Samsung is one of the largest manufacturers of consumer electronics in the world. The company is located in South Korea. It comprises several affiliated businesses and segment, which operates under the Samsung brand. The most recognized consumer electronics manufactured by Samsung include TVs, smartphones, refrigerators, and other home appliances. In the past five years, Samsung has been looking to introduce a new electric product that targets men in the market.

In 2019, management decided to launch a Samsung electric shaver into the market. However, unlike other shavers in the market, Samsung intends to introduce a unique product that is not only effective but also sustainable by consuming less energy. Samsung intends to launch the new shaver in the US market due to its high population and higher consumer purchasing power (Emlinger and Poncet, 2018).

According to Abhishek and Garg (2018), about 30 percent of men prefer electric shavers due to convenience. However, most of those who use these shavers complain about the mess they create when cleaning. For instance, most shavers in the market leave whiskers everywhere. Samsung intends to overcome this challenge by putting the shaver head onto the cleaning stand. This will make it not only easy to use but also efficient.

Rietzler et al. (2016) explicate that the reason why electric shavers are gaining popularity is due to their comfort and convenience while shaving. Besides, shavers with a flexible head, such as the one to be launched by Samsung, make it easy to follow the contour of the face thus ensuring a thorough cleaning.

Samsung electric shaver will be well designed in such a way that it cleans the skin smoothly without causing irritation or bleeding during a close shave. Samsung seeks to replace the traditional unpleasant ways of removing hair such as waxing which causes pain and unpleasant odor of hair removal creams.