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

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


Intro

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution is a popular international brand in technology market, established in 1938 by Lee Byung Chul, in South Korea. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 deals in large number of product classifications consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic products. Historically, the company's core customers consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Org items withtheir own brand name. Till early 1990s, the core competency of Corp lie in its low rate offerings than its competitors by producing existing items at economies of scale. Its consumer circle consists of Original Equipment Manufacturers (OEMs), who used to offer Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution items with their own trademark name. Corp was not simply understood outside Korea. There were likewise no or little interest in constructing the trademark name internationally. Marketing spending plan was managed by production department with a prime focus on providing cheap products.During the 1997 Asian Financial Crisis the company nearly got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the leading 25 most important company worldwide. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even listed. He rearranged Corp as a worldwide brand and educated his divisional supervisors to understand marketing and its importance. Now their goal is to arrive 10 by 2005.

Problem Declaration

Org's shift from a product based to a marketing business is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to integrate marketing successfully is still a major obstacle. Producing a consistent brand identity across the entire world and employing marketing strategies that finest fits the regional culture is no easy job.
Executive Summary
Situational Analysis

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis efforts for building its brand name across the world was begun after introducing the "brand-new management effort" by Chairman Lee in 1993. The objective was to transform Business from a cheap OEM to a high value-added product company. To make the vision of Company a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear image in his mind about how Company can transform from a low end to a high-end item company. He understood that transformation can only be done through placing Business as a business 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 develop Corp brand, with a prospective assistance of its executives, Yun faced a number of marketing challenges in early years of its efforts.

One of the marketing obstacles for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as same tools and thought that quality items do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the current marketing requirement was excessive high, the space was too larger and to fill this space with incorrect understandings about marketing was rather difficult for Yun.

As mentioned above, marketing focus was very low in previous practices, therefore there were no correct marketing budget plans for each of the product on the portfolio. There was no marketing preparation done for the existing items. Together with it the item series of the company was increasing with the ripening of brand-new item concepts by the R&D sector of Organization. Yun had an obstacle to carry out marketing planning and to develop marketing budget plans for existing along with for new products from the very start, and this would take a substantial time.

A big shift would be needed in current marketing expenses to construct the Corporation brand name. This would result in increased marketing expenses for Corp and could disturb the administration concerning increased costs, as they were hesitant to marketing expenses previously and an unexpected big shiftwould make them disturb.

Internal Analysis
SWOT Analysis
Strengths


Venture strengths depend on its huge product portfolio. Corporation has biggest number of patents in the industry with overall variety of 15499 patents approved in US( USP). Big quantity of R&D spending has actually made it possible for the business to grow its item portfolio at a greater rate than its rivals. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution is its capability to establish ingenious items at a continuous rate. It significant shows for the innovation and product creating of Organization is that the company has actually received many awards for its innovation and product style.

Unlike Apple and other rivals, Venture is concentrated on producing gadgets which can be quickly incorporated with any type of open source Os (OS) and software. This supplies Corporation an edge over Apple devices.
Porter's 5 Forces Analysis
Corporation's ability to produce high-end products at low cost of production is also among the significant strength of Corp as it enables the business to capture more market by supplying quality products with expense control.

Weaknesses

Org's weak points are concealed in the company's dependence on outsourcing software application for its gadgets due to company's failure in developing software, unlike Sony. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution also has low revenue margins as compare to Apple due to big distinction in the prices of Apple and Business with a much lesser distinction in quality.

Opportunities

Opportunities for Org depend on the growing Smart device market and the business's effectiveness in the market. It can increase its market share and profits from cell phone as the company is rather efficient in cellular phone market. Org currently runs in about 80 countries and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Enterprise can move towards acquisitions to get patents. It would allow the business to increase its product portfolio with an increase in its wealth.

Dangers

The dynamic market environment of innovation market pose a severe risk on Company's survival and force the company to spend much of its earnings share on R&D in order to make it through in the long run. The marketplace saturation in developed nations i.e. saturation of mobile business is likewise a big threat for the company's growth in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis
Item

Corp offers quality products and has a quite rich portfolio which caters to different segments. LCD and mobile phones are the most significant items of Org, whereas DRAM is also not far behind in comparison of them.

