Marketing Report: Samsung's Marketing Environment Analysis and Integrated Marketing Communication

This report analyzes Samsung's marketing environment and integrated marketing communication strategies. It covers the company profile, SWOT analysis, micro-internal environment, macro-environmental analysis, marketing communication mix, DRIP model, and integration of online and offline media.

Marketing and Data
analytics

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Company profile...................................................................................................................1
Marketing Environment analysis.....................................................................................................1
Internal environment...........................................................................................................2
Micro-internal environment................................................................................................3
Macro-environmental Analysis...........................................................................................4
Integrated Marketing communication..............................................................................................5
Marketing communication Mix and DRIP Model............................................................5
Integration of online and offline media...........................................................................................6
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................8

INTRODUCTION
The marketing refers activities which is taken for promoting the company products and
services by taking use of advertising, selling whereas data analytics helps individual and
organisation in determining insights and trends of market. This helps in increasing the efficiency
and performance is improved by discovering data patterns (Ahuja, and Alavi, 2018). Marketing
analytics is study of data which helps in evaluating performance of marketing activity. The
report is based on the Samsung. The report will cover evaluation of company marketing
environment, integrated marketing communication by using of several models and how company
is integrating their online and offline media.
MAIN BODY
Company profile
The Samsung is taken which is south korean multinational electronics established in 1969
dealing in industry of electronics, automation, artificial intelligence, computer hardware,
semiconductors, home appliance and many more. The company is largest manufacture of mobile
phones and smart phones. It is also an major vendor of tablet computers and developed several
5G phones. Its headquarter is located in yeongtong district of Suwon. It deals in the electronics
sectors. The company has 370,000 employees worldwide. The company has core values
involving people, excellence, change, integrity and co-prosperity. The meaning of company
means 'Three stars' and became major leader in innovation (Chatfield, and Reddick, 2018). In
several product s it gain market leader position because of its unique innovation skills &
technology and having competitive advantage over rivals. Through the help of big data analytics
it can process complex information by obtaining valuable insights to drive growth. The Samsung
is adopting big data in diverse fields from high performance computing to innovative cloud
computing & data centre systems. Through big data progress can be tracked and understand
customer behaviour along with internal operations are monitored.
Marketing Environment analysis
The concept of marketing environment comprises of all internal and external factors
which helps in influencing the marketing activities of organisation. To tackle with threat
manager is required to be aware of marketing environment and opportunities affecting work.

This involves controllable and uncontrollable factors. It dynamic factor as there is constant
changes over time which can be technological advancements, industry regulations etc.
Internal environment
This involves the factors which are in control within the organisation and impacting on
the marketing operations by considering the SWOT analysis. It is related to atmosphere within
the company structure and involves daily interactions with employees.
SWOT analysis
This is a technique which helps in assessing the aspects of business by considering
strength, weakness, opportunities and threats. It devises a successful strategy for the future by
evaluating company competitive position. In context to Samsung following is done of SWOT
analysis.
 Strength- The Samsung is world most successful manufacture of electronics in world
along with mobile and smart phones. It has 21.4% of market share as compare to other
company which is an strength for Samsung. This has unique research and design
capabilities which created an Samsung pay a payment app. It also have strong marketing
and manufacturing capabilities which is reflected as its strength and have long standing
relationship with retailers (Eybers. and Mayet, 2020).
 Weakness- The company is facing weakness in some Chinese competitors which is
catching up to Samsung in smartphone market. It has limited potential for growth as
Samsung is heavily depending upon consumer electronic sales in market which is its
weakness. The marketing efforts are not as much sophisticated in comparison to other
company. The Samsung has to invest aggressively even in small market share growth
due to intense competition. The company brand image is impacted from lawsuits,
challenges from environmental agencies which reflect to its weakness.
 Opportunities- The company has opportunity of increasing sales in developing regions
due to growing market for smartphones, tablets and other mobile devices. It has
opportunity for developing new technologies such as Wearable tech which can help in
boosting its business. The growth of online market from sales channels such as
Amazon.com is great opportunity for Samsung. It can innovate more in existing product
line along with diversify into new products (Ghasemaghaei, Ebrahimi, and Hassanein,
2018).

