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Leading For Performance Ulrich Lehner At Henkel Case Study Solution & Analysis


Historically, the business's core consumers include the Original Equipment Manufacturers (OEMs), which used to sell Leading For Performance Ulrich Lehner At Henkel Case Study Solution products withtheir own brand name. Its consumer circle includes Original Devices Manufacturers (OEMs), who used to offer Company items with their own brand name. He repositioned Venture as a worldwide brand and informed his divisional supervisors to understand marketing and its value.

Issue Statement

Corporation's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the hesitation of divisional supervisors 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 local culture is no simple task.
Executive Summary
Situational Analysis

Leading For Performance Ulrich Lehner At Henkel Case Study Help efforts for building its trademark name across the world was begun after introducing the "new management initiative" by Chairman Lee in 1993. The goal was to change Corp from a cheap OEM to a high value-added product supplier. To make the vision of Company a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Org can transform from a low end to a high-end product company. He understood that transformation can only be done through placing Corporation as a business providing high-end products and this might just be done through high level of marketing.

In spite of having a clear vision about how to construct Org brand name, with a prospective assistance of its executives, Yun dealt with numerous marketing difficulties in early years of its efforts.

One of the marketing challenges for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as exact same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the existing marketing requirement was excessive high, the gap was too broader and to fill this gap with wrong perceptions about marketing was rather tough for Yun.

As stated above, marketing focus was extremely low in previous practices, for that reason there were no correct marketing spending plans for each of the item on the portfolio. There was no marketing preparation provided for the existing items. Together with it the product variety of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Corporation. Yun had an obstacle to perform marketing preparation and to create marketing spending plans for existing along with 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 develop the Venture brand name. This would result in increased marketing expenses for Venture and could interrupt the administration regarding increased expenditures, as they were reluctant to marketing expenses previously and a sudden big shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Corp strengths depend on its big product portfolio. Org has biggest number of patents in the market with overall variety of 15499 patents given in United States( USP). Big amount of R&D costs has actually made it possible for the company to grow its product portfolio at a greater rate than its competitors. Leading For Performance Ulrich Lehner At Henkel Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall earnings.

Another strength of Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is its ability to establish innovative products at a constant rate. It significant proves for the development and item designing of Corporation is that the company has actually gotten numerous awards for its innovation and product style.

Unlike Apple and other rivals, Organization is focused on producing devices which can be easily incorporated with any type of open source Operating System (OS) and software application. This supplies Organization an edge over Apple gadgets.
Porter's 5 Forces Analysis
Corporation's ability to produce luxury items at low expense of production is also one of the major strength of Organization as it makes it possible for the company to capture more market by offering quality items with cost control.

Weak points

Leading For Performance Ulrich Lehner At Henkel Case Study Help weaknesses are concealed in the business's reliance on outsourcing software for its devices due to business's inability in establishing software, unlike Sony. Venture likewise has low revenue margins as compare to Apple due to huge difference in the costs of Apple and Organization with a much lower difference in quality. The diverse focus of the business due to large number of products in its portfolio, result in the less effective production and make the business unable to charge greater costs like Apple. The company is likewise inefficient in handling its patents and regularly faces the issue of patent infraction.


Opportunities for Leading For Performance Ulrich Lehner At Henkel Case Study Solution lie in the growing Smart device market and the business's performance in the market. Company presently runs in about 80 nations and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of technology market present an extreme risk on Company's survival and force the business to invest much of its earnings share on R&D in order to survive in the long run. The marketplace saturation in developed nations i.e. saturation of mobile business is also a huge hazard for the business's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Leading For Performance Ulrich Lehner At Henkel Case Study Help uses quality items and has a quite rich portfolio which caters to different sections. Most of the items remain in the leading 3 of their particular markets. LCD and smart phones are the greatest items of Org, whereas DRAM is also not far behind in contrast of them. Following is the line of product of Venture:

• Laptops.
• Cellphone.
• Air conditioning system.
• Desktop computer.
• Disk drives.
• Washer.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Leading For Performance Ulrich Lehner At Henkel Case Study Help utilizes both market competitive and market skimming prices strategies for its wide array of products. In competitive pricing it changes the rate according to the competitors in order to acquire benefit, whereas, it uses market skimming strategy where the product has an added worth and by selling a couple of items it can reach break-even.


It has one of the 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 customers directly in case of online order.

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

Worth Chain Analysis.

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

Inbound Logistics.

