Case Name :      LG Electronics Canada, Inc. – The Watch Phone

Authors :           Elizabeth M.A. Grasby, Ian Dunn

Source :             Ivey Publishing

Case ID :            909A31

Discipline :        Marketing

Case Length :    10 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

A fourth year business student prepares for an interview as an assistant marketing manager with one of the world’s largest electronic conglomerates. To help secure the position, he develops a marketing plan for the Canadian launch of a new product. This case serves as an introduction to marketing management at the undergraduate level. Students can properly analyze this case after having been introduced to the 4 Ps (product, placement, price, promotion) and or a marketing framework. Students are required to complete the following: 1) an industry analysis, 2) a corporate size-up, 3) a consumer analysis, 4) a competitive analysis, and 5) a marketing plan design.