Keanes Acquisition Of Metro Information Services A 2 Harvard Case Study Analysis

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Keanes Acquisition Of Metro Information Services A 2 Case Study Solution & Analysis


Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to offer Keanes Acquisition Of Metro Information Services A 2 Case Study Solution items withtheir own brand name. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to offer Samsung items with their own brand name. He rearranged Samsung as a global brand name and educated his divisional managers to understand marketing and its importance.

Issue Statement

Samsung's shift from an item based to a marketing company is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to integrate marketing efficiently is still a significant obstacle. Producing a constant brand name identity throughout the entire world and utilizing marketing techniques that best fits the local culture is no simple task. The M-net program analysis have been really valuable in figuring out the high and less possible development locations, but allotment of resources accordingly is not well received amongst the managers. There is no agreement amongst the hierarchy regarding the very best suited future technique.
Executive Summary
Situational Analysis

Yun had a rather clear image in his mind about how Keanes Acquisition Of Metro Information Services A 2 Case Study Solution can change from a low end to a high end product supplier. He knew that transformation can only be done through positioning Samsung as a business providing high-end products and this could just be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand, with a possible assistance of its executives, Yun dealt with a number of marketing difficulties 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 quite low in their previous organisation practices, and the present marketing requirement was excessive high, the gap was too larger and to fill this space with wrong understandings about marketing was rather difficult for Yun.

Along with it the item range of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing preparation and to develop marketing budgets for existing as well as for brand-new products from the very beginning, and this would take a big time.

A big shift would be needed in present marketing expenditures to build the Samsung brand. This would result in increased marketing expenses for Samsung and might interrupt the administration regarding increased expenses, as they were reluctant to marketing expenditures previously and an unexpected huge shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Keanes Acquisition Of Metro Information Services A 2 Case Study Solution strengths lie in its big product portfolio. Samsung has biggest number of patents in the market with overall number of 15499 patents given in United States( USP).

Another strength of Keanes Acquisition Of Metro Information Services A 2 Case Study Help is its ability to develop ingenious items at a constant rate. It major proves for the innovation and product creating of Samsung is that the business has actually received so many awards for its innovation and product style.

Unlike Apple and other rivals, Samsung is focused on producing gadgets which can be easily incorporated with any type of open source Os (OS) and software application. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's capability to produce high end items at low expense of production is also among the major strength of Samsung as it makes it possible for the company to catch more market by offering quality items with expense control.


Samsung's weaknesses are hidden in the business's reliance on outsourcing software application for its devices due to business's inability in establishing software application, unlike Sony. Keanes Acquisition Of Metro Information Services A 2 Case Study Help likewise has low earnings margins as compare to Apple due to big distinction in the prices of Apple and Samsung with a much lesser distinction in quality.


Opportunities for Samsung depend on the growing Smart device market and the business's effectiveness in the market. It can increase its market share and profits from cell phone as the company is rather efficient in smart phone market. Samsung currently runs in about 80 countries and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would enable the business to increase its product portfolio with an increase in its wealth.


The vibrant industry environment of innovation market position an extreme hazard on Samsung'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 marketplace saturation in industrialized nations i.e. saturation of mobile company is also a huge threat for the company's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Keanes Acquisition Of Metro Information Services A 2 Case Study Solution offers quality products and has a quite rich portfolio which deals with various sectors. Most of the products remain in the top three of their particular markets. LCD and mobile phones are the most significant items of Samsung, whereas DRAM is likewise not far behind in comparison of them. Following is the product line of Samsung:

• Laptops.
• Cellphone.
• Air conditioning unit.
• Computer.
• Hard drives.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis uses both market competitive and market skimming pricing techniques for its variety of items. In competitive rates it changes the rate according to the competitors in order to get benefit, whereas, it utilizes market skimming method where the product has actually an added worth and by selling a couple of items it can reach break-even.


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

Vrio Analysis
It wasn't a widely known company beyond Korea till 1993. But 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 just 9 years. This is an impressive accomplishment in spite of the ongoing arguments among the managers about adopting marketing practices. It utilizes both offline & online channels of promo to market their items. Paid item ads, social promotion and digital advertisements are utilizes to develop awareness about Samsung items.

