Marketing Strategy Of LG Lithium-ion Battery

Since the late of 1990, China has become a rising electronic products market. The demand of Lithium-ion battery, one of the most important fittings keeps growing at a high speed. The production of lithium-ion battery has been concentrated on Japan, China and Korea. And the competition between the producers of these three countries becomes more and more intensive. China's producer took advantage of low-cost to penetrate the market, and made significant impact on this field. Along with the challenge, opportunity is coming. LG, one of the biggest Korean producers, keeps adjusting the marketing strategy to meet the sales target. And the sales of LG lithium-ion battery changes accordingly.This report consists of three parts:First of all, it gives a general introduction about LG company and the industry of lithium-ion battery. And it makes the synoptical depiction related to LG market orientation, pricing strategy and localization strategy.Based on the reviewing of the sales situation within 8 years, it analyzes the marketing mix conversion during the four sales phases, including: product strategy, price strategy and sales channel strategy. Then, it affirms the importance of new market development and stable pricing strategy in evidence of Shinco case.Finally, we reveal the bottleneck encountered by LG and make suggestion on the marketing strategy.