I. Introduction: Corporation KT
KT was founded in 1981. after 1997, they reorganized their business structure from wire telephone centered structure to telecommunications and internet centered structure, and they expanded the telecommunications business. In 2002, they concentrated to construct high-speed internet. KT has building global network.
KT was the best telecommunication company in Kor
telecommunication company, media company, IT company etc. One more example is in circulation channel dimension, in 2000s, mainly used PC, and in 2010s, there are three main channels which are PC, TV and Mobile device. The only after 10 years, many things will be exchanged.
2.5 Cooperation and competition between existing media companies and IT companies
①Existing media company
Abc – F
market size, based on top 8 companies’ sales, is about 4,191 억원 which is 12.1% increase compared to the last year, 2002.
Whereas fast food market is in maturing stage, family restaurant market is yet in growing stage.
Steak & Salad
For family & friends
Localized dishes
Abundance with luxury
Steak, bushman bread & sweet potato
Targeted women in their 20s~30s
Outstanding service
Actually KTF was the second mover in telecommunication business, following market leader SKT. As a result that KT took over KTF again in this year of 2009, it could have many business sectors including telecommunication business. Based on this history, we are going to focus on some outstanding brands, ‘Show’, ‘Qook’, ‘Qook & Show’, and overall company campaign, ‘KT Olleh’.
strategy. In telecommunication industry, there are three major companies. They are SKT, LG U+, and KT.
Until recently, these three companies fought each other, because of the government’s regulation.
KT wanted to be the top of their mobile telecommunication industry, so they chose differentiation for their strategy.
Unfortunately, their differentiation strategy did not go well.