Still under construction, the new plant of plasma screens that Panasonic has undertaken to build in Amagasaki station, near Osaka, should be completed in July 2007 and reach its full capacity of production the following year. It will enable the Japanese manufacturer, which already has a unit on the same site and two others at Ibaraki (Centre-West), to 11.5 million its annual production capacity of screens plasma in 2008. With half a million of exhibits by month, the new plant, which will represent an investment of 180 billion yen (1.2 billion, compared to 640 million for the current plant of Amagasaki station), must allow Panasonic to respond to the growth expected over the next years demand. In 2006, the company of the Matsushita Group set a doubling of its sales of plasma screen TVs, which should increase from 2 million units in the last fiscal year to 4 million this year. "We currently have a top-level commands to our forecasts," said Masaaki Fujita, Vice President of Panasonic AVC Networks, the electronic division general public, which generates 38 of the turnover of the group. Credited with a share of about 40 of global sales of televisions with plasma screens, Japanese intends to maintain this advantage despite the rise of competition including Korean with Samsung and LG Electronics in this area.
According to Panasonic forecasts, even if it is more limited in size as that of the LCD TVs (on which the manufacturer is also present for less than 81 cm sizes), the world market for models with screen plasma should triple by 2010 to about 30 million units, against 10 million this year. "We expect to sell 12 million TVs in 2010," said Panasonic consumer electronic activity pattern. The créditerait society for a share of 40 of the market on that date.
Panasonic, which exports approximately 85 of its production, and has units of Assembly of flat televisions in key global markets (Czech Republic, China, USA and Brazil), will also build in 2007 a new unit at Singapore. In Europe, Panasonic was credited late August by GfK to a share of 24 of the market for plasma televisions, with of large disparities (more than 37 in the United Kingdom and a little less than 10 in France).
Capitalizing on convergence
The group chaired by Fumio Ohtsubo, which has recently introduced a plasma TV 260 cm diagonal, the largest in the world in this technology, developed on the strengthening of convergence between different electronic products for the home (televisions, video players, camcorders, digital cameras) to boost its sales in these different areas. In digital photo, among other things, it displays big ambitions, strengthened by its recent burst onto the SLR equipment market. Launched in July in the Japan and France in September, the "Lumix L1" which uses the Leica for its optical technology is positioned as a product of high-end (approximately 2,000 euros) and will allow Panasonic to its brands to Canon, Olympus or Sony, on a sector offering yet comfortable margins. Its goal is to achieve by 2010 a 10 share on the market of digital cameras (AFN) reflex. A size that it already has for the compact models and "bridges", with sales expected to reach 8 million units this year, against 4 million in 2005. "Our ambition is to install Lumix among the first brands in photo", provides Mamuru Yoshida, responsible of the AFN of Panasonic division.
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