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Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution & Analysis


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis is a widely known global brand name in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China deals in a great deal of item classifications including Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the business's core consumers include the Original Equipment Manufacturers (OEMs), which used to offer Samsung products withtheir own brand name. Till early 1990s, the core proficiency of Samsung depend on its low price offerings than its rivals by manufacturing existing products at economies of scale. Its client circle includes Original Equipment Manufacturers (OEMs), who used to offer Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis products with their own brand. Samsung was not simply understood outside Korea. There were also no or little interest in building the brand name worldwide. Marketing budget plan was controlled by production department with a focal point on supplying inexpensive products.During the 1997 Asian Financial Crisis the company almost got bankrupt, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the top 25 most important business in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Samsung as a global brand and informed his divisional managers to comprehend marketing and its value. Now their objective is to reach the top 10 by 2005.

Problem Declaration

Samsung's transition from an item based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional managers to incorporate marketing successfully is still a significant obstacle. Creating a constant brand identity across the entire world and employing marketing methods that finest fits the local culture is no easy task. The M-net program analysis have actually been actually useful in determining the high and less possible development areas, but allowance of resources accordingly is not well gotten amongst the managers. There is no agreement among the hierarchy regarding the very best fit future technique.
Executive Summary
Situational Analysis

Yun had a rather clear photo in his mind about how Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help can change from a low end to a high end item company. He knew that transformation can just be done through positioning Samsung as a company 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 develop Samsung brand, with a possible assistance of its executives, Yun dealt with numerous marketing obstacles in early years of its efforts.

Among the marketing obstacles for Yun was the understandings of executives about the value of marketing. They considered marketing and selling as same tools and thought that quality items do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous company practices, and the present marketing requirement was excessive high, the gap was too larger and to fill this space with incorrect understandings about marketing was rather tough for Yun.

As specified above, marketing focus was really low in previous practices, therefore there were no appropriate marketing spending plans for each of the item on the portfolio. There was no marketing planning done for the existing products. In addition to 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 perform marketing preparation and to develop marketing budget plans for existing along with for brand-new products from the very start, and this would take a big time.

A huge shift would be required in existing marketing expenditures to develop the Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help brand name. This would lead to increased marketing expenses for Samsung and might interrupt the administration relating to increased expenses, as they were reluctant to marketing expenses previously and a sudden huge shiftwould make them disrupt. This might result in declining executive assistance for global marketing. In this scenario, Yun faces an obstacle for justifying increased marketing expenses by showing the long term worth of substantial marketing expenditures.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its huge item portfolio. Samsung has biggest number of patents in the industry with total variety of 15499 patents given in United States( USP). Big amount of R&D costs has actually allowed the business to grow its product portfolio at a greater rate than its rivals. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution is its ability to develop ingenious products at a constant rate. It major proves for the innovation and product developing of Samsung is that the business has actually received a lot of awards for its development and item style.

Unlike Apple and other rivals, Samsung is focused on producing devices which can be quickly incorporated with any kind of open source Operating System (OS) and software. This offers Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce luxury items at low expense of production is also one of the significant strength of Samsung as it makes it possible for the company to catch more market by providing quality products with expense control.

Weak points

Samsung's weak points are hidden in the company's dependence on outsourcing software application for its gadgets due to company's inability in establishing software application, unlike Sony. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution likewise has low earnings margins as compare to Apple due to substantial difference in the prices of Apple and Samsung with a much lesser distinction in quality.


Opportunities for Samsung lie in the growing Mobile phone market and the business's effectiveness in the market. It can increase its market share and earnings from mobile phone as the business is rather effective in smart phone market. Samsung presently runs in about 80 nations and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would allow the business to increase its item portfolio with an increase in its wealth.


