Lg Case Study

Long Format Case Study: LG Electronics- the Watch Phone

A: Defining The Issues

Alex Carson, 4TH year business student receives a phone call from a recruiter at LG Electronics. She offers Alex an Interview- and wanting to impress his potential employers he decides to create a marketing plan for LG’s newest products- the watch phone.

The main issue for Alex is how to go about creating the best method of marketing such an item for North America using the 4 P’s (Product, Placement, Price, and Promotion. What strategy and tools are best utilized in order to break into this market? How does Alex go about creating a total product offer?

B: Analyzing the Case Data

Consumer products can be divided into three sectors

i- in home consumer electronics

ii- in car consumer electronics

iii- portable consumer electronics

The third sector has held the majority of growth and consists of items such as cameras, camcorders, and portable computer. The current trend progression is showing miniaturization is becoming more popular, and studies have shown that there is a common desire to have recreational distractions anywhere and anytime.

Current contenders for the market are companies such as Sony, Samsung, Nokia, Motorola and Apple.

Success (market share and timely delivery) is dependant on

i- the ability to have innovation in R&D

ii- advancement in the telecommunications industry and its infrastructure ( WIFI & 3G

iii- Advancements in Manufacturing

iv- Global Distribution

LG holds with 1.13billion in Asian market

700 Million within Europe

515 Million in North America- and of it’s North American market HDTV, Laptop and Mobile market is in the most demand.

LG has established relationships with Wallmart and Best Buy- who are a couple of the largest retailers in North America and currently distribute their in home and in car consumer electronics.

LG has also shown 11.3% growth rate per year, and seem to be able to withstand the threat of the...