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Lufthansa Case Analysis Case Study Solution and Analysis


Historically, the business's core customers include the Original Devices Manufacturers (OEMs), which utilized to offer Lufthansa Case Analysis Case Study Help items withtheir own brand name. Its consumer circle includes Original Devices Manufacturers (OEMs), who used to sell Samsung items with their own brand name. He repositioned Samsung as a global brand name and educated his divisional managers to comprehend marketing and its importance.

Problem Statement

Samsung's shift from an item based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional managers to include marketing effectively is still a significant difficulty. Producing a consistent brand identity across the entire world and employing marketing techniques that finest fits the regional culture is no simple job.
Executive Summary
Situational Analysis

Lufthansa Case Analysis Case Study Analysis efforts for building its brand name across the world was started after presenting the "new management effort" by Chairman Lee in 1993. The objective was to transform Samsung from an inexpensive OEM to a high value-added product provider. To make the vision of Samsung a truth, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can change from a low end to a luxury product provider. He knew that transformation can only be done through placing Samsung as a business providing high-end items and this might only be done through high level of marketing.

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

Among the marketing difficulties for Yun was the perceptions of executives about the value of marketing. They considered marketing and selling as very same tools and thought that quality items do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the existing marketing requirement was excessive high, the gap was too wider and to fill this space with incorrect perceptions about marketing was rather difficult for Yun.

As specified above, marketing focus was very low in previous practices, for that reason there were no correct marketing spending plans for each of the product on the portfolio. There was no marketing preparation done for the existing products. In addition to it the item variety of the company 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 preparation and to create marketing budget plans for existing as well as for new items from the very start, and this would take a big time.

A substantial shift would be needed in current marketing expenditures to construct the Samsung brand. This would result in increased marketing expenditures for Samsung and could interrupt the administration regarding increased expenses, as they were unwilling to marketing expenditures previously and an unexpected big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Lufthansa Case Analysis Case Study Help strengths lie in its substantial product portfolio. Samsung has biggest number of patents in the industry with total number of 15499 patents approved in US( USP).

Another strength of Lufthansa Case Analysis Case Study Help is its ability to develop ingenious products at a continuous rate. It significant proves for the development and item developing of Samsung is that the business has actually received so many awards for its innovation and item design.

Unlike Apple and other rivals, Samsung is focused on producing gadgets which can be easily integrated with any type of open source Operating System (OS) and software. This supplies Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's ability to produce luxury products at low cost of production is also one of the significant strength of Samsung as it enables the business to record more market by providing quality items with expense control.


Samsung's weaknesses are hidden in the company's reliance on outsourcing software for its gadgets due to company's inability in developing software application, unlike Sony. Lufthansa Case Analysis Case Study Help also has low earnings margins as compare to Apple due to huge distinction in the costs of Apple and Samsung with a much lesser difference in quality.


Opportunities for Lufthansa Case Analysis Case Study Analysis lie in the growing Smart device market and the business's efficiency in the market. Samsung presently runs in about 80 countries and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant market environment of technology industry pose a severe threat on Samsung's survival and force the company to invest much of its profits share on R&D in order to make it through in the long run. The marketplace saturation in developed countries i.e. saturation of mobile business is likewise a big threat for the business's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Samsung provides quality products and has a rather abundant portfolio which caters to various sectors. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is also not far behind in comparison of them.

• Laptops.
• Smart phone.
• A/c unit.
• Personal computers.
• Hard disks.
• Washing machines.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Lufthansa Case Analysis Case Study Help uses both market competitive and market skimming pricing techniques for its variety of items. In competitive rates it adjusts the rate according to the competitors in order to get advantage, whereas, it utilizes market skimming method where the item has actually an included worth and by selling a few items 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 prompt provided to the selling location/ delivered to the consumers straight in case of online order.

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

Worth Chain Analysis.

It's an analytical framework for determining business activities that add value or competitive benefit for the company.

Inbound Logistics.

It has among the most efficient and effective supply chain network and has more than 2700 providers across numerous markets around the world. Almost 80% of which is based in Asia and the staying around the globe. For its incoming logistics it owns numerous logistics firms as it subsidiaries. It looks after its providers and creates an unified relationship with them and even reduced their payment cycles to improve this relationship further which includes value to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its items internal. Divided into three various departments its operations are particularly IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is preserving operation hubs worldwide to even more add value to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the main factors Lufthansa Case Analysis Case Study Solution is able to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target consumer attention towards the product is done through marketing and sales to communicate with them the value and competitive advantage the item offers. Lufthansa Case Analysis Case Study Solution advertising budget plan is continuously increasing given that they started their rearranging internationally and will continue to do so as they are continuously seeking to invest and broaden in high potential development markets. The spending plan is invested in occasions, print and media advertisements, public relations etc.

Samsung put their clients at the top and constantly strive to deliver unmatchable consumer service requirements. By including a direct assistance line to call them 24 hours they have actually further increased the included value of Samsung service.


