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


Keanes Acquisition Of Metro Information Services A 2 Case Study Help is a widely known global brand in innovation market, founded in 1938 by Lee Byung Chul, in South Korea. Keanes Acquisition Of Metro Information Services A 2 deals in large number of item categories including Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic items. Historically, the business's core consumers consist of the Original Devices Manufacturers (OEMs), which utilized to offer Samsung products withtheir own brand. Till early 1990s, the core proficiency of Samsung lie in its low cost offerings than its competitors by manufacturing existing products at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to offer Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis items with their own trademark name. Samsung was not simply understood outside Korea. There were likewise no or little interest in building the brand name internationally. Marketing budget was controlled by production department with a focal point on supplying inexpensive products.During the 1997 Asian Financial Crisis the business nearly got insolvent, but with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was listed the top 25 most important company on the planet. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Samsung as a global brand name and informed his divisional supervisors to comprehend marketing and its importance. Now their goal is to reach the top 10 by 2005.

Issue Declaration

Samsung's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to incorporate marketing efficiently is still a major difficulty. Developing a consistent brand identity across the whole world and employing marketing strategies that finest fits the regional culture is no simple job.

Situational Analysis

Yun had a quite clear picture in his mind about how Keanes Acquisition Of Metro Information Services A 2 Case Study Help can transform from a low end to a high end product company. He knew that transformation can just be done through placing Samsung as a business using high-end items and this might only be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand name, with a prospective support of its executives, Yun dealt with a number of marketing obstacles in early years of its efforts.

Among the marketing challenges 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 company practices, and the present marketing requirement was too much high, the gap was too wider and to fill this gap with wrong perceptions about marketing was rather difficult for Yun.

As stated above, marketing focus was really low in previous practices, for that reason there were no correct marketing budgets for each of the item on the portfolio. There was no marketing planning done for the existing products. Together with it the item series of the business was increasing with the ripening of new item ideas by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to produce marketing budgets for existing in addition to for new items from the very start, and this would take a big time.

A huge shift would be required in current marketing expenditures to build the Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis brand name. This would result in increased marketing expenditures for Samsung and might interrupt the administration relating to increased costs, as they hesitated to marketing expenditures formerly and an unexpected big shiftwould make them interrupt. This might lead to decreasing executive support for global marketing. In this situation, Yun deals with an obstacle for justifying increased marketing costs by demonstrating the long term worth of substantial marketing expenditures.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big product portfolio. Samsung has biggest variety of patents in the market with total number of 15499 patents given in US( USP). Large amount of R&D costs has enabled the company to grow its product portfolio at a greater rate than its rivals. Keanes Acquisition Of Metro Information Services A 2 Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Keanes Acquisition Of Metro Information Services A 2 Case Study Solution is its capability to develop ingenious products at a constant rate. It significant proves for the development and item creating of Samsung is that the business has gotten so many awards for its innovation and item style.

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

Samsung's ability to produce luxury products at low cost of production is also one of the major strength of Samsung as it enables the business to record more market by providing quality products with expense control.


Keanes Acquisition Of Metro Information Services A 2 Case Study Solution weak points are concealed in the business's dependence on outsourcing software for its gadgets due to business's failure in establishing software application, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to huge difference in the rates of Apple and Samsung with a much lower difference in quality. The diverse focus of the company due to a great deal of items in its portfolio, lead to the less effective production and make the business unable to charge higher prices like Apple. The business is also ineffective in handling its patents and regularly deals with the problem of patent violation.


Opportunities for Keanes Acquisition Of Metro Information Services A 2 Case Study Solution lie in the growing Smartphone market and the company's performance in the market. Samsung currently runs in about 80 countries and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic market environment of technology industry position a severe risk on Samsung's survival and force the company to spend much of its incomes share on R&D in order to endure in the long run. The marketplace saturation in developed countries i.e. saturation of mobile company is also a big threat for the business's development in the presence of strong rivals like Apple.

4 P's of Marketing


Samsung uses quality products and has a rather rich portfolio which caters to various segments. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Smart phone.
• Air conditioning unit.
• Personal computers.
• Hard disks.
• Washer.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Keanes Acquisition Of Metro Information Services A 2 Case Study Help uses both market competitive and market skimming prices strategies for its wide array of products. In competitive pricing it adjusts the cost according to the competition in order to acquire advantage, whereas, it uses market skimming technique where the product has actually an included worth and by offering 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 provided to the selling place/ delivered to the consumers directly in case of online order.


