Santander B The Acquisition Of Abbey Harvard Case Study Analysis

Home >> Hrm >> Santander B The Acquisition Of Abbey

Santander B The Acquisition Of Abbey Case Study Solution & Analysis


Santander B The Acquisition Of Abbey Case Study Analysis is a widely known global brand name in technology industry, established in 1938 by Lee Byung Chul, in South Korea. Santander B The Acquisition Of Abbey deals in large number of item classifications including Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic items. Historically, the business's core clients consist of the Original Devices Manufacturers (OEMs), which used to offer Samsung products withtheir own brand. Till early 1990s, the core proficiency of Samsung depend on its low rate offerings than its competitors by manufacturing existing products at economies of scale. Its consumer circle consists of Original Equipment Manufacturers (OEMs), who utilized to sell Santander B The Acquisition Of Abbey Case Study Analysis items with their own trademark name. Samsung was not merely known outside Korea. There were also no or little interest in developing the brand name internationally. Marketing spending plan was managed by production department with a prime focus on providing cheap products.During the 1997 Asian Financial Crisis the company practically got insolvent, however with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was noted the leading 25 most valuable company on the planet. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as an international brand and educated his divisional managers to comprehend marketing and its significance. Now their goal is to reach the top 10 by 2005.

Problem Statement

Samsung's transition from a product based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional supervisors to include marketing effectively is still a major difficulty. Developing a constant brand identity across the entire world and using marketing methods that finest fits the regional culture is no simple job. The M-net program analysis have been truly helpful in determining the high and less potential development locations, but allocation of resources appropriately is not well gotten among the supervisors. There is no consensus among the hierarchy concerning the very best matched future technique.

Situational Analysis

Santander B The Acquisition Of Abbey Case Study Analysis efforts for building its trademark name across the world was begun after introducing the "new management initiative" by Chairman Lee in 1993. The objective was to transform Samsung from an inexpensive OEM to a high value-added item service provider. To make the vision of Samsung a reality, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Samsung can change from a low end to a luxury item supplier. He understood that improvement can only be done through positioning Samsung as a company offering 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, with a potential assistance of its executives, Yun dealt with numerous marketing challenges in early years of its efforts.

One of the marketing obstacles 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 items do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous service practices, and the current marketing requirement was excessive high, the gap was too broader and to fill this space with wrong perceptions about marketing was rather tough for Yun.

As specified above, marketing focus was very low in previous practices, therefore there were no correct marketing budget plans for each of the product on the portfolio. There was no marketing planning done for the existing items. Along with it the product range of the company was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to develop marketing budget plans for existing along with for brand-new items from the very start, and this would take a huge time.

A big shift would be needed in current marketing expenditures to construct the Samsung brand. This would result in increased marketing expenditures for Samsung and might disturb the administration concerning increased expenses, as they were hesitant to marketing expenses formerly and an unexpected huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Santander B The Acquisition Of Abbey Case Study Help strengths lie in its big product portfolio. Samsung has biggest number of patents in the market with total number of 15499 patents granted in US( USP).

Another strength of Santander B The Acquisition Of Abbey Case Study Solution is its capability to establish ingenious products at a continuous rate. It major proves for the development and product developing of Samsung is that the company has actually gotten numerous awards for its development and item design.

Unlike Apple and other rivals, Samsung is focused on producing gadgets which can be quickly incorporated with any type of open source Os (OS) and software application. This supplies Samsung an edge over Apple gadgets.

Samsung's ability to produce luxury items at low expense of production is likewise one of the significant strength of Samsung as it makes it possible for the business to record more market by offering quality products with expense control.

Weak points

Santander B The Acquisition Of Abbey Case Study Analysis weaknesses are hidden in the business's dependence on outsourcing software application for its gadgets due to company's inability in establishing software application, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to huge distinction in the costs of Apple and Samsung with a much lower distinction in quality. The diverse focus of the business due to a great deal of items in its portfolio, result in the less effective production and make the business not able to charge greater prices like Apple. The business is likewise ineffective in managing its patents and frequently faces the problem of patent violation.


Opportunities for Santander B The Acquisition Of Abbey Case Study Solution lie in the growing Smart device market and the business's effectiveness in the market. Samsung currently runs in about 80 countries and the business has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia.


The dynamic market environment of innovation industry posture a serious risk on Samsung's survival and force the company to spend much of its incomes share on R&D in order to endure in the long run. The marketplace saturation in industrialized countries i.e. saturation of mobile company is likewise a huge danger for the company's development in the presence of strong competitors like Apple.

