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Morgan Components 3 Case Study Solution & Analysis


Historically, the company's core customers include the Original Devices Manufacturers (OEMs), which utilized to sell Morgan Components 3 Case Study Analysis products withtheir own brand name. Its customer circle consists of Original Devices Manufacturers (OEMs), who utilized to sell Samsung items with their own brand name. He repositioned Samsung as an international brand name and informed his divisional supervisors to understand marketing and its value.

Problem Statement

Samsung's transition from a product based to a marketing company is not going as efficiently as planned.Overcoming the hesitation of divisional managers to integrate marketing effectively is still a major obstacle. Developing a consistent brand name identity throughout the whole world and employing marketing techniques that finest fits the regional culture is no easy task.
Executive Summary
Situational Analysis

Morgan Components 3 Case Study Analysis efforts for constructing its brand throughout the world was started after introducing the "new management effort" by Chairman Lee in 1993. The objective was to transform Samsung from a cheap OEM to a high value-added product provider. To make the vision of Samsung a reality, Chairman Lee designated 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 high end item provider. He knew that change can just be done through positioning Samsung as a business providing 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 possible assistance of its executives, Yun faced numerous marketing challenges in early years of its efforts.

One of the marketing challenges for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as exact same tools and believed that quality items do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the present marketing requirement was excessive high, the gap was too wider and to fill this space with incorrect perceptions about marketing was quite tough for Yun.

Along with it the item range of the business was increasing with the ripening of new product concepts by the R&D sector of Samsung. Yun had a challenge to carry out marketing planning and to create marketing spending plans for existing as well as for new items from the very start, and this would take a huge time.

A big shift would be required in existing marketing expenditures to construct the Morgan Components 3 Case Study Help brand. This would result in increased marketing expenditures for Samsung and might interrupt the administration concerning increased costs, as they were reluctant to marketing expenditures formerly and a sudden huge shiftwould make them disturb. This could result in decreasing executive assistance for worldwide marketing. In this scenario, Yun faces a challenge for justifying increased marketing expenditures by showing the long term value of big marketing expenditures.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its huge item portfolio. Samsung has biggest variety of patents in the industry with overall variety of 15499 patents granted in US( USP). Large amount of R&D costs has made it possible for the company to grow its item portfolio at a higher rate than its rivals. Morgan Components 3 Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total earnings.

Another strength of Morgan Components 3 Case Study Analysis is its ability to establish innovative products at a continuous rate. It significant proves for the innovation and product developing of Samsung is that the business has received numerous awards for its development and item design.

Unlike Apple and other rivals, Samsung is focused on producing devices which can be quickly integrated with any kind of open source Operating System (OS) and software. This offers Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's ability to produce high end items at low cost of production is also one of the major strength of Samsung as it makes it possible for the company to capture more market by providing quality items with expense control.

Weak points

Samsung's weaknesses are hidden in the business's reliance on outsourcing software application for its devices due to business's inability in developing software application, unlike Sony. Morgan Components 3 Case Study Solution also has low revenue margins as compare to Apple due to substantial difference in the costs of Apple and Samsung with a much lesser difference in quality.


Opportunities for Morgan Components 3 Case Study Analysis lie in the growing Smartphone market and the business's performance in the market. Samsung currently 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 industry environment of innovation industry present a severe danger on Samsung's survival and require the business to spend much of its revenues share on R&D in order to make it through in the long run. The market saturation in developed nations i.e. saturation of mobile company is also a huge hazard for the company's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Morgan Components 3 Case Study Analysis provides quality items and has a rather rich portfolio which caters to various sections. The majority of the products are in the top three of their respective industries. LCD and cellphones are the most significant products of Samsung, whereas DRAM is also not far behind in comparison of them. Following is the line of product of Samsung:

• Laptops.
• Cellphone.
• A/c unit.
• Desktop computer.
• Hard drives.
• Washing machines.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Morgan Components 3 Case Study Analysis utilizes both market competitive and market skimming rates methods for its variety of products. In competitive pricing it adjusts the cost according to the competition in order to get benefit, whereas, it uses market skimming strategy where the product has actually an added value and by offering a couple of items it can reach break-even.


