Consumer Behavior Final Campaign - Essay Example

Consumer Behavior Final Campaign Target Market(s) As a multinational company that engages with a litany of different consumers within different markets, Samsungs target market is diverse and differentiated. For instance, Samsungs target market within the United States is far different than Samsungs target market within certain parts of Africa or lesser developed nations within Asia. Taking this illustration a bit further, the analyst can note that Samsungs target market within the United States and Europe, as well as developed nations within Asia, is specifically focus on young, middle class, upwardly mobile individuals that represent a high percentage of disposable income. Because of this particular target market, Samsungs product offering to these individuals is necessarily high tech, cutting-edge, sleek, attractive, and expensive. By means of contrast in comparison, the target market that exists within lesser developed regions of the world, namely South America, many parts of Africa, and regions of Asia, is significantly different. Utilitarianism and functionality is the main concern that this target market represents. Beyond this, durability and low cost are other metrics that are highly appreciated within the aforementioned – lower income regions of the globe. Because of this, Samsungs target market within these areas is specifically predicated upon a larger segment of society; one that represents youth as well as individuals of a more advanced age. Similarly, as the income gap is far wider within these particular regions, and for individuals make up a statistically larger percentage of the overall population, the target market is specifically directed towards those that are not able to afford the more high-end and technologically advanced product offerings that Samsung is otherwise known. As a result of this fact, the product, as well as the target market, it is differentiated as compared what has already been discussed. For purposes of this particular analysis, the target market within the United States will be analyzed; with respect to the introduction of a new Samsung product line that promotes a further degree of privacy and anti-snooping hardware and software. 2. Decision-Making Process With respect to the decision-making process that this particular group illustrates, it is the understanding of this particular researcher that the value, use, and disposition of the product is ultimately based upon three distinct aspects. The first of these has to do with the way in which the product can be differentiated from the competition. This is something of a slippery slope for the product manufacturer to engage with; due to the fact that they are not only attempting to represent a differentiated product to the consumer – they are also attempting to represent a product that has much of the same functionality and a great degree of similarity as compared to market leaders (Cusumano 29). Secondly, another noticeable behavior and impact upon the way in which this group of consumers engages with a particular piece of technology has to do with the fact that they are increasingly cognizant of risks to privacy and security that such devices portend. It is naturally this secondary concern that will serve as the major thrust with regards to promoting the new product line that is been discussed briefly within the introduction to this discussion. Finally, fashion and form is the third determinant with respect to the way in which behavior within this particular group is defined. Many studies have been conducted that indicate that even though function is necessary and important, in many cases, fashion has come to define the way in which individuals integrate with their technology and understand its overall limitations and applications. As a function of the discussion that has been elaborated upon above, the decision-making process for this particular group is predicated upon the need for product differentiation – without straying too far from the model that industry leaders are promoting, a general concern for privacy and security issues, and a focus upon fashion and how a buying decision can be won or lost based upon whether or not an individual piece of technology is represented in a fashionable format. 3. External and Internal Influences Delving further into the analysis, both internal and external influences can be understood as representative of the way in which the preceding decision-making process is affected. For instance, under the internal influences can be represented in terms of the way in which freedom and privacy is now valued to a higher degree as compared to other decision making tactics. Further, an external influences can readily be seen with regards the way in which fashion and your pressure influences upon the ways in which individuals integrate with technology. However, if it is to be understood that one of these decision-making processes is more impactful and important than another, it is the understanding of this particular author that it must necessarily be the need for privacy and security. The increase in media attention that this has gained, specifically as a result of the NSA snooping scandal, and other world events, has created a fundamental issue that consumers are relevantly concerned. However, from the information that has thus far been presented, it must not be understood that the decision-making process is constrained to the three that have thus far been discussed. The potential pitfall in understanding the world in such a simplistic manner would be with regards the fact that Samsung would be likely to miss key information and incorrectly promote a product that otherwise would fail. Due to the brevity and constraints of this particular project, these three have been indicated; yet, they must not be understood as an all inclusive list of motivations and consumer behavior that is likely to impact upon the way in which Samsung products and services could be directed and sold/marketed within the United States. 