Professional Documents
Culture Documents
M ic ro w a v e o v e n m a rk e t s h a re (to p 3 )
50
40
30
%age
S eries 1
20
10
0
LG S am s ung K ens tar
LG MARKET SHARE
C TV market share(top 3)
25
20
percentage
15
S eries 1
10
5
0
LG S am s ung O nida
LG MARKET SHARE
R efrigerator m arketshare(top 3)
24
23
22
%age
21 S eries 1
20
19
18
LG W hirlpool G odrej
LG MARKET SHARE
40
30
%age
20 S eries 1
10
0
LG S am s ung V ideoc on
LG CHANNEL STRUCTURE
• Multi-tier structure
• Have LG Shoppes, cyber shoppes, SSDs, X-
Canvas Studios, direct dealers
• Also have a network of distributors and sub
dealers
• About 10,000 stock and selling points spread
across the country
• Different distribution strategies for its different
product groups
• GSM mobile phones do not make use of CFA’s
• CTV’s, microwaves and other like items require a
CFA
LG CHANNEL STRUCTURE
DISTRIBUTION OPERATIONS
TEAM HEAD AND AND
PLANNING (FGs) TRAFFIC
BRANCH LOGISTICS
INCHARGE
CFA’s &
WAREHOUSES
LG CHANNEL PARTNERS
• CFA’s
• The number of C/F agents as of 31st May,
2004 is 28.
• They are spread across 20 states in India.
• The company dispatches the goods to C/F
on consignment basis.
• At the same time, these C/F agents all work
on contract basis.
• They get paid as per the amount they stock.
• DISTRIBUTORS
• Delivery Schedule
• Ordering
• Manufacturing
• Reverse Logistics
• Direct marketing
• Internal conflicts:
• The branch managers, who look after all products in a
particular region, and product group managers, who look
after particular products, often monitor the same dealers in a
region, thereby leading to conflicts.
ALTERNATE CHANELS:
E RETAILING VENTURE
LGEZBUY.COM
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