View
245
Download
0
Category
Preview:
Citation preview
8/2/2019 Report Ajit
1/108
Executive Summary
1
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
2/108
The laptop market has been continuously growing by more than 50% year-on-
year since 2005. Rugged laptops are a completely new concept to India.
India's personal computer market is undergoing a major transition. Rugged
laptops are most beneficial for the industries who need devices under harsh
environmental conditions. Ruggedized mobile computers are designed to
operate under challenging conditions, exposure to extreme temperatures,
drops to concrete and interference from other radios. Ruggedized computers
last much longer and have considerably lower failure rates compared to the
normal laptops. In other words, Mobile computers include wearable, handheld
tablet PCs. The verticals do face losses due to non ruggedness of the laptops
which makes the use of these devices obvious. It not only includes the
financial losses occurring due to the loss of the laptops , but the losses which
have the most devastating effect are the loss of data and other information
which can be vital for the company.
Toughbooks have a very niche market. Due to this, the marketing techniques
used by commercial laptop companies in the market cannot be put to use.
Toughbook as a brand entered the Indian market in 2005 after conquering the
world rugged laptop market. It does faces some competition from the otherlaptop manufacturers in the Indian market but enjoys the first mover
advantage, what it has to fight is the ignorance and the lack of knowledge
about the product.
Panasonic is known for its Toughbook world over and has global market
share of 74 percent in the field of rugged mobile computing. Panasonic has
outsourced its Toughbook distribution in India to Third Wave Exim. Third
Wave Exim presently has offices in 5 cities namely Mumbai, Ahmadabad,
New Delhi, Pune and Bangalore. Third Wave Exim also undertakes personal
selling in institutions and product promotion activities to support their
distribution network. All the media and paper advertisements contain the
reference to their premium partner and whatever sales are made due to the
efforts of Third Wave staff are also made through one of their premium
partners.
2
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
3/108
The study is focused on Panasonics company profile as well as its armed
distributor in India. Also, the second part of the report focused on what are the
product requirements of Third Wave Exims potential customers in the
different areas as far as rugged laptops are concerned. The main aim of the
project was to understand Panasonic as an organization. This helped not only
in understanding the way Panasonic operates, but also brought out the
various practices followed by the organization in order to be successful
worldwide.
The second part of the study specifically focused on the introduction of
Toughbooks to the different verticals Karnataka State government. It focused
on finding the level of awareness in the Indian market on the rugged laptops.Also, the later part of the study focused on finding which features are
considered an important part of mobile computing in the different verticals.
3
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
4/108
Chapter-1
Industry Overview
1.1 Ruggedized Computers Industry
4
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
5/108
In this era of modernization, almost every possible field uses computers for
their day-to-day applications. Today computers form an integral part of any
business. Mobile computing devises are playing a greater role in business like
never before. Reliability plays a very important role in mobile computing as
the chances for any kind of damages are very high. Valuable data on a mobile
computing device if lost can cause huge losses to the company.
Companies operating in industrial and harsh commercial environments
consider implementing ruggedized mobile computers to lower the cost of
owning mobile devices. Ruggedized mobile computers are designed and built
specifically to operate under challenging conditions, enduring particulates and
liquids, exposure to extreme temperatures, drops to concrete and interferencefrom other radios. Able to withstand these extremes on a daily basis,
ruggedized computers last much longer, have lower failure rates and
therefore have a much longer replacement cycle than commercial grade
devices.
Usually rugged laptops come with superior communication capabilities. This is
again done keeping in mind the remote locations the laptops might have to
function in. the laptops are also compatible with high end satellite phones so
as to enable communication from the remotest parts of the world.
Ruggedized laptop computers were designed to be much more reliable in
extreme conditions. Ruggedized computers are designed to be fault-tolerant
under adverse operating conditions. Their designs may include shock, dust,
and moisture resistant features. They may be designed to withstand
temperature extremes. Most of these products have been designed for the
military and law enforcement markets. Other markets using ruggedized mobile
computers include shipping, transportation, and geologic exploration. Few if
any ruggedized mobile computers have been designed for health-related field
data collection.
1.2 Rugged laptops
5
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
6/108
A rugged (or ruggedized, but also ruggedized) computer is a computer
specifically designed to reliably operate in harsh usage environments and
conditions, such as strong vibrations, extreme temperatures and wet or dusty
conditions. They are designed from inception for the type of rough use typified
by these conditions; commercial units upgraded for this purpose make poor
substitutes. In general, ruggedized and hardened computers share the same
design robustness and frequently these terms are interchangeable. The
difference between the two terms is that hardened generally refers to
computers that can withstand a bit more shock and/or more adverse
environmental conditions.
When used by mobile employees, devices are in constant, heavy operation.Theyre often dropped and knocked, subjected to vibration, and exposed to
dust and rainconditions that will quickly reveal any vulnerability. If dropping
a mobile device on a hard floor causes sudden failure in a mission critical
application, the consequences can be disastrous. Moreover, light-duty
devices arent likely to stand up to hard use in the environmental conditions of
warehouse, delivery truck and outdoor use for long. Thats because these
devices arent designed for continuous dutyor to provide high levels ofwear, water, dust and shock resistance.
According to the Total Cost of Ownership (TCO) model which includes all
costs associated to the device over its lifespan, from acquisition to disposal,
it was reported that the total cost of ownership annual savings is up to 17%
in Field Profession applications and up to 32% in Supply Chain applications
for rugged hardware deployments. Consequently, even thought the purchase
price of a rugged device is often higher than a commercial device, it is usually
money well spent in the long run.
Common reasons for choosing rugged devices over commercial handhelds:
1. Ruggedness/Environment is too harsh for commercial grade
2. Sustainable increase to productivity
3. Lower TCO (Total Cost of Ownership)
6
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
7/108
There are various standards that determine how rugged a laptop is. They are
as follows :-
1.3Standards of ruggedness
MIL-STD-810
The MIL-STD-810 series of standards are issued by the United States Army's
Developmental Test Command, to specify various environmental tests to
prove that equipment qualified to the standard will survive in the field. The
current revision, as of 2006, is revision F, issued January 1, 2000,
superseding revision E from 1989. The under, and different methods test for
different things.
For Instance:
MIL-STD 810E Method 500.3 Low Pressure (aka Altitude testing)
MIL-STD 810E Method 501.3 High Temperature (Both storage and
operating)
MIL-STD 810E Method 502.3 Low Temperature (Both storage and operating)
MIL-STD 810E Method 503.3 Temperature Shock (How well does the device
handle going from high to low temps, and back)
MIL-STD 810E Method 506.3 Rain (How does the device do in wind blown
rain)
MIL-STD 810E Method 507.3 Humidity (Can the device handle high
Humidity)
MIL-STD 810E Method 508.4 Fungus (device is exposed to warm moist air in
the presence of Fungus to see if it grows on the device)
MIL-STD 810E Method 509.3 Salt Fog (does the device rust/fail when
exposed to salt fog)
MIL-STD 810E Method 510.3 Sand and Dust (how well does the device work
when exposed to sand and dust)
7
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/United_States_Armyhttp://en.wikipedia.org/wiki/United_States_Army8/2/2019 Report Ajit
8/108
MIL-STD 810E Method 511.3 Explosive Atmosphere (does the device create
enough sparks/etc to cause an explosive atmosphere to blow up)
MIL-STD 810E Method 512.3 Leakage
MIL-STD 810E Method 513.4 Acceleration (constant acceleration)
MIL-STD 810E Method 516.4 Shock (either Shock Response Spectrums, or
Triangle/sine/square wave shocks) - also transport shock
MIL-STD 810E Method 519.4 Gunfire Vibration
MIL-STD 810E Method 520.1 Temp, Humidity, Vibration (Traditionally sine
wave (pre D) - later random vibration - combined with Temp testing)
MIL-STD 810E Method 521.1 Icing, Freezing Rain (what the device sounds
like)
IP (INGRESS PROTECTION)
The IP Code defined in international standard IEC 60529 classifies the
degrees of protection provided against the intrusion of solid objects (including
body parts like hands and fingers), dust, accidental contact, and water in
electrical enclosures.[1]It consists of the letters IP (for "international protection
rating"[2], sometimes also interpreted as "ingress protection rating") followed
by two digits and an optional letter. The standard aims to provide users more
detailed information than vague marketing terms such as "waterproof".
The digits ('characteristic numerals') indicate conformity with the conditions
summarized in the tables below. Where there is no protection rating with
regard to one of the criteria, the digit is replaced with the letterX.
