Hola Kola The Capital Budgeting Decision 5 Harvard Case Study Analysis

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Hola Kola The Capital Budgeting Decision 5 Case Study Solution and Analysis


Historically, the business's core consumers consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Hola Kola The Capital Budgeting Decision 5 Case Study Analysis products withtheir own brand name. Its consumer circle consists of Original Devices Manufacturers (OEMs), who utilized to offer Samsung items with their own brand name. He rearranged Samsung as an international brand and educated his divisional supervisors to understand marketing and its importance.

Issue Declaration

Samsung's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional managers to incorporate marketing efficiently is still a major challenge. Creating a consistent brand identity across the entire world and employing marketing strategies that best fits the local culture is no easy task.

Situational Analysis

Yun had a rather clear photo in his mind about how Hola Kola The Capital Budgeting Decision 5 Case Study Solution can change from a low end to a high end product service provider. He knew that transformation can only be done through placing Samsung as a business 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 name, with a prospective assistance of its executives, Yun dealt with numerous marketing difficulties in early years of its efforts.

One of the marketing challenges for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as 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 business practices, and the existing marketing requirement was excessive high, the space was too larger and to fill this space with wrong understandings about marketing was rather difficult for Yun.

As stated above, marketing focus was extremely low in previous practices, for that reason there were no proper marketing spending plans for each of the item on the portfolio. There was no marketing preparation provided for the existing items. Along with it the product variety of the business was increasing with the ripening of new item ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing preparation and to develop marketing budget plans for existing in addition to for new products from the very beginning, and this would take a big time.

A huge shift would be required in present marketing expenditures to build the Samsung brand. This would result in increased marketing expenditures for Samsung and might interrupt the administration concerning increased costs, as they were hesitant to marketing expenditures formerly and a sudden big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big product portfolio. Samsung has biggest number of patents in the market with total variety of 15499 patents given in United States( USP). Big amount of R&D costs has actually enabled the company to grow its item portfolio at a greater rate than its rivals. Hola Kola The Capital Budgeting Decision 5 Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall incomes.

Another strength of Hola Kola The Capital Budgeting Decision 5 Case Study Analysis is its capability to develop innovative items at a continuous rate. It major proves for the innovation and item designing of Samsung is that the business has received many awards for its development and item style.

Unlike Apple and other competitors, Samsung is concentrated on producing gadgets which can be easily incorporated with any type of open source Os (OS) and software application. This offers Samsung an edge over Apple devices.

Samsung's capability to produce high-end items at low expense of production is also among the significant strength of Samsung as it allows the business to capture more market by offering quality items with cost control.


Samsung's weak points are concealed in the company's dependence on outsourcing software application for its devices due to business's inability in establishing software, unlike Sony. Hola Kola The Capital Budgeting Decision 5 Case Study Solution also has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lesser distinction in quality.


Opportunities for Hola Kola The Capital Budgeting Decision 5 Case Study Solution lie in the growing Mobile phone market and the business's performance in the market. Samsung currently runs in about 80 countries and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant industry environment of innovation industry posture an extreme risk on Samsung's survival and force the business to invest much of its incomes share on R&D in order to survive in the long run. The market saturation in industrialized countries i.e. saturation of mobile business is likewise a big risk for the company's development in the presence of strong competitors like Apple.

4 P's of Marketing


Hola Kola The Capital Budgeting Decision 5 Case Study Solution uses quality products and has a quite rich portfolio which accommodates different sections. The majority of the items remain in the leading three of their particular markets. LCD and smart phones are the biggest products of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Smart phone.
• A/c unit.
• Desktop computer.
• Hard disk drives.
• Washer.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Hola Kola The Capital Budgeting Decision 5 Case Study Help utilizes both market competitive and market skimming prices techniques for its variety of products. In competitive prices it adjusts the price according to the competitors in order to gain benefit, whereas, it utilizes market skimming strategy where the product has actually an added value and by selling a couple of products it can reach break-even.


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


It wasn't a popular company outside of Korea until 1993. However the management effort taken by their CEO has pressed them to market more efficiently outside the borders and now it has actually gotten in the league of top 25 business on the planet in simply 9 years. This is an amazing accomplishment in spite of the continuous arguments among the supervisors about adopting marketing practices. It utilizes both offline & online channels of promotion to market their products. Paid product advertisements, social promo and digital advertisements are utilizes to produce awareness about Samsung items.

