Santander C The Integration Of Abbey Harvard Case Study Solution

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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 widely known global brand name in technology market, established in 1938 by Lee Byung Chul, in South Korea. Santander C The Integration Of Abbey deals in a great deal of product classifications consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the company's core clients include the Original Devices Manufacturers (OEMs), which utilized to sell Samsung products withtheir own brand. Till early 1990s, the core proficiency of Samsung depend on its low price offerings than its rivals by manufacturing existing items at economies of scale. Its customer circle includes Original Devices Manufacturers (OEMs), who used to offer Santander C The Integration Of Abbey Case Study Solution items with their own trademark name. Samsung was not merely understood outside Korea. There were likewise no or little interest in building the trademark name worldwide. Marketing budget was controlled by production department with a prime focus on supplying low-cost products.During the 1997 Asian Financial Crisis the business nearly got bankrupt, 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 worked with as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as an international brand name and educated his divisional managers to comprehend marketing and its significance. Now their goal is to reach the top 10 by 2005.

Issue Statement

Samsung's shift from a product based to a marketing business is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to include marketing successfully is still a major difficulty. Developing a consistent brand identity across the entire world and using marketing techniques that best fits the regional culture is no easy job. The M-net program analysis have actually been really handy in determining the high and less possible development areas, but allowance of resources accordingly is not well gotten amongst the managers. There is no consensus amongst the hierarchy relating to the best matched future technique.
Executive Summary
Situational Analysis

Yun had a rather clear picture in his mind about how Santander C The Integration Of Abbey Case Study Analysis can change from a low end to a high end item service provider. He knew that improvement can only be done through placing Samsung as a business 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 Samsung brand, with a prospective assistance of its executives, Yun dealt with numerous marketing obstacles in early years of its efforts.

Among the marketing challenges for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as exact same tools and thought that quality items do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the existing marketing requirement was excessive high, the space was too larger and to fill this space with incorrect understandings about marketing was rather tough for Yun.

Along with it the product variety of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing planning and to produce marketing budgets for existing as well as for new items from the very beginning, and this would take a substantial time.

A big shift would be needed in existing marketing expenditures to build the Samsung brand name. This would result in increased marketing expenses for Samsung and could disturb the administration concerning increased costs, as they were reluctant to marketing expenses formerly and a sudden big shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Santander C The Integration Of Abbey Case Study Analysis strengths lie in its huge item portfolio. Samsung has largest number of patents in the market with overall number of 15499 patents granted in US( USP).

Another strength of Santander C The Integration Of Abbey Case Study Help is its capability to establish innovative products at a continuous rate. It significant proves for the development and product designing of Samsung is that the company has actually gotten numerous awards for its development and item style.

Unlike Apple and other rivals, Samsung is concentrated on producing devices which can be easily integrated with any type of open source Os (OS) and software. This provides Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's ability to produce high-end products at low expense of production is also one of the major strength of Samsung as it makes it possible for the business to capture more market by supplying quality products with expense control.

Weak points

Santander C The Integration Of Abbey Case Study Analysis weak points are hidden in the company's reliance on outsourcing software application for its devices due to business's failure in establishing software application, unlike Sony. Samsung also has low earnings margins as compare to Apple due to big difference in the prices of Apple and Samsung with a much lesser distinction in quality. The diverse focus of the business due to a great deal of products in its portfolio, result in the less effective production and make the company unable to charge higher costs like Apple. The company is likewise inefficient in handling its patents and regularly faces the issue of patent violation.


Opportunities for Samsung depend on the growing Mobile phone market and the business's performance in the market. It can increase its market share and profits from cellular phone as the company is quite effective in cell phone market. Samsung 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. Samsung can move towards acquisitions to obtain patents. It would make it possible for the company to increase its item portfolio with a boost in its wealth.


