Louis Vuitton In Japan 2 Harvard Case Study Solution

Home >> Hrm >> Louis Vuitton In Japan 2

Louis Vuitton In Japan 2 Case Study Solution & Analysis


Historically, the company's core clients consist of the Original Devices Manufacturers (OEMs), which utilized to sell Louis Vuitton In Japan 2 Case Study Help items withtheir own brand name. Its consumer circle includes Original Equipment Manufacturers (OEMs), who utilized to sell Samsung items with their own brand name. He repositioned Samsung as a global brand and informed his divisional supervisors to comprehend marketing and its importance.

Issue Declaration

Samsung's transition from a product based to a marketing business is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to include marketing successfully is still a significant challenge. Producing a constant brand name identity across the whole world and utilizing marketing strategies that finest fits the regional culture is no simple job.

Situational Analysis

Louis Vuitton In Japan 2 Case Study Help efforts for building its brand name across the world was started after introducing the "new management effort" by Chairman Lee in 1993. The objective was to change Samsung from a low-cost OEM to a high value-added item company. To make the vision of Samsung a reality, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Samsung can change from a low end to a high-end item provider. He understood that transformation can only be done through placing Samsung as a business offering high-end items and this could only be done through high level of marketing.

In spite of having a clear vision about how to construct Samsung brand, with a prospective support 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 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 quite low in their previous service practices, and the existing marketing requirement was too much high, the space was too larger and to fill this space with incorrect perceptions about marketing was quite challenging for Yun.

As stated above, marketing focus was extremely low in previous practices, therefore there were no appropriate marketing spending plans for each of the item on the portfolio. There was no marketing planning done for the existing products. In addition to it the item range of the business was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing planning and to develop marketing spending plans for existing as well as for brand-new items from the very beginning, and this would take a big time.

A huge shift would be needed in present marketing expenses to build the Samsung brand name. This would result in increased marketing expenses for Samsung and might disrupt the administration concerning increased expenditures, as they were hesitant to marketing expenses formerly and an abrupt big shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Louis Vuitton In Japan 2 Case Study Analysis strengths lie in its big item portfolio. Samsung has biggest number of patents in the industry with total number of 15499 patents given in United States( USP).

Another strength of Louis Vuitton In Japan 2 Case Study Solution is its ability to establish innovative products at a constant rate. It major proves for the development and item creating of Samsung is that the business has received a lot of awards for its development and item style.

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

Samsung's capability to produce high-end items at low expense of production is also one of the major strength of Samsung as it enables the business to catch more market by offering quality products with cost control.


Louis Vuitton In Japan 2 Case Study Solution weak points are hidden in the company's reliance on outsourcing software application for its devices due to company's failure in establishing software application, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to substantial distinction in the costs of Apple and Samsung with a much lesser distinction in quality. The varied focus of the company due to large number of items in its portfolio, lead to the less effective production and make the business unable to charge greater prices like Apple. The company is likewise ineffective in handling its patents and regularly faces the issue of patent infraction.


Opportunities for Samsung lie in the growing Smartphone market and the business's performance in the market. It can increase its market share and incomes from cellular phone as the company is quite effective in cell phone market. Samsung currently runs in about 80 countries and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would enable the business to increase its item portfolio with an increase in its wealth.


The dynamic industry environment of technology industry pose a serious threat on Samsung's survival and force the company to spend much of its earnings share on R&D in order to survive in the long run. The marketplace saturation in developed nations i.e. saturation of mobile business is also a huge hazard for the business's development in the presence of strong rivals like Apple.

4 P's of Marketing


Louis Vuitton In Japan 2 Case Study Solution offers quality products and has a quite rich portfolio which deals with different sections. The majority of the products remain in the leading 3 of their respective industries. LCD and smart phones are the greatest items of Samsung, whereas DRAM is also not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Mobile phones.
• A/c unit.
• Computer.
• Hard disks.
• Washer.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Louis Vuitton In Japan 2 Case Study Help uses both market competitive and market skimming pricing techniques for its variety of products. In competitive prices it adjusts the cost according to the competitors in order to acquire advantage, whereas, it uses market skimming technique where the item has an included value and by selling a couple of items it can reach break-even.