The dynamic market environment of technology market present a serious risk on Samsung's survival and require the company to invest much of its profits 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 huge risk for the company's growth in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis offers quality products and has a quite abundant portfolio which accommodates various sections. The majority of the items remain in the top 3 of their respective industries. LCD and cellphones are the biggest products of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Mobile phones.
• Air conditioner.
• Computer.
• Disk drives.
• Washing machines.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help uses both market competitive and market skimming prices methods for its variety of items. In competitive prices it changes the cost according to the competitors in order to get benefit, whereas, it uses market skimming technique where the product has actually an added value and by offering a few items it can reach break-even.


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

Vrio Analysis
It wasn't a popular company beyond Korea till 1993. The management effort taken by their CEO has pushed them to market more efficiently outside the borders and now it has entered the league of leading 25 companies in the world in simply 9 years. This is a remarkable accomplishment despite the continuous arguments among the supervisors about embracing marketing practices. It uses both offline & online channels of promo to market their items. Paid item ads, social promo and digital ads are uses to produce awareness about Samsung products.

Value Chain Analysis.

It's an analytical framework for identifying organisation activities that add value or competitive advantage for the company.

Inbound Logistics.

It has one of the most efficient and effective supply chain network and has more than 2700 providers throughout numerous industries around the globe. Almost 80% of which is based in Asia and the staying all over the world. For its incoming logistics it owns different logistics firms as it subsidiaries. It cares for its providers and creates an unified relationship with them and even lowered their payment cycles to enhance this relationship further which adds value to their chain network.


Samsung's core competency is its mass making it produces 90% of its products in-house. Divided into three different departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is maintaining operation centers worldwide to even more add value to its worth chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is among the primary reasons Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution has the ability to take on Apple. Samsung's own Electronic Logitec system plays a significant role in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target customer attention towards the item is done through marketing and sales to interact with them the value and competitive advantage the product offers. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution advertising budget is continuously on the rise considering that they started their repositioning worldwide and will continue to do so as they are continuously seeking to expand and invest in high possible development markets. The spending plan is spent on events, print and media ads, public relations etc.

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


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis has actually diversified market division, based upon its arrangement of vast array of products to a great deal of consumers. Samsung target consumer sectors can be divided into 3 categories i.e. Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device services.


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution geographic segmentation is based upon two criteria i.e. area and density. Samsung serves about 80 nations worldwide with its products supplied to Urban along with Rural areas of the country. The Samsung is also growing its global presence and the company's versatility in finding its plants motivates global expansion of Samsung.


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


The psychographic segmentation of Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help s based upon the social class and the lifestyle of the customer. Samsung target clients on the basis of social class are generally upper middle, middle and working class customers, as Samsung offer items like cellular phone very little cheaper i.e. Motorola along with not much costly i.e. Apple. It supplies quality items to middle level consumers at a slightly high price than others targeting the same section.


Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help majority target clients have distinct behavioural characteristics. It has clients with an ambitious, stylish and determined personality with moderate level of loyalty towards the brand. Its consumers have some degree of shift towards other renowned brand names i.e. Apple. Most of Samsun clients desire quality along with cost control. Because of its moderate rates with an extent of quality, they are attracted towards Samsung.

Quantitative analysis.

Sales of Samsung has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has actually likewise minimized 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, incomes/ sales are increasing however net profit is not increasing accordingly. New growths and employing's were the primary factor of the increase in the overhead expenses, with china presently not supplying any revenue to Samsung, but there is a lot capacity in the current market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based on the mission of Kim to target the more youthful audience and develop a worldwide brand image of the business. Whereas, the core strength of the business is currently manufacturing however long gone are those days when excellent items were selling themselves. In the present age marketing is extremely essential and companies can not be successful without it. Kim has already started to strengthen the marketing activities of Samsung and soon it will become one of its core strength like producing if not much better.



Samsung runs designs, manufactures and offer a huge portfolio of consumer electronic devices. It operates in an exceptionally competitive environment and has actually successfully placed itself as the maker of quality products. So, the answer is yes.


As, said earlier that Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis runs in an extremely competitive environment, which indicates all the companies have comparable products. The answer for rarity is no.


