market strategy of lg regarding sales of lcd
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DISSERTATION REPORT
ON
MARKETING STRATEGY OF LG REGARDING SALES OF LCD
Submitted in partial fulfillment of the requirement of the degrees of
MASTERS OF BUSINESS ADMINISTRATION
Affiliated to
H.N.B Garhwal University,Srinagar
Submitted by-
REMARKS
APPROVED DISAPPROVED APPROVED DISAPPROVED
DEPARTMENT OF MANAGEMENT
UTTARANCHAL INSTITUTE OF MANAGEMENT
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CONTENT
Title Training Letter Acknowledgement Candidates Decleration Prelude Objective of the study
DESCRIPTION Companys
Profile.
Introduction Services Norms
Practices in HR development HR practices
Topic Undertaken.
Trade Union An introduction Definitions Objectives & Functions & Role of Trade Union Trade Union in Indian Context Trade Union in MD INDIA
Research Methodology..
Research Problem Introduction Methods of data collection Data analysis Graphical representation of the survey
Suggestions.
Annexure.Conclusion..
Bibliography
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ACKONWLEDGEMENT
Words often fail to express ones inner feelings of gratitude and indebtedness to ones benefactors,
but then it is the only readily available medium through which the undersigned can express their
sincere thanks to all those who are associated with the work in one way or the other.
A project can never exist and thrive in solitude. Project work is never the work of an individual. It is
more a combination of use, suggestions and contributions and work involving many individuals.
This project also bears the impact of many people. Thus one of the most pleasant parts of writing
this report is the opportunity to thank all those who have contributed towards it.
The project as it stands today is the sincere contributions of a few spirited individuals and the help
of some of my friends. I take this opportunity to express my sincere gratitude to respected Sh. Brij
Sharma, Sr. Manager(HR) who provided me the opportunity to work on this project.
I would also like to extend my sincere gratitude to Ms. Shefali Negi who cooperated with me, at all
level during my assigned project.
I also show my indebtedness to my institute, Institute of Technology & Management, Dehradun,
to give such an opportunity to take up this project and my parents, teachers and friends for their
unconditional support.
NEERAJ TYAGI
BBA V SEM (HR)
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CANDIDATES DECLARATION
I hereby declared that the work for the project Report entitled ROLE & FUNCTION OF TRADE UNION is
completely done by me, based on my own conducted in MD INDIA for the partial fulfilment of my
Bachelors of Business Administration.
Admittedly I have received suggestions and guidance from my guide.
DATE: NEERAJ TYAGI
PLACE: BBA V sem (2007-2010)
This to certify that the above statement made by the candidate is correct to the best of my knowledge.
Ms- SURBHI SHARMA
LECTURE, ITM
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CERTIFICATE
This is to certify that Mr. Neeraj Tyagi student of BBA from
Institute of Technology management Dehradun, has carried
out the project title drop, ROLE AND FUNCTION OF TRADE
UNION AT MD INDIA
under my supervision and guidance. This
is an original piece of work and has been carried out to my
utmost satisfaction
Brij Sharma
Sr. Manager, HR
MD INDIA MEERUT
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Objective of the project
Primary objective
You will find out the market share of the LG and also calculate the display share.
Positional dealer who can sale the LG product in large volume. You will Identify
potential dealer and development these dealer. So LG can make them their direct
dealer. The problem faced by the dealer in sales and the distribution.
Secondary objective
You will find out that how far the exhibitions are helpful in branding, While
purchasing the consumer durables which parameter is most important for the
consumer, Do the consumers prefer the financial facility for buying consumer
durable. Frequently consumers change the consumer durable. enhances the
knowledge of consumer durable market, increases the knowledge consumer
durable product of LG, enhances the knowledge about the marketing and branding
activity.
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INTRODUCTION
ABOUT TOPIC
A marketing strategy is a process that can allow an organization to concentrate its
(always limited) resources on the greatest opportunities to increase sales and
achieve a sustainable competitive advantage. Marketing strategy as a key part of
the general corporate strategy marketing strategy is most effective when it is an
integral component of corporate strategy, defining how the organization will
engage customers, prospects and competitors in the market arena for success. It is
partially derived from broader corporate strategies, corporate missions, and
corporate goals. They should flow from the firm's mission statement. They are also
influenced by a range of micro environmental factors.
