Keith Brumfield, Cathrine James, David GreenfieldMKT 4.docx

Keith Brumfield, Cathrine James, David Greenfield
MKT 421
June 29, 2015
John Brady
Samsung Gear A/Orbis Smartwatch
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Samsung Gear A/Orbis Smartwatch
2
Week 1 Samsung Gear A/Orbis Smartwatch
In today’s world of fast paced living, it seems everything
changes by the day. This could not be truer in the electronic
world. We have all bought a computer one day and the
following week it seems to be already outdated. The new
product that seems to be an up and coming product that will
change how we live our lives are smart watches. Smart watches
just came out but they are already all the rave with electronic

guru’s.
Product description
The Samsung Gear A Orbis Smartwatch is one of the smartest
products under the brand name Samsung. It is a watch whose
functions are far ahead of just a watch. The watch comes with a
touch screen plus additional physical controls run by the
rotating bezel (Samsung, 2015). A combination of the
touchscreen and the rotating bezel enables the smartwatch to
perform several actions such as zooming, scrolling, adjusting
brightness and volume. In addition to these cool features and
functions, the watch comes with a 1.18” screen with 3015 ppi
count. Among the features of the Samsung Orbis are the
wearable sensors. The sensors include a gyroscope,
accelerometer and a heart-rate monitor.
For connectivity purposes, the product has Bluetooth; this helps
in transferring files as well as execution of several commands
on the phone that it is synched with. It is Wi-Fi enabled and
runs on 2G; these features make it possible to connect the watch
to the internet. According to Samsung, the Samsung Orbis will
be equipped with the Exynos chip; this is ARM-based
architecture owned by Samsung; it is found in smartphones and
tablets. In terms of the operating system, the round gear smart
device will run on Tizen software; a product of Samsung; and
not the common Android Software. Another breathtaking feature
of the product is the fact that it will be charging wirelessly.
Solving the needs of the target market
The Samsung Gear A Orbis is a smartwatch there is sold at
a comparatively high price. This implies that the product is
specifically targeting high end consumers. The target market for
this product is the members of the society who like luxurious
lifestyles. These are individuals who want to feel important in
the society by using the latest and smartest devices in the
market. While developing this product, Samsung kept in mind
that it will target high end consumers in the market. Before

coming up with a new product in the market, it is important for
a business organization to consider the needs of the target
market and establish whether or not the product will solve the
market needs (Kotler & Kevin, 2009).
With regards to the current world of technology, the
markets expect products that are highly intelligent and smart.
The target market for the Samsung Gear is basically the youth
and young adults. The basic need of this market as far as
technological products are concerned is for them to get devices
that are better than the rest in the market. Currently the market
already has a Samsung Gear as well as the Apple Smartwatch.
This basically implies the market is expecting a product that
outperforms the ones already in the market.
Given the features that this new product is coming along
with, it is true to say that it is able to solve the needs of the
target market. One of the coolest ways through which this
product has solved the needs of the target market is by it feature
of the rotating bezel. Similar products already in the market do
not have this feature and therefore this one stands out. This is
basically the solution because it enables the smartwatch to
physical controls in addition to the touchscreen. In comparison
to the ones in the market, the Samsung Gear A Orbis
Smartwatch solves the needs of the target market.
Change in marketing efforts with respect to the product life-
cycle
At different stages of the product lifecycle, different marketing
efforts will be utilized as there will be difference in demand for
the product. Below is a graphical representation of the product
lifecycle
Introduction
At this stage the product is so new to the market; little is known
about it. There is are intense marketing efforts basically for
creation of awareness of the product so that there is demand for
it.

