Hola Kola The Capital Budgeting Decision 5 Harvard Case Study Solution

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


Hola Kola The Capital Budgeting Decision 5 Case Study Analysis is a well-known worldwide brand name in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Hola Kola The Capital Budgeting Decision 5 handle a great deal of item categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the company's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Organization products withtheir own brand name. Till early 1990s, the core proficiency of Company lie in its low rate offerings than its competitors by making existing items at economies of scale. Its consumer circle consists of Original Equipment Manufacturers (OEMs), who used to sell Hola Kola The Capital Budgeting Decision 5 Case Study Help items with their own trademark name. Company was not merely understood outside Korea. There were also no or little interest in developing the brand worldwide. Marketing budget was controlled by production department with a prime focus on supplying cheap products.During the 1997 Asian Financial Crisis the company nearly got bankrupt, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was noted the leading 25 most valuable business worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even noted. He repositioned Business as an international brand and educated his divisional managers to comprehend marketing and its significance. Now their objective is to reach the top 10 by 2005.

Issue Declaration

Org's transition from an item based to a marketing company is not going as efficiently as planned.Overcoming the unwillingness of divisional supervisors to include marketing successfully is still a major obstacle. Producing a constant brand name identity throughout the whole world and using marketing strategies that best fits the local culture is no simple task. The M-net program analysis have been actually practical in determining the high and less potential development areas, but allowance of resources appropriately is not well gotten amongst the supervisors. There is no consensus amongst the hierarchy regarding the best fit future method.
Executive Summary
Situational Analysis

Hola Kola The Capital Budgeting Decision 5 Case Study Analysis efforts for constructing its brand across the world was started after introducing the "brand-new management initiative" by Chairman Lee in 1993. The goal was to change Corporation from an inexpensive OEM to a high value-added item provider. To make the vision of Corporation a reality, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a rather clear image in his mind about how Corporation can change from a low end to a luxury product service provider. He understood that transformation can just be done through positioning Organization 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 develop Venture brand name, with a prospective support of its executives, Yun faced numerous marketing obstacles in early years of its efforts.

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

As specified above, marketing focus was extremely low in previous practices, therefore there were no appropriate marketing budget plans for each of the item on the portfolio. There was no marketing preparation provided for the existing items. Along with it the item series of the business was increasing with the ripening of new product concepts by the R&D sector of Business. Yun had a difficulty to carry out marketing planning and to produce marketing spending plans for existing in addition to for brand-new products from the very start, and this would take a substantial time.

A substantial shift would be needed in current marketing expenditures to develop the Hola Kola The Capital Budgeting Decision 5 Case Study Help brand name. This would result in increased marketing expenditures for Company and could interrupt the administration concerning increased expenditures, as they were reluctant to marketing expenses previously and a sudden huge shiftwould make them disrupt. This might lead to decreasing executive assistance for global marketing. In this situation, Yun deals with a challenge for justifying increased marketing expenses by demonstrating the long term value of substantial marketing expenses.

Internal Analysis
SWOT Analysis

Hola Kola The Capital Budgeting Decision 5 Case Study Analysis strengths lie in its huge item portfolio. Org has largest number of patents in the industry with total number of 15499 patents granted in United States( USP).

Another strength of Hola Kola The Capital Budgeting Decision 5 Case Study Help is its ability to develop innovative items at a continuous rate. It significant shows for the innovation and product designing of Corp is that the company has actually gotten numerous awards for its development and item style.

Unlike Apple and other competitors, Corporation is concentrated on producing devices which can be easily integrated with any type of open source Operating System (OS) and software application. 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 also one of the major strength of Corporation as it makes it possible for the company to catch more market by providing quality products with cost control.

Weak points

Hola Kola The Capital Budgeting Decision 5 Case Study Help weak points are concealed in the business's dependence on outsourcing software for its devices due to business's failure in establishing software application, unlike Sony. Company also has low earnings margins as compare to Apple due to huge distinction in the costs of Apple and Corporation with a much lower distinction in quality. The varied focus of the company due to large number of items in its portfolio, result in the less effective production and make the business not able to charge higher rates like Apple. The business is likewise inefficient in managing its patents and frequently deals with the problem of patent violation.


Opportunities for Corp lie in the growing Smartphone market and the company's efficiency in the market. It can increase its market share and earnings from cellular phone as the business is quite effective in cell phone market. Corporation presently runs in about 80 nations and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Corporation can move towards acquisitions to acquire patents. It would make it possible for the company to increase its product portfolio with a boost in its wealth.