A marketing strategy also serves as the foundation of a marketing plan. A
marketing plan contains a set of specific actions required to successfully
implement a marketing strategy. For example: "Use a low cost product to attract
consumers. Once our organization, via our low cost product, has established a
relationship with consumers, our organization will sell additional, higher-margin
products and services that enhance the consumer's interaction with the low-cost
product or service."A strategy consists of well thought out series of tactics. While
it is possible to write a tactical marketing plan without a sound, well-considered
strategy, it is not recommended. Without a sound marketing strategy, a marketing
plan has no foundation. Marketing strategies serve as the fundamental
underpinning of marketing plans designed to fill market needs and reach marketing
objectives. It is important that these objectives have measurable results.
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Marketing Objectives
The ultimate objective of any marketing activity is to satisfy the customers and
today even a step ahead i.e. delighting the customers, for which customers are
offered something beyond their expectations from the service or the product. The
objective being to acquire and retain the customers, who should continually feel
that they are getting more value of the money, they are departing with.
Marketing is the establishment, development, maintenance and optimization of
long-term mutually valuable relationships between consumers and organisation.
Successful Marketing focuses on understanding the needs and desires of the
customers and is achieved by placing these needs at the heart of business by
integrating them with the organisation strategy, people, technology and business
processes. At its most basic, Marketing involves customers, organisations and
relationships and the combination creates the need for the management.
Marketing is about creating a competitive advantage by being the best at
understanding, communicating, and delivering and developing existing customer
relationships in addition to creating and keeping new customers. The concept of
the product life cycle is giving way to customer life cycle, focusing on developing
products that anticipate the future needs of existing customers and creating services
that extend the existing customer relationship beyond the mere transaction. The
customer life cycle will focus on lengthening the life span of the customer with the
organisation rather than the endurance of a particular product. Customers have
changing needs as their life styles alter- the development and provision of products
and/or services that continuously seek to satisfy those needs is good Marketing.
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The Marketing will focus greater attention on how to deliver customer satisfaction
and organization will begin to structure itself around customer segments and not
product lines. A good Marketing Strategy will take the business vision and apply it
to the customer base.
Marketing Process:
We often talk of marketing & Sales and often use it interchangeably without
understanding the difference in it. Marketing is everything we do to get and
leverage a client relationship. Marketing process is broad and includes all of the
following: -
Discovering what product, service or idea customers want. Producing a product with the appropriate features and quality. Pricing the product correctly. Promoting the product; spreading the word about why customers should buy
it.
Selling and delivering the product into the hands of the customer.
Selling is one activity of the entire marketing process. Selling is the act of
persuading or influencing a customer to buy (actually exchange something of
value for) a product or service.
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LG Marketing Strategy:
Marketing mission of the LG
o To provide world class State-of-art technology services on demand ataffordable price.
o To provide world class infrastructure to develop countrys economy.
Marketing vision of LG is
o To become the largest Service Provider in Southeast Asia.o In dynamic environment anything permanent is CHANGE. So we must
revise and review so that focus is never lost.
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ABOUT THE TOPIC
LG Electronics was established in 1958 and has since led the way into the
advanced digital era thanks to the technological expertise acquired by
manufacturing many home appliances such as radios and TVs. LG Electronics has
unveiled many new products, applied new technologies in the form of mobile
devices and digital TVs in the 21st century and continues to reinforce its status as a
global company.
1960'sProduces Korea's first radios, TVs, refrigerators, washing machines, and air
conditioners
1995Renamed LG Electronics Acquires US-based Zenith
1997World's first CDMA digital mobile handsets supplied to Ameritech and GTE in
U.S. Achieves UL certification in U.S. Develops world's first IC set for DTV
1998
Develops world's first 60-inch plasma TV
1999Establishes LG Philips LCD, a joint venture with Philips
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2000Launches world's first Internet refrigerator Exports synchronous IMT-2000 to
Marconi Wireless of Italy Significant exports to Verizon Wireless in U.S.
