제 4 장비즈니스모델의중요성. Value for Money!

Transcription

1 제 4 장비즈니스모델의중요성. Value for Money!

2 전략사례 1 웅진코웨이 98 년외환위기매출 30% 격감 생산 - 판매모델에서 생산 - 렌탈 - 서비스모델로변신 2008 년매출 20 배증가 외환위기시고객을 60 개월렌탈로적극유치 코디서비스시스템도입 : 방문필터교환 + 화장품판매? 카드사용량에따라렌탈료를돌려주는페이프리도입 현대카드 2002 년 2% 의시장점유율 칼라 / 투명 / 반투명 / 미니카드디자인도입 Privia: 라이프스타일서비스 2009 년개인신용카드시장점유율 16%

3 전략사례 2 비지오 2009 년삼성과소니를제치고판매수량 1 위 상품기획, 디자인, 고객서비스만집중 연구개발, 생산, 유통은모두아웃소싱 삼성과소비보다 20%-30% 싼가격에 LCD TV 를공급 아모레퍼시픽 공격적연구개발 : 신개념화장품설화수 신방문판매경로개척 : 카운슬링서비스 아리따움 : 고객맞춤형토털뷰티솔루션

4 4 E-Commerce, E-Business, App-Business, Smart-Business, Mobile-Business 비즈니스모델

5 Business Models Business model Set of planned activities designed to result in a profit in a marketplace Business plan Describes a firm s business model E-commerce business model Uses/leverages unique qualities of Internet and Web Slide 2-5

6 8 Key Elements of a Business Model 1. Value proposition 2. Revenue model 3. Market opportunity 4. Competitive environment 5. Competitive advantage 6. Market strategy 7. Organizational Development 8. Management team Slide 2-6

7 1. Value Proposition Why should the customer buy from you? Successful e-commerce value propositions: Personalization/customization Reduction of product search, price discovery costs Facilitation of transactions by managing product delivery Slide 2-7

8 2. Revenue Model How will the firm earn revenue, generate profits, and produce a superior return on invested capital? Major types: Slide 2-8 Advertising revenue model Subscription revenue model Transaction fee revenue model Sales revenue model Affiliate revenue model

9 3. Market Opportunity What marketspace do you intend to serve and what is its size? Marketspace: Area of actual or potential commercial value in which company intends to operate Realistic market opportunity: Defined by revenue potential in each market niche in which company hopes to compete Market opportunity typically divided into smaller niches Slide 2-9

10 4. Competitive Environment Who else occupies your intended marketspace? Other companies selling similar products in the same marketspace Includes both direct and indirect competitors Influenced by: Number and size of active competitors Each competitor s market share Competitors profitability Competitors pricing Slide 2-10

11 5. Competitive Advantage Achieved when firm: Produces superior product or Can bring product to market at lower price than competitors Important concepts: Asymmetries First-mover advantage Unfair competitive advantage Leverage Slide 2-11

12 6. Market Strategy How do you plan to promote your products or services to attract your target audience? Details how a company intends to enter market and attract customers Best business concepts will fail if not properly marketed to potential customers Slide 2-12

13 7. Organizational Development What types of organizational structures within the firm are necessary to carry out the business plan? Describes how firm will organize work Typically divided into functional departments As company grows, hiring moves from generalists to specialists Slide 2-13

14 8. Management Team What kinds of experiences and background are important for the company s leaders to have? Employees are responsible for making the business model work Strong management team gives instant credibility to outside investors Strong management team may not be able to salvage a weak business model, but should be able to change the model and redefine the business as it becomes necessary Slide 2-14

15 성공적비즈니스모델 사례 비즈니스모델때문에성공했나? 아니면그반대?

16 Introduction to MIS> Assignment 4 : Priceline.com What is Priceline.com? Priceline.com is online reservation company for flights, hotels & rent cars with reverse-auction pricing system Name Your Own Price

17 Introduction to MIS> Assignment 4 : Priceline.com How to Use? Type schedule and push bid now. Select airport & price you want Type personal information Type credit card information and buy

18 Introduction to MIS> Assignment 4 : Priceline.com Priceline.com s stock price. Slow recovery Rapid drop

19 Introduction to MIS> Assignment 4 : Priceline.com Historical Events. Slow recovery Rapid drop

20 Try to map out #3 and #4 in one picture. 4. Stock Price Trend Sort events by the timeline Priceline extended its initial airline-only system to hotel reservations in October introduced home financing services added rental cars and even new cars to the mix over $1 billion loss Priceline's affiliate Priceline Webhouse Club was shut down after spending $363million Priceline's founder Jay Walker resigned in December and Richard Braddock was selected as a CEO saying selective expansion with stringent financial controls New management sharply curtailed Priceline's expansion and laid off over 1,000 employees $15 million loss Sept. 11 leading to travel decline focused on its core business of travel reservations, shedding its auto sales and long distance telephone units $23 million loss (World Trade Center tragedy, regression) and key executives resigned $10.4 million in net income (first ever annual profit) tweaked its business model adding new discount "retail" airline ticket and rental car services to complement its hallmark Name Your Own Price offerings in order to compete more effectively with firms such as Expedia, Travelocity, Hotwire, and Orbitz for the business of the consumer who prefers to book a specific airline or rental car extended its retail strategy to the hotel market focused on adding to its full-service travel offerings in the United States, and recognizing that the growth of the domestic online market for travel services had slowed, on building its brand in Europe and Asia revenues: $900 million $1.9billion (up 34% from 2007), net profits: $31 million $193 million (up 24% from 2007) million airline tickets (up 40%), 41 million hotel room nights (up 46%), 10 million rental car days (up 14%) its international business represented approximately 62% of its gross bookings eliminated the $5 to $11 booking fee that nearly all travel sites charge for airline booking Other sites such as Expedia started dropping their fees in response.priceline has become the undisputed low cost air reservation site..priceline has introduced ""social features"" to its Web site through an online blog called Ekspert, Priceline's European subsidiary Booking.com announced a distribution deal with Hilton Hotels Corporation allowing Booking to access Hilton's worldwide portfolio of hotels, and give Hilton access to Booking.com's 30 million monthly visitors first quarter, revenues continued expanding by 14%, profits by 15%