Comparative Market Analysis of Consumer Electronic Goods

8/2/2019 Comparative Market Analysis of Consumer Electronic Goods

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A Comparative market analysis of consumer electronic

goods : A case study on Moghbazar area

Collected by

www.admission-bd.com


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Introduction


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Objectives of the Study

Broad objective:

The broad objective of the study is to comparative market analysis of

consumer electronic goods in Moghbazar area.

Specific Objectives: To state some significant data about Moghbazar to help to

determine the Customer segment and their ability to purchase

consumer electronics.

To identify different competitors of Transcom Electronics exist inMoghbazar.

To get idea about size, Location and Manpower of each show room

in this area.


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Specific Objectives:

To identify the number of product/Range of Product availablein each showroom at Moghbazar.

To state Price benchmarking, considering Brand, Size and

Features to compare TEL with other electronic brands inMoghbazar.

To know Product-wise monthly Sales volume in unit inMoghbazar area.

To get idea about after sales service of consumer electronics.


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Methodology:

Data Source

Primary sources :For project part primary sourceswere the major source.

Secondary sources: For organization part secondarysources were the major source.

Data Collection Method:

Primary data was collected

Through informal interviews of sales personnel at different

showroom in Mogbazar. Collected data about Mogbazar area from Dhaka City

Corporation & Ward Commissioners office at Mogbazar


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Scope of the study

The scope of the study was limited within electronics business inBangladesh.

It was also limited within the organization of Transcom ElectronicsLimited.

The study was mainly cover the features, price and service warrantyon five categories of products namely Television, Refrigerator, Microwave oven, Air-conditioner and Washing machine.

The geographical area of the study was limited to only Moghbazararea of Dhaka.


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Limitations:

The main responsibility was to study on features of Tels consumerelectronics products, compares these features with othercompetitive products. As a result, the report was based on featuresof TELs products and therefore finds out whether othercompetitive electronic brands at Moghbazar area carried these

features or not.

Consider Only the Moghbazar Area and carry out on five productscategory may have become one limiting factor.

Confidentiality of data was the main constraint that was facedduring the study.


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Moghbazar Area at a glance:

Moghbazar area basically covers 3 wards. They are 53, 54 and 55 no

wards.

This area specifically covers the Bangla motor (eskaton, boro moghbazar,

dilu road) to Mouchak point (shiddeshwari, shanty nogor, arambagh).

The populations of 53,54 and 55 no wards are approximately 450,000 to

480,000 . The total household numbers are 8,200.


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Ward wise Segmented Data :

53 no ward:

total population: 1,00,000 to 1,20,000

Total household no: 2900

No of people who earns :Approximately 22000-24000

Number of people who belongs to middle class :70%


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54 no ward:

Total population:Above-2,00,000

Total household no:2800

No of people who earns :Approximately32,000-35000



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55 no ward:

Total population: Above-1,50,000

Total household no:2500

No of people who earns :Approximately25000-28000



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The competitors of TEL in Moghbazar :Sony-Rangs, Samsung, Sharp,

LG-Butterfly and Singer.

Available product categories found in Moghbazar area:

Television-CRT:14,21,29LCD: 26,37,4042,46,47

Refrigerator-No Frost:232,255,282(Litre)

Frost-212,240 (Litre)

Microwave woven- 20, 23, 27(Litre)

Washing machine- 5, 5.5, 6, 6.5(Kg)

Air-condition-Window type:1,1.5(Ton)Split type:1, 1.5, 2(Ton)


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Comparison of different Brand warranties:

Product

categories

Services Samsung/

Electra

Sharp/

General

LG/

Butterfly

Sony/Rangs/

Fuji

Singer Transcom

Television Picture

tube:

Parts:

Service:

5 years

2years

2years

5 years

2years

2years

5 years

1 year

2years

5 years

1 year

2 years

3 years

1 year

3 years

5 years

1 year

1 year

Refrigerator PartsCompressor

Free service:

3 years5 years

2 years

5years5 years

5 years

5years2 years

3 years

5years3 years

1 year

5years3 year

s2 years

1 year5 year

1 year


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Comparison of different Brand warranties:

Product

categories

Services Samsung/

Electra

Sharp/

General

LG/

Butterfly

Sony/Rangs/

Fuji

Singer Transcom

Air condition Compressor

Service:Warranty:

2 years

2 years3 years

2 years

3years2years

2 years

2 years2 years

2 years

3years2years

3 years

2 years1 year

2 years

1 year1 year

Washing

machine

Main motor

Spare parts

Free

servicing

2years

1 year

1 year

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

1 year

1 year

1 year

1 year

1 year

1 year

Micro woven Warranty 1year 1 year 1 year 1 year 1 year 1 year


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An approximate figure of monthly sales volume in unit

of different Brands (Product-wise):

Product

categories

Samsung/

Electra

Sharp/

General

LG/

Butterfly

Sony/Rangs/

Fuji

Singer Transcom

Television 45-50 10-15 80-90 80-100 40 22-25

Refrigerator 70-80 80-120 30-40 15-20 60 15-20

Air condition 20-25 60-70 40-50 20-25 25 25-30

Washingmachine

10-15 N/A N/A N/A 10 20-22

Oven 15-20 20-25 60-65 10 10 10-15


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Prices of CRT Brands

Size Samsung Sharp LG Sony Rangs Singer Philips

14-17 Nil Nil 10,690-

14990

Nil 8190-9490 10500 10490

21 18,800-

22800

11,800-

19,300

16990-

20490

24990-33995 13290-16790 13350-17750 15990-19990

29 32,500 39,900 34990-

36990

41980 23390-27990 Nil 29900-57500


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Prices of LCD Brands

Size Samsung LG Sony Singer Philips

26 88,000 1,21,500 1,09,990 Nil 85000

37 1,65,000 Nil 1,99, 990 95000 150000-225000

40-42 1,95,000-2,05,000 2,17,000 2,65,990 Nil 190000-290000

46-47 2,70,000 Nil Nil Nil 375000


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Prices of Frost Refrigerator:

