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Steeltech Competing In Chinas Auto Market Case Study Solution & Analysis


Steeltech Competing In Chinas Auto Market Case Study Help is a popular international brand in technology market, established in 1938 by Lee Byung Chul, in South Korea. Steeltech Competing In Chinas Auto Market deals in large number of product classifications including Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic products. Historically, the company's core customers include the Original Devices Manufacturers (OEMs), which used to sell Samsung items withtheir own trademark name. Till early 1990s, the core competency of Samsung lie in its low cost offerings than its rivals by manufacturing existing products at economies of scale. Its customer circle consists of Original Equipment Manufacturers (OEMs), who utilized to offer Steeltech Competing In Chinas Auto Market Case Study Help items with their own brand. Samsung was not merely understood outside Korea. There were also no or little interest in building the brand worldwide. Marketing budget was managed by production department with a focal point on offering inexpensive products.During the 1997 Asian Financial Crisis the company almost got insolvent, however with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was listed the top 25 most important company in the world. When Kim was hired as a Chief Marketing Officer in 2000 the company was not even noted. He repositioned Samsung as an international brand and educated his divisional supervisors to comprehend marketing and its significance. Now their goal is to arrive 10 by 2005.

Problem Declaration

Samsung's shift from an item based to a marketing business is not going as smoothly as planned.Overcoming the unwillingness of divisional managers to integrate marketing efficiently is still a significant obstacle. Producing a constant brand identity across the entire world and utilizing marketing techniques that best fits the local culture is no easy task. The M-net program analysis have actually been really practical in determining the high and less possible development areas, but allotment of resources accordingly is not well gotten among the managers. There is no agreement among the hierarchy relating to the best fit future technique.
Executive Summary
Situational Analysis

Steeltech Competing In Chinas Auto Market Case Study Solution efforts for building its brand name across the world was begun after introducing the "new management initiative" by Chairman Lee in 1993. The objective was to change Samsung from a low-cost OEM to a high value-added product company. To make the vision of Samsung a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Samsung can change from a low end to a high-end item company. He understood that improvement can just be done through positioning Samsung as a company providing 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 Samsung brand, with a prospective support of its executives, Yun faced a number of marketing obstacles in early years of its efforts.

Among the marketing obstacles for Yun was the understandings of executives about the worth of marketing. They considered marketing and selling as 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 service practices, and the current marketing requirement was excessive high, the gap was too larger and to fill this space with incorrect understandings about marketing was quite challenging for Yun.

As stated above, marketing focus was really low in previous practices, for that reason there were no appropriate marketing budget plans for each of the item on the portfolio. There was no marketing preparation provided for the existing items. In addition to it the item variety 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 perform marketing planning and to produce marketing spending plans for existing in addition to for new products from the very start, and this would take a huge time.

A substantial shift would be needed in present marketing expenditures to construct the Samsung brand name. This would result in increased marketing expenses for Samsung and might disrupt the administration regarding increased costs, as they were reluctant to marketing expenditures formerly and an abrupt big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big item portfolio. Samsung has biggest number of patents in the market with overall variety of 15499 patents given in United States( USP). Large quantity of R&D costs has actually made it possible for the company to grow its product portfolio at a greater rate than its competitors. Steeltech Competing In Chinas Auto Market Case Study Solution spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall revenues.

Another strength of Steeltech Competing In Chinas Auto Market Case Study Analysis is its ability to establish innovative items at a continuous rate. It major shows for the innovation and item developing of Samsung is that the company has actually gotten so many awards for its innovation and product design.

Unlike Apple and other competitors, Samsung is concentrated on producing devices which can be quickly incorporated with any kind of open source Operating System (OS) and software. This provides Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's capability to produce luxury products at low cost of production is likewise among the significant strength of Samsung as it enables the business to capture more market by providing quality items with cost control.


Samsung's weaknesses are hidden in the company's reliance on outsourcing software for its gadgets due to business's inability in establishing software application, unlike Sony. Steeltech Competing In Chinas Auto Market Case Study Solution likewise has low earnings margins as compare to Apple due to substantial difference in the prices of Apple and Samsung with a much lower distinction in quality.


