경영전략 두산 중공업 신규시장 진출전략(영문)

경영전략 두산 중공업 신규시장 진출전략(영문)

[경영전략] 두산 중공업 신규시장 진출전략(영문).docx

목차 I. Background and the Purpose of the Project II. Analyzing Industry 1. Definition of Water Industry 2. External Environment Analysis 3. Internal Environment Analysis 4. Strategic Suggestion III. How to Enter New Market? 1. Selecting Target Market 2. How to Enter New Market IV. Conclusion 본문 I. Background and the Purpose of the Project. "A lack of water resources might bring more conflicts in near future. Soon, more and more conflicts concerned with water will be on surface." This phrase is quoted from the speech in 'Davos World Economic Forum' by Ki-Moon, Ban, UN Secretary General. The Issues concerned with water can be summarized in three large categories - desertification, water pollution, conflicts between countries. With concerning these, water business can be written as 'A business to create value for the Earth and people'. Doosan Heavy Industries Company (Further would be written as DHIC) has a goal to be the global leader in the industry under a slogan 'Technology which improves values of Earth'. DHIC considered Water and Plant business as the leading competences of the company for the future. DHIC has expertise in sea water desalting industry with almost 40% of global market shares. However, the portion of water business is small comparing with other divisions. So DHIC needs to reinforce the water division. Under these backgrounds, we are going to propose a strategy that guides DHIC to reach out to new markets with improving service capability. 키워드 경영전략, 신규시장, 진출전략, 중공업, 전략