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Tetra Pak Vs Greatview Case Study Solution and Analysis


Tetra Pak Vs Greatview Case Study Analysis is a well-known international brand name in technology industry, founded in 1938 by Lee Byung Chul, in South Korea. Tetra Pak Vs Greatview deals in a great deal of item classifications including Semiconductors, Telecommunications, Digital Media, Digital Appliances and many more other electronic items. Historically, the business's core customers include the Original Devices Manufacturers (OEMs), which used to sell Samsung products withtheir own trademark name. Till early 1990s, the core proficiency of Samsung lie in its low cost offerings than its rivals by making existing products at economies of scale. Its client circle includes Original Devices Manufacturers (OEMs), who utilized to sell Tetra Pak Vs Greatview Case Study Analysis items with their own brand name. Samsung was not simply understood outside Korea. There were likewise no or little interest in building the brand name globally. Marketing budget was controlled by production department with a prime focus on providing cheap 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 noted the leading 25 most valuable company in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the company was not even listed. He repositioned Samsung as a worldwide brand name and educated his divisional supervisors to understand marketing and its significance. Now their goal is to reach the top 10 by 2005.

Issue Statement

Samsung's shift from a product based to a marketing business is not going as efficiently as planned.Overcoming the unwillingness of divisional supervisors to integrate marketing effectively is still a major obstacle. Producing a consistent brand name identity throughout the whole world and employing marketing strategies that finest fits the regional culture is no easy job. The M-net program analysis have been truly useful in figuring out the high and less potential development locations, however allowance of resources accordingly is not well received amongst the supervisors. There is no agreement amongst the hierarchy regarding the best suited future technique.

Situational Analysis

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

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

Among the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They thought about marketing and selling as same tools and thought that quality items do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the existing marketing requirement was too much high, the space was too wider and to fill this space with wrong understandings about marketing was rather challenging for Yun.

Along with it the product variety of the business was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had a challenge to perform marketing planning and to create marketing budget plans for existing as well as for new items from the very start, and this would take a big time.

A huge shift would be needed in present marketing expenses to develop the Samsung brand. This would result in increased marketing expenses for Samsung and could interrupt the administration relating to increased expenditures, as they were hesitant to marketing expenses previously and an abrupt big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Tetra Pak Vs Greatview Case Study Analysis strengths lie in its big product portfolio. Samsung has biggest number of patents in the market with total number of 15499 patents given in US( USP).

Another strength of Tetra Pak Vs Greatview Case Study Help is its ability to develop innovative items at a continuous rate. It major proves for the development and product creating of Samsung is that the company has actually gotten numerous awards for its innovation and item style.

Unlike Apple and other rivals, Samsung is concentrated on producing devices which can be easily integrated with any type of open source Operating System (OS) and software. This provides Samsung an edge over Apple devices.

Samsung's capability to produce high end items at low cost of production is likewise among the significant strength of Samsung as it allows the company to record more market by supplying quality products with cost control.

Weak points

Tetra Pak Vs Greatview Case Study Help weaknesses are concealed in the business's dependence on outsourcing software for its gadgets due to company's inability in developing software, unlike Sony. Samsung likewise has low earnings margins as compare to Apple due to huge distinction in the prices of Apple and Samsung with a much lesser distinction in quality. The diverse focus of the business due to a great deal of products in its portfolio, lead to the less efficient production and make the company unable to charge higher costs like Apple. The business is likewise inefficient in managing its patents and frequently deals with the problem of patent infraction.


Opportunities for Samsung lie in the growing Smart device market and the company's effectiveness in the market. It can increase its market share and revenues from mobile phone as the business is quite effective in mobile phone market. Samsung presently runs in about 80 nations and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would enable the business to increase its product portfolio with an increase in its wealth.


The dynamic industry environment of innovation market present a serious hazard on Samsung's survival and force the business to spend much of its incomes share on R&D in order to survive in the long run. The market saturation in industrialized nations i.e. saturation of mobile company is also a big threat for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing


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

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


Tetra Pak Vs Greatview Case Study Help utilizes both market competitive and market skimming rates strategies for its wide range of products. In competitive prices it adjusts the price according to the competitors in order to get benefit, whereas, it utilizes market skimming technique where the item has actually an added worth and by selling a couple of items it can reach break-even.


