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

소개글

CONTENTSPart 1Company OverviewPart 2Reason why PANTECH faced ‘workout’2 factors of failureCommon strategy Part 3Reason they choose the strategyExternal factorInternal factorConclusionManagerial ImplicationCompany overviewWHAT IS PANTECH?History of PANTECH1991 Pantech Co. LTD Established2001 Acquired Hyundai Curitel2005 Acquired SK Teletech Expanded sales in the US marketEntered the Japanese market2007 “WORKOUT”2008 Launched a variety of 3G phones and touch phones in the Korean markets2011 Released LTE phoneCOMPANY OVERVIEWOperating ProfitSalesPantech Performance Flow(unit : ) Acquired Hyundai CuritelSelf BrandletechPremium BrandWorkOutCOMPANY OVERVIEWWORK-OUTDebt 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)

목차

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

본문내용

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

참고 자료

1. 팬택 계열, 스캌이 업고 메이저로 껑충(sky합병으로 인한 기대감과 과연 그 결과 시너지 창출을 할수 있을까라는 의문점 및 해외시장 진출의 문제점 언급)
http://scholar.ndsl.kr/schDetail.do?cn=JAKO200567658385898
2. 팬택 sk텔레텍 합병
http://scholar.ndsl.kr/schDetail.do?cn=JAKO200567658299176
3. 최근 sk텔레텍 전격인수 글로벌 메이저 도약
- 내수시장2위 눈앞
- 34개국에 자체브랜드 공급
- 디자인과 R&D강화에 주력
http://scholar.ndsl.kr/schDetail.do?cn=JAKO200567658310212
4. 글로벌 환경 기사(위기의 중견 IT기업들)
http://news.mk.co.kr/newsRead.php?year=2006&no=269294
5. 글로별 환경기사2(한국 휴대전화 산업 위기인가)
http://news.mk.co.kr/newsRead.php?year=2006&no=172069
6. 팬탱 성공 사례(탈 OEM 성공 사례 - 팬택)
http://news.mk.co.kr/newsRead.php?year=2006&no=199595