LG SWOT Analysis: Threatened by Competition's Pricing Strategy

PESTLEanalysis Team
PESTLEanalysis Team
LG SWOT Analysis: Threatened by Competition's Pricing Strategy
Table of Contents
Table of Contents

Our LG SWOT analysis examines the company's internal and external environment to understand its capabilities and limitations in the electronics market.

What company is the second largest manufacturer of TVs? It's none other than LG! A lot of you guys must be aware of the brand. However, for those unaware of LG, let us provide some information about the company.

LG is a South Korean electronics company known for its wide range of consumer electronics, home appliances, and mobile devices. The company was founded in 1947 under the name GoldStar, and it has since grown to become a significant player in the global technology market.

LG's products are famous for their innovative features, modern designs, and high-quality performance. The company's most well-known product lines include its smartphones, televisions, and home appliances such as refrigerators and washing machines.

LG is also actively researching and developing new technologies, including artificial intelligence and innovative home solutions. Looking at LG's reputation and loyal customer base worldwide, we have decided to conduct an LG SWOT Analysis.


Before proceeding forward, let's look at the history of one of the world's top electronics companies. The roots of LG can be traced back to 1947 when South Korea's first-ever cosmetic product-producing brand was established under the name LuckyChemical Co.

LuckyChemical kept growing by manufacturing other products for personal use, such as combs, toothpaste, and soap cases. Where LuckyChemical became famous for manufacturing home products and products of personal use, another company emerged in South Korea named GoldStar, which registered itself as an electrical machinery manufacturing company.

The company initially started as a small producer of electronic and electrical parts. However, it quickly expanded into other areas of the technology industry. In 1959, GoldStar released its first radio; by the 1960s, the company had begun producing televisions and other home appliances.

In the 1970s, GoldStar entered the global market, establishing a presence in countries worldwide. In the decade of 70s, both brands kept on growing independently as they were increasing their market share.

In 1983, both the big companies of South Korea, LuckyChemical and GoldStar, joined hands to manufacture diversified products such as computer peripherals and mobile phones.

In 1995, the company officially changed its name to LG to reflect its global brand identity.

In the 2000s, LG became known for its innovative and high-quality consumer electronics, including TVs, smartphones, and home appliances. The company also pushed into emerging technologies such as artificial intelligence and smart home solutions.

Today, LG is a leading global technology company known for its wide range of products and commitment to innovation and quality. Its revenue in 2022 was recorded to be $64.68 billion.

Moreover, the company has a strong presence in global markets. It continues to be a major player in the technology industry.

After reading about LG's history and current operations, you must be aware of the brand. Let's proceed further and have a look at what SWOT analysis is.

SWOT analysis is a technique used to evaluate a business or project's strengths, weaknesses, opportunities, and threats. A SWOT template analyses a company's internal and external environment to understand its capabilities and limitations, as well as the potential threats and opportunities it may face.

Let's proceed and carry out LG's SWOT analysis to see what strengths, weaknesses, opportunities, and threats LG has to deal with.

Strengths of LG

Strengths are internal factors within a company's control, giving it an advantage over its competitors. These characteristics enable the company to perform well and achieve its goals. In this section, we will see what strengths LG possesses.

Offers A Wide Range of Products

LG offers a wide range of products across several different product categories, which allows the company to fulfill the needs of a diverse group of customers. For example, LG offers a variety of home appliances, such as TVs, refrigerators, washing machines, and ovens.

These products are designed to be energy-efficient and easy to use and are known for their durability and performance. Moreover, LG is a leading manufacturer of smartphones and other mobile devices. Its products are known for their high-quality displays, powerful processors, and innovative features.

Strong Global Presence

LG has a strong global presence, with operations in different countries around the world. This allows the company to reach a large and diverse customer base, as it can sell its products to consumers in many different markets.

A global presence also gives LG a competitive advantage in the global market. By establishing a presence in different regions, the company can better understand the needs and preferences of local customers and tailor its products and marketing strategies to meet those needs.

LG can also utilize local resources and partnerships to develop and produce products designed for different markets.

High Expenditure On Research & Development

LG is committed to innovation and invests heavily in research and development. In 2021, LG spent $1.1 billion on R&D to stay at the forefront of the technology industry. The company has a team of dedicated engineers and scientists who work to develop new technologies and products that meet the evolving needs of consumers.

By investing in R&D, LG can stay ahead of its competitors and offer innovative products to its customers. This can help the company maintain its market position and attract new customers. For example, suppose LG develops a new technology or feature that is not yet available from its competitors. In that case, it can differentiate itself and potentially gain an advantage in the market.


Weaknesses of LG

Weaknesses are internal factors of a company that may hinder its performance or ability to achieve its goals. These are characteristics that the company should address to improve its competitiveness and increase its chances of success.

LG is a large and successful global technology company, but it has weaknesses like any company. Let's discuss some of the weaknesses of LG.                

