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Title Marketing - Repositioning Strategy
Name ES GROUP ȸ 2352 Date 2010-07-12
ȸ̹ Ʈ϶

ƮƮ `Ŵ`

ٽ Ҹ `Ŵ(positioning)` ̷ â ƮƮ. ״ ϰŹ ̴. 2008 10 9ȸ İ ִ ϴ û ȴ. ״ " ڷ ε ӿ ̳ 귣 縦 ȭ ڸ ϴ Ŵ ϰ ؾ Ѵ" ħ . ׷ װ ` Ǹ 100 濵` ƴ `Ŵ` 40 ٽ `Ŵ(repositioning)` ´. ŰMBA ׿ ̸ ͺ並 ûߴ. 1 ̸ շ װ `Ŵ` ٽ ޽ ؿԴ.

3C ô Ÿ `Ŵ`

-Ŵ ϰ Ƴ.

" ũ ϰ ֱ ̴. . ġ ȭ ӵ ִ. ׷鼭 پ Ⱑ ִ. (competition), ȭ(change), (crisis), 3C ϴ Ŀٶ з ȭ ° ִ. Ȳ ȭ Ƴ 鿡 ο ʿϴ. Ŵ ӿ ȸ ǰ 񽺸 ڸ ϴ ̶ Ŵ ӿ ̹ ڸ ִ ǰ 񽺿 ν(perceptions) ٽ (readjusting)ϴ ̴."

ƮƮ Ŵװ Ŵ 踦 ֵ . ״ Ŵ Բ 1980 Ŵ ؿԴ.

Ŵ ߿ Ŵ ָ޾ Դٰ мߴ. 30 鼭 , ȭ, þ `3C` ȸ ϰ ִ. ״ " Ŵ Ӱ ޾ƾ ñⰡ ƴ" .

` ܾ` ν

- ν  ֳ.

" ν Ϸ Ŵ ˾ƾ Ѵ. ε, ӿ ǰ 񽺰  εǰ ϴ ˾ƾ Ѵ. Ŀ´̼ ̷. Ŀ´̼ Ӿ ݹް ִ. ǰ ӿ νŰ ȥ ؼ ȴ. ܼ ޽ ȿ ִٴ ˾ƾ Ѵ. ܸ ãƳٸ 귣带 ӿ İ ִ."

ܸἺ 䱸ϴ ϱ. ƮƮ " ϰų ȥ ݱ ʱ "̶ ߴ. ``, BMW `༺`̶ Ű ϰ ִ. ó ƮƮ ķ ϳ ܾ ϴ ̶ ߴ.

Ŵ Ϸ

-Ŵ Ǹ Ȯ ˷޶.

" ǰ ִ ٲٱ ó ƴϴ. ƾ Ŵ̶ ȭŰ ƴ϶ ̴. ٲٱ Ұ ̴. Ŵ ̴. Ŵ̶ ӿ ڸ ִ ν ϴ ̴."

ƮƮ ν Ϸ ȸ簡 ӿ  ε ִ, 츮 ȸ縦  ϰ ִ, 츮 ȸ縦  νų ϴ ʿϴٰ .

ȭŰ õ ɼ ̴. Ͻ ǻ Ǹȸ ŴϷ õϴ ޷ Ҿ. īݶ ο ǰ(ũ) Ը ٲٰ ߴϰ Ҵ. Ͻ ȸ, īݶ ν ٲٴ ߱ ̴.

- Ŵ Ϸ  ؾ ϳ.

" Ŵ ȸ ۿ ãƳ Ѵ. ̸ 4 ʿϴ. ù°, £ ̱ Ȯ ͵ؾ Ѵ. ° ȭ ȭų ˾ƾ Ѵ. °, Ⱑ ϴ Ŀ´̼ϴ Ѵ. °, ϸ鼭 Ȯ ˾ƾ Ѵ."

Ʈ ` ` å Ŵ 뼺 ŵ״. KƮ, Ÿ, ڽƮڿ Ʈ ߴ. ̿ ¼ Ʈ ` ִ ` Ŵ ߰ؿ ȴ. ̷ Һڵ Ʈ ٰ ϰ ִ.

Ŵ

-ù ° ο򿡼 ̱ Ŵ ϴ°.

" Ŵ ο ΰ ؾ Ѵ. ʰ̴. 1970 1990 Ĺ غ . ڵ 140 260 ߰ ƿ ʾҴ PC 400 ƴ. Һڵ 䱸 еϰ ְ ϰ ִ. ̷ Ȳ  Ƴ ΰ. ڻ縸 ȭϴ ۿ . ׷  ȭ ΰ. ϰų Ӹӿ ɾִ ִ."

