Marketing Report: Samsung's Australian Market Strategies and Analysis

This marketing report provides a comprehensive analysis of Samsung's operations within the Australian market. It begins with an introduction to Samsung and then proceeds to assess the macro and micro environmental factors impacting its marketing operations, including political, technological, and competitive landscapes. The report also delves into ethical, social, and cultural issues relevant to Samsung's marketing efforts, emphasizing the importance of market research and understanding consumer behavior. Furthermore, the report outlines potential marketing strategies, including objectives, product, price, distribution, and promotion strategies. It details a budget, schedule, and Gantt chart for implementation, concluding with recommendations for enhancing Samsung's market position and sales volume in Australia. The report highlights the significance of adapting to the evolving needs of the Australian consumer market and leveraging technological advancements like 5G.

Running head: MARKETING REPORT
MARKETING REPORT
Name of the student
Name of the university
Author note

1MARKETING REPORT
Table of Contents
1.Introduction to Samsung...............................................................................................................2
2.Assessment of the macro and micro factors impacting the marketing operations.......................2
2.1.Assessment of the macro environmental factors...................................................................2
2.2.Assessment of the micro environmental factors....................................................................3
3.Ethical, social and cultural issues adhered by marketing manager..............................................4
4.Marketing strategies that might be undertaken by Samsung........................................................6
4.1.Marketing objectives.............................................................................................................6
4.2.Product strategy.....................................................................................................................6
4.3.Price strategy.........................................................................................................................7
4.4.Distribution strategy..............................................................................................................7
4.5.Promotion strategy.................................................................................................................8
5.Budget...........................................................................................................................................8
6.Schedule and Gantt chart..............................................................................................................9
6.1.Schedule.................................................................................................................................9
6.2.Gantt chart...........................................................................................................................11
7.Conclusion..................................................................................................................................11
References......................................................................................................................................13

2MARKETING REPORT
1.Introduction to Samsung
The concerned organization, Samsung, is a South Korean multinational
conglomerate firm which was established in the year 1938 as a trading company (Samsung au.
2019). The venture later moved to the electronics industry in the late 1960s (Samsung au. 2019).
The different technological innovations that were made by the organization permitted the same
in retaining the trust and confidence of the customers while operating in the global economies. It
has been noted that the organization’s operating profit is down by 56% from 2018 to 2019
amounting to $5.6 billion (Samsung au. 2019). The stiff competition that is being encountered by
the organization in the markets due to the improved value propositions that are made by the
competitors affected their market share. Therefore, the research will examine the position of the
venture while creating an effective marketing plan for improving the sales volume and the
market share of the venture in the Australian markets.
2.Assessment of the macro and micro factors impacting the marketing operations
2.1.Assessment of the macro environmental factors
The political environment is specifically influenced by the US- China trade war which
has affected the capability of Apple in offering products in the same price. It has been noted that
the application of the US- China trade conflict would increase the price of the Apple products by
at least at least AU$ 99, which would affect the rate of customer’s purchase intent in Australia
(Jie and Hasan 2017). The increased price of Apple’s propositions might be an opportunity for
the growth of Samsung in the Australian markets. The production units of Samsung is
established in Vietnam and South Korea which would insulate the venture of the detrimental
effects of the US- China trade wars (Poushter 2016). It would permit the venture in keeping the
same price of the propositions while operating in the different Australian regions, contributing to

3MARKETING REPORT
the increased market expansion scopes. On the other hand, it has been noted through the reports
of Australian Mobile Telecommunications Association (AMTA) and Deloitte Access Economics
that the Australian markets would hold a productivity benefit of AU$ 65 billion by 2023, which
would enable the concerned organization in empowering growth and expansion (Hankyung et al.
2017).
Moreover, the development of the 5G technology in Australia holds an opportunity for
the organization in postulating new apparatus of phones that would support the 5G network.
Again, it has been noted that 94% of the Australian customers are more inclined towards the
utilization of mobile phones which holds a growing opportunity for the concerned organization
in improving the state of operations in the Australian markets (Jeon et al. 2016). However, it has
been noted that the Australian markets are already saturated which would require the
organization in framing consumer centric strategies for growth and expansion of the venture in
the different regions of Australia. The key aspects of change in the technological fields of the
Australian telecomm sector is based on the emergence of 5G networks.
Again, the development of IoT and the convergence with mobile phone networks would
provide the organization with an opportunity of contributing to the faster and better mobile
services with increased security features (Nelson and Hreha 2019). Therefore, the concerned
organization has immense opportunities of growth in the Australian markets through the
enumeration of new and better facilities while operating as per the changing needs of the
customers.
2.2.Assessment of the micro environmental factors
The assessment of the micro environmental factors specifically focuses on the internal
capabilities of a venture while making diverse propositions. In this relation, the concerned

