Lufthansa 2012 Harvard Case Study Help

Home >> Hrm >> Lufthansa 2012

Lufthansa 2012 Case Study Solution and Analysis


Lufthansa 2012 Case Study Help is a well-known international brand in innovation industry, established in 1938 by Lee Byung Chul, in South Korea. Lufthansa 2012 deals in a great deal of product classifications including Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the company's core clients include the Original Equipment Manufacturers (OEMs), which utilized to offer Corp items withtheir own brand. Till early 1990s, the core competency of Business depend on its low rate offerings than its competitors by making existing products at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who used to sell Lufthansa 2012 Case Study Solution products with their own trademark name. Enterprise was not simply understood outside Korea. There were also no or little interest in constructing the trademark name globally. Marketing budget plan was managed by production department with a prime focus on offering cheap products.During the 1997 Asian Financial Crisis the company practically got bankrupt, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the top 25 most valuable company in the world. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even noted. He rearranged Corporation as a worldwide brand name and informed his divisional supervisors to understand marketing and its importance. Now their goal is to reach the top 10 by 2005.

Issue Declaration

Organization's shift from an item based to a marketing company is not going as efficiently as planned.Overcoming the unwillingness of divisional managers to integrate marketing successfully is still a major obstacle. Developing a consistent brand identity throughout the whole world and employing marketing techniques that finest fits the local culture is no simple task. The M-net program analysis have been actually handy in determining the high and less potential growth areas, but allowance of resources accordingly is not well received among the managers. There is no consensus among the hierarchy concerning the best matched future technique.
Executive Summary
Situational Analysis

Lufthansa 2012 Case Study Analysis efforts for developing its brand name throughout the world was begun after introducing the "new management initiative" by Chairman Lee in 1993. The objective was to transform Business from a low-cost OEM to a high value-added product supplier. To make the vision of Enterprise a truth, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a quite clear image in his mind about how Venture can transform from a low end to a high end product provider. He knew that transformation can just be done through placing Enterprise as a company using high-end items and this could just be done through high level of marketing.

In spite of having a clear vision about how to develop Organization brand name, with a prospective assistance of its executives, Yun dealt with numerous marketing obstacles in early years of its efforts.

One of the marketing challenges for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as exact same tools and believed that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the current marketing requirement was too much high, the space was too wider and to fill this space with incorrect understandings about marketing was quite tough for Yun.

Along with it the product range of the company was increasing with the ripening of new item concepts by the R&D sector of Organization. Yun had an obstacle to carry out marketing preparation and to produce marketing budget plans for existing as well as for brand-new products from the very beginning, and this would take a huge time.

A huge shift would be needed in current marketing expenditures to construct the Lufthansa 2012 Case Study Solution brand. This would result in increased marketing expenses for Enterprise and might interrupt the administration concerning increased expenditures, as they were reluctant to marketing expenses formerly and an abrupt huge shiftwould make them disrupt. This might result in decreasing executive assistance for global marketing. In this scenario, Yun faces an obstacle for justifying increased marketing costs by demonstrating the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Corporation strengths depend on its substantial product portfolio. Venture has biggest variety of patents in the industry with total variety of 15499 patents given in United States( USP). Large amount of R&D costs has actually enabled the business to grow its item portfolio at a greater rate than its rivals. Lufthansa 2012 Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total revenues.

Another strength of Lufthansa 2012 Case Study Analysis is its capability to develop innovative products at a constant rate. It significant shows for the development and item designing of Corp is that the business has received a lot of awards for its innovation and item design.

Unlike Apple and other competitors, Enterprise is focused on producing gadgets which can be quickly integrated with any type of open source Os (OS) and software application. This provides Corporation an edge over Apple devices.
Porter's 5 Forces Analysis
Corp's capability to produce high-end items at low expense of production is likewise among the major strength of Enterprise as it enables the business to capture more market by offering quality products with cost control.


Corp's weaknesses are concealed in the company's dependence on outsourcing software application for its gadgets due to business's failure in establishing software application, unlike Sony. Lufthansa 2012 Case Study Help likewise has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Business with a much lesser distinction in quality.


