Luxottica Sustaining Growth In Challenging Times Harvard Case Study Solution

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Luxottica Sustaining Growth In Challenging Times Case Study Solution & Analysis


Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to offer Luxottica Sustaining Growth In Challenging Times Case Study Help items withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who utilized to sell Samsung products with their own brand name. He rearranged Samsung as an international brand name and informed his divisional managers to understand marketing and its significance.

Problem Statement

Samsung's shift from an item based to a marketing business is not going as efficiently as planned.Overcoming the reluctance of divisional supervisors to integrate marketing successfully is still a major difficulty. Producing a consistent brand name identity throughout the whole world and utilizing marketing strategies that finest fits the regional culture is no simple task.

Situational Analysis

Luxottica Sustaining Growth In Challenging Times Case Study Solution efforts for developing its trademark name throughout the world was started after presenting the "brand-new management initiative" by Chairman Lee in 1993. The goal was to change Samsung from a cheap OEM to a high value-added product service provider. To make the vision of Samsung a reality, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a quite clear image in his mind about how Samsung can transform from a low end to a luxury item service provider. He knew that transformation can just be done through positioning Samsung as a business using high-end items and this could only be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand, with a prospective support of its executives, Yun faced numerous marketing challenges in early years of its efforts.

Among the marketing obstacles for Yun was the understandings of executives about the worth of marketing. They thought about marketing and selling as exact same tools and thought that quality items do not required 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 larger and to fill this space with wrong perceptions about marketing was quite tough for Yun.

As stated above, marketing focus was extremely low in previous practices, for that reason there were no proper marketing spending plans for each of the item on the portfolio. There was no marketing planning provided for the existing items. In addition to it the item variety of the business was increasing with the ripening of new item concepts by the R&D sector of Samsung. Yun had a challenge to carry out marketing planning and to develop marketing budgets for existing as well as for brand-new products from the very start, and this would take a big time.

A big shift would be needed in current marketing expenditures to develop the Luxottica Sustaining Growth In Challenging Times Case Study Analysis brand. This would result in increased marketing expenditures for Samsung and might disturb the administration concerning increased expenses, as they were reluctant to marketing expenditures formerly and an unexpected big shiftwould make them disrupt. This might result in decreasing executive assistance for global marketing. In this situation, Yun deals with a difficulty for justifying increased marketing expenses by showing the long term worth of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Luxottica Sustaining Growth In Challenging Times Case Study Analysis strengths lie in its huge product portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents granted in US( USP).

Another strength of Luxottica Sustaining Growth In Challenging Times Case Study Analysis is its ability to establish ingenious products at a continuous rate. It major shows for the innovation and item creating of Samsung is that the business has received so many awards for its innovation and product design.

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

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

Weak points

Samsung's weaknesses are concealed in the company's reliance on outsourcing software for its gadgets due to company's failure in developing software application, unlike Sony. Luxottica Sustaining Growth In Challenging Times Case Study Solution likewise has low earnings margins as compare to Apple due to substantial difference in the rates of Apple and Samsung with a much lower distinction in quality.


Opportunities for Luxottica Sustaining Growth In Challenging Times Case Study Analysis lie in the growing Mobile phone market and the company's performance in the market. Samsung 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 market environment of technology market position an extreme risk on Samsung's survival and force the company to spend much of its earnings share on R&D in order to endure in the long run. The market saturation in developed countries i.e. saturation of mobile business is also a big danger for the business's growth in the existence of strong competitors like Apple.

4 P's of Marketing


Luxottica Sustaining Growth In Challenging Times Case Study Help provides quality items and has a rather rich portfolio which accommodates different segments. Most of the items are in the leading three of their respective markets. LCD and mobile phones are the biggest items of Samsung, whereas DRAM is also not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Cellphone.
• Air conditioning system.
• Personal computers.
• Hard disk drives.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Luxottica Sustaining Growth In Challenging Times Case Study Solution uses both market competitive and market skimming pricing strategies for its wide variety of items. In competitive pricing it adjusts the cost according to the competitors in order to get benefit, whereas, it utilizes market skimming method where the product has an included value and by selling a couple of items it can reach break-even.