Worth Chain Analysis.

It's an analytical structure for identifying service activities that add value or competitive advantage for the company.

Incoming Logistics.

For its incoming logistics it owns numerous logistics firms as it subsidiaries. It looks after its providers and develops an unified relationship with them and even decreased their payment cycles to boost this relationship even more which adds worth to their chain network.


Samsung's core competency is its mass making it produces 90% of its products in-house. Divided into three different departments its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is keeping operation hubs worldwide to even more add worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the main factors Keanes Acquisition Of Metro Information Services A 2 Case Study Solution has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant 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.

Bring in target client attention towards the product is done through marketing and sales to interact with them the value and competitive benefit the item offers. Keanes Acquisition Of Metro Information Services A 2 Case Study Solution advertising spending plan is constantly on the rise since they started their repositioning globally and will continue to do so as they are continually aiming to invest and broaden in high prospective development markets. The spending plan is invested in occasions, print and media advertisements, public relations etc.

Samsung put their customers at the leading and constantly make every effort to provide unmatchable consumer service requirements. By adding a direct assistance line to call them 24 hours they have actually even more increased the added value of Samsung service.


Keanes Acquisition Of Metro Information Services A 2 Case Study Help has diversified market segmentation, based upon its provision of wide variety of items to large number of consumers. Samsung target consumer sectors can be divided into 3 categories i.e. Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget solutions.


Keanes Acquisition Of Metro Information Services A 2 Case Study Help geographic segmentation is based upon two requirements i.e. area and density. Samsung serves about 80 countries worldwide with its products supplied to Urban as well as Backwoods of the nation. The Samsung is also growing its global existence and the company's versatility in finding its plants motivates international expansion of Samsung.


Samsung produces products that can be used by both males and females. The target customers for Samsung IT and mobile communication products have an age variety of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Consumer Electronics are targeted to a customer section with an age variety of 25-65.


The psychographic division of Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis s based upon the social class and the life style of the customer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class customers, as Samsung offer products like mobile phone not much more affordable i.e. Motorola in addition to not much costly i.e. Apple. It provides quality items to middle level customers at a slightly high price than others targeting the very same segment.


Keanes Acquisition Of Metro Information Services A 2 Case Study Solution majority target consumers have unique behavioural attributes. It has consumers with an ambitious, fashionable and figured out personality with moderate level of commitment towards the brand name. Its clients have some degree of shift towards other prominent brand names i.e. Apple. Most of Samsun consumers desire quality along with cost control. They are drawn in towards Samsung due to the fact that of its moderate costs with a level of quality.

Quantitative analysis.

Sales of Samsung has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has actually likewise reduced 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. Since of the high overhead cost, earnings/ sales are increasing but net earnings is not increasing appropriately. New growths and hiring's were the primary reason of the increase in the overhead costs, with china presently not providing any profit to Samsung, but there is so much potential in the existing market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the business is presently making but long gone are those days when excellent items were offering themselves. Kim has actually currently started to strengthen the marketing activities of Samsung and extremely soon it will become one of its core strength like producing if not better.



Samsung runs styles, manufactures and sell a huge portfolio of customer electronics. It operates in an incredibly competitive environment and has successfully placed itself as the maker of quality items. The answer is yes.


As, stated previously that Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis operates in a highly competitive environment, which indicates all the companies have similar products. The response for rarity is no.


Due to the nature of the industry, it is very easy for rivals to comprehend the performance of the products and quickly make their own designs. Yes, Samsung is only behind IBM in registering new patents annually, however the benefit is very short term in this industry.


Chairman Lee has entirely turnaround Samsung, from going almost bankrupt throughout the Asian financial crisis of 1997 to the leading 25 company in the world. Definitely yes there is proper company in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread practically in every country worldwide, bulk of the environments like USA, Europe, China and so on, are extremely conductive for its operations. It deals with some political pressures in less developed countries where law and order scenario is not excellent. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Keanes Acquisition Of Metro Information Services A 2 Case Study Help operations.


