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Purple Delivery Company Case Study Solution and Analysis


Historically, the business's core clients include the Original Devices Manufacturers (OEMs), which utilized to offer Purple Delivery Company Case Study Solution items withtheir own brand name. Its client circle consists of Original Devices Manufacturers (OEMs), who utilized to sell Samsung items with their own brand name. He repositioned Samsung as an international brand and informed his divisional managers to understand marketing and its significance.

Problem Declaration

Samsung's transition from an item based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to incorporate marketing efficiently is still a major difficulty. Developing a constant brand name identity across the whole world and employing marketing methods that finest fits the regional culture is no easy job. The M-net program analysis have actually been truly practical in figuring out the high and less prospective development locations, but allocation of resources accordingly is not well received amongst the supervisors. There is no consensus among the hierarchy concerning the best matched future method.
Executive Summary
Situational Analysis

Yun had a quite clear image in his mind about how Purple Delivery Company Case Study Help can change from a low end to a high end product provider. He knew that transformation can just be done through placing Samsung as a company offering high-end items and this might just be done through high level of marketing.

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

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

Along with it the product variety of the business was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a challenge to carry out marketing planning and to create marketing spending plans for existing as well as for new products from the very beginning, and this would take a big time.

A big shift would be required in present marketing expenditures to develop the Purple Delivery Company Case Study Solution brand. This would result in increased marketing expenditures for Samsung and might disrupt the administration relating to increased costs, as they hesitated to marketing expenses formerly and an abrupt huge shiftwould make them disturb. This could lead to decreasing executive support for international marketing. In this situation, Yun deals with a challenge for justifying increased marketing expenditures by demonstrating the long term value of substantial marketing expenditures.

Internal Analysis
SWOT Analysis

Purple Delivery Company Case Study Solution strengths lie in its big product portfolio. Samsung has biggest number of patents in the market with overall number of 15499 patents given in United States( USP).

Another strength of Purple Delivery Company Case Study Analysis is its capability to establish innovative products at a continuous rate. It significant proves for the development and item designing of Samsung is that the business has actually gotten numerous awards for its development and item design.

Unlike Apple and other rivals, Samsung is concentrated on producing devices which can be easily integrated with any kind of open source Operating System (OS) and software. This supplies Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce high end products at low expense of production is also among the significant strength of Samsung as it makes it possible for the business to catch more market by offering quality products with expense control.


Samsung's weak points are concealed in the business's dependence on outsourcing software application for its gadgets due to company's inability in developing software application, unlike Sony. Purple Delivery Company Case Study Help also has low profit margins as compare to Apple due to huge distinction in the costs of Apple and Samsung with a much lower difference in quality.


Opportunities for Samsung lie in the growing Mobile phone market and the company's performance in the market. It can increase its market share and earnings from cell phone as the business is rather effective in cell phone market. Samsung presently runs in about 80 nations and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would allow the company to increase its product portfolio with a boost in its wealth.


The vibrant market environment of innovation market position a serious danger on Samsung's survival and require the company to invest much of its revenues share on R&D in order to survive in the long run. The marketplace saturation in industrialized countries i.e. saturation of mobile business is also a big danger for the business's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Purple Delivery Company Case Study Solution uses quality items and has a rather abundant portfolio which accommodates various sectors. The majority of the items are in the top three of their particular markets. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is also not far behind in comparison of them. Following is the product line of Samsung:

• Laptops.
• Cellphone.
• Air conditioner.
• Computer.
• Hard drives.
• Washing machines.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Purple Delivery Company Case Study Solution utilizes both market competitive and market skimming rates strategies for its wide range of items. In competitive pricing it changes the cost according to the competition in order to gain benefit, whereas, it utilizes market skimming technique where the item has an included worth and by selling a few products it can reach break-even.


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

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

Value Chain Analysis.

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

Inbound Logistics.

It has one of the most efficient and effective supply chain network and has more than 2700 providers across numerous industries around the world. Almost 80% of which is based in Asia and the staying around the globe. For its inbound logistics it owns numerous logistics firms as it subsidiaries. It looks after its providers and develops an unified relationship with them and even minimized their payment cycles to boost this relationship even more which includes worth to their chain network.


Samsung's core competency is its mass manufacturing it produces 90% of its items in-house. Divided into three different divisions its operations are particularly IT & Mobile Communications, Device Solutions and Consumer Electronics. It is preserving operation centers worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the primary reasons Purple Delivery Company Case Study Analysis is able to take on Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target customer attention towards the item is done through marketing and sales to interact with them the worth and competitive benefit the item provides. Purple Delivery Company Case Study Analysis advertising budget plan is continuously growing because they started their repositioning internationally and will continue to do so as they are continually wanting to invest and broaden in high possible development markets. The budget is invested in events, print and media ads, public relations and so on.

Samsung put their clients at the leading and continually make every effort to deliver unmatchable consumer service requirements. By adding a direct assistance line to contact them 24 hours they have actually further increased the added value of Samsung service.


Purple Delivery Company Case Study Solution has actually diversified market division, based upon its arrangement of wide range of items to large number of consumers. Samsung target customer sections can be divided into 3 classifications i.e. Purple Delivery Company Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device options.


