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Mandarin Oriental Hotel Group A Harvard Case Study Analysis

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Mandarin Oriental Hotel Group A Case Study Solution & Analysis


Introduction

Mandarin Oriental Hotel Group A Case Study Analysis 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 handle large number of product classifications including Semiconductors, Telecom, Digital Media, Digital Appliances and many more other electronic items. Historically, the business's core customers consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Samsung items withtheir own trademark name. 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 consumer circle consists of Original Devices Manufacturers (OEMs), who used to sell Mandarin Oriental Hotel Group A Case Study Help items with their own brand. Samsung was not simply understood outside Korea. There were also no or little interest in developing the brand globally. Marketing budget was controlled by production department with a prime focus on supplying cheap products.During the 1997 Asian Financial Crisis the company almost got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most valuable company worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the business was not even noted. He rearranged Samsung as a worldwide brand name and educated his divisional managers to understand marketing and its significance. Now their goal is to arrive 10 by 2005.

Issue Statement

Samsung's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional managers to integrate marketing successfully is still a major difficulty. Producing a consistent brand name identity throughout the whole world and using marketing methods that best fits the local culture is no easy job. The M-net program analysis have been truly handy in identifying the high and less possible growth locations, however allotment of resources accordingly is not well gotten amongst the supervisors. There is no consensus amongst the hierarchy relating to the best suited future method.

Situational Analysis

Mandarin Oriental Hotel Group A Case Study Analysis efforts for constructing its brand name across the world was begun after introducing the "brand-new management initiative" by Chairman Lee in 1993. The goal was to transform Samsung from a low-cost OEM to a high value-added item provider. To make the vision of Samsung a reality, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Samsung can change from a low end to a luxury item service provider. He knew that transformation can just be done through positioning Samsung as a business offering 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 name, with a prospective support of its executives, Yun dealt with numerous marketing difficulties in early years of its efforts.

Among the marketing obstacles for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as very same tools and thought that quality products do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous service practices, and the present marketing requirement was excessive high, the gap was too broader and to fill this space with wrong understandings about marketing was quite difficult for Yun.

As specified above, marketing focus was really low in previous practices, for that reason there were no appropriate marketing budgets for each of the product on the portfolio. There was no marketing preparation provided for the existing items. Along with it the item range of the company was increasing with the ripening of new item ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing planning and to create marketing budget plans for existing along with for new items from the very start, and this would take a big time.

A substantial shift would be required in present marketing expenditures to build the Mandarin Oriental Hotel Group A Case Study Analysis brand name. This would lead to increased marketing expenditures for Samsung and might disturb the administration relating to increased costs, as they hesitated to marketing expenditures formerly and a sudden huge shiftwould make them disturb. This might lead to declining executive support for worldwide marketing. In this circumstance, Yun faces a challenge for justifying increased marketing expenditures by showing the long term worth of huge marketing expenses.

Internal Analysis
SWOT Analysis
Strengths


Samsung strengths lie in its big item portfolio. Samsung has largest variety of patents in the industry with overall variety of 15499 patents granted in United States( USP). Big amount of R&D costs has actually enabled the business to grow its product portfolio at a higher rate than its competitors. Mandarin Oriental Hotel Group A Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall revenues.

Another strength of Mandarin Oriental Hotel Group A Case Study Help is its capability to develop ingenious products at a continuous rate. It significant shows for the innovation and product developing of Samsung is that the business has gotten many awards for its innovation and item design.

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

Samsung's ability to produce luxury items at low expense of production is also among the major strength of Samsung as it makes it possible for the business to capture more market by offering quality products with expense control.

Weaknesses

Mandarin Oriental Hotel Group A Case Study Analysis weaknesses are concealed in the company's dependence on outsourcing software application for its devices due to business's inability in developing software, unlike Sony. Samsung likewise has low earnings margins as compare to Apple due to big distinction in the prices of Apple and Samsung with a much lesser difference in quality. The diverse focus of the business due to a great deal of products in its portfolio, lead to the less efficient production and make the business not able to charge higher rates like Apple. The business is likewise ineffective in managing its patents and often deals with the issue of patent offense.

Opportunities

Opportunities for Mandarin Oriental Hotel Group A Case Study Help lie in the growing Mobile phone market and the business's performance in the market. Samsung 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.

