Strategic Marketing Analysis: Toshiba Renewable Energy & Storage

This report provides a comprehensive strategic marketing analysis of Toshiba's Renewable Energy & Storage business. It begins with an overview of Toshiba's mission, vision, and growth strategies, highlighting its focus on innovation and technological advancements. The analysis then delves into a critical competitive analysis, identifying key competitors like Dell and Lenovo, and evaluating their competitive advantages and marketing strategies. A customer analysis is also presented, examining Toshiba's target demographics, behavioral factors, and market requirements. Furthermore, the report explores strategic collaborations and contextual factors, emphasizing Toshiba's involvement in renewable energy projects and its global business development strategies. The report also examines key module topics and challenges facing Toshiba's Renewable Energy & Storage business in the future. The report is well-structured and provides valuable insights into the company's marketing approach.

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.

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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:

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Dell: Other than developing and selling computers, Dell repairs, maintains and offer pertinent
IT services to worldwide customers. Dell was established in 1984 and having headquarter in
Texas, USA. Dell has even acquired Converge net technologies but the latter company did
not make use of the complex technology of Converge. Dell has attained an advantage in the
strategies. The main modest advantage of Dell relies on the serviceability which is a quick
response, superior customer service, and value delivery station. The direct selling and
construct to order tactic also attribute to the competitive advantage of the Dell. The just in
time strategy also enables to work with the lowest inventory level. The customer driven
strategies are also operated by the company to collaborate with the customers in order to find
ways which can work to make technology work. The customers of the company rely on to
offer technology solutions which can assist them to do and attain more. In the case of the
customer analysis, Dell is having customers in the form of savvy youngsters and
professionals who make use of the Dell products to make their life smooth. Dell is flexible
enough to maintain its brand image and positioning for the targeted customer sections. It has
even enabled the company to uphold revenue and market share development (Kotler et al.
2015). The company has even time to time altered its positioning to sustain its modest
advantage along with the value proposition. The company makes use of the advertisements to
establish its position in the mind of the customers as a hostile and value oriented computer
producer.
Lenovo: Lenovo was formed in 1984 to create and market technology products such as
laptops, smart phones, software, servers and more. The company is doing well at price in
terms of the sustainable competitive advantage. It is even regarded as second-largest vendor
when it comes to the personal computer. The company is having wide operations in the
international market which helps in targeting customers. Lenovo has even maintained a fair
relationship with the shareholders and atypical image in the market. Lenovo is making use of
hybrid and focus strategies consistently. The company is having a strong brand image along
with the advanced concepts. Lenovo targets mainly to the customers of 18-35 years of the
age. The company does partnership in order to gain credibility mainly with the audience. It is
the philosophy of Lenovo to target the youth market with the open minded and digital
process. The company even intends to create technology for everyone. Lenovo is having
diverse products and services (David, and David, 2017). Lenovo invests more on the
advertisement and promotions for the new product launch. The products like IDEAPAD
series has a lower cost with greater performance. The product value chain of the company is

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maintained through the brand image, customer perception, distribution channel, and market
segment. The competitive advantage has been also maintained by Dell over time.
THINKPAD is the high-quality product of the company and has described quality with the
performance. The business level strategies of the company concentrate on innovation and
design to form high quality and distinguished products. The extraordinary quality products of
Lenovo have burst the robust brand name of the organisation to the domain. The modest
positioning is comprehended to be the degree of variance in the optimal of product or service
against the competitor company. The acquisition of IBM by Lenovo has assisted in
augmenting home constructed PCs series and minimized the customer effect of the brand in
the IBM trademark practice term.
Critical Customer Analysis
Toshiba was formed in 1978 in Japan. The company analyses to the customers on the basis of
the social class. The income determines the purchasing power of the customers. As the
income of the customer's increases, their purchasing power is also likely to become higher.
So, the upper class is capable of purchasing more products and services. Although, Toshiba is
just not focusing on the upper class segment. Toshiba comprehends that the upper class is not
the majority of society. The products for the middle and lower class can get lower retunes per
unit but the proportion is larger. Renewable Energy & Storage devices have a great role in
routine life. There are some products which are designed to keep in mind the upper class only
such as luxury goods. As per the psychology, the upper class only demands the devices which
are unique and luxury. Such types of products are less in the market and the return from such
unit is even bigger. The company can attain assistance from the whole market only if it
focuses on the social classes market.
When it comes to demographics, then Toshiba is likely to concentrate on the high population.
Toshiba is likely to inspire the youth demographics with the purpose of refining information
and communication technology infrastructure. There are even behavioral factors to be
undertaken by the company like being price sensitive with the high potentiality of the
customers to buy. The market requirements to be concentrated by the Toshiba are innovation
and convenience associated with the valuable goods. The company concentrates on having
new customers and convincing prevailing customers to purchase items on the discounted
prices with the object of diversification. The existing markets of Toshiba with the existing
products focus on the market dissemination on the laptops and desktops. The prevailing