For example, an electrical socket rated IP22 is protected against insertion of
fingers and will not be damaged or become unsafe during a specified test in
which it is exposed to vertically or nearly vertically dripping water. IP22 or
IP2X are typical minimum requirements for the design of electrical
accessories for indoor use.
8
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/International_standardhttp://en.wikipedia.org/wiki/International_Electrotechnical_Commissionhttp://en.wikipedia.org/wiki/Electrical_enclosureshttp://en.wikipedia.org/wiki/Electrical_enclosureshttp://en.wikipedia.org/wiki/Ingress_protection#cite_note-0http://en.wikipedia.org/wiki/Ingress_protection#cite_note-0http://en.wikipedia.org/wiki/Ingress_protection#cite_note-1http://en.wikipedia.org/wiki/International_standardhttp://en.wikipedia.org/wiki/International_Electrotechnical_Commissionhttp://en.wikipedia.org/wiki/Electrical_enclosureshttp://en.wikipedia.org/wiki/Ingress_protection#cite_note-0http://en.wikipedia.org/wiki/Ingress_protection#cite_note-18/2/2019 Report Ajit
9/108
The first digit indicates the level of protection that the enclosure provides
against access to hazardous parts (e.g., electrical conductors, moving parts)
and the ingress of solid foreign objects.
Leve
l
Object size
protected againstEffective against
0 No protection against contact and ingress of objects
1 >50 mm
Any large surface of the body, such as the back of a
hand, but no protection against deliberate contact
with a body part
2 >12.5 mm Fingers or similar objects
3 >2.5 mm Tools, thick wires, etc.
4 >1 mm Most wires, screws, etc.
5 dust protected
Ingress of dust is not entirely prevented, but it must
not enter in sufficient quantity to interfere with the
satisfactory operation of the equipment; complete
protection against contact
6 dust tightNo ingress of dust; complete protection against
contact
Table 1.1
Protection of the equipment inside the enclosure against harmful ingress of
water.
Leve Protected Details
9
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
10/108
l against
0 not protected
1 dripping water Dripping water (vertically falling drops) shall have no
harmful effect.
2
dripping water
when tilted up
to 15
Vertically dripping water shall have no harmful effect
when the enclosure is tilted at an angle up to 15 from
its normal position.
3 spraying water Water falling as a spray at any angle up to 60 from thevertical shall have no harmful effect.
4 splashing water Water splashing against the enclosure from any
direction shall have no harmful effect.
5 water jetsWater projected by a nozzle against enclosure from
any direction shall have no harmful effects.
6powerful water
jets
Water projected in powerful jets against the enclosure
from any direction shall have no harmful effects.
7immersion up to
1 m
Ingress of water in harmful quantity shall not be
possible when the enclosure is immersed in water
under defined conditions of pressure and time (up to 1
m of submersion).
8immersion
beyond 1 m
The equipment is suitable for continuous immersion inwater under conditions which shall be specified by the
manufacturer.
NOTE: Normally, this will mean that the equipment is
hermetically sealed. However, with certain types of
equipment, it can mean that water can enter but only in
such a manner that produces no harmful effects.
Table 1.2
10
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
11/108
1.4 Levels of ruggedness
11
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
12/108
Table 1.3
There are different types of rugged computing devices .some of theme are as
follows :-
1. Notebooks
2. Ultra mobile PCs
3. Handheld computing devices
4. On board computing devices (fixed in vehicles )
5. Tablet PCs
6. PDA
7. Luggable /lunchbox
8. Sub notebook
9. Wearable
12
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
13/108
1.5 General features of rugged computing systems
Shock mounted LCDs and hard drives so as to withstand situations in
which the computing devices have to take lots of vibrations and pressure
Electronics are more firmly secured in the computing device so as to
withstand drops from heights and also withstand high vibrations
More gap between the LCD and the keyboard so as to enable it to
withstand pressure applied on it. In non rugged computers pressure on the
body would cause the LCD to crack.
Keyboards are sealed to protect the computing device from moisture and
dust. This enables the laptops to be used in the rain and in dessert
conditions
Ports are sealed so as to protect it from moisture and dust
The outer body of the computer is made of extremely hard and light
material such as magnesium alloy, carbon fiber, and titanium.
The screens are built to be outdoor readable. This is very vital for those
using computing devices in the field.
Superior batteries which have a very long life and can be charge using a
power sources such as car batteries
Touch screen displays so as to enable operation even with one hand.
Wireless communications for mobile applications. These computing
devices usually include built in GSM, CDMA, GPRS, EDGE. These
computing devices can also be connected via satellite phones so as to
enable communications from the remotest locations
These laptops usually comply with US military standards such as MIL-810
which are the highest standards for ruggedness in computers.
13
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
14/108
These laptops are generally costlier than normal computers. In the long run
however they prove to be much more cost effective than normal computers.
1.6 Competitor analyses
The rugged computer industry is very different when compared to consumer
market computer industry. The rugged computer industry caters for very niche
markets. Unlike the demands for in the consumer market for computer
industries the demands of various consumers at times greatly differ. Theneeds of the defense vertical may greatly differ from the automobile vertical.
The manufacturers of hardware, software, peripherals are mostly unknown to
those outside the industry. Some manufacturers of rugged computers
manufacture most of the components themselves rather than merely
assemble the components in the form of a finished product. This is generally
because the quality requirements of each component that goes into a rugged
computer are very high. The big names in rugged computing traditionally have
not been Dell, Hewlett Packard or IBM. Those giants of the consumer and
business computing market generally are not in the rugged computing game
to a meaningful extent. That has been changing in recent years to some
extent as some large companies have entered the market via acquisitions.
For example, Itronix is now part of General Dynamics, Motorola has taken
over Symbol Technologies, and Dell released a rugged notebook in early
2007.
Consumer markets are all about volume low prices and new features. In the
rugged computer industry the needs are usually special and the sales
volumes are lower to normal computer industry. In addition, whereas
consumer markets are almost exclusively hardware sales, rugged and vertical
markets are often about turnkey solutions that may include custom software
application development, service agreements, and systems integration. As a
result, the sales cycle can be long, and equipment service and maintenanceassumes a much more important role. The sales cycle is especially long in the
14
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
15/108
vertical of defense where the product has to go through rigorous testing and
long negotiating process. Thus companies have to take considerable risk in
investing on new cutting edge technology even when the sales volume is
bound to be low. The other side to the situation is that if the company enters
such niche markets successfully it stands to make huge profits.
1.7 Some of Toughbooks competitors world wide
Tablet PCs and slates Rugged Notebooks and Vehicle
MountsAcer Amrel
Averatec Andere
DRS Dolch (now part of Kontron)
Electrovaya DRS
Fujitsu Fujitsu
Gateway Glacier Computer (also resells GETAC
and DRS)GETAC GETAC
Glacier Computer Itronix
Hewlett Packard MicroSlateItronix MobileDemand
LG Electronics Motorola
Lenovo PacStar
MobileDemand Parvus
Motion Computing Siemens
TabletKiosk Talla-Tech
Toshiba Twinhead
ViewSonic VT Miltope
Table 1.4
15
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
16/108
1.8 PEST analysis
Political factors
India is the worlds largest democracy. This is a huge advantage for the
people of India in many respects. However at times having such a
multiparty system of democracy may lead to confusion and unnecessary
delays in the procurement process.
Rugged laptops are used in verticals like defense, public safety and health
services. These computing systems indirectly help the people of thecountry. Thus the government does not put lots of constraints on the
laptops sale.
The Japanese government does not allow Panasonic to sell these rugged
laptops in the international market directly other than countries like the
USA and Britain since some of the components used to manufacture the
laptop are missile grade.
The funding for such equipment is almost abundant as the government
allots huge budget for the defense, health services and public safety. The
government is now gearing up for was of the future which will be mostly
technology driven.
Even though India has a multiparty system the government procurement
policy is not unstable. This is because the procurement decisions are in
the hands of bureaucrats who are relatively more permanent in their
offices than the politically appointed ministers.
Economic factors
Inflation in India is a cause of concern. One of the measures the
government uses to combat inflation is to cut spending so as to reduce the
money circulating in the economy. This may affect the rugged PC industry
in the short term as most of its sales are to the government.
16
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
17/108
One of Indias greatest strengths is its IT sector. There are huge
concessions given to this industry. There is an abundance of talent in this
industry hence there is a low cost of production of IT related products in
the country. The level of IT awareness in the country is relatively higherand hence the demands of the clients are also higher.
