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Fedex Acquisition Of Kinkos Case Study Solution and Analysis


Fedex Acquisition Of Kinkos Case Study Help is a widely known international brand name in technology market, founded in 1938 by Lee Byung Chul, in South Korea. Fedex Acquisition Of Kinkos handle large number of item categories including Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic products. Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Samsung items withtheir own brand. Till early 1990s, the core competency of Samsung lie in its low price offerings than its competitors by manufacturing existing products at economies of scale. Its client circle includes Original Devices Manufacturers (OEMs), who used to offer Fedex Acquisition Of Kinkos Case Study Solution products with their own brand. Samsung was not merely understood outside Korea. There were likewise no or little interest in developing the brand name internationally. Marketing budget plan was controlled by production department with a focal point on offering cheap products.During the 1997 Asian Financial Crisis the business nearly got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most important company worldwide. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Samsung as an international brand and educated his divisional supervisors to comprehend marketing and its significance. Now their goal is to reach the top 10 by 2005.

Issue Statement

Samsung's shift from an item based to a marketing business is not going as efficiently as planned.Overcoming the reluctance of divisional supervisors to include marketing efficiently is still a major obstacle. Creating a consistent brand identity throughout the whole world and using marketing techniques that best fits the local culture is no simple task. The M-net program analysis have actually been really valuable in identifying the high and less prospective development areas, but allowance of resources accordingly is not well gotten among the managers. There is no agreement amongst the hierarchy concerning the very best matched future method.
Executive Summary
Situational Analysis

Yun had a rather clear picture in his mind about how Fedex Acquisition Of Kinkos Case Study Solution can change from a low end to a high end product supplier. He understood that improvement can just be done through positioning Samsung as a company providing high-end items and this might just be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand name, with a prospective assistance of its executives, Yun dealt with numerous marketing obstacles in early years of its efforts.

One of the marketing obstacles for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as very same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous company practices, and the existing marketing requirement was too much high, the gap was too broader and to fill this gap with wrong perceptions about marketing was quite tough for Yun.

Along with it the item variety of the business was increasing with the ripening of new product ideas by the R&D sector of Samsung. Yun had an obstacle to perform marketing preparation and to create marketing budget plans for existing as well as for brand-new products from the very beginning, and this would take a substantial time.

A big shift would be required in current marketing expenditures to construct the Samsung brand. This would result in increased marketing expenditures for Samsung and could interrupt the administration concerning increased expenditures, as they were reluctant to marketing expenses previously and an abrupt big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Fedex Acquisition Of Kinkos Case Study Help strengths lie in its substantial item portfolio. Samsung has biggest number of patents in the industry with overall number of 15499 patents given in US( USP).

Another strength of Fedex Acquisition Of Kinkos Case Study Help is its capability to establish ingenious products at a continuous rate. It major proves for the development and item developing of Samsung is that the business has gotten numerous awards for its innovation and item style.

Unlike Apple and other competitors, Samsung is focused on producing devices which can be easily integrated with any type of open source Os (OS) and software. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce high-end items at low cost of production is likewise one of the significant strength of Samsung as it enables the business to record more market by supplying quality items with expense control.


Samsung's weaknesses are hidden in the business's reliance on outsourcing software application for its gadgets due to business's failure in developing software, unlike Sony. Fedex Acquisition Of Kinkos Case Study Solution also has low profit margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lesser difference in quality.


Opportunities for Samsung depend on the growing Smartphone market and the company's effectiveness in the market. It can increase its market share and incomes from cell phone as the company is rather efficient in smart phone market. Samsung presently runs in about 80 countries 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 obtain patents. It would enable the company to increase its item portfolio with a boost in its wealth.


