4. Problem Solving Technique Problem Solving Technique : The ability to solve problems is called “Thinking Skills.” In the past, these skill were thought as not educable. But proper trainings will enhance everybody’s problems solving skills. COLLEGE OF BUSINESS ADMINISTRATION CHUNG-ANG UNIVERSITY PROF HYUNSUK SUH 중앙대학교 경영 대학 2 The objectives of the current chapter are described. Objectives Understand the marketing environment that affect the company’s ability to serve its customers Understand the meaning of microenvironment and macroenvironment Understand tools to analyze marketing situations Build problem solving mind set 0. Objectives 중앙대학교 경영 대학 3 What is “Problem Solving Technique”? Problem Solving Technique 6. Problem Solving The ability to solve problems is called “Thinking Skills.” In the past, these skill were thought as not educable. But proper trainings will enhance everybody’s problems solving skills. 중앙대학교 경영 대학 4 The problem solving is first, to understand the “gap” between the present state and the desired state, then search for the solution under the limitations. Problem Solving 6. Problem Solving Present State Desired State ! Possible Solutions Limitations 중앙대학교 경영 대학 5 In the following example, define and describe the level of desired state in order to achieve the solutions for the problems in present state. Example 6. Problem Solving 5 1 . … . . 2 . … . . 3 . … . . 4 . … . . Gap 1 . T h e e s t a b l i s h m e n t p l a n o f a f a c t o r y i n U S i s d e l a y e d . 2 . T h e p r o j e c t i s a f a i l u r e . 3 . T o h a v e g o o d q u a l i t y e m p l o y e e s i n o u r c o m p a n y . 4 . T h e p r o f i t i n “ A ” b r a n c h i s d e c r e a s e d l a s t y e a r . Present State Desired State ? 중앙대학교 경영 대학 6 The essence of problem solving dose not follow predetermined steps or procedures but series of ‘trial and error.’ The problem solving process can and will reduce the number total ‘trial and error.’ The Essence of Problem Solving Example 6. Problem Solving 중앙대학교 경영 대학 7 In order to solve the problem effectively under the limitation, such ground rules as “fact-base”, “hypothesis driven”, and “MECE” should importantly be considered. Ground Rules for Problem Solving 6. Problem Solving Fact-Base Fact-Base Hypothesis- Driven Hypothesis- Driven MECE MECE  사고와 분석의 근거를 사 실에 둠  서로 배타적이면서 부분적 합이 전체를 구성하도록 사고를 구조화 함 • 문제의 해결책을 미리 헤아려 봄 Example 중앙대학교 경영 대학 8 What are we going to believe? Only the things based on the facts Not what others tell you (Opinions) Not what it seems to be outside (Phenomenon) -Critical Thinking -Actual Proof On the spot Quantification - Out of Box - Zero Base -Creative Thinking Aspects Association Concept of Fact-Base The fact-base is an answer to the question “What to believe?” Basically the decision making is based on the “facts” only. 6. Problem Solving 중앙대학교 경영 대학 9 A B C A B CA B CASE OF OMISSION Coming to School A : By Bus B : Walk MECE Food Maintenance A : Normal Temperature ( 상온 ) B : Cold Storage ( 냉장 ) C : Freezing ( 냉동 ) CASE OF OVERLAPPING Market for Women’s Clothing A : Single B : Married C : Career Women What is MECE? 6. Problem Solving MECE MECE Not MECE Not MECE MECE stands for “Mutually Exclusive, Collectively Exhaustive.” 중앙대학교 경영 대학 10 SWOT SWOT Marketing Mix Marketing Mix Product( 제 품 ) Product( 제 품 ) Price( 가 격 ) Price( 가 격 ) Placement( 유 통 경 로 ) Placement( 유 통 경 로 ) Promotion( 판 매 촉 진 ) Promotion( 판 매 촉 진 ) 3 C 3 C Customer( 고 객 ) Customer( 고 객 ) Competitor( 경 쟁 사 ) Competitor( 경 쟁 사 ) Company( 자 사 ) Company( 자 사 ) BCG Matrix BCG Matrix Framework is a useful tool to organize and classify our thoughts into meaningful things. The Examples of Framework Example 2. Principles - What areas of business need most improvement? - As environmental forces/changes affect and influence the marketplace, what new threats are emerging? - As environmental forces/changes affect and influence marketplace, what opportunities are emerging? - What are the core competencies of our company? (what do we do well?) - What is the company’s reputation in the market place? O Strength Weakness Threat Opportunity [...]