Growth
This is the stage where the product has found recognition in the
market and is experiencing positive returns and huge profits.
Marketing efforts in this case are aimed at attracting more
consumers to purchase the product so as to maximize returns. At
this stage there are increasing returns.
Maturity
At maturity, the product has reached its highest point in terms
of returns (Stark, 2011). The market is well informed about it
and has purchased. Marketing efforts get lower as it is very
unlikely for any more demand to be created.
Decline
This is the last stage is the product lifecycle. There is a decline
in the sales as well as revenues realized from the sales.
Marketing is not necessary at this point; the best decision is to
phase out the product and introduce a new one.
Packaging
One of the most important things in marketing is packaging.
You can manufacture a perfect product that is by all means
perfect, but if you do not package the product right, it will fail.
A good example of this would be Apple. Apple packages their
products probably better than any other manufacturer. They are
packaged so nice; you don’t want to throw away the package
after you get your phone or whatever the product is up and
running. If you don’t want to throw away the package because it
seems too nice to throw away, I would say that’s a good sign
the manufacturer did it right.
Pricing Strategy

According to Perrault, Cannon and McCarthy, price has
many dimensions. Managers usually have many choices…They
should administer their prices carefully because ultimately,
customers must be willing to pay these prices (2014). When
determining price, firms have a multitude of options. A firm
must consider all options before settling on a final price. The
options can be placed in one of two primary categories, cost-
oriented or demand-oriented. Options found under the cost-
oriented category include price markups, which are most widely
used by retailers and wholesalers and are a method of wherein
an additional amount is added to the cost of a product to arrive
at the selling price; average-cost pricing, which is a method
wherein a reasonable markup is added to the average cost of a
product. The average cost is determined based on past records;
types of cost and break even analysis, which is a method firms
use to determine if they will cover all product cost with a
specific price, in other words, break even. Options found under
the demand-oriented category include marginal analysis, which
is a method firms use to compare total cost against total
revenue; price sensitivity, which is a means for firms to
determine how its target market will respond to pricing based
on the availability of substitute products, large ticket items,
need versus want and switching fees; value in use pricing, a
method wherein customers are shown how a product adds value
and or results in an overall savings; reference pricing, the price
a consumer expects to pay for a product, psychological pricing
wherein firms set prices just below a whole number, i.e. $14.99
versus $15.00 or prices that end in certain numbers, as studies
show said prices are more appealing to consumers and demand-
backward pricing, wherein producers first set a reasonable
consumer price and then work backwards to arrive at the price a
producer should charge.
In most instances, under cost-oriented pricing methods,
prices are set blindly with firms basically hoping consumers
will purchase the product. Under demand-oriented pricing
methods, prices are set based on a consumer’s desire for a

product. The price may be set lower to encourage purchasing if
the demand is low. However, in contrast, the price may be set
higher is the demand is high. Both cost-oriented and demand-
oriented methods should be taken in consideration to not only
determine the most suitable price but also the price that will be
most profitable to a firm.
As the Gear-A Smart watch is not only similar to other
Samsung products but also to products sold by competitors, it
would be most appropriate for Samsung to use the value in use
pricing. Samsung must show consumers how the Gear-A watch
will add value by focusing on features, wireless charging, car
and TV remote, etc. not offered by older products or the
competitors. Although there are many bells and whistles, to
remain appealing to a larger target market and to compete with
Moto’s 360 which cost approximately $250.00 the launch price
will be set at $279.00.
Channels of Distribution
“Ideally, all of the members of a channel system should
have a shared product-market commitment—with all members
focusing on the same target market at the end of the channel and
sharing the various marketing functions in appropriate ways”
(Perrault, Cannon and McCarthy, 2014). Unfortunately, this is
not always the case, as firms can sometimes choose their
interests over the producers.
Currently Samsung’s distribution channel consists of
retailers, such as AT&T, T-Mobile and Sprint, wholesalers, such
as Costco and online firms such as Amazon. Partners such as
AT&T, T-Mobile and Sprint add value as each establishment
offer on-site representatives who are knowledgeable, able to
answer questions and discuss the product’s pros and cons. In
addition, minimal advertising is needed as consumers usually
turn to these firms to solve specific needs. Costco on the other
hand, while also offering on site representatives, the market is
less specific. Consumers rarely turn to Costco to fulfill their
needs for cellular phones or smart devices. Amazon, who does

