Lott Industries The Ceo Fights For Survival Harvard Case Study Analysis

Home >> Hrm >> Lott Industries The Ceo Fights For Survival

Lott Industries The Ceo Fights For Survival Case Study Solution and Analysis


Lott Industries The Ceo Fights For Survival Case Study Help is a well-known international brand in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Lott Industries The Ceo Fights For Survival deals in a great deal of product categories including Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic items. Historically, the business's core consumers include the Original Equipment Manufacturers (OEMs), which utilized to offer Samsung products withtheir own brand name. Till early 1990s, the core competency of Samsung depend on its low cost offerings than its rivals by making existing items at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to offer Lott Industries The Ceo Fights For Survival Case Study Solution items with their own brand name. Samsung was not simply known outside Korea. There were likewise no or little interest in developing the brand name globally. Marketing budget plan was controlled by production department with a prime focus on providing cheap products.During the 1997 Asian Financial Crisis the business almost got bankrupt, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was noted the top 25 most important company in the world. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even noted. He repositioned Samsung as a worldwide brand and educated his divisional supervisors to understand marketing and its significance. Now their objective is to arrive 10 by 2005.

Problem Statement

Samsung's transition from an item based to a marketing company is not going as efficiently as planned.Overcoming the unwillingness of divisional supervisors to integrate marketing effectively is still a major obstacle. Creating a constant brand name identity throughout the whole world and using marketing methods that finest fits the local culture is no simple task.

Situational Analysis

Lott Industries The Ceo Fights For Survival Case Study Solution efforts for developing its brand throughout the world was started after introducing the "new management effort" by Chairman Lee in 1993. The objective was to transform Samsung from a low-cost OEM to a high value-added product supplier. To make the vision of Samsung a reality, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a quite clear image in his mind about how Samsung can change from a low end to a luxury item supplier. He knew that change can just 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, with a potential assistance of its executives, Yun faced a number of marketing obstacles in early years of its efforts.

Among the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as same tools and believed that quality items do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the present marketing requirement was too much high, the space was too wider and to fill this gap with wrong perceptions about marketing was quite tough for Yun.

As stated above, marketing focus was extremely low in previous practices, for that reason there were no proper marketing budgets for each of the product on the portfolio. There was no marketing preparation provided for the existing items. Together with it the item series of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing planning and to develop marketing budgets for existing as well as for brand-new items from the very beginning, and this would take a substantial time.

A big shift would be required in existing marketing expenditures to develop the Lott Industries The Ceo Fights For Survival Case Study Solution brand name. This would result in increased marketing expenditures for Samsung and might disturb the administration concerning increased expenses, as they hesitated to marketing expenses previously and a sudden big shiftwould make them disturb. This could lead to declining executive assistance for worldwide marketing. In this situation, Yun deals with a challenge for justifying increased marketing expenses by demonstrating the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Lott Industries The Ceo Fights For Survival Case Study Solution strengths lie in its big item portfolio. Samsung has largest number of patents in the market with overall number of 15499 patents approved in United States( USP).

Another strength of Lott Industries The Ceo Fights For Survival Case Study Solution is its ability to develop ingenious items at a continuous rate. It major shows for the development and product developing of Samsung is that the company has received numerous awards for its innovation and product style.

Unlike Apple and other competitors, Samsung is focused on producing devices which can be easily integrated 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 high end products at low expense of production is likewise among the significant strength of Samsung as it allows the company to catch more market by providing quality products with expense control.


Lott Industries The Ceo Fights For Survival Case Study Help weak points are hidden in the business's reliance on outsourcing software application for its devices due to company's failure in developing software, unlike Sony. Samsung also has low revenue margins as compare to Apple due to big difference in the prices of Apple and Samsung with a much lower distinction in quality. The varied focus of the business due to a great deal of products in its portfolio, result in the less efficient production and make the business not able to charge higher rates like Apple. The company is likewise inefficient in handling its patents and regularly deals with the issue of patent offense.


Opportunities for Samsung lie in the growing Smartphone market and the business's effectiveness in the market. It can increase its market share and profits from cell phone as the company is quite efficient in mobile phone market. Samsung presently runs in about 80 countries and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to obtain patents. It would make it possible for the business to increase its product portfolio with an increase in its wealth.


