Mktng Analysis of Lg Consumer Durables

8/13/2019 Mktng Analysis of Lg Consumer Durables

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SUMMER TRAINING PROJECT REPORTON

MARKET ANALYSIS OF LG CONSUMER DURABLES

Submitted in the partial fulfillment of the requirementsfor the degree of

MASTERS OF BUSINESS ADMINISTRATION(2012-14)

Submi !" T#$

D!%&' m! # M& &*!m! S u"i!+

Submi !" B,$

DE ENDRA KUMAR SING.

JSS ACADEMY OF TECH !CA" ED#CAT!O O!DA $ %&'(&'

#ttar )radesh Te*hni*al #ni+ersit,- "u*.no/


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JSS MAHAVIDYAPEETHA

JSS ACADEMY OF TECHNICAL EDUCATION, NOIDA

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to *ertif, that D!/! "'& Kum&' Si * has su**essfull, *ompleted theSummer Training )ro0e*t 1eport2

1eport titled 3 MARKET ANALYSIS OF LG CONSUMER DURABLES

under the super+ision of D' Su3 i & Si * as the partial fulfillment of the

requirement for the a/ard of degree of M&+ !'+ # Bu+i !++ A"mi i+ '& i#

(M B A ) b, #ttar )radesh Te*hni*al #ni+ersit, during bat*h 4 2012-2014 52

)rof2 4Dr25 Mano0 6umar Sharma

.!&" D!%&' m! # M& &*!m! S u"i!+

JSSATE N#i"&

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P5AGIARISM DEC5ARATION CERTIFICATE

To the best of m, .no/ledge and belief- this Summer training )ro0e*t

1eport is m, o/n /or.- all sour*es ha+e been properl, a*.no/ledged-

and the report *ontains no plagiarism2

! ha+e not pre+iousl, submitted this /or. or an, +ersion in full or part

of it- for assessment in an, other #ni+ersit, or institution for an,

degree or diploma program2

! a*.no/ledge that this Summer Training )ro0e*t 1eport ma, be

transferred and stored in a database for the purposes of data7mat*hing

to help dete*t plagiarism2

S u"! 6+ Si* & u'!$ 777777777777777777777777777777777777

D& ! # +i* i *8 9999999999999999999999999999999999999999

(


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ACKNO85EDGEMENT

! /ould li.e to a*.no/ledge and than. from the deepest portion of m,

heart to all the people /ho /ere al/a,s behind me- /hene+er ! needed

an, help for su**essful *ompetition of m, resear*h pro0e*t report2 To start

/ith ! /ould li.e to than. m, JSS ACADEM9 OF TEC.NICA5

EDUCATION NOIDA for pro+iding me this opportunit,2 ! /ould li.e to

than. m, Super+isor D' Su3 i & Si * /ho not onl, ga+e me +aluable

inputs but also helped me as mu*h as she *ould do during this pro0e*t2 !

/ould li.e to than. P'# (D' ) M& #: Kum&' S &'m& .#D D!%&' m! #

M& &*!m! S u"i!+ /ho ga+e me his +aluable inputs so that ! *ould

start m, pro0e*ts from the right dire*tion2 He ga+e me +aluable tips of

/riting resear*h pro0e*t2 2 ! /ould li.e to than. all m, professor being helpful

to me2 :ithout their support ! /ouldn;t be able to perform as fine as !

ha+e done no/2

"ast but not the least< ! /ould li.e to than. m, parents for supporting me

to a*hie+e this le+el2

=


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(D!/! "'& Kum&' Si * )

PREFACE

The importan*e of an a*ademi* *ourse /ould gain ad+antage and

a**eptan*e of the true form- onl, through pra*ti*al e>perien*e2 Hen*e

it is quite ne*essar, to put the theories into tal.2 !t is rigidl, a**epted

that the theor, /idens one;s thin.ing hori?ons +i?2 Con*epts of

training philosophies- but pra*ti*e indi*ates the modern training and

helps the emplo,ees in *ustomi?ing themsel+es2

1esear*h )ro0e*t is designed to gi+e the future managers hands7on

e>perien*e of e>e*uting resear*h2 These real life situations are

designed so that the managers tomorro/ do not feel out of /ater /hen

the time *omes to shoulder problem7sol+ing responsibilities2 )ra*ti*al

e>posure for the M@A students is +er, ne*essar, be*ause /hat the,

stud, in the *lassroom is not the realit,- /hi*h is made possible /ith

the summer training underta.en /ith the organi?ation as /ell as

resear*h pro0e*t2


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B


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TAB5E OF CONTENTS

S; # P&*!

Numb!'

1 !ntrodu*tion

%2Ob0e*ti+e of stud, '&

(21esear*h Methodolog, ''

= S*ope of stud, 'B

< !ndustr, )rofile '

=2 Compan, )rofile %B

Data anal,sis =%

> Findings =(

?2 Con*lusion B

10 "imitation of the stud, '

11 Appendi*es

&) uestionnaires %

b) ualit, Model B

3) Organi?ational Stru*ture


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information for mar.eting de*ision ma.ing- an, problem that are identified and

in+estigated further b, using problem sol+ing te*hniques /ith the ob0e*ti+e of

arri+ing at solution2

The most important inno+ation in the ne/ approa*h is to stud, simultaneousl,different organi?ational forms of business interest representation2

"I Ele*troni*s !ndia "td2 4"IE!"5 is the ,oungest and fastest gro/ing *onsumer

durable brand2 Toda,- "IE!" is an #S '= B million behemoth- /ith a

spra/ling produ*t range- and mar.et leadership in nearl, all produ*t *ategories2

The stud, /ill also in*lude the sur+e, /hi*h /ill be targeting about %& dealers

and around '&& *onsumer in the C1 2 The main emphasis in the sur+e, /ill be

gi+en on the sales of "I in *omparison to its *ompetitors in CT 8AS.ING

MAC.INE REFRIGRATOR @ AC +!*m! - the *onsumer per*eption about

the brand /ill also be ta.en into *onsideration /hile *ondu*ting this sur+e,2

The anal,sis of the bu,ing beha+ior in respe*t to CTK- :ASH! I MACH! E-

1EF1!IE1ATO1 L AC /ill be another important *omponent of m, stud,2

@u,ing beha+ior of the *onsumer is a stud, of ho/ indi+iduals ma.e de*isions to

spend their a+ailable resour*es 4time- mone, L effort5 on *onsumption relateditems 4/hat the, bu,- /h, the, bu,- /here the, bu,- ho/ often the, bu, and use

a produ*t or ser+i*e52


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The heterogeneit, among people a*ross the /orld ma.es understanding

*onsumer bu,ing beha+ior an intri*ate and *hallenging tas.2 The *onsumers;

identit,- his beliefs- spe*ifi* needs- attitudes and the .ind of produ*t and brand

a+ailable in that produ*t *ategor, influen*e his bu,ing beha+ior2

The mar.eting efforts of a firm ha+e a profound impa*t on the bu,ing de*isions

of *ustomers2 Therefore the attempt of m, sur+e, /ill be to obtain an in7 depth

.no/ledge of the *ustomers bu,ing beha+ior2

The effe*t of e>ternal +ariables on pur*hasing pattern of *ustomer /ill also be

*onsidered here the e>ternal +ariables refer to all those fa*tors /hi*h /ill be

affe*ting the *onsumer pur*hasing de*isions- these *an be pri*e of the goods and

on its attitude to respond to fun*tional needs2 The *riti*al +ariable under this

approa*h is the a+ailabilit, of adequate information about pur*hase alternati+es4pri*e- produ*t fun*tionalities5 to support the de*isional pro*ess2

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Ob:!3 i/! # S u",

P'im&', #b:!3 i/!

