Volume 3, Issue 34

1
Great Company Great People
August 21, 2006
Volume 3, Issue 34
CEO Message
Make Safety Management a Habit
As a global company, we do business 24 hours a
day all over the world. Thus dangers exist which
can arise at any time or any place. We must
always practice safety management as part of our
everyday work in order to ensure the safety of
employees, their families, and company assets As
a company we will do our utmost to guarantee your
safety, but you must keep a safety-oriented
mindset and be on the watch for problems.
CEO LG Electronics
From the August 2006 CEO Message
LGE Pride
LGE Recognized as Top Electronics Brand in India
On August 5 LG Electronics was recognized as the
top electronics brand in India. CNBC and AC
Nelson, Indias top financial news outlets,
awarded LGE the 2006 Consumer Brand award in
four different categories. LGE was the top brand
in air conditioners, washing machines, PCs, and
TVs. The results are based on a market research
survey of
10,000 consumers, which asks them 39 different
questions about such things as product features
and service. The awards are then given for seven
different product categories, four of which LGE
received. Sony and Nokia were the only other
foreign companies to receive an award. LGE was
recognized last year for TVs and refrigerators,
but this was the first time for air conditioners
and PCs. Most particularly, sales of LGE PCs in
India increased by more than 100 over last year.

.
LGE Awarded Large Contract with Thai Government
LG Electronics reported last month that it has
signed a memorandum of understanding with
Thailands Social Security Office of the Labor
Ministry to supply home appliances to some 27,000
government-built homes over the next three years.
The contract includes orders for 50,000 air
conditioners, as
well as refrigerators, TVs, and washing machines,
and is worth a total of about US 20 million.
Nikol Sung, head of LGE in Thailand, said This
sale shows that the Thai government recognizes
LGE for its brand and product power. This will
help us in future government contract bids. The
signing ceremony was attended by the Labor
Minister and other important officials. LGE is
currently the top seller of PDP TVs (27 market
share) and washers, (22) and the No. 2 seller of
air conditioners (17). .
LGEs Blue Ocean
Blue Ocean Innovation School
Blue Ocean Cruise Makes Creative, Dedicated
Employees
A
ll LGE employees should prepare for the cruise of
their life, as they travel to the Blue Ocean. The
pilot course of the Blue Ocean Cruise,
also known as Blue Ocean Innovation School, left
port during the last week of July, when the first
pilot course for all employees took place. Unlike
previous Innovation Schools, the Blue Ocean
Cruise focuses on producing graduates who are
more creative, more interested in their work, and
more involved in their jobs. The Cruise has
five differentiation points to help accomplish
this. .
F
irst, participants leave a traditional classroom
and feel as if they are literally departing on a
cruise for Blue Oceans. Students are called
quest, lecturers are crew, and the classroom
is a deck. Second, the training materials and
tools are also quite unique. They include such
things as animations which last 40 minutes, music
and dances, and digital cameras. Third, students
will find a remarkable set of experiences
conducted through the internet that open up views
into global business situations and cultures.
Fourth, the school also makes efficient use of an
on-line network with the innovation schools in
each factory to create the best course possible.
Finally, students are encouraged to maintain
their Blue Ocean mindset through various methods
of after-learning training. The Blue Ocean Cruise
will help all LGE employees become Blue Ocean
People and create the needed culture of passion
and creativity inside LGE.
.
Change Challenge
Crazy About Customers!
LGE Involving the Customers in Creating Products
I
n order to strengthen customer-oriented
management throughout the company,
The past five columns have focused on external
cases of customer-oriented management. In the
future, this column will occasionally present
cases of customer-oriented management from both
within and without LGE.
LGE started a pro-sumer marketing program this
year. LGE chose 10 customers to participate in
the program, called ia (enia), to help make
products more customer oriented. The participants
helped do everything from planning the product
concept to marketing the products. They worked
closely with LGE
employees to study the business environment,
conduct market research, provide new ideas about
the products, and in every way make sure customer
needs were reflected.
.
O
ne of the results of this group was the recent
Music DMB player which has been so popular that
it sold 15,000 units in its first month in the
Korean market. LGE rewarded the 10 customers with
a variety of incentives for their efforts,
including notebook computers and MP3 players.
Technology allows companies to copy each others
products, but they cannot copy the goodwill of
customers. Thus, if LGE can become a
customer-oriented company with employees who are
crazy about customers, we will achieve the
Global Top 3 by 2010.
Ah-Ha !
What did LGE do to the Chocolate Phone for the
U.S. Market?
Published by LG Electronics / Corporate Culture
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