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


Historically, the company's core consumers consist of the Original Devices Manufacturers (OEMs), which used to offer Leading For Performance Ulrich Lehner At Henkel Case Study Analysis items withtheir own brand name. Its customer circle consists of Original Equipment Manufacturers (OEMs), who utilized to sell Samsung items with their own brand name. He rearranged Samsung as a global brand and educated his divisional supervisors to comprehend marketing and its importance.

Issue Statement

Samsung's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to integrate marketing efficiently is still a significant obstacle. Creating a constant brand identity across the whole world and employing marketing techniques that finest fits the local culture is no simple task. The M-net program analysis have actually been really useful in identifying the high and less potential development locations, but allocation of resources appropriately is not well received among the managers. There is no consensus amongst the hierarchy concerning the very best suited future strategy.

Situational Analysis

Yun had a quite clear photo in his mind about how Leading For Performance Ulrich Lehner At Henkel Case Study Help can change from a low end to a high end product service provider. He knew that improvement can only be done through placing Samsung as a company using high-end items 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 support of its executives, Yun faced several marketing obstacles in early years of its efforts.

Among the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as exact same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous business practices, and the current marketing requirement was excessive high, the gap was too larger and to fill this gap with wrong understandings about marketing was quite challenging for Yun.

As specified above, marketing focus was very low in previous practices, therefore there were no proper marketing spending plans for each of the product on the portfolio. There was no marketing planning provided for the existing items. In addition to it the product range of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing preparation and to develop marketing spending plans for existing as well as for brand-new products from the very start, and this would take a big time.

A substantial shift would be required in current marketing expenses to develop the Samsung brand. This would result in increased marketing expenses for Samsung and might disrupt the administration concerning increased expenses, as they were hesitant to marketing expenditures formerly and an abrupt big shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Leading For Performance Ulrich Lehner At Henkel Case Study Help strengths lie in its substantial item portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents given in US( USP).

Another strength of Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is its capability to develop ingenious products at a continuous rate. It significant proves for the innovation and item developing of Samsung is that the business has received so many awards for its development and item design.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be easily incorporated with any type of open source Operating System (OS) and software application. This provides Samsung an edge over Apple gadgets.

Samsung's capability to produce high-end items at low expense of production is likewise among the significant strength of Samsung as it allows the company to catch more market by providing quality items with cost control.


Samsung's weak points are hidden in the company's dependence on outsourcing software application for its gadgets due to business's failure in establishing software application, unlike Sony. Leading For Performance Ulrich Lehner At Henkel Case Study Help likewise has low profit margins as compare to Apple due to big distinction in the rates of Apple and Samsung with a much lower difference in quality.


Opportunities for Leading For Performance Ulrich Lehner At Henkel Case Study Analysis lie in the growing Smartphone market and the business's effectiveness in the market. Samsung currently runs in about 80 countries and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic industry environment of technology industry present an extreme hazard on Samsung'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 marketplace saturation in industrialized nations i.e. saturation of mobile business is also a big danger for the company's growth in the existence of strong competitors like Apple.

4 P's of Marketing


Samsung offers quality items and has a quite rich portfolio which caters to various segments. LCD and mobile phones are the greatest products of Samsung, whereas DRAM is likewise not far behind in comparison of them.

• Laptops.
• Cellphone.
• Air conditioning system.
• Personal computers.
• Hard disks.
• Washer.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Leading For Performance Ulrich Lehner At Henkel Case Study Solution uses both market competitive and market skimming prices methods for its wide range of products. In competitive pricing it adjusts the price according to the competitors in order to get advantage, whereas, it uses market skimming strategy where the item has an included worth and by selling a couple of items it can reach break-even.


It has one of the best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon etc. All its products are prompt provided to the selling location/ delivered to the clients directly in case of online order.


It uses both offline & online channels of promo to market their items. Paid item ads, social promotion and digital advertisements are uses to develop awareness about Samsung items.