Threats

The dynamic industry environment of innovation industry pose a serious risk on Samsung's survival and force the business to invest much of its revenues share on R&D in order to endure in the long run. The market saturation in industrialized countries i.e. saturation of mobile company is also a huge hazard for the company's development in the presence of strong competitors like Apple.

4 P's of Marketing

Product

Samsung provides quality products and has a quite abundant portfolio which caters to different segments. LCD and mobile phones are the biggest products of Samsung, whereas DRAM is likewise not far behind in comparison of them.

• LCD/ TELEVISION
• Laptops.
• Smart phone.
• Ac system.
• Desktop computer.
• Hard disk drives.
• Washer.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.
• DRAM.

Cost.

Mandarin Oriental Hotel Group A Case Study Analysis uses both market competitive and market skimming rates strategies for its wide range of items. In competitive prices it changes the price according to the competitors in order to get advantage, whereas, it uses market skimming method where the product has actually an added worth and by offering a couple of products it can reach break-even.

Place.

It has one of the best supply chain networks, with retail distributors, their own sole distributors, E commerce channels like Amazon etc. All its items are prompt provided to the selling place/ provided to the customers directly in case of online order.

Promotion.

It utilizes both offline & online channels of promo to market their products. Paid item ads, social promotion and digital ads are utilizes to develop awareness about Samsung products.

Value Chain Analysis.

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

Incoming Logistics.

It has one of the most effective and efficient supply chain network and has over 2700 providers across different industries all over the world. Practically 80% of which is based in Asia and the staying all over the world. For its incoming logistics it owns numerous logistics companies as it subsidiaries. It looks after its suppliers and develops an unified relationship with them and even decreased their payment cycles to boost this relationship further which adds value to their chain network.

Operations.

Samsung's core proficiency is its mass making it produces 90% of its items internal. Divided into 3 various divisions its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronics. It is keeping operation hubs worldwide to even more include worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary reasons Mandarin Oriental Hotel Group A Case Study Analysis is able to compete with Apple. Samsung's own Electronic Logitec system plays a major 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 client attention towards the product is done through marketing and sales to interact with them the worth and competitive benefit the item uses. Mandarin Oriental Hotel Group A Case Study Analysis advertising budget is continuously growing because they began their rearranging internationally and will continue to do so as they are continually seeking to invest and expand in high prospective development markets. The budget is invested in events, print and media advertisements, public relations and so on.

Samsung put their customers at the leading and constantly aim to deliver unmatchable consumer service standards. By adding a direct support line to contact them 24 hours they have even more increased the included value of Samsung service.

Division.

Mandarin Oriental Hotel Group A Case Study Help has diversified market division, based upon its provision of vast array of items to a great deal of customers. Samsung target client sectors can be divided into 3 classifications i.e. Mandarin Oriental Hotel Group A Case Study Help IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget solutions.

Geographic.

Mandarin Oriental Hotel Group A Case Study Analysis geographical division is based upon two requirements i.e. area and density. Samsung serves about 80 countries worldwide with its products offered to Urban as well as Backwoods of the nation. The Samsung is likewise growing its international existence and the business's flexibility in finding its plants motivates global growth of Samsung.

Group.

Samsung produces items that can be utilized by both females and males. The target consumers for Samsung IT and mobile interaction products have an age range of 18-65 with majority at a young or newly married life cycle phase. Apart from it, Samsung Consumer Electronics are targeted to a customer section with an age range of 25-65.

Psychographic.

The psychographic segmentation of Mandarin Oriental Hotel Group A Case Study Solution s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung sell items like mobile phone very little more affordable i.e. Motorola along with very little pricey i.e. Apple. It provides quality items to middle level customers at a slightly high price than others targeting the same segment.

Behavioural.

Mandarin Oriental Hotel Group A Case Study Solution majority target clients have distinct behavioural characteristics. They are drawn in towards Samsung because of its moderate rates with an extent of quality.

Quantitative analysis.

Sales of Mandarin Oriental Hotel Group A Case Study Help has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. 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.

Qualitative analysis.

Whereas, the core strength of the company is currently making but long gone are those days when excellent products were selling themselves. Kim has already started to strengthen the marketing activities of Samsung and very soon it will end up being one of its core strength like manufacturing if not better.