Capacity (cft) Samsung Sharp LG Rangs Singer Whirlpool

212 litre Nil Nil Nil 18900 Nil 28000

240 litre Nil Nil 21890 Nil Nil 31000


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Prices of No-Frost Refrigerator:

Capacity (cft) Samsung Sharp LG Rangs Singer Whirlpool

232 ltr 28500-30000 Nil 25490 Nil Nil 24990-28500

255 ltr 26800 23900 Nil Nil Nil 36000


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Prices of Washing machine:

Capacity Samsung Butterfly Singer Whirlpool

5 (kg) Nil 24990 Nil 31900

5.5 (kg) Nil 18490 Nil 21900

6 (kg) 17800 19490 7000 21500-24900

6.5 (kg) 13600-22800 22990 Nil 24000


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Prices of Split type Air-condition:

Size Samsung General LG Fuji Singer Whirlpool

1 ton 38500 Nil 38990 48000 33500 37900

1.5ton 52000 63000-75000 52990 60000 46000 53900

2 ton 64000 75000 58990 70000 59950 61400


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Prices of window type Air-condition:

Size Samsung General LG Fuji Singer Whirlpool

1 ton 30000 31000 28990 Nil Nil 30500

1.5ton 34000 36000 33990 Nil 38500 36500


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Features in each product (Television)

CRT TV:

Brightness

Volume Capacity

Input Channel

Contrast ness

Sharpness


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LCD TV:

Full HD Ensure better picture quality.

HDMI input Able to carry audio, video and control signal

Response Time The time that is required from change one channelto another channel.

Viewing angel-Maximum angel from TV screen where one can ableto see clear picture.


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LCD TV:

Brightness

Contrast ratio

Sound system

Power consumption

Display Resolution


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Features in each product (Refrigerator)

Frost and No-Frost:

Dynamic Air flow- The air within the refrigerator works not only vertically but

also horizontally.

Sixth sense Thermostat sets according to temperature in automatic way.

Deodorized system- Special element that reduce bad odor.


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Features in each product (Microwave-woven)

Auto defrost Defrost foods automatically.

Jet defrost - Defrost foods within 30 second.

Grill function Able to make food brownish.

Crispy function- Able to make cracky food item.

Convection system-This system is specially required for confectionary item.


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Features in each product (Washing machine)

Auto System-

Tumbler The container where cloths are kept for wash.

Agitator The main part of washing machine that are rolling cloth .

Sixth-sense One type of censor that read the hardness and rubbingthe cloth accordingly.

Water Storage facility- This facility need not required to connectwater tab directly during wash the cloth.


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Features in each product (Air- condition)

Window and Split type:

6th sense auto air flow control that sense the surrounding room temperatureand adjust the fan speed accordingly.

Jet starter cool the room within 30 second.

Sleep mode As the night progress, the temperature drops slowly but with thisfunction, AC automatically increase its temperature at the rate of 1 degreeCelsius in one hour up to 2 degree Celsius in two hours and maintain thatlevel.

Dry mode-reducing humidity and keeps refreshed even during rainy season.

Digital display-


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Findings:

All the CRT television brands provide almost same features to competein electronics market in Moghbazar

Phillips LCD TV operates best with their features such as responsetime, brightness, contrast ratio, viewing angle, power consumption anddisplay resolution in compare to other LCD brand.

Both the features of frost and no-frost refrigerator vary amongdifferent brands according to their size and capacity.


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Findings:

Samsung and Sharp microwave-woven have auto defrost and grillfunction but no jet defrost, crispy function and convection system.There are two types of woven available in Moghbazar area: microwoven and micro woven with grill function. So the features varyaccording to their category.

Features from different brands washing machine are near to samebut most of the brands have no water storage system.

Both window and split types of air condition vary according totheir features.


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Findings:

Singers showroom has the largest size and manpower and Transcomsposition is second according to the size and third according to themanpower.

Sony-Rangs is the best in selling television, Sharp holds 1st position inselling refrigerator, General is the fast moving product in case of aircondition, in case of washing machine Whirlpool (Transcom) and LG aresold best and lastly,Butterfly oven are sold best in Moghbazar area.

Whirlpool refrigerator (Transcom) provides only one year after salesservice in parts and free service whereas sharp refrigerator provides fiveyears after sales service in parts and free service. In other cases, all the

company offers near to same service warranty to compete the market. The price of each product in each category vary because of their brand

value & model.


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Problem of TEL:

Products are not available according to demand.

After sales service Problem.

No installment system.

No discount for customer.

Not available show-room at some important area.


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Recommendation and suggestion for TEL:

Increase promotional activities.

Improve customer service.

Fine tune values other than core value of the product.

To Increase number of Showrooms.

Implement the Loyalty Program.


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Conclusion:

Transcom Electronics Limited distributes electronics products of two world famous

brands. Philips and Whirlpool .Through promotional activities ,increase the

efficiency of distribution and ensure the supply of products to meet the market

demands TEL has utilized the opportunities for maximizing its share in consumerelectronic products at Moghbazar area.

Comparative Market Analysis of Consumer Electronic Goods

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