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Date: 2012.06.20

Date: 2012.06.20. contents. 1. Company and environment overview Problems HANSSEM faced:: SWOT e -commerce Trouble shooting procedure Result of HANSSEM Further Improvement R eference. 2. 3. 4. 5. 6. 7. 1. Company and environment overview.

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Date: 2012.06.20

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  1. Date: 2012.06.20

  2. contents 1 Company and environment overview Problems HANSSEM faced::SWOT e-commerce Trouble shooting procedure Result of HANSSEM Further Improvement Reference 2 3 4 5 6 7

  3. 1 Company and environment overview • -HANSSEM Co.,Ltd. is a total home interior manufacturersince 1970 • -Introduced modern kitchen design to Korea • -Invented terms like System Kitchen andIntelligent Kitchen • Introduced the whole new concepts of the Kitchen culture to Korea • 3 large branches: HANSSEM MALL HANSSEM INTERIOR HANSSEM KITCHEN

  4. 1 Company and environment overview • - economic depression in Korea • - construction industry with problems • - appearance of new multinational competitors such as IKEA • - Decrease of the number of marriages that could be potential customers • - Low price competition through homeshopping

  5. WEAKNESS • - LIMITED DISTRIBUTOR • - FOCUS ON KITCHEN INTERIOR 2 • STRENGTH • - HISTORY • - GOOD BRAND IMANGE • - DEVELOPED DESIGN AND MANUFACTRE PART Problems HASSEM faced :: SWOT • HANSSEM • THREATEN • - NEW COMPETITORS FROM OTHER COUNTRIES • - DEPRESSION OF WHOLE ECONOMY • OPPORTUNITY • - DEVELOPMENT OF VARIOUS - TRANSACTION TYPE THROUGH TECHNOLOGY • - NEEDS OF CUSTOMIZED PRODUCTS

  6. 3 e-commerce Before B2B Later ~90s Ability to obtain products or services through Internet using electronic payment services B2C / C2C Process Institution EC e-commerce elements Network

  7. 3 e-commerce B B there are 9types.: C C G G TWO different approaches .: B2C B C B C :: e-commerce website as just a BRIDGE between the company and the consumer e-commerce website as just a DIRECT network between the company and the consumer :: HANSSEM’s choice

  8. 3 e-commerce.:Specialpoint of HASSEM • Clicks and Bricks strategy • >>BRICKS STRATEGY separate on-line business and off-line businessWHY :: Different supply chain, Different target customer OFFLINE ONLINE INTERIOR PARTENERSHIP HANSSEM CUTOMERS furniture KITCHEN INTERIOR CUSTOMERS HANSSEM finished goods finished goods DISTRIBUTOR

  9. 3 e-commerce.:Specialpoint of HASSEM • Running their own e-commerce site - Not using mediate company - HANSSEM mall: renewal for easy use of customers

  10. 3 e-commerce.:Specialpoint of HASSEM • Selling on-line only product, SAM - HANSSEM show room: off-line shop for only display

  11. 3 e-commerce.:Specialpoint of HASSEM • Expand types of channels to meet customers • Smart guide:: Kitchen interior estimation consultant service • through Tablet PC • customers can use off-line or on-line homepage for this service

  12. 4 Trouble shootingProcedure • NeedInnovation • The key to solve problems :INNOVATION !

  13. 4 Trouble shootingProcedure • NeedInnovation • The key to solve problems :INNOVATION ! by using e-commerce

  14. 4 Trouble shootingProcedure #OF TRADITIONAL CONSUMER DECREASE DEPRESSION OF CONSTRUCTION INDUSTRY B2B SALE DECREASING NEW CONSUMER OR NEW BUSINESS MODEL IS NEEDED: B2C LAUNCH HANSSEM MALL SUCCEED INTRODUCTION OF E-COMMERCE LAUNCH THE PRODUCT SSAM

  15. 5 Results of HANSSEM • 1.Effects of e-commerce The Graph of the Number of visitors of HANSSEM mall & Revenue through on-line The number of visitors and revenue through e-commerce have been dramatically growing >> on-line market become a new retailer due to aggressive investment

  16. 5 Results of HANSSEM • 1.Effects of e-commerce Detail indices about HANSSEM’s e-commerce 1 :: On-line only product “SAM”, the HIT product selling roughly 30,000 sets in a month 2 :: HASSEM’s own on-line shopping mall, “HANSSEM mall” reform for customers‘ easy use 3 :: 22.5 billions of revenue through on-line in 1Q of 2012 the amazing growth by 27% comparing with 1Q in 2011

  17. 5 Results of HANSSEM 2.Growth of company - 1st company in their business market - It is growingboth outside and inside although competitors are in difficulties

  18. 5 Results of HANSSEM • 2.Growth of company The Graph of HANSSEM Operating Revenue and its Rate Operating revenue and the percentage of it areincreasing >>Development of profit structure

  19. 5 Results of e-commerce • 2.Growth of company The Graph of the percentage of B2C The Graph of the operating profit to sales ratio HANSSEM LIVART ENEX HANSSEM LIVART ENEX Better return structure comparing with competitors :: percentage of B2C (B2B is affected much by external factor and B2C leads new types of customers) :: high operating profit to sales ratio

  20. 6 Further Improvement 1 :: Competitors copy HASSEM’s strategy maintaining good brand image and loyal customers 2 :: New trend of life style come out DIY, customized furniture, or furniture for single person 3 :: Become a Global company & Global companies come to Korea Localized strategy, effective management method for different countries are needed AND ::: these further improvements are solved through the concept of e-business especially e-commerce

  21. 7 References • 한화증권 리서치 센터 한샘 보고서 • http://sports.chosun.com/news/ntype.htm?id=201204180100132850011660&servicedate=20120418 • http://myecobo.consumernews.co.kr/news/article.html?no=10620 • http://www.newspim.com/view.jps?newsld=20120417000282 • http://www.hanssem.com/commain.html

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