Value Chain Analysis.

It's an analytical structure for recognizing service activities that include worth or competitive benefit for the company.

Inbound Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its providers and creates an unified relationship with them and even lowered their payment cycles to increase this relationship further which adds worth to their chain network.


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

Outbound Logistics.

Its outgoing logistics system performance is among the primary factors Hola Kola The Capital Budgeting Decision 5 Case Study Help has the ability to take on Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even performs the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to interact with them the value and competitive benefit the item provides. Hola Kola The Capital Budgeting Decision 5 Case Study Analysis advertising budget is continuously increasing given that they started their rearranging internationally and will continue to do so as they are continually looking to invest and broaden in high prospective development markets. The budget plan is invested in occasions, print and media ads, public relations etc.

Samsung put their clients at the leading and continually strive to deliver unmatchable consumer service standards. By adding a direct support line to contact them 24 hours they have actually even more increased the added value of Samsung service.


Hola Kola The Capital Budgeting Decision 5 Case Study Help has diversified market segmentation, based upon its arrangement of wide variety of products to large number of customers. Samsung target customer sectors can be divided into 3 categories i.e. Hola Kola The Capital Budgeting Decision 5 Case Study Analysis IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Device services.


Hola Kola The Capital Budgeting Decision 5 Case Study Solution geographical segmentation is based upon 2 criteria i.e. region and density. Samsung serves about 80 nations worldwide with its products provided to Urban in addition to Rural areas of the country. The Samsung is likewise growing its worldwide existence and the company's flexibility in locating its plants encourages worldwide growth of Samsung.


The market division of Hola Kola The Capital Budgeting Decision 5 Case Study Help is based upon gender, age, life-cycle phase and occupation. Samsung produces products that can be utilized by both females and males. The target consumers for Samsung IT and mobile communication products have an age variety of 18-65 with bulk at a young or recently wed life process stage. They are mostly professionals, staff members and trainees. Apart from it, Samsung Consumer Electronic devices are targeted to a client segment with an age series of 25-65. They are mainly experts and staff members. Nevertheless Hola Kola The Capital Budgeting Decision 5 Case Study Solution Device Solutions are targeted at students, workers and specialists with an age range of 25-65.


The psychographic division of Hola Kola The Capital Budgeting Decision 5 Case Study Analysis s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung sell products like cell phones very little cheaper i.e. Motorola in addition to not much expensive i.e. Apple. It provides quality products to middle level customers at a somewhat high rate than others targeting the exact same sector.


Hola Kola The Capital Budgeting Decision 5 Case Study Analysis bulk target clients have unique behavioural characteristics. It has customers with an enthusiastic, fashionable and figured out character with moderate level of commitment towards the brand name. Its clients have some degree of shift towards other prominent brand names i.e. Apple. The majority of Samsun clients want quality along with expense control. They are attracted towards Samsung since of its moderate prices with a level of quality.

Quantitative analysis.

Sales of Samsung has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has likewise minimized its financial obligation from 15 billion $ to 4.6 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. Due to the fact that of the high overhead cost, incomes/ sales are increasing however net earnings is not increasing appropriately. New expansions and employing's were the main factor of the increase in the overhead expenses, with china currently not offering any revenue to Samsung, 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 image of the company. Whereas, the core strength of the company is presently manufacturing however long gone are those days when excellent products were offering themselves. In the existing age marketing is really essential 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 producing if not better.



Samsung runs styles, produces and sell a vast portfolio of consumer electronics. It runs in a very competitive environment and has actually successfully placed itself as the maker of quality items. So, the answer is yes.


As, said previously that Hola Kola The Capital Budgeting Decision 5 Case Study Analysis operates in a highly competitive environment, which indicates all the companies have comparable items. The response for rarity is no.


Due to the nature of the industry, it is very easy for rivals to understand the performance of the items and easily make their own models. Yes, Samsung is only behind IBM in registering new patents yearly, but the advantage is very short-term in this market.


