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

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).