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Fedex Acquisition Of Kinkos Case Study Solution and Analysis


Historically, the business's core consumers consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Fedex Acquisition Of Kinkos Case Study Solution items withtheir own brand name. Its customer circle consists of Original Equipment Manufacturers (OEMs), who utilized to offer Samsung items with their own brand name. He repositioned Samsung as a worldwide brand name and informed his divisional managers to comprehend marketing and its importance.

Problem Statement

Samsung's shift from a product based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional managers to integrate marketing efficiently is still a major challenge. Developing a consistent brand name identity across the entire world and utilizing marketing methods that finest fits the regional culture is no easy task. The M-net program analysis have actually been really handy in figuring out the high and less potential development areas, however allotment of resources accordingly is not well gotten amongst the managers. There is no consensus amongst the hierarchy relating to the best matched future method.

Situational Analysis

Fedex Acquisition Of Kinkos Case Study Help efforts for building its brand throughout the world was started after introducing the "new management effort" by Chairman Lee in 1993. The goal was to transform Samsung from a cheap OEM to a high value-added product service provider. To make the vision of Samsung a reality, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can transform from a low end to a luxury item provider. He knew that change can only be done through placing Samsung as a business using high-end items and this could only be done through high level of marketing.

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

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

As specified above, marketing focus was really low in previous practices, therefore there were no appropriate marketing budgets for each of the product on the portfolio. There was no marketing preparation done for the existing items. Together with it the product variety of the business was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to create marketing spending plans for existing as well as for brand-new products from the very start, and this would take a substantial time.

A huge shift would be required in present marketing expenditures to construct the Samsung brand name. This would result in increased marketing expenses for Samsung and might disturb the administration relating to increased expenses, as they were reluctant to marketing expenses formerly and a sudden huge shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big item portfolio. Samsung has biggest number of patents in the industry with total variety of 15499 patents granted in US( USP). Big amount of R&D spending has actually allowed the company to grow its product portfolio at a higher rate than its competitors. Fedex Acquisition Of Kinkos Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall incomes.

Another strength of Fedex Acquisition Of Kinkos Case Study Help is its capability to establish innovative items at a continuous rate. It major shows for the development and item developing of Samsung is that the company has received so many awards for its development and item design.

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

Samsung's ability to produce luxury products at low cost of production is also among the major strength of Samsung as it makes it possible for the business to catch more market by offering quality products with expense control.

Weak points

Fedex Acquisition Of Kinkos Case Study Analysis weak points are hidden in the business's dependence on outsourcing software for its devices due to business's inability in developing software application, unlike Sony. Samsung also has low profit margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lower difference in quality. The diverse focus of the business due to a great deal of products in its portfolio, result in the less effective production and make the company not able to charge higher rates like Apple. The company is likewise inefficient in managing its patents and frequently faces the issue of patent violation.


Opportunities for Samsung depend on the growing Smart device market and the business's performance in the market. It can increase its market share and revenues from mobile phone as the business is rather efficient in cellular phone market. Samsung currently runs in about 80 countries and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would allow the business to increase its item portfolio with a boost in its wealth.


The vibrant industry environment of innovation industry posture a severe danger 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 industrialized countries i.e. saturation of mobile business is also a huge hazard for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing


Fedex Acquisition Of Kinkos Case Study Help uses quality products and has a rather abundant portfolio which accommodates various segments. The majority of the items are in the top 3 of their particular industries. LCD and smart phones are the most significant items 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.
• Hard drives.
• Washing machines.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Fedex Acquisition Of Kinkos Case Study Analysis uses both market competitive and market skimming rates strategies for its wide variety of products. In competitive prices it changes the rate according to the competitors in order to gain advantage, whereas, it utilizes market skimming technique where the product has actually an added worth and by offering a couple of products it can reach break-even.


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


It wasn't a widely known business outside of Korea till 1993. The management effort taken by their CEO has pushed them to market more effectively outside the borders and now it has entered the league of top 25 business in the world in just 9 years. This is an exceptional achievement despite the continuous arguments among the supervisors about adopting marketing practices. It utilizes both offline & online channels of promotion to market their products. Paid item ads, social promo and digital ads are uses to develop awareness about Samsung items.

