Globalization Of Komatsu Digging Out Of Trouble Harvard Case Study Analysis

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


Historically, the company's core consumers include the Original Devices Manufacturers (OEMs), which used to sell Globalization Of Komatsu Digging Out Of Trouble Case Study Help products withtheir own brand name. Its customer circle consists of Original Devices Manufacturers (OEMs), who utilized to sell Samsung products with their own brand name. He repositioned Samsung as a global brand name and informed his divisional supervisors to understand marketing and its significance.

Issue Declaration

Samsung's shift from a product based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to include marketing successfully is still a significant challenge. Producing a consistent brand name identity across the whole world and employing marketing techniques that finest fits the regional culture is no easy task. The M-net program analysis have been really helpful in determining the high and less prospective growth locations, however allowance of resources accordingly is not well gotten amongst the supervisors. There is no consensus among the hierarchy concerning the best matched future technique.
Executive Summary
Situational Analysis

Yun had a rather clear picture in his mind about how Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis can transform from a low end to a high end product supplier. He knew that change can just be done through placing Samsung as a business offering high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand name, with a prospective assistance of its executives, Yun faced numerous marketing obstacles 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 exact same tools and thought that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the present marketing requirement was excessive high, the space was too broader and to fill this space 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 correct marketing budget plans for each of the product on the portfolio. There was no marketing planning done for the existing products. Along with it the item variety of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing planning and to develop marketing spending plans for existing in addition to for new products from the very start, and this would take a substantial time.

A substantial shift would be required in existing marketing expenses to develop the Samsung brand. This would result in increased marketing expenditures for Samsung and could interrupt the administration regarding increased expenditures, as they were hesitant to marketing expenditures formerly and a sudden huge shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Globalization Of Komatsu Digging Out Of Trouble Case Study Solution strengths lie in its big product portfolio. Samsung has biggest number of patents in the market with total number of 15499 patents approved in United States( USP).

Another strength of Globalization Of Komatsu Digging Out Of Trouble Case Study Help is its ability to develop ingenious products at a constant rate. It significant shows for the innovation and product developing of Samsung is that the business has received a lot of awards for its development and item style.

Unlike Apple and other competitors, Samsung is focused on producing devices which can be easily incorporated with any type of open source Os (OS) and software application. This provides Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce luxury items at low expense of production is also among the significant strength of Samsung as it allows the business to catch more market by supplying quality items with cost control.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution weaknesses are hidden in the business's dependence on outsourcing software application for its gadgets due to company's failure in developing software, unlike Sony. Samsung likewise has low revenue margins as compare to Apple due to huge distinction in the costs of Apple and Samsung with a much lower difference 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 unable to charge higher prices like Apple. The company is likewise ineffective in managing its patents and frequently deals with the issue of patent violation.


Opportunities for Globalization Of Komatsu Digging Out Of Trouble Case Study Help lie in the growing Smart device market and the business's efficiency in the market. Samsung currently runs in about 80 nations and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic market environment of technology market pose a serious danger on Samsung's survival and force the company to invest much of its incomes share on R&D in order to endure in the long run. The marketplace saturation in developed nations i.e. saturation of mobile business is also a huge hazard for the company's growth in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis provides quality products and has a quite rich portfolio which accommodates various segments. Most of the products remain in the top three of their particular markets. LCD and smart phones are the most significant items of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Cellphone.
• Air conditioner.
• Personal computers.
• Hard disk drives.
• Washing machines.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution uses both market competitive and market skimming rates methods for its variety of items. In competitive rates it adjusts the price according to the competitors in order to acquire benefit, whereas, it utilizes market skimming method where the product has actually an included value and by offering a couple of products 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 supplied to the selling place/ provided to the clients straight in case of online order.

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

Worth Chain Analysis.

It's an analytical framework for identifying company activities that include worth or competitive benefit for the business.

Incoming Logistics.

For its inbound logistics it owns various logistics companies as it subsidiaries. It looks after its providers and develops an unified relationship with them and even reduced their payment cycles to enhance this relationship further which includes value to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its items internal. Divided into 3 different divisions its operations are particularly IT & Mobile Communications, Gadget Solutions and Consumer Electronic Devices. It is keeping operation hubs worldwide to further add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the main factors Globalization Of Komatsu Digging Out Of Trouble Case Study Help is able to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target client attention towards the product is done through marketing and sales to interact with them the value and competitive advantage the product uses. Globalization Of Komatsu Digging Out Of Trouble Case Study Solution marketing budget plan is continually rising given that they started their rearranging worldwide and will continue to do so as they are continually seeking to broaden and invest in high possible development markets. The budget plan is invested in events, print and media ads, public relations and so on.

Samsung Service. Samsung put their consumers on top and constantly make every effort to deliver unmatchable customer support standards. As after sales service is becoming incredibly crucial to keep customers happy and engaged, they even conduct studies through 3rd parties to learn their consumer's feedback and implement it in the positive method to decrease or if possible entirely eliminate their customer issues. By including a direct assistance line to call them 24 hours they have actually even more increased the included worth of Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis service.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution has diversified market segmentation, based upon its arrangement of wide range of items to large number of customers. Samsung target client sections can be divided into 3 categories i.e. Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget solutions.


