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Pioneer New Markets, Make the Impossible Possible

Kim Jeonghwa CEO of Jeong Seong Corporation 



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CEO Kim Jeonghwa is pioneering Africa's construction markets of Algeria, Morocco, Senegal, etc that have boundless possibilities for development, and taking the lead of advancing into the region.

In January last year she founded JeongSeong Corporation, which is specializing consulting on orders for overseas construction, exporting materials of construction and plant. Kim Jeonghwa, who has a typical positive drive and excellent leadership, is the CEO of Jeongseong Corporation growing rapidly equipped with best professional human resources and local information network. She offers a vision of overseas construction in 2012. 


Algeria, Barren but Land of Opportunity

The representative Kim graduated from Ewha Woman's University, the department of English language and literature. She went abroad for study in order to cultivate her ability while on her assignment of international and ceremony affairs, overseas lawmaking investigation affairs for eighteen years at National Assembly. She was intensively studying political & government system, and decision making process of French-speaking countries at Sorbonne University in Paris, and a part of prime minister's office, International Administration Graduate School, ?cole nationale d'administration(ENA).   

I met a an ambassador of Algeria in Korea by chance, heard about his country which has high quality resources and large territory but remained underdevelopment. According to the Algerian government's request for Korean construction corporations' participating in developing local infra, which Algeria did hope, she took a first step into the country forming new city research group with the Ministry of Construction and Transportation.

When the CEO Kim worked as a Head of a corporation and a branch manager of Gong-gan Architecture Inc., Woolim Construction Inc from 2005 in Algeria, which is the barren desert but land of infinite potential power, she was awarded a contract of the following big projects one by one: new city designs and constructions, expressway designs, construction of sewage treatment plant, etc.    

Especially, even when plenty of companies turned their faces away from this market expressing their views of the difficulty in advancing into Algeria, she made persistent efforts to hand down Korea's advanced technology and know-how to Algeria which has poor surroundings and closed culture, and to be a stepping atone of cooperation and advancement between Korea and Algeria, which she did not forget as her first promise and a sense of mission. 

Sometimes CEO Kim had tough moments due to the male-dominated organization culture and unreasonable practice of Korean construction industry, which was too much for her. She, however, has been advising on pioneering new markets such as Morocco, Senegal, etc as well as Algeria with  the past nine years of accumulated special human resources, communication skills, information and the ability to judge the situation, long-term prospects. And she faithfully acted as a mediator between the foreign governments and Korean corporations. It won't be a long before another fruit of her countless experienced perseverance and effort is more striking. 


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Design Possibility Build Hope

CEO Kim obtained six hundred million dollars order of constructing new city site in 2007, which continued to win a overseas contract of 20.6 billion won scheme on a design of expressway that was  

the largest order in domestic engineering business in 2008, and a order of 50 billion won scheme on  the construction of sewage treatment plant. And she accomplished the outstanding feat of advancing into the water industry filed in Algeria for the first time. So she won awards from ministers of the Ministry of Land, Transportation and Maritime Affairs, and the Ministry of Environment because she was recognized for her efforts to make known Korea's advanced technology and experiences to Algeria, and to create a positive relationship between Korea and Algeria.   

One year old this corporation is going to support the petroleum gas plants in Africa from new year 2012. It is expected to focus on developing the projects of electricity generation and environment fields, and to obtain orders starting with Algeria, Senegal, and Morocco. She founded the corporation

in oder to recover problem solving skills of its own line that is available for all the Korean corporations community with the long-term vision, not conscribe to her activities that was seeking the profit of one or two special corporations where she worked at. She extends business operations to Africa with a great purpose of pioneering, and has given an accurate picture of the characteristics in Africa that have abundant natural resources and a vast extent of land. So she is now breaking new ground in construction industry, establishing a consortium with high skilled manpower.   


Time to Participate in the Role of True Developer 

Corporation's pioneering of overseas markets has a host of global difficulties. There are a lot of companies which are attempting to advance abroad in this contracting construction economy, but countless companies of them suffer defeat after defeat when they have no special strategy. The board of directors and members of organization have to agree over all and rub shoulders with each other at pressingness of advancing into overseas markets and for its necessity of committing human resources and finances in the long term to its businesses. "If there is lack of effort and will to employee specialists who have local human resources network and information power, and to reduce trial and error and failure with the use of  them, entering overseas markets never succeed", CEO Kim stressed.

Businessmen have to achieve visible results within the period given, but it takes a full seven years 

due to the nature of overseas business for the process from winning and conducting an order and to achieving good results. Therefore, small and medium sized business that is low on finances can never dream of it, and major firm that sticks to more than optimal size of business, even after they decided to promote it, they can give up without completing their business due to the uncertain profit, or there are a lot of cases which suffer a large financial loss due to the expenditure at the cost of crisis management which was unexpected in the early part of the business.

The CEO Kim Jeonghwa plays a mediator role in leading the negotiation between corporations and nation, and accomplishing the contracts. Although Korea has already joined the ranks of advanced nations in the field of nation's position and the role in the international society, it can't plays an enough role as a developer actually in the field of overseas business, which she cannot but feel sorry for.

It'll be long before the resources of the new markets like Africa turn right now into money and nation's finances, however abundant their resources are. There is no reason why Korean corporations can't play the same role in the new markets of Africa as the United States of America, Europe and Japan have been done in the Middle East market, in which they already took the leadership with their putting up with the risk in the early stage for a long time. 

"We should not worry that we are short of know-how and the lack of experience as developer. If we are short of will that will not miss a golden opportunity that we can surpass China, Turkey, Brazil, and India, etc which are following on us with cheap labor, the strategy of obtaining orders which were led by the government, then we cannot pioneer the markets of Africa," she said.

In spite of enough experience of construction skills and management, absolute preference for Korean corporations from local governments and people, this is the reason why our businesses advance into Africa. The reason is that Korean corporations are really not going to the tough road of developers where they have develop know-how for themselves and create new profit models, but they are content with the existing bidding system. If we do not perform ourselves as a developer, we eventually end up playing a sub-service role of the existing developers. But it is necessary for us to note that the financial crisis of the United States and Europe make us highly reconsider the possibilities that our corporations and finance can play a role in the international stage. Since the new markets are the counties which are basically in short of institutional frameworks, We should be prepared to put up with risk. Representative stresses that we can get an opportunity in the near future when we fully build human and material network together with skilled human resources and equipment, local material cost, market research, information network, etc. 

We should develop high skilled manpower internally in order to reduce trial and error with the accurate recognition for the characteristics of the markets which have different systems and conditions, and it is necessary for us to have an open mind to make active use of the outside professional human resources. In conclusion, she stressed that The government support and role for developing new overseas markets by our corporations really required. Especially, the government should implement the support policies to build local high skilled manpower through young people's overseas expansion and settlements overseas, which she requested. CEO kim also stressed that  she is going to try her best to contribute to national interest even if it's only in a small way, through the development of Jeongseong corporation together with self-realization. 

"If she sufficiently plays a lighthouse role on our corporations development of new markets, and it help increase national interest, how pride we are of it?" she asked. As long as she stays in the industry field, as long as her heart is beating burningly, she would like to play the role faithfully. So Attention is now focusing on how her challenge influence the territory of overseas construction markets.






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