Royal Canin Marking Out A New Territory Part I Chinese Chinese Harvard Case Study Solution

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Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Solution & Analysis


Historically, the business's core customers include the Original Devices Manufacturers (OEMs), which utilized to sell Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Solution products withtheir own brand name. Its customer circle includes Original Devices Manufacturers (OEMs), who used to sell Samsung products with their own brand name. He repositioned Samsung as a worldwide brand and educated his divisional managers to understand marketing and its value.

Issue Statement

Samsung's shift from a product based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to incorporate marketing successfully is still a significant difficulty. Producing a consistent brand name identity across the whole world and utilizing marketing techniques that best fits the local culture is no easy task.
Executive Summary
Situational Analysis

Yun had a rather clear picture in his mind about how Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis can transform from a low end to a high end item service provider. He understood that change can just be done through placing Samsung as a company using high-end items and this might just be done through high level of marketing.

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

One of the marketing difficulties for Yun was the perceptions of executives about the value of marketing. They considered 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 business practices, and the present marketing requirement was too much high, the space was too larger and to fill this gap with incorrect understandings about marketing was quite tough for Yun.

As specified above, marketing focus was extremely low in previous practices, for that reason there were no proper marketing budgets for each of the item on the portfolio. There was no marketing preparation provided for the existing items. Together with it the product variety of the company was increasing with the ripening of new item concepts by the R&D sector of Samsung. Yun had an obstacle to perform marketing preparation and to produce marketing spending plans for existing as well as for new products from the very beginning, and this would take a huge time.

A huge shift would be needed in present marketing expenditures to build the Samsung brand. This would result in increased marketing expenses for Samsung and could disturb the administration regarding increased expenditures, as they were hesitant to marketing expenditures formerly and an unexpected huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Samsung strengths lie in its substantial item portfolio. Samsung has biggest variety of patents in the market with total variety of 15499 patents granted in US( USP). Big amount of R&D costs has made it possible for the business to grow its product portfolio at a higher rate than its rivals. Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Solution is its capability to establish innovative items at a continuous rate. It significant shows for the development and product designing of Samsung is that the company has actually gotten a lot of awards for its development and item design.

Unlike Apple and other competitors, Samsung is focused on producing devices which can be easily incorporated with any type of open source Operating System (OS) and software. This supplies Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's capability to produce high-end products at low cost of production is likewise among the significant strength of Samsung as it makes it possible for the company to capture more market by offering quality items with expense control.

Weak points

Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help weak points are hidden in the company's dependence on outsourcing software for its gadgets due to business's inability in establishing software, unlike Sony. Samsung also has low profit margins as compare to Apple due to big difference in the rates of Apple and Samsung with a much lower distinction in quality. The diverse focus of the business due to large number of products in its portfolio, lead to the less efficient production and make the business not able to charge higher prices like Apple. The business is also inefficient in handling its patents and regularly deals with the problem of patent infraction.


Opportunities for Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis lie in the growing Smartphone market and the business's effectiveness in the market. Samsung presently runs in about 80 nations and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant industry environment of innovation industry pose a severe risk on Samsung's survival and require the company to invest much of its earnings share on R&D in order to survive in the long run. The marketplace saturation in developed countries i.e. saturation of mobile business is also a big risk for the business's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis provides quality products and has a quite rich portfolio which accommodates various sectors. Most of the items remain in the top three of their particular markets. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Smart phone.
• Air conditioner.
• Computer.
• Disk drives.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis uses both market competitive and market skimming rates methods for its wide variety of items. In competitive prices it adjusts the cost according to the competition in order to acquire benefit, whereas, it uses market skimming method where the product has actually an included value and by selling a couple of products it can reach break-even.


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

Vrio Analysis
It wasn't a popular company outside of Korea up until 1993. The management effort taken by their CEO has pushed them to market more effectively outside the borders and now it has gotten in the league of top 25 companies in the world in just 9 years. This is an amazing accomplishment despite the continuous arguments amongst the managers about adopting marketing practices. It uses both offline & online channels of promotion to market their products. Paid item ads, social promo and digital advertisements are uses to produce awareness about Samsung items.

Worth Chain Analysis.

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

Inbound Logistics.

It has among the most effective and reliable supply chain network and has more than 2700 suppliers across different markets all over the world. Nearly 80% of which is based in Asia and the remaining around the world. For its incoming logistics it owns various logistics firms as it subsidiaries. It cares for its providers and produces a harmonious relationship with them and even minimized their payment cycles to increase this relationship even more which includes worth to their chain network.


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

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary reasons Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help has the ability to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outbound 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 client attention towards the product is done through marketing and sales to communicate with them the value and competitive benefit the item offers. Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help marketing budget plan is continually growing because they began their repositioning globally and will continue to do so as they are constantly aiming to invest and broaden in high potential development markets. The budget plan is invested in events, print and media ads, public relations and so on.

Samsung Service. Samsung put their clients on top and constantly aim to provide unmatchable customer care standards. As after sales service is ending up being extremely essential to keep consumers pleased and engaged, they even conduct surveys through 3rd parties to discover their customer's feedback and execute it in the favorable method to lower or if possible completely eliminate their customer concerns. By including a direct support line to call them 24 hr they have actually further increased the included worth of Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help service.


Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Solution has actually diversified market division, based upon its arrangement of wide variety of items to large number of consumers. Samsung target customer segments can be divided into 3 categories i.e. Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Gadget services.


Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help geographic segmentation is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its items provided to Urban along with Backwoods of the country. The Samsung is also growing its worldwide presence and the business's versatility in locating its plants motivates international expansion of Samsung.


The group segmentation of Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Solution is based upon gender, age, life-cycle phase and occupation. Samsung produces products that can be used by both males and women. The target consumers for Samsung IT and mobile interaction items have an age variety of 18-65 with bulk at a young or newly wed life cycle phase. They are primarily professionals, employees and students. Apart from it, Samsung Customer Electronic devices are targeted to a customer sector with an age range of 25-65. They are primarily workers and specialists. Samsung Device Solutions are targeted at students, employees and experts with an age variety of 25-65.


The psychographic segmentation of Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help 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 sell products like cell phones very little less expensive i.e. Motorola along with not much costly i.e. Apple. It provides quality products to middle level consumers at a slightly high price than others targeting the very same sector.


Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help majority target consumers have distinct behavioural qualities. 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 earnings of.48 billion $ to 5.9 billion $. It has actually likewise minimized its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Profits/ sales are increasing however net profit is not increasing accordingly because of the high overhead cost. New expansions and hiring's were the main factor of the increase in the overhead costs, with china presently not providing any revenue to Samsung, however there is a lot capacity in the present market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the business is currently manufacturing however long gone are those days when good items were offering themselves. Kim has currently begun to strengthen the marketing activities of Samsung and very soon it will become one of its core strength like making if not better.



Samsung operates designs, manufactures and offer a huge portfolio of consumer electronic devices. It operates in an extremely competitive environment and has effectively positioned itself as the maker of quality products. The response is yes.


As, stated earlier that Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help operates in an extremely competitive environment, which indicates all the companies have similar products. So, the response for rarity is no.


Due to the nature of the market, it is very simple for competitors to comprehend the functionality of the products and easily make their own designs. Yes, Samsung is only behind IBM in registering new patents annually, but the benefit is extremely short term in this industry.


Chairman Lee has completely turn-around Samsung, from going practically insolvent throughout the Asian monetary crisis of 1997 to the top 25 company worldwide. Certainly yes there appertains company in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread practically in every nation worldwide, majority of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. It deals with some political pressures in less industrialized countries where law and order situation is not great. Latin American, African and some Asian nations fall in this classification, where political instability do have an effect on Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help operations.


Buying power of customers is crucial for companies like Samsung to grow and succeed. Emerging markets like India, middle-eastern countries and so on supply development chances, whereas, due to economic crisis even the consumers of industrialized nations suffer severely. It is extremely essential for the company to keep an eye on the ongoing economic scenario of the country prior to going into the market.


Multinational companies need to deal with different social and cultural issues throughout its operations in a foreign country. Samsung has likewise faced many problems but have actually adopted to the regional environments of most of the countries exceptionally well. It has actually customized its items, practices, policies and so on appropriately in order to be successful.


With an annual expense of 2.4 billion dollars in Research study & Advancement, and with continuous ingenious product launches, Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help is one of the leading ingenious business of the world. With a clear objective to be ahead of the rest when it pertains to technological developments, Samsung has increased to the no 25 of the top successful business of the world.


Each country has their own laws and policies, being an international business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal repercussions. So, it has to study or hire a regional law professional before starting its operations in a specific country.


With the rising awareness among consumers about the ecological & ethical offenses of companies, Samsung needs to make sure that it follows all the safety standards. Environmental damages, ethical misconducts are not acceptable and in some nations the consequences can be really severe. On the other hand it has to do some Business Social Responsibility practices to reveal the locals that it appreciates their environment and people.

Porter's 5 Forces

Threat of Alternative

Risk of alternative for Samsung's each item category is rather substantial. Elements for high risk of alternative for Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Solution Mobile phone consist of the presence of high number of providers and Market saturation in developed countries, which make the cost of switching for customers almost zero. Along with it, Samsung printing solutions products are threatened by the increasing attraction of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Samsung and its close rivals is intense. The significant factor behind this is the approach of market saturation in various number of item classifications, forcing Samsung to present more ingenious functions in existing items and brand-new ingenious products to preserve its development. Other element for the intense rivalry among the competitors is the little product differentiation amongst the items. The prominent gamers in the technology market are quite knowledgeable about the importance of R&D costs for their survival and are running into a race of marketing and R&D spending, to record the marketplace. The major competitors for Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry results in the changing market shares which can be seen in Exhibit 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 prospective size and worth. Due to incapability of Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis to construct its own software, it has to outsource its software advancement to Google, which ends up being a possible provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Bargaining power of purchasers for numerous number of item categories of Samsung is intense. Among the element causing the extreme bargaining power is the accessibility of large number of competitors in nearly each item classification i.e. competitors of Samsung Smartphone, with a very little distinction. The high accessibility of providers of Mobile phones with minimum distinction, make the changing cost for purchasers nearly zero, hence increasing the bargaining power of buyers. Market saturation in the majority of the product classifications also make the bargaining power of purchasers more extreme in for Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis. In spite of igh bargaining power Samsung is rather efficient in offering its products at a greater cost than much of its rivals, due to high-end quality item and a reasonable brand name image.

