Edwards 9 Integrated Marketing Communication Markis' Edwards BUS 622 Dr. Lorraine Cigainero April 5, 2021 Abstract Corporate organizations have grown to change their systems and way of functioning to keep up with competition and maintain visibility in the market. There have been changes in technology, globalization, and an increase in the world's population, leading to the evolution of companies from their usual marketplaces to more extensive and more mature markets. The Samsung Company has adapted to changing market trends using Integrated Marketing Communication strategies. The company has utilized these strategies to widen its market, keep up with its competitors and build long-term brand stability. Integrated Marketing Communication is aggressive since it keeps track of the system that gathers ample consumer information. This document reviews an analysis of Samsung's internal marketing communication campaigns and other marketing strategies influenced by global brands and culture. Executive Summary  The Integrated Marketing Communication (IMC) strategy consists of various tools integrated into a company's processes to maximize the influence and a customer's needs at the lowest cost. The incorporation of these strategies ensures the company remains competitive and thrives in the market. Samsung has used IMC campaigns to make an impression on its target audience and overall consumers. Tools used to create awareness of Samsung products include advertising, public relations, sales promotions, personal selling, direct marketing, and sponsorship (Duralia, 2018). Advertising has been used for advertising the latest Galaxy S21 with a 5G connection. The company has used mediums such as social media, print media, digital ads, and television to advertise the phone features, and it's the difference from its competition. Integrated Marketing Communication Globally, companies have adopted strategies to expand their operations and remain competitive in the market. Companies are increasingly growing their operations to mature marketplaces and thriving international markets (Keegan & Green, 2020). Companies use integrated Marketing Communication (IMC) strategies to reach consumers and remain relevant in the market. Samsung has used IMC strategies to send messages and promote its product to target audiences. Through IMC strategies, Samsung has used provided mediums to magnify a brand message or a marketing campaign to their targeted audience. Example of a Samsung IMC campaign    Through the combination of different communication channels, Samsung uses IMC campaigns to maintain sales and brand-building stability. The campaigns have impacted the Samsung Company since they have enabled it to increase its profits, drive sales, and strengthen its credibility among consumers and increase efficiency. An excellent example of an IMC campaign involves the advertisement of the Samsung Galaxy S21 with 5G internet. The campai ...

1. Edwards 9
Integrated Marketing Communication
Markis' Edwards
BUS 622
Dr. Lorraine Cigainero
April 5, 2021
Abstract
Corporate organizations have grown to change their
systems and way of functioning to keep up with competition and
maintain visibility in the market. There have been changes in
technology, globalization, and an increase in the world's
population, leading to the evolution of companies from their
usual marketplaces to more extensive and more mature markets.
The Samsung Company has adapted to changing market trends
using Integrated Marketing Communication strategies. The
company has utilized these strategies to widen its market, keep
up with its competitors and build long-term brand stability.
Integrated Marketing Communication is aggressive since it
keeps track of the system that gathers ample consumer
information. This document reviews an analysis of Samsung's
internal marketing communication campaigns and other
marketing strategies influenced by global brands and culture.

2. Executive Summary
The Integrated Marketing Communication (IMC) strategy
consists of various tools integrated into a company's processes
to maximize the influence and a customer's needs at the lowest
cost. The incorporation of these strategies ensures the company
remains competitive and thrives in the market. Samsung has
used IMC campaigns to make an impression on its target
audience and overall consumers. Tools used to create awareness
of Samsung products include advertising, public relations, sales
promotions, personal selling, direct marketing, and sponsorship
(Duralia, 2018). Advertising has been used for advertising the
latest Galaxy S21 with a 5G connection. The company has used
mediums such as social media, print media, digital ads, and
television to advertise the phone features, and it's the difference
from its competition.
Integrated Marketing Communication
Globally, companies have adopted strategies to expand
their operations and remain competitive in the market.
Companies are increasingly growing their operations to mature
marketplaces and thriving international markets (Keegan &

