3.1 Company Overview
Best known by its Panasonic brand name, Group & Global Headquarters, Panasonic Corporation. based in Osaka, Japan is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. Panasonic Malaysia Sdn Bhd is a sales, service and marketing company for the Panasonic brand of electrical and electronic consumer products ranging from home appliances, audio-visual, digital cameras, air conditioners, business systems & solutions, telecommunications, professional broadcasting cameras, health and beauty care to batteries and lightings.
3.2 Business Description
Best known by its Panasonic brand name, Group & Global Headquarters, Panasonic Corporation based in Osaka, Japan is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. In Malaysia, Panasonic Malaysia Sdn Bhd (PM) has a long standing presence for more than 30 years since it was first established on 29 March 1976 by the name of Matsushita Sales & Service Sdn Bhd (MASCO) with all home appliances and audio visual products under National brand. In 1992, MASCO was renamed National Panasonic Malaysia Sdn Bhd (NPM) promoting National brand for home appliances and Panasonic brand for audio visuals and in the same year NPM achieved a new milestone of breakthrough 1st billion sales. From 1 October 2003, as a global brand unification movement of Panasonic worldwide, NPM was officially called Panasonic Malaysia Sdn Bhd (PM) promoting one brand Panasonic for all products range. Panasonic Malaysia is a company engaged in the business of sales, service and marketing for the Panasonic brand of electrical and electronic consumer and business solutions. Through our wholly owned subsidiary, Panasonic Systems Engineering (PSE) we offer professional expertise in integrating system solutions from design, supply, installation, training and maintenance of professional electrical and electronic equipments and products. PM is supported by a wide dealer network of more than 140 Panashops and over 750 authorised dealerships. To maintain customer’s satisfaction, PM has a total of 8 Panasonic Service Centres and 236 dedicated Panasonic Service Networks throughout Malaysia. Today, its operation has rapidly expanded with a total of 11 branch offices nationwide employing a total workforce of more than 400 in Panasonic Malaysia and its subsidiary, and achieving a total sale of RM1.3 billion as of FY2006.
3.3 Company History
Birth of Panasonic
1894 -From birth to the founding of the company
1918 -Panasonic launched
1920 -Establishment of the "Hoichi-Kai"
1922 -First head office and factory established
1923 -Bullet-shaped bicycle lamp developed and marketed
1927 -Square bicycle lamp developed and marketed
1927 -Super iron marketed
1927 -Communication media published
1929 -Management objective and company creed announced
1931 -Tradition of celebrating the first shipment of each year instituted
1931 -Radio production started
1932 -First commemoration of company founding held
1933 -New head office and factory constructed in Kadoma
1933 -Konosuke Matsushita institutes divisional system
1933 -Motor development and production launched
1934 -Employee Training Institute opens
1935 -Pricing policy based on co-existence and mutual prosperity philosophy
1935 -Trading company established
1935 -Rules and regulations issued
1939 -Public tv broadcasts successfully tested
1941 -War in the pacific breaks out
1945-1959
1945 -Up from ashes
1946 -Postwar period of hardship
1951 -Matsushita makes his first visit to the United States
1952 -Technical cooperation agreement with Philips lnked
1951-54 -Sales and finance companies established
1953 -Construction of the Central Research Laboratory
1956 -Announcement of Five-year Plan
1956 -Beginning of the home appliance era
1956 -New factories built
1959 -Establishment of Matsushita Electric Corporation of America
1960-1979
1961 -Overseas manufacturing rapidly built-up
1961 -Company organized with Konosuke Matsushita as chairman and Masaharu Matsushita as president.
