Lg Marketing Strategy

In: Business and Management

Submitted By boconganh
Words 1838
Pages 8
VHT

Chiến dịch giới thiệu sản phẩm LG Optimus 2X
Nhóm thực hiện: Trà Quang Danh Nguyễn Khánh Hào Nguyễn Hữu Chiến

VHT

Giới thiệu chung về LG

VHT

Giới thiệu chung về LG



LG Electronics, Inc (LG) là một công ty đổi mới công nghệ hàng đầu thế giới chuyên sản xuất công nghệ điện tử dân dụng, truyền thông di động và thiết bị gia dụng, với hơn 84.000 nhân viên làm việc trong 112 lĩnh vực bao gồm 81 công ty con trên toàn thế giới. Với doanh thu toàn cầu năm 2008 đạt 44.7 tỷ USD, LG gồm có năm đơn vị kinh doanh - Giải trí gia đình, Truyền thông di động, Thiết bị gia dụng, điều hòa không khí và Giải pháp kinh doanh. LG là một trong những nhà sản xuất TV màn hình phẳng, các sản phẩm âm thanh và video, điện thoại di động, điều hòa không khí và máy giặt hàng đầu thế giới. LG tiếp tục nỗ lực tăng cường sự hiện diện thương hiệu LG trên toàn cầu và tối đa hóa tăng trưởng lợi nhuận. Đặc biệt, LG Electronics sẽ tập trung vào việc đạt được tốc độ tăng trưởng lợi nhuận và bền vững trong ngành truyền thông di động và giải trí gia đình để tăng cường vị trí đứng đầu của mình trong ngành CNTT, đồng thời mở rộng thị phần của mình trong các lĩnh vực thiết bị gia dụng, điều hòa không khí và các giải pháp kinh doanh. * Trước khi kiểm toán, tính đến năm 2008, Chưa hợp nhất

** 2008: 1 USD = 1,103 KRW

VHT

Các sản phẩm của LG

• • • • • • • • • • • • • • • • • •

Đĩa quang tháo lắp / Removable optical drive Điện thoại di động / Digital cell phone Hệ thống ghi CD/DVD / CD/DVD recording system Hệ thống thiết bị âm thanh hi-fi / Hi-Fi systems Hệ thống, thiết bị âm thanh vòm / Surround systems Màn hình cảm ứng / Touch screens and monitors Màn hình diode hữu cơ / Organic light emitting diode (OLED) screens and monitors Màn hình đơn sắc / Monochrome computer screens and monitors Màn hình lớn, máy chiếu / Large-screen video and data projectors, beamers Màn hình ống…...

Similar Documents

Marketing Strategies

...-Journal of Arts, Science & Commerce ■ E-ISSN 2229-4686 ■ ISSN 2231-4172 MARKETING STRATEGIES OF GLOBAL BRANDS IN INDIAN MARKETS Dr. Girish Taneja, Associate Professor, Head of Department, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India Neeraj Gupta, Lecturer, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India. Rajan Girdhar, Research Fellow, Faculty of Business & applied Arts, Lovely Professional University, Phagwara, Punjab, India. ABSTRACT With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today’s time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg’s, McDonald’s, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or......

Words: 5782 - Pages: 24

Lg Electronics: Global Strategy in Emerging Markets

...Case Study 3 LG Electronics: Global strategy in emerging markets Suggested case discussion questions Q1 Explain how LG’s experience within its domestic market (South Korea) influenced how it expanded into the BRIC emerging economies All MNCs are shaped, to some degree, by their domestic markets. In LG’s case, its emergence in Korea during the decades following the Second World War strongly affected its ability to expand into the BRIC economies. The domestic Korean market was highly competitive, which helped hone its ability to enact “come from behind” approaches in other locations as it was used to having to fight its way to the top. The Korean Government placed strong emphasis on R&D within LG’s home economy, which had a double-effect on it. First, the importance of high quality R&D enabling quick and effective localization of products and services was always central to its approach to expanding its presence within the emerging economies – this runs counter to much perceived wisdom that suggests emerging economies do not have infrastructure to support such a policy. Second, it built on its experience of working with governments, which it then displayed most effectively in Brazil. The Korean Government encouraged foreign direct investment which saw LG partner with Hitachi of Japan, again, allowing it to develop valuable partnership experience that would be brought to bear on joint ventures within emerging economies. Lastly, emerging within an......

