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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 Solution is a well-known international brand name in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Keanes Acquisition Of Metro Information Services A 2 deals in large number of item categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and much more other electronic items. Historically, the business's core clients include the Original Equipment Manufacturers (OEMs), which utilized to offer Enterprise products withtheir own trademark name. Till early 1990s, the core proficiency of Enterprise lie in its low price offerings than its competitors by producing existing products at economies of scale. Its customer circle consists of Original Equipment Manufacturers (OEMs), who utilized to offer Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis items with their own brand. Enterprise was not simply understood outside Korea. There were also no or little interest in constructing the brand name internationally. Marketing budget was controlled by production department with a focal point on offering cheap products.During the 1997 Asian Financial Crisis the business nearly got insolvent, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was noted the top 25 most valuable company on the planet. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Venture as a worldwide brand name and informed his divisional supervisors to understand marketing and its value. Now their goal is to reach the top 10 by 2005.

Issue Statement

Corp's shift from a product based to a marketing business is not going as smoothly as planned.Overcoming the unwillingness of divisional supervisors to include marketing effectively is still a major challenge. Developing a consistent brand identity throughout the entire world and using marketing methods that best fits the regional culture is no simple task. The M-net program analysis have been truly useful in determining the high and less possible development areas, but allocation of resources accordingly is not well gotten among the supervisors. There is no agreement amongst the hierarchy regarding the best matched future technique.
Executive Summary
Situational Analysis

Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis efforts for developing its brand name across the world was begun after presenting the "brand-new management initiative" by Chairman Lee in 1993. The goal was to change Venture from a cheap OEM to a high value-added item service provider. To make the vision of Corp a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Company can change from a low end to a high end item provider. He knew that improvement can just be done through placing Enterprise as a company providing high-end items and this could just be done through high level of marketing.

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

One of the marketing obstacles for Yun was the understandings of executives about the worth of marketing. They thought about marketing and selling as very same tools and believed that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the present marketing requirement was too much high, the space was too broader and to fill this space with wrong understandings about marketing was rather difficult for Yun.

As specified above, marketing focus was really low in previous practices, for that reason there were no correct marketing budgets for each of the product on the portfolio. There was no marketing planning done for the existing products. Together with it the product series of the business was increasing with the ripening of new item concepts by the R&D sector of Org. Yun had an obstacle to perform marketing planning and to produce marketing budgets for existing in addition to for new products from the very beginning, and this would take a substantial time.

A big shift would be required in current marketing expenditures to develop the Business brand. This would result in increased marketing expenditures for Corporation and could disrupt the administration concerning increased costs, as they were reluctant to marketing expenditures previously and a sudden huge shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis strengths lie in its huge item portfolio. Organization has biggest number of patents in the industry with overall number of 15499 patents approved in United States( USP).

Another strength of Keanes Acquisition Of Metro Information Services A 2 Case Study Help is its ability to establish ingenious items at a constant rate. It major proves for the innovation and product creating of Org is that the company has gotten numerous awards for its development and item style.

Unlike Apple and other competitors, Company is focused on producing gadgets which can be easily integrated with any kind of open source Operating System (OS) and software application. This provides Corporation an edge over Apple devices.
Porter's 5 Forces Analysis
Organization's capability to produce high-end items at low cost of production is also among the major strength of Enterprise as it enables the company to capture more market by offering quality items with cost control.


Keanes Acquisition Of Metro Information Services A 2 Case Study Help weak points are concealed in the company's reliance on outsourcing software for its devices due to company's inability in developing software, unlike Sony. Enterprise also has low revenue margins as compare to Apple due to huge distinction in the prices of Apple and Venture with a much lower difference in quality. The diverse focus of the company due to a great deal of products in its portfolio, lead to the less effective production and make the business unable to charge greater rates like Apple. The business is likewise inefficient in managing its patents and frequently faces the problem of patent offense.


Opportunities for Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis lie in the growing Smart device market and the company's efficiency in the market. Organization presently runs in about 80 countries and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of technology market posture an extreme danger on Organization's survival and require the company to spend much of its revenues share on R&D in order to make it through in the long run. The market saturation in developed nations i.e. saturation of mobile business is also a big risk for the business's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Organization provides quality products and has a rather rich portfolio which caters to different sections. LCD and mobile phones are the most significant items of Company, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Cellphone.
• A/c.
• Computer.
• Disk drives.
• Washer.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Keanes Acquisition Of Metro Information Services A 2 Case Study Help utilizes both market competitive and market skimming rates methods for its wide array of products. In competitive pricing it adjusts the rate according to the competitors in order to acquire benefit, whereas, it uses market skimming strategy where the product has an included worth and by offering a couple of products it can reach break-even.


