Decopier Technologies Inc Harvard Case Study Analysis

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Decopier Technologies Inc Case Study Solution & Analysis


Decopier Technologies Inc Case Study Help is a widely known worldwide brand in technology industry, established in 1938 by Lee Byung Chul, in South Korea. Decopier Technologies Inc handle a great deal of item classifications consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic items. Historically, the business's core clients include the Original Devices Manufacturers (OEMs), which used to offer Samsung items withtheir own brand name. Till early 1990s, the core competency of Samsung lie in its low cost offerings than its competitors by producing existing items at economies of scale. Its customer circle includes Original Equipment Manufacturers (OEMs), who used to offer Decopier Technologies Inc Case Study Analysis items with their own brand name. Samsung was not simply known outside Korea. There were also no or little interest in developing the brand globally. Marketing budget was controlled by production department with a focal point on offering low-cost products.During the 1997 Asian Financial Crisis the company almost got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the top 25 most valuable company worldwide. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even listed. He rearranged Samsung as a global brand name and informed his divisional managers to understand marketing and its value. Now their objective is to reach the top 10 by 2005.

Issue Declaration

Samsung's shift from an item based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional supervisors to incorporate marketing successfully is still a major difficulty. Developing a constant brand identity throughout the whole world and employing marketing methods that finest fits the regional culture is no easy task.
Executive Summary
Situational Analysis

Decopier Technologies Inc Case Study Solution efforts for building its brand throughout the world was begun after presenting the "new management initiative" by Chairman Lee in 1993. The objective was to transform Samsung from a low-cost OEM to a high value-added product supplier. To make the vision of Samsung a truth, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a quite clear photo in his mind about how Samsung can change from a low end to a luxury item supplier. He understood that change can only be done through placing Samsung as a business using high-end items and this might only be done through high level of marketing.

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

One of the marketing challenges for Yun was the perceptions of executives about the value of marketing. They considered 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 quite low in their previous organisation practices, and the existing marketing requirement was excessive high, the gap was too larger and to fill this space with wrong perceptions about marketing was rather challenging for Yun.

Along with it the item range of the business was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing planning and to develop marketing budget plans for existing as well as for brand-new products from the very start, and this would take a substantial time.

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

Internal Analysis
SWOT Analysis

Samsung strengths depend on its huge product portfolio. Samsung has largest number 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 product portfolio at a greater rate than its rivals. Decopier Technologies Inc Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total incomes.

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

Unlike Apple and other rivals, Samsung is concentrated on producing gadgets which can be quickly integrated with any kind of open source Os (OS) and software application. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce high-end products at low cost of production is also one of the major strength of Samsung as it makes it possible for the business to catch more market by supplying quality products with expense control.


Decopier Technologies Inc Case Study Solution weaknesses are hidden in the company's dependence on outsourcing software for its devices due to business's failure in establishing software application, unlike Sony. Samsung likewise has low revenue margins as compare to Apple due to substantial distinction in the costs of Apple and Samsung with a much lesser difference in quality. The diverse focus of the business 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 costs like Apple. The company is likewise ineffective in managing its patents and regularly deals with the problem of patent infraction.


Opportunities for Decopier Technologies Inc Case Study Analysis lie in the growing Smart device market and the company's efficiency in the market. Samsung currently runs in about 80 countries and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant industry environment of innovation industry pose a severe hazard on Samsung's survival and require the business to spend much of its revenues share on R&D in order to make it through in the long run. The marketplace saturation in industrialized countries i.e. saturation of mobile company is likewise a huge threat for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Decopier Technologies Inc Case Study Analysis provides quality products and has a quite abundant portfolio which caters to various sectors. The majority of the items remain in the leading three of their particular markets. 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.
• A/c unit.
• Computer.
• Hard disks.
• Washing machines.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Decopier Technologies Inc Case Study Analysis utilizes both market competitive and market skimming rates strategies for its wide variety of products. In competitive rates it adjusts the rate according to the competitors in order to gain benefit, whereas, it uses market skimming strategy where the product has actually an added worth and by offering a few products it can reach break-even.


