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

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


Historically, the company's core customers consist of the Original Devices Manufacturers (OEMs), which utilized to offer Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution products withtheir own brand name. Its client circle consists of Original Devices Manufacturers (OEMs), who used to offer Enterprise products with their own brand name. He repositioned Company as a worldwide brand and educated his divisional supervisors to understand marketing and its importance.

Problem Statement

Corporation's shift from a product based to a marketing business is not going as efficiently as planned.Overcoming the reluctance of divisional managers to include marketing efficiently is still a major obstacle. Producing a consistent brand identity across the whole world and utilizing marketing strategies that finest fits the local culture is no simple task.
Executive Summary
Situational Analysis

Yun had a quite clear picture in his mind about how Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help can change from a low end to a high end item provider. He knew that transformation can just be done through positioning Business as a business offering high-end products and this could just be done through high level of marketing.

In spite of having a clear vision about how to construct Corporation brand name, with a possible support of its executives, Yun dealt with a number of marketing difficulties in early years of its efforts.

One of the marketing difficulties for Yun was the understandings of executives about the worth of marketing. They thought about 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 excessive high, the gap was too larger and to fill this gap with incorrect perceptions about marketing was rather tough for Yun.

As mentioned above, marketing focus was extremely low in previous practices, therefore there were no proper marketing budget plans for each of the product on the portfolio. There was no marketing preparation done for the existing products. In addition to it the item series of the business was increasing with the ripening of new item concepts by the R&D sector of Company. Yun had a challenge to perform marketing preparation and to create marketing budget plans for existing as well as for brand-new products from the very beginning, and this would take a substantial time.

A huge shift would be required in present marketing expenses to construct the Company brand name. This would result in increased marketing expenditures for Corp and might disturb the administration regarding increased expenses, as they were unwilling to marketing expenditures previously and a sudden huge shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis strengths lie in its substantial item portfolio. Enterprise has largest number of patents in the industry with total number of 15499 patents approved in United States( USP).

Another strength of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution is its capability to establish innovative products at a continuous rate. It major proves for the innovation and item developing of Org is that the company has actually gotten a lot of awards for its development and item style.

Unlike Apple and other competitors, Corporation is focused on producing gadgets which can be easily incorporated with any kind of open source Os (OS) and software. This supplies Corp an edge over Apple devices.
Porter's 5 Forces Analysis
Org's capability to produce luxury items at low expense of production is also among the major strength of Org as it enables the business to capture more market by offering quality items with expense control.

Weak points

Enterprise's weaknesses are hidden in the business's dependence on outsourcing software application for its devices due to business's failure in developing software, unlike Sony. Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis also has low revenue margins as compare to Apple due to huge distinction in the rates of Apple and Corp with a much lesser difference in quality.


Opportunities for Org lie in the growing Smart device market and the company's efficiency in the market. It can increase its market share and profits from mobile phone as the business is quite efficient in smart phone market. Enterprise currently runs in about 80 countries and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Business can move towards acquisitions to obtain patents. It would allow the business to increase its item portfolio with an increase in its wealth.


The vibrant industry environment of technology industry position a serious risk on Company's survival and require the business to invest much of its incomes share on R&D in order to endure in the long run. The market saturation in industrialized countries i.e. saturation of mobile business is also a huge hazard 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 Analysis uses quality items and has a quite rich portfolio which deals with different sections. The majority of the products remain in the top 3 of their respective markets. LCD and mobile phones are the greatest items of Corporation, whereas DRAM is likewise not far behind in comparison of them. Following is the product line of Business:

• Laptops.
• Smart phone.
• Air conditioning system.
• Personal computers.
• Hard drives.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis utilizes both market competitive and market skimming rates methods for its wide array of items. In competitive pricing it adjusts the price according to the competition in order to get advantage, whereas, it utilizes market skimming strategy where the product has actually an added value and by selling a couple of products it can reach break-even.


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

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

Worth Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns different logistics companies as it subsidiaries. It looks after its providers and develops a harmonious relationship with them and even decreased their payment cycles to boost this relationship even more which adds worth to their chain network.


Corporation's core competency is its mass making it produces 90% of its products in-house. Divided into three various departments its operations are specifically IT & Mobile Communications, Device Solutions and Customer Electronics. It is keeping operation hubs worldwide to even more add value to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the primary factors Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution has the ability to take on Apple. Org'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 claims, etc. on behalf of Organization.

Marketing and Sales.

Bring in target client attention towards the product is done through marketing and sales to interact with them the value and competitive advantage the product uses. Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis advertising budget plan is continually growing since they began their repositioning globally and will continue to do so as they are continuously wanting to invest and expand in high possible growth markets. The budget is spent on events, print and media advertisements, public relations etc.

Enterprise Service. Corp put their consumers at the top and continuously aim to provide unmatchable customer care requirements. As after sales service is ending up being very essential to keep clients happy and engaged, they even conduct surveys through 3rd parties to discover their customer's feedback and implement it in the favorable method to lower or if possible entirely eliminate their customer issues. By including a direct assistance line to call them 24 hours they have actually even more increased the included value of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis service.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis has diversified market division, based upon its arrangement of wide variety of items to large number of customers. Corp target client segments can be divided into 3 categories i.e. Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis IT and Mobile Communications, Venture Consumer Electronic Devices and Venture Device services.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis geographic segmentation is based upon 2 criteria i.e. region and density. Enterprise serves about 80 nations worldwide with its products supplied to Urban as well as Backwoods of the nation. The Venture is also growing its worldwide existence and the company's versatility in finding its plants motivates global growth of Venture.


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


The psychographic division of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help s based upon the social class and the lifestyle of the consumer. Organization target clients on the basis of social class are primarily upper middle, middle and working class clients, as Venture offer products like cellular phone very little cheaper i.e. Motorola along with very little pricey i.e. Apple. It offers quality products to middle level customers at a somewhat high cost than others targeting the same sector.


Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis bulk target clients have distinct behavioural qualities. They are drawn in towards Enterprise due to the fact that of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Corporation has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has actually likewise reduced its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Enterprise with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Earnings/ sales are increasing however net profit is not increasing appropriately since of the high overhead expense. New growths and employing's were the primary factor of the increase in the overhead expenses, with china presently not providing any revenue to Org, however there is a lot capacity in the current market with 75 % yet to be explored.

Qualitative analysis.

Yes, this decision is based upon the mission of Kim to target the more youthful audience and create an international brand picture of the business. Whereas, the core strength of the business is presently manufacturing but long gone are those days when good items were selling themselves. In the existing age marketing is really important and business can not prosper without it. Kim has currently started to reinforce the marketing activities of Organization and soon it will turn into one of its core strength like making if not better.



Business operates styles, manufactures and offer a large portfolio of customer electronic devices. It operates in an exceptionally competitive environment and has actually successfully positioned itself as the maker of quality products. The response is yes.


As, stated previously that Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help operates in a highly competitive environment, which implies all the business have similar products. The answer for rarity is no.


Due to the nature of the market, it is very simple for rivals to understand the performance of the products and quickly make their own designs. Yes, Company is only behind IBM in signing up new patents annually, but the benefit is very short term in this industry.


Chairman Lee has totally turnaround Corporation, from going nearly insolvent throughout the Asian financial crisis of 1997 to the top 25 business in the world. Absolutely yes there is proper company in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand spread practically in every country worldwide, majority of the environments like USA, Europe, China and so on, are really conductive for its operations. However, it deals with some political pressures in less developed countries where law and order situation is bad. Latin American, African and some Asian nations fall in this category, where political instability do have a result on Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis operations.


Buying power of customers is important for business like Venture to grow and prosper. Emerging markets like India, middle-eastern nations and so on offer growth opportunities, whereas, due to economic crisis even the clients of industrialized countries suffer terribly. Hence it is extremely crucial for the business to watch on the continuous financial scenario of the nation before getting in the marketplace.


International companies have to face different social and cultural issues throughout its operations in a foreign nation. Business has also dealt with lots of problems however have actually adopted to the local environments of the majority of the nations exceptionally well. It has tailored its items, practices, policies etc. accordingly in order to be successful.


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


Each country has their own laws and policies, being an international company Corporation have to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal effects. So, it has to study or employ a local law expert before beginning its operations in a specific country.


With the rising awareness among customers about the ethical & environmental violations of business, Corporation has to ensure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the repercussions can be really serious. On the other hand it has to do some Corporate Social Responsibility practices to reveal the residents that it appreciates their environment and people.

Porter's 5 Forces

Threat of Alternative

Hazard of alternative for Company's each product classification is quite considerable. Elements for high threat of replacement for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis Smart device include the existence of high number of suppliers and Market saturation in industrialized nations, which make the cost of changing for customers nearly absolutely no. Along with it, Company printing options items are threatened by the increasing attraction of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Org and its close competitors is intense. The major reason behind this is the technique of market saturation in numerous number of product categories, forcing Org to introduce more innovative functions in existing items and new innovative items to keep its development. The significant competitors for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

( Business Sustainability Report, 2016) Provider's bargaining power for Enterprise is low as Enterprise runs economies of scale and its orders are of prospective size and worth. Due to incapability of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis to develop its own software, it has to outsource its software development to Google, which ends up being a potential provider of software application for Organization, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Haggling power of buyers for various variety of item categories of Venture is intense. Among the factor leading to the extreme bargaining power is the schedule of large number of competitors in nearly each item category i.e. competitors of Enterprise Mobile phone, with a really little distinction. The high schedule of providers of Smart devices with minimum distinction, make the switching cost for purchasers practically no, thus increasing the bargaining power of buyers. Market saturation in most of the item classifications likewise make the bargaining power of buyers more intense in for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help. In spite of igh bargaining power Corp is rather capable of selling its items at a greater rate than much of its rivals, due to high end quality item and a fair brand image.