... 파악할 수 있도록 가르쳐주지 않겠나 ?” 12 중앙대학교 경영 6 Problem Solving Hypothesis-driven problem solving is to make hypotheses first before solving the problems Namely, the method is to drive the most probable solutions temporarily based on the facts that are available up to the point, and verify and/or rectify over the process to reach the final solution Hypothesis-Driven Problem Solving Repetition CORRECTION CORRECTION...6 Problem Solving MECE (Mutually Exclusive and Collectively Exhaustive) means all the components in a set, fills up the one without overlapping or omitting The Importance of MECE Process Collective Exhaustive Mutually Exclusive Problem Definition All areas have been considered? Are issues systematically arranged? Problem Formation Are issues covering whole areas of problems defined?... Problem Solving Repetition CORRECTION CORRECTION ISSUE Analysis CONCLUSION NEW HYPOTHESIS HYPOTHESIS Thinking Point - Start from big to narrow down - Use intuition 13 중앙대학교 경영 6 Problem Solving The “hypothesis-driven” problem solving method guide the most effective way to reach the conclusion Usefulness of the Hypothesis-Driven Method Repetition CORRECTION CORRECTION ISSUE Analysis CONCLUSION NEW HYPOTHESIS... misprints in books 18 중앙대학교 경영 6 Problem Solving Logic tree is based upon MECE, starts with most important issues, breaking it down into more detailed issues In other words, you break down and organized issues into tree-shaped hierarchy Logic of the Logic Tree Verification Required ISSUE MECE MECE MECE MECE 각 단계마다 MECE 가 되도록 주의하여야 하나 , MECE 에 구애될 것까지는 없음 19 중앙대학교 경영 6 Problem Solving Logic tree is one of... “Induction” and “Deduction” are different approaches to reach your conclusions One focuses on the logical flow of information pieces where the other focuses on the more of creative part of the phenomenon Problem Solving Approach 논리적 사고와 기술 / 기법 창의적 사고와 기술 / 기법 Deduction( 연역 ) Induction( 귀납 ) 대전제 (Major Preposition)- 소전제 (Minor 대전제 (Major Preposition)- 소전제 (Minor 주어진 사실들로부터 결론을 이끌어내므로 전 주어진 사실들로부터 결론을 이끌어내므로... years old 17 According to the stats, for the past 10 years, the heavy snows in winter yields good harvest in fall This winter we had so much snow 중앙대학교 경영 3 Methodology Solve the following problems In Class Exercise 1 PROBLEM 2 ANSWER “A” publisher has a bad reputation about the quality of books they publish among the authors That’s because ? “A” publisher is slow in coping with the changes in market... aspect in the range? Unnecessary analysis and solutions? Solution Have you included what your customers wanted to include? Does your solution look simple and concise? Collecting Data 11 중앙대학교 경영 6 Problem Solving Solve the following example from the perspective of MECE Exercise Your boss ask you to do a following task “I want to have a new vending machine in our office I believe there are many different... convenient ways to drive conclusions based on MECE perspective Usefulness of Logic Tree Cause and Effect Relationship ISSUE Prevention of the Overlapping and Omission 20 Specific Contents 중앙대학교 경영 6 Problem Solving Developing well rounded logic tree is the consequence of number of ‘trial and error.’ Practice makes it perfect! Logic Tree: Tips 1 2 초기 단계의 Logic Tree 작성은 혼자 하지 말고 전체 팀을 활용할 것 (As a group)... differentiate them into different groups(Grouping the lower ranked elements) 4 근본원인 (Root Cause) 나 구체적인 해결안이 나올 때까지 분석을 전개할 것 5 기존의 Framework(3C, 4P 등 ) 을 적절히 활용할 것 (Utilize such frames as …) 21 중앙대학교 경영 6 Problem Solving Draw a logic tree to loose your weight Exercise ISSUE To stay healthy 22 중앙대학교 경영 . marketing situations Build problem solving mind set 0. Objectives 중앙대학교 경영 대학 3 What is “Problem Solving Technique ? Problem Solving Technique 6. Problem Solving The ability to solve problems. 4. Problem Solving Technique Problem Solving Technique : The ability to solve problems is called “Thinking Skills.” In the. thought as not educable. But proper trainings will enhance everybody’s problems solving skills. 중앙대학교 경영 대학 4 The problem solving is first, to understand the “gap” between the present state and the