2. Company Background
Since Panasonic was founded in 1918, the company has been providing better living for its customers, always making "people" central to its activities, and thus putting its focus on "people's lives" (Panasonic Malaysia, 2013). Going forward, based on Panasonic’s innovative electronics technology, the company provides a wide variety of products, systems, and services, which cover consumer electronics products, industrial devices, building products, and housing. In various spaces and areas, such as homes, businesses, communities, journeys and automobiles, the company will continue to work hard to deliver new value for better living, and help realize the dream of "A Better Life, A Better World" for each individual customer (Panasonic Malaysia, 2013).
Table 2.1: About Panasonic Corporation (Panasonic Malaysia, 2013)
|Founded |March 1918 (incorporated in December 1935) |
|Headquarters Address |1006, Oaza Kadoma, Kadoma-shi, Osaka 571-8501, Japan |
|Headquarters Phone Number |81-6-6908-1121 |
|President |Kazuhiro Tsuga |
|Net Sales* |7,303.0 billion yen (*as of 31 March 2013) |
|Number of Employees* |293,742 (*as of 31 March 2013) |
|Number of Consolidated Companies* |538 (including parent company) *as of 31 March 2013 |
One of the microenvironment forces that affected Panasonic’s marketing activities in recent years was customer. Customers were becoming more and more conscious about...