Ipad Vs Kindle E Books In The U S In 2010 Harvard Case Study Solution

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Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution & Analysis


Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution is a well-known global brand name in technology market, founded in 1938 by Lee Byung Chul, in South Korea. Ipad Vs Kindle E Books In The U S In 2010 handle a great deal of item classifications including Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic items. Historically, the business's core consumers consist of the Original Equipment Manufacturers (OEMs), which used to offer Samsung items withtheir own brand name. Till early 1990s, the core competency of Samsung lie in its low rate offerings than its rivals by producing existing products at economies of scale. Its client circle consists of Original Devices Manufacturers (OEMs), who used to sell Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis products with their own trademark name. Samsung was not simply understood outside Korea. There were also no or little interest in building the brand worldwide. Marketing spending plan was controlled by production department with a prime focus on supplying inexpensive products.During the 1997 Asian Financial Crisis the company practically got insolvent, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most important company worldwide. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Samsung as a worldwide brand name and informed his divisional managers to comprehend marketing and its importance. Now their objective is to reach the top 10 by 2005.

Issue Statement

Samsung's transition from an item based to a marketing company is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing efficiently is still a major challenge. Developing a constant brand name identity across the entire world and employing marketing strategies that best fits the regional culture is no easy task. The M-net program analysis have actually been truly practical in figuring out the high and less possible growth areas, but allocation of resources appropriately is not well gotten amongst the managers. There is no consensus amongst the hierarchy regarding the very best fit future method.
Executive Summary
Situational Analysis

Ipad Vs Kindle E Books In The U S In 2010 Case Study Help efforts for building its brand name throughout the world was begun after presenting the "brand-new management initiative" by Chairman Lee in 1993. The goal was to transform Samsung from a low-cost OEM to a high value-added product company. To make the vision of Samsung a reality, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a quite clear photo in his mind about how Samsung can change from a low end to a high-end product supplier. He understood that transformation can only be done through placing Samsung as a business offering high-end items and this might only be done through high level of marketing.

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

Among the marketing challenges for Yun was the understandings of executives about the worth of marketing. They considered marketing and selling as very same tools and thought that quality items do not needed marketing for increasing sales. As their focus towards marketing was quite low in their previous organisation practices, and the existing marketing requirement was excessive high, the space was too larger and to fill this space with incorrect perceptions about marketing was quite tough for Yun.

Along with it the item range of the business was increasing with the ripening of new product concepts by the R&D sector of Samsung. Yun had a challenge to perform marketing planning and to create marketing budget plans for existing as well as for new products from the very beginning, and this would take a big time.

A substantial shift would be needed in current marketing expenditures to develop the Samsung brand. This would result in increased marketing expenses for Samsung and might disrupt the administration concerning increased expenditures, as they were reluctant to marketing expenses previously and a sudden huge shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Ipad Vs Kindle E Books In The U S In 2010 Case Study Help strengths lie in its big item portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents granted in US( USP).

Another strength of Ipad Vs Kindle E Books In The U S In 2010 Case Study Help is its ability to establish ingenious products at a continuous rate. It significant shows for the development and item designing of Samsung is that the company has received many awards for its development and item style.

Unlike Apple and other competitors, Samsung is concentrated on producing gadgets which can be quickly incorporated with any type of open source Operating System (OS) and software application. This supplies Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce luxury products at low cost of production is also one of the significant strength of Samsung as it makes it possible for the company to catch more market by providing quality products with expense control.

Weak points

Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis weak points are concealed in the business's dependence on outsourcing software for its gadgets due to business's failure in developing software application, unlike Sony. Samsung likewise has low earnings margins as compare to Apple due to substantial difference in the costs of Apple and Samsung with a much lesser difference in quality. The varied focus of the company due to large number of products in its portfolio, result in the less efficient production and make the company not able to charge higher rates like Apple. The company is also inefficient in managing its patents and often deals with the issue of patent infraction.


Opportunities for Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution lie in the growing Smart device market and the business's effectiveness in the market. Samsung currently runs in about 80 nations and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia.