2001GSM mobile handset Exports to Russia, Italy, and Indonesia Establishes market
leadership in Australian CDMA market Launches world's first Internet washing
machine, air conditioner, and microwave oven
2002Under LG Holding Company system, separates into LG Electronics and LG
Corporation Full-scale export of GPRS color mobile phones to Europe Establishes
CDMA handset production line and R&D center in China
2003Enters Northern European and Middle East GSM handset market Achieves
monthly export volume above 2.5 million units (July) Top global CDMA
producer
2004EVSB, the next-generation DTV transmission technology, chosen to be the
U.S./Canada Industry standard by the US ATSC Commercializes world's
first 55" all-in-one LCD TV Commercializes world's first 71" plasma TV
Develops world's first Satellite- and Terrestrial-DMB handsets
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2005Becomes fourth-largest supplier of the mobile handsets market worldwide
Develops world's first 3G UMTS DMB handset, 3G-based DVB-Hand
Media FLO DMB Phone with time-shift function and DMB notebook
computer Establishes LG-Nortel, a network solution joint venture with
Nortel
2006LG Chocolate, the first model in LG's Black Label series of premium
handsets, sells 7.5 million units worldwide Develops the first single-scan 60"
HD PDP module and 100-inch LCD TV Establishes strategic partnership
with UL Acquires the world's first IPv6 Gold Ready logo
2007
Launches the industry's first dual-format, high-definition disc player and drive
Launches 120Hz Full HD LCD TV Demonstrated the world-first MIMO 4G-
Enabled technologies with 3G LTE Won contract for GSMA's 3G campaign
2008
Introduces new global brand identity: "Stylish design and smart technology, in
products that fit our consumer's lives." Posted No.1 spot in US frontloading
washers in 5 consecutive quarters Unveiled the world's first Bluetooth headset
combined mobile phone Unveiled the world's first Blu-ray network storage
Developed the world's first LTE mobile modem chip Recorded over 100 million
units of LG air conditioners in accumulated sales
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2009
Became second-largest LCD TV provider worldwide Became third-largest supplier
of mobile handsets market worldwide Became Global Partner and Technology
Partner of Formula One
2010
Unveiled the worlds first and fastest dual-core smartphone, LG OPTIMUS 2X
Unveiled the worlds first full LED 3D TV Unveiled the new E90 monitor, the
companys slimmest LED monitor to date at just 7.2 mm in depth Unveiled the
companys first ever Real 3D Sound Home Theater System Unveiled its latest,
groundbreaking creations: the BIGIN, a largest-in-class washing machine with
LGs proprietary 6 Motion Direct Drive; the iPRO, the largest, most energy
efficient refrigerator in its class; the worlds first solar Lightwave oven and the
worlds first KOMPRESSOR vacuum cleaner
2011
Launched water treatment business providing full-scale planning through total
maintenance solutions Introduced CINEMA 3D Smart TV combining industry-
leading 3D technology and smart TV capabilities Launches water treatment
business providing full-scale planning through total maintenance solutions
Introduced CINEMA 3D Smart TV combining industry-leading 3D technology and
smart TV capabilities Unveiled the worlds first smart appliances delivering the
consumer benefits of smart savings and smart convenience Increased investment in
air conditioning solutions delivering a full line-up for residential through large
industries
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Introduced LG Revolution , LGs first 4G smartphone followed by Optimus
LTE, the companys best-selling 4G smartphone to date LG.Philips LCD, a leading
innovator of thin-film transistor liquid crystal display (TFT-LCD) technology,
announced today that it will showcase its newest line-up of public displays at the
Consumer Electronics Show (CES) 2008 in Las Vegas. The companys public
displays, which are designed for commercial and advertising use, range in size
from 32 to 52 inches.
LG.Philips LCDs innovative new technologies for public displays center on
increasing interactivity and viewability. Multi-touch interface capabilities create a
never-before-seen level of interactivity by allowing users to manipulate objects on
screen, using both hands at once and even offering the precision necessary to
recognize handwriting. Another technology, transflective backlights, tackles one of
the key challenges in developing public displays: readability in all lighting
conditions, including direct sunlight.
According to Chris Connery, Vice President of DisplaySearch, The public display
market for larger size (26-inch +) flat panel products alone is projected to grow
from under one million units shipped in 2006 to over 3.5 million units by 2011,
representing a CAGR of over 31 percent. Connery added, Of the two major flat
panel technologies in this large format sector, LCD-based technologies areforecasted to have the most significant growth rate, with a projected CAGR of over
69 percent from 2006 to 2011.With strong growth projected for digital signage in
public displays, we believe that LG.Philips LCD is well-positioned to take on even
more of a leadership role in developing new technology for this sector, said Soo-
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Chul Park, LG.Philips LCDs Head of Public Display Department. We can
provide total solution public display products to our customers through developing
the cutting-edge software which goes with public display hardware. Through
improving our public display products viewability in both indoor and outdoor
conditions and by differentiating their interface technology, we are planning for
full-scale operation of our public display business in 2008.
LG.Philips LCDs public display products featured at CES 2008 include:
52-inch Multi-touch ScreenWorlds Largest Multi-touch Display
LG.Philips LCDs 52-inch multi-touch panel for public and interactive displays is
not only the worlds largest, it is also one of the most responsive, able to recognize
input from either a touch of a finger or more precise writing instruments. It uses an
infrared image sensor that gives it the ability to recognize two separate touch
points as well as gestures. It boasts some of the industrys highest specifications,
with a 90 Hz touch response time, 1920 x 1080 Full HD resolution and a light
transmission rate of 95 to 100 percent.
