Renewing The Fujitsu Amd Joint Venture A Harvard Case Study Solution

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Renewing The Fujitsu Amd Joint Venture A Case Study Solution and Analysis


Historically, the company's core clients include the Original Devices Manufacturers (OEMs), which used to offer Renewing The Fujitsu Amd Joint Venture A Case Study Analysis items withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who used to sell Samsung products with their own brand name. He rearranged Samsung as an international brand name and educated his divisional managers to comprehend marketing and its significance.

Problem Statement

Samsung's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional managers to include marketing successfully is still a major difficulty. Developing a consistent brand name identity throughout the whole world and employing marketing strategies that best fits the regional culture is no easy job.
Executive Summary
Situational Analysis

Yun had a quite clear picture in his mind about how Renewing The Fujitsu Amd Joint Venture A Case Study Solution can change from a low end to a high end item service provider. He knew that improvement can just be done through positioning Samsung as a company offering high-end products and this could only be done through high level of marketing.

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

Among the marketing difficulties for Yun was the understandings of executives about the worth of marketing. They considered marketing and selling as very 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 wider and to fill this gap with incorrect perceptions about marketing was rather challenging for Yun.

As mentioned above, marketing focus was very low in previous practices, therefore there were no proper marketing budget plans for each of the product on the portfolio. There was no marketing planning provided for the existing items. Together with it the product series of the business was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to create marketing budget plans for existing in addition to for brand-new items from the very beginning, and this would take a big time.

A substantial shift would be required in existing marketing expenses to develop the Samsung brand name. This would result in increased marketing expenses for Samsung and could disrupt the administration regarding increased expenses, as they were hesitant to marketing expenses previously and a sudden huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big item portfolio. Samsung has biggest number of patents in the market with total variety of 15499 patents granted in United States( USP). Large amount of R&D spending has allowed the company to grow its item portfolio at a higher rate than its rivals. Renewing The Fujitsu Amd Joint Venture A Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall revenues.

Another strength of Renewing The Fujitsu Amd Joint Venture A Case Study Help is its capability to establish innovative products at a constant rate. It significant shows for the development and item developing of Samsung is that the company has gotten numerous awards for its innovation and product style.

Unlike Apple and other rivals, Samsung is focused on producing gadgets which can be quickly integrated with any type of open source Operating System (OS) and software. This offers Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce high-end items at low expense of production is also among the significant strength of Samsung as it enables the business to capture more market by providing quality products with cost control.

Weak points

Samsung's weak points are concealed in the business's dependence on outsourcing software for its gadgets due to company's inability in developing software application, unlike Sony. Renewing The Fujitsu Amd Joint Venture A Case Study Solution also has low profit margins as compare to Apple due to big distinction in the costs of Apple and Samsung with a much lower distinction in quality.


Opportunities for Samsung depend on the growing Smart device market and the company's efficiency in the market. It can increase its market share and incomes from mobile phone as the business is quite effective in cellular phone market. Samsung presently runs in about 80 countries and the company has a chance to increase its geographical growth 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 technology market position a serious threat on Samsung's survival and require the company to spend much of its earnings share on R&D in order to survive in the long run. The marketplace saturation in industrialized countries i.e. saturation of mobile company is also a big hazard for the business's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Samsung provides quality items and has a quite abundant portfolio which caters to various sectors. LCD and mobile phones are the greatest items of Samsung, whereas DRAM is also not far behind in comparison of them.

• Laptops.
• Smart phone.
• A/c.
• Computer.
• Hard drives.
• Washing machines.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Renewing The Fujitsu Amd Joint Venture A Case Study Analysis uses both market competitive and market skimming rates methods for its variety of items. In competitive rates it changes the price according to the competition in order to gain benefit, whereas, it uses market skimming strategy where the product has an added worth 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 distributors, E commerce channels like Amazon etc. All its items are prompt supplied to the selling location/ provided to the clients straight in case of online order.

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

Worth Chain Analysis.

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

Incoming Logistics.

