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LG Electronic

LG Electronic

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Published by Hitesh Harshwal

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Published by: Hitesh Harshwal on May 12, 2011
Copyright:Attribution Non-commercial

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03/03/2013

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A
Project Study reportOnLG ELECTRONICS INDIA Ltd
.Titled
Marketing Analysis on LG Consumer &Dealer Development”
Submitted in partial fulfillment for the Award of degree of 
MASTERS OF BUSINESS ADMINISTRATION
SUBMITTED BY:- 
 
SUBMITTED TO:- 
Htesh Kumar Sain Mr.AnchalkumaMBA Final Year 
2010-2011
Sobhasaria Engineering College
1
 
Executive summary 
Indian Consumer durables market used to be dominated by few domestic players likegodrej, Voltas, allwyn and kelvinater. But post liberalization much foreign company haveentered into Indian market dethroning the Indian player and dominating Indian market themajor categories in the market
CTV, REFRIGRATOR, AIR CONDTIONERS ANDWASHING MACHINE
India being the second largest growing economy with hugeconsumer class has resulted in consumer durables as the fastest growing industries in India
LG & SAMSUNG
the two Korean companies has been maintaining the lead in theindustries with
LG
being leader in almost all the categories
.
The rural market is growing faster than the urban market, although the penetration level ismuch lower .The
CTV
segment is expected to the largest contributing segment to theoverall growth the industry. The rising income levels double-income families and consumer awareness are the main growth drivers of the industries.Consumer durables major 
LG Electronics India Pvt Ltd (LGEIL)
will invest nearly
Rs500 crore
in
India
this year in research and development, brand-building and other marketing initiatives.The company, having a turnover of 
Rs 9,500 crore
and market share of 
26 per cent,
isinvesting
Rs 360 crore
on brand-building and other marketing initiatives and around
Rs140 crore
on research and development, besides launching new platforms in informationtechnology and related areas.
LG’s
innovative ‘211 campaign’ to provide quality after-sales service, will also be expandedfrom the existing 45 to 56 cities by next month.The campaign, for which IT infrastructure has been set up, includes the company’sresponse to customer complaint within two hours. The fixing time for complaints varies fromone hour to a maximum of 24 hours (TAT).
Contents: -
2
 
1.Introduction to the Industry2.Introduction to the Organization
(a)History of the company(b)Vision(c)Mission(d)
LG India
(e)Major Key success factors
3.Research methodology
3.1Title of the Study3.2Objective of the Study3.3Type of Research3.4Sample Size and method of selecting Sample3.5Scope of Study3.6Limitations of Study
4.
Facts and Findings
4.1Dealer survey findings4.2Customer survey findings
5.Analysis and Interpretation
5.1Dealer Survey
3

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