Hitachi conducted market research on itself to understand its strengths, weaknesses, and market opportunities. It analyzed its business segments, strategic goals, SWOT profile, market share, and stock performance. Hitachi has a diversified portfolio across industries like IT, power systems, construction machinery. The research found Hitachi's long-standing brand name and focus on R&D as strengths, while opportunities exist in expanding its product range and global markets.

1. Created By:-
Name: - Manish Pandey
Mobile Number: - 9810533740
Marketing Research on
Hitachi Ltd

2. MARKETING RESEARCH REPORT
This report is the data and analysis from an actual market research project
conducted during the period listed above. The target market and specific
companies analyzed in this report have. So that we can best illustrate how
we conductmarket research to meet the specific requirements of our clients.
It is difficult to analyze market and demand due to the limited external
sources of information. It is often the case that Hitachi has the best
information on demand and competition in their field as they have access to
subject-specific market information.
 TABLE OF CONTENTS
1) Company Profile
2) Strategic Plan and Focus
a. CorporateMission Statement
b. ProductMission Statement
c. CorporateGoals
d. CorporateValues
e. Core Competency and sustainable competitive advantage
3) Situation Analysis
a. SWOT Analysis
b. Industry Analysis
c. Customer Analysis
4) Marketing ProductFocus
a. Marketing and ProductObjectives
b. Target Markets
5) Marketing Program
a. ProductStrategy
b. Price Strategy
c. Place Strategy
d. Promotion Strategy
6) Resources

3. COMPANY PROFILE
Hitachi, Ltd. is a Japanese multinational conglomerate company headquartered
in Chiyoda, Tokyo, Japan. It is the parent company of the Hitachi Group and
forms part of the DKB Group of companies. Hitachi is a highly diversified
company that operates eleven business segments: Information &
Telecommunication Systems, Social Infrastructure, High Functional Materials &
Components, Financial Services, Power Systems, Electronic Systems &
Equipment, Automotive Systems, Railway & Urban Systems, Digital Media &
Consumer Products, ConstructionMachinery and Other Components & Systems.
Hitachi is listed on the Tokyo StockExchange and is a constituent of the Nikkei
225 and TOPIX indices. It is ranked 38th in the 2012 Fortune Global 500 and
129th in the 2012 Forbes Global 2000. On January 21, 2014, numerous tech
articles around the globe published findings from the cloud storage
provider Backblaze that Hitachi hard disks are the most reliable among prominent
hard disk manufacturers.
STRATEGIC PLAN AND FOCUS
Mission Statement
The mission that Hitachi aspires to fulfill in society. Contribution to
society through the development of superior, original technology and
products.
Product MissionStatement
Hitachi Ltd produce produces Electronics, Industrial machinery,
Telecommunications equipment, Power plants, Information Systems, Automotive
components, Materials, Defence technology, Construction Equipment and also
provide service of consulting and financial services.
Corporate Goals
Hitachi has set a goal of achieving growth through its Social Innovation Business.

4. Corporate Values
The value crucial to the Hitachi group in accomplishing its mission. Hitachi
founding spirit: - Harmony, Sincerity, Pioneering Spirit.
Core Competencyand Sustainable Competitive Advantage
This issue is dedicated to industrial machinery and manufacturing equipment,
fields that supportHitachi’s corebusinesses and which are core competencies
symbolic of Japanese strength in “Monozukuri.” Although the division is slightly
different to how the different businesses are grouped within Hitachi, this issue has
categorized industrial machinery into two broad areas based on technology, with
manufacturing equipment for electronic devices covered in the first half and
general industrial machinery in the remainder.
As Hitachi expands its global operations based on its Social Innovation Business, it
can be said that the industrial machinery and manufacturing equipment described
in this issue will have a key role to play in supporting this business. By introducing
you to these Hitachi products and advanced technologies, I also hope this issue will
prove useful as a sourceof information
Hitachi have launched a market-driven business structure comprising three layers:
- the “front” businesses that interface directly with customers as the develop and
provide services; the “platform” that enables quick, efficient provision of those
services; and the globally competitive “products”we bring to market.

5. SITUATION ANALYSIS
SWOT Analysis
Company Name: Hitachi
Company Sector: Consumer Electronics
Operating Geography: Asia, Japan, Global
About the Company: Hitachi is a multinational Japanese conglomerate based in
Tokyo, Japan. Founded 107 years ago in 1910 by Namihei Odaira it become
domestic leader in electric power industry infrastructure and electric motors in its
initial years. It has comea long way from there to have a worldwide presence in both
services and products. It makes products like automotive systems, components and
devices, construction machinery, defense systems, electronics and industrial
machinery, telecommunications equipment, power plants and information systems.
It provides consulting services in financials and leasing services too.
LOCATION
OF
FACTOR
TYPE OF FACTOR
Favourable Unfavourable
INTERNAL Strength
 Diversified product
portfolio and balanced
revenue stream
 Strong focus on R&D
 Strong revenue growth
Weaknesses
 Low employee
productivity
 Relatively weak net
profit
EXTERNAL Opportunities
 Initiatives to strengthen
product range
 Expanding global LCD
digital market
 Growing global electronics
market
Threats
 Exchange rate
fluctuations
 Slowdown of the
Japanese, the US, and
European economies
 Regulations

