Changing Perspectives of Marketing Planning in Samsung

This document discusses the changing perspectives of marketing planning in Samsung, including the manufacturing concept, product concept, relationship marketing, digital marketing, and social marketing. It also explores the techniques for organizational auditing and analysis of external factors that could affect marketing planning. Additionally, it covers the new product development processes at Samsung and the main barriers of marketing planning.

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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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2. There is a low bargaining power on
behalf of the buyers
Social
1. Coping up with the tastes, wants and
demands of the customers in the
global electronic markets, Samsung is
manufacturing its products
2. Samsung usually operates under a
niche market where the preferences
for smartphones are influenced by
lifestyle preferences
Technological
1. Samsung has tried to implement
digital marketing
2. Online marketing and online delivery
systems are also adopted (Jobber, &
Ellis-Chadwick, 2012)
3. With the access to technological
developments, Samsung is able to
generate innovative ideas and designs
Environmental
1. The factors like as processing,
cleaning wastes are kept in mind
2. Production processes are held out
such that the carbon emission is
reduced
Legal
1. Samsung incurs high operating costs
in terms of penalties for the charges if
they imitate the designs of Apple
iPhone
2. The consumer approval of the
strategies at Samsung are also
hampered
Porter’s 5 forces model of Samsung
Threats of new entrants (low) The threat of new entrants in the smartphone markets
are low because of high capital requirements and the
customers are loyal towards the existing brands
Threats of substitute products
(moderate)
Existence of the substitute products in the market is
considered as a threat because the numbers of
customers who tend to use tablets and other electronic
gadgets usually watch different programs. Samsung
accordingly has diversified its products (Lovelock,
2011)
Bargaining power of customers
(high)
The customers have high bargaining power to switch
over other players like as Motorola, Nokia,
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Blackberry, Xiaomi etc. They however can switch to
other brands with no additional cost
Bargaining power of suppliers
(moderate)
The bargaining power of the suppliers is medium and
suppliers usually deal with general parts can have
high bargaining power ad Samsung tries to envisage
with all the communication methods that are applied
in creating contacts with the suppliers and this is
ideally the only platform for Samsung to explore
Threats from existing rivalry (high) The competition level is quite high in the
telecommunication industry as well as the smartphone
market. Samsung being an MNC, faces constant
competition with other existing brands like as Nokia,
Xiaomi, LG, Sony etc.
Task 3: New product development processes at Samsung
Samsung today is one of the recognized electronic gadgets producers in the global electronics
market. The company possesses several business units and beyond its current success steps,
the company is trying to develop its brand products – smartphones such that they are able to
switch and scatter to foreign market with its new innovations and unique products.
Cash cows: The products that are ranged under this particular category belong to a matured
industry and are considered as cash cows. The steady and slow pace to increase its growth
likely enables businesses to increase the market share. When Samsung is plotted under this
matrix, the home appliances segment is actually a cash cow for Samsung. Samsung has tried
to widespread and enter in the home appliances market of the foreign market (Peter &
Donnelly, 2011). Moreover, the home appliances segment at Samsung is ranked under cash
cows because Samsung does not have huge investments to spend for creativity and
innovations and offer new and new technologically developed home and kitchen appliances.
Through Samsung has tried to endow with huge amounts in crafting new designs and new
specifications on the range of home appliances like as refrigerators to make the same more
and more tempting in the eyes of the customers.
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Stars: Under this category, both products and markets are developed and both can expansion
prospects. Samsung is one of the market leaders in the electronic industry. The smartphones
are plotted and categorized under this particular segment. Along with the mobile phone
market, Samsung is also trying to capture and secure considerable market share in the
television industry. Strong position in the TV market can benefit the company as well.
Question marks: Products that are still belonging to the phase of development even if the
companies are able to create a momentous position in the industry. Some of IT products
produced by Samsung like as printer are not the only source of revenues in the business. Then
Galaxy 7 is also ranked in this category only as the products are least preferred by the
customers as the batteries were getting overheated and many Galaxy Note 7 batteries have
burst out (Wheelen, & Hunger, 2011). This however created a problem for Samsung. But
now they are trying to improve the battery life of the new branded smartphones.