Opportunities for Steeltech Competing In Chinas Auto Market Case Study Analysis lie in the growing Smartphone market and the company's effectiveness in the market. Samsung 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 industry environment of technology industry posture a severe hazard on Samsung's survival and force the business to spend much of its earnings share on R&D in order to endure in the long run. The marketplace saturation in developed nations i.e. saturation of mobile company is also a big danger for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Steeltech Competing In Chinas Auto Market Case Study Help provides quality products and has a rather abundant portfolio which caters to different segments. The majority of the products are in the top 3 of their particular markets. LCD and cellphones are the biggest items of Samsung, whereas DRAM is likewise not far behind in comparison of them. Following is the line of product of Samsung:

• Laptops.
• Cellphone.
• Air conditioning unit.
• Personal computers.
• Disk drives.
• Washing machines.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Steeltech Competing In Chinas Auto Market Case Study Help utilizes both market competitive and market skimming rates methods for its variety of items. In competitive pricing it adjusts the price according to the competition in order to gain benefit, whereas, it utilizes market skimming strategy where the item has actually an included worth and by selling a few products it can reach break-even.


It has one of the very best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon etc. All its products are prompt provided to the selling place/ provided to the consumers directly in case of online order.

Vrio Analysis
It wasn't a popular business beyond Korea until 1993. But the management initiative taken by their CEO has actually pressed them to market more efficiently outside the borders and now it has entered the league of leading 25 companies on the planet in simply 9 years. This is an impressive accomplishment in spite of the continuous arguments among the supervisors about adopting marketing practices. It uses both offline & online channels of promotion to market their products. Paid item advertisements, social promotion and digital advertisements are uses to produce awareness about Samsung products.

Value Chain Analysis.

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

Incoming Logistics.

For its incoming logistics it owns numerous logistics companies as it subsidiaries. It looks after its suppliers and creates a harmonious relationship with them and even minimized their payment cycles to increase this relationship even more which includes worth to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its products in-house. Divided into three different divisions its operations are particularly IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is keeping operation centers worldwide to further include value to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Steeltech Competing In Chinas Auto Market Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to communicate with them the value and competitive benefit the item provides. Steeltech Competing In Chinas Auto Market Case Study Analysis advertising budget plan is continually growing since they started their rearranging worldwide and will continue to do so as they are continuously looking to broaden and invest in high prospective growth markets. The budget is invested in occasions, print and media advertisements, public relations etc.

Samsung put their customers at the leading and constantly aim to provide unmatchable customer service requirements. By including a direct support line to contact them 24 hours they have actually further increased the included value of Samsung service.


Steeltech Competing In Chinas Auto Market Case Study Help has diversified market division, based upon its provision of vast array of products to a great deal of consumers. Samsung target customer sectors can be divided into 3 categories i.e. Steeltech Competing In Chinas Auto Market Case Study Analysis IT and Mobile Communications, Samsung Customer Electronics and Samsung Device solutions.


Steeltech Competing In Chinas Auto Market Case Study Solution geographic segmentation is based upon two requirements i.e. area and density. Samsung serves about 80 countries worldwide with its items offered to Urban along with Backwoods of the nation. The Samsung is likewise growing its international existence and the company's versatility in locating its plants encourages worldwide expansion of Samsung.


Samsung produces products that can be utilized by both males and females. The target consumers for Samsung IT and mobile communication items have an age range of 18-65 with bulk at a young or freshly wed life cycle stage. Apart from it, Samsung Customer Electronics are targeted to a customer section with an age range of 25-65.


The psychographic division of Steeltech Competing In Chinas Auto Market Case Study Help s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class consumers, as Samsung sell products like cellular phone not much cheaper i.e. Motorola along with very little pricey i.e. Apple. It offers quality products to middle level customers at a slightly high rate than others targeting the exact same segment.


Steeltech Competing In Chinas Auto Market Case Study Help bulk target consumers have special behavioural characteristics. It has consumers with an enthusiastic, trendy and figured out personality with moderate level of loyalty towards the brand name. Its customers have some degree of shift towards other prominent brands i.e. Apple. Most of Samsun clients want quality in addition to expense control. Since of its moderate rates with an extent of quality, they are drawn in towards Samsung.

Quantitative analysis.

Sales of Steeltech Competing In Chinas Auto Market Case Study Help has actually increased amazingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. Digital media is the largest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the company is currently making however long gone are those days when good items were offering themselves. Kim has already begun to reinforce the marketing activities of Samsung and extremely soon it will end up being one of its core strength like producing if not better.