Purple Delivery Company Case Study Analysis geographic division is based upon 2 criteria i.e. region and density. Samsung serves about 80 countries worldwide with its products provided to Urban as well as Rural areas of the nation. The Samsung is likewise growing its worldwide presence and the business's versatility in locating its plants motivates global expansion of Samsung.


The group division of Purple Delivery Company Case Study Help is based upon gender, age, life-cycle phase and profession. Samsung produces items that can be utilized by both males and females. The target customers for Samsung IT and mobile communication items have an age series of 18-65 with bulk at a young or recently wed life cycle stage. They are mostly staff members, trainees and professionals. Apart from it, Samsung Customer Electronic devices are targeted to a customer section with an age range of 25-65. They are mostly workers and experts. Samsung Device Solutions are targeted at students, workers and experts 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 lifestyle of the customer. Samsung target customers on the basis of social class are primarily upper middle, middle and working class consumers, as Samsung offer items like mobile phone not much less expensive i.e. Motorola as well as not much expensive i.e. Apple. It provides quality items to middle level consumers at a somewhat high price than others targeting the exact same section.


Purple Delivery Company Case Study Help majority target customers have unique behavioural characteristics. It has clients with an ambitious, stylish and determined personality with moderate level of loyalty towards the brand. Its clients have some degree of shift towards other prominent brand names i.e. Apple. Most of Samsun clients want quality in addition to expense control. Due to the fact that of its moderate prices with an extent of quality, they are drawn in towards Samsung.

Quantitative analysis.

Sales of Samsung has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has actually likewise lowered its financial obligation 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. Due to the fact that of the high overhead expense, profits/ sales are increasing but net revenue is not increasing accordingly. New growths and hiring's were the main factor of the boost in the overhead costs, with china presently not providing any earnings to Samsung, however there is so much capacity in the current market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the business is currently manufacturing however long gone are those days when great products were selling themselves. Kim has actually currently started to enhance the marketing activities of Samsung and very soon it will end up being one of its core strength like producing if not much better.



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


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


Due to the nature of the market, it is extremely easy for competitors to understand the functionality of the items and quickly make their own designs. Yes, Samsung is only behind IBM in signing up new patents every year, but the benefit is really short-term in this industry.


Chairman Lee has completely turnaround Samsung, from going almost insolvent throughout the Asian monetary crisis of 1997 to the top 25 business worldwide. Certainly yes there appertains company in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread practically in every nation worldwide, bulk of the environments like USA, Europe, China etc., are really conductive for its operations. It deals with some political pressures in less industrialized countries where law and order scenario is not great. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Purple Delivery Company Case Study Help operations.


Buying power of clients is essential for companies like Samsung to grow and succeed. Emerging markets like India, middle-eastern countries and so on provide growth chances, whereas, due to economic crisis even the consumers of developed countries suffer terribly. It is really essential for the business to keep an eye on the continuous financial circumstance of the nation before going into the market.


International companies need to face numerous social and cultural issues throughout its operations in a foreign country. Samsung has actually likewise faced lots of issues but have embraced to the regional environments of the majority of the countries incredibly well. It has tailored its products, practices, policies and so on accordingly in order to succeed.


With an annual expenditure of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious product launches, Purple Delivery Company Case Study Help is among the top innovative companies of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Samsung has actually increased to the no 25 of the top effective business of the world.


Each country 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 serious legal repercussions. It has to study or hire a local law professional before beginning its operations in a particular nation.


With the rising awareness among consumers about the environmental & ethical infractions of business, Samsung has to make sure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some nations the effects can be really severe. On the other hand it needs to do some Business Social Obligation practices to reveal the residents that it appreciates their environment and people.

Porter's Five Forces

Risk of Alternative

Danger of replacement for Samsung's each product classification is rather significant. Factors for high danger of alternative for Purple Delivery Company Case Study Help Smartphone consist of the presence of high number of providers and Market saturation in industrialized countries, which make the expense of changing for consumers nearly no. Along with it, Samsung printing services products are threatened by the increasing attraction of clients towards cloud storage.

Competition Among Existing Companies:

The rivaly among Samsung and its close rivals is intense. The significant factor behind this is the technique of market saturation in various number of product classifications, forcing Samsung to present more innovative functions in existing products and brand-new innovative products to maintain its growth. Other element for the intense rivalry among the rivals is the little product differentiation among the items. The prominent players in the innovation industry are quite aware of the significance of R&D costs for their survival and are encountering a race of marketing and R&D spending, to capture the market. The significant rivals for Purple Delivery Company Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry results in the fluctuating market shares which can be seen in Display F.

Bargaining Power of Providers:

Purple Delivery Company Case Study Solution has a large supply chain including about 2700 suppliers across 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 providers. However, due to incapability of Purple Delivery Company Case Study Help to develop its own software application, it has to outsource its software application development to Google, which becomes a possible provider of software for Samsung, resulting in high bargaining power of Google. Although, in the majority of cases Samsung has a power to negotiate rates, but it supply significant prices to its suppliers to develop a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Market saturation in many of the product classifications also make the bargaining power of buyers 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 image.

