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 & Analysis


Renewing The Fujitsu Amd Joint Venture A Case Study Analysis is a well-known international brand in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Renewing The Fujitsu Amd Joint Venture A handle a great deal of item classifications consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and much more other electronic products. Historically, the business's core clients consist of the Original Devices Manufacturers (OEMs), which used to sell Venture items withtheir own trademark name. Till early 1990s, the core competency of Business lie in its low rate offerings than its rivals by manufacturing existing items at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who utilized to offer Renewing The Fujitsu Amd Joint Venture A Case Study Analysis items with their own brand. Corporation was not simply understood outside Korea. There were likewise no or little interest in developing the trademark name globally. Marketing budget was controlled by production department with a prime focus on supplying inexpensive products.During the 1997 Asian Financial Crisis the company practically got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most important company in the world. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even noted. He repositioned Org as an international brand name and educated his divisional managers to comprehend marketing and its value. Now their goal is to reach the top 10 by 2005.

Problem Statement

Org's transition from an item based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to integrate marketing effectively is still a major obstacle. Creating a constant brand name identity across the whole world and utilizing marketing strategies that best fits the regional culture is no simple job. The M-net program analysis have been truly handy in figuring out the high and less prospective development locations, but allotment of resources accordingly is not well received amongst the managers. There is no agreement amongst the hierarchy concerning the very best suited future technique.
Executive Summary
Situational Analysis

Renewing The Fujitsu Amd Joint Venture A Case Study Solution efforts for developing its trademark name throughout the world was started after introducing the "new management effort" by Chairman Lee in 1993. The goal was to change Org from a low-cost OEM to a high value-added item service provider. To make the vision of Enterprise a reality, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Enterprise can transform from a low end to a high-end product provider. He understood that transformation can just be done through placing Enterprise as a business using high-end items and this could just be done through high level of marketing.

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

One of the marketing obstacles for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as same tools and thought that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the current marketing requirement was too much high, the space was too wider and to fill this space with wrong perceptions about marketing was rather difficult for Yun.

Along with it the product variety of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Company. Yun had an obstacle to carry out marketing preparation and to produce marketing budgets for existing as well as for brand-new items from the very start, and this would take a substantial time.

A substantial shift would be required in current marketing expenditures to develop the Renewing The Fujitsu Amd Joint Venture A Case Study Help brand name. This would lead to increased marketing expenditures for Organization and might disrupt the administration relating to increased costs, as they hesitated to marketing expenditures formerly and an unexpected big shiftwould make them disrupt. This could lead to declining executive assistance for worldwide marketing. In this scenario, Yun deals with a challenge for validating increased marketing costs by showing the long term value of huge marketing expenses.

Internal Analysis
SWOT Analysis

Company strengths lie in its huge item portfolio. Enterprise has biggest variety of patents in the market with overall number of 15499 patents approved in US( USP). Large amount of R&D spending has actually made it possible for the business to grow its item portfolio at a greater rate than its rivals. Renewing The Fujitsu Amd Joint Venture A Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall incomes.

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

Unlike Apple and other competitors, Company is focused on producing devices which can be easily integrated with any kind of open source Os (OS) and software. This offers Venture an edge over Apple devices.
Porter's 5 Forces Analysis
Organization's ability to produce high end items at low expense of production is likewise among the significant strength of Company as it allows the business to capture more market by offering quality items with expense control.

Weak points

Corporation's weaknesses are hidden in the company's dependence on outsourcing software for its gadgets due to business's inability in developing software, unlike Sony. Renewing The Fujitsu Amd Joint Venture A Case Study Help also has low earnings margins as compare to Apple due to huge difference in the costs of Apple and Corp with a much lesser difference in quality.


Opportunities for Corporation depend on the growing Smart device market and the company's effectiveness in the market. It can increase its market share and profits from mobile phone as the company is rather efficient in cellular phone market. Venture currently runs in about 80 countries and the company has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia. Enterprise can move towards acquisitions to obtain patents. It would make it possible for the business to increase its product portfolio with a boost in its wealth.


The dynamic industry environment of technology market present a severe threat on Venture's survival and force the company to spend much of its earnings share on R&D in order to make it through in the long run. The market saturation in developed countries i.e. saturation of mobile company is likewise a big danger for the company's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Organization uses quality products and has a quite abundant portfolio which caters to different sections. LCD and mobile phones are the most significant products of Org, whereas DRAM is also not far behind in comparison of them.

• Laptops.
• Mobile phones.
• A/c unit.
• Desktop computer.
• Hard drives.
• Washer.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Renewing The Fujitsu Amd Joint Venture A Case Study Solution utilizes both market competitive and market skimming rates strategies for its variety of items. In competitive prices it adjusts the price according to the competitors in order to get benefit, whereas, it utilizes market skimming strategy where the product has an added value and by offering a few items it can reach break-even.


