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[경영, 마케팅, 국제경영] 영국 위스키 클러스터

Topic: Whisky industry in Highland ScotlandCONTENTSBackground info of Scotch whisky whisky industry Highland regional cluster Macro environment analysis Micro environment analysis Cluster stage evaluation suggestions SWOT analysis conclusionsSCOTCH WHISKY INDUSTRY500 year – old industry Second best industry in Scotland in terms of export earnings Export turnover of £ 2 bil. to 200 markets worldwide Economic backbone to all rural communitiesSCOTCH WHISKYWhisky vs. Whiskey Unique national property Scotch whisky – only distilled in ScotlandMalt whisky : 100% malt barley distilled in pot stills. No other grain allowed !!!Grain whisky: made from various cereal grains, usually wheat and maizeBlended whisky : blend of roughly 2/3 cheap grain and 1/3 malt  mass taste…SCOTCH WHISKY REGIONSAlmost half entire of Scotland High concentration of distilleries Location of 37 big distilleries Diversified and original flavorsFour whisky regions…Highlands regionIslay regionLowlands regionSpeyside regions alcohol consumption Cooperation between individual companies and organization (SWA) for industry – favorable political and social response Export-oriented strategy vs. domestically affecting regulationsMacro Basis- Social AttitudesStrongly affected and regulated by government policy reflecting public opinion Efforts to protect the right of adult's alcohol consumption Cooperation among individual companies and organization for industry-favorable political social response Supportive policy-making due to the significance of the industry in the region and its export-oriented characteristicMacro Basis- Legislation TaxationLegislation - relatively protected because of its importance Ex) second rank of manufacturing export earning in Scotland Taxation – relatively high taxation chronic problem - might be a disadvantage to global competition and wine industry in price - an urgent problem to be solved to compete in Asian and American market as well as in European marketMicro basis- Physical Iccess of a regional clusterMicro basis- Manufacturing Process and TechnologyMalting (peat)Mashing (Wort)Fermentation (yeast)Distillation (Pot still)Maturation (3years in oak)Highland Malt WhiskyMicro basis- Manufacturing Process and TechnologyDistillers possess their own root of pure springHigh quality of barely from Black Isle in HighlandUnique manufacturing systemHighland Whisky as a superb oneMicro basis- MarketingBrandingLeading company focus on small number of brandsPromote a birth of global brandsIncrease entire profits of whisky industryMicro basis- MarketingThe relationship between Tourism and Whisky industryDistillers not only attract the visitors in Highland but also improve their brand's imageEncourage restaurants to develop more Whisky-based dishesPlay golf+Visiting distilleries+Tasting Whisky in ScotlandWhisky festivals(Spirit of Speyside Whisky Festival)Increase the sale of WhiskyMicro basis- Trading activitiesWhisky industry is facing some difficulties Protective tariffsorting servicesEuropean Business Services -Promote prosperous business surroundings -Easily access to get trading information -Contacting with local,regional,national business organizations in EuropeMicro basis – Supporting servicesBrewing, Food Beverage Industry Suppliers Association(BFBI) -Originated from representing suppliers to the UK brewing industry in 2000 -Nonprofit organization -Facilitate discounts on exhibitions, market research and insurance -Easily gather suppliers' information and whole suppliers' networkMicro basis- Leading companyMost famous whisky brands are owned by MNEs Ex) DIAGEO, Allied Domecq Edrington Group Company - one of the major scottish whisky companyMicro basis- Edrington Group CompanyOrigination -founded in the 1850s by the Robertson family -in 1961, three Robertson sisters founded current Edrington Group and the Robertson Trust Subsidiaries and affiliatesMicro basis- Edrington Group Company (cont.)Distilleries and brands 5 malt distilleries in highland in KentuckyBourbon, known as Jack Daniel's and Southern Comfort, mainly produced in Kentucky Four driving forces ⅰ) success of a national distribution network ⅱ)mass advertising campaign targeted at certain brands ⅲ) huge domestic demand ⅳ) lower tax rate than ScotlandThe life cycle of Whisky Industry in HighlandLike other industry, cluster industry also has the life cycle Declining stage: begin to lose competitiveness and to decline in sales, profitability and employments due to the external and internal factorsCauses of Declining Trendsⅰ) changed taste of young consumers-preference of “white” spirit like vodka or gin ⅱ) unfair high tax rate in Asian countries Type of Spirit Present Rate Soju 35% Liquors 50% Vodka, Gin Rum 80% Scotch Whisky 100% Tax Rate of Spirit in S. KoreaCauses of declining trends (contd.)ⅲ) depletion of Natural Resources- peat and oak casks problems ⅳ) environmental Problems-air pollutionSuggested Solutionsⅰ) changing the campaign strategy to get attention from w}

경영/경제| 2005.01.05| 27페이지| 2,000원| 조회(329)

