Santander D Transformation And Growth In The U K Harvard Case Study Analysis

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Santander D Transformation And Growth In The U K Case Study Solution and Analysis


Santander D Transformation And Growth In The U K Case Study Analysis is a popular worldwide brand name in innovation industry, founded in 1938 by Lee Byung Chul, in South Korea. Santander D Transformation And Growth In The U K handle a great deal of item categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic products. Historically, the company's core consumers consist of the Original Equipment Manufacturers (OEMs), which used to sell Samsung items withtheir own brand. Till early 1990s, the core proficiency of Samsung depend on its low rate offerings than its competitors by producing existing products at economies of scale. Its client circle consists of Original Devices Manufacturers (OEMs), who utilized to sell Santander D Transformation And Growth In The U K Case Study Analysis products with their own trademark name. Samsung was not merely known outside Korea. There were also no or little interest in constructing the trademark name internationally. Marketing budget was controlled by production department with a prime focus on offering cheap products.During the 1997 Asian Financial Crisis the company nearly got bankrupt, however with the Vision of Chairman Lee it completely turn its fortune around and in 2002 was noted the top 25 most important company in the world. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Samsung as an international brand and educated his divisional supervisors to understand marketing and its significance. Now their objective is to arrive 10 by 2005.

Problem Declaration

Samsung's transition from an item based to a marketing business is not going as smoothly as planned.Overcoming the reluctance of divisional supervisors to integrate marketing efficiently is still a major obstacle. Developing a constant brand name identity throughout the entire world and employing marketing methods that best fits the regional culture is no simple job. The M-net program analysis have actually been truly practical in figuring out the high and less possible growth areas, but allotment of resources appropriately is not well gotten among the supervisors. There is no consensus amongst the hierarchy relating to the best matched future strategy.

Situational Analysis

Yun had a rather clear photo in his mind about how Santander D Transformation And Growth In The U K Case Study Analysis can change from a low end to a high end item company. He knew that improvement can only be done through placing Samsung as a business using high-end items and this could just be done through high level of marketing.

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

One of the marketing challenges for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as very same tools and believed that quality items do not needed marketing for increasing sales. As their focus towards marketing was quite low in their previous service practices, and the present marketing requirement was excessive high, the gap was too broader and to fill this space with incorrect understandings about marketing was quite challenging for Yun.

Along with it the product range of the business was increasing with the ripening of new product ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing preparation and to develop marketing spending plans for existing as well as for brand-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. This would result in increased marketing expenditures for Samsung and might disturb the administration regarding increased expenses, as they were hesitant to marketing expenses formerly and a sudden huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Santander D Transformation And Growth In The U K Case Study Help strengths lie in its huge item portfolio. Samsung has biggest number of patents in the industry with total number of 15499 patents granted in US( USP).

Another strength of Santander D Transformation And Growth In The U K Case Study Analysis is its ability to establish innovative items at a constant rate. It major shows for the development and item creating of Samsung is that the business has gotten so many awards for its development and product style.

Unlike Apple and other rivals, Samsung is concentrated on producing devices which can be quickly incorporated with any kind of open source Os (OS) and software application. This provides Samsung an edge over Apple devices.

Samsung's capability to produce high-end items at low expense of production is likewise one of the major strength of Samsung as it allows the business to catch more market by supplying quality items with cost control.


Santander D Transformation And Growth In The U K Case Study Help weak points are concealed in the company's reliance on outsourcing software application for its devices due to company's failure in establishing software, unlike Sony. Samsung also has low profit margins as compare to Apple due to substantial distinction in the rates of Apple and Samsung 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 effective production and make the company not able to charge higher prices like Apple. The company is also inefficient in managing its patents and often faces the problem of patent infraction.


Opportunities for Samsung depend on the growing Smart device market and the business's effectiveness in the market. It can increase its market share and profits from mobile phone as the business is rather efficient in cell phone market. Samsung currently 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 acquire patents. It would make it possible for the business to increase its product portfolio with a boost in its wealth.


