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Purple Delivery Company Case Study Solution and Analysis


Purple Delivery Company Case Study Help is a well-known worldwide brand name in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Purple Delivery Company handle large number of product classifications including Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the business's core consumers consist of the Original Devices Manufacturers (OEMs), which used to sell Samsung items withtheir own brand. Till early 1990s, the core competency of Samsung lie in its low price offerings than its competitors by making existing products at economies of scale. Its client circle consists of Original Equipment Manufacturers (OEMs), who used to sell Purple Delivery Company Case Study Solution products with their own trademark name. Samsung was not merely known outside Korea. There were likewise no or little interest in developing the brand name internationally. Marketing spending plan was controlled by production department with a focal point on providing cheap products.During the 1997 Asian Financial Crisis the company almost got insolvent, but with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the leading 25 most important business worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Samsung as a global brand and educated his divisional supervisors to comprehend marketing and its value. Now their objective is to arrive 10 by 2005.

Problem Statement

Samsung's transition from an item based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional supervisors to integrate marketing efficiently is still a significant obstacle. Developing a constant brand name identity throughout the whole world and employing marketing strategies that best fits the local culture is no easy job.

Situational Analysis

Yun had a quite clear photo in his mind about how Purple Delivery Company Case Study Help can change from a low end to a high end product service provider. He understood that transformation can only be done through positioning Samsung as a company using high-end products and this might just be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand, with a prospective support of its executives, Yun faced a number of marketing difficulties in early years of its efforts.

Among the marketing difficulties for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as 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 company practices, and the current marketing requirement was excessive high, the gap was too larger and to fill this gap with wrong understandings about marketing was quite difficult for Yun.

As mentioned above, marketing focus was extremely low in previous practices, for that reason there were no correct marketing budgets for each of the item on the portfolio. There was no marketing preparation done for the existing items. Together with it the item variety of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to develop marketing budgets for existing as well as for new items from the very start, and this would take a huge time.

A big shift would be required in existing marketing expenditures to develop the Samsung brand. This would result in increased marketing expenses for Samsung and might disturb the administration regarding increased expenses, as they were hesitant to marketing expenses formerly and an unexpected big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Samsung strengths lie in its substantial product portfolio. Samsung has largest number of patents in the market with total variety of 15499 patents given in US( USP). Large amount of R&D spending has made it possible for the business to grow its product portfolio at a greater rate than its rivals. Purple Delivery Company Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total earnings.

Another strength of Purple Delivery Company Case Study Help is its capability to establish ingenious items at a constant rate. It major shows for the development and item developing of Samsung is that the company has actually gotten a lot of awards for its innovation and item style.

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

Samsung's ability to produce luxury items at low cost of production is likewise among the significant strength of Samsung as it makes it possible for the business to record more market by supplying quality products with cost control.


Purple Delivery Company Case Study Solution weaknesses are hidden in the company's dependence on outsourcing software for its gadgets due to company's failure in establishing software, unlike Sony. Samsung likewise has low revenue margins as compare to Apple due to huge difference in the costs of Apple and Samsung with a much lower distinction in quality. The varied focus of the company due to a great deal of items in its portfolio, result in the less effective production and make the company unable to charge greater rates like Apple. The business is also ineffective in handling its patents and frequently faces the issue of patent infraction.


Opportunities for Samsung depend on the growing Smartphone market and the business's efficiency in the market. It can increase its market share and earnings from mobile phone as the business is quite efficient in cell phone market. Samsung currently runs in about 80 nations and the company has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would enable the business to increase its product portfolio with an increase in its wealth.


The vibrant industry environment of innovation industry position an extreme danger on Samsung's survival and force the company to spend much of its revenues share on R&D in order to survive in the long run. The market saturation in industrialized countries i.e. saturation of mobile company is also a huge hazard for the company's growth in the existence of strong competitors like Apple.

4 P's of Marketing


Purple Delivery Company Case Study Solution uses quality items and has a quite abundant portfolio which accommodates different sections. The majority of the products are in the top 3 of their respective markets. LCD and cellphones are the biggest items of Samsung, whereas DRAM is also not far behind in comparison of them. Following is the product line of Samsung:

• Laptops.
• Mobile phones.
• Ac system.
• Desktop computer.
• Disk drives.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Purple Delivery Company Case Study Analysis uses both market competitive and market skimming rates methods for its variety of products. In competitive prices it adjusts the price according to the competitors in order to acquire advantage, whereas, it uses market skimming method where the item has actually an included worth and by offering a few items it can reach break-even.


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


It wasn't a well-known company outside of Korea until 1993. But the management effort taken by their CEO has pushed them to market more efficiently outside the borders and now it has actually entered the league of top 25 companies on the planet in simply 9 years. This is an exceptional accomplishment in spite of the continuous arguments amongst the supervisors about adopting marketing practices. It uses both offline & online channels of promotion to market their items. Paid product advertisements, social promotion and digital advertisements are utilizes to develop awareness about Samsung products.

Value Chain Analysis.

It's an analytical structure for determining organisation activities that add worth or competitive advantage for the business.

