Toshiba essay
Toshiba is pursuing the innovation strategy oriented on the introduction of innovations in the high tech industry, focusing on electronics as its main priority. At the same time, the company focuses on innovations that help the company to take the lead in the industry and outpace its rivals in the field of high technologies. The focus on high tech industry and innovations helped the company to reach a considerable success in the market and its business development.
Customers play an important part in the product development of Toshiba. The company traditionally involved customers in the development of new products and improvement of existing ones. For example, the company used interviews and questionnaires to receive the feedback from customers. On analyzing the feedback, the company introduced changes as well as innovations that helped the company to enhance its position in the market, as was the case of the introduction of shock-resistant mobile PCs, 0.85 inch hard drive used in miniature computers and GPS units, and others. More recently, Toshiba has introduced the mobile phone application to conduct questionnaires and obtain the feedback from customers for improving its products and introducing new ones on the ground of the analysis of the customer feedback. In such a way, the company uses the feedback from customers to improve its products and introduce innovations.
Toshiba can improve its innovation strategy by developing research and development laboratories involving customers, where customers could suggest products, which they would like to have, while Toshiba professionals could evaluate, analyze and focus on those suggestions which open good prospects for the development of innovative products or can improve existing ones. Unlike conventional customer feedback, the involvement of customers in development laboratories will help the company to get new ideas directly from customers, who can suggest their own innovative products, which they are dreaming of but cannot find in the market so far. In such a way, the company will get information not only about its current products and ways of its improvement or creation new ones, but also the company will obtain information on what customers expect from the company in the future and what products are particularly attractive for customers.
The main driver for innovations in Toshiba was the strife of the company to keep progressing and help the world to progress too. At the same time, the company used to work in the time of scarce resources, when Toshiba had faced the shortage of resources supply during World War II. The lack of resources stimulated innovations introduced by the company, while the further success of the company brought by innovations encouraged the company to keep introducing innovations that became the major driver of the successful business development of Toshiba. As a result, Toshiba used innovations to keep progressing and implement its vision and mission.
The role of the brand was particularly significant in the overall success of the company. In the course of its history, Toshiba has shaped the image of a reputable company oriented on innovations. This is why today Toshiba is a renowned brand that is popular worldwide. Customers from all over the world recognize Toshiba brand that helps the company to expand its business and enhance its position in both domestic and international markets.
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