LG Digital Display and Media Company

Plan :

ACKNOWLEDGEMENT I
INTRODUCTION II
TECHNICAL TERMS V

CHAPTER 1. ESTABLISHMENT AND DEVELOPMENT OF LG ELECTRONICS INC 1

1.1 Establishment and development of LG Electronics Inc. 1
1.1.1 The company profile 1
1.1.2 Financial highlights 1
1.1.3 The Inc. history 1
1.2 Business domain 3
1.2.1 LG Digital Appliance Company 3
1.2.2 LG Digital Display & Media Company 4
1.2.3 LG Telecommunication Equipment & Handset Company 6
1.3 Major R&D Areas 7
1.3.1 Device Material Area 7
1.3.2 Information-Technology Area 7
1.3.3 Mobile Multimedia Area 8
1.3.4 Production Technology Area 8
1.4 Competition 9
1.4.1 Samsung 9
1.4.2 Sony Corporation 10
1.5 LG general duties and targets 10
1.5.1 Global Top Leader of the 21st century’s digital age 10
1.5.2 Setting out effective R&D strategies 10
1.5.3 Strategic Alliances and Mergers 11

CHAPTER 2. LG ELECTRONICS’ WAY TO BECOME GLOBAL TOP 3 12
2.1 Great Company 12
2.1.1 Product strategy 12
2.1.1.1 Product Diversification 12
2.1.1.2 Product identity 14
2.1.1.3 Product priority 14
2.1.1.4 Product adaptation 16
2.1.2 Price strategy 17
2.1.2.1 Pricing method 17
2.1.2.2 Lower pricing strategy 18
2.1.3 Place strategy 18
2.1.3.1 Channel objectives 18
2.1.3.2 Distribution channels 19
2.1.4 Promotion strategy 20
2.1.4.1 LGE and its advertisement propaganda 20
2.1.4.2 LGE creates incentives for young people in different countries 20
2.1.4.3 LGE holds cultural festivals 21
2.1.4.4 Social commitments 21
2.1.4.5 Customer conferences 22
2.1.5 Major achievements in 2004 23
2.1.6 LGE growth plans 25
2.1.6.1 Investment 25
2.1.6.2 Product 25
2.1.6.3 Market 25
2.1.6.4 Trading partnership 26
2.2 Great People 26
2.2.1 Human resources 26
2.2.2 Corporate culture 29
2.2.2.1 LGE’s cheer: 29
2.2.2.2 LGE’s song 29
2.2.2.3 LGE’s basics of improvement 30
2.2.2.4 LGE’s minds 30
2.2.3 Code of ethics 31
2.2.3.1 Responsibilities and Obligations to Customers 31
2.2.3.2 Fair competition 32
2.2.3.3 Fair transactions: 32
2.2.3.4 Basic Ethics for Employees 33
2.2.3.5 Corporate Responsibilities to employees 34
2.2.4 Management philosophy 34
2.2.4.1 Right people 34
2.2.4.2 Growth strategy 36
2.2.4.3 Leadership 36
2.2.5 Management Orientation 38
2.2.5.1 Fair and Transparent management 38
2.2.5.2 Labor-Management horizontal relation 38
2.2.6 Management innovation philosophy 39
2.2.6.1 Innovation fields 40
2.2.6.2 Innovation methods 41

CHAPTER 3. LGEVN’S EXPERIENCES AND RECOMMENDATION FOR OTHERS VIETNAMESE ELECTRONICS COMPANIES 43
3.1 Introduction to LGEVN 43
3.1.1 LGEVN general information 43
3.1.2 LGEVN history 43
3.1.3 LGE Operation 44
3.1.3.1 LGEVN Production 44
3.1.3.2 LGEVN Products 45
3.1.3.3 LGEVN working environment 46
3.2 LGEVN’s SWOT analysis 46
3.2.1 Strength 46
3.2.2 Weakness 47
3.2.3 Opportunity 47
3.2.4 Threat 48
3.3 Recommendation for Vietnamese electronics companies 49
3.3.2 General remarks 49
3.3.2 Acceleration of marketing activities 49
3.3.3 Stimulation of investment and technological renovation 51
3.3.4 Consolidation the materials supply 51
3.3.5 Stepping up of the promotion activity 51
3.3.6 Training of the staff 52

CONCLUSION 54

REFERENCES 55