Samsung

Marketing Management

Name: Yao-Jen, Tsai UID: 2021276543 Date: 9/1/2015

1. A description of what you believe to be the key marketing issue(s)/challenge(s) facing this organization, and justification in 2-3 sentences (5 points)

In this case, I think the marketing challenges that Samsung would be faced to are the local companies rising and costs increasing. In the part of local companies rising, for example, in China and India there are many local companies already have technology to produce products with low price to sell local customers. Besides, they have more ability to manufacture customized products to cater to local customers. In the part of costs increasing, along with the increase of global raw material costs, the low-cost advantages will be decreased in China.

2a.The pros and cons of alternative solution 1 to address these marketing issues/challenges.

2b.The pros and cons of alternative solution 2 to address these marketing issues/challenges.

Status quo or doing nothing is not an option. Be sure to consider ALL relevant environmental variables: sociocultural, technological, economic, demographic, natural, regulatory (legal), political, and competitive. (10 points)

2a. The solution of first challenge is that Samsung can cooperate with local companies.

Pros: Reduce costs, spread risk, access to local information quickly and meet the expectations of

Governments.

Cons: It may train potential competitors and it is difficult to control the business activities of cooperation company. For example, if Samsung cooperate with Xiaomi Technology in China to develop mobile phone, the technology of Samsung may be stolen by Xiaomi.

2b. The solution of second challenge is that more efficient use of marketing costs. To enhance brand value to attract consumers to purchase Samsung products actively. For example, Apple never advertise the iPhone on TV, but consumers still want to buy iPhone because of the...