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Contents

No

Chapter

Page no.

Overview of the Consumer Durable Market

03

Company Profile : Sony

04

Company Profile : Samsung

06

Comparative Analysis

13

Consumer Perception

16

Sony Vs Samsung

17

Objective of the Study

23

Research Methodology

24

Source of Data

26

Data Analysis

27

10

Findings

36

11

Recommendations

37

12

Limitations

38

13

Bibliography

39

14

Annexure : Questionnaire

40
1

15

Acknowledgement

41

Overview of the Consumer Durable Market


The consumer durable market in India has seen a proliferation of brands and
product categories in recent years. Most major international brands from Japan, Korea,
US, Europe and China have been launched in India with varying degrees of success. One
of the largest barriers to entry for any brand in India is the distribution network. The cost
of servicing the network is huge for any brand. The consumer is aware of the costbenefit, or value for Money aspect. Financing options are crucial in case of high-priced
products. They increase the affordability for a Wider segment of population. Like in any
country, the consumer durable industry in India is largely dominated by colour televisions
(CTV), which account for 56% of the consumer durables industry.
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Industry Classification
The consumer durables industry can be broadly classified as consumer electronics
and consumer appliances. The consumer appliances category can be further segmented as
white goods and brown goods.
With a presence spanning 36 countries, Sony has not only touched the lives of
millions but also has made a difference in their lifestyles. Visit Sony across the world and
discover how a name, synonymous with technology, has given a totally new dimension to
entertainment.
Throughout the world today, Sony stands for innovation, state of the art technology
and superior quality. Leading into its next fifty years, Sonys vision is to offer people
exciting new products and new lifestyles and remains committed to the challenge of
creating and realizing these dreams.

COMPANY PROFILE

In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru
Ibuka and Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo
Telecommunications Engineering), attempted to produce a simple electric rice cooker. It
did not work too well, but it kicked-off their desire to produce products for everyday life.

In 1958, the company name was changed to Sony Corporation and since then, Sony has
become one of the most recognised brand names in the history of the modern world.
From the outset, Ibuka and Morita strove to develop exciting products to fulfill people
dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Betacam,
Handycam, the Compact Disc and the floppy disc .Sony has continually made things
better, smaller and more innovative than ever thought possible.
Sony Corporation now spans a range of industries including audio visual electronics,
information

technology,

broadcast,

telecommunications,

entertainment,

satellite

broadcasting and even insurance and finance.


Throughout the world today, Sony stands for innovation, state of the art technology and
superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting
new products and new lifestyles and remains committed to the challenge of creating and
realizing these dreams.

Sony in India
Sony is not new to India. Whether it was the television, or the walkman, a Sony
always remained a must in the wish list of any Indian, returning home from abroad This
love for the brand culminated in a new relationship when inspired by a reform friendly
Indian business environment, Sony Corporation decided to set up a 100% subsidiary
called Sony India on 16th January 1995.

Company Mission
Sony India focused towards making a difference in the lifestyles in the Indian
market and open up new vistas of entertainment in the country. Sony India remains
committed towards offering new age technology and digital concepts while working hand
in hand with the Indian industry to produce and sell excellence. Their consistent
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commitment towards service has brought the company quite closer to the Indian
customer.

Product Profile
Basic Consumer Durables:
Flaunt your Cyber-shot
Make heads turn with the smart Sony Cyber-shot. With
chic colours to choose from, this trendy camera lets you capture
your special moments in style.
Experience the Real Entertainment
Feel true picture, pure sound & smooth action with Sony
BRAVIA LCD TV.
Dress up with VAIO CS VAIO CS is an extraordinary blend of
elegance, fun and high performance with its irrestible colour
range and mystic features.

Competitors Profile

Founded in 1938, Samsung Corporation is one of Koreas most enduring and


respected corporations, having stood behind the advancement of the national economy for
more than three quarters of a century. At the origin of Samsung Group, Samsung
Corporation was the trading arm of the group, epitomizing its vibrancy and dynamism in
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the area of global trade. Its designation in 1975 as Koreas first-ever General Trading
Company marked a new chapter for its overseas operation, which since then grew into a
scope truly worthy of a global trader. Samsung Corporations entrepreneurship and
achievement on the world scene have been a major inspiration for Koreas trading
community.

