Japan-based lighting firm Panasonic was ranked number one in sales of LED light bulbs in Japan in the first half of 2011 with market share reaching 35%.
The LED lighting business has been under two departments in Panasonic, but through scheduled restructuring in 2012 will fall under a single department called Energy Solutions. Panasonic hopes to achieve an operating profit target of 10% through the restructuring.
The 2015 LED lighting target set by Panasonic is JPY200 billion (US$2.5 billion) with Japan's domestic market accounting for 80% and international markets 20%. International marketing will be mainly focused on China. Panasonic also hopes to expand its product line in the domestic market to achieve this goal. As for the international market, Panasonic plans to focus on the sales of LED lighting fixtures in China and other regions in Asia. In Europe and the US, Panasonic has own-brand products and will focus on selling components.
In addition to selling LED lighting products, Panasonic also provides lighting solution services for buildings including lighting space designs and after-sales services. In 2011, Panasonic has been working with government agencies in Japan, Singapore and China on 30 projects. The solution service business is currently in the experimenting process, but will become one of the major developments for Panasonic.
Panasonic has been eager to increase its competitive advantage in the lighting market by providing various products and system solutions as lighting becomes one of the most important business for the firm.
