天津LG发展战略咨询报告(PPT 116页)

THERE ARE TWO OPTIONS FOR LG
METHODOLOGY TO FORECAST LG's P&L EVOLUTION UNDER TWO OPTIONS
THE EXPANSION STRATEGY REQUIRES 3.5 MILLION UNITS SOLD TO BREAKEVEN IN 2005
LG SHOULD BE ABLE TO REACH AT LEAST 30% MARKET SHARE AND ABOUT TO TURN INTO PROFITABLE BY 2005
HOWEVER, THE NICHE PLAYER STRATEGY WOULD ONLY DETERIORATE LG’s FINANCIAL PERFORMANCE OVERTIME
UNDER OPTION TWO, IT IS HIGHLY LIKELY FOR GALANZ TO CAPTURE 70% MARKET SHARE IN CHINA AND BECOME A GLOBAL LEADER
TO DEVELOP LG MICROWAVE OVEN TO A LARGE SCALE PAYER IN CHINA, 6 STRATEGIC DECISIONS ARE REQUIRED
THE SEQUENCE OF ATTACK ACROSS REGIONS IS BASED ON MARKET ATTRACTIVENESS, COMPETITIVE INTENSITY, AND LG‘S CURRENT POSITION
THE SAME METHODOLOGY SHOULD ALSO BE APPLIED TO PRIORITIZE PRODUCT TYPES
PRICE, ALONG WITH PERFORMANCE, AFTER-SALES SERVICE AND BRAND, ARE THE KEY KBF’s FOR LG TO IMPROVE
LG LAGS BEHIND COMPETITORS IN PRICE-SENSITIVE SEGMENTS, INCLUDING RATIONAL TECHNOPHILE AND GENERIC BUYERS
LG IS LACKING LOW-PRICED MODELS IN EACH PRODUCT CATEGORY 
THE LACK OF BASIC MODELS SUGGESTS THAT LG IS ALMOST ABSENT IN ABOUT 30% OF THE WHOLE MARKET
INFERIOR SALES EFFECTIVENES IS MAINLY DUE TO LACK OF BASIC MODELS
THEREFORE, LG‘S SALES FORCE PRODUCTIVITY IS LOWER THAN GALANZ
LG SHOWS MUCH INFERIOR CHANNEL COVERAGE TO GALANZ
OUTSIDE YYSC, LG‘S CHANNEL COVERAGE MIGHT BE EVEN WORSE
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