Oracle Corporation Harvard Case Study Solution

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Oracle Corporation Case Study Solution & Analysis


Historically, the business's core customers consist of the Original Devices Manufacturers (OEMs), which used to sell Oracle Corporation Case Study Solution items withtheir own brand name. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to sell Samsung items with their own brand name. He rearranged Samsung as a worldwide brand and educated his divisional supervisors to understand marketing and its value.

Problem Declaration

Samsung's shift from a product based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional supervisors to integrate marketing successfully is still a major challenge. Creating a constant brand identity across the entire world and employing marketing techniques that finest fits the local culture is no easy job. The M-net program analysis have been really useful in determining the high and less prospective development areas, but allocation of resources appropriately is not well received among the managers. There is no agreement amongst the hierarchy concerning the best fit future strategy.

Situational Analysis

Oracle Corporation Case Study Analysis efforts for building its trademark name across the world was begun after presenting the "new management initiative" by Chairman Lee in 1993. The goal was to transform Samsung from a cheap OEM to a high value-added item company. To make the vision of Samsung a truth, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a quite clear image in his mind about how Samsung can change from a low end to a high-end product provider. He understood that transformation can only be done through positioning Samsung as a company using high-end products and this could just be done through high level of marketing.

In spite of having a clear vision about how to construct Samsung brand name, with a potential assistance of its executives, Yun faced numerous marketing difficulties in early years of its efforts.

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

As specified above, marketing focus was very low in previous practices, for that reason there were no appropriate marketing spending plans for each of the product on the portfolio. There was no marketing planning provided for the existing items. Together with it the product variety of the company was increasing with the ripening of new item ideas by the R&D sector of Samsung. Yun had a difficulty to perform marketing preparation and to produce marketing budget plans for existing along with for new items from the very beginning, and this would take a big time.

A huge shift would be required in current marketing expenses to construct the Oracle Corporation Case Study Analysis brand. This would result in increased marketing expenses for Samsung and could disturb the administration concerning increased expenditures, as they were reluctant to marketing expenses formerly and an unexpected huge shiftwould make them disturb. This might lead to decreasing executive assistance for worldwide marketing. In this scenario, Yun deals with a challenge for justifying increased marketing expenses by showing the long term worth of substantial marketing expenses.

Internal Analysis
SWOT Analysis

Oracle Corporation Case Study Help strengths lie in its substantial product portfolio. Samsung has largest number of patents in the industry with overall number of 15499 patents approved in US( USP).

Another strength of Oracle Corporation Case Study Solution is its ability to establish innovative products at a constant rate. It significant shows for the innovation and item creating of Samsung is that the company has gotten many awards for its development and item design.

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

Samsung's ability to produce luxury items at low expense of production is also among the significant strength of Samsung as it allows the company to record more market by providing quality products with cost control.


Oracle Corporation Case Study Analysis weak points are hidden in the company's reliance on outsourcing software for its devices due to company's failure in developing software, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to substantial distinction in the costs of Apple and Samsung with a much lesser distinction in quality. The varied focus of the business due to a great deal of products in its portfolio, result in the less efficient production and make the company not able to charge higher costs like Apple. The business is also inefficient in handling its patents and frequently deals with the problem of patent infraction.


Opportunities for Samsung depend on the growing Smart device market and the business's performance in the market. It can increase its market share and earnings from cell phone as the company is rather effective in cellular phone market. Samsung presently runs in about 80 nations and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to obtain patents. It would allow the business to increase its product portfolio with a boost in its wealth.


The vibrant industry environment of innovation industry present an extreme 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 business is likewise a huge risk for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing


Samsung uses quality items and has a rather rich portfolio which caters to various segments. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is likewise not far behind in comparison of them.