Value Chain Analysis.

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

Inbound Logistics.

For its inbound logistics it owns numerous logistics companies as it subsidiaries. It looks after its providers and develops an unified relationship with them and even reduced their payment cycles to improve this relationship even more which includes value to their chain network.


Samsung'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, Gadget Solutions and Consumer Electronics. It is maintaining operation centers worldwide to further include value to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the main factors Fedex Acquisition Of Kinkos Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target customer attention towards the item is done through marketing and sales to communicate with them the value and competitive advantage the product provides. Fedex Acquisition Of Kinkos Case Study Help advertising budget is continuously rising since they began their rearranging worldwide and will continue to do so as they are continuously aiming to invest and broaden in high possible growth markets. The budget plan is spent on events, print and media ads, public relations and so on.

Samsung Service. Samsung put their consumers on top and continually strive to deliver unmatchable customer care standards. As after sales service is becoming incredibly important to keep consumers pleased and engaged, they even conduct studies through third parties to discover their customer's feedback and implement it in the positive way to lower or if possible completely remove their consumer problems. By including a direct support line to contact them 24 hours they have actually further increased the added worth of Fedex Acquisition Of Kinkos Case Study Solution service.


Fedex Acquisition Of Kinkos Case Study Help has actually diversified market division, based upon its arrangement of vast array of products to large number of consumers. Samsung target client sections can be divided into 3 categories i.e. Fedex Acquisition Of Kinkos Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronics and Samsung Gadget options.


Fedex Acquisition Of Kinkos Case Study Analysis geographic division is based upon 2 requirements i.e. area and density. Samsung serves about 80 nations worldwide with its products supplied to Urban as well as Rural areas of the country. The Samsung is likewise growing its international existence and the business's flexibility in locating its plants motivates global expansion of Samsung.


The demographic segmentation of Fedex Acquisition Of Kinkos Case Study Solution is based upon gender, age, life-cycle stage and profession. Samsung produces products that can be utilized by both women and males. The target clients for Samsung IT and mobile communication products have an age series of 18-65 with bulk at a young or freshly wed life cycle phase. They are mostly experts, students and staff members. Apart from it, Samsung Consumer Electronics are targeted to a client section with an age series of 25-65. They are mainly professionals and workers. However Fedex Acquisition Of Kinkos Case Study Help Device Solutions are targeted at trainees, employees and experts with an age variety of 25-65.


The psychographic division of Fedex Acquisition Of Kinkos Case Study Help s based upon the social class and the lifestyle of the consumer. Samsung target clients on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung sell products like mobile phone not much less expensive i.e. Motorola as well as not much pricey i.e. Apple. It provides quality products to middle level consumers at a slightly high price than others targeting the exact same sector.


Fedex Acquisition Of Kinkos Case Study Solution bulk target customers have special behavioural attributes. They are brought in towards Samsung due to the fact that of its moderate rates with a level of quality.

Quantitative analysis.

Sales of Samsung has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has actually likewise minimized its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the largest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Profits/ sales are increasing but net earnings is not increasing accordingly due to the fact that of the high overhead cost. New growths and hiring's were the main factor of the increase in the overhead expenses, with china currently not offering any earnings to Samsung, but there is so much capacity in the present market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the business is presently manufacturing however long gone are those days when excellent items were selling themselves. Kim has actually already begun to enhance the marketing activities of Samsung and very quickly it will end up being one of its core strength like producing if not much better.



Samsung operates styles, makes and offer a large portfolio of customer electronic devices. It operates in an exceptionally competitive environment and has actually successfully placed itself as the maker of quality products. So, the response is yes.


As, stated earlier that Fedex Acquisition Of Kinkos Case Study Help runs in a highly competitive environment, which indicates all the business have similar products. So, the response for rarity is no.


Due to the nature of the industry, it is really simple for competitors to comprehend the functionality of the items and quickly make their own designs. Yes, Samsung is only behind IBM in signing up brand-new patents yearly, however the advantage is very short-term in this market.


