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Panasonic pursuing a philosophy

Released at: 07:07, 01/05/2018

Panasonic pursuing a philosophy

Photos: Panasonic

Panasonic Corporation is celebrating its 100th anniversary with a host of activities to develop the brand in Vietnam.

by Trang Nhung

Located on the second floor of a building in Tran Thai Tong Street in Cau Giay district, Hanoi, Panasonic Risupia Vietnam is a communications space for Panasonic and its customers with free entry. The space consists of a showroom, where customers can sample new lifestyle ideas by experiencing Panasonic’s latest products and advanced technologies, and Risupia, where children can discover the beauty of mathematics hidden in nature and the wonder of science in everyday life. Eight years since opening in 2010, Panasonic Risupia Vietnam has welcomed more than 500,000 visitors, including nearly 400,000 school students to Risupia.

Founded on March 7, 1918 by Mr. Konosuke Matsushita, the Panasonic Corporation has since followed its founder’s management philosophy of contributing to society and creating “a better life, a better world” through business activities that improve the lives of people around the world and further progress society. It began business in Vietnam nearly 50 years ago, aiming to contribute to the country’s society through activities ranging from research and development (R&D), manufacturing, and sales and distribution to corporate social responsibility.
“Made in Vietnam, Make for Vietnam”

Panasonic has built a sustainably growing brand during its 50 years in Vietnam. Aiming to contribute to the country’s economic growth via business expansion, Panasonic’s brand commitment is to make a better life for Vietnamese people. “Our main target is to contribute to the sustainable development of Vietnam and a better life for all Vietnamese people,” said Mr. Kazuhiro Matsushita, CEO of Panasonic Vietnam. 

To achieve this target, it introduced a product strategy called “Made in Vietnam, Make for Vietnam”, investing in R&D and developing Vietnamese engineers and workers and customizing product features and utilities to local demand while establishing high quality products based on Japanese quality and technology. “We want Vietnamese consumers to have access to high-end, high-tech, high-utility, environmentally-friendly and safe electronics products to improve their quality of life,” said Mr. Matsushita. “This is how we contribute to a ‘better life’ for every Vietnamese person.” 

Panasonic has been a pioneer in Vietnam’s electronics industry, with total sales turnover of $1 billion, approximately 8,000 employees, and total investment of $243 million. Panasonic Vietnam comprises seven companies, five of which are manufacturing companies: Panasonic Industrial Devices Vietnam (PIDVN), Panasonic System Networks Vietnam (PSNV), Panasonic Appliances Vietnam (PAPVN), Panasonic AVC Networks Vietnam and Panasonic Eco Solutions Vietnam (PESVN), and the Panasonic Research & Development Center Vietnam (PRDCV). The company’s highlight products include appliances (air conditioners, refrigerators, washing machines, TVs, and small home appliances), eco-solutions (modular kitchens, air purifiers, solar photovoltaic modules, and wiring devices), connected solutions (projectors, PCs and tablets, in-flight entertainment systems, and integrated line control systems), and automotive and industrial systems (next-generation cockpit systems, EV relays, and lithium-ion batteries). In fiscal year 2017, it recorded growth of some 10 per cent in all business activities in Vietnam, in particular the appliance and eco solution business lines, which saw growth in excess of 20 per cent. 

The company’s business philosophy of “Making people before making products” determines its focus on developing talented Vietnamese engineers and management staff. “We see they are smart and diligent and can apply our Japanese technology and manufacturing know-how to develop products that meet the tastes and demands of Vietnamese consumers, while guaranteeing Japanese quality in every regard,” Mr. Matsushita said. “We commit to developing high-quality ‘Made in Vietnam, Make for Vietnam’ products in pursuit of ‘A better life, a better world’ for Vietnamese people.” 

