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Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution & Analysis


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution is a well-known global brand name in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley handle large number of product classifications consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and many more other electronic items. Historically, the business's core consumers include the Original Devices Manufacturers (OEMs), which utilized to offer Company items withtheir own brand name. Till early 1990s, the core competency of Business lie in its low rate offerings than its rivals by producing existing products at economies of scale. Its customer circle consists of Original Devices Manufacturers (OEMs), who utilized to offer Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help items with their own brand name. Venture was not merely known outside Korea. There were also no or little interest in building the brand globally. Marketing budget was controlled by production department with a prime focus on offering low-cost products.During the 1997 Asian Financial Crisis the company almost got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the top 25 most important business worldwide. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even noted. He rearranged Business as a worldwide brand and informed his divisional managers to comprehend marketing and its importance. Now their goal is to arrive 10 by 2005.

Issue Statement

Organization's transition from a product based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional managers to integrate marketing successfully is still a significant difficulty. Developing a consistent brand name identity across the entire world and utilizing marketing techniques that finest fits the local culture is no simple task. The M-net program analysis have been really useful in figuring out the high and less prospective growth areas, but allowance of resources accordingly is not well received amongst the supervisors. There is no agreement amongst the hierarchy regarding the best suited future technique.
Executive Summary
Situational Analysis

Yun had a rather clear photo in his mind about how Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis can change from a low end to a high end product company. He knew that transformation can just be done through placing Enterprise as a company using high-end products and this might just be done through high level of marketing.

In spite of having a clear vision about how to build Corp brand, with a potential assistance of its executives, Yun dealt with several marketing difficulties 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 believed that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the existing marketing requirement was excessive high, the gap was too larger and to fill this space with wrong perceptions about marketing was quite tough for Yun.

As specified above, marketing focus was extremely low in previous practices, for that reason there were no proper marketing spending plans for each of the item on the portfolio. There was no marketing planning provided for the existing items. In addition to it the product range of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Corp. Yun had a difficulty to perform marketing planning and to produce marketing budget plans for existing in addition to for brand-new products from the very beginning, and this would take a substantial time.

A huge shift would be needed in existing marketing expenses to develop the Business brand name. This would result in increased marketing expenses for Org and might interrupt the administration relating to increased expenditures, as they were unwilling to marketing expenditures formerly and an abrupt big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Corporation strengths depend on its big product portfolio. Organization has biggest variety of patents in the market with overall number of 15499 patents approved in US( USP). Big quantity of R&D costs has actually enabled the business to grow its product portfolio at a higher rate than its competitors. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis is its ability to establish ingenious products at a continuous rate. It major proves for the innovation and item creating of Org is that the business has gotten numerous awards for its innovation and product style.

Unlike Apple and other rivals, Corporation is focused on producing gadgets which can be quickly incorporated with any type of open source Os (OS) and software. This offers Venture an edge over Apple gadgets.
Porter's 5 Forces Analysis
Org's ability to produce high-end items at low expense of production is also among the major strength of Enterprise as it enables the business to catch more market by providing quality items with cost control.

Weak points

Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis weaknesses are concealed in the company's dependence on outsourcing software for its gadgets due to business's inability in establishing software, unlike Sony. Corp likewise has low earnings margins as compare to Apple due to big distinction in the costs of Apple and Organization with a much lesser difference in quality. The diverse focus of the business due to large number of products in its portfolio, result in the less effective production and make the company unable to charge higher costs like Apple. The business is also ineffective in managing its patents and frequently faces the problem of patent infraction.


Opportunities for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution lie in the growing Mobile phone market and the business's performance in the market. Enterprise currently runs in about 80 nations and the business has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


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

4 P's of Marketing
Swot Analysis

Company uses quality items and has a quite rich portfolio which caters to various sectors. LCD and mobile phones are the greatest items of Venture, whereas DRAM is also not far behind in comparison of them.

