• 제목/요약/키워드: Product Market Diversification

검색결과 57건 처리시간 0.022초

유가공 업체의 서비스 마케팅 차원의 분석과 발전 방안에 관한 연구 (A Study on the Service Marketing Analysis and Development Plan)

  • 박진호
    • 서비스연구
    • /
    • 제9권1호
    • /
    • pp.33-49
    • /
    • 2019
  • 본 연구에서는 유가공 업체의 국내외 시장 발전성과 향후 홍보 및 유통전략에 대해 알아보고자 한다. 국내 유가공 업체의 제품들을 차별화하여, 이를 통한 핵심역량을 개발하고 새로운 시장을 개척하여 새로운 소비를 창출하는 유통 과정의 혁신을 이루어 유가공 업체의 매출증대를 높이고 우유의 품질을 향상시키며 프리미엄 우유 시장을 새롭게 형성하여 소비 활성화를 극대화 시키고 이를 기대하며 또한, 한류를 이용한 판매촉진 활동을 활성화 시키고 해외수출 시장을 적극 개척하여 새로운 소비를 창출함과 동시에 백색시유의 품종 다양화를 노려야 한다. 그리고 저지종(Jersey)의 도입을 통하여 치즈의 제조원가를 낮추고 음용 이외에 미용과 요리 분야에서 다양하게 우유를 활용하면 유가공 업체의 수익을 증대시킬 수 있고 유제품 소비의 활성화를 기대할 수 있을 것이다. 그리고 영양학적인 가치와 풍미, 더 나아가 환경을 생각하는 방향으로 품종의 전환이 필요하며 향후 고품질의 프리미엄 우유가 새로운 트렌드로 자리매김해 나갈 것으로 판단된다. 또한 우유 효능에 대한 다양한 홍보를 통하여 인식전환을 도모하고 높은 연령대일수록 낮아지는 우유 소비율을 높이는데 기여할 것으로 보인다.

A Study of Innovation and Internationalization Strategies by a Hidden Champion Firm in Korea: The Case of CAP Corporation

  • SAMSON, Kouame Kouakou;LEE, Youngwoo
    • 4차산업연구
    • /
    • 제1권1호
    • /
    • pp.1-10
    • /
    • 2021
  • Purpose - This case study analyzes the internationalization strategy and innovation strategy as key factors contributing to the business success of CAP, a small and medium-sized manufacturing company in Korea producing auto parts such as wipers. This study describes the diversification strategies conducted by CAP Corporation and highlights the company's core competencies that have largely contributed to their global competitive success. Research design, data, and methodology - This paper provides in-depth case study on how CAP was able to grow into a hidden champion company, focusing on their strategies since its establishment. In particular, by analyzing the success factors centering on CAP's aggressive innovation strategy and internationalization strategy, it presents guidelines for small and medium-sized enterprises in Asian countries to become a Hidden Champion company. Result - CAP's product technology has successfully established innovative system on their product called 'vertebra spring' to distribute uniform pressure to the rubber to ensure performance as well as durability of their products. In order to continue benefiting from utilizing core competence and to continue pursuing technological advancement in the wiper industry, CAP has launched a wide range of products (flat blade, conventional blade, hybrid blade) applicable to 95% of the vehicle in the market. Conclusion - Taken together, CAP has many aspects of a hidden champion company by investing in R&D up to 8% of its annual sales to R&D investment even during the crises situation. This number is about 3.36 times higher than the average ratio of listed companies in Korea. Furthermore, the leadership of the management team as well as their vision toward the global market and strong commitment to innovation enabled CAP to become the world's fifth-largest wiper and Asia's No. 1 wiper manufacturer.

