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

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


Applied Chemicals In Asia A History Of Organisational Change Case Study Solution is a widely known international brand in innovation industry, established in 1938 by Lee Byung Chul, in South Korea. Applied Chemicals In Asia A History Of Organisational Change deals in large number of item classifications consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic items. Historically, the business's core customers include the Original Equipment Manufacturers (OEMs), which utilized to offer Samsung items withtheir own brand. Till early 1990s, the core proficiency of Samsung lie in its low rate offerings than its competitors by making existing items at economies of scale. Its client circle includes Original Equipment Manufacturers (OEMs), who used to sell Applied Chemicals In Asia A History Of Organisational Change Case Study Solution items with their own trademark name. Samsung was not merely known outside Korea. There were likewise no or little interest in developing the brand worldwide. Marketing budget plan was controlled by production department with a focal point on offering inexpensive products.During the 1997 Asian Financial Crisis the company practically got bankrupt, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the leading 25 most valuable company in the world. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Samsung as a worldwide brand and informed his divisional managers to understand marketing and its value. Now their objective is to reach the top 10 by 2005.

Problem Statement

Samsung's transition from an item based to a marketing business is not going as efficiently as planned.Overcoming the unwillingness of divisional managers to incorporate marketing successfully is still a major obstacle. Creating a constant brand identity across the entire world and using marketing methods that finest fits the regional culture is no simple task.

Situational Analysis

Applied Chemicals In Asia A History Of Organisational Change Case Study Help efforts for building its brand name throughout the world was begun after presenting the "brand-new management initiative" by Chairman Lee in 1993. The objective was to transform Samsung from a cheap OEM to a high value-added product service provider. To make the vision of Samsung a reality, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Samsung can transform from a low end to a high-end product service provider. He understood that improvement can just be done through placing Samsung as a business using high-end products 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 possible assistance of its executives, Yun faced several marketing obstacles in early years of its efforts.

Among the marketing difficulties for Yun was the understandings of executives about the worth of marketing. They thought about marketing and selling as same tools and thought that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the current marketing requirement was excessive high, the space was too broader and to fill this gap with incorrect understandings about marketing was quite tough for Yun.

Along with it the product range of the business was increasing with the ripening of new product concepts by the R&D sector of Samsung. Yun had a difficulty to perform marketing preparation and to produce marketing budgets for existing as well as for brand-new products from the very start, and this would take a huge time.

A huge shift would be needed in present marketing expenditures to build the Samsung brand. This would result in increased marketing expenditures for Samsung and could disrupt the administration concerning increased expenses, as they were unwilling to marketing expenditures formerly and an unexpected huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Samsung strengths lie in its substantial item portfolio. Samsung has largest variety of patents in the industry with total number of 15499 patents given in US( USP). Large amount of R&D costs has actually allowed the company to grow its product portfolio at a higher rate than its competitors. Applied Chemicals In Asia A History Of Organisational Change Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total profits.

Another strength of Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis is its ability to establish innovative items at a constant rate. It significant proves for the innovation and product developing of Samsung is that the business has received numerous awards for its innovation and product design.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be quickly integrated with any type of open source Os (OS) and software application. This supplies Samsung an edge over Apple gadgets.

Samsung's capability to produce luxury products at low expense of production is also among the significant strength of Samsung as it enables the company to capture more market by supplying quality products with expense control.

Weak points

Samsung's weak points are concealed in the company's dependence on outsourcing software for its gadgets due to business's inability in establishing software application, unlike Sony. Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis likewise has low earnings margins as compare to Apple due to big difference in the costs of Apple and Samsung with a much lower difference in quality.


Opportunities for Samsung lie in the growing Mobile phone market and the business's performance in the market. It can increase its market share and incomes from cell phone as the business is quite efficient in cell phone market. Samsung presently runs in about 80 countries and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to obtain patents. It would enable the business to increase its item portfolio with a boost in its wealth.


The vibrant market environment of innovation industry present a serious risk on Samsung's survival and force the company to spend much of its earnings share on R&D in order to survive in the long run. The market saturation in industrialized nations i.e. saturation of mobile business is likewise a huge danger for the company's development in the presence of strong rivals like Apple.