The dynamic market environment of technology industry present a severe hazard on Samsung's survival and force the business to spend much of its profits share on R&D in order to endure in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile company is likewise a huge threat for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing


Santander D Transformation And Growth In The U K Case Study Analysis uses quality products and has a rather rich portfolio which accommodates different sectors. The majority of the items are in the top 3 of their respective industries. LCD and smart phones are the biggest items of Samsung, whereas DRAM is likewise not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Cellphone.
• Air conditioning system.
• Personal computers.
• Hard drives.
• Washer.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander D Transformation And Growth In The U K Case Study Analysis uses both market competitive and market skimming prices methods for its variety of products. In competitive prices it adjusts the price according to the competition in order to get advantage, whereas, it uses market skimming strategy where the item has actually an added worth and by offering a few items it can reach break-even.


It has among the very best supply chain networks, with retail suppliers, 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 clients straight in case of online order.


It wasn't a widely known business outside of Korea up until 1993. The management initiative taken by their CEO has pushed them to market more effectively outside the borders and now it has gone into the league of leading 25 companies in the world in simply 9 years. This is a remarkable achievement in spite of the continuous arguments amongst the managers about adopting marketing practices. It utilizes both offline & online channels of promo to market their items. Paid product advertisements, social promo and digital ads are uses to create awareness about Samsung items.

Worth Chain Analysis.

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

Inbound Logistics.

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


Samsung's core proficiency is its mass making it produces 90% of its products in-house. Divided into 3 different divisions its operations are namely IT & Mobile Communications, Gadget Solutions and Customer Electronics. It is maintaining operation centers worldwide to even more include worth to its value chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is among the primary reasons Santander D Transformation And Growth In The U K Case Study Solution is able to take on Apple. Samsung's own Electronic Logitec system plays a significant role in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target client attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the item provides. Santander D Transformation And Growth In The U K Case Study Help marketing budget plan is continuously rising considering that they started their repositioning worldwide and will continue to do so as they are continually aiming to broaden and invest in high prospective growth markets. The budget is spent on occasions, print and media advertisements, public relations etc.

Samsung put their clients at the top and continuously strive to deliver unmatchable customer service requirements. By including a direct assistance line to contact them 24 hours they have even more increased the included worth of Samsung service.


Santander D Transformation And Growth In The U K Case Study Help has diversified market segmentation, based upon its provision of wide range of items to a great deal of customers. Samsung target customer sectors can be divided into 3 categories i.e. Santander D Transformation And Growth In The U K Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device services.


Santander D Transformation And Growth In The U K Case Study Solution geographic segmentation is based upon two criteria i.e. region and density. Samsung serves about 80 countries worldwide with its products offered to Urban along with Backwoods of the nation. The Samsung is also growing its global existence and the business's versatility in finding its plants motivates international growth of Samsung.


Samsung produces products that can be utilized by both males and females. The target clients for Samsung IT and mobile interaction items have an age variety of 18-65 with bulk at a young or recently married life cycle stage. Apart from it, Samsung Consumer Electronic devices are targeted to a client section with an age range of 25-65.


The psychographic segmentation of Santander D Transformation And Growth In The U K 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 mainly upper middle, middle and working class customers, as Samsung sell products like cellular phone very little cheaper i.e. Motorola as well as not much pricey i.e. Apple. It supplies quality products to middle level customers at a somewhat high cost than others targeting the very same sector.


Santander D Transformation And Growth In The U K Case Study Help majority target clients have special behavioural attributes. It has customers with an enthusiastic, fashionable and determined character with moderate level of commitment towards the brand. Its clients have some degree of shift towards other prominent brand names i.e. Apple. Most of Samsun consumers desire quality in addition to expense control. Due to the fact that of its moderate rates with a degree of quality, they are brought in towards Samsung.

Quantitative analysis.

Sales of Santander D Transformation And Growth In The U K Case Study Solution has increased amazingly 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 largest selling category of Samsung 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 mission of Kim to target the more youthful audience and create an international brand image of the business. Whereas, the core strength of the business is presently making but long gone are those days when excellent products were offering themselves. In the current age marketing is extremely crucial and business can not be successful without it. Kim has actually currently begun to strengthen the marketing activities of Samsung and very soon it will become one of its core strength like making if not much better.



Samsung runs styles, produces and sell a huge portfolio of customer electronics. It operates in a very competitive environment and has actually successfully positioned itself as the maker of quality products. So, the answer is yes.


As, stated earlier that Santander D Transformation And Growth In The U K Case Study Help runs in an extremely competitive environment, which means all the business have comparable items. The response for rarity is no.


