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HND in Business Marketing Principle

Introduction:
The marketing concept is the philosophy that analyze the customer needs that helps firm to
take better decision. Besides the marketing concept is the strategy that helps to firm to
implement the customer satisfaction and needs, profit maximize and dominate other
competitor.
“Marketing concepts that the needs of producers should be considered only with regard to
meeting the needs of consumers.”(Adam Smith)
The marketing concepts depends on three key important key, such as target market , needs as
well as the demands and final one is to convey a value proposition.
So the marketing concept is the importance in business to conduct very well business.
(NetMBA, n.d.) (Guy, n.d.)

Task 1
AC 1.1 Various elements of the marketing process:
I am a marketing manager of Samsung company, so in this assignment I will discuss about
whole process how my organization survive and I want to take it one of the leading company
in the world. So now I will discuss below various elements of the organization.
The marketing elements is a set of controllable tools. The marketing process consist of
various steps that steps are going continuously to complete goal and creating value for
customer. The heart of business success lies in its marketing. Most aspects of business lay on
successful marketing.
The characteristics of good business that is making good service according to customer
needs that I mentioned in introduction part. It’s very important to understand the customer
needs and wants. I will discuss below key elements of the marketing process. (ukessays, n.d.)
(bartleby, n.d.)

Various Elements of Marketing Process:

There are various elements of marketing process such as

 Marketing audit
 Marketing objectives
 Research based on surrounding
 Research based on SWOT
 Environmental analysis
 Marketing constraints
 Marketing targets
 Marketing mix

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I will discuss two of them following elements of marketing process for Samsung
Company:

Marketing objectives:

Marketing objectives is the essential part of the business, it is the pivotal part of the marketing
strategy. It is help to increase awareness about products and service. The organization set goal
to promoting products or service for the potential consumer and organization should be
conscious about achieved within the given time period. As a marketing manager of the
company I have some responsibility that to give clear guidelines to the team members. If you
don’t select specific goals that business will face challenge and straggle. So when planning to
setting objectives, it’s very important to ensure that are specific, measurable, achievable,
realistic, and time specific. (A, 2018)

Some point of marketing objectives:

1. Promote New Products or Services

2. Grow Digital Presence
3. Lead Generation
4. Target New Customers
5. Retain Existing Customers
6. Build Brand awareness
7. Develop Brand Loyalty
8. Increase Sales and/or Revenue
9. Increase Profit
10. Expand Into a New Market

When you know about marketing objectives that you should focus on details of the objectives.
So when planning to setting objectives, it’s very important to ensure that are specific,
measurable, achievable, realistic, and time specific. It’s called SMART.

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SMART marketing objectives are:

S=SPECIFIC

M=MEASURABLE

A=ACHIEVABLE

R=REALSTIC

T=TIME BOUND

Now tuning in the details about SMART.

SMART marketing objectives are:

Specific: The organization set the clean goals and outlined so that the team members of the
organization understand the purpose or objectives and importance.

Measurable: Success can be measure or asses by the goals and benchmark.

Achievable: The organization should select such a goals that team members are able to achieve
the goals otherwise fails to achieve the goals.

Relevant: The goals are should be related to the mission of business.

Time Bond: The goals should have time frame, when will start and when end.

(Kosaka, 2018)

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SWOT analysis:

A SWOT analysis defined as a framework that used identify companies or organization’s

strength, weakness, opportunities, and threats. It is the high level strategic planning that helps
to find out where company or organization doing good job or where they are not performing
well. It is the foundation assessment model.

A SWOT analysis is an effective method to guide business strategy. It is the powerful tools
that discuss about the companies weakness, strength, opportunities and threats.

Strengths weakness

 We have availability of resources  Low profit margin.