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

Vrio Analysis
It wasn't a popular company beyond Korea till 1993. But the management effort taken by their CEO has pushed them to market more efficiently outside the borders and now it has actually gone into the league of top 25 business in the world in simply 9 years. This is an amazing achievement in spite of the ongoing arguments amongst the managers about embracing marketing practices. It utilizes both offline & online channels of promotion to market their items. Paid item advertisements, social promo and digital ads are utilizes to create awareness about Organization products.

Value Chain Analysis.

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

Incoming Logistics.

It has one of the most efficient and reliable supply chain network and has over 2700 suppliers throughout various industries around the world. Practically 80% of which is based in Asia and the staying around the globe. For its inbound logistics it owns different logistics companies as it subsidiaries. It cares for its suppliers and produces a harmonious relationship with them and even lowered their payment cycles to enhance this relationship even more which includes value to their chain network.


Corp's core competency is its mass producing it produces 90% of its products internal. Divided into 3 various departments its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronics. It is keeping operation hubs worldwide to even more include value to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Renewing The Fujitsu Amd Joint Venture A Case Study Help has the ability to take on Apple. Business'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 Enterprise.

Marketing and Sales.

Attracting target consumer attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the item offers. Renewing The Fujitsu Amd Joint Venture A Case Study Solution marketing budget is constantly on the rise given that they began their rearranging worldwide and will continue to do so as they are continually aiming to expand and invest in high prospective growth markets. The budget is invested in events, print and media advertisements, public relations and so on.

Organization put their consumers at the leading and continually make every effort to deliver unmatchable customer service requirements. By adding a direct assistance line to contact them 24 hours they have even more increased the included value of Corp service.


Renewing The Fujitsu Amd Joint Venture A Case Study Help has actually diversified market division, based upon its arrangement of wide range of items to a great deal of consumers. Company target client sections can be divided into 3 classifications i.e. Renewing The Fujitsu Amd Joint Venture A Case Study Analysis IT and Mobile Communications, Org Consumer Electronic Devices and Company Device services.


Renewing The Fujitsu Amd Joint Venture A Case Study Solution geographic segmentation is based upon two requirements i.e. area and density. Enterprise serves about 80 nations worldwide with its products provided to Urban in addition to Backwoods of the nation. The Business is also growing its international existence and the company's flexibility in finding its plants motivates global growth of Corporation.


The market division of Renewing The Fujitsu Amd Joint Venture A Case Study Solution is based upon gender, age, life-cycle stage and profession. Corp produces products that can be used by both females and males. The target clients for Corporation IT and mobile communication products have an age series of 18-65 with bulk at a young or newly wed life cycle stage. They are mostly students, workers and specialists. Apart from it, Org Consumer Electronic devices are targeted to a consumer segment with an age variety of 25-65. They are primarily specialists and employees. Organization Device Solutions are targeted at students, workers and specialists with an age range 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 life style of the customer. Corp target customers on the basis of social class are primarily upper middle, middle and working class consumers, as Business sell products like mobile phone not much less expensive i.e. Motorola along with very little pricey i.e. Apple. It offers quality products to middle level customers at a somewhat high rate than others targeting the same section.


Renewing The Fujitsu Amd Joint Venture A Case Study Solution bulk target clients have unique behavioural attributes. It has clients with an ambitious, stylish and determined character with moderate level of commitment towards the brand name. Its customers have some degree of shift towards other prominent brand names i.e. Apple. Most of Organization clients desire quality along with cost control. They are attracted towards Org because of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Renewing The Fujitsu Amd Joint Venture A Case Study Help has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 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.

Qualitative analysis.

Whereas, the core strength of the company is presently manufacturing but long gone are those days when excellent products were offering themselves. Kim has already begun to reinforce the marketing activities of Organization and extremely quickly it will become one of its core strength like manufacturing if not much better.



Venture runs styles, produces and offer a large portfolio of customer electronics. It operates in an incredibly competitive environment and has actually successfully placed itself as the maker of quality items. The answer is yes.


As, said previously that Renewing The Fujitsu Amd Joint Venture A Case Study Help runs in a highly competitive environment, which means all the companies have comparable products. The answer for rarity is no.


Due to the nature of the market, it is really simple for competitors to comprehend the performance of the products and easily make their own designs. Yes, Business is only behind IBM in registering brand-new patents every year, however the advantage is really short term in this industry.


