How To Write A Swot Analysis Of Samsung

Consumer Behaviour

Individual Assignment

Report

30th MARCH 2015

Lim Poh Toi

S9446620B

Table of Contents

1.0 Samsung 3

1.1 Introduction 3

1.2 Background 3

2.0 Situation Analysis of the Company 4

2.1 SWOT Analysis 4

2.1.1 Strength 4

2.1.2 Weakness 4

2.1.3 Opportunies 4

2.1.4 Threats 4

3.0 Target Market Description 5

3.1 Levels of Decision Making 5

3.2 Perspectives of Consumer Decision 5

4.0 Target Market Decision Making Process 6

4.1 Consumer Decision Making Process 6

4.1.1 Need Recognition 6

4.1.2 Information Search 6

4.1.3 Evaluation of Alternatives 6

4.1.4 Purchase Decision 7

4.1.5 Post Purchase Behaviour 7

5.0 Social Influences on Buying Behaviour 8

5.1 Reference Groups and Membership Groups 8

5.2 Family 8

5.3 Social roles and status 8

It will also include several marketing strategy recommendations that Samsung can adopt in order to improve their sales and resolve issues faced by the company.

1.2 Background

Samsung is a South Korean MNC that is founded by Lee Byung-chul in 1938. Samsung explored various markets like food processing, retail, insurance, textiles and securities before entering the electronic industry in late 1960s. Samsung is the world’s largest technology company by revenues and also the world’s largest mobile phone and smartphone vendor. Samsung is the largest memory chip maker and TV manufacturer in the world. Samsung operates in over 80 countries and sells over 100 kinds of products.Samsung and its affiliated companies generate 20% of South Korea’s total exports.

2.0 Situation Analysis of the

It is an expression of a person’s need that is strong enough to lead the consumer to want and satisfy it. For example, Samsung created the smart watch to go along with their mobile phones. Samsung is targeting their market and picking out the product being a watch to make them appear as a need in their daily routine to go along with their mobile phones. This way, Samsung is able to increase sales and encourage consumers to purchase it along with their mobile phones.

6.2 Perception

Perception is a process whereby an individual decides and interprets the data given into something that make sense. It will decide how a consumer will act during the situation. For example, if a consumer has friends that are all using Samsung mobile phones, he/she will be more prone to get one device for himself. Perception is organized around three processes: Selective Attention, Selective Distortion, and Selective Retention. Due to selective attention, Samsung is facing difficulties trying to capture its consumer’s attention by advertising and marketing. Consumers tend to pay more attention to what they need. Selective distortion refers to individual consumers having their own perception in regards to a brand like Samsung. Consumers will tend to appreciate Samsung less if they have a negative perception from the start, vice versa. Selective retention is important