IntroductionThe LG Group was born in South Korea in 1947, merging two other Korean companies named Lucky and Gold-star. And it operates in various segments such as chemicals, energy, machinery, metals, finance and services. Its logo consists of two elements, the gray letter LG and symbols in red, the letters "L" and "G" stand for "Life's Good" in the slogan, however LG stands for its name. (Huang, J. and Kim, H., 2013). LG Inc. is a global leader and technology innovator in consumer electronics, mobile communications and home appliances worldwide. The main arm of the group is LG Electronics. Founded in 1958, it has quickly become a global force in the convergence of technology products in the electronics, information and communications industries, designed to meet the needs of diverse customers and improve their lives. As a global company, LGE operates under the product concept of marketing management. It is a company committed to "rapid innovation and rapid growth" (LG Electronics Sustainability Report, 2013). Focused on the development of new electronic products, according to LG's 2013 annual report, based on LG's internal survey of “TV models available for purchase in 2013”, the world's first OLED technology TV is from LG, the Curve LG OLED TV in Firstly, this is the development of a product for a rich and specific niche, LG believes that this model will become standard in the coming years. The objective of this essay is to analyze the marketing mix of this new LG TV. The marketing mix of the curved OLED Smart TV Tradition...... middle of paper ...... Santos, M., & Inkpen, CA (2009). Joint ventures and alliances. In M. Kotabe & K. Helsen (Eds.), The wise handbook of international marketing. 198-217. Thousand Oaks, CA: Sage. doi:10.4337/9781781005224.00035 Singh, J., Kalafatis, S. P., Ledden L. (2014). Consumer perceptions of co-brands: the role of brand positioning strategies, Marketing Intelligence & Planning, 2014, Vol.32(2), p.145-159. doi: 10.1108/MIP-03-2013-0055Van Waterschoot W & Van den Bulte. 1992. The 4P marketing mix classification revisited. Journal of Marketing, October 56: 83–93. Yeoman, I. & McMahon-Beattie, U. (2006). Luxury markets and premium prices. Journal of Revenue & Pricing Management, 4(4), pp.319–328. doi:10.1057/palgrave.rpm.5170155Zeithaml VA and Bitner MJ. 2003. Services Marketing: Integrating Customer Focus Across the Enterprise. 3rd ed. New Delhi: McGraw-Hill.