Project Presentation EMBA Group D

Strategic Management
Prepared by: Ujjwala, Nitin & Subhadip
“The refrigerator industry is highly competitive, with strong buyer power
due to low switching costs and numerous options”

Re-Strategizing the Position of

“Heritage of TATA & Technology of

Arcelik”
 Analyzing Current Market Scenario

Threat of New Bargaining Power Bargaining Power Threat of Competitive

Entrants of Buyers of Suppliers Substitutes Rivalry

Capital-Intensive Wide Brand & Model Specialized Refrigerator are Numerous Competing
Industry Options Components (e.g., Essential Appliance Brands
Compressors)
Dominated by Global Growing Demand for No Direct Substitutes Continuous Innovation
Players Energy Efficiency Multiple Supplier Required
Choices for Big Brands Potential Threat from
High Investment & Varied Price Range Future Tech (e.g., Frequent Price Wars
Tech Barriers Low Product Advanced Food
Low Switching Costs Differentiation by Preservation)
Economies of Scale Suppliers
Advantage Informed Buyers via
Internet

Threat level: Threat level: Threat level: Threat level: Threat level:
Low High Moderate Low High
 Competition is so High, SWOT Matters
Expansion of Retail
Demand for Energy-
Rapid Urbanization Growing Popularity of IoT Multi-Door Refrigerators Infrastructure & E-
Efficient Models
Commerce

Retail & E-Commerce

Rising Demand for
Urban Growth Smart Refrigerators Rising Demand for Expansion Enhances
Energy-Efficient, Tech-
on the Rise Multi-Door Units Access
Fuels Demand Enhanced Models
IoT Integration Drives Greater Storage & Broader Reach via
High Disposable Improved Living
Market Shift Cooling Efficiency Online & Offline
Incomes Drive Market Standards & Increased
Channels
Consumer Spending

Strengths Weaknesses
• Strong Brand Heritage: Renowned in India; Significant global • Relatively New Brand: Building recognition & loyalty

S W
footprint • Limited Brand Awareness: Compared to LG, Samsung,
• European Technology: Advanced features & quality Whirlpool
• Wide Distribution Network: Extensive reach in India • Dependence on Joint Venture: Success tied to Voltas-Beko
• Competitive Pricing: Attractive to price-conscious consumers partnership
• Innovative Products: “Cure” range with air purification & • Quality Perception: Viewed as inferior by some consumers
smart tech

Opportunities Threats
• Growing Demand for Premium Products: Increased interest • Intense Competition: Fierce market rivalry

O T
in smart home appliances • Price Wars: Impact on pricing strategy & profitability
• Expansion into New Markets: Southeast Asia, Middle East • Economic Fluctuations: Affects consumer spending
• Increasing Focus on Energy Efficiency: Promoting eco- • Regulatory Changes: Potential impact on operations
friendly products
• Partnerships & Collaborations: Collaborate with builders,
architects, designers
 A Strategic way to “LOCK” out the Competition
Leverage Optimize Capitalize Knockout

• Euro Tech Standards • Towards Premium • Changing Demography • Price Wars

• Tata Brand Trust Perception • Enhancing Distribution • Regulatory Discrepancies
• Customer Understanding • Business Model – • Infra led progress
• CLTV of Existing Tata Subscribe/Rent • Enhanced Service
Prospects • Consumer Offerings & • Achieve 100%
• Capital Availability Affordability Localization
• Strategic Partnerships • Brand Positioning
• Digital Technology →
Showroom at home

A “Differentiated” Brand for a New Age Buyer

• Increase in Disposable Income “I want a Stylish looking Refrigerator for my

• Middle-Class Growth & Expansion Living Room, that can be Converted into a
• Aspirational Youth (Demography ~ 35 Avg. Age) Freezer when my Friends get home for a house
party and has a separate compartment for
• Enhanced focus on Lifestyle with Social Media my wife who prefers vegan food while a big
• Smartphone & Technology Evolution & Adoption freezer for me to store my Chicken & Fish. It
• Male & Female – Equality in Contribution must be sustainable & should be VFM”
Dr. Ashish Goel, 35 YO
 Key for Unlocking the Market Leadership
Product Portfolio Evolution
- Personalized Decals based on Personas
- Modular Panel Options to mitigate Redundancy
- Smart Appliance Integrations (Google Home & Alexa)
- Specific Modes for Different Food Types and consumption Habits

Capitalize on CLTV & Distribution Brand Positioning Direct Service Product Portfolio
Employees + Strategic Expansion into Tier Change + Portfolio Centers for Service Revamp
partnership with Builder 2&3 Launch “An Indian Quality Control
Network & Subscription Brand making
Facilitators Global Standards
Accessible for 2028
Young & Smart 2029
India”

Jan 2025

2027

Oct 2025
After 5 Years?

