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


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution is a popular international brand in technology market, 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 classifications consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and much more other electronic items. Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Samsung products withtheir own trademark name. Till early 1990s, the core competency of Samsung depend on its low price offerings than its rivals by manufacturing existing products at economies of scale. Its customer circle includes Original Equipment Manufacturers (OEMs), who used to sell Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help products with their own trademark name. Samsung was not simply known outside Korea. There were likewise no or little interest in constructing the trademark 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 practically got bankrupt, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the leading 25 most important company worldwide. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as a global brand and informed his divisional supervisors to comprehend marketing and its value. Now their goal is to arrive 10 by 2005.

Issue Statement

Samsung's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to integrate marketing effectively is still a significant difficulty. Producing a consistent brand identity across the whole world and employing marketing strategies that finest fits the local culture is no easy task. The M-net program analysis have actually been actually practical in figuring out the high and less potential growth locations, but allocation of resources appropriately is not well gotten among the managers. There is no agreement amongst the hierarchy relating to the best suited future technique.
Executive Summary
Situational Analysis

Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution efforts for building its brand name throughout the world was started after introducing the "brand-new management effort" by Chairman Lee in 1993. The objective was to change Samsung from a cheap OEM to a high value-added product service provider. To make the vision of Samsung a reality, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Samsung can change from a low end to a luxury item provider. He knew that change can just be done through positioning Samsung as a company providing high-end items and this could just be done through high level of marketing.

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

Among the marketing challenges for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as exact same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous business practices, and the current marketing requirement was too much high, the gap was too larger and to fill this space with incorrect perceptions about marketing was quite tough for Yun.

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

A big shift would be required in existing marketing expenditures to construct the Samsung brand. This would result in increased marketing expenses for Samsung and could disrupt the administration relating to increased expenditures, as they were hesitant to marketing expenses previously and a sudden big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution strengths lie in its huge item portfolio. Samsung has largest number of patents in the market with total number of 15499 patents granted in US( USP).

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

Unlike Apple and other rivals, Samsung is focused on producing gadgets which can be quickly integrated with any type of open source Os (OS) and software. This supplies Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce luxury items at low expense of production is likewise among the significant strength of Samsung as it makes it possible for the company to capture more market by supplying quality products with expense control.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution weaknesses are concealed in the company's dependence on outsourcing software application for its gadgets due to business's failure in establishing software application, unlike Sony. Samsung also has low revenue margins as compare to Apple due to substantial distinction in the costs of Apple and Samsung with a much lower difference in quality. The diverse focus of the business due to a great deal of products in its portfolio, lead to the less effective production and make the business not able to charge greater prices like Apple. The business is also ineffective in handling its patents and regularly deals with the issue of patent offense.


Opportunities for Samsung depend on the growing Smart device market and the company's performance in the market. It can increase its market share and earnings from cellular phone as the business is rather effective in smart phone market. Samsung presently runs in about 80 countries and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would allow the company to increase its product portfolio with a boost in its wealth.


The dynamic industry environment of technology industry position a serious threat on Samsung's survival and force the business to invest much of its incomes share on R&D in order to survive in the long run. The market saturation in developed nations i.e. saturation of mobile business is also a huge risk for the company's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help provides quality products and has a quite abundant portfolio which deals with different segments. The majority of the items remain in the top three of their respective markets. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is likewise not far behind in comparison of them. Following is the line of product of Samsung:

• Laptops.
• Cellphone.
• A/c.
• Personal computers.
• Hard disks.
• Washer.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis uses both market competitive and market skimming prices techniques for its wide array of products. In competitive rates it changes the rate according to the competition in order to acquire benefit, whereas, it utilizes market skimming method where the item 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 distributors, E commerce channels like Amazon etc. All its products are prompt supplied to the selling place/ provided to the customers straight in case of online order.

Vrio Analysis
It uses both offline & online channels of promotion to market their items. Paid product advertisements, social promotion and digital advertisements are uses to produce awareness about Samsung products.

Value Chain Analysis.

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

Inbound Logistics.

It has among the most effective and efficient supply chain network and has more than 2700 providers across different industries worldwide. Practically 80% of which is based in Asia and the staying around the globe. For its inbound logistics it owns different logistics companies as it subsidiaries. It cares for its suppliers and creates a harmonious relationship with them and even lowered their payment cycles to enhance this relationship further which adds value to their chain network.


Samsung's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into three various departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronics. It is keeping operation centers worldwide to even more include worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is among the main reasons Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution is able to take on Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target client attention towards the item is done through marketing and sales to interact with them the value and competitive benefit the item provides. Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution marketing budget plan is continuously growing considering that they began their rearranging internationally and will continue to do so as they are continuously aiming to invest and broaden in high potential growth markets. The budget plan is invested in occasions, print and media ads, public relations etc.

