Decopier Technologies Inc Harvard Case Study Solution

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Decopier Technologies Inc Case Study Solution & Analysis


Decopier Technologies Inc Case Study Analysis is a widely known international brand name in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Decopier Technologies Inc deals in a great deal of product categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic items. Historically, the company's core consumers consist of the Original Equipment Manufacturers (OEMs), which used to sell Samsung products withtheir own brand. Till early 1990s, the core competency of Samsung depend on its low price offerings than its rivals by manufacturing existing items at economies of scale. Its consumer circle includes Original Devices Manufacturers (OEMs), who utilized to offer Decopier Technologies Inc Case Study Analysis products with their own brand name. Samsung was not simply understood outside Korea. There were also no or little interest in constructing the brand name worldwide. Marketing budget plan was controlled by production department with a prime focus on providing cheap products.During the 1997 Asian Financial Crisis the business nearly got bankrupt, but with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was listed the leading 25 most valuable business on the planet. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even noted. He rearranged Samsung as a worldwide brand and informed his divisional supervisors to comprehend marketing and its value. Now their objective is to arrive 10 by 2005.

Issue Declaration

Samsung's shift from an item based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional supervisors to include marketing successfully is still a significant obstacle. Developing a consistent brand name identity across the whole world and employing marketing strategies that finest fits the regional culture is no simple job. The M-net program analysis have actually been actually valuable in figuring out the high and less possible development locations, but allotment of resources accordingly is not well gotten among the supervisors. There is no consensus amongst the hierarchy regarding the very best fit future method.

Situational Analysis

Yun had a rather clear image in his mind about how Decopier Technologies Inc Case Study Analysis can change from a low end to a high end product supplier. He knew that improvement can only be done through placing Samsung as a company offering high-end items and this might just be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand name, with a potential assistance of its executives, Yun dealt with several marketing challenges in early years of its efforts.

Among the marketing difficulties for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as exact same tools and believed that quality products do not needed 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 gap was too larger and to fill this gap with incorrect perceptions about marketing was quite tough for Yun.

As mentioned above, marketing focus was extremely low in previous practices, therefore there were no correct marketing budget plans for each of the product on the portfolio. There was no marketing preparation provided for the existing products. Along with it the product variety of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a difficulty to perform marketing preparation and to produce marketing budgets for existing along with for brand-new products from the very start, and this would take a huge time.

A substantial shift would be required in current marketing expenses to develop the Decopier Technologies Inc Case Study Help brand. This would result in increased marketing expenditures for Samsung and might interrupt the administration concerning increased expenses, as they hesitated to marketing expenditures formerly and an abrupt huge shiftwould make them disturb. This might lead to declining executive support for worldwide marketing. In this situation, Yun deals with an obstacle for validating increased marketing costs by showing the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big item portfolio. Samsung has biggest variety of patents in the industry with overall variety of 15499 patents given in US( USP). Big quantity of R&D costs has actually made it possible for the company to grow its product portfolio at a greater rate than its competitors. Decopier Technologies Inc Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total revenues.

Another strength of Decopier Technologies Inc Case Study Analysis is its capability to develop ingenious products at a constant rate. It significant proves for the development and item designing of Samsung is that the business has gotten a lot of awards for its innovation and product design.

Unlike Apple and other competitors, Samsung is concentrated on producing gadgets which can be easily incorporated with any kind of open source Os (OS) and software. This supplies Samsung an edge over Apple gadgets.

Samsung's ability to produce high end products at low expense of production is likewise among the major strength of Samsung as it enables the company to record more market by offering quality products with cost control.

Weak points

Decopier Technologies Inc Case Study Help weak points are concealed in the company's dependence on outsourcing software application for its devices due to company's failure in developing software, unlike Sony. Samsung likewise has low earnings margins as compare to Apple due to huge distinction in the prices of Apple and Samsung with a much lesser difference in quality. The varied focus of the company due to a great deal of items in its portfolio, lead to the less effective production and make the business not able to charge higher rates like Apple. The business is also inefficient in managing its patents and frequently faces the problem of patent offense.


Opportunities for Decopier Technologies Inc Case Study Solution lie in the growing Mobile phone market and the company's efficiency in the market. Samsung presently runs in about 80 nations and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant industry environment of technology industry present an extreme risk on Samsung's survival and force the company to invest much of its incomes share on R&D in order to survive in the long run. The market saturation in industrialized nations i.e. saturation of mobile company is likewise a huge risk for the business's growth in the presence of strong competitors like Apple.

