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Hitachi Moving into High-End Electronics.
Byline: Sukanya Jitpleecheep
Jul. 5--Hitachi, best known for selling basic home appliances such as washing machines and refrigerators in its 36 years in Thailand, is moving into a new territory -- the growing high-end market with offerings such as plasma TV sets and DVD camcorder.
Hitachi Sales (Thailand) becomes a new player in the high-technology market dominated by heavyweights such as Panasonic, Sony and Philips.
The move is also aimed at expanding Hitachi's customer base and moving away from the intense price competition that characterises the mass market.
Hitachi Thailand, which obtains 97 percent of its sales from home appliances, is a latecomer in the high-end market, toward which Matsushita, Sony, Philips and Samsung have been moving in the past three to five years.
Masaaki Hagashi, managing director of Hitachi Thailand, said the company this year would introduce three new high-technology product lines that could be linked to an integrated multimedia network.
The new products include four flat-screen plasma TV set models, two DVD camcorders and 11 LCD projector models.
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