The dynamic market environment of innovation industry pose an extreme danger on Samsung's survival and require the company to invest much of its revenues share on R&D in order to survive in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile business is also a big risk for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Ipad Vs Kindle E Books In The U S In 2010 Case Study Help provides quality products and has a quite rich portfolio which deals with various sectors. Most of the items remain in the top three of their respective industries. LCD and smart phones are the greatest products of Samsung, whereas DRAM is likewise not far behind in comparison of them. Following is the line of product of Samsung:

• Laptops.
• Smart phone.
• A/c.
• Personal computers.
• Hard disk drives.
• Washing machines.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis utilizes both market competitive and market skimming prices methods for its wide variety of products. In competitive rates it adjusts the price according to the competitors in order to gain advantage, whereas, it uses market skimming method where the item has an included worth and by selling a few 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 etc. All its items are prompt provided to the selling place/ delivered to the clients straight in case of online order.

Vrio Analysis
It wasn't a well-known company outside of Korea until 1993. The management initiative taken by their CEO has pushed them to market more efficiently outside the borders and now it has actually gotten in the league of top 25 business in the world in simply 9 years. This is an exceptional achievement in spite of the continuous arguments among the supervisors about embracing marketing practices. It utilizes both offline & online channels of promotion to market their products. Paid product ads, social promotion and digital advertisements are uses to develop awareness about Samsung items.

Value Chain Analysis.

It's an analytical structure for determining company activities that add value or competitive benefit for the company.

Inbound Logistics.

It has one of the most efficient and efficient supply chain network and has over 2700 providers throughout different industries worldwide. Almost 80% of which is based in Asia and the staying around the globe. For its incoming logistics it owns different logistics firms as it subsidiaries. It takes care of its providers and creates an unified relationship with them and even minimized their payment cycles to enhance this relationship even more which includes value to their chain network.


Samsung's core competency is its mass manufacturing it produces 90% of its products in-house. Divided into three various divisions its operations are namely IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is maintaining operation hubs worldwide to further include value to its worth chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is one of the main factors Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis is able to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target client attention towards the item is done through marketing and sales to communicate with them the worth and competitive benefit the item provides. Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis advertising spending plan is continuously on the rise considering that they began their rearranging globally and will continue to do so as they are constantly wanting to invest and expand in high potential growth markets. The budget is spent on occasions, print and media ads, public relations etc.

Samsung Service. Samsung put their consumers on top and constantly make every effort to provide unmatchable customer support requirements. As after sales service is ending up being exceptionally essential to keep customers delighted and engaged, they even conduct studies through third parties to find out their consumer's feedback and implement it in the favorable way to decrease or if possible totally remove their client concerns. By adding a direct support line to call them 24 hr they have even more increased the included worth of Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis service.


Ipad Vs Kindle E Books In The U S In 2010 Case Study Help has diversified market division, based upon its arrangement of wide variety of items to large number of consumers. Samsung target consumer sectors can be divided into 3 classifications i.e. Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Device services.


Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution geographic segmentation is based upon 2 criteria i.e. region and density. Samsung serves about 80 nations worldwide with its items offered to Urban along with Rural areas of the nation. The Samsung is also growing its worldwide presence and the company's versatility in finding its plants motivates international growth of Samsung.


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


The psychographic division of Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis s based upon the social class and the life style of the consumer. Samsung target consumers on the basis of social class are generally upper middle, middle and working class clients, as Samsung offer products like cell phones not much more affordable i.e. Motorola along with not much pricey i.e. Apple. It provides quality products to middle level consumers at a slightly high rate than others targeting the very same segment.


Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution majority target consumers have distinct behavioural characteristics. It has consumers with an enthusiastic, trendy and identified personality with moderate level of commitment towards the brand. Its clients have some degree of shift towards other distinguished brands i.e. Apple. Most of Samsun customers desire quality in addition to cost control. They are attracted towards Samsung since of its moderate costs with a degree of quality.