The trade cycles in the rugged PC market are relatively longer as the
procurement procedures of the main clients namely the government are
relatively longer and more detailed than other industries. It can at times
run into years.
The rugged pc industry caters to very niche clients. This is mainly because
the products are much more costly than their non rugged counterparts.
The clients who are willing to pay such prices are those who require the
rugged features in their very specialized work environments.
Rugged PCs in India are sold through middlemen or sister concerns. One
of the main reasons for this is that some of the components used in the
Pcs are missile grade. The distribution systems in the country for rugged
PCs are in its infancy and are mostly within the last three years. Thesedistribution agencies also have a strong presence of ex-military personnel.
Social factors
Customers are usually willing to pay a huge premium for the rugged
features in the computers they procure. This is mainly because very few
companies provide such products. Among the few companies that provide
the product very few have the required certification to prove that they onpar with international standards of ruggedness. After sales service also
needs specialized engineers as its clients have very unique working
conditions and applications for its computing systems.
Brand, company, and technology image play a very important role in the
rugged PC industry. This is because the costs of the rugged computers
are much higher than the normal computers. The deal may be of very
huge amounts so the companies want to be doubly sure that they buy a
17
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
18/108
computer from a company that has a good reputation. This is especially
true as the market is still in its infancy and word of mouth has not much of
an influence within the organizations. The only image of the company is
from the media. They at times base their decision on the basis of the size
and reputation of the parent company.
Parent companies advertise heavily abroad through all kinds of media
such as print and television. However the local countrywide distributors
have no advertising on television and print what so ever. The only source
of exposure comes from the stalls they have at various exhibitions all over
the country.
Today in India there are lot of second generation computer users. These
second generation users emphasize on reliability of the computer and not
only on the configuration. They realize the huge losses that can occur from
work stoppage and loss of stored information. They realize that rugged
laptops even though higher in costs are in the long run more economical.
Indian organizations both civilian and defense are getting more exposure.
They are involved with joint exercises and operations with theircounterparts around the world. This is extremely good for the rugged
computer industry as it is extremely popular in other developed countries.
Technological factors
There are only a few companies in this industry as the technology and
infrastructure required is huge. However among these few companies
there is stiff competition.
There is abundant research funding as there are huge profits to be made.
The profit margins in this industry are extra ordinarily high. Thus any
investment made now is bound to give huge returns. These companies are
usually part of huge parent companies like GE or Panasonic which have
huge financial muscle.
This industry has huge innovation potential as the companies are part of
huge parent companies like GE and Panasonic. These companies are
18
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
19/108
financially strong and can hence can hire the best talent and can fund
huge R&D projects. These companies have been around for many
decades and hence vast amounts of accumulated intellectual resources.
The computer also come with various associated and dependant
technology. This is usually done by third party integration. The clients may
want equipment like PCMCIA card with synchronous slots or 1553
converters with the laptops. These equipments may be made by other
companies but have to be procured in order for the laptop to function
efficiently in the unique applications of the clients.
Chapter-2
19
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
20/108
Company Overview
20
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
21/108
2.1 Introduction to Panasonic
Panasonic is the one of the brands of Matsushita Electric Industrial Co., Ltd.
Matsushita Electric Industrial Co., Ltd decided to change its name to
Panasonic corporation on January 10, 2008. Under this name it sells plasma
and LCD display panels, DVD recorders and players, Blu-ray Disc players,
camcorders, telephones, vacuum cleaners, microwave ovens, shavers,
projectors, digital cameras, batteries, laptop computers (under the sub-brand
Toughbook), portable CD, analog tape decks and home stereo equipment,
electronic components and semiconductors, all of which are marketed under
their slogan Ideas for Life. Based on 2004 annual sales of electronics,
Matsushita is the largest Japanese electronics maker ahead ofHitachi. Within
the category ofwhite goods, Matsushita is the worlds largest manufacturer. It
comprises of over 600 companies. It manufactures and markets over 15000
products all round the world under brands such as Panasonic, National,
Technics, and Quasar.
2.2 History of Panasonic
Matsushita Electric Manufacturing Company was founded by Konusuke
Matsushita in 1918
Matsushita over the years
1918: Matsushita Electric Factory was founded
1927: National brand name was introduced
1931: Production of radios began.
1932: Purchased patents crucial for building radios, and disclosed the
information freely to other radio makers as a contribution to the
development of the electronics industry in Japan.
1933: Adopted a system of enterprise divisions. Constructed a large-scale
factory at Kadoma, Osaka, and moved production facilities there.
21
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/DVDhttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Camcorderhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Microwave_ovenhttp://en.wikipedia.org/wiki/Shaverhttp://en.wikipedia.org/wiki/Digital_camerahttp://en.wikipedia.org/wiki/Toughbookhttp://en.wikipedia.org/wiki/CDhttp://en.wikipedia.org/wiki/Semiconductorhttp://en.wikipedia.org/wiki/Hitachi%2C_Ltd.http://en.wikipedia.org/wiki/White_goodshttp://en.wikipedia.org/wiki/Kadoma%2C_Osakahttp://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/DVDhttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Camcorderhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Microwave_ovenhttp://en.wikipedia.org/wiki/Shaverhttp://en.wikipedia.org/wiki/Digital_camerahttp://en.wikipedia.org/wiki/Toughbookhttp://en.wikipedia.org/wiki/CDhttp://en.wikipedia.org/wiki/Semiconductorhttp://en.wikipedia.org/wiki/Hitachi%2C_Ltd.http://en.wikipedia.org/wiki/White_goodshttp://en.wikipedia.org/wiki/Kadoma%2C_Osaka8/2/2019 Report Ajit
22/108
1935: Restructuring of Matsushita Electric Industrial Company,
establishment of the branch company Matsushita Electric Works.
1941: Joined military production, manufacturing wooden boats and
wooden airplanes
1946: Designated a restricted company by the Allied Powers General
Headquarters.
1952: With technical cooperation provided by the Netherlands Philips
Electronics, Matsushita Electric Industrial Company was established. New
factory construction and expansion followed.
1954: Began cooperation with Victor Company.
1957: Began the National Shop systema sales distribution network
solely for National products. It was a very effective sales network during
Japans high economic growth period.
1965: Began enforcing weekly two-day worker breaks. Adopted a new
sales system that decreased the number of channels involved in the sales
process
1977: Began sales of VHS video
1983: Launched the Panasonic JR-200home computer.
1986: Begin using Panasonic as a brand name in Japan.
1989 August 1: Began large scale reform of technology departments
1990: Consumer electronics products in Japan switched from the National
to the Panasonic brand.
1993: Panasonic attempted to profit in the video game market with the
3DO Interactive Multiplayer. However, stiff competition from Sonys
PlayStation forced the system to be discontinued by the end of 1995.
1993: Cancelled the joint venture agreement with Philips, and changed
their contract to closed license.
22
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/Allied_Powershttp://en.wikipedia.org/wiki/GHQhttp://en.wikipedia.org/wiki/GHQhttp://en.wikipedia.org/wiki/Philips_Electronicshttp://en.wikipedia.org/wiki/Philips_Electronicshttp://en.wikipedia.org/wiki/JVChttp://en.wikipedia.org/wiki/Panasonic_JR-200http://en.wikipedia.org/wiki/Home_computerhttp://en.wikipedia.org/wiki/3DO_Interactive_Multiplayerhttp://en.wikipedia.org/wiki/PlayStationhttp://en.wikipedia.org/wiki/Allied_Powershttp://en.wikipedia.org/wiki/GHQhttp://en.wikipedia.org/wiki/GHQhttp://en.wikipedia.org/wiki/Philips_Electronicshttp://en.wikipedia.org/wiki/Philips_Electronicshttp://en.wikipedia.org/wiki/JVChttp://en.wikipedia.org/wiki/Panasonic_JR-200http://en.wikipedia.org/wiki/Home_computerhttp://en.wikipedia.org/wiki/3DO_Interactive_Multiplayerhttp://en.wikipedia.org/wiki/PlayStation8/2/2019 Report Ajit
23/108
1994: Established joint venture Panasonic Shun Hing Industrial Sales
(Hong Kong) Co., Ltd and Panasonic SH Industrial Sales (Shenzen) Co.,
Ltd in China with Shun Hing Electric Works (Hong Kong). Shun Hings
Rasonicbrand becomes a Panasonic subsidiary.
