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CASE Study ENT 600 ( NUR AIDA Hidayah BT Abdul Shukor

) 2019 406112
Technopreneurship (Universiti Teknologi MARA)

Studocu is not sponsored or endorsed by any college or university

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UNIVERSITI TEKNOLOGI MARA

CAWANGAN PERLIS, KAMPUS ARAU

ENT 600

Course Code: AS 254

Lecture : Dr Shafiq Shahruddin

Student’s Name : Nur Aida Hidayah binti Abdul Shukor

Matric number :2019406112

Class : RAS254 4B

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TABLE OF CONTENT

EXECUTIVE SUMMARY 3
1. INTRODUCTION
1.1 Background Study 4
1.2 Problem Statement 5
1.3 Purpose Study 5
2. COMPANY INFORMATION
2.1 Company Background 6
2.2 Organizational Structure 7
2.3 Products / Services 8-10
2.4 Business, Marketing , Operational Startegy
2.4.1 Business Strategy 11
2.4.2 Marketing Strategy 11-12
2.4.3 Operational Strategy 12
3. COMPANY ANALYSIS
3.1 SWOT 13
3.2 Strenght 13
3.3 Weakness 13-14
3.4 Opportunities 14
3.5 Threats 15
4. FINDINGS AND DISCUSSION
4.1 Findings 16
4.1.1 Iron Not Heating Enogh 16
4.1.2 Iron Not Working 16
4.1.3 Dirty Soleplate 16
4.2 Discussion 16
4.2.1 Solution 1 16
4.2.2 Solution 2 16-17
4.2.3 Solution 3 17
5. RECOMMENDATION AND IMPROVEMENT 18
6. CONCLUSION 18
7. REFERENCES. 19

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EXECUTIVE SUMMARY

This case study is attempt to know about more about Panasonic Company. In this
company analysis , it is focusing on the iron that produced by Panasonic Company. In this
company analysis, it is focussing on the iron that is produced by Panasonic manufacturing to be
investigate, identified and analysed along with their current problems and come out with
solutions and also better improvement.

In the first part of this case study, I able to collect general information of the company
such as the company background, the strategy , and different kind of products that the company
manufactured.

In the second part of this case study, by doing the SWOT analysis, I ablle to find the
strenght, weakness, opportunities and threats of this company and figure out better improvement
that can be implemented in the company to cope the current problems that opposed by the
company. In the findings , there are few problems such as iron not workking, iron not heating
enough and dirty soleplate.

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1.0 INTRODUCTION

1.1 Background of the Study

A clothes iron (also flatiron, smoothing iron, or simply iron) is a small appliance that,
when heated, is used to press clothes to remove creases. Domestic irons generally range in
operating temperature from between 250 °F (121 °C) to 360 °F (182 °C). It is named for the
metal (iron) of which the device was historically made, and the use of it is generally
called ironing, the final step in the process of laundering clothes. Ironing works by loosening the
ties between the long chains of molecules that exist in polymer fiber materials. With the heat and
the weight of the ironing plate, the fibers are stretched and the fabric maintains its new shape
when cool. Some materials, such as cotton, require the use of water to loosen the intermolecular
bonds.

Before the introduction of electricity, irons were heated by combustion, either in a fire or with
some internal arrangement. An "electric flatiron" was invented by American Henry W.
Seeley and patented on June 6, 1882. It weighed almost 15 pounds (6.8 kg) and took a long time
to heat. The UK Electricity Association is reported to have said that an electric iron with a
carbon arc appeared in France in 1880, but this is considered doubtful.

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1.2 Problem Statement

In the current era of globalization with technology evolving, the use of irons is
becoming more modern and widespread. There are many types of irons on sale nowadays and
can be found everywhere. Various ways to iron clothes nowadays. The use of irons nowadays is
becoming a necessity and a must have in every home. There are various types of irons, some are
sticky some are too hot and cause perforated clothes, some are too heavy and difficult to carry
when traveling.

1.3 Purpose Study

The purpose of this study is to investigate, identify and analysed the company-based
product, their problems and the best solution to improve the company product regarding their
problems.

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2.0 COMPANY INFORMATION

2.1 Background

Panasonic Corporation, formerly known as the Matsushita Electric Industrial Co., Ltd.,
founded by Kōnosuke Matsushita in 1918 as a lightbulb socket manufacturer, is a
major Japanese multinational electronics company, headquartered in Kadoma, Osaka. In addition
to consumer electronics of which it was the world's largest maker in the late 20th
century, Panasonic offers a wide range of products and services, including rechargeable batteries,
automotive and avionic systems, industrial systems, as well as home renovation and
construction.

Panasonic has a primary listing on the Tokyo Stock Exchange and is a constituent of
the Nikkei 225 and TOPIX indices. It has a secondary listing on the Nagoya Stock Exchange.