The dynamic industry environment of technology industry present a severe threat on Samsung's survival and force the business to invest much of its profits share on R&D in order to survive in the long run. The market saturation in developed countries i.e. saturation of mobile business is also a big danger for the company's growth in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Santander C The Integration Of Abbey Case Study Solution uses quality items and has a quite rich portfolio which accommodates different segments. The majority of the items are in the top three of their particular markets. LCD and smart phones are the greatest products of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the line of product of Samsung:

• Laptops.
• Cellphone.
• Air conditioning system.
• Personal computers.
• Hard disks.
• Washer.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Santander C The Integration Of Abbey Case Study Solution uses both market competitive and market skimming pricing strategies for its wide variety of items. In competitive rates it changes the cost according to the competitors in order to get benefit, whereas, it utilizes market skimming strategy where the product has actually an added value and by selling 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 prompt supplied to the selling location/ delivered to the clients directly in case of online order.

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

Worth Chain Analysis.

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

Inbound Logistics.

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


Samsung's core competency is its mass manufacturing it produces 90% of its items in-house. Divided into 3 different departments its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronics. It is preserving operation centers worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the primary factors Santander C The Integration Of Abbey Case Study Help is able to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even performs the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target client attention towards the item is done through marketing and sales to communicate with them the value and competitive benefit the item offers. Santander C The Integration Of Abbey Case Study Analysis marketing spending plan is continuously increasing considering that they started their repositioning globally and will continue to do so as they are continually aiming to expand and invest in high potential development markets. The spending plan is invested in occasions, print and media ads, public relations etc.

Samsung put their customers at the top and continuously aim to provide unmatchable customer service requirements. By adding a direct support line to call them 24 hours they have actually even more increased the included worth of Samsung service.


Santander C The Integration Of Abbey Case Study Solution has actually diversified market division, based upon its provision of wide variety of products to a great deal of consumers. Samsung target customer segments can be divided into 3 categories i.e. Santander C The Integration Of Abbey Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device services.


Santander C The Integration Of Abbey Case Study Help geographical segmentation is based upon 2 criteria i.e. area and density. Samsung serves about 80 countries worldwide with its products supplied to Urban as well as Rural areas of the country. The Samsung is likewise growing its global existence and the business's flexibility in locating its plants encourages worldwide growth of Samsung.


Samsung produces products that can be used by both women and males. The target consumers for Samsung IT and mobile communication products have an age range of 18-65 with majority at a young or freshly wed life cycle stage. Apart from it, Samsung Customer Electronics are targeted to a consumer section with an age range of 25-65.


The psychographic segmentation of Santander C The Integration Of Abbey Case Study Solution s based upon the social class and the life style of the consumer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class consumers, as Samsung sell products like cellular phone very little less expensive i.e. Motorola as well as not much expensive i.e. Apple. It supplies quality products to middle level consumers at a somewhat high price than others targeting the same section.


Santander C The Integration Of Abbey Case Study Help bulk target customers have distinct behavioural qualities. They are attracted towards Samsung because of its moderate rates with an extent of quality.

Quantitative analysis.

Sales of Samsung has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has also minimized its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Because of the high overhead cost, revenues/ sales are increasing however net earnings is not increasing accordingly. New expansions and employing's were the primary factor of the increase in the overhead costs, with china currently not offering any profit to Samsung, but there is a lot capacity in the existing 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 items were selling themselves. Kim has already started to enhance the marketing activities of Samsung and very quickly it will end up being one of its core strength like manufacturing if not better.



Samsung runs designs, produces and offer a huge portfolio of consumer electronics. It runs in a very competitive environment and has actually effectively placed itself as the maker of quality items. So, the response is yes.


As, stated previously that Santander C The Integration Of Abbey Case Study Solution operates in an extremely competitive environment, which indicates all the business have similar items. So, the answer for rarity is no.


Due to the nature of the industry, it is really simple for rivals to comprehend the performance of the items and easily make their own designs. Yes, Samsung is only behind IBM in signing up new patents every year, however the benefit is very short-term in this market.


