International Marketing Management Report: Samsung's Global Strategy

This report provides an in-depth analysis of Samsung's international marketing management, examining its global operations and strategies in response to globalization. It explores the evolution of Samsung's products and services, highlighting current global trends such as rapid innovation, workforce empowerment, and digitalization. The report also delves into international market research, identifying partnership, joint ventures, and social media platforms as key opportunities for product expansion. Furthermore, it assesses consumer behavior towards competitive products and proposes marketing strategies, including the use of social media, video tutorials, and blogging, to enhance market reach and achieve business objectives. The report concludes by emphasizing the effectiveness of social media marketing in exploiting identified opportunities and expanding Samsung's customer base in both new and existing markets.

International marketing
management
1

EXECUTIVE SUMMARY
International marketing management is an act of managing global marketing activities so
that firm can run its business in effective and systematic manner. Samsung is a multinational
company which operate its business international level by offering its range of goods and
services. To make development in its business, there are different window opportunities that can
be adopt by its in term of running in to a new market where it is not exist. Along with this, by
implementing social media marketing strategy, it can accomplish its set aims and make
development in its business.
2

3

INTRODUCTION
International marketing is a tool and application of marketing principles in reference to
satisfy the varied needs and demands of diverse individuals living crosswise national boundaries.
It is also acknowledged international marketing that is designing & developing marketing mix
globally and then customises it according to preference of people of diverse countries. This
written document is supported to Samsung which is a South Korean multinational conglomerate
organisation (Cateora and et. al., 2020). The establishment was incorporated in 1938 and is
headquartered in Seoul, South Korea. The written document will consider information about the
current global trends and window opportunity towards the product. Moreover, consumer
behaviour towards competitive products and findings will explain within it.
MAIN BODY
1. Explain how the selected product/service has evolved with globalisation and explain current
trends
Overview of company- Samsung is a South Korean conglomerate multinational company and
operates its business worldwide in different nation of the globe. The enterprise offer different
products and services like apparel, automotive, chemicals, consumer electronic, electronic
components, advertising, financial services, entertainment and many more.
Due to globalisation there are several kind of changes occurred in products and services
of organisations. Because due to it, there are different kind of changes and development are
arisen in commodities and facilities cause of alteration in target audiences taste & preferences.
Since internationalisation, products and services of respective company are evolved and
developed as people of diverse nations have different kind of requirements so the management of
respective firm consider their needs and make innovation in its commodities and facilities. For
example, before globalisation, Samsung offer normal communication devices and mobile phones
with few features (Morgan, Feng and Whitler, 2018). But after internationalisation, the venture
about the necessities of consumers and they make creation in their mobile phones in term
assembling good camera, high storage capacity and many more. For instance, along with the
products innovation, the changes are also occurred in services of respective business venture.
Before globalisation, the establishment offer its services through its outlets and stores. But after
4

globalisation, the firm also make implementation of digitalisation in its facilities and offer online
shopping, delivery and customer services. Now, people of all over world can purchase the
commodities of organisation online and resolve their queries through its customer services.
Global trends
It refers as a general development and modification in a situation that influences several
nations of the globe. It can be those challenges that can be faced by an organisation of different
nation’s cause of modifications in consumers’ needs and requirement of business development
(Kotabe and Helsen, 2020). The description of some global trends, that may affect commodities
and services of Samsung in upcoming time, is as under:
Rapid innovation- It is one of the first and foremost trend that will affect the business of
Samsung in the upcoming time. As, there are several kind of technological innovation take place
day to day so there are different types of changes are occurred in consumers’ needs regarding
products and services of Samsung, For example, people are demanding good quality camera and
more storage capability in mobile phones. With such rapid, global innovation, the company must
have robust business administration ability that consider the capability to find out and implement
international technological to aid business worldwide and fulfilling needs of its international
consumers.
Empowering the workforce- It is another important trend which may affect Samsung in
nest time because, to make effective and appropriate implementation of technology with the
purpose of fulfilling consumers’ demand skilled manpower is required. This trend tackles
massive change in how workers work through the lens of maximising their productivity and
involvement. Borderless working aid collaboration internationally and helps employees to
become increasingly flexible and agile. By hiring skilled and talented employees and providing
training and development sessions will assist in empowering workers so that they can make
development in their skills and make their effective contribution in fulfilling consumer’s
requirements.
Digitalisation- It is an effective global trend which may highly influence respective
business establishment as the firm operate internationally. The utilisation of digital technologies
to modify a business model and offer new revenue and value producing opportunities for the
development of establishment (Hollensen, 2019). In next year, there is several kind of
technological innovation will take place like good and effective camera, huge storage and
5

