Toshiba- Harvard Case Study Solution

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TOSHIBA CASE STUDY Question 1: What are the key elements of Toshiba’s business strategy in notebook computers? In what way do Ome’s operations support this strategy? In 1994 only in US market 2.85 million notebook computers sold and it was predicted to exceed 3.6 million units in 1995. Toshiba was the leader in the productive US portable computer market with 19% share The key elements on strategy that enable Toshiba to by the leader of the market in 1994 and 1995 were huge investment, aggressive pricing, and superior in technology. In addition, by forming partnerships and joint ventures with other industry giants, Toshiba shared the risk of developing expensive on new technologies. This strategy enabled Toshiba to produce higher quality products at lower prices. Insistent improvement to the manufacturing process resulted in higher quality products, making the products more attractive, and the increase in efficiency generated lower unit costs. These make Toshiba’s product more attractive and competitive which allowed the company to make further investments in quality and exploit advantage on its competitors. Using efficiently of balancing the lines in assembling process also helped Toshiba ends up increasing productivity and lower costs, at the meantime caused introduction of new models. Toshiba enacted the strategy through below changes: a) Rebalancing lines, Toshiba reorganized the working areas and trained assemblers to handle different tasks at stations, which lead to shortening the assembly lines and caused reduction of labor required per unit. b) The assembly lines were organized to promote specialization while retaining flexibility. In four assembly lines, one was an overflow line. This line was available any time to help other lines especially while there is an increase in demand for the products. c) Research and development

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