Santander F Rebranding The Business Harvard Case Study Analysis

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Santander F Rebranding The Business Case Study Solution and Analysis


Historically, the business's core clients include the Original Devices Manufacturers (OEMs), which utilized to offer Santander F Rebranding The Business Case Study Analysis products withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who used to sell Samsung items with their own brand name. He repositioned Samsung as a global brand and informed his divisional managers to understand marketing and its importance.

Issue Declaration

Samsung's shift from an item based to a marketing company is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to include marketing successfully is still a major difficulty. Producing a constant brand name identity across the whole world and utilizing marketing techniques that best fits the local culture is no simple task. The M-net program analysis have been truly helpful in figuring out the high and less possible growth locations, however allowance of resources accordingly is not well received among the supervisors. There is no consensus among the hierarchy concerning the best suited future strategy.
Executive Summary
Situational Analysis

Santander F Rebranding The Business Case Study Analysis efforts for building its trademark name across the world was started after presenting the "new management initiative" by Chairman Lee in 1993. The goal was to transform Samsung from a cheap OEM to a high value-added item service 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 company. He understood that change can only be done through positioning Samsung as a business providing high-end products and this might only be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand name, with a possible support of its executives, Yun dealt with numerous marketing difficulties in early years of its efforts.

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

As stated above, marketing focus was really low in previous practices, therefore there were no correct marketing spending plans for each of the product on the portfolio. There was no marketing planning done for the existing items. In addition to it the item variety of the company was increasing with the ripening of new item concepts by the R&D sector of Samsung. Yun had a difficulty to perform marketing planning and to create marketing budget plans for existing in addition to for new items from the very beginning, and this would take a big time.

A substantial shift would be needed in present marketing expenditures to build the Samsung brand. This would result in increased marketing expenditures for Samsung and might interrupt the administration relating to increased expenditures, as they were hesitant to marketing expenses previously and a sudden big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Santander F Rebranding The Business Case Study Solution strengths lie in its huge item portfolio. Samsung has biggest number of patents in the industry with total number of 15499 patents given in United States( USP).

Another strength of Santander F Rebranding The Business Case Study Help is its capability to establish innovative products at a constant rate. It major shows for the development and item designing of Samsung is that the business has gotten many awards for its innovation and item style.

Unlike Apple and other rivals, Samsung is concentrated on producing gadgets which can be quickly incorporated with any type of open source Operating System (OS) and software. This offers Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's ability to produce high end items at low cost of production is likewise one of the significant strength of Samsung as it enables the business to catch more market by supplying quality products with expense control.

Weak points

Samsung's weak points are concealed in the company's reliance on outsourcing software for its devices due to business's failure in establishing software application, unlike Sony. Santander F Rebranding The Business Case Study Analysis likewise has low earnings 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 Santander F Rebranding The Business Case Study Analysis lie in the growing Smart device market and the company's efficiency in the market. Samsung currently runs in about 80 nations and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant industry environment of technology market present an extreme risk on Samsung's survival and require the company to spend much of its revenues share on R&D in order to endure in the long run. The market saturation in industrialized countries i.e. saturation of mobile company is likewise a huge hazard for the business's development in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

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

• Laptops.
• Cellphone.
• Air conditioner.
• Personal computers.
• Hard disks.
• Washing machines.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Santander F Rebranding The Business Case Study Analysis uses both market competitive and market skimming prices strategies for its wide variety of items. In competitive prices it changes the cost according to the competitors in order to acquire advantage, whereas, it uses market skimming method where the product has actually an included value and by selling a couple of products it can reach break-even.


It has among the best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon and so on. All its products are prompt supplied to the selling location/ provided to the consumers directly in case of online order.

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

Worth Chain Analysis.

It's an analytical framework for recognizing company activities that include worth or competitive advantage for the company.

Inbound Logistics.

It has among the most efficient and effective supply chain network and has over 2700 suppliers across different industries around the globe. Almost 80% of which is based in Asia and the remaining around the world. For its incoming logistics it owns various logistics firms as it subsidiaries. It cares for its providers and develops a harmonious relationship with them and even decreased their payment cycles to improve this relationship even more which includes worth to their chain network.


