LG 전자: 신흥시장들에서의 글로벌 정책
LG 전자 회장 남우는 북경에서 회의를 마치고 생각을 정리하고 있었다. 그는 2006년도에 중국시장 LG회장으로 임명되었고 이 나라에서 LG의 존재를 알릴 의제를 펼쳐나가고 있었다. 한국시장에서 LG전자가 발전한 마케팅 계획을 돌아보며 LG는 중국뿐만이 아니라 브
1. Emerging Markets
2. LGElectronics case
3. EMGC and Flagship Companies
4.The Investment of Emerging Market
Emerging Markets
Introduction
Economic growth of developing countries is relatively high.
rapid industrialization the country.
<글로벌 GDP비중>
<출처:IMF>
The proportion of emerging countries GDP is expected to achieve 50% of World GDP.
Emerging Markets
“Emerg
3. Key Problems
3.1. Problems of strategy, staffing and skills:
market share decrease in Smart Phone market
Recently, LGElectronics made poor performance due to their lack of appropriate management in Smart Phone market. The most critical reason in this problem is that LGElectronics’ wrong strategy toward starting Smart Phone market brought staffing problems and excessive attachment fo
Lacked to invest to R&D.
Process slimming down main office → broke blue ocean team up
Close related revenue system btw tele-companies & mobile companies.
Failed to accomplish sufficient long plan.
According to our survey, several managers said… ‘short term of officers → focus on short outcomes’
Promote investment of R&D and Enlarge the number of people to R&D.
Independentl
case of LGElectronics, they naming each kind of products separately, for example, give different name to each models, 'TROM' for washing machines, 'Kimjangdok' for Kimchi-refrigerator, 'Whisen' for air-conditioners, and so on.
As you see the advertisement for each kind of products, They publicize differently each others : 'TROM' emphasizes it's high-quality of motor for powerful operat