COMPANY LOGO :
NAME OF COMPANY : Panasonic Corporation
TECHNOLOGY ENTREPRENEURSHIP (ENT 600) : CASE STUDY
STUDENT’S NAME : NOR SYAFIQAH BINTI ISHAK
STUDENT ID : 2022978147
PROGRAMME : FACULTY OF COMPUTER SCIENCE AND MATHEMATICS
GROUP : D1CS2496B
LECTURER’S NAME : WAN MASNIEZA BINTI WAN MUSTAPHA
TABLE OF CONTENT
1.0 EXECUTIVE SUMMARY......................................................................................................... 2
2.0 COMPANY INFORMATION.................................................................................................... 3
2.1 BACKGROUND OF THE COMPANY................................................................................ 3
2.2 PRODUCT AND SERVICES OFFERED..................................................................... 4
2.3 BUSINESS, MARKETING AND OPERATIONAL STRATEGY.............................6
2.3.1 Business Strategy......................................................................................... 6
2.3.2 Marketing Strategy.................................................................................. 6
2.4.3 Operational Strategy............................................................................... 7
3.0 COMPANY ANALYSIS............................................................................................................8
3.1 SWOT................................................................................................................................ 8
3.2 Strength....................................................................................................................... 8
3.3 Weaknesses...........................................................................................................9
3.4 Opportunity.......................................................................................................9
3.5 Threat....................................................................................................... 10
4.0 FINDINGS AND DISCUSSION..............................................................................................11
4.1 FINDINGS........................................................................................................................ 11
4.1.1 Much energy is needed for ironing..........................................................................11
4.1.2 Insufficient heat for the iron............................................................................... 11
4.1.3 Putting the iron on a timer........................................................................... 11
4.2 Discussion............................................................................................................................12
4.2.1 Solution 1: Robotic ironing function.............................................................................. 12
4.2.2 Solution 2: Insufficient heat for the iron...................................................................12
4.2.3 Solution 3: Putting the iron on a timer...............................................................12
5.0 RECOMMENDATION AND IMPROVEMENT....................................................................... 13
6.0 CONCLUSION.......................................................................................................................14
7.0 REFERENCES..................................................................................................................... 15
Page 1
1.0 EXECUTIVE SUMMARY
The goal of this case study is to know more about the Panasonic Corporation. The iron
that is produced by the Panasonic Company is the main subject of this company analysis. The
iron produced by Panasonic Manufacturing is the main subject of this company analysis, which
aims to explore, identify, and analyze the company's present issues and provide solutions as
well as opportunities for improvement.
In this case study's initial section, I was able to gather basic details about the business,
including its history, business plan and the range of goods it produced.
Using a SWOT analysis, I was able to identify the organization's strengths, weaknesses,
opportunities, and threats in the second portion of the case study. This allowed me to identify
greater improvements that might be made inside the company in order to solve the issues it is
now facing. There are a few issues identified in the results including filthy soleplates,
malfunctioning irons and insufficient heating.
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2.0 COMPANY INFORMATION
2.1 BACKGROUND OF THE COMPANY
The headquarters of the Japanese multinational electronics corporation Panasonic
Holdings Corporation are located in Kadoma, Osaka. Kōnosuke Matsushita established it as
Matsushita Electric Housewares Manufacturing Works in Fukushima, Osaka in 1918. It changed
its name to Matsushita Electric Industrial Co., Ltd. after being incorporated in 1935. It was
renamed Panasonic Corporation in 2008. It changed its name and became a holding company
in 2022. Panasonic provides an extensive selection of products and services, such as
rechargeable batteries, automotive and avionic systems, industrial solutions, and offerings
related to home construction and improvement. During the latter part of the 20th century, it held
the distinction of being the leading manufacturer of consumer electronics on a global scale..
