4. PORTER’S FIVE FORCES MODEL
Threats of new Entrants
(Low)
Substitute Product
(Medium)
Bargaining Power of Supplier
(High)
Bargaining Power of Customer
(Low)
Industry competition
(High)
5. COMPANY INFORMATION
• Establishment in 1958 having head quarter in South Korea. Koo In-Hwoi is the
founder of the company.
• The company operates its business in 5 different segments Home Appliance & Air
Solution, Mobile communication, Home Entertainment, Vehicle Component,
Business solution.
• LG is the world’s Second largest LCD television manufacturer.
• The manufacturing facility of company are situated in Greater Noida in Uttar
Pradesh and also in Ranjangaon near pune in Maharashtra.
8. SWOT ANALYSIS OF LG
•Strong dealer community.
•Strong brand portfolio.
•Strong Distribution network.
•Automation in activity.
•Financial planning
•Limited success outside the
core business.
•Dead inventory is high as
compare to competitors
•Gap in product ranges sold by
company
•Decreasing cost of
transportation.
•New environmental policies.
•Opening of new markets.
•Lower inflation rate.
•The company can face lawsuit.
•Rising pay level due to some
movement.
•No regular supply of
innovative product.
•Liabilities lawn different in
different countries.
STRENGTH
OPPORTUNITY
WEAKNESS
THREATS
9. SEGMENTATION, TARGETING, POSITIONING
OF LG
SEGMENTATION
• Demographic:
Rural & Urban
• Psychologic:
Need & Want.
TARGETING
• Middle Class
People.
• Youngsters who
loved to play
video games.
POSITIONG
• Philosophy to
make people live
better.
• Convenience and
Healthier Smart
TVs
10. MARKETING MIX OF LG
P
R
O
D
U
C
T
P
R
I
C
E
P
L
A
C
E
P
R
O
M
O
T
I
O
N
TELEVISION
SMART DEVICE &
MOBILE PHONES
HOME
ENTERTAINMENT
HOME APPIANCES
COST PLUS FIXED
MARKUP
COMPETITIVE
PRICING IN RURAL
AREA
DISTRIBUTOR
CONNECTION
RETAILERS
OWN SHOWROOM
PROMOTIONAL
ADVERTISEMNT
MAGAZINE,
INTERNET, SPECIAL
DISCOUNT TO
DISTRIBUTORS.
11. BCG MATRIX OF LG
Refrigerator
AC
Washing machine
OLED8k
LED AI TV
Vacuum Cleaner
Home environment
Camera
Water Purifier
12. PRODUCT LIFE CYCLE OF LG
0
5
10
15
20
25
1950 1960 1970 1980 1990 2000 2010 2020 2030
SALESINBILLIONUS$
TIME
Y-Values
MATU
RITY DECLINE
INTRODU
CTION
R&D
13. WORKING CAPITAL = CURRENT ASSET – CURRENT LIABILITY
2018 = 4049.3 – 2163.3
=1886 Cr
2017 = 2611 - 302
= 2309 Cr
RATIO 2018 2017
CURRENT RATIO 1.87 1.52
INVENTORY
TURNOVER RATIO
9.42 9.37
DEBTORS
TURNOVER RATIO
17.96 18.17
RETURN ON ASSETS
(%)
28.81 25.51
RETURN ON
EQUITY(%)
54.07 49.06
15. Job Description:
Position:
Manager –Manager/Executive sales for LG electronics
-Designation: Sales
-Division/Business Unit: Marketing/ sales
Key Responsibilities:
-Selling LG Television
-Promotion of new LG products through advertisement, Dealer
-Costing
Desire Profile:
-minimum experience of 5 years in sales
-Education: MBA/MMS or PGDM in Marketing
Competency Skill:
-Good leadership quality
-extraordinary convincing skill
-Good communication skill