4 P's of Marketing


Samsung offers quality products and has a rather abundant portfolio which caters to different sections. LCD and mobile phones are the biggest items of Samsung, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Mobile phones.
• A/c.
• Computer.
• Hard disk drives.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Decopier Technologies Inc Case Study Analysis uses both market competitive and market skimming pricing strategies for its wide variety of products. In competitive rates it changes the cost according to the competitors in order to acquire benefit, whereas, it uses market skimming strategy where the item has an included value and by offering 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 distributors, E commerce channels like Amazon etc. All its items are timely supplied to the selling location/ provided to the customers straight in case of online order.


It wasn't a well-known company outside of Korea up until 1993. The management initiative 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 top 25 business in the world in just 9 years. This is an exceptional achievement despite the ongoing arguments among the managers about adopting marketing practices. It uses both offline & online channels of promo to market their products. Paid item ads, social promotion and digital ads are uses to create awareness about Samsung products.

Worth Chain Analysis.

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

Incoming Logistics.

It has among the most effective and effective supply chain network and has more than 2700 suppliers throughout different markets all over the world. Nearly 80% of which is based in Asia and the remaining around the globe. For its inbound logistics it owns various logistics companies as it subsidiaries. It takes care of its providers and produces a harmonious relationship with them and even lowered their payment cycles to increase this relationship even more which adds value to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its products in-house. Divided into 3 different departments its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is keeping operation hubs worldwide to further include value to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the main factors Decopier Technologies Inc Case Study Analysis has the ability to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the item is done through marketing and sales to communicate with them the value and competitive benefit the item offers. Decopier Technologies Inc Case Study Analysis marketing budget plan is continuously on the rise considering that they started their repositioning worldwide and will continue to do so as they are constantly looking to invest and expand in high potential growth markets. The budget is invested in occasions, print and media advertisements, public relations etc.

Samsung put their consumers at the top and continually make every effort to deliver unmatchable client service standards. By including a direct assistance line to contact them 24 hours they have further increased the included value of Samsung service.


Decopier Technologies Inc Case Study Solution has actually diversified market division, based upon its provision of wide range of products to large number of consumers. Samsung target consumer sections can be divided into 3 classifications i.e. Decopier Technologies Inc Case Study Help IT and Mobile Communications, Samsung Consumer Electronics and Samsung Gadget options.


Decopier Technologies Inc Case Study Analysis geographical segmentation is based upon two requirements i.e. area and density. Samsung serves about 80 nations worldwide with its items provided to Urban along with Backwoods of the country. The Samsung is also growing its global existence and the business's versatility in locating its plants encourages global growth of Samsung.


Samsung produces items that can be utilized by both males and women. The target consumers for Samsung IT and mobile communication items have an age variety of 18-65 with majority at a young or freshly wed life cycle stage. Apart from it, Samsung Consumer Electronic devices are targeted to a consumer section with an age variety of 25-65.


The psychographic division of Decopier Technologies Inc Case Study Solution s based upon the social class and the life style of the customer. Samsung target customers on the basis of social class are generally upper middle, middle and working class consumers, as Samsung offer products like cell phones not much cheaper i.e. Motorola as well as very little pricey i.e. Apple. It supplies quality items to middle level customers at a somewhat high rate than others targeting the very same section.


Decopier Technologies Inc Case Study Analysis majority target consumers have unique behavioural characteristics. It has clients with an enthusiastic, stylish and determined character with moderate level of loyalty towards the brand. Its consumers have some degree of shift towards other distinguished brand names i.e. Apple. The majority of Samsun customers want quality along with expense control. They are drawn in towards Samsung due to the fact that of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Decopier Technologies Inc Case Study Help has actually increased amazingly 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 biggest 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 manufacturing however long gone are those days when great items were offering themselves. Kim has actually currently begun to reinforce the marketing activities of Samsung and really quickly it will become one of its core strength like making if not better.



Samsung operates styles, produces and sell a huge portfolio of consumer electronics. It operates in a very competitive environment and has actually effectively positioned itself as the maker of quality items. So, the answer is yes.


As, stated earlier that Decopier Technologies Inc Case Study Help runs in a highly competitive environment, which implies all the companies have comparable products. So, the response for rarity is no.


