Mandarin Oriental Hotel Group A Harvard Case Study Solution

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Mandarin Oriental Hotel Group A Case Study Solution & Analysis


Mandarin Oriental Hotel Group A Case Study Help is a well-known global brand name in innovation market, founded in 1938 by Lee Byung Chul, in South Korea. Mandarin Oriental Hotel Group A deals in a great deal of product categories including Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic items. Historically, the company's core clients consist of the Original Equipment Manufacturers (OEMs), which used to offer Samsung items withtheir own brand. Till early 1990s, the core proficiency of Samsung lie in its low rate offerings than its rivals by manufacturing existing items at economies of scale. Its customer circle consists of Original Equipment Manufacturers (OEMs), who used to offer Mandarin Oriental Hotel Group A Case Study Help products with their own brand name. Samsung was not merely understood outside Korea. There were also no or little interest in developing the trademark name internationally. Marketing spending plan was managed by production department with a prime focus on offering low-cost products.During the 1997 Asian Financial Crisis the business almost got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the leading 25 most valuable business in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as a worldwide brand name and educated his divisional managers to understand marketing and its value. Now their goal is to arrive 10 by 2005.

Issue Declaration

Samsung's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to integrate marketing effectively is still a major obstacle. Creating a constant brand name identity across the whole world and utilizing marketing methods that finest fits the regional culture is no easy job. The M-net program analysis have actually been really practical in figuring out the high and less possible growth areas, but allowance of resources appropriately is not well gotten amongst the supervisors. There is no consensus among the hierarchy concerning the very best matched future strategy.
Executive Summary
Situational Analysis

Yun had a quite clear photo in his mind about how Mandarin Oriental Hotel Group A Case Study Help can change from a low end to a high end item service provider. He understood that improvement can just be done through placing Samsung as a company providing high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand, with a possible assistance of its executives, Yun faced a number of marketing obstacles in early years of its efforts.

One of the marketing difficulties for Yun was the understandings of executives about the worth 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 quite low in their previous organisation practices, and the current marketing requirement was too much high, the gap was too broader and to fill this gap with wrong perceptions about marketing was quite challenging for Yun.

As stated above, marketing focus was really low in previous practices, for that reason there were no proper marketing budget plans for each of the item on the portfolio. There was no marketing preparation provided for the existing products. Along with it the product variety of the company was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had an obstacle to perform marketing preparation and to develop marketing budgets for existing as well as for new items from the very start, and this would take a substantial time.

A huge shift would be needed in current marketing expenditures to build the Mandarin Oriental Hotel Group A Case Study Solution brand. This would result in increased marketing expenditures for Samsung and might disrupt the administration concerning increased costs, as they hesitated to marketing expenses formerly and an abrupt big shiftwould make them disturb. This could result in decreasing executive support for global marketing. In this circumstance, Yun deals with a difficulty for justifying increased marketing expenditures by showing the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Mandarin Oriental Hotel Group A Case Study Analysis strengths lie in its huge product portfolio. Samsung has largest number of patents in the industry with overall number of 15499 patents given in US( USP).

Another strength of Mandarin Oriental Hotel Group A Case Study Solution is its ability to develop ingenious products at a continuous rate. It major proves for the innovation and item developing of Samsung is that the company has actually received numerous awards for its innovation and item design.

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

Weak points

Samsung's weaknesses are hidden in the business's reliance on outsourcing software application for its gadgets due to business's failure in establishing software application, unlike Sony. Mandarin Oriental Hotel Group A Case Study Help also has low earnings margins as compare to Apple due to big difference in the prices of Apple and Samsung with a much lesser difference in quality.


Opportunities for Samsung lie in the growing Mobile phone market and the business's efficiency in the market. It can increase its market share and profits from mobile phone as the business is quite effective in smart phone market. Samsung currently runs in about 80 nations and the company has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would make it possible for the business to increase its item portfolio with an increase in its wealth.


