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


Renewing The Fujitsu Amd Joint Venture A Case Study Analysis is a well-known worldwide brand in innovation industry, established in 1938 by Lee Byung Chul, in South Korea. Renewing The Fujitsu Amd Joint Venture A handle large number of item categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic products. Historically, the company's core customers include the Original Equipment Manufacturers (OEMs), which used to offer Samsung items withtheir own trademark name. Till early 1990s, the core proficiency of Samsung depend on its low cost offerings than its competitors by producing existing items at economies of scale. Its consumer circle consists of Original Devices Manufacturers (OEMs), who used to offer Renewing The Fujitsu Amd Joint Venture A Case Study Analysis products with their own trademark name. Samsung was not merely known outside Korea. There were also no or little interest in building the brand worldwide. Marketing budget plan was managed by production department with a focal point on offering cheap products.During the 1997 Asian Financial Crisis the business nearly got bankrupt, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most important business in the world. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Samsung as an international brand and educated his divisional managers to understand marketing and its importance. Now their objective is to reach the top 10 by 2005.

Issue Statement

Samsung's shift from an item based to a marketing company is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing successfully is still a significant challenge. Producing a constant brand identity throughout the entire world and using marketing methods that finest fits the local culture is no simple job. The M-net program analysis have actually been really handy in identifying the high and less prospective growth areas, however allowance of resources accordingly is not well received among the managers. There is no agreement amongst the hierarchy regarding the very best suited future technique.

Situational Analysis

Renewing The Fujitsu Amd Joint Venture A Case Study Help efforts for constructing its trademark name throughout the world was begun after introducing the "new management effort" by Chairman Lee in 1993. The objective was to transform Samsung from a cheap OEM to a high value-added item supplier. To make the vision of Samsung a truth, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a quite clear image in his mind about how Samsung can transform from a low end to a high-end item supplier. He knew that change can just be done through positioning Samsung as a company offering high-end products and this could 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 a number of marketing difficulties in early years of its efforts.

One of the marketing challenges for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as very same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the present marketing requirement was excessive high, the space was too wider and to fill this space with wrong understandings about marketing was quite tough for Yun.

Along with it the product range 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 carry out marketing planning and to produce marketing spending plans for existing as well as for brand-new products from the very beginning, and this would take a substantial time.

A substantial shift would be required in present marketing expenditures to build the Renewing The Fujitsu Amd Joint Venture A Case Study Analysis brand name. This would lead to increased marketing expenses for Samsung and might interrupt the administration relating to increased expenditures, as they were reluctant to marketing expenses formerly and an abrupt big shiftwould make them disturb. This might lead to declining executive support for global marketing. In this scenario, Yun deals with an obstacle for justifying increased marketing expenditures by showing the long term value of huge marketing expenses.

Internal Analysis
SWOT Analysis

Renewing The Fujitsu Amd Joint Venture A Case Study Analysis strengths lie in its substantial item portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents approved in US( USP).

Another strength of Renewing The Fujitsu Amd Joint Venture A Case Study Analysis is its capability to establish ingenious products at a constant rate. It significant shows for the innovation and item developing of Samsung is that the business has received so many awards for its innovation and product style.

Unlike Apple and other rivals, Samsung is focused on producing devices which can be quickly incorporated with any kind of open source Operating System (OS) and software application. This provides Samsung an edge over Apple devices.

Samsung's capability to produce high-end products at low expense of production is likewise among the major strength of Samsung as it makes it possible for the business to catch more market by offering quality products with cost control.


Samsung's weaknesses are concealed in the business's dependence on outsourcing software application for its gadgets due to company's inability in establishing software, unlike Sony. Renewing The Fujitsu Amd Joint Venture A Case Study Analysis likewise has low earnings margins as compare to Apple due to huge distinction in the rates of Apple and Samsung with a much lesser difference in quality.


Opportunities for Samsung lie in the growing Mobile phone market and the business's effectiveness in the market. It can increase its market share and profits from cell phone as the company is quite efficient in cellular phone market. Samsung currently runs in about 80 countries and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would enable the company to increase its item portfolio with an increase in its wealth.


The vibrant market environment of innovation market posture an extreme threat on Samsung's survival and require the business to invest much of its incomes share on R&D in order to make it through in the long run. The marketplace saturation in developed countries i.e. saturation of mobile business is also a huge hazard for the company's growth in the presence of strong competitors like Apple.

