LG Electronics

Company Profile Analysis

Presented by –
Name - Sonali
PGDM 3rd Trimester
Sec - A
Roll no - 40
INTRODUCTION
Founded in 1958

Parent – LG corporation

 head quarter – Seoul south Korea

Ceo and chairman – koo bon-joon

Employees - 82,772
INDUSTRY
-Consumer electronics
- Mobile devices
- Home appliances
-Telecommunication
COMPANY HISTORY
Established in 1958 as GOLDSTAR
LG was a merger of 2 companies LUCKY and
GOLDSTAR.
Earlier
house hold products – LUCKY
electronics product – GOLDSTAR
IN 1995 ,GOLDSTAR was renamed as LG electronics
In 2009 buy domain name LG.com.
The current “ life’s good” slogan is a backronym
SPONSORSHIP
ENGLISH Football club wayside rovers .
ICC awards
International cricket councils
London fashion week
2009 – global partner & technology partner of
Formula one.
MARKETING STRATEGY
Target customer
Market segmentation
Distribution
Marketing mix
.
.
PRODUCT
Computer Monitors
Flash Memory
LCD Displays
Plasma Displays
OLED Displays
TVs
DVD Players
Blu-ray Players
Home Cinema Systems
Movie Projectors
Mobile Phones
Laptops
CD and DVD Drives
Refrigerators
Washing Machines
Vacuum Cleaners
Air Conditioners
HR strategy
KEY PEOPLE
DERMERT J.M BODEN –CMO
Thomas K . Linton – CPO
David Jung –CFO
Peter stickler – C HR O
Woo Hyun Paik - CTO
Principles

Creativity& autonomy
Competence
Performance-based rewards
Equal opportunity
Long term perspective
Training
FINANCIALS ASPECTS
(measured in KRW)
Financial highlights 2003 2005 2007 2009
Sales 20,177 23,774 23,502 30,513
Operating profit 1,062 915 565 1,615
Net profit 663 703 1,222 2,052
Total assets 11,277 14,036 14,336
21,577
Total liabilities 7,773 7,874 7,127 11,417
S.w.o.t. analysis
Strengths:-
 Market leader in home appliances
 Wide range of products to serve all categories.
 Widest distribution network in the industry(47 barnches,10000 trade
partners).
weaknesses:-
 Samsung being its competitor provides similar products.
 Lack of expert operators for complex machines due to illiteracy and lack of
training in India.
Opportunities:-
 Fast growth of the home appliances market
 Shifting to rural areas
 Thus maintaining control over the market and the highest share in home appliances market

Threats:-
 Close competitors like Samsung are compared to it.

 Price war with Samsung.

 Competition from Indian brand and other foreign brands