4MARKETING REPORT
organization, Samsung, enjoys an efficient human resources that contribute to the organizational
R&D based operations (Park et al. 2019). The increased decision making capabilities and the
effective functioning of the supply chain would contribute to the growth and expansion of the
venture while operating in the Australian markets.
However, the budgetary constraints that are being encountered by the organization and
the lack of future job equipped workforce would curtail the business operations while making
disruptive innovations in Australia. The lack of change focus and adaptability of the organization
to futuristic changes might hamper their capability of gaining competitive edge over the market
players like Apple in Australia (Szot et al. 2019). The major external opportunities that are held
by the organization are based on the localization of the business and product strategies after
examining the tastes and preferences of the Australian customers. Again the organization might
propose their products in a cheaper rate to gain a market advantage over the players that source
their offerings from the Chinese suppliers.
The different changes that might be undertaken by the business are based on the
assessment of the cultural affinity and the propositions that are being made by the competitor
firms in the Australian markets. The assessment of the micro environmental factors would enable
in developing an idea of the position of the business in the market based on the resources and
capabilities of the same (Musalem et al. 2017). Therefore, the micro assessment critically
reflected on the position of the organization in the Australian markets and the manner in which
the same might be improved for sustenance and market growth.

5MARKETING REPORT
3.Ethical, social and cultural issues adhered by marketing manager
The ethical aspects that might be considered by the marketing manager of an
organization is related the duplicity of the product offering. Duplicity might refer to the look
alike features of a product that might affect the other organizations, the competitors, in the
market. Duplicity of products might relate to the color, features, utility or the other aspects that
are similar to the products that are being proposed by the other organizations in the market.
Ramanathan, Subramanian and Parrott (2017) stated that duplicity of products that are offered by
other organizations might result to legal expositions on ethical standpoints. The marketing
manager of Samsung must have knowledge of the propositions that are made by the other
companies with the objective of avoiding situations of proposing duplicate products in the
market while retaining the brand value.
Chanthinok, Ussahawanitichakit and Jhundra-indra (2015) stated that the marketing
managers must take steps to conduct a market survey with the objective of identifying the
propositions that are made by the competitors with the objective of continuing with the
innovativeness of the propositions that are mad by the same. Again, Hirunyawipada and Xiong
(2018) opined that the market surveys enables a marketing manager in identifying the potential
customers for the propositions with the objective of improving their operations. Therefore, the
market assessments made by the marketing manager of Samsung would enable the organization
in contributing to the product development stages while operating as per the needs of the
customers in the markets.
The marketing managers are responsible for undertaking market assessments with the
objective of identifying the socio- cultural aspects. The major issues that might be encountered
by an organization based on the socio- cultural aspects is based on the manner in which the

6MARKETING REPORT
campaigns might affect the sentiments of the different communities. Morgan, Feng and Whitler
(2018) stated that the inspection of the socio- cultural elements enable a marketing manager in
improving the campaign design while improving the effectiveness of the same. In this relation,
the effectiveness of a campaign is based on the psychographic and behavioral need of the
communities which are guided by the socio- cultural elements. The assessment of the socio-
cultural elements would also enable the marketing manager in avoiding situations where the
content or the design of the marketing campaign might hurt the sentiments of the communities
(Kozlenkova et al. 2015). The marketing manager of Samsung must take steps to assess the
socio- cultural elements that guide the behavioral and psychographic tastes and preferences of
the customers in Australia with the objective of designing an effective marketing campaign.
4.Marketing strategies that might be undertaken by Samsung
4.1.Marketing objectives
The marketing objectives of Samsung would be:
 To increase the volume of smart phone sales of the venture from 920500 to 1057300 by
the end of 2020
 To maximize awareness on the propositions that are made by the venture through
effective promotional activities
4.2.Product strategy
Samsung offers a diverse range of products in the electronic industry of Australia.
However, the concerned organization might take steps to improve the proposition made but the
same through the Samsung Galaxy S10 with the objective of adhering to the security based
concerns among the Australian customers (Samsung au. 2019). Samsung Galaxy S10 supports

7MARKETING REPORT
the 5G network which has already provided the organization with a unique opportunity of
placing their proposition in the Australian markets. The better accessibility to the 5G network
permitted the venture in gaining a better market position, after Apple. However, the organization
must take steps to induce new security inputs in the device, while correlating to the security
based needs of the Australian customers. Therefore, the development of the security based
inductions in the device would allow the organization in improving their market base in the
Australian markets.
4.3.Price strategy
The organization would be taking steps to induce the penetration pricing strategy with the
objective of drawing the attention of most of the Australian customers and gaining a competitive
edge over the competitors who source their propositions through different Chinese suppliers. It
has been noted that most of the competitors source their propositions through the Chinese
suppliers while offering cheaper rates for the propositions with same features for gaining a
competitive edge. The penetration pricing strategy of Samsung would contribute to the
development of a stronger market base for the venture while operating in the Australian markets.
The penetration pricing strategy would enable the organization in empowering the sales volume
in the Australian markets.
4.4.Distribution strategy
The concerned organization would take steps to develop a multi- channeled network of
distribution. Samsung would take steps to make the smartphones available in the brick and
mortar stores in different locations. Again, the organization will be making their products
available in the different online platforms for boosting their sales in the Australian markets.
Subramanian and Parrott (2017) opined that the effective utilization of multi-channeled