• Laptops.
• Mobile phones.
• Ac system.
• Computer.
• Hard disk drives.
• Washing machines.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help utilizes both market competitive and market skimming prices techniques for its wide array of products. In competitive prices it adjusts the price according to the competitors in order to gain advantage, whereas, it utilizes market skimming strategy where the item has actually an added value and by offering a few products it can reach break-even.


It has one of the best supply chain networks, with retail distributors, their own sole distributors, E commerce channels like Amazon etc. All its products are timely supplied to the selling place/ provided to the clients straight in case of online order.

Vrio Analysis
It uses both offline & online channels of promo to market their products. Paid product advertisements, social promotion and digital ads are utilizes to create awareness about Business items.

Value Chain Analysis.

It's an analytical structure for determining service activities that include worth or competitive benefit for the business.

Incoming Logistics.

For its incoming logistics it owns different logistics companies as it subsidiaries. It looks after its suppliers and develops a harmonious relationship with them and even minimized their payment cycles to enhance this relationship further which adds worth to their chain network.


Org's core competency is its mass making it produces 90% of its products in-house. Divided into three various departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronics. It is maintaining operation centers worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help is able to take on Apple. Org's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Venture.

Marketing and Sales.

Attracting target client attention towards the product is done through marketing and sales to interact with them the worth and competitive advantage the product provides. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis advertising budget plan is continuously on the rise given that they started their rearranging internationally and will continue to do so as they are continuously aiming to invest and broaden in high potential growth markets. The spending plan is spent on events, print and media advertisements, public relations etc.

Org put their customers at the top and continually strive to deliver unmatchable customer service standards. By including a direct support line to call them 24 hours they have actually further increased the added value of Corp service.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis has diversified market division, based upon its arrangement of wide variety of items to large number of consumers. Organization target consumer sectors can be divided into 3 categories i.e. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution IT and Mobile Communications, Org Consumer Electronic Devices and Corp Gadget solutions.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help geographic division is based upon 2 criteria i.e. area and density. Company serves about 80 countries worldwide with its products offered to Urban as well as Backwoods of the nation. The Enterprise is likewise growing its international presence and the business's versatility in locating its plants motivates worldwide growth of Company.


Business produces products that can be utilized by both males and females. The target customers for Venture IT and mobile communication items have an age variety of 18-65 with majority at a young or freshly married life cycle phase. Apart from it, Organization Customer Electronics are targeted to a client section with an age range of 25-65.


The psychographic segmentation of Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help s based upon the social class and the lifestyle of the customer. Corp target consumers on the basis of social class are mainly upper middle, middle and working class consumers, as Corp sell products like cell phones not much more affordable i.e. Motorola along with very little expensive i.e. Apple. It supplies quality products to middle level consumers at a slightly high cost than others targeting the exact same sector.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help bulk target consumers have distinct behavioural qualities. They are brought in towards Corporation due to the fact that of its moderate rates with a level of quality.

Quantitative analysis.

Sales of Company has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has actually also reduced its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Business with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Earnings/ sales are increasing but net revenue is not increasing appropriately because of the high overhead cost. New expansions and working with's were the main factor of the increase in the overhead costs, with china currently not providing any profit to Organization, but there is a lot potential in the present market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this choice is based on the mission of Kim to target the younger audience and develop a global brand image of the business. Whereas, the core strength of the business is presently making but long gone are those days when good items were offering themselves. In the present age marketing is very important and companies can not succeed without it. Kim has already begun to reinforce the marketing activities of Corporation and soon it will turn into one of its core strength like manufacturing if not much better.



Company runs designs, makes and sell a vast portfolio of consumer electronics. It runs in an incredibly competitive environment and has effectively positioned itself as the maker of quality products. So, the response is yes.


As, said earlier that Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis runs in an extremely competitive environment, which implies all the companies have similar items. The answer for rarity is no.


Due to the nature of the industry, it is extremely simple for rivals to comprehend the functionality of the products and easily make their own models. Yes, Business is only behind IBM in registering new patents every year, but the benefit is very short-term in this market.