not offer any personal assistance, does offer convenience, as
consumers do not have to leave their home to purchase product,
and possibly lower pricing. The various distribution channels
have proved successful for Samsung; as a result Samsung will
not adjust its current distribution channels.
There are many different manufacturers of electronic
out there and most of them develop and distribute quality
products. Many of the end users will argue what they think is
the best product out there. No one manufacturer will satisfy all
end users and have the market cornered. Samsung may not be
industry innovators when it comes to smart phones, they do
however put out one the highest quality products on the market
with unbeatable customer service. In many consumers’ eyes,
customer service makes all the difference in the world.
Reference
Kotler, P. & Kevin, L. (2009). A framework for marketing
management. Upper Saddle River, New Jersey: Pearson Prentice
Hall
Samsung. (2015). Retrieved June 29, 2015 from
http://www.samsung.com/in/aboutsamsung/
Stark, J. (2011). Product lifecycle management. Berlin:
Springer.

Perreault, W.D., Cannon, J.P., & McCarthy, E.J. (2014). Basic
Marketing (19th ed.). Retrieved from The University
Data Analysis Assignment
Make sure you do the following:
1. Type your name on your paper (please read the formatting
file to see how)
1. Under your name, put STAT250 with your correct section
number (e.g. STAT 250-0xx)
1. Type Data Analysis Assignment centered on Page 1.
1. Number and letter the answers accordingly and keep the
problems in order.
1. Use complete and coherent sentences to answer the questions.
1. Please title and label all of your graphs correctly (as we
learned to do in class).
1. Upload your assignment onto blackboard as a Word
document.
Problem 1: Heights of Females* (see end of document for more
information)
Heights of females are known to follow a normal distribution

with mean 64.5 inches and standard deviation 2.8 inches. Based
on this information, answer the following questions.
a) Find the probability that a randomly selected female is taller
than 67 inches. Draw a picture, shade area, standardize, and use
Table 2 to obtain this probability. Please take a picture of your
hand drawn sketch and upload it to your Word document.
Verify your answer using a StatCrunch normal graph. Copy that
image into your document as well.
b) Find the proportion of females who are between 60 and 62
inches tall (use only a StatCrunch graph).
c) Find the maximum height that would put a female in the
bottom 4% of all female heights. Draw a picture, shade area,
standardize, and use Table 2 to obtain this probability. Please
take a picture of your hand drawn sketch and upload it to your
Word document. Verify your answer using a StatCrunch normal
graph. Copy that image into your document as well.
Problem 2: Grading on a Bell Curve
The mean and standard deviation of last semester’s Exam 1
scores were 75.43 and 16.74 respectively. Imagine I wanted to
define letter grades using a normal distribution (assuming this
is appropriate). One possible grade distribution could be that
the lowest 5% of students to earn Fs, the next 10% earn Ds, the
next 35% earn Cs, the next 25% earn Bs, and the rest of the
students earn As. Provide the Exam 1 scores that would
separate these letter grades using the normal distribution. Your
answer needs to be five normal graphs in StatCrunch where each
shaded area on each graph shows the range of scores needed to
earn the specific letter grade. Hint: the graphs for A and F will
only have one value as a cutoff score whereas the graphs for a
D, C, and B will have two cutoff scores (a low and a high score

for that particular grade).
Problem 3: Common Last Names
The Census Bureau says that the 10 most common last names in
the United States are (in order) Smith, Johnson, Williams,
Jones, Brown, Davis, Miller, Wilson, Moore, and Taylor. These
names account for 5.6% of all US residents. Consider our class
as a random sample of 18individuals.
a) Check if this situation fits the binomial setting.
b) Assuming it does, build the probability distribution as a table
in StatCrunch. For your probability distribution table, since the
probabilities will be very close to 0 after about X = 7, you may
cut off the table after 7.
c) Find the probability that exactly 2 individuals have one of
those last names. Provide a StatCrunch binomial graph
displaying your answer.
d) Calculate the probability that at least one individual has one
of those last names. Again, provide a StatCrunch binomial
graph displaying your answer.
e) Calculate the probability that between 3 and 5 individuals
(inclusive) have one of those last names. Use the probability
distribution to answer this question (then verify it with a
StatCrunch graph.
f) Find the mean and standard deviation of this probability
distribution (you may use the binomial mean and standard
deviation formulas in the notes).

