Supply Chain Restructuring At Portugal Telecom B Harvard Case Study Analysis

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Supply Chain Restructuring At Portugal Telecom B Case Study Solution & Analysis


Historically, the business's core clients consist of the Original Devices Manufacturers (OEMs), which utilized to sell Supply Chain Restructuring At Portugal Telecom B Case Study Solution products withtheir own brand name. Its client circle consists of Original Devices Manufacturers (OEMs), who utilized to sell Corp products with their own brand name. He repositioned Corp as an international brand and informed his divisional managers to understand marketing and its value.

Issue Statement

Corp's transition from an item based to a marketing company is not going as smoothly as planned.Overcoming the reluctance of divisional supervisors to incorporate marketing effectively is still a significant difficulty. Creating a constant brand name identity across the whole world and employing marketing strategies that best fits the regional culture is no simple job. The M-net program analysis have actually been truly valuable in identifying the high and less prospective growth locations, but allotment of resources accordingly is not well received among the supervisors. There is no agreement among the hierarchy relating to the best suited future strategy.
Executive Summary
Situational Analysis

Yun had a rather clear picture in his mind about how Supply Chain Restructuring At Portugal Telecom B Case Study Analysis can change from a low end to a high end product supplier. He understood that change can just be done through placing Corporation as a business providing high-end products and this could just be done through high level of marketing.

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

Among 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 believed that quality items 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 too much high, the space was too larger and to fill this space with incorrect understandings about marketing was quite challenging for Yun.

Along with it the item variety of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Corporation. Yun had a challenge to carry out marketing planning and to produce marketing budgets for existing as well as for new items from the very beginning, and this would take a substantial time.

A huge shift would be needed in current marketing expenses to develop the Business brand name. This would result in increased marketing expenses for Corp and might interrupt the administration relating to increased expenses, as they were reluctant to marketing expenses formerly and an unexpected big shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Business strengths lie in its huge product portfolio. Venture has largest number of patents in the industry with total number of 15499 patents given in US( USP). Big amount of R&D spending has actually made it possible for the company to grow its product portfolio at a greater rate than its rivals. Supply Chain Restructuring At Portugal Telecom B 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 Supply Chain Restructuring At Portugal Telecom B Case Study Analysis is its capability to establish innovative products at a continuous rate. It major proves for the innovation and item creating of Venture is that the business has gotten so many awards for its innovation and item style.

Unlike Apple and other competitors, Enterprise is focused on producing devices which can be easily integrated with any kind of open source Os (OS) and software application. This offers Enterprise an edge over Apple gadgets.
Porter's 5 Forces Analysis
Corp's capability to produce luxury products at low cost of production is also among the major strength of Company as it allows the business to catch more market by supplying quality items with cost control.

Weak points

Organization's weaknesses are concealed in the business's reliance on outsourcing software for its gadgets due to business's inability in developing software application, unlike Sony. Supply Chain Restructuring At Portugal Telecom B Case Study Help also has low profit margins as compare to Apple due to substantial difference in the prices of Apple and Company with a much lower difference in quality.


Opportunities for Supply Chain Restructuring At Portugal Telecom B Case Study Analysis lie in the growing Smart device market and the company's performance in the market. Business presently runs in about 80 nations 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 market posture an extreme risk on Corp'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 developed nations i.e. saturation of mobile business is likewise a huge hazard for the business's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

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

• Laptops.
• Mobile phones.
• Air conditioning system.
• Computer.
• Hard disk drives.
• Washing machines.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Supply Chain Restructuring At Portugal Telecom B Case Study Solution uses both market competitive and market skimming rates techniques for its wide range of products. In competitive prices it adjusts the cost according to the competition in order to gain benefit, whereas, it utilizes market skimming method where the product has an added worth and by selling a few items 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 place/ delivered to the clients straight in case of online order.

Vrio Analysis
It wasn't a popular business beyond Korea till 1993. However the management effort taken by their CEO has pushed them to market more effectively outside the borders and now it has gotten in the league of leading 25 companies worldwide in just 9 years. This is an exceptional accomplishment despite the continuous arguments among the managers about adopting marketing practices. It uses both offline & online channels of promo to market their products. Paid item advertisements, social promo and digital advertisements are uses to create awareness about Corporation items.

Worth Chain Analysis.

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

Inbound Logistics.