Due to the nature of the market, it is extremely easy for rivals to comprehend the functionality of the items and easily make their own models. Yes, Samsung is just behind IBM in signing up brand-new patents each year, however the advantage is very short-term in this market.


Chairman Lee has entirely turnaround Samsung, from going practically bankrupt during the Asian monetary crisis of 1997 to the leading 25 company on the planet. Definitely yes there appertains company in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread almost in every nation worldwide, bulk of the environments like USA, Europe, China and so on, are really conductive for its operations. Nevertheless, it deals with some political pressures in less developed countries where law and order circumstance is bad. Latin American, African and some Asian nations fall in this classification, where political instability do have a result on Decopier Technologies Inc Case Study Solution operations.


Buying power of clients is important for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries etc. provide growth opportunities, whereas, due to recession even the consumers of developed countries suffer severely. It is extremely essential for the business to keep an eye on the continuous economic situation of the country prior to getting in the market.


Multinational companies have to deal with numerous social and cultural problems during its operations in a foreign country. Samsung has also dealt with numerous concerns but have actually embraced to the regional environments of the majority of the countries incredibly well. It has customized its items, practices, policies etc. appropriately in order to achieve success.


With an annual expense of 2.4 billion dollars in Research study & Development, and with consistent innovative product launches, Decopier Technologies Inc Case Study Analysis is one of the leading innovative companies of the world. With a clear objective to be ahead of the rest when it concerns technological improvements, Samsung has risen to the no 25 of the leading 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 consequences. It has to study or hire a local law specialist prior to starting its operations in a specific nation.


With the rising awareness amongst consumers about the ecological & ethical violations of business, Samsung has to guarantee that it follows all the security standards. Ecological damages, ethical misconducts are not appropriate and in some nations the consequences can be very serious. On the other hand it needs to do some Corporate Social Duty practices to show the locals that it appreciates their environment and people.

Porter's Five Forces

Threat of Replacement

Threat of substitution for Samsung's each item category is rather considerable. Factors for high hazard of substitution for Decopier Technologies Inc Case Study Solution Mobile phone include the existence of high number of providers and Market saturation in industrialized countries, which make the expense of changing for customers nearly absolutely no. Along with it, Samsung printing services items are threatened by the increasing destination of customers towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly among Samsung and its close competitors is intense. The significant reason behind this is the approach of market saturation in various number of item categories, requiring Samsung to present more ingenious features in existing items and new innovative items to keep its growth. The significant competitors for Decopier Technologies Inc Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Decopier Technologies Inc Case Study Help has a huge supply chain consisting of about 2700 suppliers 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 prospective size and worth. These huge orders allow Samsung to negotiate costs with its suppliers. Nevertheless, due to incapability of Decopier Technologies Inc Case Study Solution to construct its own software, it needs to outsource its software development to Google, which becomes a potential provider of software application for Samsung, leading to high bargaining power of Google. Although, in most of cases Samsung has a power to work out rates, but it supply significant costs to its providers to develop a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Negotiating power of purchasers for various number of item categories of Samsung is intense. One of the element leading to the intense bargaining power is the schedule of a great deal of competitors in nearly each item category i.e. competitors of Samsung Smart device, with an extremely little differentiation. The high accessibility of providers of Smartphones with minimum distinction, make the switching expense for purchasers nearly absolutely no, for this reason increasing the bargaining power of buyers. Market saturation in most of the item classifications likewise make the bargaining power of purchasers more intense in for Decopier Technologies Inc Case Study Help. In spite of igh bargaining power Samsung is quite efficient in selling its products at a higher price than much of its rivals, due to high end quality product and a reasonable brand name image.

Risk of New Entrants:

Risk of brand-new entrants for Samsung is rather low. One of the major aspect for low danger of brand-new entrants is the high competitors in the industry. The requirement of big quantity of capital to go into in the marketplace is also one of the potential barrier to entry. In addition to it, requirement of substantial knowledge and research and advancement expenditures for survival in the industry also make new entrants unwilling to enter in the market. Market saturation is also one of the barrier of entry in technology industry. High bargaining power of suppliers force the gamers in the market to charge as low costs as possible and this can just be accomplished by production performance. Brand-new firms, in bulk cases, do not have the production efficiency, hence increasing the threats for entryway in the innovation industry.

