20500356 Jinbyeong Yang

LG cyon phone, can It be the leading brand of cell-phone market?The worldwide cellphone market is now in rapid change. Apple launched iphone with big issues and Motorola has been thinking about withdrawal from the market. In the circumstance, can LG survive in the cellphone market? I’ll write my post from article about LG’s new cameraphone, by using the concepts from chap.1.LG started to make cellphone later than others, and its business could hardly make a good result. So LG decided to make a new value of cellphones, of which the strategy called ‘black label’.That brought a great success to the company. Now lg is earning lots of money from the market, and has became one of major companies of the market. I want to say LG’s cellphones using 4p and the value.ProductIn tradition, the concept to cellphone was just a handheld phone. It was no more than another electric tool that enables people ubiquatas life. It was no long time ago that conversance movement included cellphone mp3, camera, and other multimedia functions.Lg focused on design. They founded that cellphones could have fashionable values. They launched ‘black label’ phones like Chocolate or Shine, which has great design and figures that could touch consumers emotionally such as touchpad, stainless-shining product.And they could catch up the trend. In the time of year 2005, RAZR of Motorola had made an incredible success in the market by its design. LG sold 13millions of chocolate. They continuously have done great successes.PriceOne of the reason that Lg’s cellphone had great success is their reasonable price. Their ‘black labeled’ Cellphones had targets to young customers of 10~30s, and the price wasn’t to expensive. It’s because they had another phone targeted the rich users, named PRADA phone. It was over $800, but with the price and branding with prada, the price made their image to their needs.PlaceI couldn’t understand the concept ‘place’, so I didn’t write about that.PromotionThey gave the consumers not just a cellphone, but an item which could be good accesaries, by which they could do many multimedia activities. But in korea, I think it has not succeed so much. In korea, anycall is the best phone of the market because of its image and the product itself, and lg cyon has not hurdled it up yet. They not have the belief to customers like one of Samsung anycall.original article address:http://www.businessweek.com/globalbiz/content/aug2007/gb20070829_110479.htm