Lufthansa 2012 Harvard Case Study Analysis

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Lufthansa 2012 Case Study Solution & Analysis


Lufthansa 2012 Case Study Solution is a widely known worldwide brand name in technology market, established in 1938 by Lee Byung Chul, in South Korea. Lufthansa 2012 handle a great deal of product classifications including Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the business's core consumers consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Corp items withtheir own brand name. Till early 1990s, the core competency of Venture lie in its low price offerings than its competitors by producing existing products at economies of scale. Its consumer circle consists of Original Equipment Manufacturers (OEMs), who utilized to offer Lufthansa 2012 Case Study Help items with their own brand name. Business was not simply known outside Korea. There were likewise no or little interest in developing the brand worldwide. Marketing spending plan was controlled by production department with a focal point on providing cheap products.During the 1997 Asian Financial Crisis the business nearly got insolvent, however with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was noted the top 25 most important business on the planet. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even noted. He repositioned Venture as an international brand name and informed his divisional managers to comprehend marketing and its value. Now their objective is to reach the top 10 by 2005.

Problem Statement

Venture's transition from an item based to a marketing company is not going as efficiently as planned.Overcoming the unwillingness of divisional managers to integrate marketing efficiently is still a major challenge. Creating a constant brand name identity throughout the entire world and utilizing marketing techniques that finest fits the regional culture is no easy job. The M-net program analysis have been truly practical in identifying the high and less prospective growth locations, however allotment of resources appropriately is not well received among the managers. There is no agreement amongst the hierarchy concerning the very best matched future strategy.
Executive Summary
Situational Analysis

Lufthansa 2012 Case Study Solution efforts for constructing its brand across the world was started after presenting the "brand-new management effort" by Chairman Lee in 1993. The goal was to change Venture from an inexpensive 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 rather clear picture in his mind about how Company can transform from a low end to a luxury product service provider. He knew that improvement can just be done through placing Business as a company using high-end products and this might just be done through high level of marketing.

In spite of having a clear vision about how to construct Organization brand, with a possible support of its executives, Yun dealt with several marketing difficulties in early years of its efforts.

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

As specified above, marketing focus was extremely low in previous practices, for that reason there were no correct marketing budget plans for each of the product on the portfolio. There was no marketing planning done for the existing items. Along with it the item series of the business was increasing with the ripening of new product ideas by the R&D sector of Corporation. Yun had an obstacle to perform marketing planning and to develop marketing spending plans for existing in addition to for new products from the very beginning, and this would take a substantial time.

A big shift would be needed in present marketing expenditures to construct the Lufthansa 2012 Case Study Solution brand name. This would result in increased marketing expenses for Company and could interrupt the administration relating to increased costs, as they hesitated to marketing expenses previously and a sudden huge shiftwould make them disturb. This might result in declining executive support for global marketing. In this circumstance, Yun faces an obstacle for justifying increased marketing costs by showing the long term value of big marketing expenses.

Internal Analysis
SWOT Analysis

Org strengths lie in its huge product portfolio. Company has largest variety of patents in the industry with total variety of 15499 patents granted in United States( USP). Big amount of R&D spending has actually enabled the company to grow its product portfolio at a higher rate than its rivals. Lufthansa 2012 Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall earnings.

Another strength of Lufthansa 2012 Case Study Solution is its ability to develop innovative products at a continuous rate. It major proves for the innovation and item creating of Corporation is that the business has actually gotten many awards for its innovation and product design.

Unlike Apple and other competitors, Corp is concentrated on producing gadgets which can be quickly integrated with any kind of open source Os (OS) and software. This offers Company an edge over Apple devices.
Porter's 5 Forces Analysis
Corp's ability to produce high-end items at low cost of production is likewise among the major strength of Corp as it makes it possible for the company to record more market by providing quality products with expense control.

Weak points

Enterprise's 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. Lufthansa 2012 Case Study Solution likewise has low earnings margins as compare to Apple due to huge distinction in the costs of Apple and Organization with a much lesser difference in quality.


Opportunities for Company depend on the growing Smart device market and the company's effectiveness in the market. It can increase its market share and profits from cellular phone as the company is rather effective in cellular phone market. Corporation presently runs in about 80 nations and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Corp can move towards acquisitions to get patents. It would make it possible for the business to increase its item portfolio with an increase in its wealth.


