Marketing Management: Market Environment & Sales Proposal Analysis

This report provides a comprehensive marketing analysis focusing on Samsung's market environment and sales proposal. It begins with an introduction to Samsung, a global conglomerate, and its aspirations for market expansion. The report then delves into a marketing audit, examining both the internal and external environments. The internal environment analysis includes the Five M's of management and focuses on the performance of finance, marketing plans, and internal marketing departments. The external environment analysis involves a three-step process and utilizes PESTEL analysis to assess political, economic, social, technological, environmental, and legal factors. Furthermore, the report incorporates the McKinsey 7-S Model to analyze the micro-environment. The second part of the report focuses on writing a sales proposal, covering different types of proposals (solicited and unsolicited) and providing pre- and post-proposal checklists. It reviews the key elements of a sales proposal, including executive summaries, problem statements, objectives, product descriptions, budget considerations, and competitive analysis, offering a thorough examination of market dynamics and sales strategies.

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
Marketing management
[Document subtitle]

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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Introduction
Samsung is a South Korean family owned Company that comes under the category of global
conglomerate and operates in the consumer gadgets and appliances market. The company aspires
to be a global leader and enter into the newer market. Samsung does not get contentment by
operating in fewer, market base but wants to expand its business worldwide. Therefore the focus
of this report will be to analyze the internal and external market for the company to make its
invasion process smooth and successful.
Marketing Audit Tools
Internal Environment
This arena of examination has three aspects like- Analyzing the performance of finance
department, evaluating the marketing plan and strategy, and internal department of marketing's
environment. The effective and efficient operations of a company determine the auditing of an
organization's marketing environment. The operations of the company include research and
development, financing, purchasing, and manufacturing. The basic resources which the
organizations have with itself are (The Five M's) - Men (Labor), Machinery (tools and
equipment), Money (amount, Finance), Materials (raw materials and factors of production),
Method (Process).
The internal auditing environment serves a single objective that is to examine what is working
and what is not working in an organization. It mainly concerns for doing right things instead of
judging workers serving your company (Hornsby, et al., 2002).

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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Figure 1 Five M’s of Management
External Environment
To some factors, the organization has full control of internal policies, or employee attitude and
behavior, while on other factors, the organization has limited control like- consumer tastes,
technological development, the economic policy of the government, etc. Analyzing the external
environment of the organization helps to predict the business environment which may suit the
organization to execute its strategy of marketing (Lazur, F. 2016).

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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Analyzing the external environment involves three steps which are depicted below:
Figure 2 Three Steps to Analyze External Environment

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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Macro Environment
Figure 3 PESTEL Analysis of Macro Environment
All the Factors which are external to the organization are PESTEL factors
 Political Factors
The degree of government intervention in the economy is determined by the political factors
which can include- political instability or stability, government policies, trade restrictions,
environmental laws, labor laws, foreign trade and tax policies and much more. The working of a
business often gets affected by the political factors. Samsung operates in benign factors of the
political environment.

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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 Economic Factors
The factors of economy involve the growth of the economy, rates of interest, rates of exchange,
the disposable income of business and consumers, etc. These factors significantly impact the way
of doing business for an organization. The policy of tax, control over exchange rate and
expenditure of government are the main tools used by an organization to mechanize the economy
run smoothly. The way of people spending their incomes have a huge impact on B2C
organizations. Now Samsung has begun to invade in emerging economies to make up for the lost
business from the developed world because of competition from the leading electronic sector
(Yüksel, I. 2012).
 Social Factors
The socio-cultural factors involve the attitude and beliefs which are mutually shared by each
other of the population. The factors like Growth of the population, distributive age factors, the
consciousness of health, attitude towards careers, etc., are included in social factors. These
factors determine how the marketers will understand their present and prospective customers and
it will affect them directly. Samsung delivers the tailor-made products according to the
preferences of the markets in which it is serving.
 Technological factors
The landscape of technology changes very quickly, and it gives a direct impact on the way the
marketers are marketing their products. The effect of factors of technology are affected in three
different ways- Innovative ways to produce goods and services, distribute them and
Communicate those ideas to target markets. Samsung was able to harness the technological

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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power and drive for sustainable advantage from business and thus can be the leader among
innovative companies.
 Environmental factors
The environmental factors have become conspicuous only in recent years as the awareness
among people regarding the lack of raw materials, targets by pollution, ethical and sustainable
conduction of business have increased. These factors are few among the many which the
marketers are facing as nowadays consumers are increasingly demanding for more and more
ethical behaviors from the marketers part and also they expect the products from source that is
sustainable. Samsung needs to ensure that it should not compromise on the working and quality
of output to satiate the consumers of ethical class (Jeong, et al., 2007).
 Legal Factors
The factors which are included in legality sector are- safety and health, opportunities which are
equal and justified, standards of advertising, laws, and rights of consumer, labeling, and safety of
products. The company needs to figure out the situations and events which are legal are those
who are not legal so that trade can be conducted successfully. If an organization is trading on a
global basis, it becomes very complex to make right each area as all the countries are setting
their targets and regulations and rules to trade successfully. Because of imitating the Apple’s
products, Samsung had to face penalties which led to lowering of the company’s goodwill.
Micro environment
McKinsey & Co. Model is used in Micro Environment which states that there should be seven
aspects internal to the organization which should be aligned properly to improve the

