Santander A Forging A Global Bank Harvard Case Study Analysis

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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 worldwide brand name in technology market, established in 1938 by Lee Byung Chul, in South Korea. Santander A Forging A Global Bank handle a great deal of product categories including Semiconductors, Telecom, Digital Media, Digital Appliances and many more other electronic items. Historically, the company's core customers include the Original Devices Manufacturers (OEMs), which used to offer Samsung items withtheir own trademark name. Till early 1990s, the core proficiency of Samsung lie in its low cost offerings than its competitors by making existing products at economies of scale. Its client circle consists of Original Devices Manufacturers (OEMs), who used to offer Santander A Forging A Global Bank Case Study Solution products with their own brand name. Samsung was not merely known outside Korea. There were also no or little interest in building the brand name internationally. Marketing spending plan was managed by production department with a prime focus on offering inexpensive products.During the 1997 Asian Financial Crisis the company nearly got bankrupt, however with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was listed the top 25 most valuable company worldwide. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as a global brand name and educated his divisional supervisors to comprehend marketing and its significance. Now their objective is to arrive 10 by 2005.

Issue Declaration

Samsung's transition from a product based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional managers to integrate marketing efficiently is still a significant challenge. Producing a constant brand identity across the whole world and employing marketing strategies that finest fits the regional culture is no easy task. The M-net program analysis have actually been truly valuable in determining the high and less possible growth locations, however allowance of resources accordingly is not well gotten among the managers. There is no agreement among the hierarchy relating to the very best matched future method.
Executive Summary
Situational Analysis

Yun had a quite clear picture in his mind about how Santander A Forging A Global Bank Case Study Analysis can change from a low end to a high end product company. He knew that transformation can just be done through positioning Samsung as a business using high-end products and this could only be done through high level of marketing.

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

Among the marketing difficulties for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as exact same tools and believed that quality items do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the current marketing requirement was excessive high, the gap was too wider and to fill this gap with wrong understandings about marketing was quite difficult for Yun.

As specified above, marketing focus was very low in previous practices, for that reason there were no proper marketing budgets for each of the product on the portfolio. There was no marketing planning done for the existing products. Along with it the item range of the business was increasing with the ripening of new product concepts by the R&D sector of Samsung. Yun had a challenge to perform marketing preparation and to develop marketing budgets for existing along with for brand-new items from the very beginning, and this would take a substantial time.

A substantial shift would be needed in current marketing expenses to develop the Santander A Forging A Global Bank Case Study Solution brand. This would result in increased marketing expenditures for Samsung and might disturb the administration regarding increased expenditures, as they were reluctant to marketing expenditures formerly and an unexpected huge shiftwould make them interrupt. This could lead to declining executive assistance for international marketing. In this scenario, Yun deals with a challenge for validating increased marketing expenses by demonstrating the long term worth of huge marketing expenses.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big product portfolio. Samsung has largest variety of patents in the market with total number of 15499 patents given in US( USP). Big quantity of R&D spending has actually made it possible for the company to grow its item portfolio at a greater rate than its rivals. Santander A Forging A Global Bank Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total profits.

Another strength of Santander A Forging A Global Bank Case Study Help is its capability to develop ingenious products at a constant rate. It major proves for the innovation and item creating of Samsung is that the business has gotten many awards for its innovation and product style.

Unlike Apple and other rivals, Samsung is focused on producing gadgets which can be quickly integrated with any kind of open source Os (OS) and software. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce luxury products at low cost of production is also one of the significant strength of Samsung as it allows the company to record more market by offering quality items with cost control.


Santander A Forging A Global Bank Case Study Help weak points are hidden in the business's reliance on outsourcing software application for its devices due to company's inability in establishing software, unlike Sony. Samsung also has low earnings margins as compare to Apple due to huge distinction in the prices of Apple and Samsung with a much lesser 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 greater prices like Apple. The company is likewise inefficient in handling its patents and frequently deals with the problem of patent infraction.