• Laptops.
• Cellphone.
• Air conditioning system.
• Personal computers.
• Disk drives.
• Washing machines.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Oracle Corporation Case Study Help uses both market competitive and market skimming rates strategies for its variety of items. In competitive pricing it adjusts the price according to the competition in order to get advantage, whereas, it utilizes market skimming technique 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 suppliers, E commerce channels like Amazon etc. All its products are timely provided to the selling place/ delivered to the consumers directly in case of online order.


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

Worth Chain Analysis.

It's an analytical framework for recognizing organisation activities that include value or competitive advantage for the business.

Incoming Logistics.

For its incoming logistics it owns different logistics firms as it subsidiaries. It looks after its providers and develops an unified relationship with them and even lowered their payment cycles to boost this relationship even more which includes worth to their chain network.


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

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Oracle Corporation Case Study Solution has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target consumer attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the item offers. Oracle Corporation Case Study Analysis marketing budget plan is constantly growing considering that they began their rearranging worldwide and will continue to do so as they are continually seeking to invest and expand in high potential development markets. The spending plan is spent on events, print and media advertisements, public relations and so on.

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


Oracle Corporation Case Study Analysis has actually diversified market division, based upon its provision of vast array of products to a great deal of customers. Samsung target client segments can be divided into 3 categories i.e. Oracle Corporation Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget options.


Oracle Corporation Case Study Analysis geographic division is based upon 2 criteria i.e. area and density. Samsung serves about 80 nations worldwide with its items provided to Urban in addition to Rural areas of the country. The Samsung is likewise growing its global existence and the company's versatility in locating its plants encourages global expansion of Samsung.


The demographic division of Oracle Corporation Case Study Analysis is based upon gender, age, life-cycle phase and occupation. Samsung produces items that can be used by both males and females. The target clients for Samsung IT and mobile communication products have an age range of 18-65 with bulk at a young or recently wed life process stage. They are mainly experts, staff members and trainees. Apart from it, Samsung Consumer Electronics are targeted to a client segment with an age variety of 25-65. They are mostly workers and experts. Samsung Device Solutions are targeted at trainees, staff members and professionals with an age variety of 25-65.


The psychographic segmentation of Oracle Corporation Case Study Solution 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 consumers, as Samsung sell items like mobile phone very little cheaper i.e. Motorola as well as not much expensive i.e. Apple. It offers quality products to middle level consumers at a slightly high cost than others targeting the same segment.


Oracle Corporation Case Study Help bulk target clients have special behavioural characteristics. It has consumers with an enthusiastic, stylish and identified personality with moderate level of commitment towards the brand name. Its consumers have some degree of shift towards other renowned brand names i.e. Apple. Most of Samsun consumers want quality in addition to cost control. Due to the fact that of its moderate rates with an extent of quality, they are attracted towards Samsung.

Quantitative analysis.

Sales of Oracle Corporation Case Study Solution has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. 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 company is currently producing however long gone are those days when good items were offering themselves. Kim has actually already started to reinforce the marketing activities of Samsung and really quickly it will become one of its core strength like manufacturing if not much better.



Samsung runs styles, manufactures and sell a huge portfolio of consumer electronics. It operates in an extremely competitive environment and has successfully placed itself as the maker of quality items. So, the answer is yes.


As, stated earlier that Oracle Corporation Case Study Help runs in an extremely competitive environment, which suggests all the companies have similar products. The answer for rarity is no.


Due to the nature of the industry, it is extremely simple for rivals to comprehend the functionality of the items and easily make their own designs. Yes, Samsung is just behind IBM in registering new patents every year, but the benefit is very short-term in this market.


Chairman Lee has totally turn-around Samsung, from going practically insolvent during the Asian monetary crisis of 1997 to the leading 25 company worldwide. Absolutely yes there is proper organization in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread almost in every country worldwide, majority of the environments like USA, Europe, China etc., are very conductive for its operations. It deals with some political pressures in less developed countries where law and order situation is not good. Latin American, African and some Asian nations fall in this category, where political instability do have an effect on Oracle Corporation Case Study Help operations.


