Rappi Harvard Case Study Analysis

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Rappi Case Study Solution & Analysis


Rappi Case Study Analysis is a well-known global brand name in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Rappi deals in a great deal of item categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and many more other electronic products. Historically, the business's core clients include the Original Devices Manufacturers (OEMs), which used to sell Organization items withtheir own trademark name. Till early 1990s, the core proficiency of Organization lie in its low cost offerings than its rivals by manufacturing existing products at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to sell Rappi Case Study Help products with their own brand. Corporation was not simply known outside Korea. There were likewise no or little interest in building the brand name globally. Marketing budget was controlled by production department with a prime focus on providing inexpensive products.During the 1997 Asian Financial Crisis the company practically got bankrupt, however with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was listed the leading 25 most important business on the planet. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even listed. He rearranged Organization as an international brand and informed his divisional managers to comprehend marketing and its importance. Now their objective is to arrive 10 by 2005.

Problem Declaration

Corporation's transition from a product based to a marketing business is not going as efficiently as planned.Overcoming the reluctance of divisional supervisors to include marketing efficiently is still a significant difficulty. Creating a constant brand name identity across the entire world and employing marketing methods that finest fits the local culture is no simple task.
Executive Summary
Situational Analysis

Yun had a rather clear photo in his mind about how Rappi Case Study Help can change from a low end to a high end product company. He knew that improvement can only be done through positioning Organization as a business using high-end items and this might only be done through high level of marketing.

In spite of having a clear vision about how to construct Org brand, with a potential assistance of its executives, Yun faced a number of marketing difficulties in early years of its efforts.

One of the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered 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 business practices, and the current marketing requirement was too much high, the space was too wider and to fill this gap with wrong understandings about marketing was rather challenging for Yun.

As specified above, marketing focus was really low in previous practices, therefore there were no correct marketing budget plans for each of the item on the portfolio. There was no marketing planning done for the existing items. In addition to it the item range of the business was increasing with the ripening of brand-new product concepts by the R&D sector of Org. Yun had an obstacle to carry out marketing planning and to produce marketing budgets for existing along with for new products from the very beginning, and this would take a big time.

A huge shift would be required in existing marketing expenses to construct the Rappi Case Study Analysis brand name. This would lead to increased marketing expenses for Venture and might disrupt the administration concerning increased expenses, as they hesitated to marketing expenses previously and an abrupt huge shiftwould make them disturb. This could lead to declining executive support for global marketing. In this scenario, Yun faces a challenge for justifying increased marketing expenditures by showing the long term value of big marketing expenditures.

Internal Analysis
SWOT Analysis

Rappi Case Study Help strengths lie in its substantial item portfolio. Enterprise has biggest number of patents in the industry with overall number of 15499 patents granted in United States( USP).

Another strength of Rappi Case Study Help is its ability to develop innovative items at a constant rate. It major proves for the development and product developing of Corp is that the business has received numerous awards for its development and product style.

Unlike Apple and other rivals, Enterprise is concentrated on producing gadgets which can be quickly integrated with any kind of open source Operating System (OS) and software application. This supplies Corp an edge over Apple devices.
Porter's 5 Forces Analysis
Organization's capability to produce high-end products at low cost of production is likewise one of the major strength of Venture as it allows the company to catch more market by supplying quality products with cost control.


Company's weak points are hidden in the business's dependence on outsourcing software for its devices due to company's failure in establishing software, unlike Sony. Rappi Case Study Solution likewise has low profit margins as compare to Apple due to huge distinction in the prices of Apple and Corporation with a much lesser difference in quality.


Opportunities for Rappi Case Study Help lie in the growing Smart device market and the business's performance in the market. Company currently runs in about 80 nations and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of innovation market pose a serious risk on Corporation's survival and force the company to spend much of its incomes share on R&D in order to make it through in the long run. The market saturation in industrialized nations 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
Swot Analysis

Company provides quality products and has a quite abundant portfolio which caters to different sectors. LCD and mobile phones are the biggest products of Org, whereas DRAM is likewise not far behind in comparison of them.