In a continuing bid to expand its business area beyond the confines of international
trade, in 1996, Samsung Corporation merged with Samsung Construction, and in 1997,
launched into the retail business. Currently, Samsung Corporation is engaged in two
major business areas: trading, construction. The organization consists of two business
groups, with the retail business headquarter under the trading group, and with the housing
development headquarter under the construction group.
The Trading Group, currently operating from its 71 overseas offices, exports
semiconductors, machinery, plants, iron & steel, chemical products and textile; and
imports energy, chemical products and machinery & equipment. In addition to trading,
the Group carries out a variety of other projects including overseas investment, project
organizing services and energy & natural resource development projects.
The Construction Group, a provider of construction and engineering services, is also a
plant builder and housing developer. To date, the group has to its credit Malaysias
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Petronas building, the worlds highest edifice, 452m high, boasting 92 stories
aboveground; New Busan Port; Incheon Intl Airport; Ulchin Nuclear Power Plant; and
Raemian and Trapalace, the apartment complexes. From energy resources to housing,
each of these projects is a powerful testimony to the groups technological excellence.
Last year, the group entered into a contract to build the worlds highest building, Burj
Dubai.
Notably, Raemian, one of Samsungs signature apartment complexes is a remarkable
triumph, hailed as new standard-setting luxury housing. The success of Raemian, topping
the National Customer Satisfaction Index (NCSI) in the apartment category for eight
consecutive years, has driven up our overall market share in housing development to the
top of the scale as well.
The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multifeature shopping center, and Samsung Internet Shopping Mall, familiarly referred to as
Samsung Mall as its two main platforms.
Laying the foundation to become a World Class Company

Year 2006
Jan
Developed the first-ever speech recognition phone
Developed innovative 8-chip stacking MCP technology
Posted more than $10 billion in net profit
Became the worlds top three companies with the most patents, launched patentbased management
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Feb
Released digital slim TV with the narrowest body depth
Released the first notebook PC with embedded terrestrial DMB receiver
Samsung Blueblack phone, SGH-D500, was selected as "The Best Handset" at
GSM global conference in cannes, France
First commercialization of terrestrial DMB phone in Korea
Developed DDR3 DRAM
Developed the first wrinkle-free steam washer
Mar
Developed the first HSDPA terminal for commercialization and ultra-high speed
HSDPA system
Cash payment to more than 15,000 SMEs
Developed 82" TFT-LCD
Developed 7 megapixel camera phone
Apr

Became the official sponsor of Chelsea, the renowned English soccer club

May
Developed the worlds first OLED for 40" TV
Completed and announced standard dimension for 8 th and 9th generation LCD
Panels
Released the first HD class PDP TV with 10000:1 contrast ratio
Began mass production of 70 nano processed 4 GB NAND flash memory
June
Accumulated production volume of large LCDs surpassed 100 million units
Began upgrading digital audio business to the worlds top level
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Launched a new brand campaign with the theme of "Imagine"


Released the first 5 megapixel, 3x optical zoom camera phone
Began mass production of 90 nano processed 1 GB DDR2 DRAM
July

Released the world's first 7 mega pixel camera phone

Aug

Released the world's biggest DLP TV

Sep
Developed the world's first 50nm 16Gb NAND Flash
Released the world's first Blue-Ray Home AV Center
Oct
Blue-black phone(SGH-600) selected as the "Mobile Choice's Phone of the Year"
Developed the world's first 70nm DRAM
Developed the world's fastest speed graphic DRAM(GDDR4)
Nov

Developed the largest Flexible LCD Panel

Dec
Received "25 iF Design (Germany) awards"
Handset shipments reached over 100 million
The Korean company Samsung has grown to become one the worlds leading
electronic companies, specializing in digital appliances and media, semiconductors,
memory and system integration. Today Samsungs innovative & top quality products &
processes are world recognized.
The digital age has brought revolutionary change and opportunity to global business,
and Samsung has responded with advanced technology, competitive products, and
constant innovation.
Samsung, see every challenge as an opportunity and believe that it is perfectly positioned
as one of the world's recognized leaders in the digital technology industry. Its
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commitment to being the world's best has won the No.1 global market share for 13
products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones.
Looking forward, and making historic advances in research and development of its
overall semiconductor line, including flash memory and non-memory, custom
semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile
phones, digital appliances, and more.

