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International Marketing
Subject : LG Electronic Mobile Part
INDEX
1. Overview
1.1 Current situation of LGE mobile situation
1.2 SWOT Analysis
2. LG Mobile’s Performance
2.1 Lack of flagship model
2.2 Lack of brand equity
2.3 Insufficient Software(Apps, OS) service support
2.4 Communication problems
3. Conclusion
Suggestion
3.2 Expected effect and future situation
Overview
1.1 Current situation of LGE Mobile division
LG was one of the powerful mobile phone manufactures in the world. According to research agency, Gartner, in 2005 LG was the third largest mobile phone manufactures world widely. and there market share was the third so that better than Motorola. Especially their innovative design embedded mobile devices such as PRADA phone and Secret phone were recognized as so called `Awesome design` by c…(생략)
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g to above data, LG is still at number three position. however considering the fact that LG had 10.6% market share in the world market before Smart phone introduced, their position is highly unstable since they have lost their market share to other Smart phone manufacturers such as Apple, HTC a lot and this trend is estimated to be prolonged in the future. Lost in Smartphone market has pushed LG from world influential mobile manufacturers to the outsider of Smartphone market like HTC was in the past feature phone era.
US Market Share of Mobile phones (only Smart phone)
Source. Canalysis (3Q, 2xxx)
How LG does their Smartphone business in US, the most important market in the world. LG is even not on the list of Top 5 manufacturers doing business in US. the top mobile producer is HTC, the Taiwanese mobile producer. They take 24% of US market. following manufacturer is Samsung with Galaxy series. Apple with iPhone is in the third player position. 2005 world third marke
LGe,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글~.docx
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