태국 태권도장 개관 및 경영에 관한 사례 연구

Abstract

In this study, in-depth interviews with two Koreans who have opened and are operating Taekwondo schools in Thailand are conducted for the case analysis. And SWOT analysis is performed to analyze the contents of in-depth interviews for the study result. According to the analysis, for BHK, the sparring training capability, the convenient facility, the program customized for sparring and the systematically integrated web site are found to be the strength factors. As the weak factors that are inherent in the study participant's operation of Taekwondo school, the expensive training cost and the danger for contract by using other's name are noted. As the threat factor from the external environment of the subject school, the problem of contract and the country's policy are found. In case of CYS, 'the programs' variety', 'the modernized facility', 'the security of loyal customer' and 'the efficiency from the previous experiences' are found to be the strangth factors for the internal environment. For the weak factors, 'the insufficient outdoor parking lot' and 'the high operation cost' are found. 'The use of waiting time and the location in department stores' and 'the promotions of loyal customers' are found to be the opportunity factors of the external environment. And "other schools' openings in shopping centers' is the treat factor of the external environment. For the strategy of the Taekwondo schools, WT, SO strategy is proposed.