4 P's of Marketing


Samsung offers quality products and has a rather abundant portfolio which caters to different segments. LCD and mobile phones are the greatest items of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Smart phone.
• Air conditioning system.
• Computer.
• Hard disks.
• Washer.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Renewing The Fujitsu Amd Joint Venture A Case Study Analysis uses both market competitive and market skimming prices methods for its wide variety of products. In competitive pricing it adjusts the rate according to the competitors in order to gain benefit, whereas, it utilizes market skimming technique where the product has an included value 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 distributors, E commerce channels like Amazon etc. All its items are prompt provided to the selling location/ delivered to the customers directly in case of online order.


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

Value Chain Analysis.

It's an analytical framework for determining service activities that add worth or competitive advantage for the company.

Inbound Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even decreased their payment cycles to enhance this relationship further which includes worth to their chain network.


Samsung's core competency is its mass manufacturing it produces 90% of its products in-house. Divided into three various departments its operations are namely IT & Mobile Communications, Gadget Solutions and Customer Electronics. It is keeping operation hubs worldwide to further include value to its worth chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is one of the main factors Renewing The Fujitsu Amd Joint Venture A Case Study Analysis has the ability to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even carries out the jobs 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 value and competitive benefit the product offers. Renewing The Fujitsu Amd Joint Venture A Case Study Analysis advertising spending plan is continuously rising considering that they started their repositioning globally and will continue to do so as they are constantly seeking to broaden and invest in high potential growth markets. The spending plan is invested in occasions, print and media ads, public relations etc.

Samsung put their clients at the leading and continually make every effort to provide unmatchable client service standards. By including a direct support line to call them 24 hours they have actually further increased the added worth of Samsung service.


Renewing The Fujitsu Amd Joint Venture A Case Study Solution has diversified market segmentation, based upon its provision of large range of products to a great deal of customers. Samsung target consumer sectors can be divided into 3 classifications i.e. Renewing The Fujitsu Amd Joint Venture A Case Study Analysis IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget services.


Renewing The Fujitsu Amd Joint Venture A Case Study Solution geographical division is based upon two requirements i.e. region and density. Samsung serves about 80 countries worldwide with its products provided to Urban in addition to Rural areas of the country. The Samsung is also growing its global presence and the business's flexibility in finding its plants motivates international growth of Samsung.


Samsung produces products that can be utilized by both males and women. The target customers for Samsung IT and mobile communication items have an age variety of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Customer Electronic devices are targeted to a consumer segment with an age variety of 25-65.


The psychographic segmentation of Renewing The Fujitsu Amd Joint Venture A Case Study Analysis s based upon the social class and the lifestyle of the consumer. Samsung target clients on the basis of social class are generally upper middle, middle and working class consumers, as Samsung offer products like cell phones not much less expensive i.e. Motorola along with very little pricey i.e. Apple. It provides quality items to middle level customers at a slightly high rate than others targeting the very same section.


Renewing The Fujitsu Amd Joint Venture A Case Study Analysis bulk target consumers have unique behavioural characteristics. It has clients with an ambitious, trendy and identified personality with moderate level of loyalty towards the brand name. Its customers have some degree of shift towards other renowned brands i.e. Apple. The majority of Samsun customers want quality along with expense control. They are brought in towards Samsung since of its moderate rates with a level of quality.

Quantitative analysis.

Sales of Samsung has 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 also lowered its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Revenues/ sales are increasing but net revenue is not increasing accordingly because of the high overhead cost. New growths and hiring's were the primary factor of the boost in the overhead expenses, with china currently not providing any earnings to Samsung, but there is a lot potential in the present market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the business is currently producing but long gone are those days when good products were selling themselves. Kim has actually already begun to strengthen the marketing activities of Samsung and really quickly it will end up being one of its core strength like manufacturing if not better.



Samsung operates styles, manufactures and sell a huge portfolio of consumer electronic devices. It runs in an incredibly competitive environment and has successfully placed itself as the maker of quality products. The response is yes.


As, said previously that Renewing The Fujitsu Amd Joint Venture A Case Study Solution runs in a highly competitive environment, which indicates all the business have similar items. The response for rarity is no.


Due to the nature of the industry, it is very easy for rivals to comprehend the functionality of the products and quickly make their own models. Yes, Samsung is just behind IBM in registering brand-new patents each year, however the advantage is extremely short term in this industry.