 Product innovation and Unique  The company is a hardware leader
design. but has too much of dependency on
 Application of advance operating the others companies application of
system operating system.
 Enormous advertising and  Huge product diversity
marketing budget.  Slightly loosing Brand image because
 Highly potential R&D department of product safety issue.
 Advance technology based.  Extensive product portfolio
 The company already captures a
greater than 40 percent of the
smart-phone market across the
world.
Opportunities Threats

 The Samsung Company now focus  Large number of competitors such as

on advertisement. Apple, HTC etc.
 Market share is growing in  Chinese competitor gaining
developing country such as competitive advantage.
Bangladesh, India etc.  Changes market trend frequently.
 Economic situation is favorable  Disruptive innovation by competitors
 Acquisition of the new companies

(Zhong, 2017)

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AC 1.2 Benefits and costs of marketing orientation

Our business approach is marketing oriented approach, in fact it’s based on products or
product oriented that what organization want to develop. Marketing oriented approach define
that organization given priority to customer what they want. It’s important for a successful
organization, generally market oriented approach follow by the successful organization.
Benefits of marketing oriented approach for the Samsung Company:
Customer centric: Actually this process based on customer demand, what they want.
Making customer benefits: It’s increased customer value that help to making customer
loyalty.
Reasonably competitive advantage: We know that every organization or company based on
customer demands, so organization should look about their needs and demand. It should be
ensure that product or service competitiveness over its completion. (UKEssays, n.d.)
The cost of market oriented approach:
 Promotional cost
 Market research cost
 Public relation
 Outsourcing cost. (UKEssays, n.d.)
At this stage I will discuss about service and customer care of Samsung mobile company:
Service and customer care: service and customer care are important factor or elements for the
successful business. Especially for electronics product you cannot imagine without service and
customer care. The reason for successful business is good customer care service. When customer are
satisfied with the service with customer care they should loyal and stay back with the company over
the years.
I will mention below some benefits of services and customer care.

 It retains the customer.

 Gets you more references.
 Creates words of mouth.
 Increases profitability.
 Increase employee
confidence.
 Creates a holistic marketing
scenario.
 Competitive advantage
(Bhasin, 2018)

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Customer retention: Customer retention define the activities and action of company or
ability to retain customer. It is the process to reduce customer defection. It is the successful
strategy that company retain customer as possible, apart from that it is asses the customer
loyalty as well as the ability of company to keep satisfy the customer by providing good
service or product. (Anon., 2018) (Galetto, 2018)

Some benefits of customer retention:

Benefits of customer retention

 It’s Cheaper than Acquisition

 Loyal Customers are More Profitable
 Brand Will Stand Out from the Crowd
 Earn More Word of Mouth Referrals
 Engaged Customers Provide More
Feedback
 Customers Will Explore Your Brand
 Loyal Customers are More Forgiving
 Customers Will Welcome Your
Marketing

(Carter, 2017)

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Task 2

AC 2.1 Macro and micro environment factor which influence marketing

decision in Samsung company.

Macro environmental factor analysis:

Environmental analysis is the strategic analysis tools. Basically environmental analysis helps
to find out factors both internal and external that is clearly affect the organization
performance and help to organization to work properly.
Environment analysis identify the threat and opportunity for the organization or business.
Nowadays business is a challenging in the modern world. Every day business is facing
challenge. So environmental analysis is the important to survive in modern business world.
As a marketing manager I can give clear guidelines to the employee but success depend on
how deals with the factors.
We know today’s business is very dynamic, so every leader try to develop their ideas, plan
and strategy but sconce has changed because it is not possible to control all factors. Basically
business are influenced by the environment.
There are many strategic analysis tools, but I prefer PESTLE analysis that is the most
effective tools. PESTLE analysis consist of various factors. The PESTLE denote:

 P= Political factors
 E= Economic factors
 S= Social factors
 T= Technological factors
 L= Legal factors
 E= Environmental factor

Now tuning in the details:

Political factors: Political factors define the government rules and regulation. Government
make some guidelines and rules for the business. It is also include the global political part and
condition effect on the country and business. Others factors are:

 Government policies.
 Government stability in the future.
 Entry mode regulation.
 Tax laws.
 Import and export regulation.

Economic factors: Economic factor is the important factor that is include market and economy
both important data. So business analyze this factor based on analyze. I have created a list that
you can assess. Some of them are:

 The inflation rate.

 Credit accessibility.

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 The currency changes.

 Interest rate.
 Fiscal and monetary policy.

Social factors: Social factor is the important one when manager decided to planning business
strategy based on social factor or social situation. As a marketing manager I will consider social
change over time. Every country has a distinctive mindset. Some of social factors are:

 The cultural implications

 Buying behavior
 Educational levels
 Income level
 Brand conscious
 price conscious

Technological factor: Some technological factors are:

 How rapidly technology change

 New discoveries
 Innovative technological platforms
 Rate of technological advance

Legal factors: Some legal factors are:

 Consumer Protection laws

 Patent infringements
 Law of Health and Safety at Workplace
 Health and safety regulations
 Government Procurement Laws

Environmental factors: Some environmental factors are:

 Geographical location
 The climate and weather
 Waste disposal laws
 Energy consumption regulation
 People’s attitude towards the environment

Finally the environmental analysis based on five steps.

