Performance of Sharps Mfd in the Market and the Scope of Reintroducing It With Additional Features

8/9/2019 Performance of Sharps Mfd in the Market and the Scope of Reintroducing It With Additional Features

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1. INTRODUCTION

1.1 BACK GROUND OF THE STUDY

In recent years, great advancements have been made in office automation technology, and

various types of equipment such as a printer serving as communication means are now widely

used .Printing and scanning can each be carried out by utilizing just one component of the

integrated device, while both components are used for copying. Historically, copiers, printers,

and facsimile or fax machines have been typically individualistic, operating singly in their own

separate environments. In addition to their cost, the consumption of space by these devices may

be a problem for today's limited office rooms and desktop spaces. The computer user already has

a computer, a monitor, and a printer. The computer user, faced with steadily shrinking officespace, has been reluctant to include additional computer peripherals in the confines of the user's

immediate office space, especially if the device is not used frequently.

MFPs were first introduced into the market by Okidata in the late 1980's.Nowadays, an MFP can

be procured for significantly less than a good quality inkjet printer and a scanner. However, they

typically do not offer the same quality performance as the individual devices. Furthermore, a

failure in any of the individual sub-systems may require that the entire unit be replaced.

Additionally, some suffer from a reputation of unreliability.They do, however, take up less room

than the equivalent separate components and can be used autonomously (with the computer

turned off).

MFP manufacturers/brands include Brother, Sharp ,Canon, Dell, Epson, Hewlett-Packard,

Konica Minolta, Kyocera,Lexmark,Okidata,Olivetti,Ricoh, Toshiba and Xerox.

The multifunction Device is especially effective for use in a small office since it has only a small

installation space, and thus; the multifunction printer has become popular in small offices. Multi-

function Device have the capability of printing on several different types of record media in

accordance with the requirements of a user's business.
http://en.wikipedia.org/wiki/Okidatahttp://en.wikipedia.org/wiki/Brother_Industrieshttp://en.wikipedia.org/wiki/Brother_Industrieshttp://en.wikipedia.org/wiki/Brother_Industrieshttp://en.wikipedia.org/wiki/Sharp_Corporationhttp://en.wikipedia.org/wiki/Sharp_Corporationhttp://en.wikipedia.org/wiki/Canon_Inc.http://en.wikipedia.org/wiki/Dell_Computerhttp://en.wikipedia.org/wiki/Epsonhttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/Konica_Minoltahttp://en.wikipedia.org/wiki/Kyocerahttp://en.wikipedia.org/wiki/Kyocerahttp://en.wikipedia.org/wiki/Lexmarkhttp://en.wikipedia.org/wiki/Okidatahttp://en.wikipedia.org/wiki/Okidatahttp://en.wikipedia.org/wiki/Olivettihttp://en.wikipedia.org/wiki/Olivettihttp://en.wikipedia.org/wiki/Olivettihttp://en.wikipedia.org/wiki/Ricohhttp://en.wikipedia.org/wiki/Toshibahttp://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Brother_Industrieshttp://en.wikipedia.org/wiki/Sharp_Corporationhttp://en.wikipedia.org/wiki/Canon_Inc.http://en.wikipedia.org/wiki/Dell_Computerhttp://en.wikipedia.org/wiki/Epsonhttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/Konica_Minoltahttp://en.wikipedia.org/wiki/Kyocerahttp://en.wikipedia.org/wiki/Lexmarkhttp://en.wikipedia.org/wiki/Okidatahttp://en.wikipedia.org/wiki/Olivettihttp://en.wikipedia.org/wiki/Ricohhttp://en.wikipedia.org/wiki/Toshibahttp://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Okidata


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The multifunction Device is especially effective for use in a small office since it has only a small

installation space, and thus; the multifunction printer has become popular in small offices. Multi-

function Device have the capability of printing on several different types of record media in

accordance with the requirements of a user's business

Multifunction peripherals have become commonplace in many commercial settings and are

becoming affordable for personal use. There are several kinds of multifunction printers in which

these functions are variously combined.

The study is conducted to know the Performance of Sharps Multi functional Device and the

scope of reintroducing it with additional features


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1.2 REVIEW OF LITERATURE

Review of literature refers to identifying already existing literature in the area ofPerformance

of sharps MFDs (Multi Functional Device) and the scope of reintroducing it with additional

features, to find out what contribution has already been made so that it can serve a valuable

base for further expanding the literature. Secondary data was viewed to get more information

about researches conducted and way they were studied and their methodology and conclusions..

This chapter revolves around the various relevant literatures screened to formulate the subject

matter of the proposed study.

PURPOSE: economy is clearly the greatest advantage of secondary data. instead of printing data

- collection forms , hiring field works , transporting then though the field work , and editing and

tabulating the results , researches , alone or with some clerical assistance , may obtain

information from a published record compiled by somebody else . Also secondary data can be

quickly obtained. Another advantage of some secondary data sources is that they provided

information that could not be obtained by the typical organization.

BENEFIT OF REVIEW OF LITERATURE:-

The following are the benefit of review of literature

1) It facilitates to know

Types of secondary data

Advantage secondary data

Disadvantage secondary data

Uses of secondary data

Evaluation secondary data

2) It helps to know the following

topic on which the similar research has been done

purpose of earlier similar research

methodology adopted in earlier

conclusion derived from the earlier research


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2. RESEARCH METHODOLOGY

Research is a systematic and logical study of an issue or a problem to arrive at accurate results,

research the job of collecting, recording and analyzing relevant data to arrive at decisions. The

present study is systematic, objective and exhaustive search for studies of the facts Relevant to a

problem in the field of marketing.

The search for the facts may be through either

Unscientific method

Scientific method

Unscientific method consists of imaginations, blind belief or impression rather than the facts.

