A Report on
NEW TRENDS IN OFFICE AUTOMATION PRODUCTS
SHARP BUSINESS SYSTEMS INDIA LIMITED
DECLARATION
I, the undersigned, hereby declare that the Project Report entitled New Trends In Office Automation Products And Business TO Business Consumer Pattern written and submitted by me to the UNITEDWORLD School Of Business, Hyderabad under the guidance of Ms.Chethana G. Krishna is my original work and the conclusions drawn therein are based on the material collected by myself.
Acknowledgement
At the Outset I would like to thank all the people who helped me directly or indirectly in completing this Project. We Thank UNITEDWORLD School of Business and SHARP Business Systems India Ltd for giving me this Opportunity to compile this Project. I sincerely express my gratitude to my Project Guide Mr.Neelesh Agnihotri, Team Leader Mr.Sangram Swain and Faculty Guide Ms.Chetana G.Krishna, for their Support, Guidance, Patience, and Encouragement in undergoing this Summer Internship Programme. I earnestly thank all my Team Members who supported me during this Summer Internship Programme. Above all, I owe everything to the almighty, my family, and all my well wishers for their valuable contributions and insights.
EXECUTIVE SUMMARY
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The Present business scenario is totally consumer oriented. Every company faces stiff competition from its competitors, each provides the best product at competitive rates. As a result customers have lot of choices to get the best with the least cost. To face this competition, it is very important to know customers behavior, there needs, preference and also the motivation factors. My Project was on New Trends In Office Automation Products And Business TO Business Consumer Pattern. Dealing in the Office Automation Product i.e. Multi Function Printers, Information Display Panel, within Hyderabad to know the Spread of the Brands and Consumer Behaviour towards these Brands. It will help business to identify the primary Factor towards the Purchase of a Office Automation Products Services. SHARP Business Systems India Ltd. Provide its Innovative Products in market to institutional Investors. SHARP Business Systems India Ltd. is slowly but steadily gaining market share and goodwill in the Market. The Company is on expansion path and is looking forward to be in the top. It is a very flexible organization and its gives equal opportunity to its young and energetic staff to work so as to bring this organization among the top. This project also throws lights on the awareness of SHARP Business Systems India Ltd.s products in the market. This industry is on the spree to adopt the latest technology and thus any player has to be dynamic in this industry. The research done in this project which shows whether the people are aware of SHARP Business Systems India Ltd. and its products in the market. I hope this project prove to be beneficial for the Company and also give the reader a through idea about the Office Automation Products and awareness of SHARP Business Systems India Ltd. among the Companies in the market. I learnt a lot through out the process of undertaking this project report. To fulfill my task I had to visit the client personally to know the various Office Automation Products. I also got involved in the Selling Process. I have been going into the market to meet business and professional people at their site and explaining about the products and services offered by SHARP Business Systems India Ltd. and taking their contact number.
Table of contents:
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1) 2) 3)
Indian Consumer Durables Industries Growth Rate in 2009-2010 Industry Size, Growth Trends 15 Sector Financials Major Players In Consumer Electronics Industry 17 Mobile Phones The New Opportunity SWOT Analysis -Industry 19 Challenges Future Prospects Demand & Penetration Of White Goods In India 21 An Overview About Sharp Product Portfolio Distribution Network Exclusive Showrooms After Sales Service Manufacturing Plant At Pune Sales Force Promotional Strategies Market Plan 20 20
9 13
4) 5)
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6) 7)
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8) 9)
10)
23 24 25 26 26 26
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26
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Market Structure Market Share of Printers, Copiers, Multifunctional Product Market 28 Market Share Of LCDs Market Share Of Acs 30 Pricing Human Resource 33 Recruitment 33 Post Employment Benefit Training & Development 34 Finance Performance Metrics 38 The Customers 38 The Competition 39 The Environment 40 Quality Policy The Technology 40
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24) 25)
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27) 28)
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29) 30)
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34) 35)
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Michael Porters Five Forces Model 41 PEST SWOT Analysis Of Sharp 44 Market Research 47 The Project 51 Objectives 52 Targets/Tasks Strategies Achievements Mid-Course Corrections 54 Limitations 54 Conclusions 55 Task/Target Set 55 Strategies Adopted 55 52 52 53 43
37) 38)
39)
40)
a)
b) c) d) e)
f)
g)
h)
i) j)
Analysis Of Performance Vs. Targets And Reasonable For Variance 56 Problems /Constraints/Limitations 56 Learning during SIP
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k)
l)
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Photo Copier Multi-Functional Printers(MFP's) 61 Fax Machine 62 Printer Scanner LCD Projector Information Display Panels(IDPs) 66 Brand Satisfaction of Office Automation Products 68 Years of Ownership of Office Automation Products 72 Problems with Existing Products 70 Product replacement Plans 74 Replacement Plans In Periods (No. of months). 76
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c)
d) e) f) g)
63 64 65
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Photocopiers 84 MFP
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ii)
85
iii) iv) v)
87 88
vi)
92 94
vii) IDP
Photocopiers 107 MFP FAX Printer Scanner 113 LCD 115 117 109 110 112
vi)
vii) IDP
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d) Brand Preference
i)
Photocopiers 119 MFP FAX Printer Scanner 125 LCD 126 128 120 122 123
vi)
vii) IDP
e) Others
i)
Photocopiers 131 MFP FAX Printer Scanner 136 LCD 135 137 141 132 133 134
vi)
Questionnaire
List of Tables
Sl.N
Table
Table Description
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Page
o. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
A B C D
Table E Table Table Table Table Table Table Table Table Table Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Table 16 Table 17 Table 18 Table 19 Table 20 Table 21 Table 22 Table 23 Table 24 Table 1 2 3 4 5 6 7 8 9
Growth Rate in 2009-10 Sector financials The penetration level of various countries is Demand and Penetration Level of White Goods in India In India Printer, Copier and MFP Unit Shipments Estimate Brand Distribution - Photocopier Machines Brand Distribution MFP Brand Distribution - Fax Machines Brand Distribution Printer Brand Distribution Scanner Brand Distribution - LCD Projector Brand Distribution IDP Brand Satisfaction: Problems With Existing Products Years of Ownership Plans of Replacing Products Replacement Plans in Periods Reasons For Brand Preference Price Reasons For Brand Preference - Product Quality Reasons For Brand Preference - Service Quality Reasons For Brand Preference Brand Reasons For Brand Preference - Other Reasons Price Preference- Photo Copier: Price Preference:-MFPs Price Preference--FAX MACHINE Price Preference PRINTER Price Preference SCANNER Price Preference LCD Price Preference IDP Product PreferencePhotocopier
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No. 20 24 29 30 40 86 87 88 89 90 91 93 95 97 99 102 105 107 109 111 112 113 115 117 120 122 125 128 131 133
31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56
25 Table 26 Table 27 Table 28 Table 29 Table 30 Table 31 Table 32 Table 33 Table 34 Table 35 Table 36 Table 37 Table 38 Table 39 Table 40 Table 41 Table 42 Table 43 Table 44 Table 45 Table 46 Table 47 Table 48 Table 49 Table 50 Table
Product QualityMFP Product Quality -- FAX MACHINE Product Quality PreferencePRINTER Product Quality Preference SCANNER Product Quality Preference -- LCDs Product Quality Preference IDP Service Preference PHOTOCOPIER Service Preference MFP Service Preference FAX Service Preference PRINTER Service Preference SCANNER Service Preference LCD Service Preference IDP Brand PreferencePHOTOCOPIER Brand Preference MFP Brand Preference FAX Brand Preference PRINTER Brand Preference SCANNER Brand Preference LCD Brand Preference -- IDPs Other Preference PHOTOCOPIERS Others Preference -- MFPs: Other Preference -- FAX : Others Preference PRINTER Others Preference --LCDs: Other Preference SCANNER
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135 138 140 142 144 146 149 151 153 156 158 160 163 166 168 171 173 175 177 181 185 187 189 191 193 196
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List of Graphs
Sl.No Graph . No. 1 Graph A 2 Graph C 3 Graph C Graph Description
Growth Rate in 2009-10 sector financials The penetration level of various countries is Demand and Penetration Level of White 4 Graph D Goods in India In India Printer, Copier and MFP Unit 5 Graph E Shipments Estimate 6 Graph F Market share of LCDs: 7 Graph G Air Conditioners: 8 Graph 1 Brand Distribution - Photocopier Machines 9 Graph 2 Brand Distribution MFP 10 Graph 3 Brand Distribution - Fax Machines 11 Graph 4 Brand Distribution Printer
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Page No. 20 24 30 31 41 42 44 86 87 88 89
12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39
Graph Graph Graph Graph Graph Graph 10 Graph 11 Graph 12 Graph 13 Graph 14 Graph 15 Graph 16 Graph 17 Graph 18 Graph 19 Graph 20 Graph 21 Graph 22 Graph 23 Graph 24 Graph 25 Graph 26 Graph 27 Graph 28 Graph 29 Graph 30 Graph 31 Graph
5 6 7 8 9
Brand Distribution Scanner Brand Distribution - LCD Projector Brand Distribution IDP Brand Satisfaction: Problems With Existing Products Years of Ownership Plans of Replacing Products Replacement Plans in Periods Reasons For Brand Preference Price Reasons For Brand Preference - Product Quality Reasons For Brand Preference - Service Quality Reasons For Brand Preference Brand Reasons For Brand Preference - Other Reasons Price Preference- Photo Copier: Price Preference:-MFPs Price Preference--FAX MACHINE Price Preference PRINTER Price Preference SCANNER Price Preference LCD Price Preference IDP Product PreferencePhotocopier Product QualityMFP Product Quality -- FAX MACHINE Product Quality PreferencePRINTER Product Quality Preference SCANNER Product Quality Preference -- LCDs Product Quality Preference IDP Service Preference PHOTOCOPIER
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90 91 93 95 97 99 102 105 107 109 111 112 113 116 118 121 123 126 130 132 134 136 139 141 143 145 147 150
40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58
32 Graph 33 Graph 34 Graph 35 Graph 36 Graph 37 Graph 38 Graph 39 Graph 40 Graph 41 Graph 42 Graph 43 Graph 44 Graph 45 Graph 46 Graph 47 Graph 48 Graph 49 Graph 50 Graph 51
Service Preference MFP Service Preference FAX Service Preference PRINTER Service Preference SCANNER Service Preference LCD Service Preference IDP Brand PreferencePHOTOCOPIER Brand Preference MFP Brand Preference FAX Brand Preference PRINTER Brand Preference SCANNER Brand Preference LCD Brand Preference -- IDPs Other Preference PHOTOCOPIERS Others Preference -- MFPs: Other Preference -- FAX : Others Preference PRINTER Others Preference --LCDs: Other Preference SCANNER
152 154 157 159 162 164 167 169 171 173 175 178 181 185 187 189 191 194 196
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Growth Rate in 2009-10: TABLE-A Consumer Durables Air Conditioner Refrigerator Microwave Ovens Washing Machines Color Televisions (CTVs) Clock
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10% 30% 9%
GRAPH-A
Growth In India, the demand of video products, such as color televisions (CTVs), VCD/DVD players, and set-top boxes account for 90% of the consumer electronic market. Easy availability of finance is an important factor driving growth for consumer electronics market. Some companies are also taking advantage of this factor by teaming up with banks to offer attractive loan schemes to consumers.