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


It utilizes both offline & online channels of promotion to market their products. Paid item advertisements, social promotion and digital ads are uses to create awareness about Samsung products.

Value Chain Analysis.

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

Incoming Logistics.

It has among the most efficient and reliable supply chain network and has over 2700 providers across various industries worldwide. Almost 80% of which is based in Asia and the staying all over the world. For its inbound logistics it owns numerous logistics companies as it subsidiaries. It cares for its providers and produces a harmonious relationship with them and even minimized their payment cycles to boost this relationship further which includes worth to their chain network.


Samsung's core proficiency is its mass making it produces 90% of its items in-house. Divided into three different departments its operations are particularly IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is keeping operation centers worldwide to even more include worth to its worth chain network.

Outbound Logistics.

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

Marketing and Sales.

Drawing in target customer attention towards the product is done through marketing and sales to communicate with them the value and competitive benefit the item provides. Tetra Pak Vs Greatview Case Study Help advertising budget is continually growing given that they started their repositioning internationally and will continue to do so as they are continually looking to invest and broaden in high prospective growth markets. The spending plan is invested in events, print and media ads, public relations etc.

Samsung put their customers at the top and continuously make every effort to deliver unmatchable client service requirements. By including a direct support line to contact them 24 hours they have actually even more increased the included worth of Samsung service.


Tetra Pak Vs Greatview Case Study Solution has diversified market segmentation, based upon its provision of vast array of items to a great deal of consumers. Samsung target consumer sectors 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 services.


Tetra Pak Vs Greatview Case Study Help geographic segmentation is based upon 2 requirements i.e. region and density. Samsung serves about 80 countries worldwide with its products offered to Urban as well as Backwoods of the country. The Samsung is likewise growing its global presence and the company's flexibility in locating its plants encourages international growth of Samsung.


Samsung produces products that can be utilized by both women and males. The target consumers for Samsung IT and mobile communication products have an age range of 18-65 with majority at a young or newly wed life cycle phase. Apart from it, Samsung Consumer Electronic devices are targeted to a client section with an age variety 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 customer. Samsung target customers on the basis of social class are generally upper middle, middle and working class clients, as Samsung sell items like mobile phone very little less expensive i.e. Motorola in addition to very little expensive i.e. Apple. It offers quality products to middle level consumers at a somewhat high cost than others targeting the very same segment.


Tetra Pak Vs Greatview Case Study Help bulk target clients have unique behavioural qualities. It has consumers with an enthusiastic, trendy and determined character with moderate level of loyalty towards the brand name. Its clients have some degree of shift towards other distinguished brand names i.e. Apple. Most of Samsun customers want quality along with cost control. They are drawn in towards Samsung due to the fact that of its moderate costs with a degree of quality.

Quantitative analysis.

Sales of Samsung 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 $. It has also reduced its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest 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 cost, profits/ sales are increasing but net revenue is not increasing accordingly. New growths and employing's were the main factor of the boost in the overhead costs, with china presently not providing any earnings to Samsung, but there is so much potential in the existing market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this choice is based on the objective of Kim to target the younger audience and produce an international brand picture of the business. Whereas, the core strength of the company is currently making but long gone are those days when excellent items were offering themselves. In the existing age marketing is extremely essential and companies can not succeed without it. Kim has currently begun to reinforce the marketing activities of Samsung and soon it will become one of its core strength like producing if not much better.



Samsung operates styles, makes and offer a vast portfolio of customer electronics. It operates in an exceptionally competitive environment and has actually effectively placed itself as the maker of quality items. The answer is yes.


As, said previously that Tetra Pak Vs Greatview Case Study Help operates in a highly competitive environment, which suggests all the business have comparable products. The answer for rarity is no.


Due to the nature of the industry, it is extremely easy for rivals to understand the performance of the items and easily make their own designs. Yes, Samsung is just behind IBM in registering brand-new patents every year, but the benefit is really short term in this industry.