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

Vrio Analysis
It utilizes both offline & online channels of promo to market their products. Paid item ads, social promo and digital advertisements are uses to develop awareness about Corp products.

Worth Chain Analysis.

It's an analytical framework for recognizing service activities that add value or competitive benefit for the company.

Incoming Logistics.

It has among the most efficient and reliable supply chain network and has more than 2700 suppliers across numerous industries around the globe. Nearly 80% of which is based in Asia and the remaining all over the world. For its incoming logistics it owns various logistics companies as it subsidiaries. It cares for its providers and produces a harmonious relationship with them and even reduced their payment cycles to increase this relationship even more which includes value to their chain network.


Business's core proficiency is its mass manufacturing it produces 90% of its items internal. Divided into 3 different departments its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is keeping operation centers worldwide to further include worth to its value chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is among the primary factors Keanes Acquisition Of Metro Information Services A 2 Case Study Solution is able to take on Apple. Org's own Electronic Logitec system plays a major role in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Organization.

Marketing and Sales.

Attracting target client attention towards the product is done through marketing and sales to interact with them the worth and competitive benefit the item uses. Keanes Acquisition Of Metro Information Services A 2 Case Study Solution advertising budget plan is continually rising given that they started their repositioning worldwide and will continue to do so as they are constantly looking to broaden and invest in high potential growth markets. The spending plan is spent on events, print and media ads, public relations etc.

Venture put their clients at the top and continuously make every effort to deliver unmatchable client service standards. By including a direct assistance line to call them 24 hours they have further increased the included value of Corp service.


Keanes Acquisition Of Metro Information Services A 2 Case Study Help has diversified market segmentation, based upon its provision of large range of items to a great deal of consumers. Venture target consumer segments can be divided into 3 categories i.e. Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis IT and Mobile Communications, Organization Customer Electronics and Corp Gadget options.


Keanes Acquisition Of Metro Information Services A 2 Case Study Solution geographical division is based upon two criteria i.e. region and density. Business serves about 80 countries worldwide with its products offered to Urban as well as Backwoods of the country. The Venture is also growing its worldwide presence and the business's versatility in locating its plants motivates global growth of Business.


Enterprise produces products that can be used by both males and females. The target customers for Corp IT and mobile interaction items have an age range of 18-65 with majority at a young or freshly wed life cycle stage. Apart from it, Business Customer Electronic devices are targeted to a client segment with an age range of 25-65.


The psychographic segmentation of Keanes Acquisition Of Metro Information Services A 2 Case Study Help s based upon the social class and the lifestyle of the consumer. Company target customers on the basis of social class are primarily upper middle, middle and working class clients, as Org offer items like cellular phone very little cheaper i.e. Motorola as well as not much expensive i.e. Apple. It offers quality products to middle level customers at a somewhat high price than others targeting the same segment.


Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis bulk target customers have distinct behavioural characteristics. It has customers with an enthusiastic, fashionable and determined character with moderate level of loyalty towards the brand name. Its consumers have some degree of shift towards other prominent brand names i.e. Apple. Most of Company consumers want quality as well as cost control. They are attracted towards Organization since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Keanes Acquisition Of Metro Information Services A 2 Case Study Help has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the largest selling category of Org 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 producing however long gone are those days when excellent products were selling themselves. Kim has currently started to strengthen the marketing activities of Corporation and really quickly it will become one of its core strength like manufacturing if not better.



Business runs designs, manufactures and sell a vast portfolio of consumer electronics. It operates in an extremely competitive environment and has effectively placed itself as the maker of quality items. So, the response is yes.


As, stated previously that Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis operates in an extremely competitive environment, which suggests all the companies have similar items. The answer for rarity is no.


Due to the nature of the industry, it is really simple for competitors to comprehend the performance of the items and easily make their own designs. Yes, Enterprise is just behind IBM in signing up brand-new patents annually, but the advantage is extremely short term in this industry.