Chairman Lee has completely turn-around Samsung, from going almost insolvent during the Asian financial crisis of 1997 to the top 25 business on the planet. Definitely yes there appertains company in the business and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand name spread almost in every nation worldwide, majority of the environments like USA, Europe, China etc., are extremely conductive for its operations. It deals with some political pressures in less developed countries where law and order scenario is not good. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Santander C The Integration Of Abbey Case Study Analysis operations.


Purchasing power of consumers is essential for companies like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations etc. offer growth opportunities, whereas, due to recession even the clients of developed nations suffer terribly. It is really essential for the company to keep an eye on the ongoing financial situation of the country prior to entering the market.


Multinational business have to face various social and cultural issues throughout its operations in a foreign nation. Samsung has also dealt with numerous problems however have actually adopted to the regional environments of the majority of the countries incredibly well. It has actually tailored its items, practices, policies and so on accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious item launches, Santander C The Integration Of Abbey Case Study Analysis is one of the leading innovative business of the world. With a clear mission to be ahead of the rest when it pertains to technological developments, Samsung has risen to the no 25 of the leading effective companies of the world.


Each country has their own laws and policies, being a multinational business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal consequences. It has to study or employ a local law specialist before beginning its operations in a particular country.


With the rising awareness among consumers about the ethical & ecological violations of companies, Samsung has to make sure that it follows all the security standards. Ecological damages, ethical misconducts are not appropriate and in some nations the repercussions 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 Replacement

Threat of substitution for Samsung's each product classification is rather substantial. Running in an extremely dynamic industry lead the company to deal with a high hazard of alternative. Aspects for high danger of alternative for Santander C The Integration Of Abbey Case Study Analysis Mobile phone consist of the existence of high number of suppliers and Market saturation in developed countries, which make the expense of changing for customers almost no. Alternative hazards for Samsung visual screen lie in the altering life style of consumers. Customers can switch to viewing visuals at home towards outside activities. In addition to it, Samsung printing options products are threatened by the increasing destination of customers towards cloud storage.

Rivalry Among Existing Firms:

The rivaly amongst Samsung and its close rivals is intense. The significant reason behind this is the technique of market saturation in various number of product classifications, forcing Samsung to present more innovative features in existing products and new ingenious items to keep its growth. The major competitors for Santander C The Integration Of Abbey Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Santander C The Integration Of Abbey Case Study Help has a large supply chain including about 2700 providers across the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. These huge orders enable Samsung to work out rates with its suppliers. Nevertheless, due to incapability of Santander C The Integration Of Abbey Case Study Analysis to develop its own software application, it has to outsource its software advancement to Google, which ends up being a prospective provider of software for Samsung, resulting in high bargaining power of Google. Although, in most of cases Samsung has a power to negotiate prices, but it offer substantial rates to its suppliers to construct a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Market saturation in most of the product classifications likewise make the bargaining power of buyers more extreme in for Samsung. In spite of igh bargaining power Samsung is rather capable of selling its items at a higher cost than much of its competitors, due to high end quality item and a reasonable brand image.

Threat of New Entrants:

Threat of new entrants for Samsung is quite low. One of the major element for low hazard of brand-new entrants is the high competitors in the industry. The requirement of huge amount of capital to go into in the marketplace is also one of the potential barrier to entry. Together with it, requirement of big knowledge and research and development expenses for survival in the industry also make new entrants unwilling to go into in the market. Market saturation is likewise one of the barrier of entry in technology market. High bargaining power of providers require the gamers in the industry to charge as low prices as possible and this can just be accomplished by production efficiency. Brand-new firms, in majority cases, do not have the production effectiveness, for this reason increasing the dangers for entrance in the innovation market.

Competitive Analysis

Samsung's high item diversity supplies it distinction from its rivals. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Santander C The Integration Of Abbey Case Study Analysis had a huge R&D costs on all of its item categories which enable the company to make potential income from sales of nearly all of its items.

The business ranks first in 4 item categories i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in terms of international market share, among 8 various item categories. Samsung was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung revenues from chips was less than Intel however its earnings from chips was growing quicker than Intel and has actually grown near to the profits levels of Intel, as given up the case Exhibition 2.