Lufthansa Case Analysis Case Study Solution has actually diversified market division, based upon its arrangement of vast array of products to large number of consumers. Samsung target consumer segments can be divided into 3 categories i.e. Lufthansa Case Analysis Case Study Help IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget services.


Lufthansa Case Analysis Case Study Solution geographical segmentation is based upon 2 requirements i.e. region and density. Samsung serves about 80 nations worldwide with its products offered to Urban in addition to Rural areas of the nation. The Samsung is likewise growing its global presence and the company's flexibility in locating its plants motivates international growth of Samsung.


Samsung produces items that can be utilized by both females and males. The target clients for Samsung IT and mobile communication items have an age variety of 18-65 with bulk at a young or newly wed life cycle stage. Apart from it, Samsung Customer Electronics are targeted to a client sector with an age range of 25-65.


The psychographic division of Lufthansa Case Analysis 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 generally upper middle, middle and working class customers, as Samsung offer products like mobile phone very little less expensive i.e. Motorola in addition to not much expensive i.e. Apple. It offers quality items to middle level customers at a somewhat high rate than others targeting the exact same segment.


Lufthansa Case Analysis Case Study Help bulk target clients have distinct behavioural characteristics. It has clients with an ambitious, stylish and figured out character with moderate level of loyalty towards the brand. Its consumers have some degree of shift towards other distinguished brand names i.e. Apple. The majority of Samsun consumers desire quality in addition to cost control. Since of its moderate costs with a level of quality, they are brought in towards Samsung.

Quantitative analysis.

Sales of Samsung has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has actually likewise reduced its debt from 15 billion $ to 4.6 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. Since of the high overhead expense, earnings/ sales are increasing but net profit is not increasing appropriately. New expansions and working with's were the primary reason of the boost in the overhead expenses, with china presently not supplying any revenue to Samsung, however there is a lot capacity in the current market with 75 % yet to be checked out.

Qualitative analysis.

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



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


As, stated previously that Lufthansa Case Analysis Case Study Help operates in a highly competitive environment, which indicates all the companies have comparable items. The answer for rarity is no.


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


Chairman Lee has entirely turnaround Samsung, from going almost bankrupt during the Asian financial crisis of 1997 to the top 25 business on the planet. Certainly yes there is proper company in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread practically in every country worldwide, bulk of the environments like U.S.A., Europe, China and so on, are really conductive for its operations. It faces some political pressures in less industrialized countries where law and order scenario is not excellent. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Lufthansa Case Analysis Case Study Solution operations.


Buying power of consumers is vital for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations etc. provide growth opportunities, whereas, due to economic crisis even the customers of industrialized countries suffer badly. It is extremely crucial for the business to keep an eye on the ongoing economic situation of the nation before entering the market.


International business have to face numerous social and cultural issues during its operations in a foreign country. Samsung has likewise faced numerous concerns however have actually embraced to the local environments of the majority of the nations incredibly well. It has tailored its items, practices, policies and so on appropriately in order to be successful.


With an annual expense of 2.4 billion dollars in Research & Development, and with constant innovative product launches, Lufthansa Case Analysis Case Study Analysis is one of the top innovative business of the world. With a clear mission to be ahead of the rest when it concerns technological improvements, Samsung has risen to the no 25 of the leading effective companies of the world.


Each nation has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal consequences. It has to study or employ a local law specialist before starting its operations in a particular country.


With the rising awareness among customers about the ethical & environmental infractions of business, Samsung has to make sure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the consequences can be extremely severe. On the other hand it has to do some Corporate Social Responsibility practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Alternative

Threat of substitution for Samsung's each item category is quite substantial. Aspects for high threat of alternative for Lufthansa Case Analysis Case Study Analysis Smartphone include the presence of high number of suppliers and Market saturation in industrialized nations, which make the expense of changing for consumers almost absolutely no. Along with it, Samsung printing solutions products are threatened by the increasing tourist attraction of customers towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly amongst Samsung and its close competitors is extreme. The major reason behind this is the technique of market saturation in different variety of product classifications, forcing Samsung to present more ingenious functions in existing items and new ingenious products to maintain its growth. Other factor for the intense rivalry among the competitors is the little product differentiation among the items. The popular gamers in the technology market are quite knowledgeable about the significance of R&D spending for their survival and are encountering a race of marketing and R&D spending, to record the marketplace. The major competitors for Lufthansa Case Analysis Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry leads to the fluctuating market shares which can be seen in Display F.

Bargaining Power of Suppliers:

Lufthansa Case Analysis Case Study Analysis has a vast supply chain including about 2700 providers throughout the world.( Samsung Sustainability Report, 2016) Supplier'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 rates with its suppliers. Nevertheless, due to incapability of Lufthansa Case Analysis Case Study Help to build its own software application, it has to outsource its software development to Google, which becomes a possible supplier of software for Samsung, resulting in high bargaining power of Google. In most of Lufthansa Case Analysis Case Study Analysis has a power to work out rates, but it supply significant costs to its suppliers to build a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Market saturation in many of the product categories likewise make the bargaining power of purchasers more extreme in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its items at a higher cost than much of its competitors, due to high end quality product and a fair brand name image.

