麦肯锡天津LG发展战略咨询报告(英文)

in 2003. Primary regions will be Central China, followed by South and Southwest China. Other regions should develop as income grows. Computer grill and mechanical grill should further increase their share as prices decline.
• Four customer segments are found from market research: Premium buyers, basic brand buyers,
rational technophile, and generic buyers. All segments, except premium buyers, are highly pricesensitive, thus skewing market demand towards low-end products. At the same time, reliable performance, ease of use, and good after-service are important across segments.
麦肯锡天津LG发展战略 咨询报告(英文)
2020年8月5日星期三
THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN
5 WEEKS
•Modules
•Key activities
•End products
•Market
Demand/Forecast
• Detailed analysis on consumer purchasing
pattern
• Develop competitive assessment for microwave
oven competitors
• Conduct interviews with distributors, retailers,
• The competition in China is already intense and will continue to increase, as Galanz and Midea have
• Conduct internal data collection within LGE • Develop sound understanding of value
proposition based on available market research
including branding and consumer survey
prioritization
• Detailed breakdown comparison on costs,
COGS in particular
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TODAY's DISCUSSION
• The Microwave oven market in China will continue its strong growth and should reach 7.5 million units
• Current organization’s strengths and
weaknesses
• Current processes and incentive systems
strengths and weaknesses
• LGE aspirations for future growth
• Analyze different product mix options • Gather information on branding and marketing • Conduct channel diagnosis
government agencies, competitors to collect
competitor information
• Analysis on overall competitive environment • Detailed information on competitor performance
• High level recommendation on product mix • Brand positioning status and recommendations • Channel mix diagnosis and high level channel
• Analyze value chain costs
including sales, branding, pricing, channel mix
and incentives
• Key competitors’ COGS analysis • Strengths and weaknesses of each competitor
group and the implications
• Forecast potential market by segment through
refining market segmentation, understanding key growth drivers, and modeling market growth
• Market demand forecast by areas and product
type
•Consumer
•Competitor
•LGE
assessment
•Strategic
development opportunities
• Conduct consumer survey via external research
house in 6 specified cities and 1 rural area to understand consumer purchasing behavior