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Santander A Forging A Global Bank Case Study Solution and Analysis


Santander A Forging A Global Bank Case Study Help is a widely known global brand name in innovation industry, established in 1938 by Lee Byung Chul, in South Korea. Santander A Forging A Global Bank handle large number of product categories including Semiconductors, Telecom, Digital Media, Digital Appliances and many more other electronic products. Historically, the business's core consumers include the Original Equipment Manufacturers (OEMs), which utilized to sell Organization items withtheir own brand name. Till early 1990s, the core competency of Org lie in its low price offerings than its rivals by making existing products at economies of scale. Its consumer circle includes Original Equipment Manufacturers (OEMs), who utilized to offer Santander A Forging A Global Bank Case Study Analysis items with their own brand name. Organization was not simply understood outside Korea. There were also no or little interest in developing the brand name globally. Marketing budget plan was controlled by production department with a prime focus on providing cheap products.During the 1997 Asian Financial Crisis the business nearly got insolvent, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the top 25 most important company in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even noted. He repositioned Org as an international brand name and informed his divisional managers to understand marketing and its significance. Now their objective is to reach the top 10 by 2005.

Problem Statement

Venture's transition from an item based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional managers to incorporate marketing successfully is still a major difficulty. Developing a consistent brand identity across the entire world and using marketing techniques that finest fits the regional culture is no easy task.
Executive Summary
Situational Analysis

Yun had a rather clear photo in his mind about how Santander A Forging A Global Bank Case Study Solution can transform from a low end to a high end product company. He knew that transformation can only be done through placing Company 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 construct Org brand, with a possible support of its executives, Yun dealt with several marketing obstacles in early years of its efforts.

Among the marketing difficulties 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 quite low in their previous company practices, and the existing marketing requirement was excessive high, the gap was too broader and to fill this space with wrong understandings about marketing was rather challenging 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 Corporation. Yun had a challenge to carry out marketing preparation and to create marketing spending plans for existing as well as for brand-new items from the very start, and this would take a substantial time.

A big shift would be required in present marketing expenses to construct the Santander A Forging A Global Bank Case Study Solution brand name. This would result in increased marketing expenses for Corp and might disturb the administration regarding increased costs, as they were reluctant to marketing expenses formerly and a sudden huge shiftwould make them interrupt. This could lead to decreasing executive support for international marketing. In this circumstance, Yun deals with a challenge for justifying increased marketing expenses by showing the long term worth of big marketing expenses.

Internal Analysis
SWOT Analysis

Business strengths lie in its substantial product portfolio. Venture has largest number of patents in the market with overall variety of 15499 patents given in US( USP). Large amount of R&D costs has made it possible for the company to grow its item portfolio at a greater rate than its competitors. Santander A Forging A Global Bank Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Santander A Forging A Global Bank Case Study Analysis is its capability to establish ingenious products at a continuous rate. It significant proves for the development and product creating of Organization is that the business has actually received so many awards for its innovation and item design.

Unlike Apple and other competitors, Corp is concentrated on producing gadgets which can be easily integrated with any kind of open source Operating System (OS) and software application. This offers Org an edge over Apple devices.
Porter's 5 Forces Analysis
Corp's capability to produce luxury products at low cost of production is also among the significant strength of Enterprise as it enables the business to capture more market by offering quality items with cost control.


Santander A Forging A Global Bank Case Study Help weaknesses are concealed in the company's reliance on outsourcing software for its devices due to company's inability in developing software application, unlike Sony. Enterprise likewise has low revenue margins as compare to Apple due to substantial difference in the costs of Apple and Corp 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 rates like Apple. The company is also inefficient in managing its patents and regularly deals with the issue of patent offense.


Opportunities for Santander A Forging A Global Bank Case Study Solution lie in the growing Smartphone market and the business's efficiency in the market. Organization currently runs in about 80 countries and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of innovation industry pose an extreme hazard on Corp's survival and force the company to spend much of its incomes share on R&D in order to make it through in the long run. The market saturation in industrialized nations i.e. saturation of mobile business is also a huge risk for the company's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Company offers quality products and has a rather abundant portfolio which caters to different sectors. LCD and mobile phones are the biggest products of Business, whereas DRAM is likewise not far behind in comparison of them.

