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Velib Sustainable Market Space Case Study Solution & Analysis


Velib Sustainable Market Space Case Study Analysis is a well-known worldwide brand in innovation industry, founded in 1938 by Lee Byung Chul, in South Korea. Velib Sustainable Market Space handle large number of item categories consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the business's core customers include the Original Devices Manufacturers (OEMs), which utilized to offer Samsung items withtheir own trademark name. Till early 1990s, the core competency of Samsung lie in its low price offerings than its rivals by manufacturing existing items at economies of scale. Its client circle consists of Original Equipment Manufacturers (OEMs), who used to sell Velib Sustainable Market Space Case Study Solution products with their own trademark name. Samsung was not merely known outside Korea. There were likewise no or little interest in building the brand name globally. Marketing spending plan was managed by production department with a prime focus on offering cheap products.During the 1997 Asian Financial Crisis the company nearly got insolvent, however with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was noted the leading 25 most valuable company on the planet. When Kim was employed as a Chief Marketing Officer in 2000 the company was not even listed. He rearranged Samsung as an international brand name and informed his divisional managers to understand marketing and its value. Now their objective is to reach the top 10 by 2005.

Issue Declaration

Samsung's shift from a product based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional managers to include marketing effectively is still a significant challenge. Creating a consistent brand identity throughout the whole world and using marketing techniques that best fits the local culture is no simple task. The M-net program analysis have been truly helpful in figuring out the high and less possible development areas, but allowance of resources accordingly is not well gotten amongst the supervisors. There is no agreement amongst the hierarchy concerning the best suited future strategy.

Situational Analysis

Yun had a rather clear image in his mind about how Velib Sustainable Market Space Case Study Analysis can transform from a low end to a high end product company. He understood that transformation can only be done through placing 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, with a prospective support of its executives, Yun faced several marketing challenges in early years of its efforts.

Among 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 believed that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the present marketing requirement was excessive high, the space was too wider and to fill this gap with wrong understandings about marketing was rather challenging for Yun.

As specified above, marketing focus was really low in previous practices, therefore there were no proper marketing spending plans for each of the product on the portfolio. There was no marketing planning provided for the existing products. In addition to it the product range of the business was increasing with the ripening of new item ideas by the R&D sector of Samsung. Yun had an obstacle to carry out marketing planning and to develop marketing spending plans for existing as well as for brand-new items from the very start, and this would take a huge time.

A substantial shift would be required in current marketing expenses to construct the Velib Sustainable Market Space Case Study Analysis brand name. This would result in increased marketing expenses for Samsung and could disturb the administration concerning increased costs, as they were reluctant to marketing expenses formerly and an unexpected huge shiftwould make them disturb. This could lead to decreasing executive support for global marketing. In this circumstance, Yun deals with an obstacle for justifying increased marketing costs by demonstrating the long term value of big marketing expenditures.

Internal Analysis
SWOT Analysis

Velib Sustainable Market Space Case Study Analysis strengths lie in its huge item portfolio. Samsung has largest number of patents in the market with total number of 15499 patents given in United States( USP).

Another strength of Velib Sustainable Market Space Case Study Solution is its ability to establish ingenious items at a constant rate. It major shows for the innovation and item creating of Samsung is that the company has actually received many awards for its innovation and product style.

Unlike Apple and other rivals, Samsung is focused on producing devices which can be quickly integrated with any kind of open source Os (OS) and software. This provides Samsung an edge over Apple devices.

Samsung's capability to produce high-end items at low expense of production is likewise among the significant strength of Samsung as it makes it possible for the company to record more market by offering quality items with expense control.


Velib Sustainable Market Space Case Study Solution weaknesses are hidden in the business's dependence on outsourcing software application for its gadgets due to business's failure in establishing software application, unlike Sony. Samsung likewise has low earnings margins as compare to Apple due to big distinction in the prices of Apple and Samsung with a much lower distinction in quality. The varied focus of the business due to a great deal of items in its portfolio, result in the less effective production and make the company not able to charge higher prices like Apple. The business is also ineffective in handling its patents and regularly faces the problem of patent violation.


Opportunities for Samsung depend on the growing Mobile phone market and the business's efficiency in the market. It can increase its market share and incomes from cell phone as the company is rather efficient in mobile phone market. Samsung presently runs in about 80 nations and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to get patents. It would allow the business to increase its product portfolio with a boost in its wealth.