Quantitative analysis.

Sales of Ipad Vs Kindle E Books In The U S In 2010 Case Study Help has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. Digital media is the biggest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the company is presently manufacturing but long gone are those days when good items were selling themselves. Kim has actually already started to enhance the marketing activities of Samsung and extremely soon it will become one of its core strength like making if not much better.



Samsung operates styles, makes and offer a huge portfolio of customer electronics. It operates in an exceptionally competitive environment and has successfully placed itself as the maker of quality products. The answer is yes.


As, stated previously that Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis operates in a highly competitive environment, which suggests all the business have comparable products. The answer for rarity is no.


Due to the nature of the industry, it is very simple for rivals to understand the performance of the products and quickly make their own designs. Yes, Samsung is just behind IBM in registering brand-new patents every year, however the benefit is extremely short term in this market.


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

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every country worldwide, majority of the environments like USA, Europe, China and so on, are really conductive for its operations. It deals with some political pressures in less developed nations where law and order circumstance is not excellent. Latin American, African and some Asian nations fall in this classification, where political instability do have an impact on Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis operations.


Purchasing power of clients is crucial for business like Samsung to be successful and grow. Emerging markets like India, middle-eastern nations and so on supply growth chances, whereas, due to recession even the customers of developed countries suffer terribly. Hence it is very important for the company to watch on the continuous financial scenario of the country before entering the market.


International companies have to deal with different social and cultural problems during its operations in a foreign nation. Samsung has also faced many problems however have embraced to the local environments of most of the nations remarkably well. It has tailored its products, practices, policies and so on accordingly in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious product launches, Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution is one of the top innovative business of the world. With a clear objective to be ahead of the rest when it pertains to technological developments, Samsung has increased to the no 25 of the leading effective companies of the world.


Each country 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 major legal effects. So, it has to study or hire a regional law specialist before starting its operations in a particular country.


With the increasing awareness amongst consumers about the ecological & ethical violations of business, Samsung has to make sure that it follows all the safety standards. Ecological damages, ethical misconducts are not appropriate and in some nations the consequences can be extremely severe. On the other hand it has to do some Corporate Social Duty practices to reveal the locals that it cares about their environment and individuals.

Porter's Five Forces

Risk of Alternative

Hazard of replacement for Samsung's each product classification is quite substantial. Factors for high hazard of substitution for Ipad Vs Kindle E Books In The U S In 2010 Case Study Help Mobile phone include the presence of high number of suppliers and Market saturation in industrialized countries, which make the cost of switching for consumers practically no. Along with it, Samsung printing options products are threatened by the increasing attraction of clients towards cloud storage.

Rivalry Among Existing Firms:

The rivaly amongst Samsung and its close rivals is extreme. The major reason behind this is the method of market saturation in numerous number of item categories, forcing Samsung to introduce more ingenious features in existing items and new ingenious products to preserve its development. The significant rivals for Ipad Vs Kindle E Books In The U S In 2010 Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis has a large supply chain including about 2700 providers 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 potential size and worth. These huge orders make it possible for Samsung to negotiate rates with its suppliers. Due to incapability of Samsung to develop its own software, it has to outsource its software development to Google, which ends up being a prospective provider of software application for Samsung, resulting in high bargaining power of Google. In most of Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution has a power to negotiate costs, but it provide significant rates to its providers to build a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

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

Threat of New Entrants:

Threat of new entrants for Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis is quite low. Along with it, requirement of huge know-how and research and advancement expenditures for survival in the market also make brand-new entrants unwilling to go into in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high item diversification offers it differentiation from its competitors. It is among the 3 top brands by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single product classification with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Samsung had a big R&D spending on all of its item classifications which enable the business to make prospective profits from sales of almost all of its products. (See Display) Nevertheless, due to the broad item variety the company deals with high variety of competitors.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in regards to worldwide market share, amongst 8 various item classifications. Samsung was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung profits from chips was less than Intel but its incomes from chips was growing much faster than Intel and has actually grown close to the income levels of Intel, as offered in the case Exhibit 2.

