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


Santander D Transformation And Growth In The U K Case Study Help is a well-known worldwide brand in innovation industry, founded in 1938 by Lee Byung Chul, in South Korea. Santander D Transformation And Growth In The U K handle large number of item classifications including Semiconductors, Telecommunications, Digital Media, Digital Appliances and much more other electronic products. Historically, the business's core customers include the Original Equipment Manufacturers (OEMs), which used to sell Organization items withtheir own brand name. Till early 1990s, the core competency of Company depend on its low rate offerings than its competitors by producing existing items at economies of scale. Its consumer circle includes Original Equipment Manufacturers (OEMs), who used to sell Santander D Transformation And Growth In The U K Case Study Analysis items with their own brand. Enterprise was not simply known outside Korea. There were likewise no or little interest in building the brand worldwide. Marketing budget plan was managed by production department with a focal point on supplying inexpensive products.During the 1997 Asian Financial Crisis the company practically got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most valuable company on the planet. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Venture as a global brand name and informed his divisional managers to comprehend marketing and its importance. Now their goal is to arrive 10 by 2005.

Problem Declaration

Corporation's shift from an item based to a marketing company is not going as efficiently as planned.Overcoming the hesitation of divisional managers to include marketing efficiently is still a significant difficulty. Developing a constant brand name identity throughout the whole world and using marketing methods that best fits the local culture is no easy task. The M-net program analysis have actually been really helpful in figuring out the high and less possible development locations, however allotment of resources appropriately is not well received amongst the supervisors. There is no agreement among the hierarchy regarding the very best matched future technique.
Executive Summary
Situational Analysis

Yun had a rather clear picture in his mind about how Santander D Transformation And Growth In The U K Case Study Solution can transform from a low end to a high end product supplier. He knew that transformation can only be done through placing Organization as a business 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 build Org brand name, with a possible assistance of its executives, Yun dealt with several marketing obstacles in early years of its efforts.

One of the marketing difficulties for Yun was the understandings of executives about the worth 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 quite low in their previous business practices, and the current marketing requirement was too much high, the gap was too broader and to fill this space with wrong perceptions about marketing was rather difficult for Yun.

As specified above, marketing focus was extremely low in previous practices, for that reason there were no appropriate marketing budgets for each of the item on the portfolio. There was no marketing planning provided for the existing products. In addition to it the item range of the company was increasing with the ripening of new product concepts by the R&D sector of Venture. Yun had an obstacle to carry out marketing planning and to produce marketing spending plans for existing in addition to for new items from the very beginning, and this would take a huge time.

A substantial shift would be needed in current marketing expenses to develop the Business brand name. This would result in increased marketing expenditures for Venture and could disturb the administration regarding increased expenses, as they were unwilling to marketing expenses formerly and an unexpected huge shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Enterprise strengths lie in its huge item portfolio. Enterprise has biggest variety of patents in the market with overall variety of 15499 patents approved in United States( USP). Big amount of R&D costs has allowed the company to grow its product portfolio at a greater rate than its competitors. Santander D Transformation And Growth In The U K Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total profits.

Another strength of Santander D Transformation And Growth In The U K Case Study Solution is its ability to develop ingenious items at a continuous rate. It major shows for the development and item developing of Business is that the business has received numerous awards for its innovation and item style.

Unlike Apple and other competitors, Corp is focused on producing devices which can be easily integrated with any type of open source Os (OS) and software. This supplies Company an edge over Apple devices.
Porter's 5 Forces Analysis
Venture's capability to produce luxury products at low cost of production is likewise among the major strength of Organization as it makes it possible for the company to capture more market by supplying quality items with cost control.

Weak points

Santander D Transformation And Growth In The U K Case Study Help weaknesses are hidden in the business's dependence on outsourcing software for its devices due to business's inability in establishing software application, unlike Sony. Business also has low earnings margins as compare to Apple due to big distinction in the rates of Apple and Corporation with a much lower difference in quality. The diverse focus of the business due to large number of products in its portfolio, result in the less efficient production and make the company unable to charge higher prices like Apple. The company is likewise ineffective in handling its patents and frequently deals with the issue of patent offense.


Opportunities for Santander D Transformation And Growth In The U K Case Study Help lie in the growing Mobile phone market and the business's effectiveness in the market. Business currently runs in about 80 countries and the company has a chance to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant market environment of technology market posture a serious danger on Enterprise's survival and force the business to invest much of its earnings share on R&D in order to survive in the long run. The market saturation in developed nations i.e. saturation of mobile business is likewise a big risk for the company's growth in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Corp provides quality items and has a quite rich portfolio which caters to various sectors. LCD and mobile phones are the biggest items of Company, whereas DRAM is likewise not far behind in comparison of them.