Chairman Lee has entirely turnaround Samsung, from going practically insolvent during the Asian financial crisis of 1997 to the leading 25 company on the planet. Absolutely yes there is proper organization in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread almost in every nation worldwide, bulk 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 developed nations where order circumstance is bad. Latin American, African and some Asian nations fall in this category, where political instability do have a result on Renewing The Fujitsu Amd Joint Venture A Case Study Analysis operations.


Purchasing power of clients is important for companies like Samsung to grow and succeed. Emerging markets like India, middle-eastern countries and so on offer growth opportunities, whereas, due to economic crisis even the clients of industrialized countries suffer badly. For this reason it is extremely crucial for the business to watch on the ongoing economic scenario of the nation before going into the marketplace.


Multinational companies have to face various social and cultural issues throughout its operations in a foreign nation. Samsung has actually also faced many concerns but have actually embraced to the local environments of the majority of the nations exceptionally well. It has actually tailored its items, practices, policies etc. appropriately in order to achieve success.


With a yearly expenditure of 2.4 billion dollars in Research study & Development, and with continuous ingenious product launches, Renewing The Fujitsu Amd Joint Venture A Case Study Solution is among the leading ingenious companies of the world. With a clear objective to be ahead of the rest when it pertains to technological improvements, Samsung has actually risen to the no 25 of the leading effective companies of the world.


Each nation 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 consequences. So, it has to study or employ a regional law specialist before starting its operations in a particular nation.


With the rising awareness amongst consumers about the environmental & ethical violations of companies, Samsung has to guarantee that it follows all the security guidelines. Ecological damages, ethical misconducts are not appropriate and in some countries the consequences can be really serious. On the other hand it has to do some Business Social Obligation practices to show the locals that it cares about their environment and people.

Porter's 5 Forces

Threat of Alternative

Danger of replacement for Samsung's each item classification is rather considerable. Running in a very dynamic market lead the business to face a high danger of substitution. Elements for high threat of replacement for Renewing The Fujitsu Amd Joint Venture A Case Study Solution Mobile phone consist of the existence of high number of providers and Market saturation in industrialized nations, which make the cost of changing for customers practically absolutely no. Substitution risks for Samsung visual display depend on the changing lifestyle of clients. Customers can switch to viewing visuals in your home towards outside activities. In addition to it, Samsung printing options products are threatened by the increasing destination 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 technique of market saturation in numerous variety of item classifications, requiring Samsung to present more ingenious functions in existing products and new ingenious products to maintain its development. Other aspect for the intense rivalry amongst the rivals is the little item differentiation among the items. The popular players in the innovation industry are rather aware of the value of R&D spending for their survival and are running into a race of marketing and R&D spending, to capture the market. The major competitors for Renewing The Fujitsu Amd Joint Venture A Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry leads to the fluctuating market shares which can be seen in Display F.

Bargaining Power of Suppliers:

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

Bargaining Power of Buyers:

Bargaining power of purchasers for numerous variety of item categories of Samsung is extreme. Among the element leading to the extreme bargaining power is the schedule of large number of rivals in nearly each product classification i.e. competitors of Samsung Mobile phone, with a very little distinction. The high availability of providers of Mobile phones with minimum distinction, make the switching expense for buyers nearly no, for this reason increasing the bargaining power of buyers. Market saturation in most of the product classifications also make the bargaining power of purchasers more extreme in for Renewing The Fujitsu Amd Joint Venture A Case Study Analysis. In spite of igh bargaining power Samsung is quite efficient in offering its products at a higher rate than much of its competitors, due to luxury quality item and a fair brand image.

Risk of New Entrants:

Threat of new entrants for Samsung is quite low. Among the major aspect for low risk of new entrants is the high competitors in the industry. The requirement of big amount of capital to enter in the market is likewise among the possible barrier to entry. In addition to it, requirement of huge know-how and research study and advancement expenses for survival in the market also make new entrants reluctant to go into in the marketplace. Market saturation is also among the barrier of entry in technology industry. High bargaining power of suppliers force the players in the market to charge as low rates as possible and this can just be achieved by production efficiency. Brand-new firms, in majority cases, lack the production efficiency, hence increasing the risks for entryway in the technology industry.

Competitive Analysis

Samsung's high item diversity provides it differentiation from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single item category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Renewing The Fujitsu Amd Joint Venture A Case Study Help had a big R&D spending on all of its product classifications which allow the company to earn prospective revenue from sales of nearly all of its products.