Samsung's core proficiency is its mass manufacturing it produces 90% of its items internal. Divided into three different divisions its operations are namely IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is maintaining operation centers worldwide to even more include worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the primary factors Santander F Rebranding The Business Case Study Solution has the ability to compete with Apple. Samsung'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 claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the item is done through marketing and sales to interact with them the value and competitive benefit the product offers. Santander F Rebranding The Business Case Study Analysis marketing budget plan is constantly rising since they started their repositioning globally and will continue to do so as they are continually looking to invest and expand in high possible growth markets. The budget plan is spent on occasions, print and media advertisements, public relations etc.

Samsung put their consumers at the top and continuously make every effort to deliver unmatchable consumer service standards. By adding a direct assistance line to call them 24 hours they have actually even more increased the included worth of Samsung service.


Santander F Rebranding The Business Case Study Solution has actually diversified market division, based upon its provision of vast array of products to large number of customers. Samsung target customer sectors can be divided into 3 categories i.e. Santander F Rebranding The Business Case Study Solution IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Device solutions.


Santander F Rebranding The Business Case Study Analysis geographical division is based upon two criteria i.e. area and density. Samsung serves about 80 nations worldwide with its products offered to Urban as well as Rural areas of the nation. The Samsung is also growing its international presence and the business's versatility in finding its plants encourages worldwide expansion of Samsung.


The market segmentation of Santander F Rebranding The Business Case Study Solution is based upon gender, age, life-cycle stage and profession. Samsung produces products that can be utilized by both women and males. The target consumers for Samsung IT and mobile interaction items have an age variety of 18-65 with majority at a young or freshly wed life cycle phase. They are primarily staff members, professionals and trainees. Apart from it, Samsung Customer Electronic devices are targeted to a customer segment with an age variety of 25-65. They are mainly specialists and workers. However Santander F Rebranding The Business Case Study Solution Device Solutions are targeted at trainees, workers and experts with an age range of 25-65.


The psychographic segmentation of Santander F Rebranding The Business Case Study Help s based upon the social class and the life style of the customer. Samsung target customers on the basis of social class are generally upper middle, middle and working class consumers, as Samsung sell items like cell phones very little less expensive i.e. Motorola in addition to not much pricey i.e. Apple. It offers quality products to middle level customers at a slightly high rate than others targeting the very same segment.


Santander F Rebranding The Business Case Study Help bulk target customers have distinct behavioural characteristics. It has consumers with an enthusiastic, fashionable and figured out personality with moderate level of loyalty towards the brand name. Its consumers have some degree of shift towards other popular brand names i.e. Apple. The majority of Samsun consumers desire quality as well as expense control. They are brought in towards Samsung due to the fact that of its moderate rates with a level of quality.

Quantitative analysis.

Sales of Samsung has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has also minimized its financial obligation from 15 billion $ to 4.6 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. Because of the high overhead expense, earnings/ sales are increasing but net earnings is not increasing accordingly. New expansions and employing's were the primary reason of the boost in the overhead costs, with china presently not providing any profit to Samsung, but there is so much potential in the present market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the company is presently producing but long gone are those days when great products were offering themselves. Kim has currently started to strengthen the marketing activities of Samsung and extremely quickly it will end up being one of its core strength like making if not better.



Samsung runs styles, produces and sell a large portfolio of consumer electronics. It runs in an exceptionally competitive environment and has actually effectively placed itself as the maker of quality products. So, the answer is yes.


As, said previously that Santander F Rebranding The Business Case Study Analysis runs in an extremely competitive environment, which means all the business have similar products. The answer for rarity is no.


Due to the nature of the market, it is very simple for competitors to understand the performance of the products and quickly make their own designs. Yes, Samsung is only behind IBM in signing up brand-new patents every year, however the benefit is really short term in this industry.


Chairman Lee has completely turn-around Samsung, from going almost bankrupt during the Asian financial crisis of 1997 to the leading 25 business worldwide. Certainly yes there is proper company in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread practically 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 countries where law and order scenario is not good. Latin American, African and some Asian countries fall in this classification, where political instability do have a result on Santander F Rebranding The Business Case Study Solution operations.


