The products offered by Samsung very significantly, occupying various spots on the market and demonstrating different growth patterns. One of the highly developed brands is Samsung QLED, a home television (TV) appliance that manifested remarkable market expansion during previous years. Furthermore, the market share of this product is tremendously high, accomplishing new records in the current year. Therefore, Samsung Qled TVs can be classified as a Star brand (Grewal & Levy, 2020). On the other hand, a newly launched Samsung Neo QLED illustrates a different pattern of market growth. Although it is suggested that this product will demonstrate remarkable growth trends, it should be considered that Samsung Neo QLED was only recently launched, meaning that its market expansion is low. Nevertheless, as this brand already occupies a considerable portion of market shares, its category is a Cash Cow.
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Another example of a Star product is the Samsung Q Series soundbar, which currently demonstrates considerable market growth, which continues to increase. Soundbars and audio appliances become more popular each year, serving as an addition to home theaters. Samsung Q Series is considered a number one product on the market, which results in the ownership of a high number of market shares. A similar pattern is evident in the development of the Samsung foldable smartphone, Galaxy Fold, which occupies more than half of the available market shares and continues to develop significantly. As one of the most technologically advanced foldable mobile phones, this product is a perfect representation of a Star category.
The brand Smart Things, however, experiences a substantial decrease in market expansion. Its market share, on the other hand, continues to remain one of the highest among other smart home devices, making this product a Cash Cow. Alternatively, Samsung’s Family Hub encountered a decrease in market shares while remaining in an expanding sphere, becoming a Question Mark product. After that, BESPOKE Refrigerators represent the Question Mark category, possessing relatively low market shares but located in a growing industry. Similar to this product, Samsung Range Hoods are situated in a currently expanding market. However, as the market shares attained by this home appliance are rather small, this brand can be considered a Question Mark.
The company McDonald’s is a well-recognized international food vendor that follows various marketing campaigns to ensure the success of its enterprise. However, as new technologies are developed, novel techniques and ideas are required to attaining the interest of various populations. While targeting baby boomers, it is essential to maintain an understanding of their perceptions regarding technological advancements, focusing on improving information accessibility rather than interactivity (Grewal & Levy, 2020). Therefore, in a marketing campaign for this population, recent technological changes might improve the readability of represented data, contributing to better information awareness. For instance, utilizing a video format might positively influence the advertisements, describing the advantages of McDonald’s products for baby boomers in a comprehensive manner.
Considering Generation Z, a contrasting approach might be used to enhance the marketing campaign for this generation. Interactivity and the inclusion of new technologies are essential for these individuals (Grewal & Levy, 2020). Novel developments can be used to create advertisements that allow to engaging in interactive or virtual experiences. After that, implementing various improvements could also be highly beneficial, as Generation Z is considerably aware of various technological mediums. Thus, applying novel technologies can prompt the marketing campaigns to become more diverse, covering various devices and platforms.
Grewal, D., & Levy, M. (2020). M: Marketing (7th ed.). McGraw-Hill.