The dynamic market environment of innovation market pose a serious danger on Corp's survival and force the business to invest much of its incomes share on R&D in order to endure in the long run. The marketplace saturation in developed countries i.e. saturation of mobile business is likewise a huge risk for the business's development in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Lufthansa 2012 Case Study Solution provides quality products and has a quite rich portfolio which caters to various sectors. The majority of the products are in the top three of their respective industries. LCD and mobile phones are the biggest items of Enterprise, whereas DRAM is likewise not far behind in contrast of them. Following is the line of product of Corp:

• Laptops.
• Mobile phones.
• Air conditioner.
• Desktop computer.
• Hard disk drives.
• Washing machines.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Lufthansa 2012 Case Study Analysis uses both market competitive and market skimming pricing techniques for its variety of items. In competitive prices it adjusts the price according to the competition in order to acquire advantage, whereas, it utilizes market skimming strategy where the product has actually an added worth and by selling a few products it can reach break-even.


It has among the best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon and so on. All its items are prompt supplied to the selling place/ delivered to the customers straight in case of online order.

Vrio Analysis
It utilizes both offline & online channels of promotion to market their items. Paid product ads, social promotion and digital advertisements are utilizes to create awareness about Company products.

Value Chain Analysis.

It's an analytical framework for determining service activities that include value or competitive advantage for the company.

Incoming Logistics.

For its inbound logistics it owns different logistics companies as it subsidiaries. It looks after its suppliers and develops a harmonious relationship with them and even reduced their payment cycles to enhance this relationship further which adds value to their chain network.


Business's core proficiency is its mass making it produces 90% of its products in-house. Divided into three different divisions its operations are namely IT & Mobile Communications, Gadget Solutions and Consumer Electronic Devices. It is preserving operation centers worldwide to further add value to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the main reasons Lufthansa 2012 Case Study Solution is able to take on Apple. Company's own Electronic Logitec system plays a significant function in the outbound logistics operations. It even carries out the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Company.

Marketing and Sales.

Attracting target customer attention towards the item is done through marketing and sales to interact with them the value and competitive advantage the item uses. Lufthansa 2012 Case Study Solution marketing budget plan is continuously increasing considering that they began their rearranging worldwide and will continue to do so as they are continuously wanting to invest and expand in high possible development markets. The spending plan is spent on events, print and media advertisements, public relations etc.

Org Service. Venture put their clients at the top and constantly strive to provide unmatchable customer support requirements. As after sales service is ending up being very important to keep customers delighted and engaged, they even perform studies through 3rd parties to learn their client's feedback and implement it in the favorable method to minimize or if possible totally remove their consumer problems. By including a direct assistance line to contact them 24 hours they have further increased the added value of Lufthansa 2012 Case Study Solution service.


Lufthansa 2012 Case Study Help has diversified market division, based upon its provision of wide variety of products to large number of consumers. Business target customer sectors can be divided into 3 classifications i.e. Lufthansa 2012 Case Study Analysis IT and Mobile Communications, Org Customer Electronics and Corp Device options.


Lufthansa 2012 Case Study Analysis geographical division is based upon two criteria i.e. region and density. Corporation serves about 80 countries worldwide with its items offered to Urban in addition to Rural areas of the nation. The Business is likewise growing its global presence and the business's flexibility in finding its plants encourages global growth of Corp.


The market segmentation of Lufthansa 2012 Case Study Help is based upon gender, age, life-cycle stage and profession. Corporation produces products that can be utilized by both males and females. The target consumers for Business IT and mobile communication products have an age variety of 18-65 with majority at a young or freshly wed life cycle stage. They are mainly workers, experts and trainees. Apart from it, Business Customer Electronic devices are targeted to a consumer segment with an age series of 25-65. They are mostly specialists and workers. Nevertheless Lufthansa 2012 Case Study Solution Gadget Solutions are targeted at students, employees and experts with an age series of 25-65.


The psychographic segmentation of Lufthansa 2012 Case Study Help s based upon the social class and the life style of the customer. Business target consumers on the basis of social class are primarily upper middle, middle and working class consumers, as Org offer products like cell phones very little more affordable i.e. Motorola along with very little expensive i.e. Apple. It provides quality products to middle level customers at a slightly high cost than others targeting the very same section.