Samsung operates styles, produces and sell a huge portfolio of consumer electronics. It runs in a very competitive environment and has actually successfully placed itself as the maker of quality items. The response is yes.


As, stated previously that Steeltech Competing In Chinas Auto Market Case Study Help operates in an extremely competitive environment, which indicates all the business have comparable products. The response for rarity is no.


Due to the nature of the market, it is really easy for competitors to comprehend the functionality of the products and easily make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents each year, however the benefit is very short term in this market.


Chairman Lee has totally turn-around Samsung, from going almost insolvent during the Asian financial crisis of 1997 to the top 25 business worldwide. Definitely yes there is proper company in the business and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are really conductive for its operations. It faces some political pressures in less developed countries where law and order situation is not excellent. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Steeltech Competing In Chinas Auto Market Case Study Solution operations.


Buying power of customers is crucial for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern nations and so on offer development chances, whereas, due to economic crisis even the customers of developed countries suffer badly. Thus it is extremely crucial for the company to watch on the ongoing economic scenario of the nation before entering the market.


Multinational business have to face different social and cultural problems during its operations in a foreign country. Samsung has actually also faced numerous problems however have adopted to the local environments of most of the countries exceptionally well. It has actually customized its products, practices, policies and so on accordingly in order to be successful.


With an annual expense of 2.4 billion dollars in Research & Development, and with consistent ingenious product launches, Steeltech Competing In Chinas Auto Market Case Study Analysis is one of the leading ingenious business of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Samsung has risen to the no 25 of the leading effective companies of the world.


Each country has their own laws and policies, being an international company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal effects. So, it needs to study or employ a regional law specialist before beginning its operations in a specific country.


With the rising awareness among customers about the ecological & ethical violations of business, Samsung needs to make sure that it follows all the safety standards. Ecological damages, ethical misconducts are not acceptable and in some countries the consequences can be very severe. On the other hand it has to do some Business Social Obligation practices to show the locals that it cares about their environment and individuals.

Porter's Five Forces

Threat of Alternative

Risk of alternative for Samsung's each product classification is quite considerable. Elements for high threat of replacement for Steeltech Competing In Chinas Auto Market Case Study Analysis Mobile phone consist of the existence of high number of providers and Market saturation in developed countries, which make the expense of switching for customers almost absolutely no. Along with it, Samsung printing services items are threatened by the increasing destination of clients towards cloud storage.

Competition Amongst Existing Companies:

The rivaly among Samsung and its close rivals is extreme. The major factor behind this is the technique of market saturation in different number of item categories, requiring Samsung to introduce more ingenious features in existing products and brand-new ingenious items to preserve its development. The significant competitors for Steeltech Competing In Chinas Auto Market Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Steeltech Competing In Chinas Auto Market Case Study Help has a huge supply chain consisting of about 2700 providers throughout 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 allow Samsung to negotiate prices with its suppliers. Nevertheless, due to incapability of Steeltech Competing In Chinas Auto Market Case Study Analysis to develop its own software application, it has to outsource its software application advancement to Google, which becomes a potential supplier of software for Samsung, resulting in high bargaining power of Google. Although, in the majority of cases Samsung has a power to negotiate rates, but it offer significant costs to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

Negotiating power of purchasers for various number of product categories of Samsung is extreme. Among the aspect resulting in the intense bargaining power is the schedule of large number of rivals in practically each item category i.e. rivals of Samsung Mobile phone, with a really little differentiation. The high availability of suppliers of Smart devices with minimum distinction, make the switching cost for buyers almost no, for this reason increasing the bargaining power of buyers. Market saturation in most of the item categories also make the bargaining power of buyers more intense in for Steeltech Competing In Chinas Auto Market Case Study Solution. In spite of igh bargaining power Samsung is rather capable of selling its items at a greater price than much of its rivals, due to high-end quality item and a fair brand image.

Danger of New Entrants:

Threat of brand-new entrants for Samsung is rather low. Among the major element for low hazard of brand-new entrants is the high competitors in the industry. The requirement of big amount of capital to enter in the marketplace is likewise one of the potential barrier to entry. Together with it, requirement of huge knowledge and research study and advancement expenses for survival in the industry likewise make brand-new entrants hesitant to go into in the marketplace. Market saturation is also one of the barrier of entry in technology industry. High bargaining power of suppliers require the players in the market to charge as low prices as possible and this can only be attained by production performance. New companies, in majority cases, lack the production efficiency, thus increasing the threats for entryway in the technology industry.

