Purple Delivery Company Harvard Case Study Solution

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Purple Delivery Company Case Study Solution & Analysis


Purple Delivery Company Case Study Help is a well-known global brand name in technology industry, established in 1938 by Lee Byung Chul, in South Korea. Purple Delivery Company deals in large number of product classifications consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the company's core consumers consist of the Original Devices Manufacturers (OEMs), which used to offer Org items withtheir own brand. Till early 1990s, the core proficiency of Enterprise depend on its low price offerings than its competitors by making existing items at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who used to sell Purple Delivery Company Case Study Help products with their own brand. Business was not simply understood outside Korea. There were likewise no or little interest in constructing the brand name internationally. Marketing budget was managed by production department with a prime focus on offering cheap products.During the 1997 Asian Financial Crisis the business almost got insolvent, but with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was listed the leading 25 most valuable company on the planet. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Corp as an international brand and educated his divisional managers to understand marketing and its significance. Now their objective is to arrive 10 by 2005.

Issue Declaration

Corp's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to incorporate marketing successfully is still a major obstacle. Producing a consistent brand name identity across the entire world and utilizing marketing strategies that finest fits the regional culture is no easy job.
Executive Summary
Situational Analysis

Purple Delivery Company Case Study Solution efforts for developing its brand throughout the world was begun after introducing the "new management effort" by Chairman Lee in 1993. The goal was to transform Venture from a cheap OEM to a high value-added product provider. To make the vision of Enterprise a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Corporation can transform from a low end to a high-end item supplier. He knew that improvement can just be done through positioning Corp as a company offering high-end items and this might only be done through high level of marketing.

In spite of having a clear vision about how to develop Organization brand name, with a prospective assistance of its executives, Yun dealt with several marketing difficulties in early years of its efforts.

One of the marketing obstacles for Yun was the understandings of executives about the value of marketing. They considered marketing and selling as exact same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the existing marketing requirement was too much high, the space was too larger and to fill this gap with incorrect understandings about marketing was rather challenging for Yun.

As specified above, marketing focus was extremely low in previous practices, therefore there were no appropriate marketing spending plans for each of the product on the portfolio. There was no marketing planning done for the existing products. Along with it the product range of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Organization. Yun had a challenge to carry out marketing planning and to develop marketing budgets for existing as well as for brand-new items from the very beginning, and this would take a substantial time.

A big shift would be needed in existing marketing expenditures to build the Purple Delivery Company Case Study Solution brand name. This would lead to increased marketing expenditures for Corporation and could disturb the administration relating to increased expenditures, as they hesitated to marketing expenditures formerly and an abrupt big shiftwould make them disrupt. This might lead to declining executive assistance for international marketing. In this circumstance, Yun faces a difficulty for validating increased marketing costs by showing the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Purple Delivery Company Case Study Analysis strengths lie in its huge product portfolio. Organization has largest number of patents in the industry with total number of 15499 patents approved in US( USP).

Another strength of Purple Delivery Company Case Study Analysis is its ability to establish ingenious products at a continuous rate. It significant shows for the innovation and item creating of Enterprise is that the business has received numerous awards for its development and product design.

Unlike Apple and other competitors, Venture is concentrated on producing devices which can be quickly integrated with any type of open source Os (OS) and software application. This supplies Corporation an edge over Apple devices.
Porter's 5 Forces Analysis
Corp's capability to produce high end items at low expense of production is likewise one of the major strength of Corp as it enables the business to catch more market by providing quality items with cost control.


Purple Delivery Company Case Study Help weak points are concealed in the company's reliance on outsourcing software for its devices due to business's failure in establishing software, unlike Sony. Business also has low revenue margins as compare to Apple due to substantial distinction in the costs of Apple and Corp with a much lesser distinction in quality. The varied focus of the company due to a great deal of products in its portfolio, result in the less efficient production and make the company unable to charge higher costs like Apple. The business is likewise inefficient in handling its patents and regularly faces the problem of patent infraction.


Opportunities for Enterprise lie in the growing Smartphone market and the business's effectiveness in the market. It can increase its market share and profits from cellular phone as the company is quite effective in smart phone market. Enterprise presently runs in about 80 nations and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Company can move towards acquisitions to get patents. It would enable the company to increase its item portfolio with a boost in its wealth.


