KT Tech기업조사(4P,STP분석, 기업공정도, 재무상태 분석)

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이 보고서는 통신기기 산업중 KT Tech에 대해서 조사한 프로젝트보고서입니다.

KT Tech의 마케팅(STP분석, 4P분석), 휴대폰의 공정분석(생산부터 소비자에게판매)
그리고 재무,인사 상태 분석까지 전반적인 모든것을 조사하였습니다.
높은 점수를 받은 보고서입니다.

목차

1. 서론 ························································································ 2
2. KT Tech의 제품 개발 및 마케팅 전략 ················································ 3
2.1 KT에 대한 4P 분석 ···························································· 3
2.1.1 제품 전략································································ 3
2.1.2 가격 전략································································ 3
2.1.3 유통 전략································································ 4
2.1.4 촉진 전략································································ 5
2.2 KT에 대한 STP 분석 ·························································· 7
2.2.1 Segmentation··························································· 7
2.2.2 Targeting································································ 9
2.2.3 Positioning······························································10
3. KT Tech의 전반적인 생산과 물류체계 분석 ······································· 11
3.1 제품 선정 ······························································ 11
3.2 EV-W700(부비부비폰) 의 생산과정 분석································· 11
3.2.1 부품납품································································ 11
3.2.2 제조과정·································································11
3.2.3 유통과정·································································14
3.2.3.1 이동통신사 유통경로를 통한 유통 ··················14
3.2.3.2 전문 유통업체를 통한 유통 ··························14
3.2.3.3 인터넷쇼핑몰, 홈쇼핑을 통한 유통 ·················15
3.2.3.4 새로운 유통구조 - 네트워크마케팅 ················16
4. KT Tech의 조직/인사의 특징 ··························································18
4.1 조직 구조 ······························································18
4.2 리더(관리자)의 역할 ··························································19
4.3 인사 제도 ·······································································19
4.4 인사 관리 프로그램 ···························································20
5. KT Tech의 재무 상태 분석 ·····························································20
5.1 조직 구조 ······························································20
5.2 요약 재무제표(대차대조표, 손익계산서) ·································21
5.3 재무제표 분석 ······························································22
5.3.1 성장성·································································22
5.3.2 안정성·································································24
5.3.3 수익성·································································25
5.3.4 활동성·································································26
6. 결론 ························································································ 27

7. 참고문헌 ····················································································29

본문내용

1. 서론 - KT Tech 회사에 대한 소개


KT Tech는 KT그룹의 대표 단말기 제조 업체이다. 2001년 10월에 KTF 테크놀로지스(KTFT)로 설립되었으며 KT그룹의 대표적인 단말기 회사로 성장하였다.
KT Tech에서는 KT의 인터넷전화 사업, 무선인터넷 사업 등에 무선 모뎀을 제공하고 있으며, 향후 FMC환경(하나의 단말기로 특정지역에서는 사내전화로, 외부에서는 일반 핸드폰 기능을 사용할 수 있는 환경)에서 소요될 각종 통신 단말기와 솔루션을 개발하고 있다. KT Tech의 주요 경쟁분야로는 휴대폰시장이 있으며, 에버(EVER)라는 브랜드명으로 지금까지 약 70여종의 휴대폰을 생산해 왔다. 2009년 7월 28일 KT테크로 사명을 변경하고, 에버(EVER)의 경쟁력 강화를 위해 A/S센터를 직영화하는 등 치열한 휴대폰 단말기 시장에서 지속적인 경쟁력을 확보하기 위해 여러 가지로 노력을 하고 있다.

2. KT Tech의 제품 개발 및 마케팅 전략

2.1 KT Tech에 대한 4P 분석

2.1.1 제품전략

KT Tech(구 ever)는 현재 대부분의 제품을 스마트 폰 시장이 아닌 보급형 터치폰과 폴더폰을 생산하고 있다. 이는 기술 개발을 하는 것 보다 기존에 기술력을 가지고 시장에서 경쟁력을 확보한 다른 회사와의 제휴를 통하여 시장 경쟁력을 확보하는 것이 더욱 유리할 것이라 생각한 KT의 전략이었다.
KT는 외국계 업체인 Apple, 노키아 두 업체와 전략적인 제휴를 하였고 특히 “아이폰”이라는 Apple사의 제품을 통하여 스마트폰 시장을 선점하였다. 이에 발맞추어 기존에 KT에 제품을 납품하던 KT Tech는 주요 생산 라인을 스마트폰이 아닌 일반 휴대폰으로 타겟을 옮겨 생산에 주력하고 있다.
이러한 일반 휴대폰 시장에서도 특화 된 것은 슬라이드 폰을 제외한 일반 터치폰과 폴더폰의 생산이다. 그림 2.1은 KT Tech의 최신 휴대폰으로 부비부비(자꾸 만지고 싶고 ‘부비’고 싶은 휴대폰)라는 명칭의 제품 라인이다.
터치폰과 대비되는 디자인의 폴더폰이 터치폰과 함께 꾸준한 수요를 유지하는 이유는 조작하기 힘든 터치폰 대신에 간편한 기능만을 원 그림 2.1 KT Tech휴대폰
하는 소비자가 꾸준히 폴더폰을 구매하고 있기
때문이다. 또한 일반 폴더폰에도 Wi-Fi기술을 탑재하여 무선인터넷이용이 가능하게 되었다.

참고 자료

- 휴대전화 유통경로, 레포트자료
- 휴대폰 제조공정, 레포트자료
- KT Tech, http://www.kttech.co.kr
- 금융감독원 전자공시시스템, http://dart.fss.or.kr/