The main ob0e*ti+e of filed sur+e, during the pro0e*t /as to find out themar.et share of the "I and also *al*ulate the displa, share2

Find out the positional dealer /ho *an sale the "I produ*t in large

+olume2

The main ob0e*ti+e of resear*h /as to identif, potential dealer and

de+elopment these dealer2 So "I *an ma.e them their dire*t dealer2

This /ill ease the dependen*e on the some big dealer li.e Maharashtra and

Maha+eer ele*troni*s2

Find out the problem fa*ed b, the dealer in sales and the distribution2

S!3# "&', #b:!3 i/!

The Ob0e*ti+e /as to find out that ho/ far the e>hibitions are helpful in

branding-

:hile pur*hasing the *onsumer durables /hi*h parameter is most

important for the *onsumer

Do the *onsumers prefer the finan*ial fa*ilit, for bu,ing *onsumer

durable

Ho/ frequentl, *onsumers *hange the *onsumer durable

To enhan*es the .no/ledge of *onsumer durable mar.et2

To enhan*es the .no/ledge about the mar.eting and branding

''


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RESEARCH METHODOLOGY

P'#%#+!" M! #"#;#*,$

& R!+!&'3 D!+i* 8 E>plorator, resear*h stud,

A resear*h design is the arrangement of *onditions for *olle*tion and anal,sis of

data in a manner that aims to *ombine rele+an*e to the resear*h purpose /ith

e*onom, in pro*edure2 The method of resear*h utili?e in e>plorator, resear*h are

sur+e, methods of all .inds- in*luding *omparati+e and *o relational methods2

M, resear*h is *omparati+e in nature so ! am using e>plorator, resear*h stud,

b M! #" # D& & 3#;;!3 i# $

!n order to stud, the *onsumer per*eption regarding the uses of "I )rodu*ts

/ith respe*t to other *ompanies 87 Samsung- Kideo*on- Haier in C1- both

primar, and se*ondar, data has been *olle*ted2

The stud, proposed to *olle*t )rimar, data through questionnaire using

sur+e, method2 So as to gi+e a pre*ise- a**urate- realisti* and rele+ant

data2

The +!3# "&', "& & as it has al/a,s been important for the *ompletionof an, report pro+ides a reliable- suitable- equate and spe*ifi*

.no/ledge2 The data is *olle*ted from +arious maga?ines- fa*t sheets

ne/spapers and /ebsites published b, the *ompan,2

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3 S&m%;i * T!3 i u!$ The stud, proposed to use *on+enien*e sampling2 This

sampling method in+ol+es purposi+e or deliberate sele*tion of parti*ular unit of

the uni+erse for *onstituting a sample /hi*h represents the uni+erse2 !n this

resear*h ! /ill se*ure data from *onsumer durable bu,ers /hi*h are

homogeneous in nature2

" S&m%;! A'!&$ I order to stud, the *onsumer per*eption as /ell as dealer

per*eption of "I produ*ts /ith respe*t to its *ompetitor- the data for the stud,

has been *olle*ted through a sur+e, of people residing in C12

! S&m%;! Si !$

Consumer sample si?e8 '&&

Dealer sample si?e8 %&

S & i+ i3&; T!3 i u!$The data is anal,?ed uses per*entage- 1an.ing and

anal,sis of +arian*e 4A OKA5 method and finall, sho/n /ith the help of @CI

metri*s2 The respondent in Consumer questionnaire /as as.ed to indi*ate their

preferen*es on a fi+e point 7 5i !' S3&;! The, /ere as.ed to *hoose among the

option E>*ellent- Ker, Iood- Iood- )oor and Ker, )oor regarding +arious

statement2 The data /as pro*essed and anal,?ed using means- standard de+iation

and f7+alue to present the result of the stud,2

*2P'#%#+!" u!+ i# &i'!$

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*uestionnaire for )onsumer ! !t *onsists of data pertaining to the a*ti+ities-

interests and opinions relating to pur*hase beha+ior- so*iali?ation- brand opinion

and the li.e2 A fi+e7point s*ale ranging from ' $ strongl, disagrees to strongl,agree is used2

)arameters measuring the *onsumer per*eption are

)ri*e

)a*.aging

)rodu*t Features@rand name

ualit,

Design

Durabilit,

After sales ser+i*e

*uestionnaire for $ealer+ The questionnaire for dealer has been used to find out

follo/ing fa*ts

Ho/ man, brands produ*ts a dealer is selling2

Ho/ man, models of ea*h brand the, are displa,ing2

Highest selling brand of ea*h *ompan,"e+el of preferen*e of "I /ith respe*t to other brands2

!s *ustomer is read, to pa, premium pri*e or not2

The parameters on /hi*h *onsumer ma.es his pur*hase de*ision

'=


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Annual estimated sales

Dose *ustomer *ome /ith prior .no/ledge information about the produ*t

or not

:hat is the most a**eptable si?e of these produ*ts CTK- AC- 1efrigerator

and :ashing Ma*hine

:hat are the different *omplaints fa*ed b, the *onsumer

R!/i! # 5i !'& u'!

:hile 1esear*h on *onsumer durable is e>tensi+e in de+eloped *ountries- "ittle

has been done in this area in de+eloping e*onomies2 Consumer durable se*tor in

!ndia is not mature enough and it;s ha+ing huge opportunities so *ompanies are

*on*entrating on ad+ertising and promotion2

1esear*h /hi*h has been *ondu*ted b, @usiness /orld at national le+el in ,ear

4%&& 5 in ma0or Cities i2e2 @omba,- @angalore- Cal*utta- Chennai and Delhi2The aim of the sur+e, /as to find out the mar.et leader in CTK- :ashing

Ma*hine- 1efrigerator and AC Segment2 The sur+e, /as *ondu*ted through

stru*tured questionnaire follo/ed b, personal inter+ie/2 The 1esear*h brings out

one point +er, sharpl,8 there is no single brand that has managed to delight

*ustomers in all the *ategories2 A brand ma, e>*el in- sa,- refrigerators- but turn

in a sub7par performan*e in another *ategor, li.e air7*onditioners2

The se*ond important finding is that the differen*e bet/een the best and the also7

rans has narro/ed e+en more2 The differen*e bet/een the topper and the number

four or fi+e in an, *ategor, is mostl, in single digit per*entage points2

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Finall,- the sur+e, also brings out ho/ *ompanies ha+e e>*elled in one area of

produ*t or ser+i*e deli+er,- onl, to falter in another2 There are brands /hi*h

s*ore e>tremel, high on produ*t qualit, 7 but fall /a, behind in *omplaint

management2 And +i*e +ersa2 Che*. out the *ategor, tables 4page = to 5 toget a handle on ho/ ea*h brand fares on ea*h parameter2

