Epson Poland - Consumer Electronics -
Poland
Epson Poland
Strategic Direction
·
Epson Poland’s (a
subsidiary/branch of Epson Deutschland) main business operations are
concentrated in the printer business (mostly inkjet printers, laser printers, SIDM
printers, large-format printers and related supplies, colour image scanners,
mini-printers, POS systems and other related products. It also focuses on the
visual instruments business (LCD projectors, LCD monitors, label writers and
other products).
·
Epson’s future performance in
Poland seems bright seeing that its operations are concentrated in what is
likely to be a consumer electronics growth sector: printers and projectors.
·
Epson’s operations in Poland
will remain focused on the production and sales of projectors and printers. Its
main challenge will be to convince Polish consumers that buying photo printers
is worth the cost because of their high quality. It is likely that Epson will
continue to expand its sales because it stands to benefit from the digital
technology revolution currently taking place, especially in the camera
industry. It is highly likely that sales of photo printers will grow in the
future by 2-3% yearly.
Key Facts
|
Full name
of company:
|
Epson Poland
|
|
Address:
|
ul. Obozowa
61,01-418 Warszawa (this is only a branch- the main department is in Germany)
|
|
Tel:
|
+48 22 375
75 16
|
|
Fax:
|
+48 22 375
75 01
|
|
www:
|
http://www.epson.pl/
|
|
Activities:
|
printer
business: mostly inkjet printers, laser printers, SIDM printers, large-format
printers and related supplies, color image scanners, mini-printers, POS
systems and related products; visual instruments business
|
Source: Euromonitor International from
company reports, Trade press
Company Background
·
Epson Poland is a part of Epson
Deutschland which is, in turn, a part of Seiko Epson Corp located in Tokyo,
Japan.
·
Epson’s operations in Poland
are growing progressively and it plans to maintain its current place as one of
Poland’s four leading printer companies (along with Canon, HP and Lexmark)
·
Sales of Epson equipment in
Poland remained relatively stable during the review period. This was caused in
large part because Epson has been able to establish itself as the specialist in
photo printing in Poland. Epson’s labour force in Poland has also remained
stable.
·
Epson Poland’s sales are
national in scope and like most other large printer companies, they are
concentrated in core urban areas such as Warsaw, Wroclaw, Pozanan, Lodz, Krakow
and the tri-city region of Sopot, Gdynia and Gdansk.
Production
·
Epson Poland imports all of its
products from abroad. The main reason for this is that Epson Poland is run as a
subsidiary of Epson Deutschland. Therefore, Epson Poland does not export any
products abroad and its operations are concentrated exclusively on the Polish
printer market.
·
Epson does not have any
manufacturing operations in Poland, however, despite this fact sales of its
products, particularly photo printers, are estimated to increase by 7-8%
yearly.
·
Epson’s presence in the Polish
market stems from its willingness to establish itself as one, if not the,
leading corporation in the sale of photo printers.
Competitive Positioning
·
Epson Poland’s core businesses
are concentrated exclusively in the consumer electronics sector, especially in
the sale of projectors and printers. Its market portfolio is therefore quite
narrow.
·
In comparison to its main
rivals in the printer subsector (HP, Canon and Lexmark) Epson’s products remain
of very high quality but are relatively expensive. In the projector subsector
Epson continues to be challenged by its three primary competitors: BenQ, ACER
and NEC. Its projectors are, however, highly priced.
·
Epson’s overall share of the
Polish printer market is 7%. Its share of the Polish projector market is
approximately 10% (2006).
·
In the projector subsector,
Epson’s volume sales fell by 6.2% when compared to 2005. However, Epson has
achieved steady 2-3% growth in the photo printer subsector and is planning to
increase its share of the market in the future.
·
In the photo printer sector
Epson is seen as being an innovator in that they are the first corporation to
have produced photo printers.
·
Epson’s position in the Polish
market seems stable for the time being despite the fact that it is facing serious
competition from its major rivals who are able to provide more low-end, cheaper
printers for Polish consumers. In order to remain competitve in Poland, Epson
will have to continue to improve the quality of its products in order to remain
the leader in sales of more high-end printers.
·
At the current moment, sales of
photo printers in Poland remain relatively low. However, this is due in part
because Polish consumers continue to have their photos developed at photo labs
rather than buy photo printers. However, should photo printing become cheaper,
sales in Poland will undoubtedly increase.
|
Product
type
|
Volume
share (%)
|
Rank
|
|
Projectors
|
10.0
|
4
|
|
Photo
printers
|
-
|
4
|
Source: Euromonitor International
