Strategies for Sustainable Competitive Advantage in Consumer Durable Industry

My dissertation report entitled "Strategies for sustainable competitive advantage in consumer durable industry" mainly deals with various strategies that the large business house pursue in order to be ahead of their competitors. The project mainly tries to identify the strategies followed by SAMSUNG, LG, ONIDA VIDEOCON and WHIRLPOOL to establish their monopoly in the market of consumer durable goods. The project also tries to identify the minds of the Indian customers.

Both primary as well as secondary research methodologies are being utilized for the fulfillment of the project. For primary research Questionnaires were being made and survey was conducted on 50 respondents in DELHI/NCR and their views will be being analyzed. Secondary research will conducted through data available on the Internet.

Various tools used for analysis include POTER'S 5 FORCE MODEL, PEST ANALYSIS, ETOP ANALYSIS & SWOT ANALYSIS etc.

INDUSTRY OVERVIEW

The Consumer Durable industry is huge! Think of a typical day then you wake up to make coffee that has been brewed by your-controlled coffee maker. You pop a couple of slices of bread into your electric toaster, grab some juice from the refrigerator and throw a load of laundry into your washing machine. You dry your hair with your electric hair dryer; brush your teeth with your electric toothbrush and head of your job. At lunchtime, you prepare your lunch in the microwave oven and then leave early to head homework in your yard with your lawnmower, leaf blower and trimmer. Dinnertime means your need to put that roasts in your electric oven, open a can of vegetable with the electric can opener and mix up a cake with your electric mixer. After the dishes have been put in the automatic dishwasher, it is time to relax with the TV and VCR, but only after you put the clothes into the dryer and iron the clothes you will need for tomorrow. Time to set that timer on the coffee maker again and prepare for a brand new morning! The number of household appliances grows every year, but there is one sector of the industry, the major appliance sector, that remains fairly constant. This is the sector that I have chosen to analyze. The appliance that comprise this sector re ranges, refrigerators, washers, dryers, and dishwashers the SIC that relate to them are.

HISTORY

Home Appliances industry is one of the most lucrative and fast growing industries. The Indian economy witnessed a proliferation of global companies in the National Scene. Liberalization of Indian economy coupled with the media explosion ushered in a new era of consumerism. Increased purchasing power and a fluid taste led to the creation of budding Home Appliances market. The growth rates were as high as 22% in the white goods segment compared to a merely 2-3% growth in the European and American market.

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