And no/ for some of the other findings2 Almost t/o7thirds of the *ustomers rate

the durable brands the, o/n as e>*ellent or +er, good2 This phenomenon is

*ommon a*ross all *ategories2 @, and large- *ustomers in Mumbai and Chennai

gi+e high ratings to the brands the, o/n2 Ho/e+er- *ustomers from @angalore

are signifi*antl, more *ir*umspe*t2

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SCOPE OF THE STUDY

As far as the topi* Comparati+e Mar.eting Stud, of "I Ele*troni*s +is7N7+is its

*ompetitor is *on*erned- The pro0e*t stud, follo/ Consumer as /ell as Dealer

per*eption 4attitude5 To/ard "I produ*ts 4CTK- 1efrigerator- AC- :ashing

Ma*hine5 /ith respe*t to other *ompetitor produ*ts2

I this stud, the resear*h /or. is to find out the Strengths- :ea.ness-

Opportunities and Threats 4S:OT5 Anal,sis of "IE!" and this /ill help "I to

impro+e its /ea. areas2 These are mention blo/7

$isplay S"are .racking+ Displa, share tra*.ing helps us to find out theseinformation

'2' !t helps to re+eal potential demand of ea*h produ*t2

'2% :ith the help of displa, tra*.ing /e *an find out the highest selling produ*t and lo/est selling produ*t in the mar.et2

'2( !t helps in ta*.ing de*ision during the line e>pansion and line

pruning2

/ )onsumer perception 8 This is done /ith the aim of *apturing the true

/ords and emotions of *onsumer- and in turn using this information to

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impro+e or de+eloped produ*ts or to determine people attitude to/ard the

produ*ts2

%2' !t helps *ompan, to get feedba*. from *onsumer2

%2% !t pre+ents the under+aluation of *ompetitor and /e *an find thestrength and :ea.ness of our produ*ts

%2( This helps us to sta, ahead in *ompetition2 %2= !t en*ourages +alue *reating in+estment2

%2 !t helps in ma>imi?ing the *onsisten*, of +alue *reation2

%2B2 Measuring performan*e

%2 !t helps us for mar.et share anal,sis2

So as to *on*lude ! *an sa, this stud, is more suitable for "I to *ompete and

sur+i+e in global mar.et2

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INDUSTRY PROFILE

1 .ISTOR9

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1958 GoldStar (today's LG Electronics) established1959 Korea's first radio produced

1962 Radio exported to the US and Hong Kong asKorea's first

1965 Korea's first refrigerator produced1966 Korea's first blac ! "hite #$ produced1968 Korea's first air conditioner produced1969 Korea's first "ashing %achine produced

1974 GoldStar &o%%unications "ent public1977 &olor #$ produced1978 Exports surpassed US %illion as Korea's

first in the electronics industry

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1980 *irst EU sales subsidiary in Ger%any(LGE+G) established

1982 &olor #$ plant in Hunts,ille in the US

established1984 Sales surpassed one trillion "on1986 European-standard $&R plant in Ger%any

established1989 Sales subsidiary and a .oint production

subsidiary in #hailand established

1990 /reland-based design technology centerestablished1993 +ith the establish%ent of Hui0hou subsidiary

in &hina(LGEH1)2 %ar eting in &hina toofull s"ing

1995 &o%pany na%e changed to LG Electronicsand the US-based 1enith ac3uired

1997 4 -inch 565 #$ and the "orld's first /& setfor 6#$s de,eloped7 /ndia productionsubsidiary (LGE/L) established

1998 +orld's first 8 -inch 565 #$ de,eloped1999 LG95hilips L&62 a .oint ,enture "ith 5hilips2

established

%'


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A O/!'/i! # ! C# +um!' Du'&b;! S!3 #'

@a*.ground8 )rior to liberalisation- the Consumer Durables se*tor in !ndia /as

restri*ted to a handful of domesti* pla,ers li.e Iodre0- All/,n- 6el+inator and

Koltas2 Together- the, *ontrolled nearl, & of the mar.et2 The, /ere first

super*eded b, pla,ers li.e @)" and Kideo*on in the earl, ' &s- /ho in+ested

in brand7building and in enhan*ing distribution and ser+i*e *hannels2 Then- /ith

liberalisation *ame a spate of foreign pla,ers from "I Ele*troni*s to Son, to

Ai/a2 The graph of top three *onsumer durable giant is sho/n blo/-

%(


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@oth rising li+ing standards- espe*iall, in urban !ndia- and eas, a**ess to

*onsumer finan*e ha+e fuelled the demand for *onsumer durables in the *ountr,2

Also- the entr, of a large number of foreign pla,ers means the *onsumer is no

longer star+ed for *hoi*e2 @ut this has also resulted in an o+er7suppl, situation inre*ent times as gro/th le+els ha+e tapered off2

Ma0or )la,ers $ The ma0or pla,ers in the *onsumer durables industr,- operating in

different se*tors su*h as air *onditioners- /ashing ma*hines- refrigerators L

tele+ision in*lude8

@lue Star "td2- :hirlpool of !ndia "td2- )hilips 4!ndia5 "td2- @)" "td2- Son,

Corporation "td2- Samsung !ndia "td2- "I Ele*troni*s !ndia "td2- Kideo*on

!nternational "td2 L Thomson "td2

Demand Suppl, $ The *olour tele+ision 4CTK5 segment of the *onsumer durables

industr, has been hit b, stagnant demand in re*ent times2 CTK manufa*turers

li.e @)" and Kideo*on ha+e affe*ted pri*e *uts /hile others ha+e lo/ered

produ*tion le+els in the fa*e of rising in+entories2 The, ha+e also initiated dri+es

to *lear old sto*.s2

The results are mi>ed2 For instan*e- demand for '=7in*h CTKs /as hit b, the

redu*tion in the pri*es of %&7in*h CTKs2 Demand for larger sets 4% L % in*h5

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has also slo/ed be*ause of the pri*e fa*tor2 So *ompanies li.e "I and Samsung

are no/ e>pe*ted to redu*e pri*es in the premium *ategories2

As for the other segments- air *onditioner demand /as up in re*ent months2 !n

the *ase of refrigerators- a *hun. of the sales are still in the dire*t *ool segment

as against the frost7free one- @ut repla*ement bu,ers tend to go for

te*hnologi*all, impro+ed models2 Hen*e- sales of frost7free refrigerators ha+e

gro/n steadil, o+er a period of time2

The /ashing ma*hine mar.et *onsists of t/o broad segments 7 semi7automati*

and full, automati*2 The first a**ounts for a *hun. of the mar.et2 !n terms ofloading t,pe- top loading ma*hines sell in greater numbers than front7loading

ones2

CO S#ME1 D#1A@"ES MA16ET )!E ! FY&B

The "I Iroup /as a merger of t/o 6orean *ompanies- "u*., and Iold Star-from /hi*h the abbre+iation of "# /as deri+ed2 The *urrent P"ifeQs goodP slogan

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b5 "CD TKs-*5 Mi*ro Displa, )anel TKs-d5 Monitors-e5 )D) Modules-

f5 O"ED )anels-g5 #S@ Memor,-h5 Flat )anel Computer MonitorsDigital media

a5 Home Theater S,stems- b5 DKD 1e*orders-*5 Super Multi DKD 1e/riters-d5 CD 1:-e5 oteboo. )Cs-f5 Des.top )Cs-g5 )DAs-h5 )DA )hones-i5 M)( )la,ers-

05 e/ 6arao.e S,stems-.5 Car !nfotainment

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COMPANY PROFILE

5G E;!3 '# i3+$ C#m%& , P'# i;!

