A study on the White Goods Corporates

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A study on the White Goods Corporates

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Abstract

Nowadays, it is fashionable to use the word strategy. We hear people talk about defense strategies, business strategies for the game (be it cricket or chess), personal strategies, religious strategies and the like. The word strategy means several things to several people at different point of time. The Collins dictionary gives the following three meanings for the same word.

1. A plan we adopt in order to get something done, especially in politics, economics or business.

2. The art of planning where to place armies and weapons in order to gain the best military advantage.

3. The art of planning the best way to achieve something or to be successful in a particular field.

Even these definitions do not lead us to better clarity. This gives us a broad idea that strategy has something to do with planning to achieve something.

A good strategist will have to combine internal capabilities and external opportunities. Having protective patents was seen as an insurance against competition. Unfortunately technology changes very fast and it can be copied. Having control over resources does not give a great deal of competitive advantage. But the efficiency of conversion has become more important. In this changed scenario, once again the emphasis is shifting to incapable advantages that are derived from softer element, such as culture, beliefs, attitude, etc.

Introduction
The concept of business concept
Elements of strategy
Marketing in the new millennium
Strategic marketing
1. Evolution of strategic marketing
2. The changing Indian scenario and the need for strategic marketing
White goods sector - Overview
The major market players
1. Whirlpool
2. Electrolux
3. BPL ltd, Videocon and Voltas ltd
Research methodology
Strategic marketing trends
1. Introduction
2. Demand determinants
3. Marketing mix
Business strategies
Sub sectors
Market growth, size and share
Conclusion
Bibliography

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[...] The new company will concentrate on the white goods and brown appliances market. Whirlpool, with a market share of has been gaining continuously and it won't be surprising if the company leads the market by the next year. LG's market share grew very fast to 10% in FY99 (all washing machines market). Its position in the overall semi-automatic segment was fourth (No in the six-kg segment). In the fully automatic segment LG notched up a market share of 37%. During the period January-February 2000, the company's sales grew by 130% in the semi-automatic washing machines in fully automatic machines in direct cool refrigerators in the frost- free refrigerators, and 271% in microwave ovens. [...]

[...] The company has hived off its chemical plant at Patancheru to Raychem subsidiary of Rallies India and part of the white goods business to Electrolux. This has effected the overall topline growth. During FY00, the core business activity namely -central air-conditioning plant and room air- conditioners registered a growth over the previous year's turnover, however, the company's net sales and income from operations dipped by to Rs 8.24 bn. In an attempt to regain a dominating position in air conditioning market, the company has launched a new range of products with warranty and service facilities. [...]

[...] The customer is given 22% off on Borosil microwave dishes, a microwave recipe book worth Rs250/-, a five-year subscription to Wavelength, the BPL club's quarterly magazine worth Rs1500 plus cookery classes worth Rs1000. Seeing the high potential for the product category, Samsung India set up a production line for microwave ovens at Noida in March '99. Samsung is manufacturing all the currently available microwave oven models in the market at this facility, which has a production capacity of 50,000 units. [...]

[...] Electrolux has a distribution reach of over 3,500 retail outlets and plans to increase its distribution network and foray into the rural markets PROMOTION White goods industry has been facing significant competition not only at market place but also in promotional activities. Advertising is the major tool used for promotion by these companies. These companies are allocating huge advertising budget for both electronic and print media. The companies are not only focusing on their features but also other schemes available on purchase of their product. [...]

[...] The biggest fall has been noticed in the cases of Godrej-GE and Videocon In fact, Videocon has introduced a new model breaking the earlier price barrier of Rs For the fully automatic segment, the price fall has been in the range of on an average. Unlike the semi-automatics, there is a large variance in the extent of price declines of the various brands. Also, the price difference between a semi-automatic and a fully automatic one has narrowed down considerably. SUB SECTORS REFRIGERATORS As per ASCON (Association Council of Confederation of Indian Industry), the refrigerator production showed a growth in Financial year 2000. [...]

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