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 & Analysis


Hewlett Packard A Common Supplier Code Of Conduct Case Study Help is a well-known global brand name in technology market, established in 1938 by Lee Byung Chul, in South Korea. Hewlett Packard A Common Supplier Code Of Conduct handle a great deal of product categories including Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic products. Historically, the company's core customers include the Original Equipment Manufacturers (OEMs), which used to sell Samsung products withtheir own brand. Till early 1990s, the core proficiency of Samsung depend on its low cost offerings than its rivals by making existing items at economies of scale. Its customer circle consists of Original Devices Manufacturers (OEMs), who used to offer Hewlett Packard A Common Supplier Code Of Conduct Case Study Help items with their own trademark name. Samsung was not merely understood outside Korea. There were also no or little interest in developing the trademark name globally. Marketing spending plan was managed by production department with a focal point on supplying cheap products.During the 1997 Asian Financial Crisis the company nearly got insolvent, however with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was noted the leading 25 most valuable business on the planet. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Samsung as a global brand name and informed his divisional supervisors to understand marketing and its importance. Now their goal is to arrive 10 by 2005.

Problem Statement

Samsung's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to include marketing effectively is still a major challenge. Creating a consistent brand name identity throughout the whole world and employing marketing techniques that best fits the regional culture is no simple job. The M-net program analysis have been really helpful in determining the high and less potential growth areas, however allotment of resources appropriately is not well gotten among the supervisors. There is no consensus amongst the hierarchy regarding the best suited future technique.
Executive Summary
Situational Analysis

Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis efforts for constructing its brand throughout the world was started after presenting the "new management initiative" by Chairman Lee in 1993. The objective was to transform Samsung from an inexpensive OEM to a high value-added item supplier. To make the vision of Samsung a reality, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a quite clear image in his mind about how Samsung can transform from a low end to a high end product service provider. He knew that improvement can just be done through positioning Samsung as a company using high-end items and this could only be done through high level of marketing.

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

Among the marketing challenges for Yun was the understandings of executives about the worth of marketing. They considered marketing and selling as same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the current marketing requirement was too much high, the space was too wider and to fill this gap with wrong perceptions about marketing was rather tough for Yun.

As stated above, marketing focus was very low in previous practices, for that reason there were no proper marketing spending plans for each of the product on the portfolio. There was no marketing planning done for the existing items. Along with it the product series of the company was increasing with the ripening of new item ideas by the R&D sector of Samsung. Yun had an obstacle to perform marketing preparation and to create marketing budget plans for existing as well as for new products from the very beginning, and this would take a substantial time.

A substantial shift would be needed in current marketing expenses to build the Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution brand name. This would result in increased marketing expenditures for Samsung and could interrupt the administration relating to increased costs, as they were reluctant to marketing expenditures previously and an abrupt huge shiftwould make them disrupt. This might result in declining executive assistance for worldwide marketing. In this scenario, Yun deals with an obstacle for justifying increased marketing costs by showing the long term value of big marketing expenses.

Internal Analysis
SWOT Analysis

Samsung strengths lie in its big item portfolio. Samsung has largest variety of patents in the industry with total number of 15499 patents given in United States( USP). Large amount of R&D costs has actually allowed the company to grow its item portfolio at a higher rate than its rivals. Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall revenues.

Another strength of Hewlett Packard A Common Supplier Code Of Conduct Case Study Help is its capability to establish ingenious products at a constant rate. It major shows for the development and product designing of Samsung is that the company has actually gotten a lot of awards for its development and product design.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be quickly incorporated with any kind of open source Os (OS) and software. This provides Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's ability to produce luxury items at low cost of production is also one of the significant strength of Samsung as it allows the business to record more market by providing quality items with cost control.

Weak points

Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis weak points are concealed in the company's dependence on outsourcing software for its devices due to business's failure in developing software application, unlike Sony. Samsung likewise has low revenue margins as compare to Apple due to huge difference 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 products in its portfolio, result in the less efficient production and make the business not able to charge higher costs like Apple. The company is likewise inefficient in managing its patents and often faces the issue of patent infraction.


Opportunities for Samsung lie in the growing Smart device market and the business's performance in the market. It can increase its market share and incomes from cellular phone as the company is quite efficient in cell phone market. Samsung currently runs in about 80 countries and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would make it possible for the business to increase its product portfolio with an increase in its wealth.


The vibrant industry environment of technology market present an extreme hazard on Samsung's survival and require 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 nations i.e. saturation of mobile company is likewise a huge risk for the company's growth in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution uses quality products and has a rather abundant portfolio which deals with different segments. The majority of the items remain in the leading three of their particular industries. LCD and cellphones are the biggest items of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Cellphone.
• A/c unit.
• Desktop computer.
• Hard disk drives.
• Washer.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis uses both market competitive and market skimming pricing strategies for its wide variety of items. In competitive pricing it adjusts the cost according to the competition in order to gain benefit, whereas, it utilizes market skimming technique where the item has an included value and by selling a few items it can reach break-even.


It has one of the best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon etc. All its items are prompt supplied to the selling location/ delivered to the consumers straight in case of online order.