Purchasing power of clients is vital for business like Samsung to grow and prosper. Emerging markets like India, middle-eastern nations etc. offer development chances, whereas, due to economic crisis even the clients of industrialized countries suffer badly. Thus it is extremely essential for the company to keep an eye on the continuous financial scenario of the country prior to going into the marketplace.


Multinational companies need to face various social and cultural concerns throughout its operations in a foreign nation. Samsung has likewise dealt with many problems but have actually embraced to the local environments of most of the nations remarkably well. It has customized its items, practices, policies etc. appropriately in order to achieve success.


With a yearly expense of 2.4 billion dollars in Research study & Development, and with consistent innovative item launches, Santander F Rebranding The Business Case Study Help is among the top ingenious companies of the world. With a clear mission to be ahead of the rest when it concerns technological improvements, Samsung has actually increased to the no 25 of the top successful companies of the world.


Each nation has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. So, it has to study or hire a regional law professional before beginning its operations in a particular nation.


With the rising awareness among consumers about the environmental & ethical infractions of companies, Samsung needs to ensure that it follows all the security guidelines. Environmental damages, ethical misbehaviors are not acceptable and in some countries the effects can be very serious. On the other hand it needs to do some Corporate Social Responsibility practices to reveal the residents that it appreciates their environment and individuals.

Porter's Five Forces

Risk of Substitution

Hazard of alternative for Samsung's each item category is rather substantial. Elements for high risk of substitution for Santander F Rebranding The Business Case Study Solution Smartphone consist of the existence of high number of suppliers and Market saturation in developed nations, which make the cost of changing for customers practically no. Along with it, Samsung printing solutions products are threatened by the increasing tourist attraction of clients towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Samsung and its close competitors is intense. The significant factor behind this is the approach of market saturation in various number of item categories, requiring Samsung to introduce more ingenious functions in existing items and new ingenious products to maintain its development. Other element for the intense rivalry amongst the competitors is the little item distinction amongst the items. The prominent players in the technology industry are rather familiar with the significance of R&D spending for their survival and are facing a race of marketing and R&D spending, to record the marketplace. The major competitors for Santander F Rebranding The Business Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry leads to the varying market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

Santander F Rebranding The Business Case Study Solution has a huge supply chain including 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 big orders enable Samsung to work out costs with its providers. Nevertheless, due to incapability of Santander F Rebranding The Business Case Study Solution to build its own software, it has to outsource its software advancement to Google, which ends up being a prospective provider of software for Samsung, leading to high bargaining power of Google. In most of Santander F Rebranding The Business Case Study Analysis has a power to work out rates, but it provide considerable prices to its suppliers to construct a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Market saturation in many of the product categories likewise make the bargaining power of buyers more extreme in for Samsung. In spite of igh bargaining power Samsung is quite capable of offering its items at a higher rate than much of its competitors, due to high end quality item and a fair brand name image.

Hazard of New Entrants:

Danger of brand-new entrants for Samsung is quite low. Among the significant factor for low hazard of brand-new entrants is the high competitors in the industry. The requirement of huge quantity of capital to go into in the market is also one of the prospective barrier to entry. Together with it, requirement of big knowledge and research and advancement expenditures for survival in the market likewise make brand-new entrants reluctant to go into in the marketplace. Market saturation is likewise one of the barrier of entry in technology industry. High bargaining power of suppliers force the players in the market to charge as low prices as possible and this can just be attained by production efficiency. New firms, in majority cases, do not have the production performance, hence increasing the dangers for entrance in the technology industry.

Competitive Analysis

Samsung's high product diversity provides it distinction from its competitors. It is among the 3 top brands by market share. Unlikely to its close competitors including Sony, Intel and Nokia, who focus majority on a single item classification with Sony concentrating on customer electronic devices, Nokia on cellular phone and Intel on chips, Samsung had a big R&D spending on all of its product classifications which enable the business to make potential income from sales of nearly all of its products. (See Exhibition) However, due to the wide product range the company faces high variety of competitors.

