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Applied Chemicals In Asia A History Of Organisational Change Case Study Solution and Analysis


Historically, the company's core customers consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Applied Chemicals In Asia A History Of Organisational Change Case Study Solution products withtheir own brand name. Its client circle includes Original Devices Manufacturers (OEMs), who used to offer Samsung products with their own brand name. He repositioned Samsung as a worldwide brand and educated his divisional supervisors to comprehend marketing and its value.

Issue Declaration

Samsung's transition from an item based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to include marketing efficiently is still a significant challenge. Producing a consistent brand name identity across the whole world and utilizing marketing strategies that best fits the regional culture is no simple job. The M-net program analysis have actually been truly helpful in identifying the high and less prospective growth locations, however allotment of resources accordingly is not well gotten amongst the supervisors. There is no consensus amongst the hierarchy regarding the best suited future technique.
Executive Summary
Situational Analysis

Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis efforts for developing its brand name throughout the world was started after introducing the "new management effort" by Chairman Lee in 1993. The objective was to transform Samsung from a low-cost OEM to a high value-added product provider. To make the vision of Samsung a truth, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can transform from a low end to a luxury item supplier. He knew that improvement can only be done through placing Samsung as a company providing high-end items and this might just be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand, with a prospective support of its executives, Yun faced several marketing challenges in early years of its efforts.

One of the marketing obstacles for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous organisation practices, and the existing marketing requirement was excessive high, the gap was too wider and to fill this gap with wrong perceptions about marketing was rather tough for Yun.

As specified above, marketing focus was really low in previous practices, for that reason there were no proper marketing budget plans for each of the product on the portfolio. There was no marketing preparation done for the existing items. In addition to it the item range of the business was increasing with the ripening of new product concepts by the R&D sector of Samsung. Yun had a challenge to carry out marketing preparation and to create marketing budget plans for existing in addition to for new items from the very start, and this would take a substantial time.

A huge shift would be needed in existing marketing expenditures to construct the Samsung brand. This would result in increased marketing expenses for Samsung and could disturb the administration regarding increased costs, as they were unwilling to marketing expenditures previously and a sudden huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Applied Chemicals In Asia A History Of Organisational Change Case Study Help strengths lie in its substantial item portfolio. Samsung has biggest number of patents in the market with total number of 15499 patents approved in United States( USP).

Another strength of Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis is its capability to establish innovative products at a constant rate. It major proves for the development and item creating of Samsung is that the company has actually gotten many awards for its development and product style.

Unlike Apple and other competitors, Samsung is concentrated on producing devices which can be easily incorporated with any kind of open source Operating System (OS) and software application. This offers Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce high-end items at low expense of production is likewise among the major strength of Samsung as it allows the company to record more market by providing quality products with cost control.

Weak points

Applied Chemicals In Asia A History Of Organisational Change Case Study Solution weak points are hidden in the business's dependence on outsourcing software for its devices due to business's failure in establishing software, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to big distinction in the costs of Apple and Samsung with a much lower distinction in quality. The diverse focus of the business due to large number of products in its portfolio, result in the less efficient production and make the company not able to charge higher costs like Apple. The business is likewise inefficient in handling its patents and frequently faces the problem of patent infraction.


Opportunities for Applied Chemicals In Asia A History Of Organisational Change Case Study Help lie in the growing Smart device market and the business's performance in the market. Samsung presently runs in about 80 nations and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic industry environment of innovation market position a severe risk on Samsung's survival and force the company to invest much of its revenues share on R&D in order to make it through in the long run. The market saturation in developed nations i.e. saturation of mobile company is also a big danger for the company's development in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Samsung provides quality products and has a rather abundant portfolio which caters to various sectors. LCD and mobile phones are the greatest products of Samsung, whereas DRAM is also not far behind in comparison of them.

• Laptops.
• Mobile phones.
• A/c unit.
• Desktop computer.
• Hard drives.
• Washer.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Applied Chemicals In Asia A History Of Organisational Change Case Study Solution utilizes both market competitive and market skimming rates techniques for its wide array of products. In competitive pricing it adjusts the rate according to the competition in order to gain benefit, whereas, it uses market skimming method where the product has actually an included value and by offering a few products it can reach break-even.


