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 consumers consist of the Original Equipment Manufacturers (OEMs), which utilized to offer Santander B The Acquisition Of Abbey Case Study Help products withtheir own brand name. Its customer circle includes Original Equipment Manufacturers (OEMs), who utilized to offer Samsung items with their own brand name. He repositioned Samsung as an international brand name and educated his divisional supervisors to understand marketing and its significance.

Issue Declaration

Samsung's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional managers to integrate marketing successfully is still a significant obstacle. Creating a consistent brand identity across the entire world and employing marketing methods that best fits the regional culture is no easy job. The M-net program analysis have actually been actually practical in determining the high and less prospective growth areas, however allotment of resources accordingly is not well received among the managers. There is no consensus amongst the hierarchy relating to the very best fit future method.
Executive Summary
Situational Analysis

Yun had a quite 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 change can just be done through positioning Samsung as a company offering high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand name, with a potential assistance of its executives, Yun dealt with several marketing obstacles in early years of its efforts.

Among the marketing obstacles for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as same tools and thought that quality products do not needed 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 wider and to fill this gap with incorrect perceptions about marketing was quite difficult for Yun.

Along with it the product range of the business was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had an obstacle to perform marketing planning and to develop marketing budget plans for existing as well as for new items from the very start, and this would take a big time.

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

Internal Analysis
SWOT Analysis

Samsung strengths lie in its big item portfolio. Samsung has biggest number of patents in the market with overall variety of 15499 patents given in US( USP). Big amount of R&D spending has made it possible for the company to grow its product portfolio at a greater rate than its competitors. 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 profits.

Another strength of Santander B The Acquisition Of Abbey Case Study Help is its capability to establish ingenious products at a constant rate. It major proves for the development and product designing of Samsung is that the business has actually received so many awards for its innovation and product design.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be easily integrated with any kind of open source Operating System (OS) and software. This provides Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce luxury items at low cost of production is likewise among the significant strength of Samsung as it allows the business to catch more market by supplying quality items with cost control.

Weak points

Santander B The Acquisition Of Abbey Case Study Help weak points are hidden in the business's reliance on outsourcing software for its gadgets due to business's inability in establishing software application, unlike Sony. Samsung likewise has low revenue margins as compare to Apple due to big distinction in the prices of Apple and Samsung with a much lesser difference in quality. The varied focus of the company 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 likewise inefficient in handling its patents and regularly deals with the issue of patent infraction.


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


The dynamic market environment of technology industry pose an extreme hazard on Samsung's survival and force the company to spend much of its revenues share on R&D in order to survive in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile company is also a big threat for the company's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Santander B The Acquisition Of Abbey Case Study Analysis provides quality products and has a rather abundant portfolio which caters to different segments. Most of the products remain in the leading 3 of their particular markets. LCD and cellphones 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 conditioning unit.
• Desktop computer.
• Hard disks.
• Washing machines.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander B The Acquisition Of Abbey Case Study Analysis uses both market competitive and market skimming prices methods for its variety of items. In competitive rates it changes the price according to the competitors in order to gain advantage, whereas, it uses market skimming technique 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 distributors, their own sole suppliers, E commerce channels like Amazon etc. All its items are prompt supplied to the selling place/ provided to the consumers straight in case of online order.

Vrio Analysis
It wasn't a widely known company outside of Korea till 1993. The management initiative taken by their CEO has actually pushed them to market more effectively outside the borders and now it has actually entered the league of leading 25 business in the world in simply 9 years. This is an exceptional accomplishment in spite of the continuous arguments amongst the supervisors about embracing marketing practices. It uses both offline & online channels of promo to market their items. Paid product advertisements, social promotion and digital advertisements are utilizes to create awareness about Samsung items.

Worth Chain Analysis.

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

Incoming Logistics.

