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7/31/2019 Final Report of Sharp
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SUMMER TRAINING REPORT
On
SHARP Business Systems India Limited
Promotion of their newly launched Professional LCDs Touch
Panel
Submitted in partial fulfillment of the requirements
of
Post Graduate Diploma in Business Management
(PGDBM)
By
Komal Shukla
(2011-13) 17th Batch
Roll. No.1471
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Acknowledgement
I would like to take this opportunity to thank all those who helped me in the successful
completion of my Summer Internship at Sharp Business Systems India Limited.
I am highly indebted and grateful to Mr. S. K. Sinha, CEO and MD, SBSIL to have
provided me with the opportunity of working with this unique organization, which in turn,has been an opening platform in understanding the IT PERIPHERALS industry.
I would like to thankMr. Harinder Singh Soni, Regional Sales Manager, SBSIL Delhi to
have been supportive and motivating during my internship with his Delhi Sales team.I would like to specially thankMr. Achintya Tripathi, Marketing Manager, SBSIL Delhifor being a patient guide and an excellent mentor throughout my training with the Delhi team.
His invaluable inputs, assistance and knowledge sharing helped me immensely during thecourse of my project in Delhi.
I am also thankful to the employees of the Sharps department Ms. Priya Dwivedi, Ms.Saima Abbasi, and Ms. Rachna for being cooperative in providing any sales and distributionrelated information.
Last but not least, I would like to extend my gratitude towards Ms. Moushami Panda, Mr.
Kashif, Mr. Vikram Chaudhari, Mr. Ratandeep Chaudhari, Mr. Mazumdar, Mr.
Bhaskar Bapat and everyone else at the HO who provided me with insightful knowledge
about the numerous marketing activities and initiatives adopted by the company.
Komal Shukla
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Executive summary
This project concentrates on the marketing & sales strategy of Sharps professional
LCD panels. Sharp produces premium quality high cost LCDs that are used for
business purpose.
So, the price is also relatively high. Our project started with doing competitors
analysis in which we conduct a survey with multiple dealers of every company to get
their minimum prices & compare with our prices to understand what is our position in
the market & where should be our target market.
After that I made list of target market where sales can be made. I made list ofcompanies where strategic tie-ups are possible. I did lot of online research to find out
right contact person.
We used many information sites, business media networks to generate leads &
categorized them according to the kind of integrated solutions we can provide with our
LCDs. There are many kind of solution Sharp provides.
The basic 3 are:-
Video Conferencing Solution,
Security Surveillance Solution
Digital signage application.
Then I visited companies with questionnaire aimed to check awareness level &
demand in the market. If there is any demand we offered them with proper solutions &
quotations. It helped us into demand forecasting.
We used SPSS to take a data driven approach, in order to find customer loyalty by
doing dependency check using ANOVA analysis. We have also found what the most
important issues in marketing of LCDs are by using factor analysis. It gave us clear
indication which direction company should take to maximize sales in future.
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Table Of Contents
Prefactory part
Certificate
Acknowledgement
Executive Summary
Company study
Industry study
.....4
Organization structure....5
Financial profile of the
company.....7
Product &
services...10
Competitors
..13
Project
Introduction
..14
Statement of
problems...14
Objectives
..14
Research methodology
.15
Questionnaire analysis result
16 Findings
.25
Suggestion &
conclusion...26
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Limitations.
...27
References
.28
Industry Study
There are an industry which name is IT PERIFERAL used in all the product & servicewhich is include in it sector. In this project we talk about the sharps product which
name is professional LCDs. Which comes under this industry?
Meaning:-
IT peripherals are devices that support the core functions of a computer by assisting
with the transfer of data. They also may perform additional supporting functions, such
as external storage. The IT peripheral is also commonly known as input/output
devices, or I/O devices, or auxiliary devices.
Function:-
The main function of a IT peripheral is to provide data to the computer and pick up the
processed data from it. While some devices perform a single function, such as a
monitor does by providing data output, other devices are capable of handling multiple
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functions. For example, an external hard drive provides both input and output for the
computer in addition to storing data.
