BRAND PROPOSAL

MKTG 1 - GROUP 4

1. Brand name and description

Toshiba

Toshiba Corporation, commonly known as Toshiba and stylized as TOSHIBA, is a

Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan.

Toshiba manufactures a variety of consumer and business products. In addition to HD

televisions and laptop computers, the company builds DVD players, digital video recorders
(DVRs), printers, copiers, lighting products, medical imaging equipment, surveillance
systems, and liquid crystal display (LCD) devices.

2. Current Market

Current Market of Toshiba

Toshiba revenue for the quarter ending September 30, 2022 was $6.589B, a 9.85% decline
year-over-year.

Toshiba revenue for the twelve months ending September 30, 2022 was $26.626B, a 8.81%
decline year-over-year.

Toshiba annual revenue for 2022 was $28.265B, a 0.37% decline from 2021.

Toshiba annual revenue for 2021 was $28.372B, a 9.68% decline from 2020.

Toshiba annual revenue for 2020 was $31.412B, a 7.32% decline from 2019.

3. Years in Market
The first strand of Toshiba's history is Tanaka Seizo-sho (Tanaka Engineering Works),
founded in 1882 and based on a factory founded in 1875 by Hisashige Tanaka (1799-1881).

Tanaka was well-known in his youth for his inventions such as mechanical dolls and a
perpetual clock. His company, Shibaura Seisaku-sho (Shibaura Engineering Works),
eventually became one of Japan's major makers of heavy electrical apparatus.

The other is Hakunetsu-sha & Co., Ltd., which was founded as Japan's first incandescent
light producer. Following diversification, the company evolved into a manufacturer of
consumer goods. It was renamed Tokyo Denki in 1899. (Tokyo Electric Co.).

In 1939, these two industry leaders united to become Tokyo Shibaura Denki, an integrated
electric equipment producer (Tokyo Shibaura Electric Co., Ltd.). The corporation quickly
became known as 'Toshiba,' which was adopted as its official name in 1978.
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MKTG 1 - GROUP 4
Toshiba's reputation was harmed when incorrect accounting errors were revealed in 2015,
followed by significant deficits in the foreign nuclear power industry, plunging the company
into its most serious crisis since its inception. As a result, the company transferred its home
appliance, audiovisual, medical equipment, and memory businesses, converting its
business portfolio from that of a general electrical contractor to one focused on the energy,
infrastructure, and electronic devices segments.

Toshiba's global net sales from the fiscal year 2008 through the current year 2021. Toshiba
made net sales of around 3.34 trillion Japanese yen in the fiscal year 2021, which equated
to approximately 27.35 billion US dollars at the time.

4. Scope of Serviceability
The scope of serviceability of Toshiba products covers a wide range of products and
services designed to meet the needs and expectations of its customers. This can include,
but is not limited to:

Repair services: Toshiba provides repair services for products that are covered under
warranty or out of warranty. Customers can receive repair services through authorized
service centers or by contacting Toshiba support.

Warranty and extended warranty: Toshiba offers a limited warranty on its products, which
covers defects in materials and workmanship for a specified period of time. Customers can
also purchase extended warranty coverage for additional peace of mind.

Technical support: Toshiba provides technical support for its products through various
channels, including phone support, email support, and live chat.

Software updates: Toshiba offers software updates for its products to improve performance,
add new features, and fix bugs.

Parts replacement: Toshiba provides replacement parts for its products, including batteries,
AC adapters, and other accessories.

Recycling and disposal: Toshiba is committed to responsible recycling and disposal of its
products, and provides various options for customers to recycle or dispose of their Toshiba
products in an environmentally responsible manner.

This is a general overview of the scope of serviceability of Toshiba products and services.

5. Why is it declining?
Over the decades of its fame and glory in the industry, Toshiba faced problems that led to
its decline. In 2015, Toshiba had an accounting scandal and drastically affected its
reputation. The most damaging event that happened left several problems. In the same
year, its sales fell to its lowest point as the company's loss reached 102 million dollars.
Thus, took them away from the innovative path, and having almost 8.3 billion dollars of
debt.
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MKTG 1 - GROUP 4
In 2017, Toshiba invested in making flash memory chips. But, after a month, it just led again
to a loss amounting to 390 billion yen that caused the bankruptcy of its energy company
named Westinghouse. By the year of 2021, on 12th of November, Toshiba declared that the
company will be separated into three, focusing on electronic devices, infrastructure, and
company's name retention.

Members:

Barcia, Jean

Blanquera, Lyannah

Sandiego, Gabriel

Sia, Emmanuel