The company ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in regards to global market share, amongst 8 various item categories. Samsung was the global leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung incomes from chips was less than Intel but its profits from chips was growing faster than Intel and has actually grown near the profits levels of Intel, as given up the case Display 2.

Along with the chips Samsung mobile market was likewise thriving at a high rate than its rivals i.e. Motorola and Nokia. Samsung's mobile phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales growth. The significant reson behind Samsung's high development despite of higher rates than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was also profiting from increasing market share of high-end LCDs as given up case Exhibit 3. The significant reason, making the business allow to get the chance is its mass production at low expense. Sony was the greatest competitor for Santander F Rebranding The Business Case Study Analysis in LCD market, nevertheless, it had actually likewise started joint endeavor with Samsung in 2003 for LCD manufacturing, minimizing the competition for Samsung.

Porter's Competitive Technique

Low Cost Management technique of porter is totally carried out by Samsung the way they attain economies of scale by strengthening their core proficiencies of production. They constantly bring something new and ingenious whether it's a product or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Santander F Rebranding The Business Case Study Solution would produce a new brand name image by targeting the younger generation of the particular country. As, particularly mobile phones of Samsung are incredibly popular among the more youthful group.


1. It is the best method to build Client Life time Value (CLV) by creating a long-term relationship with consumers. Construct commitment through delivering value and reap the benefits for long-term, as research study has showed it is much cheaper to retain present customers than to attract new ones.
2. Another pro of this option is that word of mouth spread quicker among more youthful people and which in turn will generate brand-new customers for my products.


1. Old clients who were associated with Samsung prior to might not like this new image the company is attempting to portray.
2 It will sustain additional expenditures to rearrange some products and it might not even bring success as the patterns change very rapidly among the younger demographic.

Alternative service 2.

Samsung has made making its core proficiency for the many part of their organisation and due to which its supervisors are not scared to totally get out of their comfort zone. It would be done by arranging training workshops throughout which importance of marketing will be taught and numbers will be provided. Failure to get the passing ratings will get demoted. Marketing environment must be created internally first as real marketing begins inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the office, as people frequently resist modification since they fear it.

Determine the best option

Alternative is the finest as it clearly has more pros due to the fact that when a Customer Life time Worth is constructed the company will profit from it till that client is alive and has acquiring power. Plus, our target consumers are the more youthful generation which are bound to live longer than the present aging people. Nevertheless, Samsung's primary objective is to develop commitment among its clients and make them repurchase it from them and even buy their various products as well.

Application Plan

• Targeting more youthful generation through social marketing, developing a link with them like Pepsi do with music. And set the expectations practical and possible.
• A team including finest marketing and sales experts should be assemble, and both views need to be considered before protecting the resources needed to implement the plan.
• Thorough interaction of the plan should be done as it is very essential for everyone to be on the same page to make it work.
• Jobs and timelines should be construct and interacted accordingly to each person accountable.
• The supervisor should use a dashboard which shows the development of all the tasks which have actually been done or about to be done and by whom.
• The manager must monitor and keep a consistent check on the individual and general performance.
Since any new trend or policy might come in due to which all the things already prepared 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 project the supervisor must interact the outcomes and if successful need to commemorate with the team.

Budget plan

This modification the spending plan allotment of different countries and many supervisors were unhappy and argued however the analysis done by the program was accurate and showed figures like North America and Russia growth potential warranted a 35% allowance while they were getting 45%. It truly helped to fairly disperse the resources and capture more clients by spending more on advertisements on the high development capacity regions of the world.

Santander F Rebranding The Business Case Study Solution is a top 25 business on the planet now and plans to get ahead of Sony who sits presently at no. 20. Its continuous investment in R&D and innovative practices have actually moved them to new heights but for them its' only the start and they want to be amongst the top 3 brands on the planet. They totally turn-around from almost going bankrupt during the Asian Financial Crisis to a world distinguished brand, known for quality and development. Their worth chain and their core proficiency their manufacturing ability, along-with international brand name image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts should be directed towards more youthful group amid the internal arguments about marketing and must develop Client Life time Worth as it will not only provide benefits now but will continue to gain it till the client life time. As the cost of maintaining the customer is much cheaper than drawing in a new one.