Opportunities for Lufthansa 2012 Case Study Help lie in the growing Smartphone market and the company's efficiency in the market. Organization presently runs in about 80 nations and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic industry environment of innovation market present an extreme hazard on Company's survival and require the company to invest much of its profits share on R&D in order to survive in the long run. The marketplace saturation in developed nations i.e. saturation of mobile company is likewise a huge danger for the company's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Lufthansa 2012 Case Study Analysis offers quality items and has a rather rich portfolio which caters to different sectors. Most of the items remain in the leading 3 of their respective markets. LCD and cellphones are the greatest items of Enterprise, whereas DRAM is also not far behind in comparison of them. Following is the product line of Enterprise:

• Laptops.
• Mobile phones.
• Air conditioning unit.
• Personal computers.
• Hard disk drives.
• Washing machines.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Lufthansa 2012 Case Study Help uses both market competitive and market skimming pricing techniques for its variety of products. In competitive pricing it changes the rate according to the competition in order to get advantage, whereas, it uses market skimming technique where the product has an included worth 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 distributors, E commerce channels like Amazon etc. All its items are timely supplied to the selling place/ provided to the clients straight in case of online order.

Vrio Analysis
It wasn't a widely known business outside of Korea until 1993. But the management effort taken by their CEO has pressed them to market more effectively outside the borders and now it has gone into the league of leading 25 business in the world in just 9 years. This is an impressive achievement regardless of the ongoing arguments among the supervisors about embracing marketing practices. It uses both offline & online channels of promotion to market their products. Paid item advertisements, social promo and digital advertisements are uses to develop awareness about Corp products.

Value Chain Analysis.

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

Inbound Logistics.

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


Corporation's core competency is its mass producing it produces 90% of its products internal. Divided into three various divisions its operations are namely IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is maintaining operation centers worldwide to even more add value to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is among the main reasons Lufthansa 2012 Case Study Help has the ability to take on Apple. Business's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Organization.

Marketing and Sales.

Drawing in target client attention towards the item is done through marketing and sales to interact with them the value and competitive advantage the product provides. Lufthansa 2012 Case Study Help marketing spending plan is continuously rising considering that they began their rearranging globally and will continue to do so as they are constantly looking to invest and expand in high prospective growth markets. The spending plan is spent on occasions, print and media ads, public relations and so on.

Company Service. Org put their customers at the top and continuously make every effort to deliver unmatchable customer service requirements. As after sales service is ending up being extremely crucial to keep consumers pleased and engaged, they even conduct surveys through 3rd parties to find out their customer's feedback and execute it in the positive way to lower or if possible completely eliminate their consumer issues. By including a direct support line to contact them 24 hours they have further increased the included value of Lufthansa 2012 Case Study Help service.


Lufthansa 2012 Case Study Help has diversified market division, based upon its provision of wide range of products to a great deal of customers. Company target consumer sections can be divided into 3 classifications i.e. Lufthansa 2012 Case Study Analysis IT and Mobile Communications, Corp Consumer Electronic Devices and Org Device options.


Lufthansa 2012 Case Study Solution geographical segmentation is based upon 2 criteria i.e. region and density. Venture serves about 80 nations worldwide with its items offered to Urban along with Backwoods of the country. The Enterprise is likewise growing its global existence and the business's flexibility in finding its plants encourages international expansion of Org.


The group segmentation of Lufthansa 2012 Case Study Solution is based upon gender, age, life-cycle phase and occupation. Org produces products that can be utilized by both males and females. The target consumers for Company IT and mobile communication items have an age variety of 18-65 with bulk at a young or freshly wed life process stage. They are mostly students, specialists and staff members. Apart from it, Organization Consumer Electronics are targeted to a customer section with an age range of 25-65. They are primarily professionals and staff members. However Lufthansa 2012 Case Study Help Gadget Solutions are targeted at students, workers and experts with an age variety of 25-65.


The psychographic segmentation of Lufthansa 2012 Case Study Solution s based upon the social class and the lifestyle of the customer. Company target consumers on the basis of social class are generally upper middle, middle and working class customers, as Corp sell items like cellular phone not much cheaper i.e. Motorola in addition to not much pricey i.e. Apple. It provides quality items to middle level consumers at a somewhat high cost than others targeting the same sector.


Lufthansa 2012 Case Study Solution bulk target consumers have special behavioural qualities. It has customers with an enthusiastic, trendy and identified character with moderate level of commitment towards the brand name. Its customers have some degree of shift towards other renowned brands i.e. Apple. Most of Company clients desire quality in addition to cost control. Because of its moderate prices with an extent of quality, they are drawn in towards Org.

Quantitative analysis.