Words: 711 - Pages: 3

Marketing Strategy

...Marketing Strategy Marketing Strategy trategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy trategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing......

Words: 5919 - Pages: 24

Global Strategy of Lg Electonics

...Chapter 1 AN INTRODUCTION AND COMPANY BACKGROUND LOOK AT LG ELECTRONICS LTD Consumer electronics are irresistible, there is nothing quite fascinating than to see someone use an electronic gadget for the first time. There is absolutely no question that consumer technology sparks imagination like nothing else. The Consumer-Electronics industry is the world of entertainment, communication and office products. Currently, the global consumer electronics industry is dominated by the South Korean, Japanese and American companies. One of these South Korean companies is LG Electronics Inc. Originally being established in 1958, LG Group is the merger of two Korean companies, Lucky and GoldStar, hence the acronym LG. Its current slogan, “Life’s Good” is the bacronym. LG Electronics is the flagship of LG Group, one of the world’s largest electronics conglomerate. The company is the world’s second largest manufacturer of television sets and third largest producer of mobile phones. Being its headquarters in Seoul, South Korea, LG currently employees 95,000 people worldwide with 75 subsidiary companies globally. The main area for production division lies in mobile communication, digital appliances, digital display and digital media. In terms of distribution networks and worldwide sales, LG stands highest in the consumer electronics industry. Being a good control over the white goods market, LG has the highest market share in the home appliances. The company’s desire to create a happier,......

Words: 7342 - Pages: 30

Marketing Strategy

...The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macroenvironments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Food group shifts strategy to volume growth PART1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT Puma gives the boot to cardboard shoeboxes . 4 Introduction 5 1.1 The marketing concept and market orientation 6 1.2 The resource-based view of marketing 12 14 1.3 Organisational stakeholders 1.4 Marketing fundamentals 19 1.5 The role of marketing in leading strategic management 23 Summary 25 Case study: Consumer trust sees John Lewis set retail pace 25 54 54 55 56 57 59 62 64 65 68 71 74 77 79 81 83 84 85 CHAPTER 2 STRATEGIC MARKETING PLANNING Asos founder turns to online homeware Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: iPhone 27 27 28 29 32 33 42 45 49 49 CHAPTER 4 C U S T O M E R ANALYSIS Audi to relaunch A2 city model with 'apps' for bespoke features Introduction 87 87 88 viii CONTENTS 4.1 What we need to know about customers 4.2 Marketing research 4.3 The marketing research process 4.4 Organising customer......

Words: 1496 - Pages: 6

An Innovation Strategy for Lg Electronics

...AN INNOVATION STRATEGY FOR LG ELECTRONICS Thanks to the continuous technological innovation of handsets, the rise of mobile phones has been nothing short of phenomenal and the trend is expected to continue in the years to come (Frost & Sullivan, 2006). Their continued success is down to the fact that today’s handsets have become much more than simply mobile phones. A mobile phone can function as a camera, PDA and has many other features such as gaming functions and access to the Internet. Based on 3G, broadband is also paving the way for video-telephony and TV viewing. Characterised by continuous change and innovation, the mobile phone industry then sets an exciting stage for devising an innovation strategy. Our focus will be on mobile phone manufacturer LG. LG Electronics, Inc. is in fact a consumer electronics company with two other business units (Digital Display & Media and Digital Appliances), besides the Handset unit we will focus on in our report. On a global scale, LG’s handset division is 5th in terms of market share based on handset revenue, behind Nokia, Motorola, Samsung, and Sony Ericsson (see Appendix 1). Despite not being in the ‘Big Four’, LG’s market position is that of a strong challenger considering the many other ‘me too’ competitors that exist (e.g. NEC, Sanyo), but who fail to register in consumers’ minds. LG’s achievement can be seen to be mainly due to the success of their ‘Black’ series with popular models such as ‘Chocolate’ and ‘Shine’. Industry...

