ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
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Assignment Brief (RQF)

Higher National Certificate/Diploma in Business

Student Name/ID Number:

Unit Number and Title: Unit 2 Marketing Essentials

Academic Year:

Unit Assessor: Nguyen Phuong Tu (Mrs)

Assignment Title: Assignment 1 – The role and responsibilites of Marketing

Issue Date:

Submission Date:

Internal Verifier Name:

Date:

Submission Format:

The submission is in the form of an individual written report. This should be written in a course,
formal business style using 1.5 lines spacing and font size 12. You are required to make use of
headings, paragraphs and subsections as appropriate, and all work must be supported with
research and referenced using the Harvard referencing system. Please also provide a bibliography
using the Harvard referencing system. Any suspicions regarding plagiarism will lead to failure in
results of the assignment. The recommended word limit is 2,000 words, although you will not be
penalized for exceeding the total word limit.

Unit Learning Outcomes:

LO1. Explain the role of marketing and how it interrelates with other functional units of an
organisation.

Assignment Brief and Guidance:

You are the Head of Marketing Department of Company X. Your company is in a downturn
situation and facing many difficulties. Hence, the Board of Director have been trying to cut down
the costs as much as they can. One of their decisions is to cut down the expense as well as
hurman resource for Marketing function as they think it’s not as important as the other functions
in their business. A meeting is held next week to finalise this decision, as the head of Marketing
Department, you have to prepare a report, which clarify the important role of Marketing function
and its relationships with other functions of the company, in order to persuade the BOD to
change their decision.
In this report, you should be able to address the following subjects:
1. The definition and basic concepts about marketing.
2. The key roles and responsibilities of the marketing function in organizational context and
in the context of current marketing environment.
3. The interrelationship between marketing function and other functional units of a
business.
You should also provide evidences (e.g. data, examples) to support your ideas.

Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction
LO1 Explain the role P1 Explain the key M1 Analyse the roles D1 Critically analyze
of marketing and roles and responsibilities of and evaluate the key
how it interrelates and responsibilities of marketing in the elements of the
with other functional the marketing function. context of the marketing function and
units of an marketing how they interrelate
organization environment. with other functional
units of an
organization.
P2 Explain how roles M2 Analyze the
and responsibilities of significance of
marketing relate to the interrelationships
wider organizational between marketing
context. and other functional
units of an
organization.
Table of Content
Logo of Panasonic
 I. INTRODUCTION
Panasonic is an international brand of Panasonic Corporation. This is Japan's largest electronics
company. In 1918, the company was founded under a different name Matsushita Electric Industrial Co.,
Ltd with the headquarters of a simple rental room. Then, in 2008, the company changed its name to
Panasonic Corporation.

Panasonic has been doing business in Vietnam since the 1950s, aiming to contribute to Vietnamese
society through activities ranging from research and development, production, distribution and sales as
well as responsible activities. Corporate social responsibility.

Since its inception, the Panasonic brand has gone through many difficulties. Up to now, this brand has a
firm position in the global market. When it comes to electronic appliances, household electrical
appliances, people will immediately think of Panasonic.
 II. METHEDOLOGY
To collect data about Panasonic, the researcher used the internet to get the background of the company.
The researcher is also using some of the products of Panasonic so some data were based on experience
and interview with other users.

Name of company Panasonic Vietnam Company Limited

Headquarters Lot J1-J2 Thang Long Industrial Park, Kim
Chung Commune, Dong Anh District,
Hanoi, Vietnam.
Phone (+84) 024 3955 0111
Fax (+84) 024 3955 0144
CEO Tsuga Kazuhiro
Email info@vn.panasonic.com
Website http://www.panasonic.com/vn/
Total investment $ 243 million
Industry
Products

Vision:

Entering a new era, Panasonic's vision is to focus on developing advanced technology, updating new and
innovative lifestyles with customers and partners to bring more comfortable and friendly lives to the
environment. Panasonic continues to place customer satisfaction as a top priority and is committed to
implementing the Fundamental Management goal - "Contribute to society as an entity of society".

Mission:

To improve the quality of life of the Vietnamese people.