1960-65 -Establishment of Corporate Special Equipment Sales and Corporate Housing Equipment Sales Divisions
1963 -Service Division established
1964 -Atami conference held
1965 -Reorganization of the sales and distribution network
1965 -Establishment of the five-day work week
1966 -Rapid growth phase entered
1968 -Panasonic's 50th anniversary marked
1969 -Technological exhibition held
1970 -Pavilion erected at Expo 70
1970 -Panasonic meets the consumer movement
1971 -Panasonic shares traded on NYSE Nixon dollar shock
1973 -Konosuke Matsushita retires to the position of executive adviser
1973 -The oil crisis
1977 -The company builds a new management team with ToshihikoYamashita as president and Masaharu Matsushita as chairman
1977 -VHS-standard VCR marketed
1980-
1983 -ACTION 86 initiated
1986 -Akio Tanii becomes president
1987 -Joint venture company with Beijing established
1988 -MET merges with MEI
1989 -Death of company founder Konosuke Matsushita
1990 -Addition of MCA to the Panasonic group
1991 -Environmental charter set forth
1992 -Information and Communications Systems Center opens
1993 -A new departure under Yoichi Morishita
3.4 Key People
3.5 Location and Subsidiaries
Headquarter Panasonic Malaysia Sdn Bhd (PM)
Lot 10, Jalan 13/2, 46200 Petaling Jaya, Selangor
+603-7809 7888/7955 1857
Subsidiaries Panasonic System Engineering (M) Sdn Bhd (PSE)
Lot 1, Persiaran Budiman, Seksyen 23, 40300,Shah Alam, Selangor Darul Ehsan
+603-5549 5422/5549 5431
Panasonic Manufacturing Malaysia Berhad (PMMA)
No 3, Jalan Sesiku 15/2, Shah Alam Industrial Site, 40200, Shah Alam, Selangor
+603-5891 5000/5891 5108
Panasonic HA Air-Conditioning (M) Sdn Bhd (PHAAM)
Lot 2, Persiaran Tengku Ampuan, Section 21, Shah Alam Industrial Site, 40300 Shah Alam, Selangor DarulEhsan
+603-5891 4000/5891 4001
Panasonic HA Air-conditioning R & D (M) Sdn Bhd (PHAARADM)
Lot 2, Persiaran Tengku Ampuan, Section 21, Shah Alam Industrial Site, 40300, Shah Alam, Selangor +603-5891 4000/5891 4001
Panasonic Compressor Malaysia Sdn Bhd (PCOM)
No. 17, Jalan Puchong, Taman Perindustrian Subang Utama, Seksyen 22, 40300 Shah Alam, Selangor +603-5891 3000/5891 3117
Panasonic Compressor R & D Malaysia Sdn Bhd (PCRADM)
No. 17, Jalan Puchong, Taman Perindustrian Subang Utama, Seksyen 22, 40300, Shah Alam, Selangor +603-5891 3167/5891 3170
Panasonic AVC Networks Kuala Lumpur Malaysia Sdn Bhd (PAVCKM)
Lot 5, Persiaran Tengku Ampuan, Section 1, Shah Alam Industrial Site 40300, Shah Alam, Selangor Darul Ehsan
+603-5891 3888/5891 3998
Panasonic Electronic Devices Malaysia Sdn Bhd (PEDMA)
No 1, Jalan Pelaga, Section 16/13, 40200, Shah Alam, Selangor Darul Ehsan
+603-5891 2888/5891 2889
Panasonic System Networks Malaysia Sdn Bhd (PSNM)
PLO No 1, Kawasan Perindustrian Senai, KB No: 104, 81400, Senai, Johor Darul Takzim
+607-599 1801/599 2670
Panasonic AVC Networks Johor Malaysia Sdn Bhd (PAVCJM)
IE PLO 460, Jalan Bandar, 81700, Pasir Gudang Johor Darul Takzim
+607-251 9130/251 9117
Panasonic Foundry Malaysia Sdn Bhd (PFM)
Lot 9 & 10, Tangga Batu Industrial Site, Tanjung Kling, Melaka
+606-3511 444/3511 420
Panasonic Refrigeration Devices Malaysia Sdn Bhd (PRDM)
Lot 2-3 to 2-10, Cheng Industrial Site, 75250, Cheng, Melaka
+606-3344 300/3344 277
Panasonic Semiconductor Discrete Devices (M) Sdn Bhd (PSCDDM)
Lot 26 & 27, Batu Berendam FIZ III, 75350, Melaka
+606-2843 676/284 3571
Panasonic Industrial Co., (M) Sdn Bhd (PICM)
15th Floor, Menara IGB, Mid Valley City, Lingkaran Syed Putra, 59200 Kuala Lumpur.
+603-2297 6888/ 2297 6619
Panasonic Financial Centre (M) Sdn Bhd (PFI-KL)
Lot C418, 4th Floor, Central Tower, Wisma Consplant, 47500, Petaling Jaya Selangor
+603-5634 8420/5638 1704
Panasonic Trading Malaysia Sdn Bhd (PTM)
12B Manara PKNS PJ, No 17, Jalan Yong Shook Lin, 46050 Petaling Jaya, Selangor Darul Ehsan
+603-7953 5200/7954 6025
Panasonic R&D Centre Malaysia Sdn Bhd (PRDCM)
Penthouse Suite, Level 4, Quill Building 3, 3501 Jalan Teknokrat 5, 63000 Cyberjaya, Selangor Darul Ehsan +603-8318 1228/8318 1226
Panasonic Mieco Kenaf Malaysia Sdn Bhd (PEWMKMY)
Lot 77-83, Kawasan Perindustrian Semambu, 25350 Kuantan, Pahang Darul Makmur
+606-566 1917/566 1916
Panasonic Management Malaysia Sdn Bhd(PMAM)
PHRDC: SSO: Shared Service Office
CPAG: Corporate Planning & Affair Groups
HRSC: Human Resources Service Center
PIHC: Panasonic Investment Holding Center
Lot 5, Persiaran Tengku Ampuan, Section 21, Shah Alam Industrial Site, 40300, Shah Alam, Selangor Darul Ehsan.
