Tetra Pak Vs Greatview Harvard Case Study Solution

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Tetra Pak Vs Greatview Case Study Solution and Analysis


Tetra Pak Vs Greatview Case Study Analysis is a popular worldwide brand name in innovation industry, established in 1938 by Lee Byung Chul, in South Korea. Tetra Pak Vs Greatview deals in a great deal of item categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic products. Historically, the company's core clients consist of the Original Devices Manufacturers (OEMs), which utilized to sell Samsung items withtheir own brand name. Till early 1990s, the core competency of Samsung lie in its low rate offerings than its competitors by producing existing items at economies of scale. Its customer circle consists of Original Devices Manufacturers (OEMs), who used to sell Tetra Pak Vs Greatview Case Study Solution products with their own brand name. Samsung was not merely understood outside Korea. There were also no or little interest in building the brand internationally. Marketing spending plan was controlled by production department with a prime focus on providing inexpensive products.During the 1997 Asian Financial Crisis the company almost got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was listed the leading 25 most valuable business on the planet. When Kim was hired as a Chief Marketing Officer in 2000 the business was not even noted. He repositioned Samsung as a worldwide brand name and informed his divisional supervisors to comprehend marketing and its value. 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 efficiently as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing successfully is still a significant difficulty. Developing a constant brand name identity across the whole world and utilizing marketing techniques that finest fits the regional culture is no easy task. The M-net program analysis have actually been truly helpful in identifying the high and less potential development locations, however allotment of resources appropriately is not well received amongst the supervisors. There is no agreement among the hierarchy regarding the best matched future technique.
Executive Summary
Situational Analysis

Yun had a quite clear picture in his mind about how Tetra Pak Vs Greatview Case Study Help can change from a low end to a high end product company. He understood that change can only be done through positioning Samsung as a business using high-end items and this might just be done through high level of marketing.

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

One of the marketing obstacles for Yun was the understandings of executives about the value of marketing. They considered marketing and selling as exact 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 organisation practices, and the existing marketing requirement was too much high, the gap was too larger and to fill this gap with incorrect understandings about marketing was rather tough for Yun.

As mentioned above, marketing focus was extremely low in previous practices, therefore there were no appropriate marketing budget plans for each of the product on the portfolio. There was no marketing planning done for the existing products. Along with it the item variety of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing planning and to create marketing budgets for existing in addition to for new products from the very start, and this would take a big time.

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

Internal Analysis
SWOT Analysis

Tetra Pak Vs Greatview Case Study Help strengths lie in its substantial item portfolio. Samsung has largest number of patents in the industry with overall number of 15499 patents given in United States( USP).

Another strength of Tetra Pak Vs Greatview Case Study Solution is its capability to establish ingenious products at a continuous rate. It significant shows for the innovation and item creating of Samsung is that the company has received many awards for its innovation and product design.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be easily 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 ability to produce high-end products at low cost of production is also among the significant strength of Samsung as it allows the company to record more market by providing quality items with cost control.

Weak points

Tetra Pak Vs Greatview Case Study Solution weak points are concealed in the company's reliance on outsourcing software for its gadgets due to business's failure in developing software application, unlike Sony. Samsung likewise has low profit margins as compare to Apple due to huge difference in the costs of Apple and Samsung with a much lesser distinction in quality. The diverse focus of the company due to large number of products in its portfolio, lead to the less effective production and make the company not able to charge greater rates like Apple. The business is likewise ineffective in managing its patents and frequently faces the problem of patent violation.


Opportunities for Samsung lie in the growing Smartphone market and the company's performance in the market. It can increase its market share and revenues from cell phone as the business is rather efficient in cellular phone market. Samsung presently runs in about 80 countries and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to obtain patents. It would make it possible for the company to increase its product portfolio with a boost in its wealth.


The vibrant market environment of innovation industry pose a severe risk on Samsung's survival and force the business to invest much of its earnings 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 big danger for the business's growth in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Samsung offers quality items and has a rather abundant portfolio which caters to various sectors. LCD and mobile phones are the biggest items of Samsung, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Cellphone.
• Air conditioner.
• Computer.
• Hard disk drives.
• Washing machines.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Tetra Pak Vs Greatview Case Study Analysis utilizes both market competitive and market skimming rates methods for its wide array of products. In competitive rates it adjusts the cost according to the competition in order to acquire benefit, whereas, it utilizes market skimming strategy where the product has an included value and by selling a few products it can reach break-even.