It has one of the most efficient and reliable supply chain network and has more than 2700 suppliers throughout numerous industries around the globe. Nearly 80% of which is based in Asia and the staying worldwide. For its inbound logistics it owns numerous logistics companies as it subsidiaries. It cares for its providers and produces an unified relationship with them and even decreased their payment cycles to enhance this relationship further which adds worth to their chain network.


Organization's core competency is its mass producing it produces 90% of its items internal. Divided into 3 different divisions its operations are namely IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is maintaining operation centers worldwide to further add value to its worth chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is able to take on Apple. Organization's own Electronic Logitec system plays a major function in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Company.

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. Leading For Performance Ulrich Lehner At Henkel Case Study Help advertising budget plan is continually growing considering that they began their rearranging internationally and will continue to do so as they are continually seeking to invest and broaden in high possible development markets. The spending plan is invested in occasions, print and media advertisements, public relations and so on.

Venture Service. Organization put their clients on top and constantly aim to provide unmatchable customer service standards. As after sales service is ending up being exceptionally essential to keep customers pleased and engaged, they even conduct studies through third parties to discover their client's feedback and execute it in the favorable way to reduce or if possible entirely remove their client concerns. By including a direct assistance line to call them 24 hr they have even more increased the added worth of Leading For Performance Ulrich Lehner At Henkel Case Study Help service.


Leading For Performance Ulrich Lehner At Henkel Case Study Analysis has diversified market division, based upon its provision of vast array of items to large number of customers. Corp target consumer segments can be divided into 3 classifications i.e. Leading For Performance Ulrich Lehner At Henkel Case Study Solution IT and Mobile Communications, Corporation Consumer Electronic Devices and Enterprise Device services.


Leading For Performance Ulrich Lehner At Henkel Case Study Help geographic division is based upon 2 criteria i.e. area and density. Business serves about 80 nations worldwide with its items offered to Urban in addition to Backwoods of the country. The Business is likewise growing its global presence and the business's flexibility in locating its plants motivates global expansion of Venture.


Org produces products that can be used by both males and females. The target customers for Venture IT and mobile interaction products have an age range of 18-65 with majority at a young or recently married life cycle phase. Apart from it, Enterprise Customer Electronics are targeted to a client sector with an age range of 25-65.


The psychographic division of Leading For Performance Ulrich Lehner At Henkel Case Study Solution s based upon the social class and the life style of the consumer. Business target consumers on the basis of social class are primarily upper middle, middle and working class consumers, as Org offer products like mobile phone not much less expensive i.e. Motorola in addition to not much pricey i.e. Apple. It offers quality products to middle level consumers at a slightly high price than others targeting the exact same segment.


Leading For Performance Ulrich Lehner At Henkel Case Study Analysis bulk target consumers have distinct behavioural qualities. It has customers with an ambitious, fashionable and determined character with moderate level of loyalty towards the brand. Its clients have some degree of shift towards other distinguished brand names i.e. Apple. The majority of Organization customers desire quality as well as expense control. They are attracted towards Venture because of its moderate costs with a degree of quality.

Quantitative analysis.

Sales of Company 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 $. It has also decreased its financial obligation from 15 billion $ to 4.6 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. Earnings/ sales are increasing but net earnings is not increasing appropriately because of the high overhead expense. New growths and working with's were the primary factor of the increase in the overhead costs, with china currently not offering any profit to Corp, but there is a lot capacity in the present market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the business is currently manufacturing but long gone are those days when great items were selling themselves. Kim has actually currently begun to reinforce the marketing activities of Business and extremely quickly it will become one of its core strength like producing if not better.



Business runs designs, produces and offer a vast portfolio of consumer electronics. It operates in an incredibly competitive environment and has actually effectively placed itself as the maker of quality products. So, the response is yes.


As, stated previously that Leading For Performance Ulrich Lehner At Henkel Case Study Analysis operates in an extremely competitive environment, which indicates all the companies have similar items. The answer for rarity is no.


Due to the nature of the industry, it is very simple for rivals to comprehend the functionality of the items and quickly make their own designs. Yes, Corporation is only behind IBM in registering brand-new patents yearly, however the benefit is very short-term in this market.


Chairman Lee has completely turnaround Organization, from going almost insolvent throughout the Asian monetary crisis of 1997 to the leading 25 business worldwide. Definitely yes there appertains company in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread almost in every country worldwide, majority of the environments like U.S.A., Europe, China and so on, are extremely conductive for its operations. Nevertheless, it faces some political pressures in less industrialized countries where law and order circumstance is bad. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Leading For Performance Ulrich Lehner At Henkel Case Study Help operations.