Samsung put their consumers at the leading and constantly strive to deliver unmatchable consumer service requirements. By adding a direct support line to call them 24 hours they have actually even more increased the added value of Samsung service.


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


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution geographical division is based upon two requirements i.e. area and density. Samsung serves about 80 countries worldwide with its products provided to Urban along with Backwoods of the country. The Samsung is likewise growing its international existence and the business's flexibility in finding its plants motivates international expansion of Samsung.


Samsung produces products that can be used by both women and males. The target clients for Samsung IT and mobile communication items have an age variety of 18-65 with majority at a young or recently married life cycle stage. Apart from it, Samsung Customer Electronic devices are targeted to a client segment with an age variety of 25-65.


The psychographic segmentation of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis s based upon the social class and the lifestyle of the customer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung sell products like cellular phone not much less expensive i.e. Motorola along with very little expensive i.e. Apple. It offers quality items to middle level consumers at a somewhat high cost than others targeting the very same section.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help bulk target clients have distinct behavioural attributes. It has customers with an enthusiastic, trendy and figured out personality with moderate level of loyalty towards the brand name. Its clients have some degree of shift towards other distinguished brand names i.e. Apple. The majority of Samsun customers desire quality as well as cost control. They are brought in towards Samsung since of its moderate rates with a degree 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 likewise reduced its debt from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification 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, revenues/ sales are increasing however net revenue is not increasing appropriately. New growths and hiring's were the main factor of the boost in the overhead expenses, with china currently not supplying any profit to Samsung, however there is a lot capacity in the existing 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 create a global brand image of the company. Whereas, the core strength of the business is presently making however long gone are those days when excellent products were offering themselves. In the current age marketing is very crucial and companies can not prosper without it. Kim has already started to strengthen the marketing activities of Samsung and soon it will turn into one of its core strength like making if not better.



Samsung operates designs, makes and sell a vast portfolio of consumer electronics. It runs in a very competitive environment and has actually successfully placed itself as the maker of quality products. So, the answer is yes.


As, stated earlier that Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis operates in a highly competitive environment, which indicates all the companies have comparable products. So, the response for rarity is no.


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


Chairman Lee has completely turnaround Samsung, from going nearly insolvent throughout the Asian financial crisis of 1997 to the top 25 business in the world. Definitely yes there appertains company in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand spread almost in every nation worldwide, majority of the environments like U.S.A., Europe, China and so on, are extremely conductive for its operations. Nevertheless, it faces some political pressures in less developed nations where order circumstance is bad. Latin American, African and some Asian nations fall in this classification, where political instability do have an effect on Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution operations.


Buying power of consumers is vital for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern nations and so on provide development chances, whereas, due to recession even the customers of developed countries suffer severely. Thus it is very crucial for the company to watch on the ongoing financial situation of the country before going into the marketplace.


Multinational companies have to face numerous social and cultural problems during its operations in a foreign nation. Samsung has actually also dealt with lots of issues but have embraced to the regional environments of most of the nations exceptionally well. It has actually tailored its items, practices, policies etc. appropriately in order to succeed.


With an annual expense of 2.4 billion dollars in Research study & Advancement, and with constant innovative product launches, Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis is among the top ingenious business of the world. With a clear mission to be ahead of the rest when it pertains to technological improvements, Samsung has actually increased to the no 25 of the leading successful companies of the world.


Each nation has their own laws and policies, being an international company Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal repercussions. It has to study or employ a regional law specialist prior to starting its operations in a particular nation.


With the increasing awareness amongst consumers about the environmental & ethical offenses of business, Samsung needs to ensure that it follows all the safety standards. Environmental damages, ethical misconducts are not acceptable and in some nations the consequences can be extremely severe. On the other hand it needs to do some Corporate Social Duty practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Threat of Alternative

Danger of substitution for Samsung's each item classification is rather considerable. Factors for high hazard of alternative for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis Smartphone consist of the existence of high number of providers and Market saturation in developed nations, which make the expense of switching for consumers practically zero. Along with it, Samsung printing services products are threatened by the increasing attraction of customers towards cloud storage.

Rivalry Among Existing Firms:

The rivaly among Samsung and its close rivals is intense. The major reason behind this is the approach of market saturation in numerous number of product categories, forcing Samsung to introduce more ingenious functions in existing items and new ingenious items to maintain its growth. Other element for the intense rivalry among the rivals is the little product distinction amongst the items. The prominent players in the innovation market are quite knowledgeable about the significance of R&D costs for their survival and are encountering a race of marketing and R&D spending, to capture the marketplace. The significant competitors for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the varying market shares which can be seen in Display F.

