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KOLON SPORT
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CONTENTS
Introduction
External Environment Analysis I/O Model
Internal Environment Analysis R/B Model
SWOT Analysis & Strategic Issue
Strategic Alternatives
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INTRODUCTION
Company Profile
The reason why we choose ¡®Kolon Sport¡¯
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4
Introduction- Market definition
Mountain Activity Mountaineering, Trekking, Climbing, Camping, MTB
Activity that people exercise outside Winter/ Mountain/ Water Activity
Water Activity Canoe, Cayak, Yachting
In Korea domestic market, Mountain activity is main stream in outdoor market
Outdoor Market
Winter Activity Ski, Snow boarding
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FnC KOLON
Leading sportswear and fashion company
Launched its first outdoor brand KOLON SPORT in 1973
Collection of Korea¡¯s most exclusive brands including KOLON SPORT, Jack Nicklaus, E¡¦(»ý·«)
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Release of new materials such as Gore-Tex and Coolmax
Fast development of China¡¯s economy
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9
5 Forces Threat of New Entrants
Economies of scale is low.
MH
Product differentiation is less available.
H
It requires less amounts of capital.
H
Switching costs are low.
H
It¡¯s hard to access to distribution channels.
ML
There is no problematic government policy.
N/A
`Level of threat`
`Explanations`
Threat of New Entrants is High
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10
5 Forces Bargaining Power of Suppliers
A lot of suppliers, but few of technical textile(Gore-tex) suppliers.
M
General suppliers¡¯ products have many substitutes, but special suppliers¡¯ products have few substitutes.
M
Buyer is an important customer to suppliers.
ML
Suppliers¡¯ products are important input to buyer¡¯s product.
H
Suppliers¡¯ products have low switching costs.
ML
There is less possibility for suppliers to execute forward integration.
L
`Level of threat`
`Expla