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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 Analysis is a popular worldwide brand in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Hewlett Packard A Common Supplier Code Of Conduct deals in a great deal of product categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and many more other electronic items. Historically, the company's core clients consist of the Original Equipment Manufacturers (OEMs), which used to offer Enterprise items withtheir own brand name. Till early 1990s, the core proficiency of Venture depend on its low price offerings than its rivals by making existing products at economies of scale. Its client circle includes Original Devices Manufacturers (OEMs), who used to offer Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution products with their own brand name. Venture was not simply understood outside Korea. There were likewise no or little interest in building the trademark name globally. Marketing budget plan was managed by production department with a focal point on supplying cheap products.During the 1997 Asian Financial Crisis the business practically got bankrupt, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the top 25 most important business in the world. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Enterprise as an international brand name and educated his divisional managers to understand marketing and its importance. Now their objective is to arrive 10 by 2005.

Problem Declaration

Org's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to incorporate marketing efficiently is still a significant challenge. Developing a consistent brand name identity across the whole world and utilizing marketing strategies that best fits the local culture is no easy task.
Executive Summary
Situational Analysis

Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis efforts for developing its trademark name throughout the world was started after introducing the "brand-new management initiative" by Chairman Lee in 1993. The goal was to change Business from a cheap OEM to a high value-added item service provider. To make the vision of Company a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Organization can change from a low end to a high end item provider. He knew that improvement can just be done through positioning Company as a business 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 build Venture brand name, with a possible assistance of its executives, Yun dealt with several marketing obstacles in early years of its efforts.

Among the marketing difficulties for Yun was the understandings of executives about the worth of marketing. They thought about marketing and selling as exact same tools and believed that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the existing marketing requirement was excessive high, the space was too wider and to fill this gap with wrong understandings about marketing was quite challenging for Yun.

Along with it the item variety of the company was increasing with the ripening of brand-new item concepts by the R&D sector of Corporation. Yun had an obstacle to carry out marketing preparation and to produce marketing budgets for existing as well as for new products from the very start, and this would take a huge time.

A huge shift would be needed in existing marketing expenditures to construct the Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis brand. This would lead to increased marketing expenditures for Venture and might interrupt the administration regarding increased expenditures, as they hesitated to marketing expenditures formerly and a sudden huge shiftwould make them interrupt. This could lead to decreasing executive support for worldwide marketing. In this circumstance, Yun faces an obstacle for validating increased marketing expenditures by demonstrating the long term worth of big marketing expenses.

Internal Analysis
SWOT Analysis

Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis strengths lie in its substantial product portfolio. Org 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 significant shows for the development and product creating of Org is that the business has actually gotten numerous awards for its innovation and item style.

Unlike Apple and other rivals, Corporation is concentrated on producing devices which can be easily incorporated with any type of open source Operating System (OS) and software. This offers Organization an edge over Apple gadgets.
Porter's 5 Forces Analysis
Business's ability to produce high end items at low cost of production is likewise one of the major strength of Enterprise as it enables the company to catch more market by providing quality products with expense control.

Weak points

Venture's weaknesses are concealed in the business's reliance on outsourcing software for its devices due to business's failure in developing software application, unlike Sony. Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution also has low revenue margins as compare to Apple due to huge distinction in the prices of Apple and Corporation with a much lower difference in quality.


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. Company currently runs in about 80 countries and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of innovation market posture a serious risk on Business's survival and force the business to spend much of its revenues 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 company is likewise a huge threat for the company's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Hewlett Packard A Common Supplier Code Of Conduct Case Study Help offers quality items and has a rather abundant portfolio which caters to various segments. The majority of the items remain in the leading 3 of their respective industries. LCD and smart phones are the most significant items of Business, whereas DRAM is also not far behind in contrast of them. Following is the product line of Business:

• Laptops.
• Cellphone.
• A/c unit.
• Personal computers.
• Hard drives.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


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


It has among the very best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon and so on. All its products are prompt provided to the selling location/ delivered to the customers directly in case of online order.

Vrio Analysis
It wasn't a widely known business beyond Korea until 1993. The management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has gotten in the league of top 25 companies in the world in just 9 years. This is an exceptional accomplishment despite the ongoing arguments amongst the managers about embracing marketing practices. It uses both offline & online channels of promotion to market their items. Paid product advertisements, social promotion and digital advertisements are utilizes to produce awareness about Corporation items.

