국제마케팅 LG전자 휴대폰 부분(영문)

국제마케팅 LG전자 휴대폰 부분(영문)

[국제마케팅] LG전자 휴대폰 부분(영문).docx

목차 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 3.1 Suggestion 3.2 Expected effect and future situation 본문 1. 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 customers as how Apple s fans think iPhone nowadays However the market and trends have been dramatically changed. The market s main products that most customers want to purchase has been moved from Feature phone to Smart phone. Not like the past, the market share in the Smartphone market is crucial criteria determining company s performance. In terms of this respect, comparing to the past described above, LG on current mobile device market seems shabby. Their market share moves down rapidly so that Motorola once LG had looked down is even doing well than the LG does. Shockingly the Chinese mobile manufacturers have moved forward fast while LG has been in the same stage as they had been. HTC, once the outsider of the smart mobile device market is now competing with Samsung and Apple under the collaboration with Google Android and ZTE, Hwawei is chasing the legendary feature phone manufacturers like LG. Following tables show where LG is. <Chart 1> Global Market Share (Feature + Smartphone) 키워드 국제마케팅, LG전자, 휴대폰, 전자, 마케팅