3. Green, 2020). Companies use integrated Marketing
Communication (IMC) strategies to reach consumers and remain
relevant in the market. Samsung has used IMC strategies to send
messages and promote its product to target audiences. Through
IMC strategies, Samsung has used provided mediums to magnify
a brand message or a marketing campaign to their targeted
audience.
Example of a Samsung IMC campaign
Through the combination of different communication
channels, Samsung uses IMC campaigns to maintain sales and
brand-building stability. The campaigns have impacted the
Samsung Company since they have enabled it to increase its
profits, drive sales, and strengthen its credibility among
consumers and increase efficiency. An excellent example of an
IMC campaign involves the advertisement of the Samsung
Galaxy S21 with 5G internet. The campaign for the Galaxy S21
has occurred across social media on Samsung's Facebook and
Instagram accounts, television, digital ads on websites, and
print that is on billboards and magazines such as GQ.
Analysis of the ad in each medium and the characteristics of the
medium used to display the ad.
The mediums used in the campaign are effective because they
are naturally persuasive and widely disseminated through the
masses. As noted above, the company uses social media, digital
ads, television, and print mediums to sell the galaxy s21 to the
target audience. Each medium has its characteristics, which the
company manipulates to benefit the campaign. Social media ads
are curated to appear when the target audience is online. The
galaxy s21 is a bit pricy, and the company's target is the
working class and the youth. The adverts, therefore, appear at
night since many people are online scrolling through after a
long day.
Digital ads appear on websites mostly. The company contracts
the website with a large viewership to advertise the galaxy
phone. More viewers guarantee the company will promote their

4. product widely to increase awareness. Print media such as
magazines and newspapers is also an effective IMC medium. It
is effective in displaying the Galaxy s21 ad. Newspapers are
widely read, giving the company an advantage over other
competitors. Technology magazines are shared among the
working class and the youth who like to keep up with the latest
trends and want to own the latest inventions.
Elements of the campaign that make it an IMC
A campaign is considered an IMC when it incorporates
communication and marketing mediums to increase product
awareness to its target audience. The galaxy campaign counts as
an IMC because it promotes the product using various media
tools to spread the word about the phone and its unique
features. The company's campaign leaves an impression on
every consumer's mind by utilizing resources and marketing
tools at their disposal.
Marketing communication activity
Samsung has incorporated sponsorship as part of its
marketing plan. Sponsorship is also known as event marketing.
It allows Samsung to advertise and promote its sales using
public relations. Through sponsorship, the company builds a
relationship with the consumers leading to loyalty and
awareness creation. Company representatives engage with the
consumers and differentiate their products from the
competition.
The image above demonstrates an event sponsored by
Samsung to unleash a new galaxy phone and take questions
from the audience on its features and difference from other
competitive brands. In comparison with the Galaxy S21 IMC
campaign, they are very similar. Both strategies increase
awareness for the Samsung brand, which leads to long-term
brand awareness.
Sponsorship or event marketing can make or break the
Samsung brand. One strength of sponsorship is the intense
building of awareness on Samsung technology such as the
galaxy s21. Charity events and other projects expose the

5. technology to broader markets, creating a positive brand for the
company. However, sponsorship presents weaknesses, such as
the lack of a guarantee in returns (Duralia, 2018). Samsung uses
many resources to sponsor some projects, but they are unsure if
there will be a return on their investment.
Global brands, culture, and advertisement
Ad 1: Digital ad of galaxy s21 in Korea Ad 2: Digital ad of
galaxy s21 in Nigeria
The advertisements above are marketing the Samsung Galaxy
s21 in Korea and Nigeria through digital ads. They are different
in the advertisement skill and resources dedicated. Further, they
reflect the Korean culture and Nigerian culture very differently.
The Korean advert incorporates pop icons since they are popular
and a positive influence among the Korean people. The Nigeria
advert does not seem like it required much effort to put
together. Nigeria is a developing and economically depressed
nation. The advert attracts consumers to buy the product
through the promise of gifts due to the country's economic
nature.
The standardized versus localized debate is a complicated
marketing question that has led to differences in companies'
marketing strategies. My position on the discussion is that
companies need to carry out deep market research before
deciding on a strategy. Top management should understand the
market and reject suggestions on the reliance on knowledge
from distributors and agents. A deep understanding will return
the money, time, and resource investments in the company's
projects.
The Galaxy S21 advert in Korea uses an entertainment type
of appeal. The appeal is creative and captures the consumers'
attention since the pop stars used in the advertisement are
beloved among Koreans. The concept for the appeal is perfect
for the setting and delivers results. The request for the Nigerian
advert is different from the Korean advert. To achieve better
results, Samsung can produce low-end smartphones that are

