Significant Market Position Toshiba Marketing Essay

1270 words (5 pages) Essay

1st Jan 1970 Marketing Reference this

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Toshiba is a strong and respected name in the market with a well-deserved reputation for innovation, high performance and reliability. We have represented the brand in Ireland since 1982 and, by combining our strengths with those of Toshiba, we have carved out a significant market share.

Broad diversified product portfolio

Toshiba is a diversified manufacturer and marketer of advanced electronic and electrical products. Its product portfolio includes information and communications equipment and systems, internet based solutions and services, electronic components and materials, power system, industrial and social infrastructure systems, and household appliances.

Strong research and development

Toshiba has strong commitment to research and development programs. In an average year Toshiba is awarded more than 5,000 patents, many of which find their way either directly or indirectly into our multi-functional office solutions products.

Enhancement of customer satisfaction

Adhering to the Toshiba Group Customer Satisfaction Policy established in 2003, we aim to enhance customer satisfaction (CS) through the provision of safe and innovative products, systems and services as well as through communication with customers.

Toshiba Group Customer Satisfaction Policy

We make the voice of customers the starting point for all ideas and provide products, systems and services that deliver customer satisfaction.

We provide products, systems and services that are safe and reliable.

We respond to requests and inquiries from customers sincerely, rapidly and appropriately.

We value the voice of customers and endeavor to develop and improve products, systems and services to deliver customer satisfaction.

We provide appropriate information to customers.

We protect personal data provided by customers.

Weaknesses

High debt

In fiscal 2008, Toshiba placed a high priority on recovering its drastically eroded shareholders’ equity. The company is now making efforts to reduce debt in order to establish a solid financial profile by March 2012. Towards this goal, the company announced a policy to constrain capital investment, particularly in the semiconductor business. Standard & Poor’s considers Toshiba’s conservative financial policy to be further evidenced by the implementation of a number of planned financial activities. These include capital enhancement through an increase in common stocks and the refinancing of short-term debt by the issuance of subordinated bonds. Standard & Poor’s will closely monitor whether the company can improve its financial indicators as planned, through the consistent reduction of fixed costs and capital investments.

Lack of manpower

After four months of struggle and weeks of intense negotiations, workers and management at Toshiba Consumer Products Indonesia reached a settlement: 682 workers will be reinstated, but 15 local union leaders will not get their jobs back.

Over leveraged financial position

Year over year, Toshiba Corporation has seen revenues fall from $80.4B to $76.6B. This along with an increase in the cost of goods sold expense has led to a reduction in the bottom line from $1.7B to $925.7M.

Ubiquitiouegory, products, services

Cloud services will become truly ubiquitous, omnipresent. It is the broader access to most recent content and information plus the benefit of a vast social community contributing to it’s discovery and consumption – adding, recommending, rating and prioritizing content and information – that will make cloud services an increasingly indispensable element in consumers’ evolving digital lifestyle.

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Sun Zi said: When victory is long overdue, weapons will be blunt and the morale (and motivation) of the troops will be adversely affected. In war, it is better to go for swift victories rather than engage in prolonged military campaigns.

Sun Zi also said: Therefore, generals who do not thoroughly comprehend the inherent dangers of deploying troops are unlikely to understand the advantages of using troops.

Opportunities

Market

Recently Toshiba just launch the 12 new products in the Bangladesh. Bangladesh have a large population approximately 160 million. Toshiba has working with Smart Technologies BD Limited (STBL) “Bangladesh Company” since last 3 years. In this 3 year, Toshiba Company found that Bangladesh market impressive increase in term of sales volume and growth. Bangladesh is developing and has high potential in market.

Global expansion

It can let the profit or income of the Toshiba Company to increase or growing the market value of the Toshiba Company among the world. The popularities can also increase by this way. Without affecting quality and customer service, global expansion can maximizing profitability in all areas of the Toshiba Company. For instance, by developing the new marketing strategies in those regions, it can make let Toshiba Company’s loyalty customers to buy their products. Global expansion can also help to leads to leveraging of expertise. With global expansion, leveraging any know-how or expertise in overseas production is prudent.

Future plans

Toshiba aim to double its annual profit in three year. The world’s No.2 maker of NAND flashes chips, behind the Samsung electronics. The firm is going to shift its focus to emerge economies and growing market after the demand for television fall dramatically than expected in the previous year. Besides that, Toshiba Company also interested in making money through nuclear power, they plan to buy 20 percent of share from the U.S nuclear power company in the next January.

Toshiba is going to invest about $4.3 billion dollar to build new flash memory facility, in order to catch up the leader Samsung electronics, aiming to triple its manufacture capacity. Moreover, Toshiba plan to roll out a home storage battery system that can keep the appliances running for a good part all the day long. Toshiba developed a storage battery system that makes use of the Toshiba technology for rechargeable batteries. This storage battery can work up to 12 hour.

Threats

Competition

Being an electronic company, in this environment of course there will be a lot of competitor. For example, the competitor for the Toshiba Company likes Samsung, Apple, HP, Dell, and other company that focus electronic production. These companies have created threats for the Toshiba Company. The tablets that made by Toshiba is not really attracted by consumer, because Apple and Samsung are leading on this market products.

Besides that, Toshiba main production is notebook, although this is their priority product, but a lot of competitor also produces various type of notebook. Although they made a quality, productivity and user friendly notebook, but Toshiba still behind the other competitor that leading them by brand name position on customer heart.

External changes

This changes is depends on the government taxes and politics in the certain country that the Toshiba company invest in.

First and foremost, government taxes and politics have created a burden to all company. As taxes increase its have the same effect that the company need to cover the cost of the good that rise such as electricity and input, all company are established because their purpose is profit.

