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Toshiba - Leading Innovation

Toshiba Digital Segment Overview
by

Alina Ilie

on 11 January 2012

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Transcript of Toshiba - Leading Innovation

Digital Segment Overview
Toshiba Corporation
(Toshiba) is a diversified manufacturer and marketer of advanced electronic and electrical products, headquartered in Tokyo, Japan.
Company Facts
Segments
Digital
Products
Electronic
Devices
Social
Infrastructure
Home
Appliances
The company's portfolio includes personal and professional computers (notebook PCs, servers), telecommunications and medical equipment (mobile phones, X-ray machines), industrial machinery (power plant reactors, elevators), consumer appliances (microwaves, DVD players), electronic components (electron tubes, batteries), semiconductors, air traffic control and railway transportation systems.
Naoki Takenaka
Top Competitors
Managing Executive Officer, President of Kansai Office
since June 2009
he joined the Company in May 1975.
his previous titles include Representative Executive President, Managing Director, Senior Executive Officer and Senior Managing Executive Officer.
Toshiba was founded by the merging of two companies in 1939.

Tokyo Denki (Tokyo Electric) - Japan's first producer of incandescent electric lamps.

Shibaura Seisakusho (Shibaura Engineering Works) - Japan's first manufacturer of telegraph equipment.

Tokyo Shibaura Denki (Tokyo Shibaura Electric) - it was not until 1978 that the company was officially renamed Toshiba Corporation.

Tokyo Shibaura Denki (Tokyo Shibaura Electric) - it was not until 1978 that the company was officially renamed Toshiba Corporation.
Major Inventions
World’s firsts: first automatic zip code reader (1967), first color video phone (1970), developed high-density optical disc, DVD (1995).
Japanese firsts: radar (1942), the TAC digital computer (1954), transistor television and microwave oven (1959), Japanese word processor (1978), MRI system (1982), the Libretto sub-notebook personal computer (1996) and HD DVD (2005).
In 1990 this Commitment was formulated as a “statement of management philosophy.” Every management decision made is done so by the guidance set forth in The Basic Commitment.
The Basic Commitment
Under the REGZA brand, Toshiba offers a broad range of products for more vivid and convenient enjoyment of 3D and other digital content
Digital Produces & Services
LCD TVs with superior picture quality and recording functions
Blu-ray Disc recorders with distinctive editing functions
Toshiba’s technological expertise is brought into full play in the dynabook series of slim and lightweight PCs, and in glasses-free 3D notebook PCs and tablets.
2010/2011 Numbers
SWOT Analysis
internal
external
favorable
unfavorable
Strenghts
Weaknesses
Opportunities
Threats
Positive growth for net/notebooks
Technology becoming more common place in the home
Their collaboration with UPS for service providing
New 3D technology demand of the market
High employee efficiency
Strong research and development
Significant market position
Stalling of Japanese economic recovery
Intense competition
Increasing raw material prices
Classic design of products
Weak returns
Declining margins
Competitors
Price
The Digital Media Network Company operates in a relentlessy severe market environment of fierce competition and intense price erosion, but, aiming to enhance Toshiba's name in the digital AV business sector, the company will energize the market through persistent release of leading-edge leveraging Toshiba's distinct technology.
price skimming
Placement of product
Toshiba is following a multi-channel or hybrid distribution system.

Their distribution design includes using a direct retail system by selling in company-owned stores, a direct marketing system by selling via direct mail, and a single-party selling system by selling through distributors.

The multi-channel approach expands distribution and allows the marketer to reach a wider market

Collaboration with UPS shrinks delivery and servicing time.
Sales Promotion

Public Relations

Trade Fairs and Exhibitions

Advertising

Sponsorship
Promotion
Buy one get one tree.
Toshiba is giving customers the opportunity to become part of the regeneration of the Alladale Wilderness Reserve in Scotland, one of the most beautiful and inspirational wild places in Europe.

They will plant one native Caledonian tree in their customers' name to help support the restoration work currently taking place there, regenerating the natural habitat which has been stripped from the land over 300 years and supporting the Scottish wildlife found on the reserve, including wild boar and European Elk.
Sponsorship campaign at the Fifa World Cup in 2006
2008
2009
2008
First glasses-free 3D TV
The new TVs, the Toshiba 20GL1 and 12GL1, provide nine different perspectives of each 2D image shown on the screen and, according to Toshiba, provide a wide viewing angle.

Difficulty in the past with 3D screens which don't require viewers to wear glasses has stemmed from poor viewing angles and low-resolution images.
Laptop Family
Satellite Pro
Satellite
Tecra
Portege
Qosmio
everyday value
gaming & entertainment
professional OS
mainstream laptops
thin & light
Toshiba has already established itself worldwide. They have a strong presence in Europe, Asia and the Americas.

Customers outside Japan account for more than half of Toshiba's revenues (strong ability to compete and survive in the marketplace).

Having a good quality reputation increases their chances of being the brand that people are willing to try with regard to a new product.

After the restructuring in 1999, individual divisions have autonomy which allows for maximization of communication and the ability to respond even faster to the changes in their respective markets.

Their future plan involves more joint ventures that can increase their market position in current markets.
Conclusions
Commitment
Basic Commitment of the Toshiba Group
We, the Toshiba Group companies, based on our total commitment to people and to the future, are determined to help create a higher quality of life for all people, and to do our part to help ensure that progress continues within the world community.

Commitment to People
We endeavor to serve the needs of all people, especially our customers, shareholders, and employees, by implementing forward-looking corporate strategies while carrying out responsible and responsive business activities. As good corporate citizens, we actively contribute to further the goals of society.

Commitment to the Future
By continually developing innovative technologies centering on the fields of Electronics and Energy, we strive to create products and services that enhance human life, and which lead to a thriving, healthy society. We constantly seek new approaches that help realize the goals of the world community, including ways to improve the global environment.
Sales by Region
Digital Devices


Electronic Devices


Social Infrastructure

Home Appliances
Full transcript