Group_report_E-Mart

소개글

이마트 중국 진출에 대한 성공사례 보고서 (영문)

목차

1. Introduction

2. Company Information

3. Analysis of the Chinese Market
3.1. Political Environment
3.2 Demographic environment
3.3 Social environment
3.4 Substitutes

4. Competition Analysis

5. SWOT
5.1. E-Mart
5.2. Wal-Mart
5.3. Carrefour

6. Difficulties E-mart faced
6.1. Late market entry
6.2. Crisis of China (2007-2008)
6.3. The concept of E-mart

7. E-Mart strategies

8. The current problems E-mart Facing
8.1. Increase in deficit in Tianjin
8.2. Aggressive market entry
8.3. Emerge of local companies

9. Recommendations
9.1. Increase in deficit in Tianjin
9.2. Aggressive market entry
9.3. Emerge of local companies

10. Conclusion

본문내용

1. Introduction

Recently, a Korean retail store called E-mart, which has been operated by Shinsegae Corporation, is keeping their growth very successfully, beating off many other competitors. Shinsegae Corporation`s stock price has exceeded five hundreds thousands won and is still growing up, attributing its success to E-mart. The sales amount has been developing as well. In 1999 their sales figure reached 2.3 trillion won and the following year it improved to 3.5 trillion won, with 5 trillion won in 2001. The next year sales accomplished to reach 6.3 trillion won, what is 3 times bigger than that of 1999. The sales have been continuously increasing at the exceeding pace until the present 2010.
E-mart has been achieving rapid increase in the number of stores as well. In 2000, they had 28 stores but at this moment they are operating 127 stores. In short, when E-mart had a grand opening of its business in 1993, their sales amount was 30 billion won at most, but they have 71 stores and their sales amount is several thousands times bigger than that of the very beginning. Now, E-mart is absolutely a leading retail store in Korean distribution industry.
E-mart`s accomplishment is worth of attention. It deserves remarkable acknowledgment from the public opinion of inside and outside of Korea. Especially North American press kept reporting on the success of E-mart, since the discount store industry was born in the U. S.
As Korean distribution market opened abroad in 1996, the representative world-class discount stores, such as Wal-mart and Carrefour, have been continually penetrating into Korea. However, E-mart has managed to keep their position of number one, as their market share is constantly increasing.

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