Consumer Electronics in Argentina
Euromonitor International's Consumer Electronics in Argentina report offers a comprehensive guide to the size and shape of the audio and video products market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 145 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Computers; In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
After six years of growth the first doubts appear
The consumer electronics market in Argentina has achieved its sixth consecutive year of growth since the country’s economic crisis between 1999 and 2002. In-home, portable and in-car consumer electronics registered an important expansion both in value and volume terms, boosted by higher disposable incomes, a lower unemployment index and a significant reduction of poverty levels. Consumption continued to be the lifeblood of local companies, boosted by governmental policies and an increase in credit facilities. However, in 2008, internal conflicts, together with the international financial credit crisis, impacted negatively on consumers’ trust to replace products, which then reduced the growth rates observed in previous years.
The market starts to reach its ceiling in key sectors
Analogue televisions, DVD players, mobile phones and portable MP3 players, the four sectors that traditionally had led the market in volume terms, reached maturity in 2008. This impacted negatively on the key manufacturers, who began to formulate new strategies in order to turn towards more dynamic segments.
The digital technology shows the way for the sectors with biggest growth
Those sectors offering products driven by digital technology showed dynamic growth in 2008. Digital televisions, cameras and camcorders registered an important expansion both in volume and value terms. Competition also intensified due to new market entrants attracted by the high price per unit of the products. Digital technology was also the main protagonist in the launches of other sectors’ new models. In-car media players and hi-fi systems also grew by the apparition of equipment capable of reproducing digital music and video formats. Replacement cycles tend to decrease due to consumers’ interest in changing from analogue to digital and falling unit prices.
Domestic companies are gaining ground in the market, despite multinationals
The devaluation of the Argentine peso resulted in a new wave of investment by domestic companies, which forced multinationals to lower their prices and look for new products to attract consumers. The expansion of local companies began in the most traditional sectors of the market, and soon moved to new segments, such as LCD TVs, MP3 players and laptops. The economic recovery and the increasing presence of local companies will set new challenges for multinationals, and will also have a positive impact on their sales. On the other hand, new small competitors dedicated to imports started to appear alongside the growing popularity of the internet as a sales channel. These new companies are capable of supplying cheaper innovative products, competing in some sectors with the leading brands.
Market will no longer grow in Chinese rates, but opportunities still come up
Maturity of the market in key sectors, together with deceleration of the Argentine economy, will have a negative impact on the consumer electronics market. Both production and growth rates have drastically dropped towards the end of 2008, and companies reduced their short-term expectations. Moreover, for the medium and long term, a strong deceleration is expected for the newest subsectors, such as navigation systems, in-car DVD players, portable multimedia and DVD players, and even laptops.
Table of contents
CONSUMER ELECTRONICS IN ARGENTINA : MARKET INSIGHT
EXECUTIVE SUMMARY
After six years of growth the first doubts appear
The market starts to reach its ceiling in key sectors
The digital technology shows the way for the sectors with biggest growth
Domestic companies are gaining ground in the market, despite multinationals
Market will no longer grow in Chinese rates, but opportunities still come up
KEY TRENDS AND DEVELOPMENTS
Consumption slows down after six years of strong expansion
An adverse climate for business: inflation and local issues
Credits and aggressive special offers, the preferred marketing strategies
New distribution channels promote competition
Niches and dynamic segments grow because of smaller size players
Companies analyse consumer trends to avoid seasonal demand
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2003-2008
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2003-2008
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 4 Sales of Consumer Electronics by Sector: Value 2003-2008
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2003-2008
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2003-2008
Table 7 Consumer Electronics Company Shares 2003-2007
