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 & Analysis


Historically, the business's core consumers consist of the Original Equipment Manufacturers (OEMs), which used to sell Santander D Transformation And Growth In The U K Case Study Solution items withtheir own brand name. Its client circle includes Original Devices Manufacturers (OEMs), who utilized to sell Samsung products with their own brand name. He rearranged Samsung as a global brand name and educated his divisional supervisors to understand marketing and its significance.

Issue Declaration

Samsung's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional managers to incorporate marketing successfully is still a significant challenge. Creating a consistent brand name identity across the entire world and using marketing methods that finest fits the local culture is no easy task.
Executive Summary
Situational Analysis

Santander D Transformation And Growth In The U K Case Study Solution efforts for constructing its brand across the world was started after introducing the "new management initiative" by Chairman Lee in 1993. The goal was to change Samsung from an inexpensive OEM to a high value-added item provider. To make the vision of Samsung a reality, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Samsung can transform from a low end to a high end product provider. He understood that change can just be done through placing Samsung as a company providing high-end items and this might just 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 numerous marketing difficulties in early years of its efforts.

One of the marketing difficulties for Yun was the perceptions of executives about the value of marketing. They thought about marketing and selling as very same tools and thought that quality items do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous company practices, and the present marketing requirement was excessive high, the space was too wider and to fill this space with incorrect understandings about marketing was rather challenging for Yun.

As mentioned above, marketing focus was really low in previous practices, therefore there were no proper marketing budgets for each of the item on the portfolio. There was no marketing preparation done for the existing items. Along with it the product variety of the company was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had a challenge to perform marketing planning and to create marketing budget plans for existing along with for new products from the very start, and this would take a huge time.

A big shift would be required in existing marketing expenses to develop the Santander D Transformation And Growth In The U K Case Study Analysis brand name. This would lead to increased marketing expenditures for Samsung and might disrupt the administration regarding increased costs, as they hesitated to marketing expenditures previously and an abrupt big shiftwould make them disrupt. This could lead to declining executive assistance for international marketing. In this circumstance, Yun faces a challenge for justifying increased marketing costs by showing the long term value of big marketing expenditures.

Internal Analysis
SWOT Analysis

Santander D Transformation And Growth In The U K Case Study Solution strengths lie in its big item portfolio. Samsung has largest number of patents in the market with overall number of 15499 patents granted in United States( USP).

Another strength of Santander D Transformation And Growth In The U K Case Study Help is its capability to develop ingenious items at a constant rate. It significant shows for the innovation and item creating of Samsung is that the company has actually gotten numerous awards for its development and item design.

Unlike Apple and other competitors, Samsung is concentrated on producing gadgets which can be quickly integrated with any type of open source Os (OS) and software. This supplies 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 likewise among the major strength of Samsung as it makes it possible for the business to capture more market by providing quality items with expense control.

Weak points

Samsung's weaknesses are hidden in the business's dependence on outsourcing software for its gadgets due to company's failure in developing software application, unlike Sony. Santander D Transformation And Growth In The U K Case Study Analysis likewise has low profit margins as compare to Apple due to huge difference in the rates of Apple and Samsung with a much lower difference in quality.


Opportunities for Samsung lie in the growing Smartphone market and the company's performance in the market. It can increase its market share and revenues from cellular phone as the business is rather effective in smart phone market. Samsung currently runs in about 80 countries and the business has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would allow the business to increase its product portfolio with a boost in its wealth.


The vibrant industry environment of technology market posture an extreme danger on Samsung's survival and force the company to spend much of its profits share on R&D in order to endure in the long run. The marketplace saturation in developed countries i.e. saturation of mobile company is likewise a huge hazard for the business's growth in the presence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Santander D Transformation And Growth In The U K Case Study Analysis provides quality products and has a quite rich portfolio which caters to various sectors. Most of the items are in the leading 3 of their respective markets. LCD and cellphones are the biggest products of Samsung, whereas DRAM is likewise not far behind in comparison of them. Following is the product line of Samsung:

• Laptops.
• Mobile phones.
• Air conditioning unit.
• Desktop computer.
• Hard disks.
• Washing machines.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Santander D Transformation And Growth In The U K Case Study Solution uses both market competitive and market skimming rates methods for its wide array of items. In competitive rates it changes the price according to the competition in order to gain advantage, whereas, it utilizes market skimming technique 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 very best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon etc. All its products are prompt provided to the selling location/ delivered to the consumers directly in case of online order.

