Fedex Acquisition Of Kinkos Harvard Case Study Analysis

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Fedex Acquisition Of Kinkos Case Study Solution and Analysis


Fedex Acquisition Of Kinkos Case Study Analysis is a popular global brand name in technology market, founded in 1938 by Lee Byung Chul, in South Korea. Fedex Acquisition Of Kinkos handle large number of product categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the company's core clients consist of the Original Devices Manufacturers (OEMs), which used to offer Organization products withtheir own trademark name. Till early 1990s, the core competency of Organization depend on its low price offerings than its rivals by producing existing items at economies of scale. Its consumer circle consists of Original Equipment Manufacturers (OEMs), who utilized to sell Fedex Acquisition Of Kinkos Case Study Analysis items with their own brand. Company was not merely understood outside Korea. There were also no or little interest in constructing the brand name internationally. Marketing budget was managed by production department with a focal point on offering inexpensive products.During the 1997 Asian Financial Crisis the company nearly got bankrupt, however 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 noted. He rearranged Company as a worldwide brand name and educated his divisional supervisors to comprehend marketing and its value. Now their objective is to arrive 10 by 2005.

Problem Statement

Org's shift from an item based to a marketing company is not going as efficiently as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing efficiently is still a significant challenge. Creating a constant brand name identity across the entire world and employing marketing strategies that finest fits the regional culture is no easy job. The M-net program analysis have actually been actually helpful in identifying the high and less potential growth locations, however allocation of resources appropriately is not well received among the supervisors. There is no agreement amongst the hierarchy regarding the best matched future method.
Executive Summary
Situational Analysis

Yun had a quite clear photo in his mind about how Fedex Acquisition Of Kinkos Case Study Analysis can change from a low end to a high end product service provider. He knew that transformation can only be done through positioning Organization as a company using high-end items and this might only be done through high level of marketing.

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

Among the marketing challenges for Yun was the understandings of executives about the worth of marketing. They thought about 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 rather low in their previous service practices, and the present marketing requirement was excessive high, the gap was too larger and to fill this gap with incorrect perceptions about marketing was quite challenging for Yun.

As stated above, marketing focus was really low in previous practices, for that reason there were no proper marketing spending plans for each of the product on the portfolio. There was no marketing preparation provided for the existing items. In addition to it the item variety of the business was increasing with the ripening of new item concepts by the R&D sector of Enterprise. Yun had an obstacle to carry out marketing preparation and to create marketing spending plans for existing in addition to for brand-new products from the very start, and this would take a huge time.

A substantial shift would be needed in existing marketing expenditures to develop the Fedex Acquisition Of Kinkos Case Study Solution brand name. This would lead to increased marketing expenses for Organization and might interrupt the administration regarding increased expenses, as they were reluctant to marketing expenditures previously and an unexpected big shiftwould make them disrupt. This might result in decreasing executive support for international marketing. In this circumstance, Yun deals with a difficulty for validating increased marketing expenditures by showing the long term worth of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Org strengths lie in its big item portfolio. Venture has largest variety of patents in the market with total variety of 15499 patents given in United States( USP). Big amount of R&D spending has actually allowed the business to grow its item 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 total incomes.

Another strength of Fedex Acquisition Of Kinkos Case Study Solution is its capability to develop ingenious products at a continuous rate. It major shows for the innovation and product developing of Enterprise is that the company has gotten a lot of awards for its development and item design.

Unlike Apple and other rivals, Corporation is focused on producing gadgets which can be quickly integrated with any kind of open source Os (OS) and software. This supplies Business an edge over Apple gadgets.
Porter's 5 Forces Analysis
Business's capability to produce high end items at low cost of production is likewise one of the significant strength of Org as it makes it possible for the business to record more market by providing quality products with cost control.

Weak points

Fedex Acquisition Of Kinkos Case Study Solution weaknesses are concealed in the company's dependence on outsourcing software for its gadgets due to company's failure in developing software, unlike Sony. Org likewise has low revenue margins as compare to Apple due to substantial distinction in the costs of Apple and Enterprise with a much lower difference in quality. The diverse focus of the business due to a great deal of products in its portfolio, lead to the less efficient production and make the company not able to charge greater costs like Apple. The company is also inefficient in managing its patents and regularly faces the issue of patent offense.


