...A PROJECT ON “BRAND LG” [pic] Presented By: Gurjit Singh – 3022 Heman Makwana – 3023 G. Kalaiarasan – 3025 Kalpana Patel – 3026 Acknowledgement We would like to thank Prof Sohan Mahanty for providing us with such an important and challenging opportunity of preparing a project report on Branding which has enabled us to learn a lot about the Branding strategies, LG’s product innovations and marketing tactics for the Indian market. It is a matter of great pleasure to express our sincere gratitude and thanksgiving to our Director – Dr. Bigyan Prakash Verma. Last but not the least, we extend our sincere thanks to all the people who helped us directly or indirectly in way of ideas and valuable thoughts for making this project, a grand reality. History of LG Brand: | LG's history dates back to 1947 when Lucky Chemical Industrial Company (LCIC), the first chemical company in South Korea, was | |established. In 1958, LCIC started Goldstar Company to manufacture consumer durables. Within a year of its inception, Goldstar manufactured| |South Koreas first radio, A 501. | |In the 1960s, it started exporting radios to the US and Hong Kong and manufactured Korea's first telephone, refrigerator and black & white | |television. With the consumer durables business picking-up, LCIC changed its name to Lucky Goldstar. ...
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...LG ELECTRONICS South Korean multinational corporation South Korea's second largest electronics maker and the world's third largest appliance maker Company has 75 subsidiaries worldwide Design a d manufacture te ev s o s, home appliances, and es g and a u actu e televisions, o e app a ces, a d telecommunications devices. LG Electronics owns Zenith Electronics and controls LG Displays, a joint venture with Philips Electronics By 2005, LG was a Top 100 global brand. In 2006, LG recorded a brand growth of 14% World s World’s largest plasma panel manufacturer In 2006, its net income was $226 million, on total revenues of $24.7 billion COMPANY – ITS SUBSIDIARIES • LG Display, is one of the largest manufacturer of liquid crystal displays p y • In 2006, the company's mobile phone division, LG Mobile, marketed the LG Chocolate TM phone, changing the company's i ' image of th maker of thi k 3G phones. f the k f thick h • Focuses on the design and marketing of phones such as the LG Shine and LG Prada (KE850 ( • The company was picked as 'The Design Team of the Year' by the Red Dot Design Award in 2006~2007 • Called the 'New Apple' or 'New Sony' in the industry and online communities • S Sponsor E li h Premier League club -Fulham FC. English P i L l b F lh LG ELECTRONICS - ORIGIN Established in 1958 as GoldStar, producing radios, TVs, g , g , refrigerators, washing machines, and air conditioners. Merger of two Korean companies, Lucky and GoldStar, from which the abbreviation of...
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...Korean MNEs and International Business (주)LG전자 김이현 문다인 문희재 1 LG 전자 기업 분석 기본 배경 - 대한민국에 본사를 둔 전자 제품을 생산하는 다국적 기업 - LG그룹의 대표 계열사 - 대한민국 시장 점유율 2위의 대기업 연혁 1958년 : 금성사(Goldstar)란 이름으로 설립 1960년대 : 대한민국 최초로 선풍기, 냉장고, 흑백 텔레비전, 에어컨 생산 1978년 : 수출액 1000억을 돌파 1984년 : 수출액 1조원 돌파 1995년 : 금성사에서 ‘LG전자’로 상호 변경 2004년 : 세계 최초로 지상파 DMB폰 개발 글로벌 기업으로서 LG - 1982년 : 미국 헌츠빌에 첫 번째 LG생산기지 설립 - 이후 중남부와 북부 아메리카, 유럽으로 글로벌 타겟 확장 - 현재 83개의 해외 자회사와 39개의 해외지점 2 LG 전자의 경쟁력 SWOT 분석 Strength - 국내 최대 규모의 ESS 통합 시험 설비 구축 - 기업용 보안 플랫폼 기술력 증명 Weakness - 스마트폰에 이어 TV역시 판매 부진 - 등돌린 투자자 SWOT 분석 Opportunity - 국내 시장을 넘어 해외 시장에서의 폴더형 스마트폰 수요 상승 - ‘안드로이드 페이’의 세력 확장 - 롯데 사태로 인한 반사 이익 Threat - 글로벌 환율 약세와 위완화 절하로 인한 수출 약세 - 단통법으로 인한 시장 침체 Michael Porter의 산업구조분석 기존 기업 간의 경쟁 및 