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

Value Chain Analysis.

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

Inbound Logistics.

It has one of the most effective and efficient supply chain network and has more than 2700 providers throughout various industries around the globe. Practically 80% of which is based in Asia and the remaining around the globe. For its inbound logistics it owns different logistics companies as it subsidiaries. It looks after its providers and produces a harmonious relationship with them and even lowered their payment cycles to increase this relationship further which adds value to their chain network.


Samsung's core proficiency is its mass producing it produces 90% of its items internal. Divided into 3 different departments its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is preserving operation hubs worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is among the main factors Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis 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 tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target consumer attention towards the product is done through marketing and sales to interact with them the worth and competitive advantage the product uses. Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution marketing spending plan is continually on the rise considering that they started their repositioning worldwide and will continue to do so as they are continuously aiming to invest and broaden in high possible growth markets. The budget plan is spent on occasions, print and media advertisements, public relations etc.

Samsung Service. Samsung put their customers on top and continually aim to provide unmatchable customer support standards. As after sales service is becoming extremely crucial to keep consumers pleased and engaged, they even perform surveys through third parties to find out their consumer's feedback and implement it in the favorable method to lower or if possible completely remove their client concerns. By including a direct support line to call them 24 hours they have further increased the included worth of Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis service.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Help has actually diversified market segmentation, based upon its provision of wide 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 Analysis IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget options.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis geographical segmentation is based upon 2 requirements i.e. area and density. Samsung serves about 80 nations worldwide with its items supplied to Urban in addition to Rural areas of the nation. The Samsung is also growing its global presence and the company's versatility in finding its plants motivates international growth of Samsung.


Samsung produces products that can be used by both males and females. The target consumers for Samsung IT and mobile interaction products have an age variety of 18-65 with bulk at a young or recently wed life cycle phase. Apart from it, Samsung Customer Electronics are targeted to a consumer section with an age variety of 25-65.


The psychographic segmentation of Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution s based upon the social class and the life style of the consumer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class customers, as Samsung offer products like cell phones very little less expensive i.e. Motorola as well as very little expensive i.e. Apple. It provides quality items to middle level consumers at a somewhat high price than others targeting the same sector.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Help majority target clients have distinct behavioural characteristics. They are brought in towards Samsung due to the fact that of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Hewlett Packard A Common Supplier Code Of Conduct 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 biggest 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 more youthful audience and create a worldwide brand image of the company. Whereas, the core strength of the business is currently producing however long gone are those days when great products were selling themselves. In the current age marketing is really crucial and companies can not prosper without it. Kim has currently begun to strengthen the marketing activities of Samsung and very soon it will become one of its core strength like making if not much better.



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


As, stated earlier that Hewlett Packard A Common Supplier Code Of Conduct Case Study Help operates in a highly competitive environment, which suggests all the business have comparable items. The response for rarity is no.


Due to the nature of the market, it is really simple for rivals to understand the functionality of the items and quickly make their own designs. Yes, Samsung is just behind IBM in registering new patents yearly, but the advantage is extremely short term in this market.


Chairman Lee has completely turn-around Samsung, from going almost bankrupt during the Asian financial crisis of 1997 to the top 25 business worldwide. Definitely yes there appertains company in the business and the results speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand spread nearly in every nation worldwide, bulk of the environments like USA, Europe, China and so on, are really conductive for its operations. It deals with some political pressures in less industrialized nations where law and order situation is not great. Latin American, African and some Asian nations fall in this classification, where political instability do have a result on Hewlett Packard A Common Supplier Code Of Conduct Case Study Help operations.


Purchasing power of clients is crucial for business like Samsung to prosper and grow. Emerging markets like India, middle-eastern countries and so on offer development opportunities, whereas, due to recession even the clients of developed countries suffer badly. Thus it is really crucial for the business to watch on the ongoing economic scenario of the country before going into the marketplace.


Multinational business have to deal with different social and cultural issues throughout its operations in a foreign nation. Samsung has actually also dealt with lots of problems but have actually adopted to the regional environments of the majority of the nations remarkably well. It has actually tailored its items, practices, policies etc. appropriately in order to achieve success.


With a yearly expenditure of 2.4 billion dollars in Research & Advancement, and with continuous ingenious item launches, Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis is one of the leading ingenious companies of the world. With a clear mission to be ahead of the rest when it pertains to technological developments, Samsung has actually risen to the no 25 of the top successful companies of the world.


Each country has their own laws and policies, being a multinational business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal effects. So, it needs to study or work with a regional law expert before starting its operations in a specific nation.


With the rising awareness among customers about the ethical & ecological offenses of companies, Samsung has to ensure that it follows all the security standards. Ecological damages, ethical misconducts are not acceptable and in some nations the consequences can be extremely severe. On the other hand it has to do some Business Social Obligation practices to reveal the locals that it appreciates their environment and individuals.