Toshiba is a strong and respected name in the market with a well-deserved reputation for innovation, high performance and reliability. We have represented the brand in Ireland since 1982 and, by combining our strengths with those of Toshiba, we have carved out a significant market share.

Broad diversified product portfolio

Toshiba is a diversified manufacturer and marketer of advanced electronic and electrical products. Its product portfolio includes information and communications equipment and systems, internet based solutions and services, electronic components and materials, power system, industrial and social infrastructure systems, and household appliances.

Strong research and development

Toshiba has strong commitment to research and development programs. In an average year Toshiba is awarded more than 5,000 patents, many of which find their way either directly or indirectly into our multi-functional office solutions products.

Enhancement of customer satisfaction

Adhering to the Toshiba Group Customer Satisfaction Policy established in 2003, we aim to enhance customer satisfaction (CS) through the provision of safe and innovative products, systems and services as well as through communication with customers.

Toshiba Group Customer Satisfaction Policy

We make the voice of customers the starting point for all ideas and provide products, systems and services that deliver customer satisfaction.

We provide products, systems and services that are safe and reliable.

We respond to requests and inquiries from customers sincerely, rapidly and appropriately.

We value the voice of customers and endeavor to develop and improve products, systems and services to deliver customer satisfaction.

We provide appropriate information to customers.

We protect personal data provided by customers.

Weaknesses

High debt

In fiscal 2008, Toshiba placed a high priority on recovering its drastically eroded shareholders’ equity. The company is now making efforts to reduce debt in order to establish a solid financial profile by March 2012. Towards this goal, the company announced a policy to constrain capital investment, particularly in the semiconductor business. Standard & Poor’s considers Toshiba’s conservative financial policy to be further evidenced by the implementation of a number of planned financial activities. These include capital enhancement through an increase in common stocks and the refinancing of short-term debt by the issuance of subordinated bonds. Standard & Poor’s will closely monitor whether the company can improve its financial indicators as planned, through the consistent reduction of fixed costs and capital investments.

Lack of manpower

After four months of struggle and weeks of intense negotiations, workers and management at Toshiba Consumer Products Indonesia reached a settlement: 682 workers will be reinstated, but 15 local union leaders will not get their jobs back.

Over leveraged financial position

Year over year, Toshiba Corporation has seen revenues fall from $80.4B to $76.6B. This along with an increase in the cost of goods sold expense has led to a reduction in the bottom line from $1.7B to $925.7M.

Ubiquitiouegory, products, services

Cloud services will become truly ubiquitous, omnipresent. It is the broader access to most recent content and information plus the benefit of a vast social community contributing to it’s discovery and consumption – adding, recommending, rating and prioritizing content and information – that will make cloud services an increasingly indispensable element in consumers’ evolving digital lifestyle.

Sun Zi said: When victory is long overdue, weapons will be blunt and the morale (and motivation) of the troops will be adversely affected. In war, it is better to go for swift victories rather than engage in prolonged military campaigns.

Sun Zi also said: Therefore, generals who do not thoroughly comprehend the inherent dangers of deploying troops are unlikely to understand the advantages of using troops.

Opportunities

Market

Recently Toshiba just launch the 12 new products in the Bangladesh. Bangladesh have a large population approximately 160 million. Toshiba has working with Smart Technologies BD Limited (STBL) “Bangladesh Company” since last 3 years. In this 3 year, Toshiba Company found that Bangladesh market impressive increase in term of sales volume and growth. Bangladesh is developing and has high potential in market.

Global expansion

It can let the profit or income of the Toshiba Company to increase or growing the market value of the Toshiba Company among the world. The popularities can also increase by this way. Without affecting quality and customer service, global expansion can maximizing profitability in all areas of the Toshiba Company. For instance, by developing the new marketing strategies in those regions, it can make let Toshiba Company’s loyalty customers to buy their products. Global expansion can also help to leads to leveraging of expertise. With global expansion, leveraging any know-how or expertise in overseas production is prudent.

Future plans

Toshiba aim to double its annual profit in three year. The world’s No.2 maker of NAND flashes chips, behind the Samsung electronics. The firm is going to shift its focus to emerge economies and growing market after the demand for television fall dramatically than expected in the previous year. Besides that, Toshiba Company also interested in making money through nuclear power, they plan to buy 20 percent of share from the U.S nuclear power company in the next January.

Toshiba is going to invest about $4.3 billion dollar to build new flash memory facility, in order to catch up the leader Samsung electronics, aiming to triple its manufacture capacity. Moreover, Toshiba plan to roll out a home storage battery system that can keep the appliances running for a good part all the day long. Toshiba developed a storage battery system that makes use of the Toshiba technology for rechargeable batteries. This storage battery can work up to 12 hour.

Threats

Competition

Being an electronic company, in this environment of course there will be a lot of competitor. For example, the competitor for the Toshiba Company likes Samsung, Apple, HP, Dell, and other company that focus electronic production. These companies have created threats for the Toshiba Company. The tablets that made by Toshiba is not really attracted by consumer, because Apple and Samsung are leading on this market products.

Besides that, Toshiba main production is notebook, although this is their priority product, but a lot of competitor also produces various type of notebook. Although they made a quality, productivity and user friendly notebook, but Toshiba still behind the other competitor that leading them by brand name position on customer heart.

External changes

This changes is depends on the government taxes and politics in the certain country that the Toshiba company invest in.

First and foremost, government taxes and politics have created a burden to all company. As taxes increase its have the same effect that the company need to cover the cost of the good that rise such as electricity and input, all company are established because their purpose is profit.

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