Product Profile

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Strength :
Sony has build up a good brand image & customer loyalty by his service & quality.
Same price in all over in India is also a great attraction for customer.
Service wise Sony is the best among all his competitors, shops ambience, environment
and location is very convenient.

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To provide better service Sony conducts the Service camp & Training and keep its
employee update.

Weakness:
As Sony is a costly brand and this high price factor is not affordable to Indian customer.

Opportunity:
Sony is leading brand in consumer durable market because of its better service and
quality.
It has a professionalism, good service attitude and knowledgeable staff and employee.
Because of keen foresightedness of future demand and customer perception, Sony can
beat all the competitors.

Threats:
There are some major brands like Samsung, LG which are providing the good
quality products at affordable price keeping in view the Indian consumer and this factor is
raising the competitors.

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Comparative Analysis
A comparative Analysis of Samsung Mobiles and Sony Mobiles
What is comparative Analysis? In comparative Analysis we take our competitors
products and make comparison through consumer with our own products. Why
Comparative Analysis? Comparative Analysis comprises one of the most important tasks
of marketing. It provides information for marketing decisions. Problems are identified
and investigated further by using problem solving techniques with the objective of
arriving at solution. The most important innovation in the new approach is to study
simultaneously different organizational forms of business interest representation. The aim
of the study is to point out the best among the Variables that are being studied.
The study will also include the survey which will be targeting about 100 dealers in
the area of Chandigarh. The main emphasis in the survey will be given on the sales of
Samsung in comparison to its competitors in CTV & AC segment, the consumer
perception about the brand will also be taken into consideration while conducting this
survey.
The analysis of the buying behavior in respect to AC& CTV will be another
important component of my study. Buying behavior of the consumer is a study of how
individuals make decisions to spend their available resources (time, money & effort) on
consumption related items (what they buy, why they buy, where they buy, how often they
buy and use a product or service). The heterogeneity among people across the world
makes understanding consumer buying behavior an intricate and challenging task. The
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consumers identity, his beliefs, specific needs, attitudes and the kind of product and
brand available in that product category influence his buying behavior. The marketing
efforts of a firm have a profound impact on the buying decisions of customers. Therefore
the attempt of my survey will be to obtain an in- depth knowledge of the customers
buying behavior.
The effect of external variables on purchasing pattern of customer will also be
considered here the external variables refer to all those factors which will be affecting the
consumer purchasing decisions, these can be price of the goods and on its attitude to
respond to functional needs. The critical variable under this approach is the availability of
adequate information about purchase alternatives (price, product functionalities) to
support the decisional process.
The external conditioning approach, according to which the purchase decision is a
response to external stimuli. The critical variable under this approach is which kind
of external stimuli can influence purchase decision.
The experience and the social interaction - based approach, according to which the
present consumer decision aims at the construction of personal identity.
Another component of my study will be the analysis of the brand (Samsung) on
four Ps i.e.

Product

Pricing

Promotion

Placement.
These are the four factors which help an organization to understand the market and

help in taking future decisions relating to the launch & the strengthening of the market
for the brand.
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Benefit to company:
1. Display Share Tracking: Display share tracking will help us to find out these
information
It will be used to revealed potential demand of each product.
With the help of display tracking we will find out the highest selling product
and lowest selling product in the market.
It will help in taking decision during the line expansion and line pruning.
2.

Consumer perception: This is done with the aim of capturing the true words and
emotions of consumer, and in turn using this information to improve or developed
products or to determine people attitude toward the products.
It will help company to get feedback from consumer.
It will prevent the undervaluation of competitor and we can find the strength
and Weakness of our product.
This will help us to stay ahead in competition
It will encourage value creating investment.
It will help in maximizing the consistency of value creation
Measuring performance
It will help us for market share analysis.
So I can say this study is more suitable for Samsung to compete and survive in

Global market.

