Samsung's Marketing in Australia: Objectives, Strategies, & Factors

This report provides an analysis of Samsung's marketing strategies and practices in the Australian market, focusing on the factors influencing its performance, particularly in competition with Apple's iPhone and Samsung's own Galaxy S9. It discusses Samsung's pricing strategies, channel marketing, and customer service approaches. Internal factors, analyzed through SWOT (Strengths, Weaknesses, Opportunities, Threats), highlight Samsung's innovation strengths and weaknesses in product uniqueness, while external factors, analyzed using PESTEL (Political, Economic, Social, Technological, Environmental, Legal), cover the broader market influences. The report also identifies differentiation as a key marketing strategy, comparing Samsung's products with competitors like Apple's iPhone and Sony's Xperia, and concludes by suggesting the implementation of exclusive brick and mortar stores to enhance brand presence and customer experience. This document is available on Desklib, a platform offering a variety of study resources including past papers and solved assignments for students.

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

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Introduction
The IPhone manufactured by Apple Inc is one of the products that have gained a huge
client base in the country of Australia. However, the product faces great competition from the
products that have been manufactured by Samsung, especially the Samsung Galaxy S9
(Samsung.com 2019). The following paper attempts a discussion on the various marketing
practices and the factors that influence Samsung in the Australian market. The paper proceeds to
discuss the various internal and the external factors that affect the performance of Samsung in
the Australian market. The paper reaches the conclusion with the various marketing strategies
and the objectives that are implemented for the smooth performance of the company in the
Australian market.
Marketing factors and practices
The company in discussion, Samsung is known to be a great competitor of Apple Inc.,
one of the greatest technology magnets of the world. The company is known to have
implemented a skimming price as a response to the competition that it faces from the global
technological magnet, Apple Inc. The company tends to use the lowering of the prices of the
products in order to deal with the competition from the other technological companies that are
known to have marketing the similar products. The company is known to have implemented the
competitive nature in the pricing strategies. The competitive nature of the prices of the products
and the comparatively lowering of the prices tend to help the concerned company, Samsung in
this case, to deal with the competition that it faces in the given markets (Indounas 2016). The
company is known to have been implementing the channel marketing strategy in the
development of the market for the products in the Australian market. The technology company in
discussion, Samsung, is majorly known for the customer services that the company provides to

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the clients of the organization. This also helps in the attraction of the potential clientele to the
products of the concerned organization.
Internal and external factors affecting the business
Internal Factors (SWOT)
The various internal factors that affect the operations of the technology company,
Samsung refer to the various strengths and the weaknesses of the company. The internal factors
also include the opportunities and the threats that are faced by the company in the given market.
The major strengths of the company include the various innovative measures that the company
has been putting forth in the products that are being manufactured. The concerned organization,
Samsung is known to have been demonstrated a steady development in the brand value of the
product. The company faces the weaknesses in the fact that the company does not provide the
clientele with the uniqueness in the products. The various products that are presented by the
technology magnet are often similar to the products that are marketed by Apple one of the major
competitors of the company (Kienzler and Kowalkowski 2017). However, the company has
certain opportunities that might help in the generation of the revenue of the organization. The
company might be advised to put forth brick and mortar stores that would display the products of
Samsung only. The stores should be exclusive for the people to access the various products that
are marketed by the company. This leads to the decrease in the confusion in the minds of the
people regarding the products and their features. The major threats that are faced by the
technology magnet refer to the presence of the several similar products that are being marketed
by the rival companies. The clientele of the company is known to have a number of options that
would be available to them in comparison to the concerned product in discussion, Samsung
Galaxy S9.

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External Factors (PESTEL)
The external factors that have been affecting Samsung in the Australian markets can be
analyzed through the PESTEL have been discussed in the following section. The major political
issues that have been affecting the company refer to the laws and the regulations that the
company has to follow in order to maintain the activity within the given market. The economic
factors that tend to affect the concerned organization refer to the high levels of the investment in
the development of the infrastructure of the organization in the given country. The social factors
that affect the concerned organization refer to the fact that Samsung needs to adapt to the local
market trends of the Australian markets since the company though being a global company
operates on the basics of the Korean corporate values (Hartsfield, Johansen and Knight 2017).
The company is known to have implemented a greater amount of the technology that is
implemented in order to maintain a proper communication with the stakeholders of the
organization. The environmental factors that have been affecting the company refer to the
recyclable products that they offer to the clientele. The legal factors that affect the company refer
to the several laws that bind the activities and the operations of the company in the given market.
Marketing objectives and strategies
The company is known to have been implemented the differentiation strategy in the
marketing of the concerned product in discussion, Samsung Galaxy S9 (Davcik and Sharma
2016). The company is known to have been competing with the other technology companies like
the Apple Inc and Sony. The major comparison in this case is found among the products like the
IPhone 7 and the Sony Xperia XZ2 Compact that have been launched within the country around
the similar time (Samsung.com 2019). The major attracting factor that has been helping in the

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development of the client base of the company is the camera that the company provides within
the phones that the company has been offering to the clientele.
Conclusion
Thus, from the above discussion, it might be pointed out that the company provides a
great amount of competition to the other similar products that are present within the Australian
market. The company might be advised to put forth brick and mortar stores that would display
the products of Samsung only. The stores should be exclusive for the people to access the
various products that are marketed by the company. Samsung implements the skimming price
strategy in order to deal with the competition from the other technological companies that are
known to have marketing the similar products.

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References and Bibliography
Davcik, N.S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business Research, 69(12),
pp.5547-5552.
Du, P. and Chen, Q., 2017. Skimming or penetration: optimal pricing of new fashion products in
the presence of strategic consumers. Annals of Operations Research, 257(1-2), pp.275-295.
Hartsfield, S., Johansen, D. and Knight, G., 2017. Entrepreneurial orientation, strategy, and
marketing capabilities in the performance of born global firms. International Business:
Research, Teaching, and Practice, 2(1), pp.12-38.
Indounas, K., 2016, July. Pricing new business-to-business products in a recession period.
In 2016 Global Marketing Conference at Hong Kong (pp. 1353-1358).
Kienzler, M. and Kowalkowski, C., 2017. Pricing strategy: A review of 22 years of marketing
research. Journal of Business Research, 78, pp.101-110.
Nyaga, P.K. and Muema, M.W., 2017. Effect of Skimming Pricing Strategy on The Profitability
of Insurance Firms in Kenya. International Journal of Finance and Accounting, 2(3), pp.79-92.
Samsung.com 2019. Samsung Australia. [online] Samsung au. Available at:
https://www.samsung.com/au/ [Accessed 15 Mar. 2019].
Samsung.com 2019. Samsung Galaxy S9 and S9+. [online] Samsung au. Available at:
https://www.samsung.com/au/smartphones/galaxy-s9/ [Accessed 15 Mar. 2019].

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Appendix
Image 1: Samsung S9
Image 2: IPhone 7

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Image 3: Sony Experia XZ2 Compact
Image 4: SWOT of Samsung

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Image 5: PESTEL Analysis