Analysis of Toshiba Renewable Energy & Storage Business 2022

RUNNING HEAD: Strategic Marketing 0
TOSHIBA
Strategic Marketing

Strategic Marketing 1
Contents
Analysis of Toshiba Renewable Energy & Storage business....................................................2
Critical Competitive Analysis....................................................................................................3
Critical Customer Analysis........................................................................................................4
Critical Strategic Collaboration & Contextual factors...............................................................5
Examination of TWO of the module’s key topics.....................................................................6
Consideration of the challenges facing Toshiba Renewable Energy & Storage business in
future..........................................................................................................................................7
References..................................................................................................................................9
Appendices...............................................................................................................................10

Strategic Marketing 2
FIRST PART
Analysis of Toshiba’s Renewable Energy & Storage business
Company’s mission/vision
Toshiba is a globe leader and innovation in founding high technology. Moreover, Toshiba is a
varied producer and dealer of the progressive electronic and electrical products ranging from
IT, digital customer products, power systems, electronic devices to the trade and social
infrastructure structures. The corporation has been successfully developing and producing
storage clarifications which are castoff by the most IT and customer electronic brands.
Toshiba is contributed to the safe, comfortable and productive life. Toshiba has attained a
value of doing the appropriate things and gaze for the superior way. The company always
deliberate the influence by making efforts collected with the local community. Toshiba has
even contributed effectively to construct a sustainable society. The environmental
management is promoted with the objective of accomplishing the target of the environmental
vision 2050.
“It is the mission of Toshiba to take a glance to the future in which attains continued growth
and globally renown in current operations and new businesses. The company believes in the
future which succeeds generations inherited by the vital and lively Toshiba group. “
“The vision statement of Toshiba is to be a leading customer electronics company which
produces and sells innovative and technologically advanced products in order to enhance the
quality of life within the global society.”
Directional and Growth strategies
The directional and growth strategies can be approached at the global level by the company
depending on the circumstances. The marketing tactics are also undertaken from time to time
by the strategies. The strength and weaknesses are focused by the strategies in order to
overcome them. The growth strategies are used by Toshiba to retain existing customers and
attract potential customers. These have even enhanced the reputation of the corporation in the
marketplace. The company has made usage of the smart community business as a part of the
growth strategies. The smart community provides a total explanation to make the urban
atmosphere and social infrastructure smarter and greener comprising energy, water, and
transportation structures.

Strategic Marketing 3
As a part of the directional strategies, Toshiba makes use of CPS technologies to resolve
social issues. The business portfolio is managed by developing new business segment and
enhancing investment. The directional strategies are also used to maintain effective controls
by avoiding excessive risks. The long term corporate activities are sustained along with
strengthening core earning power. The growth areas are also focused as a part of the
expansion of the business.
Competences and competitive advantages
The innovation has helped Toshiba in gaining core competences. Toshiba focuses on
marketing strategies in order to capture future opportunities. The competencies of the
company emphasis on the progression of new technologies. Toshiba has already initiated
vital technologies like small hard disk drives, crisper screens, long lifelong and effective
batteries. The company made use of such capabilities to appeal and preserve a large number
of customers worldwide. The continuous improvement culture offers company competitive
advantage as the constant change in the technology threatens the core business in the market.
The long lasting venture strategy of Toshiba has enhanced the company’s productivity by
increasing product production (Josephson, Johnson, and Mariadoss, 2016).
The company even uses lifestyle research institute and it has several office spreads across the
globe. Such corporate level research and development seek group wide inventions in
technology. These software centres are available in US, UK, and China. The centres assist the
specific business groups to have facilities in India, China, and Vietnam. Toshiba has even
attained a competitive advantage by making innovations in healthcare other than the data and
vigour storage. By assisting R&D in the processes, Toshiba endorses new concept invention,
value revolution, and process invention. The technology sourcing is also an important factor
in the organization helps in attaining competitive advantage by saving money and having the
best technology. The acquisition of OCZ technology has helped Toshiba to control over the
operations.
Critical Competitive Analysis
Toshiba is an MNC and the products of the company are used in several industries from
communications, energy, and infrastructure, engineering to many more. The competitors
identified of Toshiba are mentioned below: