Rappi Harvard Case Study Solution

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Rappi Case Study Solution and Analysis


Rappi Case Study Analysis is a popular international brand in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Rappi handle a great deal of product classifications including Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic items. Historically, the company's core consumers include the Original Devices Manufacturers (OEMs), which utilized to offer Samsung products withtheir own brand. Till early 1990s, the core competency of Samsung depend on its low cost offerings than its competitors by manufacturing existing products at economies of scale. Its customer circle consists of Original Equipment Manufacturers (OEMs), who used to sell Rappi Case Study Analysis products with their own brand. Samsung was not simply understood outside Korea. There were also no or little interest in developing the brand name internationally. Marketing budget was managed by production department with a prime focus on providing inexpensive products.During the 1997 Asian Financial Crisis the business practically got insolvent, however with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the top 25 most important company on the planet. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even noted. He rearranged Samsung as a worldwide brand and educated his divisional supervisors to understand marketing and its importance. Now their goal is to arrive 10 by 2005.

Issue Declaration

Samsung's shift from an item based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional managers to incorporate marketing successfully is still a significant challenge. Producing a consistent brand name identity across the entire world and using marketing strategies that finest fits the local culture is no simple task. The M-net program analysis have actually been actually practical in determining the high and less potential development areas, however allocation of resources accordingly is not well received amongst the supervisors. There is no consensus amongst the hierarchy relating to the very best matched future technique.
Executive Summary
Situational Analysis

Yun had a quite clear image in his mind about how Rappi Case Study Help can transform from a low end to a high end product supplier. He knew that transformation can only be done through placing Samsung as a business providing 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 dealt with several marketing obstacles in early years of its efforts.

One of 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 service practices, and the present marketing requirement was too much high, the gap was too larger and to fill this space with wrong understandings about marketing was rather difficult for Yun.

Along with it the product range of the company was increasing with the ripening of new item ideas by the R&D sector of Samsung. Yun had a difficulty to perform 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 huge time.

A substantial shift would be needed in current marketing expenses to build the Samsung brand name. This would result in increased marketing expenditures for Samsung and might disturb the administration concerning increased expenses, as they were reluctant to marketing expenditures previously and a sudden big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Rappi 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 US( USP).

Another strength of Rappi Case Study Analysis is its ability to develop ingenious products at a constant rate. It major shows for the development and item developing of Samsung is that the company has received many awards for its development and product design.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be quickly incorporated with any kind of open source Os (OS) and software. This supplies Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce high end items at low cost of production is also one of the significant strength of Samsung as it enables the business to catch more market by offering quality products with cost control.


Rappi Case Study Analysis weaknesses are concealed in the business's reliance on outsourcing software for its devices due to business's inability in developing software, unlike Sony. Samsung likewise has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lower difference in quality. The diverse focus of the business due to large number of products in its portfolio, result in the less effective production and make the company unable to charge higher rates like Apple. The business is likewise ineffective in managing its patents and often deals with the problem of patent offense.


Opportunities for Samsung lie in the growing Smartphone market and the business's performance in the market. It can increase its market share and profits from cellular phone as the company is rather efficient in cellular phone market. Samsung currently runs in about 80 countries and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to obtain patents. It would allow the business to increase its product portfolio with an increase in its wealth.


The dynamic market environment of innovation market position an extreme danger on Samsung's survival and require the company to spend much of its profits share on R&D in order to make it through in the long run. The market saturation in industrialized countries i.e. saturation of mobile company is likewise a huge danger for the business's development in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Rappi Case Study Analysis provides quality products and has a rather abundant portfolio which caters to various sectors. The majority of the products remain in the leading 3 of their particular industries. LCD and smart phones are the greatest items of Samsung, whereas DRAM is also not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Mobile phones.
• A/c.
• Personal computers.
• Hard disks.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Rappi Case Study Help uses both market competitive and market skimming prices methods for its variety of items. In competitive pricing it adjusts the price according to the competitors in order to gain benefit, whereas, it uses market skimming method where the item has an added value and by offering a few products it can reach break-even.


