Ch. 8 - Segmenting and Targeting Markets

Samsung began targeting the youth market more aggressively with their recently released Galaxy S7 and S7 Edge smart phone. Samsung did research on what teenagers and young adults are interested in most when purchasing (or having their parents purchase) a mobile device. Through their research, Samsung found the main driver of the purchase of mobile handsets is their ability to interact with other devices. Hence why Samsung has pioneered and introduced, the VR (virtual reality) mobile attachment that you can conveniently plug your phone into and enjoy anywhere. Although virtual reality is in its initial days, almost a public beta test phase, Samsung and many other competitive technological brands are investing hundreds of millions of dollars into expanding virtual reality into the new Play Station or X-box.