Smartphones in the US: Market Analysis and Samsung - Research Paper Example

Preliminary International Marketing Report for Samsung Company in Us Market As a consultant to an international company clear regards to the local USA, market is a relevant task to note and comprehend. Penetration of outside products into the American market is not easy. The American market has exceptional, and unique features that make is exclusive with regards to the comparison to other country or regional markets. The American system has nurtured products of high quality due to the exceptional and outstanding engineering skills provided by strong structures put in place to tap the best technology for eventual development of the society. It is no big doubt that it is hard for external products especially from the developing nations to sell in the American economy (Scott, 2010). Two articles: Smartphones in the U.S.: Market Analysis and Samsung GALAXY S4, S4 Active and S4 Mini, Companions for every business attempts to explain how the Samsung, a Korean company has struggled to win over the smartphone American market. The company has faced stiff competition from American local smartphone manufacturers and other foreign companies that are also struggling to penetrate the market. Samsung announced the release of its Samsung Galaxy S6 Edge at the beginning of the year 2015. This is the newest and latest version of the Samsung Galaxy S series with some added traits into the global market. The company confirmed that the smartphone has created a difference on the Galaxy S6 that is curved on the edge. The company notes that the design change is aimed at creating a supplementary screen space allowing of notifications (Scott, 2010). The two articles presents various theories regarding business and penetration capacity of business into a region. Conquering of the American market in the smartphone section special recognition and specialization in terms of market segmentation, cultural issues, target markets and apposite tackling of barriers. The process of smartphone packaging, features, design elements and competition factors are considerable inputs that must be placed in action, market entry methods, legal issues, and ethical issues. The American and South Korean trade relationship is typically good and has been a conducive recipe for business growth between America and South Korea. American or U.S culture is dominantly a western culture, but Korean culture has dominance of dominance Asian culture influence. The American economy is bigger and more powerful than the Korean economy. Korea has teamed up with most developing nation to promote international treaties and respect laws regulating international laws (Samsung Electronics Co, 2013). The rationale and strategy for entering and controlling the American market lies solely in offering quality and quantity at relatively cheaper prices. American society and business environment have more constraints when it comes manufacturing and production. American labour cost is relatively high as compared to the Korean or Chinese whose production inputs are relatively low. At the time when American companies are outsourcing their production tasks to Chinese or foreigners with cheaper production mechanism, it is a great and fitting moment for the Korean Samsung to take charge of the American smartphone industry. Excellent advertisement and low pricing would exactly provide the best entry and conquering of the American market. This approach would provide an answer and smartphone access to the market segment of low-income earners in the American society. American industry has a list of highly competitive market players in the smartphone section, and competition is relatively high (Samsung Electronics Co, 2013). The market players have a wide range of mobile types and configurations categorized in various formats. The branding of Samsung Galaxy S6 Edge provides one of the promising penetration into the American market. The market has Android model that has open source and well extendable OS. The Android format also freely available to multiple manufacturers and the hardware consists of numerous configurations. The app store for the Android products is basically large and available to every developer. The service providers are well availed for all the service providers and have special features since the end user can undertake changes and facilitate quick growth and quickened growth or development due to openness. The Android platform is the platform on which both the Samsung gadgets run on. The OS provides wide and enhanced freedom to users and facilitates quickened development of applications which a common desire and of most users of the smartphones (Samsung Electronics Co, 2013). Samsung had said that it’s Samsung Galaxy S6 and the sister version Galaxy S6 Edge are slated for release in days to come. The company announced that Samsung Galaxy S6 will be on sale by April 10 which has since been released. The main difference between Galaxy S6 Edge and Samsung Galaxy S6 is that former has a display wrapping in the inside to facilitate the display of notifications and other entailed vital information. Galaxy S6 Edge further has created newfangled feature that lets the user pick one of eight colors to create a glance and comprehension and recognition of who is calling him or her at a glance. The Galaxy S6 Edge has equally adopted similar features only that it is packed inside a flat cousin. The Galaxy S6 Edge has a comparatively bigger 2,600mAh battery pack as compared to the sister model (Dorsch, 2014). The Samsung Galaxy S6 Edge is designed specially from glass and metal instead of plastic and affiliated compounds. It has design thickness of close to 7mm thick and is designed to resist bending. This quality digs deep into the structure design of Apple. The phone has 3GB of LPDDR4 RAM and well placed octa-core Exynos processor. The processor is a 64-bit and 14nm system-on-a-chip, and the company claims that this processor is typically more efficient in power consumption by close to 30% as compared to its earlier productions. The company also claims that the phone has two segmented and separate quad-core that are placed for separate precise purposes that are one section for the battery effectiveness and the other section for the performance. The Samsung Galaxy S6 Edge has an enhanced feature of a Super AMOLED screen design that the company it is the unsurpassed design ever noted in the smartphone design ever. The display is a 5.1-inch Quad HD Marvelous AMOLED having a pixel compactness and density of approximately 577 ppi that ought to do it (Woyke, 2014). The display enhancement has improved the visibility of the screen while outdoors by a close margin of 20 percent. The battery rating and changes intimate it may possibly have the quickest charging phone in planet which takes only 10 minutes to generate