6. readily available to Nigeria's target audience. Nigeria is the
most suitable country for expansion because currently, there no
giant electronic companies such as Amazon or Apple that have
expanded in the region (Agwu, 2018).
Conclusion
Companies use various options to expand their markets and
keep up with the competition. Chief among them is the
Integrated Marketing Communication strategies. These
strategies detect consumer habits through interaction with them
on various platforms. Samsung has campaigned for the galaxy
s21 smartphone using IMC strategies. They have been critical in
spreading awareness of the gadget since it is new in the market.
Other strategies used apart from advertising are sponsorship,
public relations, and sales promotions.
References
Agwu, P. E. (2018). Analysis of the impact of strategic
management on the business performance of SMEs in Nigeria.
Academy of Strategic Management, 17(1).
Duralia, O. (2018). Integrated marketing communication and its
impact on consumer behavior.
Studies in business and economics, 13(2) DOI
10.2478/sbe-2018-0022
Keegan, W. J., & Green, M. C. (2020). Global Marketing(10th
ed.). Retrieved from https://www.vitalsource.com
Product Branding [WLO: 1] [CLOs: 1, 2, 3]
Part 1:
· Explain the concept of brand image and brand equity for Red
Bull.
· Explain why Red Bull’s global marketing activities are so

7. heavily invested around extreme sports and events that are
associated with excitement and movement.
· Identify at least five examples of brand extensions and co-
brandings that Disney has implemented besides Disney Parks.
Briefly explains each example.
Part 2:
· Choose a country in Asia (e.g., Japan) and a country in South
America (e.g., Brazil) where the mentor company you identified
in your Week 2 - Global Marketing Plan Part 1 assignment
currently has a presence.
· Explain what similarities and differences you see in the
product and/or brand between the two countries using Maslow’s
hierarchy of needs, cultural perceptions, and strategic
alternatives in global marketing.Not all of the companies have a
branch in those regions. In that case, discuss the implications of
moving to an Asian county and/or a South American country
should your mentor marketer decides to expand there using
Maslow’s hierarchy of needs, cultural perceptions, and strategic
alternatives in global marketing.
Your initial discussion post should be 250 words. Cite your
textbook and any other sources used to support your ideas. You
may refer to University of Arizona Global Campus Writing
Center’s APA Style (Links to an external site.) resource.
Part 1: Red Bull
Red Bull presents an image of energy, boldness, movement and
adrenaline. Brand equity of a product is based on the customers’
awareness concerning it that makes them have certain peculiar,
favorable and great products brand relations in remembrance
(Stocchi & Fuller, 2017). The Red Bull’s brand equity is shown
in its price, brand design, positioning, and packaging. In its
pricing, Red Bull uses premium pricing strategy that makes the
price different from that of soda and coffee thus making it stand

