Consumer Electronics in Poland
Euromonitor International's Consumer Electronics in Poland 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: 52 | Publication date: May 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
Positive economic outlook
Poland experienced strong economic growth and rising income levels since the transition from a centrally planned to a market economy. As a result, Poland’s economic situation improved significantly. Poland’s GDP exceeded 4% for the second year in a row in 2005 and for this reason, the purchasing capacity of Poles increased substantially. This had a positive impact on both value and volume sales of consumer electronics and with the prospect of further economic growth, sales should remain buoyant in the coming years.
Quality and price
For most Poles quality slowly became more important when considering purchasing new electronic goods. The increased wealth in society contributed to more Poles comparing prices and looking for the best quality products they can afford. Moreover, this process is not limited to only one social class, but is distributed evenly among Polish society. Customers with lower salaries are able to overcome financial constraints and barriers by using credit, or taking advantage of promotional offers and rebates.
‘All in one’ - technological changes
Some important technological changes occurred during the review period, resulting in an enormous shift in recent years. These include the emergence of new multifunction “all-in-one” products; the first introduced being a printer capable of both faxing and scanning documents. However, in more recent times further changes took place, such as mobile phones with a camera, radio, MP3 player, TV or dictaphone. Digital cameras are now able to record short movies and camcorders can take still photos. This new trend contributed to consumers exchanging their old electronic products for new more advanced ones.
Specialist multiples vs specialist independents
Specialist multiples have a strong position in the market due to their competitive prices, enormous choice of products with multiple brands and an increased focus on professional advertising. However, it is worth noting that the dominance of multiples stores exists primarily in Poland’s more developed urban areas. It is for this reason that specialist independents are more prominent in smaller villages. Furthermore, specialist multiples (Media Market, Saturn, Electro World) tried to strengthen their position by using various bargains and good after-sales service.
Domination of global players
The Polish consumer electronics market is dominated by leading global manufacturers. The good technological quality of their products and their lower prices are due to production based in East Asian countries like China, which made it difficult for local Polish companies to remain competitive. Furthermore, companies like Samsung, Philips, Sony, and Panasonic specialise in a variety of areas. For instance, Samsung provides the Polish market with many products such as TVs, cameras, mobile phones, MP3 players, home theatres and domestic appliances. Moreover, it provides many models within each product group (ie 15 types of camcorders in 2006).
Optimistic forecast
Consumer electronics will continue to experience growth in the near future. In-home electronics will increase volume sales especially in the TV subsector over the forecast period. There is still potential for consumers to switch from analogue to digital televisions. Moreover, the positive growth of the economy will also benefit the portable and in-car consumer electronics sectors. Undoubtedly, MP3 products and portable navigation systems will continuously to fall in price and an increase in volume sales will result.
Table of contents
CONSUMER ELECTRONICS IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Positive economic outlook
Quality and price
‘All in one’ - technological changes
Specialist multiples vs specialist independents
Domination of global players
Optimistic forecast
KEY TRENDS AND DEVELOPMENTS
Digital technologies replace analogue products
Quality slowly becoming more important than price
Development of internet sales
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 - POLAND
DAEWOO ELECTRONICS POLAND SP ZOO - CONSUMER ELECTRONICS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Daewoo Electronics Manufacturing Poland Sp zoo: Key Facts
Summary 2 Daewoo Electronics Manufacturing Poland Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Daewoo Electronics Manufacturing Poland Sp zoo: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 4 Daewoo Electronics Manufacturing Poland Sp zoo: Competitive Position 2005
LG ELECTRONICS POLSKA SP ZOO - CONSUMER ELECTRONICS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 LG Electronics Poland Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 LG Poland Sp zoo: Competitive Position 2005
PHILIPS POLSKA SP ZOO - CONSUMER ELECTRONICS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Philips Poland Sp zoo: Key Facts
Summary 8 Philips Poland Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Philips Poland Sp zoo: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 10 Philips Poland Sp zoo: Competitive Position 2005
SAMSUNG ELECTRONICS POLSKA SP ZOO - CONSUMER ELECTRONICS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Samsung Electronics Poland Sp zoo: Key Facts
Summary 12 Samsung Electronics Poland Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Samsung Electronics Poland Sp zoo: Competitive Position 2005
SONY POLAND SP ZOO - CONSUMER ELECTRONICS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Sony Poland Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Sony Poland Sp zoo: Competitive Position 2005
IN-HOME CONSUMER ELECTRONICS IN POLAND
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 POLAND
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