Buying power of clients is essential for companies like Samsung to grow and prosper. Emerging markets like India, middle-eastern countries and so on supply growth opportunities, whereas, due to recession even the customers of industrialized nations suffer badly. Hence it is very crucial for the business to keep an eye on the continuous financial situation of the country before getting in the market.


Multinational business need to deal with different social and cultural concerns during its operations in a foreign nation. Samsung has likewise faced many concerns however have actually embraced to the local environments of most of the countries exceptionally well. It has actually tailored its items, practices, policies etc. accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with consistent ingenious item launches, Oracle Corporation Case Study Solution is among the leading ingenious 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 leading effective companies of the world.


Each country has their own laws and policies, being a multinational company Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. So, it has to study or work with a regional law professional before starting its operations in a specific nation.


With the increasing awareness amongst consumers about the ethical & environmental offenses of business, Samsung has to guarantee that it follows all the security guidelines. Environmental damages, ethical misconducts are not acceptable and in some countries the consequences can be extremely severe. On the other hand it has to do some Corporate Social Obligation practices to reveal the residents that it appreciates their environment and people.

Porter's Five Forces

Danger of Alternative

Danger of replacement for Samsung's each item classification is quite substantial. Running in an exceptionally dynamic industry lead the business to face a high threat of substitution. Aspects for high risk of substitution for Oracle Corporation Case Study Help Smart device consist of the presence of high number of providers and Market saturation in industrialized nations, which make the cost of changing for customers nearly zero. Alternative dangers for Samsung visual screen lie in the altering life style of consumers. Customers can change to seeing visuals in your home towards outdoor activities. Along with it, Samsung printing services items are threatened by the increasing destination of customers towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly amongst Samsung and its close competitors is extreme. The major factor behind this is the approach of market saturation in various variety of item classifications, requiring Samsung to present more ingenious features in existing items and new ingenious items to preserve its development. Other aspect for the intense rivalry among the competitors is the little item distinction among the products. The prominent gamers in the technology industry are rather aware of the value of R&D spending for their survival and are encountering a race of marketing and R&D spending, to record the marketplace. The significant competitors for Oracle Corporation Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry results in the changing market shares which can be seen in Exhibition F.

Bargaining Power of Suppliers:

Oracle Corporation Case Study Analysis has a huge supply chain consisting of about 2700 suppliers across the world.( Samsung Sustainability Report, 2016) Provider'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 allow Samsung to work out costs with its providers. Due to incapability of Samsung to construct its own software, it has to outsource its software development to Google, which ends up being a potential supplier of software for Samsung, resulting in high bargaining power of Google. In most of Oracle Corporation Case Study Solution has a power to negotiate costs, but it provide significant prices to its suppliers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Negotiating power of purchasers for numerous number of product categories of Samsung is intense. One of the factor causing the intense bargaining power is the schedule of large number of competitors in almost each product category i.e. competitors of Samsung Smart device, with an extremely little differentiation. The high schedule of suppliers of Smart devices with minimum differentiation, make the switching cost for purchasers practically no, hence increasing the bargaining power of purchasers. Market saturation in most of the product categories also make the bargaining power of purchasers more intense in for Oracle Corporation Case Study Solution. In spite of igh bargaining power Samsung is quite capable of selling its items at a higher cost than much of its rivals, due to high-end quality item and a fair brand name image.

Threat of New Entrants:

Hazard of brand-new entrants for Samsung is rather low. One of the major element for low threat of brand-new entrants is the high competitors in the market. The requirement of huge amount of capital to go into in the market is also among the prospective barrier to entry. Together with it, requirement of big expertise and research and development expenditures 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 technology industry. High bargaining power of providers force the players in the industry to charge as low costs as possible and this can just be accomplished by production effectiveness. Brand-new firms, in bulk cases, do not have the production performance, thus increasing the risks for entrance in the technology industry.

