Pepsicos Turning Point Establishing A Role In Sustainable Society Harvard Case Study Solution

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Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution & Analysis


Historically, the business's core consumers consist of the Original Devices Manufacturers (OEMs), which utilized to sell Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help items withtheir own brand name. Its client circle includes Original Devices Manufacturers (OEMs), who used to sell Samsung items with their own brand name. He repositioned Samsung as an international brand and informed his divisional supervisors to comprehend marketing and its significance.

Problem Statement

Samsung's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional supervisors to integrate marketing effectively is still a major difficulty. Creating a constant brand name identity across the whole world and employing marketing strategies that finest fits the local culture is no easy job.
Executive Summary
Situational Analysis

Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis efforts for constructing its brand name throughout the world was begun after introducing the "brand-new management effort" by Chairman Lee in 1993. The objective was to transform Samsung from an inexpensive OEM to a high value-added product service provider. To make the vision of Samsung a truth, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Samsung can change from a low end to a luxury item provider. He understood that improvement can only be done through placing Samsung as a business providing high-end products and this could 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 assistance of its executives, Yun dealt with numerous marketing difficulties in early years of its efforts.

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

Along with it the product range of the business was increasing with the ripening of new product ideas 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 beginning, and this would take a substantial time.

A substantial shift would be needed in current marketing expenses to construct the Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help brand. This would result in increased marketing expenditures for Samsung and might disrupt the administration concerning increased costs, as they were reluctant to marketing expenses previously and a sudden big shiftwould make them disrupt. This might result in declining executive support for international marketing. In this scenario, Yun faces a difficulty for validating increased marketing costs by demonstrating the long term worth of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its huge product portfolio. Samsung has largest variety of patents in the market with total variety of 15499 patents granted in US( USP). Large amount of R&D costs has enabled the business to grow its product portfolio at a higher rate than its competitors. Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total revenues.

Another strength of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis is its ability to establish ingenious items at a constant rate. It significant proves for the development and item developing of Samsung is that the company has actually received many awards for its development and product style.

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 application. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's capability to produce luxury items at low expense of production is likewise among the major strength of Samsung as it enables the company to record more market by offering quality items with expense control.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis weaknesses are concealed in the business's dependence on outsourcing software for its gadgets due to company's inability in establishing software, unlike Sony. Samsung also has low earnings margins as compare to Apple due to big difference in the rates of Apple and Samsung with a much lesser distinction in quality. The varied focus of the business due to large number of items in its portfolio, result in the less effective production and make the business not able to charge higher costs like Apple. The business is also inefficient in managing its patents and often deals with the problem of patent offense.


Opportunities for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution lie in the growing Smart device market and the company's efficiency in the market. Samsung currently runs in about 80 nations and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The dynamic market environment of innovation industry present an extreme threat on Samsung's survival and require the company to spend much of its profits share on R&D in order to make it through in the long run. The market saturation in developed countries i.e. saturation of mobile company is likewise a big hazard for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help uses quality items and has a rather rich portfolio which caters to various sectors. Most of the products remain in the leading 3 of their respective industries. LCD and cellphones are the biggest products of Samsung, whereas DRAM is also not far behind in comparison of them. Following is the product line of Samsung:

• Laptops.
• Cellphone.
• Ac system.
• Personal computers.
• Hard drives.
• Washing machines.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis uses both market competitive and market skimming pricing techniques for its wide variety of items. In competitive prices it changes the rate according to the competitors in order to get advantage, whereas, it utilizes market skimming method where the product has actually an added worth and by selling a few items it can reach break-even.


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

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

Value Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns different logistics firms as it subsidiaries. It looks after its providers and develops a harmonious relationship with them and even reduced their payment cycles to improve this relationship even more which includes value to their chain network.


Samsung's core competency is its mass making it produces 90% of its items internal. Divided into 3 different departments its operations are namely IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is maintaining operation centers worldwide to even more include worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the primary reasons Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution has the ability to take on Apple. Samsung's own Electronic Logitec system plays a major function in the outbound logistics operations. It even carries out the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target customer attention towards the item is done through marketing and sales to interact with them the value and competitive benefit the item uses. Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution marketing budget plan is constantly growing because they started their repositioning worldwide and will continue to do so as they are constantly looking to broaden and invest in high prospective growth markets. The spending plan is spent on events, print and media advertisements, public relations etc.

Samsung put their customers at the leading and continually strive to provide unmatchable consumer service requirements. By including a direct support line to call them 24 hours they have even more increased the included value of Samsung service.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis has actually diversified market segmentation, based upon its arrangement of wide range of items to large number of customers. Samsung target consumer sectors can be divided into 3 classifications i.e. Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronics and Samsung Device services.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help geographic segmentation is based upon two requirements i.e. region and density. Samsung serves about 80 nations worldwide with its items provided to Urban as well as Backwoods of the country. The Samsung is also growing its global presence and the company's flexibility in locating its plants encourages worldwide expansion of Samsung.


