Leading For Performance Ulrich Lehner At Henkel Harvard Case Study Solution

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


Historically, the business's core customers consist of the Original Equipment Manufacturers (OEMs), which utilized to offer Leading For Performance Ulrich Lehner At Henkel Case Study Analysis products withtheir own brand name. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to sell Business products with their own brand name. He repositioned Business as a global brand and educated his divisional supervisors to comprehend marketing and its value.

Problem Declaration

Venture's shift from an item based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional supervisors to integrate marketing efficiently is still a major difficulty. Producing a constant brand identity throughout the whole world and employing marketing strategies that best fits the local culture is no easy job. The M-net program analysis have been really valuable in figuring out the high and less possible development areas, but allocation of resources accordingly is not well received amongst the supervisors. There is no consensus among the hierarchy concerning the very best matched future technique.
Executive Summary
Situational Analysis

Yun had a rather clear picture in his mind about how Leading For Performance Ulrich Lehner At Henkel Case Study Analysis can transform from a low end to a high end product company. He knew that transformation can only be done through placing Corporation as a company providing high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to construct Org brand, with a potential assistance of its executives, Yun dealt with several marketing obstacles in early years of its efforts.

Among the marketing challenges for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as exact same tools and thought that quality items do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous service practices, and the existing marketing requirement was too much high, the gap was too wider and to fill this gap with wrong perceptions about marketing was rather challenging for Yun.

As specified above, marketing focus was very low in previous practices, for that reason there were no appropriate marketing budget plans for each of the item on the portfolio. There was no marketing preparation done for the existing items. Along with it the item variety of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Organization. Yun had an obstacle to perform marketing planning and to produce marketing spending plans for existing as well as for brand-new products from the very beginning, and this would take a huge time.

A big shift would be required in existing marketing expenses to build the Leading For Performance Ulrich Lehner At Henkel Case Study Help brand. This would result in increased marketing expenditures for Venture and might disrupt the administration concerning increased expenses, as they hesitated to marketing expenses previously and an unexpected big shiftwould make them interrupt. This might lead to declining executive support for global marketing. In this scenario, Yun faces an obstacle for justifying increased marketing expenses by demonstrating the long term worth of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Business strengths lie in its huge product portfolio. Business has largest number of patents in the industry with overall number of 15499 patents approved in US( USP). Large amount of R&D spending has allowed the business to grow its product portfolio at a higher rate than its rivals. Leading For Performance Ulrich Lehner At Henkel 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 Leading For Performance Ulrich Lehner At Henkel Case Study Solution is its capability to develop innovative items at a constant rate. It significant shows for the development and item designing of Corporation is that the company has actually received so many awards for its development and item design.

Unlike Apple and other rivals, Business is focused on producing devices which can be quickly integrated with any type of open source Os (OS) and software application. This supplies Corp an edge over Apple devices.
Porter's 5 Forces Analysis
Corp's ability to produce high-end products at low expense of production is also among the significant strength of Organization as it allows the company to catch more market by supplying quality products with expense control.


Organization's weak points are concealed in the company's dependence on outsourcing software for its gadgets due to business's failure in developing software, unlike Sony. Leading For Performance Ulrich Lehner At Henkel Case Study Help likewise has low revenue margins as compare to Apple due to substantial distinction in the prices of Apple and Venture with a much lesser difference in quality.


Opportunities for Enterprise lie in the growing Smart device market and the company's performance in the market. It can increase its market share and incomes from cell phone as the business is rather efficient in cell phone market. Corporation currently runs in about 80 countries and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Venture can move towards acquisitions to acquire patents. It would allow the business to increase its product portfolio with a boost in its wealth.


The vibrant market environment of technology market pose a serious hazard on Venture'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 market saturation in industrialized nations i.e. saturation of mobile business is also a big hazard for the company'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 Analysis provides quality items and has a quite abundant portfolio which deals with various segments. Most of the products remain in the top 3 of their respective industries. LCD and cellphones are the most significant products of Organization, whereas DRAM is likewise not far behind in contrast of them. Following is the product line of Business:

• Laptops.
• Cellphone.
• Ac system.
• Desktop computer.
• Hard disk drives.
• Washing machines.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Leading For Performance Ulrich Lehner At Henkel Case Study Help utilizes both market competitive and market skimming rates strategies for its variety of products. In competitive pricing it changes the rate according to the competitors in order to get advantage, whereas, it uses market skimming method where the item has actually an added worth and by offering a couple of products it can reach break-even.


