Blue Star Air Conditioners Consumer Buying Behaviour

Case Study on Blue Star-Air Conditioning Company-Consumer Buying Behaviour

Project Report on Strategic Analysis of Blue Star

Consumer Buying Behaviour Dissertation Topic

Company Profile
 

Blue Star is India's largest central air-conditioning company with an annual turnover of Rs 2574 crores, a network of 29 offices, 5 modern manufacturing facilities, 700 dealers and around 2600 employees.

The company fulfils the air-conditioning needs of a large number of corporate and commercial customers and has also established leadership in the field of commercial refrigeration equipment ranging from water coolers to cold storages. The Company has also started offering Electrical Contracting and Plumbing & Fire Fighting Services. Blue Star's other businesses include marketing and maintenance of hi-tech professional electronic and industrial products. 

Blue Star has business alliances with world renowned technology leaders such as Rheem Mfg Co, USA; Hitachi, Japan; Eaton - Williams, UK; Thales e-Security Ltd., UK; Jeol, Japan and many others, to offer superior products and solutions to customers. The Company has manufacturing facilities at Thane, Dadra, Bharuch, Himachal and Wada which use state-of-the-art manufacturing equipment to ensure that the products have consistent quality and reliability.

Domain Expertise

Blue Star has over a period of time established itself as an expert in the field of central airconditioning and  commercial refrigeration. Company expertise lies across different industries and sectors and we constantly try to leverage this expertise to expand the purview of their operations in diverse industries.

Air-conditioning

• Builders
• Cinema Multiplexes
• Educational Institutions
• Hospitals
• Hotels
• Industrial Applications
• IT / ITES
• Malls
• Offices
• Pharma
• PSU/ Government
• Restaurants / Eateries
• Showrooms / Retail Outlets

 Refrigeration

• Hospitality
• Dairy & Ice Cream Parlours
• Horticulture & Floriculture
• Hospitals & Research Institutes
• Pharma
• Sea Food, Meat Processing & Marine Industry
• Specialty applications

Business Segments

The Company operates under three main business segments globally. They are:

Business Areas of Blue Star

Blue Star primarily focuses on corporate, commercial and institutional customers. These include service, industrial and government organizations as well as commercial entities such as builders, offices, showrooms, restaurants, banks, hotels, multiplexes and hospitals. The lines of business of Blue Star can be segmented as follows:

1. Electro Mechanical projects & packaged Air-conditioning Systems

This business segment covers the design, manufacturing, installation, commissioning and maintenance of central air-conditioning plants and packaged/ducted systems, as well as contracting services in building electrification and plumbing and firefighting. It also includes after-sales service as a business.

2. Cooling Products

Blue Star offers a wide variety of contemporary room air conditioners, specifically targeted at corporate and commercial establishments. It also manufactures and markets a comprehensive range of commercial refrigeration products and cold chain equipment.

3. Professional Electronics & industrial Systems

For over five decades, Blue Star has been the exclusive distributor in India for many internationally renowned manufacturers of hi-tech professional electronic equipment and services, as well as industrial products and systems. The Company has established profitable businesses for itself in most of the specialised markets it operates in.
• Material testing Equipments and Systems
• Data Communication Products and Services
• Testing and measuring Instruments
• Analytical Instruments
• Industrial Products
• Medical Diagnostic Equipment

This segment has an innovative business model of a system integrator and value added reseller. The topline of this business is predominantly commission income and domestic value addition since most of the equipment is sold to customers on a high-sea basis by its Principals.

Products

Central Air-conditioning

The building blocks of Blue Star’s solutions are its products. A wide range of models are available in each product category to ensure that the air-conditioning system design is implemented without any compromise. All products have been designed on the energyefficiency platform, and offer a host of advanced features.
• Screw Chillers
• Scroll Chillers
• Double Skin Air Handling Units
• Fan Coil Units
• Packaged ACS & Ducted
• Long Distance piping Packaged ACS
• Hiper Packaged ACS
• VRF Systems

Room Air-conditioning

By being an expert in the area of central air-conditioning, it also helps us understand the cooling requirements of a diverse range of applications. This expertise, knowledge and the skills have helped you to have some of the most technologically advanced and energy efficient airconditioning solutions for small spaces.
• Window Air conditioners
• Split Air conditioners
• Cassette Air conditioners
• Verticool Split ACs
• Concealed Split ACs
• Flexible Ducted Split ACs

Commercial Refrigeration

Having been the leaders in commercial refrigeration, company has a wide range of products catering to various small and large scale industries.
• Deep Freezers
• Ice Machines
• Water Coolers
• Flexi Water Coolers
• Bottle Coolers
• Milk Coolers
• Bottled Water Dispenser
• Refrigerated Display Cabinets

Cold Storages

Blue Star’s Cold Storage Division offers you a wide range of cooling and preservation solutions. Solutions tailored made to suit any industry that requires storage of perishable produce over extended periods of time without suffering any loss of quality – be it in look, feel, touch, taste or chemical composition.
• Modular Cold Rooms
• Refrigeration Units
• PUF Insulated Panels
• Ripening Chambers
Speciality Cooling Products

Blue Star has developed specialized products for process applications, IT/ITES, telecom and the dairy industry. They have diverse experience and have a deep understanding of the demands on air-conditioning and refrigeration in each industry.
• Process Chillers
• TELEPACS
• Precision Air conditioners
• Bulk Milk Coolers
• Mortuary Chambers

Service Solutions

• Standard Services
• Air Management Services
• Water Management Services
• Facilities Management Services
• Leed Consultancy Services

Research Development

Company offers complete engineered products and solutions with differentiated features. With the extent climatic conditions varying across the nation, their products are designed to suit the specific local conditions. Considering the shortfall of Electricity supply, company has designed all their products for energy efficiency. Blue Star products are most preferred in the domestic  market because of energy efficiency features. In their offer, company has widest range of products for varying applications. This is possible due to extensive  research and development that goes behind the products.

All their factories are equipped with robust R&D facilities and a lot of importance is given towards continuous up gradation. Currently R&D team constitutes nearly 20% of the manufacturing division work force. This is a testimony to the significance that R&D has in the product development process at Blue Star.
R&D team is encouraged to update with the latest techniques and processes in the field and thus are sent to various exhibitions / site visits across the globe. Consultants from various industries are also hired for specific industrial design projects.

Blue Star also believes in associating itself with leading global organizations that have done path breaking work in the field of innovations. Company has tie-ups with such reputed companies for knowledge sharing. They also have tie-ups with technical institutions of repute like IIT, Mumbai, where individual projects are executed.

R&D at Blue Star also handles customer specific requirements, which require tremendous amount of expertise in that particular domain. Software that R&D team has deployed and which is used on a regular basis - Pro-Engineer, Solid Edge, AutoCAD, Pro Mechanics, R&R, HTRI, Mechanical Desktop, Rhino, Alias, CATIA, IDEAS, Solid Works, Patran, Hypermesh, Femap, Ansys, Nastran, Fluent, Flow Mechanica and Moldflow. Software packages including those for system design, air handling unit selection and heat exchanger optimization.

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