Gemini Electronics 4 Harvard Case Study Help

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Gemini Electronics 4 Case Study Solution & Analysis


Gemini Electronics 4 Case Study Help is a well-known worldwide brand in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Gemini Electronics 4 deals in large number of item categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Samsung products withtheir own trademark name. Till early 1990s, the core proficiency of Samsung lie in its low cost offerings than its competitors by manufacturing existing products at economies of scale. Its customer circle consists of Original Devices Manufacturers (OEMs), who utilized to offer Gemini Electronics 4 Case Study Help products with their own trademark name. Samsung was not merely known outside Korea. There were likewise no or little interest in constructing the brand internationally. Marketing budget was managed by production department with a prime focus on providing inexpensive products.During the 1997 Asian Financial Crisis the business practically got insolvent, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was noted the top 25 most important business worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as a worldwide brand and educated his divisional managers to understand marketing and its value. Now their goal is to reach the top 10 by 2005.

Issue Statement

Samsung's transition from a product based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional managers to integrate marketing efficiently is still a major obstacle. Creating a constant brand identity across the entire world and utilizing marketing techniques that best fits the local culture is no easy task.

Situational Analysis

Yun had a rather clear picture in his mind about how Gemini Electronics 4 Case Study Help can change from a low end to a high end item company. He knew that transformation can just be done through positioning Samsung as a business 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 Samsung brand name, with a possible assistance of its executives, Yun faced several marketing difficulties 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 very same tools and thought that quality products do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous business practices, and the present marketing requirement was excessive high, the space was too wider and to fill this gap with wrong understandings about marketing was rather difficult for Yun.

As specified above, marketing focus was extremely low in previous practices, for that reason there were no appropriate marketing budget plans for each of the item on the portfolio. There was no marketing preparation done for the existing items. In addition to it the product variety of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had an obstacle to perform marketing planning and to create marketing spending plans for existing as well as for new products from the very beginning, and this would take a huge time.

A huge shift would be required in current marketing expenditures to develop the Gemini Electronics 4 Case Study Analysis brand. This would lead to increased marketing expenses for Samsung and could interrupt the administration relating to increased expenditures, as they hesitated to marketing expenditures previously and an unexpected big shiftwould make them interrupt. This could lead to decreasing executive assistance for global marketing. In this situation, Yun deals with a difficulty for validating increased marketing expenses by demonstrating the long term worth of substantial marketing expenses.

Internal Analysis
SWOT Analysis

Gemini Electronics 4 Case Study Help strengths lie in its substantial product portfolio. Samsung has biggest number of patents in the industry with total number of 15499 patents given in United States( USP).

Another strength of Gemini Electronics 4 Case Study Help is its ability to establish ingenious products at a continuous rate. It major shows for the innovation and product developing of Samsung is that the company has received so many awards for its innovation and product design.

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

Samsung's ability to produce high end items at low expense of production is likewise among the significant strength of Samsung as it allows the company to catch more market by supplying quality products with expense control.


Gemini Electronics 4 Case Study Analysis weak points are hidden in the company's reliance on outsourcing software application for its gadgets due to company's failure in establishing software, unlike Sony. Samsung also has low profit margins as compare to Apple due to huge distinction in the costs of Apple and Samsung with a much lower difference in quality. The diverse focus of the company due to a great deal of items in its portfolio, result in the less effective production and make the company unable to charge greater rates like Apple. The business is also inefficient in managing its patents and regularly deals with the problem of patent violation.


Opportunities for Samsung depend on the growing Mobile phone market and the company's efficiency in the market. It can increase its market share and profits from cell phone as the business is quite effective in mobile phone market. Samsung currently runs in about 80 nations and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would allow the business to increase its item portfolio with a boost in its wealth.


The dynamic market environment of technology industry pose a severe threat on Samsung's survival and require the business to invest much of its earnings share on R&D in order to endure in the long run. The marketplace saturation in developed countries i.e. saturation of mobile company is also a big risk for the company's development in the existence of strong rivals like Apple.

