Glocalization In China Harvard Case Study Solution

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Glocalization In China Case Study Solution and Analysis


Historically, the company's core customers include the Original Devices Manufacturers (OEMs), which used to sell Glocalization In China Case Study Analysis items withtheir own brand name. Its customer circle consists of Original Devices Manufacturers (OEMs), who utilized to sell Samsung items with their own brand name. He repositioned Samsung as a global brand name and informed his divisional managers to understand marketing and its significance.

Problem Declaration

Samsung's transition from a product based to a marketing business is not going as efficiently as planned.Overcoming the unwillingness of divisional supervisors to include marketing successfully is still a significant difficulty. Developing a consistent brand identity throughout the whole world and using marketing techniques that finest fits the local culture is no easy task.

Situational Analysis

Yun had a rather clear image in his mind about how Glocalization In China Case Study Help can change 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 could only be done through high level of marketing.

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

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

Along with it the product variety of the company was increasing with the ripening of new product concepts by the R&D sector of Samsung. Yun had a challenge to perform marketing planning and to develop marketing budget plans for existing as well as for brand-new products from the very beginning, and this would take a big time.

A big shift would be required in existing marketing expenses to construct the Samsung brand name. This would result in increased marketing expenditures for Samsung and might disrupt the administration regarding increased expenses, as they were unwilling to marketing expenses previously and an unexpected big shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its substantial item portfolio. Samsung has largest number of patents in the industry with overall number of 15499 patents approved in US( USP). Large amount of R&D costs has actually made it possible for the company to grow its product portfolio at a greater rate than its competitors. Glocalization In China Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total revenues.

Another strength of Glocalization In China Case Study Analysis is its capability to develop ingenious items at a continuous rate. It major shows for the innovation and product developing of Samsung is that the business has received many awards for its innovation and product style.

Unlike Apple and other rivals, Samsung is concentrated on producing gadgets which can be easily integrated with any type of open source Os (OS) and software. This supplies Samsung an edge over Apple gadgets.

Samsung's capability to produce luxury items at low expense of production is also one of the major strength of Samsung as it allows the company to capture more market by supplying quality products with cost control.


Samsung's weaknesses are concealed in the company's reliance on outsourcing software for its devices due to business's inability in developing software application, unlike Sony. Glocalization In China Case Study Solution likewise has low revenue margins as compare to Apple due to big difference in the rates of Apple and Samsung with a much lesser distinction in quality.


Opportunities for Glocalization In China Case Study Help lie in the growing Smartphone market and the business's performance in the market. Samsung currently runs in about 80 nations and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic industry environment of technology industry posture a serious hazard on Samsung's survival and require the company to spend much of its incomes share on R&D in order to survive in the long run. The marketplace saturation in developed countries i.e. saturation of mobile company is likewise a huge threat for the business's development in the presence of strong competitors like Apple.

4 P's of Marketing


Glocalization In China Case Study Help offers quality items and has a quite abundant portfolio which deals with different sectors. The majority of the items are in the leading 3 of their particular industries. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is also not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Mobile phones.
• A/c unit.
• Desktop computer.
• Disk drives.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Glocalization In China Case Study Help uses both market competitive and market skimming rates strategies for its wide variety of items. In competitive pricing it adjusts the price according to the competition in order to acquire benefit, whereas, it utilizes market skimming strategy where the product has an added value and by selling a couple of items 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 etc. All its items are timely provided to the selling location/ provided to the customers directly in case of online order.


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

Worth Chain Analysis.

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

Inbound Logistics.

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


Samsung's core competency is its mass producing it produces 90% of its products in-house. Divided into three different departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the main factors Glocalization In China Case Study Help has the ability to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance 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 benefit the item offers. Glocalization In China Case Study Solution advertising spending plan is constantly growing given that they began their rearranging globally and will continue to do so as they are constantly looking to expand and invest in high prospective development markets. The budget is spent on events, print and media advertisements, public relations etc.

Samsung Service. Samsung put their consumers at the top and constantly make every effort to deliver unmatchable customer support requirements. As after sales service is ending up being extremely essential to keep customers pleased and engaged, they even perform surveys through 3rd parties to learn their client's feedback and implement it in the positive method to decrease or if possible entirely remove their client concerns. By adding a direct assistance line to call them 24 hr they have even more increased the included value of Glocalization In China Case Study Help service.


Glocalization In China Case Study Help 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 classifications i.e. Glocalization In China Case Study Help IT and Mobile Communications, Samsung Consumer Electronics and Samsung Gadget solutions.


Glocalization In China Case Study Help geographical segmentation is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its products offered to Urban along with Backwoods of the country. The Samsung is likewise growing its global existence and the business's flexibility in finding its plants motivates international growth of Samsung.


Samsung produces items that can be utilized by both women and males. The target clients for Samsung IT and mobile interaction products have an age variety of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Customer Electronics are targeted to a customer segment with an age variety of 25-65.