Words: 5551 - Pages: 23

Marketing Strategy

...will we implement our marketing spending plans? When will marketing spending plans occur? How much sales, spending, and profits will we achieve? Sales and Marketing Plans This section of the marketing plan outlines each marketing event or action planned to increase sales. The plan will generally cover a calendar year, broken down by month or by quarter. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share/shipment goals for each program. Sales and marketing plans should be a logical outgrowth of short- and long-term company objectives and your marketing strategy. In the business plan, the sales and marketing plans provide an outline of each marketing event for the year, covering the following information: description of each event vehicle (for example, media, promotion, trade, sales) timing of each event event goals and objectives (for example, volume, share gains) cost of each event Marketing Strategy Every business owner should develop a written guideline that sets forth the business's marketing strategy. This document is used to judge the appropriateness of each action that the business takes. If a company has to take an action that is off-strategy, it may indicate a temporary emergency action prompted by competition or other factors beyond normal management control. Or it may indicate the need to change or revise the company's marketing strategy. A good marketing strategy provides specific......

Words: 633 - Pages: 3

The Marketing Strategy

...Table of Content Summary 1 Introduction 1 Situational analysis 3 PESTEL Analysis 3 SWOT Analysis 7 Competitive Edge Analysis 7 Recommendation 9 STP Analysis: 9 Marketing Objective and Goals (SMART) 16 Marketing Mix (7Ps) 16 Conclusion 20 Reference 21 Summary This report is focusing on the washing machine sector of Whirlpool Corporation in the UK market, firstly give a situation analysis of the broad market, which including using PESTEL SWOT and Competitive Edge, analysing both internal and external environment of the business combined to demand of customers; secondly offer several recommendation to the business using STP, SMART and 7Ps models; finally a brief conclusion is given. Introduction Washing Machine is one of the most common household appliances in the UK, with many global brands sharing, such as Hotpoint, Bosch, Beko and LG etc. Whirlpool is one of them with a range of washer and dryer products. Even though these global brands compete in other home appliance sectors as well, washing machine marketing competition seems less fierce than other short life appliances. The market share of Whirlpool's washing machine can be calculated either by value of sales of customer possession. Graph 1(Westgarth, 2014) showed the market shares of several brands in the UK market by value. It is clear that Whirlpool only counted 3%, which is the lowest, only one tenth of the market leader Hotpoint. Graph 2(Westgarth, 2014) illustrate another picture......

Words: 3720 - Pages: 15

Marketing Strategy

...Sustainable Export Marketing Strategy Fit and Performance Athina Zeriti, Matthew J. Robson, Stavroula Spyropoulou, and Constantinos N. Leonidou ABSTRACT Despite the growing global importance o f sustainability issues, scant research has examined marketing strategy sustain­ ability issues in international settings. Although significant prior work has examined drivers and performance conse­ quences o f adaptation/standardization o f marketing strategies in international markets, researchers have yet to apply this avenue o f inquiry to sustainable marketing strategies. Building on contingency theory and the concept o f strategic fit, the authors develop a model o f drivers o f sustainable export marketing strategy adaptation and explore the circum­ stances under which such a strategy affects export performance. Using a sample o f U.K. exporters, they find that vari­ ous macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature o f sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome o f the differences between home and export markets in terms o f economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance o f sustainable export marketing strategy adaptation requires adequate fit......

Words: 15078 - Pages: 61

Marketing Strategy

...Strategic Marketing. A literature review on definitions, concepts and boundaries Jorge Mongay Autonomous University of Barcelona, SBS Swiss Business School 2006 Online at http://mpra.ub.uni-muenchen.de/41840/ MPRA Paper No. 41840, posted 9. October 2012 20:07 UTC WORKING PAPER. JM-A1-2006 STRATEGIC MARKETING: A LITERATURE REVIEW ON DEFINITIONS, CONCEPTS AND BOUNDARIES. Dr. Jorge Mongay Autonomous University of Barcelona (UAB) & SBS Swiss Business School 1 WORKING PAPER. JM-A1-2006 Summary 1. Definitions of strategic marketing 2. Aspects of Strategic Marketing 3. Factors in Strategic Marketing 4. Elements of Marketing Strategy 5. Intersections with others disciplines 5.1. Intersection between Strategic Marketing and Marketing Tactics 5.2. Intersection between Strategic Marketing and Corporate Strategy 5.3. How does it Strategic Marketing fit into Corporate Strategy? 6. Final conclusions of the paper 7. References 2 WORKING PAPER. JM-A1-2006 1. STRATEGIC MARKETING AND ITS DEFINITIONS Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication. Author Year Definition Drucker 1973 “ Strategic marketing as......

