1. IMEN 301 - Technology Management and Strategy - Put emphasis on Dominant design

2. IMEN 301 - Technology Management and Strategy - Put emphasis on Dominant design Contents 1.Screen Golf Market 2.About GOLFZON 3.Motivation of innovation 4.Pattern of innovation 5.Dominant Design 6.How to continue Design Dominance 7.Suggestion

3. Screen Golf Market Recently, market of screen golf has been increased dramatically in Korea.

4. Screen Golf Market Recently, market of screen golf has been increased dramatically in Korea.

5. GOLFZON  2000. Golfzon was founded  2002. Golfzon-P, P+ model was released  2003. Golfzon Software 2003 Ver 3.X was revealed Golfzon was selected as Inno-Biz company  2004. Golfzon-S model was released  2005. Golfzon signed a partnership with PGA Germany Golfzon Software 2005 ver 5.x was released  2006. Golfzon established R&D center  2007. Golfzon Live “ 나스모 ” service was launched  2008. Golfzon-N model was released Golfzon reached 100 billion won revenue  2009. Golfzon Japan CO.,LTD. was founded Golfzon was awarded grand prize as 2009 Korean Invention and Patent Contest and etc.  2010. Golfzon was awarded grand prize of IMI Management  2011. Golfzon was listed in Kosdaq  2012. Golfzon established a Taiwan corporation

6. Revenue of Golfzon has been increased dramatically since 2002. Since Golfzon revealed finance information by listing in Kosdaq, profit has been also increased. Rate of liability per asset has been decreased. It indicates Golfzon has been safe more and more. Now, Golfzon has shops over 4,000. GOLFZON (billion won)

7. Motivation of Innovation New knowledge - After 2000, by developing of VR technology, people could play screen golf more realistic. 2002, screen golf system was developed. 2003, technology of screen sensor was developed first in Korea. 2005, motion replay technology was applied.

8. Patterns of Innovation Unification It is hard to play golf, because of high price, weather, time, etc. By using Virtual Reality(or IT), able to play golf easily. Screen golf can become playing sport whoever can do.

9. Dominant Design 84% 52% Golfzon: They early constructed their database system well, So managing system and Online lesson, Reality of field are better than any other screen golf. Also events are most various. Game, through networking system, makes more fun. They expanded their market share to golf café or golf room. Albatross: Feeling of Putting is best. And Moving footholds are most strong point. Although they are one of first movers, online system was adopted too late Family Golf: Control of system is easier than any other screen golf, and composition of screen is simplest, but they seek interest too much. So, when people play screen golf of Family Golf, they feel ‘this is game, not golf’. X-Golf: Generally, system of X-Golf is faultlessness, but they are last mover. They entered the market too late, so people think ‘Screen golf is Golfzon or Albatross’. Golfzon & Competitors

10. Recently, Golfzon is dominating screen golf market First moverTechnologyGolf Network Management Customer Business Expansion 5 Factor Dominant Design How Golfzon excels competitors to be the dominant design?

11. Dominant Design 5 Factor GOLFZON is First Mover in screen golf market in Korea. GOLFZON was founded in 2000. “Whoever can enjoy golf!” Popularization of golfExpansion the golf base Securing Customers Newness and Curiosity

12. Dominant Design GOLFZON’s Technology takes the lead in screen golf market. 5 Factor GOLFZON concentrates on accuracy, diversity, and reality. Accuracy High tech T-sensor : Exquisiteness and delicateness of sensor understand information of pitch accurately. GOLZON Simulator Reinforced analysis of batted ball and advices helps rounding plan and strategy of hole. Accurate data analysis makes users be able to do personal practices.