47-Inch Triple View LCDWorlds Largest and Highest Resolution Triple
View Display
LG.Philips LCDs 47-inch Triple View LCD features Full HD 1920 x 1080
resolution, can reproduce 1.07 billion colors and has a brightness of 250 nits. This
display is an ideal solution for applications such as store directories and advertising
at shopping malls. By splitting the light from the panel into separate paths, it is
able to show three completely different images to people standing at different
angles relative to the display.
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47-inch Double-sided LCD for Public Displays
LG.Philips LCDs 47-inch Double-sided LCD is two-sided display that uses a
single backlight. At only 70 mm thick, it is 30 percent thinner than conventional
models, but its luminance of 500 nits equals that of regular panels.
42-inch Transflective LCD for Outdoor Use
LG.Philips LCDs 42-inch transflective display for outdoor use boasts an
impressive 1,500 cd/m2 luminance in outdoor light, greatly improving daytime
readability. The display is equally effective at night, relying on the power of its
backlight. By adopting a special transflective technology, LG.Philips LCD has
developed a backlight that greatly enhances the viewability of an LCD panel
during all times of the day.
84-inch Multi-vision Multi-touch LCD for Interactive Public Displays
LG.Philips LCDs flagship multi-touch display is an 84-inch model created by
conjoining four 42-inch panels in a two-by-two array. This acts as a single
enormous display with multi-touch capabilities across its entire surface. A screen
bezel width of only 15mm, which is 40 percent smaller than the average bezel,
adds to the panels seamless look and feel. The display also has Full HD 1920 x
1080 resolution, an omni-directional 180-degree viewing angle and impressive 500
cd/m2 brightness.
This affairs favorable 42-inch 42LD450 LCD HIGH DEFINITION can be an
superb acknowledgment to acquaintance a able HIGH DEFINITION
entertainment. The abstraction shows a abounding 1080p HI-DEF resolution to get
a bright consequence top quality, AV Modes to added advance your consequence
bent by absolutely what you appear to be searching at (Sports, Cine abode and
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aswell Games), and even an amazing 100: ONE able set off arrangement to access
far added beauteous hues and aswell lower blacks. Added capabilities tend to be
listed for archetype FOUR milliseconds aftereffect occasion, suspension to try out
MP3 to get tunes playback, JPEG clear slideshows to get consequence slideshows,
SOMETHING LIKE 20 watts affiliated with stereo speakers forth with Dolby
Digital decoding, as able-bodied as THREE HDMI inputs.
LG 42LD450 important capabilities: 100 % HD 1080p Superior That amazing
clear is absolutely the primary acumen anyone ideal a abundant HIGHER
DEFINITION TV through the alpha off. By application about alert the accurate
pixel res, Complete HIGH-DEFINITION 1080p food it forth with ablaze present
top superior before the accurate accepted HIGH DEFINITION TV. Application
this HIGH DEFINITION TV, you will see coloration in accession to facts apropos
the aboriginal time. ONE HUNDRED, 000: YOU Active Comparison Relative
bulk You may overlook about getting anxious bedimmed demonstrates or
conceivably arid shades. That HD TV's active anatomy a adverse measurement
affiliated with 100, 000: ONE offers abundant added admirable hues and swell
appreciably added absolutely blacks than an alone can yield into consideration. AV
Function Morphing, shows additional sports activities would be best accomplished
with abnormally advised configurations. With all the AV Style, it absolutely is
apprehensive accessible one of several A FEW angel controls apropos "Cinema",
Sports" or "Games" to attending at amusement through a acceptable animated
account additional complete recording experience.
Photo Magician Attain simple self-calibration calm with on-screen advertiser
credibility pertaining to photograph acceptable superior elements agnate to
charcoal levels, color, color, back-light in accession to accurateness ranges with
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this amazing Free Free 42 inch LCD TV . Accomplish assumption advancing from
photograph variations applying this easy-to-use feature. It is not about any
remarkable. Then again, it is traveling to complete like assured in that way. 24p
Actual Cine amphitheater With this element, abide in for the movie. Encounter an
accurate cinema on your acreage application movies just how they will are meant
to consistently be seen. LG's Genuine Cine abode systems absolutely appearance
24p antecedent frames for the affectation screen, just like about the cine showcase.
Adam Caitlin is expert author of Telecommunication industry.
