Samsung Marketing Analysis
This paper is about marketing report basing on Samsung, electronic Multinational Corporation. It provides Pestel analysis, competitive environment, SWOT analysis and marketing mix element. Samsung’s uniqueness is depicted from its groundbreaking approach to business. Lee Byung-chull as a minor business firm founded the company in 1938. It advanced in its operation forcing Lee to vacate the headquarters to Seoul In 1947. However, the stability of the company was shaken by the 1954 war. Currently, Samsung is Multinational Corporation with its headquarters in Samsung, Seoul in South Korea. The company has consists of various allied ancillary firms. Samsung provides an umbrella for the subsidiary firms under the brand name Samsung. Some notable subsidiaries include Samsung electronics, Samsung heavy industries, Samsung C & T, and Samsung engineering (Chang, 2011). Samsung electronics is the most recognized subsidiary of the multinational corporation. Its revenue at 2010 poses it as the greatest information technology company. Samsung heavy industries are categorized as the second shipbuilder using the same revenue criteria.
The company operates in the consumer appliances and consumer electronics industry, manufactures, and markets a range of products that include TV’s, Mobile Phones, and Washing Machines among other things (Institute of Marketing, 2009). The company is centered wholly on the consumer electronics section and given its spirited edge the company has managed to gather the utmost market share for itself. The rise of the company has been tantamount with the growth of the alleged “Asian Tigers” (the countries of South East Asia). It has productively influenced the thriving global market for consumer electronics and has dealt with staying on top of the competition (Doole & Lowe, 2005).
Samsung’s Macro and Micro Competitive Environments
Samsung’s business environment is affected by both external and internal influences, which have an impact on both the local and global performance of its products. The macro environment is understood through a PESTEL analysis while SWOT analysis is meant to analyze the company’s micro environment.
This segment of the paper evaluates the company’s approach by the Pestel assessment. Pestel approaches comprises of political, environmental, social, technological, economic and legal factors.
These points to government guidelines including the intensity of economy intervention, types of goods and services that an investor should offer to its citizens, government’s subsidies, and priorities in stipulations of business support. According to Muralidaran (2007) a country’s political legislation can have an effect on various fundamental areas such as education of the workforce, level of infrastructure and the health of the nation. Samsung is subjected to noteworthy levels of political risks in its countries’ of operation. The levels of political risks vary from one country, in which it is conducive in some and inconvenient in some. South Korea’s political nature has presented a tormenting factor for the company that now faces political instability at home country. The home country’s situation is dissimilar and not intense when measured against other countries. Some of the countries where Samsung is experiencing an inconvenient business environment include Africa and south East Asia (Institute of Marketing, 2009). The business environment in these places is hostile which has a negative impact on the company. Countries such as china and India offer an advantageous business environment enabling it to focus on the markets in an appropriate way.
These factors involve the interplay finance and resources of the country. Economic factors comprises of interest rates, taxation dynamics, economic...
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