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Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution is a well-known worldwide brand in technology market, founded in 1938 by Lee Byung Chul, in South Korea. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China handle a great deal of product categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and many more other electronic products. Historically, the company's core customers include the Original Equipment Manufacturers (OEMs), which utilized to sell Samsung products withtheir own trademark name. Till early 1990s, the core proficiency of Samsung depend on its low rate offerings than its competitors by producing existing items at economies of scale. Its customer circle includes Original Equipment Manufacturers (OEMs), who utilized to offer Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution items with their own trademark name. Samsung was not merely understood outside Korea. There were also no or little interest in developing the brand name globally. Marketing budget was managed by production department with a focal point on providing low-cost products.During the 1997 Asian Financial Crisis the business almost got insolvent, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most valuable business in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even listed. He rearranged Samsung as a worldwide brand name and educated his divisional managers to comprehend marketing and its significance. Now their objective is to reach the top 10 by 2005.

Problem Statement

Samsung's shift from a product based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing effectively is still a significant challenge. Developing a consistent brand name identity across the whole world and using marketing strategies that best fits the local culture is no simple job.

Situational Analysis

Yun had a rather clear picture in his mind about how Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution can transform from a low end to a high end product service provider. He knew that transformation can only be done through placing Samsung as a company providing high-end products and this could just be done through high level of marketing.

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

One of the marketing difficulties for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as very same tools and believed that quality items do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the current marketing requirement was excessive high, the space was too wider and to fill this gap with wrong understandings about marketing was quite difficult for Yun.

As mentioned above, marketing focus was very low in previous practices, therefore there were no appropriate marketing budgets for each of the item on the portfolio. There was no marketing preparation provided for the existing items. Along with it the item variety of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a challenge to carry out marketing preparation and to develop marketing budgets for existing in addition to for new items from the very start, and this would take a big time.

A big shift would be required in current marketing expenses to build the Samsung brand name. This would result in increased marketing expenses for Samsung and might disrupt the administration concerning increased expenditures, as they were unwilling to marketing expenses formerly and an abrupt huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis strengths lie in its big item portfolio. Samsung has biggest number of patents in the industry with total number of 15499 patents granted in United States( USP).

Another strength of Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution is its ability to establish innovative items at a continuous rate. It major shows for the innovation and item designing of Samsung is that the company has actually gotten so many awards for its innovation and product design.

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

Samsung's capability to produce high-end items at low cost of production is also one of the significant strength of Samsung as it makes it possible for the company to capture more market by supplying quality products with cost control.

Weak points

Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution weaknesses are concealed in the company's reliance on outsourcing software for its gadgets due to company's failure in developing software, unlike Sony. Samsung also has low revenue margins as compare to Apple due to substantial distinction in the prices of Apple and Samsung with a much lower distinction in quality. The diverse focus of the business due to a great deal of products in its portfolio, lead to the less effective production and make the business unable to charge greater rates like Apple. The company is also ineffective in managing its patents and regularly faces the problem of patent offense.


Opportunities for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis lie in the growing Mobile phone market and the company's performance in the market. Samsung presently runs in about 80 countries and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant market environment of technology market pose an extreme hazard on Samsung's survival and require the company to spend much of its incomes share on R&D in order to endure in the long run. The market saturation in industrialized countries i.e. saturation of mobile business is also a huge danger for the business's growth in the presence of strong competitors like Apple.

4 P's of Marketing


Samsung offers quality items and has a quite abundant portfolio which caters to various sectors. LCD and mobile phones are the most significant items of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Mobile phones.
• Ac system.
• Desktop computer.
• Hard drives.
• Washing machines.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution utilizes both market competitive and market skimming prices techniques for its wide variety of products. In competitive pricing it changes the rate according to the competitors in order to acquire benefit, whereas, it utilizes market skimming technique where the product has an included worth and by selling a couple of products it can reach break-even.


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


It wasn't a widely known company beyond Korea until 1993. But the management initiative taken by their CEO has pushed them to market more effectively outside the borders and now it has gone into the league of top 25 business on the planet in simply 9 years. This is an amazing achievement in spite of the ongoing arguments amongst the managers about adopting marketing practices. It uses both offline & online channels of promo to market their items. Paid product advertisements, social promo and digital ads are utilizes to create awareness about Samsung items.

Value Chain Analysis.

It's an analytical structure for recognizing organisation activities that add worth or competitive benefit for the company.

Inbound Logistics.

For its inbound logistics it owns various logistics firms as it subsidiaries. It looks after its providers and develops a harmonious relationship with them and even reduced their payment cycles to enhance this relationship further which adds value to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its items internal. Divided into three various divisions its operations are specifically IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis is able to take on Apple. Samsung's own Electronic Logitec system plays a major function in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target client attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the item uses. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis marketing spending plan is continually increasing given that they started their rearranging worldwide and will continue to do so as they are continuously wanting to expand and invest in high potential growth markets. The budget plan is invested in occasions, print and media advertisements, public relations and so on.