1997: A group consolidation policy was introduced, reducing the number of
subsidiary companies.
2001: Panasonic releases a DVD-capable Nintendo GameCube called the
Q (Japan only).
2002: Technics products sold in the USA and Europe are renamed
Panasonic.
2003: Introduced the global brand and slogan, Panasonic. Ideas for life.
2008: Matsushita Electric Industrial Co., Ltd. Is to be renamed as
Panasonic Corporation (pending approval at the shareholder meeting in
June).
Panasonic more specifically was created by Matsushita in 1955 for the US,
Canada and Mexico because the National brand was already registered by
others. The Panasonic brand was created from the elements pan meaning
all combined with sonic meaning sound, because it was first used for
audio equipment.
2.3 Company profile
Panasonic India is part of the US $ 69 billion dollar Panasonic corporation. It
is ranked 59th in the fortune 500 company list. It was formerly the main brand
under the Matsushita Electric Industrial Co., Ltd . the name was changed in
the beginning of 2008. It is a worldwide leader in the development and
manufacture of electronic products for a wide range of consumer, business,
and industrial needs. . Based in Osaka, Japan, the Company recorded
consolidated sales of US$71.92 billion for the fiscal year ended March 31,
2004. Panasonic corporations shares are listed on the Tokyo, Osaka,
23
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/Rasonichttp://en.wikipedia.org/wiki/Nintendo_GameCubehttp://en.wikipedia.org/wiki/Panasonic_Qhttp://en.wikipedia.org/wiki/Technicshttp://en.wikipedia.org/wiki/Rasonichttp://en.wikipedia.org/wiki/Nintendo_GameCubehttp://en.wikipedia.org/wiki/Panasonic_Qhttp://en.wikipedia.org/wiki/Technics8/2/2019 Report Ajit
24/108
Nagoya, New York, Euro next Amsterdam and Frankfurt stock exchanges. ,
Konosuke Matsushita in 1932 set forth the basic business objective for the
company which reads through the manufacture of high-quality, high-
performance products that meet the needs of our customers, we will devote
ourselves to the progress and development of society and the well being of
people, thereby enhancing the quality of life throughout the world. This is the
objective Panasonic keeps in mind while doing business all around the world.
Until recently Panasonic corporation consisted of brands like National,
Technics, Quasar and Panasonic. All electrical home appliances were under
the brand National. National was formerly the premier brand on most
Matsushita products, including audio and video and was often combined as
National Panasonic after the worldwide success of the Panasonic name.
Under the brand name Technics, the company produced a variety of hi-fi
products, such as turntables, amplifiers, receivers, tape decks, CD players
and speakers for sale in various countries. It was originally conceived for a
line of high-end audio equipment to go against such companies as Nakamichi,
but most of its home products have been rebranded as Panasonic starting in
2002 (except in Japan, where the brand is still popular). DJ equipment,electronic pianos and Micro Hi-Fi Systems are some of the Technics products
currently being sold in the USA and Europe. Quasar was Motorolas television
and radio manufacturing arm until it was bought by Matsushita so as to set up
base in America. Under the brand Panasonic the company sells plasma and
LCD display panels, DVD recorders and players, Blu-ray Disc players,
camcorders, telephones, vacuum cleaners, microwave ovens, shavers,
projectors, digital cameras, batteries, laptop computers (under the sub-brandToughbook), portable CD, analog tape decks and home stereo equipment,
electronic components and semiconductors, all of which are marketed under
their slogan Ideas for Life. . Panasonic Avionics Corporation (PAC) is the
worlds leading supplier of in-flight entertainment (IFE) and communication
systems. Headquartered in Lake Forest, California where engineering,
development and testing is performed while system installation, field
engineering, major quality functions, certification and program management
are performed at the Bothell, Washington facility Panasonic Avionics
24
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/Panasonichttp://en.wikipedia.org/wiki/High_fidelityhttp://en.wikipedia.org/wiki/Phonographhttp://en.wikipedia.org/wiki/Electronic_amplifierhttp://en.wikipedia.org/wiki/Receiver_(radio)http://en.wikipedia.org/wiki/Tape_deckhttp://en.wikipedia.org/wiki/CD_playerhttp://en.wikipedia.org/wiki/Loudspeakerhttp://en.wikipedia.org/wiki/Nakamichihttp://en.wikipedia.org/wiki/Panasonichttp://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/DVDhttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Camcorderhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Microwave_ovenhttp://en.wikipedia.org/wiki/Shaverhttp://en.wikipedia.org/wiki/Digital_camerahttp://en.wikipedia.org/wiki/Toughbookhttp://en.wikipedia.org/wiki/CDhttp://en.wikipedia.org/wiki/Semiconductorhttp://en.wikipedia.org/wiki/Panasonic_Avionics_Corporationhttp://en.wikipedia.org/wiki/In-flight_entertainmenthttp://en.wikipedia.org/wiki/Lake_Forest%2C_Californiahttp://en.wikipedia.org/wiki/Bothell%2C_Washingtonhttp://en.wikipedia.org/wiki/Panasonichttp://en.wikipedia.org/wiki/High_fidelityhttp://en.wikipedia.org/wiki/Phonographhttp://en.wikipedia.org/wiki/Electronic_amplifierhttp://en.wikipedia.org/wiki/Receiver_(radio)http://en.wikipedia.org/wiki/Tape_deckhttp://en.wikipedia.org/wiki/CD_playerhttp://en.wikipedia.org/wiki/Loudspeakerhttp://en.wikipedia.org/wiki/Nakamichihttp://en.wikipedia.org/wiki/Panasonichttp://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/DVDhttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Camcorderhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Microwave_ovenhttp://en.wikipedia.org/wiki/Shaverhttp://en.wikipedia.org/wiki/Digital_camerahttp://en.wikipedia.org/wiki/Toughbookhttp://en.wikipedia.org/wiki/CDhttp://en.wikipedia.org/wiki/Semiconductorhttp://en.wikipedia.org/wiki/Panasonic_Avionics_Corporationhttp://en.wikipedia.org/wiki/In-flight_entertainmenthttp://en.wikipedia.org/wiki/Lake_Forest%2C_Californiahttp://en.wikipedia.org/wiki/Bothell%2C_Washington8/2/2019 Report Ajit
25/108
Corporation employs approximately 2,800 employees based in over 70
locations worldwide, with major facilities in London, Toulouse, Hamburg,
Dallas, Dubai and Singapore. A majority of the component manufacturing is
carried out in Osaka, Japan. The company provides airline passengers with a
wide array of interactive applications at their seats, combining entertainment
(digital music and movies on demand, games, interactive moving maps,
satellite TV, and online shopping) with business tools (E-mail, live flight
schedules, and in-flight internet access). PAC is also one of the chief
suppliers to both Boeing andAirbus and their IFE systems will be featured on
both the Boeing 787 and the Airbus A380 aircraft.
Among the many worldwide customers that use PAC systems are award-
winning airlines such as Emirates, Singapore Airlines and Virgin Atlantic.
Panasonic Avionics Corporation is a subsidiary of Panasonic Corporation of
North America (PNA).
More than 50 principal research laboratories & independent laboratories at the
product manufacturing divisions are involved in basic research & new product
development to meet the needs of modern homes & offices in India & the
World over.
2.4 Business at a glance
25
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/Boeinghttp://en.wikipedia.org/wiki/Airbushttp://en.wikipedia.org/wiki/Boeinghttp://en.wikipedia.org/wiki/Airbus8/2/2019 Report Ajit
26/108
Fig 2.1
Business domain companies and group companies
Panasonic AVC networks company
Panasonic communication Co,.Ltd
Panasonic mobile communications Co.,Ltd
Panasonic automotive systems company
Panasonic systems solution company
Panasonic Shikoku electronics
Main products
Plasma, LCD and CRT TVs, DVD recorders/players, VCRs, camcorders,
digital cameras, compact disc(CD), Mini Disc (MD) and Secure Digital (SD)
players, other personal and home audio equipment, SD Memory Cards and
other recordable media, optical pickup and other electro-optic devices, PCs,
26
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
27/108
optical disc drives, copiers, printers, telephones, mobile phones, facsimile
equipment, broadcast- and business-use AV equipment, communications
network-related equipment, traffic-related systems, car AVC equipment, etc.
Business domain companies and group companies
Home Appliances Group
Healthcare Business Company
Lighting Company
Matsushita Ecology Systems Co., Ltd.