The unit is a large corporation aiming to provide the best electrical equipment to help major projects
around the globe develop stronger, contributing to improving the lives and modern conveniences for the
lives of people.
Objectives:

Panasonic aims to manage occupational health and safety to promote a safe and comfortable working
environment through efforts based on best practices that contribute to the welfare of its employees team
and corporate work development.
 III. FINDINGS AND DISCUSSION
Experience the happiness of Panasonic products!

1. Air conditioner
2. Kitchen products.
3. Fridge
4. Washing & drying machine
5. Television
6. Camera
7. Audio
8. Beauty products
9. Vacuum cleaner
 A. Key role and responsibility of marketing function

1. Definition of marketing

Marketing is

The process of planning and executing the conception, pricing, promotion, and distribution of ideas,
goods and services to create exchange and satisfy individual and organizational objectives (AMA, 1985).

The management process responsible for identifying, anticipating, and satisfying customer requirements
profitably (CIM, 2001).

The process by which companies create value for customers and build strong customer relationships is
to capture value from customers in return (Kotler & Amstrong, 2013).

2. Key roles and responsibility of marketing

This process reflects all the main responsibilities of marketing function, from identifying customer needs
and wants, to create profit for the business.

In the marketing process, companies work to understand consumers, create customer value, and build
strong customer relationships. The steps are:

1. Understand the marketplace and customer needs and wants.

2. Design a customer-driven marketing strategy.

3. Construct a marketing program that delivers superior value.

4. Build profitable relationships and create customer delight.

5. Capture value from customers to create profits and customer quality.

In the final step, companies reap the rewards of capturing value from consumers in the form of sales,
profits, and long-term customer equity.
Current and Future Trends of Marketing

The marketing trends under changing market conditions are constantly changing. In addition, Panasonic
marketing department is required to consider current and future market trends when looking for
marketing opportunities.

 Profit maximization

First and foremost in terms of marketing and profitability. Panasonic has many branches all over the
world with an abundant number of employees.

 Brand promotion

An important function of marketing is brand promotion. Organizational strategy branding is one of the
important prospects in the market to develop an organization's identity.

 Sustaining in the Market

In order to survive in the market, Panasonic always knows how to advertise its brands and products.

 Importance of Marketing Research

Thanks to television advertising, everyone recognizes the Panasonic brand as a leading position in the
perception of all customers.

 Market Expanding

The market is growing day by day, so Panasonic needs to expand internationally and globally. Besides,
changes in laws, economics, technology, and social factors, wholesale and retail environment, many
other factors influence Panasonic's performance in the market. Marketing is about identifying customers'
needs and wants and also meeting customer expectations to survive in a competitive environment.

 Introducing new products

Panasonic always launches new brands and removes old ones to complement and will continue to grow.

2.1: The marketplace and customer needs and wants

Needs are states of felt deprivation. They include physical, social, and individual needs. These needs are
not created by marketers; they are a basic part of the human makeup.

Wants are the form needs take as they are shaped by culture and individual personality. An American
needs food but wants a Big Mac.

The consumer electronics market in Vietnam is increasingly vibrant with the presence of many domestic
brands as well as the operation of foreign brands that have dominated the market for a long time. At the
same time, in recent years, people's living standards have been increasing. Household products, which
are considered as luxury as air-conditioners, have become popular in every home. Therefore, the
competition in the upper door air-conditioning segment has never "cooled down", consistent with the
income and expenditure of many Vietnamese families.

According to a consumer behavior study conducted by Deloitte Vietnam in 2019, for household products
of great value such as washing machines or refrigerators, up to 94% of consumers surveyed tend to
choose foreign brands over domestic brands. This shows consumers' tendency to trust and choose
reputable imported brands, especially for high-value products such as air conditioners.

Maintaining the No. 1 position in the air-conditioning market, continuing its breakthrough to dominate
the air-conditioner market will certainly be the Japanese giant's upcoming steps in the Vietnamese air-
conditioning market. Along with the motto of creating holistic health solutions, meeting the ever-
increasing demand for health, safety and comfort, Panasonic aims to continue to come up with new
development strategies, in order to affirm leading position in the home electronics market, especially in
the air-conditioner market in Vietnam.

