Sharp is a Japanese multinational corporation that designs and manufactures electronic products. www.unitedworld.edu.in

1. SUMMER INTERNSHIP PROJECT REPORT ON
ANALYSIS OF SALES OF SHARP REFRIGERATORS IN COMPARISON TO
COMPETITION SALES IN KASBA GREATEASTERN APPLIANCE.

3.  The Consumer Durables industry consists of durable goods and appliances
for domestic use such as televisions, refrigerators, air conditioners and washing
machines.
 Instruments such as cell phones and kitchen appliances like microwave ovens are
also included in this category.
 The sector has been witnessing significant growth.
SUMMARY ON THE CONSUMER DURABLES
INDUSTRY

4. SUMMARY ON THE CONSUMER
DURABLES INDUSTRY
The consumer durables industry can be broadly classified into two segments:
• Consumer Electronics and Consumer Appliances.
•Consumer Appliances can be further categorized into Brown Goods and White
Goods.
Consumer durables
White
Goods
Brown Goods Consumer Electronics
• Refrigerators
• Washing Machines
• Air-conditioners
• Speakers and Audio
Equipments
• Mixers
• Grinders
• Microwave Ovens
• Iron
• Electric Fans
• Cooking Range
• Chimneys
• Mobile Phones
• Televisions
• MP3 Players
• DVD Players
• VCD Players

5. SHARE OF THE DIFFERENT TYPES OF SERVICES OFFERED IN THE
ENTERPRISE DATA MARKET:
10%
10%
10%
7%
7%
25%
27%
4%
LED
LCD
Sound
System
Washing
machine
Micro
oven

6. ABOUT THE COMPANY
• Sharp founder Tokuji Hayakawa coined this phrase to embody the management concept at Sharp. In 1912, he
invented the snap belt buckle and three years later brought the Ever-Sharp mechanical pencil to the market.
Since then, sharp has been on the cutting edge of technology, consistently innovating new appliances, industrial
equipment and office solutions and changing the lives of people around the world.
• In 1962, sharp expanded outside of Japan and established Sharp Electronics Corporation in the United States-
the company’s first overseas sales base-and in 1979 it set up the Sharp Manufacturing Company of America to
create a manufacturing base in the U.S.
•Sharp considers India to be an extremely important market for its products. It is a measure of this strong belief
in the Indian market, that it has three subsidiaries in India.
•Sharp India Limited which set up operations in 1989 is engaged sales of TVs. Home Appliances and other
Consumer Durables.
•Sharp Business Systems (India) Limited which commenced operations on May 1, 2000 is in the fields of Solar
Photovoltaic Products & Systems & Office Automation products like Digital Multifunction Products, Facsimile
Machines, multi-media Projectors, professional LCD Display Solutions, Video Wall Display Solutions,
Electronic Cash Registers & POS Terminals etc.
•The Company has a nation-wide sales & service network covering even the remotest locations of India.

7. PRODUCT PROFILE
• Calculators
• Mobile Handset
• LCD
• Air Conditioners
• Multimedia Projector
• Fax machine
• Refrigerator (SJK Series)
• Plasma cluster Ion Technology
• Electronic Cash Registers
• Multifunctional printers
• Multimedia projectors Professional LCD display
• Solar Power
• Microwave Oven
• Washing Machine
• LED

8. PANEL ( LCD/LED )
 Samsung
 Haier
 Panasonic
 Sony
 Toshiba
 Onida
REFRIGERATOR
• Samsung
•Godrej
•Panasonic
•Whirlpool
•Bosch
•Haier
•Hitachi
AIR CONDITIONERS
• Samsung
•Haier
•Panasonic
•Hitachi
•Carrier
•Daikin
•Voltas
•Blue Star
MICROWAE
OVEN
• Samsung
•Godrej
•Panasonic
•Whirlpool
•Haier
•Electrolux
WASHING
MACHINE
•Samsung
•Haier
•Panasonic
•Whirlpool
•Godrej
•Electrolux
Competitors of Sharp

9. OVERALL MARKET SHARE
0 50 100 150 200 250 300
Sharp
Samsung
Panasonic
Sony
Hitachi
Daikin
Toshiba
Voltas
Carrier
Whirlpool
Onida
Haier
Bosch
Philips
Electrolux
Kelvenator 1
200
280
120
99
46
20
30
130
4
180
2
60
2
15
40
BRAND UNITSOLD
Sharp 200
Samsung 280
Panasonic 120
Sony 99
Hitachi 46
Daikin 20
Toshiba 30
Voltas 130
Carrier 4
Whirlpool 180
Onida 2
Haier 60
Bosch 2
Philips 15
Electrolux 40
Kelvenetor 1
Total 1229

10. JOB PROFILE

11. DATA ANALYSIS
MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA
GREAT ESTERN
BRAND UNITS
Sharp 45
Samsung 65
Panasonic 35
Hitachi 20
Carrier 6
Daikin 2
Voltas 60
Haier 2
total 235
IN AIR CONDITIONERS

