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

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


Introduction

Historically, the company's core customers consist of the Original Equipment Manufacturers (OEMs), which utilized to offer Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis products withtheir own brand name. Its client circle consists of Original Devices Manufacturers (OEMs), who utilized to offer Samsung items with their own brand name. He repositioned Samsung as an international brand and educated his divisional supervisors to comprehend marketing and its value.

Issue Declaration

Samsung's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional supervisors to integrate marketing successfully is still a significant difficulty. Creating a constant brand identity across the whole world and using marketing strategies that finest fits the regional culture is no easy task.
Executive Summary
Situational Analysis

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help efforts for constructing its brand name across the world was started after introducing the "brand-new management initiative" by Chairman Lee in 1993. The goal was to change Samsung from an inexpensive OEM to a high value-added product service provider. To make the vision of Samsung a reality, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can transform from a low end to a luxury item provider. He understood that transformation can only be done through placing Samsung as a company 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 potential assistance of its executives, Yun faced numerous marketing difficulties in early years of its efforts.

One of the marketing challenges for Yun was the perceptions of executives about the value of marketing. They considered marketing and selling as same tools and thought that quality items do not required 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 gap was too larger and to fill this space with incorrect perceptions about marketing was rather challenging for Yun.

Along with it the product range of the company was increasing with the ripening of new product ideas by the R&D sector of Samsung. Yun had a challenge to carry out marketing preparation and to create 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 needed in existing marketing expenses to develop the Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help brand name. This would result in increased marketing expenditures for Samsung and could disrupt the administration regarding increased costs, as they were reluctant to marketing expenditures formerly and an unexpected huge shiftwould make them disturb. This could result in declining executive support for international marketing. In this circumstance, Yun faces a difficulty for validating increased marketing expenditures by showing the long term value of big marketing expenditures.

Internal Analysis
SWOT Analysis
Strengths


Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis strengths lie in its big item portfolio. Samsung has largest number of patents in the market with overall number of 15499 patents granted 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 develop ingenious items at a constant rate. It significant shows for the development and item creating of Samsung is that the company 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 quickly integrated with any kind of open source Os (OS) and software application. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce high end products at low cost of production is likewise one of the major strength of Samsung as it enables the business to capture more market by providing quality items with cost control.

Weaknesses

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

Opportunities

Opportunities for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help lie in the growing Smartphone market and the company's effectiveness in the market. Samsung presently runs in about 80 countries and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.

Dangers

The vibrant market environment of innovation market present a severe risk on Samsung's survival and require the company to invest much of its incomes share on R&D in order to survive in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile business is likewise a huge threat for the company's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis
Item

Samsung offers quality products and has a rather rich portfolio which caters to different sections. LCD and mobile phones are the greatest products of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• LCD/ TELEVISION
• Laptops.
• Cellphone.
• Air conditioning system.
• Personal computers.
• Hard disks.
• Washer.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.
• DRAM.

Price.

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 methods for its wide array of items. In competitive prices it changes the price according to the competitors in order to get advantage, whereas, it uses market skimming technique where the item has actually an included worth and by offering a couple of items it can reach break-even.

Location.

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

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

Value Chain Analysis.

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

Inbound Logistics.

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

Operations.

Samsung's core proficiency is its mass producing it produces 90% of its items in-house. Divided into 3 different divisions its operations are particularly IT & Mobile Communications, Device Solutions and Customer Electronics. It is maintaining operation hubs worldwide to even more include worth to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the primary reasons Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution is able to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even performs the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the item is done through marketing and sales to interact with them the worth and competitive benefit the product uses. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help marketing budget plan is continually rising given that they started their repositioning globally and will continue to do so as they are constantly aiming to invest and broaden in high prospective development markets. The spending plan is spent on events, print and media advertisements, public relations etc.

Samsung Service. Samsung put their consumers on top and constantly strive to provide unmatchable client service standards. As after sales service is becoming extremely important to keep consumers happy and engaged, they even conduct surveys through third parties to find out their consumer's feedback and execute it in the positive way to lower or if possible totally remove their client problems. By including a direct support line to call them 24 hr they have actually further increased the added worth of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help service.

Division.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help has actually diversified market division, based upon its provision of vast array of products to large number of consumers. Samsung target client sections can be divided into 3 categories i.e. Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget services.

Geographical.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution geographic division is based upon 2 criteria i.e. area and density. Samsung serves about 80 nations worldwide with its products offered to Urban along with Rural areas of the nation. The Samsung is also growing its global presence and the company's flexibility in locating its plants encourages worldwide expansion of Samsung.

Group.