Scientific method is the systematic approach to seek facts. It is objective, precise and arrives at

conclusion on the basis of certain evidences. Hence the research for the facts should be made by

scientific method to arrive at accurate results. The present research study is selected to study the

influencing factors for buying behaviors.

2.1 TYPE OF RESEARCH

Marketing research is the systematic and objective search for and analysis of information

relevant to the identification and solution of any problem in the field of marketing. Type of

research is the research design and plan, structure and strategy of investigation concerned so as

to obtain the answers to research questions and to control the variance, it is the blue print for the

collection, measurement and analysis of data.


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2.2 SAMPLING TECHNIQUE

Sampling is a systematic approach of selecting a few elements (a sample) from entire collection

unit (a population) in order to make some reference about the total population. It is a small

specimen or a segment of the whole population, representing its general qualities as for as

possible.

Non probability sampling

In non-probability sampling, the chance of any particular unit in the population being selected is

unknown, since the randomness is not involved in the selection process. The three most

frequently used non-probability designs are judgment, convenience and quota sampling.

Convenient sampling

As its name implies, convenient sampling refers to collection of information from the members

of the population who are conveniently available to the research. The convenient sampling

method was used for the purpose of data collection.

A sample was chosen keeping in mind the objectives of the research and time constraints,convenience-sampling method was usual for choosing this sample size.

SAMPLING SIZE

The sampling size chosen was Fifty (50) from Bangalore


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SAMPLING DESIGN

Sampling plan:-An integral component of a research design is the sampling plan, specifically it

addresses three questions.

Whom to survey? (Sampling unit)

How many to survey? (Sample size)

How to select them? (Sampling procedure)

2.3 INSTRUMENTATION TECHNIQUE

Data was collected with the help of using questionnaires. A questionnaire, which is also known

familiarly as an interview schedule with a format containing a list of questions sequentially

ordered to obtain information relevant to the objectives of the study, was developed. Structure

and undisguised questionnaire was chosen as the questions could be presented with exactly the

same order to all the respondents. The reason for standardization was to ensure that all

respondents were replying to the same question.

The questionnaire proved out to be very helpful in conducting the survey.


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2.4 SCOPE OF THE STUDY

Scope means the areas that are covered. Scope of the study states the areas that are considered

for research. Area refers to the geographical area.

2.5 LIMITATIONS OF THE STUDY

The study is time consuming and quite expensive The study was conducted in Bangalore The study is limited to Sharp products. The time period for the study was one month. For a survey conducted on subject like this, the sample size should be more than 100,

since time was not enough, the sample size was restricted to 50

The researcher has collected data using the questionnaire and therefore the study islimited to the data collected in Bangalore

ACTUAL DATA COLLECTION / INFORMATION

The data / information collected from the various sources were divided into two parts.

They are:

a. Primary source

b. Secondary source

Primary source

a. Questionnaires

See annexure for questionnaire

Secondary source

The secondary data is the information, which already exists. The secondary data was collected

from internet, journals, magazines, books, and observation of respondents. The research specific

information was less available more emphasis was given on the primary data


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2.8 DATA ANALYSIS

Based on what the various respondents opinion, the data collected was analyzed using figures.

No rigorous mathematical analysis could be done. All estimations are solely on judgment. For

questions percentage was calculated and represented in the form of charts.

After representing the data in the form of charts the same were interpreted to get in-depth

knowledge about the problem as well as general information, which helped the researcher to

come at appropriate conclusions about the study and to give relevant recommendations.

2.9 FIELD WORK

The fieldwork was the data collection by contacting the respondents personally at their

respective places. The survey was conducted for 30 days from 1st April to 30th April 07.


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3.1 INDUSTRY PROFILE

The multi functional printer segment is a crucial product segment in the information technologysector. It is among the most voluminous, both in terms of revenues and units, and also among the

most dynamic. The segment witnessed a good year in 2006 and theres cautious optimism

regarding 2007

3.1(A) OVERALL MARKET SENARIO

The picture becomes clear when you consider the numbers game. According to reports and

forecasts for FY 2005-2006, the market size for inkjet printers was 5.7 lakh units, while that for

DMP (dot matrix printers) was 3.3 lakh units and for laser printers the number was 1.3 lakh

units. During the same period, the growth for inkjet was 24 percent year-on-year (from 2003-04

to 2004-05), for DMP it was 6 percent and for laser growth was pegged at 44 percent.

In terms of growth for 2006-07, the inkjet market will grow at 13 percent, DMPs will grow at 6

percent or even take a dip, and the laser market will grow by nearly 5-7 percent. Another

segment, intentionally kept separate from the general printer segment, is multi-function devices

(MFDs). This is probably the most dominant segment in terms of future growth and revenues for

all vendors. The total market for MFDs in Q3 2006 was 40,188 units, valued at Rs 90.25 crore,

thereby registering a sequential growth of 107.7 percent and year-on-year (YOY) growth of

213.5 percent in unit terms. The reason for this is simple.

The market is a new one and unit sales have picked up from ground zero. If we go into the

details, then the sales of inkjet-based MFDs during Q3 2005 were 34,720 units, valued at Rs

29.03 crore, thereby posting a sequential growth of 139.4 percent in unit terms.


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This market has outperformed all forecasts, something that happened mainly due to one vendor;

HP. Laser-based MFDs witnessed a dip in share at the cost of inkjet. That market grew at just

44.5 percent (YOY) and sequentially by 12.9 percent. Xerox was the leader here, followed by

Canon. The forecast for this segment is thrilling. The inkjet MFD market will register a CAGR

of 83.1 percent in unit terms and 43.3 percent in value terms. The growth for 2007 is expected to

be 102.9 percent over 2006, whereas the laser MFD market is expected to grow annually by 55.4

percent in 2007 over 2006. Value growth might drop primarily due to further price cuts that are

expected to materialize in the near future.

