Toshiba 1998 Annual Report Download - page 22

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20. Toshiba Corporation Annual Report 1998
Q.
ANSWERS
A NSWERS
ANSWERS
A NSWERS
ANSWERS
the functions of Toshiba Singapore Pte., Ltd.,
part of our drive to move business develop-
ment closer to markets. Responsibility for
forming Asian product strategies and the
design, manufacturing and marketing of TVs
has been transferred to this subsidiary from
Japan. Another illustration is the December
1997 start of TV manufacture and sales at
Dalian Toshiba Television Co., Ltd. in China in
response to rising local demand.
Q. WHAT ARE TOSHIBA’S
PLANS FOR STIMULATING
CONSUMER DEMAND IN THE
MATURE HOME APPLIANCE
MARKET?
At Dalian Toshiba Television, production of 21- to 29-inch color
TVs commenced in December 1997. In the near future, the facil-
ity will begin assembling 34-inch models and projection TVs.
20. Toshiba Corporation Annual Report 1998
A.
value, sales tend to rise. Toshiba’s “ Kawaribanko” refrigerator is number one in
its category and contributed to a 4 percentage-point gain in domestic market
share in the second half of fiscal 1997, compared with one year earlier. We also
had a hit with the “ DD Inverter Ginga” ultra-quiet washing machine; market
share rose by 3.2 percentage points. In refrigerators, our competitors have gradu-
ally changed sizes of vegetable trays, freezers and other compartments to meet
consumers’ needs. We came up with an entirely new concept: a versatile com-
partment that can be switched to various temperatures. This is an excellent
example of how demand can be stimulated. In April 1997, we set in motion a
project we call “ Only One.” It cuts across organizational lines to quickly create
ideas for products that reflect changes in lifestyles. Accomplishments already
include the Kawaribanko and other hit products. We are determined to continue
devising original ideas that set Toshiba apart from the competition.
A. We often hear that the home
appliance market is mature. But when
consumers see appliances that offer them