Distrigas Corporation Case Harvard Case Study Analysis

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Distrigas Corporation Case Case Study Solution and Analysis


Distrigas Corporation Case Case Study Analysis is a well-known global brand name in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Distrigas Corporation Case handle large number of product categories including Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic products. Historically, the business's core consumers consist of the Original Equipment Manufacturers (OEMs), which used to sell Samsung items withtheir own brand. Till early 1990s, the core competency of Samsung depend on its low price offerings than its competitors by producing existing items at economies of scale. Its consumer circle includes Original Devices Manufacturers (OEMs), who used to sell Distrigas Corporation Case Case Study Analysis products with their own brand. Samsung was not merely understood outside Korea. There were also no or little interest in constructing the brand name globally. Marketing budget plan was managed by production department with a prime focus on providing low-cost products.During the 1997 Asian Financial Crisis the business nearly got insolvent, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most valuable company on the planet. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even noted. He rearranged Samsung as a global brand and informed his divisional supervisors to comprehend marketing and its significance. Now their objective is to arrive 10 by 2005.

Problem Declaration

Samsung's transition from a product based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional managers to include marketing effectively is still a significant obstacle. Creating a constant brand name identity throughout the entire world and employing marketing techniques that finest fits the local culture is no easy job.
Executive Summary
Situational Analysis

Yun had a rather clear photo in his mind about how Distrigas Corporation Case Case Study Solution can transform from a low end to a high end item service provider. He knew that transformation can only be done through placing Samsung as a business using high-end products and this might just be done through high level of marketing.

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

One of the marketing challenges for Yun was the understandings of executives about the value of marketing. They considered marketing and selling as very same tools and believed 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 wider and to fill this gap with incorrect understandings about marketing was rather challenging for Yun.

Along with it the item variety of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a challenge to perform marketing preparation and to develop marketing spending plans for existing as well as for new items from the very start, and this would take a big time.

A substantial shift would be required in existing marketing expenditures to develop the Distrigas Corporation Case Case Study Analysis brand. This would result in increased marketing expenses for Samsung and might disrupt the administration relating to increased costs, as they hesitated to marketing expenditures formerly and an unexpected huge shiftwould make them disrupt. This might lead to decreasing executive assistance for global marketing. In this scenario, Yun faces an obstacle for justifying increased marketing expenses by showing the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Samsung strengths lie in its big item portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents approved in United States( USP). Big amount of R&D costs has actually allowed the business to grow its product portfolio at a greater rate than its rivals. Distrigas Corporation Case Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total earnings.

Another strength of Distrigas Corporation Case Case Study Help is its ability to develop innovative items at a constant rate. It major shows for the innovation and product creating of Samsung is that the company has gotten so many awards for its development and product design.

Unlike Apple and other competitors, Samsung is concentrated on producing gadgets which can be easily incorporated with any kind of open source Operating System (OS) and software application. This offers Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's ability to produce high-end items at low expense of production is likewise one of the significant strength of Samsung as it enables the company to capture more market by providing quality items with expense control.


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


Opportunities for Distrigas Corporation Case Case Study Analysis lie in the growing Mobile phone market and the company's effectiveness in the market. Samsung presently runs in about 80 nations and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of technology market posture an extreme danger on Samsung's survival and require the business to invest much of its profits share on R&D in order to endure in the long run. The marketplace saturation in developed nations i.e. saturation of mobile business is also a huge threat for the company's growth in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Samsung offers quality items and has a rather rich portfolio which caters to various sectors. LCD and mobile phones are the biggest items of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Cellphone.
• Air conditioning system.
• Computer.
• Hard disk drives.
• Washing machines.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Distrigas Corporation Case Case Study Solution utilizes both market competitive and market skimming rates methods for its wide array of items. In competitive rates it adjusts the price according to the competition in order to gain advantage, whereas, it uses market skimming technique where the product has an included worth and by selling a few products it can reach break-even.


It has one of 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 supplied to the selling place/ delivered 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 advertisements, social promotion and digital advertisements are uses to develop awareness about Samsung products.

Worth Chain Analysis.

It's an analytical structure for determining service activities that include worth or competitive advantage for the company.

Incoming Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its providers and creates a harmonious relationship with them and even decreased their payment cycles to enhance this relationship further which adds worth to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its items internal. Divided into 3 various divisions its operations are particularly IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is keeping operation hubs worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is among the main reasons Distrigas Corporation Case Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a major function in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to communicate with them the worth and competitive advantage the item provides. Distrigas Corporation Case Case Study Solution advertising spending plan is constantly growing given that they began their rearranging internationally and will continue to do so as they are constantly looking to invest and broaden in high possible growth markets. The budget is invested in occasions, print and media advertisements, public relations etc.

