6.

0 COMPETITORS ANALYSIS

In marketing, competitors are defined as an organization or country engaged

profitable competition or economic competition with others organization to sustain in the
market. There are two types of competitors which marketer need to concern about which are
direct competitors and indirect competitors. A direct competitor is companies who distribute
the products or services with the same purposes and aimed at the same target segmentation as
our company while the indirect competitors is company that offers the same products and
services, but market strategy and market target segmentation are differ from our company. To
achieve success, company should provide greater customer value and satisfaction than its
competitors do so that the customers will choose its brand among all other brands. Company
should create a business strategy to affect the buyers’ behaviour from it by positioning its
product strongly against competitors’ offerings so that customer will choose the company.
There are many direct competitors which sell the same products as Panasonic. Panasonic will
take two of the company brand’s refrigerator as the competitors which are the Sharp
SJF979VGM and Samsung RS63R5591B4. Competitors’ analysis is used by Panasonic
marketer as a strategy where a company identify and evaluating the major or minor
competitors of the company. With the help of this analysis, we can clarify the advantages
and the threats faced in the market of Panasonic CY550HKMY.

6.1 Similarities of Panasonic CY550HKMY, Sharp SJF979VGM and Samsung

RS63R5591B4.

6.1.1. Function

The common function of Panasonic CY550HKMY, Sharp SJF979VGM and Samsung

RS63R5591B4 is to maintain the freshness of food by providing all-around cooling system.
The refrigerator installed all-around cooling system which continually checks the temperature
and maintain the cold temperature from corner to corner to ensure that the food is properly
cooled and stay fresher for longer. Not only that, the fast cooling and quick-freezing function
are also provided to prevent the growth of bacteria.

6.1.2. Design and Features

The design and features of three brands of refrigerator are the same which is using the
side-by-side designation. Each of the refrigerator consists of 4 doors. The AG Clean or
deodorizing filter also provided by each Panasonic, Sharp and Samsung’s refrigerator. To
keep the inner of the refrigerator deodorized and maintained the original flavour and
freshness of food for longer time, natural fibre deodorizing filter act to eliminate unpleasant
smells as the air is continually passed through activated carbon filters. The colour of these
three brands refrigerator is only black colour. Not only that but LED function is also present
inside the refrigerators.

6.2 Differences in Term of Brand and Prices of Panasonic CY550HKMY, Sharp

SJF979VGM and Samsung RS63R5591B4.

6.2.1 Brand

Since Panasonic, Sharp and Samsung have very popular reputation in the electronic
appliance especially their kitchen appliance, the refrigerator. Most of the customers will think
about these three brands when they want to buy refrigerator due to the high-quality of
products and the good services after sales. But there are some small differences among these
three models which is the inverter used by the refrigerator. Panasonic and Sharp are one of
the popular brands in Japan while Samsung is a Korea familiar brand. Both Japan and Korea
are well-known as its modern of technology.

Panasonic CY550HKMY use the four kinds of ECONAVI sensors detect while a
microprocessors analyses usage condition. The Inverter compressors adjusts the rotation
speed of the motor according to the results of the microprocessors analysis to optimize the
cooling performance. By using this high-technology inverter can help to save up to 40%
energy usage.

For Sharp SJF979VGM, J-Tech Inverter and PLASMACLUSTER Ion Technology

are implemented to keep food fresh and free from contamination. The J-Tech Inverter
designed to reduce energy consumption and help to save on electricity bills. As Sharp
consider that the refrigerator will often be opened and closed, the foodstuffs are exposed to
contaminants. Hence, the PLASMACLUSTER Ion technology helps to eliminate bacteria and
fungus by releasing the positive and negative ions in the refrigerator to keep food free from
microorganism and stay fresh longer.

While Samsung RS63R5591B4 refrigerator install Digital Inverter as its compressors.

Samsung Digital Inverter Compressors last the food longer and reduce the usage of electric
up to 50% energy saving. The inverter used by Samsung had be certified by the Association
for Electrical, Electronic and Information Technologies in Germany due to its inverter can
keep working for 21 years continuously. The Digital Inverter will automatically adjust its
speed in response for a good cooling demand which can keep food freshness, so it reduces the
wear and tear of the food. Its durability is guaranteed for 10 years.

6.2.2 Price

As for now, the price set for two of the competitors of Panasonic which are the Sharp
and Samsung are higher than Panasonic. The price for Panasonic CY550HKMY is set at
RM4959. Panasonic CY550HKMY is more recommended for the household customers with
medium income level because the price is cheaper than the other two brands and its 551L of
capacity with 89 KG will be more suitable for home use.

Although the capacity for Sharp SJF979VGM and Samsung RS63R5591B4 are larger
than Panasonic which are 750L and 630L respectively but the price for these two refrigerators
also higher than Panasonic which cost RM5199 and RM5399 respectively. For the customer
who seek for a brand satisfaction, they might choose either Sharp SJF979VGM or Samsung
RS63R5591B4 but basically a wisely customers will choose the product with low-price since
the competitors also serve similarity specification.