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

Vrio Analysis
It utilizes both offline & online channels of promotion to market their items. Paid product advertisements, social promotion and digital ads are utilizes to produce awareness about Organization products.

Worth Chain Analysis.

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

Incoming Logistics.

It has one of the most effective and effective supply chain network and has over 2700 providers across numerous markets all over the world. Practically 80% of which is based in Asia and the remaining around the globe. For its incoming logistics it owns different logistics firms as it subsidiaries. It looks after its providers and develops an unified relationship with them and even lowered their payment cycles to increase this relationship further which includes worth to their chain network.


Venture's core competency is its mass producing it produces 90% of its items internal. Divided into 3 various departments its operations are namely IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to further add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is among the primary reasons Leading For Performance Ulrich Lehner At Henkel Case Study Help has the ability to take on Apple. Venture's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Corporation.

Marketing and Sales.

Drawing in target client attention towards the product is done through marketing and sales to interact with them the value and competitive benefit the product offers. Leading For Performance Ulrich Lehner At Henkel Case Study Help advertising budget is continuously on the rise considering that they began their rearranging globally and will continue to do so as they are continuously looking to broaden and invest in high prospective growth markets. The spending plan is invested in occasions, print and media ads, public relations and so on.

Business Service. Enterprise put their consumers at the top and continuously make every effort to provide unmatchable customer support standards. As after sales service is ending up being extremely essential to keep consumers delighted and engaged, they even carry out studies through third parties to learn their customer's feedback and execute it in the positive way to reduce or if possible totally eliminate their customer issues. By including a direct support line to call them 24 hr they have even more increased the included value of Leading For Performance Ulrich Lehner At Henkel Case Study Analysis service.


Leading For Performance Ulrich Lehner At Henkel Case Study Solution has actually diversified market division, based upon its provision of vast array of items to a great deal of consumers. Corporation target consumer sections can be divided into 3 classifications i.e. Leading For Performance Ulrich Lehner At Henkel Case Study Analysis IT and Mobile Communications, Organization Consumer Electronic Devices and Corporation Device solutions.


Leading For Performance Ulrich Lehner At Henkel Case Study Analysis geographical division is based upon 2 criteria i.e. region and density. Org serves about 80 countries worldwide with its products provided to Urban as well as Rural areas of the nation. The Business is likewise growing its global existence and the business's flexibility in locating its plants motivates international growth of Venture.


The market segmentation of Leading For Performance Ulrich Lehner At Henkel Case Study Solution is based upon gender, age, life-cycle stage and occupation. Venture produces items that can be used by both males and females. The target consumers for Enterprise IT and mobile interaction products have an age series of 18-65 with bulk at a young or freshly wed life process phase. They are primarily workers, trainees and experts. Apart from it, Company Customer Electronic devices are targeted to a consumer section with an age range of 25-65. They are mainly professionals and staff members. Business Gadget Solutions are targeted at students, workers and professionals with an age variety of 25-65.


The psychographic division of Leading For Performance Ulrich Lehner At Henkel Case Study Analysis s based upon the social class and the life style of the customer. Corporation target customers on the basis of social class are generally upper middle, middle and working class customers, as Org sell products like cell phones not much more affordable i.e. Motorola along with not much expensive i.e. Apple. It provides quality products to middle level customers at a slightly high rate than others targeting the very same sector.


Leading For Performance Ulrich Lehner At Henkel Case Study Analysis bulk target clients have distinct behavioural attributes. It has customers with an enthusiastic, fashionable and identified character with moderate level of loyalty towards the brand name. Its customers have some degree of shift towards other prominent brand names i.e. Apple. The majority of Corporation consumers want quality along with cost control. Because of its moderate costs with an extent of quality, they are attracted towards Business.

Quantitative analysis.

Sales of Leading For Performance Ulrich Lehner At Henkel Case Study Solution has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. Digital media is the biggest selling category of Enterprise 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 create an international brand name image of the company. Whereas, the core strength of the business is presently making but long gone are those days when great products were selling themselves. In the current age marketing is extremely crucial and companies can not be successful without it. Kim has currently started to enhance the marketing activities of Corp and very soon it will become one of its core strength like producing if not better.



