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

Home >> Hrm >> Applied Chemicals In Asia A History Of Organisational Change

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


Historically, the company's core consumers consist of the Original Equipment Manufacturers (OEMs), which used to offer Applied Chemicals In Asia A History Of Organisational Change Case Study Help products withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who used to sell Enterprise products with their own brand name. He repositioned Org as an international brand name and informed his divisional managers to understand marketing and its significance.

Issue Declaration

Venture's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the hesitation of divisional managers to incorporate marketing effectively is still a significant challenge. Producing a consistent brand identity throughout the entire world and employing marketing strategies that finest fits the regional culture is no simple job. The M-net program analysis have actually been really valuable in identifying the high and less possible development areas, but allocation of resources appropriately is not well received among the managers. There is no consensus amongst the hierarchy relating to the very best fit future strategy.
Executive Summary
Situational Analysis

Applied Chemicals In Asia A History Of Organisational Change Case Study Help efforts for building its brand throughout the world was started after introducing the "new management initiative" by Chairman Lee in 1993. The goal was to change Business from an inexpensive OEM to a high value-added product company. To make the vision of Org a reality, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Company can transform from a low end to a luxury product service provider. He understood that change can only be done through placing Venture as a business using high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to build Corp brand name, with a prospective support of its executives, Yun faced several marketing difficulties in early years of its efforts.

One of the marketing obstacles for Yun was the perceptions of executives about the value of marketing. They considered 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 organisation practices, and the present marketing requirement was excessive high, the space was too broader and to fill this gap with incorrect understandings about marketing was rather challenging for Yun.

Along with it the item range of the company was increasing with the ripening of brand-new item concepts by the R&D sector of Business. Yun had a difficulty to perform marketing preparation and to create marketing budget plans for existing as well as for brand-new items from the very beginning, and this would take a huge time.

A big shift would be needed in present marketing expenses to develop the Venture brand. This would result in increased marketing expenditures for Corp and could disrupt the administration relating to increased expenditures, as they were unwilling to marketing expenditures previously and an unexpected huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Corp strengths depend on its big product portfolio. Organization has largest number of patents in the market with total variety of 15499 patents granted in United States( USP). Big quantity of R&D costs has actually made it possible for the business to grow its product portfolio at a higher rate than its competitors. Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Applied Chemicals In Asia A History Of Organisational Change Case Study Help is its ability to develop ingenious items at a constant rate. It major shows for the development and product developing of Company is that the business has gotten a lot of awards for its development and product style.

Unlike Apple and other competitors, Company is concentrated on producing gadgets which can be quickly incorporated with any type of open source Operating System (OS) and software. This provides Corp an edge over Apple devices.
Porter's 5 Forces Analysis
Corporation's ability to produce high end items at low expense of production is likewise among the significant strength of Corp as it allows the business to catch more market by providing quality products with cost control.

Weak points

Business's weak points are hidden in the company's dependence on outsourcing software application for its devices due to business's inability in establishing software, 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 rates of Apple and Venture with a much lower distinction in quality.


Opportunities for Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis lie in the growing Smart device market and the business's performance in the market. Company presently runs in about 80 countries and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The dynamic industry environment of technology market pose a serious hazard on Organization's survival and require the business to spend much of its revenues share on R&D in order to survive in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile company is likewise a big hazard for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Venture uses quality products and has a rather rich portfolio which caters to different sections. LCD and mobile phones are the most significant products of Enterprise, whereas DRAM is also not far behind in comparison of them.

• Laptops.
• Cellphone.
• Ac system.
• Desktop computer.
• Hard disk drives.
• Washer.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Applied Chemicals In Asia A History Of Organisational Change Case Study Solution uses both market competitive and market skimming prices techniques for its wide range of products. In competitive prices it changes the price according to the competitors in order to get benefit, whereas, it utilizes market skimming method where the product has an included value and by selling a couple of items 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 prompt supplied to the selling location/ provided to the customers directly in case of online order.