History:-
The defining moment in the history of IT peripherals occurred at IBM in the 1980s,when Mark E. Dean and Dennis L. Moeller made architectural improvements that
made it possible for users to connect computers to peripherals by simply plugging
them in externally. The next big leap came in 1993 with MIT graduate Thomas H.
Massie's haptic interface system, which allows a person to insert his fingers in a
receptacle in a device and virtually feel the shape, texture and weight of objects on the
computer screen.
Organization Structure
About company
Sharp was founded in 1912 by Mr. Tokuji Hayakawa. Ever since, Sharps philosophy
is to Make neverbefore-seen products and Make products that others want to
imitate. Its mission as a manufacturer has been to develop products that never existed
thereby contributing to culture and society.
At Sharp, we are constantly exploring new frontiers of Technology, to evolve products
that are "not just No. 1 but the only one" of its kind. Beginning with the invention of
the Ever-Sharp Pencil, we have many of world firsts such as mass production of
Televisions, Electronic Calculator, Superheated Water Oven, LCD TV etc. We
continually strive to open up new fields, working always to fulfill our mission ofserving society.
Building on the foundation of our business creed, Sincerity and Creativity, we will
pursue the infinite possibilities for development in electronics. By creating products
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which bring a sense of satisfaction to people, we intend tomeet and exceed your
expectations.
Driving cleaner and greener technologies is part of the social responsibility taken by
Sharp. While LCDs, Sharps core technology , saves energy, Sharp is in active
creation of clean energy through its Solar Business for which is the undisputed leaderworldwide.
Sharp in India
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
A. Sharp India Limited which set up operations in 1989 is engaged sales of LCDTVs , Home Appliances and other Consumer Durables
B. Sharp Software Development India Pvt. Limited, established in 1999 engaged in
developing software for Sharps Digital Multifunction Products
C. 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, LCD Displays, Scientific Calculators, Electronic Cash
Registers etc.
Sharp Business Systems (India) Limited
Sharp Business Systems (India) Limited, within a short span of seven years in India, is
already amongst the top brands for Digital Multifunction Products ( Network
Printer/Copiers, fax, scanner, multimedia etc.) The company has a nation-wide sales &
service network covering even the remotest locations of India .
Business Philosophy
"We do not seek merely to expand our business volume. Rather, we are dedicated to
the use of our unique, innovative technology to contribute to the culture, benefits, and
welfare of the people throughout the world.
It is the intention of our corporation to grow hand-in-hand with our employees,
encouraging and aiding them to reach their full potential, and improve their standard
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of living. Our future prosperity is directly linked to the prosperity of our customers,
dealers, and shareholders... indeed, the entire Sharp family."
Business Creed
Sharp is dedicated to two principal ideals "Sincerity and Creativity"
By committing ourselves to these ideals, we can derive genuine satisfaction from our
work, while making a meaningful contribution to society.
Sincerity is a virtue fundamental to humanity...
Always be sincere.
Harmony brings strength...
Trust each other and work together.
Politeness is a merit...
Always be courteous and respectful.
Creativity promotes progress...
Remain constantly aware of the need to innovate and improve.
Courage is the basis of a rewarding life...
Accept every challenge with a positive attitude
FINANCIAL RESULT FOR THE THIRD
QUARTER
Financial Results for 3Q FY2011 (9months)
FY2010 FY2011
Apr.-Dec. Apr.-Dec. Change Difference
Net sales 2,329.4 1,903.6 -18.3% -425.7
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Operating Income 66.5
2.9%
9.1
0.5%
-86.3% -57.3
Net Income 21.8
0.9%
-213.5
-11.2%
_ -235.3
ANALYSIS OF THE THIRD QUARTER FINANCIAL RESULT:
Net sales were down by425.7 billion yen compared to the same period in the previous
year, due to a worse-than-expected decline in LCD TV market in Japan, reduced sales
of large size LCDs to outside customers, the decrease in sales of mobile phones in
Japan, and sluggish sales of solar cells.