Globalization Of Komatsu Digging Out Of Trouble Case Study Solution geographic segmentation is based upon 2 requirements i.e. area and density. Samsung serves about 80 nations worldwide with its products provided to Urban in addition to Backwoods of the nation. The Samsung is likewise growing its global presence and the business's versatility in finding its plants encourages international expansion of Samsung.


The group division of Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis is based upon gender, age, life-cycle stage and occupation. Samsung produces products that can be used by both males and women. The target customers for Samsung IT and mobile communication products have an age variety of 18-65 with bulk at a young or recently married life cycle phase. They are mainly students, experts and staff members. Apart from it, Samsung Consumer Electronics are targeted to a consumer section with an age variety of 25-65. They are primarily staff members and specialists. Samsung Gadget Solutions are targeted at trainees, employees and specialists with an age variety of 25-65.


The psychographic division of Globalization Of Komatsu Digging Out Of Trouble Case Study Help s based upon the social class and the lifestyle of the customer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class consumers, as Samsung sell items like cell phones not much cheaper i.e. Motorola along with very little pricey i.e. Apple. It offers quality items to middle level consumers at a slightly high cost than others targeting the very same sector.


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

Quantitative analysis.

Sales of Samsung 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 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. Incomes/ sales are increasing but net profit is not increasing accordingly because of the high overhead expense. New growths and hiring's were the primary factor of the boost in the overhead expenses, with china currently not offering any revenue to Samsung, however there is so much potential in the current market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the company is currently manufacturing but long gone are those days when excellent items were selling themselves. Kim has already started to reinforce the marketing activities of Samsung and very soon it will end up being one of its core strength like producing if not better.



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


As, stated earlier that Globalization Of Komatsu Digging Out Of Trouble Case Study Solution runs in a highly competitive environment, which suggests all the business have similar items. The response for rarity is no.


Due to the nature of the industry, it is extremely simple for competitors to understand the performance of the items and easily make their own models. Yes, Samsung is just behind IBM in registering new patents each year, but the advantage is very short term in this industry.


Chairman Lee has completely turnaround Samsung, from going practically bankrupt throughout the Asian monetary crisis of 1997 to the top 25 business in the world. Absolutely yes there is proper company in the business and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every country worldwide, majority of the environments like USA, Europe, China and so on, are extremely conductive for its operations. It faces some political pressures in less developed countries where law and order scenario is not great. 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 Help operations.


Buying power of clients is important for companies like Samsung to grow and succeed. Emerging markets like India, middle-eastern countries and so on provide development chances, whereas, due to economic crisis even the consumers of developed countries suffer terribly. Hence it is extremely crucial for the company to keep an eye on the continuous economic scenario of the nation before getting in the marketplace.


International companies have to deal with numerous social and cultural concerns during its operations in a foreign nation. Samsung has actually likewise faced many concerns however have actually adopted to the local environments of the majority of the countries extremely well. It has tailored its products, practices, policies etc. accordingly in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research & Development, and with continuous ingenious item launches, Globalization Of Komatsu Digging Out Of Trouble Case Study Help is one of the leading ingenious companies of the world. With a clear objective to be ahead of the rest when it comes to technological advancements, Samsung has actually risen to the no 25 of the top successful business of the world.


Each country has their own laws and policies, being a multinational business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. So, it has to study or hire a local law expert before beginning its operations in a particular country.


With the rising awareness amongst consumers about the ethical & ecological offenses of companies, Samsung has to guarantee that it follows all the security guidelines. Ecological damages, ethical misbehaviors are not acceptable and in some countries the effects can be really severe. On the other hand it has to do some Business Social Duty practices to show the residents that it cares about their environment and individuals.

Porter's Five Forces

Threat of Substitution

Risk of replacement for Samsung's each product category is rather significant. Factors for high risk of substitution for Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis Smart device consist of the presence of high number of providers and Market saturation in industrialized nations, which make the cost of changing for consumers practically zero. Along with it, Samsung printing solutions products are threatened by the increasing attraction of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Samsung and its close competitors is extreme. The major factor behind this is the approach of market saturation in different number of product categories, forcing Samsung to present more ingenious features in existing items and new innovative items to maintain its growth. The major competitors for Globalization Of Komatsu Digging Out Of Trouble Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

( Samsung Sustainability Report, 2016) Provider'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 Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis to build its own software, it has to outsource its software development to Google, which becomes a prospective supplier of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Bargaining power of purchasers for different variety of product classifications of Samsung is intense. Among the aspect causing the intense bargaining power is the accessibility of large number of competitors in nearly each product category i.e. competitors of Samsung Mobile phone, with an extremely little distinction. The high accessibility of suppliers of Mobile phones with minimum distinction, make the switching cost for purchasers practically zero, thus increasing the bargaining power of buyers. Market saturation in most of the item categories likewise make the bargaining power of purchasers more intense in for Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis. In spite of igh bargaining power Samsung is quite capable of offering its products at a higher price than much of its competitors, due to high end quality item and a reasonable brand name image.

