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The following article was published in our article directory on October 12, 2010.
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Panasonic Home Appliances Into the Green Revolution

Article Category: Business Management

Author Name: xia zihui

Ohtsubo, led by the Matsushita Electric management view, this Panasonic advancing the strategic transformation of the largest since the establishment is necessary, not only because of the global financial crisis in 2008 plunged the Japanese consumer electronics industry, but also an urgent need to complete the first three important changes.

"2018 100th anniversary of the Matsushita Group, focusing on environmentally friendly goods sales ratio doubled compared with 2009 to reach 30%. This includes fuel cells, solar cells, lithium batteries and other energy fields, and the inverter air conditioner, LED lighting, etc. . "Matsushita President Fumio Ohtsubo October 6, said the reporter.

And this is called "Green Plan 2018" environmental action plan has been the Matsushita Group from the beginning of fiscal year 2010, the most central strategic transformation plan. Plan will also propose a reduction in CO2 contribution of 2018 to reach 100 million 20 million tons, the energy scale of 3 trillion yen business, investment in renewable resources in the production process / invest more than 16%, waste re-use at 99.5%.

Green Revolution

To achieve this goal, the reduction of CO2, the make and commodities used in the production process, to maximize the contribution to CO2 reduction, the weight of the logistics of the CO2 reduction of 46% over the original unit, while allowing the Office of the CO2 emissions of more than 2% reduction , including with suppliers to carry out CO2 reduction activities, and promote energy-saving support services to the cause of the whole plant.

Matsushita Electric announced in May 2010 the "GT12 program" in the proposed global sales of solar cells to 900 megawatts in 2012 and became the No.1 target in Japan, this new program will target in 2015 to enter the global The first three, while the current German Q-CELLS, and the U.S. First Solar, and Suntech China, the top three, Sharp and Kyocera of Japan points out four or five, and was highest in the world out of five of the Sanyo to the first 10.

Sanyo Electric has the world's highest photoelectric conversion efficiency HIT solar cell technology, but its limited marketing capabilities and brand, its market position falling instead of rising, and in the acquisition of Sanyo Electric Matsushita Electric Industrial Co., from July 2010 has been Panasonic started selling the brand and channel HIT solar cells in Japan is to use the Panasonic and Sanyo home appliances, electrical materials and construction materials, including sales channels, including in foreign countries is to strengthen energy storage and energy management systems, including sales .

In addition, Sanyo Electric said Makoto TANAKA experts in solar energy research institute, the current front-end Sanyo solar cell production mainly in Japan, Shimane, Shiga, etc., while the back is concentrated in Hungary, the United States, Oregon, California and Monterrey, Mexico, etc. factories, but turn green for the next generation more than 23% efficiency solar cell production is expected by 2013 in the Amagasaki Plant of Matsushita to start construction.

In addition to solar cells, the Panasonic's own fuel-cell development in Shizuoka, Japan in 2009 started with gas, gas, and Keiyo western gas and other gas companies to promote the 2200 units, followed by its proposed goal is to promote the 2020 total of 250 million units annual savings of CO2 emissions by 300 tons.

Forced out of the revolution

Matsushita Electric proposed to change from the existing business from the previous emphasis on energy and other new areas to the changes in emphasis; by the Japan Center to completely change the global orientation.

After the global financial crisis, 2007 was a record performance in 1985, to the best of Matsushita Electric in 2008 there were 379 billion yen and 103.5 billion yen in losses, but also have the advantage of their original television and home appliances advantage began to lose its global market share of 8.7% TV ranked fourth, while Samsung and LG Electronics were made using the exchange rate advantage of 22.4% and 13.4% of the share.

According to Panasonic's annual report fiscal year 2009, its digital sales accounted for AVC network business to 39%, while sales of household appliances and electrical, respectively accounted for 13% and 19%.

All Sony business concentrated in the television, games, digital and television, and other fields, Hitachi, Toshiba began to areas such as infrastructure and power difference is in transition, Matsushita Electric's business is subject to South Korea and China, fierce competition from consumer electronics companies, especially in traditional areas such as white goods.

In such circumstances, the Matsushita Electric In addition to its own fuel cell, small lithium batteries and other energy fields, and the inverter air conditioner, central air conditioning and other large areas of research and development, but taking into account the acquisition to be completed through a comprehensive transformation of its own, that is, 2009 acquisition of Sanyo Electric, and the beginning of August this year, Sanyo Electric and a subsidiary of Matsushita Electric.

In these two acquisitions made after the Panasonic 6 major focus of business, but in 2009 it accounted for 6 major cause of only 35% of sales, while Panasonic's goal is to increase this to 55% or more, with the largest growth to Since the solar cells and other energy fields in the 3 trillion yen Ohtsubo does not appear to be difficult to accomplish.

In addition, Panasonic will also be health care, security, and LED lighting, the three major utilities to nurture the next generation of pillar industries, the goal is to achieve 2015 sales target of 1 trillion yen.

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