1. Understand all the environmental factors before moving to the next step.
2. Collect all the relevant information.
3. Identify the opportunities for organization.
4. Recognize the threats your company faces.
5. The final step is to take action. (Contributor, n.d.) (Faruq, 2018)

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Micro environmental factors:

The micro environmental factors define some specific elements that helps to gain information
that firm control and helps to take better decision in marketing operation. The micro
environment factors have significant impact on the business and operation of business.

There are various factors of micro environment such as customer, stakeholders, suppliers,
direct and indirect competitor, employee and Porter's Five Forces
, besides those factors are determine the resource and capabilities of the organization.
(YggOrr, 2018)
Now I will discuss Porter’s Five Forces elements of micro environmental factors:

Porter's Five Forces:

The tools was created by the Michael Porter and it is the highly recommended tools for the
business strategy. Forter’s five forces are useful and powerful tools to understand the
environment of business. (Tools, 2018)

Now tuning in the details of five forces:

Competitive Rivalry: It defines the competitors, how many competitors we have and how
they are potential? What products they have and quality of the products and how they are
provide services with compare yours?
Supplier Power: This force is define how easily suppliers drive up the price? How many
suppliers we have and how they are potential? How unique products they provide with how
expensive?
Threats of Substitutes: Where close substitute items exist in a market, it improves the
probability of clients changing to options in light of cost increment. Example if we supply a
products and peoples do not use it and if they use manually substitute our products that would
be problem for our business and profit will be threaten.

Threats of New Entry: An organization's capacity is additionally influenced by the power of

new participants into its market. The less time and cash it costs for a contender to enter an
organization's market and be a compelling contender, the more an organization's position might
be altogether weekend. (Tools, 2018)

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AC 2.2 Proposed segmentation criteria to be used for products/services in

different markets for Samsung Company limited.

It is impossible to full fill the needs and want of every single person. So market segmentation
makes it easier for organization. Market segmentation is the process that dividing market into
various groups of potential customer or buyer with different characteristics.
(learnmarketing.net, 2018)

Market segmentation is the important for the organization. There are five benefits of market
segmentation I will showing below.

 Determine the market opportunities

 Customer matching.
 Increase profit.
 The right product at the right time
 Product development and design.
 Market expansions.
 Determining the product pricing.

(infinitiresearch.com, 2018)

So one of the main advantage or benefits of the market segmentation that help to gain
competitive advantage in the market by assess the customer based on their needs and wants.
Samsung Company split the market based on demography, income, geography, behavior and
psychograph.

Next I am going to discuss demographic and geography segmentation below:

Demographic Segmentation

Family and
Age Religion Gender Income Education
life cycle

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Demography segmentation: Demography word originated from demography word that

define the study of population. Demography segmentation based on according to age,
religion, gender, income, education, family and life cycle. The Samsung Company used this
segmentation criteria based on age group. We select the customers of age between 18-35.
They are potential customer because of they are young and they have a good intention to buy
device. Young peoples are highly interested to use high technology advanced device, such as
Samsung S6, S7, and S9+ etc. In the worldwide young peoples are more than half customer
of our company. Another segmentation we have select for Samsung Company that is age
between 40-65. This types of peoples are generally professionals. So they always look
forward quality and advanced technology device. We can suggest for them like S9+, Galaxy
A6+, Galaxy A8+, etc. (learnmarketing.net, 2018)
Geography segmentation: Generally we know that geography segmentation define that
divided market into different geographical areas. Our geographical segmentation based on
continent with town of the country. At first we have targeted Asia and Europe Continent.
Example if we select Norway then we can set also city or if we select Bangladesh then we
have to select Dhaka and Chittagong city.

AC 2.3 & 2.5 Targeting strategy and propose new positioning for the
Samsung galaxy note 8.
Targeting strategy: A business would target segments in which it can cost-effectively
produce the customer value and sustain it energetically. Generally organization target single
strategy to enter market. Generally Samsung Company follow mass marketing straggly. There
are some different targeting strategies such as undifferentiated marketing, differentiated
marketing, niche marketing, and micro marketing.