Competitive Analysis

Samsung's high item diversity supplies it distinction from its competitors. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus bulk on a single product category with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Steeltech Competing In Chinas Auto Market Case Study Help had a huge R&D costs on all of its item classifications which allow the company to earn potential profits from sales of practically all of its items.

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

In addition to the chips Samsung mobile market was also thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high growth despite of greater rates than Nokia and Motorola was the business's high-end quality cell phones.

Samsung was likewise reaping the benefits from increasing market share of luxury LCDs as given in case Display 3. The significant reason, making the business make it possible for to avail the opportunity is its mass production at low expense. Sony was the most significant competitor for Steeltech Competing In Chinas Auto Market Case Study Analysis in LCD market, nevertheless, it had likewise begun joint endeavor with Samsung in 2003 for LCD producing, reducing the competitors for Samsung.

Porter's Competitive Technique

Low Cost Leadership technique of porter is completely carried out by Samsung the method they attain economies of scale by strengthening their core proficiencies of production. They always bring something innovative and new whether it's an item or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Steeltech Competing In Chinas Auto Market Case Study Help would create a new brand name image by targeting the younger generation of the particular nation. As, specifically smart phones of Samsung are incredibly popular among the more youthful demographic.


1. It is the best method to construct Customer Life time Worth (CLV) by producing a long-lasting relationship with consumers. Develop loyalty through delivering value and reap the benefits for long-lasting, as research has actually revealed it is much cheaper to maintain current consumers than to attract new ones.
2. Another pro of this alternative is that word of mouth spread more quickly among younger individuals and which in turn will generate brand-new customers for my products.


1. Old clients who were related to Samsung before might not like this new image the company is attempting to portray.
2 It will sustain more expenses to rearrange some items and it may not even bring success as the trends change very quickly amongst the more youthful demographic.

Alternative service 2.

Samsung has made producing its core proficiency for the many part of their organisation and due to which its managers are not afraid to completely get out of their convenience zone. It would be done by arranging training workshops during which value of marketing will be taught and numbers will be provided. Failure to get the passing scores will get benched. Marketing environment need to 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 produce an extremely unhealthy environment in the work environment, as people frequently withstand change due to the fact that they fear it.

Determine the best alternative

First alternative is the very best as it clearly has more pros due to the fact that when a Client Lifetime Worth is developed the business will profit from it till that client is alive and has acquiring power too. Plus, our target consumers are the more youthful generation which are bound to live longer than the current old age individuals. Samsung's primary objective is to produce loyalty amongst its clients and make them repurchase it from them and even buy their various products.

Execution Strategy

• Targeting younger generation through social marketing, producing a relate to them like Pepsi do with music. And set the expectations reasonable and achievable.
• A group including best marketing and sales specialists must be put together, and both views should be considered before protecting the resources needed to carry out the strategy.
• Thorough interaction of the plan should be done as it is extremely essential for everybody to be on the very same page to make it work.
• Tasks and timelines must be develop and interacted appropriately to each individual accountable.
• The supervisor should use a control panel which shows the development of all the tasks which have been done or about to be done and by whom.
• The manager need to keep track of and keep a continuous examine the individual and overall efficiency.
Because any new trend or policy might come in due to which all the things currently prepared have to be adjusted, • Everyone should be ready to adapt midway. It's much better to have contingency plans currently prepared.
• At the end of the campaign the manager ought to communicate the outcomes and if effective should celebrate with the team.

Spending plan

The M-net program revealed engaging analysis about the high and low development potential locations and how much advertising budget plan ought to be designated appropriately. This modification the budget allocation of various countries and lots of managers were dissatisfied and argued but the analysis done by the program was precise and showed figures like North America and Russia growth prospective warranted a 35% allotment while they were receiving 45%. Whereas, China and Europe must be receiving 42% but were instead provided 31%. It really assisted to relatively distribute the resources and record more customers by investing more on ads on the high development potential regions of the world.

Its consistent investment in R&D and innovative practices have actually propelled them to brand-new heights but for them its' just the start and they desire to be amongst the leading 3 brands in the world. Their marketing efforts must be directed towards more youthful market in the middle of the internal arguments about marketing and need to produce Client Life time Value as it will not only provide them advantages now however will continue to enjoy it till the customer lifetime. As the expense of keeping the customer is much more affordable than bring in a brand-new one.