Question

Q4: Samsung's smart phones, Galaxy J7 Duo and Galaxy S9, were launched into the market in

March 2018. Before then, the Galaxy S8 was launched in April 2017, while the Galaxy S7 and

Galaxy A8 were released in February and September 2016 respectively. Before all these market

launches, Galaxy X6 was the star product for Samsung. Supposing that several months after

Samsung Corporation introduced the Galaxy S8 into the market in 2017, they found out that the

monthly sales of their Galaxy X6 series reduced drastically by over 50%. They quickly realized

that unless they do something pretty fast, the Galaxy X6 series would completely die off the

market.

(a) Based ONLY on the above scenario, at what stage in the Product Life

Cycle (PLC) was the Galaxy X6 series?

(b) Explain 3 reasons (based ONLY on the above scenario) WHY you believe that the

Galaxy X6 series was at that PLC stage.

(c) If YOU were the Brand Manager in charge of Galaxy X6 series at that time, explain

3 marketing strategies YOU would have used to revive Galaxy X6 series and prolong

its stay in the smartphone market; explain WHY you would have used those strategies;

and HOW you would have applied them.

(d) Explain 3 specific business benefits YOU would have gained for your company by

applying those strategies

subject :marketing management

Answer 1

Answer 1) As per above scenario the product Galaxy X6 is at Mature stage now because the new product are about to come with latest technology and new design so the sales of product X6 will go down which means life cycle will move to decline and current stage is Mature

Answer 2) Galaxy X6 is at mature stage because

1) The company prediction is the sales will decline by 50% so it means the product is at mature and will decline in future

2) There is no Galaxy X model coming up after X6 because there is no other model told apart from S series which is growing

3) As X6 was launched somewhere is 2017 and the case is about somewhere in 2018 or maybe 2020 the product X6 has already been introduced, has grown enough in 2 years and is now at mature stage

Answer 3) If I would have been a marketing manager I would have brought these three changes:

a) New Edition: I would have launched a new edition of Galaxy X6 with new colors and new themes in the market, new color always attracts the customers. Along with this I would have completely changed the packaging of the product to make it look new.

b) New target segment : I would have reduced the price of the phone because as the new product that are launching will be launched in a premium price segment category which everybody cannot afford so I would have lowered the price of Galaxy X6 to target those customers those who have less budget and want a good phone.

c) Theme Edition: Well theme edition is the new way to target the market with same offerings but in a different way, just like companies launching Mclaren edition, Star Wars edition, BTS edition of their old models to make them new. I would have launched Money Heist model, Avengers model etc. following the theme of going year. This makes the product look completely new.

Answer 4) Talking about benefits to the company that would have been like:

1) New customers: As the price of X6 is reduced more customers will purchase it and these customers will be new customers that are middle income customers and company market share will grow.

2) Goodwill enhancement: Goodwill of the company will also be enhanced when company will launch new colours and new theme of phones, as company will be tying up with Hollywood movies or web series the customers liking those series/movies will also be liking this step and goodwill will be enhanced

3) Competitive edge: If the price of X6 will be lowered and customers will get more benefit out of same money then more customers will purchase products of Samsung only and will not go to any other competitor this will give Samsung competitive advantage.