[국제경영] SM엔터테인먼트의 국제화 전략(영문)

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2011.04.06 / 2019.12.24
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목차: Table of Contents

1. Introduction
A. Why SM Globalization?
B. Introduction of SM Entertainment
1) SM Entertainment
2) Globalization Strategy of SM Entertainment
C. Basic Concept of Globalization Revision
- Theoretical basement of Revision
- Aim of Strategy Revision

2. SM Entertainment Globalization Strategy
A. Analysis of SM current Globalization strategy
 SWOT Analysis
 STP Analysis
 4P Analysis

B. Revision of SM Globalization strategy _ Brand Initiative Strategy
 STP Analysis
 4P Analysis

C. Macroscopic perspective
 Indonesia
 Malaysia
 Thailand
 Vietnam
 Broad estimation of 4 nations

D. Strategies.
 Strategy 1 – Brand image improvement
 Open itself more to the general public
 Seasonal albums & using company domain

 Strategy 2 – Diversification
 SM entertainers perform dramas and movies.
 SM TV – (Benchmarking 2NE1 TV)_Law of line expanding

 Strategy 3 – Localization
 Benchmark Superstar K
 Make SM branch company and make idol group in each Asian countries.

3. Conclusion
 Theoretical basement and Strategy
 The SM new way of globalization

본문내용:  4P Analysis
- Product : Music, Music Video, Concert
- Price : 10000 – 20000 won(Mostly Price of CD)
- Promotion : Simply selling CD& concert ticket by advertising(irregular)
- Place : Korea to Asian nations / All Asian nations’ record market(CD), Concert ticket promoting by internet or poster

 As we can find in SWOT analysis SM have many strength and opportunity. But they don’t seem like using this strength and opportunity effectively and not covering weakness and threat actively. SM needs to change strategy to complement or empower internal and external environment. There are recommended strategies what we suggest with macroscopic environment analysis.

B. Revision of SM Globalization strategy _ Brand Initiative Strategy
 STP Analysis
- Segmentation : Segmentation by age
- Target : 10 – 20s

- Positioning : Recognize SM entertainment as 1st entertainment group in Asia

 4P Analysis
- Product : Music(revised partly), Music Video(revised partly), Concert(revised partly), TV program
- Price : Free(event) to expensive(Broad)
- Promotion : Simply selling CD, concert ticket by advertising(irregular), event
- Place : First Korea to 4 nations -> Expand to all Asian nations

 Macroscopic perspective

1. Indonesia

- Demographical perspective
-Indonesia has 230,000,000 estimated individuals, 85% of whom are Indonesians and 15% consisted of Americans, Europeans and a group of various foreigners. This country has the 4th largest population after China, India and the United States. Roughly, half of the population (around 120,000,000 people) is under 29 years old; which means the nation has a large number of youths.

- Economical perspective
-The GDP per person in Indonesia is $2329. Since the number of population is large, this country is seen as a nation with high potential to have great power in the global market after China and India.

- Legal perspective
-It is well known that 88% of the population is Islamic. Though the country has the largest number of Islamic believers, Islam is not the state religion. Unfortunately, in politics there is a sense of corruption and strong bureaucracy. In addition, the economic system is inefficient; the process to have approval for investors is complicated and during this procedure, unofficial costs arise.

- Technological perspective
-Currently, due to the growth of the economy and the IT industry, the usage of the internet is estimated to have development. Moreover, the distribution rate of personal computers grows 30-40% every year which leads to a conclusion that at the end of year 2010, the number of PCs will exceed 40,000,000. In addition, the usage of mobile phones has reached to 62% of the population.

2. Malaysia

- Demographical perspective
-The population in Malaysia is 28,650,000. 50.4% of the population is Malaysians, 23.7% are Chinese, 11% are natives and 7.1% are Indians.
The following graph shows the population rate based on age and gender in Malaysia.

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