By major product group, Audio-Visual and Communication Equipment, LCDs and
Solar Cells experienced severe net declines in sales.
FACTORS OF DECLINE IN NET SALES:
Decline in Net Sales: 425.7 billion yen
(Main Factor by Product Group)
Product Group Amount(billions of yen) Main Factors
Audio-Visual and
Communication Equipment
290.2 Rapid decline of LCD TV
sales in Japan
Sales decline of mobile
phones in Japan
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LCDs 199.4 Sales decline of LCD panels
for TVs to outside customer
Solar Cells 44.0 Worsened market situation
and price decline
External factors included in the above are:
Decline in market price: 304.3 billion yen
Exchange rate fluctuation: 61.0 billion yen
Impact from floods in Thailand: 14.8 billion yen
In terms of profit, operating income declined steeply (by 57.3 billion yen, down 86.3%
compared to the same period last year) and a huge net loss (213.5 billion yen) was
recorded.
By major product group, Audio-Visual and Communication Equipment, LCDs, and
Solar Cells recorded large declines in profit, just the same as in sales.
FACTORS OF DECLINE IN OPERATING INCOME (9months):
Decline in Operating Income: 57.3 billion yen
(Main Factors by Product Group)
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After giving careful consideration to these circumstances and to the cumulative nine-month results and progress, Sharp has revised its previously announced fiscal 2011
forecast as below:
Forecast for net sales from 2,800.0 billion yen to 2,550.0 billion yen, operating income
from 85.0 billion yen to 0 yen, and net income from 6.0 billion yen to a loss of 290.0
billion yen.
In order to improve the upcoming fiscal year 2012 performance, Sharp is aiming for
efforts in the following four areas:
Improvement in financial Strength
Restructuring audio-visual business and domestic sales organization
Restructuring solar cell business
Steady implementation of restructuring LCD business
Through these efforts, Sharp will steadily advance reform in its LCD business and aim
to expand business and improve profits for the coming fiscal year.
Products of sharp
11
Product Group Amount
(billions of yen)
Main Factors
Audio-Visual and Communication
Equipment
25.4 Decline in profit for LCD TVs in
Japan
LCDs 19.4 Loss on operation at Kameyama
Plant no. 2
Inventory write-down of large-size LCDs
Solar Cells 19.1 Worsened market situation/price
decline Inventory write-down
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Professional panel
About Sharp Information Display
The screen of an LCD Product is made up of tiny dots known as 'pixels'. The morepixels, the more detail. The entry level HD READY format has a resolution of 1366 x768, giving a total of 3.15 million pixels.
The most advanced HD standard today is called FULL HD 1080p. In addition to the
benefits of the older "HD READY" specification, these models are also able to display
Blurry output at its native output of 24 frames per second, creating the best cinematic
experience for your home.
Sharp is the worldwide leader in LCD Technology and the Sharp Professional LCD
Display are available for Landscape as well as Portrait placements. The Sharp LCD
Information Display Panels come in varied sizes from 32' till the World's largest 108".
An LCD Information Displays Product now finds its applications in High end Video
Conferencing, Flight Information Display, Security Monitoring, Video Wall,
Reception Areas, Board Rooms/ Meeting Rooms, Showrooms and Mall Display's,Control Rooms, Museums or virtually anywhere with stunning features like Full HD,
24x7 capability and many more.
Sharp LCD Information Display combined with Video Conferencing allows
Multinationals and corporate to connect to people instantly at dozens of locations in
Real Time thus presenting a time and cost saving alternative to travel. The LCDInformation Display Device plays the key role in the Video Conference setup as more
than 60% of communications that happen are nonverbal and Sharp Full HD LCDInformation Display's are able to deliver exact and accurate body language, facial
expressions leading to a greater connection and understanding.
Sharp is here to redefine lifestyle with the World's largest 108" LCD Display.
Experience the unique amalgamation of stunning looks with breathtaking picture
clarity. Now change the way you see things forever.
