Samsung in Australia: Impact of Macro Environmental Forces Towards Mobile Phone Marketing Initiatives
The research of macro environmental forces is essential to elaborate a marketing strategy, and comprehend the potential strong and weak points in the company’s activity. The areas of industry which are subject to the most tangible impact of these forces are that connected with highly technological production, as under the conditions of high competition and exponential technological outburst, these companies require high adaptability to challenges. In this essay I will discuss the macro environmental forces impacting the company’s environment for Samsung operating in Australia, and evaluate the impact of such forces towards marketing initiatives regarding one of its products, Galaxy S6.
The macro environmental forces are the factors which have a significant impact on the marketing process, but belong to the domain of larger external society and are outside of the direct control by the company. An efficient framework for classification of the macro environmental forces is PESTEL model, which includes political, economic, social, technological, environmental and legal factors (Gillespie, 2007, 2). Such framework is focused on capturing the most prominent features under several categories to facilitate interaction and management within each of them (Husso, 2011, 8).The macro environmental forces impacting the industry of mobile phones could be efficiently and logically embedded within the PESTEL framework. This sector is highly internationalized, and is impacted by both national and international forces, depending on the country of presentation. The political forces affecting the mobile phone industry are political stability, taxation policy, or potential bans or limitations regarding the use of mobile phone.
The economic forces include factors connected with purchasing power of people, level of inflation and unemployment, exchange rates. To the social forces we may attribute the demographical characteristics: amount of people, density, age, settling in the rural or urban areas, occupational characteristics, cultural features, or the influence of social institutions. The technological factors are cover the area of Research & Development and innovative potential. The environmental forces are the peculiarities of the natural resources protection and sustainability, and may include issues connected to energy efficiency, developing ecofriendly products, utilizing renewable materials. Finally, the legal forces for mobile phone industry include competition and employment legislation, patent issues, and imposing quotas on the production of devices.The Australian mobile industry, as noted by Troshani and Hill (2008, 25), is a rather complicated system. In order to distribute the mobile services to the target consumers, supply-side stakeholders require intense interaction.Samsung is a Southern Korean group of company, which is developing and selling innovative technologies, and in its activity is strongly focused on creating new markets. The values of this company include human capital, strive to excellence, changes and innovations (Samsung, n.p.).
In Australia, Samsung also has its interests, and very recently has entered its market with a brand new phone, Galaxy S6. The research of the macro environmental forces impacting this company in the domain of mobile phone industry will allow to refer further to …