The vibrant market environment of innovation industry position a serious risk on Samsung's survival and force the company to spend much of its profits share on R&D in order to make it through in the long run. The market saturation in industrialized nations i.e. saturation of mobile company is also a big risk for the company's growth in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Samsung provides quality items and has a rather abundant portfolio which caters to various sections. LCD and mobile phones are the most significant items of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Mobile phones.
• A/c unit.
• Desktop computer.
• Hard disks.
• Washing machines.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Fedex Acquisition Of Kinkos Case Study Solution uses both market competitive and market skimming rates methods for its wide array of items. In competitive prices it adjusts the rate according to the competition in order to acquire advantage, whereas, it uses market skimming strategy where the product has actually an added value and by offering a couple of items it can reach break-even.


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

Vrio Analysis
It wasn't a widely known company beyond Korea till 1993. But the management effort taken by their CEO has pushed them to market more efficiently outside the borders and now it has actually entered the league of top 25 business on the planet in just 9 years. This is an impressive accomplishment regardless of the continuous arguments among the managers about adopting marketing practices. It utilizes both offline & online channels of promotion to market their items. Paid item ads, social promo and digital ads are utilizes to produce awareness about Samsung items.

Value Chain Analysis.

It's an analytical structure for identifying business activities that add value or competitive benefit for the business.

Inbound Logistics.

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


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

Outbound Logistics.

Its outbound logistics system performance is among the primary factors Fedex Acquisition Of Kinkos Case Study Solution is able to take on Apple. Samsung's own Electronic Logitec system plays a major 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.

Attracting target consumer attention towards the item is done through marketing and sales to interact with them the value and competitive benefit the item uses. Fedex Acquisition Of Kinkos Case Study Analysis marketing budget plan is continuously rising because they started their rearranging worldwide and will continue to do so as they are continually seeking to broaden and invest in high potential growth markets. The budget plan is spent on events, print and media ads, public relations and so on.

Samsung put their customers at the top and constantly aim to provide unmatchable client service requirements. By including a direct assistance line to call them 24 hours they have even more increased the included value of Samsung service.


Fedex Acquisition Of Kinkos Case Study Solution has diversified market division, based upon its arrangement of vast array of items to large number of consumers. Samsung target client segments can be divided into 3 categories i.e. Fedex Acquisition Of Kinkos Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget options.


Fedex Acquisition Of Kinkos Case Study Analysis geographic division is based upon two requirements i.e. area and density. Samsung serves about 80 nations worldwide with its products supplied to Urban along with Backwoods of the nation. The Samsung is likewise growing its worldwide existence and the company's flexibility in locating its plants encourages worldwide growth of Samsung.


The demographic segmentation of Fedex Acquisition Of Kinkos Case Study Analysis is based upon gender, age, life-cycle stage and profession. Samsung produces products that can be utilized by both males and females. The target consumers for Samsung IT and mobile communication items have an age series of 18-65 with bulk at a young or newly married life cycle stage. They are mostly students, staff members and professionals. Apart from it, Samsung Customer Electronic devices are targeted to a customer sector with an age series of 25-65. They are mostly experts and staff members. Samsung Device Solutions are targeted at trainees, employees and specialists 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 primarily upper middle, middle and working class customers, as Samsung offer items like cell phones very little cheaper i.e. Motorola along with very little costly i.e. Apple. It offers quality products to middle level customers at a slightly high rate than others targeting the exact same sector.


Fedex Acquisition Of Kinkos Case Study Solution majority target customers have unique behavioural attributes. 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 lowered 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. Due to the fact that of the high overhead expense, profits/ sales are increasing but net earnings is not increasing accordingly. New expansions and hiring's were the primary reason of the boost in the overhead costs, with china presently not offering any earnings to Samsung, however there is so much potential in the present market with 75 % yet to be explored.

Qualitative analysis.

Yes, this choice is based upon the mission of Kim to target the younger audience and create a global brand name picture of the company. Whereas, the core strength of the company is currently producing but long gone are those days when excellent products were selling themselves. In the current age marketing is very important and companies can not succeed without it. Kim has actually already begun to strengthen the marketing activities of Samsung and soon it will turn into one of its core strength like producing if not much better.