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Solar
Sharp began research on solar cells in 1959, almost exactly 48 years ago. Research onsolar cells was low profile and unspectacular compared to the development of home
appliances that dominated the market at that time. Sharp researchers, however,diligently pursued this clean energy conversion technology. They were convinced that
utilizing the inexhaustible and cheap energy of the sun to create electricity-with no
toxic substances or CO2 and without causing noise or vibration-would enable society
to continue living in peace and abundance well into the future.After four years of trial and error, Sharp established the technology to mass produce
solar cells in 1963. But costs were still high at that time, and the main use for solar
cells was as a source of power in areas without access to electricity, such as remote
lighthouses. Sharp photovoltaic power systems, which have been installed on
lighthouses in 1,810 locations as of April 2006, are custom-designed using the data
gathered by those technicians to match local circumstances.These past 48 years have also seen many difficult times, including business
recessions. But Sharp kept faith in the potential of solar power for the future. The
company quietly and unpretentiously persevered in keeping the business alive and
developing the technology.
Other products
Sharp's has wide range of Products including Mono/Multi Crystalline Module, Thin
Film Module & Building Integrated Photovoltaic Modules (BIPV).
Sharp has the capability to provide complete solutions across all sectors including
Small PV Lighting Systems for Rural Application , Solar Power Pack for Railway &
Telecom Application, Large Capacity Standalone/ Hybrid /Grid Connect Power Plant
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for Corporate, PSUs & Utilities.
Sharp has recently announced a new PROFESSIONAL LCDs.
Liquid Crystal Display (LCD) Televisions
Technology Overview & Description
Liquid Crystal Display or LCD TVs use a florescent backlight (see LED Backlight
Technologies for an update) to send light through its liquid crystal molecules and a
Polarizing substrate. LCD TVs work passively, with red, green and blue pixels. ByApplying voltage to the pixels using a matrix of wires, the pixels can be darkened to
Prevent the backlight from showing through. Many LCD displays double as computer
displays by allowing standard analogue VGA input, a great option if you need your
displays to pull double duty as a PC monitor to save money and space. Nearly all LCD
TVs offer flexible mounting options including walls or under cabinets.
LCD Display Advantages:
Good color reproduction and improving contrast (high contrast tied to peak
brightness capability however)
Very thin, getting thinner (thank Hitachi and Sharp)
Relatively lightweight with flexible mounting options
Perfect sharpness at native resolution
Excellent longevity
Among the brightest direct view displays
No practical screen burn-in effect
Silent with no moving parts or fans
LCD Display Disadvantages
Notorious "screen door" effect on smaller mobile displays
Very difficult to produce deep blacks (LED backlighting improving this)
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Competitors analysis
We have given the list of prices for different sizes of LCDs in the given table. I havecollected this primary data by visiting different dealers. For every brand we have
visited multiple dealers & we have quoted the minimum possible prices for every size.
From this research, we can draw different conclusions.
LG, Hitachi is in the low price category.
Samsung & Panasonic is in the medium price category.
Sony & Sharp is in the high price category.
Video Conferencing Solution:-
In video conferencing industry there is huge requirement of professional LCD panels.
With the largest market share of 43.5% remained the top performer in the Indian AVCsegment. The company saw most of its business coming from oil and gas sector.
Tandberg followed Polycot with a market share of 15.2%. Cisco with 10.5% market
share was the third leading performer in this segment. Cisco's revenue came from the
telepresence business, where it was the top performer. High definition video
15
Size/Brand LG. samsung sony panasonic hitachi sharp philips toshiba
32 32000 35000 370000 30900 60000 36900
37 55000 579000 50990 47900 57990 57900
40 58990 97900 53900
42 75000 100000 72990
50 130990 99900 70000 99900
52 285000 90000
60 215000 35000 25000
65 700000
70 2400000
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equipment rather than the standard ones have gained momentum in the list of AVC
technologies. Life-size launched a high definition audio video conferencing solution,
and within three years its business has gained momentum in India. It claims to haveregistered 100% year-on-year growth.