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Consumer perception
As it is well known proverb of marketing that Consumer is the king it is
mandatory for any researcher to know the opinion of the consumer regarding the products
on which he is going to conduct the study. This research work will include a consumer
questionnaire on the consumer goods which has been taken as the part of the study the
questionnaire mainly aims at .
Awareness of the consumer about the brand
His decisions whether dependent or independent
Purchase pattern
Brand loyalty level
Current consumer durables in home
This questionnaire will mainly help out in reaching at the actual consumer
perception of the consumers about the brand. This is done with the aim of capturing the
true words and emotions of consumer, and in turn using this information to improve or
developed products or to determine people attitude toward the products.
It will help company to get feedback from consumer.

It will prevent the undervaluation of competitor and we can find the strength and

Weakness of our products


This will help us to stay ahead in competition.
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It will encourage value creating investment.


It will help in maximizing the consistency of value creation.
Measuring performance
It will help us for market share analysis.
So I can interpret, this study is more suitable for Samsung to compete and survive
in global market.

Sony Vs Samsung (as per Blog in internet)


Sony is a company of extremes a pioneer in bringing exceptional products across
categories, yet faltering sometimes on the very basics of a good product. It is a company
of remarkable engineering achievements, many class defining products, intriguing
innovations, yet not very profitable of late in many key product categories. Anyone who
follows this company is always in a state of puzzle, of both excitement and shock. In the
field of mobile technology, the company has made noteworthy contributions, but yet its
not the name many people remember or quote while speaking about innovation or out of
the box thinking.
The period 2007-2013 sealed the destiny of many mobile companies for the
foreseeable future. War between smartphone companies turned into a fight between
ecosystems, and emphasis abruptly shifted from hardware to software. This period
resulted in turbulence for many companies turbulence associated with either handling
exponential growth, or of rapidly dwindling sales and market share. Unfortunately, Sony
found itself with the latter. By spearheading the change, Apple gained quick market share,
and so did Samsung by aggressively adopting and pushing Android ecosystem. For Sony
(then Sony Ericsson), all these developments translated into quick loss of market share
and revenue. Thankfully, things started to look a lot better since Sony Ericsson became
Sony with the acquisition of Ericssons stake in the joint venture. By gaining more
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control and launching impressive products in 2013, Sony has shown great signs of
comeback. But, is that enough? Can Sony really challenge Samsungs smartphone
dominance in 2014? Lets analyse the chances.
Analysing to what extent Sony can succeed in 2014 depends on how well it will
overcome the shortcomings that resulted in its downfall. The characteristic of every Sony
or Sony Ericsson smartphone post the advent of Android era till 2013 can be described as
a product lagging behind in hardware specifications and Android software versions.
While the competition was entering the dual core arena, Sony launched its flagship
smartphones with single core processors, and when the competition was the adopting
quad core phenomenon, Sony launched flagship phones boasting dual cores processors.
The story is similar with the onboard Android software as well, with Sony flagship
phones consistently running older versions of Android OS compared to the competition.
Adding to the woes, the delay in OS updates made its flagship phones even less attractive
for the customers and tech press alike. For all those in the Android camp, who always
crave for the latest and greatest in the smartphone software and hardware, these
shortcomings turned out to be potential deal breakers. Unfortunately, even Sonys
marketing was lacklustre and couldnt negate the negative reviews surrounding its
products. Its strange how Sony, which a few years ago brought many mobile
technologies first to the market, was lagging behind the competition in the Android-IOS
era.
Sony started showing signs of revival with the launch of Xperia Z in early 2013.
With Xperia Z, Sony put its flagship on par, if not above, with the competition in terms of
equipping flagship smartphones with next generation hardware. The unibody premium
design of Xperia Z easily translated into one of the very best looking devices available at
the launch. The IP55 and IP57 certification, which makes the Xperia Z water and dust
resistant, made Xperia Z one of the most compelling smartphones available at the time of
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its launch. In spite of a middling camera and display, the phone accounted for brisk sales,
with some analysts quoting in excess of 4.6 million units in the first 40 days. Continuing
the momentum, over the course of the year, Sony delivered formidable competition to
Samsung by launching many attractive and well built products across market segments.
