Glocalization In China Harvard Case Study Help

Home >> Hrm >> Glocalization In China

Glocalization In China Case Study Solution & Analysis


Glocalization In China Case Study Help is a well-known global brand name in technology market, founded in 1938 by Lee Byung Chul, in South Korea. Glocalization In China 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 utilized to sell Samsung products withtheir own trademark name. Till early 1990s, the core proficiency of Samsung lie in its low rate offerings than its competitors by producing existing items at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who used to offer Glocalization In China Case Study Solution products with their own brand. Samsung was not merely understood outside Korea. There were likewise no or little interest in building the brand name worldwide. Marketing budget plan was managed by production department with a prime focus on offering cheap products.During the 1997 Asian Financial Crisis the business practically got insolvent, but with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was listed the leading 25 most important business in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as an international brand and educated his divisional supervisors to understand marketing and its significance. Now their goal is to reach the top 10 by 2005.

Issue Declaration

Samsung's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to include marketing successfully is still a major obstacle. Developing a constant brand identity across the entire world and utilizing marketing methods that best fits the local culture is no simple task. The M-net program analysis have been truly useful in identifying the high and less possible growth areas, however allowance of resources accordingly is not well received amongst the supervisors. There is no consensus amongst the hierarchy regarding the very best fit future method.
Executive Summary
Situational Analysis

Yun had a rather clear photo in his mind about how Glocalization In China Case Study Solution can transform from a low end to a high end product supplier. He knew that transformation can just be done through positioning Samsung as a company using high-end products and this might just be done through high level of marketing.

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

One of the marketing difficulties for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as same tools and thought 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 existing marketing requirement was excessive high, the space was too broader and to fill this space with wrong understandings about marketing was quite tough for Yun.

As mentioned above, marketing focus was very low in previous practices, for that reason there were no correct marketing budgets for each of the product on the portfolio. There was no marketing preparation provided for the existing items. Along with it the product range of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing preparation and to develop marketing budget plans for existing as well as for new items from the very start, and this would take a huge time.

A substantial shift would be needed in existing marketing expenditures to build the Glocalization In China Case Study Analysis brand name. This would result in increased marketing expenditures for Samsung and could disturb the administration regarding increased costs, as they hesitated to marketing expenditures formerly and an unexpected huge shiftwould make them disturb. This could result in decreasing executive support for international marketing. In this situation, Yun faces an obstacle for validating increased marketing costs by showing the long term value of big marketing expenditures.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big item portfolio. Samsung has biggest variety of patents in the industry with overall variety of 15499 patents approved in United States( USP). Big amount of R&D costs has enabled the company to grow its product portfolio at a greater rate than its competitors. Glocalization In China Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total profits.

Another strength of Glocalization In China Case Study Analysis is its capability to develop innovative products at a constant rate. It major proves for the development and item designing of Samsung is that the business has received a lot of awards for its innovation and item design.

Unlike Apple and other competitors, Samsung is concentrated on producing devices which can be quickly integrated with any kind of open source Os (OS) and software. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's capability to produce high end products at low expense of production is likewise one of the significant strength of Samsung as it makes it possible for the business to record more market by offering quality products with expense control.


Glocalization In China Case Study Analysis weaknesses are hidden in the business's reliance on outsourcing software for its devices due to company's failure in developing software application, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to huge distinction in the prices of Apple and Samsung with a much lower difference in quality. The diverse focus of the company due to large number of items in its portfolio, result in the less efficient production and make the company not able to charge higher prices like Apple. The business is likewise ineffective in handling its patents and often faces the issue of patent offense.


Opportunities for Samsung lie in the growing Mobile phone market and the company's performance in the market. It can increase its market share and incomes from mobile phone as the company is rather effective in cell phone market. Samsung presently runs in about 80 nations and the business 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 enable the business to increase its item portfolio with a boost in its wealth.