The dynamic industry environment of innovation industry posture an extreme risk on Samsung's survival and force the business to invest much of its earnings share on R&D in order to make it through in the long run. The market saturation in industrialized nations i.e. saturation of mobile business is likewise a big danger for the company's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Mandarin Oriental Hotel Group A Case Study Analysis provides quality products and has a quite abundant portfolio which accommodates different sectors. The majority of the items remain in the top three of their particular industries. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Mobile phones.
• Air conditioning unit.
• Computer.
• Disk drives.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Mandarin Oriental Hotel Group A Case Study Solution utilizes both market competitive and market skimming pricing methods for its wide variety of items. In competitive prices it changes the cost according to the competitors in order to acquire benefit, whereas, it utilizes market skimming method where the product has actually an added value and by offering a few items it can reach break-even.


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

Vrio Analysis
It wasn't a well-known business beyond Korea until 1993. The management initiative taken by their CEO has pressed them to market more efficiently outside the borders and now it has entered the league of leading 25 companies in the world in just 9 years. This is an exceptional accomplishment in spite of the continuous arguments among the supervisors about embracing marketing practices. It utilizes both offline & online channels of promotion to market their items. Paid product ads, social promo and digital ads are utilizes to produce awareness about Samsung items.

Worth Chain Analysis.

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

Inbound Logistics.

It has one of the most efficient and efficient supply chain network and has more than 2700 providers across various industries around the world. Nearly 80% of which is based in Asia and the staying all over the world. For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its providers and produces a harmonious relationship with them and even minimized their payment cycles to enhance this relationship further which includes worth to their chain network.


Samsung's core competency is its mass producing it produces 90% of its items in-house. Divided into 3 different departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronics. It is maintaining operation hubs worldwide to even more include worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the primary reasons Mandarin Oriental Hotel Group A Case Study Help is able to take on Apple. Samsung's own Electronic Logitec system plays a major function in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target client attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the product offers. Mandarin Oriental Hotel Group A Case Study Solution advertising spending plan is continually increasing given that they began their rearranging internationally and will continue to do so as they are constantly looking to broaden and invest in high possible growth markets. The spending plan is invested in occasions, print and media ads, public relations etc.

Samsung put their clients at the leading and continually strive to provide unmatchable customer service standards. By adding a direct assistance line to call them 24 hours they have actually further increased the included worth of Samsung service.


Mandarin Oriental Hotel Group A Case Study Help has diversified market division, based upon its arrangement of large range of products to a great deal of consumers. Samsung target customer sections can be divided into 3 categories i.e. Mandarin Oriental Hotel Group A Case Study Help IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget solutions.


Mandarin Oriental Hotel Group A Case Study Help geographic division is based upon two requirements i.e. area and density. Samsung serves about 80 nations worldwide with its items provided to Urban as well as Backwoods of the nation. The Samsung is likewise growing its global existence and the company's flexibility in locating its plants motivates worldwide growth of Samsung.


The market segmentation of Mandarin Oriental Hotel Group A Case Study Analysis is based upon gender, age, life-cycle stage and occupation. Samsung produces items that can be utilized by both females and males. The target customers for Samsung IT and mobile communication products have an age variety of 18-65 with bulk at a young or freshly married life process phase. They are mainly staff members, specialists and trainees. Apart from it, Samsung Customer Electronics are targeted to a customer section with an age series of 25-65. They are primarily staff members and specialists. Samsung Gadget Solutions are targeted at students, staff members and specialists with an age variety of 25-65.


The psychographic segmentation of Mandarin Oriental Hotel Group A Case Study Help s based upon the social class and the lifestyle of the customer. Samsung target customers on the basis of social class are generally upper middle, middle and working class clients, as Samsung offer items like cell phones not much less expensive i.e. Motorola as well as very little costly i.e. Apple. It offers quality items to middle level consumers at a somewhat high rate than others targeting the same section.


Mandarin Oriental Hotel Group A Case Study Analysis majority target consumers have special behavioural characteristics. It has clients with an ambitious, trendy and determined personality with moderate level of loyalty towards the brand name. Its clients have some degree of shift towards other prominent brands i.e. Apple. Most of Samsun clients desire quality as well as cost control. They are drawn in towards Samsung because of its moderate rates with a degree of quality.

Quantitative analysis.

Sales of Mandarin Oriental Hotel Group A Case Study Help has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the largest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the business is currently producing however long gone are those days when good products were offering themselves. Kim has actually currently begun to strengthen the marketing activities of Samsung and very quickly it will end up being one of its core strength like manufacturing if not much better.



