date: 2012.06.20
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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e-commercecase study
IN JUNGHOON 20061117LEE SOHEE 20100344
ESTER BAUNGRATZ 49001624
_group 13Date: 2012.06.20
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contents
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Company and environment overview
Problems HANSSEM faced::SWOT
e-commerce
Trouble shooting procedure
Result of HANSSEM
Further Improvement
Reference
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Company and environment overview
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- HANSSEM Co.,Ltd. is a
total home interior manufacturer since 1970
- Introduced modern kitchen design to Korea
- Invented terms like System Kitchen and Intelligent Kitchen - Introduced the whole new concepts of the Kitchen
culture to Korea
3 large branches: HANSSEM MALL HANSSEM INTERIOR HANSSEM KITCHEN
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- 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
Company and environment overview
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Problems HASSEM faced :: SWOT2
STRENGTH- HISTORY
- GOOD BRAND IMANGE- DEVELOPED DESIGN AND MANU-
FACTRE PART
WEAKNESS- LIMITED DISTRIBUTOR
- FOCUS ON KITCHEN INTERIOR
OPPORTUNITY- DEVELOPMENT OF VARIOUS - TRANSACTION TYPE THROUGH
TECHNOLOGY- NEEDS OF CUSTOMIZED PROD-
UCTS
THREATEN- NEW COMPETITORS FROM
OTHER COUNTRIES- DEPRESSION OF WHOLE ECON-
OMY
HANSSEM
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e-commerce3
Before B2B Later ~90s
Ability to obtain products or services through Internet using electronic payment services
B2C / C2C
ECInstitution
Network
Process
e-commerce
elements
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e-commerce3
there are 9 types.: B B
CC
G G
TWO different approaches .: B2C
:: 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
B C B C
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e-commerce .:Special point of HASSEM3Clicks and Bricks strategy>>BRICKS STRATEGY separate on-line business and
off-line businessWHY :: Different supply chain, Different target customer
furniture
ONLINE
HANSSEM CUTOMERS
OFFLINE
HANSSEM
DISTRIBUTOR
INTERIOR PARTENERSHIP
CUSTOMERS
finished goods finished goods
KITCHEN INTERIOR
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Running their own e-commerce site- Not using mediate company- HANSSEM mall: renewal for easy use of customers
e-commerce .:Special point of HASSEM
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3Selling on-line only product, SAM- HANSSEM show room: off-line shop for only display
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e-commerce .:Special point of HASSEM
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3Expand 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
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e-commerce .:Special point of HASSEM
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4Need Innovation
The key to solve problems : INNOVATION !
INNOVATION
Develop & Change the Re-
tail System
The Aggressive Investment to the Core Busi-
nesses
The Reinforce-ment of the Fi-
nancial Structure
Trouble shooting Procedure
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4Need Innovation
The key to solve problems : INNOVATION !
INNOVATION
DEVELOP & CHANGE THE RE-
TAIL SYSTEM
THE AGGRESSIVE INVESTMENT TO THE CORE BUSI-
NESSES
The Reinforce-ment of the Fi-
nancial Structure
by using
e-commerce
Trouble shooting Procedure
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Trouble shooting Procedure
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SUCCEED
DEPRESSION OFCONSTRUCTION
INDUSTRY
#OF TRADITIONAL CONSUMER DECREASE
B2B SALE DECREASING
NEW CONSUMER OR NEW BUSINESS MODEL
IS NEEDED: B2C
INTRODUCTION OF
E-COMMERCE
LAUNCH HANSSEM
MALL
LAUNCH THE PRODUCT
SSAM
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The number of visitors and revenue through e-commerce have been dramatically growing
>> on-line market become a new retailer due to aggressive investment
51. Effects of e-commerce
The Graph of the Number of visitors of HANSSEM mall & Revenue through on-line
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Results of HANSSEM
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51. Effects of e-commerce
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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
Results of HANSSEM
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52. Growth of company
(unit: 0.1billion won) 2010 2011 Fluctuation
HANSSEMRevenue 6,329 7,093 13.7%Operating Profit 373 516 38.3%Net income 293 393 34.1%
LIVART
Revenue 3,954 5,212 31.8%
Operating Profit 195 92 -52.8%
Net income 144 70 -51.4%
FURSYS
Revenue 2,656 2,776 4.5%
Operating Profit 357 341 -4.5%
Net income 341 341 0.0%
BORNEO
Revenue 1,528 1,530 0.1%
Operating Profit 11 13 18.2%
Net income 16 -6 -137.5%
- 1st company in their business market- It is growing both outside and inside although competitors are in difficulties
Results of HANSSEM
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52. Growth of company
The Graph of HANSSEM Operating Revenue and its Rate
Operating revenue and the percentage of it are increasing >>Development of profit structure
Results of HANSSEM
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52. Growth of companyResults of e-commerce
The Graph of the percentage of B2C
HANSSEM LIVART ENEX
The Graph of the operating profit to sales ratio
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
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HANSSEM LIVART ENEX
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Further Improvement1 :: 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
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References7
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− 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