Competitive Analysis

Samsung's high product diversity provides it differentiation from its competitors. It is among the three top brand names by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single product classification with Sony concentrating on consumer electronics, Nokia on mobile phone and Intel on chips, Samsung had a huge R&D costs on all of its item categories which enable the company to earn prospective profits from sales of almost all of its products. (See Exhibit) However, due to the wide product variety the company deals with high variety of competitors.

The business ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave, in regards to international market share, among 8 various product categories. Samsung was the global leader in making DRAM, SRAM and NAND flash chips. Although, Samsung incomes from chips was less than Intel but its revenues from chips was growing quicker than Intel and has actually grown near to the income levels of Intel, as given in the case Exhibit 2.

Together with the chips Samsung mobile market was likewise 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 only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high growth despite of greater prices than Nokia and Motorola was the business's high-end quality mobile phone.

Samsung was likewise profiting from increasing market share of luxury LCDs as given up case Exhibit 3. The major factor, making the business allow to obtain the opportunity is its mass production at low expense. Sony was the biggest competitor for Oracle Corporation Case Study Solution in LCD market, nevertheless, it had actually also started joint endeavor with Samsung in 2003 for LCD making, reducing the competitors for Samsung.

Porter's Competitive Strategy

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


Alternative Service 1

The Chief Marketing Officer (CMO) of Oracle Corporation Case Study Help would develop a brand-new brand image by targeting the younger generation of the specific nation. As, specifically cellphones of Samsung are popular amongst the younger group.


1. It is the very best method to develop Customer Life time Value (CLV) by creating a long-lasting relationship with customers. Develop commitment through providing value and profit for long-lasting, as research study has actually showed it is much cheaper to maintain existing clients than to bring in new ones.
2. Another pro of this alternative is that word of mouth spread quicker amongst more youthful individuals and which in turn will bring in brand-new consumers for my items.


1. Old clients who were related to Samsung prior to may not like this brand-new image the business is attempting to represent.
2 It will sustain further expenses to reposition some items and it may not even bring success as the trends alter very quickly among the more youthful group.

Alternative option 2.

It would be done by setting up training workshops during which significance of marketing will be taught and numbers will be given. Marketing environment should be produced internally first as genuine marketing begins 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 office, as individuals often withstand modification because they fear it.

Identify the very best alternative

Very first alternative is the very best as it plainly has more pros because when a Client Lifetime Worth is constructed the company will profit from it till that consumer lives and has acquiring power as well. Plus, our target consumers are the younger generation which are bound to live longer than the present old age individuals. Samsung's primary goal is to create loyalty among its clients and make them repurchase it from them and even buy their various items.

Application Strategy

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi do with music. And set the expectations attainable and practical.
• A team consisting of finest marketing and sales professionals must be assemble, and both views ought to be taken into account before protecting the resources required to execute the strategy.
• Thorough interaction of the strategy must be done as it is extremely important for everyone to be on the same page to make it work.
• Jobs and timelines must be build and communicated appropriately to each person responsible.
• The supervisor should utilize a control panel which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The manager must keep track of and keep a consistent check on the total and private efficiency.
Due to the fact that any brand-new pattern or policy may come in due to which all the things currently prepared have actually to be changed, • Everyone need to be prepared to adapt midway. It's much better to have contingency strategies already prepared.
• At the end of the project the supervisor ought to communicate the outcomes and if effective need to celebrate with the group.

Budget plan

This modification the budget allocation of many managers and different 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% allocation while they were getting 45%. It really helped to fairly distribute the resources and catch more consumers by investing more on ads on the high development capacity regions of the world.


Its consistent investment in R&D and ingenious practices have propelled them to new heights however for them its' only the start and they want to be among the leading 3 brands in the world. Their marketing efforts should be directed towards younger group amidst the internal arguments about marketing and need to develop Customer Life time Worth as it will not just provide them advantages now but will continue to enjoy it till the customer life time. As the cost of keeping the consumer is much less expensive than drawing in a new one.