Study Of Strategy For Panasonic Audio & Video Department

Digital TV has changed all ways which audio, video and image is transformed, broadcasted and consumed. It change information transform from single direction to double direction, from asymmetry to symmetry. In addition, all media including internet, communication has gone into a new era. The boundary of all tradition industry becomes faintness. New media will often appears, it will satisfy all kinds of culture demand.Digital technology is not only technology upgrade on TV broadcast, it involved TV broadcast flowchart of production, conformation of program, ways of service, management ways, government policy and law. Digital TV has changed industry value chains, this change appears on the following four platforms: management platform, transform platform, broadcast platform and service platform.Panasonic Audio and video department is located in Japan. It is a manufacturer which produce Audio and Video professional equipment. Digital TV Era coming, Panasonic Audio and Video department should change strategy. How to do in order to keep No.1 in Audio and Video field? This is the topic of this context.Michael. E. Porter is very famous strategy management professor. In this context, in accordance with the theories such as"five competitive forces"and"three dimension analytic tools",Panasonic Audio and Video department locates the competitive position. This paper also uses"three basic strategies"and"industry value chain"to analyses this company should change strategy turnaround.The basic theories of strategy turnaround in this thesis paper are clarified as follows: certification of enterprise strategy educed from industry mix analysis; change of the implementation of enterprise strategy educed from industry position analysis. The main change of Panasonic Audio and video department is: selection of competitive, change of create profit mode, change of organizational structure and extend of business mode.This context also discussed the current industry environment for Panasonic audio and video department, internal advantages and disadvantage of the enterprises and existing opportunities and threats from both macro and micro perspective, concluding the necessity of implementation of differentiated strategy by this company. In addition, this context further discussed"Core competence of dynamic strategic management"for Panasonic audio and video department.