Table 8 Consumer Electronics Brand Shares 2004-2007
Table 9 Sales of Consumer Electronics by Distribution Format 2003-2008
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2008-2013
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2008-2013
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2008-2013
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2008-2013
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ARGENTINA
HEWLETT-PACKARD ARGENTINA SRL - CONSUMER ELECTRONICS - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Hewlett-Packard Argentina SRL: Key Facts
Summary 3 Hewlett-Packard Argentina SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Hewlett-Packard Argentina SRL: Competitive Position 2007
NEW SAN SA - CONSUMER ELECTRONICS - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 New San SA: Key Facts
Summary 6 New San SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 New San SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 New San SA: Competitive Position 2007
PHILIPS ARGENTINA SA - CONSUMER ELECTRONICS - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Philips Argentina SA: Key Facts
Summary 10 Philips Argentina SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Philips Argentina SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Philips Argentina SA: Competitive Position 2007
SOLUCIONES INTEGRALES CORPORATIVAS SA - CONSUMER ELECTRONICS - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Soluciones Integrales Corporativas SA: Key Facts
Summary 14 Soluciones Integrales Corporativas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Soluciones Integrales Corporativas SA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 16 Soluciones Integrales Corporativas SA: Competitive Position 2007
SONY ARGENTINA SA - CONSUMER ELECTRONICS - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Sony Argentina SA: Key Facts
Summary 18 Sony Argentina SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Sony Argentina SA: Competitive Position 2007
TELEVISIONS AND PROJECTORS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 20 Televisions and Projectors: New Product Launches 2007–2008
SECTOR DATA
Table 16 Sales of Televisions and Projectors by Sector: Volume 2003-2008
Table 17 Sales of Televisions and Projectors by Sector: % Volume Growth 2003-2008
Table 18 Sales of Televisions and Projectors by Sector: Value 2003-2008
Table 19 Sales of Televisions and Projectors by Sector: % Value Growth 2003-2008
Table 20 Sales of Digital Televisions by Type 2003-2008
Table 21 Televisions and Projectors Company Shares 2003-2007
Table 22 Televisions and Projectors Brand Shares 2004-2007
Table 23 Sales of Televisions and Projectors by Distribution Format 2003-2008
Table 24 Forecast Sales of Televisions and Projectors by Sector: Volume 2008-2013
Table 25 Forecast Sales of Televisions and Projectors by Sector: % Volume Growth 2008-2013
Table 26 Forecast Sales of Televisions and Projectors by Sector: Value 2008-2013
Table 27 Forecast Sales of Televisions and Projectors by Sector: % Value Growth 2008-2013
VCRS AND DVD PLAYERS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 21 VCRs and DVD Players: New Product Launches 2007–2008
SECTOR DATA
Table 28 Sales of VCRS and DVD Players by Sector: Volume 2003-2008
Table 29 Sales of VCRS and DVD Players by Sector: % Volume Growth 2003-2008
Table 30 Sales of VCRS and DVD Players by Sector: Value 2003-2008
Table 31 Sales of VCRS and DVD Players by Sector: % Value Growth 2003-2008
Table 32 VCRS and DVD Players Company Shares 2003-2007
Table 33 VCRS and DVD Players Brand Shares 2004-2007
Table 34 Sales of VCRS and DVD Players by Distribution Format 2003-2008
Table 35 Forecast Sales of VCRS and DVD Players by Sector: Volume 2008-2013
Table 36 Forecast Sales of VCRS and DVD Players by Sector: % Volume Growth 2008-2013
Table 37 Forecast Sales of VCRS and DVD Players by Sector: Value 2008-2013
Table 38 Forecast Sales of VCRS and DVD Players by Sector: % Value Growth 2008-2013
HOME AUDIO AND CINEMA IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 22 Home Audio and Cinema Products: New Product Launches 2007–2008
SECTOR DATA
Table 39 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008
Table 40 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008
Table 41 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008
Table 42 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008
Table 43 Home Audio and Cinema Products Company Shares 2003-2007
Table 44 Home Audio and Cinema Products Brand Shares 2004-2007
Table 45 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008
Table 46 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013
Table 47 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013
Table 48 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013
Table 49 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013
