Polygon Hotel Group In Dubai Case Study Solution and Analysis
Intro
Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to offer Polygon Hotel Group In Dubai Case Study Solution products withtheir own brand name. Its customer circle includes Original Equipment Manufacturers (OEMs), who used to sell Business products with their own brand name. He repositioned Organization as a worldwide brand name and educated his divisional supervisors to comprehend marketing and its value.
Problem Declaration
Organization's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional managers to include marketing effectively is still a significant obstacle. Creating a consistent brand name identity throughout the entire world and utilizing marketing strategies that best fits the local culture is no simple job.
Situational Analysis
Yun had a rather clear image in his mind about how Polygon Hotel Group In Dubai Case Study Analysis can transform from a low end to a high end item service provider. He knew that transformation can only be done through placing Company as a business using high-end items and this might only be done through high level of marketing.
In spite of having a clear vision about how to build Enterprise brand name, with a possible support of its executives, Yun dealt with a number of marketing obstacles in early years of its efforts.
Among the marketing challenges for Yun was the understandings of executives about the value of marketing. They considered 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 quite low in their previous service practices, and the present marketing requirement was too much high, the space was too broader and to fill this gap with incorrect perceptions about marketing was quite difficult for Yun.
Along with it the item variety of the company was increasing with the ripening of new product concepts by the R&D sector of Venture. Yun had a difficulty to perform marketing planning and to produce marketing budgets for existing as well as for brand-new products from the very beginning, and this would take a big time.
A big shift would be needed in present marketing expenses to develop the Polygon Hotel Group In Dubai Case Study Help brand name. This would result in increased marketing expenses for Enterprise and could interrupt the administration concerning increased costs, as they hesitated to marketing expenditures formerly and a sudden big shiftwould make them interrupt. This might result in declining executive support for international marketing. In this scenario, Yun deals with a difficulty for justifying increased marketing costs by showing the long term value of big marketing expenditures.
Internal Analysis
SWOT Analysis
Strengths
Venture strengths lie in its huge item portfolio. Enterprise has largest number of patents in the industry with total number of 15499 patents given in US( USP). Big amount of R&D costs has actually made it possible for the business to grow its product portfolio at a higher rate than its rivals. Polygon Hotel Group In Dubai 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 Polygon Hotel Group In Dubai Case Study Solution is its ability to establish innovative products at a continuous rate. It significant proves for the development and product developing of Enterprise is that the business has actually gotten so many awards for its development and product design.
Unlike Apple and other competitors, Organization is focused on producing devices which can be quickly integrated with any type of open source Os (OS) and software. This offers Organization an edge over Apple gadgets.
Company's capability to produce luxury items at low expense of production is likewise among the significant strength of Corporation as it enables the business to catch more market by supplying quality products with expense control.
Weaknesses
Business's weak points are concealed in the company's dependence on outsourcing software for its gadgets due to business's failure in establishing software, unlike Sony. Polygon Hotel Group In Dubai Case Study Analysis also has low earnings margins as compare to Apple due to huge difference in the rates of Apple and Corporation with a much lower difference in quality.
Opportunities
Opportunities for Polygon Hotel Group In Dubai Case Study Help lie in the growing Smartphone market and the company's effectiveness in the market. Corporation currently runs in about 80 countries and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia.
Risks
The dynamic industry environment of innovation market position a severe risk on Enterprise'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 nations i.e. saturation of mobile business is also a huge threat for the business's growth in the existence of strong rivals like Apple.
4 P's of Marketing
Item
Org offers quality products and has a rather rich portfolio which caters to various sectors. LCD and mobile phones are the greatest products of Business, whereas DRAM is likewise not far behind in contrast of them.
• LCD/ TELEVISION
• Laptops.
• Cellphone.
• A/c.
• Desktop computer.
• Hard drives.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.
• DRAM.
Rate.
Polygon Hotel Group In Dubai Case Study Help uses both market competitive and market skimming pricing methods for its variety of items. In competitive prices it changes the price according to the competitors in order to gain benefit, whereas, it uses market skimming technique where the product has an included worth and by offering a few products it can reach break-even.
Place.
It has one of the very best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon and so on. All its items are prompt supplied to the selling location/ provided to the clients straight in case of online order.
Promo.
It utilizes both offline & online channels of promotion to market their items. Paid product advertisements, social promo and digital advertisements are uses to develop awareness about Company products.
Worth Chain Analysis.
It's an analytical structure for identifying organisation activities that include value or competitive benefit for the business.