Purchasing power of consumers is important for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations and so on supply development opportunities, whereas, due to economic crisis even the consumers of industrialized nations suffer terribly. Thus it is really essential for the business to watch on the continuous economic circumstance of the nation prior to getting in the market.


International business have to deal with various social and cultural concerns throughout its operations in a foreign nation. Samsung has actually also faced numerous concerns but have actually adopted to the regional environments of the majority of the nations exceptionally well. It has actually customized its products, practices, policies etc. appropriately in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with continuous innovative product launches, Keanes Acquisition Of Metro Information Services A 2 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 comes to technological advancements, Samsung has risen to the no 25 of the leading effective companies of the world.


Each country has their own laws and policies, being a multinational company Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal repercussions. It has to study or hire a local law expert prior to starting its operations in a particular country.


With the increasing awareness amongst customers about the environmental & ethical infractions of business, Samsung has to make sure that it follows all the safety standards. Ecological damages, ethical misbehaviors are not appropriate and in some countries the effects can be really serious. On the other hand it needs to do some Corporate Social Duty practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Alternative

Threat of alternative for Samsung's each item category is rather substantial. Running in an incredibly vibrant industry lead the company to deal with a high danger of replacement. Elements for high threat of substitution for Keanes Acquisition Of Metro Information Services A 2 Case Study Solution Mobile phone consist of the presence of high variety of suppliers and Market saturation in industrialized nations, that make the expense of switching for customers practically absolutely no. Substitution risks for Samsung visual display lie in the altering life style of consumers. Consumers can change to viewing visuals in your home towards outside activities. In addition to it, Samsung printing solutions items are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Samsung and its close rivals is intense. The major reason behind this is the approach of market saturation in various variety of product categories, requiring Samsung to introduce more ingenious features in existing items and new innovative items to preserve its growth. Other aspect for the intense competition amongst the rivals is the little item distinction amongst the items. The popular players in the innovation market are rather knowledgeable about the significance of R&D costs for their survival and are encountering a race of marketing and R&D costs, to catch the market. The major rivals for Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis 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 Exhibition F.

Bargaining Power of Providers:

Keanes Acquisition Of Metro Information Services A 2 Case Study Help has a vast supply chain consisting of about 2700 providers throughout the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of potential size and worth. These substantial orders make it possible for Samsung to negotiate rates with its suppliers. Due to incapability of Samsung to build its own software application, it has to outsource its software advancement to Google, which ends up being a possible provider of software for Samsung, resulting in high bargaining power of Google. In most of Keanes Acquisition Of Metro Information Services A 2 Case Study Solution has a power to work out prices, however it supply substantial rates to its suppliers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Bargaining power of buyers for different variety of product classifications of Samsung is intense. One of the factor causing the extreme bargaining power is the availability of large number of competitors in practically each product category i.e. competitors of Samsung Smart device, with a very little distinction. The high availability of providers of Smart devices with minimum distinction, make the switching expense for purchasers nearly zero, thus increasing the bargaining power of purchasers. Market saturation in the majority of the item categories also make the bargaining power of purchasers more intense in for Keanes Acquisition Of Metro Information Services A 2 Case Study Solution. In spite of igh bargaining power Samsung is quite efficient in offering its products at a greater rate than much of its rivals, due to high end quality item and a reasonable brand image.

Risk of New Entrants:

Danger of brand-new entrants for Samsung is rather low. Among the major factor for low threat of new entrants is the high competitors in the market. The requirement of huge amount of capital to go into in the market is also one of the possible barrier to entry. Together with it, requirement of substantial expertise and research and advancement expenditures for survival in the market also make new entrants hesitant to enter in the market. Market saturation is also among the barrier of entry in technology industry. High bargaining power of suppliers require the gamers in the industry to charge as low prices as possible and this can just be achieved by production efficiency. New companies, in bulk cases, do not have the production effectiveness, thus increasing the threats for entryway in the technology market.