Inbound Logistics.

For its incoming logistics it owns various logistics companies as it subsidiaries. It looks after its providers and produces an unified relationship with them and even reduced their payment cycles to enhance this relationship even more which adds worth to their chain network.


Samsung's core competency is its mass making it produces 90% of its items in-house. Divided into 3 different divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is preserving operation hubs worldwide to further include value to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the main reasons Purple Delivery Company Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target consumer attention towards the item is done through marketing and sales to communicate with them the value and competitive advantage the product provides. Purple Delivery Company Case Study Analysis marketing spending plan is continually on the rise because they started their rearranging worldwide and will continue to do so as they are continuously looking to invest and expand in high prospective development markets. The spending plan is invested in events, print and media advertisements, public relations etc.

Samsung Service. Samsung put their clients on top and constantly aim to provide unmatchable customer support standards. As after sales service is ending up being incredibly important to keep consumers delighted and engaged, they even carry out surveys through third parties to learn their customer's feedback and implement it in the favorable method to reduce or if possible entirely eliminate their consumer issues. By including a direct assistance line to call them 24 hours they have even more increased the included worth of Purple Delivery Company Case Study Help service.


Purple Delivery Company Case Study Analysis has actually diversified market segmentation, based upon its arrangement of wide range of items to large number of customers. Samsung target client sections can be divided into 3 categories i.e. Purple Delivery Company Case Study Solution IT and Mobile Communications, Samsung Customer Electronics and Samsung Device options.


Purple Delivery Company Case Study Help geographic division is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its products supplied to Urban as well as Rural areas of the country. The Samsung is also growing its international existence and the business's flexibility in finding its plants encourages international growth of Samsung.


Samsung produces products that can be utilized by both women and males. The target consumers for Samsung IT and mobile communication items have an age variety of 18-65 with majority at a young or recently wed life cycle phase. Apart from it, Samsung Customer Electronic devices are targeted to a client segment with an age variety of 25-65.


The psychographic segmentation of Purple Delivery Company 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 customers, as Samsung sell items like cellular phone not much more affordable i.e. Motorola in addition to very little expensive i.e. Apple. It offers quality items to middle level consumers at a slightly high cost than others targeting the same section.


Purple Delivery Company Case Study Solution majority target consumers have unique behavioural characteristics. They are drawn in towards Samsung due to the fact that of its moderate costs with a level of quality.

Quantitative analysis.

Sales of Purple Delivery Company Case Study Solution has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the biggest 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 business is presently making but long gone are those days when good items were offering themselves. Kim has actually already started to enhance the marketing activities of Samsung and extremely quickly it will become one of its core strength like producing if not much better.



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


As, stated previously that Purple Delivery Company Case Study Help operates in an extremely competitive environment, which indicates all the business have comparable products. So, the response for rarity is no.


Due to the nature of the market, it is very easy for competitors to understand the performance of the items and quickly make their own designs. Yes, Samsung is only behind IBM in registering brand-new patents each year, but the benefit is very short-term in this market.


Chairman Lee has totally turn-around Samsung, from going almost bankrupt throughout the Asian financial crisis of 1997 to the top 25 business in the world. Certainly yes there appertains organization in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread almost in every nation worldwide, bulk of the environments like USA, Europe, China etc., are really conductive for its operations. However, it faces some political pressures in less developed countries where order situation is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have an impact on Purple Delivery Company Case Study Analysis operations.


Purchasing power of consumers is crucial for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations etc. provide development chances, whereas, due to economic crisis even the consumers of developed nations suffer terribly. For this reason it is extremely crucial for the company to watch on the ongoing financial situation of the country before going into the marketplace.


Multinational business need to deal with various social and cultural issues throughout its operations in a foreign nation. Samsung has likewise dealt with lots of concerns however have adopted to the regional environments of the majority of the countries remarkably well. It has actually customized its items, practices, policies etc. appropriately in order to succeed.


With a yearly expenditure of 2.4 billion dollars in Research & Advancement, and with constant innovative item launches, Purple Delivery Company Case Study Solution is among the leading ingenious companies of the world. With a clear mission to be ahead of the rest when it pertains to technological developments, Samsung has risen to the no 25 of the top effective companies of the world.


Each nation has their own laws and policies, being a multinational 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 hire a regional law specialist prior to beginning its operations in a particular nation.


With the rising awareness amongst consumers about the ethical & ecological offenses of companies, Samsung has to make sure that it follows all the security standards. Ecological damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be really extreme. On the other hand it needs to do some Business Social Responsibility practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Danger of Substitution

Danger of alternative for Samsung's each item category is quite substantial. Factors for high risk of alternative for Purple Delivery Company Case Study Help Smart device include the presence of high number of suppliers and Market saturation in developed nations, which make the cost of switching for consumers nearly absolutely no. Along with it, Samsung printing options products are threatened by the increasing destination of customers towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly amongst Samsung and its close rivals is intense. The major factor behind this is the method of market saturation in numerous number of product classifications, requiring Samsung to present more ingenious features in existing products and new ingenious items to preserve its development. The major rivals for Purple Delivery Company Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

( 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. Due to incapability of Purple Delivery Company Case Study Solution to develop its own software, it has to outsource its software application development to Google, which becomes a potential supplier of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Market saturation in most of the item categories also make the bargaining power of purchasers more extreme in for Samsung. In spite of igh bargaining power Samsung is quite capable of selling its products 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:

Danger of brand-new entrants for Purple Delivery Company Case Study Analysis is rather low. Along with it, requirement of big expertise and research and advancement expenditures for survival in the industry likewise make brand-new entrants hesitant to go into in the market. Market saturation is likewise one of the barrier of entry in innovation market.

