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Portfolio Assignment 4 Case Study Solution and Analysis


Introduction

Portfolio Assignment 4 Case Study Help is a popular worldwide brand name in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Portfolio Assignment 4 handle large number of item classifications including Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic products. Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which utilized to sell Samsung items withtheir own trademark name. Till early 1990s, the core competency of Samsung lie in its low rate offerings than its rivals by manufacturing existing items at economies of scale. Its consumer circle consists of Original Equipment Manufacturers (OEMs), who utilized to offer Portfolio Assignment 4 Case Study Help items with their own brand name. Samsung was not simply understood outside Korea. There were likewise no or little interest in constructing the trademark name globally. Marketing budget plan was managed by production department with a focal point on supplying inexpensive products.During the 1997 Asian Financial Crisis the business practically got bankrupt, however with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the top 25 most valuable business worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Samsung as an international brand and informed his divisional managers to understand marketing and its value. Now their objective is to reach the top 10 by 2005.

Issue Statement

Samsung's transition from a product based to a marketing business is not going as efficiently as planned.Overcoming the unwillingness of divisional supervisors to include marketing successfully is still a major obstacle. Developing a consistent brand name identity across the entire world and using marketing strategies that best fits the regional culture is no easy task.
Executive Summary
Situational Analysis

Portfolio Assignment 4 Case Study Help efforts for developing its brand name across the world was started after introducing the "brand-new management effort" by Chairman Lee in 1993. The goal was to change Samsung from a cheap OEM to a high value-added product provider. To make the vision of Samsung a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Samsung can transform from a low end to a luxury item provider. He knew that change can only 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 potential support of its executives, Yun faced several marketing challenges in early years of its efforts.

Among the marketing challenges for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as same tools and believed that quality items do not needed marketing for increasing sales. As their focus towards marketing was quite low in their previous business practices, and the current marketing requirement was too much high, the gap was too broader and to fill this gap 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 concepts by the R&D sector of Samsung. Yun had a difficulty to carry out marketing preparation and to develop marketing budget plans for existing as well as for brand-new items from the very start, and this would take a big time.

A big shift would be required in present marketing expenses to develop the Samsung brand name. This would result in increased marketing expenditures for Samsung and could disrupt the administration relating to increased costs, as they were hesitant to marketing expenses formerly and an abrupt huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis
Strengths


Portfolio Assignment 4 Case Study Solution strengths lie in its huge item portfolio. Samsung has biggest number of patents in the industry with overall number of 15499 patents granted in United States( USP).

Another strength of Portfolio Assignment 4 Case Study Solution is its capability to establish innovative products at a constant rate. It major proves for the development and item creating of Samsung is that the business has received a lot of awards for its innovation and product design.

Unlike Apple and other competitors, Samsung is concentrated on producing devices which can be easily incorporated with any type of open source Operating System (OS) and software application. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce high end items at low expense of production is also among the major strength of Samsung as it allows the company to capture more market by offering quality products with cost control.

Weak points

Portfolio Assignment 4 Case Study Solution weak points are concealed in the company's reliance on outsourcing software for its devices due to business's inability in developing software application, unlike Sony. Samsung also has low profit margins as compare to Apple due to big difference in the costs of Apple and Samsung with a much lesser distinction in quality. The diverse focus of the business due to a great deal of items in its portfolio, result in the less efficient production and make the business not able to charge greater costs like Apple. The company is also ineffective in managing its patents and frequently deals with the issue of patent offense.

Opportunities

Opportunities for Portfolio Assignment 4 Case Study Analysis lie in the growing Mobile phone market and the company's performance in the market. Samsung currently runs in about 80 countries and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.

Risks

The dynamic market environment of technology market position an extreme threat on Samsung's survival and require the business to spend much of its profits share on R&D in order to survive in the long run. The market saturation in developed nations i.e. saturation of mobile company is also a big threat for the business's development in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis
Product

Samsung offers quality products and has a rather rich portfolio which caters to different sections. LCD and mobile phones are the biggest products of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• LCD/ TELEVISION
• Laptops.
• Cellphone.
• Air conditioning unit.
• Desktop computer.
• Hard disk drives.
• Washer.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.
• DRAM.

Price.