Incoming Logistics.
It has one of the most efficient and efficient supply chain network and has over 2700 suppliers across various industries around the world. Practically 80% of which is based in Asia and the remaining around the globe. For its inbound logistics it owns various logistics firms as it subsidiaries. It takes care of its providers and creates a harmonious relationship with them and even decreased their payment cycles to increase this relationship further which adds value to their chain network.
Operations.
Org's core competency is its mass producing it produces 90% of its items in-house. Divided into 3 various departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is maintaining operation hubs worldwide to even more add worth to its value chain network.
Outbound Logistics.
Its outbound logistics system efficiency is one of the primary reasons Polygon Hotel Group In Dubai Case Study Analysis has the ability to compete with Apple. Corp's own Electronic Logitec system plays a major function in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Enterprise.
Marketing and Sales.
Bring in target client attention towards the item is done through marketing and sales to interact with them the value and competitive benefit the item uses. Polygon Hotel Group In Dubai Case Study Analysis advertising spending plan is constantly on the rise considering that they began their rearranging worldwide and will continue to do so as they are constantly seeking to expand and invest in high prospective development markets. The spending plan is invested in events, print and media advertisements, public relations etc.
Business put their clients at the leading and constantly aim to provide unmatchable customer service requirements. By including a direct assistance line to contact them 24 hours they have actually even more increased the added worth of Business service.
Segmentation.
Polygon Hotel Group In Dubai Case Study Solution has diversified market division, based upon its provision of wide variety of products to large number of customers. Venture target client segments can be divided into 3 classifications i.e. Polygon Hotel Group In Dubai Case Study Help IT and Mobile Communications, Corporation Consumer Electronic Devices and Company Device services.
Geographical.
Polygon Hotel Group In Dubai Case Study Help geographical division is based upon two criteria i.e. area and density. Org serves about 80 nations worldwide with its items supplied to Urban in addition to Rural areas of the country. The Org is also growing its international existence and the business's versatility in locating its plants motivates worldwide growth of Business.
Group.
Company produces items that can be used by both males and women. The target clients for Company IT and mobile communication items have an age variety of 18-65 with majority at a young or recently married life cycle stage. Apart from it, Business Consumer Electronics are targeted to a customer segment with an age range of 25-65.
Psychographic.
The psychographic division of Polygon Hotel Group In Dubai Case Study Analysis s based upon the social class and the lifestyle of the customer. Business target customers on the basis of social class are generally upper middle, middle and working class customers, as Business sell products like mobile phone very little more affordable i.e. Motorola in addition to very little expensive i.e. Apple. It supplies quality items to middle level consumers at a slightly high rate than others targeting the same section.
Behavioural.
Polygon Hotel Group In Dubai Case Study Help bulk target customers have unique behavioural attributes. It has consumers with an ambitious, trendy and identified character with moderate level of commitment towards the brand. Its consumers have some degree of shift towards other prominent brands i.e. Apple. Most of Business clients desire quality along with cost control. They are attracted towards Corporation since of its moderate rates with a level of quality.
Quantitative analysis.
Sales of Org has increased amazingly 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 also decreased its debt from 15 billion $ to 4.6 billion $. Digital media is the largest selling category of Venture with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Since of the high overhead cost, revenues/ sales are increasing however net profit is not increasing accordingly. New expansions and employing's were the primary factor of the increase in the overhead expenses, with china presently not offering any profit to Business, however there is so much potential in the existing market with 75 % yet to be explored.
Qualitative analysis.
Yes, this decision is based upon the mission of Kim to target the more youthful audience and develop a worldwide brand name picture of the company. Whereas, the core strength of the business is presently manufacturing but long gone are those days when excellent items were offering themselves. In the present age marketing is really crucial and business can not be successful without it. Kim has already started to reinforce the marketing activities of Venture and very soon it will become one of its core strength like making if not much better.
VRIO.
Worth.
Business runs designs, manufactures and sell a huge portfolio of consumer electronics. It runs in an incredibly competitive environment and has successfully placed itself as the maker of quality products. The response is yes.
Rarity.
As, stated earlier that Polygon Hotel Group In Dubai Case Study Analysis operates in an extremely competitive environment, which indicates all the business have comparable products. The response for rarity is no.
Imitability.
Due to the nature of the market, it is very easy for rivals to comprehend the performance of the items and easily make their own designs. Yes, Business is just behind IBM in signing up brand-new patents yearly, but the advantage is very short term in this industry.
Company.