The vibrant industry environment of innovation industry posture a serious threat on Business's survival and require the company to invest much of its earnings share on R&D in order to survive in the long run. The market saturation in developed nations i.e. saturation of mobile business is likewise a huge hazard for the company's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Org uses quality products and has a rather abundant portfolio which caters to different sections. LCD and mobile phones are the greatest products of Organization, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Smart phone.
• Air conditioner.
• Computer.
• Hard disks.
• Washing machines.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Hola Kola The Capital Budgeting Decision 5 Case Study Solution uses both market competitive and market skimming prices techniques for its wide array of products. In competitive rates it changes the price according to the competitors in order to get benefit, whereas, it utilizes market skimming strategy where the item has an included value and by offering a couple of items it can reach break-even.


It has among the very best supply chain networks, with retail distributors, their own sole distributors, E commerce channels like Amazon and so on. All its items are timely supplied to the selling place/ delivered to the customers straight in case of online order.

Vrio Analysis
It wasn't a popular business outside of Korea up until 1993. The management initiative taken by their CEO has actually pushed them to market more effectively outside the borders and now it has actually gotten in the league of leading 25 business in the world in simply 9 years. This is a remarkable achievement regardless of the continuous arguments among the supervisors about embracing marketing practices. It uses both offline & online channels of promotion to market their products. Paid item ads, social promo and digital ads are uses to produce awareness about Org products.

Worth Chain Analysis.

It's an analytical framework for determining organisation activities that include worth or competitive benefit for the business.

Incoming Logistics.

For its incoming logistics it owns numerous logistics firms as it subsidiaries. It looks after its suppliers and creates a harmonious relationship with them and even lowered their payment cycles to enhance this relationship further which adds value to their chain network.


Corporation's core competency is its mass producing it produces 90% of its items internal. Divided into 3 different divisions its operations are specifically IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is preserving operation hubs worldwide to further include worth to its value chain network.

Outbound Logistics.

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

Marketing and Sales.

Bring in target consumer attention towards the item is done through marketing and sales to interact with them the value and competitive benefit the product provides. Hola Kola The Capital Budgeting Decision 5 Case Study Help advertising budget is continually increasing given that they started their repositioning worldwide and will continue to do so as they are continually seeking to invest and expand in high possible development markets. The budget is invested in occasions, print and media advertisements, public relations and so on.

Business Service. Enterprise put their consumers at the top and continuously aim to deliver unmatchable customer care standards. As after sales service is ending up being exceptionally important to keep consumers happy and engaged, they even perform studies through 3rd parties to find out their client's feedback and execute it in the favorable way to reduce or if possible totally remove their client problems. By including a direct assistance line to contact them 24 hr they have even more increased the added value of Hola Kola The Capital Budgeting Decision 5 Case Study Analysis service.


Hola Kola The Capital Budgeting Decision 5 Case Study Help has actually diversified market division, based upon its provision of large range of products to a great deal of customers. Venture target consumer sectors can be divided into 3 classifications i.e. Hola Kola The Capital Budgeting Decision 5 Case Study Solution IT and Mobile Communications, Enterprise Consumer Electronics and Business Device options.


Hola Kola The Capital Budgeting Decision 5 Case Study Solution geographical segmentation is based upon 2 criteria i.e. region and density. Company serves about 80 countries worldwide with its products supplied to Urban in addition to Rural areas of the country. The Company is also growing its international existence and the business's flexibility in locating its plants motivates worldwide growth of Company.


The market segmentation of Hola Kola The Capital Budgeting Decision 5 Case Study Analysis is based upon gender, age, life-cycle phase and profession. Corp produces products that can be used by both women and males. The target clients for Venture IT and mobile interaction items have an age series of 18-65 with bulk at a young or recently married life process phase. They are mostly students, specialists and employees. Apart from it, Enterprise Customer Electronics are targeted to a client section with an age range of 25-65. They are mainly workers and professionals. Nevertheless Hola Kola The Capital Budgeting Decision 5 Case Study Help Device Solutions are targeted at trainees, workers and experts with an age range of 25-65.


The psychographic segmentation of Hola Kola The Capital Budgeting Decision 5 Case Study Help s based upon the social class and the lifestyle of the consumer. Org target consumers on the basis of social class are mainly upper middle, middle and working class customers, as Enterprise sell products like cellular phone not much less expensive i.e. Motorola in addition to not much expensive i.e. Apple. It supplies quality products to middle level consumers at a somewhat high cost than others targeting the very same section.


Hola Kola The Capital Budgeting Decision 5 Case Study Help majority target customers have distinct behavioural qualities. It has consumers with an ambitious, fashionable and determined character with moderate level of commitment towards the brand name. Its customers have some degree of shift towards other distinguished brands i.e. Apple. Most of Business customers desire quality in addition to cost control. Since of its moderate rates with a degree of quality, they are drawn in towards Corporation.

Quantitative analysis.