Buying power of consumers is vital for business like Corporation to be successful and grow. Emerging markets like India, middle-eastern nations etc. provide development opportunities, whereas, due to recession even the clients of developed countries suffer terribly. It is very important for the business to keep an eye on the ongoing financial circumstance of the nation before getting in the market.


Multinational companies need to deal with numerous social and cultural concerns during its operations in a foreign nation. Business has actually likewise dealt with many problems however have actually embraced to the local environments of most of the countries incredibly well. It has actually customized its products, practices, policies and so on appropriately in order to achieve success.


With an annual expenditure of 2.4 billion dollars in Research study & Development, and with constant ingenious item launches, Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is among the top ingenious companies of the world. With a clear objective to be ahead of the rest when it pertains to technological improvements, Venture has risen to the no 25 of the leading effective business of the world.


Each country has their own laws and policies, being a multinational company Business need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. It has to study or hire a local law expert before beginning its operations in a particular nation.


With the increasing awareness amongst customers about the environmental & ethical infractions of companies, Enterprise needs to make sure that it follows all the safety guidelines. Ecological damages, ethical misbehaviors are not appropriate and in some nations the repercussions can be really serious. On the other hand it needs to do some Business Social Duty practices to show the residents that it appreciates their environment and people.

Porter's 5 Forces

Hazard of Substitution

Hazard of alternative for Org's each product classification is rather significant. Running in an incredibly vibrant industry lead the business to deal with a high danger of alternative. Factors for high risk of alternative for Leading For Performance Ulrich Lehner At Henkel Case Study Help Mobile phone consist of the existence of high variety of suppliers and Market saturation in developed countries, that make the cost of changing for consumers practically absolutely no. Alternative hazards for Venture visual display screen depend on the altering life style of clients. Clients can switch to enjoying visuals in the house towards outdoor activities. Along with it, Business printing options products are threatened by the increasing destination of consumers towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly amongst Corp and its close rivals is intense. The major reason behind this is the approach of market saturation in numerous number of item classifications, requiring Corp to present more innovative features in existing items and new innovative items to maintain its development. Other aspect for the intense rivalry among the competitors is the little item distinction among the items. The popular players in the innovation industry are rather knowledgeable about the significance of R&D spending for their survival and are facing a race of marketing and R&D spending, to record the market. The major rivals for Leading For Performance Ulrich Lehner At Henkel Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry results in the varying market shares which can be seen in Exhibition F.

Bargaining Power of Suppliers:

Leading For Performance Ulrich Lehner At Henkel Case Study Help has a huge supply chain consisting of about 2700 providers throughout the world.( Org Sustainability Report, 2016) Supplier's bargaining power for Org is low as Enterprise runs economies of scale and its orders are of potential size and worth. These substantial orders allow Corporation to negotiate rates with its providers. Due to incapability of Org to develop its own software application, it has to outsource its software advancement to Google, which ends up being a prospective supplier of software for Enterprise, resulting in high bargaining power of Google. In many of Leading For Performance Ulrich Lehner At Henkel Case Study Analysis has a power to work out prices, however it offer considerable rates to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Haggling power of buyers for numerous number of item categories of Enterprise is extreme. Among the element leading to the extreme bargaining power is the availability of a great deal of rivals in almost each product classification i.e. competitors of Org Smartphone, with a really little differentiation. The high availability of suppliers of Smart devices with minimum differentiation, make the changing cost for purchasers nearly absolutely no, for this reason increasing the bargaining power of purchasers. Market saturation in most of the item classifications also make the bargaining power of buyers more intense in for Leading For Performance Ulrich Lehner At Henkel Case Study Help. In spite of igh bargaining power Organization is rather capable of offering its items at a greater rate than much of its competitors, due to high-end quality item and a fair brand name image.

Threat of New Entrants:

Danger of brand-new entrants for Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is rather low. Along with it, requirement of substantial competence and research study and development expenses for survival in the industry likewise make new entrants reluctant to enter in the market. Market saturation is likewise one of the barrier of entry in innovation industry.

Competitive Analysis

Enterprise's high item diversity supplies it differentiation from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Leading For Performance Ulrich Lehner At Henkel Case Study Help had a big R&D costs on all of its product classifications which enable the company to make prospective profits from sales of almost all of its products.