The vibrant industry environment of technology industry pose a severe hazard on Samsung's survival and force the business to spend much of its profits share on R&D in order to endure in the long run. The marketplace saturation in industrialized countries i.e. saturation of mobile company is likewise a big threat for the company's growth in the presence of strong rivals like Apple.

4 P's of Marketing


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

• Laptops.
• Mobile phones.
• Air conditioner.
• Personal computers.
• Hard drives.
• Washer.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Velib Sustainable Market Space Case Study Solution utilizes both market competitive and market skimming prices techniques for its variety of products. In competitive prices it changes the price according to the competitors in order to get benefit, whereas, it uses market skimming method where the item has actually an added value and by selling a couple of products it can reach break-even.


It has one of the very best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon etc. All its items are timely provided to the selling location/ delivered to the clients straight in case of online order.


It uses both offline & online channels of promo 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 identifying organisation activities that add 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 providers and develops a harmonious relationship with them and even decreased their payment cycles to enhance this relationship further which adds worth to their chain network.


Samsung's core competency is its mass producing it produces 90% of its items in-house. Divided into three various departments its operations are specifically IT & Mobile Communications, Device Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to even more add value to its worth chain network.

Outbound Logistics.

Its outbound logistics system performance is among the primary reasons Velib Sustainable Market Space Case Study Solution is able to take on Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target customer attention towards the item is done through marketing and sales to communicate with them the worth and competitive advantage the product provides. Velib Sustainable Market Space Case Study Help advertising budget plan is continuously on the rise given that they started their repositioning globally and will continue to do so as they are continuously aiming to broaden and invest in high prospective growth markets. The budget is spent on occasions, print and media ads, public relations and so on.

Samsung put their customers at the top and continually make every effort to provide unmatchable customer service requirements. By adding a direct assistance line to contact them 24 hours they have even more increased the included worth of Samsung service.


Velib Sustainable Market Space Case Study Analysis has diversified market segmentation, based upon its arrangement of large range of items to a great deal of consumers. Samsung target consumer sections can be divided into 3 categories i.e. Velib Sustainable Market Space Case Study Analysis IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Device options.


Velib Sustainable Market Space Case Study Solution geographic segmentation is based upon 2 requirements i.e. region and density. Samsung serves about 80 nations worldwide with its items offered to Urban in addition to Backwoods of the nation. The Samsung is likewise growing its global presence and the company's versatility in finding its plants encourages global growth of Samsung.


Samsung produces products that can be utilized by both males and women. The target consumers for Samsung IT and mobile communication items have an age variety of 18-65 with majority at a young or freshly married life cycle stage. Apart from it, Samsung Customer Electronic devices are targeted to a consumer section with an age range of 25-65.


The psychographic segmentation of Velib Sustainable Market Space Case Study Solution s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are generally upper middle, middle and working class consumers, as Samsung sell products like cellular phone not much cheaper i.e. Motorola as well as not much expensive i.e. Apple. It supplies quality items to middle level consumers at a somewhat high rate than others targeting the exact same segment.


Velib Sustainable Market Space Case Study Solution bulk target consumers have distinct behavioural characteristics. It has consumers with an enthusiastic, stylish and figured out character with moderate level of loyalty towards the brand. Its consumers have some degree of shift towards other popular brands i.e. Apple. Most of Samsun consumers want quality as well as expense control. They are attracted towards Samsung because of its moderate prices with a level of quality.

Quantitative analysis.

Sales of Samsung has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings 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 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 but net profit is not increasing appropriately since of the high overhead expense. New growths and employing's were the main factor of the increase in the overhead expenses, with china presently not providing any profit to Samsung, but there is so much potential in the existing market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based upon the objective of Kim to target the younger audience and produce an international brand picture of the business. Whereas, the core strength of the business is presently producing but long gone are those days when good items were selling themselves. In the existing age marketing is really important and business can not succeed without it. Kim has already started to enhance the marketing activities of Samsung and soon it will turn into one of its core strength like making if not much better.



Samsung runs styles, manufactures and sell a large portfolio of customer electronics. It operates in an incredibly competitive environment and has actually effectively placed itself as the maker of quality products. The response is yes.