Hazard of New Entrants:

Risk of brand-new entrants for Samsung is rather low. Among the significant aspect for low risk of brand-new entrants is the high competitors in the industry. The requirement of substantial quantity of capital to enter in the marketplace is likewise one of the prospective barrier to entry. In addition to it, requirement of big know-how and research study and advancement expenditures for survival in the market likewise make new entrants unwilling to enter in the marketplace. Market saturation is also one of the barrier of entry in innovation industry. High bargaining power of suppliers require the players in the market to charge as low rates as possible and this can just be achieved by production effectiveness. Brand-new firms, in bulk cases, lack the production effectiveness, thus increasing the dangers for entrance in the technology industry.

Competitive Analysis

Samsung's high item diversification supplies it distinction from its competitors. It is among the 3 leading brands by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk on a single product category with Sony concentrating on consumer electronics, Nokia on mobile phone and Intel on chips, Samsung had a big R&D costs on all of its item categories which make it possible for the company to earn possible profits from sales of practically all of its items. (See Display) However, due to the broad product variety the business faces 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 international market share, amongst 8 different item categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel however its revenues from chips was growing faster than Intel and has grown near the income levels of Intel, as given up the case Display 2.

In addition to the chips Samsung mobile market was also thriving at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cell phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero 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 cellular phone.

Samsung was also profiting from increasing market share of luxury LCDs as given in case Exhibition 3. The major factor, making the business enable to avail the opportunity is its mass production at low expense. Sony was the greatest competitor for Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Help in LCD market, nevertheless, it had actually likewise started joint venture with Samsung in 2003 for LCD making, lessening the competition for Samsung.

Porter's Competitive Strategy

Low Expense Management strategy of porter is totally carried out by Samsung the way they achieve economies of scale by strengthening their core proficiencies of production. Even to the point that their rival SONY chose to form an alliance with them to make for them, due to the fact that they were not able to compete with them on low cost. Distinction is another strategy well implemented by Samsung by constant investment in the R&D and remaining ahead of the competitors. They constantly bring something brand-new and innovative whether it's a product or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Royal Canin Marking Out A New Territory Part I Chinese Chinese Case Study Analysis would create a new brand name image by targeting the younger generation of the specific nation. As, particularly cellphones of Samsung are incredibly popular among the younger group.


1. It is the very best technique to construct Customer Life time Value (CLV) by developing a long-lasting relationship with clients. Build commitment through delivering value and profit for long-term, as research study has actually revealed it is much cheaper to keep current clients than to attract new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful people and which in turn will bring in new clients for my items.


1. Old clients who were associated with Samsung prior to might not like this brand-new image the business is attempting to represent.
2 It will incur more expenses to rearrange some items and it may not even bring success as the trends alter extremely quickly among the younger demographic.

Alternative service 2.

Samsung has made making its core competency for the many part of their organisation and due to which its managers are not afraid to fully get out of their comfort zone. It would be done by organizing 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 must be created internally initially as genuine marketing starts inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the workplace, as individuals typically withstand change since they fear it.

Identify the very best alternative

Alternative is the finest as it plainly has more pros due to the fact that when a Client Life time Value is built the business will profit from it till that client is alive and has acquiring power. Plus, our target customers are the younger generation which are bound to live longer than the current aging people. Samsung's main goal is to produce commitment among its clients and make them redeemed it from them and even purchase their various products.

Execution Strategy

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi do with music. And set the expectations attainable and sensible.
• A team including finest marketing and sales experts need to be assemble, and both views must be taken into account prior to protecting the resources needed to carry out the plan.
• Thorough interaction of the plan ought to be done as it is very important for everyone to be on the very same page to make it work.
• Jobs and timelines must be build and interacted accordingly to each person responsible.
• The supervisor need to utilize a dashboard which shows the development of all the jobs which have been done or about to be done and by whom.
• The manager ought to keep track of and keep a continuous check on the overall and individual efficiency.
Since any new trend or policy may come in due to which all the things already planned have actually to be adjusted, • Everyone ought to be ready to adjust midway. It's much better to have contingency strategies already prepared.
• At the end of the project the supervisor should interact the outcomes and if effective must celebrate with the group.

Budget plan

This modification the budget plan allocation of many managers and different countries were unhappy and argued but the analysis done by the program was accurate and showed figures like North America and Russia development prospective warranted a 35% allocation while they were receiving 45%. It actually helped to relatively disperse the resources and record more customers by spending more on advertisements on the high growth capacity areas of the world.

Its consistent investment in R&D and ingenious practices have actually propelled them to new heights but for them its' only the start and they desire to be amongst the top 3 brands in the world. Their marketing efforts need to be directed towards younger group amid the internal arguments about marketing and need to create Consumer 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 keeping the consumer is much less expensive than drawing in a new one.