Lufthansa 2012 Case Study Analysis bulk target customers have unique behavioural qualities. It has consumers with an ambitious, fashionable and figured out personality with moderate level of loyalty towards the brand name. Its customers have some degree of shift towards other renowned brand names i.e. Apple. Most of Corp consumers want quality as well as expense control. They are drawn in towards Corp because of its moderate costs with a level of quality.

Quantitative analysis.

Sales of Lufthansa 2012 Case Study Solution has increased astonishingly 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 Enterprise 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 objective of Kim to target the more youthful audience and produce an international brand image of the company. Whereas, the core strength of the business is currently making but long gone are those days when great items were selling themselves. In the existing age marketing is really important and companies can not prosper without it. Kim has already started to strengthen the marketing activities of Enterprise and soon it will become one of its core strength like producing if not much better.



Company runs designs, manufactures and offer a vast portfolio of consumer electronics. It operates in an incredibly competitive environment and has effectively positioned itself as the maker of quality products. So, the response is yes.


As, said earlier that Lufthansa 2012 Case Study Analysis runs in an extremely competitive environment, which suggests all the companies have similar items. So, the answer for rarity is no.


Due to the nature of the industry, it is very simple for competitors to comprehend the functionality of the products and quickly make their own models. Yes, Business is only behind IBM in signing up brand-new patents every year, but the advantage is extremely short-term in this industry.


Chairman Lee has totally turn-around Corp, from going practically insolvent during the Asian monetary crisis of 1997 to the leading 25 company worldwide. Certainly yes there is proper company in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand 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 order circumstance is not good. Latin American, African and some Asian nations fall in this category, where political instability do have a result on Lufthansa 2012 Case Study Solution operations.


Buying power of clients is crucial for business like Business to grow and prosper. Emerging markets like India, middle-eastern countries and so on supply development chances, whereas, due to economic crisis even the consumers of developed countries suffer badly. It is very important for the company to keep an eye on the ongoing financial circumstance of the country before entering the market.


International companies have to deal with numerous social and cultural concerns throughout its operations in a foreign nation. Business has actually likewise dealt with lots of problems however have actually adopted to the regional environments of the majority of the nations exceptionally well. It has customized its items, practices, policies etc. accordingly in order to be successful.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with constant innovative item launches, Lufthansa 2012 Case Study Solution is among the top innovative companies of the world. With a clear objective to be ahead of the rest when it comes to technological developments, Business has increased to the no 25 of the top successful companies of the world.


Each nation has their own laws and policies, being an international business Venture have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal effects. It has to study or hire a regional law expert prior to starting its operations in a specific country.


With the increasing awareness amongst customers about the ethical & ecological offenses of companies, Organization has to ensure that it follows all the security guidelines. Ecological damages, ethical misbehaviors are not appropriate and in some nations the repercussions can be really extreme. On the other hand it needs to do some Corporate Social Responsibility practices to show the residents that it appreciates their environment and individuals.

Porter's Five Forces

Hazard of Alternative

Danger of substitution for Org's each item category is rather considerable. Factors for high hazard of substitution for Lufthansa 2012 Case Study Solution Smartphone include the presence of high number of providers and Market saturation in developed nations, which make the cost of switching for consumers almost absolutely no. Along with it, Organization printing options items are threatened by the increasing destination of customers towards cloud storage.

Competition Among Existing Firms:

The rivaly amongst Business and its close competitors is intense. The major reason behind this is the approach of market saturation in numerous number of item classifications, requiring Corp to introduce more ingenious features in existing products and brand-new ingenious items to preserve its development. The major competitors for Lufthansa 2012 Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Lufthansa 2012 Case Study Solution has a large supply chain including about 2700 providers across the world.( Corporation Sustainability Report, 2016) Provider's bargaining power for Company is low as Corporation runs economies of scale and its orders are of possible size and worth. These big orders enable Business to work out prices with its providers. However, due to incapability of Lufthansa 2012 Case Study Solution to build its own software, it has to outsource its software application development to Google, which ends up being a possible supplier of software application for Organization, resulting in high bargaining power of Google. Although, in the majority of cases Org has a power to negotiate rates, however it provide considerable costs to its suppliers to develop a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Market saturation in most of the item categories likewise make the bargaining power of buyers more extreme in for Business. In spite of igh bargaining power Corporation is quite capable of offering its items at a greater cost than much of its rivals, due to high end quality product and a reasonable brand image.

