NOBEL TCL

“Provide Best Quality Products and After Sale Services In the Electronic Industry
of Pakistan and To Build Maximum Optimized Brand Equity “

“To Provide Quality Electronic Products at Low PRICES “

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Dynasel Limited (DSL) was incorporated in Pakistan on October 8, 1989, under

the Companies Ordinance, 1984 as a private limited company and was
subsequently converted into a public limited company on December 1, 2007. DSL
is engaged in assembling and selling of televisions and DVDs/LCDs.

The Company’s brand - NOBEL, is one of the leading television brands in

Pakistan. Currently, Nobel has over 26% of market share and is in second position
behind LG and ahead of Sony, Samsung and Phillips.

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NOBEL TCL PRODUCTS

PRODUCTS

The Company has a diversified high-quality product range from basic to high-end innovative
products including conventional (14” , 21” and 29”), pure flat and LCD TV’s and DVD’s which
is well suited to meet local demand, backed by on -time delivery and prompt warranty support,
which is key for customer satisfaction and image.

FEATURES

DSL is involved in the production of high-quality televisions/LCDs with exclusive features that
no other brand is providing in the market. Some of the features include FM radio, sound
equalizer and FS tuners due to which televisions consume very low voltage and provide excellent
picture quality. The company is engaged in production of woofer model of conventional
televisions with 1000 pm watts power output. The company is also producing ultra slim model of
digital televisions. Amongst the wide product range offered by the company, LCD is one of the
most exclusive products, ranging from 26” to 46”. These LCDs are equipped with High
definition 2 mega pixel picture quality screens

LCD TELEVISION

HOME THEATER DVD

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ORGANIZATIONAL STRUCTURE
See organizational chart of NOBEL TCL in Annexes

If we see the current org structure and the organization of employees working at all the levels
(TOP-MIDDLE-LOW) the centralized decision making is actually followed till now at NOBEL
TCL. All four divisions are directed by MR.HAROON NIAZI (MD. NOBEL TCL) the
STRATEGIC GOALS are generated by him then the TACTICAL GOALS at each major
department ( finance , marketing etc) are been issued by their heads then further teams working
under them e.g. COST AND PLANNING should do their best to achieve those tactical goals in
order to support the long term strategies and plans given by M.D of NOBEL TCL.

BCG MATRIX NOBEL TCL PRODUCTS

STAR QUESTION MARK

CASH COW DOG

N\A
N\A

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STARS:
The TELEVISIONS and DVD players are the main reason of achievements that NOBEL TCL
have got till the major part of NOBEL’S market share is only because their TELEVISIONS and
DVD are having good reputation which has created great brand equity.

QUESTION MARK :
In the current market scenario the LCD TV’S and HOME THEATER SYSTEMS of NOBEL
TCL is not having good market share but he overall industry is now growing in Pakistan so there
is still a good opportunity that NOBEL may got a good market share in future and become a
STAR in LCD and THEATRE SYSTEMS.

CASH COWS :
No product of NOBEL TCL comes in question mark because the electronic industry of Pakistan
is still growing.

DOGS :
No product of NOBEL TCL comes in DOG side because some products have a good market
share and some products are dealing with industry having a good growth rate.

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PORTERS COMPETITIVE ANALYSIS

THREATS OF NEW ENTRANTS
 According to the current situation of electronic industry of Pakistan any
company can enter easily into the Pakistan’s market so the Barrier of entry is
LOW and because of this factor NOBEL TCL is having negative effect.
 Because of complex business rules imposed by the state of Pakistan no
company can leave the business ground easily in Pakistan because it will
definitely damage the overall economy. No company can finish their
operations instantly so in conclusion NOBEL TCL is again having negative
effect because in future the competitors will remain in the market in future.

BARGAIN POWER OF CUSTOMERS

 The bargain power of customers when it comes to NOBEL TCL products is
always LOW and NOBEL TCL is having a positive factor because the prices
of any NOBEL TCL product are already satisfactory and having a
competitive edge over its competitors.

