201104_international business_한국 타이어 국제 경영 사례 (고대 경영 A+)

소개

국제 경영 전략 사례 한국 타이어 영문 레폿 (고대 경영 A+)

목차

Introduction 3

Organization Structure of HanKook Tire4

Industry analysis: Tire Industry4

Analysis of Hankook Tire’s Current Global Strategy6

Entry strategy: Joint Venture and Foreign Direct Investment 7

Localization Strategy: Product Localization and Brand Diversification8

Organizational Structure9

Recommendations: Further international expansion of both R/E and O/E markets10
Current overview, goals, and organizational structure 10

Increase FDI and overseas manufacturing capacity11

Maximization of sales capacity: O/E & R/E13

Improving Brand Image15

Conclusion16

본문내용

Introduction
Hankook Tire group is the 7th largest tire company in the world. It produces high quality tires for sedans, SUV, RV, trucks, and buses. Its global distribution network consists of four regional headquarters and 80 subsidiaries and sales offices and their products are sold worldwide in about 180 countries.
Currently, Hankook Tire supplies its tires to major automobile manufacturing companies such as Hyundai Motor Company,?Toyota Motor Corporation, Volvo, Ford Motor Company?trucks,?General Motors?trucks,?International Truck and Engine Corporation, and others. The total supply size is approximately 650million USD worth.Also, Hankook Tire is further establishing its reputation and sales growth after its foundation in 1940’s. Its sales have grown on average of 13.9 percent annually for the past decade. Its quality has been proven numerously throughout its history. Namely, it received highest evaluation in Germany’s ADAC test and ranking 1st in a US auto magazine (Car&Driver).
With its core values being passion, global innovation, and trust, Hankook tire strives for advancement in driving in line with ethical innovation and execution, and consideration in the environment. It is also striving to improve the quality of the products at the same time improving the profitability in each market, stabilizing distribution channels, and strengthening its position in the market.

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