Corporate Io+ernan*eFollo/ing the laun*h of the holding *ompan,- "I Ele*troni*s operates under anad+an*ed *orporate go+ernan*e stru*ture that *omprises a professionaladministrator and a @oard of Dire*tors2 This stru*ture helps us deplo, moretransparent- +alue *reating management a*ti+ities that help in*rease *orporateand shareholder +alue2

Management S,stem

:hen "I Ele*troni*s remo+ed the Cir*ulating !n+estment Stru*ture; of its

affiliated *ompanies through the laun*h of a holding *ompan, s,stem- thisenabled the holding *ompan, to ta.e full *harge of in+estments2 Consequentl,-"I Ele*troni*s has been able to fo*us on its o/n businesses /hile in*reasing theo+erall +alue of the Compan,2 This *orporate go+ernan*e stru*ture has laid theground/or. for in*reasing managerial transparen*,2 Through a responsiblemanagement s,stem *omprising the CEO of "I Ele*troni*s and a @oard ofDire*tors- /e are ta.ing huge steps in strengthening our *ompetiti+eness at

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domesti* and international le+el in order to ma>imi?e *orporate and shareholder+alue2

@oard of Dire*tors

"I Ele*troni*sQ @oard of Dire*tors maintains independen*e from its managementand ma0or shareholders2 Currentl, the @oard has a total of se+en dire*tors- fourof /hom are outside dire*tors2 To ensure that e>ternal dire*tors are appointedfairl, and independentl,- the PE>ternal Dire*tor 1e*ommendation Committee-P*omprising one in7house dire*tor and one e>ternal dire*tor- nominates e>ternaldire*tors follo/ing *lose e>amination of their qualifi*ations2 These outsidedire*tors are then +oted on at the ne>t shareholdersQ meeting2

Outside dire*tors are al/a,s /ell qualified indi+iduals /ith professional.no/ledge and e>perien*e in .e, areas2 Their main role is to *arr, out *he*. and

balan*e fun*tions- as /ell as monitor the Compan,Qs o+erall managementa*ti+ities2 The, also a*t as ob0e*ti+e ad+isors to the Compan,2 The @oardmeetings ta.e pla*e e+er, month- and e+er, member is required to parti*ipate inthe meeting2 The board members re+ie/ the meeting agenda pro+ided b, theCompan, management prior to the board meeting- e+aluate and super+ise theCompan, managementQs performan*e and business transa*tions /ith affiliated*ompanies- and other important management issues2 Sin*e %&& - "I Ele*troni*shas gi+en the board members an opportunit, to a*ti+el, parti*ipate in theCompan,Qs management a*ti+ities b, offering an QOn7The7Spot Management

)rogramQ that allo/s the members to dire*tl, +isit Compan, business +enues based both lo*all, and abroad2 The Compan, also en*ourages parti*ipation inoutside dire*tor training programs that are hosted b, the 6orean Dire*torsAsso*iation2

!nternal

9# * N&m

Ki*e Chairman and CEO- "I Ele*troni*s

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Read ;ore

D&/i" Ju *

CFO of "I Ele*troni*s 4E>e*uti+e Ki*e )resident5Dire*tor

Read ;ore

9u-Si* K& *

CEO of "I Corp24Ki*e Chairman5Dire*tor

E>ternal

Su -J!& K& *

Chairman of CEO Consulting IroupOutside Dire*tor

I Ki J##

)rofessor of Yonsei #ni+ersit,Outside Dire*tor

(&
http://www.lge.com/about/corporate/executives_YongNam.jsphttp://www.lge.com/about/corporate/executives_david.jsphttp://www.lge.com/about/corporate/executives_david.jsphttp://www.lge.com/about/corporate/executives_YongNam.jsp


31/80

Su C &! 5!!

Consultant of Taep,oung,ang "a/firm 4@ae- 6im L "ee5Outside Dire*tor

Su *-8# .# *

)resident of Jeollanamdo!nno+ation Agen*, for Strategi* !ndustr,Outside Dire*tor

Audit Committee

To ensure *omplete independen*e from the *ompan,;s management and ma0orshareholders- the Audit Committee is *omposed of three outside dire*tors2 TheCommitteeQs role is to e>amine +arious finan*ial reports and enhan*e managerialtransparen*, and fairness as super+isors2 !n addition- the *ommittee membersappro+e the appointment of outside auditors after *areful re+ie/ of the*andidatesQ professionalism- independen*e- reputation- *apabilit y2 ability to auditinternational businesses2 as "ell as possibilities of conflict of interestassociated "ith the &o%pany9

In Ki Joo

)rofessor of Yonsei #ni+ersit,Outside Dire*tor

('


32/80

Suk Chae Lee

Consultant of Taep,oung,ang "a/ firm 4@ae- 6im L "ee5Outside Dire*tor

Suk Jean Kan!

Chairman of CEO Consulting IroupOutside Dire*tor

E"e#u$i%ea e a loo at LG's corporate business and organi0ation9

Co'(o'a$e Vi&ionLG ai%s to beco%e a global leader2 pro,iding happiness forcusto%ers "orld"ide9

!t started as a big dream in small to/n of the north !ndian state of #tter )radesh

77777a to/nship b, the name of Ireater oida2

@a*. in ' - it /as 0ust a pie*e of /ilderness2 obod,- least of all the o/ner of

a fortune && *ompan, /ould ha+e dared to *hoose it as a *an+as to s*ript atransnational *orporation;s su**ess stor, in !ndia- but- then- "I- if ,ou go into

the histor, of the seoul7based *ompan, that has footprints in nearl, all parts of

the glo+e- is a different .ind of an entit, altogether2

(%
http://www.lge.com/about/corporate/vision.jsphttp://www.lge.com/about/corporate/executives.jsp