VRIO.

Worth.

Samsung operates styles, makes and offer a large portfolio of customer electronics. It runs in an extremely competitive environment and has actually effectively placed itself as the maker of quality items. The response is yes.

Rarity.

As, said earlier that Mandarin Oriental Hotel Group A Case Study Help runs in an extremely competitive environment, which means all the business have comparable items. The answer for rarity is no.

Imitability.

Due to the nature of the industry, it is really easy for rivals to comprehend the functionality of the items and quickly make their own designs. Yes, Samsung is only behind IBM in registering new patents each year, however the benefit is very short term in this market.

Organization.

Chairman Lee has totally turnaround Samsung, from going nearly insolvent throughout the Asian financial crisis of 1997 to the top 25 business in the world. Absolutely yes there appertains company in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis

Political

Being a multinational brand spread practically in every country worldwide, majority of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. However, it deals with some political pressures in less industrialized nations where law and order situation is bad. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Mandarin Oriental Hotel Group A Case Study Analysis operations.

Economic

Purchasing power of consumers is crucial for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations etc. offer growth chances, whereas, due to economic crisis even the clients of developed nations suffer badly. It is really crucial for the company to keep an eye on the continuous financial situation of the country prior to entering the market.

Socio-Cultural

Multinational business have to deal with numerous social and cultural concerns throughout its operations in a foreign nation. Samsung has also faced many issues but have embraced to the local environments of most of the countries remarkably well. It has actually tailored its items, practices, policies and so on accordingly in order to achieve success.

Technological

With a yearly expense of 2.4 billion dollars in Research & Advancement, and with consistent innovative item launches, Mandarin Oriental Hotel Group A Case Study Help is among the leading innovative companies of the world. With a clear mission to be ahead of the rest when it comes to technological advancements, Samsung has increased to the no 25 of the top effective business of the world.

Legal

Each country has their own laws and policies, being a multinational business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal consequences. So, it needs to study or hire a local law expert before starting its operations in a specific country.

Environmental

With the increasing awareness among consumers about the environmental & ethical offenses of business, Samsung needs to ensure that it follows all the safety standards. Ecological damages, ethical misbehaviors are not acceptable and in some countries the consequences can be really serious. On the other hand it needs to do some Business Social Obligation practices to reveal the residents that it appreciates their environment and individuals.

Porter's 5 Forces

Danger of Substitution

Threat of substitution for Samsung's each product category is quite significant. Running in an incredibly dynamic industry lead the business to deal with a high hazard of substitution. Factors for high threat of replacement for Mandarin Oriental Hotel Group A Case Study Analysis Smartphone include the presence of high number of suppliers and Market saturation in developed nations, that make the expense of switching for consumers nearly zero. Alternative hazards for Samsung visual screen depend on the changing lifestyle of clients. Customers can switch to watching visuals at home towards outdoor activities. Together with it, Samsung printing solutions products are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Among Existing Companies:

The rivaly amongst Samsung and its close competitors is extreme. The significant factor behind this is the approach of market saturation in numerous number of product categories, forcing Samsung to present more ingenious features in existing items and new ingenious items to keep its development. The significant competitors for Mandarin Oriental Hotel Group A Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

( 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. Due to incapability of Mandarin Oriental Hotel Group A Case Study Analysis to develop its own software, it has to outsource its software development to Google, which becomes a potential provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in many of the product classifications 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 cost than much of its competitors, due to high end quality product and a reasonable brand name image.

Danger of New Entrants:

Danger of new entrants for Mandarin Oriental Hotel Group A Case Study Analysis is rather low. Along with it, requirement of big know-how and research and advancement expenses for survival in the market also make new entrants reluctant to go into in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high product diversification offers it distinction from its competitors. It is one of the three leading brands by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single item category with Sony concentrating on consumer electronic devices, Nokia on cellular phone and Intel on chips, Samsung had a substantial R&D costs on all of its item classifications which make it possible for the business to earn possible revenue from sales of practically all of its items. (See Exhibit) However, due to the broad item variety the business faces high number of competitors.

The business ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to worldwide market share, amongst 8 different product categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Samsung profits from chips was less than Intel but its earnings from chips was growing much faster than Intel and has actually grown close to the income levels of Intel, as offered in the case Exhibition 2.

