Leading For Performance Ulrich Lehner At Henkel Harvard Case Study Analysis

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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 Equipment Manufacturers (OEMs), which used to sell Leading For Performance Ulrich Lehner At Henkel Case Study Analysis items withtheir own brand name. Its client circle consists of Original Devices Manufacturers (OEMs), who used to offer Samsung items with their own brand name. He repositioned Samsung as an international brand and educated his divisional managers to understand marketing and its value.

Issue Statement

Samsung's shift from a product based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to include marketing successfully is still a major difficulty. Producing a consistent brand name identity throughout the whole world and using marketing techniques that best fits the local culture is no simple job. The M-net program analysis have been really handy in determining the high and less potential growth areas, however allocation of resources accordingly is not well received among the managers. There is no consensus among the hierarchy regarding the very best matched future method.
Executive Summary
Situational Analysis

Yun had a quite clear image in his mind about how Leading For Performance Ulrich Lehner At Henkel Case Study Help can transform from a low end to a high end product provider. He knew that transformation can just be done through placing Samsung as a business using high-end products and this could only be done through high level of marketing.

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

Among the marketing obstacles for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as same tools and thought that quality items do not needed marketing for increasing sales. As their focus towards marketing was quite low in their previous business practices, and the existing marketing requirement was too much high, the gap was too wider and to fill this gap with incorrect perceptions about marketing was quite difficult for Yun.

As stated above, marketing focus was very low in previous practices, for that reason there were no appropriate marketing budgets for each of the product on the portfolio. There was no marketing planning provided for the existing products. Together with it the product range of the business was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to create marketing spending plans for existing along with for brand-new items from the very beginning, and this would take a substantial time.

A big shift would be needed in existing marketing expenses to develop the Leading For Performance Ulrich Lehner At Henkel Case Study Analysis brand. This would lead to increased marketing expenses for Samsung and could disturb the administration regarding increased expenses, as they were reluctant to marketing expenses formerly and a sudden big shiftwould make them disrupt. This might lead to decreasing executive assistance for international marketing. In this circumstance, Yun deals with a challenge for justifying increased marketing expenditures by demonstrating the long term worth of substantial marketing expenditures.

Internal Analysis
SWOT Analysis

Leading For Performance Ulrich Lehner At Henkel Case Study Solution strengths lie in its big item portfolio. Samsung has largest number of patents in the industry with overall number of 15499 patents granted in United States( USP).

Another strength of Leading For Performance Ulrich Lehner At Henkel Case Study Help is its ability to develop innovative products at a continuous rate. It major proves for the development and product developing of Samsung is that the company has gotten numerous awards for its innovation and product design.

Unlike Apple and other rivals, Samsung is concentrated on producing devices which can be easily integrated with any type of open source Operating System (OS) and software application. This offers Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce high end products at low cost of production is likewise among the significant strength of Samsung as it enables the company to catch more market by supplying quality items with expense control.


Samsung's weaknesses are hidden in the business's reliance on outsourcing software for its devices due to business's failure in developing software, unlike Sony. Leading For Performance Ulrich Lehner At Henkel Case Study Help also has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lower distinction in quality.


Opportunities for Leading For Performance Ulrich Lehner At Henkel Case Study Help lie in the growing Smartphone market and the company's efficiency in the market. Samsung presently runs in about 80 countries and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic market environment of technology market pose a serious threat on Samsung'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 industrialized countries i.e. saturation of mobile company is also a huge danger for the business's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Samsung offers quality items and has a quite abundant 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.
• Smart phone.
• A/c.
• Computer.
• Hard drives.
• Washing machines.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Leading For Performance Ulrich Lehner At Henkel Case Study Help uses both market competitive and market skimming pricing strategies for its wide variety of items. In competitive pricing it changes the price according to the competitors in order to get benefit, whereas, it utilizes market skimming strategy where the item has an added value and by offering a few items it can reach break-even.


It has one of the very best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon and so on. All its products are prompt supplied to the selling place/ delivered to the consumers directly in case of online order.