The psychographic segmentation of Glocalization In China Case Study Analysis s based upon the social class and the lifestyle of the consumer. Samsung target consumers on the basis of social class are primarily upper middle, middle and working class clients, as Samsung sell items like cell phones very little less expensive i.e. Motorola along with very little expensive i.e. Apple. It supplies quality items to middle level consumers at a slightly high price than others targeting the same segment.


Glocalization In China Case Study Solution majority target customers have special behavioural attributes. They are drawn in towards Samsung due to the fact that of its moderate rates with a level of quality.

Quantitative analysis.

Sales of Glocalization In China Case Study Solution has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. Digital media is the biggest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the business is presently manufacturing however long gone are those days when great products were selling themselves. Kim has currently started to strengthen the marketing activities of Samsung and extremely quickly it will end up being one of its core strength like manufacturing if not better.



Samsung operates designs, makes and sell a large portfolio of consumer electronic devices. It runs in an extremely competitive environment and has successfully placed itself as the maker of quality items. The answer is yes.


As, said previously that Glocalization In China Case Study Analysis runs in an extremely competitive environment, which implies all the companies have comparable products. The answer for rarity is no.


Due to the nature of the market, it is extremely simple for rivals to understand the functionality of the items and quickly make their own models. Yes, Samsung is only behind IBM in signing up new patents yearly, however the advantage is really short-term in this industry.


Chairman Lee has completely turnaround Samsung, from going nearly bankrupt throughout the Asian financial crisis of 1997 to the top 25 business on the planet. Absolutely yes there is proper company in the business and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand spread nearly in every country worldwide, majority of the environments like USA, Europe, China and so on, are really conductive for its operations. It faces some political pressures in less developed nations where law and order situation is not excellent. Latin American, African and some Asian nations fall in this classification, where political instability do have an impact on Glocalization In China Case Study Help operations.


Purchasing power of clients is vital for business like Samsung to be successful and grow. Emerging markets like India, middle-eastern nations and so on supply growth opportunities, whereas, due to recession even the customers of industrialized nations suffer terribly. It is really crucial for the company to keep an eye on the ongoing financial situation of the country prior to entering the market.


Multinational business need to face various social and cultural problems during its operations in a foreign nation. Samsung has actually also dealt with numerous issues however have adopted to the regional environments of the majority of the countries extremely well. It has customized its items, practices, policies and so on accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with continuous innovative item launches, Glocalization In China Case Study Help is among the top innovative business of the world. With a clear objective to be ahead of the rest when it comes to technological improvements, Samsung has increased to the no 25 of the top effective business of the world.


Each country has their own laws and policies, being an international business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal effects. It has to study or work with a local law professional prior to beginning its operations in a particular nation.


With the increasing awareness among customers about the environmental & ethical offenses of business, Samsung needs to ensure that it follows all the security guidelines. Environmental damages, ethical misconducts are not appropriate and in some countries the effects can be very extreme. On the other hand it needs to do some Corporate Social Responsibility practices to show the residents that it cares about their environment and individuals.

Porter's 5 Forces

Hazard of Replacement

Threat of alternative for Samsung's each item classification is quite substantial. Elements for high threat of alternative for Glocalization In China Case Study Help Smart device consist of the presence of high number of providers and Market saturation in developed nations, which make the expense of switching for consumers almost absolutely no. Along with it, Samsung printing solutions products are threatened by the increasing destination of customers towards cloud storage.

Competition Among Existing Firms:

The rivaly among Samsung and its close rivals is extreme. The significant factor behind this is the technique of market saturation in numerous number of product classifications, forcing Samsung to introduce more innovative functions in existing items and new innovative items to maintain its growth. The major competitors for Glocalization In China Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Glocalization In China Case Study Analysis has a vast supply chain including about 2700 providers 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 substantial orders enable Samsung to work out prices with its suppliers. Nevertheless, due to incapability of Glocalization In China Case Study Solution to build its own software, it needs to outsource its software development to Google, which becomes a prospective supplier of software for Samsung, leading to high bargaining power of Google. In many of Glocalization In China Case Study Solution has a power to work out prices, however it offer significant rates to its providers to develop a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Haggling power of purchasers for different variety of product classifications of Samsung is intense. Among the factor causing the intense bargaining power is the accessibility of large number of competitors in nearly each product category i.e. competitors of Samsung Smartphone, with a really little distinction. The high availability of providers of Smartphones with minimum differentiation, make the switching expense for buyers nearly zero, hence increasing the bargaining power of buyers. Market saturation in most of the item classifications likewise make the bargaining power of buyers more extreme in for Glocalization In China Case Study Solution. In spite of igh bargaining power Samsung is rather capable of selling its items at a greater cost than much of its competitors, due to high-end quality item and a reasonable brand image.

