Case Name :      Ssangyong Corp.

Authors :           Paul W. Beamish, Yongwook Jun, David J. Sharp, Chang-Bum Choi

Source :             Ivey Publishing

Case ID :            98M002

Discipline :        Marketing

Case Length :    17 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In May 1996, Ssangyong Corp., 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.