Delta Air Lines A The Low Cost Carrier Threat 4 Harvard Case Study Analysis

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Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution and Analysis


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis is a well-known international brand in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Delta Air Lines A The Low Cost Carrier Threat 4 handle a great deal of product categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and much more other electronic items. Historically, the business's core customers consist of the Original Devices Manufacturers (OEMs), which used to offer Samsung items withtheir own brand name. Till early 1990s, the core proficiency of Samsung lie in its low price offerings than its rivals by producing existing products at economies of scale. Its client circle consists of Original Devices Manufacturers (OEMs), who used to offer Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution products with their own brand. Samsung was not simply known outside Korea. There were likewise no or little interest in developing the trademark name internationally. Marketing budget was controlled by production department with a prime focus on providing low-cost products.During the 1997 Asian Financial Crisis the business practically got insolvent, but with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was noted the leading 25 most important business worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Samsung as a global brand name and informed his divisional managers to comprehend marketing and its importance. Now their goal is to arrive 10 by 2005.

Issue Statement

Samsung's transition from a product based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional managers to incorporate marketing efficiently is still a significant challenge. Producing a constant brand name identity across the entire world and using marketing methods that best fits the regional culture is no easy task. The M-net program analysis have been truly helpful in figuring out the high and less potential development areas, but allocation of resources appropriately is not well received amongst the supervisors. There is no agreement amongst the hierarchy relating to the best matched future technique.

Situational Analysis

Yun had a quite clear photo in his mind about how Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution can change from a low end to a high end item company. He knew that change can only be done through placing Samsung as a business providing high-end products and this might just be done through high level of marketing.

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

One of the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as very same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the existing marketing requirement was excessive high, the space was too broader 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 new item concepts by the R&D sector of Samsung. Yun had an obstacle to carry out marketing planning and to produce marketing budgets for existing as well as for new items from the very beginning, and this would take a substantial time.

A huge shift would be required in present marketing expenses to construct the Samsung brand. This would result in increased marketing expenditures for Samsung and might interrupt the administration relating to increased costs, as they were unwilling to marketing expenditures previously and an abrupt big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help strengths lie in its big product portfolio. Samsung has biggest number of patents in the market with total number of 15499 patents approved in US( USP).

Another strength of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help is its capability to develop ingenious products at a constant rate. It significant shows for the innovation and product creating of Samsung is that the business has gotten a lot of awards for its development and product style.

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

Samsung's capability to produce luxury products at low cost of production is likewise one of the major strength of Samsung as it enables the company to record more market by offering quality items with cost control.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution weaknesses are concealed in the company's reliance on outsourcing software application for its gadgets due to business's inability in developing software application, unlike Sony. Samsung also has low earnings margins as compare to Apple due to substantial distinction in the rates 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, result in the less effective production and make the company not able to charge greater prices like Apple. The company is likewise ineffective in handling its patents and often faces the problem of patent offense.


Opportunities for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help lie in the growing Smart device market and the business's effectiveness in the market. Samsung currently 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 dynamic industry environment of technology industry position an extreme threat on Samsung's survival and force the business to invest much of its incomes share on R&D in order to make it through in the long run. The marketplace saturation in developed nations i.e. saturation of mobile company is likewise a big hazard for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution offers quality products and has a quite rich portfolio which deals with different segments. Most of the products are in the top three of their respective industries. LCD and cellphones are the biggest items of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Smart phone.
• Ac system.
• Desktop computer.
• Hard disks.
• Washer.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution utilizes both market competitive and market skimming rates methods for its wide variety of items. In competitive pricing it adjusts the rate according to the competition in order to gain advantage, whereas, it utilizes market skimming technique where the product has actually an added worth and by offering a couple of items 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 and so on. All its products are timely provided to the selling location/ delivered to the clients directly in case of online order.


It uses both offline & online channels of promotion to market their products. Paid product ads, social promo and digital advertisements are utilizes to develop awareness about Samsung products.