Hazard of New Entrants:

Hazard of new entrants for Samsung is quite low. Among the major aspect for low hazard of brand-new entrants is the high competitors in the industry. The requirement of huge amount of capital to enter in the market is likewise one of the possible barrier to entry. Along with it, requirement of substantial competence and research study and development expenditures for survival in the industry also make brand-new entrants hesitant to enter in the market. Market saturation is likewise among the barrier of entry in technology market. High bargaining power of providers force the gamers in the market to charge as low rates as possible and this can just be accomplished by production performance. Brand-new companies, in bulk cases, do not have the production efficiency, thus increasing the dangers for entrance in the innovation market.

Competitive Analysis

Samsung's high item diversification offers it distinction from its rivals. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Globalization Of Komatsu Digging Out Of Trouble Case Study Solution had a huge R&D spending on all of its product categories which allow the business to make possible earnings from sales of practically all of its items.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave, in regards to international market share, among 8 different product classifications. Samsung was the international leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung revenues from chips was less than Intel however its incomes from chips was growing quicker than Intel and has grown close to the earnings levels of Intel, as given in the case Exhibition 2.

In addition to the chips Samsung mobile market was likewise thriving at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales development. The significant reson behind Samsung's high growth despite of higher rates than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was also profiting from increasing market share of high-end LCDs as given up case Exhibition 3. The major reason, making the business enable to avail the chance is its mass production at low cost. Sony was the biggest competitor for Globalization Of Komatsu Digging Out Of Trouble Case Study Solution in LCD market, however, it had actually likewise begun joint venture with Samsung in 2003 for LCD producing, decreasing the competition for Samsung.

Porter's Competitive Method

Low Expense Management strategy of porter is totally carried out by Samsung the way they accomplish economies of scale by reinforcing their core competencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to make for them, since they were unable to take on them on low cost. Differentiation is another technique well carried out by Samsung by continuous financial investment in the R&D and remaining ahead of the competitors. They always bring something new and innovative whether it's a service or a product.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Globalization Of Komatsu Digging Out Of Trouble Case Study Analysis would produce a brand-new brand image by targeting the younger generation of the particular nation. As, particularly smart phones of Samsung are popular amongst the younger demographic.


1. It is the very best method to construct Client Life time Value (CLV) by creating a long-lasting relationship with consumers. Build commitment through providing worth and reap the benefits for long-lasting, as research has actually showed it is more affordable to maintain current consumers than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly among more youthful individuals and which in turn will generate new customers for my products.


1. Old clients who were associated with Samsung prior to might not like this brand-new image the company is trying to represent.
2 It will sustain further expenses to rearrange some products and it may not even bring success as the patterns alter very rapidly amongst the more youthful demographic.

Alternative solution 2.

It would be done by organizing training workshops throughout which importance of marketing will be taught and numbers will be provided. Marketing environment should be created internally first as genuine marketing begins inside the corporation.


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


2. Its con can develop a very unhealthy environment in the work environment, as people frequently resist modification since they fear it.

Identify the best alternative

First option is the best as it plainly has more pros since when a Consumer Life time Value is constructed the company will profit from it till that customer is alive and has acquiring power also. Plus, our target clients are the more youthful generation which are bound to live longer than the existing aging individuals. However, Samsung's main goal is to develop loyalty amongst its customers and make them bought it from them and even buy their various items as well.

Application Plan

• Targeting younger generation through social marketing, producing a relate to them like Pepsi make with music. And set the expectations attainable and reasonable.
• A team consisting of best marketing and sales specialists must be put together, and both views must be taken into consideration before protecting the resources required to implement the plan.
• Thorough interaction of the plan ought to be done as it is extremely essential for everybody to be on the very same page to make it work.
• Tasks and timelines ought to be build and interacted appropriately to each individual responsible.
• The manager must use a control panel which shows the development of all the jobs which have actually been done or about to be done and by whom.
• The manager need to monitor and keep a continuous examine the total and specific efficiency.
• Everybody must want to adapt midway due to the fact that any new trend or policy may be available in due to which all the things already prepared need to be adjusted. It's much better to have contingency plans already prepared.
• At the end of the campaign the manager must interact the results and if effective need to celebrate with the group.

Budget plan

This modification the budget allocation of many supervisors and different countries were dissatisfied and argued however the analysis done by the program was precise and revealed figures like North America and Russia growth possible merited a 35% allowance while they were receiving 45%. It actually assisted to fairly disperse the resources and capture more customers by spending more on ads on the high development potential areas of the world.

Its consistent financial investment in R&D and ingenious practices have propelled them to new heights but for them its' just the start and they want to be among the leading 3 brand names in the world. Their marketing efforts must be directed towards younger demographic amid the internal arguments about marketing and must produce Client Lifetime Value as it will not only give them benefits now however will continue to enjoy it till the consumer lifetime. As the expense of retaining the consumer is much more affordable than bring in a brand-new one.