Together with the chips Samsung mobile market was also thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales growth was 51% as compare to Motorola with only 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 cellular phone.

Samsung was also reaping the benefits from increasing market share of high end LCDs as given in case Exhibit 3. The significant reason, making the company make it possible for to get the opportunity is its mass production at low cost. Sony was the most significant competitor for Ipad Vs Kindle E Books In The U S In 2010 Case Study Solution in LCD market, however, it had also begun joint endeavor with Samsung in 2003 for LCD producing, minimizing the competitors for Samsung.

Porter's Competitive Technique

Low Cost Management strategy of porter is totally carried out by Samsung the method they attain economies of scale by enhancing their core competencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to manufacture for them, due to the fact that they were not able to take on them on low cost. Distinction is another technique well carried out by Samsung by constant financial investment in the R&D and remaining ahead of the competition. They constantly bring something innovative and brand-new whether it's a service or an item.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Ipad Vs Kindle E Books In The U S In 2010 Case Study Analysis would produce a new brand name image by targeting the younger generation of the specific nation. As, specifically cellphones of Samsung are popular among the more youthful group.


1. It is the best method to construct Consumer Lifetime Worth (CLV) by developing a long-term relationship with customers. Construct loyalty through providing worth and profit for long-term, as research has actually revealed it is more affordable to retain present consumers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker among younger individuals and which in turn will bring in new customers for my products.


1. Old clients who were related to Samsung before may not like this brand-new image the business is trying to represent.
2 It will incur additional costs to reposition some items and it might not even bring success as the patterns alter really quickly amongst the more youthful demographic.

Alternative solution 2.

It would be done by organizing training workshops throughout which importance of marketing will be taught and numbers will be provided. Marketing environment must be developed internally first as genuine marketing begins inside the corporation.


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


2. Its con can develop a really unhealthy environment in the workplace, as individuals often withstand modification since they fear it.

Identify the very best option

First option is the very best as it clearly has more pros since as soon as a Consumer Life time Value is constructed the business will benefit from it till that customer is alive and has buying power also. Plus, our target customers are the more youthful generation which are bound to live longer than the current old age people. Samsung's primary goal is to create commitment amongst its consumers and make them redeemed it from them and even buy their different items.

Execution Strategy

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi make with music. And set the expectations attainable and realistic.
• A group consisting of best marketing and sales specialists ought to be put together, and both views must be taken into account before securing the resources needed to implement the plan.
• Thorough interaction of the strategy must be done as it is very crucial for everybody to be on the very same page to make it work.
• Jobs and timelines must be build and communicated accordingly to each person accountable.
• The manager need to utilize a control panel which shows the development of all the jobs which have actually been done or about to be done and by whom.
• The manager should keep an eye on and keep a consistent examine the specific and general efficiency.
• Everyone must be willing to adapt midway due to the fact that any brand-new pattern or policy might can be found in due to which all the things already prepared have to be adjusted. It's better to have contingency plans currently prepared.
• At the end of the campaign the manager should communicate the outcomes and if effective must celebrate with the team.

Spending plan

The M-net program revealed compelling analysis about the low and high growth potential areas and just how much advertising spending plan must be designated appropriately. This change the spending plan allocation of different countries and numerous managers were unhappy and argued but the analysis done by the program was accurate and showed figures like North America and Russia development potential merited a 35% allocation while they were getting 45%. Whereas, China and Europe need to be receiving 42% however were instead given 31%. It really helped to relatively disperse the resources and capture more clients by investing more on advertisements on the high development potential areas of the world.

Its constant financial investment in R&D and innovative practices have actually propelled them to brand-new heights however for them its' only the start and they want to be among the top 3 brands in the world. Their marketing efforts need to be directed towards younger market amidst the internal arguments about marketing and should create Customer Life time Value as it will not just offer them advantages now however will continue to reap it till the client life time. As the cost of maintaining the customer is much less expensive than attracting a brand-new one.