Chairman Lee has entirely turn-around Business, from going almost insolvent throughout the Asian monetary crisis of 1997 to the leading 25 business on the planet. Absolutely yes there appertains company in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread nearly in every country worldwide, majority of the environments like USA, Europe, China etc., are extremely conductive for its operations. However, it deals with some political pressures in less industrialized nations where law and order circumstance is not good. Latin American, African and some Asian nations fall in this category, where political instability do have an effect on Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution operations.


Buying power of customers is vital for companies like Business to grow and prosper. Emerging markets like India, middle-eastern countries and so on offer growth opportunities, whereas, due to recession even the customers of developed nations suffer badly. It is really essential for the company to keep an eye on the continuous financial scenario of the nation before going into the market.


International business have to face different social and cultural problems during its operations in a foreign nation. Business has actually likewise dealt with lots of issues but have actually adopted to the regional environments of most of the nations extremely well. It has tailored its products, practices, policies etc. appropriately in order to be successful.


With an annual expense of 2.4 billion dollars in Research & Development, and with continuous ingenious product launches, Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help is among the top innovative business of the world. With a clear objective to be ahead of the rest when it concerns technological developments, Org has risen to the no 25 of the leading successful companies of the world.


Each nation has their own laws and policies, being an international business Company 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 professional prior to starting its operations in a particular country.


With the rising awareness among consumers about the environmental & ethical violations of business, Corp has to ensure that it follows all the safety guidelines. Ecological damages, ethical misconducts are not acceptable and in some nations the consequences can be very serious. On the other hand it has to do some Corporate Social Obligation practices to reveal the locals that it cares about their environment and people.

Porter's Five Forces

Threat of Alternative

Risk of alternative for Enterprise's each item classification is rather considerable. Aspects for high risk of replacement for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis Mobile phone consist of the presence of high number of providers and Market saturation in industrialized nations, which make the expense of switching for customers almost zero. Along with it, Organization printing solutions items are threatened by the increasing tourist attraction of consumers towards cloud storage.

Rivalry Among Existing Firms:

The rivaly among Business and its close competitors is intense. The major factor behind this is the approach of market saturation in different variety of product classifications, forcing Business to present more innovative functions in existing items and brand-new innovative items to preserve its growth. Other element for the intense rivalry amongst the competitors is the little item distinction among the items. The popular players in the innovation industry are quite aware of the value of R&D spending for their survival and are encountering a race of marketing and R&D costs, to record the marketplace. The significant competitors for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution 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 Suppliers:

( Corp Sustainability Report, 2016) Provider's bargaining power for Venture is low as Company runs economies of scale and its orders are of possible size and worth. Due to incapability of Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help to construct its own software, it has to outsource its software advancement to Google, which becomes a potential provider of software for Business, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Market saturation in many of the product classifications also make the bargaining power of purchasers more intense in for Org. In spite of igh bargaining power Org is rather capable of selling its items at a greater rate than much of its competitors, due to high end quality item and a fair brand name image.

Risk of New Entrants:

Risk of brand-new entrants for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help is rather low. Along with it, requirement of substantial expertise and research and advancement expenditures for survival in the market also make new entrants reluctant to go into in the market. Market saturation is likewise one of the barrier of entry in innovation industry.

Competitive Analysis

Corporation's high product diversity supplies it distinction from its competitors. It is among the three leading brand names by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product category with Sony concentrating on customer electronics, Nokia on mobile phone and Intel on chips, Organization had a big R&D costs on all of its product classifications which enable the company to make possible profits from sales of nearly all of its products. (See Exhibit) However, due to the wide item variety the company deals with high number of competitors.

The business ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to global market share, among 8 various item categories. Organization was the global leader in producing DRAM, SRAM and NAND flash chips. Org incomes from chips was less than Intel but its earnings from chips was growing quicker than Intel and has grown close to the income levels of Intel, as given in the case Exhibit 2.

Along with the chips Business mobile market was likewise thriving at a high rate than its rivals i.e. Motorola and Nokia. Organization's mobile phone's sales development was 51% as compare to Motorola with only 4% and Nokia with absolutely no 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.