Portfolio Assignment 4 Case Study Solution uses both market competitive and market skimming prices strategies for its variety of products. In competitive prices it changes the price according to the competitors in order to gain benefit, whereas, it uses market skimming technique where the item has actually an included worth and by selling a few products it can reach break-even.

Location.

It has one of the very best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon etc. All its items are timely provided to the selling location/ provided to the consumers straight in case of online order.

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

Value Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns various logistics firms as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even reduced their payment cycles to increase this relationship even more which adds value to their chain network.

Operations.

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

Outbound Logistics.

Its outgoing logistics system efficiency is one of the main factors Portfolio Assignment 4 Case Study Help has the ability to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target client attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the product provides. Portfolio Assignment 4 Case Study Help marketing budget plan is constantly increasing considering that they began their repositioning globally and will continue to do so as they are continuously looking to invest and broaden in high prospective growth markets. The budget plan is invested in events, print and media advertisements, public relations and so on.

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

Division.

Portfolio Assignment 4 Case Study Solution has diversified market segmentation, based upon its provision of wide range of products to a great deal of consumers. Samsung target consumer sectors can be divided into 3 categories i.e. Portfolio Assignment 4 Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronics and Samsung Device options.

Geographical.

Portfolio Assignment 4 Case Study Solution geographic segmentation is based upon two requirements i.e. region and density. Samsung serves about 80 nations worldwide with its items offered to Urban in addition to Backwoods of the country. The Samsung is likewise growing its international presence and the company's flexibility in finding its plants motivates worldwide expansion of Samsung.

Group.

The group segmentation of Portfolio Assignment 4 Case Study Analysis is based upon gender, age, life-cycle phase and occupation. Samsung produces items that can be utilized by both females and males. The target consumers for Samsung IT and mobile interaction items have an age range of 18-65 with bulk at a young or freshly married life process stage. They are mostly trainees, employees and professionals. Apart from it, Samsung Customer Electronics are targeted to a customer sector with an age range of 25-65. They are primarily workers and specialists. However Portfolio Assignment 4 Case Study Solution Gadget Solutions are targeted at students, workers and professionals with an age variety of 25-65.

Psychographic.

The psychographic division of Portfolio Assignment 4 Case Study Analysis s based upon the social class and the life style of the consumer. Samsung target consumers on the basis of social class are generally upper middle, middle and working class clients, as Samsung sell items like cellular phone not much more affordable i.e. Motorola in addition to not much pricey i.e. Apple. It offers quality items to middle level customers at a somewhat high rate than others targeting the very same segment.

Behavioural.

Portfolio Assignment 4 Case Study Help bulk target clients have special behavioural characteristics. They are attracted towards Samsung because of its moderate rates with an extent of quality.

Quantitative analysis.

Sales of Samsung 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 $. It has actually likewise minimized 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. Because of the high overhead cost, revenues/ sales are increasing but net profit is not increasing appropriately. New growths and hiring's were the main reason of the increase in the overhead expenses, with china presently not supplying any revenue 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 producing but long gone are those days when great products were selling themselves. Kim has actually currently begun to enhance the marketing activities of Samsung and really quickly it will end up being one of its core strength like producing if not better.

VRIO.

Worth.

Samsung runs designs, makes and offer a large portfolio of consumer electronics. It runs in an incredibly competitive environment and has successfully positioned itself as the maker of quality items. The response is yes.

Rarity.

As, stated earlier that Portfolio Assignment 4 Case Study Help runs in a highly competitive environment, which means all the business have comparable products. So, the response for rarity is no.

Imitability.

Due to the nature of the market, it is extremely easy for competitors to comprehend the performance of the items and easily make their own designs. Yes, Samsung is just behind IBM in signing up new patents each year, however the benefit is really short-term in this market.

Company.

Chairman Lee has totally turnaround Samsung, from going practically bankrupt during the Asian monetary crisis of 1997 to the leading 25 company in the world. Absolutely yes there appertains company in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis

Political

Being a multinational brand spread practically in every country worldwide, bulk of the environments like U.S.A., Europe, China etc., are really conductive for its operations. Nevertheless, it deals with some political pressures in less developed nations where order scenario is bad. Latin American, African and some Asian nations fall in this classification, where political instability do have an effect on Portfolio Assignment 4 Case Study Solution operations.

