Roches Acquisition Of Genentech 3 Harvard Case Study Analysis

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Roches Acquisition Of Genentech 3 Case Study Solution and Analysis


Historically, the company's core customers consist of the Original Equipment Manufacturers (OEMs), which used to sell Roches Acquisition Of Genentech 3 Case Study Help products withtheir own brand name. Its client circle consists of Original Devices Manufacturers (OEMs), who used to sell Samsung items with their own brand name. He rearranged Samsung as a global brand and educated his divisional managers to comprehend marketing and its value.

Issue Statement

Samsung's transition from an item based to a marketing business is not going as efficiently as planned.Overcoming the reluctance of divisional supervisors to include marketing effectively is still a significant obstacle. Creating a consistent brand identity throughout the whole world and employing marketing techniques that best fits the local culture is no easy job. The M-net program analysis have actually been actually helpful in figuring out the high and less possible development areas, but allotment of resources accordingly is not well received amongst the supervisors. There is no consensus amongst the hierarchy concerning the best suited future strategy.
Executive Summary
Situational Analysis

Roches Acquisition Of Genentech 3 Case Study Analysis efforts for developing its brand across the world was begun after presenting the "brand-new management effort" by Chairman Lee in 1993. The goal was to change Samsung from an inexpensive OEM to a high value-added item company. To make the vision of Samsung a truth, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can change from a low end to a high end product supplier. He knew that improvement can only be done through placing Samsung as a company offering high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand name, with a prospective support of its executives, Yun dealt with several marketing difficulties in early years of its efforts.

Among the marketing challenges for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as same tools and thought that quality items do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous business practices, and the current marketing requirement was too much high, the space was too broader and to fill this gap with wrong perceptions about marketing was quite difficult for Yun.

Along with it the item range of the business was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a challenge to carry out marketing planning and to create marketing budgets for existing as well as for brand-new items from the very start, and this would take a huge time.

A substantial shift would be needed in existing marketing expenses to build the Samsung brand. This would result in increased marketing expenses for Samsung and might disturb the administration regarding increased expenses, as they were reluctant to marketing expenses previously and an unexpected big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Roches Acquisition Of Genentech 3 Case Study Help strengths lie in its big product portfolio. Samsung has largest number of patents in the industry with total number of 15499 patents approved in United States( USP).

Another strength of Roches Acquisition Of Genentech 3 Case Study Analysis is its ability to establish innovative products at a constant rate. It significant proves for the development and product developing of Samsung is that the company has gotten so many awards for its innovation and item design.

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


Roches Acquisition Of Genentech 3 Case Study Help weak points are concealed in the business's reliance on outsourcing software application for its gadgets due to business's inability in establishing software application, unlike Sony. Samsung also has low profit margins as compare to Apple due to big difference in the costs of Apple and Samsung with a much lesser distinction in quality. The varied focus of the company due to a great deal of items in its portfolio, result in the less effective production and make the business unable to charge higher rates like Apple. The business is likewise ineffective in handling its patents and often faces the issue of patent violation.


Opportunities for Roches Acquisition Of Genentech 3 Case Study Help lie in the growing Mobile phone market and the company's effectiveness in the market. Samsung presently runs in about 80 countries and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic market environment of technology industry posture a severe danger on Samsung's survival and force the company to invest much of its profits share on R&D in order to survive in the long run. The market saturation in industrialized countries i.e. saturation of mobile company is likewise a big risk for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Samsung provides quality products and has a rather rich portfolio which caters to various sections. LCD and mobile phones are the most significant items of Samsung, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Mobile phones.
• Ac system.
• Desktop computer.
• Disk drives.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Roches Acquisition Of Genentech 3 Case Study Help utilizes both market competitive and market skimming pricing strategies for its wide array of items. In competitive pricing it changes the rate according to the competitors in order to get advantage, whereas, it utilizes market skimming strategy where the product has an included value and by offering a couple of 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 prompt supplied to the selling place/ delivered to the clients directly in case of online order.

Vrio Analysis
It wasn't a widely known business beyond Korea till 1993. But the management initiative taken by their CEO has pushed them to market more efficiently outside the borders and now it has gotten in the league of leading 25 business worldwide in just 9 years. This is an impressive achievement regardless of the continuous arguments among the supervisors about embracing marketing practices. It uses both offline & online channels of promotion to market their items. Paid product ads, social promo and digital advertisements are utilizes to create awareness about Samsung products.

Worth Chain Analysis.

It's an analytical structure for identifying organisation activities that add value or competitive advantage for the business.

Inbound Logistics.

For its incoming logistics it owns numerous logistics companies as it subsidiaries. It looks after its providers and creates a harmonious relationship with them and even decreased their payment cycles to enhance this relationship even more which includes worth to their chain network.


Samsung's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into three various divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is keeping operation hubs worldwide to further include worth to its value chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is among the main reasons Roches Acquisition Of Genentech 3 Case Study Help is able to compete with Apple. Samsung'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 Samsung.

Marketing and Sales.

