MARKETING MANAGEMENT

Marketing Management

Marketing Management

Part A

Introduction

Toshiba, a world leader in high technology, is a diversified manufacturer and marketer of advanced electronic and electrical products, spanning information & communications equipment and systems, Internet-based solutions and services, electronic components and materials, power systems, industrial and social infrastructure systems, and household appliances.

The company has a proud tradition of achievement. In more than 130 years of operation, Toshiba has recorded numerous firsts and made many valuable contributions to technology and society. The company is today the world's 10th largest integrated manufacturer of electric and electronic equipment, has over 190,708 employees worldwide, and enjoys annual Net Sales of over US$60 billion on a consolidated basis.

Toshiba: Product Innovation

Today, Toshiba continues to fuel industry growth with the sales of innovative Toshiba products, as well as with the company's convergence strategy. Examples include: VAIO notebooks that raise the bar in both form and function; digital cameras that capture pictures on a floppy disk, CD-R or Memory Stick; a handheld device that lets you store and view photos as well as moving photo; MiniDisc recorders with a digital PC Link to marry high quality digital audio with downloadable music; DVD/CD multi-disc changers that playback both audio and video; digital network recorders that pause, rewind and fast-forward "live" television using a hard-disc drive; and Hi-Scan flat screen TVs that deliver near HDTV picture quality through Digital Reality Creation (DRC) circuitry. But Toshiba is not just the market leader in consumer electronics.

The new millennium is here and Toshiba has plenty to celebrate. The company's approach - doing what others don't - has paid off, in the form of great products that people covet.Throughout its history, Toshiba has demonstrated an ability to capture the imagination and enhance people's lives. The company has been at the cutting edge of technology for more than 50 years, positively impacting the way we live. Further, few companies are as well positioned to drive the digital age into homes and businesses around the world for the next 50 years and beyond.

Toshiba innovations have become part of mainstream culture, including: the first magnetic tape and tape recorder in 1950; the transistor radio in 1955; the world's first all-transistor TV set in 1960; the world's first color video cassette recorder in 1971; the Walkman personal stereo in 1979; the Compact Disc (CD) in 1982; the first 8mm camcorder in 1985; the MiniDisc (MD) player in 1992; the PlayStation game system in 1995; Digital Mavica camera in 1997; Digital Versatile Disc (DVD) player in 1998; and the Network Walkman digital music player in 1999.

Marketing Strategies

Toshiba America Consumer Products, L.L.C. today announced that it is stepping up its successful marketing campaign for HD DVD as it experienced record-breaking unit sales in the fourth quarter of 2007. Major initiatives, including joint advertising campaigns with studios and extended pricing strategies will begin in mid-January and are designed to spotlight the superior benefits of HD DVD as well as the benefits HD DVD brings to a consumer's current DVD library by upconverting standard DVDs ...