Undifferentiated (mass) marketing:

Mass marketing define large market of consumer with various background. Every products
and service are suited for the mass marketing when this product is completely needed for the
customer. Today is the modern era so business should not be limited is the certain area,
business need to expand products to worldwide market. Example for smart phone, phone is
necessary for all so phone is suited products for mass marketing. I suggest mass marketing
for Samsung Company. (Bhasin, n.d.)
If Samsung Company select the single strategy for marketing then our product will be
Samsung galaxy S9. This type of marketing strategy is suited for Samsung Company with
this product Samsung galaxy S9. Smart phone is essential for everyone to connect with other
people so Samsung have a complete market.
Certain core feature of mass marketing:
 Mass marketing target generally large market.
 It is use mass media.

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 Single campaign with focusing one products

 Achieve economic scale.
 Brand recognition and future reward.
 Cheap cost
 Major purpose of mass marketing is brand building and brand recall besides introduce
new products and service in the new market.
I select mass marketing for my selected products because of it has large marketing and it
should be easy to achieve the economic scale with create a strong image with Samsung
Company.
Resources of Samsung Company: There are two types of resource of Samsung Company
tangible and intangible.
Tangible resources are:
 Financial: Cash flow and capital.
 Organizational: 5 business unit.
 Physical: Fab manufacturing.
 Technological: High capacity production line.
Intangible resources are:
 Human assets: Recruit promoted successor.
 Brands: Value, $12.6 billion.
 Company: Reward outstanding performance.
 Culture: Do not punish failure positioning.

Competitor marketing strategy: It is a way to checkout about competitors, what they are
doing as well as what they are leave. Observing their marketing strategy, strength, and
weakness.
I select 5 simple ways to monitor my competitors:
Sign up to receive their email or newsletter: It is a good way to receive information about
competitors.
Monitors competitors website: It is also great method to get information about competitors.
We visit their website and view their products, offer, promotion etc.
Follow on social networks: we can follow them on social network like as facebook, twitter
and check their social activities.
Become a secret shopper: To get products and service experience we can be secret shopper of
them.
Visit their trade show: It is another important way to know about them. (author, 2012)

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Positioning: Positioning is the important part of business organization. “Positioning is

a marketing strategy that aims to make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer”. (businessdictionary.com, n.d.)

Positioning helps to business to generate business loyalty. Product positioning define specific
product present to the target customer in best way. We discuss before about market
segmentation, positioning and market segmentation is correlated. Positioning follow the
segmentation according to the market segmentation business organization set up product
segmentation. Our new model phone galaxy S 9 will introduce several new feature.

Here are all of the specification about in the Galaxy Note 8.

“We have decided to lunch our product by using the aggressive marketing strategy (Dwyer
and Priluck 2012). This will help to create competitive advantages and would position ahead
of its competitors by ensuring its availability anywhere in the world”. (Zhong, 2017)

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Product influenced over marketing mix factors:

Marketing mix is a set of action or tactics that company or organization use this tactics or
action for promoting their own products or service in the market. The marketing mix based
on 4Ps, 4Ps define price, product, place, promotion.
Marketing elements work together with each other. It is create a successful business plan for
the company.
Our lunching product Samsung galaxy s 9 is influenced by the marketing mix factors. It is the
playing important key role in the implementation of product in the market. As a marketing
manager, I am involved with this and I have to use proper tactics in order to execute
planning. My responsibility involved with this marketing factors.

Descried below 4ps of marketing factors:

Price: first important factors is price, the product price should be affordable for the customer,
so that we can target with middle class audience and they will interested to buy this new
products.

Product: Samsung galaxy s 9 is a unique product and some key feature of this product is
10nm 64-bit Octa-Core Processor *2.8GHz + 1.7GHz (Maximum Clock Speed, Performance
Core + Efficiency Core, RAM 4 GB, ROM 64/128 GB, water resistance , battery 3000
MAH etc.

Place: we follow the mass marketing so galaxy s 9 will lunch whole world.

