Santander B The Acquisition Of Abbey Harvard Case Study Analysis

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Santander B The Acquisition Of Abbey Case Study Solution and Analysis


Historically, the company's core clients include the Original Equipment Manufacturers (OEMs), which used to sell Santander B The Acquisition Of Abbey Case Study Solution items withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who utilized to sell Enterprise products with their own brand name. He rearranged Org as a worldwide brand and informed his divisional managers to comprehend marketing and its significance.

Problem Declaration

Corp's shift from a product based to a marketing business is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to include marketing effectively is still a significant difficulty. Producing a constant brand name identity across the entire world and employing marketing methods that finest fits the regional culture is no easy task. The M-net program analysis have been actually handy in figuring out the high and less potential development locations, however allocation of resources accordingly is not well received amongst the supervisors. There is no agreement among the hierarchy regarding the very best matched future strategy.
Executive Summary
Situational Analysis

Yun had a rather clear image in his mind about how Santander B The Acquisition Of Abbey Case Study Help can change from a low end to a high end item service provider. He understood that transformation can only be done through placing Organization as a business using high-end items and this might only be done through high level of marketing.

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

Among the marketing challenges for Yun was the understandings of executives about the worth of marketing. They considered marketing and selling as 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 company practices, and the current marketing requirement was excessive high, the gap was too larger and to fill this space with wrong understandings about marketing was rather challenging for Yun.

Along with it the product range of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Enterprise. Yun had an obstacle to carry out marketing preparation and to create marketing spending plans for existing as well as for brand-new items from the very beginning, and this would take a big time.

A big shift would be required in present marketing expenditures to build the Santander B The Acquisition Of Abbey Case Study Analysis brand name. This would result in increased marketing expenditures for Enterprise and might interrupt the administration relating to increased expenditures, as they hesitated to marketing expenditures previously and an abrupt big shiftwould make them disrupt. This could result in declining executive assistance for global marketing. In this circumstance, Yun deals with a difficulty for justifying increased marketing expenditures by demonstrating the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Company strengths depend on its substantial product portfolio. Corporation has biggest variety of patents in the industry with overall variety of 15499 patents approved in US( USP). Big amount of R&D spending has actually allowed the business to grow its item portfolio at a greater rate than its rivals. Santander B The Acquisition Of Abbey Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall revenues.

Another strength of Santander B The Acquisition Of Abbey Case Study Analysis is its ability to establish innovative products at a constant rate. It significant shows for the innovation and item developing of Venture is that the company has received a lot of awards for its development and item style.

Unlike Apple and other rivals, Business is focused on producing devices which can be easily incorporated with any kind of open source Operating System (OS) and software. This offers Organization an edge over Apple devices.
Porter's 5 Forces Analysis
Corporation's capability to produce high-end items at low expense of production is likewise one of the significant strength of Venture as it enables the business to catch more market by offering quality items with cost control.


Enterprise's weak points are hidden in the company's dependence on outsourcing software application for its gadgets due to company's inability in developing software application, unlike Sony. Santander B The Acquisition Of Abbey Case Study Help likewise has low earnings margins as compare to Apple due to substantial difference in the rates of Apple and Org with a much lower difference in quality.


Opportunities for Org lie in the growing Smart device market and the company's effectiveness in the market. It can increase its market share and earnings from cellular phone as the business is quite effective in cell phone market. Enterprise currently runs in about 80 nations and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Organization can move towards acquisitions to acquire patents. It would allow the business to increase its item portfolio with an increase in its wealth.


The dynamic industry environment of innovation industry posture a severe risk on Corporation'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 business is also a huge risk for the business's growth in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Corp provides quality items and has a quite abundant portfolio which caters to various sections. LCD and mobile phones are the biggest products of Company, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Mobile phones.
• A/c unit.
• Desktop computer.
• Hard drives.
• Washing machines.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander B The Acquisition Of Abbey Case Study Analysis uses both market competitive and market skimming rates methods for its wide variety of items. In competitive prices 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 selling a few products it can reach break-even.


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

Vrio Analysis
It utilizes both offline & online channels of promo to market their items. Paid item advertisements, social promo and digital ads are uses to produce awareness about Enterprise items.

Value Chain Analysis.