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


Samsung's core proficiency is its mass manufacturing it produces 90% of its items internal. Divided into three different divisions its operations are specifically IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the primary reasons Santander B The Acquisition Of Abbey Case Study Analysis is able to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target client attention towards the item is done through marketing and sales to interact with them the worth and competitive advantage the product provides. Santander B The Acquisition Of Abbey Case Study Analysis advertising budget plan is continuously increasing considering that they began their rearranging worldwide and will continue to do so as they are constantly wanting to invest and expand in high prospective development markets. The spending plan is invested in occasions, print and media ads, public relations and so on.

Samsung Service. Samsung put their customers at the top and constantly strive to provide unmatchable customer support standards. As after sales service is becoming incredibly important to keep clients happy and engaged, they even perform studies through 3rd parties to find out their consumer's feedback and implement it in the favorable method to reduce or if possible entirely eliminate their consumer issues. By adding a direct support line to call them 24 hr they have actually further increased the included worth of Santander B The Acquisition Of Abbey Case Study Help service.


Santander B The Acquisition Of Abbey Case Study Help has diversified market division, based upon its provision of large range of items to large number of consumers. Samsung target customer sectors can be divided into 3 classifications i.e. Santander B The Acquisition Of Abbey Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronics and Samsung Gadget solutions.


Santander B The Acquisition Of Abbey Case Study Solution geographic segmentation is based upon 2 criteria i.e. region and density. Samsung serves about 80 nations worldwide with its products offered to Urban along with Rural areas of the nation. The Samsung is likewise growing its worldwide presence and the company's versatility in locating its plants encourages global expansion of Samsung.


The market segmentation of Santander B The Acquisition Of Abbey Case Study Help is based upon gender, age, life-cycle phase and occupation. Samsung produces items that can be utilized by both males and women. The target customers for Samsung IT and mobile interaction items have an age variety of 18-65 with majority at a young or recently married life process stage. They are mostly trainees, workers and experts. Apart from it, Samsung Customer Electronic devices are targeted to a customer section with an age series of 25-65. They are primarily professionals and employees. Nevertheless Santander B The Acquisition Of Abbey Case Study Analysis Gadget Solutions are targeted at trainees, employees and professionals with an age variety of 25-65.


The psychographic division of Santander B The Acquisition Of Abbey Case Study Solution s based upon the social class and the lifestyle of the customer. Samsung target consumers on the basis of social class are primarily upper middle, middle and working class clients, as Samsung offer items like cell phones not much cheaper i.e. Motorola in addition to very little expensive i.e. Apple. It offers quality items to middle level consumers at a slightly high cost than others targeting the exact same segment.


Santander B The Acquisition Of Abbey Case Study Help majority target consumers have unique behavioural characteristics. They are drawn in towards Samsung since of its moderate costs with a degree of quality.

Quantitative analysis.

Sales of Samsung has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has also minimized its debt from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Profits/ sales are increasing but net earnings is not increasing accordingly since of the high overhead expense. New growths and working with's were the primary reason of the increase in the overhead expenses, with china presently not providing any revenue to Samsung, but there is a lot potential in the current market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the business is currently producing however long gone are those days when great products were selling themselves. Kim has already started to enhance the marketing activities of Samsung and extremely quickly it will end up being one of its core strength like manufacturing if not better.



Samsung runs styles, makes and sell a vast portfolio of customer electronic devices. It operates in a very competitive environment and has successfully positioned itself as the maker of quality products. So, the response is yes.


As, said earlier that Santander B The Acquisition Of Abbey Case Study Solution operates in an extremely competitive environment, which suggests all the business have similar items. The response for rarity is no.


Due to the nature of the industry, it is really easy for rivals to understand the functionality of the items and easily make their own models. Yes, Samsung is just behind IBM in signing up new patents each year, however the advantage is very short term in this market.