Vrio Analysis
It wasn't a widely known business beyond Korea until 1993. The management initiative taken by their CEO has pressed them to market more efficiently outside the borders and now it has actually gone into the league of leading 25 business in the world in just 9 years. This is an amazing accomplishment in spite of the continuous arguments amongst the supervisors about adopting marketing practices. It utilizes both offline & online channels of promotion to market their products. Paid product advertisements, social promotion and digital ads are uses to develop awareness about Samsung products.

Value Chain Analysis.

It's an analytical structure for identifying business activities that add worth or competitive advantage for the company.

Inbound Logistics.

It has one of the most effective and efficient supply chain network and has over 2700 providers throughout different markets worldwide. Almost 80% of which is based in Asia and the staying worldwide. For its inbound logistics it owns different logistics companies as it subsidiaries. It cares for its providers and develops a harmonious relationship with them and even minimized their payment cycles to boost this relationship even more which adds value to their chain network.


Samsung's core proficiency is its mass producing it produces 90% of its products in-house. Divided into three various divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Consumer Electronic Devices. It is preserving operation centers worldwide to even more include worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is among the primary factors Leading For Performance Ulrich Lehner At Henkel Case Study Help is able to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target customer attention towards the item is done through marketing and sales to communicate with them the value and competitive benefit the item uses. Leading For Performance Ulrich Lehner At Henkel Case Study Help marketing spending plan is constantly on the rise since they began their rearranging globally and will continue to do so as they are constantly aiming to invest and expand in high potential development markets. The budget plan is spent on occasions, print and media advertisements, public relations etc.

Samsung put their clients at the leading and continually aim to deliver unmatchable customer service requirements. By adding a direct support line to call them 24 hours they have even more increased the included value of Samsung service.


Leading For Performance Ulrich Lehner At Henkel Case Study Solution has actually diversified market division, based upon its arrangement of wide variety of items to a great deal of customers. Samsung target client sectors can be divided into 3 categories i.e. Leading For Performance Ulrich Lehner At Henkel Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget solutions.


Leading For Performance Ulrich Lehner At Henkel Case Study Help geographical segmentation is based upon two criteria i.e. region and density. Samsung serves about 80 countries worldwide with its items provided to Urban in addition to Rural areas of the nation. The Samsung is also growing its worldwide existence and the company's flexibility in finding its plants encourages worldwide expansion of Samsung.


The demographic segmentation of Leading For Performance Ulrich Lehner At Henkel Case Study Solution is based upon gender, age, life-cycle phase and occupation. Samsung produces items that can be utilized by both males and women. The target consumers for Samsung IT and mobile communication products have an age range of 18-65 with majority at a young or freshly wed life process stage. They are mainly trainees, specialists and workers. Apart from it, Samsung Customer Electronics are targeted to a consumer sector with an age series of 25-65. They are mostly staff members and specialists. However Leading For Performance Ulrich Lehner At Henkel Case Study Solution Gadget Solutions are targeted at trainees, workers and experts with an age series of 25-65.


The psychographic segmentation of Leading For Performance Ulrich Lehner At Henkel Case Study Help s based upon the social class and the lifestyle of the customer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class customers, as Samsung offer items like cell phones very little more affordable i.e. Motorola as well as very little pricey i.e. Apple. It offers quality products to middle level consumers at a slightly high cost than others targeting the same sector.


Leading For Performance Ulrich Lehner At Henkel Case Study Solution majority target clients have unique behavioural attributes. They are attracted towards Samsung because of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Samsung has actually increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has also reduced its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the largest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Because of the high overhead cost, profits/ sales are increasing but net revenue is not increasing appropriately. New growths and employing's were the main reason of the increase in the overhead expenses, with china currently not supplying any profit to Samsung, but there is a lot capacity in the present market with 75 % yet to be explored.

Qualitative analysis.

Yes, this choice is based upon the objective of Kim to target the younger audience and create a global brand picture of the business. Whereas, the core strength of the company is presently manufacturing but long gone are those days when excellent products were selling themselves. In the existing age marketing is extremely essential and companies can not be successful without it. Kim has actually already begun to strengthen the marketing activities of Samsung and very soon it will become one of its core strength like manufacturing if not better.



