Menu

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Harvard Case Study Help

Home >> Hrm >> Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution & Analysis


Introduction

Historically, the company's core clients consist of the Original Devices Manufacturers (OEMs), which used to sell Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis items withtheir own brand name. Its consumer circle includes Original Equipment Manufacturers (OEMs), who used to offer Samsung products with their own brand name. He repositioned Samsung as a global brand and informed his divisional managers to comprehend marketing and its significance.

Problem Declaration

Samsung's transition from a product based to a marketing business is not going as efficiently as planned.Overcoming the unwillingness of divisional managers to incorporate marketing effectively is still a significant challenge. Creating a constant brand name identity across the whole world and using marketing techniques that finest fits the local culture is no easy job.

Situational Analysis

Yun had a quite clear photo in his mind about how Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution can change from a low end to a high end product company. He understood that transformation can just be done through placing Samsung as a company using high-end products and this might only be done through high level of marketing.

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

One of the marketing challenges for Yun was the understandings of executives about the value of marketing. They considered marketing and selling as same tools and believed that quality products do not needed 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 space was too broader and to fill this space with wrong understandings about marketing was rather difficult for Yun.

Along with it the item variety of the company was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had a difficulty to perform marketing preparation and to develop marketing budgets 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 develop the Samsung brand. This would result in increased marketing expenditures for Samsung and could disturb the administration concerning increased costs, as they were hesitant to marketing expenses previously and a sudden huge shiftwould make them disrupt.

Internal Analysis
SWOT Analysis
Strengths


Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution strengths lie in its substantial item portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents approved in United States( USP).

Another strength of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help is its capability to establish innovative products at a constant rate. It major proves for the innovation and product creating of Samsung is that the business has received a lot of awards for its innovation and product style.

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

Samsung's capability to produce luxury products at low cost of production is also one of the major strength of Samsung as it enables the business to record more market by supplying quality items with expense control.

Weaknesses

Samsung's weaknesses are hidden in the company's reliance on outsourcing software application for its devices due to business's inability in developing software, unlike Sony. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis likewise has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lower difference in quality.

Opportunities

Opportunities for Samsung lie in the growing Mobile phone market and the company's performance in the market. It can increase its market share and profits from cellular phone as the business is quite effective in cellular phone market. Samsung currently runs in about 80 countries and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would make it possible for the business to increase its product portfolio with an increase in its wealth.

Threats

The dynamic market environment of technology market position a severe danger on Samsung's survival and require the business to invest much of its earnings share on R&D in order to make it through in the long run. The marketplace saturation in industrialized countries i.e. saturation of mobile business is also a big risk for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing

Product

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution uses quality items and has a quite rich portfolio which accommodates various sectors. Most of the items are in the top 3 of their particular markets. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is also not far behind in comparison of them. Following is the line of product of Samsung:

• LCD/ TV
• Laptops.
• Cellphone.
• Air conditioning unit.
• Desktop computer.
• Hard disks.
• Washing machines.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.
• DRAM.

Cost.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution utilizes both market competitive and market skimming rates strategies for its wide range of products. In competitive rates it changes the rate according to the competition in order to get benefit, whereas, it uses market skimming technique where the product has an included worth and by selling a couple of products it can reach break-even.

Location.

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

Promo.

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

Worth Chain Analysis.

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

Incoming Logistics.

It has one of the most effective and reliable supply chain network and has over 2700 providers throughout various industries around the world. Nearly 80% of which is based in Asia and the staying worldwide. For its inbound logistics it owns different logistics firms as it subsidiaries. It cares for its suppliers and produces a harmonious relationship with them and even decreased their payment cycles to improve this relationship even more which adds value to their chain network.

Operations.

Samsung's core competency is its mass manufacturing it produces 90% of its products internal. Divided into three various divisions its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronics. It is keeping operation centers worldwide to further include worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is one of the main factors Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help is able to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target client attention towards the item is done through marketing and sales to interact with them the worth and competitive benefit the product provides. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help advertising spending plan is continually growing since they started their repositioning worldwide and will continue to do so as they are continuously 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.

Samsung Service. Samsung put their customers at the top and continually strive to deliver unmatchable customer support requirements. As after sales service is ending up being incredibly crucial to keep clients happy and engaged, they even perform studies through third parties to find out their client's feedback and implement it in the favorable method to decrease or if possible completely remove their client concerns. By including a direct assistance line to contact them 24 hr they have even more increased the added value of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis service.

Segmentation.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution has diversified market division, based upon its arrangement of vast array of items to a great deal of consumers. Samsung target client segments can be divided into 3 categories i.e. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget services.

Geographic.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis geographical division is based upon two criteria i.e. region and density. Samsung serves about 80 countries worldwide with its products provided to Urban in addition to Backwoods of the nation. The Samsung is likewise growing its global presence and the business's flexibility in finding its plants encourages international growth of Samsung.

Demographic.

Samsung produces products that can be utilized by both males and women. The target clients for Samsung IT and mobile communication items have an age range of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Customer Electronics are targeted to a customer segment with an age range of 25-65.

Psychographic.