4 P's of Marketing


Samsung offers quality products and has a quite abundant portfolio which caters to various segments. LCD and mobile phones are the biggest products of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Cellphone.
• A/c unit.
• Computer.
• Disk drives.
• Washing machines.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Gemini Electronics 4 Case Study Analysis utilizes both market competitive and market skimming rates methods for its wide array of products. In competitive prices it changes the rate according to the competitors in order to get benefit, whereas, it utilizes market skimming strategy where the product has an added value and by offering a couple of products it can reach break-even.


It has one of the very best supply chain networks, with retail suppliers, their own sole distributors, E commerce channels like Amazon and so on. All its products are timely provided to the selling location/ delivered to the customers straight in case of online order.


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

Worth Chain Analysis.

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

Inbound Logistics.

For its incoming logistics it owns numerous logistics firms as it subsidiaries. It looks after its providers and produces a harmonious relationship with them and even lowered their payment cycles to increase this relationship even more which adds worth to their chain network.


Samsung's core proficiency is its mass producing it produces 90% of its products in-house. Divided into three different divisions its operations are particularly IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is preserving operation hubs worldwide to even more include value to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the main reasons Gemini Electronics 4 Case Study Solution is able to compete with Apple. Samsung's own Electronic Logitec system plays a major function in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to interact with them the value and competitive benefit the item offers. Gemini Electronics 4 Case Study Analysis advertising spending plan is continuously on the rise because they started their rearranging globally and will continue to do so as they are continually seeking to broaden and invest in high possible growth markets. The spending plan is spent on events, print and media ads, public relations etc.

Samsung put their customers at the top and continually make every effort to deliver unmatchable customer service standards. By including a direct support line to call them 24 hours they have actually even more increased the included worth of Samsung service.


Gemini Electronics 4 Case Study Analysis has actually diversified market segmentation, based upon its provision of large range of items to a great deal of consumers. Samsung target customer sectors can be divided into 3 categories i.e. Gemini Electronics 4 Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device solutions.


Gemini Electronics 4 Case Study Help geographic division is based upon two requirements i.e. area and density. Samsung serves about 80 countries worldwide with its items supplied to Urban as well as Rural areas of the nation. The Samsung is likewise growing its worldwide existence and the business's versatility in locating its plants motivates international expansion of Samsung.


The market division of Gemini Electronics 4 Case Study Help is based upon gender, age, life-cycle stage and profession. Samsung produces items that can be used by both women and males. The target consumers for Samsung IT and mobile interaction items have an age range of 18-65 with bulk at a young or newly wed life cycle stage. They are mostly trainees, professionals and staff members. Apart from it, Samsung Consumer Electronic devices are targeted to a client segment with an age variety of 25-65. They are mostly experts and employees. Samsung Gadget Solutions are targeted at students, staff members and experts with an age range of 25-65.


The psychographic segmentation of Gemini Electronics 4 Case Study Solution s based upon the social class and the lifestyle of the customer. Samsung target consumers on the basis of social class are mainly upper middle, middle and working class clients, as Samsung sell items like cellular phone not much more affordable i.e. Motorola along with not much expensive i.e. Apple. It provides quality products to middle level consumers at a somewhat high cost than others targeting the very same sector.


Gemini Electronics 4 Case Study Solution majority target customers have unique behavioural qualities. It has consumers with an ambitious, stylish and determined character with moderate level of loyalty towards the brand name. Its consumers have some degree of shift towards other distinguished brands i.e. Apple. The majority of Samsun customers desire quality along with expense control. Due to the fact that of its moderate costs with a degree of quality, they are attracted towards Samsung.

Quantitative analysis.

Sales of Samsung has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has also minimized its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Since of the high overhead expense, profits/ sales are increasing but net revenue is not increasing accordingly. New growths and hiring's were the main reason of the boost in the overhead expenses, with china currently not supplying any revenue to Samsung, however there is a lot potential in the current market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the business is currently making but long gone are those days when excellent products were selling themselves. Kim has already started to enhance the marketing activities of Samsung and extremely quickly it will end up being one of its core strength like producing if not much better.



Samsung runs designs, makes and offer a huge portfolio of consumer electronics. It runs in an exceptionally competitive environment and has actually effectively positioned itself as the maker of quality products. The response is yes.