• Laptops.
• Smart phone.
• Ac system.
• Desktop computer.
• Hard disks.
• Washer.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander A Forging A Global Bank Case Study Help utilizes both market competitive and market skimming rates methods for its wide array of products. In competitive prices it changes the rate according to the competition in order to get benefit, whereas, it utilizes market skimming method where the product has actually an added value and by offering a few products it can reach break-even.


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

Vrio Analysis
It wasn't a widely known business beyond Korea until 1993. However the management initiative taken by their CEO has pressed them to market more efficiently outside the borders and now it has entered the league of leading 25 business worldwide in simply 9 years. This is an impressive achievement despite the ongoing arguments amongst the managers about embracing marketing practices. It uses both offline & online channels of promo to market their items. Paid item ads, social promo and digital advertisements are utilizes to produce awareness about Corp products.

Value Chain Analysis.

It's an analytical structure for determining service activities that add worth or competitive benefit for the business.

Inbound Logistics.

It has among the most efficient and efficient supply chain network and has more than 2700 suppliers across numerous markets worldwide. Nearly 80% of which is based in Asia and the remaining all over the world. For its inbound logistics it owns various logistics firms as it subsidiaries. It looks after its providers and produces a harmonious relationship with them and even reduced their payment cycles to improve this relationship further which includes worth to their chain network.


Enterprise's core competency is its mass producing it produces 90% of its items in-house. Divided into three different divisions its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronics. It is preserving operation centers worldwide to even more include value to its worth chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the primary factors Santander A Forging A Global Bank Case Study Solution has the ability to take on Apple. Organization'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 claims, etc. on behalf of Business.

Marketing and Sales.

Bring in target consumer attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the item provides. Santander A Forging A Global Bank Case Study Help marketing budget plan is continuously increasing considering that they began their rearranging globally and will continue to do so as they are continuously seeking to invest and expand in high prospective growth markets. The budget is invested in occasions, print and media advertisements, public relations and so on.

Enterprise Service. Venture put their customers on top and continuously aim to provide unmatchable customer support requirements. As after sales service is becoming extremely crucial to keep consumers delighted and engaged, they even conduct studies through 3rd parties to discover their consumer's feedback and execute it in the positive way to minimize or if possible entirely eliminate their customer concerns. By including a direct assistance line to contact them 24 hours they have further increased the included worth of Santander A Forging A Global Bank Case Study Help service.


Santander A Forging A Global Bank Case Study Help has actually diversified market division, based upon its arrangement of wide variety of products to large number of customers. Business target consumer sectors can be divided into 3 categories i.e. Santander A Forging A Global Bank Case Study Analysis IT and Mobile Communications, Corporation Customer Electronic Devices and Company Device services.


Santander A Forging A Global Bank Case Study Analysis geographical segmentation is based upon two criteria i.e. region and density. Org serves about 80 nations worldwide with its products offered to Urban along with Backwoods of the nation. The Corporation is also growing its global existence and the business's versatility in locating its plants encourages worldwide expansion of Venture.


Business produces items that can be utilized by both males and females. The target customers for Corporation IT and mobile interaction items have an age variety of 18-65 with majority at a young or recently married life cycle stage. Apart from it, Company Consumer Electronic devices are targeted to a consumer segment with an age range of 25-65.


The psychographic division of Santander A Forging A Global Bank Case Study Solution s based upon the social class and the lifestyle of the customer. Venture target consumers on the basis of social class are mainly upper middle, middle and working class clients, as Organization offer items like cellular phone very little less expensive i.e. Motorola in addition to not much expensive i.e. Apple. It supplies quality products to middle level consumers at a slightly high price than others targeting the very same segment.


Santander A Forging A Global Bank Case Study Analysis majority target customers have unique behavioural qualities. It has clients with an enthusiastic, stylish and identified character with moderate level of loyalty towards the brand. Its clients have some degree of shift towards other distinguished brand names i.e. Apple. Most of Company customers want quality as well as cost control. They are attracted towards Corp because of its moderate rates with a degree of quality.

Quantitative analysis.

Sales of Corporation 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 actually also minimized its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Organization with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Due to the fact that of the high overhead expense, incomes/ sales are increasing but net earnings is not increasing appropriately. New expansions and hiring's were the primary reason of the boost in the overhead expenses, with china currently not providing any earnings to Organization, but there is so much capacity in the existing market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based on the mission of Kim to target the younger audience and develop a global brand name picture of the company. Whereas, the core strength of the company is currently making but long gone are those days when excellent items were selling themselves. In the existing age marketing is extremely important and companies can not prosper without it. Kim has already begun to strengthen the marketing activities of Org and very soon it will become one of its core strength like producing if not better.