Worth Chain Analysis.

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

Inbound Logistics.

For its inbound logistics it owns various logistics firms as it subsidiaries. It looks after its suppliers and creates a harmonious relationship with them and even decreased their payment cycles to increase this relationship further which adds value to their chain network.


Samsung's core competency is its mass manufacturing it produces 90% of its products in-house. Divided into 3 different departments its operations are namely IT & Mobile Communications, Gadget Solutions and Consumer Electronic Devices. It is maintaining operation centers worldwide to even more add value to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the primary reasons Leading For Performance Ulrich Lehner At Henkel Case Study Analysis has the ability to take on Apple. Samsung's own Electronic Logitec system plays a major function in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target consumer attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the item uses. Leading For Performance Ulrich Lehner At Henkel Case Study Help advertising spending plan is continuously on the rise because they started their repositioning internationally and will continue to do so as they are constantly seeking to broaden and invest in high possible growth markets. The budget is spent on occasions, print and media advertisements, public relations etc.

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


Leading For Performance Ulrich Lehner At Henkel Case Study Solution has actually diversified market segmentation, based upon its arrangement of wide range of items to large number of customers. Samsung target client segments can be divided into 3 classifications i.e. Leading For Performance Ulrich Lehner At Henkel Case Study Analysis IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget services.


Leading For Performance Ulrich Lehner At Henkel Case Study Solution geographical segmentation is based upon 2 requirements i.e. area and density. Samsung serves about 80 nations worldwide with its products offered to Urban as well as Rural areas of the nation. The Samsung is likewise growing its global presence and the business's flexibility in locating its plants motivates global growth of Samsung.


The group division of Leading For Performance Ulrich Lehner At Henkel Case Study Solution is based upon gender, age, life-cycle stage and occupation. Samsung produces products that can be used by both males and women. The target consumers for Samsung IT and mobile communication items have an age range of 18-65 with majority at a young or freshly married life process phase. They are mainly experts, trainees and employees. Apart from it, Samsung Consumer Electronic devices are targeted to a consumer sector with an age range of 25-65. They are mostly staff members and experts. Nevertheless Leading For Performance Ulrich Lehner At Henkel Case Study Help Device Solutions are targeted at trainees, staff members and professionals with an age variety of 25-65.


The psychographic segmentation of Leading For Performance Ulrich Lehner At Henkel Case Study Analysis s based upon the social class and the lifestyle of the customer. Samsung target customers on the basis of social class are generally upper middle, middle and working class customers, as Samsung offer products like cellular phone not much cheaper i.e. Motorola along with not much costly i.e. Apple. It offers quality products to middle level consumers at a slightly high price than others targeting the same sector.


Leading For Performance Ulrich Lehner At Henkel Case Study Solution bulk target customers have special behavioural qualities. They are brought in towards Samsung since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Samsung has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has also minimized its debt 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. Profits/ sales are increasing however net profit is not increasing appropriately due to the fact that of the high overhead cost. New expansions and working with's were the main factor of the increase in the overhead costs, with china presently not offering any revenue to Samsung, however there is a lot capacity in the current market with 75 % yet to be explored.

Qualitative analysis.

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



Samsung operates styles, manufactures and sell a vast portfolio of customer electronics. It runs in an incredibly competitive environment and has actually effectively positioned itself as the maker of quality products. 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 suggests all the business have comparable items. So, the answer for rarity is no.


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


Chairman Lee has totally turn-around Samsung, from going practically insolvent during the Asian monetary crisis of 1997 to the top 25 business in the world. Absolutely yes there appertains company in the business and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand spread nearly in every nation worldwide, majority of the environments like USA, Europe, China etc., are extremely conductive for its operations. It faces some political pressures in less industrialized countries where law and order circumstance is not great. Latin American, African and some Asian nations fall in this category, where political instability do have an effect on Leading For Performance Ulrich Lehner At Henkel Case Study Solution operations.


