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EC221 Assignment: Research on Consumer Electronics industry Summary £2.99
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  3. University Of Brighton (UoB)
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EC221 Assignment: Research on Consumer Electronics industry Summary
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This document summaries the consumer electronics market in USA, India, Japan and China. It includes the analysis of each consumer electronics markets and towards the end it suggests which company is best to start a new business in

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  • November 19, 2021
  • 2
  • 2021/2022
  • Summary

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Joshua Arcers: 19824671

Harry Gross: 19842196

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Greta Aranyi: 19825735

Abz Parvaneh: 19828305



This report summarises our findings on the proposed investment of our MNC in another country. We
reviewed the 5 largest countries for consumer electronics, these were as follows: China, USA, Japan
and India. After conducting both industry analysis’ and Macroeconomic assessments we have
concluded that the USA is the best choice for investing into with our MNC.

Consumer electronics markets are situated in Asia Pacific and North America. China and India
dominate the portable consumer electronics category, USA in home consumer electronics and Japan
in computers and peripheral. The best performing category in all countries is the portable consumer
electronics, and the worst is in-car entertainment. The industry demand was declining, and COVID-
19 aggravated it, it lowered consumers’ confidence, and retail stores closed. However, sales online,
and affordable offerings from companies will increase overall demand but not to pre-pandemic
times. It is an oligopoly and is consolidating, it requires extensive R&D and advertising to gain market
share. Main competing factors are price, brand recognition and innovation, making it competitive.

After conducting a macroeconomic assessment, we determined the USA to be the steadiest market
to invest in with our consumer electronics business. The USA offers the largest consumer market
with a GDP of $20 trillion and a first-world economy, it has shown consistent GDP growth (2.16% in
2019) and has a relatively low inflation rate at just below 2% which is forecasted to stay at a steady
pace. Japan and the USA have shown consistent GDP growth over the past 10 years. However, the
US also has declining unemployment rates, showing that this economy would have disposable
income to spend on our products, alongside a large labour pool.

The key political factors considered conclude that with a similar political system to the UK firms
thrive being one of the countries with the largest amount of foreign investment. Democracy allows
fair regulation. Low perceived corruption means competition can be promoted virtually
internationally. Trumps presidency term ending is an opportunity for businesses to enter US markets
as Biden moves the US back into global initiatives. The US and China trade war is likely to be a
hinderance however using the UK firms existing infrastructure implications may be reduced. Covid-
19 is a threat to the US economy however, this is an unavoidable international issue.

Key ethical factors indicate that the US and UK have are almost identical due to the fact both
countries are highly economically developed. Some issues such as discrimination will be viewed
through the UK’s laws as company policy holding strict standards as if the company operated
domestically. Though there are minor differences in ethics between the two countries operating
with UK values appears to offer more appealing positions for prospective employees. The UK’s

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