Chairman Lee has totally turnaround Venture, from going nearly bankrupt during the Asian financial crisis of 1997 to the leading 25 business in the world. Absolutely yes there is proper company in the company and the results speak for themselves.
External Environmental Analysis
PESTLE Analysis
Political
Being an international brand spread practically in every nation worldwide, bulk of the environments like USA, Europe, China and so on, are really conductive for its operations. It faces some political pressures in less developed countries where law and order situation is not great. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Polygon Hotel Group In Dubai Case Study Help operations.
Economic
Purchasing power of customers is important for business like Company to succeed and grow. Emerging markets like India, middle-eastern nations and so on offer growth chances, whereas, due to recession even the customers of industrialized countries suffer terribly. Hence it is extremely crucial for the company to watch on the continuous financial circumstance of the country prior to going into the marketplace.
Socio-Cultural
Multinational companies need to deal with numerous social and cultural concerns throughout its operations in a foreign nation. Corporation has actually also faced lots of problems however have adopted to the local environments of the majority of the nations extremely well. It has actually tailored its items, practices, policies and so on accordingly in order to be successful.
Technological
With a yearly expenditure of 2.4 billion dollars in Research study & Advancement, and with constant ingenious product launches, Polygon Hotel Group In Dubai Case Study Analysis is among the top innovative business of the world. With a clear objective to be ahead of the rest when it pertains to technological improvements, Org has actually increased to the no 25 of the leading effective business of the world.
Legal
Each country has their own laws and policies, being an international business Business need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. It has to study or hire a regional law professional before beginning its operations in a particular nation.
Environmental
With the increasing awareness amongst customers about the ethical & environmental offenses of companies, Organization needs to make sure that it follows all the safety guidelines. Environmental damages, ethical misconducts are not acceptable and in some nations the effects can be very serious. On the other hand it needs to do some Corporate Social Responsibility practices to reveal the residents that it appreciates their environment and individuals.
Porter's Five Forces
Threat of Replacement
Danger of replacement for Corp's each item category is quite significant. Elements for high risk of replacement for Polygon Hotel Group In Dubai Case Study Help Mobile phone consist of the existence of high number of suppliers and Market saturation in developed nations, which make the expense of switching for customers practically absolutely no. Along with it, Org printing solutions products are threatened by the increasing tourist attraction of clients towards cloud storage.
Competition Among Existing Firms:
The rivaly amongst Corp and its close rivals is intense. The significant factor behind this is the technique of market saturation in different variety of item categories, forcing Org to present more ingenious features in existing items and new innovative products to keep its development. Other element for the intense competition amongst the competitors is the little product differentiation amongst the products. The prominent players in the innovation industry are quite aware of the importance of R&D spending for their survival and are encountering a race of marketing and R&D spending, to capture the marketplace. The significant competitors for Polygon Hotel Group In Dubai Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry results in the fluctuating market shares which can be seen in Exhibit F.
Bargaining Power of Suppliers:
( Enterprise Sustainability Report, 2016) Provider's bargaining power for Company is low as Org runs economies of scale and its orders are of possible size and worth. Due to incapability of Polygon Hotel Group In Dubai Case Study Analysis to develop its own software, it has to outsource its software advancement to Google, which becomes a potential supplier of software application for Venture, resulting in high bargaining power of Google.
Bargaining Power of Purchasers:
Negotiating power of buyers for various number of product classifications of Business is intense. Among the element causing the extreme bargaining power is the accessibility of large number of rivals in nearly each product classification i.e. rivals of Business Mobile phone, with an extremely little differentiation. The high schedule of providers of Smart devices with minimum differentiation, make the changing expense for purchasers almost absolutely no, for this reason increasing the bargaining power of buyers. Market saturation in the majority of the item categories also make the bargaining power of buyers more extreme in for Polygon Hotel Group In Dubai Case Study Analysis. In spite of igh bargaining power Business is rather efficient in selling its products at a higher price than much of its competitors, due to high end quality product and a fair brand name image.
Hazard of New Entrants:
Risk of brand-new entrants for Polygon Hotel Group In Dubai Case Study Solution is quite low. Along with it, requirement of big knowledge and research study and development expenditures for survival in the industry likewise make new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in innovation market.
Competitive Analysis
Enterprise's high item diversity offers it distinction from its competitors. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single item category with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Polygon Hotel Group In Dubai Case Study Solution had a substantial R&D spending on all of its item classifications which allow the company to make prospective profits from sales of nearly all of its products.