The analysis of consumers' satisfaction about the 6th industry antenna shops

  • Kim, Young-Sue;Ryu, In-Hwan;Kwon, Oh-Sung;Kim, Sounghun
    • 농업과학연구
    • /
    • 제43권4호
    • /
    • pp.688-703
    • /
    • 2016
  • The 6th industrialization, which is the policy strategy to combine the 1st, 2nd, 3rd agro-food industries in order to create synergy effects, is one of the most important policy strategies for the Korean government. Local governments as well as the central government, especially the Ministry of Agriculture, Food and Rural Affairs, have introduced various specific programs for the 6th industrialization. Among them, the 6th industry antenna shops located in Cheonan and Daejeon which were introduced by the Chungcheongnam-do Provincial Government to offer a better market place for 6th industry producers. However, few studies have been conducted to evaluate the performance of 6th industry antenna shops. The purpose of this paper is to analyze consumers' satisfaction of 6th industry antenna shops through survey and econometric modeling and to present some implications of the better operation of the 6th industry antenna shops. The results of the studies in this paper present some of the following findings: first, the overall level of satisfaction towards 6th industry antenna shops is high but consumers still claim some problems. Second, products which are sold at 6th industry antenna shops have important problems, including high prices and deficient product variety. Third, if these problems were fixed, the operation of 6th industry antenna shops would be successful and contribute to the development of 6th industrialization in Korea.

소비자 라이프 스타일 기반의 스마트 의류 기획을 위한 요인 연구 (A Study of Directions for Development of Smart Clothing Based on the Consumer's Lifestyle)

  • 조하경;김진선;이주현
    • 감성과학
    • /
    • 제13권1호
    • /
    • pp.11-20
    • /
    • 2010
  • 웰빙 트렌드의 도입, 라이프 스타일의 변화, IT 컨버전스에 대한 수요의 증가에 따라 최근 스마트 의류는 사용자 애플리케이션을 중심으로 세분화되어 개발, 연구되고 있으며, 스마트 의류의 시장 또한 세분화되어 진행되고 있는 추세이다. 그러나 소비자 측면의 세분화에 따른 스마트 의류에 관한 연구는 미비한 실정이다. 따라서, 본 연구에서는 스마트 의류 기획에 있어 가장 밀접한 관련이 예상되는 의복 및 의복행동 라이프스타일과 디지털 라이프스타일을 중심으로 라이프스타일의 유형을 분석하고, 라이프스타일에 따른 스마트 의류의 니즈에 따른 스마트 의류의 상품 기획 방안을 제시하고자 하였다. 본 연구는 추후 스마트 의류의 수요가 가장 높을 것으로 예상되는 20대, 30대를 중심으로 이루어졌으며 그 결과 의복 및 디지털 기반의 라이프 스타일은 유행 추구형, 실용적 기능 추구형, 감각적 정보 추구형의 세 가지 타입으로 분류되었다. 본 연구에서는 이를 토대로, 라이프스타일에 따른 스마트 의류의 소비자 니즈를 통한 스마트 의류의 기획 방안을 제시하였다.