8. out among the rest. Red Bull’s positioning is the most
influential part of the brand’s equity.
The word’s “revitalizes the mind and body” that are associated
with Red bull are extremely enticing because all people require
mind and body revitalization every day. Another distinctive part
of Red Bull is its attributes. On packaging and brand design,
Red Bull is packaged in two hundred and fifty millilitres blue
and silver can. The two fighting bulls on the can indicate the
vigor and energy from the drink and the phrase ‘energy drink’
summarizes it all. Red Bull’s global marketing is mostly based
on extreme sports and events of excitement and movement
(Brito, 2019).
This is the most influential strategy especially because athletes
seem potent and triumphant. Disney has implemented a host of
brand extensions and co-brandings. Firstly, it has co-branded
with Dole; urges a healthy lifestyle for children through their
best characters in advertising their brand and at the same time
enable them to get to their health goals. Secondly, Disney Co-
branded with Chase to develop debit cards for customers to do
card purchases (Fischer, 2016). Thirdly, Disney Co-branded
with Nike through hats with Disney logo. Fourthly, Disney Co-
brands with Starbucks where there are coffee mugs with Disney
park photos and Starbucks logo. Last but not the least, Disney
and Dooney & bourke co-branded to produce and sale
purses.
Part 2
Corporate organizations evolve to stay competitive in the
market. Advances in technology, globalization's impacts, and
population have caused some businesses to extend their
activities to mature markets, while others have opted to do so
with internal needs. Samsung products in South Korea and
France have offered products that prefer the people within these
countries. They have provided gadgets with the required
network that is adaptable in both of these countries. They have
also maintained a similar brand logo in both of the nations.
However, there are different strategies of marketing that have

9. been used in the two countries. In South Korea, advertising of
the products has performed effectively. In France, the company
included promotions in the sale of products that contributed
much to retain its popularity in the market.
The mentor marketers should expand this to develop a robust
marketing plan that will meet all the needs of the consumers.
They should access the current marketing situation and still
analyze the company's needs and goals, thus creating success in
the future. They can expand on the marketing systems that will
serve people by meeting what they need, such as the product's
quality, for a long time. The mentor marketer should also
consider the people's livelihood and their beliefs in these
countries in expanding the brand products (Green & Keegan
2020).
Mentor marketers of the company should also seek the market
penetration of their brands in these countries to deal with their
competitors. One should compare the price of their products
with that of others within the markets to expose these countries'
cultural perceptions. This will make the brand products
acceptable within the needs and maintain its effective
generation of more products.
References
Brito, D. C. (2019). Sports sponsorship and the impact on a
brand's purchasing intention and recommendation: Red Bull,
more than wings (Doctoral dissertation).
Fischer, E. (2016). When For-Profit Companies Evaluate
Potential Nonprofit Partners Focused on Youth Development,
what is the Role of Symbolic Brand Association in that
Evaluation?.
Green, M. C., & Keegan, W. J. (2020). Global marketing.
Pearson Education Limited.
Stocchi, L., & Fuller, R. (2017). A comparison of brand equity
strength across consumer segments and markets. Journal of
Product & Brand Management.
(2021). Retrieved 24 March 2021,
from https://www.forbes.com/the-worlds-most-valuable-

10. brands/#7e1b831e119c (Links to an external site.)
Twitter Advertising Analysis for Target Marketing [WLO: 1]
[CLOs: 1, 2, 5]
Twitter
Prior to beginning this discussion, please review Chapter 7:
Segmentation, Targeting, and Positioning. Global marketers
must know whether a standardized or an adapted marketing mix
is required to best serve consumer wants and needs. By
performing market segmentation, marketers can generate the
strategic insights needed to devise the most effective
approaches. The process of global marketing segmentation
begins with the choice of one or more variables to use as a basis
for grouping customers.
In your initial post,
· Explain market segmentation variables and use a company as
an example for that type of segmentation.
· Explain what variables were used by your mentor company
(chosen during your Week 2 Global Marketing Plan Part 1) for
segmenting the market and discuss your rationale for each.
· Analyze your mentor company’s targeting and positioning
strategy in the region you chose.
· To support your answer, go to your company’s Twitter (Links
to an external site.) account and find and post a copy or provide
the link to at least two tweets in your initial post that reflect
your company’s targeting and positioning strategies.
Your initial discussion post should be 250 words and must
reflect at least two theories or frameworks discussed in the text
(do not forget in-text citations). Cite your textbook and any