Competitive Analysis

Samsung's high item diversification supplies it distinction from its competitors. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Purple Delivery Company Case Study Solution had a substantial R&D costs on all of its product classifications which make it possible for the business to make possible revenue from sales of almost all of its products.

The business ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave, in terms of international market share, amongst 8 various item categories. Samsung was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung revenues from chips was less than Intel but its earnings from chips was growing quicker than Intel and has grown close to the profits levels of Intel, as given in the case Exhibition 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 mobile phone's sales development 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 costs than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was also reaping the benefits from increasing market share of high-end LCDs as given in case Exhibit 3. The major factor, making the business allow to avail the chance is its mass production at low cost. Sony was the greatest rival for Purple Delivery Company Case Study Help in LCD market, nevertheless, it had likewise begun joint venture with Samsung in 2003 for LCD making, decreasing the competitors for Samsung.

Porter's Competitive Method

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


Alternative Solution 1

The Chief Marketing Officer (CMO) of Purple Delivery Company Case Study Solution would produce a brand-new brand name image by targeting the younger generation of the specific nation. As, particularly smart phones of Samsung are very popular amongst the more youthful group.


1. It is the very best technique to develop Client Lifetime Value (CLV) by developing a long-term relationship with clients. Construct commitment through providing value and profit for long-lasting, as research study has actually showed it is more affordable to retain existing clients than to attract new ones.
2. Another pro of this alternative is that word of mouth spread quicker amongst more youthful individuals and which in turn will generate brand-new consumers for my items.


1. Old clients who were associated with Samsung prior to might not like this brand-new image the company is trying to portray.
2 It will incur additional expenses to reposition some items and it might not even bring success as the patterns alter very quickly among the more youthful market.

Alternative option 2.

It would be done by arranging training workshops throughout which significance of marketing will be taught and numbers will be offered. Marketing environment should be created internally initially as real marketing begins inside the corporation.


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


2. Its con can produce a very unhealthy environment in the work environment, as individuals often resist change since they fear it.

Recognize the very best option

Very first alternative is the best as it plainly has more pros since once a Client Life time Worth is developed the business will profit from it till that client lives and has purchasing power also. Plus, our target consumers are the more youthful generation which are bound to live longer than the existing aging individuals. However, Samsung's main objective is to develop loyalty amongst its clients and make them redeemed it from them and even buy their various products also.

Implementation Strategy

• Targeting younger generation through social marketing, producing a link with them like Pepsi do with music. And set the expectations sensible and achievable.
• A team consisting of finest marketing and sales professionals ought to be assemble, and both views ought to be taken into account prior to protecting the resources required to execute the plan.
• Thorough interaction of the strategy must be done as it is very essential for everybody to be on the very same page to make it work.
• Tasks and timelines need to be build and communicated accordingly to each person responsible.
• The manager must utilize a dashboard which shows the progress of all the tasks which have actually been done or about to be done and by whom.
• The supervisor ought to monitor and keep a constant look at the total and private efficiency.
• Everyone need to want to adjust midway since any brand-new trend or policy may come in due to which all the things currently planned need to be adjusted. It's much better to have contingency plans currently prepared.
• At the end of the campaign the supervisor must communicate the outcomes and if successful should commemorate with the team.

Budget plan

The M-net program revealed compelling analysis about the high and low growth prospective locations and just how much advertising spending plan must be designated accordingly. This change the spending plan allocation of numerous supervisors and different countries were unhappy and argued however the analysis done by the program was accurate and revealed figures like The United States and Canada and Russia growth possible warranted a 35% allowance while they were getting 45%. Whereas, China and Europe must be receiving 42% but were instead given 31%. It actually assisted to fairly distribute the resources and capture more customers by investing more on advertisements on the high development potential regions of the world.


Purple Delivery Company Case Study Solution 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 ingenious practices have actually moved them to new heights however for them its' just the start and they wish to be amongst the leading 3 brands in the world. They completely turn-around from nearly declaring bankruptcy throughout the Asian Financial Crisis to a world distinguished brand, understood for quality and innovation. Their value chain and their core proficiency their production capability, along-with global brand name image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more expansion in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts need to be directed towards younger market amidst the internal arguments about marketing and need to develop Client Lifetime Worth as it will not only provide advantages now however will continue to reap it till the customer life time. As the cost of retaining the consumer is much cheaper than attracting a new one.