The Road to Becoming a Market Leader by Penetrating the Bottom of Pyramid Market: A Case Study on LG
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Bottom of Pyramid (BOP) has been overlooked by many investors for decades. As a premium brand, LG can strongly focus on this market potential and gain a significant amount of revenue from this untouched market segment, making a strong brand position. The main purpose of this article is to examine the prospects and current status quo, and discover a proper strategy for LG to become victorious in this endeavor. Surveys and research data are provided to articulate a proper standing solution for the company. It is evident that some particular items or products are only convertible in the Bottom of Pyramid market. So, the case has its own significance. This is a viewpoint that no company can ever avoid consciously. The case itself will provide insight on how Bottom of the pyramid market works, how a smartphone industry can be success-oriented in such kind of scenario. It also provides a greater
Abstract
Bottom of Pyramid (BOP) has been overlooked by many investors for decades. As a premium brand, LG can strongly focus on this market potential and gain a significant amount of revenue from this untouched market segment, making a strong brand position. The main purpose of this article is to examine the prospects and current status quo, and discover a proper strategy for LG to become victorious in this endeavor. Surveys and research data are provided to articulate a proper standing solution for the company. It is evident that some particular items or products are only convertible in the Bottom of Pyramid market. So, the case has its own significance. This is a viewpoint that no company can ever avoid consciously. The case itself will provide insight on how Bottom of the pyramid market works, how a smartphone industry can be success-oriented in such kind of scenario. It also provides a greater
참고문헌 (8)
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- Chikweche, Tendai, "Undertaking Research at the Bottom of the Pyramid Using Qualitative Methods: From Theoretical Considerations to Practical Realities", Qualitative Market Research: An International Journal, 15(3), pp.242~267 (2012)
- Prahalad, "The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits" (2010), Wharton School Publishing, Pearson Education
- "The Forgotten Man - an Early History of the BoP | Home of Entrepreneur and Product Designer Patrick Donohue" (2015)[URL]
- "The Bottom of Pyramid Strategy: The Great Potential of the Bottom of Pyramid" (2015)[URL]