It has one of the 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/ delivered to the consumers straight in case of online order.

Vrio Analysis
It wasn't a popular company beyond Korea till 1993. But the management initiative taken by their CEO has pushed them to market more efficiently outside the borders and now it has gotten in the league of leading 25 companies on the planet in simply 9 years. This is an amazing accomplishment in spite of the ongoing arguments amongst the managers about embracing marketing practices. It utilizes both offline & online channels of promo to market their products. Paid product ads, social promo and digital advertisements are utilizes to create awareness about Samsung products.

Worth Chain Analysis.

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

Incoming Logistics.

For its inbound logistics it owns different logistics companies as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even decreased their payment cycles to boost this relationship further which adds value to their chain network.


Samsung's core competency is its mass making it produces 90% of its items in-house. Divided into three different departments its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is keeping operation centers worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the primary factors Tetra Pak Vs Greatview Case Study Analysis has the ability to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even performs the tasks of collection of payment, settling insurance coverage claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target customer attention towards the item is done through marketing and sales to interact with them the worth and competitive advantage the product uses. Tetra Pak Vs Greatview Case Study Solution marketing budget plan is continually rising since they began their rearranging internationally and will continue to do so as they are constantly wanting to broaden and invest in high possible growth markets. The spending plan is invested in occasions, print and media ads, public relations and so on.

Samsung Service. Samsung put their clients at the top and continually make every effort to deliver unmatchable customer service requirements. As after sales service is ending up being very important to keep consumers happy and engaged, they even conduct surveys through 3rd parties to discover their customer's feedback and implement it in the favorable method to reduce or if possible totally eliminate their consumer problems. By including a direct assistance line to contact them 24 hours they have actually even more increased the added value of Tetra Pak Vs Greatview Case Study Help service.


Tetra Pak Vs Greatview Case Study Solution has actually diversified market division, based upon its arrangement of wide range of products to large number of customers. Samsung target client segments can be divided into 3 categories i.e. Tetra Pak Vs Greatview Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronics and Samsung Device options.


Tetra Pak Vs Greatview Case Study Help geographic segmentation is based upon two requirements i.e. area and density. Samsung serves about 80 countries worldwide with its items supplied to Urban along with Rural areas of the nation. The Samsung is also growing its international presence and the business's versatility in finding its plants motivates international expansion of Samsung.


Samsung produces products that can be used by both women and males. The target clients for Samsung IT and mobile interaction products have an age variety of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Customer Electronic devices are targeted to a customer sector with an age range of 25-65.


The psychographic segmentation of Tetra Pak Vs Greatview Case Study Solution s based upon the social class and the life style of the consumer. Samsung target consumers on the basis of social class are generally upper middle, middle and working class customers, as Samsung sell items like cell phones very little more affordable i.e. Motorola as well as very little costly i.e. Apple. It supplies quality items to middle level customers at a slightly high cost than others targeting the very same segment.


Tetra Pak Vs Greatview Case Study Help majority target consumers have unique behavioural characteristics. It has customers with an ambitious, trendy and determined personality with moderate level of loyalty towards the brand name. Its consumers have some degree of shift towards other prominent brands i.e. Apple. The majority of Samsun consumers want quality in addition to cost control. Because of its moderate prices with a degree of quality, they are attracted towards Samsung.

Quantitative analysis.

Sales of Samsung has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has actually also reduced its debt 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. Revenues/ sales are increasing however net earnings is not increasing accordingly since of the high overhead cost. New growths and hiring's were the primary reason of the increase in the overhead costs, with china currently not providing any earnings to Samsung, however there is so much capacity in the existing market with 75 % yet to be explored.

Qualitative analysis.

Yes, this decision is based upon the objective of Kim to target the younger audience and develop a global brand picture of the company. Whereas, the core strength of the business is currently manufacturing but long gone are those days when excellent products were offering themselves. In the current age marketing is really important and business can not prosper without it. Kim has actually already started to reinforce the marketing activities of Samsung and soon it will turn into one of its core strength like making if not better.



Samsung runs designs, produces and offer a vast portfolio of customer electronic devices. It operates in an exceptionally competitive environment and has actually effectively positioned itself as the maker of quality items. The response is yes.


As, stated earlier that Tetra Pak Vs Greatview Case Study Analysis runs in an extremely competitive environment, which implies all the business have comparable products. The answer for rarity is no.