Chairman Lee has entirely turn-around Samsung, from going nearly bankrupt throughout the Asian financial crisis of 1997 to the top 25 business on the planet. Absolutely yes there appertains company in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every nation worldwide, majority of the environments like U.S.A., Europe, China and so on, are extremely conductive for its operations. It faces some political pressures in less industrialized nations where law and order situation is not great. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Tetra Pak Vs Greatview Case Study Help operations.


Purchasing power of clients is crucial for business like Samsung to grow and prosper. Emerging markets like India, middle-eastern nations and so on supply development opportunities, whereas, due to economic crisis even the consumers of industrialized nations suffer badly. Thus it is very crucial for the business to keep an eye on the ongoing economic scenario of the country prior to getting in the market.


Multinational business have to face numerous social and cultural issues during its operations in a foreign country. Samsung has actually likewise dealt with lots of issues however have actually adopted to the regional environments of most of the countries remarkably well. It has customized its items, practices, policies and so on accordingly in order to achieve success.


With a yearly expenditure of 2.4 billion dollars in Research study & Development, and with constant ingenious item launches, Tetra Pak Vs Greatview Case Study Help is among the leading innovative companies of the world. With a clear mission to be ahead of the rest when it pertains to technological improvements, Samsung has actually risen to the no 25 of the top effective companies of the world.


Each country has their own laws and policies, being an international business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal repercussions. It has to study or employ a local law professional before starting its operations in a particular nation.


With the rising awareness amongst consumers about the ethical & environmental infractions of companies, Samsung needs to ensure that it follows all the safety standards. Ecological damages, ethical misconducts are not appropriate and in some nations the consequences can be very serious. On the other hand it has to do some Business Social Duty practices to show the residents that it appreciates their environment and individuals.

Porter's Five Forces

Danger of Alternative

Threat of substitution for Samsung's each product category is quite considerable. Running in an incredibly vibrant industry lead the company to face a high threat of substitution. Elements for high threat of alternative for Tetra Pak Vs Greatview Case Study Analysis Smart device consist of the presence of high number of providers and Market saturation in developed countries, that make the expense of changing for customers almost absolutely no. Alternative hazards for Samsung visual display lie in the changing lifestyle of customers. Customers can switch to watching visuals in the house towards outdoor activities. Along with it, Samsung printing options items are threatened by the increasing destination of clients towards cloud storage.

Competition Among Existing Firms:

The rivaly amongst Samsung and its close rivals is extreme. The significant factor behind this is the approach of market saturation in numerous variety of item classifications, requiring Samsung to introduce more ingenious features in existing items and brand-new innovative items to maintain its growth. Other element for the intense rivalry among the competitors is the little item differentiation among the products. The prominent players in the technology market are quite knowledgeable about the importance of R&D spending for their survival and are facing a race of marketing and R&D costs, to record the marketplace. The major rivals for Tetra Pak Vs Greatview Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competition rivalry leads to the fluctuating market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

Tetra Pak Vs Greatview Case Study Solution has a vast 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 potential size and worth. These huge orders enable Samsung to negotiate prices with its providers. However, due to incapability of Tetra Pak Vs Greatview Case Study Analysis to construct its own software application, it has to outsource its software application advancement to Google, which becomes a possible supplier of software for Samsung, resulting in high bargaining power of Google. In most of Tetra Pak Vs Greatview Case Study Analysis has a power to work out prices, but it provide substantial costs to its providers to build a strong supply chain and to have strong relationships with its providers.

Bargaining Power of Buyers:

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

Risk of New Entrants:

Hazard of new entrants for Tetra Pak Vs Greatview Case Study Analysis is rather low. Along with it, requirement of substantial proficiency and research study and advancement expenses for survival in the market likewise make brand-new entrants unwilling to enter in the market. Market saturation is also one of the barrier of entry in innovation market.

Competitive Analysis

Samsung's high item diversification provides it differentiation from its competitors. It is one of the three leading brand names by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on customer electronic devices, Nokia on cellular phone and Intel on chips, Samsung had a huge R&D costs on all of its item categories which allow the company to make possible profits from sales of practically all of its products. (See Exhibition) Nevertheless, due to the large item variety the company faces high variety of competitors.

