This slide deck is the award-winning slide of World Asian Case Competition-2015. Team EXPONENT Universty of Dhaka

1. “The LG Story: Innovate or Die!”
Advisor
Md. Saimum Hossain
Team Member
Md. Mohi Uddin
Bhuiyan
Team Member
Suvro Emmanuel
Rozario
Team Member
Shadman Haque

2. The real source of market promise is not the wealthy few in the developing world, or even the emerging middle-income consumers.
It is the billions of aspiring poor who are joining the market economy for the first time.
- C. K. Prahalad

3. 1950s
The Country suffered partition
First South Korean Radio!
Proclaimed its presence.

4. 1960s
Cyclone killed 20,000 people
Indo-Pak War
Consequences of Partition
Ambitious T-701 transistor
radio was a massive failure
Too expensive for mass
market
Not good enough for Niche
Almost shut down company

5. Supplying radios to rural areas
through the government tackled the
crisis
Heading towards Liberation

6. 1970s
Birth of a Nation
A company Made
its presence as a
New Brand

7. 1980s
Intense Political Turmoil
Turbulent economic times in Korea.
Negative economic growth due to Oil
Crisis and political crisis
Intense domestic competition
Protectionist American Govt.
Labor Crisis

8. L.G looked overseas: America , West
Germany and Turkey
Comprehensive design and product
testing Laboratories
Introduced TPC
Overthrew dictatorship to enter the
path of Democracy

9. 1990s-2000s
Stabilization and
Development
Market Leader in Global
Export

11. TODAY
…
160+ million people
Declining market share
Struggling to be the market
leader
~30 million people BOP

12. “Enter the BOP
budget-friendly
smartphone market
in Bangladesh”
The B30
Strategy

13. Why Bangladesh BOP?
Smartphone market
YOY growth
17% 54%
Market Leader Symphony
A BOP Brand
~30 million
Under BOP

14. 160
million People
surpass Europe
within
2050
Next 11
Goldman Sachs
Next Frontier
5
J.P. Morgan

15. Untapped
BOP
Smartphone
Market
Fierce Competition
in High-end
Smartphone
Markets
Why LG for BOP?

16. Faces of the BOP…

17. Micro-entrepreneurMicrofinance
New Brand for BOP
Innovative Business Model

18. 4C
Analysis
Consumer
30 million BOP market
Budget friendly smart
phones and electronics
Price conscious
Budget Friendly Chinese
electronics
Making aggressive
headways
Inferior quality to L.G
Competitors
Established Industrial
resources
Top level R&D
Easily penetrable
potential market
Company
Local buyers and sellers
Globalization through
localization
Collaborators

19. How does Success Look Like?
LG
Market
Leadership
Initial
Phone
launch
Spread
word of
Mouth
Potentiality
through
Connectivity
Innovation
will continue
Bangladesh
Better living
StandardConnectivity
Better
Productivity
Phone
Purchase

20. Researching BOP
market
characteristics in
Bangladesh-6
months
Product
Development and
Beta Testing- 9
months
Product
Launch
Implementation timeline

21. CHECK…
Is our our case Significant?



Do We Have enough Evidence
Is our view points original
Do our case have enough
usefulness?

22. Thank You.
prepared with from Bangladesh

23. Back-up Slides

24. GLOBALIZATION STRATEGIES
Effective global
management
Set up global financial
centre to better control
finances
Set up foreign R&D plants
To Stay ahead in terms of
Innovation

25. GLOBALIZATION STRATEGIES
L.G expanded into
America, and Europe
Circumvented
protectionist American
Gov.
Took advantage of
cheaper resources and
untapped market

26. Locals know best
Local Marketing, Local product development
Alliance with local distributors
Local employees in high positions and
Globalization
through
Localization

27. 1980s
Tropical North Indian Cyclone
6,240 killed people
GOLD STAR
TECH ICON
80’S Turbulence
Economic Crisis

28. Don’t cherish for
UPDATE
Don’t Prefer
BRAND LOYALTY
People don’t have
MONEY
People buy only
CHEAP GOODS
FEW MISCONCEPTIONS

29. They buy
Updated
Affordable Goods
They PREFER
Brand Loyalty
They have little
but greater
portion of MONEY
People buy only
Real-life Useable
GOODS
REALITY ON OUR ANALYSIS

30. Bottom
Top
Middle
Bottom
Awareness
Availability
Access
Affordability

31. They buy
Updated Affordable Goods