Panasonic Manufacturing Malaysia Berhad is engaged in the manufacture and sale of

electrical home appliances and related components. Panasonic operates in two segments: home
appliance and fan. Panasonic's products include dish dryer, bidel, cooker, lender, juicer, food
processor, home shower, fan, iron and vacuum cleaner. Panasonic was founded in 1965 and
based in Shah Alam, Selangor, Malaysia. The company is listed on Bursa Malaysia under the
Main Market.

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2.2 ORGANIZATIONAL STRUCTURE

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2.3 PRODUCTS / SERVICE

TYPE OF PRODUCT / SERVICE CLASSIFICATION OF PRODUCT /

SERVICE
TV & AV

 Television
 Audio
 Blu-ray & DVD Player
 Headphone

AIR SOLUTIONS  Air Conditioner

 Air Purifier
 Ceiling Fan
 Ventilating Fan
 Stand & Table Fan
 Wall & Ceiling Fan
 Air Curtain
 Accessory

HOME APPLIANCES  Refrigerator / Fridge

 Washers & Dryer
 Vacuum Cleaner
 Iron & Garment Steamer
 Home Shower
 Water Purifiers & Alkaline Ionizer
 Panasonic Lighting
 Bidet & Water Pump

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KITCHEN APPLIANCES  Cubie, Microwave & Electric Oven

 Rice Cooker & Slow Cooker
 Blender & Hand Blender
 Juicer & Slower Juicer
 Thermo Pot
 Food Preparation
 Breakfast Appliance
 Built-In Appliance & Others

BEAUTY AND HEALTH CARE 

 Hair Care
 Hair Dryer
 Hair Styler, Straightener & Brush Iron
 Face Care
 Epilators & Lady’s Shaver
 Mobile Beauty
 Men’s Shaver
 Men’s Trimmer
 Oral Care
 Leg & Portable Massager
 Hygiene Care

CAMERAS AND CAMCODER 

 LUMIX G Mirrorless (DSLM) Camera

 LUMIX G Lense
 LUMIX Digital Camera
 Camcorder
 Accessory

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 LUMIX S Camera
 Lumix S Lense
 LUMIX Box-Style Cameras

PHONE, FAX AND VIDEO INTERCOM

 Home Network System
 Cordless Phone
 Single Line Phone
 Home Fax
 Video Intercom System
 Wireless Door Camera

BATTERY AND TORCHLIGHT

 Battery
 Battery Appliance
 eneloop Solar Storage

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2.4 BUSINESS, MARKETING AND OPERATIONAL STRATEGY

2.4.1 BUSINESS STRATEGY

For panasonic bussiness strategy the measures that panasonic taken so far are reorganized
‘Corporate structure’, unprofitable business, reviewed transferring businesses or growth strategy
and escaping from financial crisis. For business division system each business division has
responsibility for global R&D , production and sales. Then sustainable increase in cash and
profit. Four divisional companies that support business divisions are appliances (AP), eco
solutions (ES), AVC network (AVC), and automotive and industrial systems (AIS).

2.4.2 MARKETING STRATEGY

Being present in the varied line of businesses has helped the company in using the
competencies of one business into other. It uses the mix of demographic, geographic and
psychographic segmentation variables to address growing opportunities in the respective markets
accordingly. Marketing Strategy of Panasonic differentiating targeting strategy is used by
Panasonic to make the particular product available to the customer as per their requirement. It
uses value-based positioning strategy which means that their business philosophy is to deliver
value for money products to the customers.

Competitive advantage in the Marketing strategy of Panasonic. It is presence in Meta-

market: Being present in such diverse inter-related businesses is helping the company in
exploring and using the capabilities of each other to built competencies in the business. Being
present in the countries across the world helps Panasonic in getting access to such a diverse
market and the customer group which helps businesses to develop the product meant for some
other country and can be a competitive innovative offering in other markets.

BCG Matrix in the Marketing strategy of Panasonic. Its electronic appliances business
segments and, Eco solutions dealing in white goods, AVC networks dealing in mobiles digital
and surveillance cameras are stars in the BCG matrix, automotive and industrial business are the
question mark in the BCG matrix.

Multi-distribution channel is used by Panasonic to make its products available to the

customers. Distributing through authorised showrooms & service centres, retail outlets, direct

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sales channel, resellers, distributors and OEM’s (Original equipment manufacturer) are helping
the company in reaching the customers with its offerings. For brand equity in the Marketing
strategy of Panasonic. From being an Olympic and Para Olympic partner to sponsoring cricket
world cup and FIFA matches. Panasonic has been associated with various institutions to increase
its visibility in the market.

