LG's Growth Strategies in India


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG115 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 19 Pages
Period : 1998 - 2005
Pub Date : 2006
Teaching Note : Not Available
Organization : LG
Industry : Consumer Electronics
Countries : India

Abstract:

The case discusses the entry and expansion strategies of LG in India and describes the measures taken by the company to emerge as the market leader in the Indian consumer electronics industry. The case describes in detail the marketing mix of LG including its product, distribution, pricing and promotional strategies. It also puts forth the opportunities in the near future for LG and the challenges faced by the company.

Issues:

• Study the marketing mix of LG in India.

• Understand the importance of localization of products and studying customer behavior.

Contents:

  Page No.
Big Plans for India 1
Background Note 3
LG's Product Line 4
Computers and Mobile Phones 5
Distribution 6
Pricing Strategies 8
Promotion 9
The Future 11
Exhibits 12

Keywords:

LG, Marketing Strategy, Marketing Mix, Product Line, Pricing, Distribution Network, Promotion, Positioning

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