Introduction
This report has been written within the framework ofDr. Gaur Hari Singhania
Institute of Management & Research summer internship programmed for PGDMstudents .The research has been conducted for the new product category of
professional LCDs launched by sharp business systems India ltd. in the Indian
market.
As a part of project extensive field surveys were conducted in the Indian market. As a
part of the two month Project extensive field survey was conducted in the nationalcapital region of Delhi.
A total of about 30 hotels and 50 professional institutes were visited out of which 20
hotels are participated in the survey.
The goal of this report is to describe and analyze the environment for marketing forprofessional LCDs in the national capital region of Delhi.
And also designing few market strategies so that we are able to promote our product
and position it correctly in the market.
Statement of problem
Sharp launched there new product professional LCDs so for to create market we pitch
our product to the consumers mind. As a premium product and to create awareness
among them .
Objective of the project
The main objective of this project is to awareness of the product and how to improve
our sales of the product and how to satisfy the consumers.
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RESEARCH METHODOLOGY
It is well known fact that the most important step in marketing research process is to
define the problem. Choose for investigation because a problem well defined
is half solved. That was the reason that at most care was taken while defining variousparameters of the problem. After giving through brain storming session, objectives
were selected and the set on the base of these objectives. A questionnaire was
designed major emphasis of which was gathering new ideas or insight so as to
determine and bind out solution to the problems.
Data Source
Research included gathering both Primary and Secondary data.
Primary data
Is the first hand data, which are selected a fresh and thus happen to be original in
character. Primary Data was crucial to know various customers and past
consumer views about Professional LCDs and to calculate the market share of thisbrand in regards to other brands.
Secondary data
Secondary data is the data which has been collected by someone else
and which already have been passed through statistical process. Secondary data has
been taken from internet, newspaper, magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used
methodfor data collection and best suited for descriptive type of researc
h su rvey in cl udes research instrument like questionnaire which can be structured
and unstructured. Target population is well identified and various methods likepersonal interviews and telephone interviews are employed.
SAMPLING UNIT
It gives the target population that will be sampled. This research was carried
in south delhi and in Noida, These were 20 respondents.
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DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain conclusions.
SCOPEMy project is based on the professional LCDs panel. Which launched by the Sharp
Business Systems India Ltd.
Questionnaire
. Among these which display tool in your conference hall?
Professional LCDs Projectors
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Analysis:- In this pie chart, there are 20 respondents which are using the professional
LCDs and projectors and there are only 6 respondents using professional LCDs and 14
respondents are using projectors.
. Which brand of professional LCDs in your Hotel?
Sharp
Samsung
Panasonic Sony
Some other brand
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Analysis:- In this chart there different brands of professional LCDs and among of
these brands only 1 respondent is using professional LCDs of sharp, 2 respondents are
using Panasonic, and 3 respondents are using sony brand.
. For what purpose professional LCDs are using in your conference halls?
Only for presentations
Only for video conferencing
For current updates & entertainment
All the above
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Analysis:- This chart is showing that for what purpose professional LCDs are using in
the conference halls of hotels, there are 4 respondents are using only for presentation
only 1 respondent is using for video conferencing and 2 respondents are using for all
the above( it means for all kind of work).
. What you using or prefer to use in your conference hall for video conferencing?
Projectors
LCDs
Something else
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Analysis:- This chart is showing that there are 6 respondent prefer to use projectors
for video conferencing,4 respondents are prefer to use LCDs and 2 respondents are
using something else.
. What extra features you expect with your product brand?
Touch screen
Connectivity with scanner
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Connectivity with printer
Video conferencing
Wireless connectivity at the time of presentation
All of these
Analysis:- In this chart there are all the 20 respondents are expect all of these extra
features in our product.
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. How large screen requirement you have in your conference hall?
50" to 60"
60" to 70"
70" to 80"
80" to above
Screen requirement
50 inch to 60 inc
60 inch to 70 inc
70 inch to 80 inc
80 inch and abov
Analysis:- In this chart there are 17 respondents are those which have requirement of
50-60 inches screen in their conference hall, only 2 respondents are those which have
requirement of 60-70 inches screen and only 1 have requirement of a 80 inches and
above screen size in their conference hall.