Vrio Analysis
It wasn't a well-known business beyond Korea until 1993. However the management effort taken by their CEO has actually pushed them to market more efficiently outside the borders and now it has actually gone into the league of leading 25 companies on the planet in just 9 years. This is a remarkable achievement despite the ongoing arguments among the supervisors about embracing marketing practices. It uses both offline & online channels of promotion to market their items. Paid item ads, social promotion and digital ads are uses to produce awareness about Venture items.

Worth Chain Analysis.

It's an analytical structure for recognizing service activities that add value or competitive advantage for the company.

Incoming Logistics.

It has one of the most efficient and efficient supply chain network and has more than 2700 suppliers throughout different industries around the world. Almost 80% of which is based in Asia and the remaining all over the world. For its incoming logistics it owns different logistics companies as it subsidiaries. It cares for its providers and develops a harmonious relationship with them and even minimized their payment cycles to increase this relationship further which includes worth to their chain network.


Company's core competency is its mass making it produces 90% of its items internal. Divided into 3 different departments its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronics. It is maintaining operation centers worldwide to even more include value to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the main factors Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis has the ability to compete with Apple. Org's own Electronic Logitec system plays a major function in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Business.

Marketing and Sales.

Bring in target consumer attention towards the item is done through marketing and sales to interact with them the worth and competitive advantage the product uses. Applied Chemicals In Asia A History Of Organisational Change Case Study Solution advertising budget plan is constantly on the rise considering that they started their repositioning globally and will continue to do so as they are constantly wanting to invest and broaden in high potential growth markets. The budget is spent on occasions, print and media ads, public relations etc.

Venture Service. Org put their consumers on top and continuously make every effort to deliver unmatchable customer service requirements. As after sales service is ending up being exceptionally important to keep consumers pleased and engaged, they even conduct studies through 3rd parties to learn their client's feedback and implement it in the positive method to minimize or if possible totally eliminate their customer issues. By adding a direct assistance line to call them 24 hr they have even more increased the included worth of Applied Chemicals In Asia A History Of Organisational Change Case Study Solution service.


Applied Chemicals In Asia A History Of Organisational Change Case Study Help has diversified market division, based upon its arrangement of large range of items to a great deal of consumers. Corporation target consumer sections can be divided into 3 categories i.e. Applied Chemicals In Asia A History Of Organisational Change Case Study Solution IT and Mobile Communications, Company Consumer Electronics and Venture Gadget options.


Applied Chemicals In Asia A History Of Organisational Change Case Study Help geographical division is based upon 2 requirements i.e. area and density. Venture serves about 80 nations worldwide with its products offered to Urban in addition to Backwoods of the country. The Business is likewise growing its global presence and the company's flexibility in finding its plants encourages global growth of Company.


The demographic division of Applied Chemicals In Asia A History Of Organisational Change Case Study Solution is based upon gender, age, life-cycle phase and profession. Corporation produces products that can be utilized by both females and males. The target consumers for Organization IT and mobile interaction products have an age variety of 18-65 with majority at a young or newly wed life process phase. They are mostly trainees, specialists and employees. Apart from it, Venture Customer Electronic devices are targeted to a client segment with an age series of 25-65. They are mostly specialists and workers. However Applied Chemicals In Asia A History Of Organisational Change Case Study Solution Gadget Solutions are targeted at students, employees and specialists with an age series of 25-65.


The psychographic division 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. Company target clients on the basis of social class are mainly upper middle, middle and working class clients, as Corp sell items like cell phones very little cheaper i.e. Motorola as well as not much costly i.e. Apple. It supplies quality products to middle level customers at a somewhat high price than others targeting the same section.


Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis majority target clients have distinct behavioural characteristics. They are attracted towards Company since of its moderate rates with a degree of quality.

Quantitative analysis.

Sales of Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis 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 $. Digital media is the largest selling classification of Corp with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this decision is based upon the mission of Kim to target the younger audience and develop a global brand image of the business. Whereas, the core strength of the business is currently manufacturing however long gone are those days when good products were selling themselves. In the present age marketing is very essential and companies can not succeed without it. Kim has actually already started to strengthen the marketing activities of Enterprise and very soon it will become one of its core strength like producing if not better.



Business operates styles, produces and offer a vast portfolio of consumer electronic devices. It runs in a very competitive environment and has successfully positioned itself as the maker of quality products. So, the response is yes.