Attracting target customer attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the item provides. Roches Acquisition Of Genentech 3 Case Study Analysis marketing budget is continually increasing because they began their repositioning internationally and will continue to do so as they are constantly looking to expand and invest in high potential growth markets. The spending plan is spent on occasions, print and media ads, public relations and so on.

Samsung Service. Samsung put their consumers at the top and continually aim to provide unmatchable customer service standards. As after sales service is ending up being incredibly important to keep clients delighted and engaged, they even conduct studies through third parties to find out their customer's feedback and execute it in the favorable method to minimize or if possible completely remove their consumer problems. By adding a direct assistance line to call them 24 hr they have further increased the included worth of Roches Acquisition Of Genentech 3 Case Study Help service.


Roches Acquisition Of Genentech 3 Case Study Analysis has diversified market division, based upon its provision of wide range of products to large number of consumers. Samsung target customer segments can be divided into 3 categories i.e. Roches Acquisition Of Genentech 3 Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget options.


Roches Acquisition Of Genentech 3 Case Study Help geographical segmentation is based upon 2 criteria i.e. region and density. Samsung serves about 80 countries worldwide with its items supplied to Urban as well as Backwoods of the country. The Samsung is likewise growing its international presence and the business's flexibility in locating its plants motivates worldwide expansion of Samsung.


The market segmentation of Roches Acquisition Of Genentech 3 Case Study Solution is based upon gender, age, life-cycle stage and profession. Samsung produces products that can be utilized by both females and males. The target customers for Samsung IT and mobile communication items have an age range of 18-65 with majority at a young or newly wed life process phase. They are mostly specialists, employees and students. Apart from it, Samsung Customer Electronic devices are targeted to a customer segment with an age variety of 25-65. They are mainly experts and employees. However Roches Acquisition Of Genentech 3 Case Study Analysis Gadget Solutions are targeted at trainees, employees and experts with an age series of 25-65.


The psychographic segmentation of Roches Acquisition Of Genentech 3 Case Study Help s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class customers, as Samsung offer products like cell phones not much cheaper i.e. Motorola as well as very little pricey i.e. Apple. It offers quality items to middle level customers at a somewhat high rate than others targeting the exact same section.


Roches Acquisition Of Genentech 3 Case Study Analysis bulk target clients have special behavioural attributes. They are drawn in towards Samsung because of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Roches Acquisition Of Genentech 3 Case Study Help 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 $. Digital media is the biggest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the company is currently making however long gone are those days when great items were selling themselves. Kim has currently begun to reinforce the marketing activities of Samsung and extremely quickly it will end up being one of its core strength like manufacturing if not better.



Samsung operates designs, produces and sell a huge portfolio of customer electronics. It runs in an exceptionally competitive environment and has actually effectively placed itself as the maker of quality products. The response is yes.


As, said earlier that Roches Acquisition Of Genentech 3 Case Study Solution operates in an extremely competitive environment, which indicates all the business have comparable products. So, 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 items and easily make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents every year, but the benefit is very short term in this industry.


Chairman Lee has completely turnaround Samsung, from going practically bankrupt during the Asian monetary crisis of 1997 to the top 25 business in the world. Definitely yes there is proper organization in the business and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread nearly in every nation worldwide, bulk of the environments like U.S.A., Europe, China etc., are really conductive for its operations. However, it faces some political pressures in less developed nations where order circumstance is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Roches Acquisition Of Genentech 3 Case Study Analysis operations.


Buying power of consumers is crucial for companies like Samsung to prosper and grow. Emerging markets like India, middle-eastern countries and so on offer development opportunities, whereas, due to recession even the clients of developed nations suffer severely. It is very crucial for the company to keep an eye on the ongoing economic situation of the nation before going into the market.


Multinational business have to face numerous social and cultural problems throughout its operations in a foreign country. Samsung has also dealt with many problems but have actually adopted to the local environments of most of the nations exceptionally well. It has tailored its products, practices, policies etc. accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with continuous innovative item launches, Roches Acquisition Of Genentech 3 Case Study Analysis is among the top ingenious companies of the world. With a clear mission to be ahead of the rest when it pertains to technological improvements, Samsung has actually risen to the no 25 of the top 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 severe legal repercussions. So, it has to study or employ a regional law professional prior to starting its operations in a particular nation.


With the increasing awareness among customers about the ethical & environmental infractions of business, Samsung needs to guarantee that it follows all the security standards. Ecological damages, ethical misbehaviors are not acceptable and in some countries the effects can be very serious. On the other hand it has to do some Corporate Social Responsibility practices to reveal the locals that it cares about their environment and individuals.

Porter's 5 Forces

Risk of Substitution

Hazard of substitution for Samsung's each product classification is quite considerable. Aspects for high threat of alternative for Roches Acquisition Of Genentech 3 Case Study Solution Smartphone consist of the presence of high number of suppliers and Market saturation in developed countries, which make the cost of switching for consumers nearly absolutely no. Along with it, Samsung printing solutions products are threatened by the increasing tourist attraction of clients towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly among Samsung and its close rivals is extreme. The significant factor behind this is the method of market saturation in numerous number of product categories, requiring Samsung to present more ingenious features in existing items and brand-new innovative products to keep its growth. The significant competitors for Roches Acquisition Of Genentech 3 Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

( 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 Roches Acquisition Of Genentech 3 Case Study Solution to construct its own software application, it has to outsource its software development to Google, which becomes a potential supplier of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Market saturation in many of the item classifications also make the bargaining power of purchasers more intense in for Samsung. In spite of igh bargaining power Samsung is rather capable of selling its items at a higher price than much of its rivals, due to high end quality product and a reasonable brand image.