  • PDF

The Relationship between MRO E-Commerce System and Purchase Effects

  • Kwon, Soon-Won;Kim, Young-Ei;Youn, Myoung-Kil;Jeon, Ta-Sik
    • 유통과학연구
    • /
    • 제8권3호
    • /
    • pp.5-15
    • /
    • 2010
  • Business corporations have become specialized and on the basis of various interests try to strengthen their competitiveness through a cooperative system of purchase, distribution, service and IT technology. And an advanced Internet-based electronic commerce has witnessed explosive growth and a business-to-business (B2B) electronic commerce. Through E-marketplace. business corporations achieve such diverse utilities as expenditure curtailment, process reduction and prime cost reduction. And with business depression worldwide and soaring prices of materials, many business corporations consider the introduction of comprehensive purchase of MRO (maintenance, repair and operation) materials. The Purpose of this study was to examine the definition of B2B E-marketplace and the utilities of MRO commerce correctly focusing on an empirical analysis of cases of MRO supply and purchase business corporations. The indications acquired from this research results are as follows. Firstly, as for MRO integrated purchase under the characteristics of the market environment, it had to use the supplier obligatorily through the integrated purchase on the level of CEO's decision-making or the group rather than the voluntary will of the purchasing department or the procurement department. Secondly, as for the present B2B E-marketplace MRO purchase, the purchasing agency business has formed the mainstream, but it is aiming at the diversification of the benefit by supplementing/correcting the business model such as category type, mediation business type, MRO-type advancing in the store inclusive of the purchasing agency business, keeping pace with the potential market of MRO. Thirdly, as for analysis of the products, the purchaser wants more various products and assortment of goods than those of the present time, and also to be provided with the precise product information. Especially, as the importance of the product sourcing becomes high, the whole energy has been bestowed on acquirement of the excellent suppliers. Fourth, as for use of B2B E-marketplace MRO integrated purchasing system, there are the purchasing companies complaining the inconvenience even until now, and there is the demerit spending the long time during the image move and the process treatment. It shall try to shorten the searching time and the process treatment time as the system is centered on the purchaser. In order to enhance the efficiency of MRO E-marketplace purchase, followings must be considered: First, because the importance of product sources ever increases, an excellent supplier must be secured earnestly. Second, the time of process must be reduced focusing on purchasers. B2B E-marketplace will increase and diversify electronic commerce continuously. Through MRO E-marketplace, business corporations will reduce expenditure, achieve a transparent and speedy trade, and purchase products of fine quality, thus establishing a most effective market. In addition, in this study the investigator brings focus into MRO which has not been clearly discussed in the academic and business world so far and intensively highlights an indirect material-oriented expenditure curtailment effect. By taking all the aspects of supplier, purchaser and practical economical value into account, the investigator presents a strategic direction for the successful comprehensive purchase of B2B MRO.

  • PDF

업사이클 브랜드 패션가방제품의 표현 특성 연구 (Study on Expression Characteristic of Fashion Bag Products of Up-cycle Brand)

  • 박해인;곽태기
    • 한국의상디자인학회지
    • /
    • 제19권2호
    • /
    • pp.1-14
    • /
    • 2017
  • The consumption trend of fashion in modern industrial society is developing from the rapid changes, and the lifespan of fashion products becomes shorter due to the various industrial wastes. Due to the attitude change caused by the ethical consumption consciousness and environment awareness, the up-cycle fashion products got to receive attention, and it is in the limelight as a new trend to realize the sustainable fashion products in the domestic and foreign fashion. The purpose of this study lies in drawing the expression characteristics by investigating and analyzing the cases of each type on the fashion bag products of up-cycle brand, and contributing to the diversification of product family fitting to the characteristics of fashion bag product of up-cycle brand, systematic strategies of up-cycle fashion products, and activation of up-cycle fashion market. In research methods, the theatrical researches were conducted centered the relevant domestic literature materials, preceding papers, etc., which ran paralleled with the actual case analysis study. Through the preceding research and websites related to selected products, websites of up-cycle companies, relevant books, related articles, etc., the expression characteristics of up-cycle fashion bag products were drawn. The results of this study are as follows: First, as it has the feature of historicality, the designs can be created by containing the designer's story, story of materials, and consumer's story. Second, since it has the characteristic of sustainability, the application of manufacturing process and materials, extension of product life, conversion of original material's function, etc. can be sustainable. Third, as it's a trait of scarcity, all products may be produced by hand, and it can have the specialty which the original materials have. Fourth, since it has an eco-friendly trait, even while saving the original materials, the aesthetic needs could be met according to the consumers' continuous demand.

  • PDF

The Marketing Model Applying the Concepts of Educational Psychology in the Private Educational Service Sector

  • KIM, Seong-Gon
    • 유통과학연구
    • /
    • 제18권11호
    • /
    • pp.15-22
    • /
    • 2020
  • Purpose: A marketing strategy for private institutions requires marketers to leverage consumer behaviors and educational psychologies when advertising and promoting product portfolios. Indeed, understanding consumers can make marketers more effective, and the purpose of this research is to tackle private institutions' education marketing by combining marketing theories and learning theories. Research design, data and methodology: The content analysis used in this study will be suitable because there exists numerous prior studies regarding marketing strategy and educational theories. Therefore, the current author could obtain and collect adequate textual facts from much of the literature review. Results: Marketing strategies that are mixed with educational theories increase consumer enrolment due to perceived usefulness, and this implies that an adequate marketing model could help improve sustainability and income as a result of enrollment in private educational institutions. The research also identified that marketing is connected to psychology and that marketers can exploit educational and psychological theories to increase successful enrolment in private educational institutions. Conclusions: Most importantly, the target market for private educational institutions is diverse, and institutions can use direct marketing to appeal to specific audiences. Also, the research implies that diversification strategies can increase enrolment if marketers exploit behavioral learning theories in the marketing process.

