Globalization Of Komatsu Digging Out Of Trouble Harvard Case Study Solution

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Globalization Of Komatsu Digging Out Of Trouble Case Study Solution & Analysis


Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis is a popular global brand name in innovation industry, established in 1938 by Lee Byung Chul, in South Korea. Globalization Of Komatsu Digging Out Of Trouble deals in a great deal of product categories including Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic products. Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to offer Business items withtheir own brand name. Till early 1990s, the core competency of Corporation depend on its low price offerings than its competitors by producing existing products at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to sell Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis products with their own trademark name. Organization was not merely understood outside Korea. There were also no or little interest in developing the brand worldwide. Marketing budget plan was controlled by production department with a prime focus on supplying inexpensive products.During the 1997 Asian Financial Crisis the company almost got insolvent, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most valuable company in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even noted. He repositioned Company as a global brand name and educated his divisional supervisors to understand marketing and its importance. Now their goal is to reach the top 10 by 2005.

Problem Declaration

Business's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the hesitation of divisional managers to incorporate marketing successfully is still a significant challenge. Developing a constant brand identity across the entire world and utilizing marketing strategies that finest fits the local culture is no simple job.
Executive Summary
Situational Analysis

Globalization Of Komatsu Digging Out Of Trouble Case Study Help efforts for developing its brand across the world was started after presenting the "brand-new management effort" by Chairman Lee in 1993. The goal was to change Venture from a cheap OEM to a high value-added product provider. To make the vision of Org a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Org can transform from a low end to a high end product company. He understood that improvement can only be done through positioning Venture as a company using high-end items and this might just be done through high level of marketing.

In spite of having a clear vision about how to construct Enterprise brand, with a possible support of its executives, Yun dealt with numerous marketing difficulties in early years of its efforts.

Among the marketing obstacles for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as very 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 company practices, and the existing marketing requirement was excessive high, the gap was too larger and to fill this gap with wrong perceptions about marketing was rather challenging for Yun.

As specified above, marketing focus was extremely low in previous practices, therefore there were no correct marketing budgets for each of the product on the portfolio. There was no marketing planning provided for the existing items. In addition to it the item range of the company was increasing with the ripening of new product ideas by the R&D sector of Enterprise. Yun had an obstacle to perform marketing preparation and to produce marketing budgets for existing in addition to for new products from the very beginning, and this would take a huge time.

A substantial shift would be required in current marketing expenses to develop the Org brand name. This would result in increased marketing expenses for Company and could interrupt the administration concerning increased expenses, as they were reluctant to marketing expenses formerly and an unexpected big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Globalization Of Komatsu Digging Out Of Trouble Case Study Solution strengths lie in its substantial item portfolio. Venture has largest number of patents in the industry with total number of 15499 patents granted in United States( USP).

Another strength of Globalization Of Komatsu Digging Out Of Trouble Case Study Solution is its capability to develop innovative products at a continuous rate. It major shows for the innovation and product creating of Company is that the company has gotten numerous awards for its development and item style.

Unlike Apple and other rivals, Corporation is concentrated on producing gadgets which can be easily integrated with any kind of open source Os (OS) and software application. This offers Corp an edge over Apple gadgets.
Porter's 5 Forces Analysis
Enterprise's ability to produce high-end products at low cost of production is likewise one of the major strength of Enterprise as it enables the business to catch more market by providing quality items with expense control.

Weak points

Globalization Of Komatsu Digging Out Of Trouble Case Study Solution weaknesses are concealed in the company's dependence on outsourcing software for its devices due to business's failure in developing software application, unlike Sony. Business also has low earnings margins as compare to Apple due to huge distinction in the rates of Apple and Org with a much lower difference in quality. The varied focus of the business due to large number of items in its portfolio, lead to the less effective production and make the company unable to charge higher rates like Apple. The business is also inefficient in handling its patents and often faces the issue of patent violation.


