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Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Harvard Case Study Help

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Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution & Analysis


Introduction

Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution is a popular global brand in technology industry, established in 1938 by Lee Byung Chul, in South Korea. Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 handle large number of item classifications including Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the business's core consumers consist of the Original Devices Manufacturers (OEMs), which used to sell Samsung products withtheir own brand name. Till early 1990s, the core proficiency of Samsung lie in its low cost offerings than its rivals by making existing items at economies of scale. Its client circle consists of Original Equipment Manufacturers (OEMs), who used to offer Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis products with their own trademark name. Samsung was not simply known outside Korea. There were also no or little interest in developing the brand name worldwide. Marketing budget plan was controlled by production department with a focal point on supplying low-cost 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 noted the top 25 most important company on the planet. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as a worldwide brand name and educated his divisional managers to comprehend marketing and its value. Now their objective is to arrive 10 by 2005.

Issue Declaration

Samsung's transition from a product based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional managers to include marketing efficiently is still a significant obstacle. Creating a constant brand identity throughout the entire world and utilizing marketing methods that finest fits the local culture is no simple job.

Situational Analysis

Yun had a quite clear photo in his mind about how Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help can change from a low end to a high end item service provider. He understood that change 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 name, with a potential assistance of its executives, Yun dealt with several marketing challenges in early years of its efforts.

One of the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as exact same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the current marketing requirement was too much high, the space was too broader and to fill this gap with incorrect perceptions about marketing was rather challenging for Yun.

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

A big shift would be required in current marketing expenses to build the Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help brand. This would result in increased marketing expenses for Samsung and could disturb the administration concerning increased expenditures, as they hesitated to marketing expenses formerly and an unexpected big shiftwould make them interrupt. This could lead to decreasing executive support for global marketing. In this circumstance, Yun deals with a challenge for validating increased marketing expenditures by demonstrating the long term value of huge marketing expenses.

Internal Analysis
SWOT Analysis
Strengths


Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis strengths lie in its big product portfolio. Samsung has biggest number of patents in the market with total number of 15499 patents given in US( USP).

Another strength of Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help is its ability to develop innovative products at a constant rate. It major proves for the innovation and item creating of Samsung is that the business has actually gotten a lot of awards for its innovation and item design.

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

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

Weaknesses

Samsung's weak points are concealed in the company's dependence on outsourcing software for its gadgets due to company's failure in developing software, unlike Sony. Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help also has low earnings margins as compare to Apple due to huge difference in the rates of Apple and Samsung with a much lower difference in quality.

Opportunities

Opportunities for Samsung depend on the growing Mobile phone market and the business's performance in the market. It can increase its market share and earnings from cellular phone as the company is rather effective in cellular phone market. Samsung currently runs in about 80 nations and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to obtain patents. It would allow the business to increase its item portfolio with an increase in its wealth.

Dangers

The vibrant industry environment of technology industry pose a severe threat on Samsung's survival and force the company to invest much of its incomes share on R&D in order to endure in the long run. The market saturation in industrialized countries i.e. saturation of mobile business is also a huge hazard for the company's development in the existence of strong competitors like Apple.

4 P's of Marketing

Product

Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution provides quality products and has a rather rich portfolio which caters to various sections. Most of the items are in the top 3 of their particular industries. LCD and smart phones are the greatest items of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the product line of Samsung:

• LCD/ TV
• Laptops.
• Mobile phones.
• A/c.
• Desktop computer.
• Hard disks.
• Washer.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.
• DRAM.

Rate.

Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help utilizes both market competitive and market skimming pricing methods for its variety of items. In competitive rates it changes the price according to the competitors in order to gain benefit, whereas, it utilizes market skimming method where the product has actually an included value and by offering a couple of items it can reach break-even.

Location.

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

Promotion.

It wasn't a well-known business outside of Korea till 1993. The management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has entered the league of top 25 business in the world in just 9 years. This is an impressive achievement regardless of the continuous arguments amongst the supervisors about adopting marketing practices. It uses both offline & online channels of promotion to market their items. Paid product ads, social promo and digital advertisements are uses to produce awareness about Samsung items.

