Santander A Forging A Global Bank Harvard Case Study Analysis

Home >> Hrm >> Santander A Forging A Global Bank

Santander A Forging A Global Bank Case Study Solution and Analysis


Historically, the company's core consumers include the Original Equipment Manufacturers (OEMs), which used to offer Santander A Forging A Global Bank Case Study Solution items withtheir own brand name. Its consumer circle consists of Original Equipment Manufacturers (OEMs), who utilized to sell Samsung products with their own brand name. He repositioned Samsung as a worldwide brand and informed his divisional managers to comprehend marketing and its importance.

Issue Declaration

Samsung's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the hesitation of divisional managers to include marketing effectively is still a significant difficulty. Developing a consistent brand name identity across the entire world and utilizing marketing techniques that best fits the regional culture is no easy job. The M-net program analysis have actually been truly helpful in identifying the high and less prospective development locations, but allowance of resources appropriately is not well gotten among the managers. There is no agreement among the hierarchy relating to the best matched future method.

Situational Analysis

Santander A Forging A Global Bank Case Study Help efforts for developing its trademark name across the world was started after introducing the "brand-new management initiative" by Chairman Lee in 1993. The goal was to transform Samsung from an inexpensive OEM to a high value-added product service provider. To make the vision of Samsung a reality, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a quite clear image in his mind about how Samsung can change from a low end to a luxury item service provider. He understood that transformation can only be done through positioning Samsung as a company providing high-end items and this could just be done through high level of marketing.

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

Among the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as very same tools and thought that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous service practices, and the existing marketing requirement was excessive high, the space was too broader and to fill this space with incorrect understandings about marketing was quite tough for Yun.

Along with it the item range of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing preparation and to produce marketing budgets for existing as well as for brand-new products from the very beginning, and this would take a substantial time.

A huge shift would be required in current marketing expenditures to build the Samsung brand name. This would result in increased marketing expenditures for Samsung and might disturb the administration relating to increased expenses, as they were reluctant to marketing expenses formerly and an unexpected huge shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Samsung strengths lie in its huge product portfolio. Samsung has biggest variety of patents in the market with overall number of 15499 patents given in United States( USP). Big amount of R&D costs has enabled the business to grow its product portfolio at a higher 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 overall revenues.

Another strength of Santander A Forging A Global Bank Case Study Help is its capability to establish innovative products at a continuous rate. It major proves for the development and product creating of Samsung is that the business has received so many awards for its development and product style.

Unlike Apple and other rivals, Samsung is focused on producing devices which can be easily incorporated with any kind of open source Operating System (OS) and software. This supplies Samsung an edge over Apple gadgets.

Samsung's ability to produce luxury items at low expense of production is likewise among the major strength of Samsung as it enables the company to catch more market by offering quality products with expense control.

Weak points

Santander A Forging A Global Bank Case Study Solution weak points are hidden in the company's reliance on outsourcing software for its gadgets due to business's failure in developing software, unlike Sony. Samsung also has low earnings margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung with a much lower difference in quality. The varied focus of the company due to large number of products in its portfolio, result in the less efficient production and make the company unable to charge greater costs like Apple. The company is likewise inefficient in managing its patents and frequently faces the issue of patent offense.


Opportunities for Samsung lie in the growing Smartphone market and the company's performance in the market. It can increase its market share and earnings from cell phone as the business is rather effective in cell phone market. Samsung presently runs in about 80 countries and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to obtain patents. It would make it possible for the company to increase its product portfolio with an increase in its wealth.


The vibrant industry environment of technology industry pose an extreme danger on Samsung's survival and force the business 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 countries i.e. saturation of mobile business is also a huge danger for the business's development in the existence of strong competitors like Apple.

4 P's of Marketing


Santander A Forging A Global Bank Case Study Analysis offers quality items and has a rather abundant portfolio which accommodates different sections. The majority of the products are in the top three of their respective industries. LCD and mobile phones are the greatest products of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Smart phone.
• Air conditioning system.
• Personal computers.
• Disk drives.
• Washer.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Santander A Forging A Global Bank Case Study Help uses both market competitive and market skimming pricing techniques for its wide variety of products. In competitive pricing it changes the rate according to the competitors in order to get advantage, whereas, it utilizes market skimming method where the product has an added worth and by offering a few items 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 etc. All its products are prompt provided to the selling location/ provided to the clients straight in case of online order.