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

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

Worth Chain Analysis.

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

Incoming Logistics.

For its inbound logistics it owns different logistics companies as it subsidiaries. It looks after its suppliers and produces a harmonious relationship with them and even minimized their payment cycles to boost this relationship further which includes worth to their chain network.


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

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary reasons Rappi Case Study Help is able to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even performs the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to interact with them the worth and competitive advantage the item uses. Rappi Case Study Analysis advertising budget plan is continually rising because they began their rearranging globally and will continue to do so as they are constantly aiming 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 consumers at the top and continually aim to provide unmatchable customer service standards. As after sales service is ending up being very essential to keep consumers happy and engaged, they even perform surveys through third parties to learn their client's feedback and execute it in the positive method to decrease or if possible totally remove their client issues. By adding a direct assistance line to call them 24 hours they have even more increased the added value of Rappi Case Study Solution service.


Rappi Case Study Help has diversified market segmentation, based upon its arrangement of large range of items to a great deal of customers. Samsung target client segments can be divided into 3 classifications i.e. Rappi Case Study Help IT and Mobile Communications, Samsung Customer Electronics and Samsung Device services.


Rappi Case Study Solution geographical segmentation is based upon 2 criteria i.e. area and density. Samsung serves about 80 nations worldwide with its products offered to Urban along with Rural areas of the country. The Samsung is also growing its international presence and the company's versatility in finding its plants motivates international growth of Samsung.


The market division of Rappi Case Study Help is based upon gender, age, life-cycle phase and profession. Samsung produces products that can be utilized by both females and males. The target consumers for Samsung IT and mobile interaction products have an age series of 18-65 with majority at a young or newly wed life process phase. They are mainly employees, students and experts. Apart from it, Samsung Consumer Electronics are targeted to a client sector with an age range of 25-65. They are mainly experts and workers. Samsung Device Solutions are targeted at trainees, workers and specialists with an age variety of 25-65.


The psychographic segmentation of Rappi Case Study Solution s based upon the social class and the life style of the customer. Samsung target consumers on the basis of social class are primarily upper middle, middle and working class clients, as Samsung sell items like cell phones not much more affordable i.e. Motorola as well as not much costly i.e. Apple. It offers quality items to middle level customers at a somewhat high price than others targeting the very same sector.


Rappi Case Study Help majority target consumers have distinct behavioural characteristics. It has clients with an ambitious, fashionable and identified character with moderate level of commitment towards the brand name. Its customers have some degree of shift towards other distinguished brand names i.e. Apple. Most of Samsun customers desire quality along with expense control. They are brought in towards Samsung because of its moderate rates with an extent of quality.

Quantitative analysis.

Sales of Samsung has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has actually also lowered its financial obligation from 15 billion $ to 4.6 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. Incomes/ sales are increasing however net revenue is not increasing accordingly because of the high overhead expense. New growths and working with's were the main reason of the increase in the overhead costs, with china currently not providing any revenue to Samsung, but there is a lot capacity in the existing market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this choice is based upon the mission of Kim to target the younger audience and create an international brand name picture of the business. Whereas, the core strength of the business is currently making however long gone are those days when good items were offering themselves. In the existing age marketing is extremely important and business can not be successful without it. Kim has actually already started to strengthen the marketing activities of Samsung and very soon it will turn into one of its core strength like producing if not much better.



Samsung runs styles, manufactures and sell a large portfolio of customer electronics. It operates in a very competitive environment and has effectively positioned itself as the maker of quality items. The answer is yes.


As, said earlier that Rappi Case Study Solution runs in an extremely competitive environment, which suggests all the business have comparable products. So, the answer for rarity is no.


Due to the nature of the industry, it is very simple for competitors to understand the performance of the items and quickly make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents each year, but the advantage is really short-term in this market.