Value Chain Analysis.

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

Inbound Logistics.

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

Operations.

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

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target customer attention towards the item is done through marketing and sales to communicate with them the worth and competitive benefit the item provides. Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution marketing budget is constantly rising considering that they began their repositioning globally and will continue to do so as they are constantly looking to invest and broaden in high potential development markets. The spending plan is spent on events, print and media ads, public relations and so on.

Samsung Service. Samsung put their customers on top and constantly strive to deliver unmatchable customer support standards. As after sales service is becoming incredibly important to keep customers pleased and engaged, they even perform surveys through 3rd parties to discover their consumer's feedback and execute it in the positive method to minimize or if possible totally remove their client concerns. By adding a direct support line to contact them 24 hr they have further increased the added worth of Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis service.

Division.

Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution has actually diversified market division, based upon its arrangement of large range of products to a great deal of customers. Samsung target customer sectors can be divided into 3 categories i.e. Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget options.

Geographic.

Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution geographic segmentation is based upon two criteria i.e. area and density. Samsung serves about 80 nations worldwide with its items supplied to Urban along with Backwoods of the nation. The Samsung is likewise growing its international existence and the company's flexibility in finding its plants encourages worldwide growth of Samsung.

Demographic.

Samsung produces products that can be utilized by both males and women. The target customers for Samsung IT and mobile interaction items have an age variety of 18-65 with bulk at a young or newly wed life cycle stage. Apart from it, Samsung Consumer Electronic devices are targeted to a client section with an age range of 25-65.

Psychographic.

The psychographic segmentation of Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution s based upon the social class and the lifestyle of the consumer. Samsung target consumers on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung sell items like mobile phone not much cheaper i.e. Motorola along with very little costly i.e. Apple. It provides quality items to middle level customers at a somewhat high price than others targeting the very same segment.

Behavioural.

Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution majority target clients have distinct behavioural attributes. They are brought in towards Samsung since of its moderate costs with a level of quality.

Quantitative analysis.

Sales of Samsung has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has likewise decreased its debt from 15 billion $ to 4.6 billion $. Digital media is the largest 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 expense, earnings/ sales are increasing however net profit is not increasing accordingly. New expansions and hiring's were the main reason of the boost in the overhead expenses, with china presently not supplying any revenue to Samsung, however there is a lot potential in the current market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the business is presently producing but long gone are those days when good products were offering themselves. Kim has actually currently begun to enhance the marketing activities of Samsung and very soon it will become one of its core strength like producing if not better.

VRIO.

Worth.

Samsung operates designs, makes and offer a large portfolio of consumer electronics. It operates in an exceptionally competitive environment and has actually successfully positioned itself as the maker of quality products. So, the response is yes.

Rarity.

As, stated earlier that Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis operates in a highly competitive environment, which indicates all the business have similar products. The answer for rarity is no.

Imitability.

Due to the nature of the market, it is really simple for competitors to comprehend the performance of the items and quickly make their own designs. Yes, Samsung is only behind IBM in signing up new patents every year, but the benefit is very short-term in this market.

Company.

Chairman Lee has completely turnaround Samsung, from going practically bankrupt during the Asian financial crisis of 1997 to the top 25 business in the world. Certainly yes there is proper organization in the business and the results speak for themselves.

External Ecological Analysis

PESTLE Analysis

Political

Being a multinational brand name spread almost in every country worldwide, bulk of the environments like USA, Europe, China etc., are really conductive for its operations. It deals with some political pressures in less industrialized nations where law and order situation is not excellent. Latin American, African and some Asian nations fall in this classification, where political instability do have a result on Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help operations.

Economic

Purchasing power of clients is important for companies like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations and so on provide development opportunities, whereas, due to recession even the customers of developed countries suffer badly. Thus it is extremely essential for the business to watch on the ongoing financial circumstance of the country prior to entering the market.