It has one of the most efficient and effective supply chain network and has more than 2700 suppliers across numerous markets all over the world. Almost 80% of which is based in Asia and the staying all over the world. For its inbound logistics it owns various logistics firms as it subsidiaries. It cares for its suppliers and creates an unified relationship with them and even reduced their payment cycles to enhance this relationship further which includes worth to their chain network.


Enterprise's core proficiency is its mass making it produces 90% of its products in-house. Divided into three different departments its operations are specifically IT & Mobile Communications, Device Solutions and Customer Electronics. It is keeping operation hubs worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the main factors Supply Chain Restructuring At Portugal Telecom B Case Study Help is able to take on Apple. Venture's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Corp.

Marketing and Sales.

Attracting target client attention towards the product is done through marketing and sales to interact with them the value and competitive advantage the product provides. Supply Chain Restructuring At Portugal Telecom B Case Study Solution marketing budget plan is constantly growing because they began their rearranging internationally and will continue to do so as they are continuously wanting to broaden and invest in high potential development markets. The budget plan is spent on events, print and media ads, public relations etc.

Organization put their customers at the top and constantly aim to deliver unmatchable client service standards. By adding a direct assistance line to contact them 24 hours they have even more increased the added value of Business service.


Supply Chain Restructuring At Portugal Telecom B Case Study Solution has actually diversified market segmentation, based upon its arrangement of wide variety of products to large number of consumers. Venture target customer sections can be divided into 3 classifications i.e. Supply Chain Restructuring At Portugal Telecom B Case Study Analysis IT and Mobile Communications, Corporation Customer Electronics and Business Device options.


Supply Chain Restructuring At Portugal Telecom B Case Study Analysis geographical segmentation is based upon 2 requirements i.e. area and density. Organization serves about 80 countries worldwide with its items supplied to Urban along with Backwoods of the country. The Corp is also growing its global existence and the business's versatility in locating its plants motivates worldwide growth of Company.


The group segmentation of Supply Chain Restructuring At Portugal Telecom B Case Study Analysis is based upon gender, age, life-cycle phase and occupation. Venture produces products that can be utilized by both males and females. The target customers for Corporation IT and mobile interaction items have an age series of 18-65 with bulk at a young or freshly married life process stage. They are mostly students, professionals and employees. Apart from it, Company Consumer Electronics are targeted to a customer sector with an age variety of 25-65. They are mostly specialists and employees. Company Gadget Solutions are targeted at trainees, workers and experts with an age variety of 25-65.


The psychographic segmentation of Supply Chain Restructuring At Portugal Telecom B Case Study Solution s based upon the social class and the lifestyle of the consumer. Corporation target customers on the basis of social class are mainly upper middle, middle and working class customers, as Enterprise sell products like mobile phone not much more affordable i.e. Motorola as well as not much costly i.e. Apple. It offers quality items to middle level consumers at a slightly high price than others targeting the same segment.


Supply Chain Restructuring At Portugal Telecom B Case Study Solution bulk target consumers have unique behavioural qualities. It has consumers with an enthusiastic, trendy and figured out personality with moderate level of commitment towards the brand. Its consumers have some degree of shift towards other distinguished brands i.e. Apple. The majority of Venture customers desire quality as well as expense control. They are drawn in towards Corporation since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Business 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 lowered 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. Incomes/ sales are increasing however net profit is not increasing accordingly due to the fact that of the high overhead expense. New expansions and hiring's were the primary factor of the increase in the overhead costs, with china presently not supplying any profit to Company, but there is a lot potential in the existing market with 75 % yet to be explored.

Qualitative analysis.

Whereas, the core strength of the company is currently making but long gone are those days when great items were offering themselves. Kim has currently begun to reinforce the marketing activities of Org and very soon it will become one of its core strength like manufacturing if not much better.



Enterprise operates designs, produces and offer a large portfolio of customer electronic devices. It runs in a very competitive environment and has effectively placed itself as the maker of quality items. The answer is yes.


As, stated previously that Supply Chain Restructuring At Portugal Telecom B Case Study Analysis runs in an extremely competitive environment, which indicates all the business have comparable items. So, the answer for rarity is no.


Due to the nature of the industry, it is extremely easy for competitors to understand the performance of the items and quickly make their own designs. Yes, Corporation is only behind IBM in signing up new patents every year, but the advantage is very short-term in this industry.


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

External Ecological Analysis

PESTLE Analysis


Being an international brand name spread practically in every country worldwide, bulk of the environments like USA, Europe, China and so on, are very conductive for its operations. It faces some political pressures in less industrialized countries where law and order scenario is not excellent. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Supply Chain Restructuring At Portugal Telecom B Case Study Solution operations.