Chairman Lee has entirely turnaround Samsung, from going practically insolvent throughout the Asian financial crisis of 1997 to the leading 25 business on the planet. Definitely yes there is proper organization in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand spread practically in every country worldwide, majority of the environments like U.S.A., Europe, China etc., are very conductive for its operations. It deals with some political pressures in less developed countries where law and order scenario is not great. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Fedex Acquisition Of Kinkos Case Study Analysis operations.


Purchasing power of clients is crucial for business like Samsung to grow and prosper. Emerging markets like India, middle-eastern nations etc. offer growth chances, whereas, due to recession even the customers of developed countries suffer terribly. Thus it is extremely crucial for the business to keep an eye on the ongoing financial scenario of the country prior to entering the market.


Multinational business have to face different social and cultural concerns throughout its operations in a foreign country. Samsung has also dealt with lots of concerns however have actually embraced to the regional environments of most of the nations incredibly well. It has actually customized its products, practices, policies etc. accordingly in order to achieve success.


With a yearly expenditure of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious item launches, Fedex Acquisition Of Kinkos Case Study Solution is among the leading innovative companies of the world. With a clear mission to be ahead of the rest when it concerns technological advancements, Samsung has increased to the no 25 of the leading successful companies of the world.


Each country has their own laws and policies, being a multinational business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal effects. So, it needs to study or work with a regional law expert before starting its operations in a specific nation.


With the increasing awareness amongst consumers about the ecological & ethical offenses of companies, Samsung has to ensure that it follows all the security guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the consequences can be really serious. On the other hand it has to do some Business Social Responsibility practices to reveal the locals that it cares about their environment and individuals.

Porter's 5 Forces

Threat of Replacement

Danger of substitution for Samsung's each item classification is quite substantial. Factors for high threat of substitution for Fedex Acquisition Of Kinkos Case Study Solution Smartphone consist of the presence of high number of suppliers and Market saturation in developed nations, which make the expense of changing for consumers nearly absolutely no. Along with it, Samsung printing solutions items are threatened by the increasing destination of customers towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly amongst Samsung and its close competitors is intense. The major reason behind this is the technique of market saturation in numerous variety of item classifications, forcing Samsung to present more ingenious functions in existing items and brand-new ingenious products to keep its development. Other factor for the intense rivalry among the competitors is the little product distinction among the products. The prominent players in the innovation market are quite aware of the significance of R&D spending for their survival and are facing a race of marketing and R&D spending, to record the market. The major competitors for Fedex Acquisition Of Kinkos Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry results in the fluctuating market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

Fedex Acquisition Of Kinkos Case Study Solution has a vast supply chain consisting of about 2700 suppliers throughout the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of potential size and worth. These substantial orders allow Samsung to negotiate rates with its providers. Due to incapability of Samsung to build its own software, it has to outsource its software advancement to Google, which ends up being a possible supplier of software application for Samsung, resulting in high bargaining power of Google. In many of Fedex Acquisition Of Kinkos Case Study Help has a power to negotiate costs, however it provide significant rates to its suppliers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Market saturation in most of the product categories also make the bargaining power of buyers more intense in for Samsung. In spite of igh bargaining power Samsung is quite capable of selling its products at a greater rate than much of its competitors, due to high end quality product and a reasonable brand image.

Danger of New Entrants:

Hazard of brand-new entrants for Fedex Acquisition Of Kinkos Case Study Help is quite low. Along with it, requirement of substantial know-how and research and advancement expenditures for survival in the market also make new entrants hesitant to enter in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high product diversity provides it distinction from its competitors. It is one of the three leading brands by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single product classification with Sony concentrating on consumer electronic devices, Nokia on mobile phone and Intel on chips, Samsung had a huge R&D costs on all of its item classifications which enable the business to make potential profits from sales of nearly all of its items. (See Exhibit) Nevertheless, due to the wide product range the company deals with high variety of rivals.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in regards to international market share, among 8 various product classifications. Samsung was the global leader in producing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel however its revenues from chips was growing faster than Intel and has actually grown close to the revenue levels of Intel, as given in the case Display 2.

Along with the chips Samsung mobile market was likewise thriving 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 zero sales development. 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 likewise reaping the benefits from increasing market share of high end LCDs as given in case Display 3. The major factor, making the company make it possible for to avail the chance is its mass production at low expense. Sony was the most significant rival for Fedex Acquisition Of Kinkos Case Study Help in LCD market, however, it had actually likewise started joint endeavor with Samsung in 2003 for LCD making, decreasing the competitors for Samsung.

