• Journal of the Korean Operations Research and Management Science Society
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• v.31 no.3
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• pp.107-125
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• 2006

We introduce a two-stage game theoretic model to support decision making processes for product Positioning and pricing in competitive environment. In the first stage, firms decide on entry and product position, in the second stage, firms compete with price. 'Alpha rule' is used as a choice model. Demand parameters of the choice model are estimated by conjoint analysis. We investigate conditions for the existence of Nash price equilibria in the pricing game. Nash equilibria in the entry and positioning game are produced using a concept of stable sets. An example of the online game industry in Korea is examined.

• Journal of the Korean Institute of Landscape Architecture
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• v.22 no.2
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• pp.13-24
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• 1994

the purpose of this study was to suggest managemental strategies for one-day use recreational area in public sector under competitive environment with private sector. Data was collected from citizens of Seoul, and 10 recreational areas were determined by a preliminary survey. Theses areas were regarded as "products", then positioning was applied to these products. Perceptual map was produced by multidimensional scaling to identify degree of competition among areas. Properties, which were developed by the Kelly Repertory Grid, were utilized to understand the strong and weak points of each area. Ideal types of recreational areas were analyzed by PREFMAP, then the size and distribution of recreation market of Seoul were found by grouping of individual ideal point by cluster analysis. Several strategies were suggested to enhance the competitive power for public recreation areas, and a few comments were described to improve this method for future research.

• Proceedings of the Korean Society of Computer Information Conference
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• 2016.01a
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• pp.157-160
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• 2016

최근 모바일 쇼핑 시장의 거래액 규모는 해마다 기하급수적으로 증가하고 있으며, 기업들은 모바일 애플리케이션의 어떤 특성들이 자사의 매출을 증대시킬 수 있는지에 대해 관심이 있다. 그러므로 본 논문에서는 텍스트 마이닝을 이용하여 사용자들이 많이 쓰는 모바일 쇼핑 애플리케이션의 리뷰에서 자주 쓰는 명사를 추출하고 내용분석을 통해 평가 항목들을 도출한다. 그리고 도출된 평가항목에 레퍼토리 그리드 기법을 적용하여 모바일 쇼핑 애플리케이션을 평가하고 시장 포지셔닝을 실시한다. 이를 통해 모바일 쇼핑 애플리케이션의 어떤 특성이 이용자들의 서비스 선호도에 영향을 미치는지 분석한다.

• Asia Marketing Journal
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• v.11 no.3
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• pp.185-203
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• 2009

Yuhan Kimberly, a joint-venture company of Korean Yuhan Company and American Kimberly-Clark, opened a premium diaper market in Korea by launching Pull-Ups which was pants-typed diapers in 1993. Pull-Ups was imported as finished goods from Kimberly-Clark. However, in spite of its huge market share in United States, it failed to land down in Korean market because of wrong positioning strategy which did not consider domestic customers' tastes. In 1996, Yuhan-Kimberly brought out a pants-typed diaper, Huggies-Toddler, to Korean market again. This paved the way for the combination of Kimberly-Clark's production power and Yuhan-Kimberly's marketing power and led to launch new product superior to Pull-Ups. However, this product was unsuccessful in the market because of wrong positioning which did not catch domestic customer's life styles such as cultural, environmental and habitual differences in toilet training, the cost increase coming from IMF crisis in Korea, weak trust within the company, weak trust within the company, and too much higher price than regular diapers. In 2005, Yuhan-Kimberly redeveloped new pants market business strategy. It was organically combined with winning product development plan, winning communication strategy and the market structure change through the pants market creation. Customer's habit, usage and attitude were studied with total 55 times market investigations. Also, all processes from planning to designing were executed in the customer's view by investigating product research, positioning research and advertisement research. Yuhan-Kimberly repositioned new product as a wearing diaper not as a toilet training diaper and launched Huggies Magic Panty as a premium product which had 25% higher price than previous Huggies. Huggies Magic Panty was recognized as a great hit product in domestic diaper market and the sales recorded 37.6 bill won in 2006, 57.2 bill won in 2007, and 90 bill won in 2008 since launching in 2005. The reason of Huggies Magic Panty's success was the repositioning strategy deduced from the precise check of customer's usage habit. It was the winning strategy of Huggies that were market investigation in order to survive in domestic baby goods market where a lot of companies struggled intensively, the exact positioning based on its market investigation and aggressive 360 degree communication strategy to give customers impressions efficiently.

• Asia Marketing Journal
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• v.11 no.2
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• pp.21-35
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• 2009

In December 5, 2006, "The Economic Times", India's the most famous economy daily newspaper, reported Korea Lotte Mart is planning to enter into India's market. Lotte group, marking number 7^th in Korea's list of conglomerates, established VRIC(Vietnam, Russia, India, China)'s strategy. This strategy is targeted to enter into emerging markets such as Vietnam, Russia, India, China and etc. As of 2007, Lotte Group aggressively is placing its subsidiaries such as Lotte Department Store in Russia and China, Lotte Mart in Vietnam and China and Lotte Confectionery in China and India, into emerging markets. From this case, Based on the assumption of Lotte Mart's India market entry scenario, this study considers various decision-making factors such as market attractiveness evaluation, timing of entry, entry mode, location, scale, positioning, operation strategy, and others, while developing an overseas market entry strategy. This case study also provides India's distribution market environment that Korean companies can utilize when entering into the Indian market in the near future.