11. other sources used to support your ideas. You may refer to
University of Arizona Global Campus Writing Center’s APA
Style (Links to an external site.) resource.
Good Evening Class,
Market segmentation is the process of pinpointing segments of
either individual consumer groups or nations of prospective
buyers with similar characteristics who are likely to evoke some
reaction to a company's marketing mix (Dolnicar et al., 2018).
An example of such segmentation is computers, where the
market is categorized as home users, corporate users, and
educational users. In the text, we learn that in 2014, Hewlett-
Packard divided into two to focus more on the individuals in the
segments.
Hewlett Packard Enterprises narrowed down to providing
servers and data storage services for the market's business-to-
business segment. On the other hand, HP Inc., which had the
familiar blue circle logo, serves the PCs and printers' consumer
market segment. This is an example of segmentation basing on
the benefits sought. Other demographic variables include
demographic, psychographic, and behavioral characteristics—
demographics based on population, income, and age. The
behavioral characteristics variable looks at whether customers
purchase a product and how many—lastly, the psychographics
variable segments people in terms of their attitudes, values, and
living styles.
The mentoring company I chose was Samsung, and it based its
targeting and positioning in Nigeria on the demographic
variable. The Nigerian population has a high literacy level,
technologically advanced, somewhat good economy and
politics, and expensive living style, a higher percentage of
youths, and a relatively lower unemployment rate. Such
demographic characteristics are favorable for Samsung to select
it as a target market. The company, Samsung, is amongst the
leading electronic organizations in the whole world. Its roots

12. are in South Korea. Products from the company include digital
media devices, appliances, integrated systems, memory chips,
and semiconductors (Bajaj, 2017). These products suit well in
the characteristics of the Nigerian population. Below are tweets
of Samsung targeting their segment market in Nigeria;
https://twitter.com/Samsung_Nigeria/status/8587050046680473
61?s=20 (Links to an external site.)
https://twitter.com/Samsung_Nigeria/status/7096834317062021
12?s=20 (Links to an external site.)
References
Bajaj, A. (2017). A Study on Market Segmentation of Samsung
Electronics Ltd. with Special References to Mobile
Phones. International Journal of Advance Research, Ideas and
Innovations in Technology, 3(5), 367-372.
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market
segmentation analysis: Understanding it, doing it, and making it
useful (p. 324). Springer Nature.
Edwards 1
Samsung: Global Marketing Plan Part 1
Markis' Edwards
BUS 622
Dr. Lorraine Cigainero
March 15, 2021

13. Abstract
Corporate organization adapt to remain competitive
within the market, the advancement in technology, effects of
globalization, and population have made several companies
expand their operations to mature marketplaces while other have
chosen to do so with internal markets. This document reviews
Samsung's internal environment and identifies a country where
it can expand its operations based on the identified factors.
Executive Summary
There are various strategies that corporate organizations adapt
to remain competitive and to thrive in the market. The
advancement in technology, effects of globalization, and
population have forced many companies to expand their
operations to mature marketplaces while others have expanded
their operations to international markets. According to the
last Forbes news, companies that open their needs where their
opponents have not opened have more significant power.
Through global expansion, a company can make its brand
awareness durable before its competitors do. The global
expansion also creates the firm's image and builds an excellent
reputation for future operations worldwide (Anwar, 2017).
Samsung: Global Marketing Plan
There are reports that companies with more global outlets

14. control a large customer base and are also well established in
the market. In the United States, top companies with robust
brand loyalty and enormous profit, such as Apple, Samsung,
Netflix, PayPal, etc., are globally known for their vigorous
branches. The process of global expansion also involves
analyzing environmental factors such as political, economic,
social, technological, and legislative factors of a company
(Keegan & Green, 2020). This paper will analyze Samsung's
internal environment and identify a country where it can expand
its operations based on the identified factors.
Background information about Samsung
Samsung is one of the leading electronic companies
globally. It is located in South Korea. Samsung products include
memory chips, digital media devices, appliances,
semiconductors, and integrated systems. Samsung has been in
existence for over 80 years, and currently, it controls over $4
billion net worth with over 2000 display centers in over 400
countries. According to the company's previous report, over 80
of its profit is obtained from overseas countries, with the U.S.,
Russia, U.K., China, Germany, and France being its primary
target market (Gumparthi & Deb, 2019). However, the company
has also expanded in Africa, and Australia and today, the
company's brand is prevalent in all continents. Samsung
contributes to over 50% of South Korean export. Besides,
Samsung contributes to over 20% of South Korea GDP.
Samsung currently has more than 5000 workers; Samsung has
received several international awards, including the best
company in empowering employees and a center of excellence
for quality customer services. Samsung has appeared in the
Forbes list and Fortune 500 companies since 2010 (Gumparthi
& Deb, 2019). The main competitors of Samsung Company are
Amazon, Apple, Hot Point, Techno, Huawei, Sony, L.G., and
Dell. Samsung had led the electronic market with its superior
products for many years until later, when Apple emerged. The
company is taking plight in its brand recognition and its brand
loyalty globally.

