PGDM CORE (2018-2020)

Business Marketing

Individual Assignment

Topic: Sharp Business Systems India Private Limited -

Electronic Goods

By:
Kanika Swarup
Section: ABC1
Roll No- 201812075

Course Instructor
Prof. Rajeev Baburao Kamble

1
 Sharp Business Systems India Pvt. Ltd.
The company’s product portfolio in India includes digital copiers / printers, multimedia
projectors, facsimile machines, electronic cash registers and scientific calculators. The
consumer business of Sharp in India is divided in two major baskets– one is the consumer
electronics products which comprise of Televisions and Mobile phones and the second is the
Home Appliances which comprise of primarily the refrigerators, Air Conditioners, Air Purifiers
and Microwave and various others small gadgets or small home appliances.

Significance of Business Marketing for Sharp Business Systems India

 Company is dedicated to the use of unique, innovative technology. Company also

expanding its dealer network especially in the Northern & Eastern Regions which help
the company to increase the market share of CTV in those part in India. The company
is also planning a chain of exclusive franchised showrooms across the country called
‘Sharp Galaxy’. Sharp business products can boost productivity and reduce costs.
 Sharp products are designed to help individuals, families, and corporate teams connect
effortlessly, communicate clearly, and unleash creativity like never before. Sharp is
dedicated to improving people’s lives through the use of advanced technology and a
commitment to innovation, quality, value and design.

Scope of Business Marketing for Sharp Business Systems India

 Special focus is given to the Education Sector and Architect & Interior Designer
community. Company plans to expand Document Solutions portfolio and also plan to
retain No. 1 position for projectors in India.

Differences between the business and consumer marketing for Sharp

Business Systems India Pvt Ltd.

Market Structure:

There exists few competitors for the firm as Bajaj Electricals, Crompton Greaves, Calcom
Vision, BPL Ltd,Eon Electric Ltd. Havells India Ltd etc. The company is focusses to provide
industry wise solutions. Therefore target market is not much wide.

Market Philosophy:

2
Company is focussed on Sincerity and Creativity and being an innovator of products and
services. Sharp is dedicated to improving people's lives through the use of advanced technology
and a commitment to innovation, quality, value, and design. Company is profit oriented by
enabling technology push through its innovations as per the requirements of organizations.
Understanding the strategic impact of Industry 4.0, It concerns the new trends of automation,
connection and data exchange in manufacturing technologies i.e how the Internet of Things
can connect devices together, making production easier and more efficient.

Buyer Behaviour:

The purchase involvement is functional; therefore it is being decided by the professionals of

specific areas from various organisations. To establish a vendor loyalty it takes a long process.
Sharp’s strategy is to attain this through innovations.

Market Research:

Due to lack of availability of data rough estimates are made. Also technical questionnaire is
made as data is to be collected from the organisations.

Price:

Sharp has always been known for its innovative, quality products and even though prices at the
lower-end may be slightly higher, the customer is happy. Moreover, the Indian market is no
longer as price-sensitive as it used to be a few years ago. People are willing to pay more for
quality products,

Distribution and Promotion:

Sharp sells its products in India in an alliance with Reliance Industries. Reliance sell Sharp
through its consumer electronics chain of more than 2,000 Reliance Digital stores, and
distributes them to other retailers through its distribution arm that currently sells only mobile
phones. The Sharp range is manufactured in India at Foxconn plants. Shar has chosen QNET's
E-Commerce Direct-Selling Platform to Market Its Proprietary 'Plasmacluster Ion Air
Purifiers’. Company has more than 300 distributors and 21 branches all over India. They have
already well entrenched in the B- & C-class cities and are looking at expanding channel base
for new product ranges like Solar.

3
Challenges faced by Sharp Business India in Business Marketing

 Educating customers that work is not in direct proportion to speed of machines, but
efficiency and effectiveness of machines.
 Since Business process for major purchases is often complicated following a formal ,
rigid pattern of bids, budgets, negotiations. Business buyers need a plenty of
information to make a decision, creating a balance between work time and personal
time, with products that can benefit people’s lives at work, at home, and everywhere in
between is difficult.
 There exists a tough competition from existing players. As Sharp plans to set-up it’s
major manufacturing unit in India there will be problems like Infrastructure,
Connectivity, etc.
 Considering the case of Air Purifier as an example the people do not understand the
scientific aspects of Air Purifier. The market as of now is restricted to Delhi only.

Strategies to effectively understand Consumers

 Partnering with direct selling companies so as to educate people about various product
offerings. The benefit of these direct selling companies is that they do not have any
channel and they sell direct to customers.
 Social Media engagement is also a effective tool. By embracing the new environment
, sellers who are ready to meet customers at different points on their journeys will
exploit digital tools more fully, allocate sales and marketing resources more
successfully, and stimulate collaboration between these two functions, thereby helping
to win over reluctant buyers.
 Empowered purchasers increasingly demand real-time digital interactions supported by
tools such as product configurators and price calculators And they are doing all this
while texting, e-mailing, and talking regularly with on-the-ground sales teams,
distributors, behind-the-scenes inside sales groups, customer-service call centres, and
technical reps.
 24/7 multichannel customer experiences create additional opportunities to influence
purchases. More complex interactions reflect strands of customer behaviour—
previously hidden—that companies can evaluate using big data and analytics. Those
proprietary insights, in turn, can form the basis of much more targeted sales actions.