“We have a lot of engineers working in Vietnam,” Mr. Tetsuro Homma, CEO of the Panasonic Corporation, told VET. “Production of refrigerators and washing machines has reached a level where products can be designed in Vietnam by engineers trained in the country. We place a lot of expectation on the ability of Vietnamese engineers to learn and comprehend. In the future, we intend to expand Vietnam’s role in Panasonic’s manufacturing network in Asia.”

Vietnam’s refrigerator and washing machine brands have been strategically positioned for Panasonic in Asia. “Vietnam’s consumer electronics market is growing strongly and we expect Vietnam, Indonesia and the Philippines to see strong growth in economies of scale,” Mr. Homma said. “So, we plan to move more air conditioner production to Vietnam in the future.”
As a brand built upon 100 years of reliability, Panasonic will continue to expand its business in different fields, invest in R&D, develop leading technologies, solutions and products, enhance customer services, and contribute to society through different educational and environmental projects in Vietnam.

History and group overview

Source: Panasonic Vietnam

Expanding the brand 

Last December marked a milestone for Panasonic in Vietnam, as PESVN opened an expanded wiring devices and circuit breakers factory in southern Binh Duong province. An additional factory was built with the aim of doubling Panasonic’s production capacity of wiring devices and circuit breakers in FY2020, which enhances its responsiveness to the rapid increase in demand for these products in Vietnam and elsewhere in Southeast Asia over recent years. 

Panasonic also wants to establish a presence as a pioneering business-to-business (B2B) solutions provider. “We are introducing various solutions for business, including solutions for housing, transport, air quality, security, LED lighting, and factories, etc., and in particular total developer solutions in the B2B field, to contribute to Vietnam’s prosperity,” Mr. Matsushita said. 
Panasonic Vietnam also expends continuous efforts in its corporate social responsibility (CSR) activities. As well as opening Panasonic Risupia Vietnam for young Vietnamese to enjoy, it has also introduced other educational and environmental programs such as the Panasonic Scholarship, Kid Witness News, the Panasonic Global Eco Learning Program, and Eco Relay. There is also the Solar Lantern Project, conducted globally as part of its 100th anniversary celebrations and aiming to donate 100,000 solar lanterns to areas with no electricity. The program has been held in provinces such as Dien Bien, Yen Bai, Thanh Hoa, Quang Nam and Quang Ngai in Vietnam, providing total of 2,832 lanterns. 

2018 marks a historic milestone for Panasonic as the company celebrates its 100th anniversary globally. The world has greatly changed in the century since it was established, Mr. Matsushita said, but the principles of Panasonic’s founder Mr. Konosuke Matsushita have not. “Listening to the voice of the customer in each market, we have worked constantly to create Japanese quality products, provide high-quality customer services, and continuously contribute to society to make life better for all people, no matter where they live,” he explained. “That is the way we have been building our brand for the last 100 years, winning the trust of our customers and business partners for our reliability. Looking forward to the next century, our aspirations are to enrich the world every day and continue innovating as a brand.”

In order to continue the company’s contributions to the success of Vietnam’s economy, Panasonic needs ongoing support from the government to create a more favorable operating environment for foreign investors, especially in regard to administrative procedures and legal infrastructure. “We expect to receive cooperation from authorities in facilitating and recognizing our activities in education and the environment, so that we can contribute more to Vietnam in the future,” Mr. Matsushita said.

 “Vietnam’s consumer electronics market is growing strongly and we expect Vietnam, Indonesia and the Philippines to see strong growth in economies of scale. So, we plan to move more air conditioner production to Vietnam in the future.” 


Mr. Tetsuro Homma, Senior Managing Executive Officer, Panasonic Corporation


 “We will continue to expand our business in different fields, develop our workforce through R&D activities and human resources development programs, and contribute to society through unique educational and environmental projects. More importantly, we commit to developing high-quality ‘Made in Vietnam, Make for Vietnam’ products in pursuit of ‘A better life, a better world’ for Vietnamese people.” 

Mr. Kazuhiro Matsushita, General Director, Panasonic Vietnam

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