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HR7234 Business Marketing Level 5 University of East London


Business to business is a process where products and services exchange used to take place among two enterprises (Armstrong and et. al., 2015). It could be in between whole seller to retailer, manufacturer and whole seller etc. Most of the time a business used to take place their activities in more period of time. This project concern on Panasonic which is a electronic, home appliances based company founded on march 13th, 1918. They used to manufacture a new product Toughbook a kind of laptop which want to sale in Australia now. For this they used to determine some of their retailers which enable them in sale out products at target market world. They also have to decide appropriate and suitable pricing strategy to manage their place at keen competitive world.


1. Background of a company

Panasonic corporations usually known as the Matsushita Electric Industrial Co. Ltd. is a one of famous electronic corporations organisation with headquarters at Kadoma, Osaka, Japan. As per the market share of a company, they used to determine as fourth largest electronic manufacturer in the world. It was founded 100 years ago on 13th March 1918 with 257,000 employees during years 2017.

Company manufacture a new product in the town which have an ability to provide strength to a company and take formal name as “ToughBook”. As per the current market scenario, management will used to develop and innovate their ToughBook as CF-31 which define as a model of 2018.

Toyota also used to deal in some other kinds of products and services like Washing machine where some of them are automatic where as some are not (Brennan, 2014). They also used to provide high quality standard services with appropriate time duration with guarantee and warranty. Business want to expand their market share with 30% till the time of 2020.

Now business want to expand themselves in Australia for which they need to focus better on working. Although, they are going to launch “ToughBook” in Australia with a good brand image name in Japan already. For this, management need to focus on some concepts and models like Porter Five Forces for analysing nature of market and environment better.

Bargaining power of suppliers: All suppliers are located globally which enable in managing trust and faithful relationship. In Australia, business could be moderate power in context with suppliers because they already have market existence. Although, Australia is a good market world where suppliers could resist in order to sale out Panasonic products which define their higher power.

Bargaining power of buyers: At new market world, some times buyers used to prefer their existing products and services and not the new one (Charter, 2017). Thus, bargaining power of buyers usually high in Australia which need to understand by Panasonic. Thus, management have to focus on this aspect as well for deriving effective outcome.

Threat from substitute products: One of a major attribute on which management have to maintain their keen focus is threat of substitute. Here, management of Panasonic need to evaluate better things in consideration like in Australia substitute of their ToughBook laptop would be Tablets etc. Thus, management have to focus on all kind of substitute first and then need to craft their better strategies in such aspects.

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