Marketing Report on Samsung: Assessment of Macro and Micro Factors, Ethical and Social Issues, and Marketing Strategies

Running head: MARKETING REPORT
MARKETING REPORT
Name of the student
Name of the university
Author note

MARKETING REPORT1
Table of Contents
1.Introduction to Samsung...............................................................................................................2
2.Assessment of the macro and micro factors impacting the marketing operations.......................2
2.1.Assessment of the macro environmental factors...................................................................2
2.2.Assessment of the micro environmental factors....................................................................3
3.Ethical, social and cultural issues adhered by marketing manager..............................................4
4.Marketing strategies that might be undertaken by Samsung........................................................6
4.1.Marketing objectives.............................................................................................................6
4.2.Product strategy.....................................................................................................................6
4.3.Price strategy.........................................................................................................................7
4.4.Distribution strategy..............................................................................................................7
4.5.Promotion strategy.................................................................................................................8
5.Budget...........................................................................................................................................8
6.Schedule and Gantt chart..............................................................................................................9
6.1.Schedule.................................................................................................................................9
6.2.Gantt chart...........................................................................................................................11
7.Conclusion..................................................................................................................................11
References......................................................................................................................................13

MARKETING REPORT2
1.Introduction to Samsung
The concerned organization, Samsung, is a South Korean multinational
conglomerate firm which was established in the year 1938 as a trading company (Samsung au.
2019). The venture later moved to the electronics industry in the late 1960s (Samsung au. 2019).
The different technological innovations that were made by the organization permitted the same
in retaining the trust and confidence of the customers while operating in the global economies. It
has been noted that the organization’s operating profit is down by 56% from 2018 to 2019
amounting to $5.6 billion (Samsung au. 2019). The stiff competition that is being encountered by
the organization in the markets due to the improved value propositions that are made by the
competitors affected their market share. Therefore, the research will examine the position of the
venture while creating an effective marketing plan for improving the sales volume and the
market share of the venture in the Australian markets.
2.Assessment of the macro and micro factors impacting the marketing operations
2.1.Assessment of the macro environmental factors
The political environment is specifically influenced by the US- China trade war which
has affected the capability of Apple in offering products in the same price. It has been noted that
the application of the US- China trade conflict would increase the price of the Apple products by
at least at least AU$ 99, which would affect the rate of customer’s purchase intent in Australia
(Jie and Hasan 2017). The increased price of Apple’s propositions might be an opportunity for
the growth of Samsung in the Australian markets. The production units of Samsung is
established in Vietnam and South Korea which would insulate the venture of the detrimental
effects of the US- China trade wars (Poushter 2016). It would permit the venture in keeping the
same price of the propositions while operating in the different Australian regions, contributing to

MARKETING REPORT3
the increased market expansion scopes. On the other hand, it has been noted through the reports
of Australian Mobile Telecommunications Association (AMTA) and Deloitte Access Economics
that the Australian markets would hold a productivity benefit of AU$ 65 billion by 2023, which
would enable the concerned organization in empowering growth and expansion (Hankyung et al.
2017).
Moreover, the development of the 5G technology in Australia holds an opportunity for
the organization in postulating new apparatus of phones that would support the 5G network.
Again, it has been noted that 94% of the Australian customers are more inclined towards the
utilization of mobile phones which holds a growing opportunity for the concerned organization
in improving the state of operations in the Australian markets (Jeon et al. 2016). However, it has
been noted that the Australian markets are already saturated which would require the
organization in framing consumer centric strategies for growth and expansion of the venture in
the different regions of Australia. The key aspects of change in the technological fields of the
Australian telecomm sector is based on the emergence of 5G networks.
Again, the development of IoT and the convergence with mobile phone networks would
provide the organization with an opportunity of contributing to the faster and better mobile
services with increased security features (Nelson and Hreha 2019). Therefore, the concerned
organization has immense opportunities of growth in the Australian markets through the
enumeration of new and better facilities while operating as per the changing needs of the
customers.
2.2.Assessment of the micro environmental factors
The assessment of the micro environmental factors specifically focuses on the internal
capabilities of a venture while making diverse propositions. In this relation, the concerned