4 P's of Marketing


Santander B The Acquisition Of Abbey Case Study Solution uses quality items and has a quite rich portfolio which accommodates different sections. Most of the products are in the leading 3 of their respective industries. LCD and smart phones are the most significant products of Samsung, whereas DRAM is also not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Mobile phones.
• Air conditioner.
• Personal computers.
• Hard disks.
• Washing machines.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander B The Acquisition Of Abbey Case Study Analysis utilizes both market competitive and market skimming prices strategies for its wide array of items. In competitive prices it adjusts the price according to the competitors in order to gain benefit, whereas, it utilizes market skimming method where the item has an included worth and by selling a few items it can reach break-even.


It has among the very best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon etc. All its items are timely supplied to the selling place/ delivered to the clients straight in case of online order.


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

Worth Chain Analysis.

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

Inbound Logistics.

It has one of 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 staying all over the world. For its inbound logistics it owns different logistics companies as it subsidiaries. It cares for its suppliers and creates an unified relationship with them and even minimized their payment cycles to enhance this relationship further which adds worth to their chain network.


Samsung's core proficiency is its mass manufacturing it produces 90% of its items in-house. Divided into three different departments its operations are namely IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is maintaining operation hubs worldwide to even more add value to its worth chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Santander B The Acquisition Of Abbey Case Study Solution is able to take on Apple. Samsung's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the item is done through marketing and sales to interact with them the value and competitive advantage the item offers. Santander B The Acquisition Of Abbey Case Study Analysis marketing spending plan is continuously on the rise given that they started their rearranging globally and will continue to do so as they are continually looking to expand and invest in high potential growth markets. The spending plan is invested in events, print and media ads, public relations and so on.

Samsung put their customers at the leading and continually make every effort to provide unmatchable client service standards. By including a direct assistance line to call them 24 hours they have actually even more increased the included worth of Samsung service.


Santander B The Acquisition Of Abbey Case Study Help has diversified market division, based upon its arrangement of wide variety of items to a great deal of customers. Samsung target customer sections can be divided into 3 categories i.e. Santander B The Acquisition Of Abbey Case Study Solution IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget solutions.


Santander B The Acquisition Of Abbey Case Study Help geographic segmentation is based upon two requirements i.e. area and density. Samsung serves about 80 countries worldwide with its items provided to Urban as well as Backwoods of the nation. The Samsung is likewise growing its worldwide existence and the company's flexibility in finding its plants encourages global expansion of Samsung.


Samsung produces items that can be utilized by both males and women. The target clients for Samsung IT and mobile interaction products have an age variety of 18-65 with majority at a young or recently wed life cycle phase. Apart from it, Samsung Consumer Electronics are targeted to a customer segment with an age range of 25-65.


The psychographic segmentation of Santander B The Acquisition Of Abbey Case Study Solution s based upon the social class and the lifestyle of the customer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class customers, as Samsung sell items like mobile phone very little more affordable i.e. Motorola along with very little pricey i.e. Apple. It offers quality items to middle level consumers at a somewhat high rate than others targeting the very same section.


Santander B The Acquisition Of Abbey Case Study Solution majority target clients have unique behavioural qualities. It has customers with an enthusiastic, stylish and determined personality with moderate level of commitment towards the brand name. Its customers have some degree of shift towards other distinguished brand names i.e. Apple. Most of Samsun consumers want quality as well as expense control. Since of its moderate costs with a degree of quality, they are drawn in towards Samsung.

Quantitative analysis.

Sales of Samsung has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has actually likewise decreased its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the largest selling category of Samsung 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, earnings/ sales are increasing but net profit is not increasing accordingly. New growths and employing's were the primary factor of the boost in the overhead costs, with china currently not offering any revenue to Samsung, but there is so much capacity in the present market with 75 % yet to be explored.

Qualitative analysis.

Yes, this choice is based on the mission of Kim to target the more youthful audience and create an international brand picture of the business. Whereas, the core strength of the business is presently producing but long gone are those days when great items were offering themselves. In the present age marketing is really crucial and companies can not succeed without it. Kim has already started to enhance the marketing activities of Samsung and very soon it will become one of its core strength like manufacturing if not much better.



Samsung runs styles, produces and sell a large portfolio of consumer electronic devices. It runs in an extremely competitive environment and has successfully placed itself as the maker of quality items. The answer is yes.


As, stated previously that Santander B The Acquisition Of Abbey Case Study Help operates in a highly competitive environment, which implies all the companies have comparable items. The response for rarity is no.