The psychographic segmentation of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 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 generally upper middle, middle and working class clients, as Samsung sell items like cell phones very little less expensive i.e. Motorola as well as not much expensive i.e. Apple. It offers quality items to middle level customers at a somewhat high price than others targeting the very same segment.

Behavioural.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution bulk target customers have unique behavioural characteristics. They are brought in towards Samsung since of its moderate prices with a level of quality.

Quantitative analysis.

Sales of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help has increased astonishingly 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 Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the business is presently making but long gone are those days when good products were selling themselves. Kim has actually already begun to strengthen the marketing activities of Samsung and really quickly it will end up being one of its core strength like manufacturing if not much better.

VRIO.

Worth.

Samsung runs styles, manufactures and sell a large portfolio of consumer electronic devices. It operates in an exceptionally competitive environment and has actually successfully placed itself as the maker of quality products. The answer is yes.

Rarity.

As, stated earlier that Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis runs in a highly competitive environment, which means all the companies have similar products. So, the answer for rarity is no.

Imitability.

Due to the nature of the industry, it is extremely simple for competitors to understand the performance of the products and easily make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents each year, but the advantage is very short-term in this industry.

Company.

Chairman Lee has entirely turn-around Samsung, from going almost bankrupt during the Asian monetary crisis of 1997 to the leading 25 business on the planet. Certainly yes there is proper company in the business and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis

Political

Being an international brand name spread nearly in every country worldwide, bulk of the environments like USA, Europe, China and so on, are very conductive for its operations. Nevertheless, it deals with some political pressures in less industrialized countries where order scenario is not good. Latin American, African and some Asian countries fall in this category, where political instability do have an effect on Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis operations.

Economic

Purchasing power of clients is crucial for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries etc. supply development opportunities, whereas, due to economic crisis even the clients of industrialized nations suffer badly. It is extremely important for the company to keep an eye on the continuous financial scenario of the country before getting in the market.

Socio-Cultural

Multinational business need to deal with various social and cultural problems throughout its operations in a foreign nation. Samsung has likewise faced numerous issues however have actually adopted to the regional environments of most of the nations remarkably well. It has actually customized its items, practices, policies etc. accordingly in order to achieve success.

Technological

With an annual expenditure of 2.4 billion dollars in Research study & Advancement, and with consistent innovative product launches, Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help is among the top innovative business of the world. With a clear objective to be ahead of the rest when it concerns technological improvements, Samsung has actually increased to the no 25 of the top successful companies of the world.

Legal

Each country 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 consequences. So, it needs to study or work with a regional law specialist prior to starting its operations in a particular nation.

Environmental

With the increasing awareness amongst customers about the environmental & ethical offenses of companies, Samsung has to guarantee that it follows all the safety standards. Environmental damages, ethical misconducts are not acceptable and in some countries the consequences can be really serious. On the other hand it has to do some Corporate Social Obligation practices to reveal the residents that it cares about their environment and individuals.

Porter's Five Forces

Danger of Replacement

Risk of substitution for Samsung's each product category is rather considerable. Running in an extremely vibrant market lead the company to face a high risk of replacement. Elements for high risk of alternative for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help Smartphone include the existence of high variety of providers and Market saturation in developed countries, that make the expense of switching for consumers nearly absolutely no. Substitution threats for Samsung visual display screen lie in the altering life style of customers. Customers can change to seeing visuals at home towards outdoor activities. Together with it, Samsung printing options products are threatened by the increasing attraction of consumers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Samsung and its close rivals is extreme. The significant reason behind this is the approach of market saturation in numerous variety of item categories, forcing Samsung to introduce more innovative functions in existing products and brand-new ingenious items to preserve its development. Other aspect for the extreme rivalry amongst the competitors is the little product distinction among the items. The popular gamers in the technology market are rather knowledgeable about the significance of R&D spending for their survival and are facing a race of marketing and R&D costs, to catch the marketplace. The significant rivals for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry results in the changing market shares which can be seen in Display F.

Bargaining Power of Providers:

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis has a vast supply chain consisting of about 2700 suppliers 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 enable Samsung to work out prices with its providers. Nevertheless, due to incapability of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis to build its own software application, it needs to outsource its software advancement to Google, which becomes a possible supplier of software application for Samsung, leading to high bargaining power of Google. In many of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution has a power to negotiate costs, however it provide considerable rates to its providers to construct a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Haggling power of purchasers for different number of item categories of Samsung is extreme. One of the aspect resulting in the extreme bargaining power is the availability of large number of competitors in nearly each product classification i.e. competitors of Samsung Smart device, with a really little differentiation. The high accessibility of suppliers of Mobile phones with minimum differentiation, make the switching expense for purchasers practically no, hence increasing the bargaining power of purchasers. Market saturation in most of the product categories likewise make the bargaining power of buyers more extreme in for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help. In spite of igh bargaining power Samsung is quite capable of offering its items at a greater cost than much of its competitors, due to luxury quality product and a reasonable brand name image.