33/80

"I!" has *ompetition ,et it has managed to be*ome one of the most admired

*ompanies in !ndia though inno+ation2 4The e*onomi* times '% 0an %&&'5

5GEI5-T.E NE T INDUSTRIA5 GIANT $ "I!" is ,oungestand fastest gro/ing *onsumer durable brand2 "I at the no2 one slot is targeted to

end the ,ear /ith a turno+er of us '2 billion2 After China- "I plans to ma.e

!ndia its se*ond largest manufa*turing hub2 Toda,- "I!" is an #S '= B million

behemouth- /ith a spra/ling produ*t range- and mar.et leadership in all produ*t

*ategories2 The !ndian operation of "I Ele*troni*s in fa*t ran. among the best

three in "I Ele*troni*s /orld7/ide2

To be sure- life /as not al/a,s this good for "IE!"2 The mud trail that led us to

plot no2 '-#,d,og Kihar- Sura0pur 6asna 1oad in Ireater oida /as stre/n

/ith massi+e potholes and road blo*.s

@efore ' - "I had made t/o *on*erted attempts at penetrating the !ndian

mar.et2 #nfortunatel,- both met /ith miserable failure2 The first /as in the form

of a 0oint

Kenture /ith @esta+ision and se*ond a JK /ith a @irla Iroup *ompan,2 For

se+eral una**ountable reasons- both the attempts *ame to a naught and tal.s

petered off as qui*.l, as the, had started2

The, *ame a +ital poli*, shift2 The Io+ernment of !ndia liberali?ed its e*onomi*

poli*, and allo/ed transnational *orporations to set up shop in !ndia2 One of the

first to respond to this in+itation /as "I76orea- a *orporation that strait too. the

di+e and this time made the strategi* de*ision of setting up a '&& per *ent

((


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'2 !ndian emplo,ees /ould be appointed as the .e, de*ision ma.ers at "IE!"2

The role of the Foreign Ser+i*e Emplo,ees 4FESs5 /ould at best remain limited

to that of fa*ilitators- /hi*h implied that the, /ould *o7ordinate /ith "I .orea

and pro+ide e>pertise- /here needed2

%2 The head of Human 1esour*es di+ision and the head of Sales L Mar.eting

di+ision /ould al/a,s be !ndians2

(2 The Head of Manufa*turing and the Head of Finan*e and A**ounts /ould be

FSEs but e+en the, /ould be assisted b, !ndian managers8 /ho /ould pro+ide

.e, support to these fun*tions2

These de*ision be*ame the *ornerstone of "I;s operational strength in !ndia the

e+ident of /hi*h *an be found in the follo/ing statisti*s 8

From a turno+er of #S (' million in ' - it /ent to #S ( million in

%&&% and further to #S '= B million in the last finan*ial ,ear %&&

Our head*ount- mean/hile has gro/n from =&% in ' to % && in %&&!n 0ust o+er fi+e7si> ,ears- /e ha+e shot to OV' in the rerfrigrators 4% -=

per *ent mar.et share5< and oV' in /ashing ma*hine 4(& mar.et share5

oV' in mi*ro/a+e o+en4(B2 mar.et share 5 produ*ts *ategor, and

oV' in the air *onditioner 4(= mar.et share 5

5GEI5 PO5ICIES $SETTING PRECISE TARGETS 8 Ho/ a 6orean *ompan,managed to outsmart its foreign and !ndian ri+als is a stor, about *ulture

*hange2 "i.e the other 6orean *ompanies that ha+e been su**essful in

(


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!ndia7 Samsung and H,undai- !ndia;s no 7% *ar produ*er2 "I had good

produ*ts and smart mar.eting2 @ut "I /ent further

b, *hallenging !ndian /or. habitsWWnegati+e management traits- su*h as

du*.ing *hallenges and tolerating e>*uses- !ndian /or. habitsW22

negati+e management traits su*h as du*.ling *hallenges and tolerating

e>*uses- are o+er*ome /ith bonus s*hemes that *an add & to salaries

Emplo,ee are assessed against pre*ise targets2

BENC.MARKING AGAINST T.E BEST $ Around thistime- /e had also begun to reali?e that an, e>er*ise at setting up a 6)!

s,stem /as in*omplete /ithout ben*hmar.ing our parameters against the best in the industr,2 :e also dis*o+ered that most *ompanies hired

e>ternal4read foreign 5 *onsultant to handle this 0ob that not 0ust *harged

an e>orbitant fee- but also too. si>7se+en months; timeframe to

a**omplish , tas.- ne>t ,ear- use X % resour*es to a**omplish ,- or better

still %, tas.s2 Sounds impossible @ut /e .no/ the s,stem /or.s2

T.E PUS. AND T.E PU55 STRATEG9 $ fromthe /ord go- "I!" has had a +er, strong *ustomer and sales7dri+en

ideolog,2 Dub is as a strategi* balan*e of the push and pull fa*tors2 The

push *ame from the lo,al *ustomers2 To reinfor*e this +ision- /e made it

a *ustomar, pra*ti*e that an, "IE!" e>e*uti+e- +isiting an, *it, or bran*h

had to first do field +isit of the lo*al mar.et and e>perien*e the mar.et first

hand2 There /ere no t/o /a,s about it2 The feedba*. had to *ome

straight- honest and deli+ered dire*t to ea*h one of us2 This requires that

e+er, "I brands ambassador had to meet a fe/ lo*al dealers distributors

and sell one or t/o produ*ts o+er a dire*t interfa*e /ith the *ustomers2

"ater at the *orporate managers meeting- the, had to ma.e a presentation

(B


37/80

and be qui??ed on /hat +alues *ustomers loo.ed for in "IE!" produ*ts

*ould be sent ba*. to the 1LD2

PO5IC9 ON PRICE CUT 8 "I has also sha.en things up on themar.eting side2 !t has dri+en pri*es do/n b, ' to %& 2 O+er the past

t/o ,ears "I has steadil, in*reased distribution outlets and the breadth of

produ*ts ranges

PRODUCT DI ERSIT9 $ "IE!" had a strong portfolio of produ*ts-+i? CTK- air *onditioners- /ashing ma*hines- refrigerators and mi*ro/a+e

o+ens- to name 0ust a fe/ - from the +er, beginning- /e /ere among the fe/ -front7 running *onsumer durable *ompanies in !ndia to *ommand su*h a +ast

arra, of produ*ts2 The benefits is that e+en if one or t/o are not performing +er,

/ell in the mar.et there are others to tide us through2 !n fa*t- there is al/a,s one

produ*t that remains on at an, point of time in the ,ear- so there /as ne+er a

rain, season2

RURA5 MARKETING $ @, the ,ear %&&&7%&&'- "IE!" had astrong presen*e through the length and breadth of the *ountr,2 :e /ere dong

e/ll in almost all metropolitan *ities- espe*iall, in the northern and eastern belts

of the *ountr, although /e still had some *at*hing up to do in the south and /est

This /as a*hie+ed in %&&%7%&&(- /hen "IE!" emerged as the undisputed

mar.et leader2 Yet- it /as hardl, the reason to sit on our laurels2 The problem of

further gro/th had to be addressed and there /as this pressing need to e>plore

and find ne/ mar.ets2 !n the metros- although /e /ere doing prett, /ell the *ost

of selling /as too steep to enable us to *ut good profits as our *ompetitors /ere

also fo*used on de+eloping 0ust these mar.ets2

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DUA5 MARKETING$ As /ould be *lear from the pre*eding dis*ussion- so far-

