某咨询_天津LG发展战略咨询报告.pptx

CONFIDENTIAL;THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN 5 WEEKS;TODAYs DISCUSSION ;;;;;;;;ALTHOUGH REGIONS OTHER THAN BEIJING ONLY ACCOUNT FOR SMALL SHARE CURRENTLY, TREMENDOUS GROWTH AND HEALTHIER MARGIN ARE EXPECTED THERE;SALES FROM SINGLE FUNCTION PRODUCTS HAS SHIFTED TOWARDS MECHANICAL GRILL PRODUCTS ;;;;WITH THE OVERALL PRICES DROP, MECHANICAL GRILL PRODUCTS ARE GOING TO GAIN MORE IMPORTANCE OVERTIME ;;MICROWAVE CONSUMER SURVEY DESIGN;FOUR DISTINCTIVE CUSTOMER SEGMENTS ARE DERIVED FROM THEIR RESPECTIVE KEY BUYING FACTORS;WHILE PRICE SENSITIVITY DIFFERS ACROSS SEGMENTS, RELIABLE PERORMACE, EASE OF USE, AND GOOD AFTER-SALES SERVICE ARE KEY FOR EACH SEGMENT;CUSTOMER DEMAND IS SKEWED TOWARDS LOW-END PRODUCTS EXCEPT FOR PREMIUM BUYERS;;GALANZ IS THE LEADING COMPETITOR ;GALANZ HAS ALWAYS BEEN THE MARKET LEADER, WITH ASTOUNDING GROWTH ;;MIDEA HAS GROWN RAPIDLY SINCE ESTABLISHMENT ;THE HIGH OVERCAPACITY WILL CONTINUE TO INCREASE PRICE PRESSURE ;;;;LG HAS BEEN EXPANDING RAPIDLY SINCE ESTABLISHMENT . . . ;;;. . . AND LG STILL NEEDS TO IMPROVE ITS PROFITABILITY ;LG HAS FOCUSED ON MULTIFUNCTION PRODUCTS;LGs PROFITABILITY IN PREMIUM PRODUCT IS MUCH HIGHER THAN THAT ON OTHER PRODUCTS ;;;LG MICROWAVE OVEN MANAGERS BELIEVE LG COULD ACHIEVE 200 MILLION SALES VOLUME BY REDUCING PRICE ONLY BY 20**;;;;LG SHOULD BE ABLE TO REACH AT LEAST 30% MARKET SHARE AND ABOUT TO TURN INTO PROFITABLE BY 20**;;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 ;;LG LAGS BEHIND COMPETITORS IN PRICE-SENSITIVE SEGMENTS, INCLUDING RATIONAL TECHNOPHILE AND GENERIC BUYERS;;THE LACK OF BASIC MODELS SUGGESTS THAT LG IS AL