Promotion: there are various way to promote but we will use largely integrated and
aggressive promotional methods. (Zhong, 2017)

AC 2.4 Buyer behaviour affects marketing activities in different buying

situations
“Consumer buying behavior is the mental and emotional processes and the observable
behavior of consumers during searching purchasing and post consumption of a product and
service” (Batra and Kazmi) (2004). (assignmenthub, n.d.)
Marketing activities of the company depend on the buying behavior of the consumer. A
customer may satisfied or dissatisfied it is depend on the value of products or service.
Products value may two types, tangible value and intangible value. It is the process of
decision that involved with buying and using products or service. (assignmenthub, n.d.)
We need to follow some question to understand consumer behavior:
 Why customer make purchase?
 What factors influenced behind the consumer purchase?
 What is the changing factor of society?

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Actually consumer buying behaviour define the buying behaviour of final consumer. As a
marketing manager of Samsung Company I suggest to Samsung Company to analyse buying
behaviour for:
 Buyer reaction has a great impact on companies marketing strategies and companies’
success depend on this.
 Company should analyse what, where, when and how consumer buy. (alex, n.d.)
There are four types of buying behaviour -
1. Complex buying behavior
2. Variety seeking behavior
3. Dissonance buying behavior
4. Habitual buying behavior

Influences on Consumer Buying Behavior:

The consumer purchase decision affected by the three following factors:

 Personal
 Psychological
 Social

Personal influence: personal factors define the individual factors that is strongly influences
their buying behavior and it is helps us to understand their buying tendency and patterns of
spending. It is playing important role on marketing strategy and it is important to understand
their tendency. (businessjargons.com, n.d.)

Some of the important personal factors are:

 Age
 Occupation
 Economic situation
 Personality
 Life style

Psychological influence: before understand the psychological influence, we need to know

how ordinary people behave and what they are do in the market place when they are
interested to buy something. Certain factors impact on the person interest like that culture,
attitude, or perception. It is make business more predictable and more compassionate.
(online.husson.edu, n.d.)

There are some factors that impact on the consumer buying behaviour
 Motivation and need
 Perception
 Beliefs and attitudes
 Learning and conditioning
So for our company we can focus on the consumer by focusing this factors.

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Social influence: “Consumer behavior includes a series of mental and physical processes that
continues through before and after purchase” (Peer & Olson, 1999). “Studying consumer
behavior includes the study of what, how, and why people are buying” (Khajeh Nasiri, 1387). So
social influence is play important role in the buying decision making of consumer. There are
various way to communicate of consumer like that over online, texting etc.

Some important social factors are:

 Family
 Reference group
 Role and status

Task 3
AC 3.1 Products are developed to sustain competitive advantage

Sustainable competitive advantage define, it is the main point of corporate strategy. Basically
it is include with improving, maintenance and exploring new opportunities in the market.
The main advantage of the sustainable competitive that it is help to company to sustain in the
market against competitor. So every business have a strategy to gain successful competitive
advantage. (ukessays.com, n.d.)

The key elements of competitive advantage:

 Innovations
 Effective R&D system
 Creative talent
 International production capabilities
 Expansion of offshore production
 Well trained employee

Samsung Company always searching the business opportunities for the company. We know
that nowadays is modern era, it is very tough to sustain in the market. Samsung should be
increasingly competitive and adopted to face challenge. I suggest for the Samsung company
strategic entrepreneurship that is define company should consecutively activities and explore
new opportunities in the market. Sometimes we should allocating resource to balance
between exploration and exploitation. Exploration and exploitation are operationally,
structurally, and culturally distinct processes.

We need to utilize our resource to gain competitive advantage, some resources are such as
human resources, money, machineries and materials.

I suggest first merit point for the Samsung Company is developing the human resources. We
know that human resources are vital part of the company, so for the employee Samsung
should set up compatible work place. We can give some opportunities to the employee
example MBAs and PHDs program that will increase their skills and we will get benefits.

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Another important reason for Samsung to be competitive that is low cost. The reason for low
cost is we have a good supplier and we can negotiate with them about raw materials, besides
we won prize in every year since 1995 for our quality of products and performance. Samsung
have ability to adapt with the changing market.

We can setup the centralized research and development (R&D) facilities. Our have more
competitor in the world and they have (R&D) facilities. The benefits of centralization that
helps to explore and exploit product and innovation with the new technology. Samsung use
the core design same for the most of products, so it is very flexible to end products with
minimal cost. Samsung does not need to set up a new facility for every new innovative
production

Samsung is an aggressive market reader and we are familiar with the new technology and
innovative and we are already adopted very easily in the market.er. We are able to read
market demand and must the demand of customer by customize products.