Chairman Lee has totally turnaround Organization, from going almost bankrupt during the Asian financial crisis of 1997 to the leading 25 company worldwide. Definitely yes there is proper organization in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread almost in every country worldwide, bulk of the environments like USA, Europe, China and so on, are extremely conductive for its operations. Nevertheless, it deals with some political pressures in less developed countries where order scenario is not good. 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 Analysis operations.


Purchasing power of customers is vital for companies like Venture to be successful and grow. Emerging markets like India, middle-eastern nations and so on provide growth opportunities, whereas, due to recession even the consumers of developed nations suffer badly. For this reason it is very crucial for the business to watch on the continuous economic situation of the country prior to going into the market.


Multinational companies need to face various social and cultural problems during its operations in a foreign nation. Business has actually also dealt with numerous issues however have adopted to the regional environments of the majority of the nations remarkably well. It has customized its products, practices, policies etc. appropriately in order to achieve success.


With an annual expense of 2.4 billion dollars in Research study & Development, and with consistent innovative product launches, Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis is among the top ingenious companies of the world. With a clear mission to be ahead of the rest when it concerns technological improvements, Org has actually risen to the no 25 of the leading successful business of the world.


Each nation has their own laws and policies, being an international company Company have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal consequences. So, it has to study or work with a regional law expert prior to beginning its operations in a particular country.


With the rising awareness amongst consumers about the ethical & environmental violations of companies, Company has to make sure that it follows all the security standards. Environmental damages, ethical misconducts are not appropriate and in some countries the effects can be really serious. On the other hand it has to do some Business Social Responsibility practices to show the residents that it cares about their environment and people.

Porter's 5 Forces

Danger of Replacement

Risk of substitution for Enterprise's each product category is rather considerable. Factors for high danger of alternative for Keanes Acquisition Of Metro Information Services A 2 Case Study Solution Smart device include the presence of high number of providers and Market saturation in industrialized nations, which make the expense of switching for consumers practically no. Along with it, Business printing services products are threatened by the increasing attraction of customers towards cloud storage.

Competition Among Existing Firms:

The rivaly amongst Company and its close competitors is intense. The major reason behind this is the method of market saturation in numerous number of item categories, forcing Org to introduce more ingenious features in existing items and brand-new innovative items to maintain its development. Other element for the intense rivalry amongst the competitors is the little product distinction amongst the products. The prominent players in the innovation industry are quite knowledgeable about the significance of R&D spending for their survival and are facing a race of marketing and R&D spending, to catch the marketplace. The significant competitors for Keanes Acquisition Of Metro Information Services A 2 Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry leads to the changing market shares which can be seen in Display F.

Bargaining Power of Suppliers:

Keanes Acquisition Of Metro Information Services A 2 Case Study Help has a huge supply chain including about 2700 suppliers throughout the world.( Organization Sustainability Report, 2016) Provider's bargaining power for Enterprise is low as Corp runs economies of scale and its orders are of potential size and worth. These huge orders make it possible for Company to work out rates with its providers. Nevertheless, due to incapability of Keanes Acquisition Of Metro Information Services A 2 Case Study Help to construct its own software application, it has to outsource its software application advancement to Google, which becomes a potential provider of software application for Org, leading to high bargaining power of Google. Although, in the majority of cases Corp has a power to work out prices, however it offer significant costs to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Market saturation in most of the product categories likewise make the bargaining power of buyers more intense in for Organization. In spite of igh bargaining power Organization is rather capable of offering its items at a higher price than much of its rivals, due to high end quality product and a fair brand image.

Danger of New Entrants:

Risk of brand-new entrants for Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis is quite low. Along with it, requirement of huge competence and research study and advancement expenses for survival in the market also make brand-new entrants unwilling to enter in the market. Market saturation is also one of the barrier of entry in innovation market.

Competitive Analysis

Venture's high item diversity supplies it distinction from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item classification with Sony focusing on customer 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 enable the business to earn possible earnings from sales of almost all of its items.

The business ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in regards to international market share, among 8 different product classifications. Corporation was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Although, Venture revenues from chips was less than Intel however its profits from chips was growing much faster than Intel and has actually grown near to the revenue levels of Intel, as given in the case Exhibition 2.

Along with the chips Enterprise mobile market was also thriving at a high rate than its competitors i.e. Motorola and Nokia. Business's cellular phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales development. The major reson behind Corp's high growth despite of greater costs than Nokia and Motorola was the business's high-end quality cellular phone.