Economic

Buying power of consumers is important for business like Samsung to prosper and grow. Emerging markets like India, middle-eastern nations and so on offer growth chances, whereas, due to economic crisis even the consumers of developed countries suffer badly. It is really essential for the business to keep an eye on the ongoing financial circumstance of the nation prior to getting in the market.

Socio-Cultural

International companies have to deal with 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 most of the nations incredibly well. It has tailored its items, practices, policies and so on accordingly in order to succeed.

Technological

With a yearly expenditure of 2.4 billion dollars in Research study & Development, and with consistent ingenious product launches, Portfolio Assignment 4 Case Study Analysis is among the top innovative companies of the world. With a clear mission to be ahead of the rest when it comes to technological developments, Samsung has risen to the no 25 of the leading successful business of the world.

Legal

Each nation has their own laws and policies, being an international business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal consequences. It has to study or employ a regional law expert before starting its operations in a particular nation.

Environmental

With the increasing awareness among customers about the ethical & ecological offenses of business, Samsung needs to guarantee that it follows all the security standards. Ecological damages, ethical misbehaviors are not acceptable and in some nations the effects can be really serious. On the other hand it has to do some Corporate Social Duty practices to show the locals that it cares about their environment and people.

Porter's Five Forces

Risk of Alternative

Threat of replacement for Samsung's each item category is quite substantial. Aspects for high hazard of substitution for Portfolio Assignment 4 Case Study Analysis Smartphone include the existence of high number of providers and Market saturation in developed countries, which make the expense of changing for consumers nearly zero. Along with it, Samsung printing solutions products are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Samsung and its close competitors is intense. The significant reason behind this is the technique of market saturation in different number of item classifications, requiring Samsung to introduce more ingenious functions in existing items and brand-new ingenious items to preserve its development. The significant rivals for Portfolio Assignment 4 Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Portfolio Assignment 4 Case Study Help has a huge supply chain including about 2700 suppliers throughout 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 prospective size and worth. These substantial orders allow Samsung to work out costs with its suppliers. Due to incapability of Samsung to build its own software, it has to outsource its software advancement to Google, which becomes a potential provider of software for Samsung, resulting in high bargaining power of Google. In many of Portfolio Assignment 4 Case Study Help has a power to work out prices, but it provide considerable rates to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Haggling power of buyers for different variety of item classifications of Samsung is extreme. One of the element leading to the intense bargaining power is the schedule of large number of competitors in practically each item classification i.e. rivals of Samsung Smartphone, with a really little differentiation. The high schedule of providers of Smartphones with minimum differentiation, make the switching cost for purchasers almost absolutely no, for this reason increasing the bargaining power of purchasers. Market saturation in the majority of the product categories also make the bargaining power of purchasers more intense in for Portfolio Assignment 4 Case Study Help. In spite of igh bargaining power Samsung is rather capable of offering its items at a higher price than much of its competitors, due to high end quality item and a reasonable brand name image.

Threat of New Entrants:

Hazard of new entrants for Samsung is rather low. One of the major aspect for low threat of brand-new entrants is the high competition in the market. The requirement of substantial quantity of capital to enter in the market is also one of the prospective barrier to entry. Along with it, requirement of substantial knowledge and research and development expenses for survival in the market likewise make new entrants unwilling to enter in the market. Market saturation is also among the barrier of entry in innovation market. High bargaining power of providers require the gamers in the industry to charge as low prices as possible and this can only be attained by production efficiency. Brand-new firms, in majority cases, do not have the production effectiveness, for this reason increasing the risks for entrance in the technology industry.

Competitive Analysis

Samsung's high product diversification supplies it differentiation from its rivals. It is one of the 3 top brands by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on customer electronic devices, Nokia on cellular phone and Intel on chips, Samsung had a huge R&D costs on all of its product classifications which make it possible for the company to make prospective earnings from sales of nearly all of its items. (See Exhibition) Nevertheless, due to the broad item range the business faces high variety of competitors.

The business ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in regards to global market share, among 8 various product classifications. Samsung was the international leader in making DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel however its incomes from chips was growing quicker than Intel and has actually grown close to the earnings levels of Intel, as given in the case Exhibit 2.