Panasonic is included in the TOPIX and Nikkei 225 indices and is primarily listed on the
Tokyo Stock Exchange, while it also maintains a secondary listing on the Nagoya Stock
Exchange. The company was known as "Matsushita Electric Industrial Co." (MEI) from 1935
until October 1 2008. In keeping with its global brand name "Panasonic," the company
announced on January 10 2008, that it would rename itself "Panasonic Corporation," effective
October 1, [Link] June 26 2008, the shareholders met and approved the name change
following discussions with the Matsushita family. The Lifestyle Updates Business Division was
the division that adopted the Panasonic Corporation name following the reorganization. In 2022,
Panasonic announced a plan for organizational restructuring that involved splitting the company
into Panasonic Holdings Corporation (the former Panasonic Corporation) and converting its
divisions into subsidiaries. On April 1, 2022, the reorganization went into force.
Panasonic Manufacturing Malaysia Berhad is a company that produces and markets
electrical household appliances along with associated parts. Panasonic has two business
segments: fans and home appliances. Products from Panasonic include vacuum cleaners, fans,
irons, bidets, cookers, juicers, food processors, cookers, and dish dryers. Panasonic is a
Malaysian company that was established in Shah Alam, Selangor, in 1965. The company is
listed in the Main Market section of Bursa Malaysia.
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2.2 PRODUCT AND SERVICES OFFERED
TYPE OF PRODUCT/SERVICE CLASSIFICATION OF PRODUCT /
SERVICE
TV & AV ★ Television
★ Audio
★ Headphone
★ Blu-ray & DVD Player
Air Solutions ★ Air Conditioner
★ Air Purifier
★ Ceiling Fan
★ Ventilating Fan
★ Stand & Table Fan
★ Wall & Ceiling Fan
★ Air Curtain
★ Accessory
Kitchen Appliances ★ Cubie, Microwave & Electric Oven
★ Rice Cooker & Slow Cooker
★ Blender & Hand Blender
★ Juicer & Slower Juicer
★ Thermo Pot
★ Food Preparation
★ Breakfast Appliance
★ Built-In Appliance & Others
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Beauty And Health Care ★ Hair Care
★ Hair Dryer
★ Hair Styler, Straightener & Brush Iron
★ Face care
★ Epilators & Lady’s Shaver
★ Mobile Beauty
★ Men’s Shaver
★ Men’s Trimmer
★ Oral Care
★ Leg & Portable Massager
★ Hygiene Care
Cameras And Camcorder ★ LUMIX G Mirrorless (DSLM) Camera
★ LUMIX G Lense
★ LUMIX Digital Camera
★ Camcorder
★ Accessory
★ LUMIX S Camera
★ LUMIX S Lense
★ LUMIX Box-Style Cameras
Phone Fax And Video Intercom ★ Home Network System
★ Cordless Phone
★ Single Line Phone
★ Home Fax
★ Video Intercom System
★ Wireless Door Camera
Battery And Torchlight ★ Battery
★ Battery Appliance
★ Eneloop Solar Storage
Page 5
2.3 BUSINESS, MARKETING AND OPERATIONAL STRATEGY
2.3.1 Business Strategy
Reorganizing the "Corporate structure, reviewing the transfer of businesses or growth
strategy, and escaping the financial crisis are the steps that Panasonic has taken thus far in
order to implement its business strategy. Production, sales, and worldwide R&D are the
responsibilities of each business division under the business division system. A steady rise in
revenue and earnings follows. The four divisional companies that support business divisions are
automotive and industrial systems (AIS), appliances (AP), eco solutions (ES), and AVC network
(AVC).
2.3.2 Marketing Strategy
The company's presence in a variety of industries has aided in the transfer of skills from
one industry to another. It makes use of a combination of segmentation variables, including
psychographic, geographic, and demographic ones, to appropriately address expanding
opportunities in each market. Panasonic uses a differentiating targeting strategy in its marketing
to make a specific product available to customers based on their needs. It employs a
value-based positioning strategy, which indicates that providing customers with products that
are worth their money is central to their business philosophy.
