• Journal of Distribution Science
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• v.15 no.8
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• pp.55-64
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• 2017

Purpose - PB products at convenience stores take up about 20% of all products, and strategies for differentiation from other companies and brand image building are very important. This study would investigate the strategy for differentiating PB products and successful brand building strategy, focusing on BGF Retail that is operating 'CU', the leader in the convenience store industry in Korea. Research design, data, and methodology - This study would attempt to make an exploratory approach to PB products limited to those in convenience stores. As a research subject, this study chose BGF Retail, the operator of CU, which is the leader in the convenience store industry in Korea and chose the case study method in order to examine the strategy for differentiating PB products in convenience stores more in depth. For this purpose, this study collected materials such as papers, newspaper articles and various reports on convenience store-related PB products and conducted an in-depth study including more practical contents through an interview with CU workers. Results - CU pursued the diversity of PB products and has had the diversity of products, more than 120 kinds. It founded a product research institute and has been in charge of the differentiation strategy from planning products to launching them. Changing the target layer of consumers to those in middle age of the 40s-50s, it succeeded in the strategy expanding the consumer class. In the long run, despite it changed the name of the company, it has built a successful image, and both revenue and operating profit have continuously grown up. Conclusions - In results, CU has reset the changing main target population, and the product research institute succeeded in the innovation of products, reflecting new trends the customers want. Through this study, the practical implications could be provided for competitors.

• Strategy21
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• s.38
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• pp.47-82
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• 2015

To control the sphere, it required a strategic understanding to sphere and a power for overcome to it. In the early 20th century, the Pacific-War is a confrontation between the U.S. and the Japan for holding supremacy a pacific ocean sphere, building on maritime geopolitical perception. The Pacific ocean is a large of sphere, so if a country pursues a Pacific region supremacy, it needs a strategic perception and capability to control the sphere. After the U.S. has unified the continental, it has formed geopolitical perception in the Pacific ocean and by the way to control the Pacific ocean selected a naval power. The U.S. must have overcome a Pacific sphere for getting through to the Pacific region, this concept has developed the War Plan Orange(war plan relations with the Japan). Meanwhile, at this point of time, the Japan has recognized to a geopolitical point of view about security environment in the Pacific ocean. like as the U.S. has the War Plan Orange in mind for building on geopolitical perception of the Pacific ocean, the Japan also has learned geopolitical perception from the U.S. Because of this, the Japan has established the Interception-Attrition strategy(war plan relations with the U.S.). If we don't have overcome a sphere of the Pacific ocean, we don't hold hegemony of the Asia-Pacific region. So the analysis of perspective maritime geopolitics about the Pacific war is a meaningful study.

• Journal of Intelligence and Information Systems
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• v.21 no.1
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• pp.47-63
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• 2015