Due to the nature of the industry, it is really simple for rivals to comprehend the functionality of the products and quickly make their own models. Yes, Samsung is just behind IBM in registering brand-new patents each year, however the advantage is extremely short term in this market.


Chairman Lee has totally turn-around Samsung, from going almost insolvent throughout the Asian financial crisis of 1997 to the leading 25 company on the planet. Definitely yes there appertains company in the business and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand spread nearly in every nation worldwide, bulk of the environments like USA, Europe, China etc., are very conductive for its operations. It faces some political pressures in less developed countries where law and order scenario is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have an impact on Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help operations.


Buying power of clients is important for business like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries etc. supply growth opportunities, whereas, due to recession even the consumers of developed countries suffer severely. Thus it is extremely crucial for the company to watch on the ongoing financial scenario of the country prior to going into the market.


International companies have to deal with numerous social and cultural issues throughout its operations in a foreign country. Samsung has actually likewise faced many issues however have actually embraced to the local environments of the majority of the countries extremely well. It has actually customized its items, practices, policies and so on accordingly in order to succeed.


With an annual expenditure of 2.4 billion dollars in Research study & Advancement, and with continuous innovative product launches, Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution 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 advancements, Samsung has actually risen to the no 25 of the top effective companies of the world.


Each country has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal repercussions. It has to study or hire a local law professional prior to beginning its operations in a particular country.


With the increasing awareness among customers about the environmental & ethical infractions of companies, Samsung has to guarantee that it follows all the safety standards. Environmental damages, ethical misbehaviors are not appropriate and in some nations the effects can be really severe. On the other hand it needs to do some Corporate Social Obligation practices to reveal the locals that it cares about their environment and individuals.

Porter's 5 Forces

Hazard of Alternative

Hazard of substitution for Samsung's each product classification is quite considerable. Elements for high danger of substitution for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help Mobile phone include the existence of high number of providers and Market saturation in industrialized nations, which make the expense of changing for consumers nearly zero. Along with it, Samsung printing options products are threatened by the increasing tourist attraction of clients towards cloud storage.

Competition Among Existing Firms:

The rivaly amongst Samsung and its close rivals is intense. The major reason behind this is the technique of market saturation in different number of product categories, forcing Samsung to present more ingenious features in existing items and brand-new ingenious items to maintain its development. Other aspect for the intense rivalry among the competitors is the little product distinction among the items. The popular gamers in the technology industry are rather aware of the value of R&D costs for their survival and are encountering a race of marketing and R&D spending, to capture the market. The major rivals for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry results in the fluctuating market shares which can be seen in Exhibition F.

Bargaining Power of Providers:

Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help 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 huge orders allow Samsung to work out costs with its suppliers. Due to incapability of Samsung to develop its own software application, it has to outsource its software application advancement to Google, which becomes a possible supplier of software for Samsung, resulting in high bargaining power of Google. Although, in the majority of cases Samsung has a power to negotiate prices, however it offer significant costs to its suppliers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Haggling power of purchasers for different number of item categories of Samsung is extreme. Among the aspect causing the extreme bargaining power is the availability of large number of competitors in almost each item classification i.e. rivals of Samsung Mobile phone, with an extremely little differentiation. The high accessibility of suppliers of Smart devices with minimum distinction, make the changing cost for buyers almost zero, thus increasing the bargaining power of buyers. Market saturation in most of the item categories likewise make the bargaining power of buyers more intense in for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Solution. In spite of igh bargaining power Samsung is rather efficient in offering its products at a higher rate than much of its competitors, due to high-end quality product and a reasonable brand name image.

Threat of New Entrants:

Hazard of brand-new entrants for Samsung is rather low. Among the significant element for low hazard of new entrants is the high competitors in the market. The requirement of big amount of capital to enter in the marketplace is likewise one of the prospective barrier to entry. In addition to it, requirement of huge expertise and research study and advancement expenditures for survival in the market also make new entrants reluctant to enter in the market. Market saturation is likewise among the barrier of entry in technology industry. High bargaining power of suppliers force the gamers in the market to charge as low rates as possible and this can only be accomplished by production efficiency. Brand-new firms, in bulk cases, lack the production effectiveness, hence increasing the threats for entrance in the innovation market.

