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

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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

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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.shtml


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Documents

Final Report of Sharp