Santander B The Acquisition Of Abbey Harvard Case Study Analysis

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Santander B The Acquisition Of Abbey Case Study Solution & Analysis


Santander B The Acquisition Of Abbey Case Study Help is a popular global brand name in technology market, established in 1938 by Lee Byung Chul, in South Korea. Santander B The Acquisition Of Abbey deals in a great deal of product classifications consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the business's core clients consist of the Original Equipment Manufacturers (OEMs), which used to offer Enterprise items withtheir own trademark name. Till early 1990s, the core proficiency of Business lie in its low rate offerings than its competitors by making existing products at economies of scale. Its customer circle includes Original Equipment Manufacturers (OEMs), who used to sell Santander B The Acquisition Of Abbey Case Study Help products with their own brand name. Corporation was not simply known outside Korea. There were also no or little interest in constructing the brand worldwide. Marketing budget was managed by production department with a prime focus on offering cheap products.During the 1997 Asian Financial Crisis the company almost got bankrupt, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the leading 25 most important company in the world. When Kim was employed as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Enterprise as a worldwide brand and informed his divisional supervisors to understand marketing and its importance. Now their goal is to arrive 10 by 2005.

Issue Statement

Org's shift from a product based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional managers to integrate marketing effectively is still a significant obstacle. Producing a constant brand name identity across the entire world and utilizing marketing strategies that finest fits the local culture is no simple task. The M-net program analysis have actually been actually handy in determining the high and less possible growth locations, however allotment of resources appropriately is not well received amongst the supervisors. There is no consensus amongst the hierarchy regarding the 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 product service provider. He knew that improvement can only be done through positioning Company as a company using high-end items and this might just be done through high level of marketing.

In spite of having a clear vision about how to construct Organization brand name, with a potential support of its executives, Yun dealt with numerous marketing obstacles in early years of its efforts.

One of the marketing obstacles for Yun was the perceptions of executives about the value of marketing. They considered marketing and selling as same tools and thought that quality items 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 too much high, the gap was too broader and to fill this space with wrong understandings about marketing was quite difficult for Yun.

Along with it the product variety of the business was increasing with the ripening of new product concepts by the R&D sector of Corp. Yun had a challenge to carry out marketing preparation and to develop marketing budgets for existing as well as for brand-new products from the very start, and this would take a substantial time.

A substantial shift would be required in current marketing expenses to construct the Corp brand name. This would result in increased marketing expenses for Enterprise and could disturb the administration regarding increased costs, as they were reluctant to marketing expenditures formerly and a sudden huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Company strengths depend on its huge item portfolio. Corporation has largest number of patents in the industry with overall variety of 15499 patents approved in United States( USP). Large amount of R&D spending has actually allowed the business to grow its product portfolio at a higher rate than its rivals. Santander B The Acquisition Of Abbey Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall earnings.

Another strength of Santander B The Acquisition Of Abbey Case Study Help is its ability to establish ingenious items at a constant rate. It major shows for the innovation and product designing of Org is that the business has gotten numerous awards for its innovation and item style.

Unlike Apple and other competitors, Corporation is concentrated on producing gadgets which can be quickly incorporated with any kind of open source Os (OS) and software application. This supplies Venture an edge over Apple devices.
Porter's 5 Forces Analysis
Enterprise's ability to produce high-end items at low expense of production is also one of the significant strength of Corporation as it makes it possible for the company to record more market by offering quality products with cost control.


Santander B The Acquisition Of Abbey Case Study Solution weak points are hidden in the company's reliance on outsourcing software application for its devices due to company's inability in establishing software application, unlike Sony. Corp also has low revenue margins as compare to Apple due to substantial distinction in the rates of Apple and Venture with a much lower distinction in quality. The varied focus of the business due to large number of items in its portfolio, result in the less efficient production and make the company unable to charge higher costs like Apple. The business is also ineffective in handling its patents and often faces the issue of patent infraction.


Opportunities for Santander B The Acquisition Of Abbey Case Study Solution lie in the growing Mobile phone market and the company's efficiency in the market. Organization currently runs in about 80 nations and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant industry environment of technology industry position an extreme danger on Corporation's survival and require the company to invest much of its revenues share on R&D in order to survive in the long run. The marketplace saturation in developed nations i.e. saturation of mobile business is likewise a huge danger for the company's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Org offers quality products and has a rather abundant portfolio which caters to various sectors. LCD and mobile phones are the greatest items of Venture, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Smart phone.
• A/c.
• Personal computers.
• Hard disks.
• Washer.
• Fridges.
• Video cameras.
• Microwaves.
• Flash memory.