Panasonic's marketing strategy has a competitive advantage. Its Metamarket Presence:
Being a part of these many, interconnected businesses enables the company to discover and
leverage each other's strengths to develop business competencies. Being globally present
enables Panasonic to access a wide range of customers and a diversified market, which in turn
helps businesses develop products that are intended for other countries and can be
competitively innovative offerings in other markets.
Panasonic's marketing strategy uses the BCG Matrix. The BCG matrix highlights the
company's business segments for electronic appliances, white goods-dealing Eco Solutions,
mobile digital and surveillance camera-dealing AVC networks, and automotive and industrial
businesses, which are represented by a question mark.
Page 6
Panasonic uses multiple distribution channels to reach customers with its products. The
company distributes its products through authorized showrooms and service centers, retail
stores, direct sales channels, distributors, resellers, and OEMs (original equipment
manufacturers), all of which aid in reaching customers. For brand equity in Panasonic's
marketing plan, from sponsoring FIFA matches and the World Cup of Cricket to being an
Olympic and Paralympic partner. Panasonic has partnered with a number of organizations to
raise its profile in the marketplace.
2.4.3 Operational Strategy
As a multinational corporation offering a wide range of goods and services, Panasonic
depends on a number of operational techniques to stay competitive and meet changing
consumer demands. In order to promote innovation across all of its product lines, Panasonic
places a high priority on research and development (R&D) in its operational strategy. Panasonic
maintains its competitive edge by making investments in state-of-the-art technologies and
ongoing product development. Panasonic is present in several markets and conducts business
globally. The company's plan calls for growing its presence in developed markets while forging
ahead in emerging ones. This strategy reduces risks related to local economic fluctuations and
diversifies sources of income. Panasonic is dedicated to environmental responsibility and
sustainability. Reducing the environmental impact of its products and manufacturing processes
through energy-efficient manufacturing, recycling, and waste reduction are all part of the
operational strategy.
Panasonic is committed to learning about its customers' needs and making adjustments
to its products and services accordingly. To keep improving its services, it runs customer
feedback programs and market research. Efficiency in operations and cost management are
essential. Panasonic is always looking for methods to cut expenses without sacrificing quality,
whether it be by streamlining administrative tasks or improving manufacturing procedures.
Panasonic has a thorough risk management plan in place to reduce a variety of risks, such as
supply chain interruptions, international conflicts and economic downturns. This entails keeping
backup plans and broadening your pool of suppliers.
Page 7
3.0 COMPANY ANALYSIS
3.1 SWOT
3.2 Strength
Just like all models of clothes irons available in the market, the primary purpose of an
iron is to eliminate wrinkles and creases from garments or fabrics. Various fabric types demand
specific temperature ranges to effectively remove wrinkles. In simpler terms, durable and rigid
materials like linen necessitate higher temperatures for efficient ironing, whereas delicate and
soft fabrics like satin should only be ironed at lower to medium temperatures to prevent
scorching or damaging the fabric
Furthermore, the worries about utilizing electrical appliances in daily life are no longer
unique because working with electricity carries a number of risks. Because they had received
SIRIM approval, all Panasonic products were safe to use (Panasonic, 2019). As a result, every
Page 8
home can safely use any of the irons Panasonic offers, whether they are for steaming or drying
clothes.
In order to prevent fabrics from scorching, the integrated pilot lamp helps indicate when
the desired temperature is reached and the adjustable swivel cord makes maneuvering easier
while ironing.
3.3 Weaknesses
There is no denying that ironing takes a lot of time and is a tedious task. If the clothing
has severe creases and is made of a stiff material, ironing it may take a long time. Compared to
doing laundry, ironing clothes can occasionally take a lot longer. Each clothing item does not
specify a time frame for when the creases and wrinkles are removed.