(B) SEGMENT ANALYSIS

MFDs are the most important segment in printers because of the growth in terms of volumes and

the value in terms of customer satisfaction. Although it wont be appropriate to rate players

based on past performance, it is evident that there is one leader in all segments with the DMP

segment witnessing a very tough fight.

Inkjet Printers

HP led the race with nearly 55 percent market share, followed by Sharp, Canon, and Epson,

which maintains a market share of 45 percent. The inkjet printer market will grow at 15 percent

in 2006-07. The key driver for growth would be PC bundling by major vendors. Small and

medium enterprises (SMEs) and homes will remain the biggest buyers of the bundled offerings.

The only apprehension is that though business inkjets are gaining ground, growth may stagnate

since laser MFD and inkjet MFD substitutes are available at little extra cost and provide much

Laser Printers

laser market growth will be nearly 5-7 percent. The growth is still primarily driven by the mono-

laser segment. The main reason colour lasers are not flying off the shelves is pricealthough in

the long run colour will rule. Besides the price difference between a colour and a mono-laser

printer, another factor is the cost-per-page [for printing] difference between the two.

One important reason why colour is definitely going to grow is the fact that there is a tendency

for ASV (Average Selling Value) to come down over time. To maintain revenues vendors will


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have to discontinue low technology products and continue with high technology products. The

laser segment grew by a whopping 44 percent because of a sharp decline in prices. Laser printers

were available even at Rs 10,000

Dot matrix Printers

The DMP segment is basically a stagnant market. The government is the main driver for the dot

matrix printer segment. Around 30-35 percent of DMPs are sold through tenders.

(C) MULTI FUNCTIONAL DEVICE

MARKET SIZE AND GROWTHThe increasing popularity of multi-functional devices can be considered from the growth that this

market has witnessed in the last 1-2 years. According to IDC, while the inkjet MFD market in

India has been growing at over 100 percent, the growth in the laser MFD segment has been in the

range of about 60-75 percent, though not very large in unit terms. The players operating in the

segment too proclaim similar optimism. The cumulative (inkjet and laser combined) growth in

this segment is around 40-50 percent. Currently worth Rs 70-80 crore, this market is estimated

to attain a size of Rs 150-200 crore by the year 2006, thereby growing at the rate of around 60

percent.

MFDs are now fairly well accepted in the market. The challenge is now in converting these

devices into an integral part of office communication hubs. Increasingly, people are looking for

devices that can take care of all aspects of office documentation. One of the most important

drivers for the growth of MFDs will be e-governance, which has taken off in a big way.

A major driver was the small office segment that wants to get rid of inkjet printers. The largest

growing segment is MFD. The reason is simple: there is little competition in this segment and it

has a higher Average Selling Price (ASP).

Laser MFDs were in the news. The main market for laser MFDs is mid-to-large corporates and

the government. Last year witnessed a seasonal increase in corporate demand for MFDs, which


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most vendors tried to cash in on through aggressive promotions. This is a young market in India

and is expected to grow at a very fast pace with aggressive pricing strategies by all vendors.

Another case in point when it comes to printing trends is the inclusion of more functionality in

printing devices at lesser costs. A typical MFD offers features like scanning, copying, fax,

emailing documents etc. These capabilities aren't new, but the difference lies in how the new

MFDs function.

In fact, MFDs have been around for awhile. However, the first generation of MFDs tended to be

specialized devices with a few extra functions thrown in. One function would be really useful,

while the others were deficient in some way. In fact, the first MFDs were regarded more as fax

machines rather than scanners or printers. They were capable of scanning/printing, though not

effectively.

However, MFDs have evolved from being just faxing/printing devices to multifunctional

communication hubs. Add to this advanced capabilities such as faster communication speeds and

large spooling capabilities. These ensure that MFDs have earned their own spot under the sun.

MFDs have redefined printing. They leverage on the concept of 'documents' rather than 'print-

outs.' Earlier, documents in an organization usually meant printouts or paper documents. In

today's enterprise, documents mean both paper and electronic (digital) versions. MFDs merge

electronic and paper documents with communication capabilities.

In simpler terms, a convergence happened between 'hard' and 'soft' copies. Let's say that you

want to email an important agreement to your client as a digital file. Earlier, this would have

meant scanning the entire document and sending it across as a bulky image. Today's MFDs are

connected to the Internet and have emailing capabilities. So all you have to do now is scan the

paper document and provide the printer with your client's email address. The MFD will convert

your scanned image automatically into a PDF file and email it to your client.


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(D) COST AND MFDs

Like most good things in life, high-end MFDs also come at a high price in terms of acquisition

costs. However, prices have been falling steadily and more enterprises are going in for it. The

reason behind this adoption in spite of high costs is simple. It is less costly and more efficient to

have an MFD in the long run. "With technology becoming more affordable, organizations have

woken up to the benefits of the technology. They are installing more multifunctional devices

today due to the added business value,"

For example, getting a multifunctional device (MFD) makes more sense for an SME, which has

different teams with printing, copying and faxing needs. Before the introduction of MFDs, this

meant having three different machines for each team, each with its own operating and

maintenance costs. Now it can be done with a single device. The biggest advantage of having an

MFD is cost savings in the long run.

( E ) GROWTH DRIVERS

MFD prices have fallen by around 20 percent per annum, propelled by factors like cuts in duty

rates and international price trends

One of the most significant factors operating in favour of MFDs is the advantage that these

devices have over stand-alone devices in terms of a corresponding cost and feature ratio. A

comparative analysis of the two throws adequate light on how MFDs are turning out to be cost-

effective propositions, especially in the small and medium enterprises (SME) and small

office/home office (SOHO) segment, where most growth is expected.