The demographic segmentation of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis is based upon gender, age, life-cycle stage and occupation. Samsung produces products that can be utilized by both males and females. The target consumers for Samsung IT and mobile communication items have an age series of 18-65 with bulk at a young or freshly married life process stage. They are mainly employees, students and experts. Apart from it, Samsung Customer Electronics are targeted to a customer section with an age range of 25-65. They are mostly staff members and professionals. Samsung Device Solutions are targeted at students, employees and specialists with an age range of 25-65.


The psychographic division of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution s based upon the social class and the lifestyle of the consumer. Samsung target clients on the basis of social class are generally upper middle, middle and working class consumers, as Samsung offer items like cellular phone very little less expensive i.e. Motorola along with not much costly i.e. Apple. It supplies quality products to middle level consumers at a slightly high cost than others targeting the very same segment.


Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis majority target customers have unique behavioural attributes. They are drawn in towards Samsung since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help has actually 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 biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this decision is based on the mission of Kim to target the younger audience and create a global brand image of the business. Whereas, the core strength of the business is presently producing however long gone are those days when great products were offering themselves. In the current age marketing is very important and business can not be successful without it. Kim has already started to strengthen the marketing activities of Samsung and soon it will become one of its core strength like manufacturing if not much better.



Samsung runs designs, manufactures and offer a large portfolio of customer electronics. It runs in an incredibly competitive environment and has actually effectively positioned itself as the maker of quality products. The answer is yes.


As, said earlier that Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help operates in an extremely competitive environment, which means all the business have similar items. The answer for rarity is no.


Due to the nature of the industry, it is really easy for rivals to understand the functionality of the products and quickly make their own models. Yes, Samsung is just behind IBM in registering brand-new patents yearly, however the advantage is extremely short-term in this industry.


Chairman Lee has entirely turnaround Samsung, from going practically bankrupt during the Asian financial crisis of 1997 to the top 25 business in the world. Absolutely yes there appertains organization in the company and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand spread practically in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are really conductive for its operations. It deals with some political pressures in less industrialized countries where law and order scenario is not great. Latin American, African and some Asian countries fall in this classification, where political instability do have a result on Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution operations.


Purchasing power of customers is vital for business like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries and so on offer growth chances, whereas, due to economic crisis even the consumers of industrialized countries suffer badly. It is extremely crucial for the business to keep an eye on the ongoing financial situation of the nation before getting in the market.


International companies need to face different social and cultural issues throughout its operations in a foreign nation. Samsung has likewise faced lots of issues however have adopted to the local environments of the majority of the nations extremely well. It has actually customized its products, practices, policies etc. appropriately in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious item launches, Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution is one of the leading ingenious business of the world. With a clear mission to be ahead of the rest when it concerns technological advancements, Samsung has actually risen to the no 25 of the top effective companies of the world.


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 severe legal effects. So, it has to study or employ a regional law professional before beginning its operations in a particular country.


With the rising awareness among customers about the environmental & ethical offenses of business, Samsung has to ensure that it follows all the safety guidelines. Environmental damages, ethical misconducts are not appropriate and in some countries the effects can be very severe. On the other hand it has to do some Corporate Social Responsibility practices to show the residents that it cares about their environment and people.

Porter's Five Forces

Danger of Alternative

Risk of replacement for Samsung's each item category is rather significant. Running in an extremely dynamic market lead the business to deal with a high hazard of alternative. Factors for high threat of replacement for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Solution Smart device consist of the existence of high number of suppliers and Market saturation in industrialized countries, which make the expense of changing for customers practically no. Replacement hazards for Samsung visual screen lie in the changing life style of customers. Clients can switch to enjoying visuals in your home towards outside activities. Together with it, Samsung printing services items are threatened by the increasing attraction of clients towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly amongst Samsung and its close competitors is intense. The significant factor behind this is the technique of market saturation in various number of item categories, requiring Samsung to introduce more ingenious features in existing products and new ingenious products to keep its development. Other aspect for the extreme rivalry amongst the competitors is the little item differentiation among the items. The popular players in the technology industry are quite aware of the value of R&D costs for their survival and are running into a race of marketing and R&D costs, to capture the marketplace. The significant competitors for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the changing market shares which can be seen in Display F.

Bargaining Power of Providers:

Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis 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 prospective size and worth. These substantial orders make it possible for Samsung to negotiate rates with its providers. Due to incapability of Samsung to construct its own software application, 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. Although, in the majority of cases Samsung has a power to negotiate prices, however it offer considerable costs to its providers to develop a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Bargaining power of buyers for different variety of item classifications of Samsung is extreme. One of the element leading to the extreme bargaining power is the schedule of large number of rivals in practically each product category i.e. rivals of Samsung Smartphone, with a really little distinction. The high schedule of suppliers of Smartphones with minimum distinction, make the changing cost for purchasers almost zero, thus increasing the bargaining power of purchasers. Market saturation in the majority of the item classifications likewise make the bargaining power of purchasers more extreme in for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis. In spite of igh bargaining power Samsung is quite capable of offering its items at a greater rate than much of its competitors, due to high end quality product and a reasonable brand name image.

