Changing Perspectives of Marketing Planning in Samsung

MARKETING PLANNING

Contents
Task 1: Changing perspectives of marketing planning in Samsung..........................................2
Task 2: Techniques for organizational auditing and for analysis external factors that could
affect the marketing planning.....................................................................................................3
Task 3: New product development processes at Samsung.........................................................5
Task 4: Understanding the main barriers of marketing planning...............................................7
Task 5: Organization’s Capability for future.............................................................................8
Task 6: Reflection over the outcomes........................................................................................9
Task 7.......................................................................................................................................10
Task 8.......................................................................................................................................12
References................................................................................................................................13
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Task 1: Changing perspectives of marketing planning in Samsung
Though marketing is the applied science, it requires innovativeness and creativity. While
developing marketing plans, businesses are able to be distinct towards the advantages derived
from the marketing resources. The chosen organization in this case is Samsung, which is
undoubtedly a remarkable brand in the field of IT and telecom industry. The changing
perspectives of marketing planning at Samsung can be summarized as follows:
 The manufacturing concept: Samsung is trying to manufacture only those products
that are easily accessible to each and every consumer and accordingly the managers
are focusing upon accomplishing high production efficiency (Freeman, 2010).
 The product concept: This particular perspective holds importance in favour of those
products (handsets, smartphones) that are premium at their quality. This particular
concept is significant for the marketing managers at Samsung to focus on producing
superior smartphones.
 Relationship marketing: This particular concept is an integral aspect of CRM whereby
the marketing managers are able to concentrate upon the customer loyalty and
customer satisfaction levels. Relationship marketing phenomenon can widely help the
marketing managers in offering valued products (smartphones) to the end users for
attaining the competitive advantage. This might even create a chance for the
customers to be loyal towards their chosen brand.
 Digital marketing phenomenon: Samsung currently has launched 8 new digital
marketing campaigns namely – The Galaxy 11, Useless bid, Attacking Apple,
3OverToYou, Incredible Art Piece, Digital Line, “Like it – reveal it – win it” and
Apple baiting (Hill, et al., 2014). All these campaigns have helped Samsung to
scatter beyond its parent country.
 Social marketing: Social media marketing is today considered as the life form that
continuously tends to evolve with the aim of connecting with the customers. Samsung
being the giant in the telecom industry comes up with the social media marketing
architecture as the most dynamic factor in reaching the more and more customers.
Advertising in social media sites like as Facebook, Twitter, Instagram etc. with video
clippings and images is the new trend setup at Samsung to attract more and more
customers.
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Task 2: Techniques for organizational auditing and for analysis external factors that
could affect the marketing planning
In this particular segment, a detailed analysis of the organizational auditing techniques is to
be illustrated in details. Organizational audit usually comprises of two components – internal
market audit and external market audit. The techniques used at Samsung are SWOT analysis,
PESTLE analysis and Porter’s 5 forces analysis.
SWOT analysis of Samsung
Strengths
1. One of the most successful
smartphone producers in the telecom
and electronics market
2. Leading marketer of smartphone with
the market capitalization of 22%
3. Brand image
4. Samsung possesses strong
manufacturing and marketing
capacities
Weaknesses
1. Samsung has not been able to
integrate with the Apple Inc’s
promotional capacities
2. Increasing competition in the Chinese
market
3. Intense competition with Apple
4. The marketing practices are not
refined as Apple’s
Opportunities
1. Increasing demand for tablet and
smartphone based solutions like as
Samsung Pay (Hollensen, 2015)
2. Application of new technology like as
watch
3. Growing trends in the online market
Threats
1. Samsung is still facing challenges to
retrieve the goodwill and reliability
2. Growing demand for Chinese
smartphones like as Xiaomi and
Huawei
3. Hardly any reach in the home
appliances market
PESTEL analysis of Samsung
Political
1. Presence of political biasness in
Korean peninsula is considered
2. Political pressures in Latin American
market and African countries
Economic
1. The disposable income of the
consumers in certain regions are quite
low
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