Buying power of clients is crucial for business like Samsung to be successful and grow. Emerging markets like India, middle-eastern countries and so on provide development opportunities, whereas, due to economic crisis even the consumers of industrialized nations suffer badly. It is extremely crucial for the business to keep an eye on the ongoing financial scenario of the nation prior to going into the market.


Multinational business have to face different social and cultural issues during its operations in a foreign nation. Samsung has actually likewise faced numerous problems but have actually embraced to the local environments of the majority of the nations exceptionally well. It has customized its products, practices, policies and so on appropriately in order to succeed.


With a yearly expenditure of 2.4 billion dollars in Research study & Advancement, and with continuous innovative item launches, Leading For Performance Ulrich Lehner At Henkel Case Study Solution is one of the leading innovative business of the world. With a clear mission to be ahead of the rest when it pertains to technological advancements, Samsung has increased to the no 25 of the leading successful business of the world.


Each nation has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal repercussions. It has to study or hire a regional law specialist prior to starting its operations in a specific country.


With the increasing awareness among consumers about the environmental & ethical offenses of business, Samsung needs to make sure that it follows all the security standards. Environmental damages, ethical misconducts are not acceptable and in some countries the effects can be really extreme. On the other hand it needs to do some Corporate Social Duty practices to reveal the residents that it cares about their environment and people.

Porter's Five Forces

Risk of Substitution

Threat of alternative for Samsung's each product classification is quite considerable. Elements for high danger of alternative for Leading For Performance Ulrich Lehner At Henkel Case Study Solution Smartphone consist of the existence of high number of suppliers and Market saturation in developed countries, which make the cost of switching for customers nearly absolutely no. Along with it, Samsung printing solutions products are threatened by the increasing attraction of customers towards cloud storage.

Rivalry Among Existing Firms:

The rivaly amongst Samsung and its close competitors is extreme. The significant reason behind this is the technique of market saturation in various number of product categories, forcing Samsung to present more ingenious functions in existing products and new innovative items to maintain its growth. Other factor for the intense competition among the competitors is the little product differentiation among the items. The prominent gamers in the innovation industry are rather knowledgeable about the significance of R&D spending for their survival and are encountering a race of marketing and R&D costs, to catch the marketplace. The major competitors for Leading For Performance Ulrich Lehner At Henkel Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry leads to the varying market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

( Samsung Sustainability Report, 2016) Provider's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. Due to incapability of Leading For Performance Ulrich Lehner At Henkel Case Study Analysis to construct its own software application, it has to outsource its software development to Google, which ends up being a prospective supplier of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in many of the item classifications also make the bargaining power of buyers more intense in for Samsung. In spite of igh bargaining power Samsung is quite capable of selling its items at a higher price than much of its competitors, due to high end quality item and a reasonable brand image.

Threat of New Entrants:

Threat of new entrants for Samsung is quite low. One of the significant aspect for low danger of brand-new entrants is the high competitors in the industry. The requirement of substantial quantity of capital to enter in the marketplace is also among the prospective barrier to entry. Together with it, requirement of huge know-how and research and advancement expenses for survival in the industry likewise make brand-new entrants hesitant to go into in the marketplace. Market saturation is likewise 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 accomplished by production effectiveness. Brand-new firms, in majority cases, do not have the production performance, for this reason increasing the threats for entrance in the innovation market.

Competitive Analysis

Samsung's high item diversity supplies it distinction from its competitors. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on consumer electronic devices, 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 allow the business to make possible earnings from sales of nearly all of its items.

The company ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in terms of international market share, among 8 different item classifications. Samsung was the global leader in making DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel but its profits from chips was growing much faster than Intel and has actually grown close to the earnings levels of Intel, as offered in the case Exhibition 2.

