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Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution & Analysis


Introduction

Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help is a widely known worldwide brand in innovation industry, founded in 1938 by Lee Byung Chul, in South Korea. Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish handle large number of product categories including Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the business's core customers consist of the Original Devices Manufacturers (OEMs), which utilized to sell Samsung products withtheir own trademark name. Till early 1990s, the core proficiency of Samsung lie in its low cost offerings than its rivals by producing existing products at economies of scale. Its customer circle consists of Original Equipment Manufacturers (OEMs), who utilized to sell Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution items with their own brand. Samsung was not merely understood outside Korea. There were also no or little interest in building the brand name globally. Marketing spending plan was managed by production department with a focal point on providing inexpensive products.During the 1997 Asian Financial Crisis the business almost got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the leading 25 most important business in the world. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even listed. He rearranged Samsung as a global brand and informed his divisional supervisors to comprehend marketing and its importance. Now their goal is to arrive 10 by 2005.

Problem Statement

Samsung's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the unwillingness of divisional managers to include marketing successfully is still a significant challenge. Creating a constant brand name identity throughout the whole world and employing marketing methods that best fits the local culture is no simple job.
Executive Summary
Situational Analysis

Yun had a quite clear image in his mind about how Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help can transform from a low end to a high end product company. He knew that transformation can just be done through placing Samsung as a business providing high-end products and this could only be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand, with a prospective support of its executives, Yun dealt with a number of marketing difficulties in early years of its efforts.

One of the marketing challenges for Yun was the understandings of executives about the worth of marketing. They thought about marketing and selling as same tools and believed that quality items do not needed marketing for increasing sales. As their focus towards marketing was quite low in their previous company practices, and the current marketing requirement was too much high, the space was too larger and to fill this space with wrong understandings about marketing was rather challenging for Yun.

Along with it the item variety of the business was increasing with the ripening of new product ideas by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to produce marketing budgets for existing as well as for brand-new products from the very beginning, and this would take a big time.

A substantial shift would be needed in existing marketing expenditures to develop the Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help brand. This would result in increased marketing expenses for Samsung and might interrupt the administration concerning increased costs, as they were reluctant to marketing expenditures previously and a sudden huge shiftwould make them disrupt. This could result in decreasing executive assistance for worldwide marketing. In this situation, Yun deals with a challenge for validating increased marketing expenses by demonstrating the long term value of big marketing expenditures.

Internal Analysis
SWOT Analysis
Strengths


Samsung strengths depend on its big product portfolio. Samsung has biggest variety of patents in the market with total number of 15499 patents approved in United States( USP). Large quantity of R&D costs has made it possible for the business to grow its item portfolio at a higher rate than its competitors. Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total incomes.

Another strength of Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help is its capability to establish innovative items at a constant rate. It significant proves for the development and product developing of Samsung is that the business has received many awards for its innovation and product style.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be easily integrated with any type of open source Operating System (OS) and software. This supplies Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's capability to produce high-end products at low expense of production is also one of the significant strength of Samsung as it makes it possible for the business to catch more market by providing quality items with cost control.

Weak points

Samsung's weaknesses are hidden in the business's dependence on outsourcing software application for its devices due to company's inability in establishing software application, unlike Sony. Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help also has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lesser distinction in quality.

Opportunities

Opportunities for Samsung lie in the growing Mobile phone market and the business's efficiency in the market. It can increase its market share and revenues from mobile phone as the company is quite efficient in cellular phone market. Samsung currently runs in about 80 countries and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would allow the company to increase its product portfolio with an increase in its wealth.

Risks

The dynamic industry environment of innovation industry position an extreme threat on Samsung's survival and require the business to invest much of its earnings share on R&D in order to survive in the long run. The market saturation in industrialized countries i.e. saturation of mobile company is likewise a big danger for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis
Item

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

• LCD/ TELEVISION
• Laptops.
• Smart phone.
• Air conditioner.
• Computer.
• Hard drives.
• Washing machines.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.
• DRAM.