Venture was likewise reaping the benefits from increasing market share of high-end LCDs as given up case Exhibition 3. The significant factor, making the company enable to avail the chance is its mass production at low cost. Sony was the biggest rival for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help in LCD market, nevertheless, it had also begun joint endeavor with Venture in 2003 for LCD producing, decreasing the competition for Business.

Porter's Competitive Technique

Low Cost Management strategy of porter is totally carried out by Venture the way they attain economies of scale by reinforcing their core proficiencies of production. Even to the point that their rival SONY chose to form an alliance with them to produce for them, due to the fact that they were not able to take on them on low cost. Distinction is another method well carried out by Organization by constant investment in the R&D and remaining ahead of the competitors. They always bring something ingenious and new whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution would create a brand-new brand image by targeting the younger generation of the particular country. As, particularly smart phones of Corporation are very popular amongst the more youthful demographic.


1. It is the best strategy to develop Customer Life time Worth (CLV) by creating a long-lasting relationship with clients. Develop loyalty through delivering value and reap the benefits for long-term, as research has actually showed it is more affordable to keep current consumers than to attract new ones.
2. Another pro of this alternative is that word of mouth spread faster among more youthful people and which in turn will generate brand-new consumers for my items.


1. Old customers who were connected with Business prior to may not like this brand-new image the business is trying to represent.
2 It will sustain additional expenditures to rearrange some items and it may not even bring success as the patterns alter really quickly among the younger group.

Alternative service 2.

Corporation has actually made manufacturing its core proficiency for the many part of their business and due to which its managers are not scared to totally get out of their convenience zone. It would be done by organizing training workshops during which significance of marketing will be taught and numbers will be provided. Failure to get the passing ratings will get benched. Marketing environment must be created internally initially as real marketing starts inside the corporation.


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


2. Its con can produce an extremely unhealthy environment in the workplace, as individuals typically resist change since they fear it.

Recognize the best option

Option is the finest as it plainly has more pros because when a Customer Lifetime Worth is constructed the business will benefit from it till that consumer is alive and has buying power. Plus, our target consumers are the younger generation which are bound to live longer than the current old age individuals. Organization's primary goal is to produce loyalty amongst its customers and make them bought it from them and even purchase their different items.

Application Strategy

• Targeting more youthful generation through social marketing, producing a relate to them like Pepsi finish with music. And set the expectations achievable and sensible.
• A group including finest marketing and sales experts must be put together, and both views ought to be considered before securing the resources required to execute the strategy.
• Thorough communication of the strategy should be done as it is really important for everyone to be on the same page to make it work.
• Jobs and timelines must be develop and communicated accordingly to each person responsible.
• The manager must use a control panel which reveals the progress of all the jobs which have been done or about to be done and by whom.
• The manager must monitor and keep a consistent check on the specific and overall performance.
Due to the fact that any new trend or policy may come in due to which all the things currently planned have to be adjusted, • Everybody must be ready to adapt midway. It's better to have contingency plans currently prepared.
• At the end of the campaign the manager ought to interact the outcomes and if effective must commemorate with the team.

Budget plan

The M-net program exposed compelling analysis about the low and high growth potential locations and how much marketing budget plan ought to be assigned appropriately. This modification the budget plan allocation of lots of managers and different countries were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia development prospective merited a 35% allowance while they were receiving 45%. Whereas, China and Europe must be getting 42% but were instead provided 31%. It actually assisted to fairly distribute the resources and record more clients by spending more on advertisements on the high growth capacity regions of the world.

Its consistent investment in R&D and ingenious practices have actually propelled them to brand-new heights but for them its' just the start and they want to be among the top 3 brands in the world. Their marketing efforts should be directed towards more youthful demographic amidst the internal arguments about marketing and ought to produce Client Life time Value as it will not only offer them benefits now but will continue to gain it till the consumer lifetime. As the expense of keeping the customer is much cheaper than attracting a brand-new one.