Marketing91

  • HOME
  • Marketing Concepts
    • Marketing
      • Retail Tutorials
      • Market Research
      • Customer Management
    • Strategy
    • Management
    • Advertising
    • Branding
    • Business
    • Finance
    • Sales
    • Career Guidance
  • Digital Concepts
    • Blogging
    • Search Engine Optimization
    • Social Media Marketing
    • Facebook Marketing
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of Brands
    • SWOT analysis of Brands
    • Brands Strategy Analysis
    • Business Models
    • Brand Competitors
    • TOP 10
  • Courses
Home » SWOT » SWOT analysis of Onida

SWOT analysis of Onida

April 8, 2019 By Hitesh Bhasin Tagged With: SWOT

Onida is a maker and seller of various types of televisions based out of Mumbai, India. The company also manufactures washing machines, microwave ovens, and air conditioners. The company has a wide network of sales and distribution across India and also exports their products to China and the Middle East.

The company has a total turnover of 270 million USD as of the financial year 2017 and around 1500 employees. The company envisages to adhere to the Make in India model and aims to provide unmatched customer experiences through its wide array of products.

The company won the hearts of millions of Indians through their popular television advertisement featuring the devil with the tagline “Neighbours envy owners pride”. The company had to face stiff competition in the recent times and this resulted in a lot of losses. However, the company has got a new lease on life with an image makeover and a new product portfolio.

Table of Contents

  • Strengths in the SWOT analysis of Onida
  • Weaknesses in the SWOT analysis of Onida
  • Opportunities in the SWOT analysis of Onida
  • Threats in the SWOT analysis of Onida

Strengths in the SWOT analysis of Onida

Strengths are defined as what each business does best in its gamut of operations which can give it an upper hand over its competitors. The following are the strengths of Onida :

  • Foray into other product categories: Onida has recently forayed into other consumer durable product categories thereby diversifying their risk. Currently, the company has the maximum revenues to the tune of 62 percent from television while 40 percent is contributed by washing machines. The remaining comes from the microwave and air- conditioning products.
  • Visionary leadership: Onida is a product of the vision of. Mr. GL Mirchandani and Mr. Vijay Mansukhani in the year 1981. The leaders have never been complacent and seeing that the television business would falter they moved into other areas. This timely decision helped the company face the risk of going obsolete better.
  • High-quality Sound: Onida televisions were always popular in the market primarily because of their superior sound quality.The television by Onida was also known for high clarity of visuals. These factors have also helped them retain their sales in the LCD segment.
  • Customer understanding: The customer has always been the focal point in the marketing mix of the company. Their products, pricing, and advertisement have always been driven by the deep understanding of customer needs.
  • Great advertisements: Onida for the average Indian is always synonymous with the devil and his sinful smile. The tagline “neighbours envy owners pride” captured the mindshare of the Indian customer and even today the brand has the very high recall.

SWOT anaysis of Onida - 1.

Weaknesses in the SWOT analysis of Onida

Weaknesses are used to refer to areas where the business or the brand needs improvement. Some of the key weaknesses of Onidaare:

  • Low margins: The company has been trying to increase the margins but owing to problems in the environment such as increasing costs, an introduction of GST and demonetization and the general turbulence in the financial environment Onida has been hugely unsuccessful in making adequate margins.
  • Low selling new products: Onida has launched more than  40 new models from 24-inch to 55-inch, resolution HD, FHD, UHD, televisions with sophisticated sound systems and has focused on energy efficiency in all its television models.They have also launched a fully automatic washing machine. However, none of these new products have registered significant sales.
  • Low focus on global markets: The company has been mostly focusing on India and their products are catering to the Indian requirements. However, the market has been evolving and current products need to cater to global standards but this is where Onida is losing out.
  • Time to market: Technologies are changing rapidly in the consumer durable market and the customer has no dearth of choice. The customer loses interest quickly and thus the time to market is critical.Onida is unable to keep up with the fast pace of the industry and is slow to catch up on trends. This is creating a lot of issues for the business.

Opportunities in the SWOT analysis of Onida

Opportunities refer to those avenues in the environment that surrounds the business on which it can capitalize to increase its returns. Some of the opportunities include:

  • Positive consumer behavior trends: The customer today has no time but a lot of money to spend on especially in the urban population. This is creating a surge in the demand for machines for almost all household needs and each of these new need is a new opportunity for Onida.
  • Steep growth potential in APAC region: The CAGR for consumer durables is expected to be around 12 % globally and the fastest growth will be in the APAC region.New technologies like artificial intelligence and IoT will fuel the increase in demand.

SWOT anaysis of Onida - 2

Threats in the SWOT analysis of Onida

Threats are those factors in the environment which can be detrimental to the growth of the business. Some of the threats include:

  • Competition: The main competitors of Onida are LG, Samsung, IFB, Whirlpool etc.
  • Threat from private labels: Many retailers today in addition to dealing with companies also manufacture their own private labels. This is creating a huge threat for most brands in consumer durables segment.

Share this post:

Share on Facebook Share on Twitter Share on LinkedIn Share on Email Share on WhatsApp
Digiaide Marketing and Digital Marketing Courses

Related posts:

  1. SWOT Analysis of Havells India – Havells India SWOT Analysis
  2. SWOT analysis of Apple Inc – Apple SWOT analysis
  3. SWOT Analysis of Pepsi – PepsiCo SWOT analysis
  4. SWOT Analysis of Huawei
  5. SWOT Analysis of Sony
  6. SWOT Analysis of Netflix
  7. SWOT Analysis of Prada
  8. SWOT analysis of Pantene – Pantene SWOT analysis
  9. SWOT Analysis of Voot
  10. SWOT analysis of State Bank of India

What Do You Want To Learn About? (Start Here)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Comments

  1. S K A says

    Your SWOT analysis of ONIDA brand was informative. My question is whether their newer forays e.g. washing m/c are reliable products well supported by superior efficient after sales service ? Kindly comment.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Capital Resource – Definition, Importance and Examples
  • Bond Ratings – How they work and the Agencies involved
  • Bond Market – Definition, History and Types
  • Capital Flight – Definition, Types and Examples
  • Capital Gains Tax – Definition, Strategies and Example
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARNING SERIES

  • What is Communications
  • Types of Communication

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2022 Marketing91 All Rights Reserved