LG Electronics plans to reinforce its marketing in the EMEA (Europe, Middle-East and Africa) plasma TV industry, by expanding production lines, enlarging strategic partnerships with distribution channels and strengthen marketing, to achieve the number one market share of plasma TVs in Europe.
To this end, the company will also prepare for the growing needs of plasma TVs by expanding the production capability of the Poland DTV factory from 300 000 sets to 600 000 sets a year. At the same time, building up its marketing force by growing strategic partnerships with distribution channels throughout Europe and launching kick-off events and dealer conventions for new products.
To strengthen the distribution network, LG will set up strategic partnerships with leading local distributors. The main reason for this aggressive marketing is the rising demand for FPDs (flat panel display) such as plasma TVs, which are high value-added products. Therefore, it aims to achieve the number one market share, 15%, in plasma TVs through various marketing activities. The goal of which is to increase 2004 sales of 500 000 sets to one million sets in 2005.
Based on the leading technology of FPDs, LG also plans to expand its overall sales of premium products of NDP (new display products) which include plasma TVs and LCD TVs. In addition, the company will utilise synergy effects among subsidiaries with integrated marketing activities, business process improvement and innovation activities to develop a premium brand.
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