Chairman Lee has totally turn-around Samsung, from going almost insolvent during the Asian financial crisis of 1997 to the leading 25 company worldwide. Certainly yes there appertains organization in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every nation worldwide, majority of the environments like U.S.A., Europe, China and so on, are very conductive for its operations. Nevertheless, it faces some political pressures in less industrialized nations where order situation is not good. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Rappi Case Study Analysis operations.


Purchasing power of clients is vital for companies like Samsung to grow and prosper. Emerging markets like India, middle-eastern countries etc. provide growth chances, whereas, due to recession even the consumers of developed countries suffer badly. For this reason it is extremely essential for the company to watch on the ongoing financial situation of the nation before entering the market.


International companies have to face different social and cultural issues during its operations in a foreign nation. Samsung has actually likewise faced lots of concerns however have adopted to the regional environments of the majority of the countries extremely well. It has customized its items, practices, policies etc. accordingly in order to succeed.


With an annual expense of 2.4 billion dollars in Research study & Development, and with consistent ingenious product launches, Rappi Case Study Solution is one of the top innovative companies of the world. With a clear mission to be ahead of the rest when it pertains to technological advancements, Samsung has risen to the no 25 of the leading successful business of the world.


Each nation has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal repercussions. It has to study or employ a regional law expert prior to starting its operations in a specific nation.


With the increasing awareness among customers about the ethical & environmental infractions of business, Samsung has to guarantee that it follows all the safety standards. Ecological damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be extremely serious. On the other hand it needs to do some Corporate Social Obligation practices to show the residents that it cares about their environment and individuals.

Porter's 5 Forces

Danger of Replacement

Hazard of substitution for Samsung's each item classification is rather considerable. Running in a very dynamic market lead the business to face a high risk of substitution. Factors for high threat of replacement for Rappi Case Study Solution Mobile phone include the existence of high number of suppliers and Market saturation in industrialized countries, which make the expense of changing for customers nearly zero. Substitution threats for Samsung visual screen lie in the changing lifestyle of consumers. Consumers can switch to seeing visuals in your home towards outside activities. Along with it, Samsung printing options items are threatened by the increasing destination of clients towards cloud storage.

Competition Among Existing Firms:

The rivaly amongst Samsung and its close competitors is extreme. The major factor behind this is the technique of market saturation in different number of item classifications, requiring Samsung to present more innovative features in existing items and brand-new ingenious items to preserve its growth. Other aspect for the extreme competition amongst the competitors is the little item distinction among the items. The popular gamers in the innovation market are quite familiar with the significance of R&D costs for their survival and are running into a race of marketing and R&D costs, to record the market. The major competitors for Rappi Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry leads to the changing market shares which can be seen in Exhibition F.

Bargaining Power of Providers:

( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of potential size and worth. Due to incapability of Rappi Case Study Solution to build its own software application, it has to outsource its software application advancement to Google, which ends up being a possible provider of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Negotiating power of purchasers for numerous number of product classifications of Samsung is extreme. One of the aspect leading to the extreme bargaining power is the availability of a great deal of competitors in nearly each product classification i.e. competitors of Samsung Smart device, with a really little distinction. The high schedule of suppliers of Smart devices with minimum differentiation, make the changing cost for purchasers almost no, thus increasing the bargaining power of purchasers. Market saturation in the majority of the product categories also make the bargaining power of buyers more extreme in for Rappi Case Study Help. In spite of igh bargaining power Samsung is quite capable of offering its items at a higher cost than much of its rivals, due to high-end quality product and a reasonable brand name image.

Threat of New Entrants:

Danger of new entrants for Rappi Case Study Help is rather low. Along with it, requirement of substantial proficiency and research and advancement expenses for survival in the industry also make brand-new entrants reluctant to go into in the market. Market saturation is likewise one of the barrier of entry in innovation industry.

Competitive Analysis

Samsung's high item diversity supplies it distinction from its rivals. 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 cell phones and Intel on chips, Rappi Case Study Help had a big R&D costs on all of its product categories which make it possible for the company to make prospective earnings from sales of almost all of its items.

