The case addresses two important topics of contemporary interest in the global strategy and international business, (1) the effect of the location of particular benefit and the role of public policy in helping firms to compete, and (2) using homebrew competitive advantage into a full-fledged MNP (multinational corporations). Multinationals market became irresistible force to fight the global economy, and this case illustrates the unique benefits that these firms bring. The case focuses on the specific issues related to Korea and LG Electronics, one of the leading consumer electronics manufacturers in the world. It follows the fate of LG Electronics, a company that started as a contract manufacturer of OEM supply contracts for various Japanese and American manufacturers of the device. She entered the U.S. market under the label Goldstar early, and quickly realized that it is necessary to hone the skills are important product differentiation, brand positioning, design and innovation in order to achieve success. Given the huge obstacles that it presents a steep learning curve, LGE turned to emerging markets as a means to build confidence outside of Korea. He outlined a systematic strategy that covers a number of items such as locally adapted projects, localized production and distribution of agricultural and cultural marketing that resonate very well with the new consumer market. He soon built a formidable position in all of the BRIC countries (Brazil, Russia, India and China). As for his sights again developed countries is expected, it can take some of the lessons he learned in developing countries kickstart its planned strategy of the country in full swing. The case describes the challenges faced by companies seeking to enter emerging markets and important credentials that they can build the process of understanding these parameters
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by Kannan Ramaswamy Source: Thunderbird School of Global Management 12 pages. Publication Date: August 17, 2007. Prod. #: TB0073-PDF-ENG
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