4 P's of Marketing


Samsung provides quality items and has a rather abundant portfolio which caters to various segments. LCD and mobile phones are the greatest items of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Smart phone.
• Air conditioning system.
• Desktop computer.
• Hard disks.
• Washer.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Applied Chemicals In Asia A History Of Organisational Change Case Study Solution uses both market competitive and market skimming rates methods for its wide range of products. In competitive prices it changes the price according to the competition in order to gain advantage, whereas, it utilizes market skimming technique where the product has an added value and by selling a few products it can reach break-even.


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


It utilizes both offline & online channels of promo to market their products. Paid item advertisements, social promo and digital advertisements are utilizes to create awareness about Samsung items.

Value Chain Analysis.

It's an analytical framework for identifying company activities that include value or competitive benefit for the company.

Inbound Logistics.

It has among the most effective and efficient supply chain network and has over 2700 suppliers throughout different industries around the globe. Practically 80% of which is based in Asia and the remaining worldwide. For its inbound logistics it owns different logistics firms as it subsidiaries. It cares for its suppliers and creates an unified relationship with them and even minimized their payment cycles to boost this relationship further which adds value to their chain network.


Samsung's core competency is its mass making it produces 90% of its products internal. Divided into three different departments its operations are particularly IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is maintaining operation centers worldwide to further add value to its value chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is one of the main reasons Applied Chemicals In Asia A History Of Organisational Change Case Study Help is able to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target client attention towards the product is done through marketing and sales to interact with them the value and competitive advantage the item uses. Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis advertising budget plan is continuously on the rise given that they started their repositioning internationally and will continue to do so as they are continuously aiming to invest and expand in high potential growth markets. The budget plan is spent on events, print and media advertisements, public relations and so on.

Samsung put their customers at the leading and continuously strive to deliver unmatchable customer service standards. By including a direct assistance line to call them 24 hours they have actually further increased the added worth of Samsung service.


Applied Chemicals In Asia A History Of Organisational Change Case Study Help has actually diversified market segmentation, based upon its provision of vast array of items to large number of consumers. Samsung target customer 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 Electronics and Samsung Gadget options.


Applied Chemicals In Asia A History Of Organisational Change Case Study Help geographic division is based upon two criteria i.e. region and density. Samsung serves about 80 nations worldwide with its items provided to Urban in addition to Backwoods of the country. The Samsung is likewise growing its global existence and the business's versatility in finding its plants motivates worldwide expansion of Samsung.


The demographic division of Applied Chemicals In Asia A History Of Organisational Change Case Study Solution is based upon gender, age, life-cycle stage and profession. Samsung produces items that can be used by both females and males. The target clients for Samsung IT and mobile interaction items have an age range of 18-65 with majority at a young or newly married life process phase. They are mostly staff members, experts and students. Apart from it, Samsung Customer Electronics are targeted to a consumer segment with an age range of 25-65. They are mostly workers and experts. Samsung Gadget Solutions are targeted at trainees, workers and specialists with an age variety of 25-65.


The psychographic segmentation of Applied Chemicals In Asia A History Of Organisational Change Case Study Help s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are primarily upper middle, middle and working class consumers, as Samsung sell items like cell phones very little more affordable i.e. Motorola in addition to not much pricey i.e. Apple. It supplies quality products to middle level customers at a slightly high cost than others targeting the same section.


Applied Chemicals In Asia A History Of Organisational Change Case Study Solution majority target consumers have distinct behavioural qualities. They are attracted towards Samsung since of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Samsung has actually increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has also decreased its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Due to the fact that of the high overhead cost, revenues/ sales are increasing however net revenue is not increasing appropriately. New growths and working with's were the main reason of the boost in the overhead costs, with china currently not providing any earnings to Samsung, but there is a lot potential in the existing market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the business is presently manufacturing but long gone are those days when excellent products were offering themselves. Kim has already begun to enhance the marketing activities of Samsung and really quickly it will become one of its core strength like producing if not better.



Samsung runs styles, makes and sell a vast portfolio of consumer electronic devices. It runs in a very competitive environment and has actually successfully placed itself as the maker of quality products. The answer is yes.


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


Due to the nature of the market, it is very simple for competitors to understand the performance of the products and quickly make their own models. Yes, Samsung is just behind IBM in signing up new patents every year, but the benefit is really short-term in this market.