Value Chain Analysis.

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

Incoming Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its providers and creates an unified relationship with them and even reduced their payment cycles to boost this relationship even more which includes worth to their chain network.


Samsung's core competency is its mass manufacturing it produces 90% of its items in-house. Divided into 3 various departments its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronics. It is keeping operation hubs worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the primary reasons Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help has the ability to take on Apple. Samsung's own Electronic Logitec system plays a major 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 consumer attention towards the product is done through marketing and sales to interact with them the value and competitive benefit the product uses. Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution marketing budget plan is continually rising considering that they started their rearranging worldwide and will continue to do so as they are constantly wanting to broaden and invest in high potential development markets. The spending plan is spent on occasions, print and media advertisements, public relations etc.

Samsung Service. Samsung put their clients at the top and continuously aim to provide unmatchable client service requirements. As after sales service is ending up being exceptionally essential to keep consumers happy and engaged, they even perform studies through third parties to find out their client's feedback and execute it in the favorable way to minimize or if possible entirely remove their consumer problems. By adding a direct assistance line to contact them 24 hours they have actually further increased the added value of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help service.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis has diversified market division, based upon its provision of large range of items to a great deal of customers. Samsung target customer sections can be divided into 3 classifications i.e. Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution IT and Mobile Communications, Samsung Customer Electronics and Samsung Device services.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution geographical division is based upon two requirements i.e. region and density. Samsung serves about 80 countries worldwide with its items provided to Urban in addition to Rural areas of the country. The Samsung is likewise growing its global existence and the business's versatility in locating its plants encourages global growth of Samsung.


Samsung produces products that can be utilized by both males and women. The target customers for Samsung IT and mobile interaction items have an age variety of 18-65 with majority at a young or freshly married life cycle phase. Apart from it, Samsung Customer Electronic devices are targeted to a customer segment with an age range of 25-65.


The psychographic segmentation of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution s based upon the social class and the life style of the consumer. Samsung target customers on the basis of social class are generally upper middle, middle and working class consumers, as Samsung offer items like cellular phone very little more affordable i.e. Motorola along with very little pricey i.e. Apple. It supplies quality items to middle level customers at a slightly high price than others targeting the same segment.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis bulk target consumers have special behavioural attributes. It has consumers with an ambitious, trendy and determined personality 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 consumers want quality along with expense control. They are drawn in towards Samsung because of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Samsung has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has also minimized its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Earnings/ sales are increasing however net revenue is not increasing accordingly since of the high overhead expense. New expansions and employing's were the primary reason of the increase in the overhead costs, with china currently not supplying any earnings to Samsung, but there is a lot potential in the current market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based upon the objective of Kim to target the more youthful audience and develop a worldwide brand name image of the business. Whereas, the core strength of the business is currently making but long gone are those days when excellent items were selling themselves. In the current age marketing is extremely important and business can not succeed without it. Kim has actually currently begun to enhance the marketing activities of Samsung and very soon it will become one of its core strength like making if not better.



Samsung runs styles, makes and offer a vast portfolio of customer electronics. It runs in an incredibly competitive environment and has actually effectively positioned itself as the maker of quality products. So, the answer is yes.


As, said earlier that Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution operates in an extremely competitive environment, which means all the companies have comparable products. The answer for rarity is no.


Due to the nature of the industry, it is extremely simple for competitors to comprehend the performance of the items and quickly make their own models. Yes, Samsung is just behind IBM in signing up brand-new patents annually, but the benefit is extremely short term in this industry.


Chairman Lee has totally turnaround Samsung, from going practically bankrupt during the Asian financial crisis of 1997 to the top 25 company on the planet. Definitely yes there is proper company in the business and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand spread almost in every nation worldwide, majority of the environments like USA, Europe, China and so on, are very conductive for its operations. It deals with some political pressures in less industrialized nations where law and order circumstance is not great. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution operations.