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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organizational performance, analyze the effects of successive impacts within a company,
alignment of processes and departments during acquisition or merger, and determining the
implementation of proposed strategy.
Figure 4 McKinsey 7-S Model
The McKinsey 7-S Model comprises seven factors categorized as Hard elements (easy to
identify and define and they directly get influenced by management) and Soft Elements (less
descriptive and tangible and culture can influence directly them).
 Strategy- strategy is defined as the plan which is devised to build and maintain the
competitive edge to the competition.
 Structure- Structure is the tangible design of the organization, and it defines the line of
reporting structure.
 Systems- systems are the routine procedures and activities that employees do to complete
their task.
 Shared values- Shared Values are core in nature and embedded in the ethical environment of
the work and also in corporate culture.
 Style- it is the adoption of leadership style.
 Staff- the general capabilities and attitude towards work of the employees.

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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 Skills- the real competencies and skills of employees in the company.
The Impact of Internal Environment
Auditing of our internal environment can put a strong analysis of the current state of our business
and also how it effects the marketing in each of the areas it serves. An audit the of market is a
systematic, periodic, independent and comprehensive evaluation of assets of a company. It is a
tool that analyzes the goals, strategies and policies of the marketing department of a company
and also the employed means and tools to attain these objectives.
Impact of Macro Environment
All the activities concerning the marketing are governed by rulings and laws associated with
regulatory agencies. The Porter's PESTEL Analysis is considered to be the most often used tool.
It helps to not only analyze the current scenario the of market but also gives inputs regarding the
future changes.
Impact of Micro Environment
The Micro environment the of market is considered to be closer to the company as it interacts
with the competition, customers and target market. Few among the many factors which are used
to analyze the market are- growth rate the of market, share the of market, size the of market,
market segmentation, Analyzing the sales and marketing forecasting, Supply Chain Analysis,
trends, growth and characteristics the of market, Assessing the factors the of key market.

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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Writing a Sales Proposal
A sales proposal is a document that is written to influence a potential customer or client to
purchase a product or service. The basic motive behind this is to offer the best product to the
targeted buyer. If it can pitch properly, it is a very interesting thing. Different types of proposals
are made for different circumstances. Understanding all the types can help to identify a
proposal's match with the situation.
Task 1
Reviewing Different types of proposals:
Business Proposal can be categorized into two different sectors- solicited and unsolicited
proposal.
Solicited Proposal is presented over a particular client's request only. Either the client may get it
verbally, or he may ask for Request for Proposal (RFP), Information Request, and Quotation
Request.
 Request for Information
When the customer requires extensive information from us besides his knowledge about the
product, he issues an RFI which indicates that he is in want of more information about the
services or product we are offering him.
 Request for Proposal

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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Request for Proposal is issued by the customer when he knows he is facing some problems but
still unaware of its solution. They describe their issue into the Proposal Request and them et the
detailed answer for something very complicated.
 Request for Quotation
A quotation request is issued by a customer when he wants to know particularly how the product
will satisfy his needs and demands and what it will cost him. When the customer is aware of the
amount of commodity he wants to purchase, and only the price won't be their sole consideration,
but other factors like delivery, service, and availability play an important role, A Request for
quotation will be issued to them.
Unsolicited Proposals
When the competition is low, and the risk can be taken easily to send a proposal without any
demand from customer's side, it is known as an Unsolicited Proposal. This type of proposal
should be extremely convincing in its approach as there is no budget, plan or anticipation from
customer for it. This proposal carries the risk of getting ignored from the customer as they didn't
demand it. The proposal should carry specific needs of the customer’s concern as well as the
organization’s goals because it is the sole chance for the seller to influence and potential
customer to get influenced.

Running head: "ANALYZING THE MARKET ENVIRONMENT" & "WRITING A SALES PROPOSAL."
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Task 2
Pre-Proposal Checklist
 Executive Summary- a brief review of project proposal which is summarizing the project. It
describes the project and also signifies the stakeholders and reasons and also give explanation
towards its worth of taking time to consider the project.
 Justification of Solution and problem statement- specifies and identifies the latest situation with
its challenge to address them and give explanation to the situational impact.
 Proposal Objectives- Here, the outcomes from the project are described. The Goals and
Objectives should be S.M.A.R.T. they should contribute towards accomplishing the mapped
outcomes, and projects (Ewusi-Mensah, K. 2001).
 Product Description- In this section, the product which we intend to sell are described keeping in
mind the product's needs for customers.
 Description of Facilities, Technologies, and Materials- Whatever the raw materials have been
used to finish up the goods we intend to sell are mentioned in this section.
 Product Budget- the detailed and total analysis of the budget, i.e., how much it will cost to the
customer is detailed here. The full breakup of the budget is mentioned.
 Competition- In this section a broad description about the company's competition are discussed,
and industry analysis is shown here to give a review over the company's position in the market.
 Feedback from other users- This is an optional section which is not included in everyone’s
proposal. It contains the feedback given by other users of the same products.
Task 3
Post proposal checklist and actions
It contains almost similar aspects which we placed in the Pre-Sales Checklist, but these are
considered for the Past behavior.