The market division 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 phase and profession. Samsung produces items that can be utilized by both females and males. The target consumers for Samsung IT and mobile interaction items have an age range of 18-65 with majority at a young or newly wed life process phase. They are mostly staff members, trainees and experts. Apart from it, Samsung Customer Electronics are targeted to a customer section with an age series of 25-65. They are mostly specialists and staff members. Samsung Gadget Solutions are targeted at students, staff members and experts 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 Solution 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 consumers, as Samsung offer items like mobile phone very little more affordable i.e. Motorola in addition to not much costly i.e. Apple. It offers quality products to middle level consumers at a somewhat high cost than others targeting the very same sector.

Behavioural.

Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution bulk target consumers have distinct behavioural qualities. They are attracted towards Samsung because of its moderate rates with an extent of quality.

Quantitative analysis.

Sales of Samsung has actually 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 lowered its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Due to the fact that of the high overhead expense, earnings/ sales are increasing but net profit is not increasing appropriately. New expansions and hiring's were the primary factor of the increase in the overhead expenses, with china presently not supplying any earnings to Samsung, but there is a lot potential in the existing market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the business is currently producing however long gone are those days when good products were selling themselves. Kim has already begun to enhance the marketing activities of Samsung and very soon it will end up being one of its core strength like manufacturing if not much better.

VRIO.

Worth.

Samsung runs designs, manufactures and sell a vast portfolio of customer electronics. It runs in an exceptionally competitive environment and has effectively placed itself as the maker of quality items. So, the answer is yes.

Rarity.

As, said earlier that Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution runs in a highly competitive environment, which indicates all the business have similar items. The response for rarity is no.

Imitability.

Due to the nature of the market, it is extremely easy for competitors to understand the performance of the items and easily make their own designs. Yes, Samsung is just behind IBM in registering brand-new patents annually, however the benefit is extremely short term in this market.

Organization.

Chairman Lee has completely turn-around Samsung, from going almost insolvent throughout the Asian financial crisis of 1997 to the leading 25 business on the planet. Certainly yes there is proper company in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis

Political

Being an international brand spread practically in every country worldwide, majority of the environments like USA, Europe, China etc., are really conductive for its operations. Nevertheless, it deals with some political pressures in less developed countries where order circumstance is not good. Latin American, African and some Asian nations 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 Help operations.

Economic

Buying power of clients is vital for business like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries etc. provide growth chances, whereas, due to economic crisis even the customers of developed countries suffer terribly. For this reason it is really crucial for the company to keep an eye on the continuous economic circumstance of the nation before getting in the market.

Socio-Cultural

Multinational companies have to deal with different social and cultural issues during its operations in a foreign nation. Samsung has actually likewise dealt with many concerns however have embraced to the local environments of most of the countries remarkably well. It has actually customized its items, practices, policies etc. appropriately in order to achieve success.

Technological

With a yearly expense of 2.4 billion dollars in Research study & Development, and with continuous ingenious product launches, Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help is among the leading ingenious business of the world. With a clear mission to be ahead of the rest when it concerns technological developments, Samsung has increased to the no 25 of the top effective companies of the world.

Legal

Each nation has their own laws and policies, being an international company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal consequences. It has to study or work with a local law specialist prior to starting its operations in a particular country.

Environmental

With the rising awareness amongst customers about the ethical & ecological infractions of companies, Samsung needs to make sure that it follows all the safety guidelines. Ecological damages, ethical misbehaviors are not acceptable and in some countries the consequences can be extremely serious. On the other hand it needs to do some Corporate Social Duty practices to show the residents that it appreciates their environment and individuals.

Porter's 5 Forces

Risk of Replacement

Danger of replacement for Samsung's each item category is quite substantial. Running in an exceptionally vibrant industry lead the company to deal with a high danger of alternative. Aspects for high danger of replacement 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 suppliers and Market saturation in developed nations, which make the expense of changing for customers practically no. Replacement dangers for Samsung visual screen lie in the altering lifestyle of consumers. Clients can change to viewing visuals at home towards outside activities. Together with it, Samsung printing options items are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Among Existing Companies:

The rivaly amongst Samsung and its close rivals is extreme. The significant factor behind this is the method of market saturation in different number of product categories, requiring Samsung to present more innovative functions in existing items and new ingenious products to maintain its growth. Other aspect for the intense competition amongst the competitors is the little product distinction amongst the products. The prominent players in the innovation market are rather familiar with the importance of R&D costs for their survival and are facing a race of marketing and R&D costs, to record the marketplace. The major rivals for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry results in the fluctuating market shares which can be seen in Exhibition F.

