Trusted by 2+ million users,
1000+ happy students everyday
Showing pages 1 to 4 of 13 pages
Marketing AssignmentMarketing Concept, SWOT, & Segmentation and PositioningName:[________]Enrollment Number:[________]Date:[_______]
Table of Contents1.1 Marketing Concept....................................................................................................................2A. Marketing Philosophy and New-era Orientation....................................................................2B. Marketing Value and Marketing Mix......................................................................................2C. Ethical and/or Social Issues.....................................................................................................31.2 SWOT Analysis.........................................................................................................................4A. Internal Environment Factors and Marketing Mix Implications.............................................4B. External Environment Factors and Marketing Mix Implications............................................4C. Important Internal Environment Factors.................................................................................51.3 Segmentation & Positioning Concepts......................................................................................6A. Segmentation Approach and Justification...............................................................................6B. Target Market Identification and Profiling.............................................................................7C. Marketing Mix Strategies........................................................................................................9D. Target Audience for Nissan Mirca..........................................................................................9E. Car Brands/Models Positioning...............................................................................................9F. Positioning Maps...................................................................................................................10References......................................................................................................................................11
1.1 Marketing ConceptA. Marketing Philosophy and New-era OrientationThe company that has been selected for the analysis is Samsung, which is a multinationalconglomerate from South Korea. Headquarter of the company is in Samsung Town, Seoul.The philosophy behind marketing concept is that the company should understand the need of thecustomers and then devise methods that can fulfill these needs appreciably well in comparison tothe competition (Wilson et al, 2012). Samsung has been customer oriented for number of yearsand almost all its products are targeted towards the customer and address one or multiple need ofthe customers. Price, product, distribution and promotional strategies implemented by thecompany are in accordance with the need of the customers.The pricing strategy of the company follows “Skimming” most of the time. It launchessmartphones with high price points and gradually reduces the price sighting the activity of thecompetitors. Moreover, the company has successfully implemented new-era strategies that areventuring towards web to attract the consumers who are present on the online medium. Thecompany has adopted most of the modern strategies to touch all the points where there ispossibility of the customers interacting with the company in any manner.It can be stated that the company truly follows significant part of marketing philosophies and hasadopted most of the new-era marketing tools and techniques to attract the customer groups.B. Marketing Value and Marketing MixIf the products and services of the company are taken into consideration, particularly thesmartphone segment, then it can be stated that the company provides four types of value to thecustomers, namely, practical value, perceived value, social value, and identity value (Fahy andJobber, 2012).The features available on the Samsung smartphones providepractical value (utility)to thecustomers. Moreover, the company has a well-established brand value in the market and,therefore the customers gainperceived valuefrom the Samsung smartphones. The purchases of
Samsung products make the customer feel that they have made good purchase decisions. Most ofthe high end Samsung smartphones fulfill thesocial valueof the customers as they feel proudand prefer to show off their phones in public. However, as per identity value is concerned, theSamsung brand associate less with the customers in comparison to its direct competitor Apple(Hosseini and Moezzi, 2015).Mentioned below are some of the marketing mix decisions made by Samsung to create theaforementioned value:Product:The product development has been robust in the last few years (performance wise)which establishes the brand strongly in the market. Product problems are rare and after salesservice have ensured instant product replacement or error correction.Price:Normally follows “Skimming” price strategy, but only for the products whose prices canbe managed. Smartphone pricing are always based in accordance with the competition and theirtiming of product launches.Distribution:Samsung utilizes modern retail (e.g. Croma, Hypercity, etc.) and distributors toreach the consumers. Samsung is valued among customers, therefore becomes mandatory (in away) for retailers to keep the store sale going.Communication:Samsung actively uses online and offline medium to reach the consumers.Push and pull strategy are used simultaneously by the company.C. Ethical and/or Social IssuesThe two ethical issues that were faced by Samsung areIllegal Labor Practice (China):In 2012,the investigation of Samsung’s manufacturing plant in China led to the revelation about theworking hours of employees (normally 16 hours) and employment of child labors (Soylu, 2015);Samsung’s “fanboy” Factory:Samsung lures (using foreign trips and gifts) bloggers fromaround the world who are die-hard fan of Samsung to get them write about its products withoutmentioning about the endorsements which is illegal under Advertising Standard Authority rule2009 (Parrott, 2015).
Desklib Logo
You are reading a preview
Upload your documents to download or

Become a Desklib member to get access