And with corporate resorting to cost saving in communications in an increasingly competitive

environment the thrust on MFDs is certainly present there too.

Take for instance the combined cost of a printer priced at Rs 6,000, scanner at Rs 5,000, fax

machine for Rs 15,000, which comes to Rs 26,000, with an additional Rs 30,000 for a copier.

The total cost comes to Rs 56,000. An entry-level MFD, which has all the above features, costs

around Rs 20,000, thereby resulting in huge savings. The current level of pricing in MFDs is not

high when compared to the alternative of having a separate portfolio of products, including an

analogue copier with document feeder and sorter + A3 size network laser product + A3 size

scanner.


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Therefore customers, especially those who have a LAN and wish to utilize an MFD more as an

IT peripheral than as a standalone copier, do not find price a barrier.

Another key driver has been a downward trend in MFD prices in the last two years. The fall in

prices of MFDs in the Indian market has been around 20 percent per annum, propelled by factors

like cuts in duty rates and international price trends. Two years ago an entry-level MFD used to

cost about Rs 35,000, but now costs around Rs 20,000. On the other hand, Pankaj Sharma, head

IT & Channel Sales, Sharp Business Systems, perceives a 5-10 percent fall in the prices of

MFDs.

With volumes going up, prices are likely to fall further. The narrowing gap between analogue

copiers and digital MFDs in terms of price and operating cost is one of the key drivers for the

MFD market in India. The price gap between analogue and digital MFDs has come down

considerably in the last one year. Operating costs of MFDs, which used to be 50 percent more

than that of analogue copiers, have now come down to levels which are the same as, and in some

cases even less then that of comparable analogue copiers.

These, plus the fact that there are increasing functionalities and feature options in MFDs, which

enable customers to get higher productivity, has driven the market in the last one year. Lower

prices also mean that digital MFDs are fighting for the huge replacement market switching over

to digital technology. On the printer functionality front, MFDs provide for low running cost as

compared to traditional printers.

Providing further momentum to the growing popularity of multi-functional devices is the

growing awareness among customers about the functionality and features of MFDs, with players

getting more aggressive in terms of their marketing and branding strategies. The presence of

multinationals in this segment has resulted in immense market awareness, which creates demand

for these devices.

Customers have started seeing MFDs as value-for-money products as compared to traditional

stand-alone devices, with the convenience of all-in-one features. Instead of running for different


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products you have the convenience of the entire lifecycle of the document being taken care of by

one product. This helps in saving time and effort, leading to better productivity.

Being a single connectivity product also means better work lifestyle, Further, by providing a

one-stop solution to all business needs, an MFD lends more flexibility to business operations.

The space-saving feature (by combining the functionality and size of many products into one)

has also pushed the entry of these devices into todays space-constrained offices.

While MFDs have their own obvious advantages over stand-alone devices, driving demand

among SMEs, SOHO, senior executives and small departments within large corporate, it is still

some time (about two years), believe experts, before the MFD market becomes mature enough to

provide serious competition to the traditional market.

Meanwhile, there are a range of challenges, which need to be addressed and resolved for the

market to grow stronger and become a mainstream segment. One of the major challenges will be

towards creating demand for more than one add-on functions in MFDs and to overcome

resistance to invest in all-in-one machines for fear of breakdowns.

The initial investment is also lower in the standalone function e.g., a printer. The challenge is to

educate both sets of people in an organization and to have a common understanding of the

benefits of MFDs.

This requires a very high degree of direct and personalized selling, involving a thorough

understanding of the customers requirements and to be able to propose the correct product as the

best solution for the organization as a whole since the market is in a nascent stage, the need is to

overcome all the apprehensions and misconceptions relating to any emerging technology.


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(F) REASON FOR POPULARITY

Optimization of resources and maximization of functionality are the basic reasons for going in

for multifunctional devices. The main consideration for consumers opting for an MFD is

optimization of resources, which includes the total cost of the device and also the physical space

which multiple numbers of stand-alone devices would occupy. MFDs provide consumers the

convenience of many functions in a single device. This translates into benefits like space and

also price benefits in terms of value for money. The cost of an MFD is economical when

compared to the cumulative individual cost of the products. The combined cost of a printer (Rs

3,000), scanner (Rs 5,000), fax (Rs 15,000), and copier (Rs 25,000) adds up to Rs 48,000.

Compare this to an entry-level MFD, which has all the above features, and costs around Rs

15,000, thereby resulting in huge savings. It doesnt make sense to invest in lots of stand-alone

devices, as MFDs provide them with both cost and space economy.


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3.2 COMPANY PROFILE

"Make products that others want to imitate." These words, spoken by Sharp founder Tokuji

Hayakawa, embody Sharp's management concept. As a manufacturer, Sharp contributes to

society by being the first to make products that meet the needs of a new era. Successive

generations of Sharp leaders have, in their own way, pursued this concept by making products

that contribute to society and in the process created a corporation that is known and trusted by

society.

In 1973, Sharp clarified the unchanging spirit of its founder in the company's business

philosophy and business creed. The business philosophy states that Sharp aims for mutual

prosperity with stakeholders. The business creed calls for "Sincerity and Creativity" and all

employees must hold to it and follow it in order to realize the business philosophy.

. Having a "gene of creativity" since its foundation, Sharp will continue to propose one-of-a-kind

products and new lifestyles, as a corporation that is trusted by all.


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The business creed is the central axis of all business activities.

"Sincerity" means a working attitude mindful of what will offer genuinely useful solutions and

happiness to everyone.

"Creativity" means a working attitude not content with the way things are. An attitude which

always seeks to add value, and to make efforts to innovate and improve.