Samsung can cover the broad market because of large product portfolio. Samsung is an
established company since 60s, we are dominant in the industry. Our main strength is
creative, innovation, and technologies. We are the top 5 in the smart phone market of the
world. Samsung is a brand that provides better facilities to the customer, such as qualities,
lifestyles, and technologies etc. After utilize the (R&D) facilities Samsung will be solution
provides for human kind. (UKEssays, 2017)

To get sustainable competitive advantage product development is the important key. Product
development has two benefits, physical and insubstantial. Product follow two paths, market
research and analysis, another path is idea generation and product design related.
There are some steps of product development such as

 Idea screening
 Concept development and testing
 Business analysis
 Beta testing and market testing
 Technical implementation
 Commercialization
 New product pricing (assignmenthub, n.d.)

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AC 3.2 Distribution of products to provide customer convinces

Firstly distribution channels is defined as a “set of independent organizations involved in the

process of making a product or service available for use or consumption by the consumer or
industrial user” Kotler, Armstrong (1994, p. 395). (Kotler, n.d.)
A distribution channels play vital role in organization to provide convenience to the
customer.
Every company has a distribution channels. To develop distribution in effective way or
manner that peoples are feel convenience, Samsung should follow effective way.As a
marketing manager of Samsung Company I can suggest some methods of distribution. Such
as
More over distribution channels come in different forms;
1. Manufactures sell directly to consumers
2. Manufactures sell to retailers then retailers to consumers
3. Manufacture sell to wholesaler who sell to retailers who then sell to consumers.
(Anon., 2016)
4. Online selling.
Samsung is a massive company and it is involved almost every area of the business market.
Samsung are able to expand their business in anywhere in the world. Samsung firstly focus
on three form of distribution channels that I have mentioned above, Manufactures sell
directly to consumers, Manufactures sell to retailers then retailers to consumers and
Manufacture sell to wholesaler who sell to retailers who then sell to consumers. Samsung
wants retailer to take stock and they are sells product in everywhere. So Samsung are able to
sell their product by directly and indirectly to the consumer.
Further according to Richard Hutton “director of channel marketing at Samsung’s Enterprise
Business Division, Samsung is focused solely on a channel sales approach and continuously
look for ways to improve its channel offerings by identifying new tools, technical expertise
and marketing strategies to help its partners elevate their businesses competencies”

Another important distribution channel is online selling. In modern market online selling of
products is increasingly day by day. We should develop own web portal to attract customer
so that we can sell directly to the customer online. We know that nowadays peoples are want
get service form home. There are a lot of online web portal like that amazon.com, ebay.com
etc. (Anon., 2016)

Some advantage of online selling:

 Saving set up and operational cost.

 Reducing order processing cost.
 Reaching a global audience. (nibusinessinfo.co.uk, n.d.)

A customer can easily justify product by online web portal that’s why peoples are more
attractive day by day to online shop.

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AC 3.3: How prices are set to reflect Samsung companies’ objectives and
market conditions.
In marketing sector price is the most important part and it is the trickiest issue. Before set up
pricing strategy a company should understand the product and market. Samsung has a huge
rival group in marketing like Apple, Sony, and Microsoft etc. So to sustain in the market
Samsung should follow the winning strategy. Samsung now leading company in the
smartphone market.

So Samsung now gain the position and it is the now 7th valuable brand in the world.
Samsung follow the different pricing strategy because of large categories of products.
Generally the pricing strategy of Samsung divided in 2 part.

 Skimming price
 Competitive pricing.

Skimming price: We know that Samsung is a leading company in the smartphone market.
So Samsung should sell their product at high price because of the main objectives is to gain
the maximum revenue from the market before introducing substitute products. When full fill
the maximum revenue then Samsung can start the lower price strategy to capture the low
buyers. (academia.edu, n.d.)

A company can use price skimming when they lunch new product. Generally its price high
because of uniqueness, new advance feature and benefits to customer. Price is drop down day
by day when this product is older and substitute products when appear in the market.