Purchasing power of clients is crucial for business like Corp to grow and succeed. Emerging markets like India, middle-eastern nations and so on supply development chances, whereas, due to recession even the consumers of industrialized nations suffer badly. It is extremely crucial for the business to keep an eye on the continuous economic scenario of the nation before going into the market.


International companies need to deal with different social and cultural issues throughout its operations in a foreign country. Corp has actually also faced lots of concerns but have actually adopted to the regional environments of the majority of the countries exceptionally well. It has actually tailored its items, practices, policies and so on accordingly in order to succeed.


With an annual expenditure of 2.4 billion dollars in Research & Development, and with consistent innovative product launches, Supply Chain Restructuring At Portugal Telecom B Case Study Solution is among the leading ingenious companies of the world. With a clear objective to be ahead of the rest when it concerns technological improvements, Venture has actually increased to the no 25 of the leading successful companies of the world.


Each country has their own laws and policies, being an international business Venture need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. It has to study or work with a local law specialist prior to starting its operations in a particular country.


With the rising awareness among consumers about the environmental & ethical infractions of business, Corp has to make sure that it follows all the security standards. Ecological damages, ethical misconducts are not acceptable and in some nations the repercussions can be very severe. On the other hand it has to do some Corporate Social Obligation practices to show the residents that it appreciates their environment and people.

Porter's Five Forces

Risk of Substitution

Hazard of alternative for Corporation's each product category is rather significant. Running in an extremely vibrant industry lead the company to deal with a high risk of alternative. Factors for high hazard of substitution for Supply Chain Restructuring At Portugal Telecom B Case Study Analysis Smartphone include the existence of high variety of providers and Market saturation in industrialized countries, that make the cost of changing for consumers almost absolutely no. Substitution risks for Venture visual display screen lie in the altering life style of consumers. Customers can change to enjoying visuals in your home towards outside activities. Together with it, Corporation printing services products are threatened by the increasing destination of clients towards cloud storage.

Rivalry Among Existing Companies:

The rivaly amongst Org and its close rivals is intense. The significant reason behind this is the approach of market saturation in numerous number of item categories, forcing Org to present more ingenious functions in existing items and new ingenious items to keep its growth. The major rivals for Supply Chain Restructuring At Portugal Telecom B Case Study Solution samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Supply Chain Restructuring At Portugal Telecom B Case Study Help has a huge supply chain consisting of about 2700 providers across the world.( Org Sustainability Report, 2016) Provider's bargaining power for Venture is low as Company runs economies of scale and its orders are of prospective size and worth. These huge orders allow Organization to negotiate prices with its suppliers. Nevertheless, due to incapability of Supply Chain Restructuring At Portugal Telecom B Case Study Help to construct its own software, it has to outsource its software advancement to Google, which becomes a possible supplier of software application for Venture, resulting in high bargaining power of Google. In most of Supply Chain Restructuring At Portugal Telecom B Case Study Solution has a power to work out rates, however it supply considerable costs to its providers to develop a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Negotiating power of purchasers for numerous variety of item classifications of Corporation is extreme. One of the factor resulting in the extreme bargaining power is the accessibility of large number of rivals in practically each item classification i.e. rivals of Org Smartphone, with an extremely little distinction. The high accessibility of providers of Smartphones with minimum distinction, make the switching cost for purchasers almost zero, for this reason increasing the bargaining power of buyers. Market saturation in the majority of the item classifications also make the bargaining power of buyers more extreme in for Supply Chain Restructuring At Portugal Telecom B Case Study Solution. In spite of igh bargaining power Enterprise is quite capable of offering its products at a higher cost than much of its competitors, due to high end quality item and a reasonable brand image.

Hazard of New Entrants:

Threat of brand-new entrants for Corp is rather low. One of the significant factor for low threat of new entrants is the high competitors in the industry. The requirement of huge quantity of capital to go into in the market is likewise one of the prospective barrier to entry. In addition to it, requirement of substantial knowledge and research and development expenditures for survival in the market also make new entrants hesitant to go into in the marketplace. Market saturation is likewise among the barrier of entry in innovation market. High bargaining power of suppliers require the gamers in the market to charge as low prices as possible and this can just be achieved by production performance. New firms, in bulk cases, lack the production efficiency, for this reason increasing the threats for entrance in the technology industry.

