Research On The Focused Differentiation Competitive Strategy Of LG Electronics Microwave Oven Business

At present,the international environment is characterized by economic and trade frictions,global economic slowdown and uncontrollable major public epidemics.The domestic environment is a structural adjustment in which the old drivers of growth are replaced by the new ones.Under the influence of domestic and international environment,the economic situation continues to decline.In this complex and changeable macro environment,the industrial environment of Microwave Oven enterprises is getting worse and worse.The industrial environment of microwave oven is the supply-demand relationship of oversupply.There are many working enterprises and the average profit of the industry is weak.The bargaining power of core suppliers and OEM/ODM key customers is strong.In the face of such an unpredictable external environment,how to choose the competition strategy that suitable for the enterprise is particularly important.The essence of competitive strategy is to adapt to the changing external environment.It is a strategy that enterprises use their own resources and capabilities to gain a greater competitive advantage than their rivals,so as to remain invincible in the market.Thesis takes the Microwave Oven business of LG Electronics as a case to research.By analyzing the internal and external environment and combining LG’s current situation and development history,it concludes that the most suitable competitive strategy for LG’s Microwave Oven business is Focused Differentiation.After selecting the competitive strategy,in order to clearly find the source of sustainable competitive advantage,the value chain is analyzed.Through the construction and analysis of LG’s Focused Differentiated value chain,the scarce value activities and structural drivers are found,and the activity system is constructed through these analyses,thus establishing a competitive advantage that is difficult for competitors to imitate.Through the above analysis and research,the competition strategy of LG Electronics microwave oven business has been generally sorted out and summarized,which provides theoretical support for the company to obtain sustainable competitive advantage and economic benefits,and also provides certain reference significance for other microwave oven enterprises.