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    Marketing in Global Age

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    Marketing in Global Age


     Marketing in Global Age

    Executive Summary

    The report aims to provide a comprehensive marketing plan for Samsung Electronics Limited UK by zeroing in on the smart phone product line of the company’s portfolio. It tees off with an in depth situational analysis addressing the macro and the micro environmental factors affecting the productivity of the company. Subsequently, a PESTEL analysis resonating with a TOWS matrix further investigates the company’s existing operational structure and identifies two SMART objectives pertaining to the UK market. In the bargain, I have identified two distinctive and prudent marketing strategies respectively for both the objectives in order to accomplish both the objectives in an instrumental and unhindered way. In order to further illuminate the marketing plan the report incorporates the 7p’s of marketing mix which further illustrates the course of action. Finally, in order to bring the plan into existence a Gantt chart is devised to structurally measure the tactical progress of the plan. 

    Introduction

    The report seeks to furnish a comprehensive analysis and evaluation of the various robust, coherent and articulate marketing strategies tailored to accomplish the marketing objectives derived from the Samsung Electronics (UK) Limited company website pertaining to its existing operational structure in the UK and application of the TOWS and PESTEL analysis in order to address the various intrinsic and extrinsic factors which exert considerable influence on the productivity of the company. It primarily revolves around the various intricacies and implications of devising an unwavering marketing plan in order to contend with the contemporary issues and accomplish the marketing objectives emerged through the situational analysis of the company. In order to present a prudent and a comprehensive marketing plan, I have chosen Samsung Electronics UK Limited by zeroing in on the high-end smart phones product line, which acts as my topic of discussion in order to further investigate and shed light on the strategies adopted by the company to establish a strong foothold in the UK. Besides, the report employs a more radical and cognitive approach by following the SOSTAC model and leveraging relevant theories in appraising every step undertaken to fulfill and achieve the goals and objectives envisioned by the company.

    Stage 1- Situational Analysis

                             

                                           Figure 1

    Just to provide a backdrop and an overview, Samsung Electronics Limited UK, nestled in London, is a subdivision of the sought after Samsung Group conglomeration and is primarily a prolific South Korean electronics company established in the year 1969. It is also deemed and accredited as the largest purveyor of LCD televisions and smart phones across the world. 

    In order to further analyze and assess the macro environmental (external) and micro internal factors associated with Samsung Electronics Limited UK, the smart phone division, affecting its productivity, I would like to draw upon the concept of PESTEL analysis and TOWS matrix.

    Political environment
    Impact of the Brexit effect

    Just to provide a backdrop and an overview, Samsung Electronics Limited UK, nestled in London, is a subdivision of the sought after Samsung Group conglomeration and is primarily a prolific South Korean electronics company established in the year 1969. It is also deemed and accredited as the largest purveyor of LCD televisions and smart phones across the world. 

    In order to further analyze and assess the macro environmental (external) and micro internal factors associated with Samsung Electronics Limited UK, the smart phone division, affecting its productivity, I would like to draw upon the concept of PESTEL analysis and TOWS matrix.

    Economic environment

    The volatile and uncertain UK market primarily in the wake of the Brexit effect impinged on the GDP of the nation, sales and profitability of Samsung Electronics UK Limited. The depreciating value of pounds spawned a dwindling GDP subsequently affecting the country’s economic symmetry and the purchase power parity of consumers. 

    Social Environment

    Mintel opined and contended the dwindling demand of Stablets which has apparently spiraled down owing to the transition in the purchase behavior of customers and their increasing propensity for smart phones across the UK. Apparently, the shift in the consumer purchase behavior fuelled by the burgeoning demand of phablets (the big screen smart phones), engendered and triggered the concept of Cannibalization. In light of Cannibalization, the tablets seemed to have been superseded and supplanted by the nascent and emerging phablets thereby creating a lacuna in the social environment across the UK. 

    Technological environment

    The inception and burgeoning demand of the wireless charging facility, 360 degree videos and many such innovations and modifications in technology have revolutionized the smart phone market. Such advancements have prompted and triggered the prominent global leaders like Samsung and Apple to remain plugged in to the latest advancements in technology to uphold their credibility and sustainability.

    However, one of the intriguing and prominent aspects to be considered is Samsung being head and shoulders above the rest in terms of technological advancement. Samsung still remains the pioneer of the wireless charging concept dispelling the need of wires hence outpacing and undercutting the potential rivals like Apple in terms of sustainability, relevance, versatility and profitability.