[국제경영론] Iriver(아이리버)의 글로벌 전략(영문)

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레포트 > 경제경영계열
2011.04.12
17페이지 / hwp
1,400원
42원 (구매자료 3% 적립)

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[국제경영론] Iriver(아이리버)의 글로벌 전략(영문)

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[국제경영론] Iriver(아이리버)의 글로벌 전략(영문)에 대한 자료입니다.

0. Backgrounds
0-1. About the Chosen Industry (MP3 Player)
0-2. About the Chosen Firm (Iriver)

1. Global Environment of Personal Audio Player
1-1. Macro Environment
1-2. Micro Environment
1-3. Future Flow

2. About the Firm
2-1. Iriver
2-2. Global Business State
2-3. Iriver's Strategic Global Management
2-4. Factors of Global Success

3. Required Global Strategy
3-1. Recent Decrease in Sales
3-2. Causes of Failure
3-3. Future Strategy
3-4. Regional Strategy

4. Conclusion
4-1. Implication
4-2. Executive Summary

본문내용

∘ MP3P 시장 축소화
- 시장조사업체 가트너에 따르면 전세계 PMP 시장은 지난 2007년
2억1천만대 이후 점차 줄어드는 추세다. 가트너는 PMP 시장이 2012년에
이르면 약 1억5천만대, 2013년에는 약 1억4천만대 수준으로 축소될
것으로 전망했다.

2. About the Firm
2-1. Iriver
∘ The Company
iRiver is a consumer electronics company headquartered in South Korea and widely known for its digital audio players and other portable media devices. (*Staple product : Multimedia player , E-book reader) The company is a brand and marketing division of Iriver.inc (formerly ReignCom), a South Korean electronics and entertainmentcompany founded in 1999 by seven former Samsung executives.

∘ History
In 1999, they formed ReignCom, with Yang as CEO, decided to capitalize on the growing MP3 playermarket. They decided to outsource manufacturing to AV Chaseway, located in Shenzhen, China, and contract product design to INNO Design, an industrial design company in Palo Alto, CA, while keeping R&D in-house. The company's first iriver product was the iMP-100, a portable CD player capable of decoding MP3data files on CDs, released in November, 2000. It and a later model, the iMP-250, were rebranded and sold by SonicBlue in the United States. Iriver sold later models with its own SlimX brand, billing them as the thinnest MP3 CD players in the world, before jumping to other types of players. The company rose to the No. 1 position in the global market, before being displaced by the iPod's introduction. In 2002, iriver scrambled to develop its first flash memory player to meet demand from the U.S. Best Buy chain. A year later, it was first to market with 512and 1players, and completed its IPO at KOSDAQ, a Korean stock exchange. By this time, the company was also selling hard drive players to compete with the iPod. Iriver's U.S.unit, based in Vancouver, held 3.4% of the U.S. MP3 player market in 2005.The company targets early adopters among American users as it tries to regain dominance of the category. It also opened sales divisions in Brazil, Germany, Hong Kong and Japan. Reign Com announced in May, 2006 that it would adjust its focus toward handheld mobile gaming. They also own the Korean-language Yurion and Funcake entertainment services. In May, 2007, Reigncom announced a new division, Reigncom USA, to manage the iriver brand in the United States and help develop new products. The company also bought the Siren brand in Japan from A-MAX Japan, despite protests from Siren Inc. itself.

#글로벌 #국제경영론 #아이리버 #경영론 #Iriver

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