It has among the very best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon and so on. All its products are timely supplied to the selling place/ delivered to the clients directly in case of online order.

Vrio Analysis
It utilizes both offline & online channels of promo to market their items. Paid item ads, social promotion and digital ads are uses to develop awareness about Samsung products.

Value Chain Analysis.

It's an analytical framework for determining service activities that include value or competitive advantage for the company.

Incoming Logistics.

It has one of the most effective and effective supply chain network and has more than 2700 providers throughout numerous industries around the globe. Almost 80% of which is based in Asia and the remaining around the globe. For its inbound logistics it owns different logistics companies as it subsidiaries. It takes care of its suppliers and creates an unified relationship with them and even lowered their payment cycles to boost this relationship even more which includes value to their chain network.


Samsung's core competency is its mass making it produces 90% of its items internal. Divided into three various divisions its operations are particularly IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is preserving operation centers worldwide to further add value to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is among the main reasons Applied Chemicals In Asia A History Of Organisational Change Case Study Help has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant function in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target consumer attention towards the product is done through marketing and sales to communicate with them the worth and competitive advantage the product uses. Applied Chemicals In Asia A History Of Organisational Change Case Study Help marketing spending plan is continually growing because they began their rearranging internationally and will continue to do so as they are continuously wanting to expand and invest in high prospective development markets. The budget plan is invested in events, print and media advertisements, public relations and so on.

Samsung put their customers at the top and constantly make every effort to deliver unmatchable client service requirements. By adding a direct assistance line to call them 24 hours they have further increased the added worth of Samsung service.


Applied Chemicals In Asia A History Of Organisational Change Case Study Help has actually diversified market division, based upon its provision of wide range of items to large number of consumers. Samsung target client segments can be divided into 3 categories i.e. Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device services.


Applied Chemicals In Asia A History Of Organisational Change Case Study Solution geographic division is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its products supplied to Urban in addition to Rural areas of the country. The Samsung is also growing its global existence and the business's versatility in finding its plants motivates global expansion of Samsung.


The group segmentation of Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis is based upon gender, age, life-cycle phase and occupation. Samsung produces products that can be utilized by both males and women. The target consumers for Samsung IT and mobile communication items have an age range of 18-65 with bulk at a young or recently married life cycle stage. They are mostly employees, experts and students. Apart from it, Samsung Consumer Electronics are targeted to a client section with an age series of 25-65. They are primarily specialists and staff members. Samsung Gadget Solutions are targeted at students, staff members and professionals with an age range of 25-65.


The psychographic division of Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis s based upon the social class and the life style of the consumer. Samsung target customers on the basis of social class are generally upper middle, middle and working class consumers, as Samsung sell products like cellular phone not much more affordable i.e. Motorola as well as not much costly i.e. Apple. It provides quality products to middle level consumers at a somewhat high rate than others targeting the same section.


Applied Chemicals In Asia A History Of Organisational Change Case Study Help bulk target consumers have unique behavioural characteristics. They are attracted towards Samsung because of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Applied Chemicals In Asia A History Of Organisational Change Case Study Help has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the biggest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this choice is based on the mission of Kim to target the younger audience and create a worldwide brand name image of the business. Whereas, the core strength of the company is presently making however long gone are those days when great products were offering themselves. In the present age marketing is really crucial and business can not succeed without it. Kim has already begun to strengthen the marketing activities of Samsung and very soon it will turn into one of its core strength like manufacturing if not better.



Samsung operates styles, produces and sell a large portfolio of consumer electronics. It runs in a very competitive environment and has actually successfully positioned itself as the maker of quality items. The response is yes.


As, stated earlier that Applied Chemicals In Asia A History Of Organisational Change Case Study Solution operates in a highly competitive environment, which implies all the companies have comparable products. So, the answer for rarity is no.


Due to the nature of the industry, it is very easy for rivals to comprehend the functionality of the products and easily make their own designs. Yes, Samsung is only behind IBM in registering new patents yearly, but the advantage is very short-term in this market.


Chairman Lee has entirely turnaround Samsung, from going almost insolvent throughout the Asian financial crisis of 1997 to the leading 25 company in the world. Absolutely yes there appertains organization in the business and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every country worldwide, bulk of the environments like USA, Europe, China and so on, are very conductive for its operations. Nevertheless, it faces some political pressures in less industrialized nations where order circumstance is not good. Latin American, African and some Asian nations fall in this category, where political instability do have an effect on Applied Chemicals In Asia A History Of Organisational Change Case Study Help operations.