Threat of New Entrants:

Threat of new entrants for Samsung is rather low. Among the major factor for low danger of new entrants is the high competitors in the industry. The requirement of substantial amount of capital to enter in the marketplace is also among the potential barrier to entry. Together with it, requirement of big knowledge and research and advancement expenses for survival in the industry also make brand-new entrants hesitant 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 market to charge as low costs as possible and this can just be accomplished by production effectiveness. Brand-new firms, in bulk cases, lack the production performance, hence increasing the threats for entryway in the technology industry.

Competitive Analysis

Samsung's high item diversification provides it distinction from its rivals. It is one of the 3 top brands by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single item classification with Sony concentrating on consumer electronics, Nokia on cellular phone and Intel on chips, Samsung had a substantial R&D costs on all of its product classifications which enable the business to earn prospective earnings from sales of practically all of its products. (See Exhibition) Nevertheless, due to the large item range the business faces high variety of competitors.

The company ranks initially in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in regards to worldwide market share, among 8 various product categories. Samsung was the international leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its profits from chips was growing much faster than Intel and has grown near the profits levels of Intel, as given up the case Exhibit 2.

In addition to the chips Samsung mobile market was also thriving 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 zero sales growth. The significant reson behind Samsung's high growth despite of higher costs than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was also reaping the benefits from increasing market share of high-end LCDs as given up case Exhibition 3. The significant factor, making the company enable to get the opportunity is its mass production at low cost. Sony was the most significant rival for Glocalization In China Case Study Analysis in LCD market, however, it had likewise started joint endeavor with Samsung in 2003 for LCD producing, reducing the competitors for Samsung.

Porter's Competitive Strategy

Low Expense Leadership method of porter is fully executed by Samsung the method they achieve economies of scale by strengthening their core competencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to produce for them, since they were unable to compete with them on low expense. Distinction is another technique well implemented by Samsung by continuous investment in the R&D and staying ahead of the competition. They constantly bring something new and innovative whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Glocalization In China Case Study Analysis would create a brand-new brand image by targeting the younger generation of the particular country. As, specifically mobile phones of Samsung are preferred among the more youthful group.


1. It is the best technique to construct Customer Life time Value (CLV) by producing a long-lasting relationship with clients. Construct loyalty through providing worth and reap the benefits for long-lasting, as research has actually revealed it is much cheaper to maintain existing consumers than to bring in brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful people and which in turn will bring in brand-new consumers for my products.


1. Old consumers who were associated with Samsung prior to might not like this new image the business is attempting to represent.
2 It will incur further costs to reposition some items and it might not even bring success as the patterns change really rapidly among the younger group.

Alternative option 2.

It would be done by arranging training workshops during which importance of marketing will be taught and numbers will be provided. Marketing environment must be created internally first as genuine marketing starts 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 a really unhealthy environment in the work environment, as people frequently withstand change because they fear it.

Determine the very best alternative

First option is the very best as it clearly has more pros because once a Client Lifetime Value is built the business will profit from it till that client is alive and has buying power also. Plus, our target consumers are the younger generation which are bound to live longer than the current old age people. Samsung's main objective is to produce commitment amongst its customers and make them repurchase it from them and even purchase their different products.

Implementation Plan

• Targeting younger generation through social marketing, producing a link with them like Pepsi make with music. And set the expectations achievable and practical.
• A group consisting of best marketing and sales professionals should be put together, and both views must be taken into consideration prior to protecting the resources required to implement the strategy.
• Thorough communication of the plan need to be done as it is extremely crucial for everybody to be on the very same page to make it work.
• Tasks and timelines need to be develop and interacted accordingly to each person responsible.
• The supervisor should utilize a dashboard which reveals the development of all the tasks which have been done or about to be done and by whom.
• The manager must keep an eye on and keep a constant check on the private and overall efficiency.
• Everyone must be willing to adjust midway due to the fact that any new pattern or policy may can be found in due to which all the things currently planned have to be changed. It's better to have contingency strategies already prepared.
• At the end of the campaign the supervisor must interact the results and if effective ought to celebrate with the group.


This modification the spending plan allotment of various countries and lots of supervisors were dissatisfied and argued however the analysis done by the program was accurate and showed figures like North America and Russia development possible merited a 35% allocation while they were receiving 45%. It truly assisted to relatively distribute the resources and record more clients by investing more on ads on the high growth capacity regions of the world.


Glocalization In China Case Study Help is a leading 25 company worldwide now and plans to get ahead of Sony who sits currently at no. 20. Its constant investment in R&D and innovative practices have actually moved them to new heights however for them its' just the start and they wish to be among the leading 3 brands worldwide. They entirely turnaround from nearly going bankrupt throughout the Asian Financial Crisis to a world distinguished brand name, understood for quality and innovation. Their value chain and their core competency their manufacturing capability, along-with international brand image building have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more expansion in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts must be directed towards younger group amid the internal arguments about marketing and must develop Consumer Life time Value as it will not only provide benefits now however will continue to gain it till the consumer lifetime. As the cost of keeping the consumer is more affordable than bring in a brand-new one.