Appreciatively, Sony ensured even its mid to low range phones were both well built and
designed, something which is not very common at these price points.
The most defining moment for Sony smartphones in 2013 should be the launch of
Xperia Z1 in September. It is fair to say, with the launch of Xperia Z1, Sony leaped ahead
of the competition in terms of delivering cutting edge next generation hardware,
particularly in the camera and phone build quality departments. The launch of Xperia Z1
can be viewed as the symbolic end of Sonys shortcoming of playing catch-up in the
hardware department, and catapulting itself to a pole position, forcing the competitors to
play catch-up. By accomplishing this feat in 2013, Sony has eliminated the prime reasons
for customers to ignore Sony smartphones, particularly the flagship models. With these
advancements in 2013, it is a safe bet to assume that the next Sony flagship phone will
definitely be a compelling consideration for people planning to buy a top-end smartphone
in 2014, and will definitely pose a tough challenge for the unrivalled dominance of the
Samsungs flagship smartphones in the Android ecosystem.
However, on the software side of things, Sony is unquestionably behind Samsung
in terms of both launching phones with the latest version of Android, and updating them
to the next version as and when its launched. This is an area where Samsung has
certainly fared better than most of the competitors an accomplishment which is even
more commendable when one factors the never ending, broad Samsung smartphone lineup. Interestingly, Sonys software has its own upside when compared to the often
criticised, overwhelming Touchwiz deployed by Samsung. Not counting the Google
owned Motorola, Sonys lightweight skin on stock Android is one of the most acceptable
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among all the mainstream manufacturers, and thats a strength Sony should continue to
build on. If Sony can address the complaints on software updates and increase the life
span of its products, then Sony smartphones across market segments and price points can
better compete with Samsungs army of Galaxies in 2014.
The positives for Sony smartphones in 2013 dont end with substantial
improvements in hardware, or the incremental updates in software. The finesse with
which it developed water and dust resistant designs for all the Xperia flagship
smartphones remains truly unique and breathtaking. Sony should definitely extend this
expertise to as many products as possible in 2014. Sony has also been relatively
successful in fixing the broken naming scheme from confusing sequence of alphabets as
suffixes (a.k.a. Xperia T, Xperia V etc) to Xperia Z series with incremental suffixes
(a.k.a. Xperia Z, Z1 etc) for the flagship models. Although a minor change, a straight
forward naming scheme with incremental numerical suffixes to the names will definitely
assist Sony in positioning its products better. Similar to the latest generation iPhones and
flagship Galaxy S series benefiting from the success of the previous generation models, a
clear naming scheme implying successors will certainly help Sony bank on the success of
the previous generation phones. Not just leaning towards a simple naming scheme, Sony
has also improved the quality and quantity of its marketing in 2013 something which is
quintessential for any company willing to survive the blitzkrieg of Samsung marketing.
Although important, interestingly, none of these positives may turn out to be key
the factors driving growth for Sony in 2014 due to the different set of opportunities and
market conditions. 2014 is expected to be a year characterized by rapid growth in
emerging markets; demand in the mid to low range market segments; commercialization
of wearables; and beginning of smarter homes with connected gadgets and appliances.
Fortunately for Samsung, it is uniquely positioned in the market to gain maximum
advantage out of these trends. Deep vertical integration, robust sales and after sales
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network, gigantic marketing spend, smartphones targeting every segment and price point
etc, make Samsung an ideal fit to capitalize the opportunities in the emerging markets
like India, China etc. Of course, Sony does have presence in these markets, but its just
not on a scale comparable to Samsung smartphones. Sonys strategy to use MediaTek
processors for the mid to low range smartphones will definitely provide some extra
ammunition for Sony to compete in these Samsung dominant markets, but to what extent
it can negate the benefits of vertical integration enjoyed by Samsung in terms of scale,
cost, and control on components remains to be seen.
Sony made a head start in the wearables space by launching its first generation
smart watch couple of years ago. This head start certainly gave Sony enough time to iron
out the shortcomings of the first generation products before the expected large scale
commercialization of smart watches in 2014. No wonder, Sonys Smart Watch 2 is the
most refined among the list of all smart watches currently available. However, Samsungs
advantage in wearables market cannot be undermined by the head start made by Sony.
Samsungs investment in flexible displays is alone enough to negate the benefits of any
first mover advantage enjoyed by Sony, as the success of wearables market squarely
depends upon the developments in flexible displays.