Furthermore, a lot of energy is expended when ironing clothes in an attempt to make
everything neat and free of wrinkles. Ironing clothes alone requires a constant amount of
energy. After completing all the ironing tasks, one's entire body may experience pain.
The iron is quite heavy. Thus, it is difficult to travel with an iron. You must use the
sprinkler because they lack a steaming feature. The iron takes some time to cool down as well.
After finishing the ironing of the clothes, the iron must be left upright to cool. The iron board is
still hot, so if it is positioned incorrectly, it could easily burn. The dry iron may not heat up
sufficiently at times. The iron's soleplate may become unclean after extended use. It may have
an impact on the iron's performance, and ironing may leave the clothes unclean. Therefore, the
temperature should be adjusted to match the types of clothing.
3.4 Opportunity
Given that Panasonic has established a reliable brand among Malaysian households, it
will be simpler for them to maintain that trust by offering high-quality and cutting-edge
appliances in exchange for customers' continued loyalty. When Panasonic, for instance, adds
features to its clothes iron that make ironing clothes easier for customers, those who are
devoted to the brand will probably give the new iron a try.
Page 9
Furthermore, Panasonic may be preparing to update their iron product line to a more
sophisticated model, as everyone these days prefers to use technologically advanced and
intelligent appliances. Customers who live in technologically advanced environments will choose
to buy iron from this brand because it is thought to be the newest or most innovative product
innovation.
Asian markets have become more accessible in recent years, which presents a greater
opportunity for forward-thinking consumer electronics companies like Panasonic. On this scale,
India has also grown, but China was quicker to create an environment that welcomed
international brands. Numerous international brands are already reaping financial benefits from
their collaborations with regional brands in Asian nations. Businesses that sell consumer
electronics should benefit from these two economies' growing incomes. China's and India's
economies are resilient, having withstood some of the harshest economic upheavals.
3.5 Threat
Clothes irons come in a variety of styles from various brands and have extra features
that set them apart from other brands because they are considered necessary household
appliances. in order to keep rival brands from becoming more powerful. It's possible that similar
products from other brands will function similarly and be of higher quality for a cheaper price.
Maintaining the innovation of their products is another area where Panasonic needs to improve.
Regulatory Pressures come next. The government and regulatory agencies pose a
serious threat to the international brands. When it comes to monitoring companies and
enforcing pertinent laws, they have become more assertive. Although Panasonic has largely
been able to withstand the pressure thanks to its strong brand image and sound financial
standing, rapid expansion will still be difficult if governments continue to take an antagonistic
stance toward business.
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4.0 FINDINGS AND DISCUSSION
4.1 FINDINGS
4.1.1 Much energy is needed for ironing.
In order to make ironing clothes easier, we also handle an electrical appliance while
ironing. Nevertheless, it requires a lot of energy because we have to move our arms constantly
in all directions to get rid of the creases and wrinkles on the clothing. For people who are elderly
or have poor health conditions like a herniated disc, the energy required to manually move the
clothes iron for an extended period of time may be difficult. It can be extremely taxing to move
the arm muscle continuously throughout the day due to the pain. Because a clothes iron is an
electrical device that produces heat, in addition to the pain in the muscles, one must be able to
withstand the temperature.
4.1.2 Insufficient heat for the iron
The iron not heating up enough is one of the most frequent problems with dry irons.
Incorrect thermostat settings, issues with electrical connections, and power switch issues are
among the potential causes of this.
4.1.3 Putting the iron on a timer
Panasonic may think of a way to incorporate the ability to set a timer according to the
material of clothing. The iron will automatically scan the fabrics when it comes into contact with
them and estimate when the clothes will be finished. Since many people lead busy lives and are
unable to devote their entire time to ironing, adding this special feature to the clothes iron will
help and make their jobs easier. Additional benefits will be advantageous for those who wish to
lower their electrical consumption or load. Now that the time has been allocated, the ironing task
won't take as long. By not using them excessively, this feature will reduce electricity bills in
addition to saving time.