Rate.

Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help uses both market competitive and market skimming rates techniques for its wide array of products. In competitive pricing it changes the price according to the competition in order to get benefit, whereas, it utilizes market skimming strategy where the product has an included worth and by offering a couple of items it can reach break-even.

Place.

It has among the best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon etc. All its items are prompt supplied to the selling location/ delivered to the clients directly in case of online order.

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

Value Chain Analysis.

It's an analytical framework for determining organisation activities that add worth or competitive benefit for the business.

Inbound Logistics.

It has one of the most effective and reliable supply chain network and has more than 2700 suppliers throughout different industries worldwide. Practically 80% of which is based in Asia and the remaining worldwide. For its incoming logistics it owns various logistics companies as it subsidiaries. It cares for its providers and produces an unified relationship with them and even minimized their payment cycles to boost this relationship further which adds worth to their chain network.

Operations.

Samsung's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into three different departments its operations are particularly IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is maintaining operation centers worldwide to further include worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the main factors Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target consumer attention towards the product is done through marketing and sales to interact with them the worth and competitive advantage the item provides. Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution marketing budget plan is constantly rising considering that they started their repositioning worldwide and will continue to do so as they are constantly looking to invest and expand in high prospective development markets. The spending plan is spent on events, print and media advertisements, public relations etc.

Samsung put their customers at the top and continually aim to deliver unmatchable client service requirements. By adding a direct support line to contact them 24 hours they have further increased the added worth of Samsung service.

Division.

Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Analysis has diversified market segmentation, based upon its arrangement of vast array of products to large number of customers. Samsung target client sectors can be divided into 3 classifications i.e. Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget options.

Geographic.

Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution geographical division is based upon 2 requirements i.e. region and density. Samsung serves about 80 countries worldwide with its products provided to Urban as well as Backwoods of the nation. The Samsung is likewise growing its global presence and the business's versatility in locating its plants encourages global expansion of Samsung.

Market.

Samsung produces items that can be used by both females and males. The target customers for Samsung IT and mobile communication products have an age range of 18-65 with majority at a young or recently wed life cycle stage. Apart from it, Samsung Consumer Electronics are targeted to a customer segment with an age variety of 25-65.

Psychographic.

The psychographic division of Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Analysis s based upon the social class and the lifestyle of the customer. Samsung target consumers on the basis of social class are generally upper middle, middle and working class consumers, as Samsung sell products like cellular phone very little more affordable i.e. Motorola in addition to not much expensive i.e. Apple. It offers quality items to middle level consumers at a somewhat high rate than others targeting the exact same segment.

Behavioural.

Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution bulk target clients have unique behavioural characteristics. They are attracted towards Samsung because of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Analysis has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. Digital media is the largest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the company is presently producing but long gone are those days when great products were selling themselves. Kim has currently started to strengthen the marketing activities of Samsung and very quickly it will become one of its core strength like manufacturing if not much better.

VRIO.

Value.

Samsung runs styles, manufactures and offer a huge portfolio of customer electronics. It runs in an extremely competitive environment and has effectively positioned itself as the maker of quality items. The answer is yes.

Rarity.

As, stated earlier that Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Analysis runs in a highly competitive environment, which means all the companies have comparable items. The answer for rarity is no.

Imitability.

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

Organization.

Chairman Lee has entirely turnaround Samsung, from going almost bankrupt throughout the Asian monetary crisis of 1997 to the leading 25 company worldwide. Definitely yes there is proper company in the business and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis

Political

Being an international brand name spread almost in every nation worldwide, majority of the environments like USA, Europe, China etc., are very conductive for its operations. It deals with some political pressures in less developed nations where law and order scenario is not excellent. Latin American, African and some Asian countries fall in this classification, where political instability do have a result on Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution operations.