The vibrant market environment of innovation market posture a serious hazard on Corporation's survival and force the business to spend 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 hazard for the company's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Org offers quality products and has a rather rich portfolio which caters to different sections. LCD and mobile phones are the greatest products of Corp, whereas DRAM is also not far behind in comparison of them.

• Laptops.
• Smart phone.
• A/c.
• Desktop computer.
• Hard disks.
• Washing machines.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Purple Delivery Company Case Study Help uses both market competitive and market skimming rates techniques for its wide variety of products. In competitive rates it adjusts the cost according to the competitors in order to get advantage, whereas, it utilizes market skimming technique where the product has actually an added value and by selling a couple of items it can reach break-even.


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

Vrio Analysis
It wasn't a widely known company outside of Korea up until 1993. The management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has actually gone into the league of top 25 companies in the world in just 9 years. This is an impressive achievement in spite of the ongoing arguments among the managers about embracing marketing practices. It utilizes both offline & online channels of promo to market their items. Paid product ads, social promotion and digital ads are uses to create awareness about Venture products.

Worth Chain Analysis.

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

Incoming Logistics.

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


Org's core proficiency is its mass producing it produces 90% of its items in-house. Divided into 3 various departments its operations are particularly IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is keeping operation hubs worldwide to further add worth to its worth chain network.

Outbound Logistics.

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

Marketing and Sales.

Drawing in target client attention towards the item is done through marketing and sales to interact with them the value and competitive advantage the item provides. Purple Delivery Company Case Study Analysis advertising spending plan is continuously on the rise given that they began their repositioning worldwide and will continue to do so as they are continuously aiming to invest and broaden in high possible growth markets. The budget is spent on events, print and media ads, public relations and so on.

Organization put their consumers at the top and continually make every effort to provide unmatchable client service standards. By including a direct assistance line to contact them 24 hours they have even more increased the added worth of Organization service.


Purple Delivery Company Case Study Help has actually diversified market segmentation, based upon its provision of vast array of items to a great deal of customers. Org target consumer segments can be divided into 3 classifications i.e. Purple Delivery Company Case Study Analysis IT and Mobile Communications, Business Consumer Electronics and Corp Device solutions.


Purple Delivery Company Case Study Solution geographical division is based upon 2 requirements i.e. region and density. Organization serves about 80 nations worldwide with its items provided to Urban along with Rural areas of the country. The Org is likewise growing its global presence and the business's versatility in finding its plants encourages international expansion of Organization.


The demographic segmentation of Purple Delivery Company Case Study Analysis is based upon gender, age, life-cycle stage and profession. Company produces items that can be used by both females and males. The target customers for Corporation IT and mobile interaction items have an age range of 18-65 with bulk at a young or newly married life process phase. They are mainly professionals, employees and students. Apart from it, Company Consumer Electronic devices are targeted to a customer segment with an age range of 25-65. They are mostly staff members and professionals. However Purple Delivery Company Case Study Solution Gadget Solutions are targeted at students, employees and experts with an age variety of 25-65.


The psychographic division of Purple Delivery Company Case Study Help s based upon the social class and the lifestyle of the consumer. Venture target customers on the basis of social class are generally upper middle, middle and working class customers, as Venture offer items like mobile phone not much cheaper i.e. Motorola in addition to very little pricey i.e. Apple. It provides quality products to middle level customers at a somewhat high rate than others targeting the same sector.


Purple Delivery Company Case Study Help bulk target clients have distinct behavioural attributes. They are brought in towards Enterprise since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Corp has actually increased astonishingly 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 also decreased its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Business with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Revenues/ sales are increasing however net revenue is not increasing accordingly since of the high overhead expense. New expansions and employing's were the primary factor of the boost in the overhead costs, with china presently not providing any profit to Corporation, but there is a lot capacity in the present market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the company is currently producing but long gone are those days when excellent items were selling themselves. Kim has already begun to enhance the marketing activities of Company and very soon it will end up being one of its core strength like making if not better.



Company runs styles, produces and sell a huge portfolio of consumer electronics. It operates in an exceptionally competitive environment and has effectively positioned itself as the maker of quality items. So, the response is yes.


As, stated earlier that Purple Delivery Company Case Study Solution operates in a highly competitive environment, which implies all the companies have similar items. So, the answer for rarity is no.


Due to the nature of the industry, it is extremely easy for rivals to understand the performance of the products and quickly make their own models. Yes, Enterprise is just behind IBM in registering brand-new patents annually, but the advantage is very short-term in this market.