클러스터, cluster, England, 위스키산업, 영국, 스코틀랜드

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[경영, 경제] Doha Development Agenda

What is DDA?Multilateral trade negotiations -Under the WTO was launched during the 4th WTO Ministerial Conference at Doha, Qatar in November 2001To expand the liberalization of international trade and to improve and update the international trading regime

경영/경제| 2005.01.05| 13페이지| 1,000원| 조회(199)

파워포인트, 발표자료, PPT, DDA, Doha Development Age

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세계화

Globalization is notaccording to what it suddenly comes into being. It is a phenomenon that has been existed several centuries. These days globalization is the topic of conversation. It is mentioned in a television and a radio, a newspaper, a big name gratitude lecture. A wall between counties is vague and can overcome a differential time between areas and a traffic problem though the Internet and globalization is speeded up. Is a globalization carrying the negative side in development of our mankind or having the affirmative side?

사회과학| 2005.01.05| 4페이지| 1,000원| 조회(344)

세계화, 전쟁, 경영, globalization

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[정치, 국제정치] 부시와 클린턴 정부

U.S foreign policy has been changed after Bush administration. It has been more conservative than Clinton administration’s foreign policy. I would like to know what makes the differences between Clinton administration and Bush administration. I will compare Bush's foreign policy with Clinton's foreign policy and think about the reason that changed U.S foreign policy. And among many U.S foreign policy issues, I will mainly focus on their basic foreign policies and their foreign policy toward North Korea.The comparison between Clinton and Bush - Unilateralism vs. MultilateralismPresident Bush's campaign statements were characterized by a strong unilateralism, respect of power based on realism, and pursuit of national interest. Right after Bush took office many worried that he would pursue strong unilateralism, irritating many countries that have been contented with Clinton's foreign policy approach because Bush and many Republicans have condemned Clinton's "assertive multilateralism" pub unilateralism has tempered by bilateral and multilateral discussions where needed.On the one hand, Bush will quite naturally try to shape international developments leading the world's sole superpower. But on the other hand, pragmatism will make Bush conduct foreign policy in a more consultative manner. We can see this pragmatism at two important levels; "Great Power" consultations and understandings, as in intensified U.S.- Russia, U.S.- Europe, U.S.- Japan, and U.S.- China discussions; and other key formalized "ad hoc" bilateral and multilateral diplomacy efforts such as on the Korean peninsula. This multilateral effort started to be accelerated after the terrorist attacks in New York and Washington because of the great need for strong support from countries around world. Bush tended to stick to unilateral diplomatic approach expressing reluctance to rely on international institutions and international coordination at the expanse of national interests. For example, he expressed its in both unilateralism and multilateralism emphasizing the importance of coalition among nations. This changed approach will bring continued constructive multilateral discussions across many issues and partners.Policy toward North KoreaClinton and Bush have huge differences in their perspective toward North Korea. Clinton had made great efforts to engage North Korea rather than to contain or isolate it. However, Bush's initial reaction toward North Korea was absolute skepticism. North Korea's expectations are that Bush would continue Clinton's engagement policy toward North Korea. But the Bush's initial hard-line approach has been alleviated after Bush made a decision to stick to Clinton's basic outlines toward North Korea.In contrast with Clinton's view on North Korea, the Bush administration's initial approach to North Korea was much tougher. Its approach can be viewed in the context of traditional Republican ideology toward Communism. The Bush campaign has expressed its harsh criticrification of any agreements and its "go slow" approach. But the outcome was not as bad as might have been expected. Eventually three months after Bush took office, he came to nearly the same conclusions as Clinton. The Bush administration didn't decided to withdraw from the Agreed Framework. Its North Korean policy will be continued engagement.In fact, the Bush administration represents an attempt to mingle together the "pragmatist" an "ideologue" perspectives. It won't include some of more extreme positions. Also, it won't just represent a continuation of the Clinton administration's policy. For example, even though he made a decision to stick to the Agreed Framework, it will seek a significant revision in the terms of that agreement, accelerating implementation of provisions related to special inspections.ConclusionWhen the Bush administration came to Washington, its initial public statements on many issues seemed to reverse Clinton's policy, especially when it came to North Korea Pattern even though he still has suspicion or distrust in his mind toward North Korea. In this sense, the future of North Korean relations and US will depend on how North Korea reacts to the Bush administration's policy. If North Korea thinks of Bush's approach as an opportunity, the relation will be improved, but if it regards Bush's approach as a threat, the relation between them will be deadlocked.1. A Republican Foreign Policy? Bush Administrative- by Robert Zoellick2. HYPERLINK "http://www.brook.edu/" http://www.brook.edu/“America and Multilateralism: Why George W. Bush is No different, Justin Vaisse Handelsblatt, July 26, 20013. HYPERLINK "http://www.brook.edu/" http://www.brook.edu/ “moderating Bush Foreign policy” Newsweek Korea, August 8, 2001 Bates Gill4. Foreign Policy and Military Forces: Square Hole, Round Peg by M. Thomas Davis April 2, 20025. h HYPERLINK "http://www.brook.edu/" ttp://www.brook.edu/ “moderating Bush Foreign policy” Newsweek Korea, August 8, 2001 Bates Gill