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

Incoming Logistics.

For its inbound logistics it owns various logistics companies as it subsidiaries. It looks after its providers and creates an unified relationship with them and even decreased their payment cycles to improve this relationship further which adds value to their chain network.


Corp's core proficiency is its mass producing it produces 90% of its items internal. Divided into three various departments its operations are particularly IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is preserving operation hubs worldwide to further include worth to its value chain network.

Outbound Logistics.

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

Marketing and Sales.

Attracting target client attention towards the item is done through marketing and sales to communicate with them the value and competitive advantage the item provides. Santander B The Acquisition Of Abbey Case Study Solution advertising budget is constantly rising since they began their rearranging worldwide and will continue to do so as they are continuously seeking to expand and invest in high potential development markets. The budget is spent on occasions, print and media advertisements, public relations and so on.

Corporation Service. Corp put their clients on top and continually aim to provide unmatchable client service standards. As after sales service is ending up being extremely important to keep consumers delighted and engaged, they even carry out surveys through third parties to learn their customer's feedback and implement it in the positive way to lower or if possible entirely remove their consumer concerns. By including a direct assistance line to call them 24 hr they have even more increased the added value of Santander B The Acquisition Of Abbey Case Study Help service.


Santander B The Acquisition Of Abbey Case Study Analysis has diversified market segmentation, based upon its arrangement of wide variety of items to a great deal of consumers. Corporation target consumer sections can be divided into 3 categories i.e. Santander B The Acquisition Of Abbey Case Study Solution IT and Mobile Communications, Business Consumer Electronic Devices and Enterprise Device solutions.


Santander B The Acquisition Of Abbey Case Study Analysis geographical segmentation is based upon two requirements i.e. area and density. Business serves about 80 nations worldwide with its items offered to Urban as well as Backwoods of the country. The Business is likewise growing its international existence and the company's flexibility in locating its plants encourages global expansion of Enterprise.


Enterprise produces items that can be used by both females and males. The target clients for Org IT and mobile communication products have an age variety of 18-65 with majority at a young or newly married life cycle phase. Apart from it, Venture Customer Electronics are targeted to a consumer segment with an age range of 25-65.


The psychographic segmentation of Santander B The Acquisition Of Abbey Case Study Analysis s based upon the social class and the life style of the customer. Business target customers on the basis of social class are mainly upper middle, middle and working class consumers, as Venture offer products like cellular phone very little less expensive i.e. Motorola in addition to not much pricey i.e. Apple. It supplies quality items to middle level consumers at a slightly high rate than others targeting the exact same segment.


Santander B The Acquisition Of Abbey Case Study Solution bulk target clients have distinct behavioural qualities. They are attracted towards Organization since of its moderate prices with a level of quality.

Quantitative analysis.

Sales of Company has increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has actually likewise lowered its debt from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Organization with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Since of the high overhead cost, profits/ sales are increasing however net revenue is not increasing appropriately. New growths and working with's were the primary reason of the increase in the overhead costs, with china currently not supplying any profit to Corporation, but there is a lot capacity in the present market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the business is presently producing but long gone are those days when good products were offering themselves. Kim has already started to strengthen the marketing activities of Enterprise and really quickly it will become one of its core strength like producing if not better.



Organization operates designs, manufactures and sell a vast portfolio of consumer electronics. It runs in an extremely competitive environment and has successfully placed itself as the maker of quality items. The response is yes.


As, said earlier that Santander B The Acquisition Of Abbey Case Study Analysis runs in an extremely competitive environment, which suggests all the companies have comparable products. The response for rarity is no.


Due to the nature of the market, it is very simple for competitors to understand the performance of the products and easily make their own designs. Yes, Corp is just behind IBM in registering new patents each year, however the benefit is extremely short-term in this industry.


Chairman Lee has completely turnaround Company, from going almost bankrupt throughout the Asian financial crisis of 1997 to the leading 25 business in the world. Absolutely yes there appertains company in the company and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every country worldwide, majority of the environments like U.S.A., Europe, China etc., are very conductive for its operations. However, it faces some political pressures in less developed nations where order scenario is bad. Latin American, African and some Asian countries fall in this category, where political instability do have an effect on Santander B The Acquisition Of Abbey Case Study Analysis operations.