It wasn't a well-known company beyond Korea up until 1993. The management effort taken by their CEO has pressed them to market more effectively outside the borders and now it has gone into the league of top 25 business in the world in simply 9 years. This is an impressive accomplishment despite the continuous arguments amongst the supervisors about adopting marketing practices. It utilizes both offline & online channels of promo to market their items. Paid product advertisements, social promotion and digital ads are utilizes to produce awareness about Samsung products.

Value Chain Analysis.

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

Inbound Logistics.

For its inbound logistics it owns numerous logistics firms as it subsidiaries. It looks after its suppliers and produces an unified relationship with them and even decreased their payment cycles to improve this relationship further which adds worth to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its items in-house. Divided into three different divisions its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is maintaining operation hubs worldwide to further include worth to its worth chain network.

Outbound Logistics.

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

Marketing and Sales.

Bring in target customer attention towards the item is done through marketing and sales to communicate with them the value and competitive benefit the item uses. Santander A Forging A Global Bank Case Study Analysis advertising spending plan is continuously on the rise since they started their rearranging internationally and will continue to do so as they are constantly seeking to invest and expand in high prospective growth markets. The spending plan is invested in occasions, print and media ads, public relations etc.

Samsung put their clients at the leading and continuously strive to deliver unmatchable client service standards. By including a direct assistance line to contact them 24 hours they have further increased the included value of Samsung service.


Santander A Forging A Global Bank Case Study Analysis has diversified market division, based upon its provision of large range of products to large number of consumers. Samsung target client sections can be divided into 3 classifications i.e. Santander A Forging A Global Bank Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Device solutions.


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


Samsung produces products that can be used by both males and women. The target clients for Samsung IT and mobile interaction products have an age variety of 18-65 with bulk at a young or recently married life cycle phase. Apart from it, Samsung Customer Electronic devices are targeted to a consumer sector with an age variety of 25-65.


The psychographic segmentation of Santander A Forging A Global Bank Case Study Analysis s based upon the social class and the life style of the consumer. Samsung target clients on the basis of social class are mainly upper middle, middle and working class customers, as Samsung offer items like mobile phone not much cheaper i.e. Motorola in addition to very little expensive i.e. Apple. It supplies quality items to middle level customers at a somewhat high rate than others targeting the very same sector.


Santander A Forging A Global Bank Case Study Analysis majority target customers have unique behavioural characteristics. It has consumers with an enthusiastic, fashionable and figured out personality with moderate level of loyalty towards the brand. Its consumers have some degree of shift towards other distinguished brand names i.e. Apple. Most of Samsun clients desire quality in addition to cost control. They are drawn in towards Samsung due to the fact that of its moderate prices with a level of quality.

Quantitative analysis.

Sales of Samsung has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has also lowered its financial obligation from 15 billion $ to 4.6 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. Since of the high overhead cost, earnings/ sales are increasing but net revenue is not increasing appropriately. New expansions and working with's were the main factor of the increase in the overhead expenses, with china currently not supplying any earnings to Samsung, but there is so much capacity in the present market with 75 % yet to be explored.

Qualitative analysis.

Yes, this decision is based upon the mission of Kim to target the more youthful audience and produce a worldwide brand picture of the company. Whereas, the core strength of the company is currently producing however long gone are those days when good items were selling themselves. In the current age marketing is very essential and companies can not succeed without it. Kim has already started to reinforce the marketing activities of Samsung and very soon it will turn into one of its core strength like producing if not better.



Samsung runs designs, produces and sell a vast portfolio of consumer electronic devices. It runs in a very competitive environment and has actually successfully placed itself as the maker of quality items. So, the answer is yes.


As, stated earlier that Santander A Forging A Global Bank Case Study Help runs in an extremely competitive environment, which suggests all the business have comparable products. So, the answer for rarity is no.


Due to the nature of the industry, it is very easy for rivals to comprehend the functionality of the products and quickly make their own models. Yes, Samsung is just behind IBM in signing up brand-new patents annually, however the benefit is very short term in this industry.