Purchasing power of clients is vital for companies like Samsung to succeed and grow. Emerging markets like India, middle-eastern nations and so on provide development opportunities, whereas, due to economic crisis even the customers of industrialized nations suffer badly. It is very essential for the company to keep an eye on the continuous financial situation of the country prior to entering the market.


Multinational business need to face different social and cultural problems during its operations in a foreign nation. Samsung has also dealt with many issues but have embraced to the local environments of the majority of the countries remarkably well. It has customized its items, practices, policies etc. appropriately in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research & Advancement, and with constant ingenious item launches, Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution is one of the top innovative companies of the world. With a clear objective to be ahead of the rest when it concerns technological improvements, 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 consequences. It has to study or hire a local law professional prior to starting its operations in a particular nation.


With the increasing awareness among customers about the ecological & ethical infractions 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 Obligation practices to reveal the residents that it appreciates their environment and people.

Porter's Five Forces

Hazard of Alternative

Danger of substitution for Samsung's each item category is quite substantial. Running in an extremely dynamic industry lead the business to deal with a high threat of alternative. Factors for high threat of substitution for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis Smart device include the presence of high number of suppliers and Market saturation in industrialized nations, which make the expense of changing for customers nearly absolutely no. Alternative threats for Samsung visual screen depend on the changing life style of consumers. Consumers can change to seeing visuals in the house towards outdoor activities. Along with it, Samsung printing solutions items are threatened by the increasing attraction of consumers towards cloud storage.

Competition Among Existing Companies:

The rivaly amongst Samsung and its close competitors is intense. The major factor behind this is the approach of market saturation in various number of item classifications, requiring Samsung to present more innovative features in existing items and new ingenious items to preserve its growth. Other aspect for the intense rivalry among the competitors is the little product distinction among the items. The popular players in the innovation industry are quite familiar with the importance of R&D spending for their survival and are facing a race of marketing and R&D costs, to catch the market. The significant rivals for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the varying market shares which can be seen in Exhibit F.

Bargaining Power of Suppliers:

Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution has a vast supply chain consisting of about 2700 suppliers across the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of potential size and worth. These substantial orders enable Samsung to work out costs with its providers. Nevertheless, due to incapability of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis to develop its own software application, it needs to outsource its software application development to Google, which ends up being a possible supplier of software application for Samsung, resulting in high bargaining power of Google. Although, in most of cases Samsung has a power to negotiate costs, however it supply significant costs to its suppliers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Market saturation in most of the item classifications likewise make the bargaining power of buyers more intense in for Samsung. In spite of igh bargaining power Samsung is quite capable of selling its products at a greater rate than much of its rivals, due to high end quality product and a fair brand name image.

Danger of New Entrants:

Threat of new entrants for Samsung is quite low. Among the major element for low hazard of new entrants is the high competition in the industry. The requirement of substantial amount of capital to enter in the marketplace is also one of the prospective barrier to entry. Along with it, requirement of big know-how and research study and development expenditures for survival in the industry also make brand-new entrants unwilling to go into in the marketplace. Market saturation is also one of the barrier of entry in technology industry. High bargaining power of suppliers require the players in the industry to charge as low costs as possible and this can only be attained by production efficiency. New firms, in majority cases, lack the production efficiency, hence increasing the risks for entrance in the technology industry.

Competitive Analysis

Samsung's high item diversification provides it differentiation from its competitors. It is one of the 3 leading brand names by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single product category with Sony concentrating on consumer electronic devices, Nokia on mobile phone and Intel on chips, Samsung had a substantial R&D spending on all of its product categories which make it possible for the company to make potential income from sales of nearly all of its products. (See Exhibit) Nevertheless, due to the large product range the business faces high variety of competitors.

The business ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in terms of international market share, amongst 8 different item categories. Samsung was the international leader in making DRAM, SRAM and NAND flash chips. Although, Samsung revenues from chips was less than Intel however its profits from chips was growing much faster than Intel and has grown close to the earnings levels of Intel, as given in the case Exhibit 2.

