Case Analysis - Instruction - DBA - Case Analysis

Course code and name:
International Business in Asia
Assessment name: Team brief presentation of case analysis

Weight in final grade: 20%
Length: 5 to 7 minute presentation followed by Q & A session
Due date: according to class schedule
Type: Group of 4 to 6 members
Feedback mode: Verbally in-class comments
Late work: No late assignment allowed
This case focuses on Samsung Electronics (SEC) and in particular its smartphone
business.
Learning Objectives Assessed

● CLO1.1: Understand the distinctive character of international business in Asia
● CLO1.2: Understanding conditions and strategies for Asian market access and
regional integration.
● CLO2.1: Know the information and resources needed to explore the business
environment in Asia
● CLO2.2: training of teamwork skills, communication skills, reporting and
presentation skills
● CLO3.1: Develop self-study ability
● CLO3.2: Confident and flexible in communication
● CLO3.3: Respect individual differences
Assessment Details
In this presentation, the team will present their case analysis
The presentation should be from 5 to 10 minutes followed by Q & A session.
As this is a group assignment, the expectation is that every group member has equally
contributed to the case analysis report. If there were unequal contributions among
the group members, grading of this assignment task may differ among the group
members. All students will need to contact your lecturer. In case needed, all members
should fill out the Peer Evaluation Form Links to an external site.and submit to your
lecturer.

Assessment Details
- Vinamilk, also known as Vietnam Dairy Joint Stock Company is
established in 1976
First move abroad 1976
- "The 6th largest dairy brand in the world".
In this assignment, the team need to work on an MNE that is the focal firm in a case provided
at the beginning of the course. Based on the case information, the team should analyze the
case using IB concepts and theories.
New market for them
Has become an MNE
Group case analysis brief presentation #1: this assignment requires the team to analyze two
areas: 1) the opportunities and challenges of doing business in Asia Pacific and 2) the reasons
for the firm business expansion in the region
How to make a higher distinction?
-Update more information about the case in the present
Need to submit ppt, only one person upload on LMS
1) the opportunities and challenges of doing business in Asia Pacific
The team needs to take the perspective of the focal firm and analyze the business
opportunities and challenges of a market that the MNE has expanded into, as presented in the
case. It is required that the team search for relevant and updated market information to
provide strong support for what has been presented as market opportunities and challenges of
doing business in the case. While multiple markets can be discussed in the case, the firm only
needs to choose a key market for its analysis.
2) Drivers of firm internationalization
The team needs to examine why the MNE chose the market in the region to expand to. The
analysis should discuss the firm specific advantages and market opportunities. Reasons for
their market expansion can be either market-seeking behavior or resource-seeking behavior.
Group case analysis brief presentation #2: remember to mention terms such as offshoring,
outsourcing (if you choose Production)
Relate market conditions somehow (country risk, wage level, language proficiency,
infrastructure)
Key focus on key market with a close examination of one of its manufacturing..
Entry mode: sơ qua 1 số thị trường (entry mode là cái nào), riêng key market nói nhiều hơn
Need multi-markets to identify global strategy
The team should analyze the MNE’s global strategy as presented in the case. The analysis
should identify the firm market entry modes and how the firm coordinates its business in
the region with a close examination of one of its manufacturing, sourcing, marketing, or
human resource functions. It is expected that the team relates the firm international strategy
to both its drivers of internationalization and market opportunities. In addition to identifying
the firm strategy for entering a market and its coordination of business activities in the region,
the team should be able to discuss the pros and cons of those strategies.
 Difference in local consumer’s tastes and preferences
Chinese consumers are susceptible to brand values, they want Chinese-only exclusive content and a
warm and extensive online services platform.
Who are you? What are you selling to us? Pure functionality? Aspirational lifestyle?
Being 'A Galaxy For Everyone' is not a clear value proposition for anyone.
a range of products spreading in all directions, and a lack of decisiveness playing a specific role in
China, they couldn't really fight on the premium segment. Sure they have some amazing
technologies (and generally try to beat Apple at introducing new things in the market — which
Chinese consumers absolutely love in principle), but where's the ecosystem? Where are the apps?
Where is the Chinese-only exclusive content?
The core one is a corporate culture that is incapable of focus. Flagship phones? Yes, but with a thin
commitment to this part of the market while you chase low-end sales. Accessible technology? Yes,
but not enough commitment to developing a warm and extensive online services platform. Chasing
the last millions of new mobile phone owners in China? Yes, when do they visit Shanghai once a
year… If they visit Shanghai.
2/ Disadvantage of operating systems in the smartphone industry
Samsung is using Android and is still heavily dependent on the Google app store
worldwide. However, Google exited China in 2010 and Chinese consumers no longer
have access to this app store.
It is hard for Samsung to build another decent alternative store under the pressure of
large domestic mobile OSs such as Harmony OS of Huawei.
3/ Piracy of Intellectual Property
According to data published by Antutu, a software company based in Beijing, China, up to 43.6% of
fake smartphones in China have the appearance of Samsung products. The most copied models are
the Galaxy S7 edge, followed by the two "folding" models Samsung W2017 and W2016.
In 2018, the prosecutor's office Suwon, South Korea just announced the results of an investigation
that one of Samsung's suppliers - Toptec sold the secret of its flexible, foldable OLED display
technology of Samsung to Chinese companies for nearly 14 million USD.
 Samsung's competitive relationship with Chinese manufacturers has become increasingly

tense.
4/ High levels of domestic competition
(Source: BankMyCell)
Besides Apple, the biggest rival of Samsung in the global market, the rapid growth of
Chinese phone makers such as Huawei, Xiaomi, Oppo, and Vivo make Samsung’s market
share in China dramatically drop to only 1.66% in Dec 2022.
These domestic phone makers become increasingly popular in the "home field" thanks to a
variety of products, affordable prices, higher localized service ecosystems, and widespread
sales channels, according to Counterpoint's analyst Flora Tang.
5/ Supply chain disruptions
Disrupted supply of raw materials about the phone segment and electronic components from
Samsung's Chinese partners has made the number of phones produced by this company decreased
by 20% in 2022 compared to the same period last year.
Strong finance potential, capital abundance for technology innovation
Advantage of ss
When businesses use entirely different sales tactics, marketing strategies, and product portfolios
based on the specific countries they're operating in
Coca-Cola announces "One Brand" Global Marketing Approach in 2016

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Course code and name:

International Business in Asia

Assessment name: Team brief presentation of case analysis

Learning Objectives Assessed

 Difference in local consumer’s tastes and preferences

2/ Disadvantage of operating systems in the smartphone industry

3/ Piracy of Intellectual Property

 Samsung's competitive relationship with Chinese manufacturers has become increasingly

4/ High levels of domestic competition

Strong finance potential, capital abundance for technology innovation

Coca-Cola announces "One Brand" Global Marketing Approach in 2016

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