The company ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in terms of international market share, among 8 various product categories. Enterprise was the international leader in producing DRAM, SRAM and NAND flash chips. Although, Corporation incomes from chips was less than Intel but its profits from chips was growing much faster than Intel and has actually grown near the earnings levels of Intel, as given up the case Exhibit 2.
Together with the chips Company mobile market was likewise growing at a high rate than its competitors i.e. Motorola and Nokia. Company's cell phone's sales development was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales development. The significant reson behind Venture's high growth despite of higher rates than Nokia and Motorola was the business's high-end quality mobile phone.
Org was also profiting from increasing market share of high-end LCDs as given in case Exhibition 3. The significant factor, making the business enable to get the opportunity is its mass production at low expense. Sony was the most significant competitor for Polygon Hotel Group In Dubai Case Study Analysis in LCD market, nevertheless, it had actually also started joint endeavor with Org in 2003 for LCD producing, minimizing the competition for Enterprise.
Porter's Competitive Strategy
Low Cost Leadership technique of porter is completely implemented by Organization the way they attain economies of scale by enhancing their core proficiencies of manufacturing. Even to the point that their competitor SONY chose to form an alliance with them to make for them, since they were not able to take on them on low expense. Differentiation is another strategy well implemented by Org by constant financial investment in the R&D and staying ahead of the competitors. They always bring something brand-new and innovative whether it's a service or a product.
Alternatives
Alternative Solution 1
The Chief Marketing Officer (CMO) of Polygon Hotel Group In Dubai Case Study Solution would create a brand-new brand image by targeting the more youthful generation of the specific nation. As, particularly cellphones of Org are preferred among the more youthful group.
Pros
1. It is the best technique to develop Client Lifetime Value (CLV) by creating a long-term relationship with customers. Develop loyalty through providing worth and profit for long-term, as research has revealed it is much cheaper to keep present consumers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread faster amongst more youthful people and which in turn will generate new clients for my items.
Cons
1. Old customers who were related to Corp before might not like this new image the company is attempting to portray.
2 It will sustain further costs to reposition some products and it may not even bring success as the trends change very quickly amongst the more youthful market.
Alternative option 2.
It would be done by setting up training workshops during which importance of marketing will be taught and numbers will be offered. Marketing environment need to be created internally initially as genuine marketing begins inside the corporation.
Pros
1. Its pro will be that all the marketing technique supporters will come out and likewise the opposite ones.
Cons
2. Its con can create a very unhealthy environment in the work environment, as people typically withstand modification due to the fact that they fear it.
Recognize the best option
Alternative is the best as it plainly has more pros due to the fact that when a Consumer Life time Worth is developed the company will profit from it till that consumer is alive and has purchasing power. Plus, our target clients are the more youthful generation which are bound to live longer than the existing old age people. Nevertheless, Organization's primary goal is to develop loyalty among its customers and make them repurchase it from them and even buy their various items too.
Execution Plan
• Targeting more youthful generation through social marketing, producing a relate to them like Pepsi make with music. And set the expectations sensible and attainable.
• A team consisting of finest marketing and sales experts should be assemble, and both views ought to be taken into consideration prior to securing the resources needed to carry out the strategy.
• Thorough interaction of the strategy need to be done as it is really important for everybody to be on the same page to make it work.
• Jobs and timelines should be develop and communicated appropriately to each individual responsible.
• The supervisor must utilize a control panel which reveals the development of all the tasks which have been done or about to be done and by whom.
• The supervisor ought to monitor and keep a consistent check on the general and individual efficiency.
• Everyone need to be willing to adjust midway because any brand-new trend or policy might be available in due to which all the important things already planned need to be adjusted. It's better to have contingency strategies already prepared.
• At the end of the campaign the manager ought to interact the results and if effective ought to celebrate with the group.
Budget plan
This modification the spending plan allowance of different nations and lots of managers were unhappy and argued but the analysis done by the program was accurate and showed figures like North America and Russia development possible warranted a 35% allocation while they were getting 45%. It truly helped to fairly disperse the resources and catch more clients by spending more on advertisements on the high growth potential regions of the world.
Conclusion
Its continuous investment in R&D and innovative practices have actually moved them to brand-new heights but for them its' only the start and they desire to be among the top 3 brands in the world. Their marketing efforts must be directed towards more youthful demographic amidst the internal arguments about marketing and ought to create Client Lifetime Value as it will not only give them benefits now but will continue to reap it till the customer lifetime. As the expense of retaining the consumer is much cheaper than bring in a new one.