Main products
Refrigerators, room air conditioners, washing machines, clothes dryers,
vacuum cleaners, electric irons, microwave ovens, rice cookers, other cooking
appliances, dish washer/dryers, electric fans, air purifiers, electric heating
equipment, electric hot water supply equipment, sanitary equipment,
healthcare equipment, electric lamps, ventilation and air-conditioning
equipment, car air conditioners, compressors, vending machines, medical
equipment, etc.
Business domain companies and group companies
Semiconductor Company
Panasonic Electronic Devices Co., Ltd
Matsushita Battery Industrial Co., Ltd
Motor Company
Main products
Semiconductors, general components (capacitors, modules, circuit boards,
power supply and inductive products, circuit components, electromechanical
components, speakers, etc.) electric motors, batteries, etc.
27
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
28/108
Business domain companies and group companies
Matsushita Electric Works, Ltd
PanaHome Corporation
Main products
Lighting fixtures, wiring devices, distribution panel boards, personal-care
products, health enhancing products, water-related products, modular kitchen
systems, interior furnishing materials, exterior finishing materials, electronic
and plastic materials, automation controls, detached housing, rental
apartment housing, medical and nursing care facilities, home remodeling,
residential real estate, etc
Business domain companies and group companies
Victor Company of Japan, Ltd.
Main products
LCD, rear projection and CRT TVs, VCRs, camcorders, DVDrecorders/players, CD/DVD/MD audio systems and other audio equipment,
car AV equipment, business-use AV systems, motors and other components
for precision equipment, recordable media, AV software for DVD, CD and
video tapes, AV furniture, etc.
Business domain companies and group companies
Panasonic Factory Solutions Co., Ltd.
Matsushita Welding Systems Co., Ltd.
Main products
Electronic-components-mounting machines, industrial robots, welding
equipment, bicycles, imported materials and components, etc
28
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
29/108
2.5 Vision
Panasonic aims to become the No.1 Green Innovation Company in theElectronics Industry in 2018, the 100th anniversary of our founding.
Panasonic will make the environment central to all their business activities
and take the lead in promoting the Green Revolution which is taking place
around the world for the next generation. Specifically they will work to realize
their vision with these two innovations.
Fig. 2.2
Green Life Innovation : We will offer better living which provides people
around the world with a sense of security, comfort and joy in a sustainable
way.
For example,
Living with virtually zero CO2 emissions for the entire home and building.
Living surrounded by recycling-oriented products.
Living which sees the evolution and spread of eco cars.
29
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
30/108
We will realize this green life by creating innovative businesses, products and
services one after the other, and offer them throughout the community.
Green Business Innovation : There is the concept that the ideal goal of a
manufacturer is to realize Zero cost, Zero time, and Zero inventory. Zero
represents the ideal, and our aim is to get as close to this ideal as we possibly
can. We will add zero emissions, in other words, zero emissions of CO2 and
other wastes are to be considered equal in importance to the other zeroes.
For example,
We will minimize the amount of CO2 emissions throughout the entire business
process.
We will implement recycling-oriented manufacturing which generates
minimum waste.
This know-how will be offered to and shared with the public.
2.6 Panasonic management philosophy
Panasonics commitment to Corporate Social Responsibility is based on its
unwavering management philosophy of contributing to society as a public
entity. As a specific guide to the actual implementation of this basic principle,
the code of conduct was updated to cover the companys global operations in
January 2005.
Basic management objective- recognizing our responsibilities as
industrialists, we will devote ourselves to the progress and development of
society and the well being of people through our business activities, thereby
enhancing the quality of life throughout the world
Since its establishment, Panasonic has sought to contribute to society through
its business activities. This is based on the idea that customers and the public
at large are stakeholders in corporations, not just certain individuals and
shareholders. The Companys founder, Konosuke Matsushita, believed that
raising both material and spiritual wealth was the key to human happiness.
30
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
31/108
Accordingly, he reasoned that the true mission of a manufacturer was to
supply basic necessities at a price anybody could afford to help eliminate
poverty worldwide. This idea that companies can contribute to the prosperity
and well-being of mankind remains an integral part of the Panasonics
business activities today.
Code of Conduct- The "Code of Conduct" embodies our Basic Business
Philosophy in the form of clear, practical guidelines.
The Company's Code of Conduct was first established in 1992, and revised
twice since then. On October 1, 2008, the revised Code was introduced as the
"Panasonic Code of Conduct," in conjunction with the renaming of the
Company and unification of its brands. The purpose of this latest revision is to
globally share among all employees the "Panasonic brand image to pursue"
and the Company's basic approach to responding to social demands
regarding corporate social responsibilities (CSR).
2.7 Practice of CSR management in Panasonic
Panasonic believes that implementing this management philosophy in all its
business activities is the core essence of corporate social responsibility
(CSR).
In terms of CSR, the Company recognizes the importance of three areas
promoting environmental management, enforcing compliance, and reinforcing
information securityas the main minimum standards for group wide CSR
management.
Based on these three areas, the Panasonics CSR activities focus on
global procurement, human rights, occupational health and safety, product
quality, customer satisfaction, universal design, and corporate citizenship
activities. In this framework, Panasonic is implementing CSR initiatives linked
to its business activities and actively promoting its own corporate citizenship
activities in Japan and overseas.
31
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
32/108
Fig 2.3
Working to Retain the Trust of Stakeholders
Global compliance initiatives: compliance activities tailored to the
characteristics of each overseas operating region.
Enhancing Compliance Month: activities such as sending messages from
the president and distributing guidebooks to employees designed to raise
awareness of compliance throughout the Company
Ensuring information security: measures to protect information about
customers, business partners and third-party assets, as well as personal
information, and steps to reinforce related systems
Reports by the Company concerning its response to issues with FF-type
kerosene fan heaters: ongoing and rigorous steps to deal with remaining
issues through the Corporate FF Customer Support & Management
Division
32
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
33/108
Protecting the Environment
Basic Environmental Policy
Coexistence with the global environment is one of Panasonics corporate
visions for the 21st century. Panasonic strives to create new value for living
by minimizing environmental impact while improving customer quality of life
with its products. The Company is thus promoting environmental management
based on its Green Plan 2010, a global environmental action plan with targets
to be achieved by 2010. And under a new symbol called eco ideas,representing Panasonics commitment to achieving environmental global
excellence, the Company will roll out a number of groundbreaking
environmental initiatives.
Initiatives Balancing Business Activities With Environmental Preservation are
as follows:-
Matsushita Eco Technology Center (METEC) conducts research into
making home appliances more recyclable, while collecting resources from
end-of-life products. All parts of the Panasonic Group receive feedback
from the R&D programs conducted by METEC into designing easy-to-
dismantle products, disassembly technologies and related work on
materials. The results filter down into a wide range of products. In fiscal
2007, METEC recycled a total of around 2,220,000 appliances.
Panasonic has developed the worlds first lead-free PDP. Although the
creation of lead-free substitute materials presented significant difficulties,
the Company overcame these challenges with the development of new
materials featuring unique additives that have characteristics similar to
lead. Lead-free products were then realized by optimizing heating
processes during manufacturing.
33
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
34/108
The Company is actively implementing activities to reduce CO2 emissions
at its plants in China. In fiscal 2007, the Company ran an internal energy
conservation competition featuring 213 energy use-reduction projects from
35 companies. By implementing best practices across its manufacturingsites in China, CO2 emissions were cut by 53,000 tons compared with the
previous fiscal year
At its factories in Malaysia, Panasonic applied for clean development
mechanism (CDM)* registration for 26 projects such as the replacement of
compressors, boilers and other equipment with high-efficiency versions.
Approval was received from the Japanese government in February 2006
and the Malaysian government the following July. Subsequently, after
gaining approval from the United Nations in March 2007, Panasonic
became the first company in Japan to gain CDM accreditation for energy-
conservation projects.
Creating Better Workplaces
Corporate Diversity Promotion Division established: In April 2006,
Panasonic set up a Corporate Diversity Promotion Division headed by theCompanys president. The councils aims are to promote greater
participation by women in management, and encourage the creation of a
more diverse workforce regardless of age or nationality.
Promoting e-work: leveraging the advantages of ICT, Panasonic is
promoting more flexible working styles unrestricted by time or place, and
creating more diverse, comfortable workplaces.