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

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

Worth Chain Analysis.

It's an analytical framework for recognizing service activities that add worth or competitive benefit for the company.

Inbound Logistics.

For its inbound logistics it owns numerous logistics companies as it subsidiaries. It looks after its providers and develops a harmonious relationship with them and even decreased their payment cycles to enhance this relationship even more which includes value to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its products in-house. Divided into 3 different departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is maintaining operation centers worldwide to further include worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the primary factors Morgan Components 3 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 tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target client attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the product provides. Morgan Components 3 Case Study Solution advertising budget is continually increasing considering that they began their rearranging internationally and will continue to do so as they are continually wanting to invest and expand in high potential growth markets. The budget is invested in occasions, print and media ads, public relations and so on.

Samsung Service. Samsung put their clients at the top and continually make every effort to provide unmatchable customer service standards. As after sales service is becoming extremely essential to keep clients delighted and engaged, they even perform surveys through 3rd parties to learn their customer's feedback and implement it in the favorable method to reduce or if possible completely remove their consumer problems. By including a direct support line to call them 24 hr they have actually even more increased the added worth of Morgan Components 3 Case Study Solution service.


Morgan Components 3 Case Study Analysis has diversified market division, based upon its arrangement of wide range of products to a great deal of consumers. Samsung target consumer segments can be divided into 3 classifications i.e. Morgan Components 3 Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget options.


Morgan Components 3 Case Study Solution geographic segmentation is based upon 2 requirements i.e. region and density. Samsung serves about 80 nations worldwide with its products supplied to Urban as well as Rural areas of the nation. The Samsung is likewise growing its worldwide presence and the business's versatility in locating its plants motivates international expansion of Samsung.


The group division of Morgan Components 3 Case Study Solution is based upon gender, age, life-cycle phase and profession. Samsung produces items that can be used by both women and males. The target clients for Samsung IT and mobile interaction items have an age range of 18-65 with majority at a young or newly wed life cycle phase. They are mostly students, specialists and staff members. Apart from it, Samsung Customer Electronics are targeted to a consumer sector with an age variety of 25-65. They are mainly experts and employees. However Morgan Components 3 Case Study Help Gadget Solutions are targeted at trainees, workers and experts with an age series of 25-65.


The psychographic segmentation of Morgan Components 3 Case Study Analysis s based upon the social class and the lifestyle of the customer. Samsung target clients on the basis of social class are mainly upper middle, middle and working class customers, as Samsung sell products like mobile phone not much less expensive i.e. Motorola in addition to very little expensive i.e. Apple. It offers quality products to middle level customers at a slightly high rate than others targeting the same sector.


Morgan Components 3 Case Study Analysis bulk target clients have unique behavioural attributes. They are attracted towards Samsung since of its moderate rates with an extent of quality.

Quantitative analysis.

Sales of Samsung 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 $. It has actually likewise lowered its debt 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. Revenues/ sales are increasing but net profit is not increasing appropriately due to the fact that of the high overhead cost. New growths and hiring's were the primary factor of the boost in the overhead expenses, with china currently not supplying any profit to Samsung, but there is a lot capacity in the present market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the company is presently making but long gone are those days when excellent items were selling themselves. Kim has actually already begun to enhance the marketing activities of Samsung and very quickly it will become one of its core strength like manufacturing if not better.



Samsung runs designs, makes and offer a vast portfolio of customer electronic devices. It operates in an incredibly competitive environment and has actually successfully positioned itself as the maker of quality items. The response is yes.


As, stated earlier that Morgan Components 3 Case Study Help operates in an extremely competitive environment, which means all the companies have similar items. The response for rarity is no.