Corp was also reaping the benefits from increasing market share of high-end LCDs as given in case Display 3. The significant factor, making the business allow to obtain the opportunity is its mass production at low cost. Sony was the most significant competitor for Keanes Acquisition Of Metro Information Services A 2 Case Study Help in LCD market, however, it had likewise started joint venture with Enterprise in 2003 for LCD making, decreasing the competition for Corp.

Porter's Competitive Strategy

Low Cost Leadership strategy of porter is completely implemented by Business the way they achieve economies of scale by reinforcing their core competencies of production. Even to the point that their competitor SONY decided to form an alliance with them to produce for them, due to the fact that they were not able to take on them on low expense. Distinction is another method well executed by Enterprise by constant investment in the R&D and staying ahead of the competition. They always bring something new and innovative whether it's a service or an item.


Alternative Option 1

The Chief Marketing Officer (CMO) of Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis would create a brand-new brand image by targeting the younger generation of the particular nation. As, specifically cellphones of Enterprise are preferred among the younger demographic.


1. It is the best method to develop Customer Lifetime Value (CLV) by developing a long-lasting relationship with customers. Construct commitment through delivering worth and profit for long-term, as research study has actually revealed it is more affordable to maintain existing customers than to bring in brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful people and which in turn will generate new clients for my products.


1. Old clients who were associated with Org before might not like this new image the company is trying to depict.
2 It will sustain more costs to rearrange some products and it might not even bring success as the trends alter really quickly amongst the younger group.

Alternative solution 2.

Corporation has actually made manufacturing its core proficiency for the most part of their organisation and due to which its supervisors are not afraid to totally get out of their convenience zone. It would be done by organizing training workshops throughout which value of marketing will be taught and numbers will be provided. Failure to get the passing scores will get demoted. Marketing environment should be created internally first as genuine marketing starts inside the corporation.


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


2. Its con can produce a really unhealthy environment in the workplace, as people typically withstand change due to the fact that they fear it.

Identify the best alternative

First option is the very best as it clearly has more pros because as soon as a Customer Lifetime Worth is developed the company will benefit from it till that consumer lives and has buying power also. Plus, our target consumers are the more youthful generation which are bound to live longer than the present old age people. Business's main objective is to produce loyalty among its clients and make them repurchase it from them and even buy their different items.

Application Plan

• Targeting younger generation through social marketing, creating a link with them like Pepsi do with music. And set the expectations sensible and possible.
• A team consisting of best marketing and sales professionals must be assemble, and both views must be taken into account prior to protecting the resources required to implement the plan.
• Thorough interaction of the strategy need to be done as it is very essential for everybody to be on the same page to make it work.
• Jobs and timelines ought to be construct and communicated appropriately to each individual responsible.
• The manager should 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 supervisor ought to keep an eye on and keep a continuous look at the general and specific performance.
• Everybody must want to adapt midway because any brand-new pattern or policy may come in due to which all the things already planned need to be changed. It's much better to have contingency plans already prepared.
• At the end of the project the manager need to communicate the results and if effective should celebrate with the team.

Spending plan

The M-net program exposed compelling analysis about the low and high growth potential locations and how much advertising spending plan ought to be designated accordingly. This change the spending plan allotment of different countries and numerous managers were dissatisfied and argued however the analysis done by the program was accurate and revealed figures like The United States and Canada and Russia growth potential merited a 35% allowance while they were receiving 45%. Whereas, China and Europe need to be getting 42% but were instead provided 31%. It really assisted to relatively disperse the resources and record more consumers by spending more on ads on the high growth capacity areas of the world.

Keanes Acquisition Of Metro Information Services A 2 Case Study Analysis is a leading 25 company on the planet now and prepares to get ahead of Sony who sits currently at no. 20. Its constant investment in R&D and ingenious practices have moved them to new heights but for them its' just the start and they wish to be among the top 3 brand names worldwide. They entirely turn-around from almost going bankrupt throughout the Asian Financial Crisis to a world renowned brand name, understood for quality and innovation. Their value chain and their core competency their production ability, along-with global brand name image building 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 just increase further in the future. Their marketing efforts ought to be directed towards younger market amid the internal arguments about marketing and should develop Consumer Life time Worth as it will not just provide advantages now but will continue to gain it till the customer lifetime. As the expense of maintaining the customer is much cheaper than attracting a new one.