2.8 Thirdwave Exim
Third Wave is the sole distributor of Toughbooks in India. It was established in
1980. Its headquartered in Ahmadabad. They have offices in Delhi,
Ahmadabad, Chennai, Pune, Cochin, Mumbai. Its relationship with Panasonic
dates back to the time it was the super distributor for Panasonic fax machinesin western India.
34
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
35/108
It has footholds in IT retail, corporate business, and distribution of various IT
products and services. Using its more than two decades of experience it is
omitted in establishing a strong foothold in ruggedized mobile computing in
India.
2.9 Organization structure
Fig 2.4
Chief Managing Director Mr. InduBhai Sheth
Chief Financial Officer Mrs. Jyotsnaben Sheth
Chief Technical Officer Mr. Vijay Sheth
Chief of Operations Mr. Kalyan Ram Tigulla
Executive Vice President Mr.Col Sen & Col Tarlochan
Head Services Mr. Nikhil Soni
Import and Export Mr. Bindesh Shukla
Regional Heads
North Mr. Asad Ansari
West Mr. Sudhir Nair, Mr. Narendra Patel
Verticals Mr. Tarun, Mr. Mani
Finance department Mr. Himanshu Shah
35
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
36/108
Back Office Mr. Bipin Patel
2.10 SWOT Analysis
Strengths
Has the distinction of being the no. 1 player in the rugged PC market
The company is known for its superior R&D and engineering. It has
brought out lot of innovations in its product line.
Panasonic itself is the OEM as well as the ODM, which makes it able to
adapt to market requirements fast.
Battery backup boasts up to 10 hours.
Foremost standards like MIL- 810F and IP-54 (ingression rating). Inverticals like defense this is a very important advantage.
It has Global positioning system. Also superior wireless capability with 3G
certification.
It is a global company which has a place among the fortune 500.
Weaknesses
Poor customer service infrastructure as there are no proper service
centers. It doesnt have offices in all the areas it supplies.
The companies products are very highly priced.
36
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
37/108
Caters to very niche markets. It has to thus chare a high price for its
products. Since its products are charged at such a high price it is not able
to fully cater to its potential market.
Opportunities
Has huge potential in defense, automobiles and few government
organizations where ruggedness is very important.
Businesses are expanding fast and venturing in rural areas where
communication infrastructure may not be fully developed. Here the laptops
superior communication capability will be very useful.
The emphasis while buying a laptop is on quality and reliability. Panasonic
laptops are known for their quality and reliability. Panasonic is able to
achieve this by manufacturing most of the parts for its products by itself.
Threats
Commercial laptops are copying designs of Toughbook and are comingout with similar products without investing huge amounts on R&D. they
are thus able to thus sell their products at a much lower price when
compared to Panasonic.
Competitors like Dell who also manufacture rugged PCs are investing
huge amounts of money in customer service. They are also reducing the
number of service partners so as to have greater control in providing
customer service. Dell is moving past Panasonic in this area.
2.11 Functional divisions
2.11.1 Human resources
37
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
38/108
Conduct of Business
a) Conflicts of interest
b) Gifts and favors
c) Customer relations
d) Public relations press releases
1) Personnel management
a) Employment
It is the policy of Third Wave Exim to offer equal employment opportunities
and take affirmative action with regard to all employees and qualified
applicants without regard to religion, national origin, sex, age, disability,marital status or sexual orientation.
To the best of its ability Third Wave Exim shall;
I. Recruit, advertise, employ, train, transfer, compensate, promote and
retain persons for all job classifications without regard to religion,
national origin, sex, age, disability, marital status or sexual orientation.
II. Base employment decisions only on valid requirements for thepositions being filled.
III. Ensure that all personal actions such as promotions, compensations,
benefits, transfers, training, education, programs sponsored by the firm
and the use of facilities of Third Wave Exim be administered without
regard to religion, national origin, sex, age, disability, marital status or
sexual orientation.
IV. Provide a discrimination free environment in which all employees can
work without fear of intimidation or harassment because of their
religion, national origin, sex, age, disability, marital status or sexual
orientation.
The purpose of the above policy is to ensure the consistent and uniform
application of employment procedure, to enhance the opportunity to employ
qualified individuals and o comply with local regulations. It is the goal of the
38
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
39/108
employment function to provide the company with a staff whose aptitudes,
knowledge and experience will best serve the needs of the firm.
b) Induction
Once a prospective employee has accepted a position with the company, a
letter of offer and employment conditions is sent to the individual. The head
H.R will provide a copy of all the relevant documents.
Upon commencement with the company all operational staff will have a
comprehensive induction program. On completion of the corporate induction
program each new employee will receive department specific induction, which
would cover the standard operating procedures of the department.
Staff Induction
An induction program, which would cover:
1. A Brief overview of Panasonic Third Wave Exim.
2. Introduction to all staff members & functions.
3. New employees would be introduced to all the staff present in the
office.
4. Would be familiarized with the office environment and surroundings as
well.
5. Brief expectations and required standards of professional conduct.
6. Briefing on office systems and procedures.
7. Briefing on prevailing rules and regulations.
8. Overview of HR & Personnel policies of the company.
9. Presentations by various division heads on capabilities and case
studies.
10.Briefing on the corporate marketing division.
After the induction program, an induction into department specific functions
and operating procedures.
c) Probation
A probation period can be provided for.
39
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
40/108
d) Severance
In the event an employees employment is terminated where such termination
is beyond the control of the employee, the employee may be eligible to
receive severance pay.
e) Exit interview
This is done so as to understand the reasons why a particular employee has
decided to leave the company
f) Working hours
Employees are required to work from Mondays to Fridays 10:00 am to 7:00
pm and Saturdays 9:30 am to 1:00 pm. A 45 min lunch break can be taken
anytime from 12:30 am to 2:00 pm. If the demands of the job call for work at
other hours as may be required for the proper performance of his/her duties,
then he/she will be required to report to work.
g) Pay roll policy
The employees are compensated for services provided in accordance with
terms outlined in specific Letter of Appointment. The company has
developed a Salary
Grade Structure applicable to all staff, which defines the applicable salary
range and benefit entitlement. The salary disbursement shall be paid in
arrears in equal monthly installments on or before
In the event an employee resigns after the full months salary has been
credited into his/her bank account, then he/she is required to refund a pro-rata
amount to the company.
g) Salary review
Salary reviews shall be conducted at the end of each calendar year and will
take into account performance of the individual, responsibilities and
contribution to the company and current economic factors.
h) Bonus
Every employee may be eligible for a bonus based on the companys and
your own performance as assessed each year.
40
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
41/108
Your eligibility for this performance bonus and the amount, if any, payable to
you will be evaluated against performance criteria and personal objectives
based on the calendar year end.
i) Employee security
Provident fund
Third Wave exim maintains a provident fund so as to make the future
of its employees more secure.
Employee state insurance
Third Wave Exim extends the facility of Employee state insurance to its
employees
Mediclaim insurance
Third Wave Exim extends the facility of medical insurance to its
employees (18000 exemption on medical bills)
j) Leave
Salaried employees are entitled to paid leave in accordance with standard
policy.
(Saturday afternoons, Sundays and recognized public holidays are not included
if taken in conjunction with approved leave).
Annual leave
Personal leave of absence
A personal leave of absence in certain exceptional areas may be
provided.
Approved personal leave of absence is without pay and for a maximum
duration of
30 calendar days.
The purpose of the above policy is to enable employees to retain their
jobs and
41
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
42/108
benefits for a given period of time when they must be absent from work
for
unusual personal reasons.
An employee has to clearly state the reason for requesting a personal
leave of
absence in detail on the application form. The company reserves the
right to
require the documentation for a personal leave of absence
Failure o an employee to return to work on 2 working days immediatelyfollowing
a leave of absence without the prior approval will result in severe
consequences.
Bereavement leave
The company will grant up to five (5) working days off with pay in case
of a death
of the employees parents/adopted parents/in-laws, spouse or child. In
case of
exceptional circumstances extensive travel, responsibility of
arrangements etc, up
to ___ additional days may be granted if approved by the director.
Marriage leave
In the event of an employees marriage five (5) days leave with pay will
be granted
Marriage leave may be granted provided the employee has been
employed for
at least one year with the company preceding the date of marriage.
42
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
43/108
Marriage leave will be granted on only one occasion during an
employees tenure
with the company. Whether such leave will be granted or not, however,
depends on
the discretion of the company.
Maternity leave
A female employee who has actually worked in the company for a
period of 80
days in the 12 months immediately preceding the date of her expected
delivery is
entitled to receive maternity leave to a maximum of 12 weeks with pay.