Due to the nature of the industry, it is extremely easy for competitors to understand the performance of the items and easily make their own designs. Yes, Samsung is just behind IBM in signing up new patents yearly, but the advantage is very short-term in this industry.


Chairman Lee has completely turnaround Samsung, from going nearly insolvent throughout the Asian financial crisis of 1997 to the top 25 business worldwide. Certainly yes there is proper company in the company and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread almost in every country worldwide, majority of the environments like USA, Europe, China and so on, are extremely conductive for its operations. Nevertheless, it deals with some political pressures in less industrialized nations where law and order circumstance is bad. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Santander B The Acquisition Of Abbey Case Study Help operations.


Buying power of customers is essential for companies like Samsung to succeed and grow. Emerging markets like India, middle-eastern nations etc. provide development opportunities, whereas, due to economic crisis even the clients of developed countries suffer badly. Thus it is really important for the company to keep an eye on the ongoing financial scenario of the country prior to entering the market.


Multinational business need to deal with numerous social and cultural issues during its operations in a foreign country. Samsung has actually likewise faced lots of concerns but have adopted to the regional environments of the majority of the countries incredibly well. It has customized its products, practices, policies and so on appropriately in order to be successful.


With a yearly expense of 2.4 billion dollars in Research & Development, and with continuous ingenious item launches, Santander B The Acquisition Of Abbey 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 advancements, Samsung has increased to the no 25 of the leading successful business of the world.


Each country has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal repercussions. It has to study or hire a regional law specialist before beginning its operations in a particular nation.


With the rising awareness among consumers about the ecological & ethical violations of companies, Samsung has to ensure that it follows all the security standards. Ecological damages, ethical misbehaviors are not acceptable and in some nations the repercussions can be very extreme. On the other hand it has to do some Business Social Duty practices to reveal the locals that it cares about their environment and individuals.

Porter's Five Forces

Threat of Alternative

Danger of alternative for Samsung's each item classification is rather substantial. Elements for high danger of substitution for Santander B The Acquisition Of Abbey Case Study Help Mobile phone include the existence of high number of providers and Market saturation in industrialized nations, which make the cost of changing for customers almost no. Along with it, Samsung printing services items are threatened by the increasing attraction of customers towards cloud storage.

Rivalry Among Existing Firms:

The rivaly amongst Samsung and its close rivals is extreme. The major reason behind this is the method of market saturation in various number of item categories, forcing Samsung to introduce more innovative functions in existing items and brand-new innovative items to keep its growth. Other factor for the extreme rivalry among the competitors is the little product distinction amongst the items. The popular gamers in the technology market are rather aware of the significance of R&D costs for their survival and are encountering a race of marketing and R&D spending, to record the marketplace. The significant rivals for Santander B The Acquisition Of Abbey Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the fluctuating market shares which can be seen in Exhibition F.

Bargaining Power of Providers:

Santander B The Acquisition Of Abbey Case Study Help has a vast supply chain consisting of about 2700 suppliers throughout the world.( 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. These substantial orders make it possible for Samsung to negotiate rates with its suppliers. However, due to incapability of Santander B The Acquisition Of Abbey Case Study Solution to build its own software, it needs to outsource its software advancement to Google, which ends up being a possible supplier of software for Samsung, leading to high bargaining power of Google. In many of Santander B The Acquisition Of Abbey Case Study Analysis has a power to negotiate costs, but it offer significant costs to its suppliers to develop a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Haggling power of purchasers for numerous variety of product categories of Samsung is intense. One of the aspect leading to the intense bargaining power is the availability of a great deal of rivals in practically each item category i.e. competitors of Samsung Smart device, with an extremely little differentiation. The high accessibility of providers of Smart devices with minimum distinction, make the changing expense for buyers practically absolutely no, for this reason increasing the bargaining power of purchasers. Market saturation in most of the product classifications likewise make the bargaining power of buyers more intense in for Santander B The Acquisition Of Abbey Case Study Help. In spite of igh bargaining power Samsung is quite efficient in selling its products at a higher cost than much of its rivals, due to high end quality product and a reasonable brand name image.

Risk of New Entrants:

Risk of new entrants for Santander B The Acquisition Of Abbey Case Study Analysis is rather low. Along with it, requirement of huge proficiency and research study and development expenses for survival in the market likewise make new entrants reluctant to go into in the market. Market saturation is also one of the barrier of entry in technology industry.

Competitive Analysis

Samsung's high item diversification provides it distinction from its competitors. It is among the 3 top brand names by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single product category with Sony concentrating on consumer electronic devices, Nokia on cellular phone and Intel on chips, Samsung had a substantial R&D costs on all of its item classifications which make it possible for the company to earn possible earnings from sales of practically all of its products. (See Exhibit) However, due to the broad item range the business deals with high number of competitors.