Porter's Competitive Technique

Low Cost Leadership technique of porter is totally executed by Samsung the way they attain economies of scale by reinforcing their core competencies of production. Even to the point that their competitor SONY chose to form an alliance with them to manufacture for them, since they were not able to take on them on low cost. Distinction is another strategy well executed by Samsung by constant investment in the R&D and staying ahead of the competition. They always bring something innovative and brand-new whether it's an item or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Fedex Acquisition Of Kinkos Case Study Solution would create a brand-new brand name image by targeting the more youthful generation of the particular nation. As, specifically mobile phones of Samsung are preferred among the younger group.


1. It is the best technique to construct Consumer Life time Value (CLV) by creating a long-term relationship with customers. Build commitment through delivering worth and profit for long-term, as research has revealed it is much cheaper to keep present customers than to bring in new ones.
2. Another pro of this alternative is that word of mouth spread quicker amongst younger individuals and which in turn will bring in new clients for my products.


1. Old clients who were connected with Samsung before may not like this new image the company is attempting to depict.
2 It will sustain more expenses to rearrange some products and it may not even bring success as the patterns change really quickly amongst the younger group.

Alternative solution 2.

Samsung has made producing its core competency for the a lot of part of their business and due to which its supervisors are not scared to completely get out of their convenience zone. It would be done by setting up training workshops throughout which significance of marketing will be taught and numbers will be offered. Failure to get the passing scores will get demoted. Marketing environment ought to be created internally initially as genuine marketing starts inside the corporation.


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


2. Its con can create an extremely unhealthy environment in the workplace, as people frequently resist change because they fear it.

Determine the best alternative

First alternative is the best as it clearly has more pros since as soon as a Client Lifetime Worth is constructed the company will benefit from it till that consumer lives and has buying power also. Plus, our target consumers are the younger generation which are bound to live longer than the current old age individuals. However, Samsung's primary goal is to develop commitment among its consumers and make them redeemed it from them and even buy their different products too.

Execution Strategy

• Targeting younger generation through social marketing, developing a link with them like Pepsi finish with music. And set the expectations realistic and possible.
• A group consisting of best marketing and sales professionals must be put together, and both views need to be taken into account before protecting the resources needed to execute the strategy.
• Thorough communication of the strategy must be done as it is really crucial for everybody to be on the exact same page to make it work.
• Jobs and timelines must be build and communicated appropriately to each individual accountable.
• The manager should use a dashboard which reveals the development of all the jobs which have actually been done or about to be done and by whom.
• The manager should keep track of and keep a constant look at the general and individual performance.
• Everybody ought to be willing to adapt midway since any new trend or policy may can be found in due to which all the things currently planned have to be changed. It's better to have contingency plans currently prepared.
• At the end of the project the manager ought to communicate the results and if successful should celebrate with the group.

Budget plan

The M-net program revealed engaging analysis about the low and high growth prospective locations and how much marketing spending plan should be designated accordingly. This modification the budget plan allotment of many managers and various nations were unhappy and argued but the analysis done by the program was accurate and revealed figures like North America and Russia growth possible warranted a 35% allowance while they were receiving 45%. Whereas, China and Europe must be getting 42% however were instead offered 31%. It actually helped to fairly distribute the resources and record more customers by spending more on ads on the high growth capacity regions of the world.


Fedex Acquisition Of Kinkos Case Study Solution is a leading 25 business worldwide now and plans to get ahead of Sony who sits presently at no. 20. Its continuous financial investment in R&D and ingenious practices have moved them to new heights but for them its' only the start and they want to be amongst the leading 3 brand names worldwide. They totally turnaround from practically declaring bankruptcy throughout the Asian Financial Crisis to a world distinguished brand name, understood for quality and development. Their value chain and their core competency their production capability, along-with global brand name image structure have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further expansion in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts must be directed towards younger demographic amidst the internal arguments about marketing and must produce Consumer Lifetime Value as it will not only give them benefits now however will continue to reap it till the customer life time. As the cost of retaining the consumer is much cheaper than drawing in a new one.