 Threats- The Samsung is facing threat from several competitors such as Apple, Huawei
technologies, Intel etc. The growth of other brand reputation, reliability is an threat for
Samsung. The other brands can also enter in more consumer products such as home
appliances and directly competing with Samsung in market can be a major threat. The
fluctuations in currencies, economic crisis can affect supply chain & business operations
of Samsung.
Micro-internal environment
This has close link with business and affecting market operations directly which involves
the factors of customer, suppliers, business partners and competitors. These factors are
controllable within business. It is an operating environment of firm which affects performance
and decision making of business. It can take use of Porters five force model. This model helps in
identifying and analysis competitive forces which helps in shaping industry and determines the
corporate strategy.
 Competition in the industry- In the industry there are large amount of rivalry which
involves both Apple and Samsung. The competition is intense as products developed by
them are similar in both function and appearance which leads to high power. The
Samsung is required to be aware of the competitors’ strategies and attempts to increase
brand awareness, market share & loyalty (Graessley, and et.al., 2019).
 Potential of new entrant into industry- The power is medium as Samsung electronics is
present in highly competitive industry in which companies are competing with each other
in terms of product prices, innovation & uniqueness. For the new entrant it would be
difficult to develop customer knowledge and branding as present brands are well known.
For the Samsung the largest threat is in terms of new entrant into industry who has
potential of developing products which are substantially different from those already
offers.
 Power of suppliers- Within the mobile industry the power is as there are many suppliers
of components and easy for the companies to switch suppliers if products prices are high
from one supplier. It allows the Samsung not to driven by the demand of suppliers.
Memory chips, processors, and screens are all made by Samsung Electronics. As a result,
Samsung Electronics finds itself in the rare position of serving as a supplier to its main
competitor.

 Power of customers- The power of customer is high as there are number of customers
present in mobile industry which presents the consumer large number of options and for
several consumer innovation is significant and prices also important. The consumer van
switch to other companies easily on the basis of offers, better options and lower costs.
The strong loyalty leads to customer accept higher prices and few services that they
demand (Ireland, and Liu, 2018). Samsung Electronics must keep well-informed of the
needs of its customers as well as the various possibilities available from its competitors.
This allows the organisation to remain competitive while also understanding how to best
exploit its market.
 Threat of substitute products- In this power is low as smart phones are increasing
which provides consumer several functions. The development of substitute decreases the
ability of Samsung to control market as consumer can switch to other products easily.
The patent can be strongest factor which can limit the substitute products
Macro-environmental Analysis
This is part of strategic management of comoany which enables in analysing and identifying
of potential opportunities which impacts on organisation. In the organisation analysts are
employed for evaluating factors of macro-environment which is related to politics, economy,
demographics and technology factors. In context to Samsung SLEPTS analysis is done. This
framework helps in understanding the market dynamics and continuously improves the business.
This involves several factors which in context to Samsung.
 Social factor- This comprises of customs, traditions which differs from one group to
another. The product demand is affected with the social status. The strategies are
incorporated by Samsung successfully of global thinking and acting locally. The
Samsung has customised its products in accordance to local customer needs and change
in needs puts implications on business in positive and negative way (Mandal, 2018).
 Legal factor- There are several laws and regulations which needs to be followed by
Samsung company in order to run its business operations in effective way. the laws can
be related to employment and tax, consumer data protection, intellectual property rights
etc.
 Economic factor- The consumer disposable income in developed nations is adversely
affected with economic crisis. The Samsung comoany is forced to expand the profitable

ventures in emerging nations. The fluctuations in exchange rate also puts an negative
implications on business financial health.
 Political factor-In success of organisation the political stability has major role. The
change in current government structure leads to business disruption and business loss.
The having of good relation between two countries puts direct impact on business. The
company is operating in more than 80 countries (Mathew, 2019).
 Technological factor- The companies are taking best use of technology for having the
unique brand image. The Samsung is bringing innovation to have competitive advantage
and launched several innovative products by taking use of various digital technology for
marketing and unique customer relationship is established.
 Substantiality factor- The concern for sustainability is increasing in environment as
customer prefers those brands which is providing products in sustainable manner and
having continuous focus on carbon foot print. Samsung has concentrated on lowering its
energy use and reducing the risk of water consumption. Energy management systems
have been installed at all workstations, and energy expenditures and indications have
been successfully monitored.
Integrated Marketing communication
It defines the procedure of unify marketing communication elements such as public
relations, audience analytics, advertising, social media into brand identity which remains
consistent across distinct media channels (Mittal, 2020). It is holistic marketing approach which
consider marketing strategy within larger context of company aims and business development.
With this Samsung can promotes its brand which increases awareness of products and services
that facilitates in increase of sales, high profits and revenue.
Marketing communication Mix and DRIP Model
The marketing communication mix is used to promote the product or service to target
audience of the company. In context to Samsung marketing communication mix involves several
elements which are discussed below-
Advertising
In this customer are informed about product or services in paid or indirect way through
television and radio. Public relation is one of the most popular forms of advertising which helps