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History of LG Company
The company was originally established in 1958 as Gold Star
1958-1969-GoldStar The Electronics Industry Dream
1970-79 GoldStar symbol of The Technolgoy
1980-88 :- INTERNATIONALIZATION
https://lh3.googleusercontent.com/-VJMBmMLlR_A/TXT8nJtSlcI/AAAAAAAALI4/IS6NubF8EnA/s1600/Gold-Star.jpghttps://lh5.googleusercontent.com/-NyVCGoYs7iA/TXT8lraGKAI/AAAAAAAALIw/yMy2BqIjaAc/s1600/Electronic-Ind.-Dreams.jpghttps://lh5.googleusercontent.com/-vl66J8IFifY/TXT8oS7LjpI/AAAAAAAALJA/prgaaIhWALE/s1600/History-of-LG.jpghttps://lh3.googleusercontent.com/-VJMBmMLlR_A/TXT8nJtSlcI/AAAAAAAALI4/IS6NubF8EnA/s1600/Gold-Star.jpghttps://lh5.googleusercontent.com/-NyVCGoYs7iA/TXT8lraGKAI/AAAAAAAALIw/yMy2BqIjaAc/s1600/Electronic-Ind.-Dreams.jpghttps://lh5.googleusercontent.com/-vl66J8IFifY/TXT8oS7LjpI/AAAAAAAALJA/prgaaIhWALE/s1600/History-of-LG.jpghttps://lh3.googleusercontent.com/-VJMBmMLlR_A/TXT8nJtSlcI/AAAAAAAALI4/IS6NubF8EnA/s1600/Gold-Star.jpghttps://lh5.googleusercontent.com/-NyVCGoYs7iA/TXT8lraGKAI/AAAAAAAALIw/yMy2BqIjaAc/s1600/Electronic-Ind.-Dreams.jpghttps://lh5.googleusercontent.com/-vl66J8IFifY/TXT8oS7LjpI/AAAAAAAALJA/prgaaIhWALE/s1600/History-of-LG.jpg -
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1989-94 INOVATION
1995-98 GLOBAL LEADERS LG ELECTRONICS
1999-2003-DIGITAL MANAGEMENT
https://lh5.googleusercontent.com/-ieUFmUIu9lg/TXT8mc0j37I/AAAAAAAALI0/JKqM2GAs79E/s1600/Global-Leaders.jpghttps://lh4.googleusercontent.com/-PQarDyStdmY/TXT8oxP4NRI/AAAAAAAALJE/XkxQDZqEtIY/s1600/Innovation.jpghttps://lh5.googleusercontent.com/-QdVjg-Bja_E/TXT8pnRu-pI/AAAAAAAALJI/jF0QKRqhNqc/s1600/Internationalization.jpghttps://lh5.googleusercontent.com/-ieUFmUIu9lg/TXT8mc0j37I/AAAAAAAALI0/JKqM2GAs79E/s1600/Global-Leaders.jpghttps://lh4.googleusercontent.com/-PQarDyStdmY/TXT8oxP4NRI/AAAAAAAALJE/XkxQDZqEtIY/s1600/Innovation.jpghttps://lh5.googleusercontent.com/-QdVjg-Bja_E/TXT8pnRu-pI/AAAAAAAALJI/jF0QKRqhNqc/s1600/Internationalization.jpghttps://lh5.googleusercontent.com/-ieUFmUIu9lg/TXT8mc0j37I/AAAAAAAALI0/JKqM2GAs79E/s1600/Global-Leaders.jpghttps://lh4.googleusercontent.com/-PQarDyStdmY/TXT8oxP4NRI/AAAAAAAALJE/XkxQDZqEtIY/s1600/Innovation.jpghttps://lh5.googleusercontent.com/-QdVjg-Bja_E/TXT8pnRu-pI/AAAAAAAALJI/jF0QKRqhNqc/s1600/Internationalization.jpg -
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2004-2006 GREAT PEOPLE GREAT DESIGN
2007-THE PEOPLE COMPANY
The LG Group was a merger of two Korean companies, Lucky and Gold Star, from
which the abbreviation of LG was derived. The current "Life's good" slogan is a
backronym. Before the corporate Name change to LG, household products were
sold under the Brand name of Lucky, while electronic products were sold under the
brand name of Gold Star. The Gold Star brand is still perceived as a discount
brand.