Samsung Service. Samsung put their clients on top and constantly strive to provide unmatchable customer support standards. As after sales service is becoming very crucial to keep consumers happy and engaged, they even carry out surveys through third parties to learn their customer's feedback and execute it in the positive way to reduce or if possible completely eliminate their client concerns. By adding a direct support line to call them 24 hr they have actually even more increased the included value of Distrigas Corporation Case Case Study Help service.


Distrigas Corporation Case Case Study Solution has actually diversified market division, based upon its provision of wide range of items to large number of consumers. Samsung target customer segments can be divided into 3 classifications i.e. Distrigas Corporation Case Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device solutions.


Distrigas Corporation Case Case Study Analysis geographic division is based upon 2 requirements i.e. region and density. Samsung serves about 80 nations worldwide with its products offered to Urban along with Backwoods of the nation. The Samsung is also growing its worldwide presence and the business's versatility in locating its plants encourages global growth of Samsung.


Samsung produces items that can be utilized by both females and males. The target consumers for Samsung IT and mobile interaction items have an age range of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Customer Electronics are targeted to a customer segment with an age range of 25-65.


The psychographic division of Distrigas Corporation Case Case Study Help s based upon the social class and the lifestyle of the customer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class customers, as Samsung sell items like mobile phone not much cheaper i.e. Motorola in addition to not much costly i.e. Apple. It offers quality items to middle level customers at a somewhat high rate than others targeting the exact same segment.


Distrigas Corporation Case Case Study Analysis bulk target consumers have distinct behavioural qualities. They are attracted towards Samsung because of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Samsung has actually 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 actually likewise decreased its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Revenues/ sales are increasing however net profit is not increasing appropriately since of the high overhead cost. New expansions and working with's were the main factor of the boost in the overhead expenses, with china presently not supplying any revenue to Samsung, but there is a lot potential in the present market with 75 % yet to be explored.

Qualitative analysis.

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



Samsung operates styles, manufactures and sell a huge portfolio of consumer electronics. It operates in an extremely competitive environment and has actually successfully positioned itself as the maker of quality items. So, the response is yes.


As, stated earlier that Distrigas Corporation Case Case Study Analysis runs in an extremely competitive environment, which indicates all the business have similar items. The response for rarity is no.


Due to the nature of the market, it is extremely easy for rivals to understand the functionality of the products and easily make their own designs. Yes, Samsung is just behind IBM in registering new patents every year, however the advantage is very short-term in this market.


Chairman Lee has totally turnaround Samsung, from going nearly bankrupt throughout the Asian monetary crisis of 1997 to the top 25 business in the world. Definitely yes there is proper organization in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread almost in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are very conductive for its operations. However, it deals with some political pressures in less developed countries where law and order scenario is bad. Latin American, African and some Asian countries fall in this category, where political instability do have an effect on Distrigas Corporation Case Case Study Solution operations.


Buying power of customers is essential for business like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries etc. provide development opportunities, whereas, due to recession even the clients of industrialized countries suffer severely. It is extremely important for the company to keep an eye on the continuous financial situation of the country before getting in the market.


International companies have to deal with various social and cultural concerns throughout its operations in a foreign nation. Samsung has actually also faced numerous concerns but have embraced to the local environments of the majority of the countries exceptionally well. It has tailored its products, practices, policies etc. appropriately in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with consistent ingenious item launches, Distrigas Corporation Case Case Study Help is among the top innovative business of the world. With a clear mission to be ahead of the rest when it concerns technological advancements, Samsung has risen to the no 25 of the leading successful 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 severe legal consequences. So, it needs to study or employ a regional law expert before beginning its operations in a particular country.


With the rising awareness amongst customers about the ecological & ethical offenses of companies, Samsung needs to make sure that it follows all the safety standards. Environmental damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be very extreme. On the other hand it needs to do some Business Social Duty practices to show the residents that it appreciates their environment and people.

Porter's 5 Forces

Risk of Substitution

Risk of replacement for Samsung's each product classification is rather considerable. Running in an exceptionally vibrant industry lead the company to face a high hazard of substitution. Elements for high hazard of alternative for Distrigas Corporation Case Case Study Solution Mobile phone consist of the existence of high variety of providers and Market saturation in industrialized nations, that make the cost of changing for customers almost absolutely no. Alternative threats for Samsung visual display screen depend on the altering lifestyle of consumers. Clients can change to viewing visuals at home towards outside activities. In addition to it, Samsung printing services items are threatened by the increasing attraction of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Samsung and its close competitors is intense. The major reason behind this is the method of market saturation in numerous number of product classifications, forcing Samsung to introduce more innovative features in existing items and new ingenious items to maintain its development. The major competitors for Distrigas Corporation Case Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

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

Bargaining Power of Purchasers:

Market saturation in most of the item classifications also make the bargaining power of purchasers more extreme in for Samsung. In spite of igh bargaining power Samsung is rather capable of selling its items at a higher cost than much of its rivals, due to high end quality product and a reasonable brand image.