Samsung operates designs, makes and sell a vast portfolio of consumer electronic devices. It runs in an exceptionally competitive environment and has effectively positioned itself as the maker of quality products. So, the answer is yes.


As, said previously that Fedex Acquisition Of Kinkos Case Study Help runs in a highly competitive environment, which suggests all the business have similar products. The response for rarity is no.


Due to the nature of the industry, it is really simple for rivals to understand the performance of the items and quickly make their own designs. Yes, Samsung is only behind IBM in registering brand-new patents every year, however the benefit is extremely short-term in this industry.


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

External Ecological Analysis

PESTLE Analysis


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


Buying power of customers is crucial for business like Samsung to be successful and grow. Emerging markets like India, middle-eastern countries etc. offer development chances, whereas, due to economic crisis even the consumers of developed countries suffer terribly. It is really important for the company to keep an eye on the ongoing financial situation of the nation prior to getting in the market.


International business need to face various social and cultural issues throughout its operations in a foreign country. Samsung has actually likewise dealt with numerous concerns however have adopted to the regional environments of the majority of the nations exceptionally well. It has tailored its items, practices, policies and so on accordingly in order to achieve success.


With an annual expenditure of 2.4 billion dollars in Research study & Development, and with consistent innovative product launches, Fedex Acquisition Of Kinkos Case Study Analysis is one of the leading ingenious business of the world. With a clear mission to be ahead of the rest when it comes to technological advancements, Samsung has actually risen 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 have to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal repercussions. So, it needs to study or employ a regional law expert prior to starting its operations in a particular nation.


With the increasing awareness amongst customers about the ethical & environmental infractions of business, Samsung needs to ensure that it follows all the safety standards. Ecological damages, ethical misconducts are not acceptable and in some nations the effects can be really severe. On the other hand it needs to do some Business Social Obligation practices to show the locals that it appreciates their environment and individuals.

Porter's Five Forces

Risk of Substitution

Hazard of substitution for Samsung's each item category is rather considerable. Aspects for high threat of substitution for Fedex Acquisition Of Kinkos Case Study Solution Mobile phone include the existence of high number of providers and Market saturation in industrialized countries, which make the expense of changing for consumers almost absolutely no. Along with it, Samsung printing options products are threatened by the increasing attraction of clients towards cloud storage.

Rivalry 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 various variety of item categories, requiring Samsung to introduce more ingenious functions in existing products and new innovative products to preserve its development. Other element for the extreme rivalry amongst the rivals is the little item differentiation amongst the products. The prominent players in the innovation industry are rather knowledgeable about the value of R&D costs for their survival and are encountering a race of marketing and R&D costs, to catch the marketplace. The significant competitors for Fedex Acquisition Of Kinkos Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the fluctuating market shares which can be seen in Exhibition F.

Bargaining Power of Suppliers:

( 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 Fedex Acquisition Of Kinkos Case Study Solution to develop its own software, it has to outsource its software application advancement to Google, which becomes a possible provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in most of the product categories 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 products at a greater price than much of its competitors, due to high end quality item and a fair brand image.

Threat of New Entrants:

Risk of brand-new entrants for Samsung is quite low. One of the significant element for low risk of new entrants is the high competitors in the industry. The requirement of huge quantity of capital to enter in the marketplace is likewise among the potential barrier to entry. In addition to it, requirement of big expertise and research study and development expenditures for survival in the industry likewise make new entrants reluctant to enter in the market. Market saturation is likewise one of the barrier of entry in technology industry. High bargaining power of providers require the gamers in the market to charge as low prices as possible and this can only be accomplished by production performance. Brand-new companies, in bulk cases, do not have the production efficiency, hence increasing the risks for entrance in the technology market.

Competitive Analysis

Samsung's high item diversity offers 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, Fedex Acquisition Of Kinkos Case Study Help had a substantial R&D costs on all of its item classifications which allow the company to make possible income from sales of nearly all of its items.

