Competitive Position and SWOT Analysis of Pensonic Brand

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION......................................................................................................................... 3
COMPETITIVE POSITION AND SWOT ANALYSIS....................................................................3
RECOMMENDATIONS................................................................................................................3
CONCLUSION............................................................................................................................. 3
REFERENCES............................................................................................................................ 3

INTRODUCTION
Pensonic Holdings Berhard started a small business in year 1965 as a sole proprietor under
the name of Keat Radio Co. in 1982 P3nsonic brand was set up in Penag for selling locally
manufactured electric appliances. Pensonic was named from ‘pen’ and ‘sonic’ which meant
sound of Penang.it has grown up to be most successful brand in Malaysia. It was the first-ever
brand that received brand promotion grant from MITI in Malaysia in the year 2005 and have
received a number of awards for excellence in designs . There have been some disputes
between Pensonic and Panasonic as latter is the same brand name as Panasonic. The
following report discusses about the competitive positioning of Panasonic brand based on its
annual report of 2019. SWOT analysis is conducted on the current positioning of the brand. The
report also consists of five recommendations based on this analysis which include product
strategy, pricing strategy, distribution strategy, marketing communication strategy and global
marketing strategy.
COMPETITIVE POSITION AND S WOT ANALYSIS
Asia’s e-commerce landscape has been changing in recent years. Due to adoption of
smartphones there has been a greater access to internet which have allowed consumers
globally to use digital economy. Being proactive in management and sonic have undertaken
various aggressive measures ensuring the production of relevant goods in order to attract
consumers (Deepak and Jeyakumar, 2019). The products are being reviewed continuously
specially from the point of profitability, operational efficiencies, automation processes, marketing
campaigns, production capabilities. SWOT analysis have been conducted on Pensonic in order
to study various internal factors affecting business.
SWOT Analysis stands for strength, weaknesses, opportunities and threats. It accesses all
these internal factors of company in order to help managers to make a strategy which may
perfectly describe the requirements of strategy company needs to prepare. Below given in
SWOT ANALYSIS of Pensonic
Strengths Weaknesses
The nationwide distribution network channel
of Penasonic is its great strength which
comprises of wholesalers, distributors,
dealers, departmental and chain stores
along with supermarkets and hypermarkets.
Company also have corporate clients,
The return on shareholders’ equity of
company is only 0.49% which is one of its
weaknesses. However, company have
overcome its losses from the year 2018.
Losses of company where 267000 RM In
the year 2018. Before which company had