Economic

Purchasing power of customers is crucial for business like Samsung to grow and be successful. Emerging markets like India, middle-eastern nations and so on offer development opportunities, whereas, due to recession even the consumers of developed countries suffer terribly. Hence it is really crucial for the business to watch on the continuous financial situation of the nation prior to getting in the marketplace.

Socio-Cultural

International companies have to deal with various social and cultural concerns during its operations in a foreign country. Samsung has actually likewise dealt with numerous issues but have actually adopted to the regional environments of the majority of the nations extremely well. It has actually tailored its products, practices, policies etc. appropriately in order to succeed.

Technological

With a yearly expenditure of 2.4 billion dollars in Research & Development, and with continuous ingenious product launches, Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Analysis is one of the leading ingenious companies of the world. With a clear objective to be ahead of the rest when it pertains to technological improvements, Samsung has risen to the no 25 of the top successful business of the world.

Legal

Each country has their own laws and policies, being an international business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal repercussions. It has to study or employ a regional law professional before beginning its operations in a particular country.

Environmental

With the increasing awareness amongst customers about the ethical & environmental offenses of companies, Samsung has to guarantee that it follows all the security guidelines. Environmental damages, ethical misconducts are not appropriate and in some nations the consequences can be very extreme. On the other hand it needs to do some Business Social Duty practices to show the locals that it appreciates their environment and people.

Porter's 5 Forces

Danger of Replacement

Risk of replacement for Samsung's each product classification is quite substantial. Aspects for high threat of substitution for Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution Mobile phone consist of the existence of high number of suppliers and Market saturation in developed nations, which make the expense of switching for customers nearly absolutely no. Along with it, Samsung printing solutions products are threatened by the increasing attraction of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Samsung and its close competitors is extreme. The significant factor behind this is the technique of market saturation in different number of product categories, requiring Samsung to present more innovative functions in existing products and brand-new innovative items to preserve its development. The significant competitors for Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution has a vast supply chain including about 2700 suppliers 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 possible size and worth. These substantial orders enable Samsung to work out costs with its providers. Due to incapability of Samsung to build its own software, it has to outsource its software application development to Google, which ends up being a prospective provider of software for Samsung, resulting in high bargaining power of Google. Although, in the majority of cases Samsung has a power to negotiate rates, however it offer significant prices to its providers to develop a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

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

Hazard of New Entrants:

Hazard of new entrants for Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution is quite low. Along with it, requirement of huge know-how and research study and advancement expenses for survival in the industry likewise make new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high product diversification supplies it distinction from its rivals. It is one of the 3 top brands by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single item classification with Sony concentrating on consumer electronics, Nokia on cell phones and Intel on chips, Samsung had a huge R&D costs on all of its product categories which make it possible for the company to earn potential income from sales of practically all of its items. (See Display) Nevertheless, due to the large product variety the business faces high number of competitors.

The business ranks initially in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in regards to international market share, among 8 different product categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung incomes from chips was less than Intel however its profits from chips was growing quicker than Intel and has actually grown close to the revenue levels of Intel, as given up the case Exhibition 2.

In addition to the chips Samsung mobile market was likewise flourishing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cell phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with no sales development. The major 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 also reaping the benefits from increasing market share of high end LCDs as given up case Exhibit 3. The major reason, making the company enable to obtain the chance is its mass production at low expense. Sony was the most significant rival for Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Solution in LCD market, nevertheless, it had actually likewise begun joint venture with Samsung in 2003 for LCD manufacturing, lessening the competition for Samsung.

Porter's Competitive Technique

Low Expense Management method of porter is totally carried out by Samsung the method they accomplish economies of scale by enhancing their core competencies of production. Even to the point that their competitor SONY decided to form an alliance with them to produce for them, since they were unable to take on them on low expense. Distinction is another method well implemented by Samsung by continuous financial investment in the R&D and remaining ahead of the competition. They always bring something new and ingenious whether it's a service or an item.