Bargaining Power of Providers:

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

Bargaining Power of Buyers:

Haggling power of purchasers for different variety of item categories of Samsung is extreme. One of the aspect resulting in the extreme bargaining power is the schedule of large number of rivals in nearly each item classification i.e. competitors of Samsung Mobile phone, with a very little distinction. The high schedule of suppliers of Mobile phones with minimum differentiation, make the switching cost for purchasers almost zero, for this reason increasing the bargaining power of buyers. Market saturation in most of the product classifications also make the bargaining power of buyers more intense in for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis. In spite of igh bargaining power Samsung is rather capable of offering its items at a greater cost than much of its rivals, due to high end quality item and a fair brand image.

Threat of New Entrants:

Hazard of brand-new entrants for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis is quite low. Along with it, requirement of substantial knowledge and research and development expenses for survival in the industry also make brand-new entrants hesitant to enter in the market. Market saturation is likewise one of the barrier of entry in technology industry.

Competitive Analysis

Samsung's high product diversity supplies it distinction from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single item classification with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help had a huge R&D spending on all of its product classifications which enable the business to earn potential earnings from sales of practically all of its products.

The business ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in terms of worldwide market share, amongst 8 different item categories. Samsung was the international leader in producing DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel however its revenues from chips was growing faster than Intel and has actually grown close to the profits levels of Intel, as given in the case Exhibition 2.

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

Samsung was likewise reaping the benefits from increasing market share of high end LCDs as given up case Exhibition 3. The major reason, making the business allow to avail the chance is its mass production at low cost. Sony was the most significant rival for Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Analysis in LCD market, however, it had actually likewise started joint venture with Samsung in 2003 for LCD manufacturing, lessening the competition for Samsung.

Porter's Competitive Technique

Low Expense Management technique of porter is completely implemented by Samsung the way they accomplish economies of scale by strengthening their core proficiencies of production. They constantly bring something innovative and new whether it's a service or an item.

Alternatives

Alternative Solution 1

The Chief Marketing Officer (CMO) of Lost Roots How Project Management Came To Emphasize Control Over Flexibility And Novelty 2 Case Study Help would create a brand-new brand image by targeting the more youthful generation of the particular country. As, specifically cellphones of Samsung are very popular amongst the more youthful demographic.

Pros

1. It is the very best technique to develop Customer Life time Worth (CLV) by creating a long-lasting relationship with consumers. Develop commitment through delivering worth and reap the benefits for long-lasting, as research has actually showed it is more affordable to keep current clients than to attract brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst younger people and which in turn will bring in brand-new customers for my products.

Cons

1. Old consumers who were associated with Samsung before may not like this brand-new image the business is attempting to portray.
2 It will sustain additional expenses to reposition some products and it may not even bring success as the trends alter extremely quickly among the more youthful market.

Alternative service 2.

It would be done by setting up training workshops during which value of marketing will be taught and numbers will be given. Marketing environment ought to be created internally initially as real marketing starts inside the corporation.

Pros

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

Cons

2. Its con can produce a very unhealthy environment in the workplace, as individuals often withstand modification due to the fact that they fear it.

Recognize the very best alternative

Alternative is the best as it plainly has more pros because when a Client Life time Value is developed the business will profit from it till that client is alive and has buying power. Plus, our target customers are the more youthful generation which are bound to live longer than the existing old age individuals. Nevertheless, Samsung's primary objective is to create commitment among its consumers and make them repurchase it from them and even buy their different items too.

Execution Strategy

• Targeting more youthful generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations attainable and practical.
• A team consisting of best marketing and sales specialists must be put together, and both views must be taken into consideration prior to securing the resources needed to implement the strategy.
• Thorough communication of the plan ought to be done as it is extremely crucial for everyone to be on the same page to make it work.
• Jobs and timelines should be construct and interacted appropriately to each person responsible.
• The supervisor ought to use a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The supervisor should monitor and keep a continuous check on the specific and total performance.
Since any brand-new trend or policy might come in due to which all the things currently prepared have actually to be adjusted, • Everyone ought to be prepared to adjust midway. It's better to have contingency plans already prepared.
• At the end of the project the manager must interact the outcomes and if effective must commemorate with the team.

Budget plan

This change the budget plan allocation of numerous managers and different nations were dissatisfied and argued however the analysis done by the program was precise and showed figures like North America and Russia development potential merited a 35% allocation while they were getting 45%. It really helped to fairly distribute the resources and capture more clients by investing more on advertisements on the high growth capacity areas of the world.
Recommendations
Conclusion

Its constant investment in R&D and innovative practices have actually moved them to new heights but for them its' only the start and they desire to be among the leading 3 brands in the world. Their marketing efforts should be directed towards more youthful demographic amid the internal arguments about marketing and need to create Customer Lifetime Worth as it will not only provide them benefits now but will continue to reap it till the customer life time. As the expense of maintaining the client is much cheaper than attracting a brand-new one.