Corp operates designs, produces and offer a large portfolio of customer electronic devices. It runs in a very competitive environment and has actually effectively positioned itself as the maker of quality products. So, the response is yes.


As, stated previously that Santander A Forging A Global Bank Case Study Analysis operates in an extremely competitive environment, which indicates all the companies have similar products. The response for rarity is no.


Due to the nature of the industry, it is very simple for competitors to understand the functionality of the products and quickly make their own models. Yes, Venture is just behind IBM in signing up new patents every year, but the benefit is extremely short-term in this industry.


Chairman Lee has totally turn-around Corporation, from going practically insolvent during the Asian monetary crisis of 1997 to the top 25 business on the planet. Definitely yes there is proper company in the business and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread almost in every nation worldwide, bulk of the environments like U.S.A., Europe, China etc., are really conductive for its operations. It faces some political pressures in less developed nations where law and order circumstance is not good. Latin American, African and some Asian nations fall in this category, where political instability do have a result on Santander A Forging A Global Bank Case Study Help operations.


Purchasing power of customers is crucial for companies like Venture to succeed and grow. Emerging markets like India, middle-eastern nations and so on provide development opportunities, whereas, due to economic crisis even the clients of industrialized nations suffer terribly. It is very important for the business to keep an eye on the ongoing economic scenario of the nation prior to getting in the market.


Multinational business have to deal with various social and cultural concerns throughout its operations in a foreign country. Corp has also faced numerous concerns however have actually adopted to the local environments of most of the countries remarkably well. It has actually customized its items, practices, policies and so on appropriately in order to be successful.


With an annual expenditure of 2.4 billion dollars in Research study & Advancement, and with continuous innovative item launches, Santander A Forging A Global Bank Case Study Help is one of the top innovative business of the world. With a clear objective to be ahead of the rest when it concerns technological developments, Business has actually increased to the no 25 of the leading effective business of the world.


Each nation has their own laws and policies, being a multinational business Enterprise have to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal consequences. It has to study or hire a regional law professional prior to beginning its operations in a particular country.


With the rising awareness among consumers about the ecological & ethical infractions of companies, Organization has to ensure that it follows all the safety guidelines. Environmental damages, ethical misconducts are not appropriate and in some countries the effects can be very extreme. On the other hand it needs to do some Corporate Social Responsibility practices to show the residents that it cares about their environment and people.

Porter's 5 Forces

Risk of Substitution

Risk of replacement for Business's each product category is quite considerable. Running in a very vibrant market lead the company to deal with a high danger of alternative. Aspects for high danger of alternative for Santander A Forging A Global Bank Case Study Analysis Smartphone consist of the existence of high number of providers and Market saturation in developed nations, which make the cost of changing for customers almost zero. Substitution threats for Corporation visual screen depend on the altering lifestyle of clients. Consumers can change to seeing visuals in your home towards outside activities. Together with it, Organization printing solutions items are threatened by the increasing attraction of customers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Business and its close rivals is extreme. The significant reason behind this is the technique of market saturation in different number of product categories, forcing Venture to present more ingenious features in existing items and new innovative products to preserve its growth. The major rivals for Santander A Forging A Global Bank Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

( Business Sustainability Report, 2016) Provider's bargaining power for Organization is low as Venture runs economies of scale and its orders are of prospective size and worth. Due to incapability of Santander A Forging A Global Bank Case Study Analysis to construct its own software, it has to outsource its software development to Google, which becomes a prospective supplier of software application for Venture, 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 extreme in for Org. In spite of igh bargaining power Company is quite capable of selling its products at a higher price than much of its rivals, due to high end quality item and a reasonable brand image.

Risk of New Entrants:

Threat of brand-new entrants for Santander A Forging A Global Bank Case Study Analysis is rather low. Along with it, requirement of huge proficiency and research study and development expenditures for survival in the market likewise make new entrants unwilling to go into in the market. Market saturation is also one of the barrier of entry in innovation market.

