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8/9/2019 Market Research Sri Lanka and Africa
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Business Potential Study
Sri Lanka and African Countries
Presented By Sudeep Nair
8/9/2019 Market Research Sri Lanka and Africa
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Objective
Determine import potential
Determine target goods
Area wise analysis
Major Competitors
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Sri Lanka
Favorable Factors
Total Value of Imports 2009 : $13,638 Million
Rise in Imports from previous year : $ 2237 Million ( 19.6% )
India ranked 1st in Importers List with $ 2738 Million in Imports
FTA agreement in place
Political Relations favorable for trade
Location proximity
GDP growth rate @ 3.5% ( 2009 ) , Forecast @ 6.5 % ( 2010 )
Favorable Currency Conversion Rates
Increase in demand for consumer electronics
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Sri Lanka
Target Goods
1.Mobile Phones
Current Market size at 15 million subscribers ( First Quarter 2010 )
Annual growth rate at 39%
Average monthly sales of handsets is around 100,000 units
Grey market share is around 15 20 %
Reduced import duties and taxes on mobile handsets in 2010
28% use second hand handsets
Introducing low cost handset with warranty period
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Sri Lanka
Target Goods
2.Television
Average annual TV sales 300,000 Units
Annual growth rate at 20%
Flat Panel TV sets in Demand : Hold 30% share
High demand due to new players entering the digital broadcasting industry
Advertising and local promotion activities is the key to brand awareness
Technology focus : LCD and LED
Service capabilities key to brand loyalty
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Sri Lanka
Area Wise Analysis
City Province Approx. Population
Colombo Western 11,00,000
Kandy Central 6,00,000
Dehiwala-Mount Lavinia Western 9,00,000
Morutawa Western 8,00,000
Negombo Western 6,00,000
Trincomalee Eastern 5,00,000
Kotte Western 6,00,000
* Sri Lanka has the slowest growing population in South Asia at 0.9% yearly
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Sri Lanka
Major Competitors
Television Market Mobile Phone Handset Market
LG Nokia
Samsung Samsung
Phillips Sony Ericsson
Sony Micromax
Sanyo LG
Chinese and Local Brands Apple
Chinese Brands
* There is major market of second hand goods as many cannot afford to buy first hand
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Africa
Favorable Factors
Volume of trade increased by 285% in last four years ( FICCI )
Trade figure sits at $ 25 Billion ( 2008 )
India Exports to Africa Figure at $ 14.81 Billion
Trade expected to rise to $ 50 Billion by 2010 ( FICCI )
Major areas of export are south and east africa.
Favorable political conditions between the two countries
India a major fund provider for development
Huge Middle Class population estimated to be larger than India
Rising disposable income
Many major investments done by Indian organizations already
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Africa
1. Computer Hardware
Market share is about 61% of the consumer electronics market
CAGR is forecasted at 11%
Rising computer penetration levels, falling prices, retailer promotions contributing to high grow
Sales expected to rise from $ 3.73 Billion (2009) to $ 4.12 Billion (2010)
Target Goods
Total value of consumer electronics market stand at $ 6.7 Billion ( 2010 First Quarter )
Market expected to rise up to 9.91 Billion by 2014
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Africa
2. Audio/Video Devices
Market share stands at 18%
CAGR forecasted at 11%
Growth fueled by new technologies and transitions towards digital television.
Sales expected to rise to $ 1.20 Billion in 2010
Set Top Boxes also show a promising trend apart from other Audio/Video equipment
3. Mobile Handsets
Market Share stands at 22%
CAGR forecasted at 5% : Subscriber penetration at 114% ( 2014 )
High Demand for 3G sets
Sales expected to rise to $ 1.85 Billion in 2010
Replacement and accessory market shows high growth patterns
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Africa
Target Countries
Angola
Ethiopia
Rwanda
Equatorial New Guinea
Niger
Republic of South Africa
Af i
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Africa
Major Competitors
Computer Hardware Audio/Video Equipment Mobile Handset
Sahara Sony Apple
Mecer Alpine Nokia
Acer JVC Mercury
Asus LG Mi-Fone
Dell Samsung Motorola
Gigabyte Logitech M-Tech
HP Phillips Samsung
MSI NU Sony Ericsson
Lenovo Audiovox
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Thank You