Purchasing power of clients is crucial for companies like Corp to grow and prosper. Emerging markets like India, middle-eastern nations and so on provide growth chances, whereas, due to recession even the clients of industrialized countries suffer terribly. Hence it is very important for the company to watch on the ongoing economic circumstance of the nation before entering the market.


International business need to face numerous social and cultural problems during its operations in a foreign nation. Business has actually also faced numerous problems but have actually adopted to the regional environments of the majority of the countries incredibly well. It has tailored its products, practices, policies and so on appropriately in order to be successful.


With a yearly expense of 2.4 billion dollars in Research & Advancement, and with continuous ingenious item launches, Santander B The Acquisition Of Abbey Case Study Solution is among the leading ingenious companies of the world. With a clear objective to be ahead of the rest when it comes to technological developments, Organization has actually increased to the no 25 of the top effective business of the world.


Each nation has their own laws and policies, being an international business Company have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal repercussions. It has to study or work with a local law expert before starting its operations in a specific nation.


With the rising awareness amongst customers about the ethical & ecological offenses of companies, Business has to ensure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some countries the consequences can be really severe. On the other hand it has to do some Business Social Duty practices to show the locals that it appreciates their environment and people.

Porter's 5 Forces

Hazard of Alternative

Risk of alternative for Enterprise's each product category is rather significant. Running in a very vibrant market lead the company to face a high risk of alternative. Aspects for high danger of substitution for Santander B The Acquisition Of Abbey Case Study Help Smartphone include the presence of high variety of providers and Market saturation in developed nations, that make the cost of switching for consumers practically zero. Substitution dangers for Enterprise visual display depend on the changing lifestyle of clients. Clients can change to viewing visuals in your home towards outdoor activities. In addition to it, Organization printing solutions items are threatened by the increasing tourist attraction of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Org and its close competitors is intense. The major reason behind this is the approach of market saturation in various variety of product classifications, requiring Enterprise to introduce more ingenious functions in existing items and new innovative products to maintain its development. Other aspect for the intense rivalry among the competitors is the little item distinction amongst the products. The popular players in the technology market are rather knowledgeable about the importance of R&D spending for their survival and are encountering a race of marketing and R&D spending, to record the market. The major competitors for Santander B The Acquisition Of Abbey Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry leads to the changing market shares which can be seen in Exhibition F.

Bargaining Power of Suppliers:

Santander B The Acquisition Of Abbey Case Study Analysis has a large supply chain consisting of about 2700 providers throughout the world.( Company Sustainability Report, 2016) Supplier's bargaining power for Enterprise is low as Corporation runs economies of scale and its orders are of possible size and worth. These huge orders enable Corporation to work out costs with its suppliers. Due to incapability of Business to develop its own software application, it has to outsource its software development to Google, which ends up being a possible provider of software application for Corporation, resulting in high bargaining power of Google. In most of Santander B The Acquisition Of Abbey Case Study Help has a power to work out rates, however it supply considerable rates to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Market saturation in most of the product classifications likewise make the bargaining power of buyers more intense in for Organization. In spite of igh bargaining power Business is rather capable of selling its items at a greater price than much of its competitors, due to high end quality product and a fair brand name image.

Danger of New Entrants:

Risk of brand-new entrants for Santander B The Acquisition Of Abbey Case Study Analysis is quite low. Along with it, requirement of substantial proficiency and research and advancement expenditures for survival in the industry likewise make new entrants reluctant to go into in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Corp's high product diversification provides it differentiation from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item classification with Sony focusing on consumer electronic devices, Nokia on cell phones and Intel on chips, Santander B The Acquisition Of Abbey Case Study Help had a big R&D spending on all of its product categories which make it possible for the business to earn prospective profits from sales of practically all of its items.

The business ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of worldwide market share, among 8 different product categories. Organization was the worldwide leader in making DRAM, SRAM and NAND flash chips. Org incomes from chips was less than Intel but its profits from chips was growing quicker than Intel and has grown close to the revenue levels of Intel, as given in the case Exhibition 2.

