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Dmatek The Homefree Business Case Study Solution and Analysis


Dmatek The Homefree Business Case Study Solution is a popular international brand name in technology industry, established in 1938 by Lee Byung Chul, in South Korea. Dmatek The Homefree Business deals in a great deal of product classifications including Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the company's core clients consist of the Original Devices Manufacturers (OEMs), which used to sell Samsung items withtheir own brand name. Till early 1990s, the core competency of Samsung depend on its low cost offerings than its competitors by producing existing items at economies of scale. Its client circle consists of Original Devices Manufacturers (OEMs), who used to sell Dmatek The Homefree Business Case Study Analysis items with their own brand. Samsung was not simply known outside Korea. There were also no or little interest in constructing the brand worldwide. Marketing budget plan was managed by production department with a focal point on offering inexpensive products.During the 1997 Asian Financial Crisis the company almost got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the top 25 most valuable company worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even noted. He rearranged Samsung as a worldwide brand and informed his divisional managers to comprehend marketing and its importance. Now their objective is to arrive 10 by 2005.

Issue Declaration

Samsung's transition from a product based to a marketing company is not going as efficiently as planned.Overcoming the unwillingness of divisional managers to include marketing efficiently is still a significant challenge. Developing a consistent brand name identity across the whole world and utilizing marketing strategies that best fits the local culture is no simple job. The M-net program analysis have been really valuable in figuring out the high and less possible development locations, but allocation of resources accordingly is not well gotten amongst the managers. There is no agreement amongst the hierarchy relating to the very best fit future strategy.

Situational Analysis

Yun had a rather clear image in his mind about how Dmatek The Homefree Business Case Study Analysis can transform from a low end to a high end product company. He knew that transformation can only be done through placing Samsung as a business providing high-end items and this could only be done through high level of marketing.

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

One of the marketing challenges for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as exact same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the present marketing requirement was too much high, the space was too broader and to fill this space with wrong perceptions about marketing was rather challenging for Yun.

As specified above, marketing focus was really low in previous practices, therefore there were no correct marketing spending plans for each of the product on the portfolio. There was no marketing planning provided for the existing products. Together with it the item series of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing preparation and to develop marketing spending plans for existing along with for brand-new products from the very beginning, and this would take a huge time.

A substantial shift would be needed in existing marketing expenses to develop the Dmatek The Homefree Business Case Study Analysis brand. This would lead to increased marketing expenses for Samsung and could disturb the administration concerning increased expenditures, as they were reluctant to marketing expenses previously and an abrupt huge shiftwould make them interrupt. This might lead to declining executive assistance for worldwide marketing. In this circumstance, Yun deals with a challenge for validating increased marketing costs by demonstrating the long term worth of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Dmatek The Homefree Business Case Study Solution strengths lie in its huge item portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents given in United States( USP).

Another strength of Dmatek The Homefree Business Case Study Help is its ability to establish innovative products at a constant rate. It major shows for the development and item designing of Samsung is that the company has actually received so many awards for its development and item design.

Unlike Apple and other competitors, Samsung is focused on producing devices which can be easily incorporated with any kind of open source Operating System (OS) and software application. This provides Samsung an edge over Apple devices.

Samsung's ability to produce high-end items at low cost of production is also one of the significant strength of Samsung as it allows the company to catch more market by providing quality items with expense control.


Samsung's weak points are hidden in the company's reliance on outsourcing software for its gadgets due to company's failure in establishing software, unlike Sony. Dmatek The Homefree Business Case Study Analysis also has low earnings margins as compare to Apple due to big difference in the prices of Apple and Samsung with a much lower distinction in quality.


Opportunities for Samsung lie in the growing Mobile phone market and the business's performance in the market. It can increase its market share and revenues from cellular phone as the company is rather effective in smart phone market. Samsung presently runs in about 80 nations and the company has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would enable the company to increase its item portfolio with a boost in its wealth.