Porter's Five Forces

Danger of Substitution

Danger of substitution for Samsung's each product category is rather substantial. Running in a very vibrant market lead the company to deal with a high risk of alternative. Factors for high risk of substitution for Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis Mobile phone include the existence of high variety of providers and Market saturation in industrialized nations, that make the expense of changing for consumers almost zero. Alternative risks for Samsung visual display screen lie in the altering life style of consumers. Customers can change to seeing visuals in your home towards outdoor activities. In addition to it, Samsung printing services items are threatened by the increasing destination of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Samsung and its close competitors is intense. The significant reason behind this is the approach of market saturation in numerous variety of item classifications, forcing Samsung to present more ingenious features in existing items and brand-new ingenious products to maintain its development. Other factor for the extreme competition among the competitors is the little item differentiation amongst the products. The popular gamers in the technology market are rather familiar with the significance of R&D spending for their survival and are running into a race of marketing and R&D spending, to capture 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 competition rivalry results in the varying market shares which can be seen in Display F.

Bargaining Power of Suppliers:

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

Bargaining Power of Buyers:

Haggling power of buyers for different number of item categories of Samsung is intense. One of the factor causing the intense bargaining power is the schedule of a great deal of competitors in nearly each item classification i.e. rivals of Samsung Smart device, with an extremely little distinction. The high accessibility of providers of Smart devices with minimum distinction, make the changing cost for purchasers nearly no, hence increasing the bargaining power of purchasers. Market saturation in the majority of the product categories 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 quite efficient in selling its products at a higher rate than much of its competitors, due to luxury quality product and a reasonable brand image.

Danger of New Entrants:

Danger of brand-new entrants for Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution is rather low. Along with it, requirement of substantial know-how and research and development expenses for survival in the industry likewise make brand-new entrants unwilling to enter in the market. Market saturation is likewise one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high item diversity offers it distinction from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis had a huge R&D costs on all of its item categories which make it possible for the company to make potential income from sales of almost all of its products.

The company ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in terms of worldwide market share, amongst 8 various item categories. Samsung was the global leader in producing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel however its revenues 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 mobile phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with no sales growth. The significant reson behind Samsung's high growth despite of greater rates than Nokia and Motorola was the business's high-end quality cellular phone.

Samsung was also profiting from increasing market share of high-end LCDs as given in case Display 3. The major reason, making the business enable to avail the chance is its mass production at low expense. Sony was the biggest competitor for Hewlett Packard A Common Supplier Code Of Conduct Case Study Help in LCD market, nevertheless, it had also begun joint venture with Samsung in 2003 for LCD making, lessening the competition for Samsung.

Porter's Competitive Method

Low Expense Management strategy of porter is fully implemented by Samsung the way they achieve economies of scale by strengthening their core competencies of manufacturing. They always bring something new and ingenious whether it's a service or an item.


Alternative Service 1

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


1. It is the best method to construct Consumer Life time Value (CLV) by developing a long-lasting relationship with consumers. Construct loyalty through providing value and profit for long-term, as research has actually showed it is much cheaper to keep existing clients than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread quicker among younger people and which in turn will bring in brand-new customers for my items.


1. Old clients who were related to Samsung before might not like this brand-new image the company is attempting to portray.
2 It will incur additional costs to reposition some products and it might not even bring success as the trends alter very rapidly among the younger group.

Alternative service 2.

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


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


2. Its con can create a really unhealthy environment in the work environment, as people often withstand change since they fear it.

Recognize the best option

First alternative is the best as it plainly has more pros because when a Client Lifetime Worth is constructed the company will benefit from it till that customer is alive and has purchasing power as well. Plus, our target clients are the more youthful generation which are bound to live longer than the existing old age individuals. Nonetheless, Samsung's main objective is to create loyalty among its customers and make them bought it from them and even purchase their different products as well.

Execution Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations attainable and practical.
• A team consisting of finest marketing and sales experts must be put together, and both views should be taken into account before securing the resources needed to carry out the strategy.
• Thorough interaction of the plan should be done as it is extremely important for everybody to be on the same page to make it work.
• Jobs and timelines should be construct and interacted accordingly to each individual responsible.
• The manager must utilize a dashboard which shows the progress of all the jobs which have been done or about to be done and by whom.
• The manager should keep an eye on and keep a continuous look at the specific and total efficiency.
Due to the fact that any brand-new trend or policy might come in due to which all the things already planned have actually to be changed, • Everyone must be willing to adapt midway. It's better to have contingency plans currently prepared.
• At the end of the campaign the manager must communicate the results and if effective must commemorate with the group.

Spending plan

This modification the spending plan allowance of numerous managers and various countries were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia growth potential merited a 35% allowance while they were getting 45%. It truly helped to relatively distribute the resources and catch more clients by spending more on advertisements on the high growth potential areas of the world.

Its continuous financial investment in R&D and ingenious practices have propelled them to brand-new heights but for them its' only the start and they want to be amongst the top 3 brands in the world. Their marketing efforts ought to be directed towards more youthful market in the middle of the internal arguments about marketing and should develop Consumer Lifetime Worth as it will not only offer them benefits now but will continue to gain it till the consumer lifetime. As the cost of retaining the consumer is much less expensive than drawing in a new one.