As, stated previously that Velib Sustainable Market Space Case Study Help operates in an extremely competitive environment, which implies all the companies have similar items. So, the response for rarity is no.


Due to the nature of the market, it is extremely easy for rivals to understand the performance of the products and easily make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents annually, but the advantage is very short-term in this industry.


Chairman Lee has completely turnaround Samsung, from going almost insolvent during the Asian financial crisis of 1997 to the top 25 business on the planet. Absolutely yes there is proper company in the company and the results promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand spread practically in every nation worldwide, majority of the environments like USA, Europe, China etc., are very conductive for its operations. It deals with some political pressures in less developed countries where law and order scenario is not excellent. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Velib Sustainable Market Space Case Study Solution operations.


Buying power of clients is important for business like Samsung to grow and succeed. Emerging markets like India, middle-eastern countries and so on supply growth chances, whereas, due to economic crisis even the customers of industrialized nations suffer severely. For this reason it is extremely crucial for the company to watch on the ongoing financial situation of the nation prior to getting in the market.


Multinational business have to deal with numerous social and cultural problems during its operations in a foreign country. Samsung has actually also dealt with numerous issues but have embraced to the local environments of the majority of the nations extremely well. It has actually customized its products, practices, policies etc. accordingly in order to be successful.


With an annual expenditure of 2.4 billion dollars in Research study & Advancement, and with consistent ingenious item launches, Velib Sustainable Market Space Case Study Analysis is one of the leading innovative companies of the world. With a clear objective to be ahead of the rest when it pertains to technological advancements, Samsung has increased to the no 25 of the leading effective companies of the world.


Each nation has their own laws and policies, being a multinational company Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal repercussions. It has to study or hire a local law expert prior to starting its operations in a particular country.


With the rising awareness amongst customers about the ethical & environmental infractions of companies, Samsung has to ensure that it follows all the safety standards. Ecological damages, ethical misbehaviors are not acceptable and in some countries the consequences can be extremely serious. On the other hand it needs to do some Corporate Social Responsibility practices to reveal the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Substitution

Hazard of substitution for Samsung's each item classification is rather substantial. Elements for high risk of alternative for Velib Sustainable Market Space Case Study Analysis Mobile phone consist of the existence of high number of suppliers and Market saturation in industrialized countries, which make the cost of switching for consumers almost zero. Along with it, Samsung printing solutions 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 intense. The major reason behind this is the method of market saturation in numerous number of item categories, requiring Samsung to introduce more innovative features in existing products and new ingenious items to maintain its growth. The major rivals for Velib Sustainable Market Space Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on.

Velib Sustainable Market Space Case Study Analysis has a huge supply chain consisting of about 2700 providers across 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 possible size and worth. These huge orders allow Samsung to work out prices with its suppliers. Due to incapability of Samsung to develop its own software, it has to outsource its software application advancement to Google, which becomes a potential provider of software for Samsung, resulting in high bargaining power of Google. In most of Velib Sustainable Market Space Case Study Analysis has a power to negotiate prices, however it offer considerable rates to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Purchasers:

Market saturation in most of the item classifications also make the bargaining power of buyers more extreme in for Samsung. In spite of igh bargaining power Samsung is rather capable of offering its products at a greater price than much of its competitors, due to high end quality product and a reasonable brand name image.

Threat of New Entrants:

Danger of brand-new entrants for Samsung is rather low. One of the major factor for low danger of new entrants is the high competitors in the market. The requirement of substantial amount of capital to go into in the marketplace is likewise among the potential barrier to entry. Together with it, requirement of huge competence and research and advancement expenditures for survival in the market also make new entrants reluctant to go into in the marketplace. Market saturation is likewise one of the barrier of entry in technology industry. High bargaining power of providers force the players in the industry to charge as low prices as possible and this can just be accomplished by production performance. New companies, in majority cases, do not have the production performance, thus increasing the threats for entrance in the innovation market.

Competitive Analysis

Samsung's high item diversification offers it distinction from its competitors. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single product classification with Sony focusing on customer electronics, Nokia on cell phones and Intel on chips, Velib Sustainable Market Space Case Study Solution had a substantial R&D spending on all of its item categories which allow the company to make potential earnings from sales of nearly all of its items.