Chairman Lee has entirely turnaround Company, from going nearly bankrupt during the Asian financial crisis of 1997 to the leading 25 company worldwide. Definitely yes there appertains company in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread almost in every nation worldwide, majority of the environments like U.S.A., Europe, China and so on, are very conductive for its operations. It faces some political pressures in less developed countries where law and order circumstance is not great. Latin American, African and some Asian countries fall in this classification, where political instability do have a result on Renewing The Fujitsu Amd Joint Venture A Case Study Analysis operations.


Buying power of customers is essential for business like Corp to grow and prosper. Emerging markets like India, middle-eastern countries etc. supply growth chances, whereas, due to economic crisis even the consumers of industrialized nations suffer badly. It is very essential for the company to keep an eye on the ongoing financial scenario of the country prior to entering the market.


Multinational companies have to face various social and cultural issues throughout its operations in a foreign nation. Enterprise has likewise dealt with numerous issues however have adopted to the local environments of most of the nations remarkably well. It has actually customized its items, practices, policies etc. appropriately in order to achieve success.


With an annual expense of 2.4 billion dollars in Research & Development, and with consistent ingenious product launches, Renewing The Fujitsu Amd Joint Venture A Case Study Analysis is one of the top innovative companies of the world. With a clear mission to be ahead of the rest when it concerns technological improvements, Company has actually increased to the no 25 of the top successful business of the world.


Each nation has their own laws and policies, being a multinational company Organization need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal effects. So, it has to study or hire a local law specialist prior to beginning its operations in a specific country.


With the rising awareness among customers about the ecological & ethical violations of business, Org needs to make sure that it follows all the safety guidelines. Ecological damages, ethical misconducts are not appropriate and in some countries the effects can be extremely extreme. On the other hand it has to do some Corporate Social Obligation practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Risk of Alternative

Hazard of replacement for Organization's each product classification is rather significant. Running in an incredibly vibrant market lead the company to deal with a high risk of replacement. Elements for high hazard of alternative for Renewing The Fujitsu Amd Joint Venture A Case Study Help Smartphone include the presence of high variety of providers and Market saturation in industrialized countries, which make the cost of switching for customers almost no. Alternative dangers for Corporation visual display lie in the altering life style of consumers. Customers can switch to enjoying visuals in the house towards outside activities. Together with it, Organization printing options products are threatened by the increasing tourist attraction of customers towards cloud storage.

Rivalry Amongst Existing Firms:

The rivaly among Venture and its close rivals is intense. The significant factor behind this is the method of market saturation in various number of product categories, forcing Business to present more innovative functions in existing products and brand-new innovative items to maintain its development. The major rivals for Renewing The Fujitsu Amd Joint Venture A Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Renewing The Fujitsu Amd Joint Venture A Case Study Solution has a vast supply chain including about 2700 providers across the world.( Business Sustainability Report, 2016) Provider's bargaining power for Org is low as Organization runs economies of scale and its orders are of possible size and worth. These big orders allow Corp to work out rates with its suppliers. Due to incapability of Business to construct its own software application, it has to outsource its software development to Google, which becomes a potential supplier of software for Business, resulting in high bargaining power of Google. In most of Renewing The Fujitsu Amd Joint Venture A Case Study Solution has a power to negotiate costs, however it provide considerable rates to its suppliers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Haggling power of purchasers for various number of product categories of Enterprise is intense. One of the factor leading to the intense bargaining power is the availability of large number of rivals in practically each item classification i.e. competitors of Organization Mobile phone, with an extremely little differentiation. The high availability of providers of Smart devices with minimum distinction, make the changing expense for purchasers practically absolutely no, for this reason increasing the bargaining power of purchasers. Market saturation in the majority of the item classifications also make the bargaining power of purchasers more extreme in for Renewing The Fujitsu Amd Joint Venture A Case Study Help. In spite of igh bargaining power Enterprise is quite efficient in selling its products at a greater rate than much of its competitors, due to luxury quality item and a reasonable brand name image.

Risk of New Entrants:

Danger of new entrants for Renewing The Fujitsu Amd Joint Venture A Case Study Analysis is rather low. Along with it, requirement of big expertise and research and advancement expenses for survival in the industry likewise make new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in innovation industry.

Competitive Analysis

Org's high item diversity provides it differentiation from its rivals. It is among the 3 leading brands by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single product category with Sony concentrating on customer electronic devices, Nokia on cell phones and Intel on chips, Corporation had a substantial R&D spending on all of its product classifications which enable the business to make possible income from sales of practically all of its products. (See Exhibit) Nevertheless, due to the large product range the company faces high number of competitors.

The company ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in regards to international market share, among 8 different product classifications. Enterprise was the global leader in producing DRAM, SRAM and NAND flash chips. Although, Org revenues from chips was less than Intel however its revenues from chips was growing quicker than Intel and has grown near the income levels of Intel, as given up the case Exhibit 2.