Opportunities for Globalization Of Komatsu Digging Out Of Trouble Case Study Help lie in the growing Smartphone market and the business's efficiency in the market. Organization presently runs in about 80 countries and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic industry environment of innovation market present a severe danger on Enterprise's survival and force the business to invest much of its profits share on R&D in order to survive in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile company is likewise a huge threat for the business's development in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Org provides quality items and has a quite rich portfolio which caters to different segments. LCD and mobile phones are the biggest products of Business, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Cellphone.
• Air conditioner.
• Desktop computer.
• Hard drives.
• Washer.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution utilizes both market competitive and market skimming prices methods for its variety of items. In competitive pricing it changes the price according to the competitors in order to acquire advantage, whereas, it utilizes market skimming method where the product has an included worth and by offering a couple of items it can reach break-even.


It has among the 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 consumers straight in case of online order.

Vrio Analysis
It uses both offline & online channels of promo to market their items. Paid product advertisements, social promotion and digital ads are uses to produce awareness about Organization items.

Value Chain Analysis.

It's an analytical structure for identifying company activities that include value or competitive advantage for the company.

Incoming Logistics.

For its incoming logistics it owns various logistics firms as it subsidiaries. It looks after its providers and creates an unified relationship with them and even reduced their payment cycles to boost this relationship even more which includes worth to their chain network.


Business's core proficiency is its mass making it produces 90% of its items in-house. Divided into three different divisions its operations are namely IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is maintaining operation centers worldwide to further add value to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the main factors Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis is able to compete with Apple. Corporation'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 claims, etc. on behalf of Company.

Marketing and Sales.

Drawing in target client attention towards the item is done through marketing and sales to communicate with them the value and competitive advantage the product uses. Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis advertising budget plan is continually on the rise since they began their repositioning worldwide and will continue to do so as they are continuously aiming to expand and invest in high prospective development markets. The budget plan is invested in occasions, print and media advertisements, public relations and so on.

Business Service. Organization put their clients at the top and constantly make every effort to provide unmatchable customer service standards. As after sales service is ending up being incredibly important to keep consumers pleased and engaged, they even conduct studies through third parties to find out their client's feedback and implement it in the favorable method to lower or if possible totally eliminate their client issues. By including a direct assistance line to call them 24 hr they have further increased the added worth of Globalization Of Komatsu Digging Out Of Trouble Case Study Help service.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution has diversified market division, based upon its provision of wide range of products to a great deal of customers. Business target consumer sectors can be divided into 3 categories i.e. Globalization Of Komatsu Digging Out Of Trouble Case Study Solution IT and Mobile Communications, Corp Consumer Electronic Devices and Venture Gadget services.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution geographic division is based upon 2 requirements i.e. region and density. Enterprise serves about 80 countries worldwide with its items provided to Urban in addition to Rural areas of the nation. The Corporation is also growing its international existence and the business's versatility in finding its plants encourages worldwide expansion of Org.


Org produces products that can be used by both women and males. The target consumers for Company IT and mobile interaction items have an age range of 18-65 with bulk at a young or recently married life cycle phase. Apart from it, Corp Customer Electronics are targeted to a customer section with an age range of 25-65.


The psychographic segmentation of Globalization Of Komatsu Digging Out Of Trouble Case Study Solution s based upon the social class and the life style of the customer. Org target customers on the basis of social class are generally upper middle, middle and working class consumers, as Corp sell products like mobile phone not much more affordable i.e. Motorola as well as not much costly i.e. Apple. It provides quality products to middle level consumers at a slightly high cost than others targeting the very same section.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution majority target clients have unique behavioural attributes. They are brought in towards Venture due to the fact that of its moderate rates with an extent of quality.

Quantitative analysis.

Sales of Globalization Of Komatsu Digging Out Of Trouble Case Study Help has increased amazingly 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 biggest selling classification of Venture with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this decision is based on the objective of Kim to target the younger audience and create a global brand name image of the company. Whereas, the core strength of the business is currently producing but long gone are those days when excellent products were selling themselves. In the present age marketing is very essential and companies can not be successful without it. Kim has currently begun to enhance the marketing activities of Company and very soon it will become one of its core strength like producing if not better.



Corp runs styles, makes and sell a large portfolio of customer electronic devices. It operates in an incredibly competitive environment and has effectively placed itself as the maker of quality items. The response is yes.


As, said earlier that Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis operates in a highly competitive environment, which means all the companies have similar products. So, the answer for rarity is no.


Due to the nature of the market, it is really easy for competitors to understand the performance of the items and easily make their own models. Yes, Corp is only behind IBM in registering brand-new patents every year, however the advantage is extremely short-term in this market.


