XXX 4 Stage 1 1 Stage 0 Project

XXX 경영전략 프로젝트의 접근방법은 다음의 4 단계로 수행됨 Stage 1. 1 외부 환경 분석 Stage 0 Project 준비 및 Kickoff • Finalize detailed work plan • Identify resources & Define roles • Conduct kickoff meeting • Develop initial strategic hypothesis 경영전략 수립 Confidential - Do Not Distribute • Analyze Market/Consumer/ Competitor and Benchmark Stage 1. 2 내부 역량 분석 • Analyze organizational capabilities and work processes Stage 1. 3 Stage 2 Stage 3 전략적 포지셔닝 개발 전략적 수행과제 도출 • Combine target customer segment / Value / delivery to identify opportunities • Define activities and locate them on the value chain 성장 Drivers 분 석 • Conduct “Who, What and How “Analysis 0 Stage 4 Roadmap 및 Action Plan 수 립 • Develop action plan to fulfill the strategic positioning

Stage 1. 1: 업무의 주요 추세들을 파악하고 이러한 추세들이 정통부에 주는 Impact와 그에 대한 대응책을 도출함 PAPER MERCHANT INDUSTRY Trend Summary Matrix 예시 # 1. 2. 3. KEY MARKET TRENDS EVIDENCE or OBSERVATIONS for TRENDS IMPLICATIONS Opportunities Historically fragmented, industry is beginning to consolidate and grow primarily through acquisitions. The top 3 competitors combined have a 23% market share. O - Consolidate industry by buying smaller companies Unisource acquired 10 companies in the first 6 months of 1996. O - Companies w strong financial positions can gain market share Customers have decreasing amounts of brand loyalty towards paper merchants Customers identify w/sales reps and not company Merchants are looking for opportunities to decrease the commodity nature of profits. Paper Industry Sales 1994: $ 94 B 1995: $108 B 1996 E: $104 B 2000 F: $137 B O - Define 80% of customer base as target accounts and develop strong ties to the company (EDI, Special buying programs, special customer service incentives) O - Merchants have established relationships with customer purchaser. Exploit for opportunities in other products (i. e. industrial & office supplies, furniture) 경영전략 수립 Confidential - Do Not Distribute Average profit margin is 2 -4% Threats T - Competitors can also try to consolidate the industry. T - It may be difficult to enter a Segment, channel or, geographic market if relationships with customers are captured by competitors. T - If Sales Reps leave for fear of losing relationship control to merchant, they have the power to take the account with them. T - Limited control over timing of downturns in paper market. STRATEGIC HYPOTHESES (SO WHAT? ) & TREND LINK 1. Access to customers is critical to business success 2. Merchants should consider ways to “lock in” customers. Based on the traditional paper supply chain model , consolidation makes merchants a stronger gatekeeper to suppliers and customers. Ability to consolidate is primarily dictated by one’s access to capital. Access to capital is not a barrier for most large paper merchants who are owned by large paper manufacturers. May gain advantage if able to capture particular customer Segment, channel or geography first. Merchants should consider ways to “lock in” customers. Strengthen relationship with customer, enhance company name equity. Use a target account strategy to broaden scope of product Values for national and international customers Customers will recognize brand equity 1. Access to customers is critical to business success 2. Merchants should consider ways to “lock in” customers. Will stabilize profits and cash flow by offsetting paper market downturns. Diversify product line for current customers to include products that are not correlated to paper market. 3 COMPETITIVE ADVANTAGE GAINED? Provides ability manage product portfolio by profitability and cash flow by product and channel (retail channel and stationary product Segment).

Stage 1. 3(Who): 고객분석은 신 고객, 기존고객, 고객관계의 3가지 측면에서 Potential Profit을 얻기 위한 기반을 제시함 고객관계 향상에 따른 이익 증대 기회 신 고객 획득 • Market products and services in new ways (e. g. , focused advertising, sell through new channels) 기존고객으로부터 이익 증대 • Increase the benefit customers receive and the price they will pay • Reduce costs to serve Source: Harvard Business Review, “Realize Your Customers’ Full Profit Potential”, Grant & Schlesinger 경영전략 수립 Confidential - Do Not Distribute 8 고객관계 증대 • Offer new products or services

Stage 1. 3(Who) : 고객 세분화를 통하여 제한된 기업 역량과 자원으로 가장 큰 가치를 얻을 수 있는 고객에 집중함 예시 Customer Segmentation Matrix 방문당 구매량 (객단가) Cherry Pickers Heavy Secondary Heavy Primary Medium Switchers Secondary Primary Competitors’ Customer Light Switchers Light Primary 방문 빈도 (Loyalty) 경영전략 수립 Confidential - Do Not Distribute 9

Stage 1. 3(What) : 제품, 브랜드, 경험의 측면을 포괄하는, 타겟 고객에 대한 Value Proposition을 구함 예시 Customer Value Proposition Company / Product Target Customer Benefits Perdue (Chicken) Quality-conscious consumers of chicken Tenderness More tender golden chicken at a moderate premium price Volvo (Station Wagon) Safety-conscious “up-scale” families Durability, Safety The safest “most durable wagon in which your family can ride” Domino’s Pizza Convenienceminded pizza lovers Delivery Speed, Good Quality A good hot pizza delivered to your door within 30 mins of ordering “at a moderate price” Source : “Marketing Management”, P. Kotler, 2000 경영전략 수립 Confidential - Do Not Distribute Value Proposition 11

Stage 2 : “Who, What, How ” 분석으로 발견된 포지셔닝 기회들로 시장환경과 내부 역량을 고려하여 최선의 전략을 개발함 예시 Positioning Theme List 기능요소 Who Strategic Positioning Priority 1 Priority 2 • 목표고객 • Seg 1 • Seg 2 What • Value • Theme 1 • Theme 2 How • Promotion • Tactic 1 • Tactic 2 • Tactic 3 • . • Place • Price Source : CGE&Y Analysis 경영전략 수립 Confidential - Do Not Distribute 17 Priority n

Stage 4 : 수립된 전략적 포지셔닝을 달성하기 위해 정통부가 수행해야 할 Roadmap을 수립함 예시 Roadmap Wave 1: Protecting the Core Wave 3: Creating New Opportunities Wave 4: _____ Task 1. 1 Task 1. 3 Task 1. 4 Task 2. 1 Task 2. 3 Task 2. 4 Task 3. 1 Task 3. 3 Task n. 1 현재 경영전략 수립 Confidential - Do Not Distribute Wave 2: Changing the Game 2002 Task 3. 4 2 Short-Term Mid-Term Long-Term Task 1 Short-Term Mid-Term Long-Term Descripti on Short-Term Mid-Term Long-Term Descripti on Description Process IT Task n. 4 IT Organizati IT on Organizati on Task n. 3 2005 2010 22 Organization

Stage 4 : Roadmap에 따라 단기 Action Plan을 수립함 예시 Action Plan Task 1 Activities Month 1 1 2 3 Month 2 4 1 2 3 Month n 4 1 2 • Activities 1 Description Benefits Act 1 목적 담당부서(자) • Activities 2 • , Output. . . 경영전략 수립 Confidential - Do Not Distribute 23 Input Output Lead time……. 3 4 Remarks