Due to the nature of the industry, it is extremely easy for competitors to understand the performance of the products and quickly make their own designs. Yes, Samsung is only behind IBM in signing up new patents yearly, however the benefit is extremely short term in this industry.


Chairman Lee has totally turn-around Samsung, from going practically bankrupt throughout the Asian financial crisis of 1997 to the top 25 business on the planet. Absolutely yes there appertains organization in the business and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being an international brand spread practically in every country worldwide, bulk of the environments like USA, Europe, China etc., are really conductive for its operations. It deals with some political pressures in less developed countries where law and order circumstance is not good. Latin American, African and some Asian nations fall in this classification, where political instability do have a result on Santander D Transformation And Growth In The U K Case Study Analysis operations.


Purchasing power of consumers is essential for business like Samsung to prosper and grow. Emerging markets like India, middle-eastern nations and so on provide growth chances, whereas, due to recession even the consumers of industrialized nations suffer severely. It is very important for the business to keep an eye on the ongoing financial scenario of the nation prior to going into the market.


International companies have to deal with different social and cultural problems throughout its operations in a foreign nation. Samsung has also dealt with many concerns however have actually embraced to the regional environments of the majority of the nations incredibly well. It has actually tailored its items, practices, policies and so on appropriately in order to achieve success.


With an annual expenditure of 2.4 billion dollars in Research & Advancement, and with continuous ingenious item launches, Santander D Transformation And Growth In The U K Case Study Help is one of the leading ingenious companies of the world. With a clear mission to be ahead of the rest when it pertains to technological developments, Samsung has actually risen to the no 25 of the top effective companies of the world.


Each nation has their own laws and policies, being an international company 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 hire a local law specialist prior to starting its operations in a specific country.


With the rising awareness amongst customers about the ethical & ecological infractions of companies, Samsung needs to guarantee that it follows all the safety standards. Ecological damages, ethical misconducts are not acceptable and in some countries the repercussions can be extremely serious. On the other hand it has to do some Corporate Social Obligation practices to reveal the residents that it cares about their environment and individuals.

Porter's 5 Forces

Threat of Replacement

Threat of substitution for Samsung's each product classification is quite considerable. Factors for high hazard of substitution for Santander D Transformation And Growth In The U K Case Study Analysis Smart device include the presence of high number of providers and Market saturation in developed nations, which make the cost of switching for consumers practically no. Along with it, Samsung printing solutions items are threatened by the increasing tourist attraction of customers towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly among Samsung and its close competitors is extreme. The major reason behind this is the approach of market saturation in various variety of item classifications, requiring Samsung to introduce more innovative functions in existing items and new ingenious items to keep its growth. Other factor for the intense rivalry amongst the rivals is the little item differentiation among the products. The popular players in the innovation market are rather familiar with the value of R&D spending for their survival and are encountering a race of marketing and R&D spending, to record the marketplace. The major competitors for Santander D Transformation And Growth In The U K Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry results in the fluctuating market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

( Samsung Sustainability Report, 2016) Provider'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 D Transformation And Growth In The U K Case Study Solution to construct its own software, it has to outsource its software development to Google, which becomes a possible provider of software for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

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

Risk of New Entrants:

Threat of new entrants for Samsung is rather low. One of the significant aspect for low danger of brand-new entrants is the high competitors in the market. The requirement of big amount of capital to enter in the market is likewise one of the possible barrier to entry. Along with it, requirement of huge proficiency and research study and development expenditures for survival in the industry likewise make new entrants unwilling to go into in the market. Market saturation is likewise among the barrier of entry in technology industry. High bargaining power of suppliers require the players in the market to charge as low prices as possible and this can only be achieved by production efficiency. Brand-new companies, in bulk cases, lack the production performance, thus increasing the dangers for entrance in the technology market.

Competitive Analysis

Samsung's high item diversification provides it distinction from its rivals. It is among the three leading brands by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus bulk on a single item classification with Sony concentrating on customer electronics, Nokia on cellular phone and Intel on chips, Samsung had a substantial R&D costs on all of its item categories which enable the company to earn possible revenue from sales of practically all of its products. (See Exhibit) However, due to the wide item variety the business faces high number of competitors.

The company ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to international market share, amongst 8 different product categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel but its profits from chips was growing faster than Intel and has grown close to the profits levels of Intel, as offered in the case Exhibition 2.