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


It uses both offline & online channels of promo to market their items. Paid item advertisements, social promotion 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 value or competitive advantage for the business.

Inbound Logistics.

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


Samsung's core proficiency is its mass producing it produces 90% of its products in-house. Divided into 3 various divisions its operations are particularly IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is one of the primary factors Louis Vuitton In Japan 2 Case Study Analysis is able to compete with 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.

Bring in target consumer attention towards the item is done through marketing and sales to communicate with them the value and competitive benefit the product uses. Louis Vuitton In Japan 2 Case Study Help marketing spending plan is constantly growing because they began their repositioning globally and will continue to do so as they are continuously aiming to invest and broaden in high potential development markets. The budget plan is spent on events, print and media ads, public relations and so on.

Samsung Service. Samsung put their clients on top and constantly make every effort to deliver unmatchable customer support standards. As after sales service is ending up being very crucial to keep clients pleased and engaged, they even carry out surveys through 3rd parties to discover their consumer's feedback and implement it in the positive way to reduce or if possible completely remove their client issues. By including a direct assistance line to call them 24 hours they have actually further increased the added value of Louis Vuitton In Japan 2 Case Study Analysis service.


Louis Vuitton In Japan 2 Case Study Solution has diversified market segmentation, based upon its provision of wide variety of products to large number of customers. Samsung target consumer sections can be divided into 3 categories i.e. Louis Vuitton In Japan 2 Case Study Solution IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget services.


Louis Vuitton In Japan 2 Case Study Analysis geographical division is based upon 2 criteria i.e. region and density. Samsung serves about 80 countries worldwide with its products supplied to Urban as well as Rural areas of the nation. The Samsung is also growing its international presence and the business's flexibility in locating its plants motivates international growth of Samsung.


The market division of Louis Vuitton In Japan 2 Case Study Solution is based upon gender, age, life-cycle phase and profession. Samsung produces items that can be used by both males and females. The target clients for Samsung IT and mobile communication products have an age range of 18-65 with majority at a young or freshly married life cycle stage. They are mainly trainees, experts and staff members. Apart from it, Samsung Customer Electronic devices are targeted to a customer segment with an age variety of 25-65. They are mainly professionals and employees. Samsung Device Solutions are targeted at students, workers and professionals with an age range of 25-65.


The psychographic division of Louis Vuitton In Japan 2 Case Study Solution s based upon the social class and the life style of the customer. Samsung target consumers on the basis of social class are mainly upper middle, middle and working class customers, as Samsung sell products like cell phones not much cheaper i.e. Motorola as well as very little expensive i.e. Apple. It offers quality products to middle level customers at a slightly high price than others targeting the very same section.


Louis Vuitton In Japan 2 Case Study Help majority target customers have distinct behavioural attributes. They are attracted towards Samsung because of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Louis Vuitton In Japan 2 Case Study Help has actually increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue 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.

Yes, this choice is based upon the mission of Kim to target the more youthful audience and produce an international brand name image of the business. Whereas, the core strength of the business is currently making however long gone are those days when good items were selling themselves. In the current age marketing is really important and companies can not prosper without it. Kim has actually currently begun to enhance the marketing activities of Samsung and very soon it will become one of its core strength like producing if not much better.



Samsung runs designs, produces and sell a huge portfolio of consumer electronic devices. It operates in a very competitive environment and has actually effectively placed itself as the maker of quality items. The response is yes.


As, said earlier that Louis Vuitton In Japan 2 Case Study Analysis operates in an extremely competitive environment, which means all the business have similar items. So, the response for rarity is no.


Due to the nature of the industry, it is really simple for competitors to understand the performance of the items and easily make their own designs. Yes, Samsung is just behind IBM in signing up brand-new patents every year, however the advantage is very short-term in this market.