different other features in mobile phones. In services, the firm can adopt e-commerce and make
digitalisation at workplace so that workers can perform their duties and task in effective manner
or smart form.
2. Carry out international market research to show the window opportunity towards the products
in the proposes global market
There are several market opportunities and strategies that can be adopted by the
administration of Samsung in term of proposing its goods and services in international market
(Hult and et. al., 2018). It is an effective way to reach in global business market and offer its
commodities and facilities to international consumers with the motive of fulfilling their needs
and demands some of them are defined as under:
Partnership- It is an effective opportunity and way to propose commodities and services
international market. With the help of it, Samsung can get enter in to that market in which it does
not exist and operate. By adopting this opportunity and strategy, the venture can make
partnership with a well established organisation of a particular nation and run its business by
adopting its management system. It will assist in supporting the firm in term of offering resource
so that the establishment can propose its commodities and facilities in current marketplace.
Joint venture- It is another window opportunity regarding the products in proposes global
market. It is a specific form of partnership that considers the creation of third independently
administrated organisation. Within in it two ventures are agreed to work together in a particular
market and risk or profits are basically shared equally. By adopting this opportunity, Samsung
can also launch its products like mobile phones in a new market where it is not operating.
Social media platform-It is crucial and most effective window opportunity which is accept
and implement by the administration of Samsung in term offering and proposing its goods and
services in to new marketplace where it is not running. Now these days, people of each nation
highly use social media. So, by adopting this platform, the management can launch its products
in international market and ease to reach its commodities in to target audiences (Festa and et. al.,
2020). This marketing opportunity is also crucial for respective establishment as with the help of
it, the firm can easily get information about consumer’s needs and demands or can offer
commodities according to them.
6

3. Identify the existing consumer behaviour towards the competitive products
Consumer behaviour indicates to the study and examination of customers and how they
behave during determining to purchase a good that fulfils their demands. It is a study of the
actions of the target audiences that drive them to buy and utilise certain commodities. It is a very
sensitive factor and aspect because if any kind of changes and modifications are arisen and
occurred in trends, changes are also occurred in consumer behaviour. In context of Samsung, the
company produce quality and effective range of products and services. There are number of
competitor are accessible in international business environment like Xiaomi, BlackBerry, Sony,
Apple, Nokia, Philips, Intel, HP and many more (Martínez-López and et. al., 2020). When these
competitor make any kind of innovation and creation in its current services and products, the
behaviour of consumer influence and they desired to have that creation in Samsung products. So
this kind of innovation affects business of respective firm in international market.
For example, when Apple launch any kind of new feature in its mobile phones, then the
target audiences of Samsung also demand that innovation and feature in respective firm’s
commodities or mobile products. Sometimes, when the firm do not adopt that innovation then
people also switch and move to that brand with the purpose of fulfilling their needs and
demands. In context of its mobile products in term of launching them in to new business market
and nation, the firm can adopt social media platform as an effective and adequate window
opportunity. It is important because in current era social media is an efficient tool which is
highly used by people of each nation. By adopting it, the firm can provide its mobile phones in
particular nation and marketplace. It is crucial as by adopting this technique and marketing
method, the management can also promote its goods and services and provide information about
mobile phones to familiar consumer with commodities. It will also in increasing customer base
and sales of enterprise.
4. Findings
Marketing strategy indicates to a business overall game plan for reaching target audiences
and converting them in to consumer of the commodities and facilities which are offered by a
particular establishment. A marketing strategy considers the organisation’s value proposition,
key brand messaging, data on target consumer demographics and other high level elements
(Agwu and Onwuegbuzie, 2018). To make development and exploit several growth options, the
7

management of Samsung can adopt different marketing strategies. The explanation of them as
under:
Use social media- It is a crucial marketing strategy which can be adopt by the administration
of Samsung. By adopting this marketing tool, the firm can publish its products and services and
familiar target audiences with the brand and its commodities because in present time people of
entire global highly use social media tools like Facebook, Instagram, Twitter and many more. So
by promoting goods by using these tools, the enterprise can offer information about its products
and facilities. This strategy is crucial to attaining business goals and make development in the
business in term of increasing customer base and sales.
Create video tutorials- It is another important strategy of marketing. By accepting and
implementing it, the management of respective venture can provide a detail and brief information
about the each future of mobile phones like camera, body, storage and many more (Hüttner,
2018). This help in attracting target audiences as they feel like a live presentation of product.
This will assist attaining business aims; boost the visibility and sales as well as maximising
customer base.
Start blogging- It is also an essential marketing strategy and by adopting this, the
management of Samsung can also share the information about its mobile phones and other
commodities & services. It is useful as customer can also share their requirements through
comments and help in making innovation and fulfilling consumer’s needs.
From the above mentioned marketing strategies, use of social media is an effective
marketing strategy and tool that can be adopt by Samsung in term of exploiting identified
opportunities (Visconti, Peñaloza and Toulouse, 2020). It is crucial to share information about
products and services of firm as well attaining set business objectives and aims in form of
increasing customer base and sales in to new and existing marketplace.
CONCLUSION
This has been summarised that from the defined information, international marketing in an
activity and process of operating and running business in to global business environment. After
globalisation, there are several kind of changes are occurred and arisen in the business in term of
featured products, online shopping and delivery services etc. Digitalisation, rapid innovation and
empower workforce are some global trend that affect products and services of establishments. By
adopting different window opportunities like joint venture, partnership, social media platform
8

etc, help in operating the business in international market. By adopting effective marketing
strategy like social media firm can accomplish its business objective and develop identified
opportunities.
9

10