Developing Products People Want

Committed to developing products that will enrich the lives of our customers by continually taking into
account customers’ opinions and changing societal needs and by observing how people live and interact
with our products.
Strive to develop products that provide ever increasing satisfaction to our customers based on their
quality, performance, design, affordability, environmental consciousness and ease of use, and that are
accessible to a wide range of people, regardless of age or ability.

Panasonic is committed to developing products that enhance the lives of its customers by continuously
absorbing their opinions and the changing needs of society, and by observing that the company's
products influence how to human life. Panasonic strives to develop products that increase customer
satisfaction by means of quality, design, functionality, environmental impact, usability, and widely
available to all ages

2.2: A customer–driven marketing strategy

Designing a Customer-Driven Marketing Strategy

Marketing management is the art and science of choosing target markets and building profitable
relationships with them.

Market segmentation refers to dividing the markets into segments of customers.

Target marketing refers to choosing which segments to go after.

The value proposition is the set of benefits or values a company promises to deliver to customers to
satisfy their needs.
Marketing Segmentation.

+ Demographic

+ Geographic

+ Psychographic

+ Behavior
Demographic :

Targeting ITS by Panasonic, consist of Person, Automotive and Transportation.

Panasonic has been contributing to diffuse ITS (Intelligent Transportation System) not only from
automotive appliances like the car navigation system and ETC OBU but also to infrastructure like ETC
gate and ITS spot.

By enhancing the value-driven ITS together with the customer, Panasonic will create the Next generation
at ITS based on the development of a smart city.

Not only for developing new technology but also for contributing to society, Panasonic will target to
create useful ITS life from the scope of developing a smart city.
The value proposition is the set of benefits or values a company promises to deliver to customers to
satisfy their needs.
Management orientations

PRODUCTION CONCEPT - PRODUCT CONCEPT - SELLING CONCEPT - MARKETING CONCEPT- SOCIETAL CONCEPT

Over time five alternative concepts have developed under which organizations design and carry out their
marketing strategies.

This is also the development of marketing though time.

1. Production Concept

Consumers will favor products that are available and affordable. Management should focus on improving
production and distribution efficiency.

Panasonic Management goals are to contribute to the development and advancement of society and the
well-being of the people through business activities, thereby enhancing the quality of life around the
world.

Panasonic is committed to stepping by step bringing a better life and world, continuing to contribute to
the development of society and the well-being of people around the world. Panasonic Corporation is
comprised of companies operating in different areas of business, from audiovisual equipment to home
appliances, industrial solutions, and other consumer electronics products. Each company has its own
separate research and development (R&D), production, and sales functions that meet the specific needs
of consumers around the world.

2. Product Concept

Consumers will favor products that offer the most quality, performance, and innovative features. Under
this concept, marketing strategy focuses on making continuous product improvements.

Panasonic always makes every effort to research and develop modern technology, manufacturing
process technology and innovation. New products will contribute to enhancing customers' value by
proposing solutions.
 3. Selling Concept

Consumers will not buy enough without a large scale selling and promotion effort. Consumers will not
buy enough without a large scale selling and promotion effort.

The concept is typically practiced with unsought goods—those that buyers do not normally think of
buying, such as insurance or blood donations. These industries must be good at tracking down prospects
and selling them on product benefits.

Panasonic aims to serve global customers with the highest quality products at a more affordable price.
The company guarantees to supply products to all sectors of society through affordable and reasonable
pricing. Hence, fair pricing policy and cost-cutting strategy are implemented to penetrate each market
that the company wants to focus on.

Panasonic implements a pricing strategy with higher sales and discounts on special occasions to help
lower product prices, hitting customer sentiment. Therefore, the price strategy in Panasonic's Marketing
strategy depends on the competition, product portfolio, and the geographic area the company targets.
Responding to each market that Panasonic's prices change to match, in Vietnam, the company pushes up
discounts on year-end holidays, when customers have high shopping demand on that occasion.
Moreover, customers often think that Panasonic is a brand with a relatively "soft" price tag but the
quality is very high. This is a great success in its pricing strategy in the markets that Panasonic targets.