식초산업의 현황과 기능성 그리고 발전 전략 (The current status, functionalities, and developmental strategies of the vinegar industry)

  • 원영선;민혜지;서권일
    • 식품과학과 산업
    • /
    • 제53권2호
    • /
    • pp.215-224
    • /
    • 2020
  • The vinegar can be used not only as functional foods but as the new high-quality materials. Lifestyles have changed a lot because of single-person households, women's economic activities, the aging society, the diversification of mass media, and the traveling abroad. Lifestyle diseases have increased with the life extension. The preference for the fermented vinegar, which is safer and healthier than the synthetic vinegar, has increased since the 1990s. The market of the functional fermented vinegars rapidly grew as researches and product developments on biological activities. In particular, the fermented vinegar, which can be enhanced in functionality depending on the characteristic of materials, is useful not only in the food industry but in various industries such as medical, defense, and construction. For the steady growth of the vinegar industry in the future, it is necessary to research and develop the function of the vinegar that can be utilized in various industries.

Differentiated B2B Marketing Strategy of Dongwon Systems, the No.1 Packaging Solution Company in Korea

  • Jun, Mina;Kim, Sang Yong;Lee, Janghyuk;Koo, Kay Ryung
    • Asia Marketing Journal
    • /
    • 제20권3호
    • /
    • pp.1-15
    • /
    • 2018
  • Dongwon Systems established in 1977 to exclusively supply Dongwon tuna cans, the parent company. Instead of its stable management and profits by relying on the parent company, the company was not complacent and started innovating and challenging new markets. Dongwon Systems decided to expand the business area and pioneer new markets so that it becomes the first domestic company to successfully expand into independent businesses other than parent company products. Such success of Dongwon Systems was driven by its differentiated B2B strategies. Unlike the characteristics of usual B2B companies, Dongwon Systems has been thinking both of its client companies and end-consumers. In this case-study, we will explore how Dongwon Systems became the No.1 packaging solution company in Korea through technology innovation in the aspects of unique B2B marketing strategy. The key success factor can be summarized in three ways; product and technology development with customer centric mind-set, systematically extending new markets through business diversification, and marking Southeast Asia as a bridgehead for its global strategy. It is expected that the current case study of Dongwon Systems will be able to provide implications for B2C companies as well as B2B companies that try to expand their business portfolio and global business areas through B2B marketing case analysis.

금융 슈퍼앱 혁신 유형 분류 및 진화 경로 분석 연구 (Exploration of Innovation Typology and Evolutionary Trajectories of Financial Super App)

  • 유제원;송지훈
    • 한국산업융합학회 논문집
    • /
    • 제27권4_2호
    • /
    • pp.909-923
    • /
    • 2024
  • This study aims to classify the types of financial super apps and analyzes their evolution and growth paths by type. Super apps, which provide various services on a single platform, are gaining attention as a key strategy for digital transformation in the financial sector. By adopting the grounded theory methodology, this research has categorized financial super apps into three types: "lifestyle financial super app", "integrated financial super app", and "universal financial super app". Ansoff Matrix was used as a theoretical framework to understand how each type of super app grew and evolved through various strategies. Our analysis revealed that super apps of each type grew using a different mix of 'market penetration', 'product development', 'mark et development', and 'diversification' strategies, with each mix showcasing a distinct evolutionary path. The findings of this study are expected to enhance understanding of financial super app typology and evolutionary trajectories, contributing to the development of practical strategies, such as channel optimization for financial super apps in the future.