Socio-Cultural

Multinational business need to deal with various social and cultural issues during its operations in a foreign country. Samsung has actually also faced numerous problems but have adopted to the local environments of the majority of the countries extremely well. It has actually customized its products, practices, policies etc. appropriately in order to be successful.

Technological

With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious product launches, Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help is one of the leading ingenious companies of the world. With a clear mission to be ahead of the rest when it comes to technological developments, Samsung has increased to the no 25 of the top effective companies of the world.

Legal

Each nation 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 serious legal consequences. So, it needs to study or work with a regional law specialist prior to starting its operations in a specific country.

Environmental

With the rising awareness among customers about the environmental & ethical offenses of business, Samsung has to make sure that it follows all the safety standards. Environmental damages, ethical misconducts are not acceptable and in some countries the consequences can be extremely extreme. On the other hand it needs to do some Corporate Social Duty practices to reveal the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Substitution

Threat of replacement for Samsung's each item classification is quite considerable. Running in an incredibly vibrant market lead the business to face a high hazard of alternative. Factors for high hazard of alternative for Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution Smart device include the existence of high number of suppliers and Market saturation in developed countries, which make the expense of switching for customers nearly absolutely no. Substitution risks for Samsung visual display screen lie in the changing life style of consumers. Customers can switch to viewing visuals at home towards outdoor activities. In addition to it, Samsung printing solutions items are threatened by the increasing destination of consumers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Samsung and its close competitors is extreme. The significant factor behind this is the method of market saturation in different variety of product classifications, forcing Samsung to present more ingenious functions in existing products and new ingenious items to keep its growth. Other element for the extreme rivalry among the rivals is the little product distinction among the products. The popular gamers in the technology market are quite knowledgeable about the significance of R&D costs for their survival and are facing a race of marketing and R&D costs, to capture the marketplace. The significant rivals for Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the varying market shares which can be seen in Exhibition F.

Bargaining Power of Suppliers:

( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of possible size and worth. Due to incapability of Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Help to build its own software, it has to outsource its software application advancement to Google, which ends up being a possible supplier of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Market saturation in most of the product categories likewise make the bargaining power of buyers more intense in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its items at a greater cost than much of its competitors, due to high end quality product and a fair brand name image.

Threat of New Entrants:

Danger of new entrants for Samsung is quite low. One of the major factor for low risk of new entrants is the high competitors in the market. The requirement of big quantity of capital to enter in the market is also one of the prospective barrier to entry. In addition to it, requirement of big proficiency and research and advancement expenditures for survival in the industry also make new entrants reluctant to enter in the marketplace. Market saturation is also one of the barrier of entry in innovation market. High bargaining power of providers force the gamers in the market to charge as low rates as possible and this can only be achieved by production efficiency. Brand-new companies, in bulk cases, do not have the production effectiveness, for this reason increasing the threats for entrance in the innovation industry.

Competitive Analysis

Samsung's high item diversity provides it differentiation from its rivals. It is one of the 3 leading brands by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single product classification with Sony focusing on consumer electronic devices, Nokia on mobile phone and Intel on chips, Samsung had a substantial R&D costs on all of its product categories which enable the company to make prospective earnings from sales of practically all of its items. (See Display) Nevertheless, due to the wide item range the company deals with high variety of competitors.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in terms of global market share, amongst 8 various item categories. Samsung was the global leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung earnings from chips was less than Intel however its earnings from chips was growing much faster than Intel and has actually grown close to the revenue levels of Intel, as provided in the case Display 2.

Along with the chips Samsung mobile market was likewise growing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with just 4% and Nokia with no sales development. The significant reson behind Samsung's high development despite of higher 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 up case Exhibit 3. The significant reason, making the business enable to get the opportunity is its mass production at low expense. Sony was the greatest rival for Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis in LCD market, nevertheless, it had actually also begun joint venture with Samsung in 2003 for LCD producing, minimizing the competition for Samsung.

