A Comparative market analysis of consumer electronic goods : A case study on Moghbazar area

Collected by www.admission-bd.com

Introduction

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 in Moghbazar. To get idea about size, Location and Manpower of each show room in this area.

Specific Objectives:

To identify the number of product/Range of Product available in each showroom at Moghbazar. To state Price benchmarking, considering Brand, Size and Features to compare TEL with other electronic brands in Moghbazar.

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

To get idea about after sales service of consumer electronics.

Methodology:
Data Source Primary sources :For project part primary sources were the major source. Secondary sources: For organization part secondary sources 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

Scope of the study

The scope of the study was limited within electronics business in Bangladesh. It was also limited within the organization of Transcom Electronics Limited. The study was mainly cover the features, price and service warranty on five categories of products namely Television, Refrigerator, Micro wave oven, Air-conditioner and Washing machine. The geographical area of the study was limited to only Moghbazar area of Dhaka.

Limitations:

The main responsibility was to study on features of Tels consumer electronics products, compares these features with other competitive products. As a result, the report was based on features of TELs products and therefore finds out whether other competitive electronic brands at Moghbazar area carried these features or not. Consider Only the Moghbazar Area and carry out on five products category may have become one limiting factor. Confidentiality of data was the main constraint that was faced during the study.

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.

Moghbazar Area at a glance:

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%

Moghbazar Area at a glance:

Ward wise Segmented Data : 54 no ward: Total population:Above-2,00,000 Total household no:2800 No of people who earns :Approximately32,000-35000 Number of people who belongs to middle class :60%

Moghbazar Area at a glance:

Ward wise Segmented Data : 55 no ward: Total population: Above-1,50,000 Total household no:2500 No of people who earns :Approximately25000-28000 Number of people who belongs to middle class :60%

The competitors of TEL in Moghbazar : Sony-Rangs, Samsung, Sharp, LG-Butterfly and Singer. Available product categories found in Moghbazar area: Television- CRT:14,21,29
LCD: 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)

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

Parts Compressor Free service:

3 years 5 years 2 years

5years 5 years 5 years

5years 2 years 3 years

5years 3 years 1 year

5years 3 year s2 years

1 year 5 year 1 year

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 years 3 years

2 years 3years 2years

2 years 2 years 2 years

2 years 3years 2years

3 years 2 years 1 year

2 years 1 year 1 year

Washing machine

Main motor Spare parts Free servicing Warranty

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

1year

1 year

1 year

1 year

1 year

1 year

An approximate figure of monthly sales volume in unit

of different Brands (Product-wise):
Product categories Samsung/ Electra 45-50 Sharp/ General LG/ Butterfly 80-90 Sony/Rangs/ Fuji Singer Transcom

Television

10-15

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

Washing machine

10-15

N/A

N/A

N/A

10

20-22

15-20 Oven

20-25

60-65

10

10

10-15

Prices of CRT Brands

Size Samsung Sharp LG Sony Rangs Singer Philips

14-17

Nil

Nil

10,69014990

Nil

8190-9490

10500

10490

21

18,80022800

11,80019,300

1699020490

24990-33995

13290-16790

13350-17750

15990-19990

29

32,500

39,900

3499036990

41980

23390-27990

Nil

29900-57500

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

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

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

Prices of Microwave woven:

Capacity Samsung Sharp Butterfly Rangs Singer Whirlpool

23 litre

9800(grill)

11000(grill)

8990(micro) 11490(grill)

Nil

Nil

16,000(grill)

27 litre

Nil

1550019000(grill)

19990(convecti on

Nil

Nil

14,000(micro)

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

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

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

Features in each product (Television)

CRT TV:

Brightness Volume Capacity Input Channel Contrast ness Sharpness

Features in each product (Television)

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 channel to another channel. Viewing angel-Maximum angel from TV screen where one can able to see clear picture.

Features in each product (Television)

LCD TV: Brightness Contrast ratio Sound system Power consumption Display Resolution

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.

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.

Features in each product (Washing machine)

Auto SystemTumbler 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 rubbing the cloth accordingly. Water Storage facility- This facility need not required to connect water tab directly during wash the cloth.

Features in each product (Air- condition)

Window and Split type: 6th sense auto air flow control that sense the surrounding room temperature and 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 this function, AC automatically increase its temperature at the rate of 1 degree Celsius in one hour up to 2 degree Celsius in two hours and maintain that level. Dry mode-reducing humidity and keeps refreshed even during rainy season.

Digital display-

Findings:

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

Phillips LCD TV operates best with their features such as response time, brightness, contrast ratio, viewing angle, power consumption and display resolution in compare to other LCD brand.
Both the features of frost and no-frost refrigerator vary among different brands according to their size and capacity.

Findings:

Samsung and Sharp microwave-woven have auto defrost and grill function but no jet defrost, crispy function and convection system. There are two types of woven available in Moghbazar area: micro woven and micro woven with grill function. So the features vary according to their category. Features from different brands washing machine are near to same but most of the brands have no water storage system. Both window and split types of air condition vary according to their features.

Findings:

Singers showroom has the largest size and manpower and Transcoms position is second according to the size and third according to the manpower. Sony-Rangs is the best in selling television, Sharp holds 1st position in selling refrigerator, General is the fast moving product in case of air condition, in case of washing machine Whirlpool (Transcom) and LG are sold best and lastly,Butterfly oven are sold best in Moghbazar area. Whirlpool refrigerator (Transcom) provides only one year after sales service in parts and free service whereas sharp refrigerator provides five years 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.

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.

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.

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 consumer electronic products at Moghbazar area.