Chairman Lee has totally turn-around Business, from going nearly insolvent throughout the Asian financial crisis of 1997 to the top 25 company on the planet. Absolutely yes there appertains organization in the business and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every country worldwide, majority of the environments like USA, Europe, China etc., are very conductive for its operations. It deals with some political pressures in less developed nations where law and order circumstance is not good. Latin American, African and some Asian nations fall in this classification, where political instability do have an effect on Purple Delivery Company Case Study Help operations.


Buying power of consumers is essential for business like Organization to grow and succeed. Emerging markets like India, middle-eastern nations and so on provide development opportunities, whereas, due to recession even the customers of industrialized nations suffer severely. It is really essential for the business to keep an eye on the continuous financial situation of the nation before entering the market.


International companies have to face different social and cultural concerns throughout its operations in a foreign nation. Corp has actually also dealt with numerous problems however have actually adopted to the local environments of most of the countries exceptionally well. It has actually customized its products, practices, policies etc. accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with consistent ingenious item launches, Purple Delivery Company Case Study Help is among the leading ingenious business of the world. With a clear objective to be ahead of the rest when it concerns technological developments, Org has increased to the no 25 of the top effective companies of the world.


Each country has their own laws and policies, being an international business Org 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 beginning its operations in a specific country.


With the increasing awareness among customers about the ecological & ethical offenses of business, Corporation needs to guarantee that it follows all the security standards. Ecological damages, ethical misconducts are not acceptable and in some countries the repercussions can be really severe. On the other hand it has to do some Business Social Duty practices to reveal the locals that it appreciates their environment and individuals.

Porter's Five Forces

Threat of Alternative

Danger of substitution for Organization's each product classification is quite substantial. Running in an extremely dynamic industry lead the business to deal with a high risk of replacement. Elements for high threat of substitution for Purple Delivery Company Case Study Solution Smart device consist of the existence of high number of providers and Market saturation in industrialized nations, that make the cost of switching for customers practically zero. Substitution threats for Company visual display lie in the altering lifestyle of consumers. Consumers can switch to enjoying visuals in the house towards outdoor activities. In addition to it, Corp printing options items are threatened by the increasing destination of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Org and its close rivals is intense. The significant factor behind this is the approach of market saturation in various number of item categories, requiring Enterprise to present more ingenious features in existing products and brand-new innovative products to keep its growth. Other factor for the extreme competition amongst the rivals is the little item distinction among the products. The prominent gamers in the innovation industry are quite knowledgeable about the significance of R&D spending for their survival and are encountering a race of marketing and R&D costs, to capture the market. The significant competitors for Purple Delivery Company Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the changing market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

Purple Delivery Company Case Study Solution has a vast supply chain including about 2700 suppliers across the world.( Venture Sustainability Report, 2016) Supplier's bargaining power for Company is low as Business runs economies of scale and its orders are of prospective size and worth. These huge orders allow Corporation to negotiate costs with its suppliers. Nevertheless, due to incapability of Purple Delivery Company Case Study Analysis to build its own software, it has to outsource its software advancement to Google, which becomes a potential supplier of software application for Company, resulting in high bargaining power of Google. Although, in the majority of cases Corporation has a power to negotiate costs, however it offer significant rates to its suppliers to build a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Negotiating power of buyers for numerous number of product categories of Corporation is extreme. Among the aspect leading to the extreme bargaining power is the availability of a great deal of rivals in almost each item classification i.e. competitors of Company Smartphone, with a really little distinction. The high availability of suppliers of Smart devices with minimum differentiation, make the switching expense for purchasers almost zero, thus increasing the bargaining power of buyers. Market saturation in most of the product classifications also make the bargaining power of purchasers more extreme in for Purple Delivery Company Case Study Analysis. In spite of igh bargaining power Org 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.

Danger of New Entrants:

Risk of new entrants for Purple Delivery Company Case Study Analysis is rather low. Along with it, requirement of huge know-how and research and development expenses for survival in the market also make new entrants reluctant to go into in the market. Market saturation is also one of the barrier of entry in technology industry.

Competitive Analysis

Corp's high product diversification offers it differentiation from its rivals. It is one of the 3 leading brands by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single product classification with Sony concentrating on consumer electronic devices, Nokia on cellular phone and Intel on chips, Venture had a big R&D spending on all of its product classifications which enable the company to earn possible revenue from sales of practically all of its items. (See Exhibit) Nevertheless, due to the broad product variety the business deals with high number of rivals.