Vrio Analysis
It wasn't a popular business outside of Korea up until 1993. However the management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has gone into the league of leading 25 companies worldwide in just 9 years. This is an impressive achievement despite the continuous arguments among the managers about embracing marketing practices. It uses both offline & online channels of promo to market their items. Paid product ads, social promo and digital advertisements are utilizes to create awareness about Samsung items.

Worth Chain Analysis.

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

Incoming Logistics.

It has among the most effective and efficient supply chain network and has more than 2700 providers throughout different industries all over the world. Almost 80% of which is based in Asia and the remaining around the globe. For its incoming logistics it owns numerous logistics companies as it subsidiaries. It looks after its suppliers and develops a harmonious relationship with them and even reduced their payment cycles to increase this relationship even more which includes worth to their chain network.


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

Outbound Logistics.

Its outgoing logistics system performance is among the primary factors Santander D Transformation And Growth In The U K Case Study Help is able to compete with Apple. Samsung's own Electronic Logitec system plays a major function in the outbound logistics operations. It even performs the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target consumer attention towards the product is done through marketing and sales to communicate with them the worth and competitive benefit the item offers. Santander D Transformation And Growth In The U K Case Study Solution marketing spending plan is continuously growing because they began their repositioning globally and will continue to do so as they are continuously looking to broaden and invest in high possible development markets. The budget is spent on occasions, print and media advertisements, public relations etc.

Samsung Service. Samsung put their clients at the top and continually strive to deliver unmatchable customer service standards. As after sales service is ending up being extremely essential to keep clients pleased and engaged, they even perform studies through 3rd parties to learn their consumer's feedback and execute it in the positive way to lower or if possible entirely eliminate their consumer problems. By adding a direct support line to contact them 24 hr they have actually even more increased the added value of Santander D Transformation And Growth In The U K Case Study Solution service.


Santander D Transformation And Growth In The U K Case Study Help has actually diversified market division, based upon its provision of large range of items to large number of customers. Samsung target client sections can be divided into 3 classifications i.e. Santander D Transformation And Growth In The U K Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Gadget services.


Santander D Transformation And Growth In The U K Case Study Help geographic division is based upon two requirements i.e. region and density. Samsung serves about 80 nations worldwide with its products supplied to Urban in addition to Rural areas of the country. The Samsung is likewise growing its global presence and the company's flexibility in finding its plants motivates global growth of Samsung.


The group division of Santander D Transformation And Growth In The U K Case Study Solution is based upon gender, age, life-cycle stage and occupation. Samsung produces items that can be used by both males and women. The target customers for Samsung IT and mobile interaction items have an age series of 18-65 with majority at a young or freshly wed life process phase. They are primarily experts, students and workers. Apart from it, Samsung Customer Electronics are targeted to a customer sector with an age range of 25-65. They are mostly experts and employees. However Santander D Transformation And Growth In The U K Case Study Solution Device Solutions are targeted at trainees, employees and experts with an age range of 25-65.


The psychographic division of Santander D Transformation And Growth In The U K Case Study Solution s based upon the social class and the lifestyle of the customer. Samsung target customers on the basis of social class are primarily upper middle, middle and working class clients, as Samsung offer items like mobile phone very little cheaper i.e. Motorola along with very little costly i.e. Apple. It provides quality items to middle level customers at a slightly high rate than others targeting the same sector.


Santander D Transformation And Growth In The U K Case Study Analysis bulk target consumers have unique behavioural attributes. It has consumers with an enthusiastic, stylish and determined character with moderate level of commitment towards the brand. Its customers have some degree of shift towards other renowned brand names i.e. Apple. The majority of Samsun clients want quality as well as cost control. They are drawn in towards Samsung due to the fact that of its moderate prices with a degree of quality.

Quantitative analysis.

Sales of Santander D Transformation And Growth In The U K Case Study Help has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings 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 choice is based upon the objective of Kim to target the more youthful audience and create an international brand name picture of the business. Whereas, the core strength of the company is presently producing but long gone are those days when excellent items were offering themselves. In the present age marketing is extremely essential and companies can not prosper without it. Kim has actually already begun to strengthen the marketing activities of Samsung and soon it will become one of its core strength like manufacturing if not better.