• Laptops.
• Smart phone.
• A/c.
• Computer.
• Hard disks.
• Washer.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Rappi Case Study Solution uses both market competitive and market skimming prices methods for its variety of products. In competitive rates it adjusts the cost according to the competition in order to get advantage, whereas, it utilizes market skimming technique where the item has actually an added worth and by selling a couple of products 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 etc. All its items are timely provided to the selling location/ provided to the customers straight in case of online order.

Vrio Analysis
It wasn't a well-known company beyond Korea until 1993. But the management initiative taken by their CEO has pushed them to market more efficiently outside the borders and now it has actually gone into the league of leading 25 business in the world in simply 9 years. This is an exceptional accomplishment despite the continuous arguments amongst the supervisors about adopting marketing practices. It utilizes both offline & online channels of promotion to market their items. Paid product ads, social promotion and digital ads are utilizes to produce awareness about Enterprise items.

Value Chain Analysis.

It's an analytical framework for recognizing business activities that add worth or competitive advantage for the business.

Inbound Logistics.

For its incoming logistics it owns various logistics firms as it subsidiaries. It looks after its providers and develops a harmonious relationship with them and even reduced their payment cycles to increase this relationship further which includes worth to their chain network.


Corp's core proficiency is its mass producing it produces 90% of its items in-house. Divided into 3 different divisions its operations are namely IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is keeping operation centers worldwide to even more include value to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the primary reasons Rappi Case Study Solution has the ability to compete with Apple. Venture's own Electronic Logitec system plays a major role in the outbound logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Org.

Marketing and Sales.

Drawing in target client attention towards the product is done through marketing and sales to interact with them the worth and competitive advantage the product uses. Rappi Case Study Analysis marketing budget plan is constantly growing because they started their repositioning worldwide and will continue to do so as they are continuously seeking to invest and expand in high prospective growth markets. The spending plan is spent on events, print and media ads, public relations etc.

Corporation put their consumers at the leading and constantly strive to deliver unmatchable client service requirements. By adding a direct assistance line to contact them 24 hours they have further increased the added worth of Enterprise service.


Rappi Case Study Help has diversified market segmentation, based upon its arrangement of wide variety of products to large number of customers. Org target customer segments can be divided into 3 categories i.e. Rappi Case Study Help IT and Mobile Communications, Org Customer Electronic Devices and Organization Gadget options.


Rappi Case Study Help geographical division is based upon two requirements i.e. area and density. Venture serves about 80 countries worldwide with its items supplied to Urban in addition to Backwoods of the country. The Business is also growing its global presence and the company's flexibility in locating its plants encourages global growth of Corporation.


The demographic division of Rappi Case Study Help is based upon gender, age, life-cycle phase and profession. Organization produces items that can be used by both women and males. The target clients for Company IT and mobile interaction products have an age range of 18-65 with bulk at a young or recently wed life process phase. They are mainly experts, trainees and workers. Apart from it, Corp Consumer Electronic devices are targeted to a client segment with an age variety of 25-65. They are mostly workers and experts. Nevertheless Rappi Case Study Help Gadget Solutions are targeted at students, staff members and professionals with an age range of 25-65.


The psychographic segmentation of Rappi Case Study Analysis s based upon the social class and the life style of the customer. Company target clients on the basis of social class are mainly upper middle, middle and working class consumers, as Organization sell products like cellular phone not much more affordable i.e. Motorola as well as very little expensive i.e. Apple. It offers quality products to middle level customers at a somewhat high price than others targeting the exact same sector.


Rappi Case Study Help bulk target consumers have unique behavioural qualities. They are attracted towards Organization because of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Organization has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has also reduced its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Enterprise with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Because of the high overhead expense, revenues/ sales are increasing however 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 profit to Enterprise, however there is so much capacity in the current market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based upon the mission of Kim to target the younger audience and develop a global brand name image of the company. Whereas, the core strength of the business is presently manufacturing however long gone are those days when great items were selling themselves. In the existing age marketing is very important and companies can not prosper without it. Kim has actually already started to reinforce the marketing activities of Company and very soon it will become one of its core strength like producing if not better.



