마케팅리서치-삼성 갤럭시 기어(Galaxy Gear)의 분석과 마케팅 전략 수립(STP, 4P)

소개

위 보고서는 영문 보고서로, 삼성 갤럭시 기어의 현재 상황 분석 및 FGI를 통한 리서치, 그리고 전략 수립에 관해 다루었습니다.

목차

I.Executive Summary

II.Situation Analysis

III.Marketing Objective

IV.Research
1.FGI
2.2nd Survey

V.Marketing strategy
1.STP
2.4P strategies

본문내용

1. Executive Summary
Smart phone market is slowing down. Because of that, many smart phone manufacturers move toward wearable product market. In part of that move, Samsung made the Galaxy smart watch series. Their market share is pretty high now, but this is not valid. Because many people don’t know wearable product and gear series, the use of that is poor level. Samsung tries to increase their market share and sales. For example, they made a bundle consisted of smart phone and smart watch. Also, they made marketing in many ways, such as drama PPL, TV advertisement, using world stars and so on. In spite of their efforts, their performance is poor.
Early adopters said that gear have good functions of connection and waterproof. But gear only connect with Galaxy smart phone, so many early adopters feel inconvenience. And when they were launched, the price was so high. Like this, because of many reasons, Samsung is in poor situation. To enter the majority stage of wearable product market, Samsung has to conduct marketing research to find general customer’s needs.

참고자료

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