Problem 4: Building a Sampling Distribution
Use my StatCrunch data set to build the sampling distribution of
the sample proportion of college student’s approval rating as we
did in class (the data set is titled Opinions of 35,000 College
Students Concerning the Presidentand is posted in our
StatCrunch group). This time, take 10,000 samples of size 50
and choose to display the sample proportion from each of the
10,000 samples. Give your computer a chance to collect the
data; this may take up to 3 minutes. Be patient.
a) Graph the results in a histogram and discuss the shape,
center, and spread.
b) Check the conditions of the central limit theorem and use the
theorem to define the sampling distribution’s shape, mean, and
standard deviation and compare it to your histogram.
c) Lastly, for the defined sampling distribution, provide the
probability that in a random sample of size 50, more than the
majority supports the president.
Problem 5: Got Milk
According to the U.S. Department of Agriculture, 58.8% of
males between 20 and 39 years old consume the minimum daily
requirement of calcium. After an aggressive “Got milk”
advertising campaign, the USDA conducted a survey of 55
randomly selected males between the ages of 20 and 39 and
found that 36 of them consume the recommended daily
allowance of calcium.
a) Construct a 99% confidence interval for the above data.
Show your work using the formulas and verify your work using
StatCrunch.

b) Interpret this confidence interval as we learned in class.
Note: To add formulas to a Word document, go above to Insert
object Microsoft Equation 3.0. You can also copy and paste
the following formulas when you need them (double click on the
formula to replace the letters with numbers).
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SAMSUNG

Keith Brumfield, David Greenfield, Cathrine James
MKT 421
June 22, 2015
John Brady
Introduction
Introducing a new product or service in the marketplace
requires a lot of time and resources. Firms must carefully plan
and strategize to achieve successful results, which are often
measured by net revenue. Samsung, although a well- known
brand, is no different from any other firm. Samsung must
strategically move through the steps of identifying its target
market by way of market segmentation, understand the reasons
its customer will purchase the new product, clearly define the
product, being sure to appeal to both the logical and emotional
needs of the consumer. Samsung must also rely on analyses
such as SWOT to identify its current areas of strengths and
weaknesses, and Porter’s 5 competitive forces to identify

potential areas for competition as well as the industry’s
strengths and weaknesses. This paper will address all areas
necessary for Samsung to introduce and capitalize on its soon to
be released Gear A smart watch.
Overview
On March 1, 1938, founding chairman Byung-Chull Lee started
a business in Daegu, Korea, focused primarily on trade export.
Mr. Lee sold dried Korean fish, vegatables and fruit to
Manchuria and Beijing. In a little more than a decade, Samsung
owned its own flour mills and confectionery machines and its
own manufacturing and sales operations. From these humble
beginnings, Samsung would ultimately evolve to become the
modern global corporation that would still bear the same name
today ("Samsung", 2015). By the 1970’s, Samsung started
investing heavily in chemical and petrochemical industries. It
was at this point Samsung began to dabble in the home
electronics market. Samsung started to manufacture its own
electronics and exporting for the first time. In the 1980’s,
Samsung restructured its business models to become the world’s
top five electronics companies. In the 1980’s Samsung
expanded its business and technology globally. The 1990’s were
a big challenge for Samsung, the market was booming and the
technology was changing so fast it was hard to keep up with
demand. Samsung changed the way business took care of their
customers in the 1990’s. They dedicated themselves to total
customer satisfaction and making sure that quality was their
main objective. During the late 1990’s financial crisis, Samsung
continued to grow. This is mainly due to Samsung’s leadership
and network technologies concentration on electronics. This
kind of preparation and leadership is what encourages
investments and long term customers. In 1998, Samsung
developed a completely flat television screen. This technology
would eventually revolutionize the television industry. Samsung
also makes appliances along with home electronics. In 2004,
Samsung produced the first wrinkle-free steam washer. Also in
2004 they became the top ranked mobile phone provider in