Porter's Competitive Technique

Low Cost Management strategy of porter is fully implemented by Samsung the method they attain economies of scale by reinforcing their core competencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to manufacture for them, due to the fact that they were unable to take on them on low expense. Differentiation is another strategy well carried out by Samsung by continuous investment in the R&D and staying ahead of the competition. They constantly bring something brand-new and innovative whether it's a product or a service.

Alternatives

Alternative Option 1

The Chief Marketing Officer (CMO) of Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Solution would develop a new brand image by targeting the more youthful generation of the particular country. As, specifically cellphones of Samsung are popular among the more youthful group.

Pros

1. It is the very best strategy to construct Client Lifetime Value (CLV) by producing a long-lasting relationship with customers. Construct loyalty through delivering worth and reap the benefits for long-lasting, as research has showed it is more affordable to keep current consumers than to attract brand-new ones.
2. Another pro of this option is that word of mouth spread faster amongst younger people and which in turn will bring in new clients for my products.

Cons

1. Old clients who were associated with Samsung prior to may not like this brand-new image the company is trying to represent.
2 It will sustain further expenses to rearrange some items and it might not even bring success as the patterns alter very quickly amongst the younger group.

Alternative solution 2.

Samsung has actually made making its core competency for the many part of their service and due to which its supervisors are not afraid to completely get out of their convenience zone. It would be done by setting up training workshops during which value of marketing will be taught and numbers will be offered. Failure to get the passing scores will get demoted. Marketing environment should be produced internally first as genuine marketing starts inside the corporation.

Pros

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

Cons

2. Its con can produce a very unhealthy environment in the workplace, as people typically resist modification because they fear it.

Determine the best alternative

Option is the finest as it plainly has more pros since as soon as a Client Lifetime Value is developed the company will profit from it till that customer is alive and has purchasing power. Plus, our target consumers are the younger generation which are bound to live longer than the existing old age individuals. Samsung's main goal is to produce commitment amongst its consumers and make them redeemed it from them and even buy their various products.

Execution Plan

• Targeting younger generation through social marketing, developing a link with them like Pepsi make with music. And set the expectations realistic and possible.
• A team including best marketing and sales specialists need to be put together, and both views should be considered before securing the resources needed to implement the strategy.
• Thorough interaction of the strategy ought to be done as it is very important for everyone to be on the very same page to make it work.
• Jobs and timelines should be build and interacted accordingly to each individual responsible.
• The manager must use a dashboard which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The supervisor must keep an eye on and keep a constant look at the overall and specific performance.
Due to the fact that any brand-new pattern or policy may come in due to which all the things already planned have to be adjusted, • Everyone need to be prepared to adjust midway. It's better to have contingency strategies currently prepared.
• At the end of the project the supervisor must interact the outcomes and if effective should celebrate with the group.

Budget plan

The M-net program revealed engaging analysis about the low and high development possible areas and how much advertising budget should be designated accordingly. This modification the budget plan allotment of various countries and many supervisors were dissatisfied and argued but the analysis done by the program was accurate and showed figures like North America and Russia development prospective warranted a 35% allocation while they were getting 45%. Whereas, China and Europe ought to be getting 42% however were rather provided 31%. It really helped to fairly disperse the resources and catch more clients by spending more on ads on the high growth potential areas of the world.

Conclusion

Intel And The Launch Of Wimax Wireless Broadband Technology In 2008 Case Study Analysis is a leading 25 business on the planet now and prepares to get ahead of Sony who sits presently at no. 20. Its consistent financial investment in R&D and ingenious practices have propelled them to new heights but for them its' just the start and they want to be amongst the top 3 brands on the planet. They entirely turn-around from practically going bankrupt throughout the Asian Financial Crisis to a world distinguished brand name, understood for quality and development. Their worth chain and their core competency their manufacturing capability, along-with worldwide brand name image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further growth in China and other emerging markets those numbers will only increase even more in the future. Their marketing efforts must be directed towards younger market in the middle of the internal arguments about marketing and need to develop Consumer Lifetime Value as it will not just give them benefits now but will continue to enjoy it till the customer life time. As the expense of keeping the consumer is much cheaper than attracting a brand-new one.