Along with the chips Samsung mobile market was likewise thriving at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cell phone's sales development was 51% as compare to Motorola with just 4% and Nokia with zero sales development. The major reson behind Samsung's high development despite of greater costs than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was also reaping the benefits from increasing market share of high-end LCDs as given in case Exhibit 3. The major factor, making the company make it possible for to get the chance is its mass production at low expense. Sony was the biggest competitor for Santander D Transformation And Growth In The U K Case Study Solution in LCD market, nevertheless, it had likewise begun joint venture with Samsung in 2003 for LCD making, minimizing the competitors for Samsung.

Porter's Competitive Technique

Low Cost Management strategy of porter is completely implemented by Samsung the way they achieve economies of scale by reinforcing their core competencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to manufacture for them, due to the fact that they were not able to compete with them on low expense. Distinction is another method well executed by Samsung by continuous financial investment in the R&D and remaining ahead of the competitors. They constantly bring something ingenious and brand-new whether it's an item or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Santander D Transformation And Growth In The U K Case Study Analysis would create a brand-new brand name image by targeting the more youthful generation of the particular nation. As, particularly cellphones of Samsung are preferred amongst the more youthful demographic.


1. It is the very best method to develop Customer Lifetime Value (CLV) by creating a long-lasting relationship with customers. Build loyalty through delivering value and reap the benefits for long-term, as research study has actually showed it is much cheaper to retain current clients than to bring in brand-new ones.
2. Another pro of this option is that word of mouth spread quicker amongst more youthful people and which in turn will bring in new customers for my items.


1. Old clients who were connected with Samsung prior to might not like this new image the business is trying to portray.
2 It will incur more expenses to rearrange some products and it may not even bring success as the trends change very quickly among the more youthful group.

Alternative service 2.

Samsung has made making its core competency for the many part of their company and due to which its managers are not scared to fully get out of their comfort zone. It would be done by arranging training workshops during which importance of marketing will be taught and numbers will be given. Failure to get the passing ratings will get benched. Marketing environment should be developed internally first as real 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 a very unhealthy environment in the work environment, as individuals typically resist modification since they fear it.

Recognize the very best alternative

Very first alternative is the best as it plainly has more pros due to the fact that once a Customer Life time Worth is built the business will benefit from it till that customer is alive and has purchasing power as well. Plus, our target consumers are the more youthful generation which are bound to live longer than the current old age individuals. Samsung's main objective is to develop commitment among its clients and make them repurchase it from them and even buy their various items.

Implementation Plan

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi finish with music. And set the expectations reasonable and achievable.
• A group including finest marketing and sales specialists must be assemble, and both views ought to be taken into account before securing the resources needed to carry out the plan.
• Thorough interaction of the plan need to be done as it is very important for everyone to be on the very same page to make it work.
• Tasks and timelines should be develop and interacted appropriately to each person accountable.
• The supervisor need to use a dashboard 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 examine the overall and specific performance.
• Everyone should want to adapt midway since any new trend or policy may come in due to which all the important things already planned need to be adjusted. It's much better to have contingency strategies already prepared.
• At the end of the project the manager need to communicate the outcomes and if effective must commemorate with the team.

Spending plan

The M-net program exposed compelling analysis about the low and high growth potential locations and how much marketing budget plan need to be allocated appropriately. This change the budget allowance of various countries and many managers were unhappy and argued but the analysis done by the program was precise and revealed figures like The United States and Canada and Russia development potential warranted a 35% allotment while they were receiving 45%. Whereas, China and Europe ought to be receiving 42% however were instead provided 31%. It really helped to fairly distribute the resources and capture more consumers by investing more on advertisements on the high development capacity regions of the world.


Santander D Transformation And Growth In The U K Case Study Help is a top 25 company on the planet now and prepares to get ahead of Sony who sits presently at no. 20. Its consistent investment in R&D and ingenious practices have actually moved them to new heights but for them its' only the start and they want to be amongst the top 3 brand names worldwide. They totally turn-around from practically declaring bankruptcy throughout the Asian Financial Crisis to a world popular brand, known for quality and innovation. Their value chain and their core proficiency their manufacturing ability, along-with international brand name image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts should be directed towards more youthful market in the middle of the internal arguments about marketing and need to develop Customer Lifetime Value as it will not just provide advantages now however will continue to gain it till the client life time. As the cost of keeping the consumer is much cheaper than bring in a brand-new one.