• LCD/ TELEVISION
• Laptops.
• Mobile phones.
• A/c.
• Personal computers.
• Hard disks.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.
• DRAM.

Rate.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help utilizes both market competitive and market skimming prices strategies for its variety of items. In competitive rates it changes the price according to the competition in order to gain advantage, whereas, it uses market skimming strategy where the product has an added worth and by selling a few items it can reach break-even.

Location.

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

Promotion.
Vrio Analysis
It wasn't a well-known company beyond Korea until 1993. The management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has actually gone into the league of top 25 companies in the world in simply 9 years. This is an impressive achievement in spite of the ongoing arguments amongst the supervisors about embracing marketing practices. It uses both offline & online channels of promo to market their products. Paid item advertisements, social promo and digital advertisements are uses to develop awareness about Enterprise items.

Worth Chain Analysis.

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

Incoming Logistics.

For its inbound logistics it owns various logistics companies as it subsidiaries. It looks after its providers and produces an unified relationship with them and even reduced their payment cycles to boost this relationship even more which adds worth to their chain network.

Operations.

Business's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into 3 various divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is preserving operation centers worldwide to further add value to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is among the main reasons Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis is able to take on Apple. Corporation's own Electronic Logitec system plays a significant function in the outbound logistics operations. It even carries out the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Corp.

Marketing and Sales.

Drawing in target client attention towards the product is done through marketing and sales to interact with them the worth and competitive advantage the item offers. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution advertising budget plan is continually growing since they started their repositioning worldwide and will continue to do so as they are continuously aiming to invest and broaden in high prospective development markets. The budget plan is spent on events, print and media ads, public relations etc.

Business put their customers at the leading and continually make every effort to deliver unmatchable customer service standards. By adding a direct support line to call them 24 hours they have even more increased the added worth of Corporation service.

Segmentation.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help has diversified market division, based upon its arrangement of vast array of items to large number of consumers. Company target consumer sectors can be divided into 3 categories i.e. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution IT and Mobile Communications, Business Customer Electronics and Corp Gadget services.

Geographical.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution geographical division is based upon two requirements i.e. area and density. Org serves about 80 nations worldwide with its products supplied to Urban along with Rural areas of the country. The Org is likewise growing its global presence and the business's versatility in locating its plants motivates worldwide growth of Company.

Market.

The demographic segmentation of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help is based upon gender, age, life-cycle stage and occupation. Company produces products that can be utilized by both males and women. The target customers for Venture IT and mobile communication items have an age range of 18-65 with majority at a young or freshly wed life process stage. They are primarily workers, trainees and experts. Apart from it, Corp Consumer Electronics are targeted to a customer section with an age variety of 25-65. They are primarily employees and experts. However Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help Device Solutions are targeted at trainees, staff members and professionals with an age range of 25-65.

Psychographic.

The psychographic division 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 consumer. Venture target consumers on the basis of social class are primarily upper middle, middle and working class consumers, as Company sell products like cell phones not much more affordable i.e. Motorola in addition to very little pricey i.e. Apple. It offers quality products to middle level customers at a somewhat high cost than others targeting the very same segment.

Behavioural.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help majority target clients have special behavioural attributes. It has clients with an enthusiastic, fashionable and determined personality with moderate level of commitment towards the brand. Its consumers have some degree of shift towards other prominent brand names i.e. Apple. Most of Venture consumers want quality as well as cost control. Due to the fact that of its moderate costs with a level of quality, they are brought in towards Corp.

Quantitative analysis.

Sales of Corporation has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has actually also reduced its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Corporation with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Since of the high overhead expense, revenues/ sales are increasing however net profit is not increasing appropriately. New growths and working with's were the primary reason of the boost in the overhead expenses, with china currently not providing any profit to Organization, however there is so much potential in the present market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based upon the mission of Kim to target the younger audience and create an international brand name picture of the company. Whereas, the core strength of the business is currently producing however long gone are those days when great products were selling themselves. In the existing age marketing is extremely crucial and companies can not be successful without it. Kim has actually already begun to reinforce the marketing activities of Company and very soon it will become one of its core strength like manufacturing if not better.