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

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

Worth Chain Analysis.

It's an analytical structure for determining organisation activities that add value or competitive advantage for the business.

Inbound Logistics.

It has among the most reliable and efficient supply chain network and has more than 2700 suppliers throughout different markets worldwide. Nearly 80% of which is based in Asia and the remaining around the globe. For its incoming logistics it owns different logistics firms as it subsidiaries. It looks after its suppliers and creates a harmonious relationship with them and even lowered their payment cycles to boost this relationship even more which adds worth to their chain network.


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

Outbound Logistics.

Its outbound logistics system performance is one of the primary reasons Decopier Technologies Inc Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target client attention towards the item is done through marketing and sales to interact with them the value and competitive advantage the product offers. Decopier Technologies Inc Case Study Help advertising budget plan is continuously on the rise since they started their rearranging worldwide and will continue to do so as they are continuously seeking to expand and invest in high prospective growth markets. The budget is spent on events, print and media ads, public relations etc.

Samsung Service. Samsung put their consumers at the top and continuously make every effort to provide unmatchable customer service requirements. As after sales service is ending up being very crucial to keep consumers happy and engaged, they even perform surveys through 3rd parties to find out their consumer's feedback and execute it in the favorable way to lower or if possible entirely eliminate their customer concerns. By adding a direct assistance line to call them 24 hours they have actually further increased the added value of Decopier Technologies Inc Case Study Analysis service.


Decopier Technologies Inc Case Study Solution has diversified market division, based upon its arrangement of wide range of items to large number of consumers. Samsung target customer sections can be divided into 3 categories i.e. Decopier Technologies Inc Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device solutions.


Decopier Technologies Inc Case Study Help geographic division is based upon 2 requirements i.e. region and density. Samsung serves about 80 nations worldwide with its items supplied to Urban as well as Rural areas of the nation. The Samsung is also growing its worldwide existence and the business's flexibility in finding its plants encourages global growth of Samsung.


Samsung produces items that can be used by both males and women. The target customers for Samsung IT and mobile interaction items have an age variety of 18-65 with bulk at a young or newly married life cycle stage. Apart from it, Samsung Consumer Electronic devices are targeted to a client section with an age range 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 consumer. Samsung target consumers on the basis of social class are mainly upper middle, middle and working class customers, as Samsung sell products like mobile phone not much more affordable i.e. Motorola as well as very little expensive i.e. Apple. It provides quality items to middle level customers at a slightly high cost than others targeting the exact same sector.


Decopier Technologies Inc Case Study Solution bulk target customers have unique behavioural attributes. They are drawn in towards Samsung due to the fact that of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Decopier Technologies Inc Case Study Analysis has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the 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 business is presently making however long gone are those days when great products were offering themselves. Kim has actually already started to reinforce the marketing activities of Samsung and very soon it will end up being one of its core strength like producing if not better.



Samsung runs designs, manufactures and offer a huge portfolio of customer electronics. It operates in an extremely competitive environment and has effectively placed itself as the maker of quality items. So, the response is yes.


As, said earlier that Decopier Technologies Inc Case Study Solution operates in a highly competitive environment, which indicates all the companies have comparable products. So, the answer for rarity is no.


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


Chairman Lee has completely turnaround Samsung, from going practically insolvent during the Asian financial crisis of 1997 to the top 25 company worldwide. Absolutely yes there is proper company in the business and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread nearly in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are really conductive for its operations. It deals with some political pressures in less industrialized nations where law and order circumstance is not good. Latin American, African and some Asian nations fall in this classification, where political instability do have an effect on Decopier Technologies Inc Case Study Analysis operations.