Value Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns different logistics companies as it subsidiaries. It looks after its providers and creates an unified relationship with them and even decreased their payment cycles to improve this relationship even more which adds value to their chain network.


Org's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into three different divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is keeping operation centers worldwide to further add value to its worth chain network.

Outbound Logistics.

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

Marketing and Sales.

Bring in target consumer attention towards the product is done through marketing and sales to communicate with them the worth and competitive advantage the item offers. Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution advertising budget plan is continually increasing because they began their rearranging worldwide and will continue to do so as they are constantly seeking to broaden and invest in high possible development markets. The spending plan is invested in events, print and media advertisements, public relations etc.

Business Service. Company put their customers at the top and continually strive to deliver unmatchable customer support requirements. As after sales service is ending up being incredibly essential to keep customers delighted and engaged, they even conduct surveys through 3rd parties to discover their client's feedback and execute it in the positive method to minimize or if possible entirely eliminate their consumer problems. By including a direct support line to contact them 24 hours they have further increased the included value of Hewlett Packard A Common Supplier Code Of Conduct Case Study Help service.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis has actually diversified market division, based upon its arrangement of vast array of items to a great deal of consumers. Company target client sectors can be divided into 3 classifications i.e. Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution IT and Mobile Communications, Corporation Consumer Electronic Devices and Org Device options.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution geographical division is based upon two criteria i.e. area and density. Organization serves about 80 nations worldwide with its items provided to Urban along with Backwoods of the nation. The Enterprise is also growing its worldwide presence and the company's flexibility in locating its plants motivates global growth of Business.


The demographic division of Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution is based upon gender, age, life-cycle phase and occupation. Org produces products that can be used by both males and females. The target customers for Company IT and mobile interaction items have an age range of 18-65 with bulk at a young or recently wed life process stage. They are mostly workers, specialists and students. Apart from it, Business Consumer Electronics are targeted to a consumer sector with an age series of 25-65. They are primarily professionals and staff members. However Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis Device Solutions are targeted at trainees, workers and experts with an age series of 25-65.


The psychographic division 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. Corp target clients on the basis of social class are primarily upper middle, middle and working class consumers, as Org sell products like cellular phone very little more affordable i.e. Motorola as well as very little costly i.e. Apple. It supplies quality products to middle level customers at a slightly high price than others targeting the same section.


Hewlett Packard A Common Supplier Code Of Conduct Case Study Help majority target clients have distinct behavioural qualities. They are brought in towards Org since of its moderate costs with a level of quality.

Quantitative analysis.

Sales of Org has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has also reduced its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Enterprise with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Since of the high overhead cost, incomes/ sales are increasing however net earnings is not increasing accordingly. New growths and working with's were the main reason of the increase in the overhead expenses, with china currently not providing any profit to Business, however there is a lot potential in the current market with 75 % yet to be explored.

Qualitative analysis.

Yes, this choice is based upon the mission of Kim to target the younger audience and develop a global brand name picture of the company. Whereas, the core strength of the company is presently manufacturing however long gone are those days when good items were offering themselves. In the present age marketing is really important and business can not succeed without it. Kim has currently started to strengthen the marketing activities of Venture and very soon it will turn into one of its core strength like producing if not better.



Company runs designs, manufactures and sell a huge portfolio of consumer electronics. It operates in a very competitive environment and has actually effectively positioned itself as the maker of quality products. The answer is yes.


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


Due to the nature of the industry, it is really easy for competitors to understand the functionality of the products and easily make their own designs. Yes, Corp is just behind IBM in registering brand-new patents annually, but the advantage is extremely short term in this market.


Chairman Lee has entirely turn-around Org, from going practically bankrupt throughout the Asian monetary crisis of 1997 to the top 25 company on the planet. Certainly yes there is proper company in the company and the results speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand spread almost in every country worldwide, bulk 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 developed nations where law and order circumstance is not great. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis operations.


Purchasing power of clients is vital for business like Business to prosper and grow. Emerging markets like India, middle-eastern nations and so on supply development chances, whereas, due to economic crisis even the customers of industrialized countries suffer terribly. Thus it is really important for the company to watch on the ongoing economic scenario of the nation prior to entering the marketplace.


