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

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


Historically, the company's core customers consist of the Original Devices Manufacturers (OEMs), which utilized to offer Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis products withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who utilized to offer Samsung items with their own brand name. He repositioned Samsung as a global brand name and informed his divisional supervisors to understand marketing and its significance.

Problem Statement

Samsung's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to integrate marketing efficiently is still a major challenge. Developing a constant brand name identity across the entire world and using marketing techniques that finest fits the local culture is no easy job.
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 Help can change from a low end to a high end product service provider. He understood that change can only be done through positioning Samsung as a business using high-end products and this could only be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand, with a prospective assistance of its executives, Yun faced a number of marketing difficulties in early years of its efforts.

One of the marketing difficulties for Yun was the understandings of executives about the value of marketing. They considered marketing and selling as very same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was quite low in their previous organisation practices, and the existing marketing requirement was excessive high, the space was too larger and to fill this gap with incorrect perceptions about marketing was rather difficult for Yun.

Along with it the product range of the business was increasing with the ripening of brand-new product ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing preparation and to produce marketing spending plans for existing as well as for brand-new items from the very beginning, and this would take a big time.

A big shift would be needed in existing marketing expenses to build the Samsung brand. This would result in increased marketing expenditures for Samsung and could interrupt the administration regarding increased expenses, as they were unwilling to marketing expenses previously and an unexpected huge shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big product portfolio. Samsung has biggest variety of patents in the market with overall number of 15499 patents granted in United States( USP). Big amount of R&D costs has enabled the company to grow its item portfolio at a higher rate than its rivals. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall incomes.

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 designing of Samsung is that the business has actually received a lot of awards for its development and item design.

Unlike Apple and other rivals, Samsung is focused on producing devices which can be easily incorporated with any kind of open source Operating System (OS) and software application. This supplies Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce high-end products at low expense of production is also among the significant strength of Samsung as it enables the company to record more market by supplying quality products with expense control.

Weak points

Samsung's weaknesses are hidden in the business's reliance on outsourcing software application for its devices due to company's inability in establishing software, unlike Sony. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution also has low revenue margins as compare to Apple due to substantial difference in the prices of Apple and Samsung with a much lesser distinction in quality.


Opportunities for Samsung lie in the growing Smart device market and the business's efficiency in the market. It can increase its market share and revenues from cellular phone as the business is quite effective in smart phone market. Samsung presently 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 enable the company to increase its item portfolio with an increase in its wealth.


The dynamic market environment of technology market pose an extreme danger on Samsung's survival and force the business to spend much of its revenues share on R&D in order to make it through in the long run. The marketplace saturation in developed countries i.e. saturation of mobile business is also a big danger for the company's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Samsung provides quality items and has a rather abundant portfolio which caters to different sections. LCD and mobile phones are the most significant items of Samsung, whereas DRAM is likewise not far behind in contrast of them.

• Laptops.
• Smart phone.
• A/c unit.
• Personal computers.
• Hard drives.
• Washing machines.
• Fridges.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help uses both market competitive and market skimming rates techniques for its wide variety of products. In competitive prices it changes the price according to the competitors in order to acquire advantage, whereas, it uses market skimming technique where the item has an added worth and by offering a couple of 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 etc. All its items are prompt provided to the selling location/ provided to the clients directly in case of online order.

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

Value Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns numerous logistics companies as it subsidiaries. It looks after its suppliers and produces a harmonious relationship with them and even lowered their payment cycles to enhance 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 three different departments its operations are namely IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is maintaining operation centers worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is one of the main reasons Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even performs the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to interact with them the value and competitive advantage the item provides. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help advertising spending plan is continuously rising since they started their rearranging worldwide and will continue to do so as they are constantly seeking to broaden and invest in high prospective growth markets. The budget plan is invested in occasions, print and media ads, public relations etc.

Samsung put their customers at the top and constantly make every effort to deliver unmatchable customer service standards. By adding a direct assistance line to contact them 24 hours they have actually further increased the added worth of Samsung service.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution has actually diversified market segmentation, based upon its provision of large range of items to large number of consumers. Samsung target customer sectors can be divided into 3 classifications i.e. Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device solutions.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help geographic segmentation is based upon 2 criteria i.e. region and density. Samsung serves about 80 countries worldwide with its items offered to Urban as well as Backwoods of the nation. The Samsung is also growing its worldwide presence and the business's flexibility in locating its plants encourages worldwide expansion of Samsung.


Samsung produces products that can be utilized by both women and males. The target consumers for Samsung IT and mobile communication products have an age variety of 18-65 with bulk at a young or newly wed life cycle phase. Apart from it, Samsung Consumer Electronic devices are targeted to a client segment with an age variety 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 consumer. Samsung target clients on the basis of social class are mainly upper middle, middle and working class customers, as Samsung offer items like cell phones very little cheaper i.e. Motorola as well as very little pricey i.e. Apple. It provides quality products to middle level consumers at a somewhat high cost than others targeting the exact same sector.


Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis bulk target clients have unique behavioural attributes. It has customers with an enthusiastic, fashionable and determined character with moderate level of loyalty towards the brand. Its customers have some degree of shift towards other prominent brand names i.e. Apple. The majority of Samsun customers desire quality along with cost control. They are drawn in towards Samsung since of its moderate rates with a degree of quality.

Quantitative analysis.

Sales of Samsung has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has actually likewise minimized its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Samsung 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 because of the high overhead expense. New growths and hiring's were the primary reason of the boost in the overhead costs, with china currently not supplying any revenue to Samsung, however there is a lot potential in the current market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the business is currently manufacturing however long gone are those days when excellent items were selling themselves. Kim has already started to enhance the marketing activities of Samsung and extremely quickly it will become one of its core strength like manufacturing if not much better.



Samsung operates designs, produces and sell a vast portfolio of consumer electronic devices. It operates in an extremely competitive environment and has successfully placed itself as the maker of quality products. The answer is yes.


As, stated previously that Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution operates in a highly competitive environment, which implies all the business have comparable products. So, the answer for rarity is no.


Due to the nature of the market, it is really easy for competitors to comprehend the functionality of the items and easily make their own designs. Yes, Samsung is only behind IBM in signing up brand-new patents annually, but the advantage is very short term in this industry.


Chairman Lee has totally turnaround Samsung, from going almost bankrupt throughout the Asian monetary crisis of 1997 to the top 25 business worldwide. Certainly yes there is proper company in the company and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread practically in every nation worldwide, bulk of the environments like USA, Europe, China and so on, are very conductive for its operations. However, it faces some political pressures in less industrialized countries where order circumstance is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have a result on Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help operations.


Buying power of consumers is vital for business like Samsung to be successful and grow. Emerging markets like India, middle-eastern nations etc. provide development chances, whereas, due to recession even the customers of industrialized countries suffer terribly. Hence it is extremely essential for the company to watch on the ongoing economic situation of the nation prior to going into the market.


Multinational business need to face numerous social and cultural concerns during its operations in a foreign nation. Samsung has also faced numerous issues however have adopted to the regional environments of the majority of the nations incredibly well. It has tailored its items, practices, policies and so on accordingly in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research & Development, and with consistent ingenious item launches, Santander E The Acquisition Of Alliance Leicester And Bradford Bingley 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 pertains to technological developments, Samsung has increased to the no 25 of the leading effective companies of the world.


Each nation has their own laws and policies, being a multinational business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal effects. So, it needs to study or work with a local law specialist prior to beginning its operations in a particular country.


With the increasing awareness among consumers about the environmental & ethical violations of companies, Samsung needs to make sure that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be very serious. On the other hand it has to do some Corporate Social Duty practices to reveal the residents that it appreciates their environment and individuals.

Porter's Five Forces

Threat of Substitution

Threat of substitution for Samsung's each product classification is quite significant. Running in an incredibly dynamic industry lead the business to face a high threat of alternative. Factors for high danger of replacement for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help Mobile phone consist of the presence of high number of suppliers and Market saturation in industrialized countries, that make the cost of switching for customers almost no. Alternative risks for Samsung visual display lie in the changing life style of consumers. Consumers can change to enjoying visuals in the house towards outside activities. In addition to it, Samsung printing solutions items are threatened by the increasing attraction of customers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Samsung and its close competitors is extreme. The major factor behind this is the method of market saturation in various number of item classifications, requiring Samsung to introduce more ingenious functions in existing products and brand-new ingenious products to preserve its development. The significant rivals for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution has a large supply chain including about 2700 providers across the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. These huge orders make it possible for Samsung to negotiate costs with its providers. However, due to incapability of Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution to build its own software application, it needs to outsource its software advancement to Google, which ends up being a potential supplier of software application for Samsung, leading to high bargaining power of Google. Although, in the majority of cases Samsung has a power to negotiate prices, however it provide considerable rates to its suppliers to develop a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Bargaining power of buyers for numerous number of item classifications of Samsung is extreme. Among the aspect causing the extreme bargaining power is the availability of a great deal of competitors in nearly each item classification i.e. rivals of Samsung Smart device, with a really little distinction. The high schedule of providers of Smartphones with minimum differentiation, make the changing cost for buyers nearly zero, for this reason increasing the bargaining power of buyers. Market saturation in the majority of the product classifications also make the bargaining power of buyers more intense in for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Analysis. In spite of igh bargaining power Samsung is rather capable of offering its items at a greater rate than much of its rivals, due to luxury quality item and a fair brand image.

Risk of New Entrants:

Risk of new entrants for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help is quite low. Along with it, requirement of big know-how and research study and advancement expenses for survival in the market likewise make brand-new entrants hesitant to enter in the market. Market saturation is likewise one of the barrier of entry in innovation market.