Chairman Lee has entirely turnaround Enterprise, from going almost insolvent during the Asian monetary crisis of 1997 to the leading 25 business worldwide. Definitely yes there appertains company in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand spread nearly in every nation worldwide, majority of the environments like USA, Europe, China etc., are really conductive for its operations. However, it faces some political pressures in less industrialized nations where law and order situation is bad. Latin American, African and some Asian countries fall in this classification, where political instability do have a result on Globalization Of Komatsu Digging Out Of Trouble Case Study Solution operations.


Buying power of customers is essential for companies like Enterprise to grow and succeed. Emerging markets like India, middle-eastern countries and so on provide growth chances, whereas, due to recession even the consumers of industrialized nations suffer severely. It is extremely important for the business to keep an eye on the ongoing economic scenario of the country before going into the market.


International companies have to deal with various social and cultural concerns throughout its operations in a foreign nation. Corporation has also faced many issues however have adopted to the local environments of most of the countries remarkably well. It has tailored its items, practices, policies etc. accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research & Development, and with continuous innovative product launches, Globalization Of Komatsu Digging Out Of Trouble Case Study Solution is among the top innovative business of the world. With a clear objective to be ahead of the rest when it pertains to technological improvements, Org has risen to the no 25 of the top successful business of the world.


Each country has their own laws and policies, being an international company Company have to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal consequences. It has to study or work with a local law expert prior to beginning its operations in a specific nation.


With the increasing awareness among customers about the ecological & ethical infractions of business, Enterprise needs to guarantee that it follows all the security guidelines. Ecological damages, ethical misbehaviors are not appropriate and in some nations the repercussions can be really serious. On the other hand it has to do some Business Social Duty practices to reveal the locals that it cares about their environment and individuals.

Porter's 5 Forces

Risk of Replacement

Danger of alternative for Corporation's each item category is quite significant. Running in an exceptionally vibrant market lead the business to face a high danger of replacement. Elements for high risk of substitution for Globalization Of Komatsu Digging Out Of Trouble Case Study Solution Smartphone include the presence of high variety of suppliers and Market saturation in industrialized nations, that make the cost of switching for consumers almost zero. Alternative threats for Organization visual screen lie in the altering life style of consumers. Clients can change to enjoying visuals in your home towards outdoor activities. In addition to it, Org printing solutions products are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Venture and its close rivals is extreme. The major reason behind this is the approach of market saturation in various variety of item classifications, requiring Venture to present more innovative features in existing items and new innovative products to maintain its development. Other aspect for the intense rivalry amongst the rivals is the little item distinction amongst the products. The popular players in the technology industry are quite familiar with the importance of R&D costs for their survival and are running into a race of marketing and R&D costs, to capture the marketplace. The significant rivals for Globalization Of Komatsu Digging Out Of Trouble Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry leads to the fluctuating market shares which can be seen in Exhibition F.

Bargaining Power of Suppliers:

( Organization Sustainability Report, 2016) Provider's bargaining power for Org is low as Organization runs economies of scale and its orders are of prospective size and worth. Due to incapability of Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis to construct its own software, it has to outsource its software development to Google, which ends up being a prospective provider of software for Organization, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Market saturation in most of the item classifications also make the bargaining power of purchasers more extreme in for Company. In spite of igh bargaining power Enterprise is rather capable of selling its products at a higher cost than much of its rivals, due to high end quality product and a fair brand name image.

Danger of New Entrants:

Hazard of brand-new entrants for Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis is rather low. Along with it, requirement of huge knowledge and research and development expenses for survival in the market also make new entrants reluctant to enter in the market. Market saturation is likewise one of the barrier of entry in innovation market.

Competitive Analysis

Venture's high item diversification offers it differentiation from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single item classification with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis had a big R&D costs on all of its item classifications which make it possible for the business to make possible revenue from sales of nearly all of its products.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in regards to global market share, among 8 different item classifications. Corp was the international leader in producing DRAM, SRAM and NAND flash chips. Although, Corp incomes from chips was less than Intel however its earnings from chips was growing faster than Intel and has grown close to the earnings levels of Intel, as given up the case Display 2.