Danger of New Entrants:

Threat of brand-new entrants for Samsung is rather low. Among the major factor for low hazard of brand-new entrants is the high competitors in the market. The requirement of huge amount of capital to go into in the marketplace is also one of the potential barrier to entry. Together with it, requirement of huge know-how and research study and advancement expenses for survival in the market also make new entrants hesitant to enter in the market. Market saturation is likewise one of the barrier of entry in technology market. High bargaining power of suppliers require the players in the market to charge as low costs as possible and this can only be attained by production effectiveness. New companies, in bulk cases, do not have the production efficiency, thus increasing the threats for entryway in the technology industry.

Competitive Analysis

Samsung's high product diversification provides it differentiation from its competitors. It is one of the three top brands by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single item category with Sony focusing on customer electronic devices, Nokia on mobile phone and Intel on chips, Samsung had a big R&D costs on all of its item categories which enable the business to earn prospective income from sales of practically all of its items. (See Exhibition) However, due to the wide product range the company deals with high number of rivals.

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

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

Samsung was likewise profiting from increasing market share of luxury LCDs as given up case Exhibition 3. The major factor, making the company enable to obtain the opportunity is its mass production at low expense. Sony was the biggest competitor for Lufthansa Case Analysis Case Study Solution in LCD market, however, it had also started joint endeavor with Samsung in 2003 for LCD making, decreasing the competitors for Samsung.

Porter's Competitive Technique

Low Expense Management method of porter is totally implemented by Samsung the method they attain economies of scale by strengthening their core competencies of production. Even to the point that their competitor SONY decided to form an alliance with them to produce for them, due to the fact that they were not able to take on them on low cost. Differentiation is another technique well executed by Samsung by constant investment in the R&D and remaining ahead of the competitors. They constantly bring something new and ingenious whether it's a service or a product.


Alternative Option 1

The Chief Marketing Officer (CMO) of Lufthansa Case Analysis Case Study Solution would create a new brand image by targeting the younger generation of the specific nation. As, particularly mobile phones of Samsung are preferred among the younger market.


1. It is the very best method to construct Customer Lifetime Worth (CLV) by creating a long-term relationship with clients. Develop commitment through delivering worth and profit for long-term, as research study has showed it is more affordable to retain current consumers than to bring in new ones.
2. Another pro of this option is that word of mouth spread quicker amongst younger individuals and which in turn will bring in new customers for my items.


1. Old customers who were related to Samsung before may not like this new image the business is attempting to portray.
2 It will incur further expenditures to reposition some items and it might not even bring success as the trends alter extremely rapidly amongst the younger group.

Alternative solution 2.

It would be done by setting up training workshops throughout which importance of marketing will be taught and numbers will be provided. Marketing environment need to be developed internally initially as genuine marketing begins 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 create a very unhealthy environment in the work environment, as people typically resist change due to the fact that they fear it.

Identify the very best option

First alternative is the best as it plainly has more pros due to the fact that when a Client Lifetime Worth is developed the company will profit from it till that consumer lives and has purchasing power also. Plus, our target customers are the more youthful generation which are bound to live longer than the present aging people. Samsung's main goal is to produce commitment amongst its clients and make them bought it from them and even buy their various products.

Implementation Strategy

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi make with music. And set the expectations sensible and attainable.
• A team consisting of best marketing and sales specialists should be assemble, and both views must be taken into account before securing the resources required to carry out the strategy.
• Thorough communication of the strategy should be done as it is really important for everybody to be on the exact same page to make it work.
• Jobs and timelines need to be develop and communicated accordingly to each person responsible.
• The supervisor should use a control panel which shows the development of all the tasks which have been done or about to be done and by whom.
• The manager ought to monitor and keep a constant check on the overall and individual efficiency.
Since any brand-new trend or policy might come in due to which all the things currently prepared have to be adjusted, • Everyone need to be willing to adapt midway. It's much better to have contingency plans already prepared.
• At the end of the project the manager need to interact the results and if effective must celebrate with the group.

Budget plan

This change the budget allowance of different countries and numerous supervisors were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia growth potential warranted a 35% allowance while they were getting 45%. It actually assisted to relatively disperse the resources and record more customers by investing more on ads on the high development potential areas of the world.

Lufthansa Case Analysis Case Study Analysis is a top 25 company on the planet now and plans to get ahead of Sony who sits currently at no. 20. Its constant investment in R&D and ingenious practices have propelled them to brand-new heights but for them its' just the start and they wish to be among the leading 3 brands on the planet. They entirely turn-around from almost declaring bankruptcy during the Asian Financial Crisis to a world popular brand, known for quality and development. Their value chain and their core proficiency their manufacturing capability, along-with international brand image building have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With additional expansion in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts should be directed towards more youthful group amidst the internal arguments about marketing and need to produce Client Lifetime Value as it will not only provide benefits now but will continue to reap it till the consumer life time. As the expense of retaining the client is more affordable than drawing in a new one.