Swot Analysis Of Samsung Mobile

Module: Marketing Course: MA International Business Company: Samsung Mobile Phones in UK

Student Name : Jimit Sonigra

Student ID: C7154780

Contents

Introduction 3

Marketing Environment 3

Micro Environment 4

Macro Environment 5

Conclusion 7

Bibliography 7

Introduction

This report has been analysed on the marketing segment and environment of Samsung Galaxy Alpha (S.G.A) smartphone in U.K. The Samsung Galaxy Alpha was the sleekest smartphone ever with high quality metal finish and luxury feel. The company launched the product in the streets of all across Britain on 12th January 2014. Some key features of the phones which are regarded as the innovative nature such as:

• Finger Print Scanner

• Ultra Power Saving Mode

• Private Mode

•

The low switching costs and strong growth of the industry has made it looks progressively and attractive for new entrants. Although, 75% of the market share is being dominated by the Top 4 brands (Mintel, 2011). Therefore, there is high barrier entry for the new entrants and huge amount of capital investment is needed to build up a possible competitor in the industry (Marketline, 2014).

Threats of Substitute Products Earlier Fixed lines were the biggest competitors for the mobile phones industry. The threat of substitute in the modern world of technology advancements in the mobile industry is considered to be very high. Samsung needs to be very strong in innovations with its products on regular basis as the propensity of consumers for switching to other products in regard to price is very high. But Samsung enjoys the advantage over its competitors as the quality conscious customers stays loyal to the organisation and reduce the threat.

Macro