Samsung operates designs, makes and offer a large portfolio of customer electronic devices. It runs in a very competitive environment and has successfully placed itself as the maker of quality items. So, the response is yes.


As, stated earlier that Mandarin Oriental Hotel Group A Case Study Help runs in an extremely competitive environment, which indicates all the companies have similar products. The response for rarity is no.


Due to the nature of the market, it is really easy for rivals to comprehend the performance of the products and easily make their own models. Yes, Samsung is just behind IBM in registering brand-new patents annually, however the advantage is very short-term in this industry.


Chairman Lee has entirely turn-around Samsung, from going nearly bankrupt throughout the Asian monetary crisis of 1997 to the top 25 business worldwide. Definitely yes there appertains company in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread practically in every nation worldwide, majority of the environments like USA, Europe, China etc., are extremely conductive for its operations. It deals with some political pressures in less industrialized 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 a result on Mandarin Oriental Hotel Group A Case Study Analysis operations.


Purchasing power of customers is important for companies like Samsung to be successful and grow. Emerging markets like India, middle-eastern countries and so on provide growth chances, whereas, due to economic crisis even the clients of industrialized countries suffer severely. Thus it is extremely essential for the company to watch on the ongoing financial situation of the country prior to getting in the marketplace.


Multinational companies need to face different social and cultural issues throughout its operations in a foreign nation. Samsung has actually also faced numerous problems however have actually adopted to the regional environments of most of the nations extremely well. It has actually tailored its products, practices, policies etc. accordingly in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious item launches, Mandarin Oriental Hotel Group A Case Study Solution is among the leading ingenious business of the world. With a clear mission to be ahead of the rest when it concerns technological improvements, Samsung has actually risen to the no 25 of the leading successful business of the world.


Each country 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 severe legal repercussions. So, it needs to study or hire a regional law professional prior to starting its operations in a specific nation.


With the rising awareness among customers about the ecological & ethical offenses of business, Samsung has to ensure that it follows all the security guidelines. Ecological damages, ethical misconducts are not appropriate and in some countries the repercussions can be really extreme. On the other hand it has to do some Business Social Responsibility practices to show the residents that it appreciates their environment and people.

Porter's 5 Forces

Hazard of Substitution

Threat of alternative for Samsung's each product category is quite significant. Running in an extremely vibrant market lead the business to deal with a high risk of replacement. Elements for high risk of substitution for Mandarin Oriental Hotel Group A Case Study Solution Mobile phone include the presence of high number of suppliers and Market saturation in industrialized nations, which make the cost of changing for customers almost zero. Alternative risks for Samsung visual display screen depend on the changing lifestyle of clients. Consumers can switch to enjoying visuals in the house towards outdoor activities. Together with it, Samsung printing options items are threatened by the increasing destination of clients towards cloud storage.

Competition Among Existing Companies:

The rivaly amongst Samsung and its close rivals is extreme. The major factor behind this is the technique of market saturation in different variety of product classifications, requiring Samsung to present more ingenious functions in existing items and new ingenious products to preserve its development. Other aspect for the extreme rivalry among the rivals is the little item distinction amongst the products. The prominent players in the technology industry are quite aware of the importance of R&D costs for their survival and are facing a race of marketing and R&D costs, to record the market. The significant competitors for Mandarin Oriental Hotel Group A Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry results in the changing market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

Mandarin Oriental Hotel Group A Case Study Solution has a huge supply chain consisting of about 2700 suppliers across 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 potential size and worth. These huge orders enable Samsung to work out costs with its providers. However, due to incapability of Mandarin Oriental Hotel Group A Case Study Help to develop its own software, it has to outsource its software development to Google, which ends up being a potential supplier of software for Samsung, leading to high bargaining power of Google. Although, in the majority of cases Samsung has a power to negotiate prices, but it provide considerable prices to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Market saturation in many of the product classifications also make the bargaining power of purchasers more intense in for Samsung. In spite of igh bargaining power Samsung is quite capable of selling its products at a greater cost than much of its competitors, due to high end quality product and a fair brand image.

