Panasonic has completed a seven-month-long process to reshape all of its major U.S. sales and marketing operations.
The transformation is intended to capitalize on changing consumer demands and the company’s strong position in Flat-Panel TVs and other digital products.
“Panasonic has completed the first stage of our transformation into a more efficient organization with a much stronger brand, enabling us to take advantage of the market changes,” said Yoshi Yamada, the company’s Chairman and CEO. “In fact, in the new fiscal period that started on April 1, sales of Panasonic Plasma and LCD flat panel TVs for the first time are primed to exceed sales of our direct-view CRT televisions in units, and will account for 85% of direct-view (non-projection) TV sales in dollars.”
“By 2006 Panasonic’s worldwide Plasma TV production capability will reach 4.8 million units a year,” Mr. Yamada said. “And because of the fast adoption of HDTV in America, the projected strengthening in the economy and the consumer’s fascination with Plasma, we are confident the U.S. market will account for nearly one third of this number.”
Panasonic will more than double its investment to promote digital products like Plasma TV, digital still cameras and DVD recorders, reflecting the strong consumer trend toward products that enable a new Digital Lifestyle.
The company will also improve the responsiveness of its Panasonic Customer Call Center in Chesapeake, Va. The company will also give temporary assignments at the Call Center to nearly 700 Panasonic middle and senior managers to heighten their awareness of customer needs. In parallel, it will implement specially designed programs to achieve what it is calling Extreme customer satisfaction. These programs will begin with Plasma TV installation and service requests with a 48-hour turn-around, which will be made available first to Plasma TV purchasers who are members of Club Panasonic or who purchase from Panasonic.com.
As it strengthens branding and customer satisfaction, Panasonic is also pursuing efficiencies throughout its organization. Since August of last year, the company has streamlined management throughout its sales structures, consolidated business functions and simplified business processes. And it has turned to external service providers for its logistics and warehousing, and most recently it contracted with IBM Corp. to execute services formerly handled by internal IT departments.
“As a lighter, quicker and more brand-focused organization, Panasonic is well positioned to make major gains in sales and brand value this year,” Mr. Yamada said. “Working closely with our channel partners, I am confident that we will achieve our goal to make Panasonic the best known and most consumer- centric digital electronics brand in this country.”
Murdok | Breaking eBusiness News
Your source for investigative ebusiness reporting and breaking news.
