Graduate School of International Studies Ajou University
The case examines the marketing strategy of Korean Chaebol, Samsung & LG Electronics in the Indian market, including the brief introduction of the India and his economy. The case analyzes the circumstances, which makes the electronic companies enter the Indian market. It provides a detailed account of major Indian economic reforms and liberalization during the early decades and the strategies of Samsung & LG’s for gaining market share by examining there approaches to product, pricing, distribution and promotion. The case also provides insights into the future prospects of the company in light of the increase in competition and the slowdown in the consumer electronics market.