(Competitor Analysis)

*

*

:

: :

,

LG

26

*

?

.

26

*

Five Force Model by Michael Porter

26

*

,

26

*

LG

OEM

26

*

/

-

Golf, ,

(,,,,)

SCA

, , ,

SCA (Sustainable Competitive Advantage)

, CJ

, KTF

SK

,

26

*

-

-

SCA

SCA

?

?

26

12

34

1

2

*

(/)

WHO ?

Understanding ?

NEC

LG

NEC

26

*

,

NEC,LG

26

17.psd

*

A.

B.

a ~ f

A. (Customer Based Approach)

Pepsi

Coke

Cider, 7-up

,

500

,

26

*

KTX

CCTV

Customer Associations

?

, ?

?

CD CD

CD

26

18.psd

*

: Pepsi Coke cider Fanta

: Pepsi

, .

: , :

( : , ) .

26

*

Product-Use Associates

TV()

Pepsi

Coke

500

:

:

Cafe

Pepsi

Coffee

Beer

:

:

Pepsi

:

:

Pepsi

PC, , ,

26

19.psd

*

B. (Strategic Groups)

ex. , ex. , ex. ,

26

*

PC

26

*

(Mobility Barriers)

26

36.psd

*

( )

&

26

*

X, Y, Z

Potential competitors

A

B

C

X, Y, Z

?

Miller

Corona

OB

HITE

26

*

:

,

Rossignal()

Microsoft

26

*

HITE

PC PC

(,)

,

,

26

*

26

41.psd

*

/ .

/ .

.

.

26

*

,

/

26

*

,

Positioning

/

26

*

,

,

,

Size, Growth, and Profitability

Size, Growth =

Profitability =

Positioning

Image & Positioning Strategy

3M Innovation

-

:

:

Positioning

26

*

Objective & Commitment

Objective

(if not, )

90

30

50

: MS, Growth, Profitability : ?

?

26

*

Objective & Commitment

Commitment

, .

SBU ? SBU ?

- BCG Matrix ?

- SBU Synergy ?

: , SDS,

,

SK : SK, SK,SK

26

*

Current & Paste Strategies

!

( 2 ?)

New Product Market

SCA ?

26

*

Organization & Culture

? , ? ?

, : : ,

26

*

Cost Structure

Cost Structure

,

26

*

Exit Barriers

A,

B,

C,

: : : : , , ,

: :

26

*

Strength & Weaknesses

/

&

,

Match

26

*

KSF KSF Assets & Skills

KSF : Key Success Factors

() ()

.

- By Philip Kottler B to B Marketing -

26

*

KSF

, , , , /, -

, , ,

, ?

100 m

?

TV

?

?

?

BBQ

26

*

KSF

KSF

26

*

, ,

,

/

, , CEO,

26

*

Positioning

IT IT

: ,

26

*

(Differentiation Advantage

26

*