Chairman Lee has entirely turn-around Samsung, from going nearly insolvent throughout the Asian monetary crisis of 1997 to the leading 25 business in the world. Certainly yes there appertains company in the company and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread nearly in every nation worldwide, bulk of the environments like USA, Europe, China etc., are very conductive for its operations. Nevertheless, it deals with some political pressures in less developed countries where law and order circumstance is bad. 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 Analysis operations.


Purchasing power of customers is vital for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern nations etc. provide growth opportunities, whereas, due to economic crisis even the customers of developed countries suffer terribly. Hence it is really important for the business to watch on the ongoing economic situation of the nation before getting in the marketplace.


Multinational companies have to deal with different social and cultural issues throughout its operations in a foreign country. Samsung has actually likewise faced numerous issues however have actually embraced to the regional environments of the majority of the countries extremely well. It has customized its products, practices, policies etc. appropriately in order to succeed.


With a yearly expenditure of 2.4 billion dollars in Research & Development, and with continuous ingenious product launches, Santander B The Acquisition Of Abbey Case Study Analysis is among the leading innovative business of the world. With a clear mission to be ahead of the rest when it comes to technological improvements, Samsung has risen to the no 25 of the top effective business of the world.


Each country has their own laws and policies, being a multinational business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. So, it needs to study or hire a local law specialist before beginning its operations in a particular nation.


With the rising awareness amongst consumers about the environmental & ethical violations of companies, Samsung needs to make sure that it follows all the security standards. Environmental damages, ethical misconducts are not acceptable and in some nations the consequences can be really severe. On the other hand it has to do some Corporate Social Responsibility practices to show the residents that it cares about their environment and individuals.

Porter's 5 Forces

Risk of Substitution

Danger of substitution for Samsung's each product category is rather significant. Running in an incredibly vibrant industry lead the business to face a high risk of replacement. Aspects for high danger of replacement for Santander B The Acquisition Of Abbey Case Study Solution Mobile phone consist of the existence of high number of providers and Market saturation in industrialized countries, that make the expense of changing for customers almost absolutely no. Substitution dangers for Samsung visual screen depend on the changing lifestyle of customers. Customers can switch to viewing visuals in your home towards outside activities. Together with it, Samsung printing solutions products are threatened by the increasing attraction of customers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Samsung and its close rivals is extreme. The significant reason behind this is the approach of market saturation in numerous variety of item classifications, requiring Samsung to present more ingenious features in existing items and new innovative items to maintain its growth. Other aspect for the intense rivalry among the rivals is the little item differentiation amongst the products. The prominent gamers in the innovation industry are quite aware of the value of R&D spending for their survival and are facing a race of marketing and R&D spending, to capture the marketplace. The significant rivals for Santander B The Acquisition Of Abbey Case Study Analysis 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 Suppliers:

( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. Due to incapability of Santander B The Acquisition Of Abbey Case Study Help to develop its own software application, it has to outsource its software advancement to Google, which becomes a potential supplier of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in many of the product classifications likewise make the bargaining power of purchasers more extreme in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its products at a greater cost than much of its competitors, due to high end quality product and a fair brand name image.

Threat of New Entrants:

Risk of new entrants for Samsung is rather low. One of the significant aspect for low threat of brand-new entrants is the high competitors in the industry. The requirement of big amount of capital to enter in the market is likewise one of the possible barrier to entry. In addition to it, requirement of huge knowledge and research and advancement expenses for survival in the market likewise make brand-new entrants hesitant to go into in the market. Market saturation is also one of the barrier of entry in innovation market. High bargaining power of suppliers require the gamers in the industry to charge as low rates as possible and this can just be accomplished by production effectiveness. New firms, in majority cases, lack the production effectiveness, hence increasing the dangers for entrance in the innovation industry.

Competitive Analysis

Samsung's high product diversification supplies it distinction from its rivals. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single product category 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 substantial R&D costs on all of its item categories which enable the company to earn possible income from sales of nearly all of its products.

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

Together with the chips Samsung mobile market was also thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung's mobile phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with no sales development. The major reson behind Samsung's high growth despite of greater costs than Nokia and Motorola was the business's high-end quality mobile phone.

