Why
Strategic Technology Management
Matters?
2011. 09. 01.
Prof. Euiho Suh
Dept. of Industrial & Management Engineering
POSMIT Lab.
(POSTECH Strategic Management of Information and Technology)
Why strategy matters?
■ Old Paradigm:
■ New Paradigm:
– God helps those who help themselves!
– God helps those who have strategies,
not those who just work hard without
strategies!
2
CLASSIC COKE vs. NEW COKE
vs.
3
ASIANA AIR vs. KOREAN AIR
We are young, too !
4
STARBUCKS SYNDROME
5
The VCR Battle (VHS vs. Betamax)
SONY: Betamax, 1974
Panasonic: VHS, 1976
≪
95% of the VCR market, 1988
SONY: The biggest loser of standards war?
6
UP-SELL & CROSS-SELL
7
QWERTY TYPEWRITER
8
1800s Underwood TYPEWRITER
9
PC - Apple vs. IBM
VS.
Closed Platform
Open Platform
■ APPLE has good quality with a higher level of technology
 Due to its closed platform, less technical support is provided
■ IBM makes better profits in its own way, relying on the compatibilities with other
providers of software and hardware (e.g. Microsoft Windows)
 Even though APPLE’s technology is better than IBM’s, IBM beats APPLE because of
their high compatibilities
10
Game - Atari vs. Nintendo
High quality games
Low quality games
VS.
■ Atari release the first successful video game console to use plug-in cartridges instead
of having one or more games built in
 Because Atari accept Low quality games as well high quality games,
they make the customers who played the poor games unsatisfied with their products
■ Nintendo controls who could and could not manufacture video games for their system
to assure only quality games were in their library
 The self-regulated scarcity and licenses in this way insured that video game market
remained profitable, and achieved remarkable success
11
Game Console - Playstation vs. Wii
VS.
■ When it comes to graphics, the Playstation 3 is going to win hands down; its
processing power is far superior to that of the Nintendo Wii
■ The advantages (e.g. gesture based control, everyone can do, less expensive, family
friendly) of Wii lead to a success in game market
12
MP3 player - Zune vs. Ipod
VS.
■ Ipod and Zune provide the Music Management Software, iTunes and Zune player,
respectively
■ Zune player only support the songs which are purchased by Zune market while
iTunes can support any songs
 Even though Zune’s spec is better than Ipod’s, Ipod shows a big advantage in
compatibility and convenience, thus give a successful fight against Zune
13
Beverage - Coca vs. Pepsi
VS.
■ Pepsi Cola is a much sweeter beverage than Coca cola
■ The popularity of Coke's brand image misleads people to think Coca-Cola itself tastes
better, even though it really doesn't taste very different from Pepsi
 First-mover Advantage
14
Spreadsheet - Lotus 1-2-3 vs. Excel
VS.
■ Upon their release in the early 80's Microsoft Excel and Lotus 1-2-3 offered similar
products measured by both quality and efficiency
■ Lotus only focuses on OS/2 while MS Excel can be compatible with Window
 As Window become more and more popular, MS Excel beats Lotus 1-2-3,
even though there are not so many differences between them
15
Change the rule of competition!
Good Taste Milk, GT
0) About The competitive domain, Milk Industry
 Divided into White milk, Functional milk, Processed Milk
•
•
White milk : a fresh milk that is not added any ingredients or taste.
•
Functional milk : a milk that is strengthened or removed specific ingredients.
Processed milk : a milk that is processed to add some taste or fragrance.
0) About the competitive domain
 Michael Porter’s 5 force model
•
The degree of existing rivalry
: “Seoul Milk” as s traditional market dominator (market leader)
“Maeil milk” as a competitor that competes with Namyang to get 2nd market position.
(ESL)
Many other competitors, like Yunsei, Denmark.
•
The degree of potential entrants
: The high entrance barrier.
Agriculture departments of Universities as a potential entrants.
•
Bargaining power of suppliers.
: Supplier’s demand for 20% increase of raw milk price.
=> 13% increase since Sep. 2004
0) About the competitive domain
 Michael Porter’s 5 force model
•
Bargaining power of buyer
: 21.7% rise in the consumer price index (107 -> 130.2)
=> increase the price
=> 10 % reduction in consumption
The change of Customer’s needs/wants to processed or functional milk
because of “Well-being movement”
The industry changing to Customer-driven industries from Capacity-driven industries.
•
Threat of Substitutes
: The growth of functional milk and processed milk markets.
White milk’s loosing its market.
0) About the competitive domain
 Trends of milk market before GT
•
The State of white milk market
: Decrease in White milk’s growth ratio.
White milk market on the matured stage of the S-Curve
•
Rule of competition
: Brand image as Rule of competition in White milk market.
ex) Brand power of Seoul
: Processed milk in whole milk market
ex) Banana milk, Strawberry milk, Chocolate milk, Green tea milk, peanut milk
0) About the competitive domain
 Namyang’s Decision
•
Pros. And Cons.
I.
White milk
Pros : Stable market. (school,..)
Low Cost.
Cons : Strong competitors.
Customer’s needs/wants.
I.
Functional & Processed milk
Pros : High quality. High price.
Well-being trend.
Cons : Unstable. (depending on trend.)
High Cost.
High Sugar content
•
All the main competitors focused on Functional & Processed milk
Change the Rule of Competition to White Milk !!!
1) Good Taste Milk, GT
 Market research
Male
Female
10s
20s
30s
40s
50s
10s
20s
30s
40s
50s
50.3
58.9
51.4
47.5
42.8
56.3
75.8
89.9
87.5
79.1
Target 20~ 30s !!
For What reaswn? / women
For What Reason? / Men
26%
52%
20%
For Health
For Taste
etc.
42%
For meal
For Taste
etc.
38%
22%
Do you like White Milk?
11%
28%
61%
like
soso
hate
Target white milk !!
Focus on better Taste !!
1) Good Taste Milk, GT
 About Gook Taste Milk, GT
•
High Price
•
Success
: 100 million milks (200ml) sold 100 days after launching.
Why?
Good Taste
!!!
1) GT Technology
 About Gook Taste Milk, GT
•
What is “Good Taste” ?
: From Research,
‘true taste of raw milk’, ‘sweet taste’, ‘flavory taste’
‘smooth taste’, ‘freshness’, ‘end taste’
Bad tastes are from bad smell
True taste and freshness of raw milk !!
•
Good Taste Milk, GT
A white milk with true taste and freshness of raw milk and no crude taste
without any artificially adjusting components.
How?
GT Technology
!!!
2) GT Technology