• Laptops.
• Smart phone.
• Air conditioning unit.
• Personal computers.
• Hard drives.
• Washing machines.
• Refrigerators.
• Cams.
• Microwaves.
• Flash memory.


Santander D Transformation And Growth In The U K Case Study Solution uses both market competitive and market skimming pricing methods for its wide array of products. In competitive prices it changes the rate according to the competition in order to acquire benefit, whereas, it uses market skimming method where the item has actually an included value and by selling a few 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 and so on. All its items are timely provided to the selling location/ provided to the clients straight in case of online order.

Vrio Analysis
It wasn't a widely known business beyond Korea until 1993. The management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has gotten in the league of top 25 companies in the world in just 9 years. This is an impressive achievement despite the ongoing arguments among the supervisors about embracing marketing practices. It utilizes both offline & online channels of promo to market their products. Paid item advertisements, social promotion and digital ads are utilizes to create awareness about Org items.

Worth Chain Analysis.

It's an analytical structure for recognizing service activities that include value or competitive advantage for the business.

Inbound Logistics.

It has one of the most efficient and effective supply chain network and has more than 2700 suppliers throughout various markets worldwide. Almost 80% of which is based in Asia and the staying worldwide. For its inbound logistics it owns numerous logistics companies as it subsidiaries. It looks after its providers and develops a harmonious relationship with them and even lowered their payment cycles to enhance this relationship even more which adds value to their chain network.


Organization's core competency is its mass making it produces 90% of its products in-house. Divided into three different departments its operations are particularly IT & Mobile Communications, Device Solutions and Consumer Electronics. It is maintaining operation centers worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is one of the primary factors Santander D Transformation And Growth In The U K Case Study Help has the ability to take on Apple. Company'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 Company.

Marketing and Sales.

Attracting target client attention towards the item 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 Solution marketing budget is constantly increasing because they began their rearranging internationally and will continue to do so as they are continually aiming to invest and expand in high prospective development markets. The budget is invested in occasions, print and media ads, public relations etc.

Corp put their clients at the leading and continually strive to deliver unmatchable client service requirements. By including a direct support line to call them 24 hours they have actually even more increased the added worth of Org service.


Santander D Transformation And Growth In The U K Case Study Analysis has diversified market division, based upon its provision of wide range of items to a great deal of consumers. Business target client segments can be divided into 3 categories i.e. Santander D Transformation And Growth In The U K Case Study Solution IT and Mobile Communications, Org Consumer Electronic Devices and Enterprise Device solutions.


Santander D Transformation And Growth In The U K Case Study Analysis geographical segmentation is based upon two requirements i.e. area and density. Organization serves about 80 countries worldwide with its items supplied to Urban along with Rural areas of the nation. The Enterprise is likewise growing its global presence and the company's flexibility in finding its plants encourages international expansion of Org.


The group division of Santander D Transformation And Growth In The U K Case Study Help is based upon gender, age, life-cycle phase and occupation. Company produces items that can be utilized by both males and females. The target customers for Org IT and mobile communication items have an age series of 18-65 with bulk at a young or newly wed life cycle phase. They are mainly students, employees and specialists. Apart from it, Enterprise Consumer Electronic devices are targeted to a client segment with an age range of 25-65. They are mostly employees and professionals. Corporation Gadget Solutions are targeted at students, workers and specialists 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 lifestyle of the consumer. Venture target customers on the basis of social class are mainly upper middle, middle and working class customers, as Company sell products like mobile phone very little more affordable i.e. Motorola as well as not much expensive i.e. Apple. It provides quality products to middle level consumers at a slightly high price than others targeting the exact same segment.


Santander D Transformation And Growth In The U K Case Study Analysis majority target customers have unique behavioural characteristics. It has clients with an ambitious, stylish and identified personality with moderate level of loyalty towards the brand. Its consumers have some degree of shift towards other renowned brands i.e. Apple. The majority of Organization customers want quality in addition to expense control. Due to the fact that of its moderate costs with a level of quality, they are attracted towards Venture.

Quantitative analysis.

Sales of Business 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 lowered its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Enterprise with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Profits/ sales are increasing however net revenue is not increasing accordingly due to the fact that of the high overhead cost. New growths and employing's were the primary factor of the increase in the overhead expenses, with china currently not offering any revenue to Corp, but there is so much potential in the existing market with 75 % yet to be explored.

Qualitative analysis.

