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).
Microenvironment
One of the microenvironment forces that affected Panasonic’s marketing activities in recent years was customer. Customers were becoming more and more conscious about protecting the environment. This brought impact to Panasonic as the company had to implement changes accordingly in order to keep its existing customers and attract more new customers. The changes that the company has undertaken as a response to the environmental factor include developing refrigerators that detect when they are not being used by the family and then proceed to eliminate unneeded cooling during this time (Panasonic Corporation, 2013). Panasonic has also manufactured televisions that automatically control screen brightness based on the location of the people and how bright the room is. In addition, the company has produced washing machines that could detect how soiled or dry the clothing is and go on to make adjustment to the electricity and water usage accordingly (Panasonic Corporation, 2013).
References
- PANASONIC MALAYSIA. (2013) Corporate Profile. [Online] Available from: http://www.panasonic.com/my/corporate/profile.html [Accessed: 25 Sep 2013].
- PANASONIC CORPORATION. (2013) Focus on Sustainability: Making the Best Use of Limited Resources and Energy. [Online] Available from: http://panasonic.net/sustainability/en/overview/focus/01/index.html [Accessed: 25 Sep 2013].