Dogs: This segment comprises of those particular products that are suffering through constant
loss. Galaxy smart watch is likely the best example under this category. Due to the bulky
appearance of watch has almost hampered the demand of the watch among the potential
buyers in the foreign market.
The product development stages at Samsung can be described as follows:
 Planning
 Research
 Samsung design lab
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 Standard product development
 Customized product development
 Testing
 Improvement
Samsung plans out to develop and create new types of products based on the tastes,
preferences and the choices of the customers (Wilson, et al., 2012). However, the company
tries to focus upon the CSR programs as well as the social and environmental needs so as to
sustain as the leading brands in the electronic industry.
Task 4: Understanding the main barriers of marketing planning
Marketing planning can be considered as the logical sequence regarding the events that a
company has adopted so as to ascertain the marketing objectives as well as plan for achieving
all the objectives. It can be considered as one of the complex exercise where the companies
have encountered different barriers at the time of implementation. The justification gathered
from the environmental perspectives it can be said that the different norms and regulations
encircling the environmental aspects has possessed the barriers for the company Samsung
Electronics. It can be said that the company has faced the barriers regarding the carbon
emission which have been emitted from the respective factories where the different product
has been made. This perception has been perceived that the environment is affected due to
this significance in attaining pollution in the environment. Moreover, the justification
regarding the waste management pertained by the company, significantly entailed that the
overall consideration has affected the environment a lot. From the perspectives of cultural
barriers, it is quite evident that the organization has impeded the aspects regarding the lack of
beliefs in the planning procedures which have to be changed (Wilson, 2010). In order to
thrive the instances regulated from the justification, it can be idealized that the significance
has deliberated the perception of consolidating lack of organizational culture which has
influenced all the important performance of the company drastically. Failure to understand
the aspects of cultural sensitivities concerning the target audience has also leaded faults in
marketing plan.
Marketing Planning is considered to be a sensible arrangement of occasions prompting to the
setting of advertising destinations and making of arrangement for accomplishing them. The
complexity of showcasing arranging implies that when association sets out on it, they ought
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to hope to meet various authoritative, attitudinal, prepare challenges. To better comprehend
the boundaries that affect showcasing arranging in any association, a promoting director must
perceive online activities that create the best outcomes and additionally strategies that are
easy to work out. Inside the arrangement an efficient framework ought to be produced to
advance targets and interlink them. Nature ought to be deliberately examined and data ought
to be endorsed up the stations through a laying framework, which just allow material data to
be passed on. Moreover, promoting directors of many organizations get so drained with every
day messages, online classes and online investigation that they cannot focus on making their
showcasing procedures. As an option, managing the team in accordance to proper time by
controlling every aspects and other informal communities is quite important. This leaves
more opportunity for substance creation and data era. Moreover, the company Samsung
should intervene the perception of deliberating the waste management techniques in order to
strengthen the feasibilities through which the operations are hindered through environmental
aspects. Proper efficiency among the employees regarding working culture has to be made in
order to maintain efficacy and eradicate the barriers erupt in the day to day operation of the
firm.
Task 5: Organization’s Capability for future
The overall paper is showcasing the organization Samsung and the organization has the
strength to increase the overall business potential in the broader platform. Samsung is the
company that has business process in various aspects like Mobile Phones and Laptops etc. It
has been observed through analysis that it is one of the most favourable brands of the world.