company to communicate information about product or services easily to large target audience
with little efforts in context to Samsung. The advertisement influences purchasing decision. The
print and media advertising are extensively used by Samsung for its specific products (Raut, and
et.al., 2019). It also takes use of media advertising campaign which involves live commercials
for Samsung Galaxy S 3 device on popular Jimmy Kimmel Live show in June 2012.
Furthermore, in 2012, a partnership with Fox channel in the United States to run four 30-second
commercial segments during National Football League, college football, and World Series
games was acclaimed as an effective marketing strategy. The Samsung print advertising involves
newspaper, magazines and journals for product promotion and compete with competitors.
Sales promotion
This involves several short-term incentives in order to persuade customers to initiate the
purchase of goods and services. This involves rebate, discounts, paybacks, buy-one or get one
free scheme, coupons etc. The sales promotion provides reason to consumer to buy product in
from of discount and provision of incentive is included for dealers and distributors. It requires
low cost and less capital to get product move. In context to Samsung, it takes use sales
promotion as marketing tool which involves techniques of Samsung reward program, point of
sales material, free gifts etc. The prime reason of sales promotion is to boost sales.
Direct and digital Marketing
Companies communicate directly with clients through various channels such as text
messaging, promotional letters, newspapers, magazine adverts, and so on in direct marketing.
Digital marketing is a type of advertising that takes place on a computer screen. It could be a
computer, smartphone, tablet, or other electronic device. Digital marketing refers to the use of
digital visuals to entice customers to click, tap, or visit a certain brand's website. In direct and
digital marketing companies take use of Emails, Faxes and mobile phones in order to
communicate directly with prospective customers without involving any third party. The digital
marketing is most form of advertising among all media as it is accessible to small business and
less expensive than traditional television advertising (Sen, and Ongsakul, 2018). The use of this
helps Samsung in generating more revenue than television, radio or newspaper. It also helps
Samsung in reaching to target audience. In the direct and digital marketing, the key attraction is
brand making personal connection with consumer. The use of digital and direct marketing by
Samsung helps in reaching to specific audience segments with personalized messages.

Integration of online and offline media
The integration of online and offline media of marketing strategies helps in delivering
consistent brand message, and it is more effective at driving action from consumers. The
consumer wants ease in buying products through digital platforms and personal offering which
comes from purchasing products in-store. The integration of both online and offline helps in
building trust and cohesive brand. The customer wants benefit from the advantage of digital
platforms and offline convenience of personal service and touching physical products. In context
to Samsung, it can promote its offline products through online methods on website, social media
which helps consumer to notice and pay attention to ads of the product. in alternate TV and radio
can be used for pushing offline consumer towards the website for online event or promotion by
spreading message from both channels will helps Samsung to reach larger audience (Srinivasa,
and GM, 2018). The integration of online and offline media ensures brand consistency which is
crucial for brand success. If a customer sees a physical marketing effort, such as a leaflet, the
digital version should match the leaflet's logo and language. The website should complement
your physical location. This familiarity with both online and offline marketing helps Samsung to
develop trust with audience and encourages customers to purchase through both channels.
Analyse marketing campaign decisions and influence of data analytics
The market campaign decisions help in promoting the products through different media
which involves television, print and online platforms. The market campaign is set of strtaegies
which is used by Samsung for promoting its business objectives and goals. To attain effective
results the Campaigns are carefully planned and activities varies. The Samsung creates market
campaign on the several platforms such as Facebook, Linkedln, Pinterest, Twitter etc. Data
analytics assists businesses in making better decisions in order to increase productivity and
efficiency (Tillem, 2020). Making data-driven decisions will, first and foremost, improve the
consumer experience. The Samsung can take use of data analytics to understand staff and
consumer interactions. Big data and analytics can assist a company in predicting consumer
behaviour, improving decision-making across the board, and calculating the return on investment
of its marketing initiatives in framework to Samsung. The company would not only be able to
protect its market share, but even expand into other territories, if these issues were appropriately
addressed. The role of data in business decision helps in demonstrating company vision. The use
of advance data technologies through AI and machine learning becomes understandable which

