Abstract ▼ AI-Helper

The display devices industry including CRT, LCD, PDP is one of the typical B2B industry. In this field, Korean companies were able to lead the world market in terms of an early investment, thus achieving high profitability and rapid growth rates in recent years. But business circumstances have been ...

The display devices industry including CRT, LCD, PDP is one of the typical B2B industry. In this field, Korean companies were able to lead the world market in terms of an early investment, thus achieving high profitability and rapid growth rates in recent years. But business circumstances have been very volatile since other competitors increased investments and Chinese firms started to enter the market. The oversupply and increases in investments made investment efficiency low and sharp decline of a sales price and profitability. Though PDP panel manufacturers changed their strategy to increase the number of large sized full HD models, they could not yet guarantee that it gets better. This study aims to design a Blue ocean strategy to overcome these challenges. Whereas traditional B2B industries concentrated on increasing their profitability, we suggest Blue ocean strategy for the purpose of creating new markets in terms of both developing new products and identifying customer segmentation. The successful launch of 32" PDP device from L company provides a case for End-user based B2B marketing strategy. The case could be adopted to other B2B industries.

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