Samsung runs styles, manufactures and sell a vast portfolio of customer electronic devices. It runs in an exceptionally competitive environment and has actually successfully positioned itself as the maker of quality products. So, the answer is yes.


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


Due to the nature of the industry, it is really easy for competitors to understand the functionality of the products and easily make their own designs. Yes, Samsung is just behind IBM in registering brand-new patents annually, but the advantage is extremely short-term in this industry.


Chairman Lee has entirely turnaround Samsung, from going almost bankrupt during the Asian monetary crisis of 1997 to the top 25 company in the world. Certainly yes there appertains company in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread almost in every country worldwide, bulk of the environments like USA, Europe, China and so on, are really conductive for its operations. However, it deals with some political pressures in less industrialized countries where law and order circumstance is not good. 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 essential for business like Samsung to be successful and grow. Emerging markets like India, middle-eastern nations and so on provide growth chances, whereas, due to economic crisis even the customers of industrialized countries suffer terribly. For this reason it is really important for the company to keep an eye on the ongoing economic scenario of the country prior to going into the market.


International companies have to face numerous social and cultural issues during its operations in a foreign nation. Samsung has actually also faced numerous concerns but have embraced to the local environments of most of the nations exceptionally well. It has tailored its items, practices, policies etc. accordingly in order to be successful.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with consistent ingenious product launches, Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is one of the top ingenious business of the world. With a clear objective to be ahead of the rest when it comes to technological improvements, Samsung has actually risen to the no 25 of the top effective business of the world.


Each country has their own laws and policies, being an international company Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal consequences. It has to study or work with a regional law specialist before beginning its operations in a specific nation.


With the rising awareness among customers about the environmental & ethical infractions of business, Samsung has to guarantee that it follows all the security standards. Ecological damages, ethical misbehaviors are not appropriate and in some countries the effects can be extremely severe. On the other hand it needs to do some Business Social Obligation practices to reveal the locals that it cares about their environment and individuals.

Porter's Five Forces

Danger of Alternative

Threat of alternative for Samsung's each product classification is quite substantial. Running in an exceptionally vibrant industry lead the business to face a high hazard of substitution. Factors for high risk of substitution for Leading For Performance Ulrich Lehner At Henkel Case Study Help Smart device consist of the presence of high variety of providers and Market saturation in developed countries, that make the cost of changing for consumers nearly no. Substitution risks for Samsung visual display depend on the altering life style of clients. Clients can change to enjoying visuals at home towards outdoor activities. Together with it, Samsung printing solutions products are threatened by the increasing attraction of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Samsung and its close rivals is intense. The major reason behind this is the technique of market saturation in different number of product classifications, requiring Samsung to present more ingenious functions in existing items and new innovative items to maintain its growth. The significant rivals for Leading For Performance Ulrich Lehner At Henkel Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Leading For Performance Ulrich Lehner At Henkel Case Study Solution has a vast supply chain consisting of about 2700 providers throughout the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. These substantial orders make it possible for Samsung to work out costs with its providers. Nevertheless, due to incapability of Leading For Performance Ulrich Lehner At Henkel Case Study Help to develop its own software application, it needs to outsource its software development to Google, which becomes a potential supplier of software application for Samsung, leading to high bargaining power of Google. In many of Leading For Performance Ulrich Lehner At Henkel Case Study Solution has a power to work out rates, however it provide considerable costs to its suppliers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Market saturation in most of the item categories 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 product and a fair brand image.

Threat of New Entrants:

Hazard of new entrants for Leading For Performance Ulrich Lehner At Henkel Case Study Analysis is rather low. Along with it, requirement of substantial know-how and research study and development expenses for survival in the industry likewise make new entrants hesitant to go into in the market. Market saturation is also one of the barrier of entry in innovation market.

Competitive Analysis

Samsung's high product diversification offers it differentiation from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item classification 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 huge R&D spending on all of its item classifications which make it possible for the business to earn prospective earnings from sales of nearly all of its products.