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


Chairman Lee has totally turnaround Samsung, from going nearly bankrupt during the Asian financial crisis of 1997 to the top 25 business on the planet. Absolutely yes there appertains company in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand spread almost in every country worldwide, bulk of the environments like U.S.A., Europe, China etc., are very conductive for its operations. It faces some political pressures in less industrialized countries where law and order scenario is not great. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Morgan Components 3 Case Study Analysis operations.


Buying power of clients is important for business like Samsung to prosper and grow. Emerging markets like India, middle-eastern countries etc. supply growth chances, whereas, due to economic crisis even the customers of developed nations suffer terribly. It is really crucial for the business to keep an eye on the continuous economic circumstance of the nation prior to getting in the market.


Multinational companies have to deal with various social and cultural problems during its operations in a foreign country. Samsung has actually likewise dealt with lots of problems but have actually adopted to the local environments of the majority of the nations extremely well. It has actually customized its items, practices, policies etc. appropriately in order to succeed.


With an annual expenditure of 2.4 billion dollars in Research study & Development, and with consistent innovative product launches, Morgan Components 3 Case Study Solution is among the leading innovative companies of the world. With a clear objective to be ahead of the rest when it concerns technological developments, Samsung has risen to the no 25 of the top effective business of the world.


Each nation 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 has to study or hire a regional law professional before starting its operations in a specific nation.


With the rising awareness among consumers about the ethical & ecological violations of companies, Samsung has to guarantee that it follows all the security standards. Environmental damages, ethical misbehaviors are not acceptable and in some countries the consequences can be really severe. On the other hand it has to do some Business Social Responsibility practices to show the residents that it cares about their environment and individuals.

Porter's Five Forces

Threat of Replacement

Risk of replacement for Samsung's each item category is rather considerable. Aspects for high risk of substitution for Morgan Components 3 Case Study Help Smartphone include the existence of high number of suppliers and Market saturation in developed nations, which make the expense of changing for consumers almost no. Along with it, Samsung printing solutions items are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Samsung and its close rivals is intense. The major reason behind this is the approach of market saturation in different number of product classifications, forcing Samsung to introduce more ingenious features in existing products and new innovative items to keep its development. Other factor for the extreme rivalry amongst the competitors is the little product distinction amongst the items. The popular players in the technology industry are rather familiar with the importance of R&D spending for their survival and are running into a race of marketing and R&D spending, to catch the market. The major rivals for Morgan Components 3 Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry leads to the varying market shares which can be seen in Display F.

Bargaining Power of Suppliers:

Morgan Components 3 Case Study Help has a vast 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 rates with its suppliers. However, due to incapability of Morgan Components 3 Case Study Help to build its own software, it has to outsource its software application development to Google, which ends up being a potential supplier of software for Samsung, leading to high bargaining power of Google. In many of Morgan Components 3 Case Study Help has a power to negotiate prices, but it supply significant 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 product categories also make the bargaining power of buyers more intense in for Samsung. In spite of igh bargaining power Samsung is rather capable of offering its items at a greater rate than much of its competitors, due to high end quality item and a reasonable brand image.

Hazard of New Entrants:

Threat of brand-new entrants for Samsung is quite low. One of the major factor for low hazard of new entrants is the high competitors in the industry. The requirement of big quantity of capital to go into in the marketplace is likewise one of the potential barrier to entry. Along with it, requirement of substantial competence and research study and advancement expenses for survival in the industry also make brand-new entrants unwilling to go into in the market. Market saturation is likewise among the barrier of entry in innovation market. High bargaining power of suppliers force the gamers in the industry to charge as low prices as possible and this can just be achieved by production efficiency. Brand-new companies, in majority cases, do not have the production efficiency, hence increasing the threats for entryway in the technology market.

Competitive Analysis

Samsung's high item diversity provides it distinction from its rivals. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Morgan Components 3 Case Study Help had a huge R&D costs on all of its product categories which allow the business to earn prospective revenue from sales of nearly all of its products.

