Abstract

The case discusses the entry and expansion strategies of LG in India and describes the measures taken by the company to emerge as the market leader in the Indian consumer electronics industry. The case describes in detail the marketing mix of LG including its product, distribution, pricing and promotional strategies. It also puts forth the opportunities in the near future for LG and the challenges faced by the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the marketing mix of LG in India
• Understand the importance of localization of products and studying customer behavior.

Keywords

LG, Marketing Strategy, Marketing Mix, Product Line, Pricing, Distribution Network, Promotion, Positioning