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Samsung gaming consoleTable of Contents

3Introduction

3Research methodology

4Sample size

4Location

4Time schedule

5Research questions

6Research procedure

6Limitations

6Literature review

10Research findings

10Brand knowledge

14Product opportunity

16Respondents background

18Recommendations

18Conclusion

20References

21Appendixes

10Figure 1

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Samsung gaming consoleIntroduction

Samsung Corporation is a company engaged in the manufacture and sale of various technological devices. Samsung Corporation has several products that appeal to many people. One of the products is the new game console. This project report aims to inform about the companys growth potential in the sector. Additionally, Samsung Corporation has the potential to make an impact in the gaming sector. The company has been in existence for over 75 years. On the other hand, Samsung Corporation has a large number of loyal customers. This project report is structured in various sections; the research methodology, sample size, sample methods, location, limitations of the research, research findings and recommendations.Research methodology

The research conducted followed the form of a descriptive research method. A survey was conducted in three different locations. A survey method of data collection was used in the three locations. In the survey method, the researcher opted to use the interview method. This was the most ideal method for tackling the research topic. On the other hand, there are three main reasons as to why the survey method of data collection was used in the study.

First, the survey method of data collection allows the researcher to get peoples views easily. This is essential in getting to understand peoples preferences and opinions about different products. The research study conducted aimed to have peoples opinion about the new Samsung game console products. In this, the researcher sought the respondents opinion about the products and other Samsung products.

Secondly, it is easy to collect and analyze data which has been collected through a sample survey. Sample surveys involve a manageable number of respondents. Therefore, the data collection exercise is conducted in a short time. Additionally, less time is spent in analyzing the results. Lastly, the inference obtained in the analysis represents the whole population.

Thirdly, people are used to taking part in sample surveys. This is a great advantage especially in this research study. The researcher does not have to strain in looking for participants who would take part in the research study. This is because people are willing to participate in the study without being given any form of incentives. This means that the researcher obtains unbiased results.Sample size

The research study involved a sample of thirty three respondents. The respondents were randomly selected. Both male and female respondents were included in the study. The respondents were to respond to the questions asked during the interview.Location

The research study was conducted in three different locations. One of the Locations is Southern Cross station. The researcher sought the views of people found at the station. The other is Melbourne Central while the third location is Swinburne University in Prahran. In the latter, the researcher stood at the entrance of the main library. The three locations were ideal since they comprised of different people with different ideas. Additionally, many people who use electronic products are found in these three places.Time scheduleThe researcher used a total of fourteen weeks to complete the research study. The table below shows the time span taken by the researcher in completing each section of the research study.WeekPresentation of ProposalLiterature ReviewPresentation Research FindingFinal Research Report

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10

11

12

13

14

Research questions

This research study involved the use of various questions. One of the questions sought to ascertain whether consumers were aware of the various Samsung products. The other questions examined on the competitors of Samsung Corporation. The third question sought to know whether consumers would purchase the game console product from Samsung Corporation. The fourth questions examined the features which consumers would prefer. Research procedure

The researcher conducted a one on one interview with the respondents. The researcher began by briefing the respondents about the whole project. Later, the researcher sought the respondents views concerning the research questions. In doing this, the researcher asked the respondents fifteen questions. The questions comprised of both open ended questions and closed ended questions. Once all the questions were answered, the researcher thanked the respondents. A sample form of the questionnaire is found at the appendix section of this research paper.Limitations

Various challenges were experienced while conducting the research study. One of the challenges is non-response from several respondents. Several people refused to take part in the survey study. At the station, several people argued that they were in hurry hence could not participate in the survey. At the university, several respondents said they did not have spare time to take part in the study.Another limitation relates to ascertaining the truthfulness of the responses. The research study was based on getting peoples opinions. Therefore, it would be difficult to know whether the respondents were truthful in their responses. Another limitation experienced in the study is time constrain. The time allocated for the whole research study was not sufficient.Literature review