Organization operates styles, makes and offer a vast portfolio of customer electronic devices. It runs in an extremely competitive environment and has actually successfully positioned itself as the maker of quality items. So, the response is yes.


As, stated earlier that Leading For Performance Ulrich Lehner At Henkel Case Study Analysis runs in a highly competitive environment, which implies all the companies have comparable items. So, the answer for rarity is no.


Due to the nature of the market, it is extremely simple for competitors to understand the functionality of the products and easily make their own designs. Yes, Corporation is just behind IBM in signing up brand-new patents annually, however the benefit is really short-term in this market.


Chairman Lee has totally turnaround Enterprise, from going almost bankrupt throughout the Asian monetary crisis of 1997 to the top 25 company on the planet. Absolutely yes there is proper organization in the business and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every country worldwide, bulk of the environments like USA, Europe, China and so on, are extremely conductive for its operations. It faces some political pressures in less developed countries where law and order circumstance is not excellent. Latin American, African and some Asian nations fall in this classification, where political instability do have an impact on Leading For Performance Ulrich Lehner At Henkel Case Study Analysis operations.


Buying power of clients is essential for business like Org to be successful and grow. Emerging markets like India, middle-eastern countries and so on provide growth chances, whereas, due to economic crisis even the customers of industrialized countries suffer severely. It is extremely important for the business to keep an eye on the ongoing financial circumstance of the nation before entering the market.


Multinational companies have to deal with various social and cultural problems during its operations in a foreign country. Company has likewise faced many concerns but have actually adopted 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 achieve success.


With a yearly expenditure of 2.4 billion dollars in Research & Advancement, and with continuous ingenious item launches, Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is among the leading ingenious business of the world. With a clear objective to be ahead of the rest when it concerns technological advancements, Corporation has actually increased to the no 25 of the top successful companies of the world.


Each country has their own laws and policies, being an international company Business need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal consequences. It has to study or hire a local law professional prior to beginning its operations in a specific country.


With the rising awareness amongst consumers about the ecological & ethical violations of companies, Company has to guarantee that it follows all the security guidelines. Environmental damages, ethical misconducts are not appropriate and in some nations the consequences can be really extreme. On the other hand it has to do some Business Social Duty practices to show the locals that it cares about their environment and individuals.

Porter's 5 Forces

Risk of Replacement

Threat of substitution for Business's each item classification is rather considerable. Aspects for high hazard of substitution for Leading For Performance Ulrich Lehner At Henkel Case Study Analysis Smartphone include the presence of high number of providers and Market saturation in industrialized countries, which make the cost of switching for customers almost no. Along with it, Business printing solutions products are threatened by the increasing destination of consumers towards cloud storage.

Rivalry Among Existing Companies:

The rivaly amongst Corporation and its close competitors is intense. The major factor behind this is the method of market saturation in different number of product classifications, forcing Corp to present more innovative functions in existing products and new ingenious items to maintain its growth. Other element for the intense competition amongst the competitors is the little product differentiation among the products. The prominent players in the technology industry are rather knowledgeable about the value of R&D costs for their survival and are encountering a race of marketing and R&D costs, to record the market. The major rivals for Leading For Performance Ulrich Lehner At Henkel Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry leads to the changing market shares which can be seen in Display F.

Bargaining Power of Providers:

( Corporation Sustainability Report, 2016) Supplier's bargaining power for Company is low as Corp 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 develop its own software application, it has to outsource its software advancement to Google, which becomes a prospective supplier of software for Corporation, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in most of the product classifications also make the bargaining power of purchasers more extreme in for Company. In spite of igh bargaining power Organization is rather capable of selling its items at a greater rate than much of its rivals, due to high end quality product and a fair brand image.

Risk of New Entrants:

Risk of brand-new entrants for Venture is rather low. One of the significant aspect for low danger of new entrants is the high competitors in the industry. The requirement of huge quantity of capital to go into in the market is also one of the prospective barrier to entry. In addition to it, requirement of substantial expertise and research study and advancement expenses for survival in the industry likewise make new entrants reluctant to go into in the marketplace. Market saturation is also among the barrier of entry in innovation market. High bargaining power of providers require the gamers in the industry to charge as low rates as possible and this can just be accomplished by production effectiveness. New firms, in bulk cases, lack the production effectiveness, for this reason increasing the dangers for entryway in the innovation market.