Sales of Company has actually increased astonishingly 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 lowered its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Business 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, revenues/ sales are increasing however net profit is not increasing appropriately. New growths and hiring's were the primary factor of the increase in the overhead costs, with china presently not offering any earnings to Corporation, but there is so much potential in the existing market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based on the mission of Kim to target the more youthful audience and develop a worldwide brand image of the company. Whereas, the core strength of the company is presently producing however long gone are those days when good products were offering themselves. In the present age marketing is very crucial and companies can not prosper without it. Kim has already begun to enhance the marketing activities of Organization and soon it will become one of its core strength like manufacturing if not better.



Org operates styles, manufactures and sell a large portfolio of consumer electronics. It runs in an extremely competitive environment and has actually effectively positioned itself as the maker of quality items. The response is yes.


As, said earlier that Hola Kola The Capital Budgeting Decision 5 Case Study Solution operates in an extremely competitive environment, which implies all the companies have comparable items. So, the response for rarity is no.


Due to the nature of the market, it is extremely easy for competitors to comprehend the performance of the products and easily make their own designs. Yes, Corp is just behind IBM in signing up new patents every year, but the advantage is really short term in this market.


Chairman Lee has totally turn-around Venture, from going almost bankrupt throughout the Asian financial crisis of 1997 to the leading 25 company on the planet. Absolutely yes there is proper company in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every country worldwide, bulk of the environments like USA, Europe, China and so on, are extremely conductive for its operations. It faces some political pressures in less developed countries where law and order scenario is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have a result on Hola Kola The Capital Budgeting Decision 5 Case Study Help operations.


Buying power of consumers is essential for business like Organization to grow and be successful. Emerging markets like India, middle-eastern countries and so on offer growth chances, whereas, due to recession even the customers of developed countries suffer terribly. For this reason it is very important for the company to keep an eye on the ongoing economic scenario of the country before entering the marketplace.


Multinational companies need to deal with different social and cultural problems throughout its operations in a foreign nation. Enterprise has likewise faced lots of concerns but have actually embraced to the regional environments of most of the countries remarkably well. It has customized its products, practices, policies etc. appropriately in order to succeed.


With an annual expenditure of 2.4 billion dollars in Research study & Advancement, and with consistent innovative product launches, Hola Kola The Capital Budgeting Decision 5 Case Study Analysis is one of the top ingenious business of the world. With a clear mission to be ahead of the rest when it concerns technological developments, Venture has actually risen to the no 25 of the leading successful companies of the world.


Each nation has their own laws and policies, being a multinational company Venture need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal effects. It has to study or hire a local law specialist before starting its operations in a particular country.


With the rising awareness amongst consumers about the ecological & ethical infractions of business, Org has to guarantee that it follows all the security guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some countries the consequences can be very serious. On the other hand it has to do some Corporate Social Responsibility practices to reveal the locals that it cares about their environment and people.

Porter's 5 Forces

Threat of Replacement

Danger of substitution for Venture's each item category is quite considerable. Running in an extremely dynamic market lead the business to face a high threat of replacement. Factors for high risk of alternative for Hola Kola The Capital Budgeting Decision 5 Case Study Help Smartphone include the existence of high variety of providers and Market saturation in developed countries, which make the cost of switching for customers nearly zero. Substitution dangers for Corp visual display lie in the changing lifestyle of customers. Clients can switch to enjoying visuals in the house towards outside activities. Along with it, Organization printing options products are threatened by the increasing attraction of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Enterprise and its close competitors is extreme. The significant reason behind this is the method of market saturation in numerous variety of product categories, requiring Organization to present more ingenious features in existing products and new ingenious products to preserve its growth. Other element for the extreme rivalry among the competitors is the little product differentiation amongst the items. The prominent players in the innovation industry are rather familiar with the value of R&D spending for their survival and are encountering a race of marketing and R&D spending, to capture the market. The significant rivals for Hola Kola The Capital Budgeting Decision 5 Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the fluctuating market shares which can be seen in Display F.

Bargaining Power of Suppliers:

Hola Kola The Capital Budgeting Decision 5 Case Study Help has a large supply chain consisting of about 2700 suppliers throughout the world.( Corporation Sustainability Report, 2016) Provider's bargaining power for Enterprise is low as Organization runs economies of scale and its orders are of prospective size and worth. These substantial orders allow Corporation to negotiate prices with its providers. Due to incapability of Venture to build its own software, it has to outsource its software application development to Google, which ends up being a prospective provider of software application for Venture, resulting in high bargaining power of Google. Although, in the majority of cases Enterprise has a power to work out rates, but it offer considerable prices to its suppliers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Market saturation in many of the product categories also make the bargaining power of buyers more extreme in for Org. In spite of igh bargaining power Corporation is quite capable of offering its items at a greater cost than much of its competitors, due to high end quality item and a fair brand image.