Threat of New Entrants:

Hazard of brand-new entrants for Samsung is rather low. Among the major factor for low risk of new entrants is the high competition in the market. The requirement of substantial quantity of capital to go into in the market is also one of the possible barrier to entry. In addition to it, requirement of substantial proficiency and research study and advancement expenditures for survival in the industry likewise make new entrants hesitant to go into in the marketplace. Market saturation is likewise among the barrier of entry in innovation market. High bargaining power of providers force the players in the market to charge as low costs as possible and this can just be attained by production performance. New firms, in majority cases, lack the production efficiency, hence increasing the threats for entryway in the technology industry.

Competitive Analysis

Samsung's high item diversification provides it differentiation from its rivals. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single item category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Distrigas Corporation Case Case Study Help had a huge R&D spending on all of its product categories which allow the company to make prospective profits from sales of almost all of its items.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in regards to global market share, among 8 various product categories. Samsung was the worldwide leader in making DRAM, SRAM and NAND flash chips. Although, Samsung revenues from chips was less than Intel however its incomes from chips was growing quicker than Intel and has grown near to the earnings levels of Intel, as given up the case Exhibition 2.

In addition to 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 growth was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales growth. 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 high end LCDs as given in case Display 3. The significant reason, making the business allow to obtain the chance is its mass production at low expense. Sony was the greatest competitor for Distrigas Corporation Case Case Study Help in LCD market, nevertheless, it had also begun joint venture with Samsung in 2003 for LCD manufacturing, minimizing the competition for Samsung.

Porter's Competitive Method

Low Expense Leadership method of porter is completely implemented by Samsung the way they achieve economies of scale by enhancing their core proficiencies of manufacturing. Even to the point that their competitor SONY chose to form an alliance with them to make for them, because they were not able to take on them on low cost. Differentiation is another technique well executed by Samsung by continuous financial investment in the R&D and staying ahead of the competition. They always bring something innovative and new whether it's a service or an item.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Distrigas Corporation Case Case Study Help would develop a brand-new brand image by targeting the more youthful generation of the specific country. As, especially cellphones of Samsung are incredibly popular among the more youthful group.


1. It is the best strategy to develop Customer Life time Value (CLV) by producing a long-lasting relationship with clients. Construct loyalty through delivering worth and reap the benefits for long-term, as research study has revealed it is much cheaper to retain present clients than to attract new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst younger people and which in turn will bring in new clients for my items.


1. Old clients who were related to Samsung prior to may not like this brand-new image the company is attempting to represent.
2 It will sustain further costs to rearrange some items and it might not even bring success as the patterns alter really quickly amongst the more youthful market.

Alternative option 2.

Samsung has made making its core proficiency for the a lot of part of their company and due to which its supervisors are not afraid to fully get out of their convenience zone. It would be done by arranging training workshops during which importance of marketing will be taught and numbers will be offered. Failure to get the passing scores will get demoted. Marketing environment should be produced internally initially as real marketing starts inside the corporation.


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


2. Its con can develop a very unhealthy environment in the workplace, as people often resist modification due to the fact that they fear it.

Recognize the best option

Option is the best as it plainly has more pros since when a Consumer Lifetime Worth is constructed the company will benefit from it till that client is alive and has buying power. Plus, our target consumers are the younger generation which are bound to live longer than the existing aging people. Nevertheless, Samsung's primary goal is to develop loyalty among its clients and make them redeemed it from them and even purchase their different products too.

Implementation Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi do with music. And set the expectations sensible and possible.
• A group consisting of best marketing and sales experts must be assemble, and both views should be taken into consideration prior to protecting the resources needed to carry out the strategy.
• Thorough communication of the plan must be done as it is very essential for everybody to be on the same page to make it work.
• Tasks and timelines must be build and communicated appropriately to each person accountable.
• The manager ought to use a dashboard which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The manager need to keep an eye on and keep a consistent examine the specific and overall efficiency.
• Everybody ought to want to adapt midway because any new pattern or policy may be available in due to which all the important things currently prepared have to be changed. It's better to have contingency plans currently prepared.
• At the end of the project the manager must interact the results and if effective ought to celebrate with the group.


The M-net program exposed engaging analysis about the low and high growth prospective areas and just how much marketing budget plan must be allocated accordingly. This modification the budget allotment of different countries and numerous supervisors were dissatisfied and argued but the analysis done by the program was accurate and revealed figures like The United States and Canada and Russia development possible merited a 35% allocation while they were receiving 45%. Whereas, China and Europe need to be getting 42% however were rather offered 31%. It really helped to fairly disperse the resources and catch more clients by spending more on ads on the high growth potential areas of the world.

Its consistent investment in R&D and innovative practices have actually propelled them to brand-new heights but for them its' only the start and they desire to be among the top 3 brands in the world. Their marketing efforts ought to be directed towards more youthful group amid the internal arguments about marketing and need to produce Consumer Life time Value as it will not only provide them advantages now however will continue to gain it till the customer lifetime. As the cost of maintaining the consumer is much less expensive than attracting a new one.