https://lh6.googleusercontent.com/-f4Or93j5UuI/TXT8qMHBtqI/AAAAAAAALJM/bdcL_z29jmo/s1600/The-people-company.jpghttps://lh3.googleusercontent.com/-zovD-k5g_8Q/TXT8nhFENSI/AAAAAAAALI8/lMei2SGwpL8/s1600/Great-people-&-Designs.jpghttps://lh6.googleusercontent.com/-t7Qkwi9KC4s/TXT8k1D6ekI/AAAAAAAALIs/VJFdo1HAv_E/s1600/Digital-Management.jpghttps://lh6.googleusercontent.com/-f4Or93j5UuI/TXT8qMHBtqI/AAAAAAAALJM/bdcL_z29jmo/s1600/The-people-company.jpghttps://lh3.googleusercontent.com/-zovD-k5g_8Q/TXT8nhFENSI/AAAAAAAALI8/lMei2SGwpL8/s1600/Great-people-&-Designs.jpghttps://lh6.googleusercontent.com/-t7Qkwi9KC4s/TXT8k1D6ekI/AAAAAAAALIs/VJFdo1HAv_E/s1600/Digital-Management.jpghttps://lh6.googleusercontent.com/-f4Or93j5UuI/TXT8qMHBtqI/AAAAAAAALJM/bdcL_z29jmo/s1600/The-people-company.jpghttps://lh3.googleusercontent.com/-zovD-k5g_8Q/TXT8nhFENSI/AAAAAAAALI8/lMei2SGwpL8/s1600/Great-people-&-Designs.jpghttps://lh6.googleusercontent.com/-t7Qkwi9KC4s/TXT8k1D6ekI/AAAAAAAALIs/VJFdo1HAv_E/s1600/Digital-Management.jpg -
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In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics
of the United States.
Code of conduct of LG
Responsibility and obligations to customers
Respect for Customers Creating Value Providing Value
Fair competition
Pursuit of Free Competition
Compliance with Laws and Regulations
Fair Transaction
Equal Opportunity Fair Transaction Procedure Support and Aid for Business Partners
Basic Ethics for Employees
Basic Ethics
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Completion of Duty Self Development Fairness in Performance Avoidance of conflict with company interest
Corporate Responsibilities to employees
Respect for human dignity Fair Treatment Promoting Creativity
Responsibilities to society and country
Rational Business Development Protection of stock holder interest Contribution to social development Environmental Conservation
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Objectives:
1. To understand the marketing and advertising strategies of LG Electronics India(Pvt.) Ltd
2. To analyze their strategies and its effect on the corporate profile of the company.3. To compare the strategies of LG Electronics India (Pvt.) Ltd with its competitors
and to analyze its strengths.
4. To realize the role being played by advertising and promotion on the sales volumeof the company.
5. To understand the future trends in advertising and marketing in LG especiallyelectronic segment.
6. To Analyse the Advertising and Marketing strategies of competitors.
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RESEARCH METHODOLOGY
Research is a way of finding new ways of looking at familiar things in order to
explore ways of changing it. Research as a process involves defining and
redefining problems, hypothesis, formulation organizing and evaluating data
deriving, deductions, inference an conclusions, after careful testing. Research
methodology is a way to mathematically solve the research problem. It may be
understood as a science of studying how research is done scientifically.
Research Design
A research design provides the framework to be used as a guide in collecting and
analyzing data.
We can classify research design into the following three categories:
Exploratory research. Descriptive research. Casual research.
Amongst these mentioned designs, we have opted fordescriptive research.
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Descriptive Research
A descriptive research is generally based on the secondary data that are readily
available. It does not have a formal and rigid design as the researcher may have to
change her focus or direction, depending on the availability of new ideas and
relationships among variables. Sometimes, such studies may be based on the
detailed case analysis of a few firms or individuals.
Source of Data Collection
The data for this study has been collected through both the primary and secondary
sources:
Primary sources:
A close ended questionnaire having the option for suggestions in the end has been
used for primary data collection. Moreover, while getting the questionnaire filled
up; related questions were asked from the respondents.
Secondary data:
As a secondary data source - Books, Websites, booklets of the company have been
used to collect the data.
Sampling:
Population:
Rajpur Road (Dehradun)
Dilaram Chock( Dehradun)
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Sample size
100 Respondents were asked to fill the questionnaire.
Method of Sampling
There are two types of sampling method:
1. Probability Sampling Method and
2. Non-probability Sampling MethodThe major sampling methods under non-probability sampling are:
Convenience Sampling Judgment Sampling Quota Sampling
In the survey, the method of sampling used is Convenience Sampling
Convenience Sampling
As the name implies, the selection of the sample is left to the researcher who is to
select the sample. The researcher normally interviews persons in groups at some
retail outlet, supermarket or may stand at a prominent point and interview the
persons who happen to be there. This type of sampling is also called accidental
sampling as the respondents in the sample are included merely because of their
presence on the spot. The data collection and sample cost is minimum in this case.
