Hewlett Packard A Common Supplier Code Of Conduct Harvard Case Study Analysis

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Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution and Analysis


Historically, the business's core consumers include the Original Devices Manufacturers (OEMs), which utilized to offer Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis items withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who utilized to sell Samsung items with their own brand name. He repositioned Samsung as a worldwide brand name and informed his divisional managers to comprehend marketing and its importance.

Problem Statement

Samsung's transition from an item based to a marketing business is not going as efficiently as planned.Overcoming the reluctance of divisional managers to integrate marketing efficiently is still a major challenge. Producing a constant brand identity throughout the entire world and utilizing marketing methods that best fits the regional culture is no simple job. The M-net program analysis have been truly useful in identifying the high and less potential development locations, however allotment of resources appropriately is not well gotten among the supervisors. There is no consensus amongst the hierarchy concerning the best suited future strategy.

Situational Analysis

Yun had a quite clear picture in his mind about how Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution can transform from a low end to a high end item supplier. He knew that change can only be done through positioning Samsung as a company offering high-end items and this could just 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 faced numerous marketing obstacles in early years of its efforts.

One of the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as very same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the present marketing requirement was excessive high, the gap was too wider and to fill this gap with incorrect understandings about marketing was quite tough for Yun.

Along with it the product variety of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had an obstacle to perform marketing planning and to create marketing budgets for existing as well as for brand-new items from the very start, and this would take a big time.

A substantial shift would be needed in existing marketing expenditures to develop the Samsung brand name. This would result in increased marketing expenditures for Samsung and might disrupt the administration concerning increased expenses, as they were reluctant to marketing expenditures formerly and an abrupt huge shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Hewlett Packard A Common Supplier Code Of Conduct Case Study Help strengths lie in its big product portfolio. Samsung has largest number of patents in the market with total number of 15499 patents given in US( USP).

Another strength of Hewlett Packard A Common Supplier Code Of Conduct Case Study Help is its capability to develop innovative items at a continuous rate. It major proves for the innovation and product creating of Samsung is that the business has actually received a lot of awards for its innovation and product design.

Unlike Apple and other rivals, Samsung is focused on producing gadgets which can be quickly incorporated with any kind of open source Operating System (OS) and software application. This offers Samsung an edge over Apple gadgets.

Samsung's capability to produce high-end products at low expense of production is likewise among the major strength of Samsung as it enables the company to record more market by supplying quality items with cost control.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Help weaknesses are hidden in the business's dependence on outsourcing software for its devices due to business's failure in establishing software application, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to big distinction in the rates of Apple and Samsung with a much lesser distinction in quality. The varied focus of the company due to a great deal of products in its portfolio, lead to the less effective production and make the business not able to charge greater costs like Apple. The company is also inefficient in managing its patents and often deals with the problem of patent offense.


Opportunities for Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution lie in the growing Smartphone market and the business's effectiveness in the market. Samsung 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 vibrant industry environment of technology market position a severe risk on Samsung's survival and require the business to invest much of its revenues share on R&D in order to survive in the long run. The market saturation in developed nations i.e. saturation of mobile company is also a big hazard for the company's growth in the presence of strong competitors like Apple.

4 P's of Marketing


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

• Laptops.
• Cellphone.
• A/c.
• Computer.
• Hard disks.
• Washer.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis utilizes both market competitive and market skimming pricing strategies for its wide variety of products. In competitive prices it changes the cost according to the competition in order to gain benefit, whereas, it uses market skimming method where the product has actually an added worth and by offering a few products it can reach break-even.


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


It wasn't a widely known company outside of Korea till 1993. The management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has actually entered the league of leading 25 companies in the world in just 9 years. This is an amazing achievement in spite of the continuous arguments amongst the managers about embracing marketing practices. It utilizes both offline & online channels of promo to market their products. Paid product advertisements, social promo and digital advertisements are utilizes to develop awareness about Samsung products.