Samsung runs styles, manufactures and offer a large portfolio of consumer electronics. It runs in a very competitive environment and has successfully placed itself as the maker of quality products. The response is yes.


As, stated earlier that Santander D Transformation And Growth In The U K Case Study Analysis runs in a highly competitive environment, which indicates all the business have comparable items. The answer for rarity is no.


Due to the nature of the market, it is extremely simple for rivals to comprehend the performance of the products and easily make their own models. Yes, Samsung is only behind IBM in registering brand-new patents each year, however the advantage is very short-term in this market.


Chairman Lee has completely turnaround Samsung, from going practically insolvent throughout the Asian monetary crisis of 1997 to the top 25 company in the world. Certainly yes there appertains organization in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


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


Purchasing power of customers is vital for business like Samsung to grow and be successful. Emerging markets like India, middle-eastern nations etc. supply growth opportunities, whereas, due to recession even the clients of industrialized nations suffer terribly. It is extremely crucial for the business to keep an eye on the continuous financial situation of the country prior to going into the market.


International companies need to deal with various social and cultural concerns throughout its operations in a foreign country. Samsung has actually also faced lots of issues however have actually adopted to the regional environments of most of the countries exceptionally well. It has actually tailored its products, practices, policies etc. accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research & Development, and with continuous ingenious product launches, Santander D Transformation And Growth In The U K Case Study Solution 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 country has their own laws and policies, being an international business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal repercussions. It has to study or work with a regional law specialist prior to starting its operations in a particular country.


With the rising awareness amongst consumers about the ethical & ecological violations of business, Samsung needs to guarantee that it follows all the safety standards. Ecological damages, ethical misconducts are not appropriate and in some nations the consequences can be extremely extreme. On the other hand it has to do some Business Social Duty practices to reveal the residents that it appreciates their environment and people.

Porter's 5 Forces

Hazard of Alternative

Threat of replacement for Samsung's each item category is rather substantial. Running in a very vibrant market lead the business to face a high risk of replacement. Elements for high risk of alternative for Santander D Transformation And Growth In The U K Case Study Help Smartphone include the presence of high number of providers and Market saturation in industrialized nations, which make the cost of changing for consumers nearly absolutely no. Replacement threats for Samsung visual screen depend on the altering life style of consumers. Clients can switch to viewing visuals in your home towards outside activities. Along with it, Samsung printing solutions items are threatened by the increasing destination of consumers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Samsung and its close competitors is extreme. The major factor behind this is the method of market saturation in numerous variety of product categories, forcing Samsung to introduce more innovative functions in existing products and new ingenious products to preserve its development. Other element for the extreme competition among the competitors is the little item differentiation amongst the products. The prominent players in the technology market are rather aware of the value of R&D spending for their survival and are running into a race of marketing and R&D costs, to capture the marketplace. The significant rivals for Santander D Transformation And Growth In The U K Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry leads to the changing market shares which can be seen in Display F.

Bargaining Power of Providers:

Santander D Transformation And Growth In The U K Case Study Solution has a huge supply chain consisting of about 2700 providers across the world.( 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. These substantial orders enable Samsung to work out prices with its providers. Due to incapability of Samsung to construct its own software, it has to outsource its software application advancement to Google, which becomes a possible supplier of software application for Samsung, resulting in high bargaining power of Google. In many of Santander D Transformation And Growth In The U K Case Study Solution has a power to negotiate costs, but it provide significant costs to its suppliers to develop a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Haggling power of purchasers for different variety of item classifications of Samsung is extreme. One of the aspect leading to the extreme bargaining power is the availability of a great deal of rivals in nearly each product category i.e. competitors of Samsung Smart device, with a really little differentiation. The high schedule of suppliers of Mobile phones with minimum differentiation, make the switching cost for purchasers almost no, for this reason increasing the bargaining power of purchasers. Market saturation in the majority of the product classifications also make the bargaining power of buyers more intense in for Santander D Transformation And Growth In The U K Case Study Help. In spite of igh bargaining power Samsung is rather efficient in offering its products at a higher rate than much of its rivals, due to high end quality item and a fair brand image.