Santander B The Acquisition Of Abbey Case Study Analysis utilizes both market competitive and market skimming rates techniques for its variety of products. In competitive pricing it changes the price according to the competition in order to acquire benefit, whereas, it utilizes market skimming technique where the item has an added worth and by offering a couple of products it can reach break-even.


It has one of the best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon and so on. All its products are timely provided to the selling location/ 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 promotion and digital ads are utilizes to create awareness about Corporation items.

Value Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns numerous logistics firms as it subsidiaries. It looks after its suppliers and creates a harmonious relationship with them and even lowered their payment cycles to improve this relationship further which adds value to their chain network.


Corp's core competency is its mass making it produces 90% of its items internal. Divided into 3 different divisions its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronics. It is maintaining operation centers worldwide to further add worth 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 Help has the ability to take on Apple. Company's own Electronic Logitec system plays a significant role in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance claims, etc. on behalf of Corp.

Marketing and Sales.

Bring in target client attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the item offers. Santander B The Acquisition Of Abbey Case Study Analysis marketing budget plan is constantly rising given that they started their repositioning internationally and will continue to do so as they are constantly aiming to invest and expand in high potential growth markets. The budget is invested in events, print and media advertisements, public relations etc.

Business put their consumers at the leading and continuously strive to provide unmatchable consumer service requirements. By adding a direct assistance line to contact them 24 hours they have even more increased the added worth of Org service.


Santander B The Acquisition Of Abbey Case Study Help has actually diversified market segmentation, based upon its arrangement of wide range of items to large number of consumers. Business target consumer segments can be divided into 3 categories i.e. Santander B The Acquisition Of Abbey Case Study Help IT and Mobile Communications, Enterprise Customer Electronics and Business Gadget solutions.


Santander B The Acquisition Of Abbey Case Study Solution geographic segmentation is based upon two requirements i.e. area and density. Business serves about 80 nations worldwide with its products supplied to Urban along with Rural areas of the nation. The Corp is also growing its worldwide existence and the business's flexibility in finding its plants motivates global growth of Venture.


The demographic division of Santander B The Acquisition Of Abbey Case Study Solution is based upon gender, age, life-cycle phase and occupation. Enterprise produces items that can be used by both males and females. The target consumers for Org IT and mobile interaction products have an age variety of 18-65 with bulk at a young or recently married life cycle stage. They are primarily experts, students and workers. Apart from it, Business Customer Electronic devices are targeted to a consumer section with an age variety of 25-65. They are mainly workers and experts. Nevertheless Santander B The Acquisition Of Abbey Case Study Help Gadget Solutions are targeted at students, staff members and professionals with an age series 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 consumer. Organization target customers on the basis of social class are mainly upper middle, middle and working class customers, as Corp sell items like cell phones very little less expensive i.e. Motorola as well as very little expensive i.e. Apple. It offers quality products to middle level customers at a slightly high rate than others targeting the exact same section.


Santander B The Acquisition Of Abbey Case Study Help bulk target clients have unique behavioural characteristics. It has clients with an ambitious, trendy and determined personality with moderate level of commitment towards the brand. Its clients have some degree of shift towards other renowned brands i.e. Apple. Most of Organization customers desire quality along with expense control. They are brought in towards Enterprise since of its moderate rates with a degree of quality.

Quantitative analysis.

Sales of Santander B The Acquisition Of Abbey Case Study Analysis has actually increased astonishingly 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 Company with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Yes, this decision is based upon the objective of Kim to target the more youthful audience and produce a global brand name image of the business. Whereas, the core strength of the business is presently making however long gone are those days when good products were offering themselves. In the existing age marketing is extremely important and business can not succeed without it. Kim has actually already started to enhance the marketing activities of Venture and very soon it will turn into one of its core strength like manufacturing if not better.



Corp runs styles, manufactures and offer a vast portfolio of consumer electronic devices. It runs in an extremely competitive environment and has successfully placed itself as the maker of quality products. The answer is yes.


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


Due to the nature of the industry, it is very simple for rivals to comprehend the functionality of the products and easily make their own models. Yes, Organization is only behind IBM in registering brand-new patents each year, but the benefit is very short-term in this industry.


