1. INTERPARK with DSS 김민기 오강석 김태윤

2. 3. The Response of Interpark 6. Q&A 5. The Result of Using DSS 4. Using DSS 2. Market Situation 1. Interpark Contents

3. #1 among the internet shopping malls Considered as a ‘ 도깨비 ’ company Because of the fast decision making which is very important in the e-Biz. 1 Interpark?

4. Situation in 2003 Brand Awareness 18% 15% 8% 2 Market Situation

5. Over-advertisement An increase in the deficit Needed to increase the total sales 30-40% of the Deficit 2 Market Situation

6. Internet bookstore sales trend Situation in 2003 60% of market share 2 Market Situation YearSales % of publication market 2002274 billion Won9.7% 2003344 billion Won14.0% 2005450 billion Won16.7% 2006573 billion Won21.9% 2007790 billion Won29.2% 2012823 billion Won32.9%

7. 3 The response Of Interpark If ‘ Free Delivery Service ’ is going to work???  DSS

8. Definition of DSS: an interactive, flexible, and adaptable computer-based information system using information and model specially developed for supporting the solution of a semi-structured management problem for improved decision making Strategic Planning LevelSemi-structuredProblems Strategic planning problems: messy and difficult because of Large number of factors involved Uncertainty about relationships among factors Uncertainty about the future 4 What is DSS? DSS

9. 4 What is DSS?

10. The rate of “orders for just 1~2 books” (Less than 50% of a small order Would be OK!) The purchase of many books at once is more general  less than 50% Analysis of Book purchase pattern data 5 Using DSS

11. Increase in sales? 5 Using DSS The increase in sales of Book Analysis of the result of Free delivery event in other items Analysis of the SITE TRAFFIC through accumulated data The increase in sales of other items

12. 5 Using DSS Free delivery from competitors (Copying straregy) Simulation of The Impact of free delivery Analysis of the situation of competitors (financing ability, The # of categories, Business portfolio…) Need to offer ‘free delivery service’ alone for at least 6 months for the best impact Difficult for competitors to copy free delivery service at the moment

13. Free Delivery Service Since 2003. 6. 18. AM 9:00 Free Delivery Service Since 2003. 6. 18. AM 9:00 5 Using DSS Data Analysis & Model Simulation

14. Retaking the 1st Position of Shopping Mall 6 The Result of Using DSS Free Delivery Service Customer Satisfaction Additional Impact on other items Four Times Increase in Book sales No.1 in National Brand Competitiveness Index of Internet bookstore filed (2010, 2011, 2012)

15. 7 Q&A Thank you ♡ The Next winner of Wimbledon