Page 11
4.2 Discussion
4.2.1 Solution 1: Robotic ironing function
Panasonic can now offer a new feature that allows the iron to move on its own until the
wrinkles disappear, as ironing uses a lot of energy. Because of this, users do not need to
expend energy. All they have to do is wait for the iron to finish ironing every piece of clothing.
Based on the timer that has been set, the iron will move continuously over the clothing to
remove creases and wrinkles; when the job is finished, it will automatically turn off to prevent
burning the fabrics. Users will benefit from this feature because it allows them to do other tasks
while the iron is moving and eliminates the need for constant supervision of the iron.
4.2.2 Solution 2: Insufficient heat for the iron
It is necessary to check the power cord first if the dry iron is not functioning at all. One
reason the appliance might not be working at all is if the cord is broken or damaged in any other
way. In order to determine whether the problem is with the outlet or the iron, you should also try
plugging the iron into a different power outlet. The incorrect iron setting, such as the auto-off
setting, deposits of limescale on the soleplate and other issues could be the cause of your
broken dry iron. The advantage that will get is the iron will function properly.
4.2.3 Solution 3: Putting the iron on a timer
Panasonic may think of a way to incorporate the ability to set a timer according to the
material of clothing. The iron will automatically scan the fabrics when it comes into contact with
them and estimate when the clothes will be finished. Since many people lead busy lives and are
unable to devote their entire time to ironing, adding this special feature to the clothes iron will
help and make their jobs easier. Additional benefits will be advantageous for those who wish to
lower their electrical consumption or load. Now that the time has been allocated, the ironing task
won't take as long. By not using them excessively, this feature will reduce electricity bills in
addition to saving time.
Page 12
5.0 RECOMMENDATION AND IMPROVEMENT
Panasonic's range of clothing irons has the potential for expansion through ongoing
technological advancements. This is facilitated by the trust already established among loyal
customers, making it more straightforward for the company to enhance the quality of their
products.
First, it is suggested that the iron be equipped with a built-in timer that can determine
how long clothes made of those kinds of fabrics should take to dry. Once the timer is set, you
won't find yourself ironing for too long. Adding this feature may seem straightforward, but it has
a significant impact on how much electricity is used. A timer on an iron can be thought of as a
stopper against overuse, as electrical appliances that operate within a temperature range
require a lot of electrical loads. Excessive electricity use will hurt household budgets.
The second concept involves transforming the iron into a robotic device that can move
itself without requiring human energy. As long as the timer is set, the iron will keep moving to
eliminate all of the creases and wrinkles from the clothing. The iron will automatically switch off
when it's done to prevent burning the clothing's fabric. The user can multitask while the iron is
ironing the clothes because they don't need to be constantly watched. Users' jobs ironing will be
easier with this new feature.
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6.0 CONCLUSION
In conclusion, the quality of the clothes iron's technological innovation will make it more
useful for customers in the future. To become a more reliable brand, Panasonic should consider
incorporating two features like a timer and a robotic iron that moves on its own while ironing
clothes. These features will benefit people who don't have a lot of time to iron their clothes or
live in busy households.
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7.0 REFERENCES
Wikipedia contributors. (2023b, October 10). Panasonic. Wikipedia.
[Link]
Wikipedia contributors. (2023, October 10). Panasonic. Wikipedia.
[Link]
20a,Electric%20Industrial%20Co.%2C%20Ltd.
Bhasin, H. (2023, May 29). Marketing mix of Panasonic – Panasonic Marketing Mix.
Marketing91. [Link]
Shaw, A. A. (2023, March 5). SWOT analysis of Panasonic. Business Management &
Marketing. [Link]
Mangla, S. (2022, March 3). Common dry iron problems and their solutions. Ideas by Mr
Right.
[Link]
ns/
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