Cyworld case analysis

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CASE ANALYSIS
Cyworld: Creating and Capturing Value in a Social Network
Dovilė Šiliauskienė, Armandas Kempinas, Karilė Daniliauskaitė, Emilija Paurytė, Valerijus Gediminas II course students
Business Management and Analytics
ISM University of Management and Economics

Index

Introduction..................................................................................................... 3 Situation analysis............................................................................................ 4 - 5 Problem identification..................................................................................... 5 Mind Map......................................................................................................... 6 - 7 Theoretical survey............................................................................................ 7 - 8 Suggested solution........................................................................................... 8 Article summary...............................................................................................10-13 Conclusion........................................................................................................14 References.........................................................................................................15

Introduction
The case that is going to be analyzed in this paper is called: Cyworld: Creating and Capturing Value in a Social Network. This is the case about SK Telecom- South Korean mobile phone company and Cyworld an independent social networking company site that was founded by a few college students and how they merged together to create social connectivity platform. The article talks about the failures related to localization, customer dissatisfaction, great completion in the industry, and relatively high user turnover rate. To improve Cyworld networking performance and to secure user loyalty to SK Telecom a mobile Cyworld was introduced. This proved to be a success the numbers indicate the fact clearly. The main problem that is going to be analyzed in this paper is: how to grow the company and retain the customers. The aim of the paper is to give alternative solutions to solve this problem based on the theoretical framework. This will be done by defining situational analysis, problem identification, theoretical survey, and by analyzing an article Cyworld: Creating and Capturing Value in a Social Network (Sunsil Gupta & Sangman Han). Then few alternative solutions will be recommended, from which only one will be suggested as the most suitable.

Authors of the paper parts:
Introduction- Dovilė Šiliauskienė
Situation analysis- Dovilė Šiliauskienė
Mind Map- Emilija Paurytė
Problem identification- Emilija Paurytė
Theoretical survey- Karilė Daniliauskaitė
Article summary and questions for the exam- Valerijus Gediminas and Armandas Kempinas Evaluation of the alternatives- Valerijus Gediminas and Armandas Kempinas Suggested solution- Valerijus Gediminas and Armandas Kempinas Conclusion- Dovilė Šiliauskienė

References- All

Situational Analysis
To look in to identify the problem and get a general idea of the company’s situation a SWOT analysis for SK Telecom Cyworld was carried out. Upon looking in to strengths of Cyworld’s it is clearly visible that launching mobile Cyworld app was an excellent choice. Nowadays consumers are becoming more and more technology aware and on hand applications are becoming a must have. Taking in to account the fact that the company has a wonderful field experts and is an expertise rich company, which makes Cyworld a unique user experience, but also a mobile version of it also contributes to the pleasure of usage. The diverse content that is on offer there – allows the user to have their personal minohompy and club apps. The users are getting hooked on the messenger and file sharing features that the...
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