Marketing Strategy of Samsung

Political Factors

The political factors across the UK are very attractive to the mobile phone producers within the country as the government has been working to overcome the many barriers that the market players were previously experiencing (Key Note, 2013). As a result one could see that the mobile phone market is not largely dominated by foreign manufacturers (Barwise and Meehan, 2012). Considering the government policies, one could see that in the future, the competition within the market may further increase, which may cause trouble for Samsung to maintain its market leadership within the industry.

2.1.2 Economic Factors

The economic recession within the UK mobile phone industry has been causing a temporary setback to the industry as the overall growth rate of the industry has dropped down from 10% in the year 2010 to 2.7% in the year 2012 (Euromonitor International, 2013). The decline in the industry growth rate could be attributed to the fact that consumers now have low disposable income, which in turn has been influencing their sales and revenue. Certain market players in the industry are now resorting to price based rivalry to capture opportunities thus arising because of the low disposable income (Datamonitor, 2013). As a result of the prevailing recession in the country, customers, particularly at the middle and lower segments of the market are preferring models that are low cost in nature (Mintel, 2013). In the years ahead, if the economy recovered from recession, it is expected that Samsung may capture even greater opportunities.

2.1.3Social Factors

The social and cultural landscape within the UK has been also experiencing positive changes which in turn provided greater opportunities to the market participants. For example, as a status symbol and means to express one's social class, one could see that the organisation has