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FOUNDING

1912: Founder, Tokuji Hayakawa, was awarded a patent for the "Tokubijo" snap buckle (he was

18 years old at the time). On September 15, 1912, he established a small metalworking shop in

Tokyo. The company began with three employees and initial capital of just under 50 yen.

1915: Mr. Hayakawa continued to research and improve techniques to manufacture a metal

writing instrument which, at the time, had not yet been developed. In 1915, he invented a

mechanical pencil named the "Ever-Sharp Pencil" that took the world by storm. The name of the

company today and its trademark are derived from this product.

INCORPORTATION

In May 1935, the structure of the company was modified to become a joint-stock corporation

under the name Hayakawa Metal Works Institute Co. (capitalization: 300,000 yen.)

HEAD OFFICE

22-22 Nagaike-cho, Abeno-ku, Osaka 545-8522, Japan

MANAGEMENT REPERSENTATIVE

Katsuhiko Machida, Chairman & CEO

Mikio Katayama, President & COO

SALES [Fiscal 2006 Financial Results]

2,797,109 million yen (consolidated)

2,283,109 million yen (unconsolidated)

EMPLOYEES

Sharp Corporation: 22,900

Consolidated: 48,900

Entire Sharp Group: 55,700 (31,000 in Japan and 24,700 overseas)

(As of February 28, 2007)

CAPITAL STOCK

204,675 million yen.


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3.3 PRODUCT PROFILE

SHARP AM400 SHARP ARM155

SHARP AL1530CS SHARP ARM160


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AR5316

SHARP ARM162

SHARP ARM236 ARC-172


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3.4 EFFIECENT USAGE OF MFD

IPP (Internet Printing Protocol)

Internet Printing is to simplify and centrally manage all of your printers within your network.

The basic idea around Internet Printing is that when a person prints using Internet Printing,they're not tied to using printers within their Network Domain. They are able to use printers

anywhere within the company (including Internet).

Benefits

Internet Printing can be a huge benefit to companies wanting to consolidate print servers, but

don't because of resources, management, or security concerns. Internet Printing allows you to do

several things that make the system administrator's job very simple.


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RIP ONCE PRINT MANY (ROPM)

This is a feature whereby the PC only needs to send the print data once to the printer and the

printer is able to make multiple sets of copy of the print data by itself.

Benefits

Free up the PC for other tasks quickly, therefore Reduce Network Congestion especially when

printing heavy data. FAST and EFFICIENT


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SCAN ONCE PRINT MANY (SOPM) & ELECTRONIC SORTING

Scan Once Print Many (SOPM)

Each page on the document are scanned

once in a single pass and kept in the

Memory while multiple sets are made.

Electronic Sorting

Documents are automatically collated

internally then output as stacked off-set


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E-MAIL REPORTER

Is a remote email diagnostic system for Sharp Machine. The machine comes with a built-in

SMTP client and diagnosis information is transmitted using the SMTP protocol.

Two types of emails

E-Mail Status (status message)

Email pertaining to the counter and the volume information will be sent from the machine

regularly.

E-Mail Alert (alert message)

Emails pertaining to failure information, such as empty toner and paper jam, etc., will be sent

when the machine fails.


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AUTO EMULATION SWITCHING

Emulation means a computer imitates some of the functions of another computer or device.

Using it, a printer can be driven with the commands of another printer. Printer manufacturers that

do not have a PDL (Page Description Language) of their own imitate the commands, status andother codes of other manufacturers to get the same kind of operation and quality. Sharp printer

featuring auto emulation switching function allows the printer to detect and select an appropriate

emulation type to print when receiving the print data. Users dont have to manually set the

emulation type before printing. They just send the data from the application program and let the

printer do all the necessary conversion.

BenefitRecognized print emulation command from other printer manufacturer which make the machine

easy to manage.


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AUTO INTERFACE SWITCHING

Sharp printers allow both parallel port (AR-PB2A, AR-PB8, or AR-P11) and network port (AR-NC3D or AR-NC5J) to be used at the same time. The printer is able to distinguish from which

port the data is coming in.

BenefitSince there are 2 ports that can be used to connect the machine from your computer, you canactually configure PC to maximize the printing job.

MULTI ACCESS

This feature allows you to use the copy function while the printer is receiving a print job. Forprinters that do not have this feature, you have to wait until the printer has finished spooling the

data and printing out the data. If the print job is very large, you have to wait for a long timebefore you can use the copier. However, with multi access feature, waiting time can be reduced

and hence increase productivity.

Note: This only applies if the printer is receiving a print job. It will not work if the printer starts

printing.

Benefit

Reduces wait time since you can copy documents even the machine has printing job. Copy jobs

are placed on the queue and can also be prioritize.


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BYPASS PRINTING

When conventional printers run out of paper needed for a specific job, the machine grinds to a

halt until it is reloaded. Hence, bypass printing function will automatically proceed to the next

possible job in the queue.

Benefit

Print/Copy jobs finished immediately without having to wait for user intervention maximizes

time.


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UP PRINTING/COPYING FOR SHARP MFDs

N-up printing / Copying is a feature that allows you to compose multiple page documents intoone single page as shown in the diagram below.

The main benefit of N-up is to cut paper costs. For example, you can cut down your paper cost

by 50% with 2-up printing / copying, and 75% with 4-up printing / copying etc. This feature is

also useful for producing handouts and presentation notes


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DIFFERENT DOCUMENT STYLES PRINTING

This feature allows you to print either single-sided, double-sided*1, or pamphlet style document.

BenefitsThe benefit of this feature is that it offers you a variety way of printing your documents that suit

your needs and creations. By printing the document in double-sided format, it not only halves the

paper cost, but also helps to save filing space.

The Pamphlet Style allows you to create professional-looking pamphlets with ease, and with

optional saddle stitch finisher*2 installed, you can even create stapled booklets without any

hassle.


