The economic stability and growth of a region has a direct and significant impact on the profits of a business. Economic stability of a region provides high standards of living and high employment rates leading to an increase in consumers’ disposable income and a close analysis of growth trends determine the market focus of Samsung (Meyer, 2009). The consumer electronics market has experienced an increase in sales due to the growth of individuals’ spending power, which is expected to rise over the next decade, due to a steady recovery from the economic downturn of the past few years (Savitz, 2012). At the same time, the economic strength of a region (or the disposable income of the region’s inhabitants) is an indicator for the saturation of the market in regards to electronic products. As such, Western economies are areas where Samsung has a well-established brand name, but is experiencing potential resistance from the customers who are overly exposed to marketing messages from all consumer electronics sellers (Long, 2014). At the opposite end of the spectrum, growing economies are a great market for Samsung’s expansion, as the demand for upmarket consumer electronics is on the rise and the reputation of the company can be utilised to position it in a good competitive position (Lev-Ram, 2013).
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