Market Leadership in the Indian Consumer Electronics Industry a Comparative Study of LG and Samsung
Keywords:
market leadership, consumer electronics industry, LG Electronics, Samsung Electronics, marketing strategy, sales strategy, IndiaAbstract
The Indian consumer electronics industry has witnessed rapid expansion driven by technological advancement, rising disposable incomes and changing consumer lifestyles, leading to intense competition among multinational firms. This study examines market leadership in the Indian consumer electronics sector through a comparative analysis of LG Electronics and Samsung Electronics, focusing on their marketing and sales strategies, product positioning, distribution networks and innovation orientation. The research adopts a secondary data-based comparative methodology supported by industry reports and scholarly literature from 2015 onwards. The findings indicate that LG sustains leadership in core home appliance categories through localisation, extensive retail penetration and reliability-focused branding, while Samsung demonstrates dominance in premium electronics and television segments through innovation-driven differentiation, strong promotional intensity and omnichannel integration. The study highlights that market leadership in India is multidimensional and category-specific, shaped by the strategic alignment of technological capability, customer value proposition and channel effectiveness. The comparative insights contribute to understanding how multinational firms adapt global strategies to emerging market conditions to achieve sustained competitive advantage.
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