Yes, this decision is based upon the mission of Kim to target the younger audience and create a worldwide brand name image of the company. Whereas, the core strength of the business is currently manufacturing but long gone are those days when great items were offering themselves. In the present age marketing is extremely crucial and business can not prosper without it. Kim has already begun to reinforce the marketing activities of Org and soon it will turn into one of its core strength like making if not better.



Business operates styles, produces and sell a large portfolio of consumer electronic devices. It operates in an exceptionally competitive environment and has actually successfully placed itself as the maker of quality products. The response is yes.


As, stated previously that Santander D Transformation And Growth In The U K Case Study Analysis runs in a highly competitive environment, which suggests all the companies have similar items. So, the response for rarity is no.


Due to the nature of the market, it is extremely easy for competitors to understand the performance of the items and quickly make their own designs. Yes, Corp is only behind IBM in registering new patents yearly, but the benefit is really short term in this market.


Chairman Lee has completely turn-around Corporation, from going almost insolvent throughout the Asian financial crisis of 1997 to the leading 25 company in the world. Definitely yes there is proper 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, majority of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. Nevertheless, it deals with some political pressures in less developed nations where order situation is bad. 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 Solution operations.


Purchasing power of customers is vital for companies like Company to be successful and grow. Emerging markets like India, middle-eastern nations and so on provide development chances, whereas, due to economic crisis even the consumers of developed nations suffer severely. It is extremely important for the company to keep an eye on the continuous financial circumstance of the country prior to entering the market.


International companies have to face numerous social and cultural issues during its operations in a foreign nation. Company has also faced many problems but have adopted to the regional environments of the majority of the nations exceptionally well. It has actually customized its items, practices, policies etc. appropriately in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research study & Development, and with constant innovative product launches, Santander D Transformation And Growth In The U K Case Study Solution is one of the top ingenious companies of the world. With a clear mission to be ahead of the rest when it comes to technological developments, Company has risen to the no 25 of the leading effective companies of the world.


Each nation has their own laws and policies, being a multinational company Enterprise need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal effects. It has to study or work with a local law professional before starting its operations in a particular country.


With the increasing awareness among customers about the ethical & ecological infractions of business, Org needs to ensure that it follows all the security guidelines. Ecological damages, ethical misconducts are not appropriate and in some countries the effects can be really extreme. On the other hand it has to do some Corporate Social Obligation practices to reveal the locals that it appreciates their environment and people.

Porter's Five Forces

Danger of Substitution

Danger of replacement for Enterprise's each item category is quite substantial. Elements for high risk of replacement for Santander D Transformation And Growth In The U K Case Study Solution Smart device consist of the existence of high number of suppliers and Market saturation in developed countries, which make the cost of switching for customers practically no. Along with it, Business printing solutions items are threatened by the increasing attraction of consumers towards cloud storage.

Rivalry Among Existing Firms:

The rivaly among Company and its close competitors is intense. The significant factor behind this is the approach of market saturation in different number of item categories, forcing Business to present more ingenious functions in existing items and new ingenious items to keep its growth. The significant competitors for Santander D Transformation And Growth In The U K Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Santander D Transformation And Growth In The U K Case Study Solution has a vast supply chain consisting of about 2700 providers throughout the world.( Org 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. These big orders enable Enterprise to work out costs with its providers. Nevertheless, due to incapability of Santander D Transformation And Growth In The U K Case Study Analysis to develop its own software application, it has to outsource its software advancement to Google, which becomes a prospective supplier of software for Corporation, leading to high bargaining power of Google. Although, in the majority of cases Organization has a power to negotiate costs, however it provide significant rates to its suppliers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Haggling power of buyers for numerous number of item categories of Corp is extreme. One of the factor leading to the extreme bargaining power is the schedule of a great deal of competitors in almost each product classification i.e. rivals of Corp Smart device, with an extremely little distinction. The high schedule of providers of Smart devices with minimum differentiation, make the changing cost for purchasers nearly absolutely no, hence increasing the bargaining power of purchasers. Market saturation in the majority of the item categories also make the bargaining power of purchasers more extreme in for Santander D Transformation And Growth In The U K Case Study Help. In spite of igh bargaining power Business is rather efficient in selling its items at a higher price than much of its rivals, due to high end quality item and a reasonable brand image.

Threat of New Entrants:

Danger of new entrants for Company is quite low. Among the significant element for low hazard of brand-new entrants is the high competitors in the market. The requirement of big quantity of capital to go into in the marketplace is likewise one of the prospective barrier to entry. In addition to it, requirement of huge proficiency and research and advancement expenses for survival in the market likewise make brand-new entrants unwilling to go into in the market. Market saturation is also among the barrier of entry in technology industry. High bargaining power of suppliers require the gamers in the industry to charge as low rates as possible and this can only be accomplished by production effectiveness. Brand-new firms, in bulk cases, lack the production performance, hence increasing the dangers for entryway in the innovation industry.