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According to isuppli projects (India market intelligent service), consumer electronics industry in India is growing at a compounded annual growth rate (CAGR) of 11%. The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. Consumer Appliances can be further categorized into Brown Goods and White Goods. The key product lines under each segment are as follows.
Some Facts
1. Bargaining power of suppliers in consumer durables sector is limited due to threat of imports and intense competition. 2. Some of the entry barriers in consumer durables sector are distribution network, capital, and ability to hire purchases. 3. Demand is seasonal and cyclical. 4. Competition among players is on the basis of difference in prices and well-acknowledged brands.
projections for current year going forward are very optimistic, as consumers resume spending, and producers launch new enticing variants to grab new customers. Leading players include Sony Corporation, Toshiba Corporation, Whirlpool Corporation and Panasonic Corporation. Developing countries such as India and China have largely been shielded from the backlash of the recession, as consumers continued to buy basic appliances. In fact, China has been ranked the second-biggest market in the world for consumer electronics. The Rs 30,000-crore consumer durable industry, comprising refrigerators, washing machines, air conditioners and colour TVs, grew at around 10-12% in 2009 as growth accelerated from a single-digit level in 2008. So all large companies such as Samsung, Godrej, LG and Videocon are ramping up production just ahead of the peak season (between January and June) when most of the refrigerators and ACs are sold. Godrej sells around 4.5 lakh refrigerators during the peak period and the company is increasing its production by 1.5 lakh refrigerators to cater to the expected demand, said Menezes. Videocon Industries, too, is ramping up its production of refrigerators, CTVs and ACs in anticipation of better sales. ''I am expecting good sales this year,'' said K R Kim, vice chairman & chief executive, Videocon Industries. In 2009, Videocon sold around 35 lakh CTVs and is expecting to bump this up to 45 lakh units in 2010. While the company envisages an overall growth of around 20-30% this year, it expects the LCD television segment to double. Samsung India also expects 100% growth in the LCD category. ''We expect a 30% growth this year. Every category of durables is already growing in double-digits. Even still cameras as a category has grown,'' said Ravinder Zutshi, deputy managing director, Samsung India. The demand is expected to be buoyant for ACs too.
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31/03/2007 Sales Sales Growth Gross Profit Margin Profit After Tax (PAT) PAT Growth Market Capitalization P/E Ratio Return on Capital Employed 13.9% (ROCE) 37,331m 10.7% 1,019m 1,787m 7.0
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Hi-Fi/Music Systems Samsung, Sony India, Thompson, BPL Sanyo Technologies, Videocon Industries, Mirc Electronics, Philips India, Baron International, Eastern Micro Electronics, Matsushita Television and Audio Ltd Video Projectors Phil Systems, Keltron Projectors, Birla 3M, Samrat Video Vision Colour Television LG Electronics, Philips, Sony; Sansui, Samsung, BPL, Videocon, Onida, Aiwa, Akai, Thompson, Panasonic Cameras/Camcorders Sony, Canon, Olympus, Fuji film, Nikon
the world. Nokia is also exporting mobiles from its Indian facilities to Sri Lanka. Motorola and Electronics Manufacturing Service vendors (EMS) like Foxconn and Flextronics have also set up plants in India. According to a study by Gartner, though the worlds top five handset makers will retain a major share of production volume, local manufacturers can be expected to capture up to a fifth of Indias overall mobile phone production volume by the end of 2011. Growing demand for low-cost mobile phones and the need for EMS vendors to reduce their revenue exposure to Nokia, Motorola and Sony Ericsson, for whom they are now manufacturing in India, are the key factors expected to contribute to this trend.
SWOT Analysis-Industry
Strengths
1. Presence of established distribution networks in both urban and rural areas 2. Presence of well-known brands 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector.
Weaknesses
1. Demand is seasonal and is high during festive season 2. Demand is dependent on good monsoons 3. Poor government spending on infrastructure 4. Low purchasing power of consumers
Opportunities
1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market 3. Rapid urbanization 4. Increase in income levels, i.e. increase in purchasing power of consumers 5. Easy availability of finance
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Threats
1. Higher import duties on raw materials imposed in the Budget 2009-10 2. Cheap imports from Singapore, China and other Asian countries
CHALLENGES
The biggest threats to the local industry going forward are supply-related issues pertaining to distribution and infrastructure, as well as demand issues due to competition from imported goods. The lack of well-developed distribution networks makes it especially challenging to penetrate the fastest growing rural areas economically. In addition, regular power cuts and poor road linkages make systematic production, assembly and delivery problematic. On the demand side, customers have increasing choice from both domestically produced and imported goods, with similar features. This homogeneity makes it difficult for players to remain ahead of the competition. MNCs hold an edge over their Indian counterparts in terms of superior technology combined with a steady flow of capital, while domestic companies compete on the basis of their well-acknowledged brands, an extensive distribution network and an insight in local market conditions. The largest MNCs incorporated in India are Whirlpool India, LG India, Samsung India and Sony India and homegrown brands are Videocon, Godrej Industries and IFB
Future Prospects
Overall, the industrys future remains robust, and interested applicants will benefit from a holistic learning experience; Many of the research, sales, marketing and advertising related roles will necessitate a good on-the-job learning of target audiences, who may well be a totally new segment, based in never-before visited Class II and III towns. In addition, those with technical backgrounds will be able to leverage their knowledge and experience to constantly develop and innovate the product variants. With more MNCs growing their Indian businesses, there is great potential to also learn bestin-class
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The penetration level of consumer durables is very low in India, as compared with other countries. This translates into vast unrealized potential. For example, in case of color televisions (CTVs), the penetration level of various countries is:
451 per 1,000 households households households In a study conducted by Frost & Sullivan and commissioned by India Semiconductor Association (ISA), the demand for Electronic Appliances is projected to grow exponentially at a compounded annual growth rate (CAGR) of 30%.
GRAPH-D In billions
Philips India Titan Industries Samsung India Electronics Whirlpool Appliances Siemens Sony India Videocon Industries Blue star
AN OVERVIEW OF SHARP
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The Company
Set up in 1912, creating the world's first mechanical pencil, transistor radio and black and white television, among other things, the company has a history of product innovation on its side. In India, however, it has had a troubled innings. Set up as a joint venture with the Pune-based Kalyani group, it found it could not use the Sharp brand when it entered India as a Bangalore-based Indian company had hijacked it. For a while, it retailed under the Optonica brand. By the time it freed its brand name with an outof-court settlement, the market had changed dramatically, technologies were changing, the Koreans were here, and Sharp focused its energies on the other two divisions business systems and software design. After maintaining a low-key presence in India for over two decades, the $30billion Japanese electronics giant is now aggressively charting out a second coming. For the last few months, the top management of Sharp in India has been engaged in a massive communications exercise with distributors and dealers across the country, introducing them to the company's brand new product portfolio. Sharp Business Systems (India) Limited ,within a short span of ten years in India, is already amongst the top brands for Digital Multifunction Products (Network Printer/Copier/Scanner/ Fax) Multi-media Projectors & LCD Display Solutions among other products.
