Will Sharp Corporation Succeed in Brand Building?

Will Sharp Corporation Succeed in Brand Building?


Tablet with Android 3.2

Sharp Corporation of Japan has introduced a 7-inch tablet with Android 3.2 as its operating system. It is powered by a dual core 1 GHz Tega 2 processor. It has a 8 GB internal memory which is expandable upto 32 GB through a microSD card. It also has a 1 GB RAM. Its weight is 389 grams. The thickness is about 12 grams. It has a Bluetooth and Wi-Fi connectivity built in. It has ambient light sensors, gyrometer and accelerometer. It has a 2 MP front camera and a 5 MP rear camera. Battery backup is 7.5 hours under normal conditions of usage. It is not known when this will be introduced in India. The price is also not known.

Three Indian subsidiaries

Sharp Corporation is also operating in India through Sharp India. The company is going in for a major revamp of its Indian operations. Its Pune plant will manufacture air conditioners and micro ovens. Sharp has business connections with Salora International. For a turnkey solar power project, Sharp India is partnering L&T. It will be constructing 100 MW solar power facilities in many metropolitan cities in India in the next one year. The project turnover is expected to be at Rs.1300 crore. Sharp Corporation Japan has actually three subsidiary companies in India namely Sharp India, Sharp Business Systems (India) and Sharp Software Development India.

Usage of space will go up

After the revamp of operations, Sharp India will be focusing on consumer durable goods. It is assembling LCD televisions for which panels are imported from Japan. The company is utilizing only fifteen per cent of its factory space for the manufacturing purposes. This percentage will go up in 2013. After this expansion, the company will supply products to other subsidiaries of Sharp. Sunil K Sinha is the CEO of Sharp India.

Sales, marketing and distribution

Sharp Business Systems is based in Delhi. This subsidiary takes care of sales, marketing and services of products of Sharp India. Salora International is the company’s largest distributor. Salora International has established a wide network in North India. The company is ideally placed to market and sell Sharp products. At present the products handled by Salora International are in telecom, IT and consumer electronics sectors. Salora’s launching of its own mobile brand will not clash with the product interests of Sharp as Salora’s mobiles are in the lower end of the spectrum.

Developments of documents

Sharp Software Development India is a Bangalore-based company developing documents for the Sharp’s requirements. Hereafter the documents will be developed for the global use. For the first time, Sharp appointed a non-Japanese person as the head of its Indian operations. This shows the importance Sharp is giving to its Indian operations. Sharp has a 40% market share in TV segment in Japan. It is the market leader in other segments also like micro-oven, refrigerator and washing machine. But in India Sharp has not been successful so far.

Diversified geographically

After the revamp, Sharp will be handling the manufacture of refrigerators, air conditioners and televisions itself and will get the other products manufactured from third parties. Sharp Corporation, Japan has currently air conditioners and refrigerators manufacturing plants in Thailand. It has LCD television plants in Malaysia, India, USA and Europe. Sharp manufactures its high-end products in Osaka, Japan.

Will brand building bring success?

Sharp has not invested as much as its competitors in brand building and advertisements. Because of this reason, the brand Sharp has not registered impressively in the minds of the consumers the world over. Sharp is planning to use the coming Euro Football championship tournament in June to give a boost to its brand name. It plans to create a TV with optimal capacity to watch a football match. But at the same time the task to lift its brand image ahead of its competitors is a tough one warranting hard work and huge spending. Management students who are interested to know about brand building should make sure that they watch carefully the performance of Sharp world wide and particularly in India.

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Comments 2 comments

charmike4 profile image

charmike4 4 years ago from Adelaide, South Australia

Great idea to re-launch a product during a sporting event as long as they have the distribution network, stock and deals to benefit after the event has concluded. Enjoyed your hub ramkimeena


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ramkimeena 4 years ago from India Author

Thank you for your comments charmike4 and best wishes to you.

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