Chairman Lee has entirely turnaround Samsung, from going nearly insolvent throughout the Asian monetary crisis of 1997 to the leading 25 company worldwide. Absolutely yes there appertains company in the company and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread nearly in every nation worldwide, bulk of the environments like USA, Europe, China etc., are extremely conductive for its operations. Nevertheless, it deals with some political pressures in less developed nations where law and order situation is not good. Latin American, African and some Asian countries fall in this category, where political instability do have an effect on Santander A Forging A Global Bank Case Study Solution operations.


Buying power of customers is important for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern countries and so on offer development chances, whereas, due to recession even the clients of industrialized nations suffer terribly. For this reason it is really crucial for the company to watch on the continuous economic circumstance of the nation before entering the marketplace.


International business need to deal with various social and cultural concerns throughout its operations in a foreign country. Samsung has actually also faced lots of problems but have adopted to the local environments of most of the nations extremely well. It has tailored its items, practices, policies etc. appropriately in order to be successful.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with constant ingenious item launches, Santander A Forging A Global Bank Case Study Solution is among the top ingenious business of the world. With a clear objective to be ahead of the rest when it pertains to technological developments, Samsung has actually increased 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 need to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal consequences. It has to study or employ a local law expert prior to starting its operations in a particular nation.


With the increasing awareness amongst customers about the ethical & environmental infractions of companies, Samsung needs to guarantee that it follows all the security guidelines. Ecological damages, ethical misconducts are not acceptable and in some countries the consequences can be very serious. On the other hand it needs to do some Business Social Duty practices to reveal the locals that it cares about their environment and people.

Porter's 5 Forces

Danger of Substitution

Hazard of replacement for Samsung's each item classification is quite significant. Running in a very vibrant market lead the company to face a high danger of replacement. Aspects for high hazard of replacement for Santander A Forging A Global Bank Case Study Help Mobile phone include the presence of high number of suppliers and Market saturation in developed countries, that make the expense of switching for customers almost zero. Substitution dangers for Samsung visual display lie in the changing lifestyle of customers. Consumers can switch to enjoying visuals in your home towards outside activities. Along with it, Samsung printing options products are threatened by the increasing attraction of consumers towards cloud storage.

Rivalry Among Existing Companies:

The rivaly amongst Samsung and its close competitors is extreme. The significant factor behind this is the technique of market saturation in various number of product classifications, forcing Samsung to introduce more innovative functions in existing items and brand-new ingenious products to preserve its development. The major competitors for Santander A Forging A Global Bank Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

( Samsung Sustainability Report, 2016) Provider's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of potential 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 application development to Google, which becomes a prospective supplier of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Negotiating power of buyers for different number of product classifications of Samsung is extreme. One of the aspect leading to the extreme bargaining power is the availability of large number of rivals in practically each product classification i.e. competitors of Samsung Smartphone, with a very little distinction. The high accessibility of suppliers of Mobile phones with minimum differentiation, make the switching expense for buyers almost no, thus increasing the bargaining power of purchasers. Market saturation in the majority of the product classifications likewise make the bargaining power of purchasers more extreme in for Santander A Forging A Global Bank Case Study Help. In spite of igh bargaining power Samsung is rather efficient in selling its items 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:

Threat of brand-new entrants for Samsung is quite low. Among the significant aspect for low threat of brand-new entrants is the high competitors in the market. The requirement of huge amount of capital to go into in the market is likewise among the prospective barrier to entry. Together with it, requirement of huge know-how and research study and advancement expenditures for survival in the industry also make brand-new entrants unwilling to go into in the marketplace. Market saturation is likewise one of the barrier of entry in technology industry. High bargaining power of providers require the players in the industry to charge as low costs as possible and this can only be attained by production efficiency. New companies, in bulk cases, lack the production efficiency, hence increasing the risks for entrance in the technology industry.

Competitive Analysis

Samsung's high product diversity offers it differentiation from its rivals. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single item classification with Sony focusing on customer electronics, 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 product classifications which allow the company to earn prospective earnings from sales of nearly all of its products.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in terms of global market share, amongst 8 various item categories. Samsung was the global leader in producing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel but its revenues from chips was growing faster than Intel and has actually grown close to the profits levels of Intel, as provided in the case Exhibition 2.