We Meet Again
Thank You
 Reference Source
➢ https://www.techsciresearch.com/report/india-refrigerator-
market/10606.html#:~:text=Market%20Overview,in%20the%20Indian%20refrigerator%20market.

➢ https://www.astuteanalytica.com/industry-report/india-refrigerator-market

➢ https://www.linkedin.com/pulse/navigating-cool-realm-insights-india-refrigerator-cosge

➢ https://www.statista.com/forecasts/1348469/refrigerator-ownership-by-brand-in-india

➢ https://www.moneycontrol.com/news/business/companies/voltas-beko-launches-first-manufacturing-unit-
in-india-4882211.html
 Detailed Hyper Competition Analysis

Expansion of Retail
Demand for Energy- Growing Popularity Multi-Door
Rapid Urbanization Infrastructure &
Efficient Models of IoT Refrigerators
E-Commerce

The expansion of retail

infrastructure and e-
commerce platforms in
India has increased
accessibility and
The increasing Increasing demand for awareness of
urbanization of India, energy-efficient The market is refrigerators, enabling
There is an increasing
due to the high models, improved witnessing an consumers to make
demand for multi-door
disposable incomes in living standards, increasing preference informed purchasing
refrigerators, owing to
the country, has been advancing towards smart decisions.
its greater storage
identified as the major technological features, refrigerators due to the Manufacturers and
space and better
key factor driving and increasing growing popularity of retailers leverage both
cooling efficiency.
growth in the spending on consumer Internet of Things. offline and online
refrigerator market. durables. channels to reach a
broader audience,
offering convenience,
competitive pricing,
and attractive
promotions.
 Detailed SWOT Analysis
Strengths Weaknesses
• Strong Brand Heritage: Voltas has a strong brand presence in India, and Beko has • Relatively New Brand: Voltas Beko is a relatively new brand in the Indian market,
a significant global presence. still building brand recognition and loyalty.
• European Technology: Beko's European technology and design capabilities bring • Limited Brand Awareness: Compared to established players like LG, Samsung,
advanced features and quality to Voltas Beko refrigerators. and Whirlpool, Voltas Beko has limited brand awareness and marketing reach.
• Wide Distribution Network: Voltas' established distribution network in India • Dependence on Joint Venture: Voltas Beko's success is dependent on the
ensures wide availability and accessibility of Voltas Beko products. success of the joint venture between Voltas and Beko.
• Competitive Pricing: Voltas Beko's pricing strategy is competitive, making their • Quality Perception: Some consumers may perceive Voltas Beko products as
products attractive to price-conscious Indian consumers. inferior in quality compared to established European or Korean brands.
• Innovative Products: Voltas Beko has introduced innovative products, such as the
"Cure" range, which offers advanced features like air purification and smart
technology.

Opportunities Threats
• Growing Demand for Premium Products: Increasing demand for premium and • Intense Competition: The Indian appliance market is highly competitive, with
smart home appliances in India presents an opportunity for Voltas Beko to grow. established players and new entrants vying for market share.
• Expansion into New Markets: Voltas Beko can explore expansion into new • Price Wars: Price competition from other brands can impact Voltas Beko's pricing
markets, such as Southeast Asia or the Middle East. strategy and profitability.
• Increasing Focus on Energy Efficiency: Growing awareness about energy • Economic Fluctuations: Economic downturns or fluctuations in currency
efficiency and environmental sustainability presents an opportunity for Voltas Beko exchange rates can impact consumer spending and demand for appliances.
to promote their energy-efficient products. • Regulatory Changes: Changes in government regulations or policies can impact
• Partnerships and Collaborations: Voltas Beko can explore partnerships with the appliance industry, affecting Voltas Beko's operations and profitability.
builders, architects, and designers to increase their presence in the Indian market.