Competitive Analysis

Org's high item diversification provides it distinction from its competitors. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Leading For Performance Ulrich Lehner At Henkel Case Study Solution had a substantial R&D spending on all of its item classifications which enable the company to earn possible income from sales of practically all of its products.

The company ranks first in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in regards to international market share, amongst 8 different product classifications. Enterprise was the international leader in making DRAM, SRAM and NAND flash chips. Although, Corporation earnings from chips was less than Intel but its earnings from chips was growing faster than Intel and has actually grown near the earnings levels of Intel, as given in the case Exhibit 2.

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

Corp was also profiting from increasing market share of high end LCDs as given up case Display 3. The major factor, making the company make it possible for to obtain the opportunity is its mass production at low expense. Sony was the biggest rival for Leading For Performance Ulrich Lehner At Henkel Case Study Help in LCD market, however, it had actually likewise begun joint venture with Corporation in 2003 for LCD producing, lessening the competitors for Organization.

Porter's Competitive Method

Low Expense Management technique of porter is totally executed by Corporation the way they attain economies of scale by strengthening their core competencies of manufacturing. They constantly bring something brand-new and ingenious whether it's a service or an item.


Alternative Option 1

The Chief Marketing Officer (CMO) of Leading For Performance Ulrich Lehner At Henkel Case Study Solution would produce a new brand name image by targeting the younger generation of the particular country. As, especially cellphones of Corp are popular amongst the younger group.


1. It is the best method to construct Consumer Life time Worth (CLV) by producing a long-term relationship with consumers. Construct commitment through delivering worth and profit for long-term, as research has actually revealed it is more affordable to maintain existing clients than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst younger people and which in turn will generate new customers for my items.


1. Old consumers who were related to Enterprise before may not like this brand-new image the company is trying to portray.
2 It will incur further costs to reposition some products and it may not even bring success as the patterns alter very rapidly among the younger market.

Alternative solution 2.

Corporation has made manufacturing its core competency for the many part of their business and due to which its supervisors are not scared to fully get out of their comfort zone. It would be done by organizing training workshops throughout which value of marketing will be taught and numbers will be offered. Failure to get the passing scores will get demoted. Marketing environment must be produced internally first as genuine marketing begins inside the corporation.


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


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

Identify the best option

Very first alternative is the very best as it plainly has more pros because as soon as a Client Lifetime Worth is constructed the company will benefit from it till that client lives and has buying power as well. Plus, our target customers are the more youthful generation which are bound to live longer than the present aging people. However, Organization's main objective is to produce loyalty among its consumers and make them redeemed it from them and even buy their different items as well.

Execution Plan

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi do with music. And set the expectations practical and achievable.
• A team including finest marketing and sales experts must be put together, and both views should be taken into consideration prior to securing the resources needed to execute the strategy.
• Thorough communication of the strategy should be done as it is very important for everybody to be on the exact same page to make it work.
• Jobs and timelines need to be construct and communicated accordingly to each person accountable.
• The manager should utilize a dashboard which reveals the development of all the tasks which have actually been done or about to be done and by whom.
• The manager must monitor and keep a constant examine the general and private efficiency.
• Everybody must be willing to adjust midway due to the fact that any brand-new pattern or policy may can be found in due to which all the important things currently prepared need to be changed. It's much better to have contingency plans already prepared.
• At the end of the project the supervisor should communicate the results and if successful must celebrate with the team.


This change the budget plan allowance of different nations and many supervisors were unhappy and argued but the analysis done by the program was accurate and showed figures like North America and Russia development prospective warranted a 35% allotment while they were receiving 45%. It actually helped to fairly disperse the resources and capture more consumers by spending more on advertisements on the high development potential areas of the world.

Its consistent investment in R&D and ingenious practices have actually moved them to new heights but for them its' just the start and they desire to be amongst the top 3 brand names in the world. Their marketing efforts need to be directed towards more youthful group amidst the internal arguments about marketing and must create Customer Life time Worth as it will not only provide them advantages now however will continue to enjoy it till the customer lifetime. As the cost of keeping the customer is much less expensive than attracting a brand-new one.