It has among the most reliable and effective supply chain network and has more than 2700 suppliers throughout different industries around the world. Almost 80% of which is based in Asia and the staying worldwide. For its incoming logistics it owns different logistics firms as it subsidiaries. It takes care of its suppliers and creates 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 proficiency is its mass producing it produces 90% of its products internal. Divided into 3 various departments its operations are particularly IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to further include worth to its value chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is among the main factors Renewing The Fujitsu Amd Joint Venture A Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target consumer attention towards the product is done through marketing and sales to interact with them the worth and competitive benefit the item offers. Renewing The Fujitsu Amd Joint Venture A Case Study Analysis marketing spending plan is continually increasing since they started their repositioning globally and will continue to do so as they are continuously looking to expand and invest in high possible growth markets. The spending plan is spent on occasions, print and media ads, public relations etc.

Samsung Service. Samsung put their clients on top and constantly aim to deliver unmatchable client service standards. As after sales service is ending up being very essential to keep customers delighted and engaged, they even conduct surveys through 3rd parties to discover their customer's feedback and implement it in the positive way to minimize or if possible entirely eliminate their client issues. By adding a direct assistance line to call them 24 hours they have further increased the included value of Renewing The Fujitsu Amd Joint Venture A Case Study Solution service.


Renewing The Fujitsu Amd Joint Venture A Case Study Help has diversified market division, based upon its provision of large range of items to large number of customers. Samsung target client sections can be divided into 3 categories i.e. Renewing The Fujitsu Amd Joint Venture A Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget options.


Renewing The Fujitsu Amd Joint Venture A Case Study Solution geographic segmentation is based upon 2 requirements i.e. area and density. Samsung serves about 80 nations worldwide with its products offered to Urban along with Backwoods of the country. The Samsung is also growing its global existence and the company's flexibility in locating its plants motivates global growth of Samsung.


The market segmentation of Renewing The Fujitsu Amd Joint Venture A Case Study Solution is based upon gender, age, life-cycle stage and occupation. Samsung produces items that can be utilized by both males and females. The target clients for Samsung IT and mobile interaction products have an age variety of 18-65 with majority at a young or newly wed life process stage. They are mainly students, experts and employees. Apart from it, Samsung Consumer Electronics are targeted to a consumer segment with an age variety of 25-65. They are primarily specialists and employees. Samsung Device Solutions are targeted at students, staff members and specialists with an age variety of 25-65.


The psychographic segmentation of Renewing The Fujitsu Amd Joint Venture A Case Study Solution s based upon the social class and the life style of the consumer. Samsung target clients on the basis of social class are mainly upper middle, middle and working class clients, as Samsung sell products like cell phones very little less expensive i.e. Motorola along with very little pricey i.e. Apple. It offers quality items to middle level customers at a slightly high rate than others targeting the very same sector.


Renewing The Fujitsu Amd Joint Venture A Case Study Help bulk target customers have distinct behavioural qualities. It has consumers with an ambitious, stylish and identified personality with moderate level of commitment towards the brand name. Its customers have some degree of shift towards other prominent brands i.e. Apple. Most of Samsun consumers desire quality along with cost control. They are attracted towards Samsung since of its moderate prices with a level of quality.

Quantitative analysis.

Sales of Renewing The Fujitsu Amd Joint Venture A Case Study Help has actually increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. Digital media is the largest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this choice is based on the mission of Kim to target the younger audience and create a global brand picture of the company. Whereas, the core strength of the company is currently making but long gone are those days when great items were selling themselves. In the existing age marketing is extremely crucial and business can not prosper without it. Kim has actually currently begun to reinforce the marketing activities of Samsung and soon it will turn into one of its core strength like manufacturing if not better.



Samsung runs styles, makes and offer a huge portfolio of customer electronics. It operates in an extremely competitive environment and has actually effectively placed itself as the maker of quality products. So, the answer is yes.


As, stated earlier that Renewing The Fujitsu Amd Joint Venture A Case Study Solution runs in an extremely competitive environment, which suggests all the business have comparable products. The response for rarity is no.


Due to the nature of the industry, it is very simple for rivals to comprehend the performance of the products and quickly make their own models. Yes, Samsung is only behind IBM in registering new patents yearly, however the benefit is extremely short term in this market.