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markets are focused by Toshiba for the new products and product development roll top. The
new markets for the prevailing products are intended at market developments by the laptops
and desktops. Add on new markets for the new products are seized through the diversification
(Chernev, 2018).
The product category of Toshiba is made for men and women but men are likely to make
more use of the energy and storage devices. The men’s view of the technological world has
grown with industrial society. The products made by Toshiba define the class. The families
are also targeted by Toshiba other than men. There are several home appliances which
require energy to work or cook. So the energy storage devices enable the functioning of the
home appliances. The families are identified to be a bigger customer of the concern. It is even
obliging for the business to enhance its revenues. When it comes to the lifestyle then Toshiba
is anticipated to produce products which are matching to the aspirations of the customers.
The customers also now days are more urbanized so Toshiba has also started to manufacture
products which are more comfortable. The energy storage devices have become part of the
daily life of the customers. Toshiba has even promoted green technology as a part of the
environment assessment tool.
Acute Strategic Collaboration & Appropriate factors
In the case of renewable energy, Toshiba is focusing on strategic collaboration from a long
time. It assists the company to accelerate capabilities along with the market position in the
business arena. Other than offering renewable energy in the power cohort arena, in this
company already owns a wide range of experience like solar photovoltaic systems with the
top leading efficiency. The company is having a top share of the super solar power cohort in
Japan. In the case of hydroelectric power, Toshiba is having the world’s foremost high head
and adaptable speed driven storage technology along with the geothermal power generation
gear. In the future, Toshiba has planned to make use of the global business development
strategies comprising formation of the strategic business collaborations. It will assist in
widening more widely into the broader areas of the renewable energy market. For instance, in
the concern of the wind power, Toshiba has entered into a strategic business collaboration
with Unison Co., Ltd., which is a long-established advanced Korean wind power equipment
producer. It will assist Toshiba to spread into the business by the co-development and
marketing of high-efficiency wind power originators. The company has even collaborated to
work in order to accelerate the global development of such systems. The company is having a

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long record of the thermal power in Japan and in foreign nations. Moreover, with the
intention of expanding the business, the company has collaborated with the Babcock &
Wilcox Company. This company is having a upper market share for the boilers in North
America. This collaboration will help Toshiba to enhance the quantity of package supply
BTG orders. Toshiba has also come in collaboration to source the globe’s foremost high-
efficiency thermal plants to the international markets (Blanchard, 2018).
As the global energy demand still continues to raise, the nuclear energy of the corporate is
has established a target for attaining orders. Other than the collaborations, Toshiba has
planned to carry out the processes in order to enhance safety at the prevailing nuclear plants.
The safety standards will also be reviewed centred in the outcomes of the investigations being
directed by every associated association. Add on, Toshiba is even emerging next-generation
nuclear reactors which will be totally safe. On the other hand, Toshiba has decided to doubles
its sales by 2020 as a part of the 5-year strategy. The company will collaborate more in this
specific time period. It will also comprise the creation of new international technical training
center to train delegates simultaneously.

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SECOND PART
Examination of TWO of the module’s key topics
Innovation strategies
Toshiba follows the simple innovation strategies which keep shaping the future. Toshiba is
continued to advance designs in the electrical technologies which assists the business to attain
a foremost position in the marketplace. The newest invention made by Toshiba concerns to
the NAND flash memory. It integrates 3D memories and is going to be an important part of
the routine lives of upcoming generations. The memory is built as a multi-chip package
accompanied by the progressive functions. It enables a person to play and store music, still
imageries along with the movie data. The prospect to play games is also offered by flash
memory. This innovation is being progressively assimilated in mobile devices. It has become
increasingly essential in the market since these devices can practice data fast and in the huge
amounts. It has also become essential to form a multi-layer bundle to conquer the limited
space in the package. The technology working behind is ultramodern ship-stacking
technology used for assembly.
Toshiba makes use of eight in-house administrations with the delegated power in order to
increase the speed of decision making. The organizations are currently incorporates its
stakeholders into the projects and operations. It empowers research and development inside
and outwardly. The company even makes use of the review of the customers in order to
improve its operations along with product development. The company made use of
smartphones internationally in the case of MCP memory. It enabled fast processing along
with the capability of carrying a large quantity of data (Kumar, Sharma, and Gupta, 2017).
Toshiba even broadens its advanced strategy to emphasis on the expansion of
environmentally pleasant technology. The company succeeded in reducing technological
wastes and resource consumption with the assistance of the greener products, technologies,
and procedures. Toshiba even invented the first eraser toner which reduces paper waste,
minimizes carbon dioxide emissions ominously. The eraser toner can remove images and text
in print. It assists to make use of the papers again and there is no need to shred them. The
erasing system permits a person to load one paper into the printing machine up to 5 times. It
has even led to sustainable development in the offices and going globally. The innovations of
Toshiba re possible with the research and development made today. Toshiba ranks as 1 of the