6. Industry Analysis
1. TargetMarket
Location: - Bangalore
Customer Target:- IT Customers
Future markettrends: - DistribuTECH is a major energy event exhibiting
technologies and products that reflect the latest trends in the global
electricity and energy markets, while also offering a variety of discussions
and presentations on the most important issues facing the electricity industry
in the future.
2. Product and Services
a. Information & Telecommunication Systems
b. Power Systems
c. Social Infrastructure: Transportation
d. Social Infrastructure: Industrial Systems
e. Electronic System & Equipment
f. Electronic System & Equipment: Healthcare
g. Construction Machinery
h. High Function Materials & Components
i. Automotive Systems
j. Digital Media & Consumer Products
k. Financial Services

7. 3. Market Analysis
Market Share
The following is a summary of how JP1 products have been received in the market.
JP1 has an excellent reputation in the market. Hitachi holds the highest share of the
domestic market for the 19th consecutive year! (According to research by Techno
Systems Research Co., Ltd., and other sources)

8. Stock Price
Date & Time: Friday, 21 July 2017, 15:00 (JST)
Share Last High Low
(+/-
)
% Volume
Hitachi
(TSE)
737.6 740.2 734.4 0.8 0.11 16,625,000
Currency JPY
Market Tokyo (JPY)
ISIN code JP3788600009
Ticker code 6501
List 1st section
Industry Electric Appliances
Market Capitalization 3,565,162,594,251
Number of Shares 4,833,463,387

9. Customer Analysis

17. Q9 What is the strength of Hitachi according to you?
Response 1: - Economic products with reasonable quality.
Response 2: - Brand name
Response 3: - Their products quality, price and after sale service
Response 4: - The products have a longer shelf life
Response 5: - Very good
Response 6: - Just a known name as a brand towards customers
Response 7: - Quality and Pricing of Product
Response 8: - Brand value

18. Q10 What is the weakness ofHitachi according to you?
Response1: - Not enough advertising in India.
Response2: - Service of Hitachi
Response3: - They should increase customer care n service centers
Response4: - Never used Hitachi except for a TV or AC ...So can't
comment
Response5: - Price
Response6: - Poormarketing strategies adopted to promote a product
Response7: - Employee Productivity
Response8: - Costly

19. MARKETING PRODUCT FOCUS
Marketing and ProductObjectives
Marketing Objectives:-
1) Increase market is through that product.
2) Maintaining the place in market by launch of new product
Product Objectives:-
1) Product Promotion
2) The increase in ProductQuality.
TargetMarket
In rail systems business, it is making inroads into business targeting metro rail
systems, monorails, and high-speed trains, and through these activities, Hitachi
aims to contribute to the enhancement of rail infrastructure in India.
The start of the administration under Prime Minister Modi in 2014, there have been
high expectations for dramatic growth in the Indian economy as a result of bold
structural reforms, making this an important country in the context of Hitachi’s
global growth.

20. MARKETING PROGRAM
Product Strategy
Hitachi deals with a large range of products i.e from IT solutions to financial
services. The marketing mix product strategy of Hitachi covers its consumer
electronics, enterprise solutions, engines, motors etc. Hitachi started with
building the electric motor and has come a very long way. It had build aircraft
named Hitachi T.2 and Hitachi TR.2. They have also built aircraft engines. They
have also spent money onbuilding components and device such as batteries, hard
disks, and LCDs. They had also ventured into building defense systems such as
military vehicles, satellite imagery processing systems, electronics and much
more. They have also invested in digital media and consumer products such as
room air conditioners, refrigerators, washing machines, LCD projectors and
much more. They cameup with information and telecommunication systems such
as ATMs, software and telecommunication equipment. Thus Hitachi has invested
in almost every sector and has come up with a large number of variants in each
category. Thus people can make a better choice from the available set of the
product line.
Price Strategy
Hitachi always followed different pricing strategies for different sectors that its
works. The pricing strategy in the marketing mix of Hitachi depends upon the
demand, type ofproduct, solutions required by companies, competitor prices etc.
While the company follows competitive pricing strategy in defense system,
aircraft engines and construction machinery. They have always maintained a
balance in prices keeping in mind the competitors. Theseare the segments where
quality is given the top most priority, not the pricing. Hitachi Ltd has always
focused onquality. It is becauseoftheir continuous striving for quality, they have
experienced lesser setbacks.

21. Place Strategy
Hitachi Ltd is located in Tokyo, Japan. It has a global outreach and you could
find its presence across the globe. It has operations in more than 50 nations
ranging from South America, North America, Middle East and Asia. Hitachi has
always followed a simple model of business where they focused on quality and
made products available at affordable prices. Different parts of the world enjoy
different products and services of Hitachi Ltd. In mostof the Asian countries like
India, Bangladesh, and Japan, people enjoy telecom services offered by the
company. In the Middle East, its defense products are quite popular. Thus, its
different business units give flexibility to the company to sell varied products
across the world. The marketing mix distribution strategy of Hitachi is seen from
the widely available consumer electronic goods through various retailers,
supermarkets, e-commerce portals etc.
Promotion Strategy
Hitachi has always relied upon its innovation, customer experience, and product
quality. These are the things that differentiate it from its competitors. They have
come up with unique advertisements in past, but never signed any big celebrity
or know face to sell its products. With the help of intelligence, they have
completely captured the customer base. Hitachi has always focused on meeting
different customer needs by providing optimal products and enhancing the
business solutions. Apart from these, they have spent a huge sum of money
towards corporatesocial responsibility. You could see somegood works done by
the company in sub continent regions. As their logo says “Inspiring the Next”,
they will come up with new technology and services that can help people to solve
their problems easily. Hence, all this helps in understanding the marketing mix
of Hitachi.

22. RESOURCE
Source Of Data Collection are:-
1) Wikipedia
2) HDS.com
3) SurveyMonkey
4) Other sources