文档介绍：LG Electronic010220BJ-air conditioner
pany
CONFIDENTIAL
Developing a Winning Strategy
for the Air Conditioner Business
in China
LG Electronics Tianjin Appliances Co.
First progress review
February 20,2001
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Circulated, quoted, or reproduced for distribution outside the client
Organization without prior written approval from McKinsey&
Company. This material was used by McKinsey & Company during an
Oral presentation; it is not plete record of the discussion.
Copyright © 2002
LG Electronic010220BJ-air conditioner
MEETING OBJECTIVES
• Highlight China’s air conditioner market
development and opportunities for LG
• Review LG’s current performance in the market
and improvement opportunities
• Agree on key decisions to be made
• Agree on next steps and work plan for the
second phase
pany 1
Copyright © 2002
LG Electronic010220BJ-air conditioner
AGENDA
• Progress update
• Market development
-Market demand
-Trade structure
-Competition
• LG’s current performance and
improvement opportunities
• Next steps
• Appendix
- Key assumptions of demand forecast
model
- Profiles of consumer segmentation
- Profiles of top A/petitors
(including profitability analysis)
pany 2
Copyright © 2002
LG Electronic010220BJ-air conditioner
THE JOINT LG / MCKINSEY TEAM PLETED FIRST PHASE OF THE
pleted
Phase 1 Phase 2 Phase 3
Market diagnosis Marketing and sales strategy Implementation
definition roadmap formulation
5 weeks 5 weeks 2 weeks
Key • Forecast potential market by • Develop high level scenarios in a top • Detail implementation plan
activities: segment through refining market management workshop based on • Put in place resources to ensure
segmentation, understanding key inputs of Phase 1 proper execution
growth driver, and modeling market • Select 2 to 3 potential strategies to • Transfer methodology and tools to L