Competitive Analysis

Business's high product diversity offers it differentiation from its rivals. It is one of the 3 top brand names 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 electronics, Nokia on mobile phone and Intel on chips, Org had a huge R&D costs on all of its item classifications which make it possible for the company to earn prospective profits from sales of nearly all of its products. (See Exhibition) However, due to the large product range the business faces high number of rivals.

The business ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema TVs and Microwave ovens, in regards to global market share, among 8 various product classifications. Corporation was the worldwide leader in making DRAM, SRAM and NAND flash chips. Although, Enterprise earnings from chips was less than Intel but its incomes from chips was growing faster than Intel and has grown near the earnings levels of Intel, as given in the case Display 2.

Together with the chips Org mobile market was likewise flourishing at a high rate than its competitors i.e. Motorola and Nokia. Corporation's cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with zero sales development. The major reson behind Business's high growth despite of higher prices than Nokia and Motorola was the company's high-end quality cell phones.

Venture was also reaping the benefits from increasing market share of high end LCDs as given up case Exhibit 3. The major factor, making the company allow to avail the chance is its mass production at low expense. Sony was the greatest rival for Supply Chain Restructuring At Portugal Telecom B Case Study Analysis in LCD market, however, it had likewise begun joint endeavor with Company in 2003 for LCD making, decreasing the competition for Business.

Porter's Competitive Strategy

Low Expense Leadership strategy of porter is totally carried out by Company the way they attain economies of scale by enhancing their core competencies of production. Even to the point that their competitor SONY chose to form an alliance with them to manufacture for them, because they were unable to compete with them on low expense. Distinction is another method well executed by Company by constant financial investment in the R&D and remaining ahead of the competition. They constantly bring something new and ingenious whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Supply Chain Restructuring At Portugal Telecom B Case Study Solution would produce a new brand name image by targeting the more youthful generation of the particular country. As, especially cellphones of Venture are popular amongst the more youthful market.


1. It is the best technique to construct Client Life time Value (CLV) by creating a long-term relationship with clients. Develop loyalty through delivering worth and profit for long-term, as research has revealed it is more affordable to maintain current clients than to draw in brand-new ones.
2. Another pro of this option is that word of mouth spread more quickly among younger individuals and which in turn will bring in new clients for my products.


1. Old consumers who were connected with Venture prior to may not like this brand-new image the company is attempting to depict.
2 It will sustain more costs to rearrange some products and it might not even bring success as the patterns alter really rapidly amongst the younger market.

Alternative option 2.

It would be done by arranging training workshops throughout which value of marketing will be taught and numbers will be offered. Marketing environment ought to be developed internally initially as genuine marketing begins inside the corporation.


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


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

Recognize the best option

Very first alternative is the best as it plainly has more pros because as soon as a Customer Lifetime Value is developed the business will profit from it till that customer is alive and has purchasing power also. Plus, our target clients are the more youthful generation which are bound to live longer than the current old age people. Corp's main objective is to develop loyalty among its consumers and make them repurchase it from them and even purchase their various products.

Implementation Plan

• Targeting younger generation through social marketing, creating a link with them like Pepsi finish with music. And set the expectations achievable and practical.
• A team including best marketing and sales experts should be put together, and both views need to be taken into consideration before protecting the resources required to carry out the strategy.
• Thorough communication of the strategy should be done as it is extremely crucial for everybody to be on the very same page to make it work.
• Jobs and timelines should be build and communicated appropriately to each individual responsible.
• The supervisor must utilize a control panel which shows the development of all the jobs which have been done or about to be done and by whom.
• The supervisor must monitor and keep a constant check on the private and total efficiency.
Due to the fact that any new trend or policy may come in due to which all the things already prepared have to be adjusted, • Everyone need to be willing to adapt midway. It's much better to have contingency strategies currently prepared.
• At the end of the campaign the manager should communicate the results and if effective should commemorate with the group.

Spending plan

This change the budget plan allowance of various 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 development possible merited a 35% allotment while they were receiving 45%. It truly assisted to relatively distribute the resources and capture more clients by spending more on ads on the high growth potential regions of the world.

Its consistent financial investment in R&D and ingenious practices have actually moved them to brand-new heights however for them its' only the start and they desire to be among the leading 3 brand names in the world. Their marketing efforts need to be directed towards more youthful demographic amid the internal arguments about marketing and need to produce Consumer Lifetime Value as it will not only give them benefits now but will continue to gain it till the client lifetime. As the expense of keeping the consumer is much more affordable than drawing in a brand-new one.