Competitive Analysis

Samsung's high product diversification supplies it differentiation from its rivals. It is one of the three leading brand names by market share. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item classification with Sony concentrating on consumer electronic devices, Nokia on mobile phone and Intel on chips, Samsung had a big R&D costs on all of its product categories which make it possible for the business to earn potential profits from sales of almost all of its items. (See Exhibit) However, due to the large product variety the company faces high variety of rivals.

The business ranks initially in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in terms of global market share, amongst 8 different product classifications. Samsung was the international leader in manufacturing DRAM, SRAM and NAND flash chips. Samsung revenues from chips was less than Intel but its earnings from chips was growing faster than Intel and has actually grown close to the revenue levels of Intel, as provided in the case Exhibition 2.

Along with the chips Samsung mobile market was likewise growing at a high rate than its rivals i.e. Motorola and Nokia. Samsung'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 Samsung's high development despite of greater prices than Nokia and Motorola was the business's high-end quality mobile phone.

Samsung was likewise reaping the benefits from increasing market share of luxury LCDs as given up case Exhibition 3. The significant factor, making the business enable to get the chance is its mass production at low cost. Sony was the greatest competitor for Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Solution in LCD market, nevertheless, it had also started joint venture with Samsung in 2003 for LCD manufacturing, lessening the competition for Samsung.

Porter's Competitive Technique

Low Cost Management method of porter is completely implemented by Samsung the method they attain economies of scale by strengthening their core competencies of production. They constantly bring something ingenious and brand-new whether it's a service or a product.


Alternative Option 1

The Chief Marketing Officer (CMO) of Santander E The Acquisition Of Alliance Leicester And Bradford Bingley Case Study Help would produce a brand-new brand name image by targeting the more youthful generation of the particular nation. As, specifically mobile phones of Samsung are incredibly popular amongst the more youthful group.


1. It is the very best strategy to build Consumer Life time Value (CLV) by creating a long-term relationship with clients. Develop commitment through delivering worth and profit for long-term, as research has revealed it is more affordable to keep present customers than to attract new ones.
2. Another pro of this alternative is that word of mouth spread quicker among younger individuals and which in turn will generate brand-new consumers for my products.


1. Old clients who were connected with Samsung before may not like this brand-new image the business is attempting to depict.
2 It will sustain additional expenditures to rearrange some products and it may not even bring success as the patterns change really rapidly amongst the younger group.

Alternative service 2.

It would be done by organizing training workshops during which importance of marketing will be taught and numbers will be offered. Marketing environment should be developed internally initially as real marketing begins inside the corporation.


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


2. Its con can create a really unhealthy environment in the work environment, as individuals typically resist modification due to the fact that they fear it.

Recognize the best alternative

First alternative is the best as it plainly has more pros due to the fact that as soon as a Customer Lifetime Value is constructed the company will benefit from it till that client lives and has acquiring power also. Plus, our target customers are the more youthful generation which are bound to live longer than the existing aging people. However, Samsung's main objective is to produce commitment amongst its clients and make them repurchase it from them and even purchase their various items too.

Execution Plan

• Targeting younger generation through social marketing, developing a relate to them like Pepsi do with music. And set the expectations practical and attainable.
• A group including best marketing and sales experts ought to be put together, and both views must be taken into consideration prior to securing the resources needed to implement the strategy.
• Thorough interaction of the plan should be done as it is really important for everybody to be on the same page to make it work.
• Jobs and timelines need to be construct and communicated accordingly to each individual accountable.
• The manager should utilize a control panel which reveals the progress of all the tasks which have been done or about to be done and by whom.
• The manager need to keep an eye on and keep a continuous look at the general and private efficiency.
• Everyone ought to want to adapt midway because any brand-new pattern or policy may can be found in due to which all the things already prepared have to be adjusted. It's much better to have contingency plans already prepared.
• At the end of the campaign the supervisor ought to communicate the outcomes and if effective should commemorate with the group.


The M-net program exposed engaging analysis about the high and low growth prospective areas and just how much advertising budget must be allocated accordingly. This change the budget allotment of various countries and many managers were unhappy and argued but the analysis done by the program was precise and showed figures like North America and Russia growth possible merited a 35% allotment while they were getting 45%. Whereas, China and Europe ought to be receiving 42% however were rather offered 31%. It actually helped to fairly distribute the resources and record more customers by investing more on ads on the high development capacity areas of the world.

Its constant financial investment in R&D and ingenious practices have moved them to new heights however for them its' just the start and they desire to be among the top 3 brand names in the world. Their marketing efforts should be directed towards younger group amid the internal arguments about marketing and ought to produce Customer Life time Worth as it will not only provide them benefits now but will continue to gain it till the consumer life time. As the cost of retaining the client is much cheaper than attracting a new one.