13. Dominant Design GOLFZON’s Technology takes the lead in screen golf market. GOLFZON concentrates on accuracy, diversity, and reality. Diversity Various holes : Users can choose hole that they want GOLZON Simulator Various modes : Users can choose mode that they want like mission mode, practice mode, short game mode and so on. Various analysis : Users can improve their ability based on result of analysis about driving distance, pitch and so on. 5 Factor

14. Dominant Design GOLFZON’s Technology takes the lead in screen golf market. GOLFZON concentrates on accuracy, diversity, and reality. GOLZON Simulator Swing plate and grass mat : Swing plate can express slope of spot and there are 3 types mat like fairway, rough and bunker Reality 5 Factor Real Course Golfzon Course Realistic Display : GOLFZON took a pictures domestic golf park using plane and the company reenact that place realistically

15. Dominant Design GOLFZON is forming various golf network. 5 Factor CEO of GOLFZON introduce himself. “GOLFZON is not ‘system supplier’ but ‘golf network company’.” In 2011, Sales of network service in GOLFZON is 16% of total sales. Online Screen Golf Competition GOLFZON Live Tournament(GLT)GOLFZON Moving Experiment Exhibition GOLFZON concentrated on expansion of population of screen golf market Lesson program MyT

16. Dominant Design GOLFZON adopted online service for management customer. 5 Factor Customers can contact score, ranking and their swing motions for homepage easily

17. Dominant Design GOLFZON adopted online service for management customer. Customers can contact score, ranking and their swing motions for homepage easily 5 Factor

18. Dominant Design GOLFZON adopted online service for management customer. 5 Factor Customers can contact score, ranking and their swing motions for homepage easily

19. Dominant Design GOLFZON adopted online service for management customer. Customers can learn golf showing lesson video in online. 5 Factor

20. Dominant Design GOLFZON turn its gaze on the world market. GOLFZON Simulator has been sold in 31 nation. 5 Factor 2008 Golfzon Hongkong CO.,Ltd. was founded. 2009 Golfzon Japan CO.,Ltd. was founded. 2011 Golfzon China CO.,Ltd. was founded. Golfzon expands in Japanese market for ‘Golf Bar’ and Chinese market for ‘Golf Room’ with big screen. GOLFZON plans to enter North Area market, because of cold weather. Ratio of world market revenue is only 5%, but market share of world is over 50%. It means world market is small, but growth potential is higher.

21. How to continue design dominance? Analysis - P5CFM (Porter’s Five Force Model) - SWOT & TOWS Suggestion - Collaboration - Global Market

22. Degree of Existing Rivalry Other screen golf companies. Bargaining Power of Buyers (Customers) Customer royalty. Brand image. High Technology. Bargaining Power of Suppliers Screen golf Technology is a kind of IT. Supplier is less important than other things. Threat of Potential Entrants Foreign companies and Other big company. Threat of Substitutes Substitutes of screen golf are field golf and indoor driving range. But these may not be a threat. How to continue design dominance? P5CFM

23. Threat Other rival companies’ aggressive marketing. Economic recession. Opportunity Screen golf market is not saturated yet. Golfzon has chance of growth. Many people are interested in screen golf and want to do play. Global Market is a blue ocean. Weakness Screen golf is inexpensive, but it is pricy sports. High R&D cost. Strength High Technology (Accurate putting system) Rower price than field golf. Golfzon is not far from residential area. How to continue design dominance? SWOT

24. Turn-around Diversification into other related system. Defensive Low price strategy. Adjust New services for grapping customers. Collaboration with other device or software companies. Offensive Continuous R&D to develop more accurate & realistic screen golf system. Threat Opportunity Strength Weakness How to continue design dominance? TOWS

25. GOLFZON has competing force to rival companies and Customers. Also it has good technology power. So we suggest collaboration with other companies and expansion to overseas market Collaboration Strategy : Strategic Alliance - 3D display system + Screen Golf How to continue design dominance? Suggestion

26. Expansion to global market -Korean screen golf market is not saturated yet, but after some years, it must be stop growing. Investing to global market is required as soon as possible. -Expansion to global market is good opportunity, but it is also risky. So collaboration with local company is good strategy. How to continue design dominance?