The dynamic market environment of technology industry present a serious hazard 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 market saturation in industrialized countries i.e. saturation of mobile company is also a huge danger for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing


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

• Laptops.
• Mobile phones.
• Air conditioner.
• Computer.
• Hard disks.
• Washer.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Lott Industries The Ceo Fights For Survival Case Study Analysis uses both market competitive and market skimming pricing methods for its wide variety of items. In competitive prices it changes the rate according to the competition in order to gain advantage, whereas, it utilizes market skimming method where the product has actually an included worth and by offering a few products it can reach break-even.


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


It wasn't a well-known business beyond Korea up until 1993. But the management initiative taken by their CEO has pushed them to market more effectively outside the borders and now it has actually gone into the league of top 25 business worldwide in simply 9 years. This is an impressive accomplishment despite the continuous arguments among the supervisors about embracing marketing practices. It uses both offline & online channels of promo to market their products. Paid product ads, social promo and digital ads are utilizes to create awareness about Samsung products.

Worth Chain Analysis.

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

Inbound Logistics.

For its incoming logistics it owns various logistics firms as it subsidiaries. It looks after its providers and develops an unified relationship with them and even reduced their payment cycles to improve this relationship even more which includes value to their chain network.


Samsung's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into three various departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is keeping operation hubs worldwide to further add value to its worth chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the primary reasons Lott Industries The Ceo Fights For Survival Case Study Analysis has the ability to take on Apple. Samsung's own Electronic Logitec system plays a major function in the outbound logistics operations. It even performs the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target customer attention towards the product is done through marketing and sales to interact with them the worth and competitive advantage the item offers. Lott Industries The Ceo Fights For Survival Case Study Help marketing spending plan is continually increasing considering that they began their repositioning worldwide and will continue to do so as they are continually wanting to invest and broaden in high potential development markets. The budget is spent on events, print and media advertisements, public relations and so on.

Samsung Service. Samsung put their customers at the top and continuously aim to provide unmatchable customer care standards. As after sales service is becoming exceptionally important to keep consumers happy and engaged, they even conduct studies through 3rd parties to learn their client's feedback and execute it in the positive way to minimize or if possible totally remove their client concerns. By adding a direct support line to contact them 24 hours they have actually even more increased the added worth of Lott Industries The Ceo Fights For Survival Case Study Solution service.


Lott Industries The Ceo Fights For Survival Case Study Solution has diversified market division, based upon its arrangement of wide range of items to a great deal of customers. Samsung target client sectors can be divided into 3 classifications i.e. Lott Industries The Ceo Fights For Survival Case Study Analysis IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget options.


Lott Industries The Ceo Fights For Survival Case Study Help geographical segmentation is based upon 2 requirements i.e. region and density. Samsung serves about 80 nations worldwide with its items supplied to Urban along with Rural areas of the nation. The Samsung is likewise growing its international existence and the business's flexibility in finding its plants motivates international expansion of Samsung.


The group division of Lott Industries The Ceo Fights For Survival Case Study Help is based upon gender, age, life-cycle stage and occupation. Samsung produces products that can be used by both females and males. The target consumers for Samsung IT and mobile communication products have an age variety of 18-65 with majority at a young or recently married life cycle phase. They are mainly workers, students and experts. Apart from it, Samsung Customer Electronic devices are targeted to a consumer section with an age variety of 25-65. They are mainly experts and workers. However Lott Industries The Ceo Fights For Survival Case Study Analysis Device Solutions are targeted at students, staff members and professionals with an age variety of 25-65.


The psychographic division of Lott Industries The Ceo Fights For Survival Case Study Analysis s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are generally upper middle, middle and working class clients, as Samsung offer products like cell phones not much less expensive i.e. Motorola in addition to very little pricey i.e. Apple. It provides quality products to middle level customers at a slightly high price than others targeting the exact same section.


Lott Industries The Ceo Fights For Survival Case Study Analysis majority target clients have unique behavioural attributes. They are brought in towards Samsung due to the fact that of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Lott Industries The Ceo Fights For Survival Case Study Solution has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. Digital media is the biggest selling classification 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 company is presently producing but long gone are those days when excellent items were selling themselves. Kim has actually already begun to reinforce the marketing activities of Samsung and really quickly it will become one of its core strength like producing if not much better.



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


As, stated previously that Lott Industries The Ceo Fights For Survival Case Study Help operates in a highly competitive environment, which indicates all the business have comparable items. The response for rarity is no.