Opportunities for Samsung lie in the growing Mobile phone market and the business's performance in the market. It can increase its market share and profits from cell phone as the business is rather efficient in cell phone 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. Samsung can move towards acquisitions to obtain patents. It would make it possible for the business to increase its product portfolio with an increase in its wealth.


The dynamic market environment of technology industry pose a severe risk on Samsung's survival and require the business to invest 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 also a huge danger for the company's growth in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

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

• Laptops.
• Mobile phones.
• Air conditioning unit.
• Desktop computer.
• Hard disk drives.
• Washing machines.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Santander A Forging A Global Bank Case Study Solution utilizes both market competitive and market skimming rates methods for its variety of products. In competitive rates it changes the cost according to the competition in order to acquire advantage, whereas, it utilizes market skimming method where the item has an added worth and by selling a few items 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 clients straight in case of online order.

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

Worth Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns different logistics firms as it subsidiaries. It looks after its providers and develops an unified relationship with them and even reduced their payment cycles to enhance this relationship further which includes value to their chain network.


Samsung's core proficiency is its mass manufacturing it produces 90% of its products internal. Divided into three different divisions its operations are particularly IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is keeping operation hubs worldwide to even more add value to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the main factors Santander A Forging A Global Bank Case Study Help is able to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target consumer attention towards the item is done through marketing and sales to communicate with them the worth and competitive benefit the item uses. Santander A Forging A Global Bank Case Study Solution marketing spending plan is continuously growing because they began their repositioning internationally and will continue to do so as they are constantly looking to invest and broaden in high possible growth markets. The spending plan is invested in events, print and media ads, public relations etc.

Samsung put their consumers at the top and continuously strive to provide unmatchable consumer service requirements. By including a direct support line to call them 24 hours they have even more increased the included worth of Samsung service.


Santander A Forging A Global Bank Case Study Help has diversified market division, based upon its provision of vast array of products to a great deal of consumers. Samsung target client sections can be divided into 3 classifications i.e. Santander A Forging A Global Bank Case Study Help IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Device solutions.


Santander A Forging A Global Bank Case Study Solution geographic segmentation is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its products offered to Urban as well as Rural areas of the country. The Samsung is also growing its global existence and the business's versatility in locating its plants encourages worldwide expansion of Samsung.


Samsung produces products that can be used by both females and males. The target clients for Samsung IT and mobile communication products have an age variety of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Consumer Electronic devices are targeted to a customer sector with an age variety of 25-65.


The psychographic division of Santander A Forging A Global Bank 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 in addition to very little costly i.e. Apple. It provides quality products to middle level consumers at a somewhat high price than others targeting the very same sector.


Santander A Forging A Global Bank Case Study Help bulk target clients have distinct behavioural qualities. They are brought in towards Samsung due to the fact that of its moderate costs with a level of quality.

Quantitative analysis.

Sales of Santander A Forging A Global Bank Case Study Help has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue 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.

Yes, this choice is based upon the mission of Kim to target the younger audience and develop a global brand image of the company. Whereas, the core strength of the company is currently making but long gone are those days when good products were selling themselves. In the current age marketing is extremely important and companies can not be successful without it. Kim has currently started to strengthen the marketing activities of Samsung and soon it will turn into one of its core strength like manufacturing if not much better.



Samsung operates styles, manufactures and sell a vast portfolio of customer electronic devices. It operates in a very competitive environment and has effectively positioned itself as the maker of quality items. The answer is yes.


As, said previously that Santander A Forging A Global Bank Case Study Help runs in an extremely competitive environment, which implies all the business have comparable items. So, the response for rarity is no.


Due to the nature of the market, it is really easy for competitors to understand the functionality of the items and easily make their own designs. Yes, Samsung is just behind IBM in signing up brand-new patents yearly, however the benefit is extremely short term in this industry.


Chairman Lee has entirely turnaround Samsung, from going nearly insolvent during the Asian monetary crisis of 1997 to the top 25 business in the world. Absolutely yes there appertains company in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread practically in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are extremely conductive for its operations. However, it faces some political pressures in less developed nations where law and order circumstance is bad. Latin American, African and some Asian countries fall in this classification, where political instability do have an impact on Santander A Forging A Global Bank Case Study Help operations.