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best 5 organizations in the technology sales amongst Lenovo, HP, Acer, and Apple. The
company has even promoted new concept innovation, value innovation and process
innovation (Banerjee, S.B., 2017). The process innovation leads to the cost-effectiveness by
the product development whereas value innovation assists to advance innovation
technologies. The process innovation assists to comprehend synergy by integrating
technology in the broad facets of the operation. Toshiba has also revolutionized several
applications and technologies to enhance lifecycle all over the globe. The latest innovation of
Toshiba is the globe’s first 3D medical demonstration which does not make use of the
glasses. The innovations have strengthened the intellectual property of the company.
Relationship strategies
The relationship strategies are used by Toshiba to establish relationships over a long time in
order to attain business objectives and marketing. The relationship strategy has been used to
fulfill increased demand for computers. It helps the company to incorporate new inventions
and developments than the software used in the 1980s and 1990s. The relationship strategies
are used by Toshiba to dominate the technology which is not used by it. The relationship
strategies are used to develop synergistic relationships with several partners for the sake of
different technologies. The relationships form the key element of the corporate strategy of the
company. It assisted Toshiba in becoming one of the top players in the international
electronics industry. The company even signed a coproduction association for the light bulb
filaments with GE. Toshiba formed several relationships, technology licensing associations
and joint ventures in order to enhance relationship strategies. As a part of the relationship
strategies, Toshiba has an alliance with the Apple to develop multimedia computer products.
The strength of Apple centres in software technology which helped Toshiba in contributing to
the manufacturing expertise. The contract was also made by Toshiba to tie up with the
Microsoft for the hand held computer systems. Toshiba believed more in the flexible
approach in forming relationships and the senior management of the company is generally
involved in the administration of the strategic relationships. It helped the company in
constructing personal equations and resolving conflicts (Spanjol, et al. 2015). The company
influences to the lives of the people by a strong brand image. It helped to translate into the
loyal customers. The relationship strategies are used by Toshiba in the ways of partnership,
agreement, joint ventures and collaborations. This way, Toshiba can form a strong base in the
host country. It even helps to expand the market share of Toshiba in the host country. For

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instance, the tie up of Toshiba with IBM has helped in becoming the globe’s largest supplier
of the panel displays for the notebooks.
Deliberation of the challenges fronting Toshiba Renewable Energy & Storage business
in future
Toshiba can face grid management challenge in the future. The company requires re-
balancing in order to deal with the fluctuating nature of power generated from renewable
energy flowing into the structure. It also keeps a supply in sync with the demand. More
variable power generation sources are added to the organization and more difficult this
balancing becomes. The renewable energy and storage business of Toshiba is fluctuating in
nature which is an obstacle for any grid. The upcoming challenges for Toshiba are to meet
energy requirements without compromising the ecology of the nation. The company also
requires being aware of the looming danger of climate change (Abratt, and Bendixen, 2018).
The energy storage technologies are varied and there are chemical and non-chemical sets of
the storage. Several subcategories are formed on the basis of several elements like zinc,
lithium, sodium or iron. There are two challenges which can have an adverse impact on the
occupation of Toshiba. The profusion leads to misperception. Add on, the incidents also
happens when the storage can reduce electricity usage at peak time periods. There are even
diverse values in the market places on the potential use of energy storage by function.
Another challenge to be faced by the Toshiba is that initial energy storage technologies and
services generally are patented and modified engineering solutions. The placements comprise
the structures which are not assisted on the profitable scale or may not prevail in the
impending. Such qualities enhance the balance of system costs which go beyond the storage
equipment procurements. There is no correspondent to USB norms for the physical
connections of the diverse energy storage solutions to the grid.
Other than above the technology challenges can be faced by Toshiba Renewable Energy &
Storage business in the future. The expansion of the energy storage technology necessitates
invention and revolution in capacity, low cost, long lifecycle, and high safety for the
electrochemical energy storage. It is also required by the Toshiba to have physical energy
storage with high proficiency and low cost is also obligatory. Moreover, it is also required by
the organization to sustenance the execution of energy storage technology and operation
optimization in several applications. Toshiba can even face challenges of lack of policy

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assistance, uncertain application value and corrupt market mechanism (Thrassou, Vrontis,
and Bresciani, 2018). The company can even face issues to intend energy storage system
explanations with the contributions from the electricity operators. Add on, Toshiba can even
face issue in getting a suitable industry market mechanism along with the lack of the subsidy
policy. Therefore, it is required by Toshiba to form a maintainable development model and
attain marketable operation of energy storage. The energy storage industry is already facing
challenges like absence of policy assistance, indistinct technical requirement, high cost,
unhealthy mechanism, low value and more.