Chairman Lee has entirely turn-around Samsung, from going nearly insolvent during the Asian financial crisis of 1997 to the leading 25 company on the planet. Absolutely yes there appertains company in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand spread almost in every country worldwide, majority of the environments like U.S.A., Europe, China etc., are very conductive for its operations. Nevertheless, it deals with some political pressures in less industrialized nations where order situation is not good. Latin American, African and some Asian countries fall in this category, where political instability do have an effect on Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis operations.


Purchasing power of clients is important for business like Samsung to grow and be successful. Emerging markets like India, middle-eastern nations etc. offer growth opportunities, whereas, due to economic crisis even the consumers of developed nations suffer terribly. It is very crucial for the business to keep an eye on the continuous economic situation of the country prior to entering the market.


Multinational companies have to face numerous social and cultural problems during its operations in a foreign country. Samsung has actually likewise faced numerous problems but have actually embraced to the local environments of the majority of the countries exceptionally well. It has actually tailored its items, practices, policies and so on appropriately in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research & Advancement, and with constant ingenious item launches, Applied Chemicals In Asia A History Of Organisational Change Case Study Help is among the leading innovative business of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Samsung has actually risen to the no 25 of the top successful business of the world.


Each country has their own laws and policies, being an international company Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal consequences. It has to study or hire a local law expert prior to beginning its operations in a specific country.


With the increasing awareness among customers about the ethical & environmental offenses of companies, Samsung needs to guarantee that it follows all the security guidelines. Ecological damages, ethical misconducts are not appropriate and in some countries the effects can be really serious. On the other hand it needs to do some Business Social Obligation practices to reveal the locals that it cares about their environment and people.

Porter's Five Forces

Threat of Alternative

Risk of alternative for Samsung's each item category is rather substantial. Aspects for high hazard of substitution for Applied Chemicals In Asia A History Of Organisational Change Case Study Solution Smart device include the presence of high number of providers and Market saturation in industrialized countries, which make the cost of switching for customers nearly absolutely no. Along with it, Samsung printing options products are threatened by the increasing tourist attraction of clients towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly among Samsung and its close rivals is intense. The major factor behind this is the approach of market saturation in numerous number of product classifications, forcing Samsung to introduce more innovative functions in existing items and new innovative items to preserve its development. Other element for the intense rivalry amongst the competitors is the little product differentiation amongst the items. The prominent gamers in the innovation industry are rather familiar with the importance of R&D costs for their survival and are facing a race of marketing and R&D spending, to capture the marketplace. The major rivals for Applied Chemicals In Asia A History Of Organisational Change Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry leads to the changing market shares which can be seen in Exhibition F.

Bargaining Power of Providers:

Applied Chemicals In Asia A History Of Organisational Change Case Study Solution has a large supply chain consisting of about 2700 providers across the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of potential size and worth. These substantial orders make it possible for Samsung to negotiate rates with its providers. Due to incapability of Samsung to construct its own software application, it has to outsource its software development to Google, which becomes a prospective supplier of software application for Samsung, resulting in high bargaining power of Google. Although, in the majority of cases Samsung has a power to work out prices, but it offer significant rates to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Market saturation in many of the item classifications also make the bargaining power of buyers more intense in for Samsung. In spite of igh bargaining power Samsung is rather capable of selling its products at a higher cost than much of its rivals, due to high end quality item and a fair brand image.

Danger of New Entrants:

Threat of new entrants for Samsung is rather low. Among the significant element for low hazard of new entrants is the high competitors in the industry. The requirement of huge amount of capital to enter in the market is also one of the potential barrier to entry. Together with it, requirement of huge know-how and research and advancement expenditures for survival in the market likewise make brand-new entrants reluctant to enter in the market. Market saturation is likewise one of the barrier of entry in innovation market. High bargaining power of providers force the players in the market to charge as low costs as possible and this can only be achieved by production effectiveness. New firms, in bulk cases, lack the production effectiveness, for this reason increasing the risks for entrance in the innovation industry.

Competitive Analysis

Samsung's high item diversification offers it differentiation from its competitors. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis had a big R&D spending on all of its item categories which allow the company to earn potential earnings from sales of nearly all of its items.

