Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Harvard Case Study Solution

Home >> Hrm >> Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner

Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Solution and Analysis


Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help is a well-known international brand in technology market, established in 1938 by Lee Byung Chul, in South Korea. Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner handle a great deal of product categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic products. Historically, the company's core clients consist of the Original Equipment Manufacturers (OEMs), which used to offer Samsung items withtheir own trademark name. Till early 1990s, the core competency of Samsung lie in its low cost offerings than its competitors by manufacturing existing products at economies of scale. Its consumer circle includes Original Equipment Manufacturers (OEMs), who utilized to offer Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis products with their own trademark name. Samsung was not simply known outside Korea. There were also no or little interest in constructing the brand internationally. Marketing budget plan was managed by production department with a prime focus on providing low-cost products.During the 1997 Asian Financial Crisis the company nearly got insolvent, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the top 25 most important business in the world. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even noted. He rearranged Samsung as a global brand and educated his divisional managers to comprehend marketing and its importance. Now their objective is to reach the top 10 by 2005.

Problem Statement

Samsung's transition from a product based to a marketing business is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing effectively is still a major challenge. Producing a constant brand identity throughout the entire world and using marketing techniques that finest fits the local culture is no easy job. The M-net program analysis have actually been actually handy in determining the high and less prospective growth areas, however allocation of resources accordingly is not well received among the managers. There is no consensus among the hierarchy regarding the best matched future strategy.
Executive Summary
Situational Analysis

Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help efforts for building its brand name throughout the world was started after introducing the "brand-new management effort" by Chairman Lee in 1993. The objective was to change Samsung from a low-cost OEM to a high value-added item service provider. To make the vision of Samsung a truth, 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 high-end item supplier. He knew that improvement can only be done through placing Samsung as a company offering high-end items and this might just be done through high level of marketing.

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

Among the marketing challenges for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as exact 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 organisation practices, and the present marketing requirement was too much high, the space was too larger and to fill this gap with wrong perceptions about marketing was quite tough for Yun.

Along with it the product range of the company was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had a challenge to carry out marketing preparation and to produce marketing budget plans for existing as well as for brand-new items from the very beginning, and this would take a substantial time.

A big shift would be needed in existing marketing expenditures to develop the Samsung brand. This would result in increased marketing expenses for Samsung and might interrupt the administration relating to increased expenditures, as they were reluctant to marketing expenditures formerly and a sudden big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Samsung strengths lie in its big product portfolio. Samsung has largest number of patents in the market with total number of 15499 patents approved in United States( USP). Large quantity of R&D costs has actually made it possible for the business to grow its product portfolio at a higher rate than its rivals. Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total earnings.

Another strength of Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help is its capability to develop innovative products at a constant rate. It major proves for the innovation and item designing of Samsung is that the company has actually gotten a lot of awards for its development and item style.

Unlike Apple and other rivals, Samsung is focused on producing devices which can be quickly integrated with any type of open source Operating System (OS) and software. This offers Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce luxury products at low cost of production is likewise among the major strength of Samsung as it enables the company to record more market by supplying quality products with cost control.


Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Solution weak points are concealed in the business's dependence on outsourcing software application for its devices due to company's failure in developing software, unlike Sony. Samsung also has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lesser distinction in quality. The varied 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 business is also inefficient in managing its patents and regularly deals with the problem of patent violation.


Opportunities for Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Solution lie in the growing Mobile phone market and the business's efficiency in the market. Samsung currently runs in about 80 countries and the company has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant industry environment of technology industry pose a severe risk on Samsung's survival and force the company to spend much of its revenues share on R&D in order to survive in the long run. The marketplace saturation in developed countries i.e. saturation of mobile company is also a big threat for the business's growth in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

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

• Laptops.
• Cellphone.
• Air conditioning unit.
• Computer.
• Disk drives.
• Washer.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis utilizes both market competitive and market skimming pricing strategies for its wide array of products. In competitive rates it changes the cost according to the competitors in order to acquire benefit, whereas, it uses market skimming strategy where the product has actually an added value and by offering a few items it can reach break-even.


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

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

Value Chain Analysis.

It's an analytical structure for recognizing service activities that include worth or competitive benefit for the business.

Incoming Logistics.

It has among the most effective and effective supply chain network and has over 2700 providers across numerous industries around the globe. Practically 80% of which is based in Asia and the remaining all over the world. For its inbound logistics it owns numerous logistics companies as it subsidiaries. It takes care of its suppliers and develops an unified relationship with them and even decreased their payment cycles to boost this relationship further which adds value to their chain network.


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

Outbound Logistics.

Its outgoing logistics system performance is among the main factors Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Solution is able to compete with Apple. Samsung's own Electronic Logitec system plays a significant function 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 client attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the product provides. Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis advertising budget is continually increasing because they started their rearranging worldwide and will continue to do so as they are continually wanting to invest and broaden in high prospective development markets. The budget is invested in events, print and media advertisements, public relations and so on.