4. Marketing Concept

Focus on satisfying the needs and wants of target markets

Under the marketing concept, customer focus and value are the paths to sales and profits. The job is not
to find the right customers for your product but to find the right products for your customers. Customer-
driven marketing is about understanding customer needs and creating products and services that meet
existing and latent needs.
 5. Societal Marketing Concept

The societal marketing concept questions whether the pure marketing concept overlooks possible
conflicts between consumer short-run wants and consumer long-run welfare. The societal marketing
concept holds that marketing strategy should deliver value to customers in a way that maintains or
improves both the consumer’s and the society’s well being.

Panasonic's management philosophy is that contributing to society through products and services is a
top priority for customers. Based on this philosophy, the company strives to improve customer
satisfaction (CS) and provides products, solutions and services that enrich the lives of people around the
world.

2.3. Construct an integrated marketing program that delivers superior value

Preparing an Integrated Marketing Plan and Program

The marketing mix: set of tools (four Ps) the firm uses to implement its marketing strategy. It includes
product, price, promotion, and place.

Integrated marketing program: comprehensive plan that communicates and delivers the intended value
to chosen customers.

The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It
includes product, price, promotion, and place.

 Product: The marketing department is required to design products that can meet the needs of
the customer.
 Location: The marketing process involves bringing products to market in a position where they
are easily accessible to customers..
 Promotion: Involves the adoption and development of effective product promotion tools and
media to attract the maximum number of customers.
 Price: In addition, the marketing process also focuses on pricing the product at a competitive
price in the market to make it affordable to the customer.
2.4. Build profitable relationships and create customer delight.

Customer Relationship Management: CRM

The overall process of building and maintaining profitable customer relationships by delivering superior
customer value and satisfaction

Partner relationship management involves working closely with partners in other company departments
and outside the company to jointly bring greater value to customers.

The aim of customer relationship management is to create not just customer satisfaction, but customer
delight. This means that companies must aim high in building customer relationships.

Companies are realizing that losing a customer means losing more than a single sale. It means losing
customer lifetime value. Customer lifetime value is the value of the entire stream of purchases that the
customer would make over a lifetime of patronage.

2.5. Capture value from customers to create profits and customer

Through continuous efforts to increase productivity and reduce costs, Panasonic will strive to
manufacture high quality products at reasonable prices. Panasonic will step up its flexible manufacturing
processes and delivery systems to meet customer demands for accuracy and timeliness.

Appliances Company (Home Appliances) provides a wide range of products and services for a wide
variety of spaces, from homes to offices and stores, focusing on business-to-customer business (B2C)
such as home appliances, beauty and health care, and business-to-business (B2B) operations such as
cooling and heating appliances for commercial use, appliances, energy, etc.

As a leading Japanese manufacturer of consumer electronics and a pioneer in providing business

solutions (B2B), “Quality Air For Life” is one of Panasonic's many B2B total solutions for all construction
works, with effective coordination between advanced construction methods and a system of
synchronous technological and technical solutions.

It is a building that meets strict standards of comfort, health, safety and security with careful
consideration of the climate and culture of each area.
With a vision of bringing fresh living spaces and a good life to people around the world, the
comprehensive "Quality Air For Life" air solution includes three key elements of high-quality air design.

It is the ability to reduce the amount of polluted indoor air by circulating it out and supplying filtered
fresh air indoors through the ventilation system; control temperature and humidity with Japanese
quality air conditioning system; Improves room air quality by minimizing dust, viruses, and odors thanks
to the advanced nano TM air filtration technology.

The "Quality Air For Life" display area at Panasonic Risupia Vietnam will bring a practical experience
space to businesses and customers about the latest technology and performance of products in air
solutions comprehensive from Panasonic.

Through researching market needs, constantly innovating technology and products, not stopping at the
position of the leading consumer electronics brand, Panasonic continues to pioneer in the development
of B2B solutions towards corporate and social issues, wanting to contribute to the sustainable
development of Vietnam.