BARGAIN POWER OF SUPPLIERS

 The current economic, environmental and business situation of Pakistan will
not allow NOBEL TCL to switch its suppliers instantly. As a strategic
partnership with TCL of china worlds NO-1 manufacturer of television
products NOBEL have to rely on TCL electronic parts used in NOBEL
products for a long period. Moreover the cost for the infrastructure (Roads,
electricity) that the state is charging to NOBEL is also high as no other
reliable options are available to NOBEL. In conclusion this is always a
negative effect on this company.

THREATS FROM SUBSTITUTE PRODUCTS

 Substitute products are actually those having the same core function which
is easily available in the Pakistan’s market e.g. SAMSUNG, LG, SONY and
because of this NOBEL TCL is facing high competition, Hence negative
factor for the company.

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STAGES OF GROWTH

NOBEL TCL ELECTRONIC INDUSTRY OF PAKISTAN

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NOBEL IS AT SURVIVAL STAGE :

If we see the current profits and sales of NOBEL TCL this company is at survival stage because
of their good customer satisfaction NOBEL’S televisions save this company from losses and this
company is now earning sustainable profits with good number of revenues. NOBEL is now
looking ahead to be in a growth stage in short near future. The LCD TV’S and HOME
THEATRE SYSTEMS are the main opportunity for NOBEL TCL to become a growing
company in coming future.

ELECTRONIC INDUSTRY OF PAKISTAN IS GROWING :

If talk about overall consumer electronic industry of Pakistan it is now growing having good
indicator for our economy. The life style of people in Pakistan is continuously improving which
increased the demand of state of the art LCD TV’S , DVD’S, TV’S, and home theatre systems,
so in short this specific industry of Pakistan is having a good opportunities for those companies
working in this particular area.

SWOT ANALYSIS

STRENGTHS
Because of NOBEL high quality after sales services and relatively low prices than
other companies, Rational and lower –middle income class people are now brand
loyal of NOBEL hence increased brand loyalty of NOBEL is key to their survival.

WEAKNESSES
 As a strategic partner of TCL NOBEL cannot expand its operations outside
the geographical limitations of Pakistan, so the grand strategies like
globalization cannot be taken into account.

 It can only cover few market segments & areas of Pakistan till now

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THREATS
The major customers which are now many in numbers of NOBEL are just because
it is providing them low price high quality products. But if the inflation and
uncertainty in the economy of Pakistan keeps on increasing continuously may lead
costs of manufacturing of NOBEL products to increase and this factor may affect
their prices to be increased means customer loyalty decreased and finally
“LOSSES “

OPPORTUNITIES
As lower and middle income people of Pakistan have start showing interest
towards LCD TV and HOME THEATER SYSTEMS so NOBEL is already
providing quality LCD and THEATRE SYSTEMS at low prices compared to its
competitors so now they can instantly reach that market segment easily and can
increase their revenues.

NOBELTCL VALUE CHAIN ANALYSIS

SEE CHART NO 2 FOR FRAMEWORK.

PRIMARY ACTIVITIES
INBOUND LOGISTICS

The logistics department is working under the head of assembling and finance department of
NOBEL TCL in Lahore. The major parts been imported by TCL CHINA through the trade
resources provided by state of Pakistan and this is the core reason that NOBEL is having a high
quality consumer electronic products.

PROCESSING / OPERATIONS

When major parts have been obtained then NOBEL assembles those parts and also manufacture
some of the minor parts by itself e.g. Body of Television, LCD etc .so after this process of
manufacturing NOBEL Assembles all electronic parts by using their NOBEL production facility
available at Lahore. This is the main part of value chain in which NOBEL products gain high
quality and value.

OUTBOUND LOGISTICS

Once the products of NOBEL is ready for sale they will also distributed to their network of
dealers and sales& services centers all over Pakistan.

