LG Chemical had entered into China's market for ABS, a common plastic, through their subsidiary LG Yong Xing ("LGYX"). From its foundation in 1996, LGYX had targeted Chinese manufacturers who served the domestic market and made just one type of low grade ABS. By the end of 2006, LGYX was the largest company in the Chinese ABS market, boasting a 27% market share and sales of US$709 million annually. However, the market for ABS was changing. With exports by Chinese manufacturers growing, demand was shifting to higher grades of ABS. Moreover, LGYX was facing competitive pressure from both local producers as well as producers in the Middle East. Should LGYX stick to its current product mix? Management decided that it must critically review the subsidiary's strategy over the previous ten years in order not to be entrapped in rigid group thinking

【書誌情報】

ページ数：29ページ

サイズ：A4

商品番号：HBSP-HKU709

発行日：2008/1/22

登録日：2010/3/10