LG's Marketing Strategy 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.

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Case Details:

Price:
Case Code : MKTG054 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 12 Pages
Period : 1997-2003
Pub Date : 2003
Teaching Note : Not Available
Organization : LG Electronics India
Industry : Consumer Electronics
Countries : India

Abstract:

The case examines the marketing strategy of LG Electronics in the Indian market. It provides a detailed account of LG's strategies for gaining market share by examining its approach to product, pricing, distribution and promotion.

The case also provides insights into the future prospects of the company in light of the increase in competition and the slowdown in the consumer electronics market.

Issues:

• The promotion and advertising strategies that companies with a broad range of products should adopt.

Contents:

  Page No.
Cricket First! 1
Background Note 2
Product Innovation 3
Distribution 4
Price 5
Promotion 5
Sustaining LG's Marketing Strategy 6
Exhibits 8

Keywords:

Marketing strategy, LG Electronics, Indian market, detailed account, gaining, market share, product, pricing, distribution, promotion, insights, future prospects, competition, consumer electronics market

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