Threat of New Entrants:

Hazard of brand-new entrants for Roches Acquisition Of Genentech 3 Case Study Help is rather low. Along with it, requirement of huge expertise and research study and advancement expenses for survival in the market likewise 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 product diversity provides it differentiation from its rivals. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Roches Acquisition Of Genentech 3 Case Study Solution had a big R&D spending on all of its item classifications which allow the company to earn prospective profits from sales of nearly all of its items.

The business ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in terms of worldwide market share, amongst 8 various item categories. Samsung was the worldwide leader in making DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel but its profits from chips was growing faster than Intel and has grown close to the profits levels of Intel, as offered in the case Exhibition 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 cell phone's sales development was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales development. The significant reson behind Samsung's high development despite of greater costs than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was likewise reaping the benefits from increasing market share of high-end LCDs as given in case Display 3. The significant reason, making the company make it possible for to obtain the opportunity is its mass production at low expense. Sony was the most significant rival for Roches Acquisition Of Genentech 3 Case Study Solution in LCD market, however, it had also started joint venture with Samsung in 2003 for LCD producing, reducing the competitors for Samsung.

Porter's Competitive Technique

Low Expense Leadership method of porter is completely carried out by Samsung the way they attain economies of scale by enhancing their core competencies of manufacturing. They always bring something ingenious and new whether it's a service or an item.


Alternative Option 1

The Chief Marketing Officer (CMO) of Roches Acquisition Of Genentech 3 Case Study Solution would create a brand-new brand image by targeting the more youthful generation of the specific country. As, particularly smart phones of Samsung are very popular amongst the more youthful group.


1. It is the best technique to build Client Lifetime Worth (CLV) by creating a long-lasting relationship with clients. Build loyalty through providing worth and profit for long-term, as research has showed it is more affordable to maintain current customers than to draw in new ones.
2. Another pro of this alternative is that word of mouth spread quicker among younger individuals and which in turn will bring in brand-new clients for my items.


1. Old customers who were connected with Samsung prior to might not like this brand-new image the business is attempting to represent.
2 It will sustain additional costs to reposition some products and it might not even bring success as the patterns change extremely quickly amongst the more youthful group.

Alternative solution 2.

Samsung has actually made producing its core proficiency for the most part of their company and due to which its managers are not scared to completely get out of their convenience zone. It would be done by organizing training workshops throughout which importance of marketing will be taught and numbers will be given. Failure to get the passing ratings will get demoted. Marketing environment ought to be created internally initially as real marketing starts inside the corporation.


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


2. Its con can develop a very unhealthy environment in the workplace, as individuals often withstand modification because they fear it.

Determine the very best option

Alternative is the best as it plainly has more pros because as soon as a Consumer Life time Value is built the business will profit from it till that customer is alive and has acquiring power. Plus, our target clients are the more youthful generation which are bound to live longer than the current aging individuals. However, Samsung's main goal is to develop loyalty among its customers and make them repurchase it from them and even purchase their different products also.

Implementation Strategy

• Targeting younger generation through social marketing, developing a link with them like Pepsi make with music. And set the expectations realistic and possible.
• A team consisting of finest marketing and sales specialists need to be put together, and both views should be taken into account before securing the resources required to carry out the plan.
• Thorough communication of the strategy should be done as it is extremely crucial for everyone to be on the very same page to make it work.
• Jobs and timelines ought to be construct and communicated accordingly to each individual accountable.
• The manager ought to utilize a dashboard which reveals the progress of all the jobs which have been done or about to be done and by whom.
• The manager need to keep an eye on and keep a continuous check on the total and private efficiency.
• Everybody need to be willing to adjust midway because any new pattern or policy may be available in due to which all the things already planned need to be changed. It's better to have contingency plans currently prepared.
• At the end of the campaign the manager must communicate the results and if successful should celebrate with the group.

Budget plan

The M-net program exposed compelling analysis about the low and high growth potential locations and how much advertising budget need to be assigned appropriately. This change the budget plan allowance of different nations and many managers were dissatisfied and argued but the analysis done by the program was precise and revealed figures like North America and Russia development possible warranted a 35% allocation while they were receiving 45%. Whereas, China and Europe should be getting 42% but were instead offered 31%. It actually helped to fairly distribute the resources and record more consumers by spending more on ads on the high growth capacity areas of the world.

Its continuous investment in R&D and ingenious practices have actually moved them to brand-new heights however for them its' only the start and they want to be among the leading 3 brand names in the world. Their marketing efforts must be directed towards younger market amidst the internal arguments about marketing and need to develop Customer Life time Value as it will not just offer them benefits now however will continue to reap it till the client life time. As the expense of keeping the consumer is much cheaper than drawing in a brand-new one.