The vibrant industry environment of innovation market pose an extreme hazard on Samsung's survival and force the business to spend much of its earnings share on R&D in order to make it through in the long run. The market saturation in industrialized countries i.e. saturation of mobile business is likewise a huge risk for the business's growth in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Glocalization In China Case Study Analysis offers quality products and has a rather rich portfolio which deals with various sections. The majority of the items remain in the leading 3 of their particular markets. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is likewise not far behind in comparison of them. Following is the line of product of Samsung:

• Laptops.
• Smart phone.
• A/c unit.
• Desktop computer.
• Disk drives.
• Washer.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Glocalization In China Case Study Solution uses both market competitive and market skimming rates techniques for its wide array of products. In competitive rates it adjusts the rate according to the competitors in order to acquire advantage, whereas, it utilizes market skimming technique where the item has an added worth and by selling a few products it can reach break-even.


It has among the best supply chain networks, with retail distributors, their own sole distributors, E commerce channels like Amazon and so on. All its products are timely provided to the selling place/ provided to the consumers directly in case of online order.

Vrio Analysis
It wasn't a well-known company beyond Korea till 1993. However the management initiative taken by their CEO has actually pressed them to market more effectively outside the borders and now it has gotten in the league of top 25 business on the planet in simply 9 years. This is an amazing achievement in spite of the continuous arguments among the supervisors about adopting marketing practices. It utilizes both offline & online channels of promotion to market their products. Paid item ads, social promotion and digital advertisements are uses to create awareness about Samsung products.

Value Chain Analysis.

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

Inbound Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its providers and creates a harmonious relationship with them and even minimized their payment cycles to boost this relationship even more which adds value to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its items in-house. Divided into 3 various departments its operations are namely IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is maintaining operation hubs worldwide to even more include value to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary reasons Glocalization In China Case Study Help has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a major function in the outgoing 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 worth and competitive benefit the product uses. Glocalization In China Case Study Help marketing spending plan is continually increasing given that they began their rearranging worldwide and will continue to do so as they are constantly aiming to invest and expand in high possible growth markets. The budget is spent on occasions, print and media ads, public relations and so on.

Samsung Service. Samsung put their customers on top and continuously strive to provide unmatchable customer care requirements. As after sales service is ending up being exceptionally crucial to keep consumers happy and engaged, they even perform studies through 3rd parties to discover their consumer's feedback and execute it in the favorable method to reduce or if possible completely eliminate their client problems. By including a direct support line to contact them 24 hr they have actually further increased the included value of Glocalization In China Case Study Analysis service.


Glocalization In China Case Study Analysis has actually diversified market division, based upon its arrangement of wide range of products to large number of customers. Samsung target client sections can be divided into 3 classifications i.e. Glocalization In China Case Study Help IT and Mobile Communications, Samsung Customer Electronics and Samsung Device services.


Glocalization In China Case Study Help geographical division is based upon 2 requirements i.e. area and density. Samsung serves about 80 countries worldwide with its products supplied to Urban as well as Backwoods of the country. The Samsung is likewise growing its international presence and the company's flexibility in locating its plants motivates global growth of Samsung.


The market segmentation of Glocalization In China Case Study Solution is based upon gender, age, life-cycle stage and occupation. Samsung produces products that can be used by both males and women. The target consumers for Samsung IT and mobile communication products have an age range of 18-65 with majority at a young or recently married life process stage. They are mainly employees, students and experts. Apart from it, Samsung Consumer Electronic devices are targeted to a consumer sector with an age series of 25-65. They are primarily experts and staff members. However Glocalization In China Case Study Help Device Solutions are targeted at students, staff members and specialists with an age variety of 25-65.


The psychographic segmentation of Glocalization In China Case Study Help s based upon the social class and the life style of the consumer. Samsung target customers on the basis of social class are generally upper middle, middle and working class clients, as Samsung sell products like cellular phone very little more affordable i.e. Motorola in addition to very little costly i.e. Apple. It supplies quality items to middle level consumers at a somewhat high rate than others targeting the exact same segment.


Glocalization In China Case Study Help bulk target consumers have unique behavioural attributes. They are attracted towards Samsung since of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Glocalization In China Case Study Analysis has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit 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.

Yes, this choice is based upon the mission of Kim to target the younger audience and develop a worldwide brand image of the business. Whereas, the core strength of the business is currently making but long gone are those days when good products were selling themselves. In the existing age marketing is extremely crucial and companies can not prosper without it. Kim has currently begun to reinforce the marketing activities of Samsung and soon it will become one of its core strength like producing if not better.