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The company has a nation-wide sales & service network covering even the remotest locations of India. It has 23 manufacturing units spread across US, Britain, Spain, France, Poland, Middle East, China, Philippines, Indonesia, Thailand, Malaysia and India.
Product Portfolio
Jostling with the LCD TVs are air-conditioners, refrigerators, microwave ovens, washing machines and vacuum cleaners the six categories in which Sharp has launched new products and will be hoping to make a dent. The product rollout juggernaut, which began in November 2010, has already passed through Kolkata, New Delhi, Bangalore, Kochi, Pune, Chandigarh and Ahmedabad, besides Ludhiana and Mumbai. By April-end, we hope to complete the national rollout. Sharp's new India strategy is to launch a series of one-of-a-kind products at affordable prices.
Multifunction Printers Multimedia Projectors Professional LCD Display Solar Power Air Conditioners Electronic Cash Registers/ POS Terminals Facsimile Mobile Handsets
Distribution Network:
SHARP has more than 300 distributors and 21 branches all over India. Sharp is already well entrenched in the B- & C-class cities.
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Sharp Business Systems (India) Ltd a joint venture company of Sharp Corporation Japan and Larsen and Toubro Ltd, India is planning to step up its distribution network in the Southern markets by assisting corporates to move towards high-end multi-function devices. The company is targeting a growth of about 20 per cent this year despite saturation in the printer and copier segment. Showcasing its range of office automation and IT products in Hyderabad in a roadshow, Sharp is targeting higher corporate-solution centric channels in South as the markets are still addressing low-end analog devices. Sharp is looking towards growth once the economy stabilizes in the country. The company has launched 16-copier printer, which also has a A3 color size scanner priced about less than a lakh. Two recently launched models are a full-color, A3...size PC scanning capability and Sharp desk, a personal document management software which allows users to edit, save or distribute their documents quickly and easily....
Exclusive Showrooms:
The company also launched a chain of exclusive franchised showrooms across the country called Sharp Galaxy. These showrooms are one-stop shops, displaying the complete range of products under one roof. The first Sharp Galaxy was opened in Pune, which was followed by Ahmedabad in May. The company had a target to open 9 showrooms in cities such as Pune, Bangalore, Mumbai, Ahmedabad, Kolkata, Chennai and Delhi by the year 2006.
Sharp India has a state-of-the-art manufacturing plant with an R & D centre at Pune. This plant manufactures Colour Televisions
Sales Force
Corporation Consolidated : : 21,900 55,400 64,200 (31,600 in Japan and 32,600
Promotion Strategies:
Sharp is looking at expanding its channel base for our new product ranges like Solar. Company provide them with all kinds of support like advertisement support, specific support, promotional support, and also organize various trainings, meetings and trips for them on a regular basis. Showcasing its range of office automation and IT products in Hyderabad in a roadshow, Sharp is targeting higher corporate-solution centric channels in South as the markets are still addressing low-end analog devices. Sharp is looking towards growth once the economy stabilizes in the country. Initial Buy-In promos for dealers/distributors/resellers Buy 10 get 1 free Buy 10 get 10% off entire order Mix and Match Promo 2, 4, 6 promo End-user Promo Rebates Free Replacement Lamp Free extended warranty
Market Plan:
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Sharp is aggressively targeting all metros across India such as Delhi, Mumbai, Bangalore, Chennai, Kolkata and Hyderabad as well as mini-metros such as Coimbatore, Viyayawada, Mangalore and Vishakapatam to name a few. Sharp India Limited, have already commenced their advertising campaign. Sharp plan to spend Rs. 100 million on print advertising and outdoor advertising. Sharp also plan to regularly participate in exhibitions such as ICE, Mait Sponsored Digital Exhibitions as well as organize road shows so that the consumer can actually feel and touch Sharps products.
Market Structure:
The electronics market in India is growing strongly at the rate of 22% to 25%. 'Consumer Electronics' market is one of the largest segment of the electronics segment in India and with the boom in the Indian economy in the current year it is poised for a strong growth in the years to come and is expected to have very good demand in the current year. The key products in consumer durable industry are Colour TV , LCD, refrigerators, washing machines, air conditioners and micro wave ovens. CTV market has witnessed very rapid changes in the last decade in terms of technology, prices and consumer aspirations. The consumer demand is rapidly shifting from the conventional Colour TVs to LCD, plasma displays. The Television market is witnessing an immense competition from domestic as well as foreign brands. The refrigerator market is growing at the tremendous rate of around 23%. The demand for refrigerators is continuously escalating due to the low penetration and increase in demand from the rural and semi urban areas. The demand for micro wave ovens with latest technology is also on a rise and has a very good growth potential. Market Share Of Printer, Copiers, Multi-Functional Product Market: The combined printer, copier and multifunctional product (MFP) market in India totaled nearly 0.8 million units in the first quarter of 2010, representing 35.7 per cent growth over the first quarter of 2009, according to Gartner, Inc.Ricoh, with 25 percent market share, has emerged as the No.1 vendor in A3 Flatbed Copier/MFP in the first quarter of 2010, followed by Canon with 19 percent market share.
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Samsung, with 40 percent market share, was the leader in A4 Flatbed category, ahead of Canon with 28 percent market share. In this segment, HP recorded 36 percent decline in market share as compared to Q1 2009, declining from 30 percent in Q1 2009 to 13 percent in Q1 2010. This is mostly due to ongoing inventory issues and increased competition. In India Printer, Copier and MFP Unit Shipments Estimates, 1Q10 (Thousands of Units):
TABLE E 1Q10 Market Share (%) 46 20.2 10.8 9.4 4.7 8.9 100 1Q09 Shipments 287.4 82.5 75.7 48.1 38 48.7 580.4 1Q09 Market Share (%) 49.5 14.2 13 8.3 6.5 8.5 100 Q409 Q408 Growth (%) 26.10% 93.00% 11.80% 53.80% -3.00% 44.60% 35.70%
GRAPH- E
ray tube (CRT) TV starting in 2011. LCD-TV shipments will catch up the year after, exceeding those of CRT TVs starting in 2012." The firm estimates that the revenues form LCD-TV will rise by 94.3 per cent to about $3.5 billion in 2011 from $1.8 billion in 2010. LCDs offer various advantages over CRT TVs like they consume much lesser space, have less energy consumption and are free of harmful radiation that are present in cathode rays in tube TVs The retailers in India are under pressure to launch more durable-only retail outlets due to increasing demand for LCD-TVs in the country, according to the firm. The firm also said that various players including country based Videocon are tying up with retail outlets and developing their sales network. LG Electronics increased its unit share of flat panel TV shipments to 22.7% in Q3'10, taking the top market share position in the Indian TV market. According to the Display Search Quarterly India TV Shipment Database, LG's competition, Samsung Electronics and Sony, followed close behind with shipment market shares of 21.0% and 20.8%, respectively. In addition, Panasonic almost doubled its unit share in the region to 11.0% in Q3'10, up from 6.7% in Q2'10. Indian local brands Videocon and Onida also increased their unit shares.
GRAPH- F
varied offerings in ACs during the summer months, some companies are setting a new trend by launching new ACs in winters. Power saving devices is also in vogue this winter season. "The AC market in India has been growing at a compound annual growth rate (CAGR) of 29 per cent. This year, the industry is expected to grow by 30-40 per cent given the increase in disposable income," said Kamal Nandi, vice president, sales and marketing, Godrej Appliances. Panasonic India is setting up a techno park in Jhajjar, Haryana, with an investment of Rs 1,000 crore, which manufactures ACs. The park will be ready by August 2012. "Panasonic has a 4 per cent market share, but we are targetting 15 per cent market share by the end of 2011. Of the total airconditioner market in the country, 75 per cent belongs to split, while the remaining is window ACs. The company aims to capture 25 per cent market share in split ACs by 2012," said Sharma.