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


It wasn't a widely known business beyond Korea till 1993. But the management initiative taken by their CEO has pushed them to market more effectively outside the borders and now it has entered the league of leading 25 business worldwide in simply 9 years. This is a remarkable accomplishment despite the continuous arguments amongst the managers about embracing marketing practices. It uses both offline & online channels of promo to market their items. Paid product advertisements, social promotion and digital advertisements are utilizes to create awareness about Samsung items.

Value Chain Analysis.

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

Inbound Logistics.

For its inbound logistics it owns numerous logistics firms as it subsidiaries. It looks after its providers and develops an unified relationship with them and even minimized their payment cycles to improve this relationship further which adds worth to their chain network.


Samsung's core competency is its mass making it produces 90% of its items in-house. Divided into three different divisions its operations are namely IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is maintaining operation centers worldwide to even more include value to its value chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is one of the primary factors Luxottica Sustaining Growth In Challenging Times Case Study Help is able to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to communicate with them the value and competitive benefit the item uses. Luxottica Sustaining Growth In Challenging Times Case Study Analysis marketing budget is continually rising since they started their rearranging internationally and will continue to do so as they are constantly seeking to invest and expand in high potential growth markets. The spending plan is spent on events, print and media advertisements, public relations and so on.

Samsung Service. Samsung put their clients at the top and continually strive to deliver unmatchable customer care standards. As after sales service is ending up being incredibly crucial to keep customers happy and engaged, they even carry out studies through third parties to discover their customer's feedback and execute it in the positive method to decrease or if possible completely eliminate their consumer problems. By including a direct support line to call them 24 hours they have even more increased the included value of Luxottica Sustaining Growth In Challenging Times Case Study Help service.


Luxottica Sustaining Growth In Challenging Times Case Study Analysis has diversified market segmentation, based upon its arrangement of wide variety of items to a great deal of consumers. Samsung target consumer sections can be divided into 3 classifications i.e. Luxottica Sustaining Growth In Challenging Times Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget services.


Luxottica Sustaining Growth In Challenging Times Case Study Solution geographical segmentation is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its items provided to Urban in addition to Rural areas of the nation. The Samsung is likewise growing its global presence and the business's flexibility in locating its plants motivates global expansion of Samsung.


Samsung produces products that can be used by both women and males. The target consumers for Samsung IT and mobile interaction items have an age variety of 18-65 with majority at a young or recently married life cycle phase. Apart from it, Samsung Customer Electronic devices are targeted to a consumer section with an age variety of 25-65.


The psychographic division of Luxottica Sustaining Growth In Challenging Times Case Study Help s based upon the social class and the lifestyle of the customer. Samsung target clients on the basis of social class are generally upper middle, middle and working class clients, as Samsung offer items like mobile phone not much cheaper i.e. Motorola along with not much pricey i.e. Apple. It supplies quality products to middle level consumers at a slightly high rate than others targeting the same sector.


Luxottica Sustaining Growth In Challenging Times Case Study Help bulk target consumers have unique behavioural characteristics. They are brought in towards Samsung since of its moderate costs with a degree of quality.

Quantitative analysis.

Sales of Samsung has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has actually also minimized its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Incomes/ sales are increasing however net profit is not increasing accordingly because of the high overhead cost. New growths and hiring's were the primary factor of the boost in the overhead costs, with china presently not providing any profit 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 presently manufacturing however long gone are those days when good items were selling themselves. Kim has actually already started to strengthen the marketing activities of Samsung and extremely soon it will end up being one of its core strength like producing if not better.



Samsung runs styles, makes and offer a vast portfolio of consumer electronic devices. It operates in a very competitive environment and has actually successfully placed itself as the maker of quality items. The answer is yes.


As, said earlier that Luxottica Sustaining Growth In Challenging Times Case Study Help runs in an extremely competitive environment, which means 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 performance of the products and easily make their own designs. Yes, Samsung is only behind IBM in registering new patents each year, but the advantage is very short term in this industry.