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MARKETING AND SALES

NOBEL is having a very dedicated work focused specialty teams of marketing and sales divided
among 4 regions. Marketing activities is ensuring to increase brand equity of NOBEL as more as
possible and to increase their value of products using their state of the art display centers and
product placement activities in major cities of Pakistan.

AFTER SALES SERVICES

After sales services is a very important value adding activity for NOBEL products, after sales
services of this company is having a COMPETITIVE EDGE over its competitors ( LG, SONY,
SAMSUNG) because NOBEL is having a fully dedicated department for after sales services and
this department is equipped with high class repairing equipments and well trained technicians
which are providing their AT HOME services on the demand of customers at any time within
major cities of Pakistan. The department is also giving warranties for NOBEL products with full
confidence and maturity of their warranties is for a long time than its competitors.

SUPPORT ACTIVITIES
FIRMS INFRASTRUCTURE

The overall NOBEL structure is working efficiently having enough finances, legal structure,
control systems and good internal working culture.

HR MANAGEMENT

Nobel is not having a fully organized HR department this time but NOBEL is fully able to hire or
compensate their employees as they find need in their company.

PROCUREMENT

As a strategic partner of TCL, NOBEL is procuring the major electronic parts used in their
products at much cheaper rates from any other supplier and this is the main reason that NOBEL
is offering its products at low prices from its competitors and adding the brand value for its
customers.

TECHNOLOGY

NOBEL is having a state of the art machineries and plants to assemble and manufacture valuable
electronic parts so that it can offer high quality electronic products to their customers. This high
quality with low prices is leading NOBEL to have competitive advantage over other substitute
companies.

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PROBLEMS WITH NOBEL

The main problem NOBEL is facing today is that their limited resources. Because of the
constraints the company is only bound to produce and market 3 to 4 products so the strategies
like diversifications cannot be followed in near coming future. As a strategic partner of TCL for
a long time NOBEL can only sell its products within Pakistan and product line is also cannot be
increased. So some strategies regarding given options is impossible for NOBEL to be followed.

SOLUTION:

The solution to the given problem can only be recognized if NOBEL through their own efforts
can innovate new features in existing product line. LCD TV of NOBEL has the potential to excel
because of their cheaper prices so LCD TV and HOME THEATRE SYSTEMS of NOBEL can
lead them towards increased profits if they follow a focus strategy for that kind of customers
which really like these products but could not avail because of its high costs so NOBEL should
reach these kind of customers and increase their revenues.

CONCLUSION
In conclusion we can only say that this company really impressed us in a way that we have find
this company in one of those few companies around the whole world which has started its
operations locally using the resources available to them in their own country but it is now
competing aggressively the big giants like SONY, LG, SAMSUNG which are not only a
multinational’s but they can avail the resources available them from almost all over the world.
Before that project we have perception in our mind that maybe NOBEL is only for some poor
people of Pakistan which really like that multinational brands mentioned before but they are
bound to purchase some cheaper low quality brand of NOBEL. But during our project on this
company we have seen in real that many people who can purchase those big brands but are now
coming towards NOBEL because of its high quality which can be easily compared to these old
tycoon brands but at much economical prices which is very suitable for Pakistan’s current
economy.

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RECOMMENDATIONS
 Aggressive marketing campaigns and advertisements can help NOBEL towards the
achievement of its vision which is to increase brand equity.

 NOBEL can follow a market penetration tactics and can open its display centers just
behind to their competitors in major cities like Lahore, Karachi, and Multan etc. So that
people will have an open and easy option to choose a substitute product with in no time
with high quality and the most important Low prices.

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ANEXTURES

1- ORGANIZAIONAL CHART NOBEL TCL

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2- VALUE CHAIN FRAMEWORK AT NOBEL TCL

END PRODUCT PROFITS

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REFERENCES
 http://nobeltv.net/company.htm

 http://nobeltv.net/product.htm

 http://nobeltv.net/contact.htm

 http://www.tclelectronics.com.au/category.asp?cid=17

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EVIDENCES

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