Purchasing power of customers is important for companies like Samsung to prosper and grow. Emerging markets like India, middle-eastern nations and so on provide development opportunities, whereas, due to recession even the consumers of developed countries suffer severely. It is extremely essential for the company to keep an eye on the continuous economic circumstance of the country prior to entering the market.


International companies have to deal with different social and cultural concerns during its operations in a foreign country. Samsung has actually likewise dealt with lots of problems but have embraced to the local environments of the majority of the countries exceptionally well. It has actually tailored its items, practices, policies and so on accordingly in order to be successful.


With an annual expenditure of 2.4 billion dollars in Research study & Development, and with constant innovative product launches, Applied Chemicals In Asia A History Of Organisational Change Case Study Help is one of the top innovative business of the world. With a clear mission to be ahead of the rest when it comes to technological developments, Samsung has increased to the no 25 of the top successful business of the world.


Each country has their own laws and policies, being a multinational business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal effects. It has to study or employ a local law professional before starting its operations in a specific country.


With the increasing awareness among consumers about the ethical & ecological violations of companies, Samsung needs to ensure that it follows all the safety standards. Environmental damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be extremely serious. On the other hand it needs to do some Corporate Social Responsibility practices to show the residents that it appreciates their environment and individuals.

Porter's Five Forces

Threat of Alternative

Risk of substitution for Samsung's each item category is rather significant. Running in an incredibly dynamic industry lead the business to deal with a high danger of replacement. Elements for high risk of replacement for Applied Chemicals In Asia A History Of Organisational Change Case Study Solution Mobile phone consist of the existence of high number of suppliers and Market saturation in industrialized nations, that make the expense of changing for customers almost no. Alternative hazards for Samsung visual screen lie in the changing lifestyle of clients. Consumers can change to viewing visuals at home towards outdoor activities. Along with it, Samsung printing options products are threatened by the increasing tourist attraction of consumers towards cloud storage.

Rivalry Among Existing Companies:

The rivaly amongst Samsung and its close rivals is intense. The significant factor behind this is the technique of market saturation in various number of product categories, requiring Samsung to present more innovative features in existing items and brand-new innovative products to keep its growth. Other aspect for the intense competition amongst the rivals is the little product differentiation among the products. The popular players in the technology market are quite aware of the importance of R&D costs for their survival and are encountering a race of marketing and R&D costs, to catch the marketplace. The major rivals for Applied Chemicals In Asia A History Of Organisational Change Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry results in the changing market shares which can be seen in Exhibit F.

Bargaining Power of Suppliers:

( Samsung Sustainability Report, 2016) Provider's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of possible size and worth. Due to incapability of Applied Chemicals In Asia A History Of Organisational Change Case Study Solution to build its own software application, it has to outsource its software advancement to Google, which becomes a potential provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Market saturation in many of the item categories likewise make the bargaining power of purchasers more extreme in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its items at a higher rate than much of its competitors, due to high end quality product and a reasonable brand image.

Threat of New Entrants:

Hazard of new entrants for Samsung is rather low. One of the significant element for low threat of brand-new entrants is the high competition in the industry. The requirement of huge amount of capital to enter in the market is likewise among the potential barrier to entry. Together with it, requirement of huge knowledge and research study and advancement expenditures for survival in the industry also make brand-new entrants hesitant to go into in the marketplace. Market saturation is also one of the barrier of entry in innovation market. High bargaining power of providers require the players in the industry to charge as low rates as possible and this can only be achieved by production effectiveness. Brand-new firms, in majority cases, lack the production performance, thus increasing the dangers for entrance in the innovation market.

Competitive Analysis

Samsung's high product diversification provides it distinction from its rivals. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis had a huge R&D costs on all of its item categories which make it possible for the business to earn prospective income from sales of almost all of its items.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in regards to international market share, among 8 various product classifications. Samsung was the global leader in producing DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel but its revenues from chips was growing quicker than Intel and has grown close to the income levels of Intel, as provided in the case Exhibition 2.

