Global Marketing Principles Presentation - Suffolk Business School

This presentation provides an overview of applying marketing principles in a global environment, focusing on the critical roles of the marketing function and the factors affecting both the macro and micro environments of a business, using Samsung as a case study. The presentation explores how marketing environment analysis supports an organization's marketing planning process, covering aspects such as political, social, economic, and technological factors. It also touches upon the importance of adapting to different market cultures and leveraging innovative technology to maintain a competitive edge. This student-contributed document is available on Desklib, a platform offering a variety of study tools and solved assignments.

Applying the marketing
principle in global environment

Table of contents
• INTRODUCTION
• TASK
• Critical roles of the marketing function related to the broader
marketing environment
• Factors affecting macro environment of company
• Factors affecting micro environment of business
• Explore how the marketing environment analysis can support
your chosen organizations marketing planning process
• CONCLUSION
• REFERENCES

INTRODUCTION
The term Marketing Principles is used with the
context of agreement with the ideas of marketing
that is used by the companies for selecting the
effective marketing strategy. Marketing mix is
the fundamental principle of marketing. These
principles provide the foundation for
development of promotion strategies relating to
the product or services.

Critical roles of the marketing function related
to the broader marketing environment
The steps involved in Marketing function is of
crucial importance that consider planning and
executing, pricing, promotion and ideas and
goods distribution that will design an exchange
in order to satisfy objective of organisation. In
context to Samsung, concept of marketing is
defined as the process through which it delivers
its products and services as per the customer
requirements(Chavoshi and Hamidi, 2019).
There has been the link of market environment
with the marketing function existing in the
company
Continued….

• Promotion-This is associated with
showcasing the product and services of
Samsung to the well-educated wider
audience. The focus of this element of
marketing function resist on informing the
target customers about the brand.
• Selling- In order to lead in sales, this
function comes into the picture as it
provides the company with effective and
efficient communicative feature.
• Product management- this is related to
changes to be made in product like the design
or improvement in order to market the same
to the potential customers.
• Pricing-This element is associated with
setting up of price of product. In context to
Samsung, marketers of company set the
prices by identifying that what consumer
thinks of price of product and what actual
cost has been incurred in producing the
product

Factors affecting macro environment of company
It comprises of some external forces that affects
the working of company externally and influence
the decision making. In context to Samsung, the
examination of external environment is
necessary in order to assess the impact of factors
like political, social, technological, economical,
legal and environmental on the business
operations(Khan and Ali, 2018) .
Continued…

• Political factors- These factors relate to issues
that are faced by the company in operating in
certain market due to the existence of some
political pressures or political instability.
• Economic factors- These factors showcase
the economic performance of the company
that have long term effects and
simultaneously impacts the purchasing
power of consumer and a drastic change in
demand and supply model.
• Social factors- this involves elements like
trends, culture of market and statistics about
population. It orders to rule the market
Samsung is required to adapt the culture for
each and every market in which it is
operating.
• Technological factors- This relates to the
use of most innovative technology that is
required to compete with the brand using
highly effective technology.

Factors affecting micro environment of business
These factors have the direct impact on the
performance of organisation. These are
controllable elements and the impact is not
similar on all the companies due to varied size,
capacity and capability. In reference to
Samsung, company does not get affected by the
competitors when they are small but do get
affected when they are available with huge
capacity and capability.

Explore how the marketing environment analysis can
support your chosen organisation's marketing
planning process
Marketing environment and marketing planning
are two terms associated with each other as the
analysis of one provides the solution for other. In
context to Samsung, marketing environment in
support of planning of company requires the
prior consideration of certain steps such as
scanning of area of operating, internal scanning,
setting up of the marketing objectives,
formulation of the same and at last the
development of plans (Sirojiddinov and
Xodjibaeva, 2021).

CONCLUSION
The function of marketing is very exciting
among the other functions that exist in business.
The report prepared above has covered the role
of marketing functions in Samsung. The report
also provided the analysis of external and micro
factors that directly or indirectly impacts the
working of company.

REFERENCES
Books and Journals
• Chavoshi, A. and Hamidi, H., 2019. Social, individual, technological and pedagogical factors
influencing mobile learning acceptance in higher education: A case from Iran. Telematics and
Informatics, 38, pp.133-165.
• Clapp, J., 2021. The problem with growing corporate concentration and power in the global food
system. Nature Food, 2(6), pp.404-408.
• Khan, A.N. and Ali, A., 2018. Factors affecting retailer’s adopti on of mobile payment systems: a
SEM-neural network modeling approach. Wireless Personal Communications, 103(3), pp.2529-
2551.
• Lee, N.R. and Kotler, P., 2019. Social marketing: Behavior change for social good. Sage
Publications.

Thank you