Low Market Share In The Smartphone Industry

LG is a leading technology company that produces various products, including smartphones. However, compared to other major brands like Samsung, Huawei, Apple, and Xiaomi, LG has a relatively limited market share in the smartphone industry. This means the company has a smaller portion of the overall market than these other brands.

Having a limited market share impacts LG's profitability, and it struggles to achieve the same level of sales and revenue in the smartphone industry as its competitors.

High Reliance On A Few Markets

LG is a global technology company with operations in a variety of countries around the world. However, like many companies, it still relies heavily on a few key markets for a significant portion of its revenue.

For example, more than half of LG's revenue is from just two regions, Korea and North America. This means that a large portion of the company's sales and revenue comes from a relatively small number of markets.

Dependence on a few key markets can make a company vulnerable to economic or political challenges. For example, suppose one of LG's key markets experiences an economic downturn. In that case, the company may see a decrease in sales and revenue in that market.

Limited Presence On Social Media

Brands need to have a presence on social media since social media apps are used as marketing platforms.

It appears that LG has not been utilizing social media platforms such as Facebook, Twitter, LinkedIn, Instagram, TikTok, and others with many users. As a result, the company may be hindering its growth by not maintaining a presence on these platforms.


Opportunities For LG

Every organization gets opportunities to grow. However, companies need to acknowledge these opportunities to grow. This section looks into the opportunities that LG has for growth.

Expansion Into New Markets

Expanding operations into new geographical regions or entering new markets can allow LG to grow its business and increase its revenue.

By identifying the regions where the demand for electronic products has recently increased due to improved standards of living, LG can leverage its existing strengths and capabilities to serve new customers and generate new sales.

Mergers And Acquisition

Companies are always looking for ways to expand their operations and increase their market share. There are many ways through which businesses can increase their customer base and improve their operations, but mergers and acquisitions are one way through which brands usually grow their operations.

Partnering with other companies or organizations can allow LG to access new customers or technologies or leverage complementary strengths. In addition, by forming partnerships, LG can expand its reach and influence and potentially gain access to resources and expertise it might not otherwise have.

Introducing New Products

Introducing new products or services can allow LG to meet consumers' changing needs and take advantage of new technologies. For example, LG can target the gaming community by producing gaming consoles.

Besides gaming consoles, LG can start manufacturing other gaming accessories, such as controllers and remotes. This will increase the customer base of LG and help it increase its profits.

Photo by Mitul Gajera

Threats Faced By LG

The threats section identifies external factors that could harm the organization or its ability to achieve its goals. These threats could be external events, trends, or conditions beyond the organization's control, which could negatively impact its operations. Let's have a look at what threats LG faces.

Intense Competition

In the electronics industry, competition refers to other companies that offer similar or competing products to LG. As a result, LG has to deal with competition from both domestic and international companies.

Competitors like Samsung threaten LG because they offer similar or superior products at lower prices. In addition, they may have stronger brand recognition and a more established market position, making it more difficult for LG to attract and retain customers.

Economic Recession

An economic recession or slowdown is a period of reduced economic activity, often characterized by high unemployment rates, stagnant wages, and reduced consumer spending.

During these times, consumers are more hesitant to make large purchases or may opt for cheaper options, which can lead to decreased spending on electronics. Currently, the world is standing on the verge of an economic recession.

This recession will have a negative impact on LG's sales and profitability, as the company may see a decline in demand for its products. As a result, LG's revenues and profits will decrease, which can pressure the company to find ways to cut costs or adapt its business strategy to remain profitable.

Rising Prices of Raw Materials

The margin is the difference between the cost of producing a product and the price at which it is sold. Suppose the cost of producing a product increases. In that case, the margin may shrink, making it more difficult for a company to profit.

In the case of LG, the rise in the global inflation rate has caused the raw material prices and labor costs to increase, which means that the company is making less money on each product it sells.

This can make it more difficult for LG to achieve profitability, as it may need to sell more products or increase the prices of its products to offset the higher production costs. If LG cannot do this, it may see a decline in profitability due to the shrinking margins.

swot table

LG SWOT Analysis: Final Word

Today's article was about LG, a well-known multinational brand for manufacturing and distributing electronic products worldwide. In this article, we started by discussing LG's history and current operations.

After that, we discussed how to conduct a SWOT analysis, and then carried out LG's SWOT analysis. In this SWOT analysis, we highlighted the strengths, weaknesses, opportunities, and threats faced by LG.

This article exhibits the findings of LG's SWOT analysis in the form of an article. However, a more concise way to represent these findings would be through a SWOT Matrix or table.

After reading this article, we assume that you would now be aware of what internal and external factors impact the operations of LG. Moreover, you must now be aware of the SWOT analysis definition. If you want to learn more about SWOT analysis, look at some more examples of SWOT analysis.

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