The business ranks first in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to global market share, amongst 8 various item categories. Samsung was the global leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel however its revenues from chips was growing much faster than Intel and has actually grown close to the revenue levels of Intel, as given in the case Exhibition 2.

In addition to the chips Samsung mobile market was likewise growing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's mobile phone's sales development was 51% as compare to Motorola with just 4% and Nokia with zero sales growth. The significant reson behind Samsung's high development despite of higher costs than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was likewise profiting from increasing market share of high-end LCDs as given in case Exhibit 3. The significant reason, making the company make it possible for to avail the opportunity is its mass production at low cost. Sony was the biggest competitor for Fedex Acquisition Of Kinkos Case Study Analysis in LCD market, however, it had actually likewise started joint venture with Samsung in 2003 for LCD producing, lessening the competitors for Samsung.

Porter's Competitive Strategy

Low Expense Management method of porter is fully carried out by Samsung the way they attain economies of scale by strengthening their core proficiencies of manufacturing. They always bring something new and innovative whether it's a service or an item.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Fedex Acquisition Of Kinkos Case Study Help would create a brand-new brand image by targeting the younger generation of the specific country. As, particularly smart phones of Samsung are preferred among the younger group.


1. It is the best method to develop Customer Lifetime Value (CLV) by developing a long-lasting relationship with customers. Construct loyalty through delivering worth and profit for long-lasting, as research study has actually revealed it is much cheaper to retain existing customers than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker amongst younger individuals and which in turn will generate brand-new clients for my products.


1. Old customers who were related to Samsung prior to might not like this new image the company is attempting to represent.
2 It will sustain additional expenditures to rearrange some products and it might not even bring success as the patterns alter extremely quickly amongst the more youthful demographic.

Alternative service 2.

It would be done by organizing training workshops throughout which significance of marketing will be taught and numbers will be provided. Marketing environment must be developed internally first as real marketing starts inside the corporation.


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


2. Its con can develop a really unhealthy environment in the work environment, as individuals typically withstand change since they fear it.

Identify the best option

Alternative is the best as it clearly has more pros since as soon as a Customer Lifetime Value is constructed the business will benefit from it till that client is alive and has purchasing power. Plus, our target consumers are the younger generation which are bound to live longer than the present aging individuals. Samsung's primary goal is to produce commitment among its customers and make them repurchase it from them and even purchase their various items.

Execution Strategy

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi finish with music. And set the expectations sensible and possible.
• A team consisting of best marketing and sales specialists must be assemble, and both views need to be considered before securing the resources needed to carry out the strategy.
• Thorough communication of the plan should be done as it is extremely crucial for everybody to be on the exact same page to make it work.
• Tasks and timelines must be develop and interacted accordingly to each person responsible.
• The supervisor ought to use a dashboard which reveals the progress of all the jobs which have actually been done or about to be done and by whom.
• The supervisor must keep track of and keep a constant look at the individual and overall performance.
• Everyone should want to adjust midway since any brand-new pattern or policy may come in due to which all the things currently prepared have to be changed. It's much better to have contingency strategies already prepared.
• At the end of the project the supervisor need to communicate the outcomes and if effective ought to celebrate with the team.

Spending plan

The M-net program revealed engaging analysis about the low and high development possible locations and how much advertising budget should be assigned accordingly. This change the spending plan allowance of various nations and lots of managers were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia growth prospective merited a 35% allowance while they were receiving 45%. Whereas, China and Europe ought to be getting 42% however were instead offered 31%. It actually helped to relatively distribute the resources and catch more consumers by spending more on advertisements on the high development potential areas of the world.

Its consistent financial investment in R&D and innovative practices have actually propelled them to brand-new heights however for them its' only the start and they desire to be amongst the leading 3 brand names in the world. Their marketing efforts ought to be directed towards more youthful market amid the internal arguments about marketing and ought to produce Customer Lifetime Worth as it will not only give them benefits now however will continue to enjoy it till the consumer life time. As the cost of retaining the customer is much cheaper than bring in a brand-new one.