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FIT TO PAGE PRINTING

The "Fit To Page" function will automatically adjust the size of the image sent from the

application in accordance with the paper size set in the "Fit To Paper Size" setting if different

paper size is selected.


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DUAL PAGE COPY

The Dual Page Copy feature produces individual copies of two documents placed side by side on

the platen glass. It is very useful when copying books and other bound documents. This feature

can be used in the 1-sided to 2-sided copying mode.This feature cannot be used with the 2-in-1 / 4-in-1, center erase, eage + center erase,

enlargement or staple sort features. If this feature is selected when the auto image feature has

been selected, the auto image feature will be cancelled.

When originals are set in an optional SPF or RSPF, this feature cannot be selected.

B / W REVERSE

The B / W Reverse feature is used to reverse black and white areas.


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SORTING AND GROUPING IN COPYING

Sharp MFPs come with two sorter modes for different copying jobs.

Sort Mode*2: Sorts copies into sets matching the sequence of the originals.

Group Mode: Group copies by originals.


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3.5 BENEFITS OF CHOOSING A MULTI FUNCTIONAL DEVICE OVER

A REGULAR COPIER OR PRINTER

(a) More cost effective printing

Although the initial purchase price of a typical workgroup printer may seem an attractive option,

the cost of printing to workgroup printers can make it an unattractive longer term decision

especially when you are printing in colour to local/workgroup printers.

Because the typical office printer uses toner or ink cartridges, the higher the page coverage of

toner or ink the greater the page cost. Once the toner or ink (or even a particular colour toner)

expires you need to purchase a new toner cartridge making colour printing particularly expensive

when compared to using a multifunctional device.

If you lease or purchase an mfd for your printing needs you may vastly reduce the costs of

printing. By leasing or purchasing a multifunctional device from a reputable authorized supplier

you may be offered a service / support agreement whereby the mfd will be completely

maintained and repaired for a fixed cost per print/copy. In addition all parts, labour and toner

(even colour toner) would be included. This cost per print will normally be around 25% of the

cost to print to a workgroup / local printer so savings on your consumables could be significant.

Also there is no cost implication of printing pages with high colour toner coverage as with a

fixed cost per print this does not impact on the overall cost.

Many organizations make huge annual savings by printing to multifunctional devices instead of

local/workgroup printers.

(b)Scanning from a multifunctional Device

With the need for effective document distribution becoming more and more important in todays

office environment, scanning from an mfd can provide meaningful benefits for most

organisations. Mfds offer a convenient way to move documents digitally, most mfds

incorporate a touch screen display with the ability to set up one-touch buttons to perform

specific functions, for example, a button may be displayed on the screen that points to a

particular user or network location. This would enable users to walk up to the device with their

documents, place them in the document feeder and press the one-touch button on the touch


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screen display. The mfd would then scan the document to the specific user or network location

immediately.

(c)Scanning from a multifunctional Device to a Document ManagementSystem

With many companies looking to move towards a paperless office, a document management

system or electronic filing system is often implemented to reduce paper files and improve

efficiency. Previously the main mechanism for getting paper into an electronic archiving system

would be a dedicated high speed document scanner, well now there is yet another use for the

multifunctional copier.

Another useful tool for linking mfds to document management software is a quick connect

button, this feature would enable the user to index a document at the point it is scanned at the

multifunctional device. Take this as an example: A company wants to scan supplier invoices into

document management software so that it can free up space and yet be legally admissible and

approved by HM Customs and revenue, a user may place the supplier invoices in the document

feeder of the mfd and select a one-touch button that may be labelled supplier invoices.

The mfd then offers an index field so that the user may directly input the invoice number of the

document, this means that as soon as the document management software has picked up the

scanned document from the network location it has a searchable index reference (the invoice

number) and the invoice may be retrieved by anyone with the correct permissions from any

location.

In addition to the ability to index the document at the multifunctional device, it is now possible

for certain document management systems to look for a match of the index field (in this example

an invoice number) in another application in order to further automatically populate additional

index fields in the document archiving software. So to further clarify, the document managementsystem now ahs a number of images stored in its database that have a single (invoice number)

index field, by looking at the field within an accounts application it may see the identical

reference and then import the other indices that will be useful to search upon from within the

document management system i.e. supplier name, tax date etc.


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(d) Scanning from a multifunctional Device using ecopy

Scanning from a multifunctional device using ecopy provides a number of benefits over and

above the document scanning features incorporated in the mfd itself. Ecopy is a document

distribution tool that enables a user to scan documents as though they are sending from Microsoft

Outlook directly.

(e) Faxing from a MFD

Many mfds now incorporate a fax machine as well. As the device is built for handling a high

throughput of scanned documents the fax machine functionality is that of a high performance fax

machine and there fore packs a big punch and can scan and fax large documents quickly and

efficiently. Certain mfds also enable incoming faxes to be sent electronically to the recipients

email inbox directly without the need to print from the multifunctional device itself.
http://www.falcondocumentmanagement.co.uk/documentmanagement/ecopy/http://www.falcondocumentmanagement.co.uk/documentmanagement/ecopy/


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4.1 DATA ANALYSIS AND INTERPRETATION

Based on what the various respondents opinion, the data collected was analyzed using figures.

No rigorous mathematical analysis could be done. All estimations are solely on judgment. For

questions percentage was calculated and represented in the form of charts.

After representing the data in the form of charts the same were interpreted to get in-depth

knowledge about the problem as well as general information, which helped the researcher to

come at appropriate conclusions about the study and to give relevant recommendations.

4.2 FIELD WORK

The fieldwork was the data collection by contacting the respondents personally at their

respective places. The survey was conducted for 30 days from 1st April to 30th April 07.