Due to the nature of the industry, it is really simple for rivals to comprehend the performance of the products and quickly make their own models. Yes, Samsung is only behind IBM in registering new patents annually, but the advantage is really short-term in this industry.


Chairman Lee has completely turnaround Samsung, from going nearly bankrupt throughout the Asian monetary crisis of 1997 to the top 25 business on the planet. Definitely yes there is proper organization in the company and the results promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every nation worldwide, majority of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. It deals with some political pressures in less developed nations where law and order scenario is not great. Latin American, African and some Asian nations fall in this category, where political instability do have a result on Tetra Pak Vs Greatview Case Study Help operations.


Purchasing power of clients is crucial for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries etc. supply development opportunities, whereas, due to economic crisis even the consumers of industrialized nations suffer terribly. It is very crucial for the company to keep an eye on the continuous economic situation of the country before entering the market.


International business need to deal with numerous social and cultural issues during its operations in a foreign nation. Samsung has actually likewise dealt with many problems however have embraced to the regional environments of the majority of the countries extremely well. It has tailored its products, practices, policies etc. accordingly in order to be successful.


With an annual expense of 2.4 billion dollars in Research study & Development, and with consistent ingenious product launches, Tetra Pak Vs Greatview Case Study Help is one of the top innovative companies of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Samsung has actually risen to the no 25 of the top effective business of the world.


Each nation has their own laws and policies, being an international business Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal consequences. So, it needs to study or hire a regional law professional prior to starting its operations in a particular country.


With the rising awareness among customers about the ethical & ecological offenses of companies, Samsung has to guarantee that it follows all the security guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some countries the consequences can be extremely extreme. On the other hand it needs to do some Corporate Social Duty practices to reveal the locals that it cares about their environment and people.

Porter's 5 Forces

Risk of Substitution

Threat of alternative for Samsung's each product category is rather considerable. Running in an incredibly vibrant market lead the business to face a high hazard of alternative. Factors for high danger of alternative for Tetra Pak Vs Greatview Case Study Help Mobile phone include the presence of high number of providers and Market saturation in industrialized nations, which make the cost of switching for consumers practically absolutely no. Replacement threats for Samsung visual display depend on the changing life style of clients. Clients can change to watching visuals at home towards outside activities. In addition to it, Samsung printing options products are threatened by the increasing destination of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly among Samsung and its close competitors is intense. The significant factor behind this is the technique of market saturation in numerous number of item categories, forcing Samsung to introduce more innovative functions in existing products and new ingenious items to preserve its growth. The significant competitors for Tetra Pak Vs Greatview Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Tetra Pak Vs Greatview Case Study Help has a vast supply chain consisting of about 2700 suppliers throughout 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 possible size and worth. These huge orders make it possible for Samsung to work out costs with its providers. Due to incapability of Samsung to build its own software, it has to outsource its software application advancement to Google, which ends up being a prospective supplier of software application for Samsung, resulting in high bargaining power of Google. Although, in the majority of cases Samsung has a power to work out prices, however it provide considerable rates to its suppliers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Purchasers:

Haggling power of purchasers for different number of product categories of Samsung is intense. Among the element leading to the extreme bargaining power is the schedule of a great deal of rivals in practically each item classification i.e. competitors of Samsung Mobile phone, with a really little differentiation. The high availability of providers of Mobile phones with minimum differentiation, make the switching cost for purchasers nearly zero, thus increasing the bargaining power of buyers. Market saturation in most of the item classifications likewise make the bargaining power of purchasers more intense in for Tetra Pak Vs Greatview Case Study Help. In spite of igh bargaining power Samsung is rather efficient in selling its items at a higher price than much of its rivals, due to luxury quality item and a fair brand image.

Risk of New Entrants:

Threat of brand-new entrants for Samsung is quite low. One of the significant factor for low hazard of new entrants is the high competitors in the market. The requirement of huge quantity of capital to enter in the market is also one of the potential barrier to entry. In addition to it, requirement of substantial proficiency and research study and advancement expenses for survival in the market also make brand-new entrants hesitant to enter in the marketplace. Market saturation is likewise among the barrier of entry in technology industry. High bargaining power of providers require the gamers in the market to charge as low costs as possible and this can just be attained by production effectiveness. Brand-new companies, in majority cases, lack the production efficiency, for this reason increasing the threats for entryway in the innovation industry.