ƮƮ Ŵ ǹ̸ ` 븦 νϵ `̶ Ұߴ.

ڴ Ŵ . ڴ ڻ Ͱ ո ̶ ˸ ȸ Ͱ ϰ δٴ 鿡 ˷ ߴ.

ƮƮ "׷ ڸ ݰݿ ϶" ߴ. ̱ ǰȸ ķ ο νƮ 鼭 簡 ΰ̷Ḧ ߴٰ ߴ. ׷ 簡 ķ ΰ̷Ḧ ߴٰ ݰν ȸ ƴ.

ƮƮ ` Ŵ` © ӿ ִ ãƳ ڸ ` 귣` Ŵ׽Ű ڻ , ΰų ߴ.

ȭ ¼  ȭų ΰ

-Ŵ ° ȭ ȭŰ ̶ ߴµ  ȭѾ ϳ.

" ı (desruptive technology) ߱ϴ ȭ ῡ ο . ǻȸ簡 ġ Ƴ Ŵ IBM, ޷Ŀ, 3̴. ȭ ߱ ̴. ڿ ƮϺ콺 ǥ⸦ ְ ̸, ޴ ° ִ. ȭ ¼ Ŵ Ǵ Ȳ̴. Ϻ ðü ڵ ȭ ʴ. ðü ð ڴ ̿ (ڽð) ߴ. ̸ ð踦 ־ Ŵ ۷ι Żٲ ־."

ƮƮ ȭŰ ־ ` ` ` ȭ` ϴٴ ߴ. ڿ ߱ ȭ ΰ ֱ ̴. `ֽ` ͸ ִٰ ߴ.

״ ؼ ־ ü ȣϰ ̶ ߴ.

ܹ ȭƮij 1920 ܹ ϳ Ÿ. ٸ ü ׸ ġŲ ũ , 䱸Ʈ ĸ پ ޴ پ ȭƮij ڽ ɾ. Ƶε £ ְ ־.

ƮƮ ġ Ŭ ȭϱ ͼ ٰ ߴ. ׸ŭ Ű ַؾ Ѵٴ ̴.

Ű ġ ȭ

- ° Ŵ , ⿡ Ƴ Ŵ ϴ°.

" ⸦ Ʈ Ű 鸮 ʵ ϴ Ѵ. ũ · ٰ´. ް ִ ۷ι Ž(macro) AIG, GM õ ̽(micro) Ⱑ װ̴. Ž οԱ ġ ⸦ Ѵ. ߿ Ⱑ ٲ´ٴ ̴. ȮǼ ô뿡 ̷ 濵 ü ǹϴ. ȸ Ѵ. ü ǰ Ȱ鼭 ٿ Ӱ ް ִ. ü Źȴ. ٹҸ ٽ ȭϷ ٿ ɸ ٲٴ Ŵ ʿϴ. ` ` Ѵٸ ϰ 鸮 ִ. ó Ŵ̶ ο ġ ãƳ ,  ϴ Ϻ ۵ȴ. Ŵ νĿ ̱ Ⱑ ִ."

ƮƮ ó 귣带  ٽ Ѹ `` ߴ. Ÿ ŷڼ, BMW న, ޸- , ΰ ȭ 귣带 ǥϰ ִ.

Ŵ  ΰ

-Ŵ ٰ ʵ . ؾ ٽ ΰ.

"ٽ Ŵ̶ ν ϴ , ν ٲٴ ؼ ȴ. ij ϸ鼭 ʴٴ ߴ. ׷ ij ̹ ḻ ¾Ҵ. ó Һ ν ٲٱ ſ ƴ. Ŵ `ν ` Ѵ."

ƮƮ Ŵ׿ Ϸ Ŵ ľǡ渮Ŵ á渮Ŵ ġ渮Ŵ ȫȰ ľ Ѵٰ ߴ.

״ ̾ "Ŵ ְ濵(CEO) ߿ Ѵ" "Ŵ , ǻ 浹 ߻ , ܺ CEO Ǵ ־ Ѵ" ߴ.

ƮƮ¡

ƮƮ . `Ŵ` ° ̺ ϴ ` Һ Ģ` `Ƣ ȭ϶` ` 귣, ` ` ` å ߴ. ȸ ƮƮصƮʸ ϸ鼭 IBM, AT&T, P&G ۷ι . װ ϴ پ ̷ Ʈ(www.troutandpartners.com) ãƺ ִ.

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