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Social FactorsAs a primarily South Korean family-owned business, Samsung sells its Galaxy S5 phone operating as a Korean company at its core, despite its international footprint. Thus, it will have to adapt to the social-cultural conditions of its new emerging markets, especially in Africa (Bradshaw, 2014: p1). Since the Galaxy S5 phone is being sold to a niche market that is significantly influenced by the consumer’s lifestyle preferences, while each of these markets has different socio-cultural influences, Samsung will have to re-orient its Galaxy S5 phone to fit accordingly in individual markets (Markillie, 2014: p1).