The Changing Business Environment Of Samsung Marketing Essay

The Changing Business Environment Of Samsung grocery storeing EssayThis is summary for Changing Business Environment of Samsung everyplace last Five Year which entrust give an idea about why it is important for any Trading or Manufacturing organization to understand the business environment (Macro Micro) i.e. to sustain and grow over long term with the help of developing different st evaluategies.This report briefly shows the history of Samsung which identify its nature diversity of business over last some years. This report include usage of ( bone, PESTEL, BOSTON BOX MATRIX Analysis etc) to evaluate and understand the ever-changing environment of Samsung justifying benefits of using such Analysis tools.In evidence couple of graphs has been presented to show companies instruction execution in globular market. It shows the sales figure/Financial statement for the past FIVE years which helps in intellectual how company is performing in different regions/countries. This report comprises of conclusions based on findings and too in general recommendations for the topic.IntroductionSamsung has grown to one of largest electronics company since 1938. Since mid-seventies and early 1980s Samsung expanded globally with diversified intention into core technical business. Samsung leads the electronic industry with its high performance and with high growth rate along with stability.2009Global Market Sh atomic number 18 of 13 Percentage of different products available in market. Examples - Mobile Phones, Monitors, Semiconductor.1970First Black White (Model P-3202) production started Samsung-Sanyo Electronics.1969SAMSUNG-Sanyo Electronics naturalised (renamed SAMSUNG Electro-Mechanics in March 1975 and merged with SAMSUNG Electronics in March 1977)1951SAMSUNG Moolsan established (now SAMSUNG Corporation)1938SAMSUNG was founded in, Korea (Taegu)Company SamsungGlobal Market sh atomic number 18 is basis of sales is as followsTV Market Share is 21.9%Laser Printer Sh are is 13.7%Mobile Phone Share is 16.7%DRAM Share is 30.1%TFT-LCD Panel Share is 25.7%In the above graphical intro we can see the performance of Samsung in various sectors of Electronics and Telecommunication. If we compare this performance to other companies Samsung emerges as world leader in at least 3 sectors which are TV, DRAM TFT-LCD. This clearly shows us the dominance of Samsung in market and this is mainly due to its transparent policies, positive approach and honest efforts in creation a global leader. This performance info is taken from Samsungs sustainability report for 2009 from Samsung official website.Unit KRW trillionSales20062007200820092010Korea19.321.123.624.2N.AAmerica18.019.625.426.0N.AEurope22.027.034.234.0N.AAsia14.815.719.223.2N.AChina11.815.118.920.0N.AThe above data shows the sales performance for the past 3 years in regions across the globe. We can clearly see that Samsung as a company is growing locally and globally Korea being its local market. This consistent growth of the company is mainly due to its marketing strategies which are paying off well. More details on Samsungs operations, marketing, product line etc can be found on http//www.samsung.com/uk/aboutsamsung/citizenship/oursustainabilityreports.htmlhttp//www.ameinfo.com/178504.htmlThe business environment keeps on changing and is unpredictable. So, it is very necessary to understand and react to this changing business so as to survive and grow in the market.Proper knowledge of business environment will make the entrepreneurs and businesses able enough to plan and carry through strategies that are needed to identify the scope of improvement, create and exploit opportunities that come on the way, retain stability, gain competitive advantage and prepare appropriately for the coming(prenominal) challenges. The way the environment is analyzed and accordingly the strategies implemented, will define the track of the business. present With the example of samsung.The data coll ected will be analysed using SWOT. SWOT stands for strengths, weaknesses, opportunities and threats. SWOT epitome, is a strategic business planning tool used to determine the Strengths, Weaknesses, Opportunities, and Threats that exists in business. It includes identifying the business documentarys as well as the inwrought and external factors which are likely to favour the business. It may be classified intoInternal factors strengths and weaknesses that are within (internal) organization.External factors opportunities and threats of external environment.The internal factors can be classified into strengths and weaknesses depending upon their publication on organization and business objectives.The factors may include all of the 4Ps as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macro-economic factors like expert , legal,and socio-cultural transports, as well as changes in the marketplace or competitive scene.According to B Kyle SWOT can be identified as internal and external in relation to environment.Strengths It usually tells about the positives of the company. How well we are doing in our ambit of interest. What is our position in front of competitor?Weaknesses Weakness refers to area of struggle of our company. Why are consumers not happy about particular product? Why are we not meeting sales target for a particular product.Opportunities It is directly related to external environment. It could be the areas where your competitor is not good at. We should try to utilize strengths in areas of our weaknesses. Are there any rising trends or possibility to capture market by introducing new product?Threats It could be financial or development problem. Competitors strength is study threat. Are competitors fit strong.Description.Strategic business toolsSWOT analysis for SamsungStrengthsStrong hold in Consumer ElectronicsLow