Santander C The Integration Of Abbey Harvard Case Study Analysis

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Santander C The Integration Of Abbey Case Study Solution and Analysis


Santander C The Integration Of Abbey Case Study Help is a well-known global brand in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Santander C The Integration Of Abbey deals in large number of item categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the company's core clients consist of the Original Equipment Manufacturers (OEMs), which used to offer Corp products withtheir own brand. Till early 1990s, the core competency of Organization lie in its low cost offerings than its rivals by making existing products at economies of scale. Its client circle includes Original Equipment Manufacturers (OEMs), who used to sell Santander C The Integration Of Abbey Case Study Solution products with their own brand name. Org was not simply understood outside Korea. There were also no or little interest in constructing the trademark name globally. Marketing spending plan was controlled by production department with a focal point on offering inexpensive products.During the 1997 Asian Financial Crisis the company practically got insolvent, however with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the top 25 most valuable business worldwide. When Kim was employed as a Chief Marketing Officer in 2000 the business was not even listed. He rearranged Company as a global brand name and educated his divisional supervisors to understand marketing and its importance. Now their goal is to arrive 10 by 2005.

Issue Statement

Company's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the unwillingness of divisional supervisors to include marketing effectively is still a major difficulty. Developing a constant brand name identity throughout the whole world and utilizing marketing techniques that best fits the local culture is no simple job. The M-net program analysis have actually been actually handy in identifying the high and less possible development areas, but allotment of resources accordingly is not well received among the managers. There is no agreement among the hierarchy concerning the best matched future method.
Executive Summary
Situational Analysis

Santander C The Integration Of Abbey Case Study Solution efforts for building its trademark name throughout the world was begun after introducing the "brand-new management initiative" by Chairman Lee in 1993. The goal was to transform Venture from a cheap OEM to a high value-added product service provider. To make the vision of Corp a truth, Chairman Lee designated Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Org can transform from a low end to a luxury item company. He knew that transformation can only be done through positioning Org as a company offering 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 Org brand name, with a prospective assistance of its executives, Yun faced several marketing obstacles in early years of its efforts.

One of the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as exact same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous service practices, and the existing marketing requirement was excessive high, the gap was too broader and to fill this space with wrong perceptions about marketing was quite difficult for Yun.

As stated above, marketing focus was extremely low in previous practices, therefore there were no correct marketing budgets for each of the product on the portfolio. There was no marketing planning provided for the existing items. Along with it the product variety of the business was increasing with the ripening of brand-new product ideas by the R&D sector of Corp. Yun had an obstacle to perform marketing preparation and to produce marketing budgets for existing in addition to for new products from the very beginning, and this would take a substantial time.

A big shift would be needed in existing marketing expenses to build the Santander C The Integration Of Abbey Case Study Analysis brand. This would lead to increased marketing expenses for Company and could disturb the administration relating to increased costs, as they were reluctant to marketing expenses formerly and an unexpected big shiftwould make them disturb. This could lead to declining executive assistance for worldwide marketing. In this scenario, Yun deals with an obstacle for justifying increased marketing costs by demonstrating the long term value of substantial marketing expenses.

Internal Analysis
SWOT Analysis

Organization strengths lie in its substantial item portfolio. Corp has biggest number of patents in the industry with overall variety of 15499 patents granted in United States( USP). Big quantity of R&D costs has actually made it possible for the company to grow its product portfolio at a higher rate than its competitors. Santander C The Integration Of Abbey Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total revenues.

Another strength of Santander C The Integration Of Abbey Case Study Solution is its ability to develop innovative items at a constant rate. It significant proves for the development and item developing of Business is that the business has actually gotten numerous awards for its development and product style.

Unlike Apple and other competitors, Venture is concentrated on producing devices which can be easily integrated with any kind of open source Operating System (OS) and software. This offers Organization an edge over Apple devices.
Porter's 5 Forces Analysis
Organization's ability to produce high end products at low expense of production is likewise one of the major strength of Venture as it enables the company to catch more market by supplying quality items with cost control.


Santander C The Integration Of Abbey Case Study Analysis weak points are hidden in the company's reliance on outsourcing software application for its gadgets due to company's inability in developing software application, unlike Sony. Venture likewise has low earnings margins as compare to Apple due to huge difference in the costs of Apple and Corporation with a much lower difference in quality. The diverse focus of the business due to a great deal of items in its portfolio, result in the less efficient production and make the business unable to charge greater costs like Apple. The company is likewise inefficient in managing its patents and often deals with the issue of patent infraction.