Buying power of clients is essential for companies like Samsung to be successful and grow. Emerging markets like India, middle-eastern nations etc. offer development opportunities, whereas, due to recession even the consumers of developed countries suffer terribly. It is very essential for the business to keep an eye on the continuous economic circumstance of the nation before getting in the market.


International business need to face numerous social and cultural concerns during its operations in a foreign country. Samsung has actually likewise dealt with lots of concerns but have actually adopted to the regional environments of the majority of the nations incredibly well. It has tailored its items, practices, policies and so on appropriately in order to succeed.


With an annual expenditure of 2.4 billion dollars in Research study & Advancement, and with constant innovative product launches, Santander A Forging A Global Bank Case Study Help is among the top ingenious business of the world. With a clear mission to be ahead of the rest when it concerns technological improvements, Samsung has actually increased to the no 25 of the leading effective companies of the world.


Each nation has their own laws and policies, being a multinational business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal effects. It has to study or employ a local law expert prior to beginning its operations in a particular country.


With the rising awareness amongst customers about the ethical & environmental offenses of business, Samsung needs to ensure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the repercussions can be extremely 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 people.

Porter's 5 Forces

Risk of Replacement

Hazard of substitution for Samsung's each item category is quite significant. Running in an exceptionally dynamic industry lead the business to deal with a high threat of replacement. Aspects for high danger of replacement for Santander A Forging A Global Bank Case Study Help Smartphone consist of the existence of high variety of suppliers and Market saturation in industrialized nations, that make the expense of switching for customers practically absolutely no. Replacement threats for Samsung visual screen depend on the changing life style of customers. Clients can switch to seeing visuals in the house towards outdoor activities. In addition to it, Samsung printing options products are threatened by the increasing tourist attraction of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Samsung and its close rivals is intense. The significant reason behind this is the method of market saturation in different number of product categories, forcing Samsung to introduce more innovative features in existing items and brand-new ingenious items to maintain its development. The significant competitors for Santander A Forging A Global Bank Case Study Help samrtphones consist of 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 Santander A Forging A Global Bank Case Study Analysis to build its own software application, it has to outsource its software advancement to Google, which becomes a possible provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in most of the product categories likewise make the bargaining power of buyers more extreme in for Samsung. In spite of igh bargaining power Samsung is rather capable of offering its products at a higher rate than much of its competitors, due to high end quality product and a fair brand image.

Threat of New Entrants:

Risk of brand-new entrants for Samsung is quite low. One of the major aspect for low threat of new entrants is the high competitors in the market. The requirement of big quantity of capital to enter in the market is likewise one of the potential barrier to entry. In addition to it, requirement of substantial competence and research study and advancement expenditures for survival in the industry also make brand-new entrants reluctant to go into in the marketplace. Market saturation is also among the barrier of entry in technology industry. High bargaining power of providers require the players in the industry to charge as low rates as possible and this can just be attained by production performance. Brand-new companies, in bulk cases, do not have the production performance, for this reason increasing the risks for entryway in the innovation market.

Competitive Analysis

Samsung's high item diversification supplies it distinction from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus bulk on a single product classification with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Santander A Forging A Global Bank Case Study Solution had a big R&D costs on all of its product categories which allow the company to make prospective profits from sales of almost all of its items.

The company ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of global market share, amongst 8 various item classifications. Samsung was the international leader in producing DRAM, SRAM and NAND flash chips. Samsung incomes from chips was less than Intel but its earnings from chips was growing quicker than Intel and has grown close to the revenue levels of Intel, as provided in the case Display 2.

In addition to the chips Samsung mobile market was likewise growing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's mobile phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high development despite of higher costs than Nokia and Motorola was the business's high-end quality mobile phone.