margin strategy increases salesHighly skilled labour handiness locally globallyGood focus on customer service and good marketing strategyStrong management and loyal employeesWeaknessesLack of performance in Laser printer salesLess cost effective in PC consumable products.Lack of brand recognition in prompt phone sector.Poor pricing strategyLack of usage of infrastructure in some part of world e.g. ChinaOpportunitiesCan unseat major stake holders in TV and DRAM sectorsIncrease product range in consumer electronicsCan sustain future market using the idea of consumer gustation researchRapid growth in competitive markets across the globeIncrease in portfolio due to acquisitions of other firmsThreatsFaces high competition from Sony and Nokia in mobile phone sector.Daily entrants of new technology companiesImpact on sales due to recessionLack of innovation in mobile industry threatens its position further down.Intense competition from existing companies in PC sector.The above information which helps in doing the SWOT analysis and other graphical presentat ion helps to upshot our objective questions mostly. Although it might not provide direct answer but clarifies strategies and benefits of organisation doing global and domestic business. It clearly reveals the benefits of proper marketing in terms of sales numbers.PESTEL AnalysisPESTEL analysis is one of the most important tool of business strategic management which helps in identifying the surroundings within which the company operates. It gives a clear idea about the threats, risks and opportunities that occur in the market. It helps in understanding the needs of market, its fluctuations, whether the market is progressing upwards or downwards (i.e. growth decline ratios) and thereof makes the businesses able to develop strategies accordingly.PESTEL is used as decision making tools in macro-environment. PESTEL is Classified into -political factorsEconomic factorsSocial factorsTechnological factorsEnvironmental factorsLegal factorsPolitical factors - Its all about intervenes of th e government on the economy of the country. Political factors include areas likeTax policyLabour impartialityEnvironmental law plenty restrictionTariffsPolitical stabilityServices and goods provide by the government ( merit goods ) and services which is not provided by the government ( demerit goods )Goodwill among orthogonal nationsEconomic factors - It includesInterest ratesEconomic growthRate of inflation (Inflation rate)Rate of Exchange (Exchange rate)For example -Cost of capital is directly bear upon by interest rateExporting goods and supply of goods is affected by exchange rateInflation raises cost.Social factors - Demand of products and company operations are affected by social factors likeCulture of the societyNatality rateGrowth rateAge distributionTechnological factors It includesResearch and development activity.mechanisationBetter technology for the production of goodsTechnological have direct impact on costs, calibre which leads to innovation.Environmental factors It includes-WeatherClimate changeLocality (Place)Ecofriendly products (to scale with problem of global warming)e.g Effect of temperature on farming and tourism.6. Legal Factors It include Consumer lawEmployment lawHealth and safety lawDiscrimination lawe.g Minimum wages system in U.K is legal factor that affect business.Minimum age for employment is fixed by the government.Pestle analysis For Samsungcapital of Massachusetts Box matrixreviveConclusions RecommendationsWe have analysed and gathered data from Samsung Company in relation to our topic global versus domestic marketing a exact analysis. The conclusions drawn using company data alone cannot summarize our findings. However there are similarities in few points. If we look at the organisation plane section we can see how Samsung has come a long way to be recognised as a global brand. It shows that achieving such position in global market is very hard. Not only achieving but it becomes increasingly important to sustain th at growth due to fierce competition. It shows how companies have to adjust or change their policies from time to time keeping in mind rising and falling economy. In general it alerts companies of being more innovative cautious of environmental changes. It also emphasis on limitations one has to face as the behaviour and taste of consumer changes geographically.RecommendationsCompanies should develop marketing strategies keeping in mind its strengths, weaknesses and availability of resources to be globally successful.Companies should try to develop product which global consumer can identify easily from competitors one.Identify a sector where we can see growth and sustain competition.Companies should cite special taskforce or focused group people to identify the drawbacks of non performing sector and find solutions to that.To be successful organisations should concentrate mainly on quality and pricing structure.Be in constant touch with customer by means of advertising, press release s and make them aware about product specifications and changes if there are any.Try to use both forms of communication verbal and non verbal.SummaryFrom this report on global marketing versus domestic marketing we understand that main objective of any company doing global marketing is to find opportunities. It mainly expands companys reach to global customers. This mainly depends on how the company analyses its strengths and opportunities, optimum usage of resources and approach towards business. Here in this report we saw how Samsung as a global company has wide range of products and constantly keeps on adding them to sustain market place. SWOT analysis helped us to understand about positives and negatives of the company. Important outcome of the report about marketing can be converted in one slogan animadvert globally and act locally.