/e had onl, in*urred *ost and made little profit in e>e*uting all these e>pansion

plans so no/ /as the time to reap the fruits of our earlier labour and the onl,

a**eptable /a, of doing that /as /ithout *ompromising on the qualit, fa*tor2That left 0ust one option nip *orner at the *ost end2

Sin*e this /as also the onl, route that /ould not ha+e diluted the per*eption of

the premium of the premium brand- the *orporation started ma.ing serious

efforts

STRONG EMP5O9EE FOUNDATION 8 the enormous speed at/hi*h "IE!" gre/ in those da,s /ould possible /ithout logi*al and rational

s,stem2 The management .ne/ the, had to do something remar.able different

from *ompetition2 So /e set about re*ruiting people- /ho among other things-

/ere per*ei+ed to be high on8

)h,si*al energ,

Emotional energ,

e>t- the, /ere pro+ided /ith8

'2 a big +ision

%2 Melt7ins so that all de*isions *ould be made b, *onsensus and nothing got

unilaterall, imposed on an, one

(2 ea*h /as gi+en absolute freedom /ithin *ertain pre7defined parametersand held a**ountable for results2

Mean/hile- the tools that the emplo,ees /ere en*ouraged to use mainl,

*omprised ofpertise in+ested in so*ial

de+elopment pro0e*ts pa, ri*h di+idends to the *ompan, and the *ommunities in

/hi*h it operates2 Therefore at "I the message is *lear8 *reating profits *an andshould go hand7in7hand /ith generating good/ill2

=%


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A sle/ of numerous initiati+es ha+e been underta.en b, "I e+er sin*e its

in*eption in !ndia2 The *ompan, has been a*ti+el, in+ol+ed in pro+iding so*ial

benefits to the disad+antaged se*tions of the so*iet,2 :e also ha+e a fo*used

plan for pro+iding health ser+i*es to the under pri+ileged *hildren- underta.e

animal health *are and enhan*e professional s.ills of the unemplo,ed ,outh2

"I !ndia has /or.ed 0ointl, /ith )ra,as- a Delhi7based IO b, underta.ing

*ampaigns a*ti+ities for the /elfare and upliftment of #nderpri+ileged Street

and slum *hildren and pro+iding those ser+i*es in the field of edu*ation- health

*are- shelter- +o*ational training and other rehabilitation programmes2 The

*ompan, also tied up /ith HE")AIE !ndia- the *ountr,Qs largest +oluntar,

organi?ation /or.ing for the *ause and *are of disad+antaged older people2

"IE!" also ta.es *are of %= +illages around Ireater oida out of /hi*h si> ha+e

been adopted formall,2 The *ompan, has on its pa, roll three do*tors /ho +isit

=(


44/80

these +illages dail, and offer Free Medi*al Care- /hi*h *omprises of free *he*.

ups and a free distribution of medi*ines2

"IQs *ommitment to *ontribute substantiall, to the *ommunit, led to the

formation of the QTin.ha-Q a *ommunit, de+elopment *lub *onsisting of '&

people2 !t re*entl, organi?ed @lood Donation Camp /here ' % emplo,ees

donated blood in one da,2

DATA ANALYSIS

! TE1)1ETAT!O OF DATA

An attempt has been made to *ompare the four *onsumer durable brands namel,

"I- Samsung- Kideo*on and Haier- ! had pi*.ed up four different produ*t

*ategories 7 frost7free refrigerators- Colour tele+isions of %'P or bigger si?e- air7

*onditioners- and /ashing ma*hines- b, understanding the per*eption of '&&

Consumers and B& Dealers- So as to *on*lude /hi*h *onsumer durable brand is

more suitable to *ompete and sur+i+e in the global mar.et2

==


45/80

The sur+e, hasnQt merel, measured the *ustomer satisfa*tion for different brands

but has a*tuall, ran.ed brands on the basis of *ustomer delight2 The differen*e is

simple2 Almost e+er, big brand in the mar.et toda, meets a *ertain threshold

le+el of produ*t and ser+i*e performan*e2 @ut *ertain brands e>*eed *ustomere>pe*tations2 These are the brands /hi*h delight the *ustomer- not merel, satisf,

him

DEA5ERS SUR E9 A

FINDINGS

!n order to understand dealers; per*eption about *onsumer beha+ior

to/ards pur*hase of refrigerators- *t+- /ashing ma*hine and a* a

sur+e, /as on dealers2 The sur+e, /as *ondu*ted on small s*ale2 Due

to time *onstraint- sur+e, /as *ondu*ted on ' dealers of ea*h

produ*ts2rs2

The data *olle*tion instrument /as a questionnaire /hi*h *onsisted of

B questions on ea*h produ*t and /hi*h measured different attributes2

=


46/80


47/80


48/80


49/80

!', .i* -4 .i* 5# 2 !', 5# 1 Ni; 0

ATTRIBUTES RESPONSE PREFERANCE5E E5

"I 1


50/80


51/80

A))r'+.) N$ $% D& &r#Dff Season 16Su%%er Season 84

:ny Dther 00

S& #$! '! 23'-3 C.#)$/&r M$#)1, 4.r-3 #& R&%r'(&r )$r

(8I

E4I

)I

Dff Season Su%%er Season :ny Dther

As abo+e pie7*hart tells us about in /hi*h season *ustomer mostl, pur*hase

refrigerator i2e2 in /hi*h season most of the sales happen2 As /e *an be seen

from the pie *hart that = of dealers sa, that *ustomers pur*hase refrigerators

in summer /hile 'B of dealers sa, that *ustomers pur*hase refrigerators in off

season2

B= A i3 /i+i 3u+ #m!' *! !'&;;, i &;i ! i+ !' "!3i+i# #' bu,i *

& '! 'i*!'& #'H

R!+%# +!$

A))r'+.) N$ $% DEALERS :t *ist $isit 60

'


52/80

:t Second $isit 33 33 :t #hird $isit 06 67 :ny Dther 00

5'#') I! 23'-3 C.#)$/&r F'! 1'6& )3&'r D&-'#'$!