Chairman Lee has totally turn-around Samsung, from going almost bankrupt during the Asian financial crisis of 1997 to the leading 25 company on the planet. Certainly yes there appertains organization in the company and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every country worldwide, bulk of the environments like USA, Europe, China etc., are really conductive for its operations. However, it deals with some political pressures in less industrialized nations where order scenario is bad. Latin American, African and some Asian nations fall in this classification, where political instability do have an effect on Hola Kola The Capital Budgeting Decision 5 Case Study Help operations.


Buying power of clients is essential for companies like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations etc. offer growth chances, whereas, due to recession even the customers of developed countries suffer terribly. Hence it is very important for the business to keep an eye on the ongoing economic situation of the nation prior to going into the marketplace.


International companies have to face various social and cultural concerns during its operations in a foreign nation. Samsung has also dealt with numerous concerns but have actually embraced to the regional environments of most of the countries exceptionally well. It has actually customized its products, practices, policies and so on appropriately in order to achieve success.


With an annual expenditure of 2.4 billion dollars in Research & Advancement, and with consistent innovative product launches, Hola Kola The Capital Budgeting Decision 5 Case Study Help is one of the top innovative companies of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Samsung has actually increased to the no 25 of the top effective business of the world.


Each nation 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 severe legal repercussions. So, it has to study or employ a regional law specialist before starting its operations in a particular country.


With the increasing awareness amongst customers about the environmental & ethical offenses of business, Samsung needs to guarantee that it follows all the safety guidelines. Ecological damages, ethical misconducts are not appropriate and in some nations the consequences can be extremely severe. On the other hand it needs to do some Business Social Duty practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Risk of Substitution

Threat of replacement for Samsung's each product category is rather significant. Running in an extremely vibrant market lead the business to face a high risk of replacement. Factors for high danger of replacement for Hola Kola The Capital Budgeting Decision 5 Case Study Solution Smartphone include the existence of high number of providers and Market saturation in industrialized countries, that make the expense of switching for customers almost no. Alternative threats for Samsung visual screen lie in the altering lifestyle of customers. Clients can switch to enjoying visuals at home towards outdoor activities. Along with it, Samsung printing solutions items are threatened by the increasing destination of customers towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly amongst Samsung and its close competitors is intense. The major factor behind this is the approach of market saturation in various number of item categories, forcing Samsung to present more ingenious features in existing products and new ingenious items to maintain its growth. The significant rivals for Hola Kola The Capital Budgeting Decision 5 Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Hola Kola The Capital Budgeting Decision 5 Case Study Help has a vast supply chain consisting of about 2700 suppliers throughout the world.( Samsung Sustainability Report, 2016) Provider's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. These substantial orders make it possible for Samsung to negotiate costs with its providers. Due to incapability of Samsung to develop its own software application, it has to outsource its software application development to Google, which becomes a potential provider of software for Samsung, resulting in high bargaining power of Google. In most of Hola Kola The Capital Budgeting Decision 5 Case Study Help has a power to work out costs, however it supply considerable prices to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Haggling power of purchasers for various variety of product categories of Samsung is intense. One of the element resulting in the intense bargaining power is the accessibility of a great deal of competitors in practically each product classification i.e. competitors of Samsung Smartphone, with an extremely little distinction. The high accessibility of suppliers of Smart devices with minimum differentiation, make the changing cost for purchasers almost no, hence increasing the bargaining power of buyers. Market saturation in most of the item classifications also make the bargaining power of buyers more extreme in for Hola Kola The Capital Budgeting Decision 5 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 rivals, due to high end quality product and a reasonable brand name image.

Hazard of New Entrants:

Threat of new entrants for Samsung is quite low. Among the significant factor for low danger of new entrants is the high competitors in the industry. The requirement of huge amount of capital to enter in the market is likewise one of the potential barrier to entry. Along with it, requirement of substantial knowledge and research study and advancement expenses for survival in the market also make brand-new entrants hesitant to enter in the marketplace. Market saturation is likewise among the barrier of entry in innovation market. High bargaining power of suppliers force the players in the industry to charge as low prices as possible and this can just be accomplished by production effectiveness. Brand-new firms, in majority cases, lack the production performance, thus increasing the dangers for entrance in the innovation industry.

