Your SlideShare is downloading. ×
農心 | IME 20021078  곽재혁  | IME 20041151  임주형  | IME 20051164  편정희  | IME 20051256  노지훈  | IMEN 381 Management Information S...
Contents
Company Situation High Growth Rate Market Leader Local Production After launching @ China Dramatic Sales Increasing Market...
Ramyon Market Situation Because of Decreasing Ramyon Needs Matured Industry Substitutes like Fast Foods Low Margin    NON...
Glocalization <ul><li>Glocalization  means,  A Management strategy for  multinational corporation  to maximize synergy eff...
Procedure of Glocalization Market Analysis Customer Segmentation Research & Development Procure Distribution Channels Spec...
Market Situation of CHINA <ul><li>Pricing : 2.8 wian (avg. 1~2 wian) </li></ul><ul><li>One Chinese consumes 14 EA annually...
4P1E of NONGSHIM  (1/2) <ul><li>Promotion </li></ul><ul><ul><li>Sin Ramyun Baduk Contest </li></ul></ul><ul><ul><ul><li>sp...
4P1E of NONGSHIM  (2/2) <ul><li>Place  (Logistics Strategy) </li></ul><ul><ul><li>Hub-and-Spoke Strategy </li></ul></ul><u...
Shanghai Tang Myun <ul><li>Representative Localized Products </li></ul><ul><ul><li>Name  : Shanghai  </li></ul></ul><ul><u...
Other Countries <ul><li>Japan </li></ul><ul><ul><li>Market Share : 90% (Foreign Company) </li></ul></ul><ul><li>USA </li><...
Conclusion <ul><li>Nong Shim recovered successively second of 1990 Financial Crisis through launching foreign market. (Lat...
Q&A Thank you!
Upcoming SlideShare
Loading in...5
×

IMEN381 MIS(경영정보시스템) Term presentation

825

Published on

2006 POSTECH IMEN381 MIS(경영정보시스템) Term presentation

Glocalization : Case Study NongShim

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
825
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 96 년부터 3 년 연속 가파른 성장세를 보이던 라면시장이 99 년 들어 경기회복과 함께 감소세로 돌아섰다 . 라면의 수요는 국내경기회복과 반비례의 관계 90 년도 이후 급격한 소득수준의 향상과 생활의 양적 , 질적 수준의 향상으로 인해 급속히 들어온 패스트푸드 등이 청소년의 입맛을 잠식하면서 성장가도를 달려온 국내 라면시장은 성숙기 후반의 현상 비교적 낮은 수준에 형성되어 있는 반면에 , 원자재 가격은 큰 폭으로 상승하여 이익률이 날로 떨어지고 있었다 . 그래서 , glocalization 을 했다
  • Glocalization means 자국 문화와 세계 문화의 융합 Three Properties 1. Using electronic communications technologies, such as the Internet, to provide local services on a global or transregional basis. Craigslist and Meetup are examples of web applications that have glocalized their approach. 2. The establishment of local organization structures, working with local cultures and needs, by businesses as they progress from national to multinational or global businesses. 3. The creation or distribution of products or services intended for a global or transregional market, but customized to suit local laws or culture.
  • 단위 : million dollar ① 가격 : 2.8 위안 ( 중국 내 평균 라면 가격 1~2 위안 ) ② 매출액 1998 년 : 220 만 달러 1999 년 : 800 만 달러 2000 년 : 1300 만 달러 2005 년 : 1 억 500 만 달러 예상 ③ 연간 1 인당 라면 소비 : 14 개 ( 한국 : 82 개 ) ④ 라면 시장 성장률 : 27% ( 세계 평균 : 11%)
  • Promotion 99 년부터 세계 유일의 국가 대항 단체전 바둑대회 신라면배 바둑대회 Annual 현지화된 광고 Product 매운맛 강조 차별화 : 용기라면 -&gt; 봉지라면 매운 걸 못 먹으면 사나이 대장부가 아니다 Price 고가 정책와 중산층 positioning
  • Place 유통전략 외상 -&gt; 현금 거래 관행 Entry Timing 철저한 사전 시장조사 중산층 형성 시기 대형 유통점을 통한 유통망이 확보되는 시점에 생산설비 도입
  • 농심은 90 년대 말 국내 시장의 불안요소를 해외시장 개척을 통해 성공적으로 극복하였다 . ( 이후 해외 뿐 아니라 국내 시장에서도 70% 이상의 시장 점유율 확보 ) 이 과정에서 Market Analysis, Customer Segmentation, R&amp;BD, Procuring Distribution Channels, Specific Marketing 으로 이어지는 일련의 procedure 를 통해 China 시장에 대한 glocalization 을 성공적으로 수행하였다 . 지금까지는 중국 시장을 하나의 큰 market 으로 보고 접근하였다면 , 앞으로는 중국 내의 지역별 다양한 기호에 적합한 제품 개발을 위한 R&amp;BD 에 좀 더 공격적으로 투자할 필요성이 있다 .
  • Transcript of "IMEN381 MIS(경영정보시스템) Term presentation"

