Document Type

Closed Project

Publication Date

Winter 2016


Shimon Shmueli

Course Title

Technology Marketing

Course Number

ETM 555/655


Televisions -- Technological innovations, Televisions -- Marketing, Technology -- Marketing, Marketing -- Planning


Television has become an important appliance in every entity. During the past several decades, the television technology has tremendously evolved. The technology race in television industry has mostly concentrated on the image clarity, thinness, energy consumption reduction, and sizes. The optimal television is seemingly the one which has more pixels, thin shape, low energy consumption and is more big. This aspects of television are mostly the primary factors that affect television evaluation.

In recent years the market has been introduced with higher resolution TVs that promises high quality picture and more defined details. As of 2015, the world uses 1080p as the mainstream High Definition (HD) standard[1]. As of now, 4K TVs are still considered the new evolution because of the early adoption curve. However, 4K resolution is closer to becoming the new standard by 2017 due to the constant demand for better visuals. 5K TVs are the new era of high quality TV. The “K” defines the number of horizontal lines that runs across the screen to create the pixels which then produces the picture.

Samsung Electronics was the first company that demonstrated 105” 5k TVs in Consumer Electronic Show (CES) in 2014. This will revolutionize the television industry and enhance the continuous improvement in television industry. Also, Samsung has always been ahead of its competitors in terms of cutting edge technology and size of the television. This gives Samsung the superiority and leadership in the television industry.

This report consists of the study of Samsung’s 5K UHD TV which is a 105’’ TV with detailed explanation and analysis with reference to the current market situation. We have considered Samsung's top competitors in the US market along with the customer analysis to define which segment of the market this product would be a best fit for. The team has also defined the financial and nonfinancial objectives of this product and a marketing strategy has been constructed in a way that would be beneficial and effective to our target segment as well as Samsung.


This project is only available to students, staff, and faculty of Portland State University

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