The organization is able to make any kind of activities as they have huge potential in the
marketplace. The company is one of the award winning service providers and people love to
access the service of this respective business process. In this case prime discussion is mainly
focused on the capability of the respective organization in the future market. Samsung is the
company that has been focusing on the technological platform and lots of competitors are
there which could create tough competition for the business process. Some of the important
factors have been mentioned below which can play a crucial role in the business process and
mostly in making future decisions and operations. By setting up these types of things,
respective management could be able to make efficient strategies for the business process. In
this case some important factors have been considered and potential of Samsung Company on
the basis of that parameter could easily be observed;
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 Financial Proposition: Financial Capability of an organization is highly essential for
any kind of business process. On the basis of this parameter future plans of any
company could be understood. After having analysis; it could be said that Samsung
has high financial potential. This organization has already made different innovative
strategies by the help of their economical potential. For this reason it could be said
that Samsung is financially strong.
 Technological Potential: Technological parameter is also important and needed
enough to judge the capability of the respective organization. Samsung itself a
technology oriented organization and for this reason they are technologically sound.
For this reason they can incorporate any new technology in the business in coming
future.
 Loyalty towards customers: Customer loyalty is also an essential element for the
business process. An organization could be able to enhance its business strength only
by implementing different schemes and benefits for the customers. The organization
has been in this field and it has been giving different schemes and benefits to the
customers. On this particular note it could be said that customers will be with this
organization for a long period of time.
 Established business: sustainability of a business is highly depended on the
registration and legal factors of the company. By the virtue of this issue; Samsung is
highly safe to execute any kind of new activities. The organization has the goal to
increase the business in broader platform. In different parts of the world presence of
this organization could be found.
Through the above analysis overall outcomes of the matter could be done. These types of
issues can highlight the capabilities of Samsung in the market.\
Task 6: Reflection over the outcomes
The overall paper is discussing the market plan for the Samsung organization. Respective
business organization has huge potential in the market of all over the world. After having the
overall analysis I personally observed that Samsung is the organization which has huge
growth and prospect in the future market. The company could be able to enhance the business
prospect in the broader platform of the society. The company wants to lead the Smartphone
industry from the front, but there are lots of competitors present like Apple, Microsoft etc.
These types of organizations also huge brand prospect in the market, so I think Samsung can
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get huge challenges from these types of organization. The previous task showcases the
barriers associated with a market planning. After having the analysis report it has been found
that management might face the trouble of financial challenges, lack of skill due to skills and
knowledge. The company is a multinational giant and for this reason they must have to
negotiate with other agencies and organizations for executing any kind of business process.
Through this observation it could be understood that dealings need to be done in a proper
way. The company needs to be more specific for their future strategies and principles.
Through these policies and principles respective management could be able to increase the
potential towards the broader level of the business process. In this case management needs to
set up good guidelines. There are various observers those have made their reviews over this
matter. According to them, respective management could be able to sort out all these issues
by implementing different technological aspects. Relationship or communication among all
the stakeholders will be played crucial role in the case of business process. Management can
easily increase the business potential by implementing suitable and feasible policies in the
business premises. I could say by my opinion that management must have to focus on the
development and features adjustment in the smart phones of Samsung Company. The
organization must have to develop new man power those will have more skills and potential.
These types of skill development could increase the brand prospect and outcomes of the
business process. Through this overall observation I could say that management must have to
adjust new techniques and tools in the process so that they could be able to gain more
positive outcomes.
Task 7
The ethical perspective of the marketing is a rising concern in the market for reputable brands
and the rising customer awareness indicates that they expect to be treated by the brands they
purchase in a specific way. The company needs base its marketing approaches to
accommodate the ethical guidelines of proper behaviour in order to make a positive
impression on the customer base and this is where the introduction of ethics in marketing
comes into existence.
4.1. Ethical issues and marketing planning
The main basis of the marketing planning lies in gathering market data to understand the
expectations of the customers in their relationship with the company. therein starts the
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problems as many of the customers think that the process of collecting market data and the
customer segmentation is a violation of the privacy of the customer and uses different racial
and gender stereotypes to justify their marketing decisions (Schlegelmilch & Öberseder,
2010).
The exclusion of the needs of the specific undesired customer segments in the marketing
decisions is another ethical dilemma that is based on the essence of discrimination. Therefore,
the company has to be aware of this factor in the marketing approaches.
