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Competitive Strategies Case Study

Case Title:

Digital TV War: Korea vs Japan

Publication Year : 2006

Authors: Siddhartha Paul, Abhijit Sinha

Industry: Home Appliances and Personal Care Products


Case Code: COM0191K

Teaching Note: Not Available

Structured Assignment: Not Available

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The two Korean companies, LG and Samsung were trying to overtake Sony and the other Japanese outfits in attaining digital TV leadership. In 2005, Sony was the market leader in the LCD TV segment and continued this status till 2006. But by the end of 2006, Samsung wanted to take the leadership status in LCD, Plasma and rear projection TVs. They had set a target of selling digital TVs worth $8.8 billion by 2006. Whereas LG also aspired to become leader in both these product categories by 2007. The case deals with the industry overview of the digital TV segment with the increasing competition between the Japanese and Korean manufacturers.

Pedagogical Objectives:

  • To understand the emergence of flat panel television in the global TV industry
  • To understand the dominance of the Korean and the Japanese manufacturers in the Digital TV segment, globally
  • To discuss the overview of the global digital TV market
  • To assess how the Korean companies like LG and Samsung were trying to overtake Sony, the Japanese major
  • To debate whether the Korean companies will be able to dethrone the Japanese competitors.

Keywords : Digital television (TV); Liquid crystal display (LCD); Plasma; Korean; Japan; Sony; Samsung; LG (Lucky Goldstar Corporation); Competitive Strategies Case Study; Sharp; Matsushita; Flat TV; Consumer electronics; Business strategy; Pioneer Corporation; Rear projection TV

Contents : 
Industry Overview
Digital Tv War
Samsung: Sales By Division

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