4. Final Campaign and Justification From the analysis of the above markets, it is clear and apparent that Samsung has differentiated interests throughout the globe. Interestingly, even though analysts have pointed to the fact that the United States and European markets (or those markets that of the most developed) have reached near saturation, it is the belief of this particular student that this is not the case. Instead, a paradigm shift with regard to the way in which technology is represented and the means by which marketing is engaged could quickly return these “saturated markets” to a high level of profitability for Samsung (Kim 69). Accordingly, the market that exists, and has been described, within the United States will be utilized with respect to promoting a campaign that focuses upon the need for personal privacy and representing a resilient operating system that is impervious to hacking/snooping/privacy concerns. Accordingly, this particular campaign is not only of interest to all stakeholders within society, it is a particularly good approach with respect to the target market that has been defined; due in part to the fact that this particular target market is among some of the most educated and involved individuals – both within the electorate and politics as well as within consumer markets (Gallagher 46). Accordingly, one of the primary messages that need to be transmitted to this audience has to do with the transformation that Samsung products have made as a result of the disturbing trend regarding personal privacy, hacking, and governmental snooping. By representing the fact that Samsung is attuned to these challenges and willing to come back them with respect to the product offerings that it displays, consumers will have a reinforced understanding of the fact that Samsung is dedicated towards promoting their safety within an increasingly unsafe realm of electronic eavesdropping et al. Furthermore, the primary message that Samsung can transmit could also focus upon the fact that Samsung is an industry leader with respect to seeking to safeguard the interests of the consumer (Hackman 65). Whereas it is true that Samsung is in nearly continual conflict with the likes of, Apple, and many others, these firms have not promoted a level of engagement with respect to personal privacy and the means that it might be protected. Accordingly, the approach that can be put forward in the primary message should at least partially be concentric upon the fact that Samsung has consider these threats and acted accordingly; something that competitors are noticeably absent minded on. Furthermore, considering the influences that will be used, these will span the gamut and include references to emotion, learning, and arguments for the product. In terms of emotion, Samsung can adequately represent the fact that frustration and anger should be directed towards those that have engaged in unethical practices relating to hacking, eavesdropping, and digital snooping. By way of representing the issue in such a manner, Samsung will be able to create frustration and resolution. The resolution can obviously be provided after the emotion is engaged by Samsung denoting that it has developed specific products and services which will seek to address the problems that they have emotionally represented. Similarly, learning can be affected as an approach and “influence” as the firm is able to integrate this learning within its marketing material. Whereas it is true that almost all involved individuals within the consumer market of the United States are aware of the issue of NSA snooping, hacking, and electronic eavesdropping, their overall level of knowledge concerning how this is affected might be relatively low. Accordingly, Samsung can utilize this as an opportunity both for public education and marketing effectiveness. Finally, arguments can be provided with respect to the marketing material and the way in which a particular product line is engaged due to the fact that Samsung can argue that technology within the current era is under threat and requires swift and immediate action as a means of protecting it from those that would wish to undermine. Once again, by incorporating a level of emotion and engagement concerning current events, Samsung can adequately serve the “interests” of the market. How to Reach the Audience: Although there is no incorrect way to market a particular product, certain means of marketing are more effective based upon the product or service in question. From a cursory review of the way in which technology is marketed and understood, it must be stated that television advertising and/or video advertising (as is commonplace within you to other services) is ultimately the best way to engage an understanding of what new technology is able to bring the means by which consumer behavior can be impacted. Because of this, the approach of television/video has been determined to be the most effective and likely to bring a high return on investment; as has been noted in the past. Potential Ethical Considerations: In terms of ethical issues, it must be understood that Samsung will need to be somewhat nebulous in terms of what the privacy and security elements of this particular product line promise to do (Segan 273). For instance, there will invariably be individuals that will still be able to impact the device and/4 government institutions that will still be able to eavesdrop on. As such, it is ethically responsible for Samsung to represent the product in a way that security and privacy is improved; yet not guaranteed outright. Text of Television or Video Advertisement: Over the past several years, Samsung has brought some of the most competitive designs and useful technology to the consumer market. Part of our drive at Samsung is to continually meet and exceed the needs of the current market. Because of this, the events of the recent past have indicated that Samsung should focus on providing software and hardware that is more able to resist government snooping, hacking attacks, and eavesdropping attempts by third parties. Through thousands of hours of research and development, Samsung is proud to unveil a new line of hardware and software that will help to protect the user from unwanted and unauthorized access to their own personal/private information. It gives us great pleasure to introduce the Samsung Black Hole line of tablets, smart phones, and computers. With these products, the ability of hackers, eavesdroppers, and government snoopers is severely constrained as the coding that the devices operate on and the hardware that they use to perform operations are hardened against unauthorized access by third parties. At Samsung, we listen to you and seek to improve upon the needs of the market based upon the realities of the world around us. Look for the Samsung Black Hole line in Fall of 2014. Works Cited Cusumano, Michael A. "Technology Strategy And Management: The Case of Samsung." Communications Of The ACM 56.1 (2013): 28-31. Academic Search Complete. Web. 22 July 2014. Gallagher, Denis. "Bigger, Better, Faster, Stronger." Choice (2014): 45-47. Academic Search Complete. Web. 22 July 2014. HACHMAN, MARK. "Samsung Growth and Development." PC World 32.4 (2014): 63-66. Academic Search Complete. Web. 22 July 2014. KIM, EUGENE. "Samsungs Big Android Tablet Is Business-Minded." PC Magazine (2014): 66-70. Academic Search Complete. Web. 22 July 2014. SEGAN, SASCHA. "Samsungs Superstar in a Shrinking Industry." PC Magazine (2013): 270-275. Academic Search Complete. Web. 22 July 2014. Read More