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

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every country worldwide, bulk of the environments like U.S.A., Europe, China and so on, are extremely conductive for its operations. It faces some political pressures in less developed nations where law and order circumstance is not great. Latin American, African and some Asian nations fall in this classification, where political instability do have a result on Santander B The Acquisition Of Abbey Case Study Help operations.


Purchasing power of clients is important for business like Company to be successful and grow. Emerging markets like India, middle-eastern countries and so on offer growth opportunities, whereas, due to recession even the consumers of industrialized countries suffer terribly. It is really crucial for the business to keep an eye on the ongoing economic circumstance of the nation prior to entering the market.


Multinational business have to deal with numerous social and cultural problems during its operations in a foreign country. Company has actually also dealt with numerous concerns but have actually embraced to the local environments of most of the countries exceptionally well. It has customized its products, practices, policies and so on accordingly in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research & Advancement, and with constant ingenious item launches, Santander B The Acquisition Of Abbey Case Study Help is among the top innovative companies of the world. With a clear mission to be ahead of the rest when it comes to technological developments, Venture has increased to the no 25 of the leading successful companies of the world.


Each country has their own laws and policies, being an international company Corp have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. It has to study or work with a local law expert prior to beginning its operations in a specific nation.


With the increasing awareness among customers about the environmental & ethical offenses of business, Business has to make sure that it follows all the safety guidelines. Ecological damages, ethical misbehaviors are not appropriate and in some countries the consequences can be really severe. On the other hand it needs to do some Corporate Social Duty practices to reveal the locals that it cares about their environment and individuals.

Porter's Five Forces

Hazard of Substitution

Risk of substitution for Business's each item category is rather substantial. Running in a very dynamic market lead the business to face a high hazard of replacement. Aspects for high hazard of replacement for Santander B The Acquisition Of Abbey Case Study Solution Smartphone include the existence of high number of suppliers and Market saturation in developed nations, that make the expense of changing for customers nearly absolutely no. Substitution hazards for Company visual display lie in the altering life style of customers. Clients can change to seeing visuals in your home towards outdoor activities. In addition to it, Enterprise printing options products are threatened by the increasing attraction of clients towards cloud storage.

Competition Among Existing Companies:

The rivaly amongst Business and its close competitors is intense. The significant factor behind this is the approach of market saturation in various variety of product classifications, requiring Business to present more ingenious functions in existing items and new innovative items to preserve its growth. Other factor for the intense competition amongst the rivals is the little product differentiation among the items. The popular gamers in the technology industry are quite familiar with the importance of R&D spending for their survival and are facing a race of marketing and R&D spending, to record the market. The major rivals for Santander B The Acquisition Of Abbey Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the fluctuating market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

Santander B The Acquisition Of Abbey Case Study Help has a large supply chain consisting of about 2700 suppliers throughout the world.( Business Sustainability Report, 2016) Supplier's bargaining power for Org is low as Org runs economies of scale and its orders are of potential size and worth. These substantial orders make it possible for Organization to negotiate rates with its providers. Nevertheless, due to incapability of Santander B The Acquisition Of Abbey Case Study Help to build its own software, it needs to outsource its software application advancement to Google, which ends up being a prospective supplier of software application for Company, leading to high bargaining power of Google. In many of Santander B The Acquisition Of Abbey Case Study Solution 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:

Negotiating power of buyers for various variety of item classifications of Enterprise is extreme. Among the factor causing the intense bargaining power is the availability of a great deal of competitors in nearly each item classification i.e. rivals of Corp Smart device, with a really little differentiation. The high availability of suppliers of Smart devices with minimum distinction, make the changing cost for buyers practically absolutely no, thus increasing the bargaining power of buyers. Market saturation in most of the item categories likewise make the bargaining power of buyers more extreme in for Santander B The Acquisition Of Abbey Case Study Analysis. In spite of igh bargaining power Organization is quite capable of offering its items at a greater cost than much of its rivals, due to luxury quality item and a fair brand image.

Risk of New Entrants:

Danger of brand-new entrants for Santander B The Acquisition Of Abbey Case Study Analysis is quite low. Along with it, requirement of big know-how and research and advancement expenses for survival in the market also make brand-new entrants reluctant to enter in the market. Market saturation is likewise one of the barrier of entry in technology market.

Competitive Analysis

Company's high product diversity supplies it differentiation from its rivals. It is among the 3 leading brands by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product classification with Sony concentrating on customer electronic devices, Nokia on mobile phone and Intel on chips, Business had a substantial R&D spending on all of its item categories which allow the company to earn prospective earnings from sales of practically all of its products. (See Exhibit) However, due to the large product variety the business faces high number of rivals.