Buying power of consumers is crucial for companies like Samsung to prosper and grow. Emerging markets like India, middle-eastern nations and so on provide development chances, whereas, due to economic crisis even the customers of developed countries suffer severely. It is really essential for the company to keep an eye on the ongoing economic circumstance of the nation before going into the market.


International business need to deal with different social and cultural problems throughout its operations in a foreign country. Samsung has actually also faced many problems however have adopted to the regional environments of the majority of the countries extremely well. It has customized its items, practices, policies and so on accordingly in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research & Advancement, and with consistent innovative product launches, Decopier Technologies Inc Case Study Help is among the top innovative companies of the world. With a clear mission to be ahead of the rest when it concerns technological advancements, Samsung has increased to the no 25 of the top effective business of the world.


Each nation 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 consequences. It has to study or work with a local law expert prior to starting its operations in a particular country.


With the rising awareness among customers about the ethical & environmental violations of business, Samsung needs to ensure that it follows all the safety standards. Ecological damages, ethical misbehaviors are not appropriate and in some nations the repercussions can be extremely severe. On the other hand it has to do some Business Social Responsibility practices to show the locals that it appreciates their environment and people.

Porter's 5 Forces

Risk of Alternative

Risk of replacement for Samsung's each product category is rather substantial. Elements for high risk of replacement for Decopier Technologies Inc Case Study Analysis Smartphone consist of the existence of high number of suppliers and Market saturation in industrialized countries, which make the cost of changing for customers nearly zero. Along with it, Samsung printing options products are threatened by the increasing attraction of clients towards cloud storage.

Rivalry Among Existing Companies:

The rivaly among Samsung and its close rivals is intense. The significant reason behind this is the approach of market saturation in different number of item categories, requiring Samsung to present more innovative features in existing products and new innovative products to maintain its development. The major rivals for Decopier Technologies Inc Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

( Samsung Sustainability Report, 2016) Provider's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. Due to incapability of Decopier Technologies Inc Case Study Help to develop its own software, it has to outsource its software application development to Google, which ends up being a prospective provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Negotiating power of buyers for various variety of item classifications of Samsung is extreme. One of the element causing the extreme bargaining power is the accessibility of a great deal of rivals in practically each product category i.e. competitors of Samsung Mobile phone, with an extremely little differentiation. The high schedule of suppliers of Smart devices with minimum distinction, make the switching cost for buyers practically no, hence increasing the bargaining power of buyers. Market saturation in most of the item categories likewise make the bargaining power of purchasers more extreme in for Decopier Technologies Inc Case Study Solution. In spite of igh bargaining power Samsung is quite efficient in offering its products at a greater rate than much of its competitors, due to high-end quality item and a reasonable brand name image.

Hazard of New Entrants:

Risk of new entrants for Decopier Technologies Inc Case Study Help is rather low. Along with it, requirement of huge know-how and research study and advancement expenditures for survival in the market likewise make brand-new entrants hesitant to enter in the market. Market saturation is also one of the barrier of entry in technology industry.

Competitive Analysis

Samsung's high item diversity offers it differentiation from its competitors. It is one of the 3 leading brands by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product classification with Sony concentrating on consumer electronic devices, Nokia on cell phones and Intel on chips, Samsung had a big R&D costs on all of its item categories which make it possible for the company to earn prospective profits from sales of nearly all of its items. (See Exhibit) However, due to the broad item range the company deals with high number of competitors.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in terms of worldwide market share, amongst 8 various product categories. Samsung was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its earnings from chips was growing much faster than Intel and has actually grown near the profits levels of Intel, as given up the case Exhibition 2.

Together with the chips Samsung mobile market was also thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung's mobile phone's sales development was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales development. The major reson behind Samsung's high growth despite of greater rates than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was likewise profiting from increasing market share of high-end LCDs as given up case Exhibition 3. The significant reason, making the company enable to obtain the opportunity is its mass production at low cost. Sony was the greatest rival for Decopier Technologies Inc Case Study Analysis in LCD market, however, it had likewise begun joint venture with Samsung in 2003 for LCD producing, reducing the competition for Samsung.

