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분야
doc2. Table of Contents
3. Overview of Project
3-1. Purpose of Project
3-2. Methods for Conducting Analysis
3-3. Target Company: Orion Confectionery
4. Analysis of McKinsey 7-S
4-1. Shared Value
4-2. Strategy
4-3. Skill
4-4. System
4-5. Structure
4-6. Staffing
4-7. Style
5. Verified Key Problems
5-1. Problem #1: Contradiction between Systems vs. Style and Staffing
5-2. Problem #2: Structure Couldn’t Support the Strategies
6. Recommendations
6-1. Recommendations for Problem #1
6-2. Recommendations for Problem #2
7. Appendices
7-1. Analysis Summary-Table
7-2. Verified Key Problems-Table
7-3. Recommendations-Table for problem statements
8. Sources
1) Trend leader
(1) 'Market-O' confectionery creating natural and premium life style
(2) 'Dr. You project' leading the wellbeing trend
'Dr. You Golden Kids' – Orion carved out the infant market domestically
'Dr. You' specifically targets 20s women who pursue low calorie and abundant nutrition
2) Method of increasing revenue
(1) Direct management store: If 3rd person is the owner of the store, Orion couldn’t control the direction of the management easily. For example, agents tend to increase the operating sales through popular products. But from the point of Orion, it needs to experiment the chance of the new product because taste of the consumers changes quickly. Consumers say its new products are good but they are sick of them easily because there are so many things to eat. In this situation, direct management stores are more suitable to operate its management like marketing, displaying, and supplying new products.
(2) From delivery to displaying: Orion started displaying its products on behalf of the owner of retail store for the first time. Through this service, it could give the convenience to owner of retail store and get the best position to display.
(3) Transferring and removing their weak point: Focusing on wellbeing and premium parts in the internal market and snack parts which is low distribution efficiency are transferring to the international market, for example, Choco-Pie in China.
3) Green packaging technology
aUsing eco-friendly soybean oil, water coating for the first time in the industry
4-4. System
In a corporate, there are numerous systems as ‘systems’ are all about daily activities of business. Orion also has a number of systems across various business processes. This report, however, would focus on the systems related to food hygiene as they are core systems in confectionery companies.
1) Audit from AIB (American Institute Bakery)
Orion has gotten audit from AIB(American Institute Bakery) since 1995. Currently, Orion is the only company that takes this audit in Korea. The audit which is done once in a year, is about personal hygiene and safety of machines as well as overall hygiene of factories. Orion is said to have gained at least an ‘excellent’ reputation. The fact that Orion is getting this audit has two important implications. First, Orion tries to fulfill international standard planning to expand it's business abroad. Second, Orion evaluates and supplements its own system by comparing with AIB.
2) OPIS (Orion Production Information System)
To improve the efficiency in controlling product quality, Orion uses the OPIS system that collects all the relating data into one spot. Orion conducts it's own audit asides from AIB by quarterly. This internal audit is done by factories, productions teams, and even each person. Hence, Orion recognized the need to collect and organize those data from different sections so that the various departments in the company can easily use information. As a result, Orion developed OPIS linking related data in a network.
3) Pro-Q Up System
Orion has used Pro-Q Up system since 1995 to maintain the safety of raw materials. Through this system, ORION inspects the suppliers’ effort to improv
2009 December Orion Business Report
2008 Orion Annual Report
Interview with the head of public relations in Orion Confectionery
http://www.storysearch.co.kr
http://www.mindtools.com