Competitive Analysis

Samsung's high item diversification provides it distinction from its rivals. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single item category with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Tetra Pak Vs Greatview Case Study Analysis had a substantial R&D spending on all of its item classifications which enable the business to earn prospective revenue from sales of practically all of its products.

The business ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in terms of global market share, among 8 various item categories. Samsung was the international leader in producing DRAM, SRAM and NAND flash chips. Samsung profits from chips was less than Intel but its earnings from chips was growing quicker than Intel and has actually grown close to the earnings levels of Intel, as provided in the case Display 2.

In addition to 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 development was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales development. The major reson behind Samsung's high development despite of higher costs than Nokia and Motorola was the company's high-end quality cell phones.

Samsung was likewise profiting from increasing market share of high end LCDs as given in case Exhibition 3. The significant reason, making the business make it possible for to get the chance is its mass production at low cost. Sony was the biggest rival for Tetra Pak Vs Greatview Case Study Analysis in LCD market, however, it had actually likewise started joint endeavor with Samsung in 2003 for LCD producing, reducing the competition for Samsung.

Porter's Competitive Strategy

Low Cost Management method of porter is totally implemented by Samsung the way they achieve economies of scale by reinforcing their core competencies of production. Even to the point that their rival SONY chose to form an alliance with them to produce for them, due to the fact that they were not able to compete with them on low expense. Differentiation is another strategy well executed by Samsung by continuous investment in the R&D and staying ahead of the competitors. They constantly bring something brand-new and innovative whether it's a service or an item.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Tetra Pak Vs Greatview Case Study Help would develop a brand-new brand name image by targeting the younger generation of the specific country. As, especially mobile phones of Samsung are popular amongst the younger market.


1. It is the best technique to build Client Lifetime Value (CLV) by developing a long-term relationship with customers. Build commitment through providing value and reap the benefits for long-term, as research has revealed it is much cheaper to keep existing consumers than to draw in brand-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 customers for my products.


1. Old customers who were related to Samsung before might not like this brand-new image the business is trying to portray.
2 It will incur additional expenses to rearrange some items and it might not even bring success as the patterns change extremely rapidly among the younger market.

Alternative service 2.

It would be done by arranging training workshops during which importance of marketing will be taught and numbers will be given. Marketing environment must be developed internally initially as genuine marketing begins inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the office, as individuals typically withstand change since they fear it.

Recognize the best option

Very first option is the very best as it plainly has more pros because as soon as a Client Lifetime Value is constructed the business will make money from it till that customer is alive and has acquiring power as well. 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 create commitment among its clients and make them bought it from them and even purchase their various items.

Implementation Strategy

• Targeting younger generation through social marketing, developing a link with them like Pepsi do with music. And set the expectations possible and practical.
• A group consisting of best marketing and sales specialists must be assemble, and both views ought to be taken into consideration prior to protecting the resources required to execute the plan.
• Thorough interaction of the strategy must be done as it is very crucial for everyone to be on the exact same page to make it work.
• Jobs and timelines should be develop and communicated accordingly to each individual accountable.
• The supervisor need to use a control panel which shows the progress of all the jobs which have been done or about to be done and by whom.
• The manager need to keep track of and keep a constant look at the overall and private efficiency.
• Everybody should be willing to adjust midway because any new trend or policy might come in due to which all the things currently prepared need to be changed. It's better to have contingency strategies already prepared.
• At the end of the project the manager need to interact the results and if successful ought to commemorate with the group.

Spending plan

This change the spending plan allocation of various countries and numerous supervisors were dissatisfied and argued however the analysis done by the program was accurate and revealed figures like North America and Russia development possible merited a 35% allocation while they were getting 45%. It actually helped to relatively disperse the resources and catch more clients by investing more on advertisements on the high development capacity areas of the world.

Tetra Pak Vs Greatview Case Study Help is a leading 25 company in the world now and plans to get ahead of Sony who sits currently at no. 20. Its consistent financial investment in R&D and ingenious practices have propelled them to new heights but for them its' only the start and they wish to be amongst the leading 3 brand names in the world. They entirely turnaround from practically declaring bankruptcy throughout the Asian Financial Crisis to a world prominent brand, known for quality and innovation. Their worth chain and their core proficiency their manufacturing capability, along-with international brand name image building have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further expansion in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts should be directed towards younger group amid the internal arguments about marketing and need to produce Client Lifetime Worth as it will not only give them advantages now however will continue to enjoy it till the consumer life time. As the expense of keeping the customer is more affordable than drawing in a new one.