Chairman Lee has entirely turn-around Samsung, from going nearly insolvent during the Asian financial crisis of 1997 to the leading 25 business worldwide. Certainly yes there is proper company in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every nation worldwide, majority of the environments like U.S.A., Europe, China and so on, are extremely conductive for its operations. However, it faces some political pressures in less developed countries where law and order circumstance is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Luxottica Sustaining Growth In Challenging Times Case Study Solution operations.


Buying power of customers is important for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations etc. offer growth opportunities, whereas, due to recession even the consumers of developed countries suffer badly. For this reason it is extremely important for the business to keep an eye on the continuous economic scenario of the country prior to entering the marketplace.


Multinational business have to face various social and cultural issues during its operations in a foreign country. Samsung has actually likewise faced lots of issues but have adopted to the local environments of the majority of the nations exceptionally well. It has actually customized its products, practices, policies etc. appropriately in order to be successful.


With an annual expenditure of 2.4 billion dollars in Research & Advancement, and with consistent ingenious item launches, Luxottica Sustaining Growth In Challenging Times Case Study Help is among the leading ingenious companies of the world. With a clear objective to be ahead of the rest when it concerns technological advancements, Samsung has actually risen to the no 25 of the leading successful business 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 result in serious legal repercussions. So, it needs to study or work with a regional law expert prior to starting its operations in a particular country.


With the rising awareness amongst consumers about the ethical & ecological violations of companies, Samsung needs to ensure that it follows all the safety standards. Ecological damages, ethical misbehaviors are not appropriate and in some countries the consequences can be extremely serious. On the other hand it needs to do some Corporate Social Obligation practices to show the locals that it appreciates their environment and people.

Porter's 5 Forces

Hazard of Replacement

Threat of alternative for Samsung's each item classification is rather considerable. Running in an extremely dynamic industry lead the business to deal with a high risk of alternative. Aspects for high hazard of replacement for Luxottica Sustaining Growth In Challenging Times Case Study Solution Smart device consist of the presence of high variety of providers and Market saturation in developed countries, that make the expense of switching for customers nearly no. Alternative dangers for Samsung visual screen lie in the altering life style of clients. Clients can change to watching visuals in the house towards outdoor activities. In addition to it, Samsung printing solutions products are threatened by the increasing tourist attraction of clients towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly among Samsung and its close rivals is intense. The major factor behind this is the method of market saturation in various number of product categories, requiring Samsung to present more ingenious features in existing products and new ingenious items to preserve its development. The significant rivals for Luxottica Sustaining Growth In Challenging Times Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Luxottica Sustaining Growth In Challenging Times Case Study Help has a large supply chain consisting of about 2700 suppliers 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 make it possible for Samsung to negotiate costs with its providers. Due to incapability of Samsung to develop its own software application, it has to outsource its software development to Google, which becomes a prospective supplier of software application for Samsung, resulting in high bargaining power of Google. In many of Luxottica Sustaining Growth In Challenging Times Case Study Help has a power to negotiate costs, however it provide substantial rates to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Market saturation in many of the item categories also make the bargaining power of purchasers more extreme in for Samsung. In spite of igh bargaining power Samsung is rather capable of selling its products at a greater rate than much of its rivals, due to high end quality product and a fair brand image.

Threat of New Entrants:

Danger of new entrants for Luxottica Sustaining Growth In Challenging Times Case Study Analysis is rather low. Along with it, requirement of huge proficiency and research and advancement expenses for survival in the industry also make new entrants reluctant to go into in the market. Market saturation is likewise one of the barrier of entry in innovation market.

Competitive Analysis

Samsung's high item diversity provides it distinction from its rivals. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single item classification with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Luxottica Sustaining Growth In Challenging Times Case Study Analysis had a big R&D spending on all of its item classifications which enable the business to make prospective revenue from sales of almost all of its products.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in regards to global market share, among 8 different item classifications. Samsung was the worldwide leader in making DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel but its revenues from chips was growing much faster than Intel and has grown close to the profits levels of Intel, as offered in the case Exhibition 2.