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1. Table showing number of Office Automation Equipments

Table: 1

AUTOMATIONEQUIPMENTS

No %

PRINTERS 412 60

COPIERS 88 13

SCANNERS 68 10

FAX 56 8

MULTI FUNCTIONAL

DEVICE

64 9

TOTAL 688 100

INTERPRETATION:

The above table shows the total number of office automation equipments present in

organizations. Printers being the highest in number with 412(59.8%) followed by copiers

88(12.7%), scanners 68(9.8%), and fax machines 56(8.1%) and Multi Functional Device 64.(9.3)

After analyzising the table we can say the printers are highest in number with 60% as compared

to other office automation equipments.


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1. Figure showing the number of office automation equipments

Figure: 1

6 0

1 3

1 0

8 %

9 %P r i n t e

C o p i e

S c a n

F a x

M u l t iF u n c t i o n a l

D e v i c e


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2. Table showing total monthly documentation load

Table 2:

INTERPRETATION:

The above table shows the total monthly documentation printing being with 242500 copies,

copying 260000, Scanning 31500 and Fax 11800 copies.Copying being the highest 47.63 % as

compared to other functions carried in an organization. printing consists of 44.43 % scanning is

of 5.77 % and the fax is of 2.16 %.

2. Figure showing the Total Monthly Documentation

TOTAL MONTHLYDOCUMANTATION

COPIES

%

PRINTING 242500 44.43

COPYING 260000 47.63

SCANNING 31500 5.77

FAX 11800 2.16

TOTAL 545800 100


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Figure: 2

4 4

4 8

6 % 2 %

P R I N T I N

C O P Y I N

S C A N N I

F A X

3. Table showing total no of Multi Functional Device and their brands


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Figure: 3

4. Table showing highest priority given while purchasing a


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Multi Functional Device

Table: 4

INTERPRETATION:

The above table shows the highest priority given while MFD is purchased. Service being the

highest with 47 and quality of the MFD being second with 45 followed by warranty 21, running

cost 12, and price 10, brand loyalty 2 and promotion 0.

4. Figure Showing priority given while purchasing a

PRIORTY GIVEN WHILE

PURCHASE

SERVICE 47

QUALITY 45

PRICE 10

RUNNING COST 12

PROMOTION 0

WARRANTY 21

BRAND LOYAITY 2


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Multi Functional Device

Figure: 4

3 5 %

3 3 %

7 %

9 %

0 %

1 5 %1 %

S E R V I C E

Q U A L I T Y

P R I C E

R U N N IN G C

P R O M O T I O N

W A R R A N T Y

B R A N D

L O Y A I T Y

5.Table showing Quality of Prints in Percentage in each brand.


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Table :5

VERY

GOOD

GOOD

AVG TOTAL %

V.GOOD

%

GOOD

%

AVG

SHARP 10 4 2 I6 62.5 25 12.5

CANON 7 7 4 18 38.9 38.8 22.2

RICOH 4 2 2 8 50 25 25

HP 7 4 3 14 50 28.5 21.4

TOSHIBA 1 3 2 6 16 50 34

OTHERS 1 1 1 2 50 ---- 50

INTERPRETATION:

From the above table we can say that Sharp (62.5) has very good quality of prints compared to

Canon(38.9).Ricoh and HP are in the same group of 50%.

5. Figure showing Quality of Prints


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Table :6

VERY

GOOD GOOD

AVG TOTAL %

V.GOOD

%

GOOD

%

AVG

SHARP

8 6 2 16 50% 37% 12.5

CANON 7 5 6 18 38% 27.7

%

33.3

%

RICOH 3

3 2 8 37.5% 37.5

%

25

%

HP 8 3 3 14 57.14% 21.4

%

21.4

%

TOSHIBA 2 2 2 6

33.3% 33.3

%

33.3

%

OTHERS 1 1

- 2 50% 50% 0%

INTERPRETATION:

A sharp show the highest in Break down Period and Canon is the Ricoh is the second putting

behind Canon.

6. Figure showing Break-down Period


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Figure :6

0 2 4 6 8

S h a r p

C a n o n

R i c o h

H P

T o s h i b a

O t h e r s

A v g

G o o d

V e r y

7.Table showing Turn Around Response


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Table :7

VERY

GOOD GOOD

AVG TOTAL %

V.GOOD

%

GOOD

%

AVG

SHARP 6 8 2 16 37.5% 50% 12.5

%

CANON 7 5 6 18 38.8% 27.7

%

33.3

%

RICOH 2 3 3 8 25% 37.5

%

37.5

%

HP 7 4 3 14 50% 28.57

%

21.4

%

TOSHIBA 3 2 1 6 56% 33.3

%

16.6

%

OTHERS 1 _ 1 2 50% _ 50

%

INTERPRETATION:

Sharp has got less turn around response compared to the other models in the market. Toshiba

being the highest and HP and Others being next to Toshiba.

7. Figure showing Turn Around Response


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Figure :7

0 5 1 0

S h a r p

C a n o n

R i c o h

H P

T o s h i b a

O t h e r s

A v g

G o o d

V e r y

8 .Table showing awareseness about data theft and security in


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multifunctional device

Table: 8

INTERPRETATION:

The above table shows the 38 respondents are aware of the data theft and the data security

provided by the vendor, while only 12 of the respondents said they are not aware. As we know

that MFDs have a hard disk to store the data most of the respondents were aware of the security

provided.