The dynamic industry environment of innovation market present a severe risk on Samsung's survival and force the company to spend much of its earnings share on R&D in order to make it through in the long run. The marketplace saturation in developed nations i.e. saturation of mobile company is likewise a big threat for the business's development in the presence of strong competitors like Apple.

4 P's of Marketing


Dmatek The Homefree Business Case Study Solution uses quality items and has a quite abundant portfolio which caters to various segments. The majority of the items are in the leading three of their respective industries. LCD and cellphones are the greatest products of Samsung, whereas DRAM is also not far behind in comparison of them. Following is the line of product of Samsung:

• Laptops.
• Smart phone.
• A/c unit.
• Computer.
• Disk drives.
• Washer.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Dmatek The Homefree Business Case Study Analysis uses both market competitive and market skimming pricing methods for its variety of items. In competitive prices it changes the price according to the competitors in order to gain advantage, whereas, it utilizes market skimming technique where the product has an added value and by selling a couple of products it can reach break-even.


It has one of 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 provided to the selling location/ delivered to the customers straight in case of online order.


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

Value Chain Analysis.

It's an analytical framework for identifying organisation activities that add worth or competitive benefit for the company.

Inbound Logistics.

It has among the most effective and efficient supply chain network and has more than 2700 suppliers throughout various markets around the globe. Almost 80% of which is based in Asia and the staying around the world. For its incoming logistics it owns numerous logistics companies as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even decreased their payment cycles to enhance this relationship even more which adds value to their chain network.


Samsung's core competency is its mass making it produces 90% of its items in-house. Divided into three various divisions its operations are namely IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is keeping operation hubs worldwide to further add value to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the main factors Dmatek The Homefree Business Case Study Help has the ability to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outbound logistics operations. It even performs the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target consumer attention towards the item is done through marketing and sales to interact with them the value and competitive advantage the item uses. Dmatek The Homefree Business Case Study Help marketing budget plan is constantly growing given that they began their repositioning worldwide and will continue to do so as they are constantly looking to broaden and invest in high prospective growth markets. The spending plan is spent on events, print and media ads, public relations etc.

Samsung put their consumers at the top and continuously make every effort to deliver unmatchable client service requirements. By including a direct assistance line to contact them 24 hours they have further increased the included value of Samsung service.


Dmatek The Homefree Business Case Study Help has actually diversified market division, based upon its arrangement of wide variety of products to a great deal of customers. Samsung target customer segments can be divided into 3 classifications i.e. Dmatek The Homefree Business Case Study Help IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget solutions.


Dmatek The Homefree Business Case Study Help geographical division is based upon 2 criteria i.e. region and density. Samsung serves about 80 countries worldwide with its items supplied to Urban as well as Backwoods of the nation. The Samsung is likewise growing its worldwide presence and the company's versatility in finding its plants motivates international growth of Samsung.


The market division of Dmatek The Homefree Business Case Study Analysis is based upon gender, age, life-cycle phase and profession. Samsung produces items that can be utilized by both males and women. The target customers for Samsung IT and mobile communication products have an age variety of 18-65 with majority at a young or recently wed life process phase. They are mainly specialists, staff members and trainees. Apart from it, Samsung Consumer Electronic devices are targeted to a consumer sector with an age range of 25-65. They are mainly workers and experts. Samsung Gadget Solutions are targeted at trainees, staff members and specialists with an age variety of 25-65.


The psychographic segmentation of Dmatek The Homefree Business Case Study Solution s based upon the social class and the life style of the customer. Samsung target customers on the basis of social class are generally upper middle, middle and working class consumers, as Samsung offer items like mobile phone not much less expensive i.e. Motorola as well as not much expensive i.e. Apple. It provides quality products to middle level consumers at a somewhat high price than others targeting the same segment.


Dmatek The Homefree Business Case Study Help bulk target customers have distinct behavioural attributes. It has customers with an ambitious, trendy and identified character with moderate level of commitment towards the brand. Its clients have some degree of shift towards other popular brands i.e. Apple. Most of Samsun clients desire quality as well as cost control. Due to the fact that of its moderate rates with a level of quality, they are attracted towards Samsung.