8MARKETING REPORT
distribution systems permits an organization in continuing with the efficiency of the operations
in the global economies. Therefore, in this relation, the concerned organization might take steps
to develop a multi-channeled distribution through the confluence of brick and mortar stores and
the online buying with the purpose of widening the availability based options of the customers
and boosting their sales.
4.5.Promotion strategy
The concerned organization, Samsung, might take steps to make use of the prize contests
with the view of encouraging the mass engagement of the communities in Australia. The contest
event will be held at different locations in Australia where the people from the communities will
be encouraged to make a visit to the campaign site and share their views on the new and
improved security interface of the Samsung mobiles. The best response would be awarded with
the allocated prize money. The promotional campaign through the lucrative gifts and prize
money would allow the organization in drawing the attention of most of the target customers
towards their propositions. Therefore, the promotional campaign in the form of the prize contest
would permit the concerned venture in encouraging the mass involvement of the communities
while making the same aware of the improved propositions in the Australian markets. Again, the
promotional campaign would add to the competitive edge of the business while making the target
audience aware of the propositions in a saturated market situation of Australia.
5.Budget
Marketing Budget AU$
Particulars Year 1
Salaries to the volunteers 31900
Accommodation 27000

9MARKETING REPORT
Cost of innovation in the product 34000
Magazine advertisement 15000
Travel 13000
Publicity 9000
Office Equipment 7000
Events 25000
Victims Welfare and Uncertainty
avoidance 19000
Training and Education 12000
Accountancy Expenses 7000
Website and Social Media 9000
Refreshment 3000
Sponsorship 24000
Energy Expenses 3000
Contingency Costs 3700
Total 242600
6.Schedule and Gantt chart
6.1.Schedule
Task Name Duration Start Finish
Marketing Management 268 days Thu 10/17/19 Mon 10/26/20
Product improvement 59 days Thu 10/17/19 Tue 1/7/20
Feasibility study 18 days Thu 10/17/19 Mon 11/11/19
Identifying customer
needs 18 days Thu 10/17/19 Mon 11/11/19
Planning 41 days Tue 11/12/19 Tue 1/7/20
Brainstorming
strategies for improving the
product
7 days Tue 11/12/19 Wed 11/20/19
strategy planning 7 days Thu 11/21/19 Fri 11/29/19
Contacting
Stakeholders 20 days Mon 12/2/19 Fri 12/27/19
Gaining confirmation
from the stakeholders 7 days Mon 12/30/19 Tue 1/7/20
Resource and cost
Allocation 68 days Wed 1/8/20 Fri 4/10/20
Resource allocation 52 days Wed 1/8/20 Thu 3/19/20
project manager 7 days Wed 1/8/20 Thu 1/16/20
Software engineers 7 days Fri 1/17/20 Mon 1/27/20

10MARKETING REPORT
marketing managers 25 days Tue 1/28/20 Mon 3/2/20
volunteers 3 days Tue 3/3/20 Thu 3/5/20
IT operators 10 days Fri 3/6/20 Thu 3/19/20
Cost Allocation 16 days Fri 3/20/20 Fri 4/10/20
cost of human
resources 4 days Fri 3/20/20 Wed 3/25/20
cost of
accommodations 4 days Thu 3/26/20 Tue 3/31/20
cost of processes 4 days Wed 4/1/20 Mon 4/6/20
miscellaneous 4 days Tue 4/7/20 Fri 4/10/20
Development of security
systems 64 days Mon 4/13/20 Thu 7/9/20
Prototyping the design of
the security systems in the
mobile
19 days Mon 4/13/20 Thu 5/7/20
Designing the new
apparatus 14 days Fri 5/8/20 Wed 5/27/20
implementation of the
design on the device 31 days Thu 5/28/20 Thu 7/9/20
Development of the
contest and execution 41 days Fri 7/10/20 Fri 9/4/20
Strategy evaluation and
implementation 7 days Fri 7/10/20 Mon 7/20/20
collaboration with
different stakeholders 4 days Tue 7/21/20 Fri 7/24/20
promoting through
different media channels 30 days Mon 7/27/20 Fri 9/4/20
Post implementation
monitoring plan 36 days Mon 9/7/20 Mon 10/26/20
Gathering feedbacks 15 days Mon 9/7/20 Fri 9/25/20
analyzing feedbacks 15 days Mon 9/28/20 Fri 10/16/20
alternative action plan 6 days Mon 10/19/20 Mon 10/26/20

11MARKETING REPORT
6.2.Gantt chart
7.Conclusion
Therefore, from the above assessment it might be stated that the different changes in the
marketing attributes of Samsung would enable the same in gaining a competitive benefit over