Competitive Analysis

Samsung's high item diversification offers it differentiation from its competitors. It is among the three leading brand names by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item category with Sony concentrating on customer electronics, Nokia on cell phones and Intel on chips, Samsung had a huge R&D costs on all of its item classifications which allow the business to make potential income from sales of almost all of its products. (See Display) Nevertheless, due to the broad product variety the company deals with high variety of competitors.

The company ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in regards to global market share, amongst 8 various product categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung earnings from chips was less than Intel but its earnings from chips was growing much faster than Intel and has grown near to the income levels of Intel, as given in the case Exhibit 2.

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

Samsung was likewise reaping the benefits from increasing market share of luxury LCDs as given up case Exhibition 3. The significant factor, making the company enable to get the opportunity is its mass production at low expense. Sony was the most significant competitor for Decopier Technologies Inc Case Study Analysis in LCD market, nevertheless, it had actually also started joint venture with Samsung in 2003 for LCD producing, minimizing the competition for Samsung.

Porter's Competitive Technique

Low Expense Leadership method of porter is totally executed by Samsung the way they accomplish economies of scale by reinforcing their core competencies of production. Even to the point that their rival SONY decided to form an alliance with them to make for them, due to the fact that they were unable to take on them on low expense. Differentiation is another strategy well executed by Samsung by continuous investment in the R&D and remaining ahead of the competition. They always bring something new and innovative whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Decopier Technologies Inc Case Study Solution would develop a new brand name image by targeting the younger generation of the particular nation. As, especially mobile phones of Samsung are popular among the more youthful demographic.


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


1. Old customers who were associated with Samsung prior to may not like this brand-new image the company is attempting to represent.
2 It will sustain further expenditures to rearrange some products and it may not even bring success as the trends alter very rapidly amongst the younger market.

Alternative option 2.

Samsung has made making its core competency for the most part of their organisation and due to which its supervisors are not afraid to fully get out of their convenience zone. It would be done by setting up 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 ought to be developed internally first as real marketing starts inside the corporation.


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


2. Its con can develop a really unhealthy environment in the work environment, as individuals often resist modification because they fear it.

Identify the very best option

Very first alternative is the very best as it clearly has more pros since once a Consumer Life time Value is built the company will profit from it till that client lives and has buying power also. Plus, our target customers are the more youthful generation which are bound to live longer than the existing old age people. Nevertheless, Samsung's primary objective is to produce loyalty among its consumers and make them bought it from them and even purchase their various items also.

Implementation Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations attainable and realistic.
• A group consisting of best marketing and sales professionals must be assemble, and both views ought to be taken into consideration before securing the resources required to carry out the plan.
• Thorough interaction of the plan must be done as it is extremely crucial for everyone to be on the exact same page to make it work.
• Tasks and timelines should be develop and communicated accordingly to each person accountable.
• The supervisor ought to use a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The supervisor should keep an eye on and keep a constant examine the total and specific performance.
Since any brand-new trend or policy might come in due to which all the things currently prepared have actually to be adjusted, • Everyone ought to be prepared to adjust midway. It's better to have contingency plans already prepared.
• At the end of the project the supervisor need to interact the results and if effective ought to commemorate with the team.

Spending plan

The M-net program exposed compelling analysis about the high and low development potential areas and just how much marketing budget plan need to be allocated accordingly. This change the budget allocation of many managers and different countries were unhappy and argued however the analysis done by the program was accurate and revealed figures like North America and Russia development prospective warranted a 35% allocation while they were getting 45%. Whereas, China and Europe need to be getting 42% but were instead offered 31%. It truly helped to fairly disperse the resources and record more consumers by spending more on ads on the high development capacity regions of the world.


Decopier Technologies Inc Case Study Solution is a top 25 company worldwide now and plans to get ahead of Sony who sits presently at no. 20. Its continuous investment in R&D and ingenious practices have actually moved them to brand-new heights but for them its' only the start and they want to be among the leading 3 brand names on the planet. They totally turnaround from almost declaring bankruptcy throughout the Asian Financial Crisis to a world popular brand name, understood for quality and innovation. Their worth chain and their core proficiency their manufacturing capability, along-with worldwide brand name image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further expansion in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts ought to be directed towards younger demographic in the middle of the internal arguments about marketing and need to produce Customer Lifetime Value as it will not only provide benefits now however will continue to reap it till the customer lifetime. As the cost of maintaining the client is more affordable than bring in a new one.