Samsung Service. Samsung put their customers on top and constantly strive to deliver unmatchable customer support requirements. As after sales service is ending up being incredibly essential to keep consumers delighted and engaged, they even conduct studies through third parties to learn their client's feedback and implement it in the favorable method to reduce or if possible entirely eliminate their client problems. By including a direct support line to contact them 24 hours they have actually further increased the added value of Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis service.


Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help has diversified market division, based upon its provision of large range of products to large number of consumers. Samsung target customer sectors can be divided into 3 classifications i.e. Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help IT and Mobile Communications, Samsung Customer Electronics and Samsung Device solutions.


Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis geographic segmentation is based upon 2 criteria i.e. area and density. Samsung serves about 80 nations worldwide with its products provided to Urban as well as Backwoods of the country. The Samsung is also growing its international presence and the company's flexibility in finding its plants motivates worldwide growth of Samsung.


Samsung produces products that can be utilized by both females and males. The target customers for Samsung IT and mobile communication items have an age variety of 18-65 with bulk at a young or newly wed life cycle phase. Apart from it, Samsung Consumer Electronics are targeted to a client segment with an age range of 25-65.


The psychographic segmentation of Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Solution s based upon the social class and the life style of the customer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class customers, as Samsung sell products like cell phones very little cheaper i.e. Motorola in addition to very little expensive i.e. Apple. It supplies quality products to middle level consumers at a somewhat high cost than others targeting the exact same section.


Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help bulk target clients have distinct behavioural characteristics. It has clients with an enthusiastic, stylish and figured out personality with moderate level of commitment towards the brand name. Its clients have some degree of shift towards other popular brand names i.e. Apple. The majority of Samsun consumers want quality along with cost control. Due to the fact that of its moderate rates with a level of quality, they are brought in towards Samsung.

Quantitative analysis.

Sales of Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 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.

Qualitative analysis.

Whereas, the core strength of the company is presently making but long gone are those days when great products were offering themselves. Kim has actually already begun to strengthen the marketing activities of Samsung and extremely soon it will end up being one of its core strength like manufacturing if not much better.



Samsung runs styles, produces and sell a large portfolio of consumer electronics. It runs in an exceptionally competitive environment and has effectively positioned itself as the maker of quality items. So, the response is yes.


As, said previously that Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis operates in an extremely competitive environment, which implies all the companies have similar items. So, the response for rarity is no.


Due to the nature of the industry, it is very easy for rivals to understand the performance of the items and quickly make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents each year, but the benefit is extremely short-term in this industry.


Chairman Lee has completely turn-around Samsung, from going practically bankrupt throughout the Asian monetary crisis of 1997 to the top 25 company in the world. Absolutely yes there appertains organization in the company and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread practically in every country worldwide, majority of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. It faces some political pressures in less industrialized nations where law and order scenario is not great. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis operations.


Buying power of consumers is essential for companies 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 industrialized countries suffer badly. For this reason it is extremely essential for the company to watch on the continuous financial circumstance of the country before getting in the marketplace.


International business need to face various social and cultural issues during its operations in a foreign country. Samsung has actually also faced many concerns but have actually embraced to the regional environments of most of the countries exceptionally well. It has actually tailored its products, practices, policies and so on appropriately in order to be successful.


With a yearly expense of 2.4 billion dollars in Research & Development, and with constant ingenious item launches, Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis is among the top ingenious companies 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 companies of the world.


Each country has their own laws and policies, being an international business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal effects. So, it needs to study or hire a regional law specialist before starting its operations in a specific nation.


With the increasing awareness amongst consumers about the environmental & ethical offenses of companies, Samsung needs to make sure that it follows all the security guidelines. Environmental damages, ethical misconducts are not acceptable and in some nations the repercussions can be very severe. On the other hand it needs to do some Corporate Social Obligation practices to show the residents that it cares about their environment and individuals.

Porter's Five Forces

Risk of Replacement

Risk of substitution for Samsung's each item classification is quite substantial. Elements for high danger of substitution for Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Solution Mobile phone include the existence of high number of suppliers and Market saturation in industrialized nations, which make the cost of switching for consumers practically absolutely no. Along with it, Samsung printing solutions items are threatened by the increasing destination of customers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Samsung and its close rivals is extreme. The major reason behind this is the method of market saturation in different number of product classifications, requiring Samsung to present more ingenious features in existing items and new ingenious items to preserve its development. Other element for the extreme competition amongst the rivals is the little item distinction among the items. The prominent players in the technology industry are rather aware of the significance of R&D spending for their survival and are running into a race of marketing and R&D costs, to record the market. The major rivals for Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. 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 potential size and worth. Due to incapability of Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis to develop its own software application, it has to outsource its software development to Google, which ends up being a prospective provider of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Negotiating power of buyers for numerous number of item categories of Samsung is extreme. One of the factor resulting in the extreme bargaining power is the availability of a great deal of rivals in almost each item category i.e. competitors of Samsung Mobile phone, with an extremely little distinction. The high accessibility of providers of Smart devices with minimum differentiation, make the changing cost for purchasers practically no, for this reason increasing the bargaining power of purchasers. Market saturation in most of the product categories likewise make the bargaining power of buyers more intense in for Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Help. In spite of igh bargaining power Samsung is rather efficient in selling its products at a higher rate than much of its competitors, due to high-end quality item and a fair brand name image.