잠재적 진입자의 위협 3 해외 진출 현황 & 글로벌 전략 해외 진출 현황 및 글로벌 전략 복잡한 유통구조 및 정부 규제 까다롭고 합리적인 국민 성향 해외 진출 현황 및 글로벌 전략 기업슬로건 전략 프리미엄 제품군 런칭 • 소비자가 원하는 기업상 반영 • 세탁기, 냉장고, 청소기, 디스플레이, 에어컨 • 호주인들의 인생관 반영 마케팅전략 • 지상파 방송 프로그램 ‘핫하우스’ 후원 • 호주의 인기 스포츠인 럭비와 축구팀 후원 해외 진출 현황 및 글로벌 전략 국내 가전 시장 포화상태 유명 기업들의 해외 시장 점령 해외 진출 현황 및 글로벌 전략 발로 뛰는 홍보 • 축제 기간의 신제품 전 시회와 로드쇼 개최 제품의 차별화 • 인도인의 니즈 파악 철저한 현지화 • 시장 진출 초기부터 제 품 개발과 판매 등 전 과 정에 현지인 채용 해외 진출 현황 및 글로벌 전략 한국 브랜드에 익숙하지 않음 현지 브랜드의 입지 거셈 해외 진출 현황 및 글로벌 전략 제품의 차별화 서비스의 차별화 • 인터넷 가전 및 첨단 제 품의 프리미엄시장 공략 + 기존 제품의 편리성 • 고객감동 서비스에 주력 마케팅의 차별화 • ‘로열티 포인트 프로그 ...
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...Brochure More information from http://www.researchandmarkets.com/reports/1874391/ LG Electronics Inc.: Company Profile and SWOT Analysis Description: Synopsis ICD Research's "LG Electronics Inc.: Company Profile and SWOT Analysis" contains in depth information and data about the company and its operations. The profile contains a company overview, business description, financial ratios, competitor benchmarking data, SWOT analysis, key facts, information on products and services, details of locations and subsidiaries, plus information on key news events affecting the company. Summary This SWOT analysis and company profile is a crucial resource for industry executives and anyone looking to gain a better understanding of the company's business. ICD Research's "LG Electronics Inc.: Company Profile and SWOT Analysis" report utilizes a wide range of primary and secondary sources, which are analyzed and presented in a consistent and easily accessible format. ICD Research strictly follows a standardized research methodology to ensure high levels of data quality and these characteristics guarantee a unique report. Scope - Examines and identifies key information and issues about LG Electronics Inc. for business intelligence requirements - Studies and presents the company's strengths, weaknesses, opportunities (growth potential) and threats (competition). Strategic and operational business information is objectively reported - Provides analysis on financial ratios...
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...LG electronics is a part of LG corportation. LG electronics which is called GoldStar at that time was founded by KOO IN-HWOI who was founder of LG corporation in 1st Oct 1958 at KOREA. At that time, radios were attracting interests as embodiments of civilization, bringing news of the world to their listeners. Mr. Koo thought, ‘we could make a radio by ourselves likes TOSHIBA, NATIONAL.’ So, he founded GoldStar. And finally, at 15th Nov 1959 they made the first Korean radio which is including more than 60% of domestic components. It was beginning of both LG electronics history and Korean electronic industry’s history. LG electronics started expanding their business to overseas by exporting radios to U.S at 29. Nov. 1962. LG electronics Singapore. Started business as the international purchasing office(IPO) in Singapore in October, 1989 for the first time in the Korean industry history. LG Electronics was able to purchase parts from the Singapore manufactures at lower cost and supplied to the plants of USA ,Europe, and Korea. They have 5 main business domains, which is Home Entertainment, Mobile Communications, Home Appliances, Air Conditioning and Business Solutions. LG Electronics Singapore Pte. Ltd.’s mode of entry is a wholly owned subsidiary. a wholly owned subsidiary is a means of entering new markets in which a firm fully owns its subsidiary in foreign countries. Because LG corporation which is holding company located in Korea owns all of the LG Electronics Singapore...