B. Interrelationship between roles, responsibilities and organizational context

Business-to-business (B2B), also called B-to-B, is a form of transaction between businesses, such as one
involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business-to-business refers to
business that is conducted between companies, rather than between a company and individual
consumer.

B2B - Panasonic's strategy for new product lines

Investment in central air conditioning systems is like an investment in people, requiring a long-term
vision. High quality, energy-saving, and long-lasting air conditioning systems are a wise choice for
businesses in today's competitive market.

FSV-EX (VRF) air-conditioning system that Panasonic just launched is the optimal choice for businesses.
The FSV-EX is a groundbreaking product, demonstrating Panasonic's own push to go beyond its limits to
change the game (The Game changer). Panasonic want to change the perception of people about central
air-conditioning with improvements in functionality, capacity, and aesthetics.

The difference that investors will care about this new product is its outstanding energy saving ability with
the highest EER energy efficiency index for the entire outdoor unit capacity. In addition, the ability to
adapt to all extreme weather conditions with outdoor temperature ranges up to 52 degrees Celsius.
Product design also meets high aesthetic requirements in design and color. The machine system also
operates strongly, smoothly and low maintenance costs because it is easy to detect faults and errors
through modern control systems.

The new product line will be the most important part of Panasonic's B2B (Bussiness to Bussiness)
business project and target corporate customers. Panasonic already has a famous brand in consumer
electronics, now we confidently affirm our name in the e-commerce market with the breakthrough
product line FSV-EX with many outstanding advantages.

Although approaching the market late, this is an opportunity for company to implement our own
strategy when learning and learning from our predecessors. Panasonic also always listen to feedback
from customers in building business strategies, learning from other firms to build a more reasonable and
long-term strategy. The increase in the number of employees serving the B2B project also demonstrates
the determination to reach out more deeply to potential customers.

Vietnam is a potential market with a young population and a growing source of FDI in particular.
Forecasts about Vietnam's potential growth in the future are also very positive, as GDP in 2016 is
expected to increase by 6.6%.

Newly joined free trade agreements such as TPP, AEC ... will create a fiercely competitive market but
also a B2B business opportunity for many industries, including air conditioning systems center Vietnam is
considered as one of the countries that reap many benefits from TPP and AEC, so Panasonic will take
advantage of this advantage to thrive from now to 2020. Panasonic currently has 5 factories in Vietnam,
We will consider to invest more strongly in production lines, engineers.
Panasonic puts a modest growth because company top priority is not only business profit, but dedication
by delivering products and solutions better method to improve the quality of human life. Profits are the
rewards that come later, which we continue to use to reinvest in factories and engineers and create even
higher quality products.

Panasonic air conditioner brand high-quality air conditioner, best sell today.

With many advantages: Fast cooling, classy luxury design, pioneering in Nanoe-G sensor technology and
inverter helps save energy up to 65%.

Outstanding advantages of Panasonic air conditioners:

 Compact, luxurious design

 Inverter technology saves electricity, quiet and durable
 Cooling Powerful ultrafast brings an instant cooling sensation
 Fresh air, healthy safe with dust filtration system Nanoe-G
 Super quiet operation mode brings great relaxation for the whole family
  Convenient self-diagnosis function saves you money when repairing

Panasonic Air Conditioner is a product line that is preferred and chosen by a large number of
customers. This product owns a luxurious design and diverse models, helping customers to choose
freely. Not only that, but this type of air conditioner also possesses modern features, bringing many
conveniences to users.

Context of marketing environment

A company’s marketing environment consists of the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with target customers.

The micro environment consists of the actors close to the company that affect its ability to service its
customers.

The macro environment consists of larger societal forces that affect the microenvironment.
 The Micro Environment – Macro Environment

Micro Environment

The microenvironment consists of the actors close to the company that affect its ability to service its
customers.

All the interrelated groups form the internal environment. All groups should work in harmony to provide
superior customer value and relationships.

