Toshiba is a cooperation which established in 1978 in Japan. Toshiba is the world's 9th largest integrated manufacturer of electric and electronic equipment, with 190,709 employees’ worldwide and consolidated annual sales of over US$61 billion, taking the number 91 spot in the world (The Fortune, 2007). This cooperation is also a world leader in high technology, a diversified manufacturer and marketer of 4 main business segments which are Digital Products, Electronic Devices & Components, Social Infrastructure Systems and Household Appliances (Toshiba, n.d.). 2.)
Demographic Market Segmentation:
2.1) Market Segmentation Based on Gender Groups:
Gender is one of the key demographic variables for Toshiba’s market segmentation. Although Toshiba’s product line is suitable for both men and women, it is the male side that makes up the majority portion of consumers. Men have a "technological world view" that grew up along with industrial society (Brenston, 2007). Hence it was no surprise that Toshiba had that in mind and made its product renowned for elegance and class, which is an essential element in middle-high working class. By looking at the new Toshiba satellite television commercial (2009), one can tell that the product is targeted towards working class men as the commercial include offices and male entrepreneurs in its scene. Besides that, Toshiba hires famous female celebrities such as Japanese singer BoA and Chinese athlete Guo Jing Jing to promote their products, notable for the sex appeal towards men.
2.2) Market Segmentation Based on Marital Status:
Toshiba target established families rather than single bachelor for its home appliances products. Family-size refrigerators, washing machines, or to the extent of rice cookers make up the majority part of Toshiba’s home appliance’s product line compared to the business-use product line (Toshiba, 2009). It makes sense that family posses a bigger consumer than single men and women....
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