It wasn't a popular business beyond Korea up until 1993. However the management initiative taken by their CEO has actually pressed them to market more effectively outside the borders and now it has gotten in the league of leading 25 companies on the planet in just 9 years. This is an impressive achievement in spite of the ongoing arguments among the supervisors about adopting marketing practices. It uses both offline & online channels of promo to market their products. Paid item ads, social promotion and digital ads are uses to create awareness about Samsung items.

Value Chain Analysis.

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

Incoming Logistics.

It has one of the most efficient and effective supply chain network and has over 2700 suppliers across different industries all over the world. Nearly 80% of which is based in Asia and the staying worldwide. For its incoming logistics it owns numerous logistics firms as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even decreased their payment cycles to enhance this relationship even more which includes worth to their chain network.


Samsung's core competency is its mass making it produces 90% of its items in-house. Divided into three various departments its operations are namely IT & Mobile Communications, Gadget Solutions and Consumer Electronic Devices. It is keeping operation centers worldwide to even more include value to its value chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is one of the primary reasons Keanes Acquisition Of Metro Information Services A 2 Case Study Help is able to compete with Apple. Samsung's own Electronic Logitec system plays a major function in the outbound logistics operations. It even performs the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target client attention towards the product is done through marketing and sales to communicate with them the value and competitive benefit the product offers. Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis advertising budget is constantly growing considering that they began their repositioning globally and will continue to do so as they are continuously wanting to invest and expand in high possible growth markets. The budget is spent on occasions, print and media advertisements, public relations and so on.

Samsung Service. Samsung put their clients on top and continually make every effort to provide unmatchable customer service standards. As after sales service is becoming exceptionally important to keep customers delighted and engaged, they even carry out studies through 3rd parties to discover their consumer's feedback and execute it in the positive way to minimize or if possible totally eliminate their consumer issues. By adding a direct assistance line to call them 24 hours they have even more increased the included worth of Keanes Acquisition Of Metro Information Services A 2 Case Study Help service.


Keanes Acquisition Of Metro Information Services A 2 Case Study Help has diversified market division, based upon its provision of large range of products to large number of customers. Samsung target consumer segments can be divided into 3 categories i.e. Keanes Acquisition Of Metro Information Services A 2 Case Study Help IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget services.


Keanes Acquisition Of Metro Information Services A 2 Case Study Solution geographical division is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its items provided to Urban along with Rural areas of the nation. The Samsung is likewise growing its worldwide presence and the company's versatility in finding its plants motivates international growth of Samsung.


Samsung produces items that can be used by both women and males. The target customers for Samsung IT and mobile communication items have an age variety of 18-65 with bulk at a young or newly married life cycle stage. Apart from it, Samsung Customer Electronic devices are targeted to a consumer sector with an age range of 25-65.


The psychographic segmentation of Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis s based upon the social class and the lifestyle of the consumer. Samsung target consumers on the basis of social class are primarily upper middle, middle and working class consumers, as Samsung offer products like cellular phone very little more affordable i.e. Motorola along with very little costly i.e. Apple. It offers quality products to middle level consumers at a slightly high price than others targeting the very same section.


Keanes Acquisition Of Metro Information Services A 2 Case Study Solution majority target customers have special behavioural characteristics. It has consumers with an enthusiastic, fashionable and identified personality with moderate level of commitment towards the brand name. Its consumers have some degree of shift towards other distinguished brands i.e. Apple. The majority of Samsun customers desire quality along with expense control. They are attracted towards Samsung since of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. Digital media is the largest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this choice is based upon the objective of Kim to target the more youthful audience and produce a worldwide brand name picture of the company. Whereas, the core strength of the company is presently producing however long gone are those days when great products were offering themselves. In the existing age marketing is very essential and business can not prosper without it. Kim has currently begun to strengthen the marketing activities of Samsung and soon it will turn into one of its core strength like producing if not better.



Samsung runs designs, makes and sell a huge portfolio of customer electronics. It runs in a very competitive environment and has actually successfully positioned itself as the maker of quality products. The answer is yes.


As, said earlier that Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis operates in a highly competitive environment, which suggests all the business have comparable items. So, the response for rarity is no.


Due to the nature of the industry, it is extremely simple for rivals to comprehend the functionality of the items and quickly make their own models. Yes, Samsung is just behind IBM in signing up new patents each year, but the advantage is very short-term in this industry.