Along with the chips Samsung mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular 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 greater costs than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was also profiting from increasing market share of high-end LCDs as given in case Exhibit 3. The significant reason, making the business make it possible for to avail the chance is its mass production at low cost. Sony was the most significant rival for Mandarin Oriental Hotel Group A Case Study Help in LCD market, nevertheless, it had likewise begun joint venture with Samsung in 2003 for LCD manufacturing, lessening the competitors for Samsung.

Porter's Competitive Technique

Low Expense Management strategy of porter is completely carried out by Samsung the method they achieve economies of scale by strengthening their core proficiencies of production. They always bring something brand-new and innovative whether it's a service or an item.

Alternatives

Alternative Service 1

The Chief Marketing Officer (CMO) of Mandarin Oriental Hotel Group A Case Study Analysis would create a new brand image by targeting the more youthful generation of the particular nation. As, particularly mobile phones of Samsung are incredibly popular amongst the younger group.

Pros

1. It is the very best strategy to construct Client Life time Worth (CLV) by developing a long-lasting relationship with customers. Construct loyalty through delivering worth and reap the benefits for long-term, as research has revealed it is much cheaper to maintain existing clients than to attract new ones.
2. Another pro of this alternative is that word of mouth spread faster amongst younger people and which in turn will bring in brand-new consumers for my products.

Cons

1. Old clients who were related to Samsung prior to may not like this brand-new image the company is trying to depict.
2 It will incur more costs to reposition some products and it might not even bring success as the trends change extremely rapidly among the younger group.

Alternative solution 2.

Samsung has made making its core competency for the a lot of part of their service and due to which its managers are not afraid to fully step out of their comfort zone. It would be done by setting up training workshops during which significance of marketing will be taught and numbers will be given. Failure to get the passing scores will get benched. Marketing environment should be developed internally initially as real marketing begins inside the corporation.

Pros

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

Cons

2. Its con can create a really unhealthy environment in the office, as individuals often withstand modification because they fear it.

Identify the very best option

Alternative is the finest as it clearly has more pros due to the fact that as soon as a Client Lifetime Value is developed the business will benefit from it till that customer is alive and has purchasing power. 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 develop commitment among its customers and make them redeemed it from them and even buy their different products.

Implementation Plan

• Targeting younger generation through social marketing, developing a relate to them like Pepsi make with music. And set the expectations sensible and achievable.
• A group consisting of best marketing and sales experts must be assemble, and both views ought to be considered prior to protecting the resources required to carry out the plan.
• Thorough interaction of the strategy must be done as it is extremely crucial for everyone to be on the exact same page to make it work.
• Tasks and timelines must be build and communicated accordingly to each individual responsible.
• The manager ought to 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 need to keep track of and keep a consistent examine the specific and general performance.
Due to the fact that any new trend or policy may come in due to which all the things already prepared have actually to be changed, • Everybody must be prepared to adjust midway. It's better to have contingency plans currently prepared.
• At the end of the campaign the manager should communicate the results and if effective need to commemorate with the group.

Budget plan

The M-net program revealed engaging analysis about the low and high development potential areas and just how much marketing budget plan must be designated accordingly. This change the budget allotment of numerous managers and various countries were dissatisfied and argued however the analysis done by the program was accurate and revealed figures like North America and Russia growth possible merited a 35% allotment while they were getting 45%. Whereas, China and Europe must be getting 42% but were instead given 31%. It actually helped to fairly distribute the resources and capture more clients by spending more on ads on the high development potential regions of the world.

Conclusion

Mandarin Oriental Hotel Group A Case Study Help is a leading 25 company in the world now and prepares to get ahead of Sony who sits currently at no. 20. Its consistent financial investment in R&D and innovative practices have actually propelled them to brand-new heights but for them its' only the start and they want to be among the top 3 brands worldwide. They entirely turnaround from nearly going bankrupt throughout the Asian Financial Crisis to a world renowned brand name, known for quality and development. Their worth chain and their core competency their production capability, along-with global brand image structure 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 further in the future. Their marketing efforts must be directed towards younger market amid the internal arguments about marketing and must create Consumer Lifetime Value as it will not only provide benefits now but will continue to reap it till the client lifetime. As the cost of retaining the customer is much cheaper than drawing in a brand-new one.