LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators Case Solution
Abstract:
The case concentrates on LG Electronics' entry into the US market and its efforts to develop a costs brand, spotlight the particular instance of refrigerators which played a key role in the establishment of the firm's reputation. Getting into the world's largest industry proves to get a formidable difficulty, particularly in a classification that is mature and when the entrant is from a newly industrialized country in Asia, namely Korea.
Pedagogical Objectives:
The case exposes how LG Electronic devices tackled attempting to develop a premium brand image in the US, observing a set of earlier failed attempts. It includes a conversation of key concerns around client focus, organizational characterisitics and company alignment in effectively developing and entering oneself in a new market.
This is just an excerpt. This case is about Marketing
published: 29 Nov 2007
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