Along with the chips Samsung mobile market was likewise flourishing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's mobile phone's sales development was 51% as compare to Motorola with only 4% and Nokia with no sales growth. The significant reson behind Samsung's high development despite of greater prices than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was also profiting from increasing market share of luxury LCDs as given up case Display 3. The significant factor, making the business allow to get the opportunity is its mass production at low cost. Sony was the biggest rival for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution in LCD market, nevertheless, it had actually likewise begun joint endeavor with Samsung in 2003 for LCD manufacturing, reducing the competitors for Samsung.

Porter's Competitive Strategy

Low Cost Management technique of porter is fully executed by Samsung the way they attain economies of scale by reinforcing their core competencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to make for them, because they were not able to take on them on low cost. Distinction is another technique well carried out by Samsung by constant financial investment in the R&D and remaining ahead of the competition. They always bring something ingenious and new whether it's a product or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution would develop a brand-new brand name image by targeting the younger generation of the specific country. As, especially mobile phones of Samsung are popular amongst the more youthful market.


1. It is the best strategy to build Consumer Lifetime Value (CLV) by developing a long-lasting relationship with clients. Construct loyalty through providing worth and reap the benefits for long-lasting, as research study has revealed it is more affordable to keep present clients than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly among younger people and which in turn will bring in brand-new customers for my products.


1. Old clients who were associated with Samsung before might not like this brand-new image the business is attempting to represent.
2 It will sustain more costs to reposition some items and it might not even bring success as the patterns change very quickly among the younger market.

Alternative service 2.

It would be done by arranging training workshops throughout which importance of marketing will be taught and numbers will be provided. Marketing environment need to be produced internally initially as real marketing begins inside the corporation.


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


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

Identify the best alternative

Option is the finest as it plainly has more pros because once a Consumer Life time Value is developed the company will profit from it till that customer is alive and has buying power. Plus, our target customers are the more youthful generation which are bound to live longer than the current old age people. Nevertheless, Samsung's primary objective is to create loyalty amongst its consumers and make them repurchase it from them and even purchase their different items too.

Implementation Strategy

• Targeting younger generation through social marketing, producing a link with them like Pepsi do with music. And set the expectations realistic and attainable.
• A group consisting of best marketing and sales professionals need to be assemble, and both views ought to be taken into account prior to securing the resources required to implement the plan.
• Thorough interaction of the plan must be done as it is extremely crucial for everyone to be on the very same page to make it work.
• Tasks and timelines must be construct and interacted appropriately to each person accountable.
• The manager must utilize a dashboard which shows the progress of all the tasks which have actually been done or about to be done and by whom.
• The supervisor must keep track of and keep a continuous check on the total and private performance.
Since any new pattern or policy might come in due to which all the things already planned have to be adjusted, • Everybody must be prepared to adapt midway. It's better to have contingency strategies currently prepared.
• At the end of the project the manager must interact the outcomes and if effective must celebrate with the group.

Budget plan

The M-net program exposed compelling analysis about the low and high growth possible locations and how much marketing spending plan should be designated accordingly. This modification the budget allocation of numerous supervisors and different nations were dissatisfied and argued however the analysis done by the program was accurate and showed figures like North America and Russia growth potential warranted a 35% allowance while they were getting 45%. Whereas, China and Europe should be receiving 42% but were instead given 31%. It truly helped to relatively distribute the resources and capture more clients by spending more on advertisements on the high development potential regions of the world.


Its constant financial investment in R&D and ingenious practices have actually moved them to new heights but for them its' only the start and they want to be amongst the top 3 brands in the world. Their marketing efforts should be directed towards more youthful group amid the internal arguments about marketing and must create Customer Life time Value as it will not only provide them advantages now however will continue to gain it till the consumer lifetime. As the cost of retaining the customer is much more affordable than drawing in a new one.