Opportunities for Fedex Acquisition Of Kinkos Case Study Solution lie in the growing Mobile phone market and the business's efficiency in the market. Business currently runs in about 80 nations and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of innovation industry present a severe threat on Business's survival and force the business to invest much of its incomes share on R&D in order to endure in the long run. The market saturation in industrialized countries i.e. saturation of mobile business is also a huge hazard for the company's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Fedex Acquisition Of Kinkos Case Study Help provides quality products and has a quite rich portfolio which accommodates various segments. Most of the products are in the top 3 of their respective industries. LCD and smart phones are the most significant items of Organization, whereas DRAM is also not far behind in comparison of them. Following is the product line of Org:

• Laptops.
• Smart phone.
• Air conditioner.
• Computer.
• Hard disk drives.
• Washing machines.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Fedex Acquisition Of Kinkos Case Study Solution uses both market competitive and market skimming prices strategies for its wide range of products. In competitive pricing it adjusts the cost according to the competition in order to acquire benefit, whereas, it utilizes market skimming strategy where the item has an added value and by selling a couple of items 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 provided to the selling location/ delivered to the customers straight in case of online order.

Vrio Analysis
It wasn't a well-known business beyond Korea till 1993. The management initiative taken by their CEO has pressed them to market more effectively outside the borders and now it has gone into the league of top 25 business in the world in simply 9 years. This is an impressive achievement despite the continuous arguments amongst the managers about adopting marketing practices. It uses both offline & online channels of promotion to market their items. Paid item advertisements, social promo and digital advertisements are utilizes to produce awareness about Corp products.

Worth Chain Analysis.

It's an analytical framework for recognizing business activities that add worth or competitive advantage for the company.

Inbound Logistics.

For its inbound logistics it owns different logistics companies as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even decreased their payment cycles to improve this relationship further which adds value to their chain network.


Org's core competency is its mass making it produces 90% of its products internal. Divided into 3 various departments its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronics. It is maintaining operation centers worldwide to even more add value to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the main reasons Fedex Acquisition Of Kinkos Case Study Solution has the ability to compete with Apple. Venture's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Organization.

Marketing and Sales.

Attracting target consumer attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the product provides. Fedex Acquisition Of Kinkos Case Study Solution marketing budget is continually on the rise given that they began their repositioning globally and will continue to do so as they are continuously wanting to invest and expand in high potential development markets. The budget is spent on occasions, print and media advertisements, public relations etc.

Organization Service. Venture put their clients on top and constantly make every effort to provide unmatchable customer service standards. As after sales service is becoming exceptionally crucial to keep clients pleased and engaged, they even perform studies through third parties to discover their consumer's feedback and execute it in the positive way to lower or if possible totally remove their client concerns. By including a direct support line to contact them 24 hr they have actually further increased the included value of Fedex Acquisition Of Kinkos Case Study Help service.


Fedex Acquisition Of Kinkos Case Study Help has actually diversified market division, based upon its arrangement of vast array of items to large number of customers. Business target customer segments can be divided into 3 classifications i.e. Fedex Acquisition Of Kinkos Case Study Analysis IT and Mobile Communications, Org Consumer Electronic Devices and Corp Gadget services.


Fedex Acquisition Of Kinkos Case Study Help geographic division is based upon two requirements i.e. area and density. Venture serves about 80 nations worldwide with its items offered to Urban in addition to Backwoods of the country. The Company is also growing its global existence and the business's versatility in finding its plants motivates worldwide growth of Company.


The group division of Fedex Acquisition Of Kinkos Case Study Help is based upon gender, age, life-cycle stage and occupation. Company produces products that can be used by both males and women. The target customers for Enterprise IT and mobile communication products have an age series of 18-65 with majority at a young or recently married life process phase. They are mainly staff members, experts and students. Apart from it, Enterprise Customer Electronic devices are targeted to a client segment with an age series of 25-65. They are primarily experts and workers. Org Device Solutions are targeted at trainees, workers and experts with an age range of 25-65.


The psychographic segmentation of Fedex Acquisition Of Kinkos Case Study Solution s based upon the social class and the life style of the consumer. Corporation target customers on the basis of social class are mainly upper middle, middle and working class clients, as Venture offer products like mobile phone very little less expensive i.e. Motorola along with very little costly i.e. Apple. It offers quality products to middle level consumers at a slightly high rate than others targeting the same section.


Fedex Acquisition Of Kinkos Case Study Help bulk target customers have special behavioural attributes. It has consumers with an ambitious, fashionable and identified character with moderate level of loyalty towards the brand name. Its consumers have some degree of shift towards other distinguished brand names i.e. Apple. The majority of Company consumers want quality as well as expense control. Because of its moderate costs with an extent of quality, they are brought in towards Venture.

Quantitative analysis.