Chairman Lee has completely turnaround Samsung, from going almost bankrupt throughout the Asian monetary crisis of 1997 to the leading 25 business in the world. Certainly yes there is proper organization in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread almost in every country worldwide, majority of the environments like USA, Europe, China and so on, are really conductive for its operations. It deals with some political pressures in less developed countries where law and order circumstance is not good. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Renewing The Fujitsu Amd Joint Venture A Case Study Analysis operations.


Buying power of clients is essential for business like Samsung to prosper and grow. Emerging markets like India, middle-eastern countries and so on supply growth chances, whereas, due to recession even the clients of industrialized countries suffer terribly. It is very crucial for the company to keep an eye on the ongoing economic scenario of the country before getting in the market.


International business have to deal with different social and cultural concerns throughout its operations in a foreign nation. Samsung has actually likewise dealt with lots of problems but have actually adopted to the local environments of most of the nations remarkably well. It has actually tailored its products, practices, policies etc. accordingly in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research & Advancement, and with continuous innovative item launches, Renewing The Fujitsu Amd Joint Venture A Case Study Help is among the leading innovative companies of the world. With a clear mission to be ahead of the rest when it comes to technological improvements, Samsung has actually increased to the no 25 of the leading successful business of the world.


Each country has their own laws and policies, being a multinational business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal effects. It has to study or hire a regional law specialist prior to starting its operations in a specific country.


With the rising awareness among customers about the ecological & ethical infractions of companies, Samsung has to ensure that it follows all the safety standards. Ecological damages, ethical misconducts are not acceptable and in some countries the consequences can be extremely severe. On the other hand it needs to do some Business Social Obligation practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Substitution

Danger of replacement for Samsung's each product classification is quite substantial. Aspects for high danger of replacement for Renewing The Fujitsu Amd Joint Venture A Case Study Solution Smart device include the existence of high number of suppliers and Market saturation in industrialized countries, which make the expense of changing for consumers almost absolutely no. Along with it, Samsung printing services products are threatened by the increasing attraction of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Samsung and its close rivals is extreme. The major reason behind this is the method of market saturation in numerous variety of item classifications, requiring Samsung to present more innovative features in existing products and new innovative products to maintain its development. Other aspect for the extreme competition amongst the rivals is the little item distinction amongst the items. The popular gamers in the technology industry are rather familiar with the significance of R&D spending for their survival and are running into a race of marketing and R&D spending, to capture the market. The significant rivals for Renewing The Fujitsu Amd Joint Venture A Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry results in the varying market shares which can be seen in Exhibition F.

Bargaining Power of Suppliers:

Renewing The Fujitsu Amd Joint Venture A Case Study Solution has a vast supply chain including about 2700 suppliers across the world.( 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. These substantial orders enable Samsung to negotiate costs with its providers. Due to incapability of Samsung to construct its own software application, it has to outsource its software application development to Google, which ends up being a prospective supplier of software application for Samsung, resulting in high bargaining power of Google. Although, in most of cases Samsung has a power to work out costs, however it offer significant costs to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Haggling power of buyers for numerous variety of item classifications of Samsung is intense. One of the factor leading to the intense bargaining power is the schedule of a great deal of rivals in almost each item classification i.e. rivals of Samsung Smart device, with an extremely little differentiation. The high schedule of suppliers of Mobile phones with minimum distinction, make the changing cost for purchasers almost absolutely no, for this reason increasing the bargaining power of buyers. Market saturation in most of the item classifications likewise make the bargaining power of purchasers more intense in for Renewing The Fujitsu Amd Joint Venture A Case Study Analysis. In spite of igh bargaining power Samsung is rather efficient in selling its products at a greater cost than much of its competitors, due to luxury quality product and a reasonable brand name image.

Danger of New Entrants:

Threat of brand-new entrants for Renewing The Fujitsu Amd Joint Venture A Case Study Solution is rather low. Along with it, requirement of substantial expertise and research study and development expenditures for survival in the industry also make new entrants unwilling to enter 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 differentiation from its rivals. It is one of the 3 leading brand names by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on consumer electronics, Nokia on mobile phone and Intel on chips, Samsung had a substantial R&D costs on all of its product categories which make it possible for the business to make potential earnings from sales of almost all of its products. (See Exhibit) Nevertheless, due to the wide product variety the company deals with high number of rivals.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave, in regards to global market share, amongst 8 different item categories. Samsung was the global leader in making DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel however its earnings from chips was growing quicker than Intel and has actually grown close to the revenue levels of Intel, as offered in the case Exhibit 2.