Together with the chips Samsung mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's mobile phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high growth despite of higher rates than Nokia and Motorola was the business's high-end quality cellular phone.

Samsung was likewise reaping the benefits from increasing market share of high-end LCDs as given in case Exhibition 3. The significant factor, making the company allow to get the chance is its mass production at low cost. Sony was the most significant rival for Applied Chemicals In Asia A History Of Organisational Change Case Study Help in LCD market, nevertheless, it had also begun joint venture with Samsung in 2003 for LCD manufacturing, lessening the competition for Samsung.

Porter's Competitive Strategy

Low Cost Management strategy of porter is fully carried out by Samsung the way they achieve economies of scale by reinforcing their core competencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to make for them, due to the fact that they were unable to compete with them on low expense. Differentiation is another technique well executed by Samsung by constant investment in the R&D and remaining ahead of the competitors. They always bring something brand-new and ingenious whether it's an item or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Applied Chemicals In Asia A History Of Organisational Change Case Study Help would produce a new brand name image by targeting the younger generation of the specific nation. As, especially mobile phones of Samsung are preferred amongst the younger market.


1. It is the very best technique to develop Consumer Life time Worth (CLV) by creating a long-lasting relationship with consumers. Construct loyalty through delivering value and reap the benefits for long-lasting, as research study has revealed it is more affordable to retain current consumers than to bring in new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful individuals and which in turn will bring in new customers for my items.


1. Old consumers who were associated with Samsung before may not like this brand-new image the company is trying to depict.
2 It will sustain more expenses to rearrange some products and it might not even bring success as the trends alter very rapidly among the more youthful market.

Alternative option 2.

Samsung has made making its core proficiency for the a lot of part of their organisation and due to which its supervisors are not afraid to totally step out of their convenience zone. It would be done by arranging training workshops throughout which significance of marketing will be taught and numbers will be provided. Failure to get the passing ratings will get benched. Marketing environment need to be produced internally first as genuine marketing starts inside the corporation.


1. Its pro will be that all the marketing technique supporters will come out and also the opposite ones.


2. Its con can produce a really unhealthy environment in the office, as individuals typically withstand modification because they fear it.

Identify the very best option

Option is the best as it clearly has more pros due to the fact that as soon as a Customer Life time Value is built the company will benefit from it till that customer is alive and has purchasing power. Plus, our target customers are the more youthful generation which are bound to live longer than the present old age people. Samsung's primary objective is to produce commitment among its consumers and make them bought it from them and even purchase their various items.

Application Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi make with music. And set the expectations practical and attainable.
• A team consisting of finest marketing and sales experts need to be assemble, and both views need to be taken into account before securing the resources needed to carry out the strategy.
• Thorough interaction of the strategy must be done as it is extremely crucial for everybody to be on the exact same page to make it work.
• Jobs and timelines must be develop and interacted accordingly to each person accountable.
• The manager ought to use a control panel which reveals the progress of all the tasks which have actually been done or about to be done and by whom.
• The manager ought to keep an eye on and keep a consistent examine the private and overall efficiency.
Since any new trend or policy might come in due to which all the things currently planned have to be changed, • Everyone must be prepared to adapt midway. It's better to have contingency plans already prepared.
• At the end of the project the manager ought to communicate the results and if successful need to celebrate with the team.

Spending plan

This change the budget allowance of various nations and numerous managers were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia development prospective merited a 35% allocation while they were getting 45%. It truly helped to relatively disperse the resources and record more clients by spending more on advertisements on the high growth potential areas of the world.

Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis is a leading 25 business on the planet now and plans to get ahead of Sony who sits currently at no. 20. Its continuous investment in R&D and ingenious practices have propelled them to new heights but for them its' just the start and they want to be amongst the top 3 brands in the world. They entirely turn-around from practically declaring bankruptcy during the Asian Financial Crisis to a world distinguished brand name, known for quality and innovation. Their worth chain and their core proficiency their manufacturing capability, along-with international brand name image structure have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further growth in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts should be directed towards younger demographic amid the internal arguments about marketing and need to develop Client Life time Value as it will not just provide benefits now but will continue to enjoy it till the client lifetime. As the expense of keeping the consumer is much cheaper than attracting a brand-new one.