Samsung was likewise profiting from increasing market share of high-end LCDs as given in case Display 3. The major reason, making the company enable to obtain the opportunity is its mass production at low cost. Sony was the greatest rival for Santander A Forging A Global Bank Case Study Analysis in LCD market, however, it had likewise begun joint venture with Samsung in 2003 for LCD making, minimizing the competitors for Samsung.

Porter's Competitive Strategy

Low Cost Leadership technique of porter is completely carried out by Samsung the method they accomplish economies of scale by enhancing their core competencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to produce for them, due to the fact that they were unable to compete with them on low cost. Distinction is another technique well carried out by Samsung by continuous financial investment in the R&D and remaining ahead of the competition. They always bring something ingenious and new whether it's a service or a product.


Alternative Service 1

The Chief Marketing Officer (CMO) of Santander A Forging A Global Bank Case Study Solution would develop a new brand name image by targeting the more youthful generation of the particular nation. As, particularly smart phones of Samsung are very popular amongst the younger market.


1. It is the best method to develop Customer Life time Value (CLV) by developing a long-lasting relationship with clients. Develop loyalty through delivering value and profit for long-term, as research has showed it is much cheaper to maintain present customers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst more youthful people and which in turn will bring in new clients for my products.


1. Old customers who were connected with Samsung before may not like this new image the company is trying to portray.
2 It will sustain additional costs to reposition some products and it may not even bring success as the trends alter very quickly amongst the younger group.

Alternative option 2.

Samsung has made making its core proficiency for the many part of their company and due to which its supervisors are not scared to fully get out of their convenience zone. It would be done by setting up training workshops during which importance of marketing will be taught and numbers will be offered. Failure to get the passing ratings will get demoted. Marketing environment should be developed internally initially as real marketing begins inside the corporation.


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


2. Its con can develop a really unhealthy environment in the office, as individuals typically withstand change because they fear it.

Determine the very best alternative

First option is the very best as it clearly has more pros since once a Customer Life time Worth is developed the company will profit from it till that customer lives and has acquiring power also. Plus, our target consumers are the more youthful generation which are bound to live longer than the present aging people. Nonetheless, Samsung's main objective is to produce loyalty among its consumers and make them redeemed it from them and even purchase their various products too.

Implementation Strategy

• Targeting more youthful generation through social marketing, producing a link with them like Pepsi make with music. And set the expectations realistic and attainable.
• A team including best marketing and sales professionals should be put together, and both views ought to be taken into consideration prior to protecting the resources needed to carry out the plan.
• Thorough interaction of the strategy need to be done as it is really important for everybody to be on the exact same page to make it work.
• Jobs and timelines ought to be construct and interacted appropriately to each individual responsible.
• The supervisor should use a control panel which reveals the development of all the tasks which have actually been done or about to be done and by whom.
• The supervisor ought to keep an eye on and keep a continuous examine the general and specific efficiency.
Since any new trend or policy may come in due to which all the things already planned have actually to be adjusted, • Everybody should be prepared to adjust midway. It's better to have contingency strategies currently prepared.
• At the end of the project the manager must communicate the results and if successful need to commemorate with the group.

Spending plan

The M-net program exposed engaging analysis about the low and high growth potential areas and just how much advertising budget plan should be allocated appropriately. This change the budget allowance of lots of supervisors and different countries were unhappy and argued but the analysis done by the program was precise and revealed figures like The United States and Canada and Russia growth possible merited a 35% allotment while they were getting 45%. Whereas, China and Europe should be getting 42% however were rather given 31%. It truly assisted to fairly distribute the resources and catch more clients by investing more on ads on the high growth capacity areas of the world.

Its continuous financial investment in R&D and innovative practices have actually moved them to brand-new heights however for them its' just the start and they desire to be amongst the leading 3 brands in the world. Their marketing efforts need to be directed towards more youthful demographic in the middle of the internal arguments about marketing and must create Consumer Lifetime Value as it will not only offer them advantages now however will continue to reap it till the consumer life time. As the cost of retaining the customer is much less expensive than attracting a new one.