Risk of New Entrants:

Threat of brand-new entrants for Hola Kola The Capital Budgeting Decision 5 Case Study Help is rather low. Along with it, requirement of huge competence and research study and advancement expenses for survival in the industry also make brand-new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in innovation industry.

Competitive Analysis

Business's high item diversification provides it differentiation from its rivals. It is one of the three top brands by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk on a single item classification with Sony concentrating on customer electronic devices, Nokia on mobile phone and Intel on chips, Business had a huge R&D costs on all of its item classifications which enable the company to earn possible earnings from sales of practically all of its products. (See Exhibit) However, due to the broad product range the business faces high number of competitors.

The business ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in regards to international market share, amongst 8 different item classifications. Company was the international leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Corp revenues from chips was less than Intel however its profits from chips was growing faster than Intel and has actually grown near the earnings levels of Intel, as given in the case Exhibition 2.

Along with the chips Org mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Business's cellular phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with no sales development. The major reson behind Venture's high development despite of higher prices than Nokia and Motorola was the business's high-end quality cell phones.

Company was also reaping the benefits from increasing market share of luxury LCDs as given in case Exhibit 3. The major reason, making the company make it possible for to get the chance is its mass production at low expense. Sony was the biggest rival for Hola Kola The Capital Budgeting Decision 5 Case Study Analysis in LCD market, nevertheless, it had likewise started joint endeavor with Corp in 2003 for LCD producing, lessening the competition for Corporation.

Porter's Competitive Strategy

Low Expense Management method of porter is fully carried out by Corp the way they accomplish economies of scale by enhancing their core proficiencies of production. Even to the point that their competitor SONY decided to form an alliance with them to produce for them, since they were not able to compete with them on low cost. Differentiation is another strategy well carried out by Venture by constant financial investment in the R&D and staying ahead of the competitors. They always 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 produce a brand-new brand image by targeting the more youthful generation of the specific country. As, particularly mobile phones of Org are popular amongst the more youthful market.


1. It is the best strategy to develop Client Life time Value (CLV) by creating a long-term relationship with clients. Build loyalty through providing worth and profit for long-term, as research study has revealed it is more affordable to keep present clients than to bring in brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful people and which in turn will generate new consumers for my items.


1. Old consumers who were associated with Org before might not like this brand-new image the business is attempting to depict.
2 It will sustain additional expenses to reposition some products and it might not even bring success as the trends change extremely rapidly among the younger demographic.

Alternative service 2.

It would be done by organizing training workshops during which importance of marketing will be taught and numbers will be offered. Marketing environment need to be created internally first as real marketing starts inside the corporation.


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


2. Its con can create an extremely unhealthy environment in the workplace, as individuals typically withstand modification since they fear it.

Determine the best alternative

First option is the best as it clearly has more pros due to the fact that once a Consumer Lifetime Worth is built the business will profit from it till that customer lives and has acquiring power as well. Plus, our target clients are the younger generation which are bound to live longer than the present aging people. Nevertheless, Company's primary goal is to develop commitment among its customers and make them repurchase it from them and even buy their various items too.

Implementation Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations possible and practical.
• A group including best marketing and sales professionals ought to be put together, and both views should be taken into consideration before protecting the resources required to execute the plan.
• Thorough interaction of the plan must be done as it is extremely essential for everybody to be on the same page to make it work.
• Jobs and timelines ought to be build and communicated accordingly to each individual responsible.
• The manager need to utilize a control panel which shows the progress of all the jobs which have been done or about to be done and by whom.
• The supervisor ought to monitor and keep a continuous look at the general and individual performance.
Because any new trend or policy might come in due to which all the things already planned have to be adjusted, • Everybody must be ready to adjust midway. It's much better to have contingency plans already prepared.
• At the end of the campaign the manager should communicate the outcomes and if effective must celebrate with the group.


This modification the budget plan allocation of various nations and lots of supervisors were unhappy and argued however the analysis done by the program was precise and showed figures like North America and Russia growth possible warranted a 35% allocation while they were getting 45%. It truly helped to relatively disperse the resources and capture more clients by spending more on ads on the high growth capacity regions of the world.

Hola Kola The Capital Budgeting Decision 5 Case Study Analysis is a top 25 business in the world now and plans to get ahead of Sony who sits presently at no. 20. Its constant investment in R&D and ingenious practices have actually propelled them to brand-new heights but for them its' just the start and they want to be among the leading 3 brand names on the planet. They completely turn-around from nearly going bankrupt during the Asian Financial Crisis to a world prominent brand, understood for quality and development. Their value chain and their core proficiency their manufacturing capability, along-with worldwide brand image building have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more expansion in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts should be directed towards younger demographic in the middle of the internal arguments about marketing and should develop Customer Lifetime Worth as it will not only give them benefits now but will continue to enjoy it till the customer lifetime. As the expense of maintaining the consumer is more affordable than drawing in a brand-new one.