CAMERAS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 23 Cameras: New Product Launches 2007–2008
SECTOR DATA
Table 50 Sales of Cameras by Sector: Volume 2003-2008
Table 51 Sales of Cameras by Sector: % Volume Growth 2003-2008
Table 52 Sales of Cameras by Sector: Value 2003-2008
Table 53 Sales of Cameras by Sector: % Value Growth 2003-2008
Table 54 Cameras Company Shares 2003-2007
Table 55 Cameras Brand Shares 2004-2007
Table 56 Sales of Cameras by Distribution Format 2003-2008
Table 57 Forecast Sales of Cameras by Sector: Volume 2008-2013
Table 58 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013
Table 59 Forecast Sales of Cameras by Sector: Value 2008-2013
Table 60 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013
CAMCORDERS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 24 Camcorders: New Product Launches 2007–2008
SECTOR DATA
Table 61 Sales of Camcorders by Sector: Volume 2003-2008
Table 62 Sales of Camcorders by Sector: % Volume Growth 2003-2008
Table 63 Sales of Camcorders by Sector: Value 2003-2008
Table 64 Sales of Camcorders by Sector: % Value Growth 2003-2008
Table 65 Camcorders Company Shares 2003-2007
Table 66 Camcorders Brand Shares 2004-2007
Table 67 Sales of Camcorders by Distribution Format 2003-2008
Table 68 Forecast Sales of Camcorders by Sector: Volume 2008-2013
Table 69 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013
Table 70 Forecast Sales of Camcorders by Sector: Value 2008-2013
Table 71 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013
PORTABLE MEDIA PLAYERS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 25 Portable Media Players: New Product Launches 2007–2008
SECTOR DATA
Table 72 Sales of Portable Media Players by Sector: Volume 2003-2008
Table 73 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008
Table 74 Sales of Portable Media Players by Sector: Value 2003-2008
Table 75 Sales of Portable Media Players by Sector: % Value Growth 2003-2008
Table 76 Sales of Portable MP3 Players by Type 2003-2008
Table 77 Portable Media Players Company Shares 2003-2007
Table 78 Portable Media Players Brand Shares 2004-2007
Table 79 Sales of Portable Media Players by Distribution Format 2003-2008
Table 80 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013
Table 81 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013
Table 82 Forecast Sales of Portable Media Players by Sector: Value 2008-2013
Table 83 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013
MOBILE PHONES IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 26 Mobile Phones: New Product Launches 2007–2008
SECTOR DATA
Table 84 Sales of Mobile Phones: Volume 2003-2008
Table 85 Sales of Mobile Phones: % Volume Growth 2003-2008
Table 86 Sales of Mobile Phones: Value 2003-2008
Table 87 Sales of Mobile Phones: % Value Growth 2003-2008
Table 88 Sales of Mobile Phones by Type 2003-2008
Table 89 Mobile Phones Company Shares 2003-2007
Table 90 Mobile Phones Brand Shares 2004-2007
Table 91 Sales of Mobile Phones by Distribution Format 2003-2008
Table 92 Forecast Sales of Mobile Phones: Volume 2008-2013
Table 93 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013
Table 94 Forecast Sales of Mobile Phones: Value 2008-2013
Table 95 Forecast Sales of Mobile Phones: % Value Growth 2008-2013
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 27 In-car Consumer Electronics: New Product Launches 2007–2008
SECTOR DATA
Table 96 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008
Table 97 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 98 Sales of In-car Consumer Electronics by Sector: Value 2003-2008
Table 99 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008
Table 100 In-car Consumer Electronics Company Shares 2003-2007
Table 101 In-car Consumer Electronics Brand Shares 2004-2007
Table 102 Sales of In-car Consumer Electronics by Distribution Format 2003-2008
Table 103 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013
Table 104 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 105 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013
Table 106 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013
COMPUTERS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 28 Computers: New Product Launches 2007–2008
SECTOR DATA
Table 107 Sales of Computers by Sector: Volume 2003-2008
Table 108 Sales of Computers by Sector: % Volume Growth 2003-2008
Table 109 Sales of Computers by Sector: Value 2003-2008
Table 110 Sales of Computers by Sector: % Value Growth 2003-2008
Table 111 Computers Company Shares 2003-2007
Table 112 Computers Brand Shares 2004-2007
Table 113 Sales of Computers by Distribution Format 2003-2008
Table 114 Forecast Sales of Computers by Sector: Volume 2008-2013
Table 115 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013
Table 116 Forecast Sales of Computers by Sector: Value 2008-2013
Table 117 Forecast Sales of Computers by Sector: % Value Growth 2008-2013