Sales of Corporation has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has likewise decreased its debt from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Enterprise with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Profits/ sales are increasing however net earnings is not increasing appropriately due to the fact that of the high overhead cost. New expansions and employing's were the primary reason of the increase in the overhead expenses, with china currently not offering any profit to Organization, however there is so much potential in the existing market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the company is currently producing however long gone are those days when good products were offering themselves. Kim has already started to reinforce the marketing activities of Business and extremely quickly it will end up being one of its core strength like making if not much better.



Company runs styles, manufactures and sell a large portfolio of consumer electronic devices. It operates in an incredibly competitive environment and has actually 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 an extremely competitive environment, which means all the business have comparable products. So, the answer for rarity is no.


Due to the nature of the industry, it is extremely simple for rivals to comprehend the functionality of the products and quickly make their own designs. Yes, Organization is just behind IBM in signing up new patents each year, but the benefit is very short-term in this industry.


Chairman Lee has totally turn-around Corporation, from going almost insolvent during the Asian monetary crisis of 1997 to the top 25 business in the world. Absolutely yes there is proper organization in the business and the results speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every country worldwide, bulk of the environments like USA, Europe, China etc., are really conductive for its operations. It deals with some political pressures in less industrialized nations where law and order scenario is not great. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Fedex Acquisition Of Kinkos Case Study Help operations.


Purchasing power of consumers is important for business like Enterprise to be successful and grow. Emerging markets like India, middle-eastern nations etc. offer growth opportunities, whereas, due to recession even the consumers of developed nations suffer terribly. It is very essential for the company to keep an eye on the continuous economic situation of the country prior to entering the market.


International companies need to deal with various social and cultural concerns during its operations in a foreign nation. Business has actually likewise dealt with lots of problems however have actually adopted to the local environments of the majority of the countries extremely well. It has tailored its items, practices, policies etc. appropriately in order to be successful.


With an annual expense of 2.4 billion dollars in Research study & Development, and with consistent ingenious item launches, Fedex Acquisition Of Kinkos Case Study Solution is among the top innovative companies of the world. With a clear objective to be ahead of the rest when it concerns technological improvements, Org has actually increased to the no 25 of the top effective business of the world.


Each country has their own laws and policies, being an international company Company need to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal consequences. So, it has to study or hire a regional law specialist prior to starting its operations in a specific nation.


With the increasing awareness among consumers about the environmental & ethical violations of companies, Organization needs to make sure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the effects can be very serious. On the other hand it has to do some Business Social Responsibility practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Danger of Replacement

Hazard of alternative for Venture's each product category is rather substantial. Factors for high danger of replacement for Fedex Acquisition Of Kinkos Case Study Help Smartphone consist of the existence of high number of providers and Market saturation in developed countries, which make the expense of changing for customers practically absolutely no. Along with it, Corporation printing solutions products are threatened by the increasing attraction of consumers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Organization and its close competitors is intense. The major factor behind this is the technique of market saturation in various number of product categories, forcing Venture to introduce more ingenious features in existing products and new ingenious items to maintain its growth. The major rivals for Fedex Acquisition Of Kinkos Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Fedex Acquisition Of Kinkos Case Study Help has a large supply chain including about 2700 providers across the world.( Enterprise Sustainability Report, 2016) Supplier's bargaining power for Business is low as Venture runs economies of scale and its orders are of potential size and worth. These substantial orders enable Venture to negotiate costs with its providers. Due to incapability of Org to develop its own software, it has to outsource its software application advancement to Google, which ends up being a prospective provider of software for Organization, resulting in high bargaining power of Google. Although, in the majority of cases Org has a power to negotiate prices, but it provide significant rates to its providers to develop a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Negotiating power of purchasers for numerous variety of item classifications of Enterprise is extreme. One of the aspect causing the intense bargaining power is the schedule of a great deal of competitors in practically each item category i.e. competitors of Corporation Smart device, with a very little differentiation. The high availability of providers of Smart devices with minimum differentiation, make the changing cost for purchasers almost absolutely no, hence increasing the bargaining power of purchasers. Market saturation in the majority of the product classifications likewise make the bargaining power of buyers more extreme in for Fedex Acquisition Of Kinkos Case Study Solution. In spite of igh bargaining power Corporation is quite efficient in selling its products at a greater price than much of its competitors, due to high end quality product and a fair brand name image.

Hazard of New Entrants:

Danger of brand-new entrants for Fedex Acquisition Of Kinkos Case Study Help is quite low. Along with it, requirement of huge competence and research study and advancement expenditures for survival in the market likewise make new entrants reluctant to go into in the market. Market saturation is also one of the barrier of entry in innovation industry.

