BUSINESS STRATEGIES OF SAMSUNG & LG ELECTRONICS IN INDIA
- 발행기관 Graduate school of International Studies Ajou University
- 지도교수 Song, Young Kyun
- 발행년도 2005
- 학위수여년월 2005. 8
- 학위명 석사
- 학과 및 전공 국제대학원 국제경영학과
- 본문언어 영어
초록/요약
The case examines the marketing strategy of Korean Chaebol, Samsung & LG Electronics in the Indian market, including the brief introduction of the India and his economy. The case analyzes the circumstances, which makes the electronic companies enter the Indian market. It provides a detailed account of major Indian economic reforms and liberalization during the early decades and the strategies of Samsung & LG’s for gaining market share by examining there approaches 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.
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Table of Contents
Chapter Ⅰ: INTRODUCTION = 4
1.1 India Overall = 4
1.2 INDIAN ECONOMY = 6
Chapter Ⅱ : INDUSTRIAL POLIDY REFORM = 8
2.1 Reforms and Policies for Industrial Development during 1990-91 = 9
2.1.1 General Measures = 9
2.1.2 Monetary Measures = 11
2.1.3 Fiscal Measures = 11
2.2 Industrial Policy Reforms : Selected State Governments = 15
2.3 CHANGING FACE OF INDIAN ECONOMY AFTER THE REFORMS = 19
2.3.1 Purchasing Power Trend in India = 20
2.3.2 Structural Changes in Income Distribution = 21
2.3.3 Purchasing Power = 21
2.3.4 Consumption category and purchasing power growth = 22
2.4 INCENTIVES FOR FOREIGN & DOMESTIC COMPANIES = 23
Chapter Ⅲ : INDIAN CONSUMER ELECTRONIC INDUSTRY = 26
3.1 Current Status = 26
3.2 PROSPECTS IN CONSUMER ELECTRONICS = 28
3.3 OPPORTUNITY FOR CONSUMER ELECTRONICS INDUSTRY = 30
Chapter Ⅳ : ENTRY OF KOREAN ELECTRONIC COMPANIES IN INDIA = 32
4.1 Samsung Electronics, India = 32
4.2 LG Electronics, India = 33
Chapter Ⅴ : SAMSUNG & LG's MARKETING STRATEGY FOCUS CAMPAIGN AREA= 35
5.1. INDIAN POPULAR SPORT, CRICKET = 35
5.1.1. Samsung Electronics, India = 35
5.1.2. LG electronics, India = 36
5.2. CAMPAIGNING IMPACT = 37
5.3. PRODUCT INNOVATION = 38
5.3.1. Samsung Electronics, India = 38
5.3.2. LG Electronics, India = 39
5.4. PRICING STRATEGIES = 41
5.4.1. Samsung Electronics, India = 41
5.4.2. LG Electronics, India = 42
5.5. DISTRIBUTION STRATEGIES = 43
5.5.1. Samsung Electronics, India = 43
5.5.2. LG Electronics, India = 44
5.6. ADVERGISING AND SALES PROMOTIONS = 46
5.6.1. Samsung Electronics, India = 46
5.6.2. LG Electronics, India = 47
5.7. SUSTAINING GROWTH OF COMPAINES = 49
5.7.1. Samsung Electronics, India = 49
5.7.2. LG Electronics, India = 50
Chapter Ⅵ : Conclusion = 52
Appendix = 53
LG’s Strategin India = 53
Product Range of LG = 54
References = 55