In addition to the chips Samsung mobile market was likewise thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung'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 Samsung's high growth despite of higher rates than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was also reaping the benefits from increasing market share of luxury LCDs as given up case Display 3. The major factor, making the business allow to obtain the opportunity is its mass production at low cost. Sony was the biggest competitor for Leading For Performance Ulrich Lehner At Henkel Case Study Solution in LCD market, nevertheless, it had likewise started joint venture with Samsung in 2003 for LCD producing, minimizing the competitors for Samsung.

Porter's Competitive Strategy

Low Expense Management strategy of porter is fully executed by Samsung the way they achieve economies of scale by reinforcing their core competencies of manufacturing. They always bring something brand-new and innovative whether it's a service or an item.


Alternative Service 1

The Chief Marketing Officer (CMO) of Leading For Performance Ulrich Lehner At Henkel Case Study Solution would create a brand-new brand image by targeting the more youthful generation of the specific nation. As, especially smart phones of Samsung are preferred amongst the younger group.


1. It is the very best method to build Client Lifetime Worth (CLV) by developing a long-term relationship with consumers. Build commitment through providing worth and profit for long-lasting, as research study has revealed it is more affordable to maintain current clients than to bring in new ones.
2. Another pro of this option is that word of mouth spread faster among younger individuals and which in turn will generate new customers for my items.


1. Old customers who were associated with Samsung prior to may not like this new image the business is attempting to represent.
2 It will sustain more expenses to reposition some items and it might not even bring success as the patterns alter very quickly amongst the more youthful market.

Alternative option 2.

Samsung has made making its core proficiency for the many part of their business and due to which its managers are not scared to totally get out of their comfort zone. It would be done by setting up training workshops throughout which value of marketing will be taught and numbers will be given. Failure to get the passing ratings will get benched. Marketing environment need to be produced internally first as real marketing starts inside the corporation.


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


2. Its con can produce a really unhealthy environment in the work environment, as people often withstand modification because they fear it.

Recognize the very best alternative

First alternative is the best as it plainly has more pros because when a Customer Lifetime Worth is constructed the business will profit from it till that client lives and has buying power also. Plus, our target customers are the more youthful generation which are bound to live longer than the current aging individuals. Samsung's primary objective is to create commitment amongst its clients and make them redeemed it from them and even purchase their various products.

Execution Plan

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi do with music. And set the expectations achievable and sensible.
• A group including best marketing and sales specialists must be assemble, and both views must be taken into consideration before securing the resources needed to execute the strategy.
• Thorough communication of the strategy ought to be done as it is extremely important for everybody to be on the same page to make it work.
• Jobs and timelines need to be construct and communicated accordingly to each individual responsible.
• The manager should utilize a dashboard which shows the progress of all the tasks which have been done or about to be done and by whom.
• The manager ought to monitor and keep a constant look at the specific and general performance.
• Everybody must want to adjust midway because any brand-new pattern or policy may be available 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 campaign the supervisor must interact the results and if effective should celebrate with the group.

Spending plan

This modification the spending plan allocation of various countries and many supervisors were unhappy and argued but the analysis done by the program was precise and showed figures like North America and Russia growth possible merited a 35% allowance while they were getting 45%. It actually assisted to relatively disperse the resources and catch more clients by spending more on advertisements on the high development potential regions of the world.


Leading For Performance Ulrich Lehner At Henkel Case Study Help is a top 25 business on the planet now and prepares to get ahead of Sony who sits presently at no. 20. Its continuous investment in R&D and innovative practices have propelled them to brand-new heights but for them its' just the start and they want to be amongst the leading 3 brands in the world. They entirely turnaround from almost going bankrupt throughout the Asian Financial Crisis to a world popular brand, understood for quality and development. Their value chain and their core proficiency their production capability, along-with global brand image building have actually 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 need to be directed towards more youthful market amidst the internal arguments about marketing and must produce Consumer Lifetime Value as it will not just give them advantages now but will continue to enjoy it till the customer life time. As the expense of maintaining the customer is more affordable than attracting a brand-new one.