2.4.3 Operational Strategy

Panasonic Malaysia Sdn Bhd is company engaged in the business of sales, service and marketing
for the Panasonic brand of electrical and electronic consumer and business solutions. It has a

Company Panasonic Malaysia Sdn. Bhd.

Name

Office Lot 10, Jalan 13/2, 46200 Petaling Jaya, Selangor Darul Ehsan, Malaysia
Location

Phone +(6)03 7809 7888

Number

Fax +(6)03 7955 1857

Managing Cheng Chee Chung

Director

Foundation Matsushita Sales & Service Sdn Bhd (MASCO) was established on 29 March
1976. MASCO was renamed National Panasonic Malaysia Sdn Bhd (NPM)
in 1992. As a global brand unification movement of Panasonic, NPM was
officially called Panasonic Malaysia Sdn Bhd (PM) from 1 October 2003.

long standing presence for more than 30 years since it was first established.

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3.0 COMPANY ANALYSIS

3.1 SWOT

S W

 Polished soleplate.  Heavy weight.

 Adjustable swivel cord.  Hard to bring to travel.
 Built-in pilot lamp.  Slow to cooldown.

O T

 Rising middle class income.  Rising competitive threat.

 Lifestyle change.  Regulatory pressure.
 Asian markets.  Fluctuations in the economic
enviroment.

3.2 Strenght

Based on the SWOT analysis, the strenght is the polished soleplate. The polished
soleplate rides on smoothly on garment surface. the adjustable swivel cord allows easy
manoeuvre while ironing and the built-in pilot lamp helps indicate when the desired temperature
is reached, ensuring fabrics do not get scorched.

3.3 Weakness

Meanwhile , there are also weaknesses in this product. The iron has heavy weight. So its
hard to bring the iron for travelling. They do not have any steaming feature, you have to use the
sprinkler. The iron also take times to cooldown. The iron have to sit straight after done ironing
the clothes for its to cool down. If the iron put in the wrong position the iron board will easy get

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burn because it still hot. Then sometime the dry iron are not heating enough. After using the iron
for the long time the sole plate also can be dirty . It can affect the performance of the iron and the
clothes can be dirty after ironing. Thus, the temperature should be adjust suitable with the types
of clothes.

3.4 Opportunities

Following that, to achieve a better market and excellent financial results, the company
has secured that with a few opportunities. First, Rising middle class income – Panasonic’s
opportunities are growing in this fast changing world. The income of the middle class has grown
worldwide. It has become the most important segment of consumers for the brands. Rising
middle class income has also given rise to new consumption trends that will prove favourable for
the consumer electronics brands like Panasonic. An income rise is significant for the middle
class since it will have more disposable income and several of Panasonic’s products target the
middle class consumers. So, this is a profitable trend. Next is lifestyle changes. In this era,
people’s lifestyle has also undergone a major change which is significant for consumer
electronics brands. Even in the developing and underdeveloped countries, people are growing
more aware about technology and technology products. They spend more time on social media
and come across brands and products on a daily basis. they want more convenience in their lives
and that convenience comes from technology. Panasonic makes and sells consumer electronics
products which are aimed at adding more convenience and happiness to people’s lives.
For asian markets , asian markets have grown more open in the recent years and that brings a
bigger opportunity before the innovative consumer electronics brands like Panasonic. India has
also risen on this scale and China was faster to make its environment favourable for the foreign
brands. Several global brands are already enjoying profitable partnerships with the local brands
in the Asian countries. The rising income in these two economies is a good sign for consumer
electronics businesses. India and China both are tough economies that survived some of the
most bitter economic fluctuations.

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3.5 Threat

Despite that, it is unexceptional to the company to be around the threats ,Panasonic

might have rising competitive pressure . Competitive pressure has become a major threat before
the consumer electronics brands in the 21st century. Panasonic has several competitors with a
strong market position. From Samsung to LG and Philips, all these brands have grown more
aggressive in their business strategy. As a result pressure on Panasonic remains high and
therefore its focus on R&D as well. Innovation has become the key to success in this era and
brands have to invest more in quality because of consumers’ rising awareness.Next is regulatory
Pressures . Another major threat to the global brands comes from government and regulatory
bodies. They have grown more aggressive with regard to enforcement of relevant laws and
oversight of businesses. Panasonic has maintained a string brand image and good financial
position which helps it overcome the pressure to a large extent and still fast expansion becomes
challenging if governments continue to remain aggressive in their attitude towards
business.Then, fluctuations in the economic environment . While the recession has passed, the
global economy is still seeing some turbulences here and there. In some areas, local economies
are still experiencing small and big jolts that can affect sales and revenue. China and India,
which are important markets have been through small and big economic jolts and had to fight
hard to bring things back on track. Demonetisation in India and jolts in the Chinese stock market
caused fluctuations that had made the economic and business environment unfavourable.