Opportunities for Santander C The Integration Of Abbey Case Study Help lie in the growing Mobile phone market and the company's performance in the market. Company presently runs in about 80 countries and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The dynamic industry environment of technology industry present a severe threat on Company's survival and require the company to invest much of its incomes share on R&D in order to survive in the long run. The market saturation in developed countries i.e. saturation of mobile company is also a huge hazard for the business's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Enterprise provides quality products and has a quite rich portfolio which caters to various sectors. LCD and mobile phones are the most significant products of Corp, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Mobile phones.
• A/c.
• Computer.
• Hard disks.
• Washing machines.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander C The Integration Of Abbey Case Study Solution uses both market competitive and market skimming prices methods for its variety of items. In competitive pricing it changes the rate according to the competitors in order to acquire advantage, whereas, it uses market skimming method where the item has actually an added value 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 distributors, E commerce channels like Amazon etc. All its items are prompt supplied to the selling place/ delivered to the customers directly in case of online order.

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

Value Chain Analysis.

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

Incoming Logistics.

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


Corp's core proficiency is its mass manufacturing it produces 90% of its items internal. Divided into 3 various departments its operations are particularly IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is preserving operation centers worldwide to further include value to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the main reasons Santander C The Integration Of Abbey Case Study Solution is able to take on Apple. Org's own Electronic Logitec system plays a major function in the outbound logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Business.

Marketing and Sales.

Drawing in target consumer attention towards the item is done through marketing and sales to interact with them the worth and competitive advantage the item offers. Santander C The Integration Of Abbey Case Study Solution marketing budget is constantly growing considering that they started their rearranging worldwide and will continue to do so as they are continuously seeking to invest and expand in high potential growth markets. The budget is invested in events, print and media ads, public relations etc.

Organization put their clients at the top and constantly make every effort to provide unmatchable consumer service requirements. By adding a direct support line to contact them 24 hours they have even more increased the added worth of Venture service.


Santander C The Integration Of Abbey Case Study Analysis has diversified market division, based upon its arrangement of large range of items to large number of customers. Corp target client sections can be divided into 3 classifications i.e. Santander C The Integration Of Abbey Case Study Analysis IT and Mobile Communications, Venture Customer Electronics and Organization Gadget solutions.


Santander C The Integration Of Abbey Case Study Analysis geographical division is based upon two criteria i.e. area and density. Corp serves about 80 nations worldwide with its products offered to Urban along with Backwoods of the nation. The Org is also growing its worldwide existence and the business's flexibility in finding its plants motivates international growth of Company.


Corporation produces items that can be used by both males and women. The target customers for Enterprise IT and mobile communication items have an age range of 18-65 with bulk at a young or freshly married life cycle stage. Apart from it, Organization Consumer Electronic devices are targeted to a client segment with an age variety of 25-65.


The psychographic division of Santander C The Integration Of Abbey Case Study Solution s based upon the social class and the lifestyle of the customer. Org target consumers on the basis of social class are generally upper middle, middle and working class consumers, as Business sell products like cellular phone not much more affordable i.e. Motorola as well as not much costly i.e. Apple. It supplies quality products to middle level customers at a slightly high price than others targeting the same segment.


Santander C The Integration Of Abbey Case Study Solution majority target customers have special behavioural characteristics. They are attracted towards Business because of its moderate prices with an extent of quality.

Quantitative analysis.

Sales of Santander C The Integration Of Abbey Case Study Analysis has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the largest 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 choice is based upon the mission of Kim to target the more youthful audience and develop a global brand name image of the business. Whereas, the core strength of the business is presently manufacturing however long gone are those days when great products were selling themselves. In the current age marketing is very important and business can not succeed without it. Kim has actually currently started to enhance the marketing activities of Enterprise and very soon it will become one of its core strength like manufacturing if not better.



Enterprise runs styles, makes and sell a large portfolio of consumer electronic devices. It runs in an extremely competitive environment and has actually successfully positioned itself as the maker of quality products. So, the response is yes.


As, said previously that Santander C The Integration Of Abbey Case Study Solution runs in an extremely competitive environment, which suggests all the companies have similar products. The answer for rarity is no.


Due to the nature of the market, it is really easy for rivals to comprehend the performance of the items and easily make their own designs. Yes, Corp is only behind IBM in registering new patents every year, but the advantage is extremely short-term in this industry.