Value Chain Analysis.

It's an analytical framework for identifying service activities that include value or competitive advantage for the business.

Inbound Logistics.

For its incoming logistics it owns various logistics companies as it subsidiaries. It looks after its suppliers and develops a harmonious relationship with them and even minimized their payment cycles to boost this relationship further which includes worth to their chain network.


Samsung's core proficiency is its mass manufacturing it produces 90% of its products in-house. Divided into 3 different divisions its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronics. It is maintaining operation hubs worldwide to further add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the main reasons Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target consumer attention towards the product is done through marketing and sales to communicate with them the value and competitive benefit the item offers. Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution advertising budget plan is continually increasing considering that they started their repositioning internationally and will continue to do so as they are continually aiming to expand and invest in high potential development markets. The spending plan is spent on events, print and media ads, public relations and so on.

Samsung put their clients at the top and continuously strive to provide unmatchable consumer service standards. By including a direct support line to call them 24 hours they have actually even more increased the included value of Samsung service.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis has diversified market segmentation, based upon its provision of large range of products to large number of consumers. Samsung target customer sectors can be divided into 3 classifications i.e. Hewlett Packard A Common Supplier Code Of Conduct Case Study Help IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device options.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis geographical segmentation is based upon two requirements i.e. area and density. Samsung serves about 80 nations worldwide with its items supplied to Urban in addition to Backwoods of the country. The Samsung is likewise growing its global presence and the business's versatility in finding its plants motivates global expansion of Samsung.


The demographic segmentation of Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis is based upon gender, age, life-cycle phase and occupation. Samsung produces products that can be utilized by both males and females. The target clients for Samsung IT and mobile interaction items have an age range of 18-65 with majority at a young or recently married life process phase. They are mostly specialists, trainees and employees. Apart from it, Samsung Consumer Electronics are targeted to a consumer sector with an age variety of 25-65. They are mostly experts and workers. Nevertheless Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution Gadget Solutions are targeted at trainees, workers and specialists with an age series of 25-65.


The psychographic segmentation of Hewlett Packard A Common Supplier Code Of Conduct Case Study Help s based upon the social class and the life style of the customer. Samsung target consumers on the basis of social class are mainly upper middle, middle and working class customers, as Samsung offer products like mobile phone not much less expensive i.e. Motorola in addition to very little pricey i.e. Apple. It provides quality items to middle level consumers at a somewhat high rate than others targeting the very same section.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution bulk target customers have unique behavioural qualities. They are brought in towards Samsung since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. Digital media is the largest selling category 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 on the mission of Kim to target the younger audience and develop a worldwide brand name picture of the business. Whereas, the core strength of the business is currently producing but long gone are those days when excellent items were selling themselves. In the current age marketing is really important and companies can not succeed without it. Kim has actually already started to enhance the marketing activities of Samsung and soon it will become one of its core strength like making if not much better.



Samsung operates styles, makes and offer a large portfolio of customer electronics. It runs in an exceptionally competitive environment and has actually successfully placed itself as the maker of quality products. So, the answer is yes.


As, said earlier that Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis runs in an extremely competitive environment, which indicates all the business have similar items. The answer for rarity is no.


Due to the nature of the industry, it is really simple for rivals to understand the functionality of the items and easily make their own designs. Yes, Samsung is only behind IBM in signing up new patents each year, but the benefit is extremely short term in this market.


Chairman Lee has totally turn-around Samsung, from going practically bankrupt throughout the Asian monetary crisis of 1997 to the leading 25 company worldwide. Certainly yes there appertains company in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread almost in every nation worldwide, majority of the environments like U.S.A., Europe, China and so on, are really conductive for its operations. It faces some political pressures in less industrialized countries where law and order situation is not excellent. Latin American, African and some Asian nations fall in this category, where political instability do have a result on Hewlett Packard A Common Supplier Code Of Conduct Case Study Help operations.