Sales of Business has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit 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 Corp with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Since of the high overhead cost, revenues/ sales are increasing however net revenue is not increasing appropriately. New growths and employing's were the primary reason of the boost in the overhead costs, with china presently not offering any profit to Org, however there is a lot capacity in the present market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this choice is based upon the mission of Kim to target the younger audience and develop a worldwide brand picture of the company. Whereas, the core strength of the company is presently producing but long gone are those days when good items were selling themselves. In the current age marketing is very crucial and companies can not succeed without it. Kim has currently started to enhance the marketing activities of Enterprise and very soon it will turn into one of its core strength like making if not much better.



Organization runs styles, produces and sell a vast portfolio of customer electronics. It operates in an exceptionally competitive environment and has actually effectively placed itself as the maker of quality items. The response is yes.


As, stated previously that Lufthansa 2012 Case Study Analysis runs in a highly competitive environment, which suggests all the business have comparable items. The answer for rarity is no.


Due to the nature of the industry, it is very easy for rivals to understand the performance of the products and easily make their own models. Yes, Corporation is only behind IBM in signing up brand-new patents yearly, but the benefit is extremely short term in this industry.


Chairman Lee has completely turn-around Organization, from going almost insolvent during the Asian monetary crisis of 1997 to the top 25 business on the planet. Certainly yes there is proper organization in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread almost in every country worldwide, bulk of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. Nevertheless, it deals with some political pressures in less developed nations where law and order scenario is not good. Latin American, African and some Asian countries fall in this category, where political instability do have an effect on Lufthansa 2012 Case Study Solution operations.


Purchasing power of consumers is essential for companies like Corporation to prosper and grow. Emerging markets like India, middle-eastern countries and so on supply development chances, whereas, due to recession even the consumers of industrialized countries suffer severely. Thus it is extremely essential for the business to watch on the ongoing economic scenario of the country before going into the marketplace.


Multinational companies need to deal with different social and cultural concerns throughout its operations in a foreign country. Company has also faced numerous concerns however have actually adopted to the local environments of the majority of the countries extremely well. It has customized its products, practices, policies and so on appropriately in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with continuous innovative product launches, Lufthansa 2012 Case Study Help is among the leading ingenious business of the world. With a clear objective to be ahead of the rest when it concerns technological improvements, Business has actually risen to the no 25 of the leading effective companies of the world.


Each country has their own laws and policies, being an international company Company have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal consequences. So, it needs to study or hire a local law specialist before starting its operations in a specific nation.


With the increasing awareness among consumers about the environmental & ethical offenses of companies, Org has to guarantee that it follows all the security guidelines. Ecological damages, ethical misbehaviors are not acceptable and in some nations the consequences can be extremely severe. On the other hand it has to do some Corporate Social Responsibility practices to show the residents that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Replacement

Risk of substitution for Corp's each item category is rather substantial. Running in an extremely dynamic market lead the business to face a high danger of replacement. Aspects for high risk of alternative for Lufthansa 2012 Case Study Help Smart device include the presence of high variety of suppliers and Market saturation in developed countries, that make the cost of switching for customers nearly no. Alternative risks for Organization visual display screen depend on the changing life style of customers. Customers can change to seeing visuals in the house towards outside activities. In addition to it, Corp printing services products are threatened by the increasing destination of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Company and its close competitors is extreme. The major factor behind this is the method of market saturation in numerous number of product classifications, requiring Corporation to introduce more ingenious features in existing products and new innovative products to maintain its development. The major competitors for Lufthansa 2012 Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Lufthansa 2012 Case Study Solution has a large supply chain consisting of about 2700 suppliers across the world.( Org Sustainability Report, 2016) Supplier's bargaining power for Org is low as Enterprise runs economies of scale and its orders are of prospective size and worth. These substantial orders allow Company to negotiate prices with its suppliers. Nevertheless, due to incapability of Lufthansa 2012 Case Study Analysis to develop its own software application, it needs to outsource its software application development to Google, which ends up being a possible supplier of software application for Organization, leading to high bargaining power of Google. Although, in the majority of cases Corp has a power to negotiate rates, however it supply substantial prices to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Market saturation in many of the item categories also make the bargaining power of buyers more extreme in for Business. In spite of igh bargaining power Enterprise is quite capable of selling its products at a higher rate than much of its rivals, due to high end quality item and a reasonable brand name image.

Hazard of New Entrants:

Risk of new entrants for Lufthansa 2012 Case Study Help is rather low. Along with it, requirement of substantial competence and research and advancement expenses for survival in the industry likewise make new entrants hesitant to enter in the market. Market saturation is also one of the barrier of entry in technology industry.