As, stated previously that Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis runs in a highly competitive environment, which means all the companies have similar items. The answer for rarity is no.


Due to the nature of the industry, it is extremely easy for competitors to comprehend the functionality of the items and easily make their own designs. Yes, Organization is only behind IBM in registering new patents every year, but the benefit is very short-term in this industry.


Chairman Lee has totally turnaround Enterprise, from going nearly bankrupt throughout the Asian financial crisis of 1997 to the leading 25 business in the world. Definitely yes there appertains organization in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every nation worldwide, majority of the environments like USA, Europe, China etc., are very conductive for its operations. Nevertheless, it deals with some political pressures in less developed countries where order situation is not good. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Applied Chemicals In Asia A History Of Organisational Change Case Study Help operations.


Buying power of clients is crucial for companies like Venture to prosper and grow. Emerging markets like India, middle-eastern countries and so on offer growth opportunities, whereas, due to recession even the clients of developed countries suffer terribly. It is very important for the company to keep an eye on the continuous economic scenario of the nation before going into the market.


Multinational companies have to deal with various social and cultural issues throughout its operations in a foreign nation. Business has actually also dealt with many issues but have embraced to the regional environments of the majority of the nations remarkably well. It has tailored its items, practices, policies etc. accordingly in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research & Advancement, and with continuous ingenious item launches, Applied Chemicals In Asia A History Of Organisational Change Case Study Help is among the leading ingenious business of the world. With a clear mission to be ahead of the rest when it concerns technological improvements, Business has risen to the no 25 of the top successful companies of the world.


Each country has their own laws and policies, being a multinational business Enterprise have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal effects. So, it has to study or work with a local law specialist prior to beginning its operations in a particular nation.


With the increasing awareness amongst customers about the ethical & ecological offenses of business, Venture needs to make sure that it follows all the security standards. Environmental damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be very serious. On the other hand it needs to do some Business Social Duty practices to reveal the locals that it cares about their environment and people.

Porter's 5 Forces

Risk of Alternative

Risk of alternative for Business's each product classification is quite substantial. Running in an extremely dynamic industry lead the company to face a high risk of replacement. Factors for high threat of substitution for Applied Chemicals In Asia A History Of Organisational Change Case Study Help Smartphone include the presence of high variety of suppliers and Market saturation in industrialized countries, which make the expense of changing for customers practically no. Substitution hazards for Organization visual display lie in the altering lifestyle of consumers. Consumers can switch to watching visuals at home towards outdoor activities. In addition to it, Corporation printing services items are threatened by the increasing attraction of customers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Venture and its close competitors is extreme. The major factor behind this is the technique of market saturation in numerous number of product categories, forcing Company to introduce more ingenious functions in existing items and new ingenious products to preserve its development. The major competitors for Applied Chemicals In Asia A History Of Organisational Change Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

( Corporation Sustainability Report, 2016) Supplier's bargaining power for Venture is low as Corp runs economies of scale and its orders are of prospective size and worth. Due to incapability of Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis to develop its own software application, it has to outsource its software development to Google, which becomes a possible provider of software application for Org, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

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

Hazard of New Entrants:

Risk of brand-new entrants for Organization is quite low. Among the major factor for low danger of brand-new entrants is the high competitors in the market. The requirement of substantial amount of capital to go into in the market is likewise one of the potential barrier to entry. In addition to it, requirement of big competence and research study and development expenditures for survival in the market likewise make brand-new entrants hesitant to go into in the market. Market saturation is also among the barrier of entry in technology market. High bargaining power of suppliers require the players in the market to charge as low prices as possible and this can just be achieved by production performance. Brand-new companies, in majority cases, lack the production performance, thus increasing the risks for entryway in the innovation market.

Competitive Analysis

Corporation's high product diversification provides it differentiation from its rivals. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk 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 Solution had a huge R&D spending on all of its product classifications which enable the business to make potential profits from sales of practically all of its items.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in regards to global market share, among 8 various item categories. Corporation was the global leader in producing DRAM, SRAM and NAND flash chips. Although, Venture incomes from chips was less than Intel however its incomes from chips was growing much faster than Intel and has grown near to the profits levels of Intel, as given in the case Display 2.