Samsung operates designs, makes and sell a large portfolio of consumer electronic devices. It operates in an exceptionally competitive environment and has effectively placed itself as the maker of quality items. So, the response is yes.


As, stated previously that Glocalization In China Case Study Analysis operates in a highly competitive environment, which indicates all the companies have comparable items. So, the response for rarity is no.


Due to the nature of the industry, it is very simple for competitors to comprehend the functionality of the products and easily make their own designs. Yes, Samsung is only behind IBM in signing up brand-new patents annually, but the benefit is extremely short term in this industry.


Chairman Lee has completely turnaround Samsung, from going nearly bankrupt throughout the Asian monetary crisis of 1997 to the top 25 company on the planet. Certainly yes there is proper organization in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread almost in every country worldwide, bulk of the environments like USA, Europe, China and so on, are extremely conductive for its operations. Nevertheless, it faces some political pressures in less industrialized countries where order circumstance is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have an impact on Glocalization In China Case Study Solution operations.


Purchasing power of clients is important for companies like Samsung to prosper and grow. Emerging markets like India, middle-eastern countries and so on supply growth opportunities, whereas, due to economic crisis even the customers of developed nations suffer severely. It is extremely essential for the company to keep an eye on the continuous financial scenario of the country prior to getting in the market.


International companies have to deal with various social and cultural problems during its operations in a foreign country. Samsung has actually likewise dealt with many problems but have adopted to the regional environments of the majority of the nations incredibly well. It has customized its items, practices, policies and so on accordingly in order to be successful.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with constant ingenious item launches, Glocalization In China Case Study Analysis is one of the leading innovative business of the world. With a clear objective to be ahead of the rest when it concerns technological advancements, Samsung has actually increased to the no 25 of the leading effective business of the world.


Each nation has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal repercussions. So, it has to study or employ a local law expert prior to starting its operations in a particular country.


With the rising awareness among customers about the environmental & ethical infractions of companies, Samsung needs to guarantee that it follows all the safety guidelines. Ecological damages, ethical misbehaviors are not appropriate and in some nations the repercussions can be really severe. On the other hand it needs to do some Business Social Obligation practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Threat of Alternative

Risk of substitution for Samsung's each product category is quite substantial. Factors for high risk of substitution for Glocalization In China Case Study Solution Mobile phone include the presence of high number of providers and Market saturation in industrialized countries, which make the expense of changing for consumers practically no. Along with it, Samsung printing services products are threatened by the increasing destination of consumers towards cloud storage.

Competition Among Existing Firms:

The rivaly among Samsung and its close competitors is extreme. The major reason behind this is the approach of market saturation in numerous number of product categories, requiring Samsung to present more innovative features in existing items and new ingenious products to maintain its development. The major competitors for Glocalization In China Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Glocalization In China Case Study Analysis has a vast supply chain consisting of about 2700 suppliers across the world.( 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. These big orders allow Samsung to work out costs with its providers. Due to incapability of Samsung to develop its own software, it has to outsource its software application advancement to Google, which becomes a prospective provider of software for Samsung, resulting in high bargaining power of Google. In most of Glocalization In China Case Study Help has a power to negotiate prices, however it supply considerable rates to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Market saturation in most of the product classifications likewise make the bargaining power of buyers more extreme in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its items at a higher price than much of its competitors, due to high end quality item and a fair brand image.

Danger of New Entrants:

Threat of new entrants for Samsung is rather low. Among the major factor for low danger of brand-new entrants is the high competitors in the industry. The requirement of huge amount of capital to go into in the marketplace is also one of the potential barrier to entry. Together with it, requirement of big proficiency and research study and development expenses for survival in the industry also make brand-new entrants unwilling to go into in the market. Market saturation is likewise one of the barrier of entry in innovation industry. High bargaining power of providers require the gamers in the industry to charge as low costs as possible and this can only be attained by production effectiveness. Brand-new firms, in bulk cases, do not have the production performance, for this reason increasing the risks for entryway in the technology industry.

Competitive Analysis

Samsung's high product diversification provides it distinction from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Glocalization In China Case Study Help had a huge R&D spending on all of its item classifications which enable the business to make potential revenue from sales of practically all of its items.