thereafter close to four hours use power. The battery pack is 2,600mAh which is comparatively bigger than its sister design model Galaxy S6, that is designed power the additional screen space. The device has inbuilt wireless charging that is a new change input for the Samsung and the phone will run on Android platform and still has the a TouchWiz a feature that is well improved and in this release version. The company has also beefed up its existent 16 –megapixel camera sensor. This option became a feasible as compared to bumping up the megapixels. It has a rear-facing feature that is F1.9 wide – angle lens that is expected to allow additional light to penetrate to the sensors especially while shooting in a low light section. The camera has other added features like facilitation of real-time HDR and Smart OIS, a feature that the company admits has been further refined following the introduction of the Galaxy S4. The Galaxy S6 has IR sensor that automatically detects and adjusts to proper white balance features. Galaxy S6 Edge has attached 5-megapixel front-facing camera that allows for the utilization of the automatic real-time HDR highly enhanced and large lens capacity that is a laudable specs for the front camera (Woyke, 2014). The devices have two well-placed speakers which are a good one and with attached ergonomic earphones. The U.S market has other players like Apple, blackberry, windows mobile, webOS and Windows 7 operating and competing for the American market. This market segment is what Samsung Galaxy S6 Edge demands a share by introducing its model into the market. The Apple has closed propriety development model which limit it uses on iOS operating software. This OS is only applicable to the Apple only and iPhone. The hardware is also restricted to the iPhone alone. It has a large app store. It also has restricted service providers which are AT & T alone, but it plans to expand. The phone has iTunes integration and iPod as special attach to it. This phone is associated with comparatively higher income earning segment of the American market. Samsung stands to convince a portion of this segment acquire its devices especially with rolling out of new features in its enhanced release. Another influential player in the US smartphone market is the BlackBerry, which runs RIM OS. The phone has a closed or proprietary development model mechanism and runs only in the rims OS. The phone has numerous configurations in the hardware classification, and the app store is mainly App world and allows all service providers to use it. The phone has intensive and high- to –end encryption which is a special feature for it. Windows mobile, on the contrary, runs in the Windows OS and has closed licensable development model that runs on OEM customized. It is available to multiple manufacturers and has numerous configurations in terms of the hardware. The phone has its windows mobile marketplace for the development of the new OS. Another US market player is the webOS that has closed proprietary development model. The smartphone is available to HP/palm only and has hardware that allows for few configurations. The smartphone has access to the Palm catalog app store and has service provider which is the big ones. The phone has excellent features on good contact and excellent social network integration. The Windows 7 development model is a closed and licensable with minor customizations. The phone is available on multiples manufacturers and has hard that has many configurations. Fig: Samsung Galaxy S6 Edge Fig: Samsung Galaxy S6 Fig: iphone 6 plus All of these smartphones offers stiff competition in the US market, and penetration of the Samsung Galaxy S6 Edge is slated for intensive competition and challenge in the working American environment (Djurup, 2014). Recommendation Samsung Galaxy S6 Edge gain control of the American market emanates from the baseline study of the most inherent differences and capabilities of Samsung Galaxy S6 Edge in comparison with iPhone 6 plus that is one of the most considered challengers of the model. The analysis of the Apple’s iPhone 6 Plus lies with the recognition that the company adopted its hardware and generated a special best phablet for it. This design process was derived without much interruption and alteration of the iOS ecosystem or even changes in the user interface. Typically, Apple must release a new model since Cupertino has exhaustively maximized the use of allocated resources that are available for the phone. The design process might be the greatest process in the realization of new design. Samsung Galaxy S6 Edge has an edge on this section since the current Samsung Galaxy S6 Edge might not compete well with iPhone products. The approach by Samsung is notably an opposite of the iPhone 6 plus approach since the curved screen has been in place for enhancing of the entire functionality that has supplemented on the software. The phone has space for widened and enhanced optimization process that can be undertaken to provide further improvement to the phone. With this differences, it is recommendable that Galaxy S6 Edge has invested in the future, and it is well slated for safeguarding control large segment control of the American market (Djurup, 2014). In conclusion, the Samsung Galaxy S6 Edge from Korea has a great capability of entering and controlling US market and positioning itself triumphantly as it has started with the low segment niche US income earners. It the relatively better chances of survival in the market considering flexibilities in hardware and software manipulations of the Samsung Galaxy S6 Edge or even series to follow subsequently. Freedom in app development also aids in creating best user desires and wants and supplies in terms of program outline. Control of US market through legislation may strong impact emergence of the Samsung Galaxy S6 edge or any subsequent in the American market, but currently the US market has the capability to self-regulate itself. The target group is consistently the youth and college student who show the great desire for the tech savvy devices. References Scott C., (2010) Smartphones in the U.S.: Market Analysis , Business Strategy November 29, 2010 https://www.ideals.illinois.edu/bitstream/handle/2142/18484/Cromar,%20Scott%20- %20U.S.%20Smartphone%20Market%20Report.pdf Samsung Electronics Co.,( 2013), Samsung GALAXY S4, S4 Active and S4 Mini, Companions for every business, Samsung Electronics Co., Ltd. 416, Maetan 3-dong, Yeongtong-gu Suwon-si, Gyeonggi-do 443-772, Korea. http://www.samsung.com/fi/business-images/resource/case- study/2013/10/GALAXY_S4_S4Active_S4Mini_web-0-1.pdf Djurup, R. (2014). Android mobile computing: Using Samsung tablets and smartphones running Android 2.3. Rebidu. Dorsch, H. (2014). Das Android-Smartphone-Buch. CA 95472: OReilly Media. Woyke, E. (2014). The smartphone: Anatomy of an industry. Read More