Organization runs styles, manufactures and offer a huge portfolio of customer electronic devices. It runs in an incredibly competitive environment and has effectively positioned itself as the maker of quality items. The answer is yes.


As, said previously that Rappi Case Study Help runs in a highly competitive environment, which suggests all the companies have similar items. The answer for rarity is no.


Due to the nature of the industry, it is really simple for competitors to understand the performance of the items and quickly make their own models. Yes, Corporation is only behind IBM in registering brand-new patents yearly, but the benefit is extremely short-term in this industry.


Chairman Lee has entirely turn-around Corporation, from going practically insolvent during the Asian financial crisis of 1997 to the leading 25 business on the planet. Absolutely yes there appertains company in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread practically in every country worldwide, bulk of the environments like USA, Europe, China and so on, are really conductive for its operations. It faces some political pressures in less industrialized nations where law and order circumstance is not excellent. Latin American, African and some Asian nations fall in this classification, where political instability do have an impact on Rappi Case Study Help operations.


Buying power of customers is vital for companies like Business to grow and be successful. Emerging markets like India, middle-eastern nations and so on provide growth chances, whereas, due to recession even the consumers of developed countries suffer severely. Thus it is extremely essential for the business to keep an eye on the ongoing economic scenario of the country before getting in the marketplace.


Multinational business need to face different social and cultural concerns throughout its operations in a foreign nation. Organization has likewise dealt with lots of problems however have embraced to the local environments of most of the nations extremely well. It has actually customized its products, practices, policies etc. appropriately in order to achieve success.


With a yearly expenditure of 2.4 billion dollars in Research & Advancement, and with consistent innovative item launches, Rappi Case Study Help is one of the top ingenious business of the world. With a clear objective to be ahead of the rest when it comes to technological developments, Enterprise has increased to the no 25 of the leading successful business of the world.


Each nation has their own laws and policies, being a multinational business Business need to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal effects. So, it needs to study or employ a local law specialist before starting its operations in a particular country.


With the increasing awareness amongst consumers about the ecological & ethical violations of business, Organization has to make sure that it follows all the security guidelines. Ecological damages, ethical misconducts are not appropriate and in some countries the consequences can be very severe. On the other hand it has to do some Corporate Social Duty practices to reveal the locals that it appreciates their environment and people.

Porter's Five Forces

Risk of Alternative

Risk of alternative for Organization's each item classification is quite considerable. Aspects for high threat of substitution for Rappi Case Study Help Smartphone include the existence of high number of providers and Market saturation in developed nations, which make the cost of changing for consumers practically absolutely no. Along with it, Company printing options items are threatened by the increasing destination of customers towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly among Enterprise and its close rivals is extreme. The major reason behind this is the approach of market saturation in numerous number of item classifications, forcing Organization to introduce more ingenious features in existing products and brand-new innovative items to keep its growth. The major competitors for Rappi Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

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

Bargaining Power of Purchasers:

Market saturation in most of the product categories likewise make the bargaining power of buyers more extreme in for Corporation. In spite of igh bargaining power Corp is rather capable of offering its products at a higher rate than much of its rivals, due to high end quality item and a fair brand name image.

Risk of New Entrants:

Threat of brand-new entrants for Rappi Case Study Help is quite low. Along with it, requirement of big competence and research study and development expenses for survival in the market likewise make new entrants hesitant to go into in the market. Market saturation is also one of the barrier of entry in innovation market.

Competitive Analysis

Corp's high product diversity supplies it differentiation from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Rappi Case Study Analysis had a big R&D costs on all of its item classifications which allow the company to make possible income from sales of nearly all of its items.

The business ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in terms of international market share, amongst 8 various product classifications. Company was the international leader in making DRAM, SRAM and NAND flash chips. Organization profits from chips was less than Intel however its revenues from chips was growing quicker than Intel and has grown close to the revenue levels of Intel, as provided in the case Display 2.

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

Organization was also profiting from increasing market share of luxury LCDs as given up case Exhibit 3. The major factor, making the business make it possible for to get the chance is its mass production at low expense. Sony was the most significant rival for Rappi Case Study Help in LCD market, however, it had also started joint venture with Enterprise in 2003 for LCD making, reducing the competitors for Business.