Multinational business need to face different social and cultural issues during its operations in a foreign country. Corp has also faced lots of issues but have embraced to the local environments of the majority of the nations extremely well. It has customized its items, practices, policies and so on appropriately in order to be successful.


With an annual expense of 2.4 billion dollars in Research & Development, and with continuous ingenious product launches, Hewlett Packard A Common Supplier Code Of Conduct Case Study Analysis is among the leading innovative business of the world. With a clear objective to be ahead of the rest when it pertains to technological improvements, Venture has increased to the no 25 of the leading effective business of the world.


Each country has their own laws and policies, being a multinational company Business have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal effects. So, it needs to study or work with a local law professional prior to starting its operations in a particular country.


With the rising awareness amongst consumers about the ethical & environmental infractions of companies, Organization has to make sure that it follows all the safety guidelines. Environmental damages, ethical misconducts are not appropriate and in some nations the repercussions can be extremely severe. On the other hand it needs to do some Business Social Duty practices to reveal the locals that it appreciates their environment and people.

Porter's Five Forces

Risk of Replacement

Risk of substitution for Business's each item category is rather significant. Running in an incredibly vibrant industry lead the company to deal with a high hazard of alternative. Elements for high hazard of substitution for Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution Mobile phone include the existence of high variety of providers and Market saturation in developed countries, that make the expense of switching for consumers almost zero. Alternative dangers for Org visual screen depend on the changing lifestyle of consumers. Clients can change to seeing visuals at home towards outside activities. Together with it, Corporation printing options items are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Among Existing Firms:

The rivaly amongst Organization and its close competitors is extreme. The major factor behind this is the method of market saturation in various number of item classifications, requiring Corp to introduce more innovative functions in existing products and new innovative items to preserve its development. The major competitors for Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Hewlett Packard A Common Supplier Code Of Conduct Case Study Solution has a large supply chain consisting of about 2700 suppliers across the world.( Corp Sustainability Report, 2016) Supplier's bargaining power for Corp is low as Org runs economies of scale and its orders are of possible size and worth. These substantial orders enable Venture to negotiate rates with its suppliers. Due to incapability of Org to develop its own software, it has to outsource its software development to Google, which ends up being a potential provider of software for Company, resulting in high bargaining power of Google. Although, in most of cases Company has a power to work out costs, however it supply considerable costs to its providers to develop a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Haggling power of buyers for various variety of product categories of Company is intense. One of the element resulting in the intense bargaining power is the accessibility of a great deal of rivals in almost each item classification i.e. competitors of Corporation Smartphone, with an extremely little differentiation. The high accessibility of providers of Smartphones with minimum differentiation, make the changing expense for purchasers almost zero, hence increasing the bargaining power of purchasers. Market saturation in most of the item categories likewise make the bargaining power of purchasers more extreme in for Hewlett Packard A Common Supplier Code Of Conduct Case Study Help. In spite of igh bargaining power Corp is rather capable of selling its items at a greater rate than much of its rivals, due to luxury quality product and a fair brand image.

Threat of New Entrants:

Danger of brand-new entrants for Org is rather low. Among the major element for low threat of new entrants is the high competition in the market. The requirement of big amount of capital to enter in the market is also one of the possible barrier to entry. In addition to it, requirement of big expertise and research study and advancement expenses for survival in the industry likewise make brand-new entrants reluctant to go into in the marketplace. Market saturation is likewise among the barrier of entry in innovation industry. High bargaining power of suppliers require the players in the market to charge as low rates as possible and this can only be attained by production efficiency. New companies, in majority cases, lack the production performance, thus increasing the threats for entryway in the technology market.

Competitive Analysis

Business's high item diversity supplies it distinction from its competitors. It is among the 3 leading brands by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on consumer electronics, Nokia on mobile phone and Intel on chips, Business had a substantial R&D costs on all of its item categories which enable the business to earn prospective revenue from sales of almost all of its items. (See Exhibition) Nevertheless, due to the wide item variety the company faces high variety of competitors.

The company ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in regards to global market share, among 8 different product categories. Organization was the international leader in making DRAM, SRAM and NAND flash chips. Although, Org incomes from chips was less than Intel but its earnings from chips was growing much faster than Intel and has grown close to the revenue levels of Intel, as given up the case Exhibition 2.