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4.0 FINDINGS AND DISCUSSION

4.1 Findings

4.1.1 Iron not heating enough

One of the most common troubles with dry irons is iron not heating enough. The
possible causes for this could be wrong thermostat setting, problem with electric connections,
problem with the power switch etc.

4.1.2 Iron not working

Not heating enough and not working altogether are different issues. One common
problem that people face is dry iron not working.

4.1.3 Dirty sole plate

Any kind of iron can experience issues with the sole plate. Over a period of time and
usage, a sole plate can get dirty . This may affect its heating and overall performance.

4.2 Discussion

4.2.1 Solution 1

Thus to resolve this problem, you first need to check if you have made all the connections
properly and in accordance with the user manual. Check the power switch, the plug and the
thermostat as well. The thermostat is that element of an iron which helps control the temperature
and the mode. If it is set at the wrong temperature, in particular a lower one, then the iron may
not heat enough. So make sure you turn it to a reasonably higher setting. Moreover, try changing
the heating mode to see whether the heat increases.

Advantages : With the right tempertaure the iron will heat enough.

Disadvantages: Need to adjust the temperature.

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4.2.2 Solution 2

If your dry iron is not working at all then in that case you need to check the power cord
first. If the cord is broken or damaged in any way, then this could be a cause of the appliance not
working at all. Also try changing the plug into another power outlet to check whether the issue is
with the outlet or the iron. Some other reasons why your dry iron may not be working could be
wrong iron setting for example auto-off setting, limescale deposits on the soleplate and others.

Advantages: The iron will working well.

Disadvantages: If the cord is broken or damaged the iron cannot be use anymore.

4.2.3 Solution 3

It is thus important to clean and maintain the sole plate on a regular basis. For this, you
must first remove any particles you see on the sole plate with your hand. After that, take a cloth,
dampen it and put some salt on it. Now rub this cloth on the bottom of the iron to remove stains
and marks. You can remove burn marks by directly sprinkling some oven cleaner and leave
there for some time before washing with cold water.

Advantages: The soleplate will become clean and cloths will not dirty.

Disadvantages: The soleplate might have a scrath after rub the soleplate.

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5.0 RECOMMENDATION AND IMPROVEMENT

I discover there are some advantages and disadvantages from the SWOT analysis, so my
company which is Power Enterprise would like to make the better version of iron. There is some
improvement that I like to add to make the iron at my company more better than the panasonic
iron. The first improvement is use the light material to reduce the weight of the iron. So its easy
to iron the clothes. Next is add the powerful steam feature. The steam from the iron moistens the
fibers of your clothes and makes them easier to press. Not only this, but the steam also helps
keep the fibers in place for a longer duration. This ensures that your clothes look sharp
throughout the day. Then, add a built-in camera and Artificial intelligence (AI) that recognizes
fabrics and automatically adjust its setting for each garment. It will automatically adjusts
temperature and steam output for each fabric. For the fast cooling effect, the fast-cooling
soleplate is used so no burns on all ironable garments. When switch between fabrics instantly,
for example from silk to denim. The iron will always choose the safest setting for the garments.
Combining the lightweight iron with powerful steam that enables to vertical steam dresses and
even curtains. The new product name is Powerful Steam Iron.

6.0 CONCLUSION

As for the conclusion, in this case study , we are able to identify the problems faced by
Panasonic company. I give some ideas to solve the problem involving by the improvements of
the product that already produce. The problems can be fixed if the company took an action to
upgrade their product and it helps in commercialize their product to the global.

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7.0 REFERENCES

Bhasin, H. (2019, January 25). Marketing Strategy of Panasonic – Panasonic Marketing Strategy.
Retrieved April 20, 2021, from MARKETING91:
https://www.marketing91.com/marketing-strategy-panasonic/

Company, B. (2021). Which Soleplate is Best for Ironing? (Stainless Steel or Ceramic).
Retrieved April 19, 2021, from Home Cult Ironing Lab: https://homecult.org/best-
soleplate-for-ironing/

Mangla, S. (2017, July 24). Common dry iron problems and their solutions. Retrieved April 20,
2021, from MR Right Ideas: https://www.mrright.in/ideas/appliances/small-
appliances/iron/common-dry-iron-problems-solutions/

McCallum, B. (2020, August 5). Should you choose a dry iron or a steam iron? Retrieved April
19, 2021, from Ohso Spotless: https://ohsospotless.com/dry-iron-vs-steam-iron/

Tsuga, P. C. (2013, September 28). Panasonic Business Strategy. Retrieved April 19, 2021, from
https://www.panasonic.com/global/corporate/ir/pdf/20130918_vision_e.pdf

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