VRIO.

Value.

Business runs styles, makes and sell a huge portfolio of consumer electronics. It operates in an extremely competitive environment and has effectively positioned itself as the maker of quality items. So, the response is yes.

Rarity.

As, said previously that Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution runs in an extremely competitive environment, which suggests all the business have similar products. So, the answer for rarity is no.

Imitability.

Due to the nature of the market, it is really simple for rivals to comprehend the functionality of the items and easily make their own designs. Yes, Corporation is just behind IBM in registering brand-new patents every year, but the benefit is extremely short term in this industry.

Company.

Chairman Lee has entirely turnaround Corp, from going nearly bankrupt during the Asian monetary crisis of 1997 to the top 25 business worldwide. Absolutely yes there is proper company in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis

Political

Being a multinational brand name spread almost in every country worldwide, majority of the environments like USA, Europe, China etc., are very conductive for its operations. It deals with some political pressures in less developed countries where law and order circumstance is not great. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution operations.

Economic

Purchasing power of consumers is crucial for companies like Business to grow and prosper. Emerging markets like India, middle-eastern nations etc. provide development opportunities, whereas, due to economic crisis even the clients of developed countries suffer severely. It is really essential for the company to keep an eye on the ongoing financial situation of the nation before going into the market.

Socio-Cultural

International companies need to deal with various social and cultural concerns throughout its operations in a foreign country. Organization has actually also faced numerous concerns however have embraced to the local environments of the majority of the countries incredibly well. It has actually tailored its items, practices, policies and so on appropriately in order to achieve success.

Technological

With an annual expense of 2.4 billion dollars in Research study & Advancement, and with continuous ingenious product launches, Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis is one of the top ingenious companies of the world. With a clear objective to be ahead of the rest when it pertains to technological developments, Corp has actually risen to the no 25 of the top successful companies of the world.

Legal

Each nation has their own laws and policies, being a multinational business Corp have 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 expert before starting its operations in a specific country.

Environmental

With the increasing awareness among consumers about the ethical & environmental violations of companies, Enterprise needs to make sure that it follows all the safety standards. Environmental damages, ethical misconducts are not acceptable and in some nations the repercussions can be extremely serious. On the other hand it needs to do some Business Social Duty practices to reveal the locals that it cares about their environment and people.

Porter's Five Forces

Hazard of Alternative

Hazard of replacement for Venture's each product classification is quite significant. Aspects for high risk of replacement for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution Smart device include the existence of high number of suppliers and Market saturation in industrialized nations, which make the cost of changing for customers almost zero. Along with it, Corporation printing services items are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Among Existing Companies:

The rivaly among Company and its close rivals is extreme. The significant reason behind this is the technique of market saturation in different number of product categories, requiring Venture to present more ingenious features in existing products and new ingenious products to keep its development. The significant rivals for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

( Business Sustainability Report, 2016) Provider's bargaining power for Company is low as Org runs economies of scale and its orders are of prospective size and worth. Due to incapability of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help to develop its own software, it has to outsource its software application development to Google, which becomes a potential provider of software for Business, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Market saturation in many of the product classifications also make the bargaining power of purchasers more extreme in for Organization. In spite of igh bargaining power Business is rather capable of offering its products at a greater cost than much of its rivals, due to high end quality product and a reasonable brand name image.

Threat of New Entrants:

Risk of new entrants for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution is rather low. Along with it, requirement of big knowledge and research study and development expenditures for survival in the industry likewise make new entrants reluctant to go into in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Organization's high item diversity provides it distinction from its rivals. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk on a single item classification with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution had a huge R&D costs on all of its item categories which enable the company to make possible revenue from sales of nearly all of its items.