Competitive Analysis

Samsung's high product diversity offers it differentiation from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help had a huge R&D costs on all of its product classifications which make it possible for the company to make potential profits from sales of almost all of its items.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in regards to global market share, among 8 various product classifications. Samsung was the worldwide leader in making DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel however its revenues from chips was growing much faster than Intel and has grown close to the revenue levels of Intel, as given in the case Exhibition 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 cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales growth. The significant reson behind Samsung's high growth despite of higher rates than Nokia and Motorola was the company's high-end quality cellular phone.

Samsung was likewise profiting from increasing market share of high-end LCDs as given in case Display 3. The major factor, making the business enable to obtain the chance is its mass production at low cost. Sony was the most significant rival for Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Analysis in LCD market, nevertheless, it had actually also started joint endeavor with Samsung in 2003 for LCD making, reducing the competition for Samsung.

Porter's Competitive Strategy

Low Expense Management strategy of porter is totally implemented by Samsung the method they achieve economies of scale by reinforcing their core competencies of production. They always bring something brand-new and ingenious whether it's a service or an item.


Alternative Option 1

The Chief Marketing Officer (CMO) of Case Analysis Tetra Pak Versus Greatview The Battle Beyond China Case Study Help would develop a new brand image by targeting the more youthful generation of the particular nation. As, specifically smart phones of Samsung are popular amongst the younger market.


1. It is the best method to develop Client Life time Value (CLV) by creating a long-lasting relationship with customers. Build loyalty through delivering worth and profit for long-lasting, as research study has actually showed it is more affordable 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 more youthful individuals and which in turn will bring in brand-new customers for my products.


1. Old clients who were connected with Samsung before might not like this brand-new image the company is trying to depict.
2 It will incur more expenditures to rearrange some products and it may not even bring success as the trends change very quickly among the more youthful demographic.

Alternative solution 2.

It would be done by arranging training workshops throughout which significance of marketing will be taught and numbers will be provided. Marketing environment need to be created internally first as genuine marketing starts inside the corporation.


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


2. Its con can create an extremely unhealthy environment in the office, as individuals typically withstand change since they fear it.

Determine the very best alternative

Alternative is the best as it clearly has more pros due to the fact that once a Client Lifetime Worth is built the company will benefit from it till that consumer is alive and has acquiring power. Plus, our target customers are the younger generation which are bound to live longer than the existing old age people. Samsung's primary goal is to produce commitment among its customers and make them bought it from them and even buy their various items.

Implementation Plan

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi make with music. And set the expectations sensible and attainable.
• A group consisting of best marketing and sales experts need to be put together, and both views need to be taken into account prior to securing the resources required to execute the strategy.
• Thorough interaction of the plan ought to be done as it is very essential for everyone to be on the exact same page to make it work.
• Tasks and timelines must be develop and interacted appropriately to each individual accountable.
• The manager ought to utilize a control panel which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The manager need to monitor and keep a constant look at the total and private efficiency.
Because any new trend or policy may come in due to which all the things currently planned have to be changed, • Everybody should be prepared to adjust midway. It's much better to have contingency plans already prepared.
• At the end of the project the manager need to communicate the outcomes and if successful must celebrate with the team.


This change the budget plan allocation of lots of supervisors and various nations were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia development prospective warranted a 35% allowance while they were receiving 45%. It truly helped to relatively disperse the resources and capture more customers by investing more on advertisements on the high development potential areas of the world.

Its constant financial investment in R&D and ingenious practices have propelled them to new heights however for them its' only the start and they want to be among the leading 3 brand names in the world. Their marketing efforts must be directed towards more youthful market amid the internal arguments about marketing and must produce Consumer Life time Value as it will not just give them advantages now however will continue to enjoy it till the customer lifetime. As the cost of retaining the client is much less expensive than bring in a brand-new one.