15. Environmental analysis
Economic factors
The economic factors that determine the company’s hiring
ability include the employment rate, level of income, and
educational level—the higher the unemployment rate, the lower
the bargaining power of employees (Keegan & Green, 2020).
Employees obtained in areas with high unemployment rates tend
to accept a lower salary. However, these employees are less
competent, and they are also expensive in terms of the process
and resources needed to train and equip them with the skills
necessary for the job. This is because these employees have low
education levels, and their income level is relatively poor
(Haizar et al., 2020). Samsung usually expands its operations to
high literacy levels, high income, and low unemployment rates.
Since Samsung products are relatively high, they target middle
and high-class customers. Samsung attracts customers in
developed and developing countries globally. The economy of
these countries allows customers to buy rather expensive
products. Also, the operation of Samsung products requires a
medium or high literacy level. Therefore, the company usually
prefers expanding its operations to countries with high
education and stable income.
Socio-cultural factors
Cultural factors such as workplace diversity and religion
affect the global expansion of Samsung products. These factors
also affect the hiring method of the company. For instance, in
Japan, women are still considered not fit to be leaders (Keegan
& Green, 2020). The role of women is undermined in many
countries globally. Over the past ten years, Samsung only hires
youth adults who are energetic, innovative, and flexible. The
company believes that young adults are more productive than
aged people. The company also believes that young adults are
flexible and can change to the changing priorities than adults.
Another cultural factor associated with the company is the
effect of religion. In Islamic countries, especially in the Middle
East, the company enjoys much support and customer loyalty in

16. Christian regions (Haizar et al., 2020). These factors influence
the company’s move to ensure cultural diversity in terms of age,
religion, gender, or race. Technology is another cultural aspect
that Samsung considers when it wants to expand to a country.
Countries with innovative, literate, and technologically
informed people tend to be the target market for Samsung.
Political, legal and regulatory
The process of obtaining a permit to operate in some
countries may be complicated than in some countries. Some
countries have strict trade policies that affect trade. Other
countries pose high taxes to foreign investors, thereby
undermining their ability to engage in business effectively.
Other challenges such as political instability caused by civil
war and terrorism jeopardize its ability to expand to some
countries (Wulff et al., 2019). For instance, Middle East is
highly characterized by civil war and terror attacks, including
some African countries such as Syria, Myanmar, Iraq,
Afghanistan, South Sudan, Ethiopia, and Somalia. These
countries experience constant war, which poses serious threats
to economic growth, and this undermines trade. Also, corruption
is a significant issue that affects commerce globally. There are
countries with extreme cases of corruption. Corruption affects
business because it violates the ethical principles as well as
core values of Samsung. Samsung tends to avoid countries with
t5hese challenges.
Trade
Countries that are trading partners of South Korea are
given priority during the expansion process. Trading unions as
European Union provides a better platform to expand its
operations because it engages in free trade, thereby eliminating
the effects of taxation and harsh government regulations (Wulff
et al., 2019). Over a third of Samsung branches are found in the
countries which are trade partners of South Korea.
Nigeria
Nigeria is one of the fast-growing countries in Africa. It
has the highest population in Africa currently with a low