Quantitative analysis.

Sales of Dmatek The Homefree Business Case Study Solution has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 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.

Qualitative analysis.

Yes, this choice is based on the mission of Kim to target the more youthful audience and produce a global brand name image of the business. Whereas, the core strength of the company is presently producing however long gone are those days when excellent products were selling themselves. In the current age marketing is very essential and companies can not prosper without it. Kim has already begun to reinforce the marketing activities of Samsung and very soon it will become one of its core strength like producing if not better.



Samsung runs designs, produces and offer a large portfolio of customer electronics. It runs in an exceptionally competitive environment and has effectively positioned itself as the maker of quality items. So, the answer is yes.


As, stated previously that Dmatek The Homefree Business Case Study Analysis operates in a highly competitive environment, which suggests all the companies have similar products. The answer for rarity is no.


Due to the nature of the market, it is very easy for competitors to understand the performance of the products and quickly make their own models. Yes, Samsung is only behind IBM in signing up new patents annually, but the advantage is extremely short term in this market.


Chairman Lee has totally turn-around Samsung, from going almost insolvent during the Asian monetary crisis of 1997 to the top 25 company on the planet. Certainly yes there appertains organization in the company and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread nearly in every country worldwide, bulk of the environments like USA, Europe, China etc., are extremely conductive for its operations. Nevertheless, it faces some political pressures in less developed nations where law and order circumstance is bad. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Dmatek The Homefree Business Case Study Solution operations.


Buying power of clients is vital for companies like Samsung to grow and prosper. Emerging markets like India, middle-eastern countries etc. offer development chances, whereas, due to economic crisis even the clients of developed nations suffer badly. Thus it is really essential for the business to watch on the ongoing economic situation of the nation prior to entering the market.


International companies have to face various social and cultural issues during its operations in a foreign country. Samsung has actually likewise faced many problems but have adopted to the local environments of most of the nations extremely well. It has actually customized its items, practices, policies and so on accordingly in order to succeed.


With an annual expense of 2.4 billion dollars in Research & Advancement, and with constant innovative item launches, Dmatek The Homefree Business Case Study Help is one of the leading innovative companies of the world. With a clear mission to be ahead of the rest when it comes to technological improvements, Samsung has increased to the no 25 of the top effective business 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 serious legal consequences. It has to study or work with a local law professional prior to beginning its operations in a specific country.


With the rising awareness amongst customers about the ecological & ethical offenses of companies, Samsung has to ensure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the effects can be very severe. On the other hand it needs to do some Business Social Obligation practices to reveal the locals that it cares about their environment and people.

Porter's Five Forces

Danger of Replacement

Threat of alternative for Samsung's each item category is rather considerable. Factors for high hazard of substitution for Dmatek The Homefree Business Case Study Analysis Smartphone consist of the existence of high number of suppliers and Market saturation in industrialized nations, which make the expense of switching for customers almost zero. Along with it, Samsung printing services products 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 significant factor behind this is the technique of market saturation in different number of item classifications, requiring Samsung to present more innovative features in existing products and brand-new innovative products to preserve its growth. Other aspect for the intense rivalry amongst the rivals is the little product differentiation amongst the items. The prominent gamers in the technology market are rather familiar with the importance of R&D costs for their survival and are running into a race of marketing and R&D spending, to record the market. The major rivals for Dmatek The Homefree Business Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry results in the fluctuating market shares which can be seen in Display F.

Bargaining Power of Providers:

( Samsung Sustainability Report, 2016) Supplier'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 Dmatek The Homefree Business Case Study Help to construct its own software application, it has to outsource its software application development to Google, which becomes a possible supplier of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in many of the item classifications likewise make the bargaining power of purchasers more extreme in for Samsung. In spite of igh bargaining power Samsung is rather capable of offering its products at a higher rate than much of its rivals, due to high end quality item and a fair brand image.

