1(a) who came up with what people generally use

1(a) Company Background: Toshiba


We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now

Toshiba Corporation more vastly known as Toshiba is a prominent Japanese multi-innovation company established in July 1875 by founders Tanaka Hisashige and Ichisuke Fujioka. Their headquarters is based in Minato, Tokyo, Japan. Toshiba had further expansions by having outlets located globally covering the Middle East and Africa regions, Asia Pacific, Europe, and America regions. They do also have a diverse business range working in areas like infrastructure systems, electronic devices, and components, digital products, home appliances, hydrogen economy envisioned and medical systems. As of 2015, it is known that the company faced an accounting scandal which led to many setbacks.

Brand Heritage

Preceding in 1875 was the inception of Tanaka Engineering Works, a factory owned by Tanaka Seizo-sho. Japan’s first telegraphic equipment was also established in the year 1875. Shibaura Engineering Works, initiated by Shibaura Seisaku-sho became significant in Japan for their heavy electrical apparatus. 1890 was a year where Hakunetsu-sha & Co., Ltd were created as Japan’s first production for their electric incandescent lamps. The company was then renamed as Tokyo Denki, which stands for Tokyo Electric Co. in 1899. Shibaura Engineering Works and Tokyo Denki then merged together to configure as Tokyo Shibaura Denki where it became a consolidated electric equipment producer. Subsequently, in 1978, Toshiba became its official name.

Brand Culture

Toshiba is known for its innovation and creativity as a Japanese based brand. The founder of Toshiba, Tanaka Hisashige, known as the Thomas Edison of Japan is one of the most creative of Japan. He has conceived exceptionally good things since youth. One of his famous inventions was the mechanical doll, it made many astonished and this led him to perform around Japan’s expanse. He also invented the pocket candle stand and a long burning lamp. Due to its immense popularity, Tanaka formulated seven more inconsistent models. The Myriad year clock was also part of his many brilliant creations. It has been delegated as an Important Cultural Property by the government. There was once in 2004 where the government had attempted to facsimile Tanaka’s paragon but failed to do so. Toshiba were the inventors who came up with what people generally use today such as the first electric washing machines and refrigerator, the first colour video phone and television with black stripe-type cathode-ray tubes, the first laptop computer, first wireless laptop, the slimmest widescreen laptop, the first DVD drive etc. This shows how renowned and pