Menu

Distrigas Corporation Case Harvard Case Study Help

Home >> Hrm >> Distrigas Corporation Case

Distrigas Corporation Case Case Study Solution & Analysis


Introduction

Distrigas Corporation Case Case Study Analysis is a widely known worldwide brand name in innovation industry, established in 1938 by Lee Byung Chul, in South Korea. Distrigas Corporation Case handle large number of item categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic products. Historically, the company's core customers consist of the Original Devices Manufacturers (OEMs), which utilized to offer Samsung items withtheir own trademark name. Till early 1990s, the core competency of Samsung depend on its low price offerings than its rivals by producing existing products at economies of scale. Its consumer circle consists of Original Devices Manufacturers (OEMs), who utilized to sell Distrigas Corporation Case Case Study Solution products with their own brand name. Samsung was not simply known outside Korea. There were also no or little interest in building the brand globally. Marketing budget plan was controlled by production department with a focal point on offering low-cost products.During the 1997 Asian Financial Crisis the company practically got insolvent, however with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was listed the top 25 most valuable business worldwide. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even noted. He rearranged Samsung as an international brand name and educated his divisional managers to comprehend marketing and its significance. Now their goal is to arrive 10 by 2005.

Issue Declaration

Samsung's shift 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 challenge. Producing a constant brand identity across the whole world and using marketing strategies that finest fits the local culture is no easy job.

Situational Analysis

Distrigas Corporation Case Case Study Help efforts for developing its brand name throughout the world was started after introducing the "brand-new management initiative" by Chairman Lee in 1993. The goal was to change Samsung from a low-cost OEM to a high value-added item supplier. To make the vision of Samsung a truth, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can change from a low end to a high-end product provider. He understood that change can only be done through placing Samsung as a business offering high-end products and this could only be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand name, with a possible support of its executives, Yun dealt with several 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 considered marketing and selling as exact same tools and believed that quality items do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the present marketing requirement was excessive high, the gap was too larger and to fill this gap with wrong understandings about marketing was quite difficult for Yun.

Along with it the item range of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had an obstacle to perform marketing preparation 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 substantial shift would be needed in existing marketing expenditures to develop the Samsung brand. This would result in increased marketing expenses for Samsung and could interrupt the administration relating to increased costs, as they were hesitant to marketing expenditures formerly and a sudden huge shiftwould make them interrupt.

Internal Analysis
SWOT Analysis
Strengths


Samsung strengths lie in its substantial item portfolio. Samsung has largest number of patents in the market with total number of 15499 patents given in US( USP). Large quantity of R&D costs has actually allowed the company to grow its item portfolio at a greater rate than its competitors. Distrigas Corporation Case Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total profits.

Another strength of Distrigas Corporation Case Case Study Solution is its ability to develop ingenious products at a continuous rate. It significant proves for the development and product designing of Samsung is that the business has gotten many awards for its innovation and product design.

Unlike Apple and other rivals, Samsung is concentrated on producing gadgets which can be easily integrated with any kind of open source Operating System (OS) and software. This offers Samsung an edge over Apple gadgets.

Samsung's capability to produce high end items at low expense of production is also one of the major strength of Samsung as it makes it possible for the business to record more market by offering quality items with expense control.

Weaknesses

Samsung's weaknesses are hidden in the company's dependence on outsourcing software for its devices due to business's inability in establishing software application, unlike Sony. Distrigas Corporation Case Case Study Analysis likewise has low profit margins as compare to Apple due to substantial difference in the prices of Apple and Samsung with a much lesser distinction in quality.

Opportunities

Opportunities for Distrigas Corporation Case Case Study Help lie in the growing Smartphone market and the business's efficiency in the market. Samsung currently runs in about 80 nations and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.

Hazards

The vibrant market environment of innovation industry posture an extreme threat on Samsung's survival and force the company to invest 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 also a huge risk for the company's growth in the presence of strong competitors like Apple.

4 P's of Marketing

Product

Samsung uses quality items and has a quite abundant portfolio which caters to different segments. LCD and mobile phones are the greatest items of Samsung, whereas DRAM is likewise not far behind in comparison of them.

• LCD/ TELEVISION
• Laptops.
• Cellphone.
• Air conditioner.
• Personal computers.
• Disk drives.
• Washing machines.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.
• DRAM.

Price.

Distrigas Corporation Case Case Study Analysis utilizes both market competitive and market skimming pricing methods for its variety of items. In competitive prices it changes the cost according to the competitors in order to get benefit, whereas, it uses market skimming method where the product has actually an included value and by selling a few items it can reach break-even.

Place.

It has among the very best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon and so on. All its items are timely supplied to the selling location/ delivered to the customers directly in case of online order.

Promo.

It utilizes both offline & online channels of promotion to market their products. Paid product 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 include worth or competitive advantage for the company.

Inbound Logistics.

It has one of the most efficient and efficient supply chain network and has over 2700 suppliers across different markets around the world. Practically 80% of which is based in Asia and the remaining worldwide. For its inbound logistics it owns numerous logistics firms as it subsidiaries. It cares for its suppliers and develops a harmonious relationship with them and even minimized their payment cycles to boost this relationship even more which adds value to their chain network.

Operations.

Samsung's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into three different divisions its operations are particularly IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the primary reasons Distrigas Corporation Case Case Study Solution is able to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target consumer attention towards the product is done through marketing and sales to interact with them the worth and competitive benefit the item offers. Distrigas Corporation Case Case Study Analysis marketing budget plan is continually increasing given that they started their rearranging worldwide and will continue to do so as they are continually aiming to invest and broaden in high potential development markets. The budget is invested in occasions, print and media advertisements, public relations etc.

Samsung put their consumers at the top and constantly make every effort to deliver unmatchable customer service requirements. By adding a direct support line to call them 24 hours they have actually further increased the added value of Samsung service.

Segmentation.

Distrigas Corporation Case Case Study Analysis has actually diversified market division, based upon its provision of large range of products to large number of consumers. Samsung target client sections can be divided into 3 classifications i.e. Distrigas Corporation Case Case Study Solution IT and Mobile Communications, Samsung Customer Electronics and Samsung Device options.

Geographical.

Distrigas Corporation Case Case Study Analysis geographical division is based upon two criteria i.e. area and density. Samsung serves about 80 nations worldwide with its items offered to Urban in addition to Backwoods of the country. The Samsung is also growing its global presence and the company's versatility in finding its plants motivates global growth of Samsung.

Demographic.

Samsung produces products that can be used by both males and females. The target consumers for Samsung IT and mobile interaction items have an age range of 18-65 with bulk at a young or freshly married life cycle stage. Apart from it, Samsung Consumer Electronic devices are targeted to a client segment with an age variety of 25-65.

Psychographic.

The psychographic division of Distrigas Corporation Case Case Study Help s based upon the social class and the life style of the customer. Samsung target clients on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung offer items like mobile phone very little more affordable i.e. Motorola in addition to very little pricey i.e. Apple. It offers quality items to middle level consumers at a slightly high cost than others targeting the very same section.

Behavioural.

Distrigas Corporation Case Case Study Solution majority target customers have unique behavioural characteristics. They are drawn in towards Samsung because of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Samsung has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit 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. Because of the high overhead expense, profits/ sales are increasing however net profit is not increasing appropriately. New expansions and working with's were the primary reason of the increase in the overhead expenses, with china presently not offering 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 upon the mission of Kim to target the younger audience and produce a worldwide brand image of the company. Whereas, the core strength of the business is presently manufacturing but long gone are those days when good products were selling themselves. In the current age marketing is really essential and business can not be successful without it. Kim has actually currently begun to enhance the marketing activities of Samsung and soon it will become one of its core strength like producing if not better.

VRIO.

Value.

Samsung runs styles, manufactures and sell a huge portfolio of customer electronics. It runs in an incredibly competitive environment and has successfully positioned itself as the maker of quality products. The response is yes.

Rarity.

As, stated previously that Distrigas Corporation Case Case Study Solution runs in an extremely competitive environment, which suggests all the companies have comparable items. So, the answer for rarity is no.