Words: 11185 - Pages: 45

Global Strategy of Lg

...Global strategy of LG Electronics as a leading Korean company Tomikazu Hiraga Senior research Fellow NLI Research Institute Economic recovery in advanced countries including Japan is still sluggish, although corporate financial performance has been recovering gradually. And companies whose business activities in emerging countries experiencing an economic boom account for a larger proportion tend to show better financial performance. Leading Korean companies have a larger presence in the world market and attract considerable attention. I will focus on LG Electronics, Inc., a leading company ranking with Samsung Electronics Co., Ltd. in the world’s electrical and electronics industries, with the largest market share in home appliances markets in important emerging countries, such as India, Brazil, and Indonesia, and relatively advanced management methods including corporate governance, which are highly valued, and will discuss features or important points of its global management and personnel strategy in this article. (Reference: Exchange rates as of August 5, 2010 were as follows. The Japanese yen/Korean won foreign exchange rate was approximately ¥0.074 to the Korean won. The Japanese yen/Indian rupee rate was approximately ¥1.87 to the Indian rupee. ) Leading Korean zaibatsu—The LG group The Korean zaibatsu (chaebol), a unique large companies group, is very influential in Korea’s corporate sector. Top 28 companies by market capitalization other than public corporations......

Words: 2429 - Pages: 10

Hrm Strategies on Lg

...MBA-2B IHRM Contents * About LG * Global Presence * HR policies of Different Countries * PCN Strategies * Studies About LG: LG Electronics was founded in 1958 at Seoul, South Korea. This multinational company is the 2nd largest electronic products maker of South Korea and third largest appliance maker in the world. Yong Nam is the CEO & Vice Chairman of the company who is making it possible to spread the network of LG throughout the world. Headquarter of LG Electronics is in LG Twin Towers at Seoul, South Korea. LG Electronics is the owner of Zenith Electronics and has a joint venture with Philips Electronics under the name of LG Display. Both the companies are putting their effort in manufacturing and developing the quality of their products. Some important subsidiaries of LG Group are LG Electronics, LG Telecom, LG Chem. and Zenith Electronics in more than 80 countries. LG Electronics was established in 1958 as GoldStar. LG Group is the merger of Lucky and GoldStar, two Korean companies. L is taken from Lucky and G from GoldStar which formed LG Group. "Life's Good" is the slogan of the LG Electronics. In 1995 GoldStar was renamed as LG Electronics and owned Zenith Electronics of USA. Global Presence: LG Electronics plays an active role in world markets with its assertive global business policy. As a result, LG Electronics controls 114 local subsidiaries worldwide, with roughly......

Words: 1553 - Pages: 7

Marketing Strategy

...Marketing Strategy for Products Tiffany Major - Cooper Marketing Management / MKT 500 Dr. Shirley McLaughlin October 30, 2011 Choices My business Choices will be a Not for Profit, based upon educating women and children in abusive relationships. It would include helping them find resources to remove them from their environment, getting into support groups, other therapeutic techniques and starting educational classes if needed. Choices would need to determine which marketing objectives were needed if it wanted to start. It would also need to determine where it would be in the next year or longer, how Choices would get there, and how it will in point of fact know if it met its goals or not. I believe marketing objectives are very important for Choices, since the company is a not for profit company funding is a major key component that plays a big part in Choices functions. Without the proper funding Major Choice will not exist. Marketing will be important because Choices would be life changing for women and children and would need to take certain steps to make the women and children happy and healthy. Laura Lake in Eight Steps to Marketing Your Nonprofit Organization states “Marketing is an unfamiliar concept for many nonprofit organizations. It's important that these organizations understand that marketing is more than just the old sense of making a sale or obtaining a donation. Marketing is a way to satisfying the consumer and donor needs.” (Lake,......

Words: 1247 - Pages: 5

Marketing Strategies

...Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives.[2] Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases.[3] Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments.[4] Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints.[5] External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success.[3][6] A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.[7] Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation.[3] A......

Words: 1055 - Pages: 5

Marketing Strategy

...Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.[1] Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.[2] Contents [hide] 1 Developing a marketing strategy 2 Types of strategies 3 Strategic models 4 Real-life marketing 5 See also 6 References 7 Further reading [edit]Developing a marketing strategy Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives.[3] Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases.[4] Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external......

Words: 1017 - Pages: 5

Red Dead Redemption 2 soluce | 3 December | Boxeo: Manny Pacquiao VS Juan Manuel Marquez IV - PREVIO (Parte 2)