In addition to the chips Samsung mobile market was likewise growing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cell 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 growth despite of greater costs than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was also reaping the benefits from increasing market share of high-end LCDs as given up case Exhibit 3. The significant factor, making the company allow to avail the opportunity is its mass production at low expense. Sony was the biggest competitor for Portfolio Assignment 4 Case Study Help in LCD market, nevertheless, it had also started joint venture with Samsung in 2003 for LCD manufacturing, lessening the competition for Samsung.

Porter's Competitive Technique

Low Cost Management strategy of porter is fully carried out by Samsung the way they accomplish economies of scale by enhancing their core competencies of manufacturing. They always bring something innovative and new whether it's a product or a service.

Alternatives

Alternative Service 1

The Chief Marketing Officer (CMO) of Portfolio Assignment 4 Case Study Analysis would produce a new brand name image by targeting the more youthful generation of the particular country. As, particularly cellphones of Samsung are incredibly popular amongst the younger market.

Pros

1. It is the best technique to build Client Life time Worth (CLV) by creating a long-term relationship with customers. Develop loyalty through providing worth and reap the benefits for long-lasting, as research has actually showed it is more affordable to retain existing clients than to draw in brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker among younger people and which in turn will generate brand-new customers for my products.

Cons

1. Old customers who were related to Samsung prior to may not like this brand-new image the company is trying to depict.
2 It will incur further costs to reposition some products and it may not even bring success as the trends alter very quickly amongst the younger market.

Alternative option 2.

Samsung has made manufacturing its core competency for the most part of their service and due to which its supervisors are not afraid to fully get out of their convenience zone. It would be done by organizing training workshops throughout which importance of marketing will be taught and numbers will be offered. Failure to get the passing scores will get demoted. Marketing environment ought to be developed 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 also the opposite ones.

Cons

2. Its con can develop a really unhealthy environment in the office, as people frequently resist modification because they fear it.

Identify the very best option

Option is the best as it plainly has more pros due to the fact that when a Consumer Lifetime Worth is constructed the business will profit from it till that customer is alive and has buying power. Plus, our target clients are the younger generation which are bound to live longer than the present aging people. Samsung's main goal is to develop loyalty amongst its clients and make them repurchase it from them and even buy their various items.

Execution Plan

• Targeting younger generation through social marketing, creating a relate to them like Pepsi do with music. And set the expectations realistic and attainable.
• A group consisting of best marketing and sales specialists must be assemble, and both views should be taken into consideration before protecting the resources needed to implement the plan.
• Thorough communication of the plan need to be done as it is very important for everybody to be on the same page to make it work.
• Tasks and timelines need to be develop and communicated accordingly to each individual responsible.
• The manager should 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 monitor and keep a consistent check on the overall and specific performance.
• Everyone must want to adapt midway because any new trend or policy may come in due to which all the things currently prepared need to be changed. It's much better to have contingency plans already prepared.
• At the end of the campaign the supervisor ought to communicate the outcomes and if successful must celebrate with the group.

Spending plan

The M-net program exposed engaging analysis about the low and high growth prospective locations and just how much marketing budget should be assigned accordingly. This modification the budget allocation of lots of managers and different nations were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia growth possible merited a 35% allowance while they were getting 45%. Whereas, China and Europe ought to be getting 42% but were rather provided 31%. It actually assisted to relatively disperse the resources and record more consumers by spending more on advertisements on the high growth potential regions of the world.
Recommendations
Conclusion

Portfolio Assignment 4 Case Study Help is a top 25 company on the planet now and plans to get ahead of Sony who sits presently at no. 20. Its constant investment in R&D and innovative practices have propelled them to brand-new heights however for them its' just the start and they want to be amongst the top 3 brands worldwide. They entirely turnaround from practically going bankrupt throughout the Asian Financial Crisis to a world prominent brand name, known for quality and development. Their worth chain and their core proficiency their production capability, along-with global brand image building have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further expansion in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts must be directed towards younger market in the middle of the internal arguments about marketing and must create Consumer Life time Worth as it will not just provide benefits now but will continue to reap it till the consumer life time. As the cost of keeping the consumer is much cheaper than attracting a brand-new one.