분야
pptProblem Statement
Situation Analysis
Problem I
Problem II
Conclusion
Q & A
$1.25 billion worldwide sales ($500 million in worldwide compressor business)
Atlas-Copco North America : 5 Divisions $175 million
Industrial Compressor Division: - Medium/large & recip/rotary compressor (m/s: 10~12%) - 1984 sales : $50 million (26% direct sales, 74% distributor) - Rotary compressor m/s : 20% - Oil-free rotary compressor m/s : 60%
Industry
Market volume: $400 million ($285 million+ $125 million)
Recip & rotary: Even m/s but market-trend rotary preference
Current market demand: ‘Dry air’
PHASE I: Market Entry
1950 : 미국시장 진출
1972 : 전략 시장으로 선정
1975 : 1. European standard → US Standard로 개발 2. 본사의 Rotary 기술우위로 인한 경쟁우위 확보 3. Sullair 의 공격적인 마케팅을 통한 외부순효과 발생
→ Broad line에 대한 Distributor 구조 확대 및 합리화 시도