+603-5891 3919/5891 3918
3.6 Brands, Major Products and Services
Lot 10, Jalan 13/2, 46200 Petaling Jaya, Selangor
+603-7809 7888/7955 1857
Subsidiaries Panasonic System Engineering (M) Sdn Bhd (PSE)
Lot 1, Persiaran Budiman, Seksyen 23, 40300,Shah Alam, Selangor Darul Ehsan
+603-5549 5422/5549 5431
Panasonic Manufacturing Malaysia Berhad (PMMA)
No 3, Jalan Sesiku 15/2, Shah Alam Industrial Site, 40200, Shah Alam, Selangor
+603-5891 5000/5891 5108
Panasonic HA Air-Conditioning (M) Sdn Bhd (PHAAM)
Lot 2, Persiaran Tengku Ampuan, Section 21, Shah Alam Industrial Site, 40300 Shah Alam, Selangor DarulEhsan
+603-5891 4000/5891 4001
Panasonic HA Air-conditioning R & D (M) Sdn Bhd (PHAARADM)
Lot 2, Persiaran Tengku Ampuan, Section 21, Shah Alam Industrial Site, 40300, Shah Alam, Selangor +603-5891 4000/5891 4001
Panasonic Compressor Malaysia Sdn Bhd (PCOM)
No. 17, Jalan Puchong, Taman Perindustrian Subang Utama, Seksyen 22, 40300 Shah Alam, Selangor +603-5891 3000/5891 3117
Panasonic Compressor R & D Malaysia Sdn Bhd (PCRADM)
No. 17, Jalan Puchong, Taman Perindustrian Subang Utama, Seksyen 22, 40300, Shah Alam, Selangor +603-5891 3167/5891 3170
Panasonic AVC Networks Kuala Lumpur Malaysia Sdn Bhd (PAVCKM)
Lot 5, Persiaran Tengku Ampuan, Section 1, Shah Alam Industrial Site 40300, Shah Alam, Selangor Darul Ehsan
+603-5891 3888/5891 3998
Panasonic Electronic Devices Malaysia Sdn Bhd (PEDMA)
No 1, Jalan Pelaga, Section 16/13, 40200, Shah Alam, Selangor Darul Ehsan
+603-5891 2888/5891 2889
Panasonic System Networks Malaysia Sdn Bhd (PSNM)
PLO No 1, Kawasan Perindustrian Senai, KB No: 104, 81400, Senai, Johor Darul Takzim
+607-599 1801/599 2670
Panasonic AVC Networks Johor Malaysia Sdn Bhd (PAVCJM)
IE PLO 460, Jalan Bandar, 81700, Pasir Gudang Johor Darul Takzim
+607-251 9130/251 9117
Panasonic Foundry Malaysia Sdn Bhd (PFM)
Lot 9 & 10, Tangga Batu Industrial Site, Tanjung Kling, Melaka
+606-3511 444/3511 420
Panasonic Refrigeration Devices Malaysia Sdn Bhd (PRDM)
Lot 2-3 to 2-10, Cheng Industrial Site, 75250, Cheng, Melaka
+606-3344 300/3344 277
Panasonic Semiconductor Discrete Devices (M) Sdn Bhd (PSCDDM)
Lot 26 & 27, Batu Berendam FIZ III, 75350, Melaka
+606-2843 676/284 3571
Panasonic Industrial Co., (M) Sdn Bhd (PICM)
15th Floor, Menara IGB, Mid Valley City, Lingkaran Syed Putra, 59200 Kuala Lumpur.
+603-2297 6888/ 2297 6619
Panasonic Financial Centre (M) Sdn Bhd (PFI-KL)
Lot C418, 4th Floor, Central Tower, Wisma Consplant, 47500, Petaling Jaya Selangor
+603-5634 8420/5638 1704
Panasonic Trading Malaysia Sdn Bhd (PTM)
12B Manara PKNS PJ, No 17, Jalan Yong Shook Lin, 46050 Petaling Jaya, Selangor Darul Ehsan
+603-7953 5200/7954 6025
Panasonic R&D Centre Malaysia Sdn Bhd (PRDCM)
Penthouse Suite, Level 4, Quill Building 3, 3501 Jalan Teknokrat 5, 63000 Cyberjaya, Selangor Darul Ehsan +603-8318 1228/8318 1226
Panasonic Mieco Kenaf Malaysia Sdn Bhd (PEWMKMY)
Lot 77-83, Kawasan Perindustrian Semambu, 25350 Kuantan, Pahang Darul Makmur
+606-566 1917/566 1916
Panasonic Management Malaysia Sdn Bhd(PMAM)
PHRDC: SSO: Shared Service Office
CPAG: Corporate Planning & Affair Groups
HRSC: Human Resources Service Center
PIHC: Panasonic Investment Holding Center
Lot 5, Persiaran Tengku Ampuan, Section 21, Shah Alam Industrial Site, 40300, Shah Alam, Selangor Darul Ehsan.
