HI5004 Marketing Management: Samsung Wireless Charger Plan

This report presents a marketing plan for Samsung's wireless charger, focusing on its potential expansion in the Australian market. It begins with an executive summary and table of contents, followed by an introduction outlining the report's objectives. The report delves into competitive information, analyzing the wireless charger's features and key competitors like Belkin and LG. It then conducts a thorough environmental scan, examining political, economic, social, technological, legal, and environmental factors influencing Samsung's market entry. Demand forecasting is also included. The report outlines Samsung's market segmentation strategy, targeting customers geographically, demographically, behaviorally, and psychographically. The target market is identified as tech-savvy individuals, including corporate leaders and students. Finally, the report discusses Samsung's positioning strategy, emphasizing premium services and innovation. The report concludes with a list of references supporting its findings.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
The main aim of this report will be to discuss the competitive information about the selected
product, which is wireless charger used for phones, and the organization chosen is Samsung,
who are planning to expand their market in Australia. Detailed information will be laid down
here, along with the environmental scanning of the selected product. The type of orientation
that the organization will perform towards the selected market will also be there in this paper.
The analysis of the environment of the market place where the organization operates will also
be done, with the development of the marketing strategy according to the outcomes will also
be discussed.

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Table of Contents
Introduction................................................................................................................................3
Competitive Information............................................................................................................3
Environmental Scanning............................................................................................................4
Political Factors......................................................................................................................4
Economic Factors...................................................................................................................4
Social Factors.........................................................................................................................4
Technological Factors............................................................................................................5
Legal Factors..........................................................................................................................5
Environmental Factors...........................................................................................................5
Demand Forecast........................................................................................................................5
Segmentation, Target and Positioning.......................................................................................6
References..................................................................................................................................7

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Introduction
The main aim of this report will be to discuss the competitive information about the
selected product, which is wireless charger used for phones, and the organization chosen is
Samsung, who are planning to expand their market in Australia. Detailed information will be
laid down here, along with the environmental scanning of the selected product. The type of
orientation that the organization will perform towards the selected market will also be there in
this paper. The analysis of the environment of the market place where the organization
operates will also be done, with the development of the marketing strategy according to the
outcomes will also be discussed.
Competitive Information
The wireless charger manufactured by the organization is a wireless pad, available in
white and black sapphire, where the mobile phones can be charged without taking the help of
USB port or wall charger. The Wireless Charging Pad of Samsung is Qi certified by the
Wireless power consortium or WPC, and helps to charge almost all kinds of smartphones
manufactured by the organisation of Samsung. It is easy to move from one place to other and
takes very little space while charging any devices. The wireless charging pad uses the
technology of Qi Inductive Charging that help to diminish the connection of a charging cable
all the time, and is very simple and easy to use in this modern busy world. The main
competitors of Samsung are Belkin, Campow, Philips, Portronics, Nokia, LG Electronics and
others. There are many players in this particular field but Samsung possesses the capabilities,
which helps them to be at the leading position and expand their business in the region of
Australia (Ou, Liang and Zhuang 2014).

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Environmental Scanning
Political Factors
For companies like Samsung, political factors do not influence much in the way of its
progress. The company remains far from the political influence as well as scenario of the
place where it operates. However, nowadays there are a few things like the peace of the place
or political instability that may affect the company. Recently Australia has drawn several
criticisms regarding a number of issues. Therefore, Samsung must follow the legal laws of
the place to avoid any political hindrances from the government while launching the wireless
charger product (Treffers 2015).
Economic Factors
A better GDP of a country implies that people have a higher rate of income and are
more prone to buy latest electronic gadgets. Being the 13th largest economy in the world, the
economy of Australia is growing at a rapid rate beyond expectations. In this manner, the
overall profitability of the company rises and becomes capable of expanding globally.
However, Australia is facing economic crisis like inflation and high tax rates, which may
have an effect on Samsung’s new product (Nguyenet al 2014).
Social Factors
Australia accounts to be one of the most multiracial and multicultural countries in the
world. Samsung should be flexible enough to pertain its policies in the local cultures. People
here enjoy a quality life and are hard-working. A product like a wireless charger can be of
great use for fun-loving energetic people of Australia.