GRAPH- G
Pricing:
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HIGHLY ADVANCED LCD TVS: Sharp pioneered the worlds first LCD commercial applications 30 years ago. Ever since, Sharp has made rapid progress in developing LCD applications. It was the first company in the world to introduce PAL Optimal LCD Panels. Sharps sub brand-name for its LCD TVs- AQUOS is today a household name worldwide. Moreover, SHARP AQUOS is Ecologically Friendly as it uses recycled plastic and paper, cardboard/ pulp mould, lead free solder and non-halogen flame retardant material. Sharps LCD are manufactured at the worlds most advanced production base at Kameyama, Japan. These televisions are priced between Rs. 45,900/- to Rs. 1,89,900/-. FLAT AND CONVENTIONAL TVS Sharp also has a range of Flat and Conventional TVs. In the Flat TV segment are the recently launched 29L-FG1SA and 21-FG1SA series with features such as new floating design that provides high quality picture and sound, advanced digital noise reduction, dynamic sound and high quality output. These TVs are priced from Rs. 7990/- to Rs. 18,990/-. Sharps Conventional TVs are available in 14 (priced Rs. 4990 onwards), 20 (priced Rs.6990 onwards) and 21( priced Rs. 7990 onwards). MICROWAVE OVENS: Sharps stylish microwaves promises to make cooking an easier and delightful experience. Sharp has sold over 100 million microwave ovens worldwide till date. The new models include R-360J, a 33 litres, 1100 W Touch Control Microwave with Express Defrost key, R-248J, a 23 litres, 300 W Touch Control Microwave with Express Defrost Keys and R-200 K, a Touch Control with 800 W powerful output and 3 menu defrost key. Sharps microwave ovens are priced from Rs. 4,990 onwards. REFRIGERATORS:
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Sharp also has an exciting range of premium mid to large capacity refrigerators. These refrigerators have features such as honey- comb double deodorizer, stylish plastic shelves, elegant door design with easy grip vertical handles and no-frost fan cooling systems, amongst others. Sharps refrigerators are priced from Rs. 24,990 onwards. AIRCONDITIONERS & REFRIGERATORS USING PLASMACLUSTER ION TECHNOLOGY: Sharp's exclusive Plasmacluster Ion Technology is an air purification technology that disables airborne micro-organisms by releasing positive and negative ions in the air. This technology has the advantage that it never loses its effectiveness by becoming dirty and never needs replacing like filters. Moreover, it consumes a miniscule amount of electricity. Sharps new range of products using this technology includes air-conditioners and refrigerators. Additionally, these new air-conditioners have a host of features such as innovative turbo cool function that allows the cooling of the room to 15 degrees Celsius at the mere touch of the hand, easy to clean flat panels, and super quiet operations with bare minimum sound levels. The 2 models introduced are the AH-AP 12 FMV priced at Rs. 28,900 and the AH-AP 18 FMV priced at Rs.37,800. Sharps new refrigerators based on this Plasmacluster Ion Technology inactivate airborne mold spores.. The 2 new models include SJ-PK 60 M priced at Rs. 39, 990 and the SJ-PK 65 M priced at Rs. 42,990.
Human Resources:
Top Bosses:
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Board of Directors
Mr. T. Mikami Mr. T.Sakamoto Mr. Tomio Isogai Mr. S S Vaidya Director ] Mr. Sanjay Asher Director ] Mr. Hiroaki Takayama [ Managing Director ] [ Executive Director ] [ NON - Executive Director ] [ NON - Executive Independent [ NON - Executive Independent [ NON - Executive Independent Director ]
Recruitment:
To increase its global competitiveness, Sharp systematically promotes human resource development. In addition to holding seminars classified by function and job type to help employees deepen their knowledge and gain required expertise, Sharp has implemented a variety of personnel, education, and training systems designed to bring out the character, motivation, and creativity of each employee. Sharp's human resource development systems (introduced below) are based on respect for employee individuality and diversity.
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Sharp introduced the Sharp Leadership Program in Japan as an educational and promotion system targeting all employees, from younger employees in semi-managerial positions to those in supervisory positions, with the objective of systematically nurturing management personnel. In addition to education based on an MBA (Masters of Business Administration) curriculum, this program provides practical training that includes overseas assignments and participation in a key project. It is intended to nurture management skill and leadership that is in line with global standards. The Challenge Course, for younger employees in semi-managerial positions, eliminates seniority-based factors and sets up a monthly compensation system based on performance. Along with an education support system, it is intended to enable early promotion of younger personnel.
2004, Sharp has dispatched 50 trainees to 13 different countries through this program.
Master System
The Master System in Japan was designed to create and develop one-of-akind technical skills, pass down these skills to the younger generation, and foster master technicians. Through the scouting and nurturing of highly skilled persons, Sharp aims to maintain vitality within the company organization. The system covers seven types of skills.
Supporting self-development for employees, Sharp introduced the Qualification Acquisition Encouragement Plan in September 2004 in Japan to reward employees who have acquired any of the specified six qualifications, such as public accountant certification. Adding to this, Sharp has been broadening the range of qualifications, from specialized fields such as
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technology and technical skills, to foreign languages and IT, which are directly connected to daily duties. Sharp now provides incentives in recognition of 200 qualifications. Approximately 5,500 qualified applicants received the respective incentives in fiscal 2009. Commendation System Sharp annually honors domestic and overseas employees and divisions/departments that have achieved outstanding performance. In fiscal 2009, approximately 110 awards were presented to about 1,400 employees.
Finance:
The financial highlights for the fiscal 2009 - 2010 are dealt with in the Directors' Report. During the year under review your company has achieved a gross turnover of Rs.1142.884 mn which is 12.70% higher compared with the previous year. This was mainly due to increase in sale of Colour televisions and LCD. In terms of volume turnover of CTV has increased by 16.1% and of LCD by 81.6%.Your company will continue to focus on increasing the sale of LCD Televisions and improve sales of Refrigerators and microwave ovens in the coming years. FINANCIAL RESULTS : Year ended ended March 31, 2011 March 31, 2009 INCOME Sales and Services (Gross) 1014.073 Less : Excise Duty & Service Tax (98.959)
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1142.884 (73.253)
Sales and Service income (Net) 915.114 Other Income 4.190 919.304 EXPENDITURE Manufacturing and other expenses 887.435 Depreciation 18.660 Interest expense 10.953 917.048 PROFIT BEFORE TAX 2.256 PROVISION FOR TAX Wealth tax (0.027) Fringe Benefit Tax (1.429) NET PROFIT / (LOSS) FOR THE YEAR 0.800 PROFIT AND LOSS ACCOUNT, beginning of the year (219.507) PROFIT AND LOSS ACCOUNT, end of the year (218.707)
1069.631 10.630 1080.261 1035.224 23.785 5.154 1064.163 16.098 (0.017) 16.081 (218.707) (202.626)
Sharp Business Systems (India) Limited (SBSIL), a subsidiary of Sharp Corporation, expects its turnover to grow to Rs.1,200 crore by 2011-12 as its mobile handset business gains strength. They expect Rs.500 croreRs.700 crore to come from their mobile handset business. RATIOS: Liquidity And Solvency Ratios Current Ratio 9
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200 1.39
2010 1
.49 Quick Ratio Debt Equity Ratio Long Term Debt Equity Ratio --1.01 0 .85
0.09 ---- --
Performance Metrics: The financial highlights for the fiscal 2008 - 2009 are dealt with in the Directors Report. During the year under review your company has achieved a gross turnover of Rs.1014.073mn which is 2.84% higher compared with the previous year. This was mainly in the area of LCD - TV. Continued strict credit control measures, & cost reduction activities has impacted reduction in working capital and loans reducing the interest burden & other expenses. In terms of volume turnover of LCD sales has increased by 29.36%, Refrigerators sales has increased by 4.34%, CTV sales has remained the same as compared with the previous year. Your company will continue to focus on increasing the sale of LCD Televisions and improve sales of CTV and Refrigerators in the coming years.
Their Retail business is dominated by their Mobile Handsets. The company is targeting high-end customers in the segment and had set its eyes on selling one million Mobile handsets by 2011-12. The Company doesnt have any product in the sub-Rs.5,000 category. So, no matter how hard they try, 74 percent of the mass market will be beyond their reach. In the rest 26 percent, they have targeted a market share of three percent. Home Appliances are also playing a major role in the business growth of the Company.
The Competition
It is a fiercely competitive sector in India, with the market fragmented between the aggressive Koreans LG and Samsung, several Indian brands, the Chinese Haier and Dutch brand Philips, not to speak of Japanese rivals Sony and Hitachi, what are the prospects for Sharp?
The Environment
ENVIRONMENTAL POLICY
Sharp India Limited adopts following policy known as" 3E " to expand contribution for environment protection
EPP: Eco-positive Product - Products having less usage of resourses and are safe for use. EPO: Eco-positive Operation - Reduce adverse impact
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on evironment during manufacturing processes. EPR: Eco-positive Relationship - Enhance corporate value during involvement of employees Targets will be set up in each of above area and performance will be monitored.
Quality Policy
Sharp India Limited follows Quality Policy known as " 3C" for Customer Satisfaction
C C C
ustomer satisfaction - They aim to achieve total customer satisfaction by integrating our business processes in line with customer need & specified requirements. ontinual Improvement - They are dedicated to the use our updated innovative technology to contribute to the benefit of people and to earn profit from business. ommitment - Towards this philosophy & purpose of our business, they adopt the policy of total commitment to the safety & reliability of our products & services.
The Technology
ALL Sharp subsidiaries world-wide are integrated via SAP an ERP software system. This allows all departments within the company to use a common database effectively and efficiently for: Supply and demand of product and parts for manufacturing Product Marketing Inventory Control Finance, Credit and Accounting Order Processing E-Sales Shipping and Delivery (Traffic) Internal Purchasing Reporting Sales tracking and reporting to identify marketing trends such as: Slow moving product needs a push from marketing to increase sales.