Along with the chips Company mobile market was likewise flourishing at a high rate than its competitors i.e. Motorola and Nokia. Corporation's mobile phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with no sales growth. The major reson behind Venture's high development despite of greater rates than Nokia and Motorola was the company's high-end quality cellular phone.

Enterprise was likewise reaping the benefits from increasing market share of luxury LCDs as given in case Exhibition 3. The significant reason, making the company enable to get the opportunity 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 Analysis in LCD market, nevertheless, it had also begun joint venture with Corporation in 2003 for LCD making, decreasing the competition for Enterprise.

Porter's Competitive Method

Low Expense Management method of porter is fully executed by Org the way they accomplish economies of scale by reinforcing their core proficiencies of production. Even to the point that their competitor SONY chose to form an alliance with them to produce for them, due to the fact that they were not able to take on them on low cost. Differentiation is another technique well implemented by Business by continuous investment in the R&D and remaining ahead of the competition. They always bring something brand-new and ingenious whether it's a service or a product.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Applied Chemicals In Asia A History Of Organisational Change Case Study Analysis would create a brand-new brand image by targeting the younger generation of the specific country. As, especially smart phones of Company are popular amongst the younger market.


1. It is the very best method to build Client Life time Worth (CLV) by producing a long-term relationship with consumers. Construct loyalty through providing value and reap the benefits for long-term, as research study has actually showed it is more affordable to keep existing customers than to draw in new ones.
2. Another pro of this alternative is that word of mouth spread quicker among more youthful individuals and which in turn will bring in brand-new consumers for my products.


1. Old clients who were related to Corp prior to may not like this new image the business is trying to portray.
2 It will sustain further expenses to reposition some products and it might not even bring success as the trends change very rapidly amongst the younger market.

Alternative solution 2.

It would be done by arranging training workshops during which significance of marketing will be taught and numbers will be provided. Marketing environment need to be created internally initially as real marketing begins inside the corporation.


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


2. Its con can develop a very unhealthy environment in the office, as individuals frequently withstand change because they fear it.

Identify the very best alternative

Option is the finest as it plainly has more pros because when a Customer Lifetime Worth is constructed the company will benefit from it till that consumer is alive and has purchasing power. Plus, our target clients are the younger generation which are bound to live longer than the present aging people. However, Organization's main goal is to create commitment among its customers and make them redeemed it from them and even buy their various products as well.

Application Strategy

• Targeting younger generation through social marketing, creating a relate to them like Pepsi make with music. And set the expectations achievable and sensible.
• A team including best marketing and sales specialists must be assemble, and both views need to be taken into consideration before securing the resources needed to carry out the strategy.
• Thorough communication of the strategy must be done as it is extremely crucial for everyone to be on the exact same page to make it work.
• Jobs and timelines must be build and communicated appropriately to each individual accountable.
• The supervisor must use a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The manager need to monitor and keep a constant check on the specific and overall performance.
• Everyone ought to be willing to adjust midway because any new pattern or policy might can be found in due to which all the things currently planned have to be changed. It's better to have contingency plans already prepared.
• At the end of the campaign the manager must interact the outcomes and if successful ought to commemorate with the team.

Budget plan

This change the budget plan allocation of numerous managers and various countries were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia development possible warranted a 35% allowance while they were getting 45%. It actually assisted to fairly disperse the resources and capture more customers by investing more on ads on the high growth capacity regions of the world.

Applied Chemicals In Asia A History Of Organisational Change Case Study Solution is a leading 25 company in the world now and prepares to get ahead of Sony who sits presently at no. 20. Its continuous investment in R&D and ingenious practices have moved them to brand-new heights however for them its' only the start and they want to be among the top 3 brands worldwide. They completely turn-around from practically declaring bankruptcy throughout the Asian Financial Crisis to a world distinguished brand, understood for quality and development. Their worth chain and their core competency their production ability, along-with international brand image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With additional expansion in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts need to be directed towards younger demographic in the middle of the internal arguments about marketing and ought to create Consumer Lifetime Value as it will not just provide advantages now however will continue to reap it till the client life time. As the cost of keeping the customer is more affordable than attracting a brand-new one.