Competitive Analysis

Corp's high item diversity offers it differentiation from its rivals. It is one of the 3 leading brands by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single item category with Sony concentrating on consumer electronics, Nokia on cell phones and Intel on chips, Organization had a big R&D spending on all of its product classifications which allow the business to earn potential profits from sales of nearly all of its products. (See Display) However, due to the wide item variety the company faces high variety of competitors.

The company ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in regards to global market share, amongst 8 various product classifications. Business was the global leader in making DRAM, SRAM and NAND flash chips. Although, Company profits from chips was less than Intel but its revenues from chips was growing quicker than Intel and has actually grown near to the revenue levels of Intel, as given in the case Exhibition 2.

In addition to the chips Company mobile market was also thriving at a high rate than its rivals i.e. Motorola and Nokia. Enterprise's cell phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales development. The major reson behind Venture's high development despite of higher rates than Nokia and Motorola was the company's high-end quality cellular phone.

Corp was likewise reaping the benefits from increasing market share of high end LCDs as given in case Exhibit 3. The significant reason, making the business 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, however, it had likewise begun joint venture with Business in 2003 for LCD making, lessening the competition for Company.

Porter's Competitive Method

Low Expense Leadership technique of porter is fully implemented by Company the method they achieve economies of scale by enhancing their core competencies of manufacturing. They constantly bring something ingenious and brand-new whether it's a product or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Santander D Transformation And Growth In The U K Case Study Help would develop a brand-new brand name image by targeting the younger generation of the particular nation. As, particularly cellphones of Venture are popular amongst the more youthful market.


1. It is the very best method to build Consumer Life time Value (CLV) by creating a long-lasting relationship with consumers. Develop loyalty through delivering worth and profit for long-term, as research has actually revealed it is more affordable to maintain existing customers than to draw in 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 customers for my items.


1. Old customers who were associated with Corporation before may not like this new image the company is attempting to represent.
2 It will incur more expenses to reposition some products and it may not even bring success as the patterns alter very rapidly amongst the younger demographic.

Alternative option 2.

Company has made manufacturing its core proficiency for the most part of their organisation and due to which its supervisors are not afraid to totally get out of their comfort zone. It would be done by arranging training workshops during which value of marketing will be taught and numbers will be offered. Failure to get the passing ratings will get demoted. Marketing environment ought to be developed internally first as genuine marketing starts inside the corporation.


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


2. Its con can develop a very unhealthy environment in the workplace, as individuals often resist change due to the fact that they fear it.

Recognize the very best alternative

First alternative is the best as it clearly has more pros due to the fact that once a Customer Life time Worth is constructed the company will profit from it till that customer is alive and has acquiring power also. Plus, our target clients are the more youthful generation which are bound to live longer than the existing old age people. Nevertheless, Enterprise's main objective is to develop commitment among its customers and make them bought it from them and even purchase their different products also.

Application Strategy

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi do with music. And set the expectations possible and sensible.
• A team including finest marketing and sales specialists ought to be assemble, and both views must be taken into account before protecting the resources required to carry out the strategy.
• Thorough communication of the plan ought to be done as it is really essential for everybody to be on the same page to make it work.
• Tasks and timelines ought to be build and communicated accordingly to each person accountable.
• The supervisor must use a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The supervisor should monitor and keep a consistent examine the total and private performance.
• Everybody ought to be willing to adapt midway since any new pattern or policy might can be found in due to which all the important things already planned have to be adjusted. It's better to have contingency plans currently prepared.
• At the end of the campaign the manager need to communicate the outcomes and if successful need to celebrate with the team.

Spending plan

This modification the spending plan allotment of numerous managers and various countries were unhappy and argued but the analysis done by the program was precise and showed figures like North America and Russia development potential merited a 35% allotment while they were getting 45%. It truly helped to relatively disperse the resources and catch more consumers by spending more on advertisements on the high growth potential regions of the world.

Its consistent financial investment in R&D and innovative practices have actually propelled them to new heights but for them its' only the start and they want to be amongst the leading 3 brand names in the world. Their marketing efforts must be directed towards younger demographic amidst the internal arguments about marketing and should develop Customer Lifetime Value as it will not only give them benefits now however will continue to gain it till the client lifetime. As the cost of retaining the customer is much cheaper than drawing in a brand-new one.