Competitive Analysis

Corporation's high item diversity offers it differentiation from its competitors. It is among the 3 top brand names by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus majority on a single product classification with Sony concentrating on consumer electronics, Nokia on cell phones and Intel on chips, Business had a huge R&D spending on all of its product categories which allow the company to earn potential earnings from sales of practically all of its items. (See Exhibit) However, due to the broad product variety the business deals with high number of competitors.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in terms of international market share, among 8 various item classifications. Venture was the international leader in making DRAM, SRAM and NAND flash chips. Although, Business revenues from chips was less than Intel but its profits from chips was growing quicker than Intel and has grown near the profits levels of Intel, as given in the case Exhibition 2.

Together with the chips Venture mobile market was also flourishing at a high rate than its rivals i.e. Motorola and Nokia. Venture's cell phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The major reson behind Enterprise's high development despite of greater costs than Nokia and Motorola was the company's high-end quality cell phones.

Org was likewise reaping the benefits from increasing market share of high end LCDs as given up case Exhibit 3. The major factor, making the business allow to get the opportunity is its mass production at low cost. Sony was the greatest rival for Fedex Acquisition Of Kinkos Case Study Analysis in LCD market, nevertheless, it had also started joint venture with Corp in 2003 for LCD making, reducing the competitors for Enterprise.

Porter's Competitive Method

Low Cost Management strategy of porter is fully executed by Company the way they achieve economies of scale by strengthening their core competencies of production. They always bring something ingenious and brand-new whether it's a service or a product.


Alternative Service 1

The Chief Marketing Officer (CMO) of Fedex Acquisition Of Kinkos Case Study Analysis would produce a new brand image by targeting the more youthful generation of the particular nation. As, specifically cellphones of Enterprise are popular amongst the younger market.


1. It is the best method to develop Client Lifetime Worth (CLV) by creating a long-term relationship with clients. Construct loyalty through delivering value and profit for long-lasting, as research has actually revealed it is much cheaper to maintain current consumers than to attract new ones.
2. Another pro of this alternative is that word of mouth spread quicker amongst more youthful individuals and which in turn will generate brand-new customers for my products.


1. Old clients who were associated with Enterprise before might not like this new image the company is attempting to represent.
2 It will sustain further expenditures to rearrange some products and it may not even bring success as the patterns change extremely rapidly amongst the younger demographic.

Alternative service 2.

It would be done by setting up training workshops throughout which value of marketing will be taught and numbers will be offered. Marketing environment should be created internally first as genuine marketing starts inside the corporation.


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


2. Its con can produce an extremely unhealthy environment in the office, as people frequently withstand modification since they fear it.

Determine the best alternative

Very first option is the best as it clearly has more pros due to the fact that as soon as a Client Lifetime Value is developed the company will benefit from it till that client is alive and has buying power as well. Plus, our target customers are the more youthful generation which are bound to live longer than the current old age individuals. Business's main objective is to create loyalty amongst its clients and make them redeemed it from them and even purchase their various products.

Application Strategy

• Targeting younger generation through social marketing, producing a link with them like Pepsi do with music. And set the expectations realistic and achievable.
• A team including best marketing and sales experts need to be put together, and both views ought to be taken into consideration prior to securing the resources needed to carry out the strategy.
• Thorough communication of the plan need to be done as it is really crucial for everyone to be on the exact same page to make it work.
• Tasks and timelines must be develop and interacted accordingly to each person accountable.
• The supervisor should utilize a control panel which shows the progress of all the jobs which have been done or about to be done and by whom.
• The manager should monitor and keep a continuous check on the private and total performance.
Due to the fact that any new pattern or policy may come in due to which all the things currently prepared have actually to be adjusted, • Everyone should be ready to adjust midway. It's much better to have contingency plans currently prepared.
• At the end of the campaign the manager ought to interact the results and if successful must celebrate with the team.

Spending plan

This modification the budget allocation of various nations and numerous managers were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia growth prospective merited a 35% allocation while they were receiving 45%. It truly helped to relatively distribute the resources and catch more consumers by spending more on advertisements on the high development capacity regions of the world.

Its consistent investment in R&D and innovative practices have propelled them to brand-new heights however for them its' only the start and they desire to be among the leading 3 brands in the world. Their marketing efforts should be directed towards younger market amidst the internal arguments about marketing and ought to produce Customer Lifetime Value as it will not just give them benefits now but will continue to enjoy it till the customer life time. As the cost of maintaining the customer is much more affordable than bring in a brand-new one.