As knowledge is paid attention as a new production factor that generates added value, studies continue to apply knowledge management to business environment. In addition, as ICT (Information Communication Technology) was engrafted in business environment, it leads to increasing task efficiency and productivity of individual workers. Accordingly, the way that a business achieves its goal has changed to one in which its individual members are willing to take part in the organization and share information to create new values (Han, 2003) and studies for the system and service to support such transition are carrying out. Of late, a new concept called 'Enterprise 2.0' newly appears. It is the extension of Wen 2.0 and its technology, which focus on participation, sharing and openness, to the work environment of a business (Jung, 2013). Enterprise 2.0 is being used as a collaborative tool to prop up individual creativity and group brain power by combining Web 2.0 technologies such as blog, Wiki, RSS and tag with business software (McAfee, 2006). As Tweeter gets popular, Enterprise Microblog (EMB), which is an example of Enterprise 2.0 for business, has been developed as equivalent to Tweeter in business circle and SaaS (Software as a Service) such as Yammer was introduced The studies of EMB mainly focus on demonstrating its usability in terms of intra-firm communication and knowledge management. However existing studies lean too much towards large-sized companies and certain departments, rather than a company as a whole. Therefore, few studies have been conducted on small and medium-sized companies that have difficulty preparing separate resources and supplying exclusive workforce to introduce knowledge management. In this respect, the present study placed its analytic focus on small-sized companies actually equipped with EMB to know how they use it. And, based on the findings, this study examined their knowledge management strategies for EMB from the point of codification and personalization. Hypothesis -"as a company grows, it shifts EMB strategy from codification to personalization'- was established on the basis of reviewing precedent studies and literature. To demonstrate the hypothesis, this study analyzed the usage of EMB by small companies that have used it from foundation. For case study, the duration of the use was divided into 2 spans and longitudinal analysis was employed to examine the contents of the blogs. Using the key findings of the analysis, this study is aimed to propose practical implications for the operation of knowledge management of small-sized company and the suitable application of knowledge management system for operation Knowledge Management Strategy can be classified by codification strategy and personalization strategy (Hansen et. al., 1999), and how to manage the two strategies were always studied. Also, current studies regarding the knowledge management strategy were targeted mostly for major companies, resulting in lack of studies in how it can be applied on SMEs. This research, with the knowledge management strategy suited for SMEs, sets an Enterprise Microblog (EMB), and with the EMB applied on SMEs' Knowledge Management Strategy, it is reviewed on the perspective of SMEs' Codification and Personalization Strategies. Through the advanced research regarding Knowledge Management Strategy and EMB, the hypothesis is set that "Depending on the development of the company, the main application of EMB alters from Codification Strategy to Personalization Strategy". To check the hypothesis, SME that have used the EMB called 'Yammer' was analyzed from the date of their foundation until today. The case study has implemented longitudinal analysis which divides the period when the EMBs were used into three stages and analyzes the contents. As the result of the study, this suggests a substantial implication regarding the application of Knowledge Management Strategy and its Knowledge Management System that is suitable for SME.

• Journal of Distribution Science
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• v.11 no.4
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• Journal of the Korean Operations Research and Management Science Society
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• v.33 no.3
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• pp.77-92
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• 2008

Commonality strategy is a popular design practice in designing a product line as it enables the firm cost saving and simplification in design, manufacturing, and distribution processes. However the issue of commonality has been mostly analyzed from a profit maximizing firm's perspective and, to our knowledge, there is no literature that deals with the issue from a different perspective. in this paper, we consider the issue of commonality strategy from a social welfare maximization perspective, and argue that commonality strategy used in designing of public goods can bring certain benefits not just for a firm but also for consumers, i.e., for society as a whole. While we assume certain cost saving in production process due to economies of scale under commonality strategy, we conceptualize two different effects of commonality strategy, utility effect due to cost saving and weighted-averaging effect, and show how these two effects interplay to determine the design of common attribute and desirability of commonality strategy. We also discuss how the implementation of commonality strategy differs under different objectives of a product line designer : social welfare and firm's profit maximization.

• 한국디지털정책학회:학술대회논문집
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• 2005.11a
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• pp.323-335
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• 2005

Globalization of economy brings both opportunities and threats especially for companies in developing countries such as Korea. Globalization is an opportunity because it may expand the size of market for the company where globalization brings a threat for developing global competitiveness. If the company has already built competitive advantage in its business domain, the company can easily transfer market growth to profit improvement. However, if the company has not developed competitive advantage, globalization of economy will give a serious threat for the survivor of the company. The company might lose its own domestic market share. For the less famous brand of product or company name, international expansion is a challenging strategy. The study evaluated organizational performance of companies that try international expansion by utilizing Miles and Snow's strategy typology. We clustered organizations based on their strategy typology (prospector, analyzer, defender, and reactor) in view of the level of product diversification, new product development instances, level of localization, and autonomy of foreign subsidiary. With the strategy typology, we evaluated international strategy in view of product competitiveness, marketing strategy, human resource strategy, and organizational strategy. The regression result demonstrates that the performance of the company is significantly higher when the company employs prospector strategy. We also found out that product quality and emphasis for developed countries in international expansion are the most important factors for success.