Danger of New Entrants:

Danger of brand-new entrants for Samsung is quite low. Among the major element for low hazard of brand-new entrants is the high competitors in the industry. The requirement of big quantity of capital to enter in the market is likewise among the possible barrier to entry. Along with it, requirement of big competence and research and development expenses for survival in the industry likewise make new entrants hesitant to go into in the marketplace. Market saturation is also among the barrier of entry in innovation industry. High bargaining power of suppliers require the players in the market to charge as low prices as possible and this can only be accomplished by production efficiency. New companies, in majority cases, lack the production efficiency, hence increasing the risks for entryway in the innovation market.

Competitive Analysis

Samsung's high product diversification offers it distinction from its rivals. 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 customer electronics, Nokia on cellular phone and Intel on chips, Samsung had a big R&D spending on all of its product categories which allow the business to make prospective income from sales of practically all of its items. (See Display) However, due to the broad item range the company deals with high number of competitors.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in terms of global market share, among 8 different product categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Samsung earnings from chips was less than Intel but its revenues from chips was growing faster than Intel and has grown close to the income levels of Intel, as offered in the case Exhibit 2.

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

Samsung was likewise reaping the benefits from increasing market share of high end LCDs as given in case Exhibit 3. The major factor, making the company allow to obtain the chance is its mass production at low cost. Sony was the biggest rival for Mandarin Oriental Hotel Group A Case Study Analysis in LCD market, nevertheless, it had likewise begun joint venture with Samsung in 2003 for LCD producing, reducing the competitors for Samsung.

Porter's Competitive Method

Low Cost Management strategy of porter is fully executed by Samsung the method they attain economies of scale by enhancing their core competencies of manufacturing. They constantly bring something new and innovative whether it's a service or a product.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Mandarin Oriental Hotel Group A Case Study Help would create a new brand image by targeting the more youthful generation of the specific country. As, especially smart phones of Samsung are preferred amongst the more youthful demographic.


1. It is the best method to develop Consumer Lifetime Value (CLV) by creating a long-lasting relationship with consumers. Construct commitment through providing value and profit for long-term, as research study has actually revealed it is more affordable to keep current customers than to attract brand-new ones.
2. Another pro of this option is that word of mouth spread faster amongst younger people and which in turn will generate new consumers for my products.


1. Old customers who were related to Samsung before might not like this brand-new image the company is attempting to depict.
2 It will incur more costs to reposition some items and it might not even bring success as the patterns alter really rapidly amongst the more youthful group.

Alternative solution 2.

Samsung has actually made producing its core competency for the most part of their company and due to which its supervisors are not afraid to fully step out of their comfort zone. It would be done by setting up training workshops throughout which importance of marketing will be taught and numbers will be offered. Failure to get the passing scores will get benched. Marketing environment ought to be produced internally initially as real marketing begins inside the corporation.


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


2. Its con can create a very unhealthy environment in the office, as individuals often withstand change due to the fact that they fear it.

Identify the very best alternative

Alternative is the best as it clearly has more pros since as soon as a Client Lifetime Worth is built the business will benefit from it till that client is alive and has acquiring power. Plus, our target consumers are the more youthful generation which are bound to live longer than the present old age people. Samsung's main goal is to produce loyalty among its customers and make them redeemed it from them and even buy their various items.

Execution Strategy

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi make with music. And set the expectations realistic and attainable.
• A team including best marketing and sales experts ought to be put together, and both views should be considered before securing the resources required to implement the strategy.
• Thorough communication of the strategy need to be done as it is extremely essential for everyone to be on the very same page to make it work.
• Jobs and timelines ought to be develop and communicated appropriately to each individual accountable.
• The supervisor ought to use a control panel which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The supervisor must keep track of and keep a consistent look at the general and individual efficiency.
• Everybody ought to want to adapt midway due to the fact that any brand-new pattern or policy may be available in due to which all the things already prepared have to be changed. It's better to have contingency plans already prepared.
• At the end of the campaign the manager must interact the outcomes and if successful should celebrate with the group.

Budget plan

This change the spending plan allowance of lots of managers 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 potential merited a 35% allocation while they were getting 45%. It really assisted to relatively disperse the resources and record more consumers by investing more on advertisements on the high development capacity regions of the world.

Its constant investment in R&D and innovative practices have propelled them to brand-new heights however for them its' just 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 demographic amid the internal arguments about marketing and ought to develop Client Life time Worth as it will not only offer them benefits now however will continue to reap it till the consumer lifetime. As the cost of retaining the consumer is much more affordable than bring in a brand-new one.