Chairman Lee has completely turnaround Samsung, from going practically insolvent throughout the Asian monetary crisis of 1997 to the leading 25 company worldwide. Definitely yes there appertains organization in the business and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand spread almost in every country worldwide, bulk of the environments like U.S.A., Europe, China and so on, are really conductive for its operations. However, it deals with some political pressures in less industrialized nations where law and order situation is not good. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Louis Vuitton In Japan 2 Case Study Solution operations.


Buying power of consumers is vital for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern nations and so on provide development opportunities, whereas, due to recession even the clients of industrialized nations suffer badly. For this reason it is very crucial for the company to keep an eye on the ongoing economic situation of the country before entering the marketplace.


International business have to face numerous social and cultural concerns during its operations in a foreign country. Samsung has likewise dealt with lots of issues however have embraced to the local environments of the majority of the nations remarkably well. It has actually customized its items, practices, policies etc. accordingly in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with consistent innovative item launches, Louis Vuitton In Japan 2 Case Study Help is one of the leading innovative business of the world. With a clear mission to be ahead of the rest when it comes to technological improvements, Samsung has actually risen to the no 25 of the top successful business of the world.


Each nation 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 major legal effects. It has to study or work with a local law expert before beginning its operations in a specific country.


With the increasing awareness amongst customers about the environmental & ethical offenses of business, Samsung has to ensure that it follows all the security guidelines. Ecological damages, ethical misbehaviors are not acceptable and in some nations the repercussions can be extremely extreme. On the other hand it needs to do some Business Social Responsibility practices to show the residents that it cares about their environment and individuals.

Porter's 5 Forces

Threat of Alternative

Danger of substitution for Samsung's each item category is rather substantial. Aspects for high threat of substitution for Louis Vuitton In Japan 2 Case Study Solution Smart device include the existence of high number of suppliers and Market saturation in industrialized countries, which make the cost of switching for consumers practically zero. Along with it, Samsung printing options products are threatened by the increasing attraction of consumers towards cloud storage.

Competition Among Existing Companies:

The rivaly among Samsung and its close rivals is intense. The significant reason behind this is the method of market saturation in various number of item categories, requiring Samsung to present more ingenious functions in existing products and brand-new innovative products to maintain its development. The significant rivals for Louis Vuitton In Japan 2 Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Louis Vuitton In Japan 2 Case Study Solution 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 substantial orders enable Samsung to negotiate costs with its suppliers. However, due to incapability of Louis Vuitton In Japan 2 Case Study Analysis to construct its own software application, it has to outsource its software development to Google, which ends up being a prospective provider of software for Samsung, resulting in high bargaining power of Google. In most of Louis Vuitton In Japan 2 Case Study Solution has a power to work out rates, however it offer substantial rates to its suppliers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Market saturation in many of the product categories likewise make the bargaining power of buyers more intense in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its products at a greater cost than much of its rivals, due to high end quality item and a fair brand image.

Risk of New Entrants:

Risk of brand-new entrants for Samsung is quite low. Among the major aspect for low danger of brand-new entrants is the high competitors in the industry. The requirement of huge quantity of capital to enter in the marketplace is likewise one of the potential barrier to entry. Along with it, requirement of big know-how and research and advancement expenditures for survival in the market also make new entrants unwilling to enter in the market. Market saturation is also among the barrier of entry in innovation market. High bargaining power of suppliers require the gamers in the industry to charge as low rates as possible and this can only be attained by production performance. New firms, in majority cases, lack the production efficiency, for this reason increasing the risks for entrance in the innovation industry.

Competitive Analysis

Samsung's high product diversity offers it differentiation from its competitors. It is among the 3 top brands by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Samsung had a big R&D costs on all of its item categories which make it possible for the company to earn possible revenue from sales of almost all of its items. (See Exhibition) Nevertheless, due to the large product variety the business deals with high number of competitors.

The company ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of global market share, among 8 different item categories. Samsung was the global leader in making DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its revenues from chips was growing faster than Intel and has actually grown near the profits levels of Intel, as given in the case Exhibit 2.

