Competitive Strategies Case Study

LCD TELEVISION: SHARP’S LEADERSHIP AT STAKE

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Abstract:
The case depicts the transition of Sharp Corporation from an assembler of televisions to a leading TV manufacturer. The company was making low quality and low price TV's and thus, overshadowed by the giants like Sony, Samsung and Matsushita. Sharp, under the leadership of Machida went for a brand image makeover by using innovation. Its innovation in liquid crystal display (LCD) technology and developing products featuring LCD's, made it the reputed electronics company in Japan. Sharp is now the world's largest manufacturer of LCD TV's. The company has achieved success, but sustaining the success is a major critical factor. The changing competitive scenario with the global competitors waging to dethrone Sharp and the entry of low cost manufacturers from Asia, has been discussed in the case. On the other hand, newer display technologies with superior quality at a lesser price, are emerging. Sharp has taken the first-mover advantage, but is facing competition from the late entrants. Students can discuss how innovation leads to success and also how the success can be sustained in case of escalating competition.

Pedagogical Objectives:

• discusses briefly the history of LCD technology and the global LCD TV market.

Keywords : LCD (liquid crystal display) television; Sharp's innovation in display technology; Global TV market; Sony; Samsung; Taiwanese manufacturer; Plasma TV; Brand image makeover

Contents : 
Innovation In Lcd Technology
Global Lcd Tv Market
Sharp: Facing Challenges
Sharp’s Product Segments
Financial Highlights Of Sharp Corporation
Proprietary Technologies & Vertical Integration At Sharp