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Market Share: Samsung Smartphones

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Review your knowledge of market share metrics.. Using the 'Global smartphone shipments by vendor 2009-2021' data file, select one company listed in the report, and complete the following:

Provide a summary of the brand and define the market they serve.
Identify and describe a recent marketing campaign from this brand.
Calculate the brand's market share for at least the most recent past three quarters using the provided data.
Identify three additional share metrics described in this week's lesson that you, as the marketer, would track in your campaign performance evaluation and explain in detail why those metrics are most relevant.

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Solution Summary

Market share statistics of Samsung smart-phones is discussed in a structured manner in this response. The related references are also provided

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Brand summary and market definition
Samsung Galaxy is a brand that is perceived to be innovative, is credible, and award-winning in smartphones. The designs of the Samsung Galaxy have been given Consumer Electronics Show for 14 years. Moreover, the brand reputation of Samsung Galaxy has been improved because it is perceived to be an ecologically friendly phone. For example, it has received the Environmental Protection Agency's annual Energy Star Partner of the Year Excellence Award for five years in a row. This increases the appeal of Samsung across all business lines (Szot, T., Specht, C., Specht, M., & Dabrowski, P. S. 2019).

The brand selected is the Samsung smartphone and the market it serves is worldwide. Currently, Samsung is the world's number one smartphone seller in terms of global unit market share. The company has several product lines. The new models of Samsung include Note20 and Note20 Ultra. The bulk of Galaxy smartphones is being sold under the brand name S series, the latest of these being Galaxy S10 and S20. These phones are directed towards a broad segment of users. The market definition of Samsung smartphones is the global smartphone market. It targets people from the age of 15 to 45 who follow the latest technology trends. Those targeted are heavy consumers of TV and digital media and want to see local TV series. The target of Samsung Galaxy is those who are interested in celebrities. Currently, Samsung has sales networks in 74 countries. In addition, Samsung Galaxy targets a wide audience with its models. It targets the rural areas with some models and urban areas with other models (Nurkholiq, I., Wijaya, A., & Pratminingsih, S. A). It also targets the premium segment with costly models and also sells economical models for the middle-class. Samsung also targets young people with one set of models, the middle-aged with another set ...

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Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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