팬택,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Report

 자료 (압축파일).zip

팬택,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

팬택,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p



CONTENTS
Part 1
Company Overview

Part 2
Reason why PANTECH faced ‘workout’
2 factors of failure
Common strategy

Part 3
Reason they choose the strategy
External factor
Internal factor

Conclusion

Managerial Implication


Company overview

WHAT IS PANTECH

History of PANTECH

1991 Pantech Co. LTD Established
2001 Acquired Hyundai Curitel
2005 Acquired SK Teletech
Expanded sales in the US market
Entered the Japanese market
2007 “WORKOUT”
2008 Launched a variety of 3G phones and touch
phones in the Korean markets
2011 Released LTE phone
COMPANY OVERVIEW

Operating Profit
Sales
Pantech
Performance
Flow
(unit : \)
Acquired Hyundai Curitel
Self Brand

Acquired SK Teletech
Premium Brand

WorkOut
COMPANY OVERVIEW


WORK-OUT
Debt restructuring process that allows a private or public company facing cash flow problems and financial distress in order to improve or restore liquidity so that it can continue its operations (reference: wikipedia)

Why

Reason why PANTECH faced WORKOUT

Ⅰ. FAILURE OF EXPANSION
1. Domestic market

Failure of M&A

2. Too much ‘take-over’ price
“synergy”
1. Fail to integrate assembly line -` rising of transaction cost and extra cost


2. Global market

Excessive expansion in Global Market

Too much investment in Marketing
Inefficient

2. Aggressively entered into too many countries

3. Direct Investment without consideration
Ⅰ. FAILURE OF EXPANSION

Maintenance fee ` Profit
MARKETING PROBLEM
No core competence
Same marketing skill
FAILURE OF DIRECT INVESTMENT
Overestimate of PANTECH’s own capability
Not enough analysis of the CHINA market situation
Ex. Chinese Market

Ⅰ. FAILURE OF EXPANSION


vs
PANTECH
MOTOROLA
PANTECH did not have competitive advantages comparing to rival company
Ⅰ. FAILURE OF EXPANSION


Ⅱ. BRAND STRATEGY FAILURE
→ FAILURE OF BRAND POSITIONING

Since M&A with SKY teletech, SKY brand also became low-mid brand

1. DIFFERENT PROMOTION
CHANGE OF THE SLOGAN
ACTUALLY IT’S NEW SKY, BUT NOBODY KNEW
2. LOW QUALITY A/S(After sales Service)
DELAY REPAIRLING
PAY FOR THE REPAIR
NO REPLY
NO IMPACT
NOT INTERESTING
IMPACT,
INTERESTING

BUSINESS EXPAND STRATEGY

BRAND STRATEGY
AGGRESSIVE

STRATEGY
WHY THEY HAD TO CHOOSE AGGRESSIVE STRATEGY
Ⅱ. BRAND STRATEGY FAILURE

Fundamental reason

EXTERNAL FACTOR
: Global Mobile Market Situation

Economy of Scale
(unit : million)
2005
2006
Growth Rate
Nokia
264.9
347.5
31.2%
Motorola
146.0
217.4
48.9%
Samsung
102.8
118
14.8%
Sony Ericsson
51.1
74.8
46.4%
LG
54.9
64.4
17.3%
ETC
213.1
197.


자료출처 : http://www.ALLReport.co.kr/search/detail.asp?pk=11067491&sid=qjfRnf777&key=



[문서정보]

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