The company ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in regards to worldwide market share, amongst 8 various item categories. Venture was the global leader in making DRAM, SRAM and NAND flash chips. Business revenues from chips was less than Intel however its earnings from chips was growing faster than Intel and has actually grown close to the revenue levels of Intel, as given in the case Exhibit 2.

Along with the chips Org mobile market was likewise growing at a high rate than its rivals i.e. Motorola and Nokia. Company's mobile phone's sales development was 51% as compare to Motorola with just 4% and Nokia with zero sales development. The significant reson behind Business's high growth despite of greater costs than Nokia and Motorola was the business's high-end quality mobile phone.

Enterprise was also profiting from increasing market share of high-end LCDs as given up case Display 3. The major factor, making the company enable to avail the opportunity is its mass production at low cost. Sony was the greatest rival for Leading For Performance Ulrich Lehner At Henkel Case Study Analysis in LCD market, nevertheless, it had actually likewise started joint endeavor with Venture in 2003 for LCD producing, minimizing the competition for Business.

Porter's Competitive Method

Low Expense Leadership strategy of porter is totally executed by Org the way they attain economies of scale by enhancing their core competencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to produce for them, because they were not able to take on them on low cost. Distinction is another technique well executed by Corp by constant financial investment in the R&D and remaining ahead of the competitors. They always bring something new and innovative whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Leading For Performance Ulrich Lehner At Henkel Case Study Help would create a new brand image by targeting the more youthful generation of the particular country. As, especially smart phones of Corporation are popular amongst the younger group.


1. It is the very best method to develop Customer Lifetime Worth (CLV) by creating a long-lasting relationship with clients. Build commitment through delivering value and reap the benefits for long-lasting, as research study has revealed it is more affordable to keep present consumers than to attract new ones.
2. Another pro of this alternative is that word of mouth spread quicker among more youthful individuals and which in turn will bring in brand-new clients for my products.


1. Old clients who were connected with Corp before might not like this new image the business is trying to depict.
2 It will incur additional costs to rearrange some products and it may not even bring success as the trends alter extremely rapidly amongst the younger market.

Alternative option 2.

It would be done by arranging training workshops during which value of marketing will be taught and numbers will be provided. Marketing environment should be developed internally first as real marketing starts inside the corporation.


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


2. Its con can produce a really unhealthy environment in the work environment, as people often resist change since they fear it.

Determine the best option

Very first option is the very best as it plainly has more pros because as soon as a Consumer Life time Value is built the business will make money from it till that customer is alive and has buying power also. Plus, our target clients are the more youthful generation which are bound to live longer than the existing aging people. However, Venture's primary objective is to develop loyalty among its clients and make them bought it from them and even buy their various items too.

Execution Plan

• Targeting younger generation through social marketing, producing a relate to them like Pepsi make with music. And set the expectations achievable and reasonable.
• A group consisting of best marketing and sales specialists need to be assemble, and both views need to be considered prior to securing the resources required to carry out the strategy.
• Thorough communication of the strategy ought to be done as it is really crucial for everyone to be on the very same page to make it work.
• Jobs and timelines must be build and interacted appropriately to each person responsible.
• The supervisor need to use a dashboard which reveals the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager must monitor and keep a constant examine the private and general efficiency.
Due to the fact that any new trend or policy may come in due to which all the things already planned have to be adjusted, • Everyone should be prepared to adjust midway. It's much better to have contingency strategies already prepared.
• At the end of the project the manager should interact the outcomes and if successful need to commemorate with the team.


The M-net program revealed engaging analysis about the high and low development prospective locations and just how much advertising budget need to be assigned accordingly. This modification the spending plan allowance of various countries and numerous supervisors were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia development potential merited a 35% allotment while they were getting 45%. Whereas, China and Europe should be getting 42% however were rather provided 31%. It actually helped to relatively distribute the resources and capture more consumers by investing more on ads on the high development capacity regions of the world.

Its consistent financial investment in R&D and ingenious practices have actually propelled them to brand-new heights however for them its' only the start and they want to be amongst the top 3 brands in the world. Their marketing efforts must be directed towards younger group amid the internal arguments about marketing and ought to develop Client Lifetime Worth as it will not only offer them advantages now however will continue to reap it till the customer lifetime. As the expense of keeping the consumer is much cheaper than attracting a new one.