Hazard of New Entrants:

Risk of brand-new entrants for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help is rather low. Along with it, requirement of huge proficiency and research study and advancement expenditures for survival in the market likewise make new entrants unwilling to enter in the market. Market saturation is likewise one of the barrier of entry in technology industry.

Competitive Analysis

Samsung's high product diversification offers it differentiation from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single item classification with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis had a big R&D costs on all of its item categories which make it possible for the business to make possible earnings from sales of almost all of its items.

The business ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of global market share, amongst 8 different product categories. Samsung was the international leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its earnings from chips was growing much faster than Intel and has actually grown near to the earnings levels of Intel, as given up the case Exhibition 2.

Along with the chips Samsung mobile market was also flourishing 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 absolutely no sales growth. The major reson behind Samsung's high growth despite of greater rates than Nokia and Motorola was the business's high-end quality cellular phone.

Samsung was likewise profiting from increasing market share of high end LCDs as given up case Exhibition 3. The significant factor, making the company allow to get the opportunity is its mass production at low expense. Sony was the biggest competitor for Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help in LCD market, nevertheless, it had actually likewise started joint venture with Samsung in 2003 for LCD producing, minimizing the competition for Samsung.

Porter's Competitive Technique

Low Expense Leadership strategy of porter is completely carried out by Samsung the method they achieve economies of scale by strengthening their core proficiencies of manufacturing. Even to the point that their competitor SONY chose to form an alliance with them to manufacture for them, due to the fact that they were unable to take on them on low expense. Differentiation is another strategy well implemented by Samsung by continuous financial investment in the R&D and staying ahead of the competition. They always bring something ingenious and new whether it's a product or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Help would create a new brand image by targeting the more youthful generation of the particular country. As, especially smart phones of Samsung are very popular amongst the younger market.


1. It is the best method to build Client Lifetime Worth (CLV) by developing a long-term relationship with consumers. Develop commitment through delivering value and profit for long-lasting, as research has actually showed it is much cheaper to maintain existing clients than to bring in new ones.
2. Another pro of this option is that word of mouth spread quicker amongst more youthful individuals and which in turn will generate new clients for my products.


1. Old consumers who were related to Samsung before may not like this new image the company is trying to portray.
2 It will sustain further costs to rearrange some products and it might not even bring success as the trends change very rapidly among the more youthful demographic.

Alternative service 2.

It would be done by organizing training workshops during which significance of marketing will be taught and numbers will be given. Marketing environment must be produced internally first as genuine marketing begins inside the corporation.


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


2. Its con can develop a very unhealthy environment in the work environment, as people frequently withstand modification since they fear it.

Recognize the very best alternative

Very first alternative is the best as it clearly has more pros since when a Customer Lifetime Worth is built the business will make money from it till that client is alive and has buying power too. Plus, our target customers are the more youthful generation which are bound to live longer than the current old age people. Samsung's main objective is to develop loyalty amongst its consumers and make them bought 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 do with music. And set the expectations realistic and attainable.
• A team including best marketing and sales professionals need to be assemble, and both views need to be considered prior to protecting the resources needed to execute the plan.
• Thorough communication of the strategy need to be done as it is extremely important for everybody to be on the same page to make it work.
• Jobs and timelines must be build and interacted appropriately to each person responsible.
• The manager must use a control panel which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The supervisor should monitor and keep a continuous examine the individual and general efficiency.
• Everybody should be willing to adapt midway because any new pattern or policy might can be found in due to which all the important things already prepared have to be adjusted. It's much better to have contingency plans currently prepared.
• At the end of the campaign the supervisor ought to communicate the results and if effective should celebrate with the group.

Spending plan

The M-net program exposed compelling analysis about the low and high growth possible locations and just how much advertising spending plan should be allocated appropriately. This change the budget allocation of different nations and numerous managers were dissatisfied and argued however the analysis done by the program was precise and revealed figures like The United States and Canada and Russia development possible warranted a 35% allowance while they were getting 45%. Whereas, China and Europe ought to be receiving 42% but were rather given 31%. It really assisted to fairly disperse the resources and capture more clients by investing more on advertisements on the high development capacity regions of the world.

Pepsicos Turning Point Establishing A Role In Sustainable Society Case Study Analysis is a leading 25 company on the planet 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 moved them to new heights but for them its' just the start and they want to be amongst the leading 3 brands worldwide. They totally turnaround from practically going bankrupt during the Asian Financial Crisis to a world prominent brand, understood for quality and development. Their value chain and their core proficiency their manufacturing capability, along-with global brand image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will only increase even more in the future. Their marketing efforts ought to be directed towards younger group amid the internal arguments about marketing and need to develop Client Lifetime Worth as it will not only provide advantages now however will continue to gain it till the customer life time. As the cost of retaining the customer is more affordable than drawing in a brand-new one.