The company ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to global market share, among 8 different product categories. Company was the global leader in making DRAM, SRAM and NAND flash chips. Venture incomes from chips was less than Intel but its revenues from chips was growing much faster than Intel and has grown close to the earnings levels of Intel, as offered in the case Exhibit 2.

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

Business was likewise profiting from increasing market share of luxury LCDs as given in case Exhibition 3. The major factor, making the company allow to avail the chance is its mass production at low expense. Sony was the greatest rival for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution in LCD market, however, it had also started joint venture with Enterprise in 2003 for LCD manufacturing, lessening the competitors for Venture.

Porter's Competitive Technique

Low Expense Leadership strategy of porter is totally carried out by Venture the method they achieve economies of scale by strengthening their core proficiencies of production. Even to the point that their rival SONY decided to form an alliance with them to manufacture for them, because they were unable to take on them on low cost. Distinction is another method well carried out by Venture by continuous investment in the R&D and remaining ahead of the competitors. They always bring something brand-new and innovative whether it's a product or a service.

Alternatives

Alternative Service 1

The Chief Marketing Officer (CMO) of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis would develop a brand-new brand image by targeting the younger generation of the particular country. As, specifically cellphones of Enterprise are preferred among the more youthful market.

Pros

1. It is the very best strategy to construct Client Life time Value (CLV) by producing a long-lasting relationship with consumers. Construct loyalty through providing worth and profit for long-lasting, as research study has actually revealed it is much cheaper to retain current clients than to attract 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 consumers for my items.

Cons

1. Old clients who were related to Enterprise prior to may not like this brand-new image the business is trying to portray.
2 It will incur more expenditures to rearrange some items and it might not even bring success as the trends change extremely quickly amongst the more youthful group.

Alternative service 2.

Org has actually made manufacturing its core competency for the most part of their business and due to which its managers are not afraid to completely step out of their comfort zone. It would be done by organizing training workshops during which value of marketing will be taught and numbers will be provided. Failure to get the passing scores will get demoted. Marketing environment need to be produced internally initially as real marketing begins inside the corporation.

Pros

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

Cons

2. Its con can produce a very unhealthy environment in the work environment, as individuals frequently withstand modification because they fear it.

Determine the best alternative

Alternative is the best as it plainly has more pros because as soon as a Consumer Life time Value is developed the company will profit from it till that client is alive and has purchasing power. Plus, our target consumers are the younger generation which are bound to live longer than the existing old age people. Company's main objective is to develop commitment amongst its consumers and make them bought it from them and even buy their various items.

Application Strategy

• Targeting younger generation through social marketing, developing a link with them like Pepsi make with music. And set the expectations realistic and possible.
• A group including finest marketing and sales professionals ought to be assemble, and both views need to be taken into consideration prior to protecting the resources required to execute the plan.
• Thorough communication of the plan ought to be done as it is very important for everyone to be on the very same page to make it work.
• Tasks and timelines need to be build and communicated accordingly to each individual accountable.
• The supervisor need to utilize a dashboard which reveals the development of all the tasks which have been done or about to be done and by whom.
• The manager must monitor and keep a continuous check on the total and specific efficiency.
• Everyone need to want to adapt midway because any new trend or policy might be available in due to which all the things already prepared have to be adjusted. It's better to have contingency plans currently prepared.
• At the end of the campaign the supervisor ought to communicate the outcomes and if successful must commemorate with the team.

Spending plan

This modification the budget plan allocation of lots of managers and various countries were dissatisfied and argued but the analysis done by the program was accurate and revealed figures like North America and Russia development possible merited a 35% allocation while they were getting 45%. It truly helped to fairly distribute the resources and capture more customers by spending more on ads on the high growth potential regions of the world.
Recommendations
Conclusion

Its continuous investment in R&D and innovative practices have actually propelled them to new heights but for them its' just the start and they want to be amongst the top 3 brand names in the world. Their marketing efforts ought to be directed towards more youthful demographic in the middle of the internal arguments about marketing and must develop Consumer Lifetime Value as it will not only give them advantages now however will continue to reap it till the client life time. As the expense of retaining the consumer is much more affordable than attracting a brand-new one.