Sony and Microsoft Companies are the leaders in the manufacture of gaming devices. The other company that controls a substantial market share is Nintendo Company. It is essential to note that the gaming industry is experiencing a shift. Nowadays, people prefer to play indoor games rather than outdoor games. Investors engaged in the gaming industry know about this and are optimistic about increased sales of indoor games. However, the overall winner is the company that is continuously generating innovative and improved game console with gaming hardware. Recently, Samsung Corporation has entered into the gaming industry. Surprisingly, the company has focused its efforts on adding cloud services that help improve the interconnection of gadgets connected to the internet (Campbell n.p). Samsungs entry into the gaming industry could elicit a lot of competition from the other players in the industry. However, there are two main challenges that Samsung Corporation is experiencing. The first challenge is in the manufacture of the game console devices. The other challenge relates to the uncertain response from consumers.Samsung Corporation has taken the first step in production of the game console devices. The company is in the process of hiring qualified game application developers. Additionally, the company aims to hire game designers and directors in future (Patriot n.p). Samsung Corporation has diversified into the gaming industry in order to acquire additional profits. Additionally, the company is taking advantage of the cloud service to offer a gaming experience to people who have internet connections at home. According to Campbell, the introduction of the game console project is a good strategy in maximizing the cloud services for the internet connected users (Campbell n.p). Samsung Corporation hopes to market the game console hardware as an internet gaming service. The game console serves as hardware offering gaming services to users (Femmel n.p).Samsung Corporation has experience in production of game console products. Therefore, Samsung Corporation can manufacture a game console product that meets the needs of the consumers. However, the company needs to align itself with the current trends in the gaming market. This is because Samsung Corporation produced its last gaming console product in the 1990s. Clearly, there is a large technological gap between the year 1990 and 2013. According to the history of game console, Samsung Corporation produced several consoles in South Korea through Sega (Moen n.p). Samsung Corporation produced manufacturing chips to Sega. These chips were used in the manufacture of Sega game console. Sega was engaged in the production of Samsung Gameboy; a console with similar features as those contained in Nintendo. Later, the company seized the manufacture of the Gameboy game console and replaced it with a new product called Aladdin (Moen n.p).Samsung Corporation needs to create a gaming department and invest heavily in the development of games. The gaming industry has several challenges, and the company needs to be prepared in tackling the challenges. Samsung Corporation should consider getting into partnerships with other well established companies in the industry. Additionally, the company needs to consider acquiring other well established companies engaged in the manufacture of game consoles. This move allows Samsung Corporation to stay ahead of the competitors.The gaming industry has developed over time. This implies that new entrants face stiff competition from the well established companies. Therefore, the new entrants have to release a new game console product often. Additionally, the new entrants should expect to incur losses at the initial phase of the business. It is projected that the number of game users will increase in the near future. Samsung is a renown brand name. Therefore, Samsung Corporation does not require a lot of resources in advertising about their business. Additionally, the company could save costs by integrating the gaming service and the provision of the hardware into one unit within the company.Samsung Corporation needs to incorporate the cloud computing techniques into the gaming industry. This is an essential step towards launching an excellent product. The Samsung game console needs to possess characteristics that are appealing to consumers. Additionally, incorporation of cloud computing technology allows consumers to enjoy the gaming experience through the internet. This signifies the companys quest to be the market leader in the manufacture of game console products.The game developers are required since they are involved in generating various ideas about the products. One important characteristic that the game developers need to possess is creativity. It is through creativity that game developers would come up with excellent game console products. Additionally, creativity would enable the game developers to merge various gadgets such as the internet enabled smart television with the game console hardware. Importantly, the game developers need to understand the various needs of the consumers. Currently, Samsung Corporation can use its feedback system to have a clue about the consumer preferences.Product development is expected to begin after the combined efforts of game developers, directors and game designers. This combined unity leads to a classic product with all the features from the feature development stage (Annacchino p.275). The prototype produced by Samsung Corporation depends on the features and the target market segment for its products. In terms of product testing, Samsung Corporation needs to analyze different consumer behaviors towards the Samsung gaming console products. Samsung Corporation should use the feedback responses to improve on the prototype developed.

Research findings

This section of the research paper shows the graphical representation of the results obtained in the study. A graphical representation of the findings helps in the analysis of the results. Additionally, the graphical representation of results allows the researcher to make conclusions and recommendations about the research study. The research findings are divided into three sections as per the format of the questionnaire. There is a section about brand knowledge, product opportunity and the respondents background information.Brand knowledge

This section of the research questionnaire examined the respondents knowledge about the products produced by Samsung Corporation. All the respondents affirmed that they knew about Samsung Corporation. When asked about how they first heard about Samsung products, 18 of the respondents replied that they saw the products being advertised. The results of this question are represented in the chart belowFigure 1

Additionally, the researcher sought to know how often the respondents used products from Samsung Corporation. The graph below shows that many people use Samsung products on daily basis.

Figure 2

Another question that the researcher asked the respondents is whether they were loyal customers. The graph represented below shows many respondents are loyal customers.