In addition to the chips Venture mobile market was also growing at a high rate than its rivals i.e. Motorola and Nokia. Org's cellular phone's sales development was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales development. The significant reson behind Company's high growth despite of greater costs than Nokia and Motorola was the business's high-end quality cell phones.

Corp was likewise reaping the benefits from increasing market share of high end LCDs as given up case Display 3. The significant factor, making the business make it possible for to get the chance is its mass production at low expense. Sony was the greatest competitor for Santander B The Acquisition Of Abbey Case Study Help in LCD market, nevertheless, it had likewise begun joint venture with Venture in 2003 for LCD producing, lessening the competitors for Corporation.

Porter's Competitive Strategy

Low Cost Leadership technique of porter is completely executed by Company the method they attain economies of scale by strengthening their core competencies of manufacturing. They always bring something brand-new and innovative whether it's a service or a product.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Santander B The Acquisition Of Abbey Case Study Analysis would develop a brand-new brand image by targeting the younger generation of the specific nation. As, particularly cellphones of Venture are preferred amongst the younger market.


1. It is the very best method to develop Customer Life time Value (CLV) by producing a long-term relationship with consumers. Develop loyalty through providing value and reap the benefits for long-term, as research has actually showed it is much cheaper to maintain present consumers than to bring in new ones.
2. Another pro of this alternative is that word of mouth spread quicker among more youthful individuals and which in turn will generate new customers for my items.


1. Old consumers who were connected with Enterprise before may not like this brand-new image the company is attempting to represent.
2 It will incur more expenditures to reposition some items and it may not even bring success as the patterns alter very quickly amongst the younger demographic.

Alternative option 2.

Business has actually made producing its core competency for the most part of their organisation and due to which its supervisors are not scared to fully step out of their convenience zone. It would be done by organizing training workshops during which value of marketing will be taught and numbers will be provided. Failure to get the passing ratings will get demoted. Marketing environment ought to be produced internally initially as real marketing begins inside the corporation.


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


2. Its con can create a very unhealthy environment in the work environment, as individuals often resist modification since they fear it.

Recognize the very best alternative

Alternative is the best as it plainly has more pros due to the fact that as soon as a Client Lifetime Value is developed the company will benefit from it till that consumer is alive and has acquiring power. Plus, our target customers are the younger generation which are bound to live longer than the present old age people. Nevertheless, Corp's primary objective is to develop loyalty amongst its consumers and make them redeemed it from them and even buy their different products as well.

Execution Strategy

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi make with music. And set the expectations sensible and achievable.
• A team including finest marketing and sales professionals must be assemble, and both views should be taken into consideration prior to securing the resources needed to carry out the strategy.
• Thorough communication of the plan ought to be done as it is really important for everybody to be on the exact same page to make it work.
• Jobs and timelines must be develop and interacted appropriately to each person responsible.
• The manager ought to use a control panel which reveals the development of all the jobs which have actually been done or about to be done and by whom.
• The manager should keep track of and keep a continuous look at the overall and specific efficiency.
• Everybody ought to want to adapt midway because any new trend or policy might come in due to which all the things already planned need to be changed. It's better to have contingency strategies currently prepared.
• At the end of the project the supervisor need to communicate the outcomes and if successful ought to celebrate with the group.


This change the budget plan allowance of many supervisors and various countries were unhappy and argued however the analysis done by the program was precise and revealed figures like North America and Russia growth prospective warranted a 35% allotment while they were getting 45%. It really helped to relatively distribute the resources and record more clients by spending more on ads on the high growth capacity areas of the world.

Santander B The Acquisition Of Abbey Case Study Help is a top 25 business on the planet now and prepares to get ahead of Sony who sits currently at no. 20. Its continuous investment in R&D and ingenious practices have actually moved them to new heights however for them its' only the start and they wish to be amongst the top 3 brand names on the planet. They totally turnaround from almost going bankrupt throughout the Asian Financial Crisis to a world renowned brand, known for quality and development. Their value chain and their core proficiency their production capability, along-with international brand image structure have 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 only increase even more in the future. Their marketing efforts need to be directed towards more youthful demographic in the middle of the internal arguments about marketing and need to create Customer Lifetime Value as it will not just give them advantages now but will continue to gain it till the customer life time. As the cost of keeping the customer is more affordable than attracting a brand-new one.