In the smartphone market Apple is now main competitor of Samsung Company. In last few
months back January Samsung have lunched Galaxy C9 Pro that the company's first
smartphone with 6GB RAM and price received 500 euro back in now the model c9 pro
already received price and now down 349 euro. So Samsung down the price to remain in the
market and catch more customer. (linkedin, 2017)

Competitive pricing: competitive price defined the price of product or service that depend or
based on according to the competition. Recently we lunched Samsung 8+ and it can be the
best example for this pricing. We can compare with iPhone. iPhone x relatively cheaper

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price. Prior to that GalaxyS6 and Galaxy S6 Edge prices were also competitive to iPhone and
iPhone 6+.

(linkedin, 2017)

We can see from the chart analysis that Samsung provide better quality and service then
iPhone. Price is very important for the company, so that company can success in the all
market area. In this compare Samsung fixed low price with better quality and this strategy is
the best for business and this way Samsung operate business and day by day increasing value.

AC 3.4 Promotional activity in integrated to achieve marketing objectives.

Promotion is not an advertisement only it’s one of the major part of the company business
and it’s related with the whole process. Promotion define various types of activity. Promotion
activities help to management to get success in the business besides it’s a best way to achieve
the main objectives of the company. Samsung Company use different kind of promotional
strategy. It is assist the Samsung to achieve the objectives on time. I am going to discuss two
promotional methods of Samsung.
 Push and pull strategy.
 Promotion mix.
Push and pull strategy: Push and pull strategy both are promotional strategy, push strategy
define that company or organization give full efforts on product by help of the advertisement
and other defines sale. Example of the organization like that Nike, Coca cola, and Samsung
this type of company involved with this strategy that they spend more money on standard or
classic advertisement. In another words we can define push strategy bring the product to the
in front of customer by advertisement. Samsung Company follow this strategy, the benefits of
the strategy is increase awareness of the people about upcoming or existing products.
Another strategy is pull strategy that is defined that through social networking company or
organization focus on the customer and keep relationship with customer. Samsung should use
social site for announcing update about upcoming and existing product of the company. It is

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help to Samsung to build up and maintain relationship with the customer and get feedback.
So both strategy is play important role in Samsung Compay and create demand for the
product in the market. (Kiranjeet, 2017)
Promotion Mix: To find out better location for product and service, promotion work as a set
of action that organization can easily implement it for communication in the target market.
There are some tools of promotion mix such as
 Advertising.
 Personal selling.
 Sale promotion.
 Public relation
 Direct marketing
Advertising: advertising is a specific elements of marketing mix. It is promotion ideas of
good and services. Advertising present a product or service to the customer. (Anon., n.d.)
Personal selling: Personal selling define company sell their product through attitude,
appearance with product knowledge so that customers intention increase to buy. A customer
can get advice about product such as how customer use this product, how long time it should
be charge etc. (tutor2u.net, n.d.)
Some advantage of personal selling:
 High customer attention
 Interactivity.
 Potential for development of relationship.
 Adaptable.
 Opportunity to close the sale. (tutor2u.net, n.d.)
Sale promotion: sale promotion consist of some tools that increase sales of the company.
Sales promotion is set for the short time period to sale. “It is rarely suitable as a method of
building long-term customer loyalty”.
There are many methods of sales promotion
 Coupons
 Discount vouchers
 Free gifts
 Loyalty cards (tutor2u.net, n.d.)

Public relation: “Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics.” (Forsey, n.d.)

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3.5 Elements of the extended marketing mix for Samsung Company.

Marketing mix define a set of action that company use for promote products or services. All
elements of the marketing mix related with each other. Marketing mix elements make plan
for the business and keep right way, but if plan is go wrong way that problem and take years
to recover it. Besides marketing mix help the organization to promote product or services.
The 4ps of marketing mix is known also product marketing mix (product, place, price,
promotion). To explain marketing service there are added 3 elements. It is also known as
extended marketing mix. Samsung Company consider 3ps extended mix elements to get
specific goals of the business. (Bhasin, 2018)
 People
 Process management
 Physical evidence

People: Peoples are essential part of the organization. Every organization divided by the
management and employee, they are responsible for the marketing activities and they through
providing service to customer expose organization and customer attitudes.
Human resource management of Samsung are responsible for hiring people. Effective
employees promote organizational products and service to customer. Samsung company set
HR management to provide training, mentoring for increase skills and knowledge of the
employees.
Process: Process defined system which is used to deliver service. Samsung produce phone
and sell it to the customer, suppose customer feel any technical problem of phone then he
come to customer service and care reprehensive provide effective quick service. So quick
service is given by the process. As a marketing manager I am responsible to use effective
process to provide good service otherwise it is fails to reach desired final customer.
Physical evidence: Physical evidence define, service deliver, infrastructure and facilities.
Service define quick service. Physical evidence appearances of Samsung phone it should be
nice pattern, nice design, and safe, healthy besides it should be modern and dynamic.
(assignmenthub.blogspot.com, n.d.)