+603-5891 3919/5891 3918
3.6 Brands, Major Products and Services
• Digital AV
Plasma TV & LCD TV, 3D Full HD, DVD Player & Recorder, Digital camera, Camcorder, Portable Audio & Visual, Home Audio, Car Audio system, AV Accessories & Media
• Home Appliances
Air Conditioner & house cleaning, Laundry & House cleaning, Kitchen Appliance, Shower system, Battery & Torchlight
• Health & Beauty
Health Care, Personal & Beauty Care
• Communications
Telephone, Fax, PBX Solutions
• Business Solutions
Electronic Whiteboard, imaging products
• Professional AV
DV Camera
• Security System
3.7 Corporate Vision
Panasonic aims to be the No.1 Green Innovation Company in the Electronics Industry in 2018, the 100th anniversary of our founding.
We will make the ‘environment’ central to all of our business activities and take the lead in promoting the ‘Green Revolution’ which is taking place around the world for the next generation. Specifically, we will work to realize our vision with these two ‘innovations.’
3.8 Corporate Mission
Panasonic is determined to contribute to the future of the earth and the
development of society by continuing to generate ‘ideas for life’ for people
the world over.
3.9 Company’s Current Promotional Strategy
2010 - Panasonic Malaysia Partnering with TGV Cinemas: Join the quest now to solve who stole the keys and where have they been hidden in the ARE YOU TRON’S SAVIOUR? “Case of The Stolen Keys contest.”
2010 - Panasonic Eco Dreams participated in iGem
2010 - Panasonic VIERA 3D FULL HD TV having an event “Hunt for 3D”
2010 - Promotion on Maybank Easy Payment Scheme
2010 - Panasonic in collaboration with Virtual Eye
2007 - KWN Kids Witness News
2007 – eCam & Lumix launchin
3.10 Current Marketing Objective
3.10.2 Long term
• To accelerate further development in the overseas markets.
• To reiterate their Corporate Social Responsibility values and goals in helping to create a better Malaysia for all.
3.10.2 Short term
• Increasing the use of new media to engage with the Internet-savvy end-consumers, to effectively complementing the communication via mass media.
• Enhancing the brand equity by unlocking the value of the brand icons.
• Creating awareness of the new products.
• Increasing the market share locally and in the region.
Plasma TV & LCD TV, 3D Full HD, DVD Player & Recorder, Digital camera, Camcorder, Portable Audio & Visual, Home Audio, Car Audio system, AV Accessories & Media
• Home Appliances
Air Conditioner & house cleaning, Laundry & House cleaning, Kitchen Appliance, Shower system, Battery & Torchlight
• Health & Beauty
Health Care, Personal & Beauty Care
• Communications
Telephone, Fax, PBX Solutions
• Business Solutions
Electronic Whiteboard, imaging products
• Professional AV
DV Camera
• Security System
3.7 Corporate Vision
Panasonic aims to be the No.1 Green Innovation Company in the Electronics Industry in 2018, the 100th anniversary of our founding.
We will make the ‘environment’ central to all of our business activities and take the lead in promoting the ‘Green Revolution’ which is taking place around the world for the next generation. Specifically, we will work to realize our vision with these two ‘innovations.’
3.8 Corporate Mission
Panasonic is determined to contribute to the future of the earth and the
development of society by continuing to generate ‘ideas for life’ for people
the world over.
3.9 Company’s Current Promotional Strategy
2010 - Panasonic Malaysia Partnering with TGV Cinemas: Join the quest now to solve who stole the keys and where have they been hidden in the ARE YOU TRON’S SAVIOUR? “Case of The Stolen Keys contest.”
2010 - Panasonic Eco Dreams participated in iGem
2010 - Panasonic VIERA 3D FULL HD TV having an event “Hunt for 3D”
2010 - Promotion on Maybank Easy Payment Scheme
2010 - Panasonic in collaboration with Virtual Eye
2007 - KWN Kids Witness News
2007 – eCam & Lumix launchin
3.10 Current Marketing Objective
3.10.2 Long term
• To accelerate further development in the overseas markets.
• To reiterate their Corporate Social Responsibility values and goals in helping to create a better Malaysia for all.
3.10.2 Short term
• Increasing the use of new media to engage with the Internet-savvy end-consumers, to effectively complementing the communication via mass media.
• Enhancing the brand equity by unlocking the value of the brand icons.
• Creating awareness of the new products.
• Increasing the market share locally and in the region.