Russia. Samsung has also developed the world’s first-ever
speech recognition phone. Samsung has been a global leader in
the research and development for flat screen LCD
manufacturing since 2004. Samsung has been recognized
globally as an industry leader in technology and now ranks as a
top 10 global brand ("Samsung", 2015).
Product Description
It seems that 2015 is going to be the year of the smart watch. In
this modern day of technology, it seems that having a smart
phone, smart car and a smart home isn’t going to be enough. A
smart phone that can be used literally at your fingertips is the
next new thing. Samsung Gear A smart watch will have a round
face and the rim of the watch will actually rotate so you can
scroll through the options and apps on the watch. The watch
will be synched to your Samsung phone and can control certain
aspects of your phone via your watch. The Samsung Gear A
smart watch will be geo tracked and perform as a fully
functional navigation system such as the ones used on smart
phones and vehicle navigation systems. Samsung also has
introduced a new app for their smart watches. Being how they
are geo tracked, they can be used in case of emergencies. The
Gear A smart phone has a “911” option that will send
emergency services to your location depending on the nature of
your emergency. Many cell phones are broken or misplaced
during a car accident or a fall and cannot be accessed to call
911. Having your smart phone on your wrist will ensure you
have access to emergency services immediately after an
incident.
SWOT Analysis
A SWOT analysis is a strategic balance sheet of an
organization; that is the strengths of the organization, the
weaknesses of the organization, the opportunities facing the
organization, and the threats facing the organization. It is one of
the cornerstone analytical tools to help an organization develop
a preferred future. It is one of the time tested tools that has the
capacity to enable an organization to understand itself ("Swot

Analysis", 2010). Every major corporation has what’s called a
SWOT analysis ran every year in order to give the organization
a better understanding on where they stand in the current
market. Samsung’s SWOT begins with the “strengths”. One of
Samsung’s biggest advantages is that they are very advanced.
They have invested heavily in technology and research. They
are globally known for their technologically advanced products.
Samsung invest not only in technology but also in human
resources. They believe that a happy customer is a returning
customer. They listen to what the customers not only want but
what they don’t like as well. Making improvements off what
customers have complained about previous products is why
Samsung has so many loyal customers.
Every corporation has its strengths, but they also have their
weaknesses. Samsung’s weakness is that they don’t always have
a new product to introduce to the market. Samsung seems to
wait for their competitors to introduce a new product then they
spin off of that product and make it their own. Samsung also
sets their prices very low and in return customers perceive this
as low quality products. Samsung has also developed a
reputation as not being very user friendly. In a market of smart
phones that not everyone has caught onto yet, this could be a
hurdle for them to get over.
Product variation is a great opportunity for Samsung. Samsung
needs to introduce new products that are unique and provide the
customer with variety. Along with making a variety of different
products, Samsung needs to focus on making them more user
friendly and kill two birds with one stone.
Unfortunately, Samsung has many threats in the electronic
industry. This is a very popular and in demand market so of
course there are going to be a lot of corporation wanting in on
the market. Just a few examples of threats to Samsung would be
Sony, 3G, Nokia, and LG just to name a few in the
telecommunications industry. The telecommunications industry
is literally growing in leaps and bounds by the day. Samsung
needs to increase its advertisements to at least its competitors

mark. Samsung need for excessive advertisement could lead
existing customers to defect to other companies from viewing
their advertisements ("Samsung Swot", 2014).
Porter’s Five
Porter’s 5 forces of competition was founded by Michael
E. Porter. The model allows firms to determine the strengths
and weaknesses of a given industry by simply identifying and
analyzing its competitive forces. The five forces are as follows:
Competitive rivalry
The Samsung Gear A watch faces a great or intense competition
from companies like Apple and Sony who have produced some
other smart watches. Samsung has a great amount of resources
at their disposal and thus the performance of this watch will
gain a large market share for the upcoming model. They own the
patent for this round smart watch and thus none other will be
produced on the same design.
Competitive rivalry
Bargaining power of suppliers
Threat of substitute products
Threat of new entrants

