LG Electronics: Executive Summary

Good Essays
1. Executive Summary
This proposal is prepared by PARK Hyejin for LG Electronics on 19th February 2016. It focuses on Mobile Communications unit, the best revenue source of the company. While observing LG Mobile, the consultant found that there is a huge gap between real sales and expected sales. Although its representative smartphone, G4 itself, is comparable to other high-end phones such as Galaxy S6 or iPhone6 in terms of hardware quality, the real sales have huge gap between them. It shows that there is a big room for improvement even without investment on Research and Development. After research, Miss Park found a vital clue from customer loyalty and brand image. She proposed that LG Mobile could boost smartphone sales by utilizing various
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• Staffing Plan including key employees, performance objectives of each position, and their detailed duties.
• Holistic Powerpoint Slides presenting summarized analysis and overall recommendations.

c. In Scope
The scope of this proposed project is resided inside marketing sectors using new technology. The contractor shall analyze competitors including their strategic aims and behaviors in the smartphone industry, which belongs to Mobile Communications of LG Electronics. Also, the contractor will examine most effective marketing channel and methods for the company in terms of customer loyalty and brand image. The contractor will evaluate several scenarios for conducting different marketing strategies based on research so that she can give solid suggestions for the company.

d. Out of Scope
This proposed project does not cover additional sections including issues related to quality assurance, supply chain management, purchase, packaging, research and development, finance, accounting, and/or sales. Any other topics except marketing strategy using new technology including social media will not be focused during this

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