6. SWOT ANALYSIS Strengths Weaknesses Opportunities Threats High brand awareness. Poor customer service. Videocon exploring whole new segments Entrance of global competitors. Largest distributed manufacturing bases across India. Weak promotional strategy of CTV. Entry to global markets. Increasing competition in home market. Price Player. Less focus on unconventional channels Growing semi urban market. Brand reputation is decreasing. Global Presence. Fewer incentives to dealers/retailers Shifting brand loyalty to other companies
Videocon is one of the largest consumer electronic and home appliance companies in India .
Videocon enjoys leadership position in consumer products . Videocon is one of the largest manufacturers of television and its components in India . Consumer electronics: lcd, ctv, dvd players, mobiles. Home appliances: washing machine, refrigerator, microwave, air conditioners Oil and gas: Group has interests in exploration, its Ravva oil field with one of the lowest operating costs in the world producing 50,000 barrels of oil per day DTH: new entrant Consumer electronics industry is one of the most lucrative and fast growing industries. The Indian economy witnesses a proliferation of global companies in the National scene. Videocon enjoys leadership position in consumer products . Videocon is one of the largest manufacturers of television and its components in India e
primary through surveys, interviews. Secondary through data form dealers and retailers . Scaling Techniques : We asked the customers to rank the various attributes on a scale of very important, Important and not very important
knowing the income level of the customer will help the company to modify the products according the buying capability of the customer, which depends upon the Income level. • Here we have divided the customers according to Monthly Income and found that the most of the consumer income is below Rs10000, so they prefer only less costly television. • There is also good amount of people of high income (Rs 350000+) • Here I can infer that there is all income level people available in this segment so company need a good product range.
F r o m t h e a b o v e p i e – c h a r t s , i t i s c l e a r t h a t m o s t o f t h e c u s t o m e r s ( 6 2 % ) o f V i d e o c o n c a m e t o k n o w a b o u t V i d e o c o n t h r o u g h T V a d v e r t i s e m e n t a s c o m p a r e t o c u s t o m e r s o f S a m s u n g a n d L G . A s f a r a s p r i n t m e d i a a d i s c o n c e r n e d , o n l y f e w c u s t o m e r s c a m e t o k n o w a b o u t V i d e o c o n t h r o u g h p r i n t m e d i a a d a s c o m p a r e t o c u s t o m e r s o f S a m s u n g & L G . B u t n o c u s t o m e r s o f V i d e o c o n c a m e t o k n o w a b o u t V i d e o c o n t h r o u g h h o a r d i n g s a n d b i l l b o a r d s , b u t f e w c u s t o m e r s c a m e t o k n o w a b o u t S a m s u n g & L G t h r o u g h h o a r d i n g s a n d b i l l b o a r d s . H e n c e , w e c a n i n f e r t h a t V i d e o c o n i s d o i n g p o s i t i o n i n g t h r o u g h T V a d v e r t i s e m e n t s r a t h e r t h a n t h r o u g h p r i n t m e d i a a d a n d h o a r d i n g s a n d b i l l b o a r d s . T h e y s h o u l d m o r e f o c u s o n w o r d t o m o u t h m a r k e t i n g b e c a u s e t h e y a r e w e a k i n t h i s .
F r o m t h e a b o v e f i g u r e s , i t i n d i c a t e s t h a t p e o p l e g i v e m o r e p r e f e r e n c e t o p r i c e a s c o m p a r e t o o t h e r a t t r i b u t e s ( L i k e B r a n d & Q u a l i t y ) w h i l e b u y i n g t h e V i d e o c o n p r o d u c t s . w e o b s e r v e h e r e t h a t s e r v i c e i s n o t good at videocon . H e n c e , w e c a n i n f e r t h a t L G & S a m s u n g a r e s t r o n g b r a n d a n d h a v i n g m o r e q u a l i t y t h a n V i d e o c o n ( a s g i v e n i n T a b l e a n d P i e - chart). A l s o , L G & Samsung products are more expensive than V i d e o c o n
By this diagram I can infer than most of customer are see price, if company provide some good product with more features and style and design it will help in increse market share. Some customers are want to spend a big amount of money on t.v. these customer don’t care money because of high income so company also need to work on R&D, so company can provide a different product.
There is 19% customer who were not satisfied with product and feels poor about the t.v. Company has to find out all the reason and should work on it. If company don’t attarct old customer this will become a big threat for company.
. Customers buy from showrooms because of the service and convenience. These are two main factors. 2. Customers are preferred to buy from the showroom because they think that these convenient store may provide good after sale service. 3. Customer also thinks that there is more chance to bargain and they can get more discounts in these showrooms. 4. Price also a factor that attracts the customer in these showrooms.
Brand image is moderate due to which videocon finding it dificult to penetrate the market
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