In this project I have made an honest and dedicated attempt to make the research material as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it.
During this small time frame of two months in which the project reached its completion, there were a few people whom I would like to make a mention of and without whose help the project would have never seen the light of the day. I also thank to my internal guide- for his timely response, which immensely helped in giving the project the initial direction it needed.
I dedicate this project to the Dealer’s of Delhi district who were extremely kind and who at times went out of the way to help me. Without their co-operation it would have perhaps not been possible to research a few places, which I did, within the stipulated time frame.
We look our training at SAMSUNG ELECTRONICS LTD. DELHI. During the training was to get an overview of the Consumer Durable Market of DELHI district. It was a firsthand experience to get exposed to the professional set-up and face the market, which was really a great experience. Training period was a learning experience.
When business is involved, an experience counts a lot. experience are an instrument, which leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure.
I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of the report.
and intense competition. Sony. discounts. accounting for no less than 90% of the market. the penetration Level of the consumer durables is still low in India. the demand for consumer durables has increased significantly. air conditioners.
. Products like washing machines. only a few companies like Kelvinator. Alwyn. MNC's major target is the growing middle class of India. their wellacknowledged brands. Godrej. and introduction of new models. The market share of MNCs in consumer durables sector is 65%. there were still very few players in categories like vacuum cleaners.INTRODUCTION
Before the liberalization of the Indian economy. increase in consumer awareness. However. and Voltas were the major players in the consumer durables market. these players control the major share of the consumer durables market. exchange offers. and wide range of choice. and dishwashers Consumer durables sector is characterized by the emergence of MNCs. easy availability of finance. Daewoo. foreign players like LG. It is growing very fast because of rise in living standards. microwave ovens. and Aiwa came into the picture. Samsung. MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market. as many foreign players were entering in the market with the increase in income levels. However. Whirlpool. Consumer durables market is expected to grow at 10-15% in 2007-2008. and hold over wide distribution network.
Today. Then. after the liberalization. color televisions (C-TV) were no longer considered luxury items. easy access to consumer finance.
India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India. greater disposable income and an overall increase in the level of affluence of a significant section of the population. REFRIGERATORS. The rising income levels double-income families and consumer awareness were the main growth drivers of the industries. LG. The sector has been witnessing significant growth in recent years.
The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions. but post liberalization many foreign companies have entered into Indian market dethroning the Indian players and dominating Indian market the major categories being CTV. although the penetration level is much lower . Voltas. real estate and housing demand.The CTV segment is expected to the largest contributing segment to the overall growth of the industry. The industry is represented by major international and local
.Indian consumer durable market used to be dominated by few domestic players like Godrej.MICROWAVE OVEN and WASHING MACHINES. SAMSUNG the two Korean companies have been maintaining the lead in the market with LG being leader in almost all the categories. Instruments such as cell phones and kitchen appliances like microwave ovens were also included in this category.
The rural market is growing faster than the urban market. air conditioners and washing machines. helped by several drivers such as the emerging retail boom. refrigerators. Allwyn and Kelvinator.
Titan. Videocon. the frost-free category has grown by 8. Whirlpool. CTV.
The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. etc. MIRC Electronics.3 per cent while direct cool segment has grown by 9 per cent. Voltas. More than 7 million units of consumer durable appliances have been sold in the year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes. Trends
The consumer durables market in India was estimated to be around US$ 5 billion in 2007-08. The key product lines under each segment were as follows. refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. Whirlpool and Samsung have registered double-digit growth in the direct cool refrigerator market. Companies like LG.players such as BPL.
. Consumer Appliances can be further categorized into Brown Goods and White Goods.
In the refrigerators market. Growth. Blue Star. Industry Size.
In the case of washing machines.000 units.10 million units in 2007-08 and is expected to grow by at least 25 per cent.High-end products such as liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend is expected to continue.
Since the penetration in the urban areas for these products is already quite high. The flat segment of CTVs now account for over60 per cent of the total domestic TV production and is likely to be around 65 per cent in 2007-08. This trend is expected to
. Consumer Electronics
The CTV production was 15. At the disaggregated level. The audio/video player market has seen significant growth rates in the domestic market as prices have dropped.000 units and by 8 per cent to 229. Market sources indicate that most CTV majors have phased out conventional TVs and have been instead focusing more on flat TVs. the sales of window ACs have grown by 32 per cent and that of split ACs by 97 per cent. the markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas. the semi-automatic category with a higher base and fully-automatic categories have grown by 4 per cent to 526. The growth across product categories in different segments is assessed in the following sections. In the air-conditioners segment. respectively. conventional CTV volumes have been falling while flat TVs have grown strongly.
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. SAMSUNG’S CONDITIONERS
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PC / Peripherals / Printer
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organisation structure Our Company's Board of Directors . Title Vice Chairman (Representative Director) President & CEO (Representative Director) President Independent Director Independent Director Independent Director Independent Director Name Responsibility Yoon-Woo Chairman of the Board of Directors Lee Gee-Sung Overall Corporate Management Choi Ju-Hwa Yoon Chief Financial Officer Dong-Min Overall Corporate Management Yoon Chae-Woong Audit & Related Party Transactions Lee Committee Audit & Related Party Transactions Oh-Soo Park Committee Audit & Related Party Transactions In-Ho Lee Committee