The business ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in terms of international market share, among 8 various item classifications. Samsung was the global leader in making DRAM, SRAM and NAND flash chips. Samsung profits from chips was less than Intel but its profits from chips was growing much faster than Intel and has actually grown close to the profits levels of Intel, as provided in the case Display 2.

Together with the chips Samsung mobile market was also growing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with no sales development. The major reson behind Samsung's high development despite of higher prices than Nokia and Motorola was the business's high-end quality mobile phone.

Samsung was also profiting from increasing market share of high end LCDs as given in case Exhibition 3. The major reason, making the business enable to avail the opportunity is its mass production at low expense. Sony was the most significant rival for Glocalization In China Case Study Analysis in LCD market, however, it had also started joint venture with Samsung in 2003 for LCD producing, decreasing the competition for Samsung.

Porter's Competitive Technique

Low Expense Leadership technique of porter is fully executed by Samsung the way they attain economies of scale by enhancing their core competencies of production. They constantly bring something innovative and brand-new whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Glocalization In China Case Study Help would create a brand-new brand name image by targeting the younger generation of the specific country. As, especially mobile phones of Samsung are preferred among the younger demographic.


1. It is the best method to construct Customer Life time Worth (CLV) by producing a long-lasting relationship with customers. Develop loyalty through providing value and reap the benefits for long-term, as research has showed it is much cheaper to maintain current clients than to attract brand-new ones.
2. Another pro of this option is that word of mouth spread faster amongst younger individuals and which in turn will bring in new consumers for my items.


1. Old consumers who were associated with Samsung before might not like this new image the business is trying to represent.
2 It will incur additional expenses to reposition some items and it may not even bring success as the patterns alter extremely quickly amongst the younger demographic.

Alternative solution 2.

Samsung has actually made making its core competency for the many part of their business and due to which its managers are not afraid to totally get out of their convenience zone. It would be done by arranging training workshops during which significance of marketing will be taught and numbers will be given. Failure to get the passing ratings will get benched. Marketing environment need to be produced internally first as real marketing begins inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the workplace, as individuals frequently resist modification due to the fact that they fear it.

Determine the very best alternative

Option is the best as it plainly has more pros because once a Customer Lifetime Worth is constructed the business will profit from it till that client is alive and has buying power. Plus, our target consumers are the more youthful generation which are bound to live longer than the existing aging people. Nonetheless, Samsung's primary objective is to produce loyalty amongst its customers and make them redeemed it from them and even buy their various products as well.

Execution Plan

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi do with music. And set the expectations attainable and practical.
• A team including best marketing and sales professionals need to be put together, and both views must be taken into account prior to protecting the resources required to execute the plan.
• Thorough communication of the strategy ought to be done as it is very essential for everybody to be on the same page to make it work.
• Tasks and timelines must be build and interacted accordingly to each person accountable.
• The manager ought to use a control panel which shows the development of all the jobs which have been done or about to be done and by whom.
• The manager need to monitor and keep a continuous check on the overall and individual efficiency.
• Everybody need to want to adjust midway because any new pattern or policy may can be found in due to which all the important things currently planned need to be adjusted. It's much better to have contingency plans currently prepared.
• At the end of the project the manager need to communicate the outcomes and if successful should celebrate with the team.

Budget plan

The M-net program exposed compelling analysis about the low and high growth possible locations and how much advertising budget need to be designated appropriately. This change the spending plan allowance of different countries and numerous supervisors were unhappy and argued however the analysis done by the program was accurate and revealed figures like North America and Russia growth possible merited a 35% allowance while they were getting 45%. Whereas, China and Europe must be receiving 42% but were instead offered 31%. It actually assisted to fairly disperse the resources and capture more customers by investing more on advertisements on the high growth potential areas of the world.

Its consistent investment in R&D and innovative practices have actually moved them to brand-new heights but for them its' only the start and they want to be among the leading 3 brands in the world. Their marketing efforts ought to be directed towards younger market in the middle of the internal arguments about marketing and must develop Client Lifetime Value as it will not only provide them benefits now but will continue to enjoy it till the client lifetime. As the expense of keeping the client is much less expensive than drawing in a new one.