• Journal of Korea Society of Digital Industry and Information Management
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• v.18 no.3
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• pp.97-110
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• 2022

The case study looks into the case of the "extreme" market segmentation strategy of company L with its top luxury windows and door brand "Lonchel". Company L has long enjoyed a leading position in the Korean windows and doors mass market. However, it went against their already well-established flagship brand and created a completely new one called "Lonchel", pursuing an extreme market segmentation strategy focusing on the small niche market of highest-income customers exclusively. The strategy has turned out to be successful and the company has gained long-lasting competitive advantages. In this vein this study analyzes the market environment in which the top-tier brand "Lonchel" appeared, the concept of the extreme positioning and the smallest viable market, the characteristics of target customers, the company's analysis of and response to them, and the analysis of products to meet their needs. The brand operation plan and promotion will be also reviewed. Through this, we intend to draw implications related to the extreme positioning strategy that a company may pursue in a target market of small groups of people.

• Journal of the Korean housing association
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• v.18 no.2
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• pp.1-9
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• 2007

This survey on the housing consumers in the Daegu region aims to understand their needs for differentiating design items, which are now regarded to be essential factors to take the lead in the apartment housing market. The survey questionnaires on the differentiating items in six categories, were filled by 135 apartment households in Deagu, and the answers on each item were analyzed according to their home size and age. For the general apartment plan, the strongest need was found in the energy saving design; and larger windows for a fine view are significantly favored by the older households. For the unit design, more households were interested in the design items related to the kitchen or subsidiary-kitchens. For the storage space design, enough space for ampler storage was desired the most. For the interior design, prevailing needs for the use of environment-friendly furnishing materials and the non-slippery flooring of bathroom were found. For facilities and up-to-date system design, most of households displayed their interests in noise-proof doors. For the environment design of the complex, the need for a walk passage was highest in general.

• Journal of KIBIM
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• v.10 no.2
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• pp.12-20
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• 2020

Recently, interest in BIM technology has been growing in the domestic construction market as the number of construction projects requiring the application of BIM technology has increased. The use of BIM allows the use of various visualization functions through 3D models as well as drawing interference review, quantity calculation and integrated management of information. In particular, estimates of construction costs based on BIM can increase work efficiency by reducing the burden of calculating construction costs and managing them. In order to increase the efficiency of BIM-based cost estimates, it is necessary to improve the correlation between the BoQ(Bill of Quantity) information and the BIM model. For this purpose, the ratio of the amount and item to the detailed construction of the current BoQ was analyzed, especially the problem of the calculation of construction cost in the window work in this study. In addition, we would like to suggest a method for systematically linking the BoQ information with the BIM model by improving the BoQ information structure of the window work. It is expected that this will increase the efficiency of the quantity calculation and analysis work of construction cost of window work. In addition, it is expected that this method will help to analyze and predict changes in construction cost of windows and doors by facility characteristics and type.