In addition to the chips Samsung mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with zero sales development. The significant reson behind Samsung's high growth despite of greater rates than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was also reaping the benefits from increasing market share of high end LCDs as given up case Exhibition 3. The significant reason, making the company enable to obtain the chance is its mass production at low cost. Sony was the biggest rival for Santander A Forging A Global Bank Case Study Help in LCD market, nevertheless, it had also started joint venture with Samsung in 2003 for LCD manufacturing, minimizing the competition for Samsung.

Porter's Competitive Strategy

Low Expense Management method of porter is completely carried out by Samsung the method they accomplish economies of scale by strengthening their core competencies of production. Even to the point that their competitor SONY decided to form an alliance with them to produce for them, since they were not able to take on them on low expense. Distinction is another technique well executed by Samsung by constant investment in the R&D and remaining ahead of the competitors. They always bring something innovative and new whether it's an item or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Santander A Forging A Global Bank Case Study Analysis would produce a new brand image by targeting the more youthful generation of the specific country. As, especially mobile phones of Samsung are very popular amongst the more youthful group.


1. It is the best strategy to build Consumer Lifetime Worth (CLV) by producing a long-term relationship with customers. Construct commitment through delivering value and profit for long-term, as research has actually revealed it is much cheaper to keep existing consumers than to draw in new ones.
2. Another pro of this option is that word of mouth spread faster amongst younger individuals and which in turn will generate new consumers for my items.


1. Old customers who were related to Samsung before might not like this brand-new image the business is attempting to represent.
2 It will sustain additional costs to rearrange some items and it might not even bring success as the trends change really quickly among the younger group.

Alternative service 2.

It would be done by arranging training workshops during which importance of marketing will be taught and numbers will be offered. Marketing environment ought to be produced internally initially as genuine marketing starts 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 workplace, as individuals typically resist modification since they fear it.

Identify the very best option

Very first option is the best as it plainly has more pros since as soon as a Consumer Lifetime Value is constructed the business will benefit from it till that client is alive and has buying power as well. Plus, our target consumers are the younger generation which are bound to live longer than the current aging individuals. Samsung's main objective is to create commitment among its clients and make them redeemed it from them and even purchase their different products.

Application Strategy

• Targeting younger generation through social marketing, developing a relate to them like Pepsi do with music. And set the expectations practical and possible.
• A group including best marketing and sales experts should be assemble, and both views must be taken into account prior to securing the resources required to implement the plan.
• Thorough interaction of the strategy need to be done as it is extremely crucial for everyone to be on the very same page to make it work.
• Tasks and timelines need to be build and communicated appropriately to each individual accountable.
• The supervisor must use a dashboard which shows the development of all the jobs which have been done or about to be done and by whom.
• The supervisor should monitor and keep a consistent look at the private and general performance.
• Everyone should want to adjust midway since any new trend or policy might be available in due to which all the things currently prepared need to be changed. It's much better to have contingency plans currently prepared.
• At the end of the project the manager need to interact the outcomes and if successful ought to celebrate with the team.

Spending plan

This change the spending plan allowance of different countries and many managers were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia development potential merited a 35% allocation while they were receiving 45%. It truly assisted to fairly disperse the resources and capture more clients by spending more on advertisements on the high development capacity areas of the world.


Santander A Forging A Global Bank Case Study Solution is a top 25 business worldwide now and prepares to get ahead of Sony who sits currently at no. 20. Its continuous financial investment in R&D and ingenious practices have propelled them to brand-new heights but for them its' only the start and they want to be amongst the leading 3 brand names in the world. They completely turnaround from almost declaring bankruptcy throughout the Asian Financial Crisis to a world prominent brand, understood for quality and development. Their value chain and their core proficiency their production ability, along-with worldwide brand image structure have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts must be directed towards more youthful demographic amidst the internal arguments about marketing and ought to develop Consumer Lifetime Value as it will not only give them benefits now however will continue to enjoy it till the client lifetime. As the expense of retaining the customer is much cheaper than bring in a brand-new one.