사회과학| 2005.01.05| 6페이지| 1,000원| 조회(410)

부시, 클린턴, 네오콘, 미국 정부, neoconservative

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[국제경영, 마케팅, 마케팅서안] iriver의 세계 시장(아시아) 진출 방안 평가C아쉬워요

Global Marketing strategyStrategy in ChinaHigh growth market Should execute aggressive marketing strategy. Build a new factory in Shenzhen As a hub of production Target premier product market To prevent market distortion by imitation product.Thus, iriver should concentrate on rich region like Shanghai, Beijing, and around HK. Fully utilize good image about Korean product as a high-end device and name value To win over Chinese customers with latent purchasing power, iriver should take premier product marketing strategy aggressively.Strategy in JapanThe most competitive market for electronic device. Can expect positive halo-effect Premium marketing is needed. Make a joint venture with Fujitsu or Toshiba. Shortcut to access Japanese market. By doing that iriver's name value can be improved and easily counter with Sony. In Japan, the key is a standard of MP3's format. Iriver should execute premium marketing with iriver's flash memory format. .Strategy in VietnamNew emerging market The image able to used as a tax shelter. Most of international trade and financial transaction can be held in HK for tax avoidance. Due to the particularity in Korea it is hard to apply tax haven strategy so use a local company in Hong kong as a tax shelter.AcquisitionMemory product company-Anam Flash memory is essential. As a vertical integration stable production Digital display company-Hankuk electronic glass Digital convergence as the ultimate format of portable device (hybrid product with digital display, PMP, (portable media player)) Iriver can get know-how for display area. Wireless internet technology company-FeelingK PMP will adopt wireless internet ability. Good to start R D for wireless internet By acquiring memory product, digital display and wireless internet technology company iriver can have know-how of those fields to make a better quality MP3 player.RHQ in Hong KongHong Kong has matured infrastructure for trade(finance logistics) Hong Kong is regionally very close to new factoher countries.IP Protect strategyHong Kong is relatively good in IP right protection. Iriver designs mp3 player to be Firmware Upgradeable allowing customers to get update that they request. This type of support has become the trademark for Iriver, so Iriver company should not miss getting a patent. Strictly controlling production know-how and technology in Shenzhen. Make Iriver's logo with a hologram style serial numbers on it. Make Iriver's design be protected under copyright law. Hong Kong is safe place from piracy products but the problem is Shenzhen factory in China. Should control counterfeit products and put hologram sticker with running numbers to products.Organizational structureIriver has been technocrat company from its birth. Basically, R D sector plays important role in this company and Iriver concentrate energy on R D group than other teams.Propose to globalize IriverIn every market, entrance barrier and recognizing new brand is very difficult. However, Iriver's strong pod but they cannot make products like Sony. Iriver should enjoy first mover's advantage and take precaution against piracy problem.Global partnershipUbiquitous and hybrid is the key word of the future. MP3 player will not be alone, at least MP3 will be more powerful when it combines with other electronically-handy devices. Sony's digital camera technology and Ericsson's cell-phone can be a good example of win-win joint. PDA producer like Hewlett Packard or cell-phone company like Siemens mobile or Motorola can be a good partner for the future benefit. MP3 can be combined with PDA or Hand-held PC and Cell-phone (MP3 player inserted cell phone is already in market.). Iriver can think of making a partnership with mobile company or PDA company to cope with the upcoming Ubiquitous age.Multi-cultural and work place policiesTo spread multi-cultural spirit to staffs Encourage using English as an official language in the office. Use Chinese as a main official language in China. Do not use Koreane system.Strategy for currency hedgingEven though Chinese yuan and Hong kong dollar has fixed exchange rate to US dollar, the Korean won has flexible exchange rate to US dollar, thus currency hedging is important. Currency cost is basically unavoidable but it can be reduced. Most defensive way to hedge is forward contract to minimize risks. Iriver knows precisely how many yuan it will earn, but the company doesn't know whether the yuan will rise or fall in value, so Iriver doesn't know what it will earn in Korean won terms. The solution is to sign a forward contract to sell Chinese yuan in exchange for Korean won at price agreed today. Using the forward market, Iriver avoids the risk that comes from exchange rate fluctuations. Forward contract costs some amount of money, but it limits the risk in currency change.Managing country politicsHong kong has been favorable place for Global companies because of less government intervene and its low country policy risk. But now, Hong kong is nomw}

경영/경제| 2005.01.05| 15페이지| 1,000원| 조회(380)

마케팅, 기업의 국제화, China, iriver, headquater

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