What is GT Technology?
•
Key technology of “Namyang”. The result of Product Innovation
•
Technology Integration & Market-Pull Innovation
•
A technology that makes the white milk with better taste than processed milk
: Removing crude and unpleasant taste and smell,
& Maintaining good taste of raw milk for long.
•
Compatibility with existing values, but having Relative advantage in “taste”
•
3 Steps of GT Technology
1.
GT1- Good Taste process
2.
GT2- Nitrogen filling process
3.
GT3- New milk process
2) GT Technology

Overall Process
2) GT Technology

GT1, GT2, GT3 ?
•
GT1- Good taste Process
: Eliminating oxygen dissolved in raw milk.
Eliminating bad taste and smell components from Pasture and Feed smell.
Using GC/MS and detectors.
•
GT2- Nitrogen filling Process
: With filling Nitrogen, Eliminating dissolved and free oxygen, bad taste, bad smell perfectly.
Maintaining the taste until drinking
A Patent application
•
GT3- New milk Process
: Finding the secret of milk taste,
and Improve the taste without artificially adjusting components.
2) GT Technology

Namyang’s Technology Management
(Problem recognition -> Technology Selection)
•
Scanning & Forecasting
: To Catch the market needs.
Using questions and customer’s feedback.
Convincing that white milk can be competitive again.
•
Catching the technological opportunity and Decision to technology appropriation
: Technological opportunity not derived by technical feasibility
but also by marketplace needs.
The market need is “TASTE”.
“Taste” is the technological opportunity !!
2) GT Technology

Namyang’s Technology Management (Solution development)
•
Developing Technology Strategy
: Choosing Technology Leadership Strategy.
- Get out of competition functional & Processed milk market.
alter the rule of the competition (->taste)
Decision to In-house Development
Adopting Differentiation Strategy
- Good taste but higher price.
White milk can be tasty !!
•
Satisfying Resources and Collateral Assets
: Investment in Plant & Equipment, and R&D
(more than 100 billion won.)
A good R&D Center. – approved as KOLAS.
2) GT Technology

Namyang’s Technology Management
(Commercialization/Implementation)
•
Diffusion
: Developing new products, Good Taste Milk, GT
Adopting this technology to other products.
Whole Products to be Good taste.
Removing other white milk products
: Marketing with Emphasis on its competitive advantage, Good Taste.
Ex) Naming the product as “Good taste milk, GT”
Emphasis on the good taste in CF.
Free Sampling party. (80% answered delicious)
2) GT Technology

•
Three major milk company’s Decision
Seoul Milk
1st Grade Raw Milk
No technology development
Depending on Brand image
•
Namyang
Market research
Technology development
GT
Technology Leadership Strategy
Focusing on “Taste”
Adopting to other products
•
Maeil Milk
Technology development
ESL
Focusing on Health & expiration date
Depending on Brand image
3) The Effect of GT

Success in the Competitive Domain
•
100 million packs sold in 100 days after Launching
•
The most sold milk in a day. (1million packs a day)
3) The Effect of GT

Success in the Competitive Domain
•
BCG Matrix
Star
높음
GT Milk
Market
Growth
낮음
Question Mark
17茶
Cash Cow
Bulgaris
10X
Einstein
Milk
Market Share 1X
Dog
I,O
3.4
Milk
0.1X
3) The Effect of GT

Change the Rule of Competition => Induced Change
•
Breaking the fixed idea that “White milk is not delicious”.
: 80 % of participants in the sample party answered “delicious”
•
Change the rule of competition to “taste of white milk” from processed milk.
Revenue Growth
white milk
processed milk
40%
30%
20%
10%
0%
-10%
1
2
3
-20%
•
Disruptive technology to Processed Milk,
But, Sustaining technology to Functional Milk.
: 40% increase in sales of Calcium and vitamin Milk (2005~2006)
3) The Effect of GT

Expanding
•
Adopting GT technology to other Products
: Improve the taste of other milk
Increase the competitive power of whole products
•
Globalization
: Pass PMO (Pasteurized Milk Ordinance)
Supply Good taste milk, GT to US army
3) Future

Challenges
•
Protection From Imitation
: Protect the key technology and Differentiation from imitators.
•
Developing new technology
: To make Product life longer (ESL of Maeil)
To make Products more nutrious
•
Offensive Marketing for differentiation
•
Globaliztion
3) Conclusion

Success factor of Namyang
•
Market research and get the Market needs/wants
•
Developing new technology, GT
•
Investment, and having its own R&D Center.
•
Diffusion Strategy