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Fast moving product needs to be re-ordered from the factory Customer (Dealer/Distributor) accounts need to be current Product/Model codes need to be current SAP is the back-end to our Internet Business System (IBS) on-line ordering system Data sharing between Sharp and on-line product information providers. In addition to advanced printing and copying, Sharp Color Solutions feature an integrated document management system that seamlessly streamlines office workflow, while their multi-layered security functions ensure that your business is protected. Sharp Image Quality (IQ), is the defining characteristic of our multimedia projectors that has made Sharp the industry leader in DLP technology used in DLP projector Series & LCD technology used in LCD display products. From the smallest Mobile Series to our fully networked Large Venue Series you'll find intelligent design and features sure to portray your message in the best light.
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With so many features already several companies are available in the market so it will be harder to new arrivals. Many big companies are in hard competition. Day by day technology updated itself so it is quite uneasy for them Companies under office automation are very older, so they have their own experience, so they are more powerful then new entrants Requirement to invest more. Brand of this product is 100 years older which is older then any other else
Competitor have the larger market coverage Competition is more in this market. Attractive features of other company. More competitor from existing sector. Buyers volume are less. Degree of dependency up on existing channels of distribution is less
Many buyers and few suppliers Brand of the suppliers is not strong in india Suppliers are not forced to raise the prices Suppliers have there branch office to sale the products Quality and service of this product is very good
Sharp business system India limited is only company who deals with sharp office automation products Its easy for supplier to find new customers.
Threat of substitutes
Substitute companies like Hp, Canon has more market coverage Price of substitute products is 48 low Unawareness of this product Willingness of the customers for substitute
Strengths: Diversified product portfolio Focus on research and development Extensive international presence Reputation (Brand Image) of SHARP in the market. Approved business model with a customer centric focus. Robust supply chain network. Wide spread distribution network. Committed & confident management. Competitive advantage over other players in the industry. Innovative aspects of launching new products. Successful implementation of processes, systems, IT & communication networks. Weakness: Rising expenditure affecting margins. Limited marketing budget & hence limited advertising of new product. Lack of customer awareness about the different offerings of the company. Lack of proper customer service (after sales service). Lack of training to the customer service staff. Improper implementation of CRM (Customer Relationship Management) in the company. Opportunities: Demand for consumer electronic goods have a very good growth potential in the Indian market for the years to come due to (a) Phenomenal growth of media and entertainment in India and flurry of television channels.
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(b) Nuclearization of families and changing life styles. (c) Rise in consumer disposable income not only in big cities but even in the tier II & III cities. (d) The rising demand for LCD not only in urban areas but also in semi urban areas. (e) The narrowing gap between conventional TV and flat TV and similarly Flat TV and LCD TV. (f) Changing perception of refrigerator as a utility product rather than a luxury . (g) Electrification in rural areas. (h) Rising consumer aspirations for latest technology models.
Threats: (a) Due to the emergence of many market players and stiff competition there is continuous pressure on margins. (b) The cost of advertising, and after sales service are increasing tremendously (c) The focus of consumers is shifting on energy efficient appliances. Providing such appliances at competitive prices is a challenge.
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MARKET RESEARCH
Market Research attempts to understand why we buy a particular product or service. Consumers are becoming more demanding and Markets for products and services are becoming increasingly competitive. Businesses at this stage require a sophisticated Marketing Intelligence. A Good Market research is critical for businesses to study Markets and Marketing strategies for new products and services. It also provides data needed to maintain Market Share and Sales Volume. Our choices of products and even our attitudes to Political and Social issues, like Drunken Driving - are evidences of successful Marketing Strategies.
Nature of Work:
Market or Marketing Research Analysts are concerned with the potential sales of a product or service. They analyze statistical data on past sales to predict future sales. They gather data on competitors and analyze prices, sales, and methods of Marketing and distribution. Market Research Analysts devise methods and procedures in obtaining the data they need.
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They often Design Telephone, Mail, or Internet Surveys to assess consumer preferences. Some surveys are conducted as personal interviews by going door - to - door, leading focus group discussions, or setting up booths in public places such as shopping malls. Trained interviewers, under the Market Research analyst's direction, usually conduct the surveys. After compiling the data, Market Research analysts evaluate them and make recommendations to their client or employer based on their findings. They provide a company's management with information needed to make decisions on the promotion, distribution, design, and pricing of products or services. The information may also be used to determine the advisability of adding new lines of merchandise, opening new branches, or otherwise diversifying the companys operations. Market Research Analysts might also develop advertising brochures and commercials, sales plans, and product promotions such as rebates and giveaways. Survey Researchers design and conduct surveys for a variety of clients such as Corporations, Government Agencies, Political Candidates, and Service providers. They use Surveys to Collect Information that is used for Research, Making Fiscal or Policy Decisions, measuring Policy Effectiveness, and improving Customer Satisfaction. Analysts may conduct Opinion Research to determine public attitudes on various issues, which may help political or business leaders and others assess Public support for their Electoral prospects or Social Policies. Like Market Research Analysts, Survey Researchers may use a variety of mediums to conduct surveys, such as the Internet, Personal or Telephone Interviews, or Mail Questionnaires. They also may Supervise Interviewers who conduct surveys in person or over the Telephone. Survey Researchers Design Surveys in many different formats, depending upon the Scope of Research and Method of Collection. Interview Surveys, for example, are Common because they can increase Survey Participation rates. Survey Researchers may consult Economists, Statisticians, Market Research Analysts, or Other Data users in order to Design Surveys. They may also present Survey Results to Clients.
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Must be Good with Data: Market - Research Analysts Research Market conditions by Collecting, Organizing, and Interpreting Data from Local, Regional, National, or Other Areas to Determine Potential Sales of a Product, Service, or Retail Facilities.
Team Oriented: Market Researchers usually work on a research team with statisticians, motivational research specialists who design survey questions, pollsters, interviewers, IT specialists and a variety of others. Survey Researchers held about 50,000 jobs in 2008. Survey Researchers were mainly Employed by Professional, Scientific, and Technical Services Firms, including Management, Scientific and Technical Consulting Firms, and
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Scientific Research and Development Firms; Employment Services, State Government, and Internet Service providers and Web Search Portals. A number of Market and Survey Researchers combine a Full - Time Job in Government, Academia, or Business with Part - Time or consulting Work in another Setting. About 8 percent of Market and Survey Researchers are self - employed. Some of the Market Research Companies providing Jobs in India
Cross Tab Delphi Research Services Diksha Research IMRB International Lamcon Finance & Management Market Pulse Nielson India Protech India Rural Relations Rushabh Direct Marketing Sampling Research Samsika Marketing Consultants
2.
3.
4.
Vice - President of Marketing Research : This is the senior position in Marketing Research. The VP is Responsible for the Entire Marketing Research Operation of the Company and serves on the Top Management Team, also sets the objectives and goals of the Marketing, Research Department. Research Director : Also a senior position, the director has the overall responsibility for the development and execution of all the Marketing Research Projects. Assistant Director of Research : Serves as an Administrative Assistant to the Director and supervises some of the other Marketing Research staff members. (Senior) Project Manager : Has overall responsibility for Design, Implementation, and Management of Research Projects.
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5.
6.
7.
8.
9.
Statistician / Data Processing Specialist : Serves as an expert on theory and application of Statistical Techniques. Responsibilities include Experimental Design, Data Processing, and Analysis. Senior Analyst : Participates in the development of projects and directs the Operational Execution of the assigned projects. Works closely with the analyst, junior analyst, and other personnel in developing the research design and data collection. Prepares the final report. The primary responsibility for meeting time and cost constraints rests with the senior analyst. Analyst : Handles the details involved in Executing the Project. Designs and pretests the questionnaires and conducts a preliminary analysis of the data. Junior Analyst : Handles routine assignments such as Secondary Data Analysis, Editing and Coding of Questionnaires, and simple statistical analysis. Field Work Director : Responsible for the Selection, Training, Supervision, and evaluation of Interviewers and Other field workers.
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The Project
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Objective:
As per SHARP the objective for the first One month i.e. 11th April 2011 to 11th May 2011 was; 1. Identify New Trends in Office Automation MFP, IDP and Brand Preference of Companies located at Jubilee Hills, Banjara Hills, Madhapur and HITEC City towards these products. This was done through; a) Primary Data Collection b) Personal Visits to Companies c) The constraint being Targeted Companies should have Rs.30 Crores turnover
Target/Tasks:
The target was to collect 100 Companies per Group in a week. The Time Frame given to us on completing the above task was 11th April 2011 to 11th May 2011. 1. Split Six of us in to group of two each to form 3 groups. 2. Create Database of Companies with a Turnover excess of Rs.30 Crores located at a. Jubilee Hills b. Banjara Hills c. Madhapur d. HITECH City 3. Assignment of both the above locations to the Three Teams 4. Collect Data from Companies located at; a. Jubilee Hills b. Banjara Hills c. Madhapur d. HITECH City
Strategy:
Since the Target Group was Corporates, the upfront issues we had to face was;
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1. Taking Appointments with Admin Manager/ IT Manager/ Facility Manager 2. Getting Through the Security Guards wherever we Walked Inn 3. Getting Through the Reception wherever we Walked Inn 4. Meeting the Admin Manager/ IT Manager/ Facility Manager during Walk Inns
Strategy was very simple but aggressive to overcome the above challenges and was successful to some extent. The same is being given below; 1. Calling up Companies to get appointments with Admin Manager/ IT Manager/ Facility Manager Was not much successful. Receptionists rarely connected us to the officials. They insisted on the Extension No./ Employee ID of the concerned employee, which was unavailable with us. 2. Walking-Inn to meet Officials Was successful to a greater extent. We portrayed ourselves as students and highlighted the necessity of project towards Academic requirements. a) Security Guards They were the primary obstacles since they did not understand the importance of Educational requirement and always insisted on appointments. To overcome them, we used to use their own internal telephone and talk to Admin Manager/ IT Manager/ Facility Manager and most cases we were allowed to meet them or were given an appointment for later date.
b) Receptionists They always insisted on appointments. But on describing the importance of this survey, they were kind enough to help us. They some times allowed us to meet the respective employee or got us an appointment for later date.
