and teaching how to use the product.

~ 3 ~

(4) Conclusion :

All in all, these are the possible strategies that are believed to expand the global market for massage chairs. Furthermore, the goal is to encourage a healthy lifestyle and give ordinary people the opportunity to enjoy life in a comfortable home or office.

References :

^ “PESTLE Analysis of Samsung” website ^ “Product strategy on OSIM” website

(1) Introduction & study objective :

Samsung is a global organization, managed in the “White Goods” market and the electronics market, and is based in South Korea(1). Nevertheless, Samsung is one of the world’s largest well-known manufacturer of mobile phones and smart phones and plans to launch a series of massage chairs next year to expand its new market. Therefore, this article is just a brief description,focusing on first customer profiles, market attractiveness and positioning strategies, then to recommend some market-mix strategies for expanding their global market-share.

(2) Discussion on :

2.1 ~ Customer profile analysis :

Using the profile of customer, to know which client is the ideal customer, including 2 types of research, demographics and psychological characteristics such as likes or dislikes, favorite media channels like Facebook or TV, to be more effective with customers and the marketplace. Both of these researches must all be used to understand their values and push them into the business by organizing focus groups or sending e-mail surveys.

2.2 ~ Market attractiveness analysis :

This is important because it measures the potential value of a particular market when choosing a single market entry, and when establishing a portfolio of business that considers multiple markets. It also shows that non-competitors in the market today have the power to surpass the status quo and have additional threats. Therefore, it can first analyze from the customer’s point of view whether they like the product and whether they can afford it. But also to make “OSIM” and “Panasonic” and other competitors have a strong analysis, consider their products and competitiveness. The overall infrastructure, culture and political climate also need to be revisited.

~ 1 ~

2.3 ~ Positioning strategies analysis :

There are several types of positioning strategies such as linking product features or customer benefits through product attributes and interests; targeting high-priced and high-quality products, and associating products with specific uses through use and application, such as fitness massages, competing product categories and competing products; product users connecting the product to a particular type or category of users – housewives or OLs; a competitor realizing that the brand is better or better than any other competitor – such as competitor “OSIM”; and identifying by cultural symbols meaningful things – such as logo. It also covers where to sell the product, how it is made, where it is made, and where the price delivers subtle information to the market, even without the use of any publicity or promotion.

~ Suggest diagram for positioning ~

high price

OSIM

($8,000 – 45,000)

Samsung

($6,000 – 35,000)

Panasonic

($4,000 – 10,000)

low high

quality quality

low price

~ 2 ~

(3) Recommendations on market-mix strategies :

3.1 ~ Product strategy analysis :

The products will focus on the purpose of relaxation, soothing, conditioning, shaping, examining, measuring, cleaning and purifying(2). The product’s high quality and elegant design must be distinguished from other competitors. Moreover, in some markets, products must concern about space and develop multifunctional, space saving massage couches.

3.2 ~ Price strategy analysis :

When setting prices, there are several factors to consider, such as production, distribution costs, competitor products, positioning strategies, and business target audience. Therefore, Samsung must price its products to match its competitors “OSIM” and “Panasonic” in each product category. The price range from the massage chair must be due to superior quality and innovative technology.

3.3 ~ Place strategy analysis :

Samsung now has a broad network of outlets in the market for “White Goods”, so massage chairs can also be marketed in conjunction with this program. This allows customers not only to enjoy the “White Goods” shopping, and can also enjoy a good massage in the massage trial room. The importance of the customer experience lies in the first phase of attraction to the pleasant discovery of the product until the final stage of purchase.

3.4 ~ Promotion strategy analysis :

In order to establish a strong connection with customers, the promotion is not only important in advertising, but also active on social media such as YouTube, Facebook, and Twitter, contacting the user and teaching how to use the product.

~ 3 ~

(4) Conclusion :

All in all, these are the possible strategies that are believed to expand the global market for massage chairs. Furthermore, the goal is to encourage a healthy lifestyle and give ordinary people the opportunity to enjoy life in a comfortable home or office.

References :

^ “PESTLE Analysis of Samsung” website ^ “Product strategy on OSIM” website