In addition to the chips Business mobile market was also growing at a high rate than its rivals i.e. Motorola and Nokia. Organization's cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with zero sales development. The significant reson behind Company's high development despite of higher costs than Nokia and Motorola was the company's high-end quality cellular phone.

Org was also reaping the benefits from increasing market share of high end LCDs as given up case Exhibit 3. The significant reason, making the company enable to avail the opportunity is its mass production at low cost. Sony was the greatest competitor for Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis in LCD market, nevertheless, it had actually likewise started joint endeavor with Venture in 2003 for LCD producing, lessening the competitors for Corporation.

Porter's Competitive Technique

Low Cost Management strategy of porter is fully implemented by Organization the method they accomplish economies of scale by reinforcing their core competencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to make for them, since they were not able to take on them on low cost. Distinction is another method well executed by Org by continuous financial investment in the R&D and staying ahead of the competitors. They always bring something brand-new and innovative whether it's a service or a product.


Alternative Option 1

The Chief Marketing Officer (CMO) of Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis would develop a new brand name image by targeting the younger generation of the particular nation. As, particularly cellphones of Venture are popular among the more youthful demographic.


1. It is the very best technique to develop Consumer Lifetime Value (CLV) by creating a long-term relationship with clients. Build loyalty through delivering value and profit for long-term, as research study has actually showed it is much cheaper to keep present clients than to bring in brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful individuals and which in turn will bring in brand-new consumers for my products.


1. Old consumers who were associated with Venture prior to might not like this new image the company is attempting to portray.
2 It will incur additional expenses to reposition some products and it may not even bring success as the patterns change very quickly among the younger market.

Alternative option 2.

Venture has actually made producing its core proficiency for the many part of their business and due to which its managers are not afraid to totally step out of their comfort zone. It would be done by organizing training workshops throughout which value of marketing will be taught and numbers will be offered. Failure to get the passing scores will get demoted. Marketing environment must be created internally initially as genuine marketing begins inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the office, as individuals often withstand modification because they fear it.

Determine the very best option

First option is the best as it clearly has more pros since as soon as a Consumer Lifetime Worth is developed the company will make money from it till that customer is alive and has buying power also. Plus, our target clients are the younger generation which are bound to live longer than the present old age people. Nevertheless, Corp's main goal is to develop loyalty amongst its clients and make them bought it from them and even buy their different products as well.

Execution Plan

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi do with music. And set the expectations practical and achievable.
• A group including finest marketing and sales professionals must be put together, and both views must be considered prior to securing the resources needed to implement the plan.
• Thorough communication of the strategy need to be done as it is really crucial for everyone to be on the same page to make it work.
• Tasks and timelines must be build and interacted accordingly to each person responsible.
• The supervisor should use a control panel which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager ought to keep an eye on and keep a consistent check on the overall and specific performance.
• Everybody should want to adapt midway since any new trend or policy might come in due to which all the things currently prepared need to be adjusted. It's much better to have contingency plans already prepared.
• At the end of the project the supervisor need to interact the outcomes and if successful should celebrate with the team.

Spending plan

The M-net program revealed engaging analysis about the low and high development potential areas and just how much marketing spending plan need to be allocated appropriately. This change the budget plan allowance of numerous managers and different countries were dissatisfied and argued however the analysis done by the program was accurate and showed figures like North America and Russia development prospective warranted a 35% allowance while they were receiving 45%. Whereas, China and Europe should be getting 42% but were rather provided 31%. It truly assisted to relatively disperse the resources and catch more customers by spending more on advertisements on the high development potential regions of the world.

Globalization Of Komatsu Digging Out Of Trouble Case Study Help is a leading 25 company worldwide now and prepares to get ahead of Sony who sits currently at no. 20. Its constant financial investment in R&D and innovative practices have actually moved them to new heights however for them its' only the start and they wish to be among the leading 3 brand names in the world. They entirely turn-around from almost going bankrupt during the Asian Financial Crisis to a world distinguished brand, known for quality and innovation. Their value chain and their core competency their production ability, along-with international 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 only increase even more in the future. Their marketing efforts need to be directed towards more youthful demographic amid the internal arguments about marketing and need to develop Consumer Life time Worth as it will not only provide advantages now however will continue to gain it till the consumer life time. As the expense of retaining the client is much cheaper than attracting a new one.