helps wide community when used for predictive analysis of sales, equipment depreciation, and
asset risk. Plus it improves overall business performance.
How integration achieved
The integration has achieved through technological developments which makes buyers
hyper connected and empowered. The company wants to be benefited from both the digital
platforms and offline convenience of personal services (Wang, and et.al., 2019). The integration
of online and offline data helps in offering complete version of story which enables marketers to
craft effective campaign that can appeal to new target audiences and opportunities are
maximized in order to convert potential customers. The integration of offline and online data
empowers brands to develop more personalized customer experiences.
Social media metrics
The use of social media metrics helps in determining the social strategy is effective or
not. This metric is important as it helps in measuring success of campaign and how well social
strategy is performing which impacts on overall business. For every social platform there is
native analytics. The metrics involves engagement, impressions, reach, share of voices, referrals,
conversions and response rate & time etc. all this helps in providing view of social media
performance (Wang, and et.al., 2020).
CONCLUSION
From the above it can be concluded for the organisation marketing is an important
function which helps in appealing to great customer and satisfaction is main concern in
marketing which is related to product and services offered. In the report market environmental
analysis is been discussed which consist of internal and external environment that comprises of
SWOT analysis, Porters five forces and PESTLE analysis which puts affect on the organisation.
Further, there is discussion on integrated marketing communication which take use of several
promotional techniques for attracting customers and to promote the products such as advertising,
sales promotion and direct & digital marketing. Moreover, there is discussion on integration of
online and offline media to cater customers along with facilitating increase of sales.

References:
Books and Journals
Ahuja, V. and Alavi, S., 2018. Using Facebook as a digital tool for developing trust amongst
consumers using netnography and social media analytics: A study of Jet
Airways. Journal of Relationship Marketing, 17(3), pp.171-187.
Chatfield, A.T. and Reddick, C.G., 2018. Customer agility and responsiveness through big data
analytics for public value creation: A case study of Houston 311 on-demand
services. Government Information Quarterly, 35(2), pp.336-347.
Eybers, S. and Mayet, R., 2020, May. From data to insight: a case study on data analytics in the
furniture manufacturing industry. In International conference on integrated science (pp.
392-405). Springer, Cham.
Ghasemaghaei, M., Ebrahimi, S. and Hassanein, K., 2018. Data analytics competency for
improving firm decision making performance. The Journal of Strategic Information
Systems, 27(1), pp.101-113.
Graessley, S., and et.al., 2019. Industrial big data analytics for cognitive internet of things:
wireless sensor networks, smart computing algorithms, and machine learning
techniques. Analysis and Metaphysics, 18, pp.23-29.
Ireland, R. and Liu, A., 2018. Application of data analytics for product design: Sentiment
analysis of online product reviews. CIRP Journal of Manufacturing Science and
Technology, 23, pp.128-144.
Mandal, S., 2018. An examination of the importance of big data analytics in supply chain agility
development: A dynamic capability perspective. Management Research Review.
Mathew, E., 2019, February. Big Data Analytics in E-procurement of a Chain Hotel.
In International Conference on Emerging Internetworking, Data & Web
Technologies (pp. 295-308). Springer, Cham.
Mittal, R., 2020. Using Predictive Analytics to Measure the Effectiveness of Select Direct
Marketing Attributes in the Banking Sector. Journal of Computational and Theoretical
Nanoscience, 17(6), pp.2626-2629.
Raut, R.D., and et.al., 2019. Linking big data analytics and operational sustainability practices for
sustainable business management. Journal of cleaner production, 224, pp.10-24.
Sen, S.K. and Ongsakul, V., 2018. Creating shared value through big-data analytics: a conceptual
treatise on sustainability presence. The Business & Management Review, 9(3), pp.5-5.
Srinivasa, K.G. and GM, S., 2018. Introduction to Data Analytics. In Network Data
Analytics (pp. 3-28). Springer, Cham
Tillem, G., 2020. Preserving Confidentiality in Data Analytics-as-a-Service.
Wang, C.S., and et.al., 2019. An integrated data analytics process to optimize data governance of
non-profit organization. Computers in Human Behavior, 101, pp.495-505.
Wang, F., and et.al., 2020. Big data analytics on enterprise credit risk evaluation of e-Business
platform. Information Systems and e-Business Management, 18(3), pp.311-350.
1

2