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

Samsung was also profiting from increasing market share of luxury LCDs as given in case Display 3. The major reason, making the company allow to obtain the chance is its mass production at low expense. Sony was the biggest rival for Louis Vuitton In Japan 2 Case Study Analysis in LCD market, however, it had actually also started joint venture with Samsung in 2003 for LCD manufacturing, minimizing the competitors for Samsung.

Porter's Competitive Technique

Low Cost Management method of porter is completely executed by Samsung the method they attain economies of scale by reinforcing their core proficiencies of manufacturing. They always bring something ingenious and new whether it's a product or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Louis Vuitton In Japan 2 Case Study Analysis would create a new brand image by targeting the younger generation of the particular country. As, especially smart phones of Samsung are very popular amongst the more youthful market.


1. It is the very best method to build Client Life time Worth (CLV) by developing a long-lasting relationship with clients. Construct commitment through providing worth and profit for long-lasting, as research study has actually showed it is much cheaper to keep existing customers than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst younger people and which in turn will bring in new clients for my products.


1. Old clients who were associated with Samsung before may not like this brand-new image the business is attempting to depict.
2 It will incur more expenses to reposition some items and it may not even bring success as the patterns change very rapidly among the younger group.

Alternative service 2.

It would be done by arranging training workshops during which significance of marketing will be taught and numbers will be provided. Marketing environment need to be produced internally initially as real marketing starts inside the corporation.


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


2. Its con can produce an extremely unhealthy environment in the workplace, as individuals typically withstand change due to the fact that they fear it.

Determine the very best option

Alternative is the best as it clearly has more pros because when a Consumer Life time Value is developed the business will benefit from it till that customer is alive and has buying power. Plus, our target consumers are the more youthful generation which are bound to live longer than the current old age individuals. Samsung's primary goal is to create loyalty among its clients and make them bought it from them and even buy their different products.

Implementation Strategy

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi make with music. And set the expectations reasonable and achievable.
• A team including finest marketing and sales professionals ought to be put together, and both views ought to be taken into account prior to protecting the resources needed to implement the strategy.
• Thorough communication of the plan should be done as it is very important for everybody to be on the exact same page to make it work.
• Tasks and timelines must be build and interacted accordingly to each person responsible.
• The manager need to utilize a control panel which shows the progress of all the jobs which have been done or about to be done and by whom.
• The supervisor must keep an eye on and keep a continuous look at the specific and total performance.
Due to the fact that any brand-new pattern or policy may come in due to which all the things currently planned have actually to be changed, • Everybody should be prepared to adapt midway. It's better to have contingency plans already prepared.
• At the end of the project the supervisor should communicate the results and if successful need to commemorate with the team.


The M-net program revealed engaging analysis about the high and low development potential locations and just how much marketing spending plan must be assigned accordingly. This modification the budget allotment of lots of supervisors and different nations were dissatisfied and argued however the analysis done by the program was precise and revealed figures like The United States and Canada and Russia growth possible merited a 35% allocation while they were receiving 45%. Whereas, China and Europe should be getting 42% but were rather given 31%. It actually assisted to fairly disperse the resources and record more consumers by spending more on ads on the high growth potential regions of the world.


Louis Vuitton In Japan 2 Case Study Solution is a top 25 business in the world now and plans to get ahead of Sony who sits presently at no. 20. Its continuous financial investment in R&D and innovative practices have propelled them to brand-new heights however for them its' just the start and they wish to be among the leading 3 brand names in the world. They entirely turnaround from practically declaring bankruptcy during the Asian Financial Crisis to a world popular brand name, known for quality and innovation. Their value chain and their core competency their manufacturing capability, along-with global brand image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further growth in China and other emerging markets those numbers will only increase even more in the future. Their marketing efforts must be directed towards younger group amidst the internal arguments about marketing and need to produce Client Lifetime Value as it will not only give them benefits now but will continue to reap it till the client lifetime. As the cost of maintaining the consumer is much cheaper than bring in a new one.