The Samsung Gear A watch will be affordable on the wholesale
customers at a low price and also favorable price on the
consumer end. The brand is worth its cost since it will be build
with a software that can hold many apps. The rotating bezel will
help to scroll through the various apps on it and can control
some features on your phone.
Bargaining power of customers
The bargaining power will be low since the product will be
produced in limited quantity and thus it will not flood the
market. This helps the device to remain on the same cost that it
was introduced in and thus making the sale very clear. The
company supplies a low quantity of numbers of the device so as
to maintain its planned cost from the sellers.
Threat of new entrants
Samsung have invested in a lot of capital in branding this
watch and thus it will be difficult for existing companies to
produce it. They have also hidden a lot of details on how the
watch will be and patented it so no one can steal the design.
Threat of substitute products
Only the Apple Company has come up with a watch that is
closer to this watch but Samsung have added new apps to be
used. The watch is bound to run on the NFC technology which
helps to facilitate its mobile payments.
Segmentation and Target Market Criteria
Prior to determining a target market, it is necessary to
break down a market, moving from mass or all customer needs
to specific or homogeneous, to become clear on whom exactly
the firm is aiming to assist. This is done by way of market
segmentation. Market segmentation, which according to
“Business Dictionary” (2015), is “the process of defining and
subdiving a large homogenous market into clearly identifiable
segments having similar needs, wants, or demand
characteristics. Its objective is to design a marketing mix that

precisely matches the expectations of customers in the targeted
segment.” There are various criteria for segmenting. “Good
market segments meet the following criteria: homogeneous or
similar, heterogeneous or different, substantial, which means
the segment should be large enough to turn a profit and
operational, which means the group dimension should aide in
identifying customers and deciding on marketing mix variables
(Perreault, Cannon & McCarthy, 2014, Chapter 4).
In an effort to achieve successful results we too will use
segmenting to narrow the larger group down to a specific target
market. Criteria such as those mentioned above, homogeneous,
heterogeneous, substantial and operational, will be used.
However, in addition we will use accessible, and actionable
criteria. Knowing how the target market will be accessed, in
person, via email, or mailers, is an important factor, as the
necessary method may or may not be feasible from a finance
and marketing standpoint. Actionable criteria will reveal
whether or not a group has data that supports “a marketing
position or sales approach that have outcomes that are easily
quantified (Perreault, Cannon & McCarthy, 2014, Chapter 4).
Clearly defined market segmentation criteria not only
ensure that customers are more likely to identify and purchase
the product that is right for them; it also minimizes wastage of
resources, reducing the time spent marketing the wrong
products to the wrong customers (“Mba&company”,2015).
In addition to selecting criteria for market segmentation, a
firm must also use criteria such as geographic, demographic,
psychographic and behavioral factors, to select its target
market. Geographic limits the market search to a specific region
or location. Demographic considers factors such as age, gender,
income, family size, education, income, ethnicity and social
class. Psychographic involves a person’s daily living patterns as
shown in their activities, interest and opinions. Behavioral
factors focus on why people or consumers buy the way they do
with the understanding that need is the greatest determinant.
Depending on the group our product may not be considered

a need. Due to same we must be careful to target those who
believe they cannot live without this newest and hottest gadget.
Due to price the large size of the watch’s face, it will more than
likely appeal those in a certain income bracket and to men more
so than women. We understand that our customer will probably
reside in a larger city and have the need to gain access to
information immediately due to a busy lifestyle. In addition,
another customer may be retired with children and
grandchildren in other cities. The ability to communicate or
receive pictures while vacationing will be attractive.
To reach our desired target market we will view
demographics such as age, gender, income, social class,
education and occupation. We will view specific activities,
interest and prior buying patterns. We will also view behavior
factors in an effort to identify those who purchase new gadgets
as soon as they become available.
Target Market Description
Our ideal customer is a male, age 20 – 65 years of age,
who loves gadgets but loves convenience even more. He is
either a student, a working professional who has the need to
access information quickly or he is a regular vacationing
grandfather who often connects with and sends/receives pictures
to/from family members and friends. He, or his parent, in the
case of the student, has an income of $70,000.00 plus per year
and enjoys getting together with friends to talk about new
“toys” or upcoming gadgets. The ideal customer is enamored by
technology and believes every item was created to make his life
more manageable and balanced without reducing professional
and social output.
Causes to Buy
When firms clearly understand why people buy they have
an opportunity to sell more. Most may believe that people buy
what they need instead of what they want but Torok (2015)
asserts that “our emotions trigger us to buy.” He warns people
to not “make the mistake of thinking people buy what they

