º»¹®/³»¿ë
_SLIDE_1_
¾Æ¸ð·¹ ÆÛ½ÃÇÈ Case Study
1
_SLIDE_2_
Contents
2
ÈÀåǰ »ê¾÷ ¹× ¾Æ¸ð·¹ÆÛ½ÃÇÈ ¼Ò°³
ÇÁ¶û½º ³»¿¡¼ÀÇ ¾Æ¸ð·¹ÆÛ½ÃÇÈ Àü·« ºÐ¼® - ±èÇØ¹Ì
Áß±¹ ³»¿¡¼ÀÇ ¾Æ¸ð·¹ÆÛ½ÃÇÈ Àü·« ºÐ¼® ±èÇØ¹Ì, ±è»ó¾Æ
¹Ì±¹ ³»¿¡¼ÀÇ ¾Æ¸ð·¹ÆÛ½ÃÇÈ Àü·« ºÐ¼® - ±è»ó¾Æ
Which of the 3 countries offered the best value creating opportunities for AmorePacific Why Any other countries the company should consider
Instead of going global, should Amorepacific focus on product diversification in its home market of South Korea - ÇãÁö¿¬
Estee Lauder seems to be performing better than L¡¯Oreal in South Korea. What factors account for this out-performance What are the implications of your conclusions for all the players involved - À̰æ¹Î
±Û·Î¹ú 10À§ÀÇ ÈÀåǰ ºê·£µå°¡ µÇ±â À§ÇÑ ¾Æ¸ð·¹ÆÛ½ÃÇÈÀÇ Àü·«
_SLIDE_3_
3
ÈÀåǰÀÇ Á¤ÀÇ
ÀÎü¸¦ û°á, ¹ÌÈÇÏ¿© ¸Å·ÂÀ» ´õÇÏ°í ¿ë¸ð¸¦ º¯È½ÃŰ°Å³ª ÇǺÎ, ¸ð¹ßÀÇ °Ç°À» À¯Áö ¶Ç´Â ÁõÁøÇÏ¡¦(»ý·«)
1. ÈÀåǰ »ê¾÷ ¹× ¾Æ¸ð·¹ÆÛ½ÃÇÈ ¼Ò°³
12.1
À²(%)
·Î·¹¾Ë
18.7
¿¡½ºÆ¼·Î´õ
10.9
P&G
8.6
ÃѰè
38.2
Çâ¼ö
°æÀïÀÚ
Á¡À¯À²(%)
LVMH
8.9
·Î·¹¾Ë
8.9
¿¡½ºÆ¼·Î´õ
7.4
ÃѰè
25.2
ÇǺΰü¸®¿ëǰ
°æÀïÀÚ
Á¡À¯À²(%)
·Î·¹¾Ë
8.8
Beiersdorf
7.7
¿¡½ºÆ¼·Î´õ
6.4
ÃѰè
22.9
1. ÈÀåǰ »ê¾÷ ¹× ¾Æ¸ð·¹ÆÛ½ÃÇÈ ¼Ò°³
_SLIDE_7_
¼¼°è ÈÀåǰ 100´ë ±â¾÷
¹Ì±¹ ÆÐ¼Ç ÈÀåǰ Àü¹® ÀâÁöÀÎ WWD´Â ¸Å³â ÈÀåǰ Àü¹®±â¾÷ÀÇ ¸ÅÃâ¾×À» ±âÁØÀ¸·Î 100´ë
ÈÀåǰ ±â¾÷À» ¹ßÇ¥Çϰí ÀÖÀ½
¾Æ·¡ÀÇ Ç¥´Â 2004³â 9¿ù ±âÁØÀ¸·Î ÃøÁ¤µÈ °ÍÀÌ¸ç ·Î·¹¾ËÀÌ ¸ÅÃâ¾× 17,663¹é¸¸ ´Þ·¯·Î 1À§¸¦
Â÷ÁöÇϰí ÀÖ°í Çѱ¹ÀÇ ±â¾÷Àº 3°³°¡ ¼±Á¤µÇ¾úÀ½
¾Æ¸ð·¹ÆÛ½ÃÇÈÀÌ 25À§¿¡ À§Ä¡Çϰí ÀÖÀ¸¸ç LG»ýȰ°Ç°ÀÌ 40À§, ÄÚ¸®¾Æ³ª°¡ 67À§¸¦ Â÷ÁöÇϰí ÀÖÀ½
¼øÀ§
ȸ»ç¸í
±¹°¡
¸ÅÃâ¾×
(¹é¸¸´Þ·¯)
Àü³â ´ëºñ
Áõ°¨·ü
1
·Î·¹¾Ë
ÇÁ¶û½º
17,663
4%
2
Ç÷ÎÅÍ ¾Ø °·ºí
¹Ì±¹
16,480
10%
3
À¯´Ï·¹¹ö
¿µ±¹
9,323
5%
4
½Ã¼¼À̵µ
ÀϺ»
5,881
4%
5
¿¡½ºÆ¼·Î´õ
¹Ì±¹
5,790
14%
6
¿¡À̺»
¹Ì±¹
5,200
17%
25
¾Æ¸ð·¹ÆÛ½ÃÇÈ
Çѱ¹
1,160
1%
40
LG»ýȰ°Ç°
Çѱ¹
482
-7%
67
ÄÚ¸®¾Æ³ª
Çѱ¹
147
-12%
1. ÈÀåǰ »ê¾÷ ¹× ¾Æ¸ð·¹ÆÛ½ÃÇÈ ¼Ò°³
_SLIDE_8_
±¹³» ÈÀåǰ »ê¾÷ µ¿Çâ
2007³â ÈÀåǰ ½ÃÀå±Ô¸ð´Â 4Á¶ 3õ 6¹é¾ï¿øÀ¸·Î Àü³â´ëºñ 2.2% ¼ºÀåÇÔ
»ý»ê¾×Àº 4Á¶ 7¹é¾ï¿øÀ¸·Î 2006³â ´ëºñ 2.3% Áõ°¡ÇÏ¿´°í ¼öÀÔÀº 6,060¾ï¿øÀ¸·Î Àü³â´ëºñ 5.4% »ó½ÂÇÑ ¹Ý¸é ¼öÃâÀº 11.2% Áõ°¡ÇÏ¿© 3,235¾ï¿øÀ¸·Î ³ªÅ¸³²
ÈÀåǰ À¯Çü °¡¿îµ¥ ±âÃÊÈÀåǰÀÌ 1Á¶ 8,691¾ï¿øÀ¸·Î Àüü »ý»ê¾×ÀÇ Àý¹Ý °¡±îÀÌ Â÷ÁöÇÏ¿´À½
±â´É¼º ÈÀåǰ°ú µÎ¹ß¿ë Á¦Ç°ÀÌ °¢°¢ 7,735¾ï¿ø°ú 5,92