The business ranks initially in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in regards to international market share, among 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 earnings from chips was growing faster than Intel and has actually grown close to the income levels of Intel, as provided in the case Exhibition 2.

Along with the chips Samsung mobile market was also growing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's mobile phone's sales development was 51% as compare to Motorola with just 4% and Nokia with zero sales growth. The significant reson behind Samsung's high growth despite of higher costs than Nokia and Motorola was the business's high-end quality cellular 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 make it possible for to get the opportunity is its mass production at low cost. Sony was the biggest rival for Santander B The Acquisition Of Abbey Case Study Solution in LCD market, however, it had likewise begun joint endeavor with Samsung in 2003 for LCD manufacturing, lessening the competition for Samsung.

Porter's Competitive Technique

Low Expense Management method of porter is completely implemented by Samsung the method they achieve economies of scale by reinforcing their core proficiencies of manufacturing. Even to the point that their competitor SONY decided to form an alliance with them to make for them, because they were unable to compete with them on low expense. Distinction is another technique well executed by Samsung by continuous investment in the R&D and remaining ahead of the competitors. They always bring something ingenious and new whether it's a service or an item.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Santander B The Acquisition Of Abbey Case Study Help would produce a brand-new brand name image by targeting the more youthful generation of the specific nation. As, specifically mobile phones of Samsung are popular among the more youthful group.


1. It is the best strategy to construct Client Life time Worth (CLV) by developing a long-term relationship with clients. Develop commitment through providing value and profit for long-lasting, as research study has revealed it is more affordable to maintain present consumers than to bring in new ones.
2. Another pro of this option is that word of mouth spread faster among more youthful people and which in turn will generate new consumers for my items.


1. Old customers who were associated with Samsung prior to might not like this new image the company is trying to represent.
2 It will sustain further costs to reposition some items and it may not even bring success as the trends alter very rapidly amongst the more youthful group.

Alternative option 2.

Samsung has actually made manufacturing its core proficiency for the a lot of part of their service and due to which its managers are not scared to totally get out of their comfort zone. It would be done by setting up training workshops during which importance of marketing will be taught and numbers will be provided. Failure to get the passing scores will get demoted. Marketing environment need to be created internally initially as real marketing begins inside the corporation.


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


2. Its con can develop a very unhealthy environment in the office, as individuals frequently withstand modification since they fear it.

Identify the best option

Alternative is the finest as it clearly has more pros since once a Customer Life time Value is built the company will benefit from it till that customer is alive and has acquiring power. Plus, our target consumers are the more youthful generation which are bound to live longer than the current aging people. Samsung's primary objective is to produce commitment amongst its consumers and make them bought it from them and even buy their different products.

Implementation Plan

• Targeting younger generation through social marketing, producing a relate to them like Pepsi make with music. And set the expectations attainable and reasonable.
• A team consisting of best marketing and sales specialists must be put together, and both views ought to be taken into account before protecting the resources required to carry out the strategy.
• Thorough interaction of the plan need to be done as it is really essential for everyone to be on the same page to make it work.
• Tasks and timelines must be construct and interacted accordingly to each person responsible.
• The manager ought to use a dashboard which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The supervisor should keep track of and keep a constant check on the total and private performance.
Due to the fact that any brand-new trend or policy may come in due to which all the things currently prepared have actually to be changed, • Everybody should be ready to adapt midway. It's much better to have contingency plans currently prepared.
• At the end of the project the manager should interact the outcomes and if successful must celebrate with the team.


The M-net program revealed engaging analysis about the low and high growth possible locations and how much marketing budget plan should be assigned appropriately. This change the budget allocation of numerous supervisors and different nations were unhappy and argued however the analysis done by the program was precise and revealed figures like The United States and Canada and Russia development potential warranted a 35% allotment while they were getting 45%. Whereas, China and Europe must be receiving 42% however were rather offered 31%. It actually assisted to relatively disperse the resources and record more consumers by investing more on ads on the high growth capacity regions of the world.


Its consistent investment in R&D and innovative practices have actually propelled them to brand-new heights however for them its' only the start and they want to be among the leading 3 brands in the world. Their marketing efforts should be directed towards younger demographic amid the internal arguments about marketing and must produce Consumer Lifetime Value as it will not just provide them advantages now but will continue to gain it till the customer life time. As the cost of maintaining the consumer is much less expensive than drawing in a new one.