Impact of Marketing Environment on Samsung's Marketing Activities

MARKETING
MANAGEMENT

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Table of Contents
INTRODUCTION.....................................................................................................................................1
Marketing environment and the factors that impacts upon marketing.............................................1
Ways in which factors affect marketing activities..............................................................................1
Recommendations.................................................................................................................................1
Conclusion.............................................................................................................................................1
References.............................................................................................................................................2
INTRODUCTION
Marketing plays a great role to increase the share of the market. Samsung is the
largest brand in the mobile industry. The main aim of the company is to secure the leadership
in the industry so that competitive advantage can be achieved. This company emphasize on
the trade exports and activities are conducted in more than 58 countries. Headquarter of the

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company is situated in Korea and there are more than 65 countries that has a sales network
globally. The company is mainly engaged in selling mobile phones that have a large market
share globally. Samsung is a Korean word that means three stars. Objectives of this company
are to be in the top five positions by 2020. This company also has a vision of increasing their
revenue by considerable margin.
Marketing environment and the factors that impacts upon marketing
It is necessary for the firms to understand its marketing environment before
conducting its marketing activities. This helps them in developing their activities in a better
way. Samsung is in the industry that is having intense rivalry in terms of innovation and
hence company needs to plan marketing activities that are highly differentiable and attractive.
Marketing environment for Samsung is as follows:
a.) Political and legal: Governments all around the world have changed their business
policies inside the country and hence Samsung also needs to comply with all these so
that they may not have to face any legal complication in future. In most of the
countries governments have eased the rules for doing the business inside the country
(Mithas et al., 2013).
b.) Economic: There has been continuous downfall in European economy as well as
markets like America and Australia has been showing slow growth. This is a
challenge for Samsung as people want products that are cost effective (Kumar, 2017).
c.) Social: Needs of the society is changing at a faster rate and it has become essential for
the firm to make innovations accordingly so as to have edge over the market.
Technological innovations at lower rates are highly appreciated in the electronic
market (Jung, Samsung Electronics, 2014).
d.) Competition: In electronic industry competition have risen to very alarming level.
Companies are cutting throats of each other in order to succeed over each other. It has
become essential for the companies to construct its marketing environment more
smartly so as to pin the demands of potential consumers accordingly (Verbeke, 2013).
Factors that need to be taken into account are:
a.) Competitor’s strategy: The strategy that is made by the competitors effects marketing
activities of cited firm
b.) Industry condition: Condition of industry has greater influence on marketing activities
of the cited firm.