Ssangyong Corporation - The Case Centre

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Case

Reference no. 9A98M002

Subject category: Strategy and General Management

Authors: Paul W Beamish (Ivey Business School, Western University); Yongwook Jun (Ivey Publishing, Western University); David J Sharp (Ivey Business School, Western University); Chang-Bum Choi (Ivey Publishing, Western University)

Published by: Ivey Publishing

Originally published in: 1998

Version: 2002-10-03

Length: 17 pages

Data source: Field research

Topics: Internationalization; Market entry; Portfolio management; Trade

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Abstract

Ssangyong Corporation, a major Korean general trading company (GTC) needed to refocus its trading business to better adapt to the current environment. The Korean manufacturers'' departure-from-traders phenomenon had led to fierce competition among traders, and weakened GTCs'' bargaining power over manufacturers. The first issue requiring resolution was whether and how Ssangyong''s existing product-market portfolio might be redefined. A second issue was how to further internationalize its trading operation. A third issue was how to decide which new businesses Ssangyong should pursue. There is a simplified Chinese version available ''9A98MC02''. There is a Taiwan-Traditional Chinese version available ''9A98MT02''.

Location:

Korea

Industry:

Wholesale trade, durable goods

Size:

Large