Competitive Analysis

Company's high product diversity supplies it distinction from its competitors. It is among the 3 top brand names by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Company had a huge R&D costs on all of its product categories which make it possible for the business to earn prospective revenue from sales of almost all of its products. (See Exhibition) However, due to the large product range the company faces high number of competitors.

The business ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in terms of international market share, amongst 8 various product categories. Organization was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Org profits from chips was less than Intel but its incomes from chips was growing quicker than Intel and has actually grown near to the income levels of Intel, as given up the case Display 2.

In addition to the chips Business mobile market was also thriving at a high rate than its rivals i.e. Motorola and Nokia. Enterprise's mobile phone's sales development was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales growth. The major reson behind Corporation's high development despite of greater prices than Nokia and Motorola was the company's high-end quality cellular phone.

Corporation was also profiting from increasing market share of luxury LCDs as given in case Exhibition 3. The significant factor, making the company make it possible for to avail the chance is its mass production at low cost. Sony was the most significant competitor for Lufthansa 2012 Case Study Help in LCD market, however, it had actually also started joint endeavor with Enterprise in 2003 for LCD making, minimizing the competitors for Company.

Porter's Competitive Strategy

Low Expense Management technique of porter is completely executed by Org the method they attain economies of scale by reinforcing their core competencies of manufacturing. They constantly bring something brand-new and ingenious whether it's an item or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Lufthansa 2012 Case Study Analysis would develop a new brand image by targeting the more youthful generation of the particular country. As, especially smart phones of Venture are incredibly popular among the younger group.


1. It is the very best method to construct Consumer Life time Worth (CLV) by developing a long-lasting relationship with consumers. Construct loyalty through delivering worth and profit for long-lasting, as research study has actually showed it is much cheaper to maintain present clients than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker among younger individuals and which in turn will generate brand-new consumers for my items.


1. Old consumers who were connected with Venture before might not like this new image the business is attempting to represent.
2 It will sustain additional expenses to reposition some items and it might not even bring success as the trends change really rapidly among the younger market.

Alternative service 2.

Company has actually made producing its core proficiency for the most part of their business and due to which its supervisors are not scared to totally get out of their convenience zone. It would be done by arranging training workshops during which importance of marketing will be taught and numbers will be given. Failure to get the passing scores will get benched. Marketing environment ought to be developed internally first as real marketing begins inside the corporation.


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


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

Identify the very best alternative

Option is the best as it clearly has more pros due to the fact that once a Customer Lifetime Worth is built the business will profit from it till that customer is alive and has purchasing power. Plus, our target clients are the more youthful generation which are bound to live longer than the current old age people. Nonetheless, Org's main goal is to produce commitment amongst its consumers and make them repurchase it from them and even purchase their various products as well.

Implementation Plan

• Targeting more youthful generation through social marketing, producing a relate to them like Pepsi do with music. And set the expectations practical and achievable.
• A team consisting of finest marketing and sales specialists need to be assemble, and both views need to be considered before protecting the resources needed to execute the plan.
• Thorough communication of the plan ought to be done as it is extremely crucial for everybody to be on the exact same page to make it work.
• Jobs and timelines ought to be develop and communicated accordingly to each individual accountable.
• The manager must use a control panel which reveals the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager should keep track of and keep a consistent examine the overall and specific efficiency.
Due to the fact that any brand-new pattern or policy might come in due to which all the things currently planned have 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 campaign the supervisor need to communicate the results and if successful ought to celebrate with the group.

Budget plan

The M-net program revealed engaging analysis about the high and low growth possible areas and just how much marketing budget must be assigned appropriately. This change the budget allocation of different countries and lots of supervisors were dissatisfied and argued however the analysis done by the program was accurate and showed figures like North America and Russia development prospective warranted a 35% allocation while they were receiving 45%. Whereas, China and Europe must be getting 42% but were rather given 31%. It actually assisted to relatively disperse the resources and record more consumers by investing more on advertisements on the high growth potential areas of the world.

Its constant financial investment in R&D and innovative practices have propelled them to brand-new heights but for them its' only the start and they want to be among the leading 3 brand names in the world. Their marketing efforts should be directed towards more youthful group amidst the internal arguments about marketing and need to produce Client Life time Worth as it will not only give them benefits now however will continue to reap it till the customer life time. As the cost of retaining the customer is much more affordable than bring in a new one.