Competitive Analysis

Enterprise's high item diversity provides it differentiation from its competitors. Unlikely to its close competitors 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, Santander A Forging A Global Bank Case Study Help had a substantial R&D costs on all of its item classifications which enable the business to earn prospective revenue from sales of almost all of its items.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave ovens, in regards to international market share, amongst 8 different item classifications. Venture was the global leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Venture earnings from chips was less than Intel but its incomes from chips was growing quicker than Intel and has grown near the revenue levels of Intel, as given in the case Exhibit 2.

In addition to the chips Venture mobile market was likewise growing at a high rate than its competitors i.e. Motorola and Nokia. Corp's cellular phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales growth. The significant reson behind Org's high growth despite of greater costs than Nokia and Motorola was the company's high-end quality cellular phone.

Corporation was also profiting from increasing market share of luxury LCDs as given in case Exhibition 3. The major reason, making the company make it possible for to avail the chance is its mass production at low cost. Sony was the most significant competitor for Santander A Forging A Global Bank Case Study Help in LCD market, however, it had also started joint venture with Corporation in 2003 for LCD producing, lessening the competition for Business.

Porter's Competitive Technique

Low Cost Management technique of porter is totally implemented by Corp the method they achieve economies of scale by enhancing their core proficiencies of production. Even to the point that their competitor SONY chose to form an alliance with them to produce for them, due to the fact that they were unable to take on them on low cost. Differentiation is another strategy well executed by Venture by continuous financial investment in the R&D and remaining ahead of the competitors. They always bring something ingenious and new whether it's an item or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Santander A Forging A Global Bank Case Study Help would produce a brand-new brand name image by targeting the more youthful generation of the specific country. As, specifically mobile phones of Enterprise are incredibly popular among the more youthful demographic.


1. It is the very best technique to develop Consumer Lifetime Worth (CLV) by creating a long-term relationship with clients. Build loyalty through delivering value and reap the benefits for long-lasting, as research has actually revealed it is much cheaper to maintain current clients than to bring in new ones.
2. Another pro of this alternative is that word of mouth spread faster amongst younger people and which in turn will generate new customers for my products.


1. Old clients who were associated with Enterprise before may not like this brand-new image the company is trying to portray.
2 It will incur more costs to reposition some items and it might not even bring success as the patterns alter extremely rapidly among the younger demographic.

Alternative solution 2.

Enterprise has made manufacturing its core proficiency for the a lot of part of their organisation and due to which its managers are not afraid to fully 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 offered. Failure to get the passing ratings will get benched. Marketing environment should be produced internally first as real marketing begins inside the corporation.


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


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

Identify the best option

First alternative is the very best as it clearly has more pros because when a Consumer Lifetime Worth is built the business will benefit from it till that customer is alive and has purchasing power as well. Plus, our target consumers are the younger generation which are bound to live longer than the present old age individuals. Org's main objective is to create commitment among its customers and make them bought it from them and even buy their various items.

Execution Plan

• Targeting younger generation through social marketing, developing a link with them like Pepsi make with music. And set the expectations practical and attainable.
• A team including finest marketing and sales specialists need to be assemble, and both views should be considered before securing the resources needed to implement the strategy.
• Thorough interaction of the strategy must be done as it is really essential for everybody to be on the exact same page to make it work.
• Jobs and timelines need to be construct and interacted accordingly to each individual responsible.
• The manager ought to use 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 should keep an eye on and keep a consistent look at the private and total efficiency.
Because any new pattern or policy might come in due to which all the things already prepared have to be changed, • Everyone should be ready to adapt midway. It's much better to have contingency plans already prepared.
• At the end of the campaign the manager need to interact the results and if effective must celebrate with the team.


The M-net program exposed compelling analysis about the low and high growth potential locations and how much advertising spending plan need to be allocated accordingly. This modification the spending plan allotment of different countries and many managers were unhappy and argued however the analysis done by the program was precise and showed figures like North America and Russia growth possible warranted a 35% allowance while they were receiving 45%. Whereas, China and Europe need to be receiving 42% however were instead offered 31%. It truly assisted to relatively distribute the resources and record more customers by investing more on ads on the high growth potential regions of the world.

Its continuous financial investment in R&D and innovative practices have propelled them to new heights but for them its' just the start and they want to be amongst the leading 3 brand names in the world. Their marketing efforts ought to be directed towards younger demographic amid the internal arguments about marketing and need to develop Customer Lifetime Value as it will not only offer them advantages now however will continue to enjoy it till the client life time. As the cost of retaining the client is much more affordable than drawing in a new one.