12. BRAND
UNIT
Sharp 120
Samsung 104
Panasonic 10
Hitachi 5
whirlpool 95
Electrolux 20
Godrej 80
Haier 35
total 469
IN REFRIGERATOR
MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA
GREAT ESTERN

13. IN PANEL (LCD/LED)
Haier
2%
Samsung
31%
Panasonic
13%
Onida
2%
Toshiba
7%
Sony
34%
sharp
11% BRAND UNITS SOLD
Haier 2
Samsung 40
Panasonic 17
Onida 3
Toshiba 9
Sony 45
sharp 15
total 131
MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA
GREAT ESTERN

14. IN WASHING MACHINE
12%
14%
23%
11%
19%
5%
13%
3%
Sharp Haier Samsung Panasonic Whirlpool Godrej Electrolux Bosch
BRAND UNITS
Sharp 8
Haier 9
Samsung 15
Panasonic 7
Whirlpool 12
Godrej 3
Electrolux 8
Bosch 2
total 64
MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA
GREAT ESTERN

15. IN MICROWAVE OVEN
BRAND UNITS
Electrolux 9
Sharp 12
Godrej 7
Samsung 18
Panasonic 9
Whirlpool6 6
TOTAL 61
MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA
GREAT ESTERN

16.  How many customers is awareness of sharp’s product?
20%
AWARE
75%
UNWARE
5%
OTHER

17. Which color of refrigerator is preferred mostly by customers?
0
5
10
15
20
25
30
blue metalic green steel
finish
glass
finish
red otherz
Series1 15 20 15 5 5 30 10

18. How many customers want to keep sharp refrigerator in their
house?
0 20 40 60 80
1
2
customers preferense
will not prefer
wil prefer

19. Which type of customers was mostly came into GREATEASTERN
APPLIANCE, KASBA?
0 10 20 30 40 50 60
high profile
midium profile
low profile
30
55
15

20. GREATEASTERN APPLIANCE has 16th branches, which branch sales
more sharp product?
26%
25%
9%
8%
8%
11%
4%
9%
Dalhouse
Kasba
Bekbagan
Pnb
kakurgachi
barasat
baguati
mintopark

21. LIMITATIONS AND CONSTRAINTS
 No fund for doing advertisement on a large basis.
 Dependent on Salesmen for selling their products.
 Dependent on dealers like Khosla Electronics, Great eastern, etc. to sale their
products.
 Also dependent on customers brand preference.
 Supply or Production of demanded or required products on time.
 Bajaj Finance problem.

22. GENERAL FINDINGS
 Awareness of sharp brand amongst dealers is good.
 Preference for dealers regarding newly launched SHARP refrigerator is good.
 It was found that the dealers showed more inclination towards the brands which gives them more
margins as compared to others.
 It was experienced that during the survey it was difficult to convince or make them understand
about the importance about this project.
 Pure competition prevails the market.
 As far as consumers are concerned. They are not at all aware of the newly launched sharp
refrigerator.
 LG and SAMSUNG are the most preferable brands in respect of both dealers and consumers.
 In terms of price sharp is bit expensive compared to other brands of refrigerators.
 In terms of quality LG is the best followed by brand.
 As far as hybrid cooling concerned SHARP to be better than SAMSUNG, WHIRLPOOL & VIDEOCON.
 Dealers and consumers want a much more frequent visit from the company personnel’s.

23. Suggestions & Recommendations
A very exhaustive study has been made; keep in essence of the objective of the project. With the
efforts put on the project a detailed analysis was conducted and result was derived, based on the
results and market response few suggestions are discussed below:
 As the price of the refrigerators is high compare to its counter-part dealers do face problems to
sell their product.
 At time it has been seen that the delivery commitments on the side of the company is not prompt,
this creates a bad name and again business is lost.
 On interviewing Dealers/retailers the most important thing is that there was no advertisement of
the products.
 Though the company eyes at the big dealers for a better supply but if substantial amount of small
dealers & sub-dealers are given the opportunity amount of small dealers & sub-dealers are given
the opportunity directly by the company, it may result in increase in average sell.
 Focus on customer satisfaction through frequent consumer visit for feedback.

24. CONCLUSION
Although SHARP BUSINESS SYSTEMS (INDIA) LIMITED has a good name in the
market the difference still lies & in a constant stage. The main reason for the difference is
the weak marketing strategy of the company and excessive price of the company product.
So to increase the market share of the company in the market and to overtake LG in the
specified area the company has to stabilize its price and have to come with a strong
marketing strategy.
The market survey undertaken shows that effective marketing efforts play a vital role in
creating the goodwill & “Brand awareness amongst the consumers”. The distribution
channel of the company must be well designed and made effective this ensures timely
availability of refrigerators. Therefore the awareness of brand SHARP is already in a
substantial market position & to increase further definite promotional & operational
activities will be required.

26. Campus
Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad,
S.G.Highway, Gandhinagar
Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block -
EP& GP, Sec - V, Salt Lake, Kolkata.
Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road,
Bodakdev, Ahmedabad.
http://www.unitedworld.edu.in/