Porter's Competitive Strategy

Low Cost Management strategy of porter is completely implemented by Venture the method they accomplish economies of scale by strengthening their core competencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to manufacture for them, since they were unable to take on them on low cost. Differentiation is another technique well carried out by Org by continuous investment in the R&D and remaining ahead of the competitors. They constantly bring something innovative and new whether it's a service or an item.


Alternative Service 1

The Chief Marketing Officer (CMO) of Rappi Case Study Help would create a brand-new brand name image by targeting the younger generation of the particular nation. As, particularly smart phones of Venture are incredibly popular among the younger group.


1. It is the best method to develop Customer Life time Value (CLV) by producing a long-term relationship with customers. Construct loyalty through delivering worth and profit for long-lasting, as research study has actually showed it is more affordable to keep current consumers than to bring in new ones.
2. Another pro of this option is that word of mouth spread quicker among more youthful people and which in turn will bring in brand-new clients for my products.


1. Old consumers who were connected with Organization prior to may not like this brand-new image the business is attempting to portray.
2 It will sustain additional expenses to reposition some items and it may not even bring success as the trends alter very quickly amongst the younger market.

Alternative solution 2.

Organization has made manufacturing its core competency for the most part of their company and due to which its supervisors are not afraid to totally step out of their convenience zone. It would be done by setting up training workshops during which value of marketing will be taught and numbers will be offered. Failure to get the passing ratings will get demoted. Marketing environment need to be developed internally first as genuine marketing starts inside the corporation.


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


2. Its con can produce a very unhealthy environment in the office, as individuals frequently withstand change due to the fact that they fear it.

Determine the best option

First alternative is the very best as it plainly has more pros because once a Customer Life time Value is developed the company will profit from it till that client is alive and has buying power too. Plus, our target consumers are the younger generation which are bound to live longer than the present old age people. Corporation's primary objective is to produce commitment among its clients and make them redeemed it from them and even buy their different products.

Execution Strategy

• Targeting younger generation through social marketing, creating a relate to them like Pepsi do with music. And set the expectations possible and realistic.
• A team including finest marketing and sales professionals ought to be put together, and both views need to be taken into consideration prior to protecting the resources required to execute the plan.
• Thorough communication of the strategy need to be done as it is extremely crucial for everyone to be on the same page to make it work.
• Tasks and timelines must be develop and interacted appropriately to each individual accountable.
• The manager need to use 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 need to monitor and keep a continuous check on the specific and overall efficiency.
• Everyone must be willing to adapt midway since any brand-new pattern or policy might come in due to which all the things already prepared need to be changed. It's better to have contingency plans currently prepared.
• At the end of the project the supervisor must interact the outcomes and if effective need to celebrate with the team.


The M-net program revealed engaging analysis about the low and high growth prospective areas and how much marketing budget plan should be assigned appropriately. This modification the spending plan allowance of different countries and lots of managers were unhappy and argued however the analysis done by the program was precise and showed figures like The United States and Canada and Russia development potential warranted a 35% allowance while they were getting 45%. Whereas, China and Europe need to be receiving 42% but were instead offered 31%. It truly assisted to relatively disperse the resources and record more clients by spending more on ads on the high development potential areas of the world.

Rappi Case Study Analysis is a leading 25 business on the planet now and plans to get ahead of Sony who sits currently at no. 20. Its consistent investment in R&D and innovative practices have actually propelled them to brand-new heights but for them its' just the start and they wish to be amongst the top 3 brand names on the planet. They totally turnaround from almost going bankrupt throughout the Asian Financial Crisis to a world popular brand name, understood for quality and innovation. Their value chain and their core competency their production ability, along-with worldwide brand name image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts ought to be directed towards younger group amidst the internal arguments about marketing and ought to create Client Lifetime Worth as it will not only give them benefits now but will continue to reap it till the customer life time. As the expense of maintaining the customer is much cheaper than drawing in a brand-new one.