Along with the chips Samsung mobile market was also flourishing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales growth 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 greater rates than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was also profiting from increasing market share of high end LCDs as given in case Exhibit 3. The significant factor, making the business allow to obtain the chance is its mass production at low cost. Sony was the greatest rival for Renewing The Fujitsu Amd Joint Venture A Case Study Help in LCD market, however, it had likewise started joint endeavor with Samsung in 2003 for LCD manufacturing, minimizing the competition for Samsung.

Porter's Competitive Strategy

Low Expense Management technique of porter is completely carried out by Samsung the way they attain economies of scale by enhancing their core competencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to make for them, since they were unable to take on them on low expense. Distinction is another method well executed by Samsung by constant investment in the R&D and staying ahead of the competitors. They constantly bring something innovative and new whether it's a service or an item.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Renewing The Fujitsu Amd Joint Venture A Case Study Solution would develop a new brand name image by targeting the more youthful generation of the particular nation. As, especially cellphones of Samsung are very popular among the more youthful demographic.


1. It is the best method to develop Customer Lifetime Value (CLV) by creating a long-lasting relationship with consumers. Develop loyalty through providing value and reap the benefits for long-lasting, as research study has actually revealed it is more affordable to retain present customers than to attract new ones.
2. Another pro of this option is that word of mouth spread quicker amongst younger individuals and which in turn will generate new consumers for my items.


1. Old consumers who were associated with Samsung before may not like this new image the company is trying to portray.
2 It will incur further costs to rearrange some items and it may not even bring success as the patterns change extremely rapidly among the more youthful group.

Alternative option 2.

Samsung has actually made making its core competency for the most part of their service and due to which its managers are not scared to totally step out of their comfort zone. It would be done by organizing training workshops throughout which significance of marketing will be taught and numbers will be provided. Failure to get the passing ratings will get benched. Marketing environment should be produced internally initially as genuine marketing begins inside the corporation.


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


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

Recognize the very best option

Option is the best as it clearly has more pros due to the fact that when a Customer Lifetime Worth is developed the business will profit from it till that customer is alive and has acquiring power. Plus, our target customers are the younger generation which are bound to live longer than the existing old age people. However, Samsung's main objective is to develop commitment among its consumers and make them repurchase it from them and even buy their various products also.

Execution Strategy

• Targeting younger generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations possible and sensible.
• A team consisting of best marketing and sales specialists must be assemble, and both views must be considered before protecting the resources needed to implement the plan.
• Thorough communication of the strategy need to be done as it is extremely essential for everybody to be on the same page to make it work.
• Tasks and timelines ought to be build and communicated accordingly to each person responsible.
• The manager need to utilize a control panel which reveals the progress of all the jobs which have been done or about to be done and by whom.
• The manager should keep track of and keep a continuous look at the private and general performance.
Due to the fact that any new pattern or policy might come in due to which all the things currently prepared have actually to be adjusted, • Everyone need to be ready to adapt midway. It's better to have contingency strategies already prepared.
• At the end of the campaign the supervisor need to communicate the outcomes and if successful should celebrate with the team.

Spending plan

This change the budget allotment of various nations and many managers were unhappy and argued however the analysis done by the program was precise and showed figures like North America and Russia development possible warranted a 35% allocation while they were getting 45%. It actually assisted to relatively disperse the resources and catch more customers by investing more on advertisements on the high development capacity areas of the world.

Its consistent investment in R&D and ingenious practices have actually moved them to new heights but for them its' only the start and they want to be among the leading 3 brands in the world. Their marketing efforts should be directed towards more youthful demographic in the middle of the internal arguments about marketing and ought to develop Client Lifetime Worth as it will not just offer them benefits now however will continue to reap it till the client life time. As the cost of maintaining the customer is much less expensive than drawing in a new one.