Chairman Lee has completely turnaround Samsung, from going practically insolvent during the Asian financial crisis of 1997 to the leading 25 business worldwide. Absolutely yes there is proper company in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every nation worldwide, bulk of the environments like U.S.A., Europe, China etc., are really conductive for its operations. It faces some political pressures in less developed nations where law and order scenario is not excellent. Latin American, African and some Asian nations fall in this classification, where political instability do have an impact on Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis operations.


Purchasing power of consumers is important for business like Samsung to succeed and grow. Emerging markets like India, middle-eastern countries and so on provide development chances, whereas, due to recession even the customers of industrialized nations suffer severely. Hence it is really important for the company to watch on the continuous economic situation of the country prior to entering the marketplace.


International business have to deal with various social and cultural problems throughout its operations in a foreign nation. Samsung has actually likewise faced many concerns however have actually embraced to the local environments of the majority of the countries exceptionally well. It has actually customized its items, practices, policies and so on appropriately in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research & Development, and with consistent innovative item launches, Keanes Acquisition Of Metro Information Services A 2 Case Study Help is among the top innovative business of the world. With a clear mission to be ahead of the rest when it pertains to technological improvements, Samsung has actually risen to the no 25 of the top effective business of the world.


Each country 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 lead to major legal effects. So, it needs to study or work with a regional law specialist before starting its operations in a particular country.


With the rising awareness amongst consumers about the ecological & ethical infractions of business, Samsung has to ensure that it follows all the safety guidelines. Ecological damages, ethical misbehaviors are not acceptable and in some countries the consequences can be very severe. On the other hand it has to do some Business Social Responsibility practices to show the locals that it cares about their environment and people.

Porter's Five Forces

Risk of Replacement

Danger of substitution for Samsung's each product category is quite significant. Running in a very vibrant industry lead the company to face a high risk of substitution. Factors for high danger of alternative for Keanes Acquisition Of Metro Information Services A 2 Case Study Help Smart device consist of the existence of high number of suppliers and Market saturation in industrialized nations, which make the expense of changing for customers almost no. Alternative risks for Samsung visual screen depend on the changing lifestyle of consumers. Clients can switch to viewing visuals in the house towards outdoor activities. In addition to it, Samsung printing options products are threatened by the increasing attraction of clients 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 number of item categories, requiring Samsung to present more innovative features in existing products and new ingenious items to maintain its development. Other aspect for the extreme competition amongst the competitors is the little product distinction among the items. The prominent players in the technology industry are rather knowledgeable about the value of R&D costs for their survival and are facing a race of marketing and R&D spending, to capture the market. The major competitors for Keanes Acquisition Of Metro Information Services A 2 Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry results in the fluctuating market shares which can be seen in Display F.

Bargaining Power of Providers:

Keanes Acquisition Of Metro Information Services A 2 Case Study Solution has a huge supply chain consisting of about 2700 suppliers across 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 possible size and worth. These big orders allow Samsung to work out prices with its suppliers. Due to incapability of Samsung to build its own software application, it has to outsource its software application development to Google, which becomes a potential provider of software application for Samsung, resulting in high bargaining power of Google. In many of Keanes Acquisition Of Metro Information Services A 2 Case Study Help has a power to negotiate prices, however it provide considerable costs to its suppliers to develop a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Haggling power of buyers for various number of product classifications of Samsung is extreme. Among the aspect causing the intense bargaining power is the schedule of large number of competitors in practically each product category i.e. rivals of Samsung Smart device, with an extremely little differentiation. The high availability of suppliers of Smart devices with minimum differentiation, make the switching cost for buyers almost zero, thus increasing the bargaining power of buyers. Market saturation in most of the item categories likewise make the bargaining power of buyers more extreme in for Keanes Acquisition Of Metro Information Services A 2 Case Study Help. In spite of igh bargaining power Samsung is quite capable of offering its items at a higher rate than much of its competitors, due to high end quality item and a reasonable brand image.

Threat of New Entrants:

Hazard of brand-new entrants for Samsung is quite low. One of the significant factor for low threat of brand-new entrants is the high competitors in the market. The requirement of big amount of capital to enter in the marketplace is likewise one of the prospective barrier to entry. In addition to it, requirement of big knowledge and research and advancement expenditures for survival in the industry likewise make brand-new entrants unwilling to enter in the marketplace. Market saturation is also among the barrier of entry in technology industry. High bargaining power of providers require the players in the market to charge as low rates as possible and this can only be attained by production performance. New companies, in bulk cases, lack the production efficiency, hence increasing the dangers for entryway in the technology market.

