Management Strategy and Consumer Experience | Research Report

Running Head: MANAGEMENT 0
MANAGEMENT
STRATEGY AND
CONSUMER EXPERIENCE

MANAGEMENT 1
Abstract
In this competitive and dynamic business environment, different market variables are placing
significant impact on marketing activities of an organisation. With this report, it is being
outlined that what are the different factors leading challenges and issues on one of the
renowned product of Samsung i.e. Galaxy Note 7. Furthermore, necessary suggestions are
also being placed helping company to overcome such failures. It is related to the crisis
concerning to this product arise in 2016 impacted company reputation. In support of the
research, several necessary theories are also being used in relation with segmentation,
targeting and positioning so as to recognise respective target consumer segment.

MANAGEMENT 2
Contents
Introduction................................................................................................................................3
Background of organisation.......................................................................................................4
History of the organization.....................................................................................................4
Market analysis......................................................................................................................5
Crisis and outcome.................................................................................................................6
Marketing plan...........................................................................................................................7
Objective................................................................................................................................7
Target market.........................................................................................................................8
Marketing mix........................................................................................................................9
Product strategy................................................................................................................10
Pricing strategy.................................................................................................................10
Placing strategy................................................................................................................11
Promotional strategy........................................................................................................11
Metrics of success................................................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................14

MANAGEMENT 3
Introduction
Industry in which an organisation exists and has been working is majorly impacting the
success and failures for a company. Moreover, market is a place where the stakeholders like
competitors, suppliers and consumers are playing major role while conducting marketing
activities. From this report the key purpose is to consider a failure case of a company, so as to
understand various factors responsible for the issues and reflect major learning for near
future. Other than this, the focus of the report will be on recommending a marketing plan that
will be helpful for the company to overcome such failures1.
For this report, the organisational case that is being selected for the discussion is Samsung
Galaxy Note 7 crisis that occurred in 2016 and has impacted the business at major pace. The
crisis reflected various mistakes acknowledged by the company, for which the proposed
marketing plan will be included in the report further. The theories used in the report included
segmentation, targeting and position in order to identify approachable target customer
segment for improving this circumstance for the company. The research conducted for this is
secondary research as the new article, government reports, company reports, and literature for
journal articles would be analysed2.
1 Adam, S., & Kotler, P. (2014). Principles of marketing. Australia: Pearson Australia.
2 Samsung. (2020). aboutsamsung/vision. Retrieved from
https://www.samsung.com/us/aboutsamsung/vision/philosophy/philosophy-goals/