Samsung was likewise profiting from increasing market share of high-end LCDs as given in case Exhibit 3. The major factor, making the business enable to avail the opportunity is its mass production at low cost. Sony was the most significant competitor for Santander B The Acquisition Of Abbey Case Study Analysis in LCD market, however, it had actually likewise started joint venture with Samsung in 2003 for LCD making, reducing the competition for Samsung.

Porter's Competitive Method

Low Cost Leadership strategy of porter is fully executed by Samsung the method they accomplish economies of scale by reinforcing their core proficiencies of production. Even to the point that their competitor SONY chose to form an alliance with them to produce for them, due to the fact that they were unable to take on them on low expense. Distinction is another method well carried out by Samsung by constant investment in the R&D and staying ahead of the competition. They constantly bring something innovative and new whether it's a service or a product.


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 nation. As, especially mobile phones of Samsung are popular amongst the younger group.


1. It is the very best method to construct Customer Lifetime Worth (CLV) by developing a long-term relationship with clients. Develop loyalty through providing value and profit for long-lasting, as research has actually revealed it is much cheaper to retain current consumers than to draw in new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst younger people and which in turn will bring in new customers for my items.


1. Old customers who were associated with Samsung prior to might not like this new image the company is trying to portray.
2 It will sustain further costs to reposition some products and it may not even bring success as the patterns change very quickly amongst the younger market.

Alternative option 2.

It would be done by setting up training workshops during which value of marketing will be taught and numbers will be offered. Marketing environment need to be developed internally first as real marketing begins inside the corporation.


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


2. Its con can produce an extremely unhealthy environment in the work environment, as individuals often withstand change because they fear it.

Determine the very best option

First alternative is the very best as it plainly has more pros because as soon as a Client Lifetime Value is developed the company will make money from it till that customer lives and has buying power as well. Plus, our target clients are the more youthful generation which are bound to live longer than the current old age individuals. Samsung's primary goal is to produce loyalty amongst its consumers and make them repurchase it from them and even buy their different products.

Execution Plan

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi finish with music. And set the expectations realistic and possible.
• A team including best marketing and sales experts ought to be put together, and both views must be taken into account prior to securing the resources required to carry out the strategy.
• Thorough interaction of the plan ought to be done as it is really crucial for everyone to be on the same page to make it work.
• Tasks and timelines ought to be construct and interacted appropriately to each person accountable.
• The supervisor ought to use a dashboard which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The supervisor should keep an eye on and keep a consistent examine the specific and overall efficiency.
Due to the fact that any brand-new pattern or policy may come in due to which all the things currently prepared have actually to be changed, • Everybody should be prepared to adjust midway. It's better to have contingency strategies currently prepared.
• At the end of the campaign the manager need to communicate the results and if effective should celebrate with the team.

Budget plan

This change the budget allotment of numerous managers and different countries were unhappy and argued but the analysis done by the program was accurate and revealed figures like North America and Russia development possible merited a 35% allotment while they were receiving 45%. It actually helped to fairly distribute the resources and capture more consumers by spending more on ads on the high growth capacity regions of the world.

Santander B The Acquisition Of Abbey Case Study Analysis is a leading 25 company on the planet now and plans to get ahead of Sony who sits currently at no. 20. Its consistent investment in R&D and ingenious practices have moved them to new heights but for them its' only the start and they wish to be amongst the leading 3 brands worldwide. They entirely turn-around from almost going bankrupt during the Asian Financial Crisis to a world prominent brand name, understood for quality and development. Their worth chain and their core competency their manufacturing capability, along-with global brand name image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With additional expansion in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts should be directed towards younger demographic in the middle of the internal arguments about marketing and must create Consumer Life time Worth as it will not only provide advantages now but will continue to reap it till the consumer life time. As the expense of keeping the client is much cheaper than attracting a new one.