However, the method suffers greatly from quality, i.e. Accuracy point of view
which can in no way be determined. However, this type of sampling is more
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suitable in exploratory research where focus is on getting new ideas/insights into
a given problem.
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Data Analysis
And
Interpretation
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Chapter 4:
4.1 Data Analysis and interpretation
4.2 Findings
4.3 Conclusions
4.4 Recommendation
4.5 Limitations of the study
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DATA ANALYSIS AND INTERPRETATION
Table.1: Background of customer
Background of
customer
No. of the Respondent
Working people in Govt
sector
55%
Working people in Pvt.
Sector27%
Businessman 8%
Non-working people 10%
Graph No-1
55%
27%
8%
10%
Working people in Govt sector
Working people in Pvt. Sector
Businessman
Non working people
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INTERPRETATION:
This graph indicated that 55% of the respondent belongs from working people inGovt sector, 27% of the respondent belongs from working people in Pvt. Sector&
the remaining 10% are the businessman and 8% non-working people.
Table 2 Respondent using cell phone and landlines
Option No. of Respondent
LG Product 70%
Other product 30%
Grap
h
No-2
70%
30%
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INTERPRETATION:
The graph indicated that 70% Respondent using LG Product and 30% are using
other product
Table3Respondents awareness about otherLG Products
Option No. of Respondent
LG Product 45%
Samsung 30%
Videocon 10%
Sony 10%
Not aware 5%
Graph No-3
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INTERPRETATION: The graph indicated that 45% Respondent are used of
LG Product companies and 30% Samsung and 10% Videocon, 10% sony and 5%
not aware of any company of LG Product
Table.4: Respondent awareness about the services of LG
Option No.of Respondent
Yes 60%
No 40%
Graph No-4
No. of Respondent
LG Product
Samsung
Videocon
Sony
Not aware
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INTERPRETATION:
The graph indicated that 60% people are aware about the services of LGwhere as
the remaining 40% are not aware of it.
Table.5: Marketing strategies opted by LG are better than the
strategies opted by others
Option No. of Respondent
60%
40%
Yes
No
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Yes 35%
No 55%
Dont know 10%
Graph No-5
INTERPRETATION:
The graph indicated that out of 100% people 35% people said marketing strategies
opted by LG are better than the strategies opted by others and 55% no and 10%
said dont know.
35%
55%
10%
Yes
No
Dont Know
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Table.6According to Respondent strategies opted by LG are
better than other companies because of
Option No. of Respondent
Better advertisement 40%
Better publicity 30%
Unlimited resources 30%
Graph No-6
INTERPRETATION:
40%
30%
30%
Better advertisement
Better publicity
Unlimited resources
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INTERPRETATION:
The graph indicated that 40% people are aware about the product of LGwhere asthe remaining 60% are not aware of it.
Table.8Services prefer by the customer most
Option No. of Respondent
Clearity 35%
Sound Quality 20%
Look & Texture 20%
All the above 5%
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INTERPRETATION:
The graph indicated that out of 100% people 35% people are like the LG Product
because of its Quality 20% people of its Sound Quality 20% like look and texture
and 5% are known for its better performance
No. of Respondent
Clearity
Sound Quality
Look & Texture
All the above
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Table.10: Satisfaction with the LG Product
Options Respondents
Strongly satisfy 8%
Satisfy 22%
Neutral 48%
Dissatisfy 12%
Strongly dissatisfy 10%Total 100
Graph No-10
8
22
48
12
10
Respondents
Strongly satisfy
Satisfy
Neutral
Dissatisfy
Strongly dissatisfy
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INTERPRETATION: Out of 100% people 8% are strongly satisfy, 22% are
satisfy, 48 % are neutral,12 % are dissatisfy and 10% are strongly dissatisfy with
LG product . Most of the people answer is neutral.
FINDING
1. There are so many companies so competition in very high.2. Most of the Respondents are working in the Govt sector they are using LG
services.
3. Most of the Respondents have LG Products and its totally satisfy4. Most of the Respondents are aware other companies apart of LG.5. 60%Respondents are aware about the LG products/ services.6. 35% Respondent of think marketing strategies of the LG is better than the
other.
7. Most of the Respondents said advertisement is better strategies LG betterthan other.
8. Most of the Respondent are using LG services/product because their cost isnot so high as comparison to other companies
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Limitations:
While doing the project the following inevitable hurdles has come my way:
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Inability in meeting high marketing personnel in the concerned companies due totheir busy schedule.
Information regarding stage of various products in the product life cycle is notavailable.
The information base is limited due to resource constraints. The critical aspect like price could not be covered completely. The other hurdles which I had to face, the secrecy of the company policies due to
which complete information regarding financial position & salary and wage
structure could not fully covered.