The business ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in regards to worldwide market share, among 8 various product classifications. Samsung was the global leader in producing DRAM, SRAM and NAND flash chips. Samsung profits from chips was less than Intel but its profits from chips was growing quicker than Intel and has grown close to the earnings levels of Intel, as offered in the case Exhibition 2.

Together with the chips Samsung mobile market was likewise growing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales development. The major reson behind Samsung's high growth despite of higher rates than Nokia and Motorola was the business's high-end quality cellular phone.

Samsung was also 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 chance is its mass production at low cost. Sony was the greatest competitor for Tetra Pak Vs Greatview Case Study Analysis in LCD market, nevertheless, it had likewise begun joint endeavor with Samsung in 2003 for LCD making, minimizing the competitors for Samsung.

Porter's Competitive Technique

Low Expense Management technique of porter is fully executed by Samsung the way they achieve economies of scale by enhancing their core proficiencies of manufacturing. They constantly bring something innovative and new whether it's an item or a service.


Alternative Solution 1

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


1. It is the very best technique to develop Client Lifetime Worth (CLV) by developing a long-term relationship with customers. Build commitment through providing value and reap the benefits for long-term, as research study has actually revealed it is much cheaper to retain current consumers than to bring in new ones.
2. Another pro of this option is that word of mouth spread more quickly amongst younger individuals and which in turn will generate new consumers for my products.


1. Old consumers who were connected with Samsung prior to might not like this new image the company is attempting to portray.
2 It will incur further expenditures to reposition some items and it may not even bring success as the patterns change very rapidly amongst the more youthful demographic.

Alternative service 2.

Samsung has actually made producing its core competency for the many part of their organisation and due to which its supervisors are not afraid to fully step out of their convenience zone. It would be done by organizing training workshops during which importance of marketing will be taught and numbers will be offered. Failure to get the passing scores will get benched. Marketing environment must be created internally first as real marketing starts 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 a really unhealthy environment in the work environment, as individuals typically resist change due to the fact that they fear it.

Identify the very best option

Very first alternative is the best as it clearly has more pros because once a Client Lifetime Worth is constructed the business will benefit from it till that customer lives and has buying power as well. Plus, our target customers are the more youthful generation which are bound to live longer than the present old age people. Nevertheless, Samsung's main goal is to create loyalty amongst its clients and make them redeemed it from them and even purchase their different products also.

Execution Strategy

• Targeting more youthful generation through social marketing, creating a link with them like Pepsi finish with music. And set the expectations possible and sensible.
• A team including best marketing and sales professionals ought to be assemble, and both views must be considered before securing the resources required to carry out the strategy.
• Thorough interaction of the strategy ought to be done as it is really essential for everyone to be on the exact same page to make it work.
• Tasks and timelines need to be construct and interacted accordingly to each individual responsible.
• The manager ought to utilize a dashboard which reveals the development of all the jobs which have been done or about to be done and by whom.
• The supervisor ought to monitor and keep a consistent look at the total and individual performance.
Since any new trend or policy may come in due to which all the things currently planned have to be changed, • Everybody ought to be prepared to adapt midway. It's better to have contingency strategies already prepared.
• At the end of the campaign the manager should communicate the results and if successful must commemorate with the team.


The M-net program exposed engaging analysis about the low and high growth prospective locations and how much advertising spending plan need to be allocated appropriately. This change the spending plan allotment of various countries and lots of managers were unhappy and argued however the analysis done by the program was precise and revealed figures like North America and Russia growth potential warranted a 35% allocation while they were receiving 45%. Whereas, China and Europe ought to be getting 42% however were instead given 31%. It actually assisted to relatively disperse the resources and capture more consumers by investing more on advertisements on the high growth potential regions of the world.


Its consistent financial investment in R&D and innovative practices have moved them to new heights however for them its' just the start and they desire to be amongst the leading 3 brands in the world. Their marketing efforts need to be directed towards younger group amidst the internal arguments about marketing and must produce Consumer Lifetime Value as it will not only offer them benefits now but will continue to reap it till the consumer life time. As the expense of maintaining the consumer is much cheaper than drawing in a new one.