Samsung put their customers at the top and continually make every effort to provide unmatchable customer service standards. By including a direct support line to contact them 24 hours they have even more increased the included value of Samsung service.


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help has diversified market division, based upon its provision of wide range of products to large number of customers. Samsung target customer sections can be divided into 3 categories i.e. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget services.


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help geographical segmentation is based upon two requirements i.e. area and density. Samsung serves about 80 nations worldwide with its products offered to Urban along with Backwoods of the nation. The Samsung is likewise growing its worldwide presence and the company's flexibility in finding its plants motivates global expansion of Samsung.


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


The psychographic division of Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis s based upon the social class and the lifestyle of the customer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung offer products like cell phones very little less expensive i.e. Motorola in addition to not much pricey i.e. Apple. It offers quality items to middle level customers at a somewhat high cost than others targeting the exact same sector.


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis majority target consumers have distinct behavioural characteristics. It has clients with an enthusiastic, trendy and identified personality with moderate level of commitment towards the brand. Its customers have some degree of shift towards other prominent brands i.e. Apple. Most of Samsun clients want quality as well as expense control. Because of its moderate costs with an extent of quality, they are attracted towards Samsung.

Quantitative analysis.

Sales of Samsung has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has actually 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. Profits/ sales are increasing however net earnings is not increasing appropriately since of the high overhead expense. New growths and working with's were the main factor of the boost in the overhead expenses, with china currently not providing any profit to Samsung, but there is so much capacity in the present market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the business is currently making however long gone are those days when great products were selling themselves. Kim has actually already started to strengthen the marketing activities of Samsung and really quickly it will become one of its core strength like producing if not better.



Samsung operates designs, makes and sell a vast portfolio of customer electronics. It operates in an incredibly competitive environment and has actually effectively positioned itself as the maker of quality items. The answer is yes.


As, stated earlier that Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help runs in a highly competitive environment, which indicates all the business have comparable products. The response for rarity is no.


Due to the nature of the industry, it is really easy for rivals to comprehend the functionality of the items and easily make their own models. Yes, Samsung is only behind IBM in signing up new patents annually, however the advantage is very short term in this market.


Chairman Lee has completely turnaround Samsung, from going practically bankrupt throughout the Asian financial crisis of 1997 to the top 25 company on the planet. Absolutely yes there appertains organization in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every nation worldwide, majority of the environments like USA, Europe, China etc., are really conductive for its operations. Nevertheless, it faces some political pressures in less developed countries where order scenario is not good. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Case Analysis Tetra Pak Versus Greatview The Battle Beyond China 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 countries and so on supply development opportunities, whereas, due to economic crisis even the clients of industrialized nations suffer badly. It is really crucial for the business to keep an eye on the ongoing economic situation of the nation prior to entering the market.


Multinational business need to face various social and cultural concerns during its operations in a foreign country. Samsung has also faced many issues but have adopted to the local environments of most of the countries extremely well. It has actually tailored its products, practices, policies etc. appropriately in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious product launches, Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis is one of the leading innovative business of the world. With a clear objective to be ahead of the rest when it comes to technological improvements, Samsung has actually increased to the no 25 of the top successful companies of the world.


Each nation has their own laws and policies, being a multinational business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal repercussions. So, it has to study or employ a local law specialist before starting its operations in a particular nation.


With the rising awareness amongst consumers about the environmental & ethical offenses of companies, Samsung has to make sure that it follows all the safety standards. Ecological damages, ethical misbehaviors are not appropriate and in some nations the repercussions can be extremely serious. On the other hand it needs to do some Business Social Duty practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Threat of Substitution

Threat of alternative for Samsung's each product classification is quite substantial. Running in a very dynamic industry lead the business to deal with a high hazard of alternative. Aspects for high hazard of replacement for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis Smart device consist of the existence of high variety of providers and Market saturation in developed nations, that make the cost of switching for consumers nearly absolutely no. Substitution hazards for Samsung visual display lie in the altering lifestyle of consumers. Consumers can change to viewing visuals at home towards outdoor activities. Along with it, Samsung printing options items are threatened by the increasing tourist attraction of customers towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly among Samsung and its close rivals is intense. The major reason behind this is the method of market saturation in different number of item classifications, requiring Samsung to present more innovative functions in existing products and brand-new innovative items to keep its growth. The significant rivals for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis has a vast supply chain including about 2700 providers throughout 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 big orders allow Samsung to work out rates with its providers. Due to incapability of Samsung to build its own software, it has to outsource its software application advancement to Google, which becomes a prospective provider of software application for Samsung, resulting in high bargaining power of Google. In many of Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution has a power to work out prices, but it offer substantial rates to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

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

Risk of New Entrants:

Risk of new entrants for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help is quite low. Along with it, requirement of huge know-how and research study and development expenses for survival in the market likewise make brand-new entrants unwilling to go into in the market. Market saturation is also one of the barrier of entry in innovation market.

