Scenario - Case Study Samsung Electronics Australia Pty. Ltd....

Scenario - Case Study

Samsung Electronics Australia Pty. Ltd. (Samsung Electronics Australia) designs and manufactures electronic products. The Company offers mobile phones, notebooks, tablets, smartphones, televisions, audio equipment, computers and peripherals, and home appliances. Samsung Electronics Australia serves customers worldwide.

As Samsung's goal is to possess the largest market share in the global consumer electronics market including the smartphone market by the year 2025, However Samsung is currently struggling in the smartphone market in Australia and its position in the market followed Apple until last year.

Last year, Samsung had approx. 24% of the total market share in 2020 and this was the second place after Apple (app 54%).

As a result, Samsung undertook an investigation of the Australian market and found out that Apple's marketing activities were very effective in the market.

Therefore, Samsung has appointed you as the marketing manager in Samsung Australia and you have been asked to conduct marketing activities as follows:

?5 Samsung branches to be established across Australia

?TV commercials to be added

?10 Samsung products experience centers to be established

Samsung's strategies for the year 2021 are as follows to achieve the goal for 2021 - increase the market share by 5%:

?Increase brand-awareness for Samsung smartphones

?Extend warranty period from 1 year to 3 years

?Hunger marketing promotions conducted

Therefore, the following resources are required:

?AUD $50 million

?300 employees to be recruited

?7 marketing projects to be initiated

As you are the marketing manager, you will need to achieve the following objectives:

?Adding new 2 million subscribers to YouTube Official Account

?1 million phones to be sold through the hunger marketing promotions

You are required to manage relevant stakeholders and to design a project team to conduct the marketing activities and you must manage the following departments:

?Accounting department

?Marketing department

?Customer relationship department

?IT department

Question 1: Explain why setting goals and objectives are essential for teamwork?

Question 2: Where can information regarding the achievement of work responsibilities be found? Give at least four examples.

Question 3: Why is it important to facilitate collaboration from internal and external sources? How can it be beneficial to both the organisation and individuals involved?

Question 4: As the marketing manager, you are required to conduct a team meeting for organisational strategy. What are Samsung's strategies for the year 2021?

Question 5: As you are the marketing manager, the marketing department has the objectives in accordance with the organisational strategy (given in the scenario). What does the marketing department need to achieve the objectives?

Question 6: Identify 5 internal and 5 external stakeholders of Samsung Electronics Australia in the scenario.

Question 7: One of your responsibilities is to manage stakeholders. Identify possible conflicts that the marketing departments may have.

Question 8: Complete the following table and explain which communication method is appropriate to each stakeholder.

Stakeholders Type of Communication Communication Methods Employees Department managers Customers