Risk of New Entrants:

Threat of brand-new entrants for Samsung is quite low. Among the significant aspect for low threat of new entrants is the high competition in the market. The requirement of big quantity of capital to go into in the market is also one of the potential barrier to entry. Along with it, requirement of big competence and research study and development expenses for survival in the industry likewise make brand-new entrants hesitant to go into in the marketplace. 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 costs as possible and this can just be attained by production effectiveness. Brand-new firms, in majority cases, lack the production effectiveness, for this reason increasing the risks for entryway in the innovation industry.

Competitive Analysis

Samsung's high product diversification provides it differentiation from its competitors. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Santander D Transformation And Growth In The U K Case Study Solution had a huge R&D costs on all of its product categories which enable the company to make prospective income from sales of nearly all of its items.

The company ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in terms of international market share, amongst 8 various item categories. Samsung was the global leader in making DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel but its earnings from chips was growing quicker than Intel and has grown close to the earnings levels of Intel, as given in the case Exhibit 2.

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

Samsung was also reaping the benefits from increasing market share of high-end LCDs as given in case Exhibition 3. The major reason, making the company allow to get the chance is its mass production at low expense. Sony was the most significant competitor for Santander D Transformation And Growth In The U K Case Study Solution in LCD market, nevertheless, it had also started joint endeavor with Samsung in 2003 for LCD making, lessening the competition for Samsung.

Porter's Competitive Technique

Low Expense Leadership technique of porter is fully carried out by Samsung the way they attain economies of scale by reinforcing their core competencies of manufacturing. They always bring something brand-new and ingenious whether it's a product or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Santander D Transformation And Growth In The U K Case Study Help would develop a new brand name image by targeting the more youthful generation of the specific country. As, especially smart phones of Samsung are incredibly popular amongst the younger demographic.


1. It is the best method to develop Client Lifetime Value (CLV) by creating a long-term relationship with customers. Construct commitment through providing worth and profit for long-term, as research has actually showed it is more affordable to keep existing customers than to bring in brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst more youthful people and which in turn will bring in brand-new customers for my items.


1. Old clients who were associated with Samsung before may not like this brand-new image the business is trying to portray.
2 It will sustain further expenditures to reposition some products and it may not even bring success as the trends alter really rapidly amongst the younger demographic.

Alternative option 2.

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


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


2. Its con can develop a very unhealthy environment in the work environment, as people often withstand change due to the fact that they fear it.

Identify the very best option

Very first option is the best as it clearly has more pros because once a Customer Lifetime Value is built the business will profit from it till that customer is alive and has buying power too. Plus, our target clients are the younger generation which are bound to live longer than the existing aging individuals. Nonetheless, Samsung's main goal is to create loyalty amongst its customers and make them redeemed it from them and even buy their different products as well.

Execution Plan

• Targeting younger generation through social marketing, creating a link with them like Pepsi make with music. And set the expectations sensible and attainable.
• A team consisting of finest marketing and sales experts should be assemble, and both views ought to be taken into account before securing the resources required to execute the plan.
• Thorough communication of the strategy must be done as it is extremely essential for everyone to be on the very same page to make it work.
• Tasks and timelines should be construct and interacted accordingly to each person accountable.
• The manager should 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 manager should keep an eye on and keep a constant check on the total and individual efficiency.
Due to the fact that any new pattern or policy may come in due to which all the things currently planned have actually to be changed, • Everyone must be willing to adapt midway. It's better to have contingency strategies currently prepared.
• At the end of the campaign the supervisor need to communicate the results and if effective should celebrate with the team.


The M-net program revealed engaging analysis about the low and high growth potential locations and how much advertising budget need to be allocated accordingly. This modification the spending plan allocation of numerous managers and various nations were dissatisfied and argued however the analysis done by the program was accurate and showed figures like The United States and Canada and Russia growth potential warranted a 35% allocation while they were getting 45%. Whereas, China and Europe ought to be receiving 42% but were instead provided 31%. It actually helped to relatively disperse the resources and record more clients by spending more on advertisements on the high growth potential regions of the world.

Its continuous financial investment in R&D and ingenious practices have propelled them to brand-new heights but for them its' only the start and they want to be among the leading 3 brand names in the world. Their marketing efforts should be directed towards younger market amidst the internal arguments about marketing and should create Consumer Life time Value as it will not only provide them advantages now but will continue to enjoy it till the client life time. As the cost of keeping the client is much more affordable than bring in a brand-new one.