8. Figure showing awareness about data theft and data security

AWARE 38

NOT

AWARE 12


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Figure: 8

9.Table showing respondents Interested in replacing their MFD


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INTERPRETATION:

The above table shows the respondents who are interested in replacing there existing machines,

if good price is offered as a buy back. As the many of the respondents has purchased MFDs in

between 2005-06.so they where not interested in replacing the existing machine

YES

8

NO

42


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9. Figure showing respondents Interested in replacing their MFD

Figure: 6

10. Table showing where does the respondents search information while purchasing Office

Automation equipments


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Table: 10

INTERPRETATION:

In the above table we can see internet being the most preferred media while searching for the

information during the purchase of multi functional device .Only a few respondents said that

they search in magazines, news paper, and word of mouth. 35 respondents said they search in

internet, followed by 6 in Magazines,5 in news papers and 4 through word of mouth

10. Figure showing where does respondents search information while purchasing Office

Automation equipments

News Paper 5

Internet 35

Magazines 6

Word of mouth 4


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Figure: 10

1 0

7 0

1 2

8

N e w s P a p

I n t e r n e t

M a g a z i n e s

W o rd o f m

FINDINGS


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i. Out of the sample population taken for the study, 30 organizations were

recent purchasers of MFDs, 20 organizations purchased it before 2006

ii. Most respondents think multi functional device are beneficial over the

regular printer or scanner

iii. Multi functional device are gaining the popularity but need s to be

marketed effectively.

iv. Canon is the leading brand which is preferred by most of the respondents

for the multi functional devices.

v. Sharp brand is next to the Canon in Multi functional, Sharp is facing tough

competition by HP.

vi. HP is the leading brand for printers preferred by most of the respondents

vii. Service Quality and Warrant are main priority given while purchasing

multi functional printers.

viii. Most of the respondents are happy with the current features that the

current MFD is having.

ix. Most of the respondents not ready to replace their current MFDs if good

price is offered.

x. Some respondents are worried that if one function does not work properly

then they have to replace the whole machine.


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SUGGESTIONS

The initial cost of the machine is still high as compared to a stand-alone product. Drop in

price would be the key driver for MFDs

The trend is increasing for the Multi Functional Devices so the sharp company has to

fight the competition from Canon, HP.

Marketing strategy should revolve around the Service, Quality and Warrant, Because

many of the respondents have rated these as the highest priority while making a purchase

decision

Company has taken the initiation to make changes if necessary, as the respondents are

satisfied with the current features having in multi functional device.

As the product is demonstration led the company has to make Demos.


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CONCLUSION

From this survey conducted on a sample size of 50, we can come to a conclusion that

Performance of Sharps multi functional device in the market is good and the respondents are

satisfied with the current feature available in it.

This study helped one to not only understand the customer perception about multi functional

device but also the market competitor for the sharps multi functional device .Multi functional

device are gaining importance in the market due to the functions it provide in one machine.

The main findings of this project were that customers dont look for innovations and it has to

be the companies initiative to bring innovations in MFDs

And the main factors customer looks for MFDs are Quality, Service and Warranty.

The main competitors of Sharp are Canon, HP, and Toshiba. Of this Canon is number one,

sharp is in second place. Some respondents are worried that if one function does not work

properly then they have to replace the whole machine.

Most of the respondents are happy with the current features that the current MFD is having.

The initial cost of the machine is still high as compared to a stand-alone product. Drop in

price would be the key driver for MFDs

This project gives us a wider perspective into the office automation equipment industry,

performance of sharps multi functional device, technological change, and the various

findings and suggestions related to this product.


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BIBLIOGRAPHY

Books

Kotler Philip, Marketing Management, the Millennium Edition.

C.R Kothari, Research Methodology, methods and techniques

V K Kapoor. 2003. Operations research, Sultan chand and Sons

New Delhi.

Naresh K Malhotra, 2003. Market Research third edition.

Pearson Education

Journals

Business Today

The ICFAI Journal of Marketing Management, Volume v.

Websites


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www.sharp-world .com

www.google.com

www.sbsil.com

www.markertresearch.com

ANNEXURE

QUESTIONNAIRE

Name of the company:.Contact Person:............................

Designation:.

Telephone:Email:..

Date:

1. How many Printers, Copiers, Scanners, Fax machines and Multi functional device(MFPs) are there in your organization?

Printer: Copiers:

Scanners: Fax:

MFPs :

2. Please specify the Brands with their Model no and year of purchase.

Brand name No. of

machines

Model

Number

Year of

purchase

Meter Reading

Sharp

Ricoh

Canon

Xerox

ToshibaHP

Others

3. What is your average monthly documentation load?

Printing: Colour

B/W
http://www.google.com/http://www.sbsil.com/http://www.markertresearch.com/http://www.google.com/http://www.sbsil.com/http://www.markertresearch.com/


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Copying: ColourB/W

Scanning:

Fax :

4. Rank the following factors in the order of highest priority to least priority, while makingyour purchase decision (1-highest, 10-lowest)

Service: Running cost:

Quality : Promotions:

Features: Warranty:

Price: Brand Loyalty:

Word of mouth: Others:

5. Did you consider any other brands before deciding on the one you have?

Yes No

If yes please specify which Brand

6. How do you rate the performance of your machines based on the following factors on a

scale of 1-5 (1-excellent, 2-very good, 3-very good ,4- avg, 5- poor)

Brand Name

Performance Criteria

Quality of Prints Breakdown Turn around

Response (Time)

Sharp

Ricoh

Canon

Xerox

Toshiba

HPOthers

7. Would you be interested in replacing your existing Machines, if a good price is offered as

a buy back?

Yes No

8. Do you think Multi Functional Printers (MFPs) pose a great treat of data theft?


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Yes No

9. Are you aware of data security features offered by your vendor?Yes No

10. If yes kindly specify the features.

11. What new or improved features you like to have in upcoming future machines, which can

really influence your buying decision?

12. Where do you search for information while purchasing office automationequipments?

News Paper Internet

Magazines Word of Mouth

13. Do you think choosing a MFP device over a regular printer or copier is Beneficial?

Yes No

14. What is the document flow in your organization?

15. What are the common problems do you encounter while using MFPs?


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THANK YOU