Competitive Analysis

Samsung's high product diversity provides it differentiation from its rivals. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single item category with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Hola Kola The Capital Budgeting Decision 5 Case Study Help had a substantial R&D costs on all of its product categories which enable the business to earn potential profits from sales of nearly all of its products.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in terms of worldwide market share, among 8 various item categories. Samsung was the worldwide leader in making DRAM, SRAM and NAND flash chips. Although, Samsung revenues from chips was less than Intel however its profits from chips was growing much faster than Intel and has actually grown near to the earnings levels of Intel, as given in the case Exhibition 2.

Together with the chips Samsung mobile market was also growing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with just 4% and Nokia with zero sales development. The major reson behind Samsung's high development despite of greater costs 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 in case Display 3. The major reason, making the company allow to obtain the opportunity is its mass production at low cost. Sony was the biggest rival for Hola Kola The Capital Budgeting Decision 5 Case Study Solution in LCD market, nevertheless, it had actually likewise begun joint venture with Samsung in 2003 for LCD making, lessening the competitors for Samsung.

Porter's Competitive Technique

Low Expense Leadership method of porter is completely carried out by Samsung the method they attain economies of scale by strengthening their core competencies of manufacturing. Even to the point that their competitor SONY chose to form an alliance with them to make for them, because they were unable to compete with them on low expense. Distinction is another strategy well implemented by Samsung by constant investment in the R&D and staying ahead of the competitors. They constantly bring something new and ingenious whether it's a product or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Hola Kola The Capital Budgeting Decision 5 Case Study Help would create a brand-new brand name image by targeting the younger generation of the specific nation. As, especially cellphones of Samsung are incredibly popular amongst the more youthful demographic.


1. It is the very best technique to develop Client Lifetime Worth (CLV) by producing a long-lasting relationship with consumers. Build commitment through delivering worth and profit for long-lasting, as research has actually showed it is much cheaper to retain present customers than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker among younger people and which in turn will generate new consumers for my products.


1. Old clients who were associated with Samsung before may not like this brand-new image the company is attempting to represent.
2 It will sustain more expenses to reposition some products and it might not even bring success as the trends change really rapidly amongst the younger group.

Alternative service 2.

It would be done by setting up training workshops throughout which importance of marketing will be taught and numbers will be offered. Marketing environment ought to be produced internally initially as genuine marketing starts inside the corporation.


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


2. Its con can produce a really unhealthy environment in the office, as individuals typically resist change since they fear it.

Recognize the best option

Very first alternative is the very best as it clearly has more pros because when a Client Lifetime Value is built the business will profit from it till that customer lives and has purchasing power as well. Plus, our target clients are the younger generation which are bound to live longer than the existing old age people. Samsung's primary objective is to create loyalty amongst its consumers and make them bought it from them and even buy their various items.

Implementation Plan

• Targeting younger generation through social marketing, producing a link with them like Pepsi do with music. And set the expectations attainable and sensible.
• A group including finest marketing and sales experts ought to be assemble, and both views should be taken into account prior to securing the resources needed to execute the plan.
• Thorough communication of the plan ought to be done as it is extremely crucial for everyone to be on the same page to make it work.
• Tasks and timelines must be construct and interacted appropriately to each person accountable.
• The supervisor ought to use a dashboard which shows the development of all the tasks which have actually been done or about to be done and by whom.
• The manager should monitor and keep a continuous examine the general and individual efficiency.
Because any new pattern or policy might come in due to which all the things already prepared have to be adjusted, • Everybody ought to be ready to adapt midway. It's much better to have contingency strategies already prepared.
• At the end of the project the supervisor need to communicate the results and if effective must celebrate with the team.

Budget plan

This change the budget plan allocation of different countries and numerous supervisors were dissatisfied and argued however the analysis done by the program was accurate and showed figures like North America and Russia development potential warranted a 35% allotment while they were getting 45%. It really helped to relatively disperse the resources and record more clients by spending more on advertisements on the high development potential regions of the world.


Its consistent financial investment in R&D and ingenious practices have moved them to new heights however for them its' only the start and they desire to be among the top 3 brand names in the world. Their marketing efforts should be directed towards more youthful demographic amidst the internal arguments about marketing and must develop Customer Lifetime Value as it will not only offer them benefits now but will continue to gain it till the client life time. As the expense of keeping the customer is much more affordable than bring in a brand-new one.