Chairman Lee has totally turn-around Organization, from going practically bankrupt during the Asian financial crisis of 1997 to the leading 25 business on the planet. Definitely yes there appertains organization in the business and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every nation worldwide, bulk of the environments like USA, Europe, China etc., are extremely conductive for its operations. Nevertheless, it faces some political pressures in less developed countries where law and order circumstance is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have an impact on Santander C The Integration Of Abbey Case Study Help operations.


Buying power of customers is important for business like Enterprise to grow and prosper. Emerging markets like India, middle-eastern countries and so on offer development opportunities, whereas, due to economic crisis even the customers of industrialized countries suffer badly. It is extremely important for the business to keep an eye on the ongoing economic situation of the nation prior to going into the market.


International companies have to deal with numerous social and cultural concerns during its operations in a foreign nation. Company has actually likewise faced many problems but have actually adopted to the local environments of most of the nations remarkably well. It has actually tailored its products, practices, policies etc. appropriately in order to succeed.


With a yearly expense of 2.4 billion dollars in Research & Development, and with constant ingenious item launches, Santander C The Integration Of Abbey Case Study Help is among the top ingenious companies of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Org has actually risen to the no 25 of the leading successful business of the world.


Each country has their own laws and policies, being a multinational company Corporation need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. So, it has to study or hire a regional law professional prior to beginning its operations in a particular nation.


With the rising awareness amongst consumers about the ecological & ethical violations of business, Company needs to make sure that it follows all the safety guidelines. Ecological damages, ethical misbehaviors are not acceptable and in some countries the repercussions can be really severe. On the other hand it needs to do some Business Social Duty practices to reveal the locals that it cares about their environment and individuals.

Porter's 5 Forces

Risk of Alternative

Danger of replacement for Company's each product category is quite substantial. Running in a very dynamic industry lead the business to deal with a high hazard of replacement. Aspects for high threat of substitution for Santander C The Integration Of Abbey Case Study Solution Smart device consist of the presence of high variety of providers and Market saturation in developed nations, which make the expense of switching for consumers almost no. Substitution threats for Venture visual display screen lie in the altering lifestyle of consumers. Clients can switch to enjoying visuals in the house towards outdoor activities. Along with it, Company printing options products are threatened by the increasing attraction of customers towards cloud storage.

Rivalry Among Existing Companies:

The rivaly among Corporation and its close rivals is extreme. The significant factor behind this is the approach of market saturation in various variety of product categories, forcing Corp to present more innovative functions in existing products and new innovative products to preserve its development. Other element for the extreme competition amongst the competitors is the little product distinction amongst the products. The popular players in the innovation market are quite familiar with the significance of R&D costs for their survival and are facing a race of marketing and R&D spending, to catch the market. The significant rivals for Santander C The Integration Of Abbey Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry results in the varying market shares which can be seen in Exhibition F.

Bargaining Power of Providers:

( Organization Sustainability Report, 2016) Provider's bargaining power for Enterprise is low as Organization runs economies of scale and its orders are of prospective size and worth. Due to incapability of Santander C The Integration Of Abbey Case Study Help to build its own software, it has to outsource its software advancement to Google, which becomes a potential provider of software application for Org, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Negotiating power of buyers for different variety of product classifications of Venture is extreme. Among the aspect causing the extreme bargaining power is the availability of a great deal of competitors in nearly each product classification i.e. rivals of Enterprise Smart device, with an extremely little differentiation. The high accessibility of suppliers of Mobile phones with minimum differentiation, make the switching cost for buyers almost absolutely no, for this reason increasing the bargaining power of purchasers. Market saturation in most of the item classifications likewise make the bargaining power of buyers more extreme in for Santander C The Integration Of Abbey Case Study Analysis. In spite of igh bargaining power Venture is rather capable of offering its products at a higher cost than much of its competitors, due to luxury quality product and a reasonable brand image.

Hazard of New Entrants:

Risk of brand-new entrants for Enterprise is quite low. Among the major aspect for low threat of brand-new entrants is the high competition in the market. The requirement of huge amount of capital to go into in the market is also one of the potential barrier to entry. Along with it, requirement of substantial knowledge and research and advancement expenses for survival in the industry also make brand-new entrants unwilling to enter in the marketplace. Market saturation is also one of the barrier of entry in technology market. High bargaining power of suppliers force the players in the industry to charge as low costs as possible and this can just be achieved by production effectiveness. Brand-new firms, in majority cases, lack the production performance, for this reason increasing the risks for entrance in the innovation market.

