Samsung Report: Analysis of Marketing Mix Strategy for Galaxy S9

Running head: SAMSUNG REPORT
SAMSUNG REPORT
Name of the Student
Name of the University
Author Note

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Executive Summary
Marketing is considered to be an essential part of the organization and any firm which wants to
gain success in the long run would be required to ensure that they engage in essential marketing
strategies so as to ensure that they are able to gain a competitive positioning in the market. The
main purpose of the report is to highlight the eight essential components of the Marketing mix
strategy of the chosen organization, Samsung and the chosen product Galaxy S9. The theoretical
concepts will be used to explain the mix along with practical examples with reference to
Samsung`s product. In addition to this, the impact of the changing face of marketing on the firm
will be discussed along with suitable recommendations for the same.

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Table of Contents
Introduction......................................................................................................................................3
Analysis...........................................................................................................................................3
Marketing mix.............................................................................................................................3
Broader issues facing marketers today......................................................................................14
Conclusion.....................................................................................................................................15
Recommendations..........................................................................................................................15
References......................................................................................................................................17

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Introduction
The business environment has become very dynamic in nature and with respect to this, it
can be mentioned that any firm whether operating in the home country or the international
market, would be required to ensure that, they are successfully able to capture the right market
for themselves and gain a competitive advantage which is sustainable in nature (Armstrong et al.,
2015). However, as the competition has increased considerably, it might be crucial to note that,
the different businesses may find it considerably difficult to engage in these activities and that,
they need to plan as well strategize in advance so that they are successfully able to combat
against the changing nature of the market as well and ensure that, they are able to have a
competitive standing in the market. The primary aim of the report is to analyze the manner in
which the chosen company has formulized its marketing mix strategies and how has the firm
responded to the various changes which have taken place in the external environment of the firm.
The firm which has been chosen for the purpose of the assignment is Samsung mobiles and the
product has been chosen as Galaxy S9. The report will be theoretically discussing the different
components of the marketing mix and then apply it to the offering of Samsung in Australia.
Moreover, an evaluation of the changing nature of the market will also be done and the focus
would be placed on the recommendations which will be provided to advise Samsung on how this
change needs to be adjusted with.
Analysis
Marketing mix
The marketing mix can be defined as a foundation model. According to Rothaermel
(2015), the marketing mix can be rightfully defined as the specific set of the marketing tools and
the different techniques which are generally used by the companies in addition to achieve its

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overall marketing objectives. The marketing mix can be stated to be the marketing decision
which a firm generally takes in regard to the four broad levels which are the product, promotion,
place as well as the price. The process of the Marketing practice has been taking place from a
long time but the theory of marketing mainly emerged in the twentieth century. Contemporarily
speaking, the marketing mix generally comprises of the 4Ps which have been mentioned earlier,
and has popularly become the framework for the marketing management decisions which take
place at the different organizations. The concept was first developed in the year 1960.
According to Wheelen et al. (2017), in the case of the services marketing, an extended marketing
decision making frameworks and tools were discussed which were specifically related to the
concept of services and these P`s were known as the process, people and the physical evidence.
In addition to the 7ps designed for the services, an additional P is also discussed by various
marketers and the organizations today and is known as the Partnerships (Sargeant & Macquillin,
2016). However, it needs to be noted that, Jerome McCarthy in the year 1960, formed the actual
basis of the four Ps and these components form a strong component of the Marketing
classifications as used by the different firms today. The reason why these Mixes have been
updated is to meet the current requirements of the business so that instead of solely lying the
focus on the products, the role of the customer service is also understood by the marketers.
Hence, the given section will be discussing each of these 8Ps with reference to theoretical
concepts and reference to Samsung Galaxy S9 as well.
Product
The product forms the core of any marketing activity and must be something which is
essentially desired by the different customers. The worst marketing decision which will be made
by any firm will be that if they come up with a product that does not have any demand. Hence,

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the marketing manager of any firm must be successfully able to come up with an offering which
helps the firm to achieve a goal and the customers to solve their separate problems. Moreover,
the product features also form an essential feature of the of this mix component and for this
reason, the company is required to ensured that the specific product comprises of qualities such
that, it is able to be deemed to be above the competition which exists in the market. Product
testing forms an essential component of the component and hence, the different marketers need
to ensure that they are successfully able to gain the right kind of information so that the desired
response is well received (Wheelen et al., 2017). Moreover, along with designing a product
which comprises of considerable features and desires of the customer, it is important to decide
upon the different specifications of the product as well. In addition to this, a catchy name will
also be required to be used so as to increase the brand awareness of the product.
Figure 1: The market share of Samsung S9 is on a rise
Applicability to Samsung Galaxy S9