Risk of New Entrants:

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

Competitive Analysis

Business's high item diversity supplies it distinction from its rivals. It is one of the three top brand names by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product category with Sony concentrating on consumer electronic devices, Nokia on mobile phone and Intel on chips, Corp had a substantial R&D spending on all of its item categories which allow the business to earn possible earnings from sales of almost all of its products. (See Exhibition) However, due to the large item variety the business deals with high number of rivals.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in terms of global market share, among 8 different product classifications. Organization was the global leader in making DRAM, SRAM and NAND flash chips. Although, Corp profits from chips was less than Intel however its earnings from chips was growing faster than Intel and has actually grown near the profits levels of Intel, as given in the case Display 2.

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

Venture was also profiting from increasing market share of high-end LCDs as given in case Display 3. The major reason, making the company make it possible for to get the chance is its mass production at low expense. Sony was the greatest rival for Lufthansa 2012 Case Study Solution in LCD market, however, it had also started joint venture with Corporation in 2003 for LCD making, lessening the competitors for Venture.

Porter's Competitive Technique

Low Expense Leadership strategy of porter is completely carried out by Business the method they accomplish economies of scale by enhancing their core proficiencies of manufacturing. They always bring something new and ingenious whether it's a service or a product.


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 specific country. As, specifically smart phones of Organization are incredibly popular amongst the younger demographic.


1. It is the very best technique to build Client Lifetime Value (CLV) by developing a long-term relationship with customers. Construct commitment through delivering worth and profit for long-lasting, as research study has actually showed it is much cheaper to retain present customers than to bring in new ones.
2. Another pro of this alternative is that word of mouth spread faster amongst more youthful people and which in turn will generate brand-new clients for my items.


1. Old consumers who were related to Corp prior to might not like this new image the company is attempting to depict.
2 It will incur further expenditures to rearrange some products and it might not even bring success as the patterns change very rapidly among the more youthful demographic.

Alternative solution 2.

It would be done by arranging training workshops throughout which significance of marketing will be taught and numbers will be given. Marketing environment need to be produced internally first as genuine marketing begins inside the corporation.


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


2. Its con can produce a really unhealthy environment in the workplace, as individuals frequently resist modification since they fear it.

Recognize the very best option

Alternative is the best as it clearly has more pros because when a Client Lifetime Worth is developed the company will profit from it till that customer is alive and has purchasing power. Plus, our target consumers are the younger generation which are bound to live longer than the current aging individuals. Enterprise's primary goal is to produce commitment amongst its customers and make them bought it from them and even buy their various items.

Implementation Plan

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi finish with music. And set the expectations attainable and sensible.
• A team consisting of best marketing and sales experts must be assemble, and both views must be taken into consideration before securing the resources required to carry out the strategy.
• Thorough interaction of the strategy need to be done as it is really important for everybody to be on the exact same page to make it work.
• Jobs and timelines ought to be construct and interacted appropriately to each individual accountable.
• The manager should utilize a dashboard which reveals the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager must keep track of and keep a consistent look at the total and specific performance.
• Everyone must be willing to adapt midway because any new pattern or policy may be available in due to which all the things already prepared have to be adjusted. It's much better to have contingency strategies currently prepared.
• At the end of the project the manager should interact the results and if effective ought to celebrate with the team.

Budget plan

The M-net program exposed engaging analysis about the low and high growth prospective locations and how much marketing spending plan must be allocated accordingly. This change the budget plan allowance of different nations and numerous managers were unhappy and argued however the analysis done by the program was precise and showed figures like North America and Russia growth possible merited a 35% allocation while they were getting 45%. Whereas, China and Europe ought to be receiving 42% but were rather offered 31%. It actually assisted to fairly distribute the resources and capture more clients by investing more on ads on the high growth capacity areas of the world.

Its continuous investment in R&D and innovative practices have actually moved them to new heights but for them its' just the start and they desire to be amongst the top 3 brand names in the world. Their marketing efforts need to be directed towards younger demographic amid the internal arguments about marketing and ought to produce Customer Life time Worth as it will not just provide them benefits now however will continue to reap it till the customer life time. As the expense of keeping the client is much more affordable than attracting a new one.