Consumer Electronics in Greece
Euromonitor International's Consumer Electronics in Greece 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.
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Tables: 55 | Publication date: Apr 2007
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
In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
New technologies drive the consumer electronics market
One of the most important factors speeding up the consumer electronics market in Greece is the recent technological advancements in the field. Digital technology is making an impact, flat-panel televisions (LCD, plasma), hard-disk DVD recorders, wide-panel projectors, digital camcorders (DVD and hard disk) and digital cameras are contributing to keeping consumer demand at a high level. Furthermore, the increasing popularity of computers (especially portable models) as well as the launching of MP3 players and 3G mobile phones helped in the expansion of the market by creating promising new segments.
International retail chains make a dynamic entry
A key event for the market's future development was the entry of three top international consumer electronics retailers into the Greek market in 2005. These companies were Media Markt, Fnac and Dixons and their operation in Greece are expected to further intensify the battle for market share, which is likely to lead to further downward pressure on prices.
Retail market consolidation
Distribution of consumer electronics is dominated by specialist multiples, with electronics retailers operating a large number of stores all over the country. After a series of progressive mergers and acquisitions of smaller specialist chains and independent retailers, the number of specialist multiples shrank but their power increased as they now represent more than half of total consumer electronics turnover.
In order to avoid going bankrupt in the face of fierce price competition from specialist local and international chains, independent retailers were forced to form coalitions and buying groups in an attempt to achieve better pricing terms from their suppliers and retain their competitiveness in the changing market environment.
Market shares: New players and budget brands
In the period under review, several things changed in terms of leading manufacturers and market shares. Although traditional brands are still at the forefront (Sony and Philips for electronics devices, HP for computers, Nokia for mobile phones), their shares fell in recent years as several slightly more affordable 'budget' brands emerged in the Greek market, offering fairly high product quality at lower prices. These include the Korean Samsung and LG brands, which have an increasing appeal among Greek consumers at the expense of premium brands. These new budget brands also caused considerable share losses for other traditional brands like Panasonic, Pioneer and JVC.
Future prospects
In the years to come, the Greek consumer electronics market could be further boosted by new technologies and systems and perhaps better value-for-money. The recent arrival of top foreign retailers and the possibility of others entering the market in the near future, along with the strengthening of local electronics chains raises expectations for higher quality products and services at lower prices and prepares for a redistribution of margins, shares and channels. It would not be surprising if by 2010 only 4-5 retail chains continued operating in Greece (with the others having either shut down or been acquired by their competitors).
Table of contents
CONSUMER ELECTRONICS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
New technologies drive the consumer electronics market
International retail chains make a dynamic entry
Retail market consolidation
Market shares: New players and budget brands
Future prospects
KEY TRENDS AND DEVELOPMENTS
Decrease in disposable incomes
Increase in the number of households
Decrease in average prices
International consumer electronics retailers enter the Greek market
Local consumer electronics retailers form coalitions and buying groups
Credit facilities/interest-free instalments
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2001-2006
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2001-2006
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 4 Sales of Consumer Electronics by Sector: Value 2001-2006
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2001-2006
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2001-2006
Table 7 Consumer Electronics Company Shares 2002-2005
Table 8 Consumer Electronics Brand Shares 2002-2005
Table 9 Sales of Consumer Electronics by Distribution Format 2001-2006
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2006-2011
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2006-2011
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2006-2011
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2006-2011
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - GREECE
ALPHA COPY NOKIA SA - CONSUMER ELECTRONICS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Alpha Copy SA: Key Facts
Summary 2 Alpha Copy SA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Alpha Copy SA: Competitive Position 2005
ALTEC INFORMATION SYSTEMS SA - CONSUMER ELECTRONICS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Altec SA: Key Facts
Summary 5 Altec SA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 6 Altec SA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 7 Altec SA: Competitive Position 2005
INFOQUEST SA - CONSUMER ELECTRONICS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Infoquest SA: Key Facts
Summary 9 Infoquest SA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 10 Infoquest SA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 11 Infoquest SA: Competitive Position 2005
INTERSYS SA - CONSUMER ELECTRONICS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Intersys SA: Key Facts
Summary 13 Intersys SA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Intersys SA: Competitive Position 2005
PLAISIO COMPUTERS SA - CONSUMER ELECTRONICS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Plaisio Computers SA: Key Facts
Summary 16 Plaisio Computers SA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 17 Plaisio Computers SA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 18 Plaisio Computers SA: Competitive Position 2005
IN-HOME CONSUMER ELECTRONICS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 16 Sales of In-home Consumer Electronics by Sector: Volume 2001-2006
Table 17 Sales of In-home Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 18 Sales of In-home Consumer Electronics by Sector: Value 2001-2006
Table 19 Sales of In-home Consumer Electronics by Sector: % Value Growth 2001-2006
Table 20 In-home Consumer Electronics Company Shares 2002-2005
Table 21 In-home Consumer Electronics Brand Shares 2002-2005
Table 22 Sales of In-home Consumer Electronics by Distribution Format 2001-2006
Table 23 Forecast Sales of In-home Consumer Electronics by Sector: Volume 2006-2011
Table 24 Forecast Sales of In-home Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 25 Forecast Sales of In-home Consumer Electronics by Sector: Value 2006-2011
Table 26 Forecast Sales of In-home Consumer Electronics by Sector: % Value Growth 2006-2011
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of In-car Consumer Electronics by Sector: Volume 2001-2006
Table 28 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 29 Sales of In-car Consumer Electronics by Sector: Value 2001-2006
Table 30 Sales of In-car Consumer Electronics by Sector: % Value Growth 2001-2006
Table 31 In-car Consumer Electronics Company Shares 2002-2005
Table 32 In-car Consumer Electronics Brand Shares 2002-2005
Table 33 Sales of In-car Consumer Electronics by Distribution Format 2001-2006
Table 34 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2006-2011
Table 35 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 36 Forecast Sales of In-car Consumer Electronics by Sector: Value 2006-2011
Table 37 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2006-2011