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Haier in India
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Contents
Problem Identification
Development of Solutions/Alternatives
Development of Selection Criteria
Application of the Selected Criteria to the Alternatives
Strategy Implementation
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Problem Identification
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Problem
Eric Braganza
The question remained for Braganza and the company:
Was this the right path for Haier Could the company sustain its growth thereafter
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¼ö³â°£¿¡ °ÉÃÄ ¸¸µç Æò±ÕÀÌ»óÀÇ À̹ÌÁö °í¼ö
¸î¸î Á¦Ç°À» »ï¼º°ú LGº¸´Ù 3%°¡·® ³ô°Ô Ã¥Á¤
Problem
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Development of Solutions/Alternatives
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Solutions/Alternatives
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Development of Selection Criteria
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1. ½ÃÀåºÐ¼® Àεµ ½ÃÀåÀÇ Æ¯Â¡ (1)
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1. ½ÃÀ塦(»ý·«)
2. Çٽɿª·®ÀÇ ÆÄ¾Ç Value chain
3. »ê¾÷ȯ°æºÐ¼® 5 Force Model
|
alry among existing competitors
±Û·Î¹ú ºê·£µåµéÀÇ ½ÃÀå ¼±Á¡
ÅäÁ¾ ºê·£µåµéÀÇ °æÀï ½ÉÈ
·ÎÄà ºê·£µåÀÇ ±â¼ú·Â ¹ßÀü
³ôÀ½
3. »ê¾÷ȯ°æºÐ¼® 5 Force Model
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»ï¼º
LG
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°¡°Ý ħÅõ Àü·«
°í±ÞÈ
¿¸ÁÇÏ´Â ºê·£µå
(Aspirational brand)
Áß»êÃþ,°í¼ÒµæÃþ
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ÇÁ¸®¹Ì¾ö ºê·£µå Àü·«
°¡°Ý°æÀï·Â
º¸±ÞÇü Á¦Ç° Ãâ½Ã
Àú¼ÒµæÃþ
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5 Forces Model
Industry Rivalry
³ôÀ½
Supliers
³·À½
Buyers
³·À½
Threat of Substitute products or services
³ôÀ½
Threat of New entrants
³ôÀ½
3. »ê¾÷ȯ°æºÐ¼® 5 Forces Model
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Application of the Selected Criteria
to the Alternatives
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Á¾ÇÕÀûÀÎ S.W.O.T Analysis
³ôÀº Ç°ÁúÀÇ Á¦Ç°
´ë±Ô¸ð Á¦Á¶»ý»ê´É·Â
´Ù¼öÀÇ À¯Åë¸Á
A/S ¼ºñ½º
½ÃÀåÀÇ ºü¸¥ ¼ºÀå
Áö¹æ ½ÃÀåÀÇ ÀáÀç·Â
À¯Åë ½ÃÀåÀÇ °³¹æ
³·Àº ³»±¸Àç º¸±Þ·ü
Made in China
ƯÁ¤ Á¦Ç°µé¸¸ ¼Òºñ µÊ
³·Àº ½ÃÀå Á¡À¯À²
°·ÂÇÑ ±âÁ¸ °æÀïÀÚ
½Å±Ô °æÀïÀÚ ÁøÀÔ
LGÀÇ ÇÁ¸®¹Ì¾öÈ
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Competitive Strategies
Cost Leadership
Differentiation
FOCUSED
Cost Leadership
FOCUSED
Differentiation
Source of competitive advantage
Low cost
Differentiation
Industry Wide (Broad)
Single s