In addition to the chips Corp mobile market was likewise growing at a high rate than its rivals i.e. Motorola and Nokia. Company's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales growth. The major reson behind Enterprise's high development despite of greater rates than Nokia and Motorola was the business's high-end quality mobile phone.

Corporation was also profiting from increasing market share of high-end LCDs as given in case Exhibit 3. The major reason, making the business allow to avail the chance is its mass production at low cost. Sony was the most significant competitor for Renewing The Fujitsu Amd Joint Venture A Case Study Help in LCD market, however, it had also started joint venture with Organization in 2003 for LCD producing, minimizing the competitors for Business.

Porter's Competitive Strategy

Low Cost Leadership method of porter is completely executed by Enterprise the method they achieve economies of scale by strengthening their core proficiencies of manufacturing. Even to the point that their competitor SONY chose to form an alliance with them to manufacture for them, due to the fact that they were unable to compete with them on low cost. Differentiation is another method well carried out by Corp by continuous investment in the R&D and staying ahead of the competition. They constantly bring something innovative and brand-new whether it's a service or an item.


Alternative Option 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 more youthful generation of the particular country. As, specifically smart phones of Org are preferred amongst the more youthful demographic.


1. It is the very best technique to develop Customer Life time Worth (CLV) by creating a long-term relationship with consumers. Develop commitment through providing worth and reap the benefits for long-term, as research study has showed it is much cheaper to maintain existing consumers than to attract brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly among more youthful people and which in turn will bring in new clients for my items.


1. Old customers who were connected with Business prior to may not like this new image the business is trying to depict.
2 It will sustain more expenses to reposition some items and it might not even bring success as the patterns alter very rapidly amongst the younger demographic.

Alternative service 2.

Enterprise has made manufacturing its core proficiency for the many part of their service and due to which its managers are not scared to fully get out of their convenience zone. It would be done by organizing training workshops during which value of marketing will be taught and numbers will be given. Failure to get the passing ratings will get benched. Marketing environment must be developed internally initially as genuine marketing starts inside the corporation.


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


2. Its con can develop a very unhealthy environment in the office, as people frequently resist modification due to the fact that they fear it.

Identify the best alternative

Alternative is the finest as it plainly has more pros due to the fact that as soon as a Customer Life time Value is constructed the company will profit from it till that customer is alive and has purchasing power. Plus, our target customers are the more youthful generation which are bound to live longer than the current aging individuals. Nonetheless, Org's main objective is to develop loyalty among its customers and make them repurchase it from them and even purchase their different products as well.

Execution Plan

• Targeting younger generation through social marketing, producing a relate to them like Pepsi make with music. And set the expectations realistic and achievable.
• A group including finest marketing and sales specialists need to be assemble, and both views must be taken into account before securing the resources required to carry out the strategy.
• Thorough interaction of the plan must be done as it is really essential for everybody to be on the exact same page to make it work.
• Jobs and timelines must be build and interacted accordingly to each person responsible.
• The manager ought to utilize a dashboard which shows the development of all the jobs which have actually been done or about to be done and by whom.
• The supervisor ought to keep track of and keep a consistent examine the private and total performance.
• Everyone ought to want to adjust midway since any brand-new trend or policy may come in due to which all the important things currently prepared have to be adjusted. It's much better to have contingency plans currently prepared.
• At the end of the campaign the manager ought to communicate the results and if effective should celebrate with the team.

Spending plan

The M-net program revealed compelling analysis about the low and high development potential areas and just how much marketing budget plan should be allocated accordingly. This change the budget plan allocation of various nations and lots of managers were unhappy and argued however the analysis done by the program was precise and showed figures like North America and Russia growth possible merited a 35% allotment while they were receiving 45%. Whereas, China and Europe need to be getting 42% however were instead offered 31%. It actually helped to relatively disperse the resources and catch more consumers by investing more on ads on the high development capacity regions of the world.

Renewing The Fujitsu Amd Joint Venture A Case Study Help is a leading 25 business on the planet now and plans to get ahead of Sony who sits presently at no. 20. Its continuous investment in R&D and ingenious practices have propelled them to new heights but for them its' only the start and they wish to be among the top 3 brand names worldwide. They totally turnaround from almost going bankrupt throughout the Asian Financial Crisis to a world renowned brand name, known for quality and innovation. Their value chain and their core competency their production capability, along-with worldwide brand image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further growth in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts should be directed towards more youthful market amid the internal arguments about marketing and must create Client Lifetime Worth as it will not only provide advantages now but will continue to reap it till the client lifetime. As the cost of keeping the customer is more affordable than drawing in a brand-new one.