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Task 4
4.1 Marketing mix of two different segments of Samsung.

To identify the current positon of the company in the current market, marketing mix help the
company. The marketing mix evaluate the brand image of the company’s management and
company. Samsung Company follow two different segments.

Marketing Geographic Demographic

mix

Samsung will design the high Samsung decorate plan based on the
Product quality product in order to income of customer.
sustain brand image in the
market.

In geographic factor Samsung The company use media to promote

Promotion companies management use product.
internet to promote product.

Place is more important in this In this factor company give more focus
Place factor. Samsung more concern on the clients and market.
about select country for
business.

Price Price depend on the current Samsung decide about price based on
market situation. Company or local competitor.
management decided about
the price based on the similar
product in the current market.

(locusassignments.com, n.d.)

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4.2 Difference in marketing of product and services to business.

In the above I discussed about the two different segment in the market of the Samsung. Now I
will discuss different between B2B and B2C.

Business to Business Business to Consumer

Samsung include in the global industry and Promotion of the product and service operate
now Samsung offer quality services and the Samsung top management in effective
product to the clients. methods.

To correct the content of long promotion In this section use or provide service to
sent to the top management and they check clients that is easy to understand.
details.

In B2B section buying processing is longer There is buying decision is depend on the
and take long time. consumer and generally it depend on the
income of the consumer.

The main purpose of the B2B is create and In the business to consumer section, it has
expand the business relation that’s mean been done by the various medium such as
industrial relation and it has plan for long print media, hoardings etc.
term promotion.

(locusassignments.com, n.d.)

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4.3 Difference between international marketing and domestic marketing.

I have divided this question in 3 section.

 Definition
 Comparison chart
 Key differences.

Definition:

Domestic marketing:

Domestic marketing identify the local market that is operated in limited area. Especially
domestic marketing means country’s market. There are various privileges of domestic
marketing like that deep knowledge about the demand of consumer, data access, culture and
social and political issue etc. (S, 2015)

International marketing:

International market define no boundaries. Basically this marketing first start in home
country when it succeed in business then they proceed their business to another level and
become an international company. There are some challenge of international marketing such
as language, habits of international buyer, price setting etc. (S, 2015)

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Comparison Chart

Basis for
Domestic Marketing International Marketing
Comparison

Domestic marketing refers to International marketing means the activities of

marketing within the production, promotion, distribution, advertisement and
Meaning
geographical boundaries of the selling are extend over the geographical limits of the
nation. country.

Area served Small Large

Government
Less Comparatively high
interference

Business
In a single country More than one country
operation

Use of
Limited Sharing and use of latest technology.
technology

Risk factor Low Very high

Capital
Less Huge
requirement

Nature of
Almost same Variation in customer tastes and preferences.
customers

Required but not to a very high Deep research of the market is required because of
Research
level. less knowledge about the foreign markets.

(S, 2015)

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Key Differences between Domestic and International Marketing:

Domestic marketing International marketing

Domestic marketing activities limited in International marketing in no limit and they

one country such as production, doing business in the international level and
advertising, distribution or selling etc. under the international law.
everything is limited in one country.

Domestic covers small are. International area covers large area

In domestic marketing, there is less International marketing under the rules and
government influence. regulations of numerous countries.

This business operate only one country. This business is operate multiple countries.

There are less opportunity to use There have huge advantage to use latest
advance technology. technology of several country.

Less risk is involve with the domestic The risk of international market is very high.
market.

Domestic marketing is not needed huge It is mostly required that huge amount of
amount of investment. investment.

Domestic marketing face less problem It’s too much difficult to handle because of
because of the company know about the different tastes, habits, preferences,
nature of the peoples and situation of the segments, etc.
country.

(S, 2015)
I have analyzed this question from the 3 section and finally I have found that the difference
between domestic and international market is area and its implication and the market
conditions.

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