Lg Electronics

In: Business and Management

Submitted By moondain
Words 382
Pages 2
Korean MNEs and International Business

(주)LG전자
김이현 문다인 문희재

1

LG 전자 기업 분석

기본 배경

- 대한민국에 본사를 둔 전자 제품을 생산하는 다국적 기업
- LG그룹의 대표 계열사
- 대한민국 시장 점유율 2위의 대기업

연혁

1958년 : 금성사(Goldstar)란 이름으로 설립
1960년대 : 대한민국 최초로 선풍기, 냉장고, 흑백 텔레비전, 에어컨 생산
1978년 : 수출액 1000억을 돌파
1984년 : 수출액 1조원 돌파

1995년 : 금성사에서 ‘LG전자’로 상호 변경
2004년 : 세계 최초로 지상파 DMB폰 개발

글로벌 기업으로서 LG

- 1982년 : 미국 헌츠빌에 첫 번째 LG생산기지 설립

- 이후 중남부와 북부 아메리카, 유럽으로 글로벌 타겟 확장

- 현재 83개의 해외 자회사와 39개의 해외지점

2

LG 전자의 경쟁력

SWOT 분석

Strength
- 국내 최대 규모의 ESS 통합 시험 설비 구축
- 기업용 보안 플랫폼 기술력 증명

Weakness
- 스마트폰에 이어 TV역시 판매 부진
- 등돌린 투자자

SWOT 분석
Opportunity
- 국내 시장을 넘어 해외 시장에서의 폴더형 스마트폰 수요 상승
- ‘안드로이드 페이’의 세력 확장
- 롯데 사태로 인한 반사 이익

Threat
- 글로벌 환율 약세와 위완화 절하로 인한 수출 약세
- 단통법으로 인한 시장 침체

Michael Porter의 산업구조분석
기존 기업 간의 경쟁 및 잠재적 진입자의 위협

3

해외 진출 현황 & 글로벌 전략

해외 진출 현황 및 글로벌 전략

복잡한 유통구조

정부 규제

까다롭고 합리적인
국민 성향

해외 진출 현황 및 글로벌 전략

기업슬로건 전략

프리미엄 제품군 런칭

• 소비자가 원하는 기업상
반영

• 세탁기, 냉장고, 청소기,
디스플레이, 에어컨

• 호주인들의 인생관 반영

마케팅전략
• 지상파 방송 프로그램
‘핫하우스’ 후원
• 호주의 인기 스포츠인
럭비와 축구팀 후원

해외 진출 현황 및 글로벌 전략

국내 가전 시장 포화상태

유명 기업들의 해외 시장 점령

해외 진출 현황 및 글로벌 전략

발로 뛰는 홍보
• 축제 기간의 신제품 전
시회와 로드쇼 개최

제품의 차별화
• 인도인의 니즈 파악

철저한 현지화
• 시장 진출 초기부터 제
품 개발과 판매 등 전 과
정에 현지인 채용

해외 진출 현황 및 글로벌 전략

한국 브랜드에 익숙하지 않음

현지 브랜드의 입지 거셈

해외 진출 현황 및 글로벌 전략

제품의 차별화

서비스의 차별화

• 인터넷 가전 및 첨단 제
품의 프리미엄시장 공략
+ 기존 제품의 편리성

• 고객감동 서비스에 주력

마케팅의 차별화
• ‘로열티 포인트 프로그
램’ 도입

해외 진출 현황 및 글로벌 전략

현지 업체의

보수적인

영향력 막대

소비 성향

서유럽의
강한 자부심
과 기술력

해외 진출 현황 및 글로벌 전략

대대적인 슬로건 홍보
• ‘Life's Good’을 내세
워 고객 중심의 마인드
홍보

새로운 제품과
독특한 마케팅

스포츠 활용 마케팅

• 환경문제에 예민한 독일
인을 겨냥한 친환 경 제
품 개발 (에어컨)

• 독일월드컵 유럽 예선전
과 독일 축구국가대표팀
공 식 후원사로 활약

감사합니다…...

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