Maximum
of 12 weeks with pay. Maximum of 6 weeks is permitted before the
expected date
of delivery.
Sick leave and hospitalization leave
The employees are entitled to 8 days sick leave in a calendar year. On
joining the
duty they are required to submit the application form with the medical
certificate in
case the leave extends for more than 2 days.
In the event of an illness all employees are personally required to
contact the
HR Head/ Divisional Head at the start of the working day. Failure to do
so may be
43
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
44/108
subject to disciplinary action.
Employees who abuse this policy i.e. excessive Saturday and Monday
absences
will be subject to disciplinary action, which may include termination.
Birthday leave
After 12 months of employment all staff are entitled ( and encouraged)
to have a
one additional day leave on their birthday if it falls on a normal workday.
Birthdays
falling public holidays or during the weekend are not carried over or
accumulated.
k) Performance appraisal
Every employee will have his/her work performance assessed biannually. The
vertical heads will conduct these appraisals. This process will be closely
adhered to
in order to ensure that all employees are aware of their performance levels
and
are given the opportunity to express any concerns they may have with their
area
of responsibility as well as ensure proper career development.
The performance appraisal has been designed so that you and your
Performance
Appraiser can:
Communicate your strengths and weaknesses
Review areas of improvement
Objectively assess your work performance
Agree and decide what training is required
44
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
45/108
Informal reviews between employees and division heads are encouraged to
take place on a regular basis. Employees are welcome to discuss any
problems or seek clarifications with their division heads.
2.11.2 Marketing management
Product Segmentation
45
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
46/108
The Indian market has been segmented into various verticals as
mentioned below:-
46
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
47/108
Table 2.1
Product Positioning
Models like the CF-30, CF-19 and CF-U1 are for people working in outdoor or
indoor harsh conditions.
Models like the CF-74 are positioned for people on the move such as sales
people.
47
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
48/108
Models like the CF-51 is as a replacement to existing desktops.
Models like the CF-W2 and CF-T2 are for white collar professionals or senior
level executives.
Product differentiation
Fig 2.5
Panasonic laptops have made a place for themselves in the rugged computer
industry by offering three features to a degree none of its competitors are able
to give. These features are as follows :-
Rugged Panasonic are the most rugged laptops in the world . the
laptops made for the field conform the most stringent standards for
ruggedness such as MIL standards , ingress protection standards, intrinsic
safety standards.
Mobile Panasonic laptops are very light compared to any of its
competitors. It also comes with a carry handle which removes the
requirement of a carry bag.
48
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
49/108
Wireless Panasonic laptops are 3G certified. Its communications not
only cater to todays communication requirements but also cater to the
developments that may come about in the near future. It has options of
optional GSM,CDMA, GPRS and even future technologies such as EDGE,
EVDO.
Market share
Fig 2.6
Panasonic is the global leader in the rugged laptop market. It enjoys 74%
market share as per the study conducted by ABI research. Toughbooks have
fully rugged and semi rugged laptops. The rugged laptops are targeted at
people in the field and the semi rugged laptops are targeted at high net worth
individuals and top executives.
In India there are very few players in this sector. Toughbooks until recently
enjoyed a near monopoly in the Indian market. However in recent times
49
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
50/108
companies like GETAC have come out with copycat models in the market.
These models have been made to at times outperform the original Panasonic
Toughbooks.
One of the major disadvantages Toughbooks have is that its prices are
considerably higher than the non rugged laptops. The Indian market is very
price sensitive and thus might look at other options when other players come
in the market. Toughbooks have the advantages of Japanese technical
expertise and quality on its side. They have very well established brand image
and goodwill in the rugged PC market.
Sales promotion
Panasonic truly believes in quality product. It believes that if any product is
superior to its competitors in quality, there is no need for lavish spending on
media publicity or print advertising. Panasonic concentrates on building
awareness about its products through publications in industry specific
journals. Panasonic mainly uses the method of direct sales to make sales.
Direct sales is very effective in selling rugged computer systems because it is
catering t a very niche market. The needs of each customer is very differentfrom the next. Thus the customers need special attention and usually the
procurement process is long. The big clients in the defense, automobile and
research verticals also usually require a machine to be given to them on trial.
So that they can see for themselves whether the machine caters to their
specific needs. Panasonic takes part in various military exhibitions such as
Defexpo, Aero-India etc. This is a very effective way of spreading product
awareness among the target audience.
2.12 Product profile
50
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
51/108
The Panasonic Toughbook is a laptop computer created for extreme
environments. The system is designed to withstand vibration, drops, spills,
extreme temperature, and other rough handling. While originally targeted at
military, law enforcement, and heavy industrial users, Panasonic has
expanded marketing towards a wider audience in recent years.
The Toughbooks have an average annual repair rate of around 3.2%.
Panasonic's fully-rugged Toughbooks have an average annualized failure of
about 1.5%.
Panasonic Computer Solutions Company market the Toughbook product
family into North, Central and South American and European marketsexclusively through their network of dealers. These units are not usually sold
through retail channels, and most sales are to organizations, rather than
individuals.
Many law enforcement agencies use fully rugged Toughbooks in their patrol
cars to run computer-assisted dispatch software. Utility companies similarly
dispatch field workers, print work orders, and conduct inspections and repairs
using these devices. They are often connected by WiFi Wireless LAN,
embedded (internal) cellular wide area network (WAN), or via satellite to a
dispatch center for real-time records checks and report taking. Virtually all
Toughbook models can have CDMA 1X-EVDO, EDGE, or HSDPA country-
wide Wireless WAN capabilities built into the laptop. Panasonic has been one
of the earliest adopters of WWAN technology and was the first to incorporate
it into laptops. They have extensive test facilities that allow them to finely tune
integrated radio modems to deliver superior connectivity. GPS is also offered
internally in the Toughbook 19, 28, 29 and 30.
Panasonic markets the Toughbook series in several configurations ranging
from business and semi-rugged to fully rugged in both laptop and Tablet PC
configurations, as well as several specialty designs . Some models, such as
the lightweight W5, are US versions of thin and light consumer laptops sold in
Japan under the Let's Note name. The Toughbook 08 is a 10.4 inch fully
sealed and ruggedized touch screen designed to connect to another computer
51
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Industrialhttp://en.wikipedia.org/wiki/Computer-assisted_dispatchhttp://en.wikipedia.org/wiki/WiFihttp://en.wikipedia.org/wiki/Wide_area_networkhttp://en.wikipedia.org/wiki/Dispatchhttp://en.wikipedia.org/wiki/EVDOhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/HSDPAhttp://en.wikipedia.org/wiki/GPShttp://en.wikipedia.org/wiki/Tablet_PChttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Industrialhttp://en.wikipedia.org/wiki/Computer-assisted_dispatchhttp://en.wikipedia.org/wiki/WiFihttp://en.wikipedia.org/wiki/Wide_area_networkhttp://en.wikipedia.org/wiki/Dispatchhttp://en.wikipedia.org/wiki/EVDOhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/HSDPAhttp://en.wikipedia.org/wiki/GPShttp://en.wikipedia.org/wiki/Tablet_PC8/2/2019 Report Ajit
52/108
or server. These models communicate with a server via WLAN and a secured
thin client. Used in campus area environments that require light, durable,
touch screen equipment such as hospitals (no resident data and fluid
resistant), restaurants (card swipe option, rugged), and EMS (lightweight,
rugged, vehicle area computing). The Toughbook PDRC or Permanent
Display Removable Computer is an extraordinarily bright 1250 nits, 12.1"
Touch screen. This unit typically permanently mounts to a vehicles
dashboard and connects to a removable computer mounted elsewhere in the
vehicle.
All models have a full magnesium alloy case which is 20 times stronger than
the ABS (acrylonitrile butadiene styrene) plastic commonly used in laptop
construction. Many models have LCD panels designed specifically for visibility
during daylight use. Other design elements include a shock-mounted hard
drive and, on many models, a moisture and dust-resistant LCD, keyboard and
touchpad. Available options include touch screens, digitizers and backlit
keyboards.
Panasonic markets itself as one of the only remaining core manufacturers oflaptop computers, meaning that Panasonic manufactures most of the major
parts used in the laptop and assembles the laptop itself. This is opposed to
the practice of outsourcing the parts and assembly to a third party
manufacturer.