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...LG targets to improve market share in home entertainment segment Published on: April 26, 2011 - 23:46 More in: * Business MUMBAI: Buoyed by surging income levels in the country, Korean consumer durables manufacturer, LG Electronics, is eyeing a 32 per cent market share in home entertainment products and Rs 20,000-crore revenue (from India) by end-this year. “Presently, we have a 29 per cent market share in home entertainment products in India and expect to up it to 32 per cent by December 2011,” LG Electronics India’s managing director, Mr Soon Kwon, told PTI here. “We are targeting around Rs20,000-crore revenue by end-2011 as against Rs 16,000-crore last year. We are growing fast in India and will continue to grow in the market,” he said. LG Electronics India has nine products in the segment and plans to launch more models in this segment in the coming days. “India is one of our key markets. Every year, we are launching some (new) models of home entertainment products in India. We will continue to launch more models in the coming days,” he said. Around 20 per cent of the company’s revenue comes from rural India and it plans to increase this by beefing-up its distribution by opening more outlets, he said. Presently, the company has 20,000 outlets pan-India. LG Electronics competes with Samsung, Philips and Whirlpool in the domestic market. India contributes 6 per cent to the company’s global revenue, he said, adding, “we expect it to double to 12 per cent in...
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... The company was originally established in 1958 as Goldstar, producing radios, TVs, refrigerators, washing machines, and air conditioners. The L.G group was a merger of two Korean companies Lucky and Goldstar. Is the second largest producer of television and third largest producer of mobile phones. LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB). LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra LG plans to set up Rs 500-cr unit in South L.G. GROUP L.G. ELECTRONICS L.G.CHEM L.G.TELECOM MOBILE COMMUNICATIONS INFORMATION AND ELECTRONIC MATERIALS CHEMICAL AND POLYMERS DIGITAL DISPLAY DIGITAL MEDIA LG SOLAR ENERGY DIGITAL APPLIANCES INDUSTRIAL MATERIALS ° o Demographic - Income -Occupation Geographic -Tier 1 cities - Tier 2 cities Psychographic -Life style -Personality Behavioural -Value -Benifit o Market leader in home appliances. Has got manufacturing unit in tax incentive . Wide range of products to serve all categories. Widest distribution network in the industry(47 barnches,10000 trade partners). Good after sales service offered. Samsung being its competitor...
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...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...
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...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 account...
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...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, better...
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...1.0 Introduction of LG Electronics Inc. LG Electronics Inc. is a South Korea multinational electronics company which is also known as the global leader and technology innovator in consumer electronics. The LG Company was a merger of two Korean companies, Lucky and Goldstar, from which the “LG” abbreviation was derived. (Mariush,2012) The company’s headquarter is located in Yeouido-dong, Seoul and the flagship subsidiary of the LG Group. LG has a global sales of KRW (Korean Won) 54.26 trillion which is equal to USD 49 billion in the year 2011. The company operates its business with four business units: mobile communication, air conditioning & energy solution, home entertainment and home appliance. (LG, 2012) It has 75 subsidiaries operates around the world that design and manufacture its products. LG is the world’s second largest flat screen television-set maker after Samsung Electronics Co. (Lee, 2012) Home Entertainment The LG Electronics which is also known as the top global players in home entertainment produces flat panel displays, audio players, video products, monitors, commercial displays and security systems for the consumers and also the commercial markets. LG is not only focusing on creating full-features devices but it is also emphasizing on following the technology boundaries to improve the products. Mobile Communication LG has committed to provide the best ever user experience to expand the next generation of communication by inventing new technologies...
