Strategic Marketing Assignment 2022

Strategic
Marketing

Strategic Marketing 1
Contents
Part- first.................................................................................................................. 2
Critical company analysis of Toshiba Renewable Energy & Storage business...........................2
Critical Competitive Analysis...................................................................................... 3
Critical Customer Analysis......................................................................................... 5
Critical Strategic Collaboration & Contextual factors/issues................................................6
Part-Second............................................................................................................... 7
Innovation Strategies................................................................................................ 8
International Marketing Strategies.............................................................................8
Social & Ethical Strategies...................................................................................... 9
Consideration of the challenges facing Toshiba Renewable Energy & Storage business in future.10
References.............................................................................................................. 12
Appendices............................................................................................................. 16

Strategic Marketing 2
Part- first
Critical analysis of Toshiba Renewable Energy & Storage business
Toshiba has attained popularity as a globe leader and trendsetter in founding high technology.
Toshiba is a differentiated producer and dealer of the innovative electronic and electrical
products traversing from information and communication systems, digital products, power
systems, electronic devices to the industrial and social infrastructure and home appliances.
The company has been evolving and producing storage elucidations used by maximum main
IT and consumer electronics brand. Toshiba is dedicated to raising the superiority of life of
the people round the globe. The company even ensures that the progress is in congruence
with the globe. The core values of the company are to do the appropriate thing and gaze for
the improved way. The businesses of the company’s division are growing renewable energy
and storage trade. The vision of Toshiba is to sustain the planet green and unpolluted. It is the
mission of Toshiba to connect several procedures of power constantly prevailing on the earth
into harmless and persistent electric power. The company advanced a variety of solutions,
arrangements, and technologies to encounter the need of the customers in a diversity of
business backgrounds (Nishitani, and Itoh, 2016).
Toshiba has exposed plans to dual the sales by 2020 as fragment of the 5-year growth
strategy. The company will follow its five years growth strategy than challenging the market
conditions. Toshiba is assisting the ingenuity with the launch of innovative products,
enhanced supplying levels, new selections, rolling out international training ingenuity and a
severe expansion in the production capacity. Toshiba is radically increasing its .carrying
capacity at Plymouth capability with the extension and accumulation of 44,000 sq of racking
planetary in phase one. It will certify instant product obtainability across most prevalent
varieties of split VRF air conditioning. Toshiba has focused more on growth strategies. These
strategies are harmonized action plan executed over the long term by Toshiba to attain the
business purposes and marketing. The growth strategies are considered to be part of the
corporate strategy and executed over the long term by the corporation to attain business aims
and marketing. These will depend on the conditions and can be advanced at the international
level of the corporation. The growth strategies help the company to focus its attention on
resource utilization to enhance sales and gain a competitive advantage over the competitors
(Elghandour, and Adel, 2016).

Strategic Marketing 3
The competencies and competitive advantages of Toshiba can be attained by executing the
resource-based view. Toshiba is one of the most advanced Japanese companies. The
knowledge based approaches of Toshiba are greater and comprises fusion, knowledge
progression, accompanying, improvement and spin-off. The strategic orientation of people
makes possible business procedures and technological information to get incorporated. The
outcome of the robust strategic orientation is the advancement of the modest advantage.
Toshiba is a top player in the medical equipment industry as well (Nemes, et al. 2017).
Toshiba was viewed as a top challenger by the General Electric Company (GE). The
company has attained an advantage when it comes to market share. It has recorded a healthy
performance. In terms of the tangible assets, two sets of thermal power turbines have been set
up in India. Pumped storage hydroelectric power generation equipment has been invented in
the US. The company has even marked healthy performance in lightning, air conditioning
and white goods. Toshiba has attained the number one annual share in the Japanese market in
the washing machines. Toshiba assured that it has a stable, robust and high gainful business
arrangement along with the sound financial substance which can endure speedily changing
economic circumstances and market variations (Dodgson, 2018).
Critical Competitive Analysis
Toshiba is an international company specialized in manufacturing electronics. The products
of Toshiba are utilized in several industries from energy and infrastructure, engineering,
communications, education and healthcare and more. The company also manufactures
semiconductors, PCs, notebooks, digital LCD TVs, disk players, notebooks and home
appliances. Toshiba is even identified to be one of the top electronics and electrical
manufactures in the globe with a market capitalization of over 8 million dollars. The other
segments of the company comprise services in logistics and cloud solutions. Toshiba
competes with the multinationals mentioned below:
Lenovo: Lenovo was established in 1984 in Hong Kong to manufacture and market
technology yields and market technology products like PCs, workplaces, laptops, tablets,
software, servers, and several fittings. When it comes to the sustainable competitive
advantage, Lenovo is performing well in price, fusion and focus approaches correspondingly.
The company spends high commercial and advertising cost for the innovative laptop