Samsung Australia Marketing Assignment 2022

Running Head: Marketing
Marketing
Samsung Australia
Laptop04011
[Pick the date]

Marketing 1
Contents
Introduction......................................................................................................................................2
Marketing Plan.................................................................................................................................2
Current Marketing Situation........................................................................................................2
Threats and Opportunities Analysis.............................................................................................3
Objectives and Issues...................................................................................................................4
Marketing Strategies....................................................................................................................4
Actions.........................................................................................................................................5
Budget and Control......................................................................................................................6
Marketing Mix.................................................................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................7
Place.............................................................................................................................................8
Promotion....................................................................................................................................8
Recommendations............................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
Appendices....................................................................................................................................12

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Introduction
The objective of the paper is guide the reader with the details about the company Samsung
Electronics Australia. The company Samsung a well-renowned South Korean organization that is
a part of worldwide conglomerate industry. The Samsung Electronics segment of the company
engages in selling electronics and computer peripherals. The divisions of the company are
consumer electronics, mobile communication, information technology and device solution.
Further, the scope of the report is to enlighten the reader with the marketing plan of the company
Samsung Australia. The marketing mix strategies for the company are defined so that they can
grow and achieve expected growth in the market. In the 21st century, companies are continuously
facing high degree of threats coupled with high degree of competition in the market. This makes
crucial for the companies like Samsung Australia to formulate effective marketing strategies to
grow and maintain competence in the market (Samsung, 2019). The below mentioned details
will help the company to achieve their expected growth in the target market.
Marketing Plan
Current Marketing Situation
The company Samsung works in wide and diverse Australian market that influences the sales of
the company. The target market of the company includes consumers ranging from different age
group to different preferences in the environment. The company is currently targeting people
belonging to age group of 20 to 50 years; they are targeting people who prefer to buy economic
products in the environment. The company also targets people who are technology savvy and
prefers using innovative technology as soon as it is available in the market. The company
realized that the customers that are attracted to technology have more spending power in the
business environment (Chang, Kim, & Joo, 2013).
Thus, the company targets the people who are technically updated, belongs to age group of 20 to
50 and they are prefer using economic product in the market. These people do not purchase
product for showcasing their style statement, instead they purchase products because of its
attractive features. Talking about the products of the company, it should be noted that the

Marketing 3
company provide varied designs of the product along with differential features as well. They
offer products belonging to different income segments as well that attract different types of
customers in the market. The company face high degree of competition in the Australian market
as there are several competent companies present in the market that are working to take a
reputable position in the market. Apple, Huawei, Oppo, HTC, LG, Sony, etc. are some of the
main competitors of the company in business environment. These companies also offer similar
range of products in the market. However, Samsung is present at a reputable position in the
market that is its biggest strength as well. The company make better sales than rest of the other
competitors present in the market. Samsung Australia makes use of both offline and online
marketing channels to promote the brand in the external environment (Kotler, et. al., 2015).
Threats and Opportunities Analysis
The biggest threat of the company is high degree of competition present in the market. The
company Apple has also started gaining dominance in the external market as the company do not
serve similar feature products but their differentiation is helping them to win against competition
in the market. Apple provide standardized designed product with iOS software in the market that
has started to win the interest of the customers. The reputation of the company is helping them to
win in the target market. Further, it should be noted that the target market is majorly shared by
Apple and Samsung in the market (Moon, Parc, Yim, & Yin, 2013). On one hand Apple provide
iOS products with standardized body and texture while on the other hand Samsung provide high
quality android software product in the market. The reputation of Apple is eating the clients of
Samsung in the Australia market. Secondly, it should be noted that the company face the threat
of using wrong technology in the target market. Technology used by Samsung is innovative and
new which can either make the company extremely profitable or it can completely ruin the
current image of the company in business environment (IBISWorld Pty Ltd 2019).
The opportunities that the company hold is that the market share of the company is growing with
the increasing IT industry. More people are becoming technologically advanced so they have
started using technology more in the business environment. People have started shifting their
focus from basic phones and computers to high quality economic phones and computers. The
demand for electronics is increasing day by day that is increasing the customer segment of the

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company. Growing number of middle class people in world is also increase the market segment
for the company to attract (Naghi, 2013).
Objectives and Issues
The mission statement of the company suggests that they want to innovate new technologies in
the business along with magnificent design and products that can help the customers in making
effective use of technology. The vision statement of the organization suggests that they want to
inspire the world and create the future by using new technologies in the environment. Further, it
should be noted that the company aims to achieve both qualitative and quantitative goals in the
business environment of Australia. The vision 2020 of the business explains that they need to
discover new technologies in the environment so as to provide benefits to the customers present
in Australia (Magnusson, Westjohn, & Zdravkovic, 2011). The objective of the Samsung
Australia is to inspire the world and increase the sales of the business by 20% in upcoming year
using marketing and innovative technology. The company also aims to serve to the customers
passionately and solve back queries of the customers with greater speed. The company also aims
to increase the market share by 15% in the Australian environment.
Further, talking about the key issues that can affect the position of the company in the Australian
market, it should be noted that high degree of competition along with product issues can affect
the sales of the company in the target market (Kim, & Ko, 2010).
Marketing Strategies
The company position the products and services at such a place where all customers can afford it
in the market. Samsung electronics products are categorized in different segments but most of
the products severed by the company in the target market are economic. The company provide
high value to the customers at low prices in the market. The company develops the brand
positioning strategy in the market by providing an attractive tagline to the customers. As the
company does not serve premium range product in the market so they target middle income level
customers in the market (Teece, & Leih, 2016). Further, the company promote the brand in such
a way that the customers find the product at economic prices and believes that the product will
work in long run. Further, Samsung Australia makes use of social media marketing strategies in
such a way so as to attract people in Australia. The company form solid relationships with people

Marketing 5
in the country and aim provide them best quality products in the market. The company also focus
on after sale service that extensively helps them to attract and retain the interest of people in the
business environment (Chang, 2011). Lastly, it should be noted that the company Samsung
Australia also focus on securing them from attractive penalties due to not following rules and
basic standards in the environment. Thus, it should be noted that the company proactively make
use corporate social responsibility in the environment that helps them to maintain a dignified
position in the external international environment (Singh, 2013).
Actions
Activity Time Period
(in months)
Manager Growth
Objective
Concerned
Department
Evaluation of
internal and
external
environment
2 Marketing Head Collection of
crucial
information
present in
electronic industry
R&D
Deciding of
marketing
objectives for
company
1 Marketing Head Evaluating the
objectives and
goals of Samsung
that they want to
achieve.
R & D
Evaluation of
opportunities to
work upon
1 Management Head Creation of
mission and vision
Management
Deciding budget
for business
1 Finance Head Allocating funds
to each activity
Finance
Creation of new
marketing
strategies to
promote the
product
1 Operations Head Development of
new product on
the basis of
business
requirement
Operations

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(Hoffmann, J. and
Coste-Manière
2016)
Targeting segment
and analysing
prospective buyers
3 Marketing Head Defining target
groups and people
Marketing
Attaining
resources and
attracting right
type of people for
business
4 R & D Head Getting Resources
and using them
R & D
Improvement of
online and offline
promotion
strategies
6 Manager Working on social
media and
physical media to
promote the
product of
Samsung
Management
Development of
communication
channels
1 Sales Head Development of
tools to make
better sales and
increase
communication
process
Sales
Development of
sales through
different mediums
12 Manager Development of
sales through
marketing
strategies
Management
Budget and Control
It is important for the company to implement controlling actions in the business so as to secure
the success of the implementation plan in the business environment. The company should focus

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on the controlling the implementation plan by focusing the funds allocated to each of the activity
in the business environment. Secondly, the company should also focus on the time period
described for each activity (Song, & Lee, 2014). The management should restrict the activities
on the basis of their time period so as to actively manage all the functions. The marketing
activities of the company should focus on increasing the customer base in the target market. The
marketing activity should include both online as well as offline marketing. The management
should also aim to increase the sales through online mode. The marketing functions of the
company should not harm the interest of any other person present in the Australian environment
(Shareef, et. al., 2019). The marketing functions of the company should position the company in
the most appropriate manner; it should attract the right type of customers in the market and
should focus on increasing the sales of the company by satisfying the customers.
Marketing Mix
Product
The product strategy mix of the company Samsung Australia states that the organization initiate
major sales in market by selling Samsung mobile phones. Further, other appliances of the
company are also served in the market but mobile phones hold the major focus for the business.
The products of the company include TV/AV, home appliances like washing machine, vacuum
cleaner, IT products like printer and memory storage products in the market. The company
should implement the marketing strategies in such a way that they increase the customer base for
the mobile phones and simultaneously attract more people for the sales of other products of the
company as well.
Price
The pricing strategy that this company can adopt is competitive pricing. It is to be understood
that since the competition in the industry is one the higher side but at the same time, there is need
of increasing the profit margins hence competitive pricing is being used. This company offers
best price as a strategy where they are offering similar features as their competitors at relatively
lower prices. In the premium segment, they are competing with Apple. They ensure that pricing
is done according to the value that it provides to the people and not just like Apple who sets
premium pricing so as to manage their premium image.

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Place
This company needs to utilise both online and offline mediums for making their sales. Since this
company has a large distribution network, hence they will be able to achieve higher sales with
their support. Modern retail outlets can also help the company to attract people towards their
stores. In these outlets, they are adding employees such as Galaxy consultant so that they will be
able to make sales process easier. They need to use their own website and the third party
websites to make sales. They need to develop country wise distributor network that could help
them in reaching to even the rural belts of the country (Hadjikhani, Lee, & Park, 2016).
Promotion
Samsung uses all the mediums to promote their products. They need to use both traditional and
online mediums to enhance the product’s visibility. The local newspapers can for reaching to the
local customers while the mediums such as online platforms are used for reaching to the global
marketplace. They also utilise contests such as “Samsung Mobile Karaoke Festival”. They
sponsor many of the events, TV shows in different parts of the world. Since social media
platforms are highly capable of creating a buzz in the market, hence they can utilise this platform
for knowing the feedback about their product and improve their marketing accordingly (Lee,
2016).
Recommendations
Below mentioned are the recommendation for the company Samsung Australia to grow and
eliminate the threats in the business environment:
 The company Samsung Australia should focus on operating the marketing strategies in
such a way that the positioning strategy of the company is improved. The company
should extend the age group of the customer from 20 to 50 to 14 to 60 as the company is
providing product of several kinds in the environment. The company should conduct
several advertisements and campaigns in the business environment so as to promote the
brand image of the company (Strengers, & Nicholls, 2017).
 Secondly, the company should take advantage of its unique selling proposition in the
market to win against the competitor like Apple. The company should target the tech
savvy people so that they can purchase the product and initiate word of mouth advertising

Marketing 9
strategy as well. The company should focus on word of mouth strategy along with the
social marketing strategies of the business (Ferrell, & Speh, 2017).
 Further, the business should also make use of corporate social responsibility so as to
attract people and satisfy them in the business environment. CSR activities will help the
organization to satisfy the customers to maximum extend. This type of activity will
promote the brand name of Samsung in Australia and will keep the society happy.
Resulting in which, the customers will themselves go and purchase the products of the
company (Ghauri, et. al., 2016).
 The company should also focus on implementing the after sale services in business
environment to eliminate the dissatisfaction of customers faced due to technical glitches.
The company should train all the employees to work on technology aspect. This will help
them to satisfy the customers in the business environment by solving their problems as
well. Not every person present in the target market knows how to use the new
technology; they initially buy the product but then face difficulty in using it. Thus, after
sale services of the company will help the customers to resolve their issues and improve
the image of the company in their mind.
Conclusion
Thus, concluding the above mentioned facts, it should be noted that the paper presented details
about the company Samsung Australia and the ways in which the business can grow and achieve
competitive advantage in the Australian environment. The report focused on the marketing plan
of the company in Australia along with the implementation plan with the help of which the
business can target the customer segment in a better way. Further, the report represent the
marketing mix analysis for the company with the help of which they can focus on each segment
of the company and increase its effectiveness as well. The report explains that Samsung
Australia is progressively growing in the external environment but still is company is facing
issues due to high competition in the market along with difficulty to manage technology as well.
The given recommendations will help the organization to manage their sales and eliminate the
threats from the business.