Buying power of consumers is important for business like Samsung to grow and prosper. Emerging markets like India, middle-eastern nations etc. supply growth chances, whereas, due to economic crisis even the consumers of industrialized nations suffer badly. It is really essential for the company to keep an eye on the ongoing economic situation of the nation prior to getting in the market.


International companies need to face numerous social and cultural problems throughout its operations in a foreign country. Samsung has also faced lots of issues however have adopted to the local environments of the majority of the countries extremely well. It has customized its items, practices, policies and so on accordingly in order to achieve success.


With an annual expense of 2.4 billion dollars in Research & Development, and with constant innovative product launches, Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis is one of the top ingenious business of the world. With a clear objective to be ahead of the rest when it pertains to technological developments, Samsung has risen to the no 25 of the top successful companies 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 serious legal consequences. So, it needs to study or hire a local law specialist prior to beginning its operations in a particular country.


With the increasing awareness amongst consumers about the ecological & ethical violations of business, Samsung needs to guarantee that it follows all the security guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be very extreme. On the other hand it has to do some Corporate Social Obligation practices to reveal the residents that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Replacement

Threat of alternative for Samsung's each product classification is quite significant. Running in an incredibly vibrant industry lead the business to face a high danger of alternative. Aspects for high hazard of replacement for Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution Smart device consist of the presence of high number of providers and Market saturation in industrialized countries, that make the expense of changing for customers almost no. Replacement dangers for Samsung visual screen lie in the changing life style of clients. Customers can switch to enjoying visuals in the house towards outdoor activities. Along with it, Samsung printing options products are threatened by the increasing destination of clients towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly among Samsung and its close rivals is intense. The major reason behind this is the method of market saturation in different number of product classifications, requiring Samsung to present more ingenious features in existing products and brand-new ingenious items to maintain its growth. Other aspect for the intense competition among the competitors is the little item distinction amongst the items. The popular players in the innovation market are quite familiar with the significance of R&D spending for their survival and are running into a race of marketing and R&D spending, to record the market. The significant competitors for Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the fluctuating market shares which can be seen in Exhibit F.

Bargaining Power of Suppliers:

( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. Due to incapability of Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis to construct its own software, it has to outsource its software application development to Google, which becomes a potential provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Bargaining power of buyers for various variety of product categories of Samsung is intense. One of the aspect resulting in the extreme bargaining power is the availability of a great deal of rivals in nearly each item category i.e. competitors of Samsung Mobile phone, with an extremely little differentiation. The high accessibility of providers of Mobile phones with minimum distinction, make the switching cost for buyers nearly zero, for this reason 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 Hewlett Packard A Common Supplier Code Of Conduct Case Study Help. In spite of igh bargaining power Samsung is rather capable of offering its products at a higher rate than much of its rivals, due to high-end quality item and a fair brand name image.

Threat of New Entrants:

Risk of brand-new entrants for Samsung is quite low. Among the major aspect for low danger of brand-new entrants is the high competition in the industry. The requirement of big amount of capital to go into in the market is likewise among the possible barrier to entry. In addition to it, requirement of substantial knowledge and research study and advancement expenditures for survival in the market also make new entrants unwilling to go into in the market. Market saturation is also one of the barrier of entry in innovation industry. High bargaining power of providers force the gamers in the industry to charge as low rates as possible and this can only be accomplished by production effectiveness. New companies, in majority cases, do not have the production efficiency, for this reason increasing the risks for entrance in the technology market.

Competitive Analysis

Samsung's high product diversity supplies it differentiation from its competitors. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Hewlett Packard A Common Supplier Code Of Conduct Case Study Help had a big R&D costs on all of its item classifications which make it possible for the company to earn potential revenue from sales of practically all of its products.

The company ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in terms of global market share, amongst 8 various product categories. Samsung was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung profits from chips was less than Intel but its revenues from chips was growing quicker than Intel and has actually grown close to the earnings levels of Intel, as offered in the case Exhibition 2.