Risk of New Entrants:

Threat of new entrants for Samsung is rather low. One of the major factor for low hazard of brand-new entrants is the high competition in the market. The requirement of substantial amount of capital to go into in the marketplace is likewise one of the possible barrier to entry. In addition to it, requirement of huge proficiency and research and advancement expenses for survival in the market also make brand-new entrants unwilling to go into in the marketplace. Market saturation is likewise one of the barrier of entry in innovation industry. High bargaining power of providers require the gamers in the market to charge as low prices as possible and this can only be attained by production effectiveness. Brand-new companies, in majority cases, do not have the production efficiency, hence increasing the dangers for entryway in the innovation market.

Competitive Analysis

Samsung's high product diversification provides it differentiation from its competitors. It is among the 3 top brand names by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item classification with Sony concentrating on consumer electronic devices, Nokia on cellular phone and Intel on chips, Samsung had a big R&D costs on all of its item categories which allow the company to earn potential profits from sales of nearly all of its products. (See Exhibition) However, due to the broad product variety the business deals with high number of rivals.

The company ranks initially in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in terms of worldwide market share, among 8 various item classifications. Samsung was the international leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung earnings from chips was less than Intel however its earnings from chips was growing faster than Intel and has grown near to the earnings levels of Intel, as given up the case Exhibit 2.

Along with the chips Samsung mobile market was likewise growing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with just 4% and Nokia with no sales development. The major reson behind Samsung's high development despite of greater prices than Nokia and Motorola was the company's high-end quality cellular phone.

Samsung was also profiting from increasing market share of high end LCDs as given up case Display 3. The significant factor, making the business allow to avail the chance is its mass production at low cost. Sony was the greatest rival for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis in LCD market, nevertheless, it had actually also begun joint endeavor with Samsung in 2003 for LCD producing, minimizing the competition for Samsung.

Porter's Competitive Strategy

Low Expense Leadership technique of porter is totally carried out by Samsung the method they achieve economies of scale by enhancing their core proficiencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to manufacture for them, since they were unable to compete with them on low expense. Distinction is another technique well carried out by Samsung by constant financial investment in the R&D and remaining ahead of the competitors. They constantly bring something innovative and new whether it's an item or a service.

Alternatives

Alternative Option 1

The Chief Marketing Officer (CMO) of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution would produce a new brand name image by targeting the more youthful generation of the specific country. As, specifically mobile phones of Samsung are incredibly popular among the younger market.

Pros

1. It is the best method to build Consumer Lifetime Worth (CLV) by creating a long-lasting relationship with clients. Develop loyalty through delivering worth and profit for long-term, as research has actually revealed it is much cheaper to maintain existing consumers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread faster among more youthful people and which in turn will bring in new clients for my items.

Cons

1. Old customers who were connected with Samsung prior to might not like this new image the company is attempting to depict.
2 It will sustain further expenses to rearrange some items and it may not even bring success as the trends change really quickly among the more youthful demographic.

Alternative option 2.

Samsung has made manufacturing its core proficiency for the a lot of part of their company and due to which its supervisors are not afraid to fully step out of their comfort zone. It would be done by organizing training workshops during which significance 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.

Pros

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

Cons

2. Its con can develop a really unhealthy environment in the work environment, as individuals frequently resist change due to the fact that they fear it.

Recognize the very best alternative

Very first alternative is the best as it plainly has more pros because once a Consumer Life time Value is constructed the company will benefit from it till that customer lives and has buying power also. Plus, our target customers are the younger generation which are bound to live longer than the current old age individuals. However, Samsung's main goal is to produce commitment amongst its clients and make them bought it from them and even purchase their various items too.

Implementation Strategy

• Targeting younger generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations sensible and achievable.
• A group including best marketing and sales specialists must be assemble, and both views need to be taken into consideration before protecting the resources needed to execute the strategy.
• Thorough interaction of the strategy should be done as it is extremely essential for everybody to be on the very same page to make it work.
• Jobs and timelines need to be construct and interacted accordingly to each person responsible.
• The supervisor ought to utilize a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The supervisor ought to monitor and keep a consistent examine the overall and specific performance.
Due to the fact that any new pattern or policy may come in due to which all the things already planned have to be changed, • Everybody ought to be ready to adapt midway. It's much better to have contingency plans already prepared.
• At the end of the project the supervisor ought to communicate the outcomes and if effective need to celebrate with the team.

Budget

The M-net program revealed engaging analysis about the low and high development potential areas and how much advertising budget must be designated appropriately. This modification the budget allotment of different countries and many supervisors were unhappy and argued however the analysis done by the program was accurate and revealed figures like The United States and Canada and Russia growth potential warranted a 35% allowance while they were getting 45%. Whereas, China and Europe ought to be receiving 42% however were instead offered 31%. It actually assisted to relatively disperse the resources and capture more clients by investing more on advertisements on the high growth potential regions of the world.

Conclusion

Its constant investment in R&D and innovative practices have moved them to new heights but for them its' only the start and they want to be among the top 3 brands in the world. Their marketing efforts should be directed towards younger demographic amidst the internal arguments about marketing and should develop Consumer Life time Worth as it will not just provide them advantages now however will continue to reap it till the customer lifetime. As the cost of retaining the consumer is much more affordable than attracting a brand-new one.