To continue giving his Engineering Management MSc students real-world examples, Dr Jae-Hwan Park invited Teajin Kim from South Korea’s leading health and beauty retail brand Olive Young to give a session on business and strategy in retail.

This expert-led session provided invaluable insights into real-world business strategy, digital transformation, and international market expansion.

Teajin Kim, an industry expert with extensive experience in South Korea’s retail sector, delivered a comprehensive analysis of Olive Young’s business model and strategic direction.

Key topics covered included:

• Omnichannel strategy – how Olive Young seamlessly integrates physical stores with digital platforms to enhance the customer experience.
• Data-driven marketing and customer engagement – leveraging AI and analytics to personalise recommendations and drive sales.
• Global expansion and competitive positioning – strategies for scaling a domestic success story to international markets while maintaining brand identity.

The session provided students with a first-hand understanding of how a leading retail company adapts to shifting consumer behaviours, digital disruption, and competitive pressures. It also served as a foundation for exploring strategic decision-making in the fast-moving consumer goods (FMCG) sector.

One student commented "Hearing directly from an industry expert gave me a completely new perspective on the beauty and retail sector. The discussion on omnichannel strategies made me appreciate how companies blend online and offline shopping seamlessly."