Imitability.

Due to the nature of the market, it is extremely easy for rivals to comprehend the performance of the products and quickly make their own models. Yes, Samsung is only behind IBM in registering brand-new patents every year, but the advantage is very short term in this market.

Company.

Chairman Lee has entirely turnaround Samsung, from going practically bankrupt during the Asian financial crisis of 1997 to the top 25 business in the world. Definitely yes there appertains organization in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis

Political

Being an international brand spread practically in every country worldwide, bulk of the environments like USA, Europe, China etc., are extremely conductive for its operations. It deals with some political pressures in less developed countries where law and order circumstance is not great. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Distrigas Corporation Case Case Study Analysis operations.

Economic

Purchasing power of clients is important for companies like Samsung to be successful and grow. Emerging markets like India, middle-eastern countries etc. offer development opportunities, whereas, due to recession even the customers of industrialized countries suffer terribly. It is really essential for the business to keep an eye on the continuous financial scenario of the country before entering the market.

Socio-Cultural

International business have to deal with various social and cultural problems during its operations in a foreign nation. Samsung has likewise faced numerous concerns however have adopted to the regional environments of the majority of the nations incredibly well. It has actually customized its products, practices, policies and so on accordingly in order to be successful.

Technological

With an annual expense of 2.4 billion dollars in Research study & Development, and with continuous innovative item launches, Distrigas Corporation Case Case Study Solution is among the top innovative companies of the world. With a clear objective to be ahead of the rest when it comes to technological advancements, Samsung has risen to the no 25 of the top successful companies of the world.

Legal

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 lead to major legal consequences. It has to study or hire a regional law expert prior to starting its operations in a specific country.

Environmental

With the increasing awareness amongst customers about the ecological & ethical offenses of business, Samsung has to make sure that it follows all the security guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the repercussions can be very severe. On the other hand it has to do some Corporate Social Duty practices to show the residents that it cares about their environment and individuals.

Porter's Five Forces

Danger of Alternative

Threat of alternative for Samsung's each item category is rather considerable. Running in a very vibrant industry lead the company to face a high danger of alternative. Factors for high risk of substitution for Distrigas Corporation Case Case Study Analysis Smart device consist of the presence of high number of providers and Market saturation in developed nations, that make the expense of changing for customers almost zero. Replacement dangers for Samsung visual display lie in the changing lifestyle of clients. Clients can change to watching visuals in your home towards outdoor activities. Together with it, Samsung printing options items are threatened by the increasing tourist attraction of clients towards cloud storage.

Rivalry Among Existing Companies:

The rivaly amongst Samsung and its close rivals is extreme. The major reason behind this is the method of market saturation in different number of product classifications, forcing Samsung to introduce more ingenious features in existing products and new innovative products to preserve its growth. The significant rivals for Distrigas Corporation Case Case Study Help 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 possible size and worth. Due to incapability of Distrigas Corporation Case Case Study Analysis to construct its own software, it has to outsource its software application advancement to Google, which ends up being a potential provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Haggling power of buyers for different variety of item categories of Samsung is intense. One of the element causing the extreme bargaining power is the accessibility of a great deal of rivals in nearly each item classification i.e. competitors of Samsung Smartphone, with a really little distinction. The high accessibility of suppliers of Mobile phones with minimum distinction, make the changing cost for purchasers practically zero, for this reason increasing the bargaining power of buyers. Market saturation in the majority of the product classifications likewise make the bargaining power of purchasers more extreme in for Distrigas Corporation Case Case Study Help. In spite of igh bargaining power Samsung is rather capable of selling its items at a greater price than much of its competitors, due to high end quality item and a reasonable brand image.

Risk of New Entrants:

Danger of brand-new entrants for Distrigas Corporation Case Case Study Solution is quite low. Along with it, requirement of substantial know-how and research and development expenditures for survival in the market also make new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in innovation industry.

Competitive Analysis

Samsung's high product diversity supplies it differentiation from its rivals. It is among the 3 top brand names by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk 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 item classifications which enable the company to make prospective profits from sales of practically all of its products. (See Exhibition) However, due to the large product variety the company deals with high number of rivals.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in terms of global market share, amongst 8 different product classifications. Samsung was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel however its earnings from chips was growing faster than Intel and has actually grown close to the revenue levels of Intel, as provided in 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 only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high growth despite of higher costs than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was also reaping the benefits from increasing market share of high-end LCDs as given in case Display 3. The significant factor, making the business allow to avail the opportunity is its mass production at low cost. Sony was the biggest rival for Distrigas Corporation Case Case Study Help in LCD market, nevertheless, it had likewise begun joint endeavor with Samsung in 2003 for LCD manufacturing, reducing the competitors for Samsung.

Porter's Competitive Method

Low Cost Leadership technique of porter is totally implemented by Samsung the method they accomplish economies of scale by enhancing their core proficiencies of manufacturing. They always bring something new and ingenious whether it's a product or a service.

Alternatives

Alternative Solution 1

The Chief Marketing Officer (CMO) of Distrigas Corporation Case Case Study Analysis would create a brand-new brand name image by targeting the more youthful generation of the specific country. As, particularly cellphones of Samsung are very popular among the more youthful group.

Pros

1. It is the best method to develop Consumer Life time Worth (CLV) by developing a long-lasting relationship with customers. Develop loyalty through providing value and reap the benefits for long-term, as research study has actually showed it is more affordable to keep present consumers than to attract new ones.
2. Another pro of this alternative is that word of mouth spread more quickly among younger individuals and which in turn will generate brand-new clients for my products.

Cons

1. Old clients who were connected with Samsung before might not like this new image the business is attempting to depict.
2 It will sustain further costs to reposition some items and it might not even bring success as the patterns alter really rapidly among the younger market.

Alternative service 2.

Samsung has actually made manufacturing its core proficiency for the many part of their company and due to which its supervisors are not scared to completely get out of their comfort zone. It would be done by setting up training workshops during which importance of marketing will be taught and numbers will be offered. Failure to get the passing ratings will get benched. Marketing environment ought to be produced internally first as genuine marketing begins inside the corporation.

Pros

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

Cons

2. Its con can produce an extremely unhealthy environment in the office, as individuals often resist modification because they fear it.

Determine the very best alternative

First option is the best as it clearly has more pros since as soon as a Consumer Lifetime Worth is constructed the company will make money from it till that consumer is alive and has acquiring power also. Plus, our target customers are the more youthful generation which are bound to live longer than the present old age people. However, Samsung's main objective is to create commitment among its consumers and make them repurchase it from them and even purchase their different products also.

Application Strategy

• Targeting younger generation through social marketing, creating a relate to them like Pepsi make with music. And set the expectations realistic and attainable.
• A team consisting of best marketing and sales professionals must be assemble, and both views ought to be considered before securing the resources needed to execute the strategy.
• Thorough interaction of the strategy should be done as it is extremely crucial for everyone to be on the very same page to make it work.
• Tasks and timelines should be build and interacted appropriately to each person accountable.
• 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 manager should monitor and keep a consistent check on the total and private performance.
• Everybody should be willing to adapt midway because any brand-new trend or policy might be available in due to which all the things already planned need to be changed. It's much better to have contingency strategies already prepared.
• At the end of the project the supervisor should communicate the results and if effective need to celebrate with the group.

Spending plan

This change the budget allowance of different nations and lots of supervisors were unhappy and argued however the analysis done by the program was precise and showed figures like North America and Russia growth possible merited a 35% allocation while they were receiving 45%. It truly assisted to relatively disperse the resources and record more clients by spending more on ads on the high growth potential areas of the world.

Conclusion

Its constant investment in R&D and innovative practices have moved them to brand-new heights however for them its' only the start and they desire to be among the top 3 brands in the world. Their marketing efforts should be directed towards younger market amid the internal arguments about marketing and must develop Consumer Lifetime Value as it will not only provide them benefits now but will continue to gain it till the customer lifetime. As the cost of retaining the consumer is much cheaper than bring in a new one.