    1. 1. 農心 | IME 20021078 곽재혁 | IME 20041151 임주형 | IME 20051164 편정희 | IME 20051256 노지훈 | IMEN 381 Management Information Systems
    2. 2. Contents
    3. 3. Company Situation High Growth Rate Market Leader Local Production After launching @ China Dramatic Sales Increasing Market Share : more than 70%
    4. 4. Ramyon Market Situation Because of Decreasing Ramyon Needs Matured Industry Substitutes like Fast Foods Low Margin  NONGSHIM FOUND THE SOLUTION IN GLOCALIZATION. Ramyon Industry’s Growth Rate is Decreasing!!!
    5. 5. Glocalization <ul><li>Glocalization means, A Management strategy for multinational corporation to maximize synergy effect through localization and globalization simultaneously . </li></ul><ul><li>Globalization : integration and interdependence in the economic, social, technological, cultural, political, and ecological spheres </li></ul><ul><li>Localization : means of adapting products such as publications, hardware or software for non-native environments, especially other nations and cultures </li></ul>Globalization + localization = Glocalization Zygmunt Bauman (1925~)
    6. 6. Procedure of Glocalization Market Analysis Customer Segmentation Research & Development Procure Distribution Channels Specific Marketing
    7. 7. Market Situation of CHINA <ul><li>Pricing : 2.8 wian (avg. 1~2 wian) </li></ul><ul><li>One Chinese consumes 14 EA annually. </li></ul><ul><ul><li>(cf. Korean – 82 EA / person) </li></ul></ul><ul><li>Market Growth Rate : 27% / yr </li></ul><ul><ul><li>(cf. World – 11% / yr) </li></ul></ul>Rapid Growth of Sales Based on
    8. 8. 4P1E of NONGSHIM (1/2) <ul><li>Promotion </li></ul><ul><ul><li>Sin Ramyun Baduk Contest </li></ul></ul><ul><ul><ul><li>sponsored by NONGSHIM since 1999. </li></ul></ul></ul><ul><ul><li>Localized Advertisements </li></ul></ul><ul><li>Product </li></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><ul><li>Cup Ramyon  Boiling Ramyon </li></ul></ul></ul><ul><ul><li>Focusing on Hot & Spicy taste </li></ul></ul><ul><li>Price </li></ul><ul><ul><li>Luxury Brand Policy </li></ul></ul><ul><ul><li>Targeting Middle Class </li></ul></ul><ul><ul><li>You are NOT a BRAVE MAN without HOT & SPICY. </li></ul></ul><ul><ul><li>( 매운 걸 못 먹으면 사나이 대장부가 아니다 .) </li></ul></ul>Deng Xiaoping (1904~1997)
    9. 9. 4P1E of NONGSHIM (2/2) <ul><li>Place (Logistics Strategy) </li></ul><ul><ul><li>Hub-and-Spoke Strategy </li></ul></ul><ul><ul><li>Credit Transaction  Cash Transaction </li></ul></ul><ul><li>Entry Timing </li></ul><ul><ul><li>They have established product line in Shanghai when large DCs(Distribution Centers) are broad. </li></ul></ul><ul><ul><li>Accurate Market Analysis </li></ul></ul><ul><ul><ul><li>Emerging Market </li></ul></ul></ul><ul><ul><ul><li>Rising Middle Class </li></ul></ul></ul>
    10. 10. Shanghai Tang Myun <ul><li>Representative Localized Products </li></ul><ul><ul><li>Name : Shanghai </li></ul></ul><ul><ul><li>Taste : Chinese DO NOT like spicy ramyun </li></ul></ul><ul><ul><ul><li>Chicken Taste </li></ul></ul></ul><ul><ul><ul><li>Sea Food Taste </li></ul></ul></ul>
    11. 11. Other Countries <ul><li>Japan </li></ul><ul><ul><li>Market Share : 90% (Foreign Company) </li></ul></ul><ul><li>USA </li></ul><ul><ul><li>Entered distribution store (Wal-Mart) </li></ul></ul><ul><li>Hispanic </li></ul><ul><ul><li>Focusing on Cup-Ramyon selling </li></ul></ul>
    12. 12. Conclusion <ul><li>Nong Shim recovered successively second of 1990 Financial Crisis through launching foreign market. (Later, they hold 70% market power on Korea) </li></ul><ul><li>At that time, Nong Shim executed glocalization with nice procedure from market analysis, customer segmentation, R&BD to Procuring Distribution Channels, and Specific Marketing. </li></ul><ul><li>Until now, Nong Shim handled Chinese market as just big one, but from now they need to invest aggressively in R&BD in order to develop various localized tastes in China. </li></ul>
    13. 13. Q&A Thank you!

    ×