TITLE: Toshiba Renewable Energy & Storage business – Strategic Marketing Evaluation Introduction The Toshiba group is a diversified electrical and electronic manufacturer, providing a wide range of products and services on a global basis in four business domains: Energy, Social Infrastructure, Electronic Devices and Digital Solutions. The Toshiba Group’s basic commitment is ‘to raise the quality of life for people around the world, ensuring progress that is in harmony with the planet’. The company’s core values are ‘to do the right thing, look for a better way, always consider the impact, and create together’. A strategically business within the Toshiba’s divisions is its growing Renewable Energy & Storage business. The vision & mission of Toshiba Renewable Energy & Storage business are: ‘To sustain our planet green and clean ‘ To harness various forms of power ceaselessly existing on the Earth into safe and stable electric power.’ The company has developed a variety of solutions, systems and technologies to meet its customers’ needs in a variety of business contexts. Sources: http://www.toshiba.co.jp/worldwide/about/corporateprofile.pdf; https://www.t oshiba-energy.com/en/renewable-energy/about/index.htm Task – Analysis of strategic marketing context and critical evaluation of challenges to successful Strategic Marketing By building on your understanding of strategic marketing theory and undertaking secondary research into the company, market and sector, you are required to focus on Toshiba Renewable Energy & Storage business analyse and its marketing strategy, evaluate its success and examine its strategic marketing options, planning & challenges in the future. To underpin your analysis of the company’s strategic marketing you must APPLY selected elements of theory covered in this module – note you must determine which are critically important to the company’s success and focus on these. You must: • Apply appropriate strategic marketing theory and models to examine the sector, the market and the company using suitable academic articles and texts Apply appropriate strategic marketing theory and models to evaluate the challenges facing the company in the future using suitable academic articles and texts Undertake suitable secondary research into the sector and market using appropriate secondary sources (non-academic) Refer to theory and practice in order to support your strategic marketing assessment Submit as a written report; Word count is 4,000 words (+/- 10%) Further details will be provided in class and on Canvas Assessment section Guidance: The first part of this report (60%) consists of a Situational Analysis focusing on in-depth examination of company, competition, customer, collaboration and context. You must undertake*: • Critical company analysis of Toshiba Renewable Energy & Storage business – Examining the company’s mission/vision, Directional and Growth strategies, competences and competitive advantages by applying the Resource Based View (All 4 areas, with a focus on intangible/ marketing assets) Critical Competitive Analysis – Examining2keycompetitorstoprovidecompetitorprofiling,strategies, competences and competitive positioning Critical Customer Analysis – Keytargetcustomersegments,behavioursandvaluesoughtCustomerbehavioursandtrendsanalysis Critical Strategic Collaboration & Contextual factors/issues from the market context (issues not covered above) – identify and evaluate 2-3 of the most salient factors (e.g. key market structure, trends, etc). Very important – Tables and Appendices MUST be used effectively to demonstrate your evidence and evaluation Youmustrefertotheseinthebodyofyourrepor It is suggested that this section is 2,500 words approximately Please note – this is NOT a Corporate/strategic management assignment, and as such should focus on strategic marketing theory, concepts and models rather than generic models (NOT PESTLE, 5 Forces, SWOT) The second part of this report (40%) must analyse Toshiba Renewable Energy & Storage business’ strategic marketing options and planning in future and must include*: • Examination of TWO of the module’s key topics: Innovation Strategies Internationa lMarketingStrategies RelationshipStrategies ServiceStrategies o Social&EthicalStrategies Note-Valueiscoreconcepttoemphasisethroughoutthewholerepor Consideration of the challenges facing Toshiba Renewable Energy & Storage business in future Thismustbeintegratedintotheexaminationoftheabove It is suggested that this section is 1,500 words approximately – You MUST: refer to suitable theoretical concepts, models and terms to underpin your discussion refer to appropriate academic articles and texts relating to strategic marketing and your chosen topics • use tables and appendices to demonstrate your application of the key academic themes/theory to the (secondary) case evidence to support your evaluations • Please note that the Marketing Mix is not suitable at this level or relevant to this work *Please note that these are not suggested headings/sub-headings and you are advised to determine your own headings to include these points The above MUST be underpinned by credible supporting evidence (non- academic secondary) AND application of appropriate strategic marketing theory, concepts and terms.
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