The business ranks initially in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in terms of international market share, amongst 8 various item categories. Samsung was the international leader in producing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its profits from chips was growing quicker than Intel and has grown near to the profits levels of Intel, as given up the case Exhibition 2.

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

Samsung was also profiting from increasing market share of high end LCDs as given in case Exhibition 3. The significant factor, making the business make it possible for to get the chance is its mass production at low expense. Sony was the most significant competitor for Velib Sustainable Market Space Case Study Analysis in LCD market, nevertheless, it had likewise begun joint venture with Samsung in 2003 for LCD making, decreasing the competitors for Samsung.

Porter's Competitive Method

Low Expense Management strategy of porter is totally carried out by Samsung the method they achieve economies of scale by strengthening their core competencies of production. Even to the point that their rival SONY decided to form an alliance with them to manufacture for them, since they were unable to take on them on low expense. Differentiation is another strategy well executed by Samsung by constant financial investment in the R&D and remaining ahead of the competition. They constantly bring something innovative and brand-new whether it's a service or a product.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Velib Sustainable Market Space Case Study Analysis would develop a new brand name image by targeting the more youthful generation of the particular nation. As, especially smart phones of Samsung are incredibly popular among the younger demographic.


1. It is the best technique to develop Consumer Life time Value (CLV) by developing a long-term relationship with clients. Develop loyalty through providing value and reap the benefits for long-term, as research study has actually revealed it is more affordable to retain current clients than to bring in new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst younger individuals and which in turn will bring in new customers for my products.


1. Old consumers who were associated with Samsung prior to may not like this new image the business is trying to depict.
2 It will incur additional expenditures to rearrange some products and it may not even bring success as the trends alter really rapidly among the more youthful group.

Alternative solution 2.

It would be done by setting up training workshops during which significance of marketing will be taught and numbers will be offered. Marketing environment ought to be produced internally initially as real marketing starts inside the corporation.


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


2. Its con can create an extremely unhealthy environment in the office, as individuals frequently resist modification due to the fact that they fear it.

Determine the very best alternative

Alternative is the finest as it plainly has more pros due to the fact that as soon as a Customer Life time Value is developed the company will benefit from it till that client is alive and has buying power. Plus, our target consumers are the more youthful generation which are bound to live longer than the current old age people. Samsung's main objective is to create commitment amongst its customers and make them redeemed it from them and even buy their different products.

Implementation Strategy

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations realistic and achievable.
• A group consisting of finest marketing and sales specialists should be assemble, and both views need to be taken into account before protecting the resources needed to carry out the strategy.
• Thorough interaction of the plan ought to be done as it is extremely crucial for everyone to be on the same page to make it work.
• Jobs and timelines ought to be construct and interacted accordingly to each individual accountable.
• The manager should utilize a dashboard which reveals the development of all the jobs which have actually been done or about to be done and by whom.
• The supervisor need to keep track of and keep a continuous look at the individual and overall performance.
• Everybody need to want to adjust midway due to the fact that any brand-new pattern or policy might be available in due to which all the important things already prepared need to be adjusted. It's better to have contingency strategies already prepared.
• At the end of the project the supervisor need to interact the results and if effective ought to celebrate with the team.


The M-net program exposed compelling analysis about the high and low development potential locations and how much marketing spending plan should be designated accordingly. This change the budget plan allowance of lots of supervisors and different nations were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia growth prospective merited a 35% allotment while they were receiving 45%. Whereas, China and Europe ought to be getting 42% but were rather given 31%. It really assisted to relatively distribute the resources and catch more customers by spending more on advertisements on the high growth capacity regions of the world.


Velib Sustainable Market Space Case Study Analysis 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 moved them to new heights but for them its' just the start and they want to be among the leading 3 brand names on the planet. They entirely turnaround from practically declaring bankruptcy during the Asian Financial Crisis to a world renowned brand, understood for quality and development. Their worth chain and their core competency their manufacturing capability, along-with global brand name image building have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more expansion in China and other emerging markets those numbers will just increase even more in the future. Their marketing efforts ought to be directed towards more youthful market in the middle of the internal arguments about marketing and should develop Consumer Life time Worth as it will not only provide benefits now but will continue to reap it till the client lifetime. As the cost of maintaining the consumer is more affordable than bring in a brand-new one.