LG Electronics Inc.: Making Waves in the North American Market for Washing Machines
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The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player. The case presents extensive customer data and information on potential product features for a new washing machine and raises several questions: Which segment should LG serve? What features should the new machine contain? How should it be priced? How should it be marketed? The questions need to be addressed in light of LG's desire to be a premium brand. The case can be used with UG, MBA or executive audiences.
【書誌情報】
ページ数：33ページ
サイズ：A4
商品番号：HBSP-INS339
発行日：2007/1/7
登録日：2021/7/12