17. unemployment rate. The highest population in Nigeria is youths.
Nigeria is one of the technologically advanced countries.
Besides, Nigeria's literacy level is above average, making it a
better area for expanding Samsung operations.
General Strategies
Demographic factors
Nigeria has the highest population in Africa. The highest
population is youths. Since youths for a significant market share
for Samsung products, Nigeria can offer more opportunities.
The population of Nigeria is evenly distributed throughout the
country. A third of the population is found in the urban areas
while the rest live in the rural population. The high population
of youths contributes to the rapid economic growth of the
country. Nigeria is the most suitable country for expansion
because currently, there no giant electronic companies such as
Amazon or Apple that have expanded in the region (Agwu,
2018). This implies that when Samsung expands o Nigeria, there
will be limited competition.
Economic factors
Nigeria is a fast-growing country in Africa. The country's
economy relies on its immense population growth, low
unemployment rate, high education rate, and high-income rate.
The current unemployment rate in Nigeria stands at 23%. This
is considered one of Africa's best unemployment rates since
some countries have as much as 40% unemployment rate. Over
60% of Nigerian youths are active in social media and are using
smartphones, computers, and tablets. These are opportunities
that make Nigeria suitable for expansion.
Socio-cultural factors
Nigeria loves a lavish lifestyle, and they are very
fashionable. They are flexible to changing priorities and are
very peaceful people. Nigeria has produced global women
leaders. This shows that it is a country that gives equal
opportunity to both women and men in employment, politics,
and education. The previous report indicated that over 60% of
the Nigerian youth population is active on social media

18. platforms. This shows that when Samsung enters the Nigerian
market, it will attract all the youth population.
Political, legal, and legislative factors
Nigeria is one of the most peaceful countries in Africa.
The rate of corruption in Nigeria has also significantly reduced
Nigeria over the past decades. The government of Nigeria
allows foreign investors to invest in Nigeria at a low cost. The
tax regulation is low. This attracts international traders to
expand their operations in Nigeria. The employment laws do not
capture minimum wage, thereby allowing employees and
employers to enter bargaining power with employees regarding
salary and wages. This will help Samsung set and control
employee wages and decide on the best compensating
employees.
Trade factors
Nigeria is one of the closest trading partners of Arab
countries. Nigeria has partnered with some Arab countries,
including Japan, China, and Russia, in business before. Nigeria
exports most of its oil to China and Japan. The excellent
relationship with other Arab Countries allows the South Korean
government to trust Nigeria and consider it suitable for the
expansion process.
Conclusion
Based on the critical analysis of Samsung's global
environment, Nigeria is the most suitable country to consider
for expansion. This is because Nigeria's general strategy aligns
with the environmental factors determining regions that
Samsung believes for future growth. Nigeria has a
technologically advanced population, high literacy level, stable
economy and politics, high youth population, high-income rate,
low unemployment rate, and expensive lifestyle. These
characteristics align with the features of Samsung's target
market.
References
Agwu, P. E. (2018). Analysis of the impact of strategic

19. management on the business performance of SMEs in Nigeria.
Academy of Strategic Management, 17(1).
Anwar, S. T. (2017). Alibaba: Entrepreneurial growth and
global expansion in B2B/B2C ma Pickering, S. Y. (2016).
Effiom, L., & Edet, S. E. (2018). Success of small and medium
enterprises in Nigeria: Do environmental factors matter. Journal
of Economics and sustainable Development, 9(4), 117-127.
Gumparthi, V. P., & Deb, M. (2019). Branding Dilemma and
Global Expansion: The Case of Caliber Technologies. South
Asian Journal of Management, 26(3), 162-183.
Haizar, N. F. B. M., Kee, D. M. H., Chong, L. M., & Chong, J.
H. (2020). The impact of innovation strategy on organizational
success: A study of Samsung. Asia Pacific Journal of
Management and Education, 3(2), 93-104.
Keegan, W. J., & Green, M. C. (2020). Global marketing(10th
ed.). Retrieved from https://www.vitalsource.com
Wulff, E., Kee, D.M.H., Halttunen, E., Kara, H. and Pakarinen,
N., 2019. An Analysis on How Samsung Can Improve Their
Environmental Work by Adding New Ecological Transportation
Method of Goods. Asia Pacific Journal of Management and
Education, 2(3), pp.55-66.