As, stated previously that Gemini Electronics 4 Case Study Solution runs in an extremely competitive environment, which suggests all the companies have similar items. 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 products and quickly make their own models. Yes, Samsung is just behind IBM in signing up new patents annually, but the benefit is really short-term in this industry.


Chairman Lee has entirely turnaround Samsung, from going practically insolvent during the Asian financial crisis of 1997 to the leading 25 company worldwide. Definitely yes there appertains organization in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand spread almost in every nation worldwide, bulk of the environments like U.S.A., Europe, China etc., are really 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 nations fall in this classification, where political instability do have an effect on Gemini Electronics 4 Case Study Help operations.


Purchasing power of customers is vital for companies like Samsung to succeed and grow. Emerging markets like India, middle-eastern countries etc. supply development chances, whereas, due to recession even the clients of industrialized countries suffer severely. Hence it is extremely important for the company to keep an eye on the continuous financial situation of the nation before getting in the market.


International business have to deal with various social and cultural issues throughout its operations in a foreign nation. Samsung has likewise faced numerous problems but have embraced to the regional environments of most of the countries extremely well. It has customized its items, practices, policies and so on appropriately in order to achieve success.


With a yearly expenditure of 2.4 billion dollars in Research study & Development, and with consistent innovative product launches, Gemini Electronics 4 Case Study Solution is among the leading 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 successful companies of the world.


Each nation has their own laws and policies, being an international business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal consequences. It has to study or work with a local law specialist prior to starting its operations in a particular country.


With the rising awareness amongst customers about the ethical & ecological infractions of companies, Samsung needs to make sure that it follows all the safety standards. Environmental damages, ethical misbehaviors are not acceptable and in some countries the effects can be extremely severe. On the other hand it needs to do some Business Social Obligation practices to show the locals that it cares about their environment and individuals.

Porter's Five Forces

Danger of Alternative

Risk of replacement for Samsung's each product category is quite considerable. Running in an incredibly dynamic market lead the business to deal with a high threat of alternative. Factors for high hazard of alternative for Gemini Electronics 4 Case Study Help Smart device consist of the existence of high variety of suppliers and Market saturation in developed nations, which make the cost of switching for customers nearly absolutely no. Substitution threats for Samsung visual screen lie in the altering lifestyle of clients. Clients can change to watching visuals at home towards outdoor activities. Along with it, Samsung printing services items are threatened by the increasing destination of clients towards cloud storage.

Rivalry Among Existing Companies:

The rivaly amongst Samsung and its close competitors is intense. The major factor behind this is the approach of market saturation in various number of product classifications, forcing Samsung to present more innovative features in existing products and new ingenious products to maintain its development. The major rivals for Gemini Electronics 4 Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of possible size and worth. Due to incapability of Gemini Electronics 4 Case Study Solution to develop its own software application, it has to outsource its software development to Google, which ends up being a potential provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in many of the product classifications also make the bargaining power of purchasers more intense in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its products at a greater price than much of its rivals, due to high end quality product and a reasonable brand image.

Threat of New Entrants:

Threat of new entrants for Samsung is quite low. Among the major factor for low hazard of brand-new entrants is the high competition in the market. The requirement of substantial amount of capital to go into in the market is likewise one of the possible barrier to entry. Together with it, requirement of substantial competence and research and advancement expenditures for survival in the market likewise make new entrants hesitant to enter in the marketplace. Market saturation is likewise among the barrier of entry in innovation market. High bargaining power of providers require the players in the industry to charge as low costs as possible and this can just be accomplished by production efficiency. New companies, in bulk cases, lack the production performance, thus increasing the threats for entrance in the innovation market.

Competitive Analysis

Samsung's high item diversification provides it distinction from its competitors. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Gemini Electronics 4 Case Study Analysis had a substantial R&D costs on all of its product classifications which enable the company to earn prospective income from sales of practically all of its items.

The company ranks first in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in regards to international market share, amongst 8 various item categories. Samsung was the international leader in producing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel however its earnings from chips was growing much faster than Intel and has grown close to the earnings levels of Intel, as given in the case Exhibit 2.