There are also the point of using offensive material that might be acceptable for certain
segments but unacceptable to others like sexual innuendo that might be explicit for young
audience and using of material that might promote the product by making fun of social
outcasts like gay people of fat people and more often than not ugly people (Murphy, 2010).
False advertising using material that is based on lies and misinformation to promote the
products is another aspect of ethics in marketing that can affect the customer perception of
brand. The using of false claims to influence customer purchasing decisions is based on the
same principles.
The use of Planned obsolescence to limit the product life and thus compelling t he customer
to buy again is also against ethics so the customer needs to be aware of the life of the product.
The pyramid schemes where people are promised payment in return of enrolling other people
is also an abuse of business ethics.
The predatory pricing where a company sells products or services at a extremely low price to
drive competitors out of market is also unethical and thus the marketing and specifically
pricing needs to be competitive and realistic.
4.2. Examples
The most common example, which is common from all over the globe, is the sale of addictive
substances like cigarette and liquor that is based on the attractive marketing and advertising
equalling the use of the substances with class or style. The legal reprimand that has been
enforced on all countries insists on the companies warning about the health issues that might
arise with the use of the substance on the packaging that is an ethical responsibility of the
companies.
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Aiming unhealthy food products containing sugar and caffeine at the children that might
affect their long-term health is another issue that is unethical thus, the decision of the
companies to limit the advertising targeting children specifically is an ethical move (Fahy &
Jobber, 2012).
4.3. Consumer ethics
The consumer ethics is based on eco friendly products and choosing organic products over
their synthetic counterparts is an example of consumer ethics, which is forcing the companies
to change their marketing approach to appeal to the empowered and aware customer.
The example of beauty products using animals for testing purposes is another aspect of the
unethical behaviour that has been successfully mitigated by customer awareness of the issue
and unwilling to buy products tested on animals (Taghian, 2010).
The CSR initiatives taken by the companies to offer part of their proceeds to specific charities
or some other social cause are an ethical marketing approach that is used in many industries.
Therefore, it can be surmised from the above examples and aspects of the marketing ethics
that the marketing ethics has a significant role in the long-term success of the company and
promotes their competitive advantage.
Task 8
The marketing planning is an essential part of the strategic planning is the marketing
operations of the company connect the company objectives to the market conditions that are
dynamic. The allocation of marketing resources is an essential part of the strategic planning
and the determination of the same is done through marketing planning which benefits the
company is setting up their resource allocation strategically. Setting up objectives for
marketing activity is another benefit of the marketing planning as the predetermining the
requirements of the operations of the company is major objective of strategic planning.
Scheduling of the steps of the marketing operations of an organization is part of the
marketing planning which in turn help determine and schedule the other operations aligned
with the marketing (Hollensen, 2015). Consideration for future possibilities in the market can
be done through marketing planning which can be invaluable in determining the course of
action for the strategic aspect of the organization. The help in determining effective strategies
by marketing planning is invaluable for the success of any organization.
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The use of market planning or discovering market trends avoiding future uncertainties in the
market and thus ensuring the company is prepared for any expected change in market is
essential for the strategic planning of the company (Wilson, 2010). The determination of the
objectives to be achieved by marketing to attain success in turn help determining the course
of action for the other parts of the company so the strategic plans of the company is directly
guided by the marketing planning. The management of the company operations by objectives
is another benefit of the marketing process as it simplifies the organizational process. The
coordination and communication between the departments can be pre planned due to the
guidance on future possibilities that are predicted or at least narrowed down by marketing
planning. The use of the market planning to control the operations of the company is based
on the marketing so this is direct benefit for the strategic objective of the company.
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References
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Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th).
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analysis, cases, plans. Plano: Business pub., INC.
Schlegelmilch, B. B., & Öberseder, M. (2010). Half a century of marketing ethics: Shifting
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Taghian, M. (2010). Marketing planning: Operationalising the market orientation strategy.
Journal of marketing management, 26(9-10), 825-841.
Wheelen, T. L., & Hunger, J. D. (2011). Concepts in strategic management and business
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