경쟁자에 대한 분석 (competitor analysis) - 농식품 상생협력...
TRANSCRIPT
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(Competitor Analysis)
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:
: :
,
LG
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?
.
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Five Force Model by Michael Porter
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,
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LG
OEM
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/
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Golf, ,
(,,,,)
SCA
, , ,
SCA (Sustainable Competitive Advantage)
, CJ
, KTF
SK
,
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SCA
SCA
?
?
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12
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1
2
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(/)
WHO ?
Understanding ?
NEC
LG
NEC
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,
NEC,LG
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17.psd
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A.
B.
a ~ f
A. (Customer Based Approach)
Pepsi
Coke
Cider, 7-up
,
500
,
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KTX
CCTV
Customer Associations
?
, ?
?
CD CD
CD
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18.psd
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: Pepsi Coke cider Fanta
: Pepsi
, .
: , :
( : , ) .
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Product-Use Associates
TV()
Pepsi
Coke
500
:
:
Cafe
Pepsi
Coffee
Beer
:
:
Pepsi
:
:
Pepsi
PC, , ,
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19.psd
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B. (Strategic Groups)
ex. , ex. , ex. ,
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PC
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(Mobility Barriers)
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36.psd
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( )
&
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X, Y, Z
Potential competitors
A
B
C
X, Y, Z
?
Miller
Corona
OB
HITE
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:
,
Rossignal()
Microsoft
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HITE
PC PC
(,)
,
,
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41.psd
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/ .
/ .
.
.
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,
/
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Positioning
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,
,
Size, Growth, and Profitability
Size, Growth =
Profitability =
Positioning
Image & Positioning Strategy
3M Innovation
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Positioning
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Objective & Commitment
Objective
(if not, )
90
30
50
: MS, Growth, Profitability : ?
?
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Objective & Commitment
Commitment
, .
SBU ? SBU ?
- BCG Matrix ?
- SBU Synergy ?
: , SDS,
,
SK : SK, SK,SK
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Current & Paste Strategies
!
( 2 ?)
New Product Market
SCA ?
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Organization & Culture
? , ? ?
, : : ,
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Cost Structure
Cost Structure
,
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Exit Barriers
A,
B,
C,
: : : : , , ,
: :
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Strength & Weaknesses
/
&
,
Match
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KSF KSF Assets & Skills
KSF : Key Success Factors
() ()
.
- By Philip Kottler B to B Marketing -
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KSF
, , , , /, -
, , ,
, ?
100 m
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TV
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BBQ
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KSF
KSF
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, ,
,
/
, , CEO,
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Positioning
IT IT
: ,
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(Differentiation Advantage
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