Marketing Management Planning and Control

In: Business and Management

Submitted By nathaszka
Words 4569
Pages 19
Marketing Management Planning and Control | |

Introduction 2
PESTEL analysis of electronic market 2
Planning tools 5 a) Boston Consulting Group 5 b) Ansoff’s Matrix 6
Market segmentation 7
Samsung market segmentation 7
Bibliography 9
Appendix 1 12
Appendix 2 14

This report covers three questions. The first question shows through Pestel analysis, how the global electronics market has changed over the past several years. The second focuses on how Samsung can make use of two planning tools: Boston Consulting Group Matrix and Ansoff’s Matrix, to make investment decisions. While the third question shows how segmentation may help Samsung to develop its phones range and marketing mix.

PESTEL Analysis of electronics market
Through the last dozen years the electronic market has changed dramatically. Many well-known electronic devices gained a complete new meaning and appearance. These changes are caused by many different macro environment factors. The selected factors from different areas of Pestel analysis are described below, as well as the changes that they have caused and future forecasts.
* Global climate change – intensifying climate change caused the implementations of the Kyoto Protocol which aims to reduce greenhouse gas emissions (BBC, 2005). This resulted in the implementation of less-polluting production processes (Orange, 2012) and investment in technologies that reduce greenhouse gas emissions (MCC, 1995). * Ozone Depletion - ever greater destruction of the ozone layer led to the establishment of the Clean Air Act and Montreal Protocol which caused that most manufacturers have abandoned the use of Chlorofluorocarbon (MCC, 1995).

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