교보문고의 위기와 기회

소개글

교보문고의 위기와 기회에 대한 보고서 자료입니다.

목차

1.Market trend and Current state of Kyobo
with BCG Matrix

2.Problem recognition & Objective development

3.Strategy Formulation
corporate, competitive, and functional strategy

4.Summary

본문내용

3.Strategy Formulation

1. Differentiation
In the paper-book (on/off-line bookstore) market
Increased profitability

Strategy 2 at online

Offline-service availability as Kyobo’s competitive advantage
Integrate the on-line & off-line service to make synergy

Dream service zone
Order online, get it offline (1hr)
Purchase with discounted price, receive right away.
Integrated shopping experience

Bring Kyobo’s offline customers to its online store
without loosing any to other online competitors.

-> Bring Kyobo’s offline customers to its online store without loosing any to other online competitors.

이와 같이 각 인터넷서점들이 항공, 물류센터, KTX를 이용한 배송서비스를 강화하고 있는 한편 인터넷교보문고는 전국에 뻗어있는 16개의 영업점을 이용해 배송서비스를 전격 확대한 것이다.

키워드

교보문고,   KYOBO ,   BOOKS,   Crisis,   Opportunity