Along with the chips Samsung mobile market was also thriving at a high rate than its rivals i.e. Motorola and Nokia. Samsung's mobile phone's sales development 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 greater prices than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was also reaping the benefits from increasing market share of high end LCDs as given up case Exhibition 3. The major reason, making the company allow to get the chance is its mass production at low cost. Sony was the biggest rival for Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis in LCD market, nevertheless, it had actually also started joint endeavor with Samsung in 2003 for LCD making, reducing the competition for Samsung.

Porter's Competitive Method

Low Expense Leadership method of porter is fully implemented by Samsung the way they attain economies of scale by reinforcing their core proficiencies of production. They always bring something brand-new and innovative whether it's a product or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis would produce a new brand image by targeting the more youthful generation of the specific nation. As, specifically mobile phones of Samsung are preferred amongst the younger group.


1. It is the very best technique to build Consumer Lifetime Value (CLV) by developing a long-term relationship with consumers. Build commitment through providing worth and reap the benefits for long-lasting, as research study has actually revealed it is more affordable to retain present clients than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread faster among younger individuals and which in turn will bring in brand-new clients for my products.


1. Old customers who were associated with Samsung before may not like this new image the business is trying to represent.
2 It will incur further expenses to reposition some items and it may not even bring success as the trends alter very rapidly amongst the younger market.

Alternative solution 2.

It would be done by arranging training workshops during which value of marketing will be taught and numbers will be provided. Marketing environment ought to be produced internally initially as real marketing begins inside the corporation.


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


2. Its con can create a really unhealthy environment in the workplace, as people often withstand modification due to the fact that they fear it.

Identify the best alternative

Option is the best as it plainly has more pros since as soon as a Customer Life time Value is developed the company will profit from it till that customer is alive and has acquiring power. Plus, our target clients are the younger generation which are bound to live longer than the present aging individuals. Samsung's main objective is to create commitment among its consumers and make them bought it from them and even purchase their different products.

Application Strategy

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi make with music. And set the expectations practical and possible.
• A team including best marketing and sales experts need to be put together, and both views ought to be taken into consideration prior to protecting the resources needed to execute the strategy.
• Thorough communication of the plan ought to be done as it is extremely important for everyone to be on the same page to make it work.
• Jobs and timelines should be construct and interacted accordingly to each individual responsible.
• The supervisor must use a control panel which shows the progress of all the tasks which have actually been done or about to be done and by whom.
• The supervisor need to monitor and keep a constant check on the private and total efficiency.
• Everyone should be willing to adapt midway because any brand-new pattern or policy might can be found in due to which all the things already prepared have to be changed. It's much better to have contingency plans already prepared.
• At the end of the project the manager should communicate the outcomes and if effective should commemorate with the group.

Budget plan

The M-net program exposed engaging analysis about the low and high development possible locations and how much marketing budget ought to be designated accordingly. This change the spending plan allocation of various nations and numerous supervisors were dissatisfied and argued however the analysis done by the program was precise and revealed figures like The United States and Canada and Russia growth possible merited a 35% allocation while they were receiving 45%. Whereas, China and Europe must be getting 42% but were rather given 31%. It actually assisted to fairly disperse the resources and catch more consumers by spending more on ads on the high development potential regions of the world.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis is a top 25 business worldwide now and prepares to get ahead of Sony who sits currently at no. 20. Its consistent investment in R&D and ingenious practices have actually propelled them to new heights but for them its' only the start and they want to be among the top 3 brand names on the planet. They completely turnaround from almost going bankrupt during the Asian Financial Crisis to a world renowned brand, known for quality and innovation. Their value chain and their core proficiency their production ability, along-with global brand image building 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 ought to be directed towards younger group amidst the internal arguments about marketing and must create Client Life time Value as it will not only give them benefits now however will continue to reap it till the customer life time. As the cost of keeping the client is much cheaper than attracting a brand-new one.