Due to the nature of the market, it is extremely easy for rivals to comprehend the functionality of the items and easily make their own designs. Yes, Samsung is only behind IBM in signing up new patents every year, but the advantage is very short-term in this market.


Chairman Lee has completely turn-around Samsung, from going practically bankrupt during the Asian monetary crisis of 1997 to the top 25 company worldwide. Absolutely yes there appertains company in the company and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread practically in every nation worldwide, majority of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. However, it deals with some political pressures in less industrialized countries where order situation is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Lott Industries The Ceo Fights For Survival Case Study Help operations.


Buying power of customers is essential for business like Samsung to prosper and grow. Emerging markets like India, middle-eastern countries etc. offer growth opportunities, whereas, due to economic crisis even the customers of developed nations suffer severely. Thus it is extremely essential for the business to watch on the continuous economic circumstance of the nation prior to entering the market.


Multinational companies need to deal with different social and cultural problems throughout its operations in a foreign nation. Samsung has also dealt with many problems but have embraced to the regional environments of the majority of the nations exceptionally well. It has tailored its items, practices, policies and so on appropriately in order to achieve success.


With a yearly expenditure of 2.4 billion dollars in Research & Development, and with constant innovative item launches, Lott Industries The Ceo Fights For Survival Case Study Help is among the top innovative 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 companies of the world.


Each country has their own laws and policies, being an international business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal repercussions. So, it needs to study or employ a local law specialist before beginning its operations in a particular nation.


With the increasing awareness among customers about the ethical & ecological offenses of companies, Samsung has to guarantee that it follows all the safety guidelines. Ecological damages, ethical misconducts are not acceptable and in some countries the consequences can be extremely severe. On the other hand it needs to do some Business Social Duty practices to show the residents that it appreciates their environment and people.

Porter's Five Forces

Hazard of Substitution

Risk of alternative for Samsung's each item category is quite substantial. Elements for high threat of alternative for Lott Industries The Ceo Fights For Survival Case Study Solution Smartphone consist of the existence of high number of suppliers and Market saturation in industrialized nations, which make the cost of switching for customers nearly no. Along with it, Samsung printing services items are threatened by the increasing tourist attraction of customers towards cloud storage.

Competition Among Existing Companies:

The rivaly among Samsung and its close competitors is intense. The significant factor behind this is the technique of market saturation in various number of product classifications, forcing Samsung to introduce more ingenious functions in existing items and brand-new innovative items to preserve its growth. The significant rivals for Lott Industries The Ceo Fights For Survival Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Lott Industries The Ceo Fights For Survival Case Study Analysis has a vast supply chain consisting of about 2700 suppliers across the world.( Samsung Sustainability Report, 2016) Provider's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of possible size and worth. These huge orders enable Samsung to work out costs with its suppliers. However, due to incapability of Lott Industries The Ceo Fights For Survival Case Study Solution to build its own software, it needs to outsource its software application development to Google, which becomes a potential provider of software for Samsung, leading to high bargaining power of Google. Although, in most of cases Samsung has a power to work out costs, but it supply significant prices to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Negotiating power of buyers for various number of product categories of Samsung is intense. One of the element leading to the intense bargaining power is the availability of a great deal of competitors in nearly each item category i.e. competitors of Samsung Smart device, with a very little differentiation. The high availability of suppliers of Smartphones with minimum differentiation, make the changing cost for buyers practically zero, thus increasing the bargaining power of buyers. Market saturation in the majority of the item categories also make the bargaining power of purchasers more intense in for Lott Industries The Ceo Fights For Survival Case Study Help. In spite of igh bargaining power Samsung is rather efficient in selling its items at a higher cost than much of its rivals, due to luxury quality item and a fair brand image.

Hazard of New Entrants:

Risk of new entrants for Samsung is rather low. Among the significant element for low danger of new entrants is the high competition in the market. The requirement of huge quantity of capital to go into in the market is also one of the possible barrier to entry. Along with it, requirement of huge know-how and research study and advancement expenses for survival in the industry likewise make new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in innovation industry. High bargaining power of providers force the players in the market to charge as low rates as possible and this can just be achieved by production efficiency. New firms, in bulk cases, lack the production effectiveness, thus increasing the dangers for entrance in the technology industry.

Competitive Analysis

Samsung's high product diversity supplies it distinction from its competitors. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Lott Industries The Ceo Fights For Survival Case Study Analysis had a substantial R&D costs on all of its product categories which allow the business to earn possible earnings from sales of nearly all of its items.