In addition to the chips Samsung mobile market was also growing 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 only 4% and Nokia with absolutely no sales growth. The major reson behind Samsung's high development despite of greater rates than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was also reaping the benefits from increasing market share of luxury LCDs as given in case Exhibit 3. The significant reason, making the business enable to get the chance is its mass production at low cost. Sony was the most significant rival for Luxottica Sustaining Growth In Challenging Times Case Study Analysis in LCD market, nevertheless, it had actually also started joint venture with Samsung in 2003 for LCD producing, reducing the competition for Samsung.

Porter's Competitive Strategy

Low Cost Management method of porter is fully carried out by Samsung the way they accomplish economies of scale by strengthening their core competencies of manufacturing. Even to the point that their rival SONY decided to form an alliance with them to produce for them, because they were not able to compete with them on low cost. Differentiation is another strategy well executed by Samsung by constant investment in the R&D and remaining ahead of the competitors. They always bring something innovative and brand-new whether it's a service or a product.


Alternative Service 1

The Chief Marketing Officer (CMO) of Luxottica Sustaining Growth In Challenging Times Case Study Solution would produce a brand-new brand name image by targeting the more youthful generation of the specific nation. As, particularly mobile phones of Samsung are very popular among the younger market.


1. It is the very best technique to construct Customer Life time Value (CLV) by developing a long-term relationship with consumers. Build commitment through delivering worth and profit for long-term, as research study has revealed it is much cheaper to retain present customers than to attract new ones.
2. Another pro of this option is that word of mouth spread quicker among younger people and which in turn will bring in new customers for my products.


1. Old clients who were related to Samsung prior to may not like this brand-new image the company is attempting to portray.
2 It will incur further expenditures to rearrange some products and it might not even bring success as the patterns change very quickly amongst the younger market.

Alternative service 2.

It would be done by setting up training workshops throughout which value of marketing will be taught and numbers will be given. Marketing environment need to be created internally initially as real marketing starts inside the corporation.


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


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

Recognize the best option

Very first alternative is the very best as it plainly has more pros because as soon as a Consumer Life time Value is developed the company will benefit from it till that customer lives and has acquiring power also. Plus, our target clients are the younger generation which are bound to live longer than the current aging individuals. Samsung's primary goal is to create loyalty among its clients and make them redeemed it from them and even purchase their different items.

Execution Strategy

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi do with music. And set the expectations possible and practical.
• A group including finest marketing and sales specialists ought to be put together, and both views ought to be taken into account before protecting the resources required to carry out the plan.
• Thorough interaction of the plan must be done as it is very crucial for everyone to be on the same page to make it work.
• Tasks and timelines need to be develop and communicated accordingly to each person accountable.
• The manager need to utilize a control panel which shows the development of all the tasks which have actually been done or about to be done and by whom.
• The supervisor ought to keep track of and keep a constant examine the total and specific efficiency.
Since any new pattern or policy might come in due to which all the things currently planned have actually to be changed, • Everybody ought to be ready to adjust midway. It's better to have contingency plans currently prepared.
• At the end of the campaign the supervisor ought to interact the outcomes and if effective ought to celebrate with the team.

Spending plan

This change the spending plan allowance of many supervisors and different nations were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia growth prospective merited a 35% allowance while they were receiving 45%. It actually helped to relatively disperse the resources and capture more clients by spending more on ads on the high growth potential areas of the world.


Luxottica Sustaining Growth In Challenging Times Case Study Help is a leading 25 business on the planet now and plans to get ahead of Sony who sits presently at no. 20. Its consistent investment in R&D and innovative practices have actually propelled them to new heights however for them its' only the start and they want to be among the top 3 brands in the world. They completely turnaround from practically declaring bankruptcy during the Asian Financial Crisis to a world distinguished brand, understood for quality and innovation. Their worth chain and their core proficiency their production capability, along-with global brand image building have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With additional growth in China and other emerging markets those numbers will only increase even more in the future. Their marketing efforts should be directed towards more youthful group in the middle of the internal arguments about marketing and must develop Client Lifetime Worth as it will not only provide advantages now but will continue to enjoy it till the customer lifetime. As the expense of retaining the consumer is more affordable than attracting a new one.