Porter's Competitive Strategy

Low Expense Management technique of porter is totally carried out by Samsung the method they achieve economies of scale by enhancing their core competencies of manufacturing. They always bring something new and ingenious whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Decopier Technologies Inc Case Study Analysis would produce a brand-new brand name image by targeting the more youthful generation of the particular nation. As, specifically smart phones of Samsung are popular among the younger market.


1. It is the very best technique to develop Client Life time Value (CLV) by developing a long-lasting relationship with consumers. Build loyalty through providing value and profit for long-term, as research has actually showed it is more affordable to retain existing consumers than to attract brand-new ones.
2. Another pro of this option is that word of mouth spread faster amongst younger people and which in turn will generate brand-new clients for my items.


1. Old consumers who were related to Samsung before may not like this new image the company is attempting to represent.
2 It will incur additional expenditures to reposition some products and it might not even bring success as the patterns change really rapidly amongst the younger group.

Alternative option 2.

Samsung has made manufacturing its core competency for the most part of their service and due to which its supervisors are not afraid to completely step out of their convenience zone. It would be done by setting up training workshops throughout which significance of marketing will be taught and numbers will be provided. Failure to get the passing ratings will get benched. Marketing environment need to be developed internally initially as real marketing begins inside the corporation.


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


2. Its con can create an extremely unhealthy environment in the work environment, as people often resist change because they fear it.

Identify the best option

Option is the finest as it plainly has more pros because when a Customer Lifetime Value is developed the business will benefit from it till that customer is alive and has purchasing power. Plus, our target clients are the more youthful generation which are bound to live longer than the existing aging individuals. Samsung's primary goal is to develop commitment among its consumers and make them redeemed it from them and even buy their various items.

Implementation Strategy

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi finish with music. And set the expectations reasonable and achievable.
• A team including best marketing and sales professionals ought to be assemble, and both views need to be taken into account prior to protecting the resources required to execute the strategy.
• Thorough interaction of the plan ought to be done as it is extremely crucial for everyone to be on the same page to make it work.
• Jobs and timelines need to be construct and communicated appropriately to each person accountable.
• The manager need to utilize a dashboard which reveals the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager need to keep track of and keep a continuous look at the general and specific performance.
• Everyone ought to want to adapt midway since any new pattern or policy might come in due to which all the things currently prepared have to be adjusted. It's much better to have contingency plans already prepared.
• At the end of the campaign the manager ought to communicate the results and if successful must celebrate with the group.

Spending plan

The M-net program revealed compelling analysis about the low and high development prospective areas and how much marketing spending plan must be designated accordingly. This modification the budget plan allowance of numerous managers and different countries were unhappy and argued but the analysis done by the program was accurate and showed figures like The United States and Canada and Russia development potential merited a 35% allowance while they were getting 45%. Whereas, China and Europe need to be getting 42% but were rather given 31%. It really helped to relatively disperse the resources and capture more consumers by spending more on advertisements on the high development potential areas of the world.

Decopier Technologies Inc Case Study Help is a leading 25 company on the planet now and prepares to get ahead of Sony who sits presently at no. 20. Its constant investment in R&D and ingenious practices have actually moved them to brand-new heights however for them its' just the start and they wish to be amongst the top 3 brand names in the world. They completely turnaround from nearly declaring bankruptcy during the Asian Financial Crisis to a world renowned brand, understood for quality and development. Their worth chain and their core proficiency their production ability, along-with worldwide brand name image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts need to be directed towards younger demographic in the middle of the internal arguments about marketing and ought to create Consumer Lifetime Worth as it will not only give them advantages now but will continue to enjoy it till the customer lifetime. As the cost of retaining the client is more affordable than attracting a brand-new one.