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c) Admin Manager/ IT Manager/ Facility Manager They were very demanding towards the purpose of the survey. They were concerned if we were truly from the college or were representing some commercial establishment. To overcome this we carried our College ID Cards and Letter from the College describing our Project. d) Data Gathering Initially we started with open ended questions for the survey, but soon we realized that a structured view was required. Hence, we created a 9 Question Questionnaire. The Questionnaire strategy has been successful, and has given all the required data.
Achievements:
The Target given to every group was 100 Companies per week i.e 1200 Companies in one Month. Practically an impossible task for the following reasons; a) The Target Companies had to have a turnover above Rs.30 Crore. b) Such companies had to be large business houses. Meeting such companies has its own level of difficulties as mentioned above in Strategy Column. c) Effective number of such companies is very small in allotted areas. We have collected data from 75 Companies altogether, with very large accounts, to name a few; a) Accenture b) Westin Hotel c) Coastal Projects d) Bharati Cements e) CISCO Systems India Ltd.
Mid-course Correction:
There was no mid-course correction of targets.
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Limitation:
a) Security Guards They were the primary obstacles since they did not understand the importance of Educational requirement and always insisted on appointments. To overcome them, we used to use their own internal telephone and talk to Admin Manager/ IT Manager/ Facility Manager and most cases we were allowed to meet them or were given an appointment for later date. b) Receptionists They always insisted on appointments. But on describing the importance of this survey, they were kind enough to help us. They some times allowed us to meet the respective employee or got us an appointment for later date. c) Admin Manager/ IT Manager/ Facility Manager They were very demanding towards the purpose of the survey. They were concerned if we were truly from the college or were representing some commercial establishment. To overcome this we carried our College ID Cards and Letter from the College describing our Project.
Conclusion:
The student should draw together the main issues discussed in the main sections and identify any implications of the work that he/she has described. The student should also describe how tasks and targets could have been better achieved, or the performance be improved upon. The activity conducted by us was very necessary for us primarily for the following reasons; a) Knowing our customer b) Knowing the methods and difficulties of Primary Data Collection c) Knowing the Brand Distribution of Office Automation Products among corporates
Task/target set:
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Sharp the company I was working with, initially assigned me a data collection job. The job was to collect data from the companies which should at least have a turnover of 30 crores/annum and the target was 50 companies a week, which literally was an impossible task to accomplish because the areas assigned were having companies of such profiles but not in that number as the target was assigned and obviously an entry into such companies was a tough job and had difficulties at its own level. After completion of data collection part we were being assigned with selling of sharps products.
Strategies adopted:
As we were six students in number working at sharp we divided ourselves into groups of two each to complete the task with accuracy and speed. (Here accuracy in the sense we have divided ourselves in a way that we shouldnt go into each others divided areas so that the data is not repeated). It took about three weeks to complete the jubilee hills and banjara hills area given to us and we collected about 240 companys data together.
We got many leads but were unable to close the deal ending in a sale .The reasons are: No brand awareness of sharp in Indian market. People were not sure of the after sales service provided by sharp
Problems/constraints/limitations:
We got many leads but were unable to end these leads as sales .The reasons for which could be: Delay in delivery of the products Payment from customer is needed well before than delivery that too in the form of cheque or DD (Demand Draft) which in a B2C selling was a difficult thing to do. Price quotation was demanded by the prospects but SHARP was showing poor response towards it.
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Photo Copier
63
o o o o o o
Multi-Functional Printers(MFP's) Fax Machine Printer Scanner LCD Projector Information Display Panels(IDPs)
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o Brand Preference
o Others
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Brand Satisfaction of Office Automation Products. Years of Ownership of Office Automation Products. Problems with Existing Products. Product replacement Plans. Replacement Plans In Periods (No. of months).
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Sl. No. 1 2 3 4 5 6
Nos. 22 8 29 32 4 8 103
The Table:1 and Graph:1 shows the Brand Distribution of various Brands of Photocopier Machines. INTERPRETATION:-
From the Graph:1 it infer more number of respondents are using Photocopiers is HP i.e., 32% followed by Canon with 28.16%. The percentage of respondents using SHARP Photocopiers is 8%.
Table 2: Sl. No. 1 2 3 4 5 6 7 8 Particula Weightage rs Nos. % Xerox Sharp HP CANON Samsung Toshiba RICOH Others Total 7 4 115 34 8 4 8 4 184 3.80 2.17 62.50 18.48 4.35 2.17 4.35 2.17 100
Graph 2:
The Table 2 and Graph 2 shows the Brand Distribution of various Brands of Multi-Functional Printers(MFPs). INTERPRETATION:
From Table 2 it can be infer that most of the respondents uses HP which is 62.50% followed by CANON i.e.,18.48%.
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The Table 3 and Graph 3 show the Brand Distribution of various Brands of FAX MACHINES.
Interpretation:
From Table 3 it can be infer that most of the respondents uses HP which is 26.09% and closely followed by PANASONIC i.e.,18.48%. The percentage of respondents using SHARP MFPs is 5.8%. It can also be inferred that Fax Machines have wide range of brands.
Graph 3:
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INTERPRETATION:70
From Table 4 it can be infer that most of the respondents uses HP which is 69.09% and followed by a far comparison CANON i.e., 15.76%. The percentage of respondents using SHARP printers is 1.82%.
INTERPRETATION:-
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From Table 5 it can be infer that most of the respondents uses HP which is 73.47% and followed by a far comparison CANON i.e., 9.18%.
Graph 6:
INTERPRETATION: From Table 6 it can be infer that most of the respondents uses SONY which is 17.46% and closely followed by EPSON i.e., 15.08% The percentage of respondents using SHARP Lcd Projectors is 3.17%. It can also infer that Lcd Projectors has wide range of brands.
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Sl. No. 1 2 3 4 5 6
Nos. 12 16 5 24 3 13 73
The Table 7 and Graph 7 show the Brand Distribution of various Brands of IDPs, INTERPRETATION : From Table 7 it can be infer that most of the respondents uses SAMSUNG which is 32.88% and followed by SONY i.e., 21.92% The percentage of respondents using Others IDPs is 17.81%. It can also infer that IDPs has narrow range of brands.
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Brand Satisfaction:
Table 8 Particul ars Yes No Weighta ge % 96.79 3.21 Graph 8:
Sl. No. 1 2
Nos. 211 7
Total
218
100.00
The Table 8 and Graph 8 show the Brand Satisfaction of Office automation products ,
INTERPRETATION:
From Table 8 it can be infer that 211(96.79)% of the respondents are satisfied with the Brands
Only 7(3.21)% of the respondents are not satisfied with the brand
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77
Sl. No. 1 2 4
78
INTERPRETATION :-
From Table 9 it can be infer that most of the respondents are not facing problem with the existing products i.e;69.72% weightage
27.52% have respondents are facing problem with the existing products
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Years of Ownership
Table 10: No. of Years 1 to 3 4 to 6 7 to 12 No Reply Total Weighta ge % 50.46 37.16 9.63 2.75 100.00 Graph 10:
Sl. No. 1 2 3 4
INTERPRETATION:-
From Table 10 it can be infer that most of the respondents are using the office automation products from 1 to 3 yrs and their weightage is 50.46%
From the above table maximum respondents are using the products 2 to 5 yrs
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82
Sl. No. 1 2 4
The Table 11 and Graph 11 shows Plans of replacing office automation products,
INTERPRETATION:-
From Table 11 it can be infer that most of the respondents i.e; 178 respondents have no plans of replacing the products and their weightage is 81.65%
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84
Sl. No. 1 2 4
Nos. 33 178 7
Total INTERPRETATION:-
218
100.00
1. 33 Companies have plans to replace their products in Next 3 Months 2. 178 Companies have plans to replace one of their products in Next 6 Months 3. Only 7 Companies have indicated that they have plans to replace one of their products in Next One Year. 4. Thus we foresee an opportunity for a Sale in Next 6 Months.