8)I

HHI

=I )I

:t *irst $isit :t Second $isit :t #hird $isit :ny Dther

This *hart tells us about the *ustomers; /illingness to/ards pur*hase of

refrigerators2 As *an be seen from the pie *hart that B& of the dealers said that

*ustomers finali?e that their de*ision to/ards pur*hase of refrigerators in first

+isit to sho/room and (( of dealers said *ustomer does se*ond +isit /hile

of dealers said *ustomers need third +isit to finali?e their de*ision2

c 1nalysis of Survey2)olor .elevision431 .# ;# * &'! D!&;!' i ! '! &i;i * # CT H ( 5lease .ick )

R!+%# +!$

%


53/80

ATTRIBUTES NO OFRESPONDENTS

AGE OFRESPONDENTS

' Year 2 10' % Year 4 20

% ( Year = 0

(Years orAbo+e

> 40

CD9 of RES5DC6EC#S

perien*e of dealers i2e2 for ho/ long ha+e

the, been in retailing of CTK2 As *an be seen from the pie *hart that B& of the

dealers ha+e been in retailing of CTK for than ( ,ears and =& ha+e ane>perien*e more than % ,rs but less than (,rs same i2e2 the, ha+e been into this

business for more than % ,rs but less than (,rs2 Similar %& of respondents fall

in the *ategor, of more than ',rs but less than %,rs2 :hile '& of the total

respondents ha+e been in the retailing of CTK for less than ',rs2

(


54/80

This parti*ular aspe*t /as *onsidered in the resear*h be*ause after .no/ing

about the /or. e>perien*e of different dealers /e *an interpret the .ind of

per*eption about *ustomer beha+iors

C2 T# & !L ! + #;;# i * b'& "+ # CT &'! %'! !''!" b,3u+ #m!'+H4Mar. the appropriate preferen*e le+el b, ti*.ing against respe*ti+e brand5

R!+%# +!$

!', .i* -4 .i* 5# 2 !', 5# 1 Ni; 0

ATTRIBUTES RESPONSE PREFERENCE5E E5

"I 14 Kideo*on 12 1

Haier ? 2 =

RES5DCSE

LG Sa%sung $ideocon Haier

=


55/80

The abo+e gi+en graph gi+es us the information regarding the preferen*e le+el

gi+en to different brands b, *ustomers /ith preferen*e le+el of &; for the brand

that is not preferred- '; standing for the brand that is preferred b, less *ustomers

/hile =; and (; standing for that brands /hi*h are most li.el, b, *ustomers2 As/e *an see from the graph that Samsung is first preferen*e b, the *ustomers

follo/ed b, "I that is se*ond most preferred b, *ustomers2 :hile Haier is less

preferred b, *ustomers

C 8 & &'! ! %&'&m! !'+ # i3 3# +um!' m& !+ i+ %u'3 &+!

"!3i+i# H

P&'&m! !'+ R&

o )ri*e WW22o )a*.aging 2WW2o )rodu*t Features WW2o @rand ame WW2o )rodu*t ualit, WW2o )rodu*t Design 2 WW

r /&)&r# R ! $r"&r5rice 15ac aging 65roduct *eatures 4>rand Ca%e 35roduct Juality 25roduct 6esign 5

C< A i3 /i+i 3u+ #m!' *! !'&;;, i &;i ! i+ !' "!3i+i# #' bu,i *& CT H


56/80

R!+%# +!$

A))r'+.) N$ $% DEALERS :t *ist $isit 60 :t Second $isit 33 33 :t #hird $isit 06 67 :ny Dther 00

5'#') I! 23'-3 C.#)$/&r F'! 1'6& )3&'r D&-'#'$!

8)I

HHI

=I )I

:t *irst $isit :t Second $isit :t #hird $isit :ny Dther

This *hart tells us about the *ustomers; /illingness to/ards pur*hase of CTK2 As

*an be seen from the pie *hart that B& of the dealers said that *ustomers finali?e

that their de*ision to/ards pur*hase of CTK in first +isit to sho/room and ((

of dealers said *ustomer does se*ond +isit /hile of dealers said *ustomers

need third +isit to finali?e their de*ision2

C= D#!+ 3u+ #m!' 3#m! i %'i#' # ;!"*! i #'m& i# &b#u%&' i3u;&'+ b'& "+ # CT H

B


57/80

a5 Yes b5 o

R!+%# +!$

ATTRIBUTES (& $% DEALERS Y 54

N$ 46

4r'$r K!$91&"(&:I!%$r/ )'$!#

@4I

48I

Ges Co

As abo+e pie7*hart tells us about prior .no/ledge about CTK among the

*ustomers2 As /e *an be seen from the pie *hart that = of dealers sa, that

*ustomers *ome /ith some information or .no/ledge about CTK /hile =B of

dealers sa, that *ustomers doesn;t ha+e prior .no/ledge about CTK2

d 1nalysis of Survey21)4

" 1 .# ;# * &'! D!&;!' i ! '! &i;i * # ACH ( 5lease .ick )


58/80

R!+%# +!$

ATTRIBUTES

NO OFRESPONDENT

S

AGE OFRESPONDENT

S ' Year 2 10

' % Year 4 20% ( Year = 0(Years orAbo+e

> 40

CD9 of RES5DC6EC#S

perien*e of dealers i2e2 for ho/ long ha+ethe, been in retailing of AC2 As *an be seen from the pie *hart that B& of thedealers ha+e been in retailing of AC for than ( ,ears and =& ha+e an e>perien*emore than % ,rs but less than (,rs same i2e2 the, ha+e been into this business for

more than % ,rs but less than (,rs2 Similar %& of respondents fall in the*ategor, of more than ',rs but less than %,rs2 :hile '& of the total respondentsha+e been in the retailing of AC for less than ',rs2This parti*ular aspe*t /as *onsidered in the resear*h be*ause after .no/ingabout the /or. e>perien*e of different dealers /e *an interpret the .ind of

per*eption about *ustomer beha+iors


59/80

D2 T# & !L ! + #;;# i * b'& "+ # AC &'! %'! !''!" b, 3u+ #m!'+H4Mar. the appropriate preferen*e le+el b, ti*.ing against respe*ti+e brand5

R!+%# +!$

!', .i* -4 .i* 5# 2 !', 5# 1 Ni; 0

ATTRIBUTES RESPONSE PREFERENCE5E E5

"I 1 >traneous +ariables li.e

)romotional offer and ne/ laun*h of produ*t2

B2"a*. of suffi*ient information about the *ompan, be*ause /e *annot a**ess

*onfidential data of *ompan,2

2 "a*. of the instruments to find out the reasonable out*ome2

2 "a*. of proper e>perien*e2

2 Though the stud, /ill represents the position of "I in Chandigarh and

Mohali2 Due to small sample si?e- the finding ma, not be a true representati+e

and it *annot be generali?ed2 Ho/e+er it /ill pro+ide a good base for future

stud, and ma, ha+e /ider appli*ation in future2

%


73/80

APPEND CES:

u!+ i# &i'! #' CT

! am an M@A7!@ student of A!@S- presentl, pursuing m, Management 1esear*h)ro0e*t2

!nformation in the questionnaire /ill be8#sed for a*ademi* purposes onl,6ept stri*tl, *onfidential

1 8 i3 # ! #;;# i * b'& "+ # CT ,#u &'! "!&;i * i H ( 5lease.ick )

a5 "I b5 Samsung *5 Kideo*on *5 Haier d5An, Other 4)lease Spe*if,5 99999999

2 .# m& , m#"!;+ "# ,#u "i+%;&, #' !&3 b'& "H

'Samsung "I Haier Kideo*on

%'%"CD)"ASMA

i3 &'! ! # i* !+ +!;;i * m#"!;+ # !&3 3#m%& , i CT @!i'