Competitive Analysis

Enterprise's high product diversity provides it differentiation from its competitors. It is one of the 3 leading brands by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product category with Sony focusing on customer electronic devices, Nokia on mobile phone and Intel on chips, Company had a substantial R&D costs on all of its product classifications which make it possible for the company to make possible revenue from sales of practically all of its items. (See Exhibit) However, due to the broad item variety the company faces high variety of rivals.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to global market share, among 8 various item classifications. Business was the worldwide leader in making DRAM, SRAM and NAND flash chips. Corp earnings from chips was less than Intel however its earnings from chips was growing much faster than Intel and has grown close to the revenue levels of Intel, as offered in the case Exhibition 2.

Together with the chips Org mobile market was also growing at a high rate than its rivals i.e. Motorola and Nokia. Org's mobile phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with absolutely no sales growth. The significant reson behind Business's high growth despite of higher costs than Nokia and Motorola was the business's high-end quality cellular phone.

Company was likewise profiting from increasing market share of luxury LCDs as given in case Display 3. The significant reason, making the business make it possible for to get the opportunity is its mass production at low expense. Sony was the biggest competitor for Santander C The Integration Of Abbey Case Study Solution in LCD market, however, it had actually also begun joint endeavor with Enterprise in 2003 for LCD making, decreasing the competitors for Org.

Porter's Competitive Method

Low Expense Leadership strategy of porter is completely carried out by Corp the way they achieve economies of scale by reinforcing their core proficiencies of manufacturing. They constantly bring something new and ingenious whether it's a product or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Santander C The Integration Of Abbey Case Study Help would develop a new brand name image by targeting the more youthful generation of the particular country. As, particularly smart phones of Org are very popular amongst the more youthful demographic.


1. It is the best method to develop Client Life time Worth (CLV) by creating a long-lasting relationship with customers. Construct loyalty through providing worth and reap the benefits for long-term, as research study has actually revealed it is more affordable to maintain existing consumers than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread quicker amongst younger individuals and which in turn will generate new clients for my items.


1. Old consumers who were associated with Organization prior to might not like this new image the company is trying to depict.
2 It will incur more expenditures to reposition some items and it may not even bring success as the trends alter extremely rapidly among the younger market.

Alternative option 2.

It would be done by arranging training workshops throughout which significance of marketing will be taught and numbers will be offered. Marketing environment should be created internally first as genuine marketing begins inside the corporation.


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


2. Its con can produce a very unhealthy environment in the work environment, as people often withstand change because they fear it.

Identify the very best option

Very first alternative is the very best as it clearly has more pros due to the fact that once a Customer Life time Worth is developed the business will benefit from it till that client is alive and has acquiring power also. Plus, our target customers are the more youthful generation which are bound to live longer than the existing aging individuals. Corporation's primary objective is to develop loyalty among its clients and make them repurchase it from them and even buy their different products.

Application Plan

• Targeting younger generation through social marketing, creating a relate to them like Pepsi do with music. And set the expectations attainable and reasonable.
• A group consisting of best marketing and sales experts need to be put together, and both views ought to be considered prior to securing the resources required to implement the strategy.
• Thorough interaction of the plan ought to be done as it is very crucial for everybody to be on the very same page to make it work.
• Tasks and timelines must be develop and interacted appropriately to each individual accountable.
• The manager must utilize a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The supervisor ought to keep track of and keep a continuous examine the private and general efficiency.
Since any brand-new trend or policy might come in due to which all the things already prepared have actually to be adjusted, • Everybody need to be prepared to adapt midway. It's better to have contingency strategies currently prepared.
• At the end of the campaign the manager must interact the results and if effective ought to celebrate with the group.

Spending plan

This change the spending plan allocation of various nations and lots of supervisors were unhappy and argued however the analysis done by the program was accurate and revealed figures like North America and Russia development potential warranted a 35% allowance while they were receiving 45%. It truly assisted to fairly distribute the resources and capture more clients by investing more on advertisements on the high growth potential regions of the world.

Santander C The Integration Of Abbey Case Study Solution is a top 25 company on the planet now and prepares to get ahead of Sony who sits currently at no. 20. Its continuous investment in R&D and innovative practices have propelled them to new heights however for them its' only the start and they wish to be among the top 3 brand names worldwide. They completely turn-around from almost declaring bankruptcy during the Asian Financial Crisis to a world popular brand, understood for quality and development. Their worth chain and their core competency their production ability, along-with worldwide brand name image structure have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts need to be directed towards younger demographic amidst the internal arguments about marketing and should produce Consumer Lifetime Worth as it will not just provide advantages now however will continue to gain it till the consumer lifetime. As the cost of keeping the customer is more affordable than attracting a brand-new one.