85
86
19 218
8.72 100
The Table 13 and Graph 13 shows Plans of Reasons for brand preference - price
INTERPRETATION :-
-As we see in the graph, 134 of 218 say that they are not so price sensitive to the product and the rest say that they are price sensitive. -So from this we refer that most of the people in HYDERABAD are not so price sensitive
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10
4.59
Total
218
100
The Table 14 and Graph 14 shows Reasons for brand preference Product quality
INTERPRETATION :- As we see in the graph there are about 107 /218 who prefer more product quality
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- So from this we can refer that although companies are price sensitive they give quality more preference
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19 218
8.72 100
The Table 15 and Graph 15 shows Reasons for brand preference Service quality
INTERPRETATION :1. 30.73% of Companies buy the products due to the Service Quality. 2. 20.64% of Companies have Ranked Service Quality as 2nd Most important while buying a Product.
90
20 218
9.17 100
The Table 16 and Graph 16 shows Reasons for brand preference Brand
INTERPRETATION :1. 59 Companies have Ranked Brand as No.1 while buying the Products. 2. 56 Companies feel Brand being the 2nd most important while buying the Products
91
107 218
49.08 100
The Table 17 and Graph 17 shows Reasons for brand preference Other preference
INTERPRETATION :1. 44 Companies have Ranked Other Reasons as 1st while buying the Products
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PRICE PREFERNCE
Price Preference- Photo Copier:
Table 18:
Price.prefer No Prefer No Response BROTHERSOFTSOFT CANON HCL HP Photocopier.Brand KODAK MODI RICOH SHARP TOSHIBA WORKCENTRE XEROX Total 16 0 2 0 1 0 0 1 1 0 0 0 21 1 12 0 6 0 5 0 0 2 2 1 0 6 34 2 20 0 8 0 5 0 1 2 2 1 0 2 41 3 40 1 7 1 6 1 0 3 1 0 0 5 65 4 23 0 5 0 12 0 0 0 2 1 1 7 51 5 2 0 1 0 2 0 0 0 0 1 0 0 6 Total 113 1 29 1 31 1 1 8 8 4 1 20 218
Interpretation:
HP(31) -- 12 respondents have ranked Price preference as 4 CANON(29) 8 respondents have ranked price preference as 2. XEROX(20) 7 respondents have ranked price preference as 4. SHARP(8) 6 respondents have ranked price preference as 1,2 & 4
Price Preference:-MFPs
Table 19:
Price.prefer No Prefer No Response BROTHERSOFT CANON DELL HCL HP KODAK MFP. Brand MODI PANASONIC RICOH SAMSUNG SHARP TOSHIBA WORKCENTRE XEROX Total 7 0 0 0 0 11 0 0 1 0 1 0 0 0 1 21 1 4 0 1 0 0 22 0 0 0 3 1 1 1 0 1 34 2 2 1 13 1 0 16 0 1 0 1 1 2 2 0 1 41 3 7 0 9 0 1 38 1 0 0 2 4 0 2 0 1 65 4 8 0 8 0 0 28 0 0 0 2 0 2 0 1 2 51 5 1 0 1 0 0 4 0 0 0 0 0 0 0 0 0 6 Total 29 1 32 1 1 119 1 1 1 8 7 5 5 1 6 218
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Graph 19:
INTERPRETATION:
HP(119) -- 38 respondents have ranked as 3. CANON(32) -- 9 respondents have ranked as 2. SHARP(5) 4 respondents have ranked as 4. On the whole majority of respondents ranked price preference has 3 for MGPs.
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Graph 20:
INTERPRETATION:
97
HP(39) -- 9 respondents have ranked as 3 PANASONIC(15) -- 4 respondents have ranked equally 1,2 & 3. The companies who are using SHARP(4) 2 respondents have ranked as 2. On the whole majority of respondents ranked price preference has 3 for FAX machine.
Graph 21:
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INTERPRETATION:
HP(104) -- 31 respondents have ranked as 3. From the above table it can be inferred that majority of respondents are using HP. SHARP(3) 3 respondents have ranked equally 1, 2 and 4. On the whole majority of respondents ranked price preference has 3 for Printers.
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Graph-22
INTERPRETATION:
100
HP(73) -- 19 respondents have ranked as 4. From the above table it can be inferred that majority of respondents are using HP Scanners. SHARP(2) 2 respondents have ranked equally 1 and 4. On the whole majority of respondents ranked price preference has 3 for Scanners.
101
102
Graph-23
INTERPRETATION: SONY (20) 8 respondents have ranked as 3 EPSON (19) 6 respondents have ranked as 2 The respondents who are using SONY brand rank price preference 3. SHARP(1) 1 Respondents have ranked as 1. On the whole majority of respondents ranked price preference has 3 for LCD Projectors.
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Graph-24
104
INTERPRETATION: SAMSUNG(22) 12 respondents have equally ranked as 1 & 4. SONY(12) 4 respondents have ranked as 4. SHARP(1) 1 respondents have ranked as 4. On the whole majority of respondents ranked price preference has 3 for IDPs.
PRODUCT PREFERENCE
Product PreferencePhotocopier
Table-25
Pdt.Quality.prefer No Prefer Photocopier. No Comments 9 1 36 2 25 3 28 4 9 5 9
Total
116
105
BROTHERSOFT CANON HCL HP Brand KODAK RICOH SHARP TOSHIBA WORKCENTRE XEROX
0 0 0 0 0 0 1 0 0 0 10
0 16 0 12 1 3 4 2 1 9 84
1 5 1 10 0 0 1 0 0 2 45
0 2 0 5 0 0 1 0 0 6 42
0 4 0 3 0 0 1 0 0 3 20
0 2 0 2 0 1 0 1 0 2 17
1 29 1 32 1 4 8 3 1 22 218
Total
Graph-25
INTERPRETATION:
Above table shows Product quality preference of Photocopiers and infers that,
CANON(29)- 16 respondents have ranked product quality as 1 HP(32)- 12 respondents have ranked product quality as 1 XEROX (22)- 09 respondents have ranked product quality as 1 SHARP(8)-04 has ranked product quality as 1.
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Product Quality--MFP
Table-26
Pdt.Quality.prefer No Prefer No Comments BROTHERSOFT CANON DELL HCL HP MFP. Brand KODAK PANASONIC RICOH SAMSUNG SHARP TOSHIBA WORKCENTRE XEROX Total 7 0 0 0 0 2 0 1 0 0 0 0 0 0 10 1 8 0 12 0 0 44 1 0 5 3 3 2 1 5 84 2 4 0 9 0 1 26 0 0 1 3 0 1 0 0 45 3 5 0 7 1 0 23 0 0 0 2 2 0 0 2 42 4 4 1 2 0 0 11 0 0 1 0 0 1 0 0 20 5 1 0 4 0 0 10 0 0 1 0 0 1 0 0 17 Total 29 1 34 1 1 116 1 1 8 8 5 5 1 7 218
Graph-26
INTERPRETATION:
107
Above table shows Product quality preference of MFPs and infers that,
HP(116)- 44 respondents have ranked product quality as 1. CANON(34)- 12 respondents have ranked product quality as 1. SHARP(05)- 05 respondents have ranked product quality as 1.
108
Graph-27
INTERPRETATION: Above table shows Product quality preference of Faxmachines and infers that,
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HP(39)- 21 respondents have ranked product quality as 1. PANASONIC(15)- 07 respondents have ranked product quality as 1. SHARP(04)-02 respondents have ranked product quality as 1.
110
Graph:28
INTERPRETATION: Above table shows Product quality preference of Priters and infers that,
HP(99)- 51 respondents have ranked product quality as 1. CANON(24)- 10 respondents have ranked product quality as 1. SHARP(03)- 02 respondents have ranked product quality as 1.
119 9 1 73 3 1 2 2 3 4
111
Total
10
84
45
41
20
17
217
Graph-29
INTERPRETATION:
Above table shows Product quality preference of IDPs and infers that,
HP(73)- 36 respondents have ranked product quality as 1. CANON(9)- 05 respondents have ranked product quality as 1. SHARP(2)- 02 respondents have ranked product quality as 1.
112
113
Graph-30
INTERPRETATION: Above table shows Product quality preference of IDPs and infers that,
SONY(22)- 8 respondents have ranked product quality as 1. EPSON(18)- 13 respondents have ranked product quality as 1. SHARP(22)- 02 respondents have ranked product quality as 1.