Figure 3

The other question that the researcher asked the respondents is the duration in which they have been using products from Samsung Corporation. The graphical representation below shows that many respondents have been using various Samsung products for one year. It is crucial to note that all the respondents have used Samsung products for certain durations.

Figure 4

The last question in this section sought the respondents views on why they preferred Samsungs products over other brands. The graphical representation below shows that many respondents prefer Samsungs products because they are of better quality. Very few respondents prefer Samsung products because they are easy to use.

Figure 5

Product opportunityThis section of the questionnaire sought the respondents views about the Samsung game console. The researcher asked the respondents whether they would purchase the Samsung game console. The pie chart below shows that more than half of the respondents are willing to buy the product.Figure 6

The researcher asked the respondent to estimate the price of the Samsung game console. The researcher offered the respondents various price ranges. The chart below shows that many respondents expect the Samsung game console to be priced between $160 and $200.

Figure 7

Additionally, the chart below shows that 30 out of 32 respondents would recommend Samsung game console to other people.

Figure 8

In the last question, the researcher sought to identify whether the respondents had game console products from other companies. The chart below shows that a majority of the respondents had other game console products from other companies.

Figure 9

Respondents backgroundThis section sought to have some basic information about the respondents. The chart below shows the gender distribution of the sample participants. The researcher incorporated more male respondents than female respondents.Figure 10

The other aspect that the researcher looked at in this section is the age distribution of the respondents. The chart below shows that many respondents were aged between 18 years and 25 years. Additionally, none of the respondents had more than 40 years.

Figure 11

The researcher was also concerned about the employment status of the respondents. The chart below shows the results about this aspect. Majority of the respondents engaged in the study were students. None of the respondents was a part time employee, an unemployed person or a retired employee.

Figure 12

Recommendations

The research study conducted shows that Samsung Corporation has the potential to produce the Samsung game console product. Consumers are satisfied with the products the company has produced in the recent past. Therefore, there is a ready market for the Samsung game console products. Samsung Corporation needs to manufacture and sell the new Samsung game console product.Conclusion

Samsung Corporation is a renown brand name in the technology industry. The company has embarked on a plan to diversify into the gaming industry. Samsung Corporation needs to capitalize on its brand name in advertising about the new Samsung game console product. Additionally, consumers are satisfied with products produced by the company. The consumers are willing to refer the Samsung game console product to others.Work citedAnnacchino, Marc A.. New product development from initial idea to product management. Amsterdam: Butterworth-Heinemann, 2003. Print.

Campbell, Colin. "E3 2012: How Samsung Joined the Console Wars - IGN." Video Games, Wikis, Cheats, Walkthroughs, Reviews, News & Videos - IGN. N.p., n.d. Web. 15 May 2013. .

Femmel, Kevin. "Rumor: Samsung looking to enter gaming industry, hiring game developers? | GimmeGamesGimmeGames." Gimme Gimme Games!GimmeGames | Gaming news, reviews, and humor.. N.p., 27 Oct. 2012. Web. 30 June 2013. .

Moen, Alex. "When Samsung made game consoles The story of how Sega came to Korea spritevibe | retro game culture." spritevibe | retro game culture. N.p., n.d. Web. 30 June 2013. .

Patriot, Straw.Is samsung creating a gaming console? 2012. Web. 18 May 2013 http://n4g.com/news/1109381/is-samsung-creating-a-gaming-console#c-6976709AppendixesSample questionnaire used in the interview

A. Brand knowledge

1. Are you aware of a brand called Samsung?

Yes

No

2. How did you first hear about Samsung?

Advertisements

Friends

Internet

Others

3. How often do you use Samsungs product?

Daily

Weekly

Monthly

4. Can you be categorized as Samsung loyal customer?

Yes

No

5. How long have you used Samsungs product?

< 6 Months

1 Year

1-4 years

Over 4 Years

Never

6. Why did you choose Samsung over other brands?

Better quality

Friends recommendation

Easy to use

B. Product opportunity

7. Samsung is launching a game console to the market, will you buy one?

Yes

No

8. How much do you think its should cost?

$100-$150

$210-$250 $160-$200

>$260

9. Would you recommend Samsungs game console to others?

Yes

No

10. Do you have any game console from other brand?

Yes, its ..

No

11. Any recommendation for the game console?

C. Respondents Background

12. What is your gender?

Male

Female

13. How old are you?

40

26-30

31-40

14. What nationality are you from?

.

15. What is your employment status?

Student

Full time

Part time

Unemployed

Retired

Others