Together with 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 absolutely no sales development. The significant reson behind Samsung's high development despite of higher prices than Nokia and Motorola was the company's high-end quality cellular phone.

Samsung was also reaping the benefits from increasing market share of high-end LCDs as given up case Display 3. The major reason, making the business allow to avail the opportunity is its mass production at low cost. Sony was the greatest rival for Gemini Electronics 4 Case Study Solution in LCD market, nevertheless, it had actually likewise begun joint endeavor with Samsung in 2003 for LCD manufacturing, minimizing the competition for Samsung.

Porter's Competitive Technique

Low Cost Management method of porter is totally executed by Samsung the method they attain economies of scale by enhancing their core proficiencies of production. Even to the point that their competitor SONY decided to form an alliance with them to make for them, due to the fact that they were unable to take on them on low cost. Distinction is another technique well executed by Samsung by constant investment in the R&D and remaining ahead of the competition. They always bring something brand-new and innovative whether it's an item or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Gemini Electronics 4 Case Study Help would produce a brand-new brand image by targeting the more youthful generation of the specific country. As, particularly cellphones of Samsung are popular among the younger group.


1. It is the very best technique to develop Customer Lifetime Value (CLV) by creating a long-term relationship with clients. Develop loyalty through providing value and profit for long-term, as research has showed it is much cheaper to maintain existing customers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread faster amongst younger people and which in turn will generate brand-new consumers for my items.


1. Old consumers who were related to Samsung prior to might not like this brand-new image the business is attempting to portray.
2 It will sustain additional costs to reposition some products and it might not even bring success as the trends alter really quickly among the more youthful market.

Alternative option 2.

Samsung has made making its core proficiency for the most part of their company and due to which its managers are not afraid to fully step 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 provided. Failure to get the passing ratings will get benched. Marketing environment should be produced internally initially as genuine marketing begins 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 create an extremely unhealthy environment in the office, as people frequently resist modification because they fear it.

Identify the best alternative

Alternative is the finest as it plainly has more pros due to the fact that as soon as a Consumer Lifetime Worth is constructed the business will benefit from it till that client is alive and has buying power. Plus, our target clients are the younger generation which are bound to live longer than the present old age people. Nonetheless, Samsung's primary goal is to produce loyalty amongst its customers and make them redeemed it from them and even buy their various products too.

Application Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi do with music. And set the expectations realistic and achievable.
• A group including finest marketing and sales professionals should be assemble, and both views ought to be considered prior to protecting the resources required to implement the strategy.
• Thorough communication of the strategy must be done as it is really essential for everyone to be on the very same page to make it work.
• Tasks and timelines must be build and communicated appropriately to each individual responsible.
• The supervisor should use a dashboard which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The manager ought to keep an eye on and keep a continuous examine the overall and specific performance.
Since any new pattern or policy might come in due to which all the things already planned have actually to be changed, • Everyone need to be ready to adjust midway. It's better to have contingency plans currently prepared.
• At the end of the campaign the supervisor must communicate the results and if effective should celebrate with the team.


This modification the budget plan allowance of different countries and many managers were dissatisfied and argued however the analysis done by the program was precise and revealed figures like North America and Russia development prospective merited a 35% allotment while they were getting 45%. It really assisted to relatively disperse the resources and record more consumers by spending more on ads on the high growth capacity areas of the world.


Gemini Electronics 4 Case Study Help is a leading 25 company on the planet now and prepares to get ahead of Sony who sits currently at no. 20. Its consistent investment in R&D and innovative practices have actually moved them to new heights but for them its' only the start and they wish to be among the leading 3 brand names in the world. They totally turnaround from practically declaring bankruptcy throughout the Asian Financial Crisis to a world renowned brand, understood for quality and development. Their value chain and their core competency their production ability, along-with global brand image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further growth in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts must be directed towards more youthful group in the middle of the internal arguments about marketing and must develop Client Life time Worth as it will not just provide advantages now however will continue to gain it till the customer lifetime. As the expense of maintaining the consumer is much cheaper than drawing in a new one.