114
115
SERVICE PREFERENCE
Service Preference PHOTOCOPIER
Table-32
Service.prefer NoPrefer No response BROTHERSOFT CANON HCL HP COMPAQ Photocopier.brand KODAK MODI RICOH SHARP TOSHIBA WORKCENTRE XEROX Total 13 0 2 0 0 0 0 0 0 1 1 0 0 4 1 29 0 12 1 11 0 0 0 4 4 2 1 6 41 2 26 0 5 0 7 1 1 0 1 2 0 0 4 21 3 11 0 5 0 6 0 0 1 1 1 0 0 3 17 4 21 0 2 0 2 0 0 0 2 0 1 0 3 10 5 13 1 3 0 3 0 0 0 0 0 0 0 5 12 Total 113 1 29 1 29 1 1 1 8 8 4 1 21 218
116
Graph:32
INTERPRETATION:
Above table shows Service quality preference of photocopier machines and infers that, HP(29)-11 respondents have ranked as 1 CANON(29)-12 respondents have ranked as 1 Xerox(21)-6 respondents have ranked as 1 SHARP(8)-8 respondents have ranked as 1
117
Graph-33
118
INTERPRETATION: Above table shows Service quality preference of photocopier machines and infers that, HP(116)-34 respondents have ranked as 1 CANON(32)-10 respondents have ranked as 1 RICOH (8) & SAMSUNG (8)-4 respondents have ranked as 1 SHARP(5)-2 respondents are saying have ranked as 1
Graph-34
INTERPRETATION:
Above table shows Service quality preference of photocopier machines and infers that,
HP(39)-17 respondents are ranked as 1 Panasonic(15)-5 respondents are ranked as 1 Brothersoft(7)-6 respondents are ranked as 1 SHARP(4)-4 respondents are ranked as 1 & 2
120
Printer.brand
Total
Graph-35
INTERPRETATION:
121
Above table shows Service quality preference of photocopier machines and infers that, HP(98)-33 respondents are ranked as 1 BROTHERSOFT( 5) -2 respondents are ranked as 1 SHARP(3)-2 respondents are ranked as 2
Graph-36
INTERPRETATION:
122
Above table shows Service quality preference of photocopier machines and infers that, HP(73)-32 respondents are ranked as 1 CANON(11)-4 respondents are ranked as 1 XEROX(4)-3 respondents are ranked as 1 SHARP(2)-2 respondents are ranked as 2
123
124
Graph-37
125
INTERPRETATION: Above table shows Service quality preference of photocopier machines and infers that, SONY(18) & EPSON (18) 7,8 respondents respectively have ranked service as 1. SANYO(13)6 respondents have ranked as 1 SHARP(2)2 respondents have ranked as 1
Table-38
No Response AKAI HITACHI ITVID LG NEC PANASONIC NATIONAL IDP.brand PHILIPS PIONEER SAMSUNG SANSUI SHARP SONY TOSHIBA POLYCON VIDEOCON VV TED Total
Graph:38
INTERPRETATION:
127
Above table shows Service quality preference of photocopier machines and infers that, SAMSUNG(21)-10 respondents are ranked as 1 LG(12)-5 respondents are ranked as 2 SONY(11)-7 respondents are ranked as 1 SHARP(1)-1respondnets are ranked as 1
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BRAND PREFERNCE
Brand PreferencePHOTOCOPIER
Table-39
Brand.prefer No Prefer No Response BROTHERSOFT CANON HCL HP COMPAQ Photocopier.brand KODAK MODI RICOH SHARP TOSHIBA WORKCENTRE XEROX Total 14 0 5 0 0 0 0 0 1 2 2 0 0 24 1 28 0 6 0 12 0 0 0 2 1 0 1 4 54 2 19 0 5 0 3 0 0 0 3 1 2 0 7 40 3 13 0 4 0 8 0 0 0 0 2 0 0 4 31 4 37 1 10 1 6 1 1 1 2 2 0 0 4 66 5 2 0 0 0 0 0 0 0 0 0 0 0 1 3 Total 113 1 30 1 29 1 1 1 8 8 4 1 20 218
Graph-39
129
INTERPRETATION: Above table shows Brand preference of photocopier machines and infers that, CANON(30)-10 respondents have ranked as 4 HP(29)-12 respondents have ranked as 1 SHARP(08)-02 respondents have ranked as 1
130
Graph-40
INTERPRETATION:
Above table shows Brand preference of Multifunction printers (MFP) and infers that,
HP(116)-34 respondents have ranked as 4 CANON(33)-15 respondents have ranked as 4 SHARP(05)-02 respondents have ranked as 4
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Graph-41
INTERPRETATION:
132
Above table shows Brand preference of Fax machines and infers that,
HP(39)-15 respondents have ranked as 1 PANASONIC(15)-05 respondents have ranked as 1 SHARP(04)-03 respondents have ranked as 4
Graph-42
133
INTERPRETATION: Above table shows Brand preference of Printers and infers that,
HP(100)-28 respondents have ranked as 1,4 CANON(22)-7 respondents have ranked as 4 SHARP(03)-03 respondents have ranked as 1,4
Table-43
Brand.prefer No Prefer No Response CANON EPSON HP Scanner.brand KODAK RICOHH SAMSUNG SHARP U-MAX XEROX Total 14 2 0 7 0 0 0 0 1 0 24 1 23 5 0 22 0 1 1 1 0 1 54 2 23 1 1 13 1 0 0 0 1 0 40 3 13 0 0 11 2 0 0 1 1 3 31 4 43 3 0 19 0 0 1 0 0 0 66 5 3 0 0 0 0 0 0 0 0 0 3 Total 119 11 1 72 3 1 2 2 3 4 218
Graph-43
INTERPRETATION: Above table shows Brand preference of Printers and infers that,
HP(72)-22 respondents have ranked as 1 CANON(11)-05 respondents have ranked as 1 SHARP(02)-02 respondents have ranked as 1,4
Brand.prefer No prefer No Response ACER BENQ CANON CASIO DELL DLP EPSON HCL HITACHI HP INFOCUS Lcd.brand LENOVO NEC NEXUS OPTIMA PANASONIC PHILIPS PIONEER SAMSUNG SANYO SHARP SONY ESSAR TOSHIBA VIEWSONIC Total 14 0 2 0 0 0 0 2 0 2 0 1 0 0 0 0 0 0 0 1 1 0 0 0 1 0 24 1 19 1 4 0 0 1 1 5 0 2 3 0 0 1 0 3 6 0 0 0 1 1 5 0 1 0 54 2 18 0 0 1 0 1 0 2 0 0 2 0 1 3 0 1 4 1 0 0 1 0 4 0 1 0 40 3 13 0 1 1 0 0 0 2 0 1 1 0 0 4 0 0 1 0 0 0 3 1 4 0 0 0 32 4 23 1 1 0 1 3 1 6 1 3 1 1 0 2 1 1 0 0 1 2 7 1 4 1 1 2 65 5 2 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 Total 89 2 8 2 1 5 2 18 1 8 7 2 1 10 1 5 11 1 1 3 13 3 17 1 4 2 218
Graph-44
136
INTERPRETATION: Above table shows Brand preference of Printers and infers that, Epson(18)-06 respondents have ranked as 4 SONY(17)-05 respondents have ranked as 1 Sanyo(13)-07 respondents have ranked as 4 SHARP(03)-03 respondents have ranked as 1,3,4
137
Table-45
No Response AKAI HITACHI ITVID LG PHILIPS PANASONIC NATIONAL IDP.brand PIONEER SAMSUNG SANSUI SHARP SONY TOSHIBA POLYCON VIDEOCON VV TED Total
No prefernce 17 0 0 0 0 0 0 0 0 3 0 0 3 1 0 0 0 24
Graph-45
138
INTERPRETATION: Above table shows Brand preference of Printers and infers that, SAMSUNG(22)-08 respondents have ranked as 1 SONY(12)-03,03 respondents have ranked as 2,3 SHARP(01)-01 respondents have ranked as 3
OTHER PREFERENCE
139
1. Individual graphs have not be been interpreted since the weightage for Other Preference is very minute. 2. The Factors under Other Preference are; a. Availability of Product b. Prevailing Promotional offers c. Companies Long Term Contract d. Prevailing Technology
140
Graph-46
141
29 1 34 1 1 117 1 1 1 7 8 5 5 1 6 218
Graph-47
142
Graph-48
143
Graph-49
144
Graph - 51
145
Graph-51
146
Graph-52
147
Conclusion
148
Diversified Product Portfolio enables the company to protect itself against the risk of Over Exposure in any particular line of Business. Such strategy helps Sharp to compete against players in regional markets. Diversified Product Portfolio enhances the Cross Selling opportunities for the company. The Company invests heavily on Research and Development for launching New Products. The Company has an extensive international presence with Brand Recognized on a Global Scale. HP is a clear cut leader followed by Cannon in Office Automation Products in the surveyed area. Sharp has a Very Low Brand Awareness. Very low Penetration in to the institutional market in comparison to HP and Cannon. Poor presence in Retail Market. Sharp Brand Shops (Sharp Galaxy) are still unseen, whereas Samsung has close to 120 Brand Shops. Sharp Products are technologically advanced but at the same time they are expensive. Non Competitive Pricing strategy. Non Aggressive Marketing strategy. A very Competitive Market, in terms of Product Life and Price competitiveness.
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Recommendation
Despite nearly two decades of its existence in India, Sharp has not been able to make inroads into the domestic market while HP, Cannon and its Korean rivals Samsung and LG appear to be doing quite well. Hence, we have following recommendations out of our observation; Competitive Pricing of the Product. Adopt aggressive marketing strategy for India. Work on Distribution. Increase Advertising spends. Spend a significant amount of its ad budget for below-the-line (BTL) promotional campaigns, with more Road shows for Metros and Larger Cities. Concentrate more on the growing LCD market. Start concentrating on Solar business. Leverage on Global Technology and Penetrate Mobile Market. Open up Sharp Galaxy Shops on a war footing. Have Tie-up with Multi Brand Shops. Setting up of Manufacturing Unit in India. Increase Scale through high sales volume. Sign up Celebrities for Endorsements
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Questionnaire:
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