Samsung differentiate

Samsung differentiate

Question 2 Explain the consumer behaviour characteristics that are likely to influence
consumer purchases of this new product.
Case Study
Samsung GALAXY S4
Life Companion
Samsung is a South Korean headquartered multinational company whose origins can be traced to 1969. Samsung Group has a diverse business portfolio which covers both consumer and business to business products. Samsung Electronics is its key subsidiary which is the world’s largest manufacturer of smartphones and televisions. The company became the world’s biggest manufacturer of smartphones in 2012 when it outsold Apple in the first quarter of the year selling more than 45 million smartphones. Whilst the company has focused on product innovation as its strategic thrust, it has also has a wide variety of smartphones than Apple. Whilst Apple launches one iPhone model per year, Samsung introduces more than 50 variations of Galaxy smartphones per year which explains its rapid growth in market share in the last three years.
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