The business ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of worldwide market share, amongst 8 various item categories. Enterprise was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Corp revenues from chips was less than Intel however its incomes from chips was growing quicker than Intel and has grown close to the income levels of Intel, as given in the case Exhibit 2.

Together with the chips Organization mobile market was also thriving at a high rate than its competitors i.e. Motorola and Nokia. Org's mobile phone's sales development was 51% as compare to Motorola with only 4% and Nokia with no sales growth. The significant reson behind Corp's high development despite of greater rates than Nokia and Motorola was the business's high-end quality cellular phone.

Enterprise was likewise reaping the benefits from increasing market share of high-end LCDs as given in case Exhibition 3. The major factor, making the company allow to avail the opportunity is its mass production at low expense. Sony was the greatest competitor for Purple Delivery Company Case Study Help in LCD market, nevertheless, it had actually likewise begun joint endeavor with Corp in 2003 for LCD manufacturing, decreasing the competition for Corporation.

Porter's Competitive Technique

Low Cost Leadership strategy of porter is fully executed by Company the method they accomplish economies of scale by reinforcing their core proficiencies of production. They always bring something brand-new and innovative whether it's a service or a product.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Purple Delivery Company Case Study Solution would develop a brand-new brand name image by targeting the younger generation of the particular country. As, particularly cellphones of Corporation are preferred amongst the younger demographic.


1. It is the very best method to build Customer Lifetime Value (CLV) by creating a long-term relationship with customers. Build commitment through delivering worth and profit for long-term, as research study has revealed it is much cheaper to keep existing consumers than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread quicker among more youthful people and which in turn will generate brand-new customers for my products.


1. Old consumers who were related to Venture before might not like this brand-new image the business is trying to represent.
2 It will sustain more expenses to reposition some items and it might not even bring success as the trends change very rapidly amongst the more youthful demographic.

Alternative service 2.

Company has made manufacturing its core proficiency for the many part of their organisation and due to which its supervisors are not scared to fully get out of their convenience zone. It would be done by arranging training workshops throughout which value of marketing will be taught and numbers will be provided. Failure to get the passing scores will get demoted. Marketing environment need to be developed internally initially as real marketing begins inside the corporation.


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


2. Its con can create a really unhealthy environment in the workplace, as people often resist change because they fear it.

Identify the best alternative

Very first option is the very best as it clearly has more pros due to the fact that once a Client Life time Value is constructed the company will make money from it till that client is alive and has acquiring power also. Plus, our target clients are the more youthful generation which are bound to live longer than the existing old age people. However, Business's main objective is to develop loyalty among its clients and make them redeemed it from them and even purchase their various products too.

Execution Plan

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi make with music. And set the expectations achievable and reasonable.
• A group including finest marketing and sales specialists need to be put together, and both views should be taken into consideration prior to securing the resources needed to carry out the plan.
• Thorough communication of the plan should be done as it is extremely essential for everybody to be on the very same page to make it work.
• Tasks and timelines must be construct and interacted appropriately to each person accountable.
• The supervisor should utilize a dashboard which reveals the development of all the tasks which have actually been done or about to be done and by whom.
• The manager should keep track of and keep a continuous examine the overall and individual efficiency.
Due to the fact that any brand-new pattern or policy may come in due to which all the things currently planned have to be adjusted, • Everybody need to be ready to adapt midway. It's much better to have contingency plans currently prepared.
• At the end of the project the manager must interact the results and if successful must commemorate with the team.

Spending plan

The M-net program revealed compelling analysis about the high and low growth potential locations and how much advertising budget ought to be designated accordingly. This modification the spending plan allocation of different nations and numerous managers were dissatisfied and argued but the analysis done by the program was precise and showed figures like The United States and Canada and Russia growth prospective merited a 35% allotment while they were receiving 45%. Whereas, China and Europe ought to be receiving 42% but were rather given 31%. It actually helped to fairly distribute the resources and catch more consumers by investing more on ads on the high development potential regions of the world.

Its continuous investment in R&D and innovative practices have actually propelled them to new heights however for them its' just the start and they desire to be among the leading 3 brand names in the world. Their marketing efforts should be directed towards more youthful demographic amidst the internal arguments about marketing and should produce Client Life time Worth as it will not just give them benefits now however will continue to enjoy it till the consumer lifetime. As the expense of retaining the customer is much less expensive than drawing in a new one.