Competitive Analysis

Samsung's high product diversity supplies it differentiation from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis had a substantial R&D costs on all of its item classifications which make it possible for the company to earn possible earnings from sales of nearly all of its items.

The business ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of global market share, amongst 8 different item categories. Samsung was the international leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its incomes from chips was growing faster than Intel and has actually grown near to the profits levels of Intel, as given up the case Exhibition 2.

In addition to the chips Samsung mobile market was also growing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales development. The significant 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 up case Display 3. The significant reason, making the business make it possible for to avail the chance is its mass production at low cost. Sony was the most significant competitor for Keanes Acquisition Of Metro Information Services A 2 Case Study Solution in LCD market, nevertheless, it had actually also started joint endeavor with Samsung in 2003 for LCD producing, decreasing the competitors for Samsung.

Porter's Competitive Strategy

Low Expense Leadership method of porter is fully carried out by Samsung the way they attain economies of scale by strengthening their core proficiencies of manufacturing. They always bring something ingenious and brand-new whether it's a service or an item.


Alternative Service 1

The Chief Marketing Officer (CMO) of Keanes Acquisition Of Metro Information Services A 2 Case Study Help would develop a new brand name image by targeting the younger generation of the particular country. As, specifically smart phones of Samsung are preferred among the younger group.


1. It is the very best strategy to construct Client Lifetime Worth (CLV) by developing a long-lasting relationship with consumers. Construct commitment through delivering value and reap the benefits for long-lasting, as research study has actually showed it is much cheaper to maintain existing clients than to attract new ones.
2. Another pro of this alternative is that word of mouth spread faster among younger individuals and which in turn will bring in brand-new consumers for my products.


1. Old clients who were associated with Samsung prior to might not like this new image the business is trying to represent.
2 It will incur additional expenses to reposition some items and it might not even bring success as the trends alter really quickly amongst the younger group.

Alternative solution 2.

It would be done by arranging training workshops during which significance of marketing will be taught and numbers will be provided. 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 work environment, as individuals frequently resist modification due to the fact that they fear it.

Determine the very best option

First alternative is the best as it plainly has more pros because when a Client Lifetime Value is built the business will make money from it till that customer lives and has buying power as well. Plus, our target customers are the younger generation which are bound to live longer than the existing old age individuals. Samsung's primary goal is to develop loyalty amongst its customers and make them repurchase it from them and even purchase their different items.

Implementation Strategy

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi finish with music. And set the expectations sensible and achievable.
• A team consisting of finest marketing and sales experts need to be put together, and both views should be taken into consideration prior to securing the resources needed to implement the plan.
• Thorough interaction of the plan ought to be done as it is really important for everyone to be on the same page to make it work.
• Jobs and timelines need to be build and communicated appropriately to each person accountable.
• The manager should use a dashboard which reveals 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 check on the general and specific performance.
• Everybody ought to want to adjust midway because any new trend or policy may can be found in due to which all the important things already prepared need to be changed. It's better to have contingency strategies already prepared.
• At the end of the project the supervisor need to interact the outcomes and if successful must commemorate with the group.

Budget plan

This modification the budget plan allotment of various nations and numerous supervisors were dissatisfied and argued but the analysis done by the program was accurate and showed figures like North America and Russia growth potential merited a 35% allocation while they were receiving 45%. It truly helped to relatively distribute the resources and catch more customers by spending more on advertisements on the high growth potential regions of the world.

Keanes Acquisition Of Metro Information Services A 2 Case Study Solution is a top 25 business on the planet now and prepares to get ahead of Sony who sits currently at no. 20. Its continuous investment in R&D and innovative practices have actually moved them to new heights but for them its' only the start and they wish to be among the top 3 brand names on the planet. They entirely turn-around from practically going bankrupt throughout the Asian Financial Crisis to a world distinguished brand, known for quality and innovation. Their worth chain and their core competency their manufacturing capability, along-with worldwide brand image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more expansion in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts must be directed towards more youthful demographic amid the internal arguments about marketing and should produce Client Life time Value as it will not just give them benefits now but will continue to gain it till the client life time. As the cost of retaining the customer is more affordable than drawing in a new one.