%'i3!+HSamsung 7WWWWWWWWWWWWWWWWWWWWWW

"IWW 7WWWWWWWWWWWWWWWWWWWWWWHaierW 7WWWWWWWWWWWWWWWWWWWWWWKideo*on7WWWWWWWWWWWWWWWWWWWWWW

An, other7WWWWWWWWWWWWWWWWWWWWWW

(


74/80

4 T# & !L ! + #;;# i * b'& "+ # CT &'! %'! !''!" b,3u+ #m!'+H

u!+ i# &i'! #' AC

1 8 i3 # ! #;;# i * b'& "+ # AC ,#u &'! "!&;i * i H ( 5lease .ick ) b5 "I b5 Samsung *5 Kideo*on d5 Haier f5 An, Other 4)lease Spe*if,5 99999999

2 .# m& , m#"!;+ "# ,#u "i+%;&, #' !&3 b'& "H Capa*it, Samsung

: S "I : S

Haier : S

Kideo*on : S

&2 Ton' Ton'2 Ton'2B Ton% Ton

8 i3 &'! ! # i* !+ +!;;i * m#"!;+ # !&3 3#m%& , i AC @ !i'

%'i3!+HSamsung 7WWWWWWWWWWWWWWWWWWWWWW

"IWW 7WWWWWWWWWWWWWWWWWWWWWW

HaierW 7WWWWWWWWWWWWWWWWWWWWWWKideo*on7WWWWWWWWWWWWWWWWWWWWWW


4 T# & !L ! + #;;# i * b'& "+ # AC &'! %'! !''!" b, 3u+ #m!'+H4Mar. the appropriate preferen*e le+el b, ti*.ing against respe*ti+e brand5

B'& "+ !', .i* .i* 5# !', 5# Ni;"I

SamsungHiear Kideo*on@lueStar

=


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< 8 & i+ ! %'i3! b& " #' i3 ! 3u+ #m!' ;## + #' i;! m& i *%u'3 &+! "!3i+i# H S!*m! B'& " P'i3! &2 Ton WWWWWW WWWW

'2&Ton WWWWWW2 WWWW2 '2 Ton WWWWWW22 WWWW '2BTon WWWWWW22 22WWWW

%2&Ton WWWWWW22 WWWWu!+ i# &i'! #' 8&+ i * M&3 i !

1 8 i3 # ! #;;# i * b'& "+ # 8&+ i * M&3 i ! ,#u &'! "!&;i * i H( 5lease .ick )

*5 "I b5 Samsung *5 Kideo*on d5 Haier

f5 An, Other 4)lease Spe*if,5 99999999 2 .# m& , m#"!;+ "# ,#u "i+%;&, #' !&3 b'& "H Capa*it, Samsung

"I

Haier Kideo*on

Semiautomati*Top"oading

Front"oading

8 i3 &'! ! # i* !+ +!;;i * m#"!;+ # !&3 3#m%& , i 8&+ i *

M&3 i ! @ !i' %'i3!+ H

"I 7WWWWWWWWWWWWWWWWWWWWWW Samsung 7WWWWWWWWWWWWWWWWWWWWWW

HaierW 7WWWWWWWWWWWWWWWWWWWWWWKideo*on7WWWWWWWWWWWWWWWWWWWWWW


4 T# & !L ! + #;;# i * b'& "+ # 8&+ i * M&3 i ! &'! %'! !''!" b,3u+ #m!'+H4Mar. the appropriate preferen*e le+el b, ti*.ing against respe*ti+e brand5


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B'& "+ !', .i* .i* 5# !', 5# Ni;"ISamsungHiear

Kideo*on@lueStar

< 8 & i+ ! %'i3! b& " #' i3 ! 3u+ #m!' ;## + #' i;! m& i *%u'3 &+! "!3i+i# H S!*m! B'& " P'i3!

Semi Automati* WWWWWW WWWWTop "oading WWWWWW22 WWWWFront "oading WWWWWW22 W

u!+ i# &i'! #' R! 'i*!'& #'+

1 8 i3 # ! #;;# i * b'& "+ # R! 'i*!'& #'+ ,#u &'! "!&;i * i H( 5lease .ick )

d5 "I b5 Samsung *5 Kideo*on d5 Haier

f5 An, Other 4)lease Spe*if,5 99999999 2 .# m& , m#"!;+ "# ,#u "i+%;&, #' !&3 b'& "H

a5 'B " e5 (B " d5 %'& " f5 ='& " e5 ('& " g5 B&& "

8 i3 &'! ! # i* !+ +!;;i * m#"!;+ # !&3 3#m%& , iR! 'i*!'& #'+ @ !i' %'i3!+H

"I 7WWWWWWWWWWWWWWWWWWWWWW Samsung 7WWWWWWWWWWWWWWWWWWWWWW

HaierW 7WWWWWWWWWWWWWWWWWWWWWW

Kideo*on7WWWWWWWWWWWWWWWWWWWWWW An, other7WWWWWWWWWWWWWWWWWWWWWW4 T# & !L ! + #;;# i * b'& "+ # R! 'i*!'& #'+ &'! %'! !''!" b,

3u+ #m!'+H4Mar. the appropriate preferen*e le+el b, ti*.ing against respe*ti+e brand5

B'& "+ !', .i* .i* 5# !', 5# Ni;

B


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"I

QUAL TY MODEL

T.E DATA REGARDING$

Ho/ the a**essories *an be a*quired

:hen the a**essories did *ome into distribution *hannelling

:ere the retailers informed on the distribution

:hat en*ouraged them to posses the a**essories

Are the, en0o,ing ba*. up from the *ompan, for promotional a*ti+ities

The time *onstraint /as also pre+alent as there /as not abundant time for

a detailed stud, to be *ondu*ted among the retailers and dealers2

The finan*ial limitations *ould also be felt as the funding regarding the

sur+e, /as not sub0e*ted /hi*h lead to a la*. in an in7depth stud, to be

underta.en2


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O'*& i & i# &; S 'u3 u'!

CEOE>patriate7 6orean

K)4Human 1esour*e5

K)4Sales L Mar.eting5

K)4Manufa*turing

E>patriate7 6orean 5

K)4Finan*e L A**ountsE>patriate76orean5

IMManufa*turing

IMManufa*turing


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BIBLIOGRAPHY:

BOOKS

6othari )hilip- Mar.eting Management- )renti*e Hall !ndia- th edition- e/

Delhi2

6othari C21- 1esear*h Methodolog,- :ish/a )ra.ashan-( rd edition- e/

Delhi2

C,nthia .erse,- Mar.eting Management- #nstoppable % D edition- e/ Delhi2

NE8SPAPERS

The Times of !ndia

@usiness Times

E*onomi* Times

8EBSITES ///2lgindia2*om ///2/i.ipedia2*om @usiness /orld @usiness toda,


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"I maga?ine E*onomi*s times e/s paper Times of !ndia

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Mktng Analysis of Lg Consumer Durables

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