• Journal of the Korean Institute of Landscape Architecture
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• v.25 no.4
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• pp.1-17
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• 1998

Most of the tourist resort facilities in our country cannot be used in the winter season, and only a few spa resorts and sky resorts are available in the winter. To ameliorate this problem, various types of winter resort facilities have been constructed since 1970s and the massive development of winter resort facilities changed the resort market from a seller's market to a buyer's market. There has been however,few researches on marketing strategies for winter resorts, and there is a growing need for a rational method to maximize tourists' satisfaction and developers'profit at the same time. This research aims to develop a positining strategy to engance the marketability of winter resorts by classifying the resort market with the self-image types of users, and by analyzing the structure of the market, users' preferences, and locational factors. A survey was conducted with cases of Yong-Pyung resort, Mu-Ju resort, Alps resort, Bears resort, Back-Am spa resort, Su-An-Bo spa resort, and I-Chon spa resort. A list of questions in five categories -- similarity, characteristics, preferences, self-image, and personal characteristics of the respondents -- was constructed and tested. Among the 750 copies of questionnaire distributed, 700 were returned by only 378 were analyzed after screening missing or reckless answers. The statistical analysis of the data were conducted using techniques of correlation analysis, frequency analysis, factor analysis. Factor analysis and cluster analysis were used to group the cluster of self-image and a discriminant analysis were used to confirm this classification. The demographical characteristics were identified by frequency analysis, and resorts attributes were analyzed by oneway ANOVA analysis. Multidimensional scaling methods such as KYST, PROFIT, and PREFMAP were used for the positioning strategy.

• Korean Journal of Construction Engineering and Management
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• v.6 no.6 s.28
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• pp.124-132
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• 2005

The efficient preservation and improvement of stock buildings including houses have become a significant national issue coming into the 21st century. The increase rate of new house demands have lessened and the efficient management and usage of old buildings have become more important. However, lacking research on the effects obtained through remodelling and the perception that it is less profitable than reconstruction have interfered with the vitalization of the market. Also, the excessive profit rate contractors insist have caused conflict between the residents and contractor and weakened market stability. This research examines the related codes, the strengths and weaknesses of marketing positioning in apartment remodelling a rational method for analyzing each project and the working process. A survey was performed to investigate preferences and priorities between the business methods in order to obtain advices that can smoothly progress each project and improve overall building quality. Through this study, the flow of remodeling market is elevated reaching the level in advanced nation.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.36 no.1B
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• pp.60-70
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• 2011

IPTV was introduced as the new growth engine of the broadcasting and telecommunications industry and has experienced a high growth rate as its subscribers exceeded 2 million in early 2010. However there have been some doubts on if the IPTV market will keep current growth drift. One of such suspicions is that IPTV market has not been developed by the competitiveness of IPTV industry itself. In addition, the recent slowdown of subscribers' growth and IPTV players' operating at a loss has been suggested as obstacles to the IPTV market growth. This sort of phenomenon has been brought about by ambiguous proposition of IPTV's own value as well as IPTV service positioning gap. To resolve these problems this study empirically investigates what customers want to get from IPTV service by analyzing switching value of IPTV subscribers. This study also identifies which values must be strategically considered to develop next generation IPTV services, in particular mobile IPTV services. Following the investigation, this study analyzes the possible positioning gap of mobile IPTV. Through this analysis, this study suggests which sort of service values need to be reconciled.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.275-291
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• 2007

The growth of foodservice industry has caused keen competition in the family restaurant industry. For a differentiation strategy to be competitive, on the preferential basis, it is necessary for each family restaurant business to analyze its position in the market. Therefore, this study is to certify customers' perceived servicescape and image similarity and analyzes positioning of seven family restaurants. For this research, multidimensional scaling(MDS) is performed to determine how they are positioned relative to competitors. According to the result of the positioning map(ALSCAL and PROFIT map), it is found that Outback steakhouse, T.G.I. Friday's, Bennigans' have more strong competitiveness than VIPS, Marche and Sizzler in servicescape factors and restaurant selection attribute except menu diversity. But the preference order does not follow the order of competitiveness. This result from the positioning map means that each business needs various marketing strategies that cannot be copied easily.

• Smart Structures and Systems
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• v.10 no.1
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• pp.1-14
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• 2012

Given an object, its positioning in the space is a main concern in structural monitoring and a required feedback in structural health monitoring, structural control and robotics. In addition, to make the sensor unit wireless is a crucial issue for advanced applications. This paper deals with the exploitation of wireless transmission technology to long-term monitoring GPS (Global Positioning System) receivers - like the Leica GMX 902 and the Leica GRX 1200-pro. These GPS receivers consist of five parts: antenna, receiver, user client computer, interface and power supply. The antenna is mounted on the object to be monitored and is connected with the receiver by a coaxial-cable through which the radio frequency signals are transmitted. The receiver unit acquires, tracks and demodulates the satellite signals and provides, through an interface which in this paper is made wireless, the resulting GPS raw data to the user client computer for being further processed by a suitable positioning algorithm. The power supply reaches the computer by a wired link, while the other modules rely on batteries re-charged by power harvesting devices. Two wireless transmission systems, the 24XStream and the CC1110, are applied to replace the cable transmission between the receiver and the user client computer which up to now was the only market offer. To verify the performance and the reliability of this wireless transmission system, some experiments are conducted. The results show a successful cable replacement.