The company ranks initially in 4 product categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to worldwide market share, amongst 8 various product categories. Organization was the global leader in making DRAM, SRAM and NAND flash chips. Corporation profits from chips was less than Intel however its incomes from chips was growing much faster than Intel and has grown close to the income levels of Intel, as provided in the case Exhibition 2.

Along with the chips Organization mobile market was also flourishing at a high rate than its rivals i.e. Motorola and Nokia. Enterprise's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales development. The major reson behind Company's high growth despite of higher rates than Nokia and Motorola was the company's high-end quality cell phones.

Company was also reaping the benefits from increasing market share of high end LCDs as given up case Exhibit 3. The major factor, making the company enable to get the opportunity is its mass production at low expense. Sony was the most significant competitor for Santander B The Acquisition Of Abbey Case Study Analysis in LCD market, nevertheless, it had also begun joint venture with Company in 2003 for LCD making, minimizing the competition for Corp.

Porter's Competitive Technique

Low Expense Leadership strategy of porter is fully implemented by Organization the way they achieve economies of scale by strengthening their core proficiencies of production. Even to the point that their competitor SONY chose to form an alliance with them to manufacture for them, due to the fact that they were unable to take on them on low cost. Distinction is another strategy well implemented by Enterprise by continuous investment in the R&D and remaining ahead of the competition. They constantly bring something ingenious and new whether it's a product or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Santander B The Acquisition Of Abbey Case Study Solution would create a new brand name image by targeting the more youthful generation of the specific country. As, specifically cellphones of Corporation are very popular among the younger demographic.


1. It is the very best technique to develop Client Life time Worth (CLV) by creating a long-term relationship with customers. Construct commitment through delivering worth and profit for long-term, as research study has showed it is more affordable to retain existing consumers than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread quicker amongst younger people and which in turn will bring in brand-new consumers for my items.


1. Old customers who were connected with Business before might not like this brand-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 really quickly among the younger demographic.

Alternative service 2.

Company has actually made producing its core proficiency for the most part of their business and due to which its managers are not afraid to totally get out of their convenience zone. It would be done by organizing training workshops throughout 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 created internally first as genuine marketing starts inside the corporation.


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


2. Its con can develop a really unhealthy environment in the work environment, as individuals typically resist modification since they fear it.

Determine the very best option

First option is the very best as it plainly has more pros since as soon as a Consumer Lifetime Worth is built the company will profit from it till that customer lives and has purchasing power also. Plus, our target consumers are the younger generation which are bound to live longer than the existing aging individuals. Org's primary objective is to develop commitment among its customers and make them redeemed it from them and even buy their various products.

Implementation Strategy

• Targeting younger generation through social marketing, creating a link with them like Pepsi do with music. And set the expectations possible and sensible.
• A team consisting of finest marketing and sales experts need to be assemble, and both views should be taken into account prior to securing the resources required to carry out the plan.
• Thorough interaction of the strategy need to be done as it is very essential for everybody to be on the same page to make it work.
• Jobs and timelines should be construct and communicated accordingly to each person accountable.
• The supervisor must 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 need to keep track of and keep a constant examine the specific and overall performance.
Since any brand-new trend or policy may come in due to which all the things currently prepared have actually to be adjusted, • Everyone need to be willing to adjust midway. It's better to have contingency plans already prepared.
• At the end of the project the manager need to interact the outcomes and if effective need to commemorate with the group.


The M-net program exposed engaging analysis about the high and low development potential areas and how much advertising budget should be assigned accordingly. This change the spending plan allotment of many managers and different nations were dissatisfied and argued but the analysis done by the program was accurate and showed figures like North America and Russia development potential merited a 35% allowance while they were getting 45%. Whereas, China and Europe should be getting 42% but were instead provided 31%. It truly assisted to fairly disperse the resources and record more customers by spending more on ads on the high development capacity areas of the world.

Its constant investment in R&D and innovative practices have actually propelled them to new heights however for them its' only the start and they desire to be amongst the leading 3 brand names in the world. Their marketing efforts should be directed towards more youthful market amidst the internal arguments about marketing and should create Customer Life time Value as it will not just provide them benefits now but will continue to enjoy it till the consumer life time. As the cost of maintaining the client is much less expensive than attracting a brand-new one.