The business ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of international market share, amongst 8 different product classifications. Samsung was the global leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel but its profits from chips was growing faster than Intel and has actually grown close to the earnings levels of Intel, as given in the case Display 2.

Together with the chips Samsung mobile market was likewise thriving at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cell phone's sales development was 51% as compare to Motorola with just 4% and Nokia with no sales growth. The significant reson behind Samsung's high development despite of higher prices than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was likewise profiting from increasing market share of high end LCDs as given in case Display 3. The major factor, making the company enable to obtain the chance is its mass production at low cost. Sony was the biggest competitor for Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis in LCD market, however, it had also begun joint endeavor with Samsung in 2003 for LCD making, reducing the competition for Samsung.

Porter's Competitive Method

Low Cost Leadership technique of porter is totally executed by Samsung the method they attain economies of scale by enhancing their core competencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to manufacture for them, since they were unable to take on them on low cost. Distinction is another method well implemented by Samsung by constant investment in the R&D and remaining ahead of the competition. They constantly bring something ingenious and brand-new whether it's a product or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Applied Chemicals In Asia A History Of Organisational Change Case Study Help would develop a brand-new brand name image by targeting the younger generation of the specific nation. As, especially cellphones of Samsung are very popular among the younger market.


1. It is the very best strategy to build Customer Life time Value (CLV) by creating a long-lasting relationship with customers. Develop commitment through providing value and profit for long-term, as research study has revealed it is much cheaper to maintain current customers than to bring in brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker amongst younger individuals and which in turn will bring in new consumers for my products.


1. Old consumers who were related to Samsung before may not like this brand-new image the company is attempting to depict.
2 It will sustain more costs to reposition some products and it may not even bring success as the patterns alter very quickly amongst the younger group.

Alternative service 2.

Samsung has actually made manufacturing its core proficiency for the a lot of part of their organisation and due to which its supervisors are not afraid to completely get out of their comfort zone. It would be done by arranging training workshops throughout which value of marketing will be taught and numbers will be offered. Failure to get the passing scores will get benched. Marketing environment must be created internally initially as real 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 create an extremely unhealthy environment in the workplace, as individuals frequently resist change due to the fact that they fear it.

Identify the best alternative

Very first alternative is the best as it plainly has more pros since once a Customer Lifetime Value is built the business will profit from it till that customer lives and has purchasing power as well. Plus, our target customers are the more youthful generation which are bound to live longer than the current aging people. Samsung's main goal is to create commitment among its consumers and make them bought it from them and even purchase their various products.

Implementation Strategy

• Targeting younger generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations realistic and achievable.
• A team including best marketing and sales specialists need to be assemble, and both views should be considered before securing the resources needed to carry out the strategy.
• Thorough interaction of the strategy ought to be done as it is really crucial for everybody to be on the same page to make it work.
• Tasks and timelines need to be develop and interacted accordingly to each person accountable.
• The supervisor need to use a dashboard which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The supervisor should keep an eye on and keep a continuous check on the total and individual efficiency.
Because any brand-new pattern or policy may come in due to which all the things currently prepared have to be changed, • Everybody ought to be prepared to adjust midway. It's much better to have contingency strategies already prepared.
• At the end of the project the manager ought to communicate the results and if effective should celebrate with the team.


The M-net program revealed engaging analysis about the high and low development potential areas and how much advertising spending plan ought to be designated accordingly. This modification the spending plan allotment of lots of supervisors and different nations were unhappy and argued however the analysis done by the program was accurate and showed figures like The United States and Canada and Russia growth prospective warranted a 35% allotment while they were getting 45%. Whereas, China and Europe need to be receiving 42% but were rather provided 31%. It truly assisted to fairly distribute the resources and capture more customers by spending more on ads on the high growth potential areas of the world.


Its continuous financial investment in R&D and innovative practices have actually moved them to brand-new heights but for them its' only the start and they want to be among the top 3 brands in the world. Their marketing efforts must be directed towards younger group amid the internal arguments about marketing and need to create Customer Lifetime Value as it will not only offer them advantages now however will continue to reap it till the customer life time. As the cost of keeping the client is much less expensive than drawing in a new one.