Risk of New Entrants:

Risk of brand-new entrants for Samsung is quite low. One of the major aspect for low hazard of brand-new entrants is the high competitors in the market. The requirement of substantial amount of capital to go into in the marketplace is likewise among the prospective barrier to entry. Together with it, requirement of big expertise and research and development expenses for survival in the industry likewise make brand-new entrants hesitant to enter in the market. Market saturation is likewise among the barrier of entry in technology industry. High bargaining power of providers force the gamers in the industry to charge as low prices as possible and this can only be achieved by production efficiency. New companies, in bulk cases, do not have the production effectiveness, hence increasing the threats for entryway in the innovation industry.

Competitive Analysis

Samsung's high product diversification offers it distinction from its competitors. It is among the three leading brands by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single item category with Sony concentrating on customer electronics, Nokia on cell phones and Intel on chips, Samsung had a huge R&D costs on all of its item classifications which allow the company to earn prospective profits from sales of almost all of its products. (See Display) However, due to the wide product variety the company deals with high variety of competitors.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in terms of international market share, amongst 8 various item classifications. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel but its revenues from chips was growing quicker than Intel and has actually grown close to the earnings levels of Intel, as provided in the case Display 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 only 4% and Nokia with absolutely no sales development. The significant reson behind Samsung's high growth despite of higher prices than Nokia and Motorola was the business's high-end quality mobile phone.

Samsung was likewise reaping the benefits from increasing market share of high end LCDs as given up case Display 3. The major reason, making the company allow to obtain the chance is its mass production at low cost. Sony was the biggest rival for Purple Delivery Company Case Study Solution in LCD market, nevertheless, it had likewise begun joint venture with Samsung in 2003 for LCD manufacturing, reducing the competition for Samsung.

Porter's Competitive Method

Low Cost Leadership strategy of porter is fully implemented by Samsung the method they achieve economies of scale by enhancing their core competencies of production. They always bring something new and ingenious whether it's a service or a product.


Alternative Option 1

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


1. It is the very best method to build Customer Lifetime Worth (CLV) by producing a long-term relationship with clients. Develop commitment through delivering worth and reap the benefits for long-term, as research has showed it is more affordable to maintain current consumers than to draw in new ones.
2. Another pro of this option is that word of mouth spread more quickly among more youthful individuals and which in turn will generate new customers for my items.


1. Old customers who were associated with Samsung before may not like this new image the company is trying to represent.
2 It will incur additional expenses to rearrange some items and it might not even bring success as the patterns change extremely quickly amongst the younger demographic.

Alternative solution 2.

Samsung has made making its core competency for the many part of their company and due to which its supervisors are not afraid to fully get out of their comfort zone. It would be done by setting up training workshops during which significance of marketing will be taught and numbers will be offered. Failure to get the passing ratings will get demoted. Marketing environment should be produced internally initially as real marketing starts inside the corporation.


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


2. Its con can produce an extremely unhealthy environment in the work environment, as people often resist modification because they fear it.

Recognize the very best option

Very first alternative is the best as it clearly has more pros since once a Customer Lifetime Value is developed the business will make money from it till that client lives and has acquiring power too. Plus, our target clients are the younger generation which are bound to live longer than the existing old age individuals. Samsung's main goal is to develop loyalty amongst its consumers and make them redeemed it from them and even purchase their different items.

Execution Strategy

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi make with music. And set the expectations sensible and possible.
• A team including best marketing and sales experts must be put together, and both views should be taken into account prior to securing the resources required to implement the strategy.
• Thorough communication of the strategy need to be done as it is very important for everyone to be on the exact same page to make it work.
• Tasks and timelines must be build and communicated appropriately to each individual responsible.
• The manager ought to use a control panel which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The supervisor must keep track of and keep a continuous look at the general and individual performance.
Due to the fact that any new trend or policy might come in due to which all the things already prepared have to be adjusted, • Everybody ought to be willing to adapt midway. It's much better to have contingency strategies already prepared.
• At the end of the campaign the manager need to communicate the results and if successful ought to celebrate with the team.

Spending plan

The M-net program revealed compelling analysis about the low and high growth possible areas and how much advertising budget plan should be allocated appropriately. This change the spending plan allocation of numerous managers and different countries were dissatisfied and argued but the analysis done by the program was precise and revealed figures like The United States and Canada and Russia growth prospective merited a 35% allowance while they were receiving 45%. Whereas, China and Europe should be getting 42% but were rather provided 31%. It actually helped to fairly disperse the resources and catch more customers by spending more on ads on the high growth capacity regions of the world.

Its continuous financial investment in R&D and ingenious practices have propelled them to new heights however for them its' just the start and they want to be amongst the top 3 brand names in the world. Their marketing efforts need to be directed towards more youthful demographic in the middle of the internal arguments about marketing and ought to develop Consumer Life time Value as it will not only provide them benefits now however will continue to reap it till the consumer life time. As the expense of retaining the customer is much less expensive than drawing in a brand-new one.