Competitive Analysis

Samsung's high item diversification supplies it distinction from its competitors. It is one of the 3 leading brand names by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single product classification with Sony focusing on customer electronic devices, Nokia on mobile phone and Intel on chips, Samsung had a huge R&D spending on all of its product classifications which make it possible for the company to make possible revenue from sales of practically all of its items. (See Exhibit) Nevertheless, due to the large product variety the business faces high variety of competitors.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in regards to international market share, among 8 different product classifications. Samsung was the international leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its revenues from chips was growing much faster than Intel and has actually grown near to the earnings levels of Intel, as given up the case Exhibit 2.

Together with the chips Samsung mobile market was also flourishing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales development. The major reson behind Samsung's high development despite of greater costs than Nokia and Motorola was the company's high-end quality cellular phone.

Samsung was also reaping the benefits from increasing market share of high end LCDs as given in case Exhibit 3. The significant reason, making the business enable to get the opportunity is its mass production at low cost. Sony was the greatest competitor for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis in LCD market, however, it had likewise begun joint endeavor with Samsung in 2003 for LCD making, decreasing the competition for Samsung.

Porter's Competitive Technique

Low Cost Management technique of porter is fully implemented by Samsung the way they achieve economies of scale by strengthening their core proficiencies of production. They constantly bring something brand-new and ingenious whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis would develop a new brand image by targeting the younger generation of the particular nation. As, particularly mobile phones of Samsung are preferred amongst the younger group.


1. It is the very best method to develop Client Lifetime Value (CLV) by developing a long-term relationship with consumers. Develop commitment through providing value and profit for long-term, as research study has actually showed it is more affordable to retain present customers than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst younger individuals and which in turn will bring in new customers for my items.


1. Old customers who were related to Samsung prior to may not like this brand-new image the business is trying to represent.
2 It will sustain more expenditures to reposition some items and it may not even bring success as the patterns alter really rapidly amongst the more youthful market.

Alternative service 2.

It would be done by arranging training workshops during which significance of marketing will be taught and numbers will be offered. Marketing environment should be developed internally initially as real marketing starts inside the corporation.


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


2. Its con can produce a really unhealthy environment in the workplace, as people typically resist modification because they fear it.

Identify the very best alternative

Option is the finest as it clearly has more pros because when a Consumer Lifetime Worth is developed the business will profit from it till that client is alive and has buying power. Plus, our target customers are the more youthful generation which are bound to live longer than the existing aging people. Samsung's primary goal is to develop loyalty amongst its consumers and make them redeemed it from them and even purchase their various products.

Execution Strategy

• Targeting more youthful generation through social marketing, producing a link with them like Pepsi make with music. And set the expectations reasonable and achievable.
• A team including finest marketing and sales professionals must be assemble, and both views must be taken into consideration prior to securing the resources needed to carry out the plan.
• Thorough communication of the strategy ought to be done as it is extremely crucial for everyone to be on the very same page to make it work.
• Tasks and timelines need to be develop and communicated appropriately to each person responsible.
• The supervisor ought to use a control panel which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The supervisor need to keep an eye on and keep a consistent check on the overall and specific performance.
• Everyone must be willing to adjust midway because any brand-new trend or policy may be available in due to which all the things already prepared need to be changed. It's better to have contingency strategies currently prepared.
• At the end of the campaign the manager need to interact the results and if successful ought to commemorate with the group.

Spending plan

The M-net program exposed engaging analysis about the low and high growth prospective locations and just how much marketing budget plan should be designated appropriately. This modification the budget plan allowance of various countries and many supervisors were unhappy and argued but the analysis done by the program was precise and showed figures like North America and Russia development prospective merited a 35% allowance while they were getting 45%. Whereas, China and Europe should be receiving 42% however were instead offered 31%. It actually helped to fairly disperse the resources and catch more customers by investing more on ads on the high development potential regions of the world.


Its constant financial investment in R&D and innovative practices have actually propelled them to brand-new heights but for them its' just the start and they want to be among the leading 3 brand names in the world. Their marketing efforts should be directed towards more youthful market in the middle of the internal arguments about marketing and should develop Consumer Life time Worth as it will not just give them benefits now but will continue to enjoy it till the customer lifetime. As the expense of keeping the consumer is much cheaper than bring in a new one.