In addition to the chips Samsung mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with zero sales growth. The major reson behind Samsung's high development despite of greater rates than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was likewise profiting from increasing market share of high end LCDs as given in case Exhibit 3. The major factor, making the business allow to obtain the opportunity is its mass production at low expense. Sony was the most significant competitor for Santander C The Integration Of Abbey Case Study Analysis in LCD market, nevertheless, it had actually also started joint venture with Samsung in 2003 for LCD producing, minimizing the competitors for Samsung.

Porter's Competitive Strategy

Low Expense Leadership method of porter is completely carried out by Samsung the way they achieve economies of scale by enhancing their core proficiencies of manufacturing. Even to the point that their rival SONY decided to form an alliance with them to manufacture for them, because they were unable to take on them on low cost. Differentiation is another strategy well implemented by Samsung by continuous financial investment in the R&D and staying ahead of the competition. They constantly bring something ingenious and brand-new whether it's a product or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Santander C The Integration Of Abbey Case Study Analysis would develop a new brand name image by targeting the more youthful generation of the specific country. As, especially smart phones of Samsung are very popular amongst the younger market.


1. It is the best technique to build Consumer Lifetime Value (CLV) by developing a long-lasting relationship with clients. Construct loyalty through providing value and profit for long-lasting, as research has actually showed it is more affordable to retain present customers than to bring in brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly among younger people and which in turn will bring in brand-new consumers for my products.


1. Old clients who were related to Samsung prior to might not like this new image the company is attempting to depict.
2 It will incur further expenditures to rearrange some products and it may not even bring success as the patterns alter extremely rapidly among the younger demographic.

Alternative service 2.

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


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


2. Its con can develop an extremely unhealthy environment in the workplace, as people often resist change since they fear it.

Identify the very best alternative

Very first option is the very best as it clearly has more pros since as soon as a Client Life time Value is constructed the business will benefit from it till that client is alive and has purchasing power also. Plus, our target clients are the more youthful generation which are bound to live longer than the existing old age individuals. Samsung's primary goal is to produce loyalty among its consumers and make them bought it from them and even purchase their different items.

Implementation 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 group including best marketing and sales professionals ought to be assemble, and both views ought to be taken into consideration prior to protecting the resources needed to execute the plan.
• Thorough communication of the strategy ought to be done as it is really crucial for everybody to be on the exact same page to make it work.
• Tasks and timelines must be construct and communicated appropriately to each person accountable.
• The supervisor need to utilize a control panel which shows the progress of all the jobs which have been done or about to be done and by whom.
• The supervisor ought to monitor and keep a consistent look at the overall and private performance.
Due to the fact that any brand-new trend or policy might come in due to which all the things currently planned have to be changed, • Everybody ought to be prepared to adapt midway. It's better to have contingency strategies currently prepared.
• At the end of the campaign the manager must communicate the outcomes and if successful must celebrate with the group.


This change the spending plan allotment of different nations and lots of managers were dissatisfied and argued but the analysis done by the program was accurate and revealed figures like North America and Russia growth prospective warranted a 35% allowance while they were receiving 45%. It actually assisted to fairly disperse the resources and capture more customers by spending more on advertisements on the high development capacity areas of the world.

Santander C The Integration Of Abbey Case Study Analysis is a top 25 business in the world now and plans to get ahead of Sony who sits presently at no. 20. Its continuous investment in R&D and innovative practices have actually propelled them to new heights however for them its' only the start and they want to be amongst the top 3 brand names in the world. They entirely turn-around from nearly going bankrupt during the Asian Financial Crisis to a world renowned brand name, known for quality and development. Their worth chain and their core proficiency their manufacturing capability, along-with international brand image building 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 further in the future. Their marketing efforts should be directed towards younger market in the middle of the internal arguments about marketing and need to produce Client Life time Value as it will not only give them benefits now but will continue to enjoy it till the customer life time. As the cost of keeping the consumer is much cheaper than attracting a new one.