Alternatives

Alternative Solution 1

The Chief Marketing Officer (CMO) of Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Help would develop a new brand image by targeting the more youthful generation of the specific nation. As, especially smart phones of Samsung are incredibly popular amongst the younger group.

Pros

1. It is the very best strategy to develop Consumer Life time Worth (CLV) by creating a long-term relationship with clients. Construct loyalty through delivering value and reap the benefits for long-term, as research study has showed it is much cheaper to keep current customers than to attract new ones.
2. Another pro of this option is that word of mouth spread quicker among younger individuals and which in turn will bring in new clients for my items.

Cons

1. Old customers who were associated with Samsung prior to may not like this brand-new image the business is attempting to portray.
2 It will sustain more expenditures to rearrange some items and it might not even bring success as the patterns change very quickly amongst the younger demographic.

Alternative service 2.

Samsung has made producing its core competency for the most part of their business and due to which its supervisors are not scared to completely get out of their comfort zone. It would be done by organizing training workshops during which significance of marketing will be taught and numbers will be provided. Failure to get the passing scores will get demoted. Marketing environment must be created internally initially as genuine marketing starts inside the corporation.

Pros

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

Cons

2. Its con can develop a very unhealthy environment in the office, as individuals frequently resist modification due to the fact that they fear it.

Identify the best alternative

Very first option is the best as it plainly has more pros due to the fact that once a Consumer Lifetime Value is developed the company will make money from it till that consumer is alive and has purchasing power also. Plus, our target consumers are the younger generation which are bound to live longer than the existing old age people. Samsung's primary goal is to create loyalty among its consumers and make them redeemed it from them and even purchase their various items.

Execution Plan

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi make with music. And set the expectations achievable and reasonable.
• A team consisting of best marketing and sales specialists should be assemble, and both views need to be considered before securing the resources required to implement the strategy.
• Thorough communication of the strategy ought to be done as it is very important for everybody to be on the very same page to make it work.
• Tasks and timelines ought to be construct and communicated appropriately to each individual responsible.
• The supervisor ought to utilize a control panel which reveals the progress of all the jobs which have been done or about to be done and by whom.
• The supervisor should keep track of and keep a consistent look at the overall and private performance.
• Everyone should want to adapt midway due to the fact that any brand-new pattern or policy may be available in due to which all the important things currently planned have to be changed. It's much better to have contingency plans currently prepared.
• At the end of the project the manager need to interact the outcomes and if successful need to celebrate with the group.

Budget plan

The M-net program revealed engaging analysis about the high and low growth prospective locations and just how much advertising spending plan must be allocated accordingly. This change the budget plan allowance of different nations and numerous supervisors were dissatisfied and argued however the analysis done by the program was accurate and revealed figures like North America and Russia growth potential merited a 35% allocation while they were receiving 45%. Whereas, China and Europe should be getting 42% but were instead offered 31%. It really helped to fairly distribute the resources and capture more clients by spending more on ads on the high development capacity regions of the world.
Recommendations
Conclusion

Banco Comercial Portugues In 2000 A New Frontiers For A Local Champion Spanish Spanish Case Study Analysis is a leading 25 company in the world now and plans to get ahead of Sony who sits currently at no. 20. Its consistent investment in R&D and innovative practices have actually moved them to brand-new heights but for them its' just the start and they want to be among the top 3 brand names worldwide. They totally turn-around from practically going bankrupt during the Asian Financial Crisis to a world prominent brand name, understood for quality and innovation. Their value chain and their core competency their manufacturing capability, along-with worldwide brand name image structure have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With additional growth in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts need to be directed towards more youthful market amid the internal arguments about marketing and must produce Client Lifetime Value as it will not just give them advantages now however will continue to gain it till the client life time. As the expense of maintaining the consumer is more affordable than drawing in a brand-new one.