The company ranks first in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in terms of worldwide market share, among 8 various product classifications. Samsung was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel but its revenues from chips was growing quicker than Intel and has grown close to the revenue levels of Intel, as provided in the case Exhibition 2.

In addition to the chips Samsung mobile market was likewise flourishing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales development 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 rates than Nokia and Motorola was the business's high-end quality cellular phone.

Samsung was also profiting from increasing market share of high-end LCDs as given up case Display 3. The major factor, making the company enable to obtain the chance is its mass production at low expense. Sony was the most significant competitor for Morgan Components 3 Case Study Help in LCD market, however, it had actually likewise begun joint venture with Samsung in 2003 for LCD manufacturing, decreasing the competition for Samsung.

Porter's Competitive Strategy

Low Cost Management strategy of porter is fully executed by Samsung the way they accomplish economies of scale by enhancing their core proficiencies of production. They constantly bring something innovative and brand-new whether it's a service or a product.


Alternative Option 1

The Chief Marketing Officer (CMO) of Morgan Components 3 Case Study Analysis would create a new brand image by targeting the younger generation of the specific country. As, especially mobile phones of Samsung are preferred among the younger group.


1. It is the very best strategy to develop Client Life time Worth (CLV) by producing a long-term relationship with consumers. Develop loyalty through providing value and reap the benefits for long-lasting, as research study has revealed it is more affordable to keep current customers than to bring in brand-new ones.
2. Another pro of this alternative is that word of mouth spread faster among younger people and which in turn will bring in new clients for my items.


1. Old clients who were connected with Samsung prior to may not like this brand-new image the business is trying to depict.
2 It will sustain additional expenses to rearrange some products and it may not even bring success as the trends change very quickly amongst the younger group.

Alternative option 2.

It would be done by organizing training workshops during which significance of marketing will be taught and numbers will be provided. Marketing environment must be developed internally initially as real marketing starts inside the corporation.


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


2. Its con can produce a very unhealthy environment in the work environment, as individuals typically withstand modification since they fear it.

Identify the very best alternative

Alternative is the best as it clearly has more pros since when a Customer Life time Value is constructed the business will profit from it till that client is alive and has acquiring power. Plus, our target consumers are the younger generation which are bound to live longer than the current aging people. Nonetheless, Samsung's main goal is to create loyalty among its customers and make them redeemed it from them and even buy their various products as well.

Application Strategy

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi do with music. And set the expectations reasonable and achievable.
• A group including finest marketing and sales professionals should be put together, and both views ought to be considered before securing the resources required to carry out the strategy.
• Thorough communication of the strategy should be done as it is very essential for everybody to be on the exact same page to make it work.
• Jobs and timelines need to be develop and interacted accordingly to each individual accountable.
• The manager need to use a dashboard which shows the development of all the jobs which have actually been done or about to be done and by whom.
• The manager need to keep an eye on and keep a consistent check on the specific and general performance.
• Everybody should want to adjust midway since any brand-new pattern or policy may come in due to which all the things currently prepared have to be adjusted. It's better to have contingency plans already prepared.
• At the end of the project the supervisor ought to interact the outcomes and if effective should commemorate with the group.


This change the budget plan allocation of lots of supervisors and different countries were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia growth possible warranted a 35% allotment while they were getting 45%. It truly helped to relatively disperse the resources and capture more consumers by spending more on advertisements on the high growth potential regions of the world.

Its constant financial investment in R&D and innovative practices have actually moved them to new heights but for them its' only the start and they desire to be among the top 3 brand names in the world. Their marketing efforts should be directed towards more youthful market in the middle of the internal arguments about marketing and ought to create Client Life time Worth as it will not just provide them benefits now but will continue to reap it till the client life time. As the cost of retaining the customer is much more affordable than attracting a new one.