Marketing 10
References
Chang, S. J. (2011). Sony vs Samsung: The Inside Story of the Electronics Giants' Battle For
Global Supremacy. John Wiley & Sons.
Chang, Y., Kim, J., & Joo, J. (2013). An exploratory study on the evolution of design thinking:
Comparison of Apple and Samsung. Design Management Journal, 8(1), 22-34.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Ferrell, O. C., & Speh, T. W. (2017). Marketing Strategy, Loose-Leaf Version. Cengage
Learning.
Ghauri, P. N., Park, B. I., Oh, C. H., Hadjikhani, A., Lee, J. W., & Park, S. (2016). Corporate
social responsibility as a marketing strategy in foreign markets. International Marketing
Review.
Hadjikhani, A., Lee, J. W., & Park, S. (2016). Corporate social responsibility as a marketing
strategy in foreign markets: the case of Korean MNCs in the Chinese electronics
market. International Marketing Review, 33(4), 530-554.
IBISWorld Pty Ltd. (2019). IBISWorld industry reports [online]. Retrieved from
http://www.ibisworld.com/
Kim, E. Y., & Ko, E. (2010). Achieving brand power: Bean pole of samsung. Journal of Global
Fashion Marketing, 1(1), 61-70.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., (2015). Marketing. Pearson
Higher Education AU.
Lee, W. C. (2016). An Assessment of Consumer Perception and Marketing Strategies of Major
Korean Brands in Mali: The Case of Hyundai, Kia, Samsung and LG. Journal of
International Trade & Commerce, 12(4), 195-210.

Marketing 11
Magnusson, P., Westjohn, S. A., & Zdravkovic, S. (2011). “What? I thought Samsung was
Japanese”: accurate or not, perceived country of origin matters. International Marketing
Review, 28(5), 454-472.
Moon, H. C., Parc, J., Yim, S. H., & Yin, W. (2013). Enhancing Performability through
Domestic and International Clustering: A Case Study of Samsung Electronics
Corporation (SEC). International Journal of Performability Engineering, 9(1).
Naghi, R. I. (2013). The effects of globalization on marketing. GSTF Journal on Business
Review (GBR), 2(3).
Palmatier, R. W., & Crecelius, A. T. (2019). The “first principles” of marketing strategy. AMS
Review, 9(1-2), 5-26.
Samsung., (2019). Explore Our Galaxy [online]. Retrieved from
<https://www.samsung.com/au/>
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media
marketing: Comparative effect of advertisement sources. Journal of Retailing and
Consumer Services, 46, 58-69.
Singh, G. (2013). A study of evolution and practice of green marketing by various companies in
India. International Journal of Management and Social Sciences Research, 2(7), 49-56.
Song, C. Y., & Lee, K. (2014). The Samsung way: Transformational management strategies
from the world leader in innovation and design. New York, NY: McGraw-Hill
Education.
Strengers, Y., & Nicholls, L. (2017). Convenience and energy consumption in the smart home of
the future: Industry visions from Australia and beyond. Energy Research & Social
Science, 32, 86-93.
Teece, D., & Leih, S. (2016). Uncertainty, innovation, and dynamic capabilities: An
introduction. California Management Review, 58(4), 5-12.

Marketing 12
Appendices
1. SWOT/ TOWS Matrix
Strength:
 World’s second
largest manufacturers
of phones
 Attractive design and
durable body of
product
 Strong marketing
strategy
 High quality product
at low rates (De
Mooij, 2018)
Weaknesses:
 USP of Apple is
harassing USP of
Samsung
 High innovation in
android but cannot be
compared against iOS
of Apple
 Only target middle
income level and
economic customers
Opportunities:
 Increasing middle
income level segment
in the world
 Use of online tools to
increase sales
 New technologies and
innovation
Strength Opportunity
Strategy:
 Increasing market
reputation
 Brand present
increasing in world
 Effective and long
lasting relationship
with customers
Weakness Opportunity
Strategy:
 High cost of procuring
technology
 Offer new version of
mobile with advanced
and exciting features
Threats:
 Intense competition
 Growing reputation of
Apple for quality,
sophistication and
reliability
 Lost its edge in
marketing
Strength Threat Strategy:
 Conduct high level of
promotion through
internet, social media,
hoarding board etc.
 Government restricts
in progressively
increasing sales in
foreign markets
Weakness Threat Strategy:
 Develop of USP of
the company
(Palmatier, &
Crecelius, 2019).
 Enhance the creativity
and innovation
 Increase quality of the
product
 Introduce product by
targeting different age
group