Risk of New Entrants:

Risk of brand-new entrants for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Solution is rather low. Along with it, requirement of huge competence and research study and development expenditures for survival in the industry likewise make brand-new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Business's high product diversity provides it distinction from its competitors. It is among the three top brands by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on consumer electronic devices, Nokia on cellular phone and Intel on chips, Company had a big R&D costs on all of its item categories which make it possible for the business to make prospective earnings from sales of almost all of its items. (See Exhibition) Nevertheless, due to the wide product variety the company deals with high variety of competitors.

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

In addition to the chips Company mobile market was likewise thriving at a high rate than its competitors i.e. Motorola and Nokia. Business's mobile phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with no sales development. The significant reson behind Enterprise's high growth despite of greater prices than Nokia and Motorola was the company's high-end quality cell phones.

Organization was likewise reaping the benefits from increasing market share of luxury LCDs as given in case Exhibit 3. The significant factor, making the business make it possible for to avail the opportunity is its mass production at low expense. Sony was the biggest rival for Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Help in LCD market, however, it had actually likewise begun joint venture with Venture in 2003 for LCD manufacturing, lessening the competitors for Corporation.

Porter's Competitive Strategy

Low Cost Management strategy of porter is totally implemented by Business the way they attain economies of scale by strengthening their core competencies of manufacturing. Even to the point that their rival SONY decided to form an alliance with them to manufacture for them, due to the fact that they were unable to compete with them on low cost. Distinction is another strategy well implemented by Enterprise by continuous financial investment in the R&D and remaining ahead of the competition. They always bring something brand-new and innovative whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Delta Air Lines A The Low Cost Carrier Threat 4 Case Study Analysis would create a brand-new brand image by targeting the more youthful generation of the specific country. As, especially smart phones of Company are popular amongst the more youthful group.


1. It is the best strategy to construct Consumer Lifetime Value (CLV) by producing a long-lasting relationship with clients. Develop commitment through delivering worth and profit for long-term, as research study has actually revealed it is much cheaper to retain existing consumers than to bring in new ones.
2. Another pro of this option is that word of mouth spread faster among younger people and which in turn will generate new clients for my products.


1. Old customers who were connected with Enterprise prior to might not like this new image the company is attempting to portray.
2 It will incur more costs to reposition some items and it might not even bring success as the trends change very rapidly among the younger demographic.

Alternative service 2.

It would be done by organizing training workshops during which value of marketing will be taught and numbers will be offered. Marketing environment ought to be produced internally first as real marketing starts inside the corporation.


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


2. Its con can produce a very unhealthy environment in the workplace, as individuals often resist change due to the fact that they fear it.

Identify the very best alternative

Option is the finest as it clearly has more pros due to the fact that as soon as a Customer Life time Value is developed the business will benefit from it till that consumer is alive and has acquiring power. Plus, our target customers are the younger generation which are bound to live longer than the current old age individuals. Organization's main objective is to produce commitment amongst its customers and make them repurchase it from them and even buy their various items.

Application Strategy

• Targeting younger generation through social marketing, creating a relate to them like Pepsi do with music. And set the expectations attainable and practical.
• A group including finest marketing and sales experts should be put together, and both views need to be taken into account before protecting the resources needed to carry out the strategy.
• Thorough interaction of the plan ought to be done as it is very crucial for everybody to be on the very same page to make it work.
• Jobs and timelines should be construct and communicated appropriately to each person accountable.
• The supervisor should use a dashboard which shows the progress of all the jobs which have been done or about to be done and by whom.
• The manager ought to keep track of and keep a continuous look at the individual and general efficiency.
• Everybody should want to adjust midway because any brand-new trend or policy might come in due to which all the things currently prepared need to be changed. It's better to have contingency strategies currently prepared.
• At the end of the project the manager ought to interact the results and if successful must celebrate with the group.

Budget plan

The M-net program revealed engaging analysis about the high and low development prospective locations and just how much advertising budget ought to be allocated accordingly. This change the budget allotment of different nations and lots of supervisors were unhappy and argued however the analysis done by the program was precise and showed figures like The United States and Canada and Russia growth possible warranted a 35% allowance while they were receiving 45%. Whereas, China and Europe should be receiving 42% however were rather offered 31%. It actually assisted to relatively disperse the resources and catch more consumers by investing more on advertisements on the high growth potential areas of the world.

Its continuous financial investment in R&D and innovative practices have actually moved them to brand-new heights however for them its' just the start and they desire to be among the leading 3 brand names in the world. Their marketing efforts need to be directed towards younger market amid the internal arguments about marketing and should create Customer Life time Worth as it will not just offer them advantages now but will continue to reap it till the customer life time. As the expense of maintaining the consumer is much cheaper than drawing in a brand-new one.