The business ranks first in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in terms of worldwide market share, amongst 8 various item categories. Samsung was the international leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung incomes from chips was less than Intel however its profits from chips was growing quicker than Intel and has actually grown near the revenue levels of Intel, as given in the case Display 2.

In addition to the chips Samsung mobile market was likewise thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high development 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 in case Exhibit 3. The major factor, making the business make it possible for to avail the opportunity is its mass production at low cost. Sony was the most significant competitor for Rappi Case Study Solution in LCD market, however, it had actually likewise begun joint venture with Samsung in 2003 for LCD making, lessening the competitors for Samsung.

Porter's Competitive Technique

Low Cost Management strategy of porter is completely executed by Samsung the method they achieve economies of scale by strengthening their core proficiencies of production. They constantly bring something ingenious and new whether it's a service or an item.


Alternative Option 1

The Chief Marketing Officer (CMO) of Rappi Case Study Solution would produce a brand-new brand name image by targeting the more youthful generation of the specific nation. As, particularly cellphones of Samsung are very popular among the more youthful market.


1. It is the best technique to build Consumer Lifetime Value (CLV) by creating a long-term relationship with clients. Build commitment through providing value and reap the benefits for long-term, as research has actually revealed it is much cheaper to maintain current consumers than to draw in new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst younger individuals and which in turn will generate new customers for my products.


1. Old clients who were connected with Samsung before might not like this new image the business is attempting to depict.
2 It will incur additional expenses to rearrange some items and it might not even bring success as the patterns alter extremely quickly among the more youthful demographic.

Alternative solution 2.

It would be done by organizing training workshops throughout which importance of marketing will be taught and numbers will be given. Marketing environment must be created internally initially as genuine marketing starts inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the office, as individuals often resist change since they fear it.

Identify the best option

Option is the best as it clearly has more pros since as soon as a Consumer Lifetime Worth is built the business will profit from it till that customer is alive and has purchasing power. Plus, our target consumers are the more youthful generation which are bound to live longer than the current old age individuals. Nonetheless, Samsung's main objective is to produce loyalty amongst its consumers and make them redeemed it from them and even purchase their various items as well.

Application Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations attainable and practical.
• A team including finest marketing and sales professionals must be assemble, and both views ought to be taken into consideration prior to protecting the resources required to implement the plan.
• Thorough communication of the strategy ought to be done as it is extremely important for everybody to be on the very same page to make it work.
• Tasks and timelines should be construct and interacted accordingly to each individual responsible.
• The manager ought to use a control panel which reveals the progress of all the tasks which have actually been done or about to be done and by whom.
• The manager need to monitor and keep a continuous examine the overall and private performance.
Because any new trend or policy may come in due to which all the things already prepared have to be changed, • Everybody ought to be willing to adapt midway. It's much better to have contingency strategies currently prepared.
• At the end of the campaign the supervisor need to interact the outcomes and if successful ought to celebrate with the group.

Budget plan

The M-net program exposed compelling analysis about the low and high development prospective areas and how much advertising budget should be allocated appropriately. This change the budget allotment of numerous supervisors and different countries were dissatisfied and argued however the analysis done by the program was accurate and revealed figures like North America and Russia growth potential merited a 35% allowance while they were receiving 45%. Whereas, China and Europe need to be getting 42% however were rather given 31%. It actually helped to fairly distribute the resources and catch more consumers by spending more on advertisements on the high development potential regions of the world.

Its constant investment in R&D and ingenious practices have moved them to new heights however for them its' just the start and they want to be among the leading 3 brands in the world. Their marketing efforts ought to be directed towards more youthful demographic in the middle of the internal arguments about marketing and ought to develop Client Lifetime Value as it will not only give them advantages now however will continue to reap it till the client life time. As the cost of retaining the consumer is much cheaper than attracting a new one.