Samsungs edge, unsurprisingly, seems to extend into the smart and connected
homes space as well due to the broad Samsung product portfolio and the obvious
opportunities they offer to build an ecosystem around them. In fact, Samsung has already
shown glimpses of its advantage in this space in the recently concluded CES 2014, where
it exhibited a model smart home built around Samsung products. This advantage can
undeniably add great value proposition to the entire range of Samsung products including
smartphones something which other smartphone manufacturers with narrow product
portfolio should be worried about. Sony is non-existent in the kitchen appliances
category, but has huge presence in the consumer electronics space, and this certainly
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translates into an opportunity for building Sony ecosystem, even if the advantage is minor
compared to Samsung.
The dream of One Sony envisioned and emphasized by Kazuo Hirai, CEO of
Sony Corporation, seems to be materializing in the form of leveraging Sony expertise
across product categories to make the best Sony phone ever. This is definitely a trend
Samsung should be wary of, given the expertise Sony has in categories most relevant to
smartphones. Of course, none of this analysis is meant to say Sony will overtake
Samsung in smartphones, but to point to the competitive threat for Samsung in 2014. In
fact, Sony is not aiming to overtake Samsung, but to clearly position itself as the third
large player in the smartphone market. However, considering the market segments and
ecosystems both the companies operate in, growth for Sony smartphones may very well
mean loss of some market share for Samsung.
Overall, its safe to say, Sony is back with full force to the market, and seems to be
well on way to become the third largest smartphone maker as per its goals. In fact, it
started 2014 on a great note by launching Xperia Z Compact, a flagship smartphone in
compact size a category ignored for long in the Android ecosystem. With Xperia Z1,
Sony has set great anticipation for the successor in 2014. However, to Sonys discredit, its
smartphones in 2013 have been criticized for mediocre displays and inconsistent camera
performance, and fixing these issues should be of paramount importance for Sony in
2014. If the Sony smartphones in 2014 can address these issues, then the reasoning to buy
a Samsung smartphone over Sony offerings becomes even more weak and negligible for
the customers. Sony delivering formidable competition to Samsung is good in many ways
for the Android ecosystem, which at present is mainly dominated by Samsung. The more
intense the competition is, the better it gets for the customer. So, lets hope for some
exciting times ahead with the industry heavy weights fighting it out for the stamp of
approval from the customers through their wallets.
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Objective
The major objective of the study is to analyze the position of Samsung Vis--Vis its
competitors and to identify weak areas and provide recommendations for the sales. The
consumer durable market has grown considerably in last few years in India. With the
growth, the level of competition has grown as well. Literally every day companies come
up with new attractive offers to grab the better share of the market. The challenge is not
only to get the new customer but also to continue with the existing customers.
The objective of doing the project is to:
-Identify the Dealer and Consumer perception about the Samsung products with
respect to its competitors in CTV & AC segment.
To suggest some differentiating strategies to stay ahead in competition in CTV&
AC segment.
To identify the factor affecting the four Ps i.e.
Product
Pricing
Promotion
Placement.

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Scope Of Study:
1.

Impact of consumer durables (being taken in to the study) on the consumers.

2.

Comparison of Samsung with other competitors.

Methods Of Collecting Data And Their Sources:


Secondary Data:
o The secondary data for the project is collected from websites.
o References are also taken from search engines.

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Research Methodology
Research is the systematic design, collection, analysis and reporting of data and
findings relevant to a specific situation or problem. The objective of this section is to
describe the research procedure and methods that have been adopted for the achievement
of the project objectives.
a. Research Design: Exploratory research study
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure. My research is comparative in nature.
b. Method of Data collection:

In order to do the comparative study of Samsung

Products with respect to other companies secondary data will be collected.


The secondary data as it has always been important for the completion of any

report provides a reliable, suitable, equate and specific knowledge. The data will
collect from various magazines, fact sheets newspapers and websites published
by the company.
c. Sampling Technique: The study proposed to use convenience sampling.

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Sources of Data
The nature of the data that has been used in the project under study secondary in
nature.

Secondary data
Offer documents, fact sheets, news papers, magazines published from time to time
and Internet, Company sources.

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