Fully rugged laptops from Panasonic conform to standards such as MIL-STD-
810F, MIL-STD-461E ,IP-54, NEMA. These certifications confirms
Panasonics claim as one of the most reliable laptops for people in the field.
TOUGHBOOK- The brand
Toughbook is the trademarked brand name owned by Matsushita Electric
Industrial and marketed by their international brand name Panasonic.
Toughbook refers to its line of semi-rugged and rugged laptop computers. In
2005, Panasonic added the Toughbook Arbitrator mobile digital camera and
mobile digital video recorder (DVR) system to their line. Toughbooks are
52
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/WLANhttp://en.wikipedia.org/wiki/Candela_per_square_metrehttp://en.wikipedia.org/wiki/Magnesiumhttp://en.wikipedia.org/wiki/Acrylonitrile_butadiene_styrenehttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/Computer_keyboardhttp://en.wikipedia.org/wiki/Touchpadhttp://en.wikipedia.org/wiki/Outsourcinghttp://en.wikipedia.org/wiki/Matsushita_Electric_Industrialhttp://en.wikipedia.org/wiki/Matsushita_Electric_Industrialhttp://en.wikipedia.org/wiki/Panasonichttp://en.wikipedia.org/wiki/Rugged_computerhttp://en.wikipedia.org/wiki/Digital_video_recorderhttp://en.wikipedia.org/wiki/WLANhttp://en.wikipedia.org/wiki/Candela_per_square_metrehttp://en.wikipedia.org/wiki/Magnesiumhttp://en.wikipedia.org/wiki/Acrylonitrile_butadiene_styrenehttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/Computer_keyboardhttp://en.wikipedia.org/wiki/Touchpadhttp://en.wikipedia.org/wiki/Outsourcinghttp://en.wikipedia.org/wiki/Matsushita_Electric_Industrialhttp://en.wikipedia.org/wiki/Matsushita_Electric_Industrialhttp://en.wikipedia.org/wiki/Panasonichttp://en.wikipedia.org/wiki/Rugged_computerhttp://en.wikipedia.org/wiki/Digital_video_recorder8/2/2019 Report Ajit
53/108
commonly used by public safety (police, fire and emergency medical
services), utilities, field service, construction, and military personnel.
Key features of Toughbook
Toughbooks features a magnesium alloy casing which allows it to comply
with the US
Military standard MIL-STD 810F for vibration and shock resistance.
The hard drives are encased in damping foam in order to help it withstand
falls from heights
of up to 90cm, while a hard disk heater allows it to operate in extreme cold.
The casing iscoated in anti-sun reflective silver paint in order to protect the internals from
extremes of
heat. The joints are all sealed, and all ports and connectors are protected by
covers that provide dust and water resistance to the IP54 standard.
Display
Toughbooks have very high resolution display. The display is bright and
designed
to be read outdoors in direct sunlight. Toughbooks have some of the brightest
laptop screens in the world. An touch sensitive display is optional on this
model, incorporating passive touch-screen electronics that allow the user to
use a fingertip as well
as the provided stylus, which stows conveniently in the carrying handle. This
allows the
Toughbook to be used in a range of unusual environments where using the
keyboard and
Touchpad is not feasible.
Toughbooks are supplied with a 500 Nit LCD display as standard, or an
optional sunlight
readable 1,000 Nit LCD touch screen display. Toughbooks also have the
capability of reducing the brightness of their screens to 3 Nit which is more
than any other computer. This capability is very useful for the users using
night vision goggles.
53
ALLIANCE BUSINESS ACADEMY
http://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Firehttp://en.wikipedia.org/wiki/Emergency_medical_serviceshttp://en.wikipedia.org/wiki/Emergency_medical_serviceshttp://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Firehttp://en.wikipedia.org/wiki/Emergency_medical_serviceshttp://en.wikipedia.org/wiki/Emergency_medical_services8/2/2019 Report Ajit
54/108
The screens itself is as tough as it is clear. They have an extra bright active
matrix (TFT) color LCD panel surrounded with dampers and mounted in a
shock absorbing magnesium display casing.
Normally, a standard LCD is often difficult to view due to reflections from
direct sunlight
and its low brightness. Toughbooks sunlight readable option increases the
LCD brightness by improving efficiency of the LCD backlight without
increasing power consumption.
Reflections caused by direct sunlight or other light sources are simultaneously
reduced. By combining these two enhancements, the Toughbooks sunlight
readable LCD can meet the requirements for rugged use.
Water Resistant keyboard
A membrane beneath the keyboard keeps it waterproof. In front of the
keyboard is a convenient touchpad. The touchpad buttons are rubbery to the
touch for maximum grip and, like the keyboard, are dust and water resistant.
Protected Ports
The ports and connectors on the Toughbooks are protected by solid plastic or
rubberized hinged covers. The rubberized covers are designed to protect
single connectors and close with a gentle push. The plastic covers are larger
and held in place by a solid clasp.
Fan less design
Toughbooks laptops do not have a fan. The laptops have small cooling pipes
around the laptop made of magnesium alloy. These cooling pipes serve to
disperse the heat evenly away from the heat producing centers. The
magnesium alloy out of which the outer casing is made acts as a heat sink
thus allowing heat to escape but not to enter.
The Price v/s the Cost
Studies have shown that, when used in a field or vehicle environment,
commercial computers cost more than ruggedized computers. This isprimarily a function of lower repair costs and less downtime experienced when
54
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
55/108
using the right tool for the intended job. Also the Panasonic Fully rugged
Toughbooks are the one, which are cheapest in its category.
Three-Year Warranty
Almost all of the rugged computers come standard with a 3-year warranty,
while most commercial, plastic computers come standard with only a 1-year
warranty. Not only does this save you a lot of money in case of a failure, but it
also speaks volumes of the quality that is built in to a rugged computer. If they
were not extremely reliable, the rugged computer manufacturers could not
afford to provide a 3-year warranty. Toughbooks also provides product
support for its Toughbooks 10 years after purchase. This is extremelyimportant while selling to governmental organizations like the defense and
research organizations.
Backlit keyboard
Backlit keyboards are useful to those people who work in the field under low
or poor lighting conditions. This feature is especially useful when the user is
inside a vehicle or deep in a mine.
Removable hard disk
Toughbooks have a unique feature that its hard disk is easily removable; the
hard disk is encased in a stainless-steel casing of which Panasonic is the only
manufacturer. This feature is very useful to the defense and law enforcement
fields. When a soldier in the army is in dire circumstances he can jettison the
laptop and save the information by removing the hard disk the information on
the hard disk is further protected by 128 bit encryption. Policemen in patrol
cars can remove their own personalized hard disk during a shift change.
Superior wireless communication capability
Toughboks have state of the art communication capabilities. Toughbooks are
3G certified that is capable of 3rd generation communication capability. It has
the option of built in GSM, built in CDMA, built in GPRS. This type of wireless
55
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
56/108
is sometimes referred to as wireless anywhere, cell phone network wireless,
cellular modem wireless, radio card wireless or air card wireless. New models
come with EDGE/ EVDO. Built in RF encrypted communications are also
possible this is a major feature as far as the defense is concerned as security
while communicating is of paramount importance to them. People who work in
remote locations are greatly benefited by such advanced communication
capability.
Integrated GPS receiver
Toughbook is one of the few laptops to offer an integrated GPS receiver. For
those in the field, this is really handy and does not require them to carry
around an extra device (an external GPS receiver). The type of GPS used is
called WAAS ( Wide Area Augmented System), the antenna is built-in to the
computer and provides the best reception using the 12 satellites available.
However if the user is in a moving vehicle or in a deep mine he or she has to
use an external antenna which is attached to the laptop.
Models currently sold in India by Third Wave Exim
CF-30
56
ALLIANCE BUSINESS ACADEMY
8/2/2019 Report Ajit
57/108
The Panasonic CF-30 has redefined the concept of a ruggedized mobile
computer that is tough enough to be used in the field while still remaining
affordable. The CF-30 has been designed to withstand dust, water, heat, cold,
vibration and shocks. The CF-30 is constructed of magnesium alloy and
includes a shock-mounted touch screen and hard drive. The CF-30 delivers
one of the brightest displays currently available without compromising battery
life. The Intel Core Duo powered Panasonic Toughbook CF-30 is certified to
the MIL-STD-810F standard, tested to withstand drops, shocks, vibration and
extremes in temperature. The CF-30 features WLAN, WWAN, GPS and
Bluetooth wireless options and battery
Recommended