Bargaining Power of Suppliers:

( 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. Due to incapability of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis to build its own software application, it has to outsource its software application development to Google, which becomes a prospective provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Haggling power of purchasers for numerous variety of product categories of Samsung is intense. Among the aspect causing the extreme bargaining power is the availability of a great deal of rivals in practically each item classification i.e. competitors of Samsung Smartphone, with a really little distinction. The high schedule of suppliers of Mobile phones with minimum distinction, make the changing cost for purchasers practically absolutely no, for this reason increasing the bargaining power of buyers. Market saturation in most of the item classifications also make the bargaining power of purchasers more intense in for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help. In spite of igh bargaining power Samsung is rather efficient in selling its products at a higher rate than much of its competitors, due to high-end quality product and a fair brand name image.

Hazard of New Entrants:

Hazard of new entrants for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis is rather low. Along with it, requirement of huge expertise and research and development expenses for survival in the industry also make brand-new entrants hesitant to enter in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high item diversification provides 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 customer electronic devices, Nokia on cell phones and Intel on chips, Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis had a substantial R&D spending on all of its item classifications which allow the business to earn potential income from sales of nearly all of its items.

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

Together with the chips Samsung mobile market was also flourishing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with 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 mobile phone.

Samsung was likewise reaping the benefits from increasing market share of luxury LCDs as given up case Exhibit 3. The significant reason, making the business make it possible for to obtain the chance is its mass production at low cost. Sony was the biggest competitor for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution in LCD market, however, it had actually likewise started joint endeavor with Samsung in 2003 for LCD producing, minimizing the competitors for Samsung.

Porter's Competitive Technique

Low Cost Management technique of porter is fully executed by Samsung the way they accomplish economies of scale by strengthening their core proficiencies of manufacturing. They always bring something ingenious and new whether it's an item or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help would produce a brand-new brand image by targeting the more youthful generation of the particular nation. As, specifically cellphones of Samsung are preferred amongst the younger demographic.


1. It is the very best technique to construct Consumer Life time Worth (CLV) by developing a long-lasting relationship with consumers. Develop loyalty through providing worth and reap the benefits for long-lasting, as research study has revealed it is more affordable to retain present consumers than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread faster among more youthful people and which in turn will generate brand-new clients for my items.


1. Old clients who were connected with Samsung before may not like this new image the company is trying to portray.
2 It will sustain further expenses to reposition some products and it might not even bring success as the patterns alter extremely quickly amongst the younger demographic.

Alternative service 2.

Samsung has made manufacturing its core proficiency for the a lot of part of their business and due to which its managers are not scared to totally step out of their convenience zone. It would be done by organizing training workshops throughout which significance of marketing will be taught and numbers will be offered. Failure to get the passing scores will get benched. Marketing environment ought to be produced internally initially as genuine marketing starts inside the corporation.


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


2. Its con can produce an extremely unhealthy environment in the work environment, as individuals frequently resist change since they fear it.

Determine the very best option

First alternative is the best as it plainly has more pros due to the fact that as soon as a Client Life time Value is developed the company will profit from it till that client is alive and has buying power as well. Plus, our target customers are the younger generation which are bound to live longer than the current aging individuals. Nevertheless, Samsung's main goal is to create loyalty among its customers and make them bought it from them and even purchase their various products too.

Execution Plan

• Targeting younger generation through social marketing, developing a link with them like Pepsi make with music. And set the expectations sensible and attainable.
• A group including best marketing and sales experts should be assemble, and both views should be considered before protecting the resources needed to implement the plan.
• Thorough communication of the plan must be done as it is really important for everyone to be on the exact same page to make it work.
• Tasks and timelines ought to be develop and interacted accordingly to each person responsible.
• The supervisor need to utilize a dashboard which shows the development of all the tasks which have been done or about to be done and by whom.
• The supervisor should keep an eye on and keep a consistent look at the individual and total performance.
Since any new trend or policy may come in due to which all the things already planned have to be changed, • Everyone must be prepared to adapt midway. It's better to have contingency plans already prepared.
• At the end of the project the manager ought to interact the outcomes and if successful should celebrate with the group.


This modification the budget allocation of lots of supervisors and different countries were dissatisfied and argued however the analysis done by the program was accurate and revealed figures like North America and Russia growth potential warranted a 35% allotment while they were getting 45%. It actually assisted to relatively distribute the resources and capture more customers by investing more on ads on the high development capacity regions of the world.

Its consistent investment in R&D and ingenious practices have moved them to brand-new heights but for them its' only the start and they want to be amongst the leading 3 brand names in the world. Their marketing efforts ought to be directed towards younger market in the middle of the internal arguments about marketing and should produce Consumer Lifetime Worth as it will not just provide them advantages now however will continue to enjoy it till the consumer life time. As the expense of keeping the consumer is much less expensive than attracting a brand-new one.