The company ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in regards to international market share, among 8 various product categories. Samsung was the global leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung revenues from chips was less than Intel however its revenues from chips was growing faster than Intel and has actually grown near to the income levels of Intel, as given in the case Display 2.

Along with the chips Samsung mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The major reson behind Samsung's high development despite of greater rates than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was likewise profiting from increasing market share of high-end LCDs as given in case Display 3. The significant reason, making the company enable to get the opportunity is its mass production at low cost. Sony was the biggest competitor for Lott Industries The Ceo Fights For Survival Case Study Help in LCD market, however, it had likewise started joint endeavor with Samsung in 2003 for LCD producing, lessening the competitors for Samsung.

Porter's Competitive Method

Low Expense Leadership method of porter is fully implemented by Samsung the method they accomplish economies of scale by strengthening their core competencies of production. They constantly bring something ingenious and brand-new whether it's a service or an item.


Alternative Service 1

The Chief Marketing Officer (CMO) of Lott Industries The Ceo Fights For Survival Case Study Help would develop a new brand name image by targeting the more youthful generation of the particular nation. As, specifically cellphones of Samsung are incredibly popular among the younger group.


1. It is the very best technique to develop Customer Life time Worth (CLV) by producing a long-term relationship with clients. Construct loyalty through providing value and profit for long-term, as research has actually showed it is more affordable to keep present consumers than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread faster among younger individuals and which in turn will bring in brand-new consumers for my items.


1. Old clients who were associated with Samsung prior to might not like this brand-new image the company is attempting to depict.
2 It will incur additional expenses to rearrange some products and it may not even bring success as the trends alter extremely quickly amongst the younger market.

Alternative option 2.

Samsung has actually made making its core proficiency for the many part of their business and due to which its supervisors are not afraid to fully step out of their convenience zone. It would be done by setting up training workshops during which importance of marketing will be taught and numbers will be given. Failure to get the passing scores will get demoted. Marketing environment need to be produced internally initially as genuine marketing begins inside the corporation.


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


2. Its con can create a really unhealthy environment in the work environment, as individuals frequently withstand change because they fear it.

Identify the very best option

First option is the very best as it clearly has more pros since once a Customer Life time Value is built the business will profit from it till that customer is alive and has acquiring power also. Plus, our target clients are the younger generation which are bound to live longer than the existing old age individuals. Samsung's main goal is to produce commitment amongst its consumers and make them repurchase it from them and even purchase their various items.

Execution Strategy

• Targeting younger generation through social marketing, producing a link with them like Pepsi make with music. And set the expectations attainable and sensible.
• A group including finest marketing and sales specialists should be assemble, and both views must be considered prior to securing the resources needed to implement the strategy.
• Thorough communication of the strategy should be done as it is extremely important for everyone to be on the exact same page to make it work.
• Jobs and timelines ought to be construct and communicated accordingly to each individual accountable.
• The supervisor should 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 supervisor should keep an eye on and keep a constant examine the private and total performance.
Since any new trend or policy might come in due to which all the things already planned have actually to be adjusted, • Everybody need to be ready to adjust midway. It's much better to have contingency strategies currently prepared.
• At the end of the project the supervisor must communicate the results and if effective must celebrate with the group.

Budget plan

The M-net program exposed engaging analysis about the high and low growth prospective areas and how much advertising spending plan need to be designated appropriately. This modification the budget allocation of many managers and different nations were unhappy 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 receiving 45%. Whereas, China and Europe must be getting 42% however were rather offered 31%. It actually helped to relatively disperse the resources and record more clients by investing more on ads on the high development potential areas of the world.


Lott Industries The Ceo Fights For Survival Case Study Analysis is a leading 25 company on the planet now and prepares to get ahead of Sony who sits currently at no. 20. Its continuous financial investment in R&D and ingenious practices have actually moved them to new heights but for them its' only the start and they wish to be amongst the leading 3 brand names in the world. They completely turnaround from nearly declaring bankruptcy during the Asian Financial Crisis to a world distinguished brand name, understood for quality and innovation. Their worth chain and their core competency their production capability, along-with global brand name image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With additional growth in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts should be directed towards more youthful group amid the internal arguments about marketing and need to develop Customer Lifetime Value as it will not only provide advantages now but will continue to gain it till the client life time. As the expense of keeping the consumer is more affordable than bring in a new one.