Risk of New Entrants:

Risk of brand-new entrants for Samsung is rather low. Among the major element for low threat of new entrants is the high competitors in the industry. The requirement of substantial quantity of capital to enter in the marketplace is also among the possible barrier to entry. Along with it, requirement of substantial proficiency and research study and development expenditures for survival in the industry likewise make new entrants hesitant to go into in the market. Market saturation is also one of the barrier of entry in innovation industry. High bargaining power of suppliers force the players in the market to charge as low rates as possible and this can only be attained by production efficiency. Brand-new firms, in majority cases, lack the production effectiveness, for this reason increasing the threats for entrance in the innovation industry.

Competitive Analysis

Samsung's high item diversity supplies it distinction from its competitors. It is among the 3 top brand names by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single product classification with Sony concentrating on customer electronics, Nokia on cell phones and Intel on chips, Samsung had a substantial R&D spending on all of its item classifications which enable the company to make prospective profits from sales of practically all of its products. (See Exhibit) However, due to the wide item variety the company deals with high number of competitors.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in terms of global market share, among 8 various item categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Samsung earnings from chips was less than Intel but its incomes from chips was growing much faster than Intel and has actually grown close to the earnings levels of Intel, as provided in the case Exhibition 2.

In addition to the chips Samsung mobile market was also flourishing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high development despite of greater rates than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was also reaping the benefits from increasing market share of luxury LCDs as given in case Exhibition 3. The significant reason, making the business make it possible for to obtain the opportunity is its mass production at low cost. Sony was the greatest competitor for Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis in LCD market, however, it had likewise begun joint venture with Samsung in 2003 for LCD making, reducing the competition for Samsung.

Porter's Competitive Strategy

Low Cost Management strategy of porter is completely executed by Samsung the method they achieve economies of scale by reinforcing their core proficiencies of manufacturing. They always bring something innovative and new whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Ge Healthcare A Innovating For Emerging Markets Award Winner Prize Winner Case Study Analysis would develop a brand-new brand image by targeting the younger generation of the particular nation. As, especially cellphones of Samsung are popular amongst the younger demographic.


1. It is the very best technique to develop Consumer Life time Worth (CLV) by developing a long-lasting relationship with consumers. Build loyalty through providing value and profit for long-lasting, as research has actually showed it is more affordable to keep current customers than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread quicker among younger individuals and which in turn will generate brand-new customers for my items.


1. Old consumers who were associated with Samsung before might not like this brand-new image the business is trying to represent.
2 It will incur more costs to reposition some items and it may not even bring success as the trends change extremely quickly among the more youthful demographic.

Alternative solution 2.

It would be done by setting up training workshops during which significance of marketing will be taught and numbers will be given. Marketing environment must be produced internally initially as genuine 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 office, as individuals often resist modification because they fear it.

Identify the very best alternative

Very first option is the very best as it plainly has more pros due to the fact that as soon as a Customer Lifetime Value is built the business will make money from it till that client lives and has purchasing power also. Plus, our target customers are the more youthful generation which are bound to live longer than the present old age individuals. Samsung's primary goal is to develop loyalty among its consumers and make them redeemed it from them and even buy their various items.

Execution Plan

• Targeting younger generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations practical and attainable.
• A group including best marketing and sales specialists should be assemble, and both views should be taken into consideration before protecting the resources needed to implement the plan.
• Thorough interaction of the plan must be done as it is extremely crucial for everybody to be on the exact same page to make it work.
• Jobs and timelines should be develop and interacted accordingly to each person accountable.
• The supervisor ought to use a dashboard which reveals the development of all the tasks which have been done or about to be done and by whom.
• The supervisor should keep track of and keep a consistent check on the total and individual efficiency.
• Everyone must want to adapt midway since any brand-new trend or policy might come in due to which all the things already planned have to be changed. It's better to have contingency plans currently prepared.
• At the end of the project the manager must interact the results and if effective need to commemorate with the team.


The M-net program exposed compelling analysis about the low and high development potential locations and how much advertising budget need to be assigned accordingly. This change the budget allocation of various countries and lots of managers were unhappy and argued but the analysis done by the program was precise and revealed figures like The United States and Canada and Russia development potential warranted a 35% allocation while they were getting 45%. Whereas, China and Europe need to be receiving 42% but were instead provided 31%. It truly assisted to relatively disperse the resources and catch more customers by spending more on ads on the high growth potential areas of the world.

Its consistent investment in R&D and ingenious practices have actually propelled them to new heights but for them its' only the start and they desire to be among the leading 3 brands in the world. Their marketing efforts need to be directed towards more youthful market amidst the internal arguments about marketing and must develop Customer Life time Worth as it will not only offer them benefits now but will continue to gain it till the consumer life time. As the cost of maintaining the consumer is much cheaper than attracting a new one.