The company ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in terms of international market share, amongst 8 various item categories. Samsung was the worldwide leader in making DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its incomes from chips was growing quicker than Intel and has grown near the revenue levels of Intel, as given in the case Exhibit 2.

Together with the chips Samsung mobile market was also growing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cell phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales growth. The major reson behind Samsung's high development despite of higher costs than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was likewise reaping the benefits from increasing market share of high-end LCDs as given in case Exhibition 3. The major factor, making the company enable to obtain the opportunity is its mass production at low cost. Sony was the greatest competitor for Leading For Performance Ulrich Lehner At Henkel Case Study Solution in LCD market, however, it had actually likewise started joint venture with Samsung in 2003 for LCD producing, lessening the competition for Samsung.

Porter's Competitive Method

Low Cost Management technique of porter is fully implemented by Samsung the method they achieve economies of scale by strengthening their core competencies of production. Even to the point that their competitor SONY chose to form an alliance with them to produce for them, since they were not able to compete with them on low expense. Distinction is another technique well implemented by Samsung by continuous financial investment in the R&D and staying ahead of the competition. They always bring something innovative and new whether it's a product or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Leading For Performance Ulrich Lehner At Henkel Case Study Help would create a brand-new brand image by targeting the younger generation of the specific country. As, particularly smart phones of Samsung are preferred amongst the younger demographic.


1. It is the very best technique to construct Customer Life time Worth (CLV) by creating a long-term relationship with consumers. Build loyalty through providing value and reap the benefits for long-term, as research has actually revealed it is much cheaper to keep existing clients than to attract new ones.
2. Another pro of this option is that word of mouth spread quicker among more youthful people and which in turn will bring in new clients for my products.


1. Old customers who were related to Samsung prior to might not like this new image the company is attempting to depict.
2 It will incur more expenditures to rearrange some items and it might not even bring success as the trends alter extremely rapidly amongst the more youthful market.

Alternative option 2.

It would be done by setting up training workshops during which significance of marketing will be taught and numbers will be offered. Marketing environment must be developed internally initially as genuine marketing begins inside the corporation.


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


2. Its con can create an extremely unhealthy environment in the workplace, as individuals often withstand modification because they fear it.

Determine the best alternative

Alternative is the finest as it clearly has more pros since as soon as a Customer Lifetime Worth is built the business will benefit from it till that customer is alive and has purchasing power. Plus, our target consumers are the more youthful generation which are bound to live longer than the existing aging individuals. Nonetheless, Samsung's main goal is to develop commitment amongst its consumers and make them redeemed it from them and even purchase their various products also.

Implementation Strategy

• Targeting younger generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations practical and possible.
• A group consisting of finest marketing and sales experts must be put together, and both views need to be considered prior to protecting the resources required to implement the plan.
• Thorough communication of the plan ought to be done as it is very crucial for everyone to be on the very same page to make it work.
• Jobs and timelines must be develop and communicated appropriately to each person responsible.
• The supervisor must utilize a control panel which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager must keep an eye on and keep a continuous examine the private and total efficiency.
Since any brand-new trend or policy may come in due to which all the things currently prepared have actually to be changed, • Everybody should be willing to adapt midway. It's better to have contingency strategies currently prepared.
• At the end of the project the manager ought to interact the outcomes and if successful ought to commemorate with the group.


This change the spending plan allocation of many supervisors and different nations were dissatisfied and argued but the analysis done by the program was precise and showed figures like North America and Russia development prospective merited a 35% allotment while they were getting 45%. It actually helped to relatively disperse the resources and record more clients by spending more on ads on the high growth capacity regions of the world.

Its continuous financial investment in R&D and ingenious practices have propelled them to brand-new heights but for them its' just the start and they desire to be among the leading 3 brand names in the world. Their marketing efforts should be directed towards younger demographic amid the internal arguments about marketing and ought to produce Consumer Lifetime Worth as it will not just offer them benefits now but will continue to enjoy it till the customer life time. As the cost of keeping the customer is much less expensive than drawing in a new one.