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Technological Factors
Australia is well-known for adopting latest technologies at a very fast rate as
compared to other countries. Samsung has always been focusing on the new trends in
technology and aimed for more innovation and designs. The Samsung wireless charger will
meet the demands of the tech-savvy people of Australia (Xieet al 2013).
Legal Factors
Australia has fair consumer laws, trading laws and consumer laws. Therefore,
Samsung must be vigilant about legal issues such as piracy in case of featuring and designing
a new product. In other words, Samsung must abide by the laws of the country for
maintaining their brand image and fulfilling customer satisfaction.
Environmental Factors
Australia is famous worldwide for its rich biodiversity and is an extremely beautiful
country. But it also faces certain challenges like it’s the driest inhabited land on earth. Drastic
climate changes are also a matter of concern. Hence, the product launched by Samsung must
be environmentally and socially responsible (Ramizet al 2014).
Demand Forecast
The wireless charging market throughout the world will grow at an estimated rate of
41.13% between the years of 2019 and 2027 (Yuet al 2018). The number of tech-savvy
people is increasing on daily basis, which also increases the demand for wireless charger, and
helps to drive the market growth. The region of Asia-Pacific is leading the global wireless
charging market, and it can be assumed that it will maintain the same during this forecasted
period, as Samsung also comes from within this place, and the market which they have
targeted also forms to be a part of this zone or area. High demand for smartphones is one of

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the major driving factors for this market, through which it can be said that demand will
always be high for this particular product of Samsung.
Segmentation, Target and Positioning
The market segmentation of the organization of Samsung can be described as follows:
Geographic
The market is segmented as international and regional market by Samsung, so that the
customers can be segregated effectively. People from all over the areas can be targeted can be
targeted in Australia, to expand their business operations.
Demographic
Here the people can be targeted in the market place of Australia who will have the
capability to purchase this product of Samsung, through which other details like age and
occupation can be gathered by Samsung to strategize their plans in an effective way.
Behavioral
Samsung can also divide their market place according to the lifestyle of the people in
Australia. The loyal Samsung customers who already have purchased their product, mainly
smartphones will be the prime targets.
Psychographic
Samsung can also target those people from Australia who are very much tech-savvy
and spend most of their time with their phone, like the corporate leaders and students. They
can be the huge prospects for the organization.

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Target Market
The major targets for Qantas in the region of India and South Africa will be the
businessmen and sales and marketing professionals, along with the students who travel from
their home city to other arts for educational purposes. They will be targeted through special
discounted offer on either their first ride or combo rides, if they avail a particular number of
rides within a month.
Positioning
The main positioning factor of Qantas is providing premium services and dedication
of doing better. The organization is always striving to offer better services to its passengers,
which will help them enjoy the competitive advantage over its rivals along with expanding
their market share in new areas like India and South Africa, and to attract new people from
those market areas.

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References
Han, M., Kim, J.M. and Sohn, H., 2015, July. Dual-mode wireless power transfer module for
smartphone application. In 2015 IEEE International Symposium on Antennas and
Propagation & USNC/URSI National Radio Science Meeting(pp. 111-112). IEEE.
https://ieeexplore.ieee.org/abstract/document/7304441
Li, W., Zhao, H., Deng, J., Li, S. and Mi, C.C., 2015. Comparison study on SS and double-
sided LCC compensation topologies for EV/PHEV wireless chargers. IEEE Transactions on
Vehicular Technology, 65(6), pp.4429-4439.
https://ieeexplore.ieee.org/abstract/document/7277103
Nguyen, T.D., Li, S., Li, W. and Mi, C.C., 2014, March. Feasibility study on bipolar pads for
efficient wireless power chargers. In 2014 IEEE Applied Power Electronics Conference and
Exposition-APEC 2014 (pp. 1676-1682). IEEE.
https://ieeexplore.ieee.org/abstract/document/6803531
Ou, C.H., Liang, H. and Zhuang, W., 2014. Investigating wireless charging and mobility of
electric vehicles on electricity market. IEEE Transactions on Industrial Electronics, 62(5),
pp.3123-3133.
https://ieeexplore.ieee.org/abstract/document/6975208
Ramiz, M., Qasim, M., Rizwan, M., Aslam, F. and Khurshid, A., 2014. The comparative
analysis of the factors effecting brand loyalty towards samsung products. Journal of
Sociological Research, 5(1), pp.327-349.
Treffers, M., 2015. History, current status and future of the wireless power consortium and
the qi interface specification. IEEE Circuits and Systems Magazine, 15(2), pp.28-31.

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https://ieeexplore.ieee.org/abstract/document/7110443
Xie, L., Shi, Y., Hou, Y.T. and Lou, A., 2013. Wireless power transfer and applications to
sensor networks. IEEE Wireless Communications, 20(4), pp.140-145.
https://ieeexplore.ieee.org/abstract/document/6747384
Yu, N., Dai, H., Liu, A.X. and Tian, B., 2018, April. Placement of connected wireless
chargers. In IEEE INFOCOM 2018-IEEE Conference on Computer Communications (pp.
387-395). IEEE.
https://ieeexplore.ieee.org/abstract/document/8485934