Areas of marketing research are not revealed by the companys official.
Conclusions & Recommendations:
The Indian Consumer Electronics & Home Appliances Industry is traditionally
dominated by the inferior quality and sub-standard products. People go for price
while buying home appliances. They seem unaware of the features needed in a
standard white good. Earlier mostly the white goods are manufactured to cater the
present defined demand are need. The whole scenario got changed in the post
liberalization era with the entry of multinationals like Samsung, LG, and Sony etc.
LG is among the great chaebols (confederation of small industries) from Korea. It
has started its operation in India in May 1997 by opening a 100 % fully owned
subsidiary. LG is a company positioned as manufacturer of innovative and world-
class products. Its growth strategy is based on sales and distribution network. It has
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penetrated in 1800 town with population of 1 lakh and above. They are planning to
expand their dealer network to over 3000 dealers by the end of 2002. They are
planning to penetrate towns with 50,000 populations and above. It means 7,000
more towns in its network. They have maintained a fast pace of growth since their
entrance in the Indian market. It has products in the categories of CTV, Washing
Machines, Refrigerators, Air conditioners and Microwave Ovens. It has established
a strong brand name standing apart in the consumers mind. In the beginning of
1999 a survey by Taylor Nelson depicted LGs brand awareness at around 49 %,
the Gall-up Survey conducted during Cricket World Cup 2002 demonstrated LGs
brand recognition at 85 %. It has invested 100mn US $ in the manufacturing
facility and is planning to invest US $ 289 mn over the next 3 years and is also
planning to export product worth 100 mn US $. LG believes in honest pricing and
not being gimmicks of discounts and price reduction as lure. Their strength of
marketing is consumer pool, good products and pricing power.
Its product designs are centred on the middle & upper class and the ads screenedhighlight the product features.
Its employees are totally committed to quality and innovation. They chant TPI 50and TDR, which signifies, total productivity innovation and tear down re-
engineering. Through this method the company is bringing down its costs &
developed new products.
LGs corporate image is that of being the Digital leader of the new millennium.
Marketing
v In case LG intend to have an entire range of washing machines to cater to all
segments of the market, it should have a smaller capacity washing machine as
Videocon ( 3 Kgs etc ) as the market for them is still very large.
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v The colours of LG Semi Automatic Washing Machines (Off White, Pale Beige,
and Light Grey) are very trendy and appeal to the customers.
v It has to give more warranty periods like other players do in the industry
v More Demonstrators are required for LG Products.
Instead of go for a limited distribution network it has to build a wide channel
network.
Advertising & Public Relations:
- The communication strategies for washing machines are not fruitful for the
target segments. So, there should be developed a new communication strategy for
it. Instead of going for clean clothes and longer life for clothes, the ad theme
should target to the womens or females, which other players do like Videocon &
Whirlpool. Because a lady in the family is the main buyer in purchasing the
product. So, a new USP was to be developed.
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ANNEXURE
QUESTIONNAIRE
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Q.1 The background of the respondent.
(a) Working people in govt
(b)Working people in a pvt. Sector
(c) Business man
(d) Non working people
Q.2 Are you aware about the other Product ?
(a) LG
(b) Samsung
(c) Sony
(d) Videocon
Q.3 Are you aware about the services of LG?
(a) Yes
(b) No
Q4. Are you using LG LCD of other Product ?
(a)Yes
(b)No
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Q5. Do you think the marketing strategies opted by LG are better than the
strategies opted by others
(a) Yes
(b)No
Q6. In what way the strategies of LG are better than other companies?
(a)Better advertisement
(b)Better publicity
(c)Influences of Govt
(d)Unlimited resources
Q7. Are you aware about the products available at LG?
(a) Yes
(b)No
Q8. Which services are you aware about at LG?
(a) Picture Quality
(b)Price
(c) Sound Quality
(d)All of above
Q.9Are you prefer product of the LG most?
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(a) LG LCD
(b) Washing Machine
(c) Refrigerator
BIBLIOGRAPHY
1. Internet Sites www.google.com www.economictimes.com www.lg.org.com www.abnramro.com
2. Magazines and Newspapers. Economic Times Business India The Times of India
3. Books Kotler, Philip. Principles of Marketing. Asoke K. Ghosh, 2006 Malhotra, Naresh K. Marketing Research. Asoke K. Ghosh, 2007
http://www.google.com/http://www.google.com/http://www.economictimes.com/http://www.economictimes.com/http://www.abnramro.com/http://www.abnramro.com/http://www.abnramro.com/http://www.economictimes.com/http://www.google.com/ -
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