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...Lg Porter's Five Forces Analysis Introduction LG is a South Korean company that manufactures mobile phones, as well as other devices such as televisions and home appliances. They also offer Appliances , computer product, solar, LG originally stood for "Lucky Goldstar", but is now promoted as meaning "Life's Good". And LG is the fourth largest mobile phone manufacturer in the world. LG Porter's Five Forces Analysis The Bargaining Power of Buyers The bargaining power of buyers is petty moderate. There aren't many companies have same quality of products as those of LG. They have really high technologically televisions, monitors, notebook PCs. It stand out among existing competitors. Everything from the slim and sleek, it make the products superior to the competing companies. The Bargaining Power of Suppliers LG 's bargaining power of suppliers is very low. The company forms information partnership to create cooperation among supply chain partners for mutual success. It enters into a cooperative relationship with its suppliers by becoming their shareholders. This allows LG to promote strategic relationships with equipment and parts suppliers, which enables a stable source of supply at competitive prices. The result is high-quality parts at a lower cost which is done through sharing product concepts with suppliers early in the product development cycle. Threat of Substitute Products or Services The threat of substitute products is low. Their main production is panel...
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...Slide 1: INTRODUCTION : INTRODUCTION The company was originally established in 1958 as Goldstar, producing radios, TVs, refrigerators, washing machines, and air conditioners. The L.G group was a merger of two Korean companies Lucky and Goldstar. Is the second largest producer of television and third largest producer of mobile phones. l.g. india : l.g. india LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB). LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra LG plans to set up Rs 500-cr unit in South Buisiness divisions : Buisiness divisions Market segmentation : Market segmentation Demographic - Income -Occupation Geographic -Tier 1 cities - Tier 2 cities Psychographic -Life style -Personality Behavioural -Value -Benifit S.w.o.t. analysis : S.w.o.t. analysis Strengths:- Market leader in home appliances. Has got manufacturing unit in tax incentive . Wide range of products to serve all categories. Widest distribution network in the industry(47 barnches,10000 trade partners). Good after sales service offered. Annual production GRAPH : Annual production GRAPH ANNUAL PRODUCTION GRAPH : ANNUAL PRODUCTION GRAPH weaknessES. : weaknessES. Samsung being its competitor...
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...LG Electronics’ Strategic Plan Analysis Greg McMillan TM583 Strategic Management of Technology Professor Woody Wu August 18, 2011 Introduction LG Electronics Inc. founded in 1958 and headquartered in Seoul, South Korea. The company is a major producer of consumer electronics and has over 70 subsidiaries that manufacture TVs, video and audio products, appliances, refrigerators, wireless phone handsets, air-conditioners, and communications devices. LG Electronics has annual revenue of about 23.8 trillion and employs about 66,600 people. LG Electronics’ mission is to be among the top five electronics brands in the Africa and the Middle East. This vision is simple and clear: venture into new markets and win the consumers by giving what they want. Capturing new markets and providing a strategic direction for all LG Electronics activities in the Middle East and Africa is the main target (Times of Oman, 2006). On the other side, many promising markets like Algeria, Sudan, Angola and some others whose economic power is growing strong are being neglected. LG Electronics is focusing again to regain those markets. The company will use a new marketing strategy such as using power retailers instead of using traditional channels of marketing like using dealers. Traditional dealers are losing their power whereas the power retailers are gaining market share like Carrefour (Times of Oman, 2006). The company is looking to achieve a turnover of $6 billion, to increase...
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...CASE OF LG GROUP: DEVELOPING TOMORROWS GLOBAL LEADERS There is no company which is resistant to environmental changes, especially business environment. As the year comes by, new inventions or innovation will absolutely give impact on every type of business in the world. However, the causes of the impact, in other words, the root of the changes in the environment is not merely coming from company external territory; in most cases the impacts (either negative or positive) can come from external territory and internal territory of the company. This written analysis focuses on the LG Group’s Chairman Koo who once stated and defined his vision for the LG group to develop and improve significantly and to be a leading company in its local market area (Korea) and the wider market scope, international market and increase its revenue significantly within 7 years period. This is known as “LEAP 2005”. Even though is not an easy task to do, he is much certain that the group can do that. He considers the past performance of the group and the major internal changes within the company will enable it to achieve what its chairman wants. The main key success, as the management agrees, lies on the future leaders of the group. There are several questions that arise as the result of the discussion between the management in relation with this key point, namely where and how to find these future leaders, what capabilities of competencies these leaders should possess how to develop these key competencies...
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