As well as fostering and maintaining relationships with external groups and forces, the marketing
function has to interact with other functions within the organization. Not all organizations have formal
marketing departments, and even if they do they can be set up in different ways, but wherever the
responsibility for the planning and implementation of marketing lies, close interaction with other areas of
the organization is essential. Not all business functions, however, operate with the same kind of focus,
and sometimes there can be potential conflict where perspectives and concerns do not match up. This
subsection looks at just a few other In addition, the marketing process also focuses on pricing the product
at a competitive price in the market to make it affordable to the customer. In addition, the marketing
process also focuses on pricing the product at a competitive price in the market to make it affordable to
the customer functions typically found in all but the smallest organizations and some of the points of
conflict between them and the marketers.

The external organizational environment

1. Suppliers provide the resources needed by the company to produce its goods and services.
Marketing managers must watch supply availability—supply shortages or delays, labor strikes,
and other events that can cost sales in the short run and damage customer satisfaction in the
long run. Marketing managers also monitor the price trends of their key inputs.
2. Marketing intermediaries help the company to promote, sell, and distribute its products to final
buyers.

Marketers recognize the importance of working with their intermediaries as partners rather than simply
as channels through which they sell their products.

3. Intermediaries

Resellers are distribution channel firms that help the company find customers or make sales to them.
These include wholesalers and retailers.

Physical distribution firms help the company to stock and move goods from their points of origin to their
destinations.

Marketing services agencies are the marketing research firms, advertising agencies, media firms, and
marketing consulting firms that help the company target and promote its products to the right markets.

Financial intermediaries include banks, credit companies, insurance companies, and other businesses
that help finance transactions or insure against the risks associated with the buying and selling of goods.

4. Marketers must gain strategic advantage by positioning their offerings strongly against
competitors’ offerings in the minds of consumers. No single competitive marketing strategy is
best for all companies.
5. A public is any group that has an actual or potential interest in or impact on an organization’s
ability to achieve its objectives.

Financial publics influence the company’s ability to obtain funds.

Media publics carry news, features, and editorial opinions.

Government publics. Management must take government developments into account.

Local publics include neighborhood residents and community organizations.

General public. The general public’s image of the company affects its buying.

Internal publics include workers, managers, volunteers, and the board of directors.

6. The company may target any or all of these five customer markets.

Consumer markets: individuals and households that buy goods and services for personal consumption.

Business markets: buy goods and services for further processing or for use in their production process.

Reseller markets: buy goods and services to resell at a profit.

Government markets: made up of government agencies that buy goods and services to produce public
services.

International markets: buyers in other countries, including consumers, producers, resellers, and
governments.

The macro environment

Macro Environment

The macro environment consists of larger societal forces that affect the microenvironment.
 1. Demography is the study of human populations in terms of size, density, location, age, gender,
race, occupation, and other statistics.

Demographic environment is important because it involves people, and people make up markets.

Demographic trends include age, family structure, geographic population shifts, educational
characteristics, and population diversity.

Changing Age Structure of the Population

The single most important demographic trend in the United States is the changing age structure of the
population.

Changing Family

The “traditional household” consists of a husband, wife, and children (and sometimes grandparents).

In the U.S. there is increasing diversity of household/family structure with more families without children
and more single-parent households.

Geographic shifts

Occupation shifts

2. Economic Environment

The economic environment consists of factors that affect consumer purchasing power and spending
patterns.

3. Natural Environment

Natural environment involves the natural resources that are needed as inputs by marketers or that are
affected by marketing activities. Trends include shortages of raw materials, increased pollution,
increased government intervention and a greater attention to environmentally sustainable strategies.

4. Technological Environment

Technology is the most dramatic force in changing the marketplace. It creates new products and
opportunities, and kills off older products.

5. Political/Legal Environment

Political environment consists of laws, government agencies, and pressure groups that influence or limit
various organizations and individuals in a given society.
Governments develop public policy to guide commerce. Legislation affecting business around the world
has increased steadily over the years.

Business legislation has been enacted to protect companies from each other, to protect consumers from
unfair business practices and to protect the interests of society against unrestrained business behavior.
Because government agencies have discretion in enforcing laws, they can have an impact on a
company’s marketing performance.

6. Cultural Environment

The cultural environment is made up of institutions and other forces that affect a society’s basic values,
perceptions, preferences, and behaviors.

