MARKETING ENVIRONMENT ANALYSIS FINAL.pdf - MKT 420...

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MKT 420MARKETING ENVIRONMENT ANALYSISNAMEINTAN SYAZWINA BINTI NORAZNAMMATRIC NO2020973609CLASSKBA2431ALECTURER’SNAMEDR. SUHAIDA HERNI SUFFARRUDDIN
TABLE OF CONTENTSCONTENTSPAGE1.0 Introduction1.1.Background of Company1-31.2. Vision31.3. Mission41.4. Objectives51.5.Core Value51.6. Slogan52.0Marketing Environment2.1.Micro Environment2.1.1. The Company62.1.2. Suppliers62.1.3. Marketing intermediaries72.1.4. Competitors7-82.1.5. Publics82.1.6. Customers92.1.6.1.Consumer Market92.1.6.2.Reseller Market92.1.6.3.International Market92.2.Macro Environment2.2.1. Demographic Environment102.2.2. Economic Environment102.2.3. The Natural Environment102.2.4. Technological Environment112.2.5. Political Environment112.2.6. Cultural Environment113.0 Analysis3.1.Impacts of Marketing Environment123.2.Company Respond to the Marketing Environment134.0Recommendations and Conclusion14References15
11.0 Introduction1.1 Background of CompanySamsung is one of the South Korean company biggest producers of electronic devicesin the world. Samsung manufacture in a wide range of consumer and industrial electronicsincluding appliances, digital media devices, semiconductors, memory chips, and integratedsystems. Samsung nowadays has become one of the technology’s most recognizable namesand produces one over five of total exports from South Korea.On 1 March 1938, Samsung was founded as a grocery trading store by Lee Byung-Chul. The business started in Taegu, Korea. In the early establishment, Samsung tradenoodles and other goods produced in and around the city. Samsung company exporting thegoods that they produced to China and its provinces. After the Korean War, Lee Byung-Chulexpanded Samsung into textiles and opened the largest woolen mill in Korea. He focused onindustrial with clear goal to help South Korea, his country, redevelop after the war. Samsunggained benefit which is the new protectionist policies adopted by the Korean government.Korean government aim was to help large domestic company by protecting them fromcompetition and provide them easy financing.During the 1970s, Samsung expanded from textile manufacturing process productionfrom raw materias to the end product for a better compete in the industry. Samsung establishednew subsidiaries such as Samsung Heavy Industries, Samsung Shipbuilding, and Samsungprecision Company. The company also started to invest in the heavy, chemical, andpetrochemical industries providing the company a promising growth path.In 1969, Samsung entered the electronics industry and their first products were black-and-white televisions. During 1970s, the company began exporting home electronics productsworldwide. Samsung began to acquired 50-percent stake in Korean Semiconductor andalready a major manufacturer in Korea.Late 1970s and early 1980s, world witnessed the expeditious expansion of Samsung’stechnology businesses. Separate semiconductor and electronics branches were established.

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Term
Fall
Professor
student
Tags
Marketing, Samsung Group, Samsung manufacture

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