Videocon's Reinventing Strategies: Can it sustain the Replication of LGs Success?


Code : COM0264

Year :

Industry : Consumer Electronics

Region : India

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: Videocon Industries Limited (Videocon), the third largest consumer durables maker in India, wanted to become the largest electronic manufacturer in India. Videocon which was the leading consumer electronics and home appliance manufacturers in the 1990s in India had been steadily losing market share since 2000. In 2008, Kwang Ro Kim (Kim), former managing director of LG who had steered LG to become India's largest consumer durable company in 2004, joined Videocon as the vice-chairman and CEO of the company. Kim chalked out detailed restructuring strategies for Videocon based on the strategies he had implemented at LG. However, Kim quit in 2010 due to a clash with the Videocon management and also because his contract with the company ended. So, even after Kim's exit, Videocon recruited other former LG executives to continue the momentum of reaching the No.1 position. But experts were skeptical about Videocon's ability to succeed in becoming No.1 in the industry and whether it would be able to replicate LGs success. The case discusses how Videocon attempted to bounce back and how it followed LG's earlier strategies to become leader in the market. The case discusses the opportunities ahead for Videocon as well as the challenges it faces in achieving its target.

Pedagogical Objectives:

  • To discuss Videocon's reinventing strategies

  • To analyze whether Videocon can become market leader

  • To discuss whether Videocon will be able to sustain its success based on LG's earlier strategies

  • To discuss the challenges that Videocon could face in its quest to become market leader in the Indian consumer durables market.
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    Keywords : Videocon, Brands and Branding, Reinventing Strategies, Restructuring/Turnaround, Consumer Electronics, Rural Marketing, Expansion, Market Reach, Retailing, Marketing Strategies

    Contents :
    About Videocon
    Videocon Under Kim's Leadership
    Kim's Exit and After

    Case Introduction >>

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