The company ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in terms of worldwide market share, among 8 various item categories. Samsung was the international leader in making DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel but its revenues from chips was growing much faster than Intel and has grown close to the revenue levels of Intel, as given in the case Exhibition 2.

Together with the chips Samsung mobile market was likewise thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung's mobile phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with no sales growth. The major reson behind Samsung's high growth despite of higher costs than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was also profiting from increasing market share of high end LCDs as given in case Exhibition 3. The significant factor, making the business allow to avail the chance is its mass production at low cost. Sony was the biggest competitor for Renewing The Fujitsu Amd Joint Venture A Case Study Help in LCD market, however, it had actually also begun joint endeavor with Samsung in 2003 for LCD making, lessening the competitors for Samsung.

Porter's Competitive Strategy

Low Expense Leadership method of porter is completely carried out by Samsung the method they achieve economies of scale by reinforcing their core competencies of production. They always bring something innovative and brand-new whether it's a service or an item.


Alternative Service 1

The Chief Marketing Officer (CMO) of Renewing The Fujitsu Amd Joint Venture A Case Study Analysis would develop a new brand image by targeting the younger generation of the particular country. As, specifically mobile phones of Samsung are preferred among the more youthful group.


1. It is the best strategy to develop Customer Life time Value (CLV) by producing a long-term relationship with clients. Develop commitment through delivering value and profit for long-term, as research has showed it is much cheaper to keep present customers than to bring in brand-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 bring in brand-new consumers for my items.


1. Old clients who were associated with Samsung before might not like this new image the business is attempting to represent.
2 It will incur additional costs to rearrange some items and it may not even bring success as the trends alter really rapidly among the more youthful demographic.

Alternative option 2.

Samsung has made producing its core competency for the a lot of part of their company and due to which its supervisors are not scared to totally get out of their comfort zone. It would be done by arranging training workshops during which significance of marketing will be taught and numbers will be given. Failure to get the passing scores will get demoted. Marketing environment should be developed internally initially as genuine marketing begins inside the corporation.


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


2. Its con can create a very unhealthy environment in the workplace, as individuals frequently resist modification due to the fact that they fear it.

Recognize the best option

Option is the finest as it plainly has more pros since once a Customer Life time Value is constructed the business will benefit from it till that consumer is alive and has acquiring power. Plus, our target consumers are the more youthful generation which are bound to live longer than the existing old age people. Nevertheless, Samsung's main objective is to produce loyalty among its consumers and make them redeemed it from them and even purchase their different products as well.

Execution Plan

• Targeting younger generation through social marketing, developing a link with them like Pepsi finish with music. And set the expectations practical and attainable.
• A group including finest marketing and sales experts should be put together, and both views need to be taken into account before securing the resources required to carry out the strategy.
• Thorough communication of the strategy should be done as it is really crucial for everyone to be on the very same page to make it work.
• Jobs and timelines need to be build and communicated accordingly to each person accountable.
• The supervisor should utilize a control panel which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The manager ought to keep an eye on and keep a consistent examine the private and general performance.
• Everybody must want to adjust midway due to the fact that any brand-new trend or policy might can be found in due to which all the important things currently prepared have to be changed. It's much better to have contingency plans already prepared.
• At the end of the project the manager ought to communicate the results and if effective must commemorate with the team.


The M-net program revealed engaging analysis about the low and high growth possible locations and just how much marketing spending plan must be allocated accordingly. This modification the spending plan allotment of different nations and lots of managers were dissatisfied and argued but the analysis done by the program was accurate and showed figures like North America and Russia development possible warranted a 35% allowance while they were receiving 45%. Whereas, China and Europe must be receiving 42% however were instead given 31%. It actually assisted to relatively disperse the resources and catch more customers by investing more on ads on the high growth potential areas of the world.


Renewing The Fujitsu Amd Joint Venture A Case Study Solution is a top 25 company in the world now and prepares to get ahead of Sony who sits currently at no. 20. Its constant investment in R&D and innovative practices have actually propelled them to brand-new heights however for them its' just the start and they wish to be among the top 3 brand names on the planet. They entirely turnaround from almost going bankrupt during the Asian Financial Crisis to a world renowned brand, understood for quality and development. Their worth chain and their core competency their manufacturing ability, along-with worldwide brand image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With additional growth in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts must be directed towards younger market amid the internal arguments about marketing and need to develop Consumer Lifetime Value as it will not only provide benefits now however will continue to reap it till the customer life time. As the expense of retaining the client is much cheaper than attracting a new one.