Core beliefs and values persist because they are passed on from parents to children and are reinforced
by schools, churches, business, and government.

Secondary beliefs and values are more open to change.

C. The roles and responsibilities of marketing in the context of the wider

marketing environment

Impact of the internal environment

Panasonic's internal environment analysis can contribute to building a better and effective marketing
plan for the organization.

A. Strength

 Durable and extremely quiet machine; Achieve set temperature quickly with high efficiency;
 Possessing modern inverter technology for optimal energy saving; All components are imported
from Malaysia;
 High heat resistance and resistance to the corrosive agents of air 4 times higher than
conventional.
 Diverse designs, always innovating in design.
 Talking about civil air conditioners, Panasonic is always at the forefront in terms of design,
technology, coldness, durability and absolute quietness.
  Talking about energy-saving inverter technology, Panasonic air conditioners are always at the top
in their ability to save energy compared to other air-conditioners. For high-end TS products,
thanks to the combination of inverter technology and Econavi technology (intelligent sensor), this
product line has become an unmatched energy-saving air conditioner line.
 Air-conditioning radiators must be able to resist the corrosion of air, rain and other agents.
Therefore, Panasonic has increased the life of the radiator by 3 times with its unique anti-
corrosion coating.

B. Weakness

 Due to the use of inverter technology, circuit board failure is easy to occur during long-term use
without regular maintenance. The price is quite high.
 Although Panasonic air conditioners have nice designs, many good features, and save electricity,
but in terms of durability and stability, they are still somewhat inferior to other high-end
imported Thai air conditioners. For example: Daikin Linen, Toshiba, Mitsubishi Electric ...
 Due to focusing on the production of many types of goods in the field of household electronics
(televisions, washing machines, hot bath machines ...), in terms of technology, there is still a loss
compared to air conditioning companies famous for specializing in cold technology like Daikin.
 There are counterfeit goods on the market. If consumers are not careful or inexperienced, it is
easy to buy poor quality goods.
 The price is relatively high compared to the common ground.

C. Opportunities
 Tech companies are often the same when it comes to their opportunities. Panasonic has a few
different opportunities stemming from their high quality, good brand and diversity:
 Emerging markets: In addition to offering near 'luxury' consumer electronics, Panasonic also
produces home appliances with much more global demand. Hence, demand for Panasonic
products is even in poorer regions. Overall, this multinational has plenty of room to expand into
markets in Latin America, India and perhaps one day Africa.
  New product: Like most tech companies, if Panasonic can grasp the next 'big thing' in electronics,
there's a lot to achieve. Healthy wealth, a large workforce (more than 250,000 workers)

D. Threats

 Operating in such a competitive market, it is clear that Panasonic faces a number of threats.
In their simplest form, they are:
 Fierce competition: Sony, LG, Samsung, Philips and Toshiba all compete directly with many
products produced by Panasonic. Each of them has its own strengths - lower prices, better
quality, and even better customer support. If Panasonic cannot keep up with the innovation,
it will be pushed aside by other giant multinational technology companies.

In short, while Panasonic is known for its innovative skills, premium quality and eclectic product lines, it
is competing in one of the world's toughest markets. Panasonic certainly has some opportunity in
supplying their home appliances to various emerging markets globally, but they still have to be careful
not to get swept away in the sector's volatile market technology.
PESTLE analysis
The external environmental impact of Panasonic's marketing plans can be described using a PESTLE
analysis:
 D. The significance of interrelationships between marketing and other
functional units of an organization.

Marketing functions work closely with other organizational functions. For example, the marketing
department works closely with the finance department. The marketing function often requires economic
resources to carry out the planning, research, implementation of the marketing plan, and the marketing
strategies to design a successful marketing plan. This requires coordination with finance and other
departments to ensure that all departments are working on a common goal to meet the goals of the
organization. Marketing department requires relevant and up-to-date product descriptions to come up
with a marketing strategy for the target market. The marketing department works with the HR
department to hire the right talent that can assist the company in making effective marketing plans. It
also contributes to the analysis of the organization's proposed marketing goals and marketing plans, and
the business goals of the organization.