• Journal of KIISE:Software and Applications
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• v.32 no.11
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• pp.1099-1110
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• 2005

As auctions become popular, developing good agent bidding strategies has been an important focus in agent-based electronic commerce research. Especially for the continuous double auctions where no single dominant strategy is known, the agent bidding strategy has practical significance. This paper introduces an adaptive agent strategy for the countinuous double auction. The central idea is to let the agent figure out at run time when the sophisticated strategy (called the p-strategy) is beneficial and when a simpler strategy is better. Balance between exploration and exploitation is achieved by using a heuristic exploration function that trades off the expected profits and the number of tries of each strategy. We have experimentally evaluated the performance of the adaptive strategy in a wide variety of environments. The experiment results indicate that the adaptive strategy outperforms the plain p-strategy when the p-strategy performs poorly, while it performs similar to the p-strategy when the p-strategy dominates the other simple strategies.

• Journal of National Security and Military Science
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• s.8
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• pp.271-309
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• 2010

The main theme of this study is about North Korea's contemporary military strategy which remained a blind spot in the 21st century. Indeed, Pyongyang's contemporary military strategy is evolved from the logic of War. On the basis of this logic, this study examined North Korea's contemporary military strategy with three analytical frameworks. The first is the discovery of Clausewitz's dictums and application of the Trinitarian analysis on the Korean cases. During the course of applying Clausewitzian main dictum--War as continuation of politics, the methodological analysis on war played a important role generalizing the pattern and matrix of North Korea's strategic thinking and military strategy. In particular, Clausewitz's Trinitarian framework on war -Government (reason), Army (chance), People (passion)- was a universal framework to scrutinize the North Korean missile and nuclear strategy. The second is about the matrix of North Korea's military strategy, The study suggested the genealogical feature of Pyongyang's military strategy. In principle, the dictum of 'Military-First Politics' 1S the combination of the political philosophy, Chuch'e (self-reliance) of Kim Il Sung and Kin Jong Il reflected in the military readiness. As a result this analysis was able to equate Clausewitz's dictums to explain Pyongyang's idea of the nature of war in that North Korea's military strategy is the central instrument of delivery to achieve political objectives. The third is about the theoretical encounter of 'Clausewitz's Wonderful Trinity' and 'Remarkable Trinity on North Korea's contemporary strategy'. On the basis, three elements are connected to one of three groups in society; the people, the military, and the government. In order to apply the Clausewitz's Trinitarian analysis into Kim Jong Il's 'Military-First' strategy, two case studies (Missile and Nuclear strategy) were examined. The finding of this study is that Clausewitzian dictum in the 19th century is still valid in the 21st century as it provided plausible theoretical framework to explain the North Korean contemporary military strategy with a reminder that the nature and logic of war are fixed in the socially constructed state.

• Culinary science and hospitality research
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• v.8 no.1
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• pp.1-21
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• 2002

A study is on the market ing strategy which applied the web site for family restaurant. The internet marketing that the firm uses to attract consumer needs and it can be said to be the strategic effort to cope with dynamic environmental change in the market with strategic flexibility which has competitive advantage and increase its profitablelity. This study establish an internet marketing strategy plan and it presented. First, it constructs a data base using CRM and it manages with to create the benefit model. Second, it constructs the trusted relationship of the customer using Permission marketing. Third, the virus marketing is effect ive to create customers in short duration. Forth, e-mai1 marketing for target customer is also effective Fifth, experienced marketing provides the good experience and an immersion. Sixth, tie-in marketing which co-operate with the other company is magnifies a category of customer therefore this study about internet marketing action will be hopefully continued.

• Journal of information and communication convergence engineering
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• v.5 no.3
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• pp.249-253
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• 2007

The Research on the ICT(Information & Communication Technology) is proposed the category to IT839 strategy by Government. Government is driving to researching on technology about IT839 Strategy. By transforming this category and research information into Semantic Web environment, it is possible to search function utilizing knowledge base and information object by use of TBox and ABox. In this regard, this study proposes technology for generation of Semantic Web Document about ICT Research Information. The ontology is constructed by using category to IT839 Strategy. The features of framework proposed in this study is to have used a skill to directly map Ontology instance and in case of inability of direct mapping, proposed a skill to establish reliable Semantic Web Document by suggesting indirect mapping skill using mechanical study. In addition, it is possible to establish low cost/high quality Semantic Web Document about ICT research information.