Along with the chips Corporation mobile market was likewise growing at a high rate than its rivals i.e. Motorola and Nokia. Organization's cellular phone's sales development was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales development. The significant reson behind Business's high growth despite of greater costs than Nokia and Motorola was the company's high-end quality mobile phone.

Organization was likewise reaping the benefits from increasing market share of high end LCDs as given up case Exhibition 3. The major factor, making the company allow to avail 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 Solution in LCD market, however, it had actually also begun joint endeavor with Company in 2003 for LCD making, decreasing the competitors for Organization.

Porter's Competitive Method

Low Expense Management technique of porter is totally carried out by Business the method they accomplish economies of scale by strengthening their core proficiencies of manufacturing. Even to the point that their rival SONY decided to form an alliance with them to produce for them, since they were not able to take on them on low expense. Differentiation is another technique well executed by Org by constant financial investment in the R&D and remaining ahead of the competition. They constantly bring something brand-new and innovative whether it's an item or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Hewlett Packard A Common Supplier Code Of Conduct Case Study Help would develop a new brand name image by targeting the more youthful generation of the specific country. As, especially cellphones of Corporation are popular amongst the younger group.


1. It is the very best method to develop Consumer Life time Value (CLV) by creating a long-term relationship with customers. Construct commitment through delivering value and profit for long-lasting, as research study has showed it is more affordable to retain existing customers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread faster among more youthful individuals and which in turn will bring in brand-new clients for my products.


1. Old consumers who were associated with Company prior to may not like this brand-new image the business is attempting to represent.
2 It will incur more costs to reposition some products and it may not even bring success as the patterns alter very rapidly among the younger group.

Alternative option 2.

It would be done by organizing training workshops throughout which value of marketing will be taught and numbers will be provided. Marketing environment need to be developed internally first as genuine marketing begins 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 very unhealthy environment in the work environment, as people frequently withstand change since they fear it.

Recognize the best alternative

Very first option is the very best as it plainly has more pros due to the fact that as soon as a Customer Lifetime Worth is built the company will profit from it till that consumer is alive and has purchasing power too. Plus, our target customers are the more youthful generation which are bound to live longer than the existing aging individuals. Nevertheless, Organization's primary objective is to create commitment among its clients and make them repurchase it from them and even purchase their various items also.

Execution Strategy

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi do with music. And set the expectations achievable and sensible.
• A group including finest marketing and sales professionals need to be assemble, and both views ought to be considered prior to securing the resources required to implement the plan.
• Thorough communication of the strategy must be done as it is very important for everyone to be on the exact same page to make it work.
• Jobs and timelines ought to be develop and interacted accordingly to each person accountable.
• The supervisor ought to utilize a control panel which reveals the development of all the tasks which have been done or about to be done and by whom.
• The manager should monitor and keep a continuous check on the individual and general efficiency.
Due to the fact that any new trend or policy might come in due to which all the things currently prepared have actually to be adjusted, • Everyone ought to be prepared to adjust midway. It's much better to have contingency strategies currently prepared.
• At the end of the campaign the manager need to interact the results and if effective need to celebrate with the group.

Spending plan

This modification the budget plan allocation of numerous supervisors and different countries were unhappy and argued but the analysis done by the program was accurate and showed figures like North America and Russia development possible merited a 35% allowance while they were getting 45%. It truly assisted to fairly disperse the resources and catch more consumers by investing more on advertisements on the high development potential areas of the world.

Hewlett Packard A Common Supplier Code Of Conduct Case Study Help is a leading 25 business on the planet now and prepares to get ahead of Sony who sits presently at no. 20. Its continuous financial investment in R&D and ingenious practices have actually moved them to brand-new heights but for them its' just the start and they wish to be amongst the top 3 brands in the world. They totally turn-around from nearly declaring bankruptcy during the Asian Financial Crisis to a world prominent brand name, understood for quality and innovation. Their value chain and their core proficiency their manufacturing ability, along-with international brand name image building have 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 ought to be directed towards younger group in the middle of the internal arguments about marketing and should create Client Lifetime Value as it will not just give them benefits now but will continue to gain it till the consumer lifetime. As the expense of retaining the client is much cheaper than drawing in a brand-new one.