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. Did you use before any Sharps product?
Yes
No
Analysis:-In this chart we can see that only 4 respondents had are pre user of sharps
product out of 20 respondents and 16 respondents are not pre user of sharps product.
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. How was the experience with Sharps product?
Good
Average
Bad
Analysis :- Actually there only 4 respondent which are using sharp product among of
these 2 respondents are having good experience, 1 is avg. and 1 is bad .
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. Do you aware of new product Professional LCD interactive touch panel?
Yes
No
Analysis:- Among the 20 respondents there are only 3 respondents are know about the
new product of sharp professional LCDs and 17 respondents are not know about
this.
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Findings
During our summer training we had learnt a lot about the company from the point of
view of its existing customers and prospective customers whom we had visited.
1. Our existing customers are fully satisfied with the quality of our products.
They trust us and are loyal in their buying behavior.
2. The customers those have not used our products still are aware about our product
and its high quality
3. Still many companies trust using plasma technology and also many companys still
are satisfied using other LCD panels and they are neither aware about the professional
panels and neither they want to shift their preferences because of cost considerations.
4. Our research also helped us to know that sharp is mainly focusing on the philosophy
that if the product has good quality, then it will generate good sales and profits even
if we spend less on the promotion expenses.
5. There is still a huge segment where sharp can target and focus i.e. media companiesand the companies which provide security surveillance.
6. The price of our product is high as compared to professional panels produced by
other competitors like Samsung.
7. Indian consumer is very much conscious about the price and in such a competitivescenario its a difficult task for a company to capture more market share as compared
to competitors even though the quality is very high
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Suggestions and conclusions
1. The company should focus on spending more money on promotion. More broachers and
pamphlets and even advertisements on business
2. Magazines, business news channels etc should be there
.3. The company should focus on giving better after sales services like few of the companieswanted replacement schemes like media companies like live media are consistent buyers of
LCDs and they need to replace LCDs after 6-7 year so they want more attractive offers.
4. The company should establish a stronger distribution network because many of their
prospective customers want quick supply in various parts of India.
5. The company should target media companies and companies providing security
surveillance solutions.
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LIMITATION
The time and economic factor was not sufficient.
Complete and appropriate knowledge cannot be obtained from primary as well
as secondary sources.
The appropriate material or information about the related study is not available.
Lack of complete data.
Respondents are not taking the questionnaire seriously.
Sample size is not appropriate to cover whole population.
Restrictions placed by governments to maintain the secrecy of the process
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REFERENCES
1. Corporate Information:
http://sharp-world.com/corporate/info/ci/index.html
http://www.sharpindialimited.com/
2. Product Information:
http://www.sharpproducts.in/home.aspx
Company Catalogues and Brochures
3. Industry Overview:
http://info.shine.com/Industry-Information/Consumer-Durables/902.aspx
A report on "Consumer Durables Industry in India" by the CCI (Corporate Catalyst India)
4. Competitive Brand Analysis:
http://epaper.timesofindia.com/index1.asp
http://epaper.hindustantimes.com/PUBLICATIONS/HT/HD/2011/07/25/index.shtml
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http://sharp-world.com/corporate/info/ci/index.htmlhttp://www.sharpindialimited.com/http://www.sharpproducts.in/home.aspxhttp://info.shine.com/Industry-Information/Consumer-Durables/902.aspxhttp://epaper.timesofindia.com/index1.asphttp://epaper.hindustantimes.com/PUBLICATIONS/HT/HD/2011/07/25/index.shtmlhttp://sharp-world.com/corporate/info/ci/index.htmlhttp://www.sharpindialimited.com/http://www.sharpproducts.in/home.aspxhttp://info.shine.com/Industry-Information/Consumer-Durables/902.aspxhttp://epaper.timesofindia.com/index1.asphttp://epaper.hindustantimes.com/PUBLICATIONS/HT/HD/2011/07/25/index.shtml7/31/2019 Final Report of Sharp
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