Competitive Analysis

Samsung's high item diversity offers it distinction from its rivals. It is among the 3 leading brand names by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single item category with Sony concentrating on consumer electronics, Nokia on cellular phone and Intel on chips, Samsung had a huge R&D spending on all of its item classifications which make it possible for the company to make possible profits from sales of nearly all of its items. (See Display) However, due to the wide item range the business deals with high number of competitors.

The company ranks first in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in terms of worldwide market share, amongst 8 different item categories. Samsung was the global 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 much faster than Intel and has actually grown near to the earnings levels of Intel, as given in the case Exhibition 2.

In addition to the chips Samsung mobile market was also thriving at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cell phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with no sales growth. The significant reson behind Samsung's high development despite of higher costs than Nokia and Motorola was the company's high-end quality cellular phone.

Samsung was likewise profiting from increasing market share of high-end LCDs as given in case Exhibit 3. The major factor, making the company enable to obtain the opportunity is its mass production at low cost. Sony was the biggest competitor for Keanes Acquisition Of Metro Information Services A 2 Case Study Help in LCD market, nevertheless, it had actually also begun joint venture with Samsung in 2003 for LCD manufacturing, lessening the competitors for Samsung.

Porter's Competitive Method

Low Expense Management technique of porter is completely implemented by Samsung the method they attain economies of scale by reinforcing their core proficiencies of production. They always bring something innovative and new whether it's a product or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis would create a brand-new brand name image by targeting the more youthful generation of the particular country. As, specifically cellphones of Samsung are very popular amongst the younger group.


1. It is the very best technique to develop Customer Lifetime Value (CLV) by developing a long-lasting relationship with consumers. Build commitment through providing worth and reap the benefits for long-term, as research study has showed it is much cheaper to keep existing customers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker among younger people and which in turn will bring in new clients for my products.


1. Old clients who were associated with Samsung prior to may not like this brand-new image the company is attempting to portray.
2 It will incur further expenses to rearrange some items and it might not even bring success as the trends change extremely rapidly amongst the younger market.

Alternative option 2.

Samsung has made producing its core proficiency for the a lot of part of their service and due to which its supervisors are not scared to totally step out of their comfort zone. It would be done by organizing training workshops throughout which importance of marketing will be taught and numbers will be offered. Failure to get the passing ratings will get benched. Marketing environment should be created internally first as real marketing begins inside the corporation.


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


2. Its con can create a really unhealthy environment in the office, as people typically resist modification due to the fact that they fear it.

Determine the very best option

First alternative is the best as it clearly has more pros due to the fact that when a Consumer Lifetime Worth is developed the business will make money from it till that client is alive and has purchasing power also. Plus, our target consumers are the younger generation which are bound to live longer than the present aging individuals. Samsung's main objective is to create commitment amongst its consumers and make them redeemed it from them and even buy their different items.

Implementation Strategy

• Targeting younger generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations possible and practical.
• A team including finest marketing and sales professionals should be assemble, and both views should be considered prior to securing the resources required to execute the plan.
• Thorough interaction of the plan must be done as it is really crucial for everyone to be on the exact same page to make it work.
• Jobs and timelines need to be build and communicated appropriately to each individual accountable.
• The manager should use a control panel which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The supervisor must keep an eye on and keep a consistent check on the overall and private efficiency.
• Everybody need to be willing to adjust midway due to the fact that any brand-new trend or policy might come in due to which all the important things already prepared need to be changed. It's better to have contingency strategies currently prepared.
• At the end of the campaign the supervisor must communicate the results and if effective need to commemorate with the team.

Spending plan

This change the budget allocation of many supervisors and different countries were unhappy and argued but the analysis done by the program was accurate and revealed figures like North America and Russia development potential merited a 35% allotment while they were receiving 45%. It truly helped to fairly disperse the resources and capture more clients by investing 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 leading 25 business in the world now and prepares to get ahead of Sony who sits presently at no. 20. Its continuous financial investment in R&D and ingenious practices have moved them to brand-new heights however for them its' only the start and they want to be amongst the leading 3 brands worldwide. They totally turn-around from practically going bankrupt during the Asian Financial Crisis to a world distinguished brand name, known for quality and development. Their worth chain and their core competency their manufacturing capability, along-with worldwide brand name image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will only increase even more in the future. Their marketing efforts should be directed towards more youthful demographic amid the internal arguments about marketing and ought to develop Client Life time Value as it will not only provide benefits now however will continue to gain it till the consumer lifetime. As the cost of keeping the consumer is more affordable than attracting a new one.