Danger of New Entrants:

Hazard of new entrants for Dmatek The Homefree Business Case Study Solution is quite low. Along with it, requirement of big expertise and research and development expenditures for survival in the industry also make new entrants reluctant to enter in the market. Market saturation is likewise one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high item diversity supplies it distinction from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item classification with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Dmatek The Homefree Business Case Study Help had a big R&D costs on all of its product classifications which allow the company to earn potential revenue from sales of almost all of its products.

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

Together with the chips Samsung mobile market was likewise flourishing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cell phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales growth. The significant reson behind Samsung's high development despite of higher costs than Nokia and Motorola was the company's high-end quality cell phones.

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 get the chance is its mass production at low cost. Sony was the biggest rival for Dmatek The Homefree Business Case Study Solution in LCD market, however, it had likewise begun joint venture with Samsung in 2003 for LCD producing, minimizing the competitors for Samsung.

Porter's Competitive Strategy

Low Cost Management technique of porter is fully carried out by Samsung the way they accomplish economies of scale by enhancing their core competencies of manufacturing. Even to the point that their rival 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 method well carried out by Samsung by constant investment in the R&D and remaining ahead of the competitors. They always bring something new and innovative whether it's a service or an item.


Alternative Service 1

The Chief Marketing Officer (CMO) of Dmatek The Homefree Business Case Study Help would create a brand-new brand name image by targeting the younger generation of the specific country. As, particularly cellphones of Samsung are preferred amongst the more youthful market.


1. It is the very best technique to construct Customer Life time Worth (CLV) by developing a long-lasting relationship with clients. Construct loyalty through delivering value and profit for long-lasting, as research study has revealed it is much cheaper to keep present clients than to draw in new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful individuals and which in turn will generate new clients for my products.


1. Old customers who were associated with Samsung before might not like this brand-new image the business is attempting to portray.
2 It will sustain additional expenditures to reposition some products and it might not even bring success as the patterns alter really quickly amongst the more youthful demographic.

Alternative option 2.

Samsung has actually made producing its core competency for the a lot of part of their company and due to which its supervisors are not afraid to completely get out of their convenience zone. It would be done by setting up training workshops throughout which value of marketing will be taught and numbers will be given. Failure to get the passing ratings will get benched. Marketing environment ought to be developed internally first as real marketing starts inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the work environment, as people often resist modification since they fear it.

Determine the very best option

Alternative is the finest as it clearly has more pros due to the fact that when a Customer Lifetime Worth is developed the business will profit from it till that client is alive and has buying power. Plus, our target customers are the more youthful generation which are bound to live longer than the existing aging individuals. Samsung's primary objective is to produce commitment amongst its clients and make them repurchase it from them and even purchase their various items.

Application Strategy

• Targeting younger generation through social marketing, producing a link with them like Pepsi do with music. And set the expectations reasonable and attainable.
• A team including best marketing and sales professionals need to be assemble, and both views should be taken into consideration before protecting the resources required to carry out the plan.
• Thorough communication of the strategy must be done as it is really important for everyone to be on the very same page to make it work.
• Jobs and timelines should be develop and communicated appropriately to each person accountable.
• The supervisor ought to use a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The manager must monitor and keep a constant examine the specific and total efficiency.
• Everyone should want to adapt midway since 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 currently prepared.
• At the end of the project the manager should communicate the outcomes and if successful ought to commemorate with the team.

Budget plan

This modification the budget allowance of different nations and many supervisors were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia growth possible merited a 35% allocation while they were receiving 45%. It really helped to relatively disperse the resources and capture more consumers by investing more on advertisements on the high development capacity regions of the world.


Its consistent investment in R&D and ingenious practices have actually moved them to brand-new heights but for them its' only the start and they want to be amongst the leading 3 brands in the world. Their marketing efforts need to be directed towards younger market amidst the internal arguments about marketing and ought to produce Customer Lifetime Worth as it will not just offer them advantages now but will continue to gain it till the customer lifetime. As the expense of keeping the customer is much cheaper than bring in a new one.