need…Needs are driven by logic while wants are driven by
emotions.” (We buy what we want). This belief is supported by
Perreault, Cannon and McCarthy (2014) who says “everybody is
motivated by needs and wants…When a need is not satisfied, it
may lead to a drive…A drive is a stimulus that encourages
action to reduce a need.”(Chapter 5)
There are various needs that will cause a person to take
action. Some of these needs are physiological, which involve
biological concerns such as self -preservation, food, rest, sleep
or liquid; psychological, which involve concerns such as self-
identification, power, personal fulfillment, and pride; social,
which involve concerns such as love, status, and esteem;
desirous, which involve concerns such as respect, status, and
sociability.
Our target market will be buy for the same reason other
people buy, to fulfill a need or a want. It is one’s own logic
that will drive him or her to purchase. For instance, logical
drivers consist of supportive thinking such as the ability to
replace for several gadgets with one, saves time, allows for
better organization and cost effective. However, as noted above,
the true reason for purchasing will be an emotional one such as
the excitement of owning a new gadget, status, fun and
recognition. Of course each purchase will vary from one
individual to the next.
Positioning Statement
To everybody who lives in the 21st century or those who are
trying to simply catch up, the Samsung Gear A watch aka Orbis,
allows you to do so. Sometimes carrying your cell phone is not
an option, or say you accidently leave it at home. Well fear not,
when you have the Samsung Gear A smart watch, you will still
be able to go about your daily business, as we know life doesn’t
slow down. The Gear A smartt watch is going to have multiple
functionalities, from being able to function as a key to your car
all the way to being a remote control for your television. It will
have Bluetooth capabilities and also connect to Wi-Fi. You will
be able to talk on it and or send messages from it. It will even

monitor your heart rate. The Gear A has a round face and is
sleek enough to wear with any style. Watches like the Apple
Watch, Motorola Moto 360, and the LG G Watch R will try to
keep up with Samsung. With Samsung you will get what you
expect and then some.
Conclusion
Samsung believes the Gear-A smart watch will be a cut
above the rest. Offering features such as the first round face,
the first item of its kind with a mobile payment system and
emergency service features, the competitors will have the work
cut out for them. Offering a product with great attractive
features without completing the necessary leg work prior to a
launch will potentially lead to lost revenue. Samsung will need
to perform as though it is a new firm entering a new market.
This means studying the buyers, identifying its target market,
and using various strategizing resources such as SWOT and
Porter’s 5 competitive forces model, understanding what will
drive the buyers to purchase. Should Samsung do its homework
it should see huge profits on its newest product, the Gear A
smart watch.
References
Business Dictionary. (2015). Retrieved from
http://www.businessdictionary.com/definition/market-
segmentation.html
MBA&Company. (2015). Retrieved from
http://www.mbaco.com/resources/marketing/market-
segmentation-five-essential-criteria
Perreault, W.D., Cannon, J.P., & McCarthy, E.J. (2014). Basic
Marketing (19th ed.). Retrieved from The University of
Phoenix eBook Collection database.
Samsung SWOT. (2014). Retrieved from
http://www.freeswotanalysis.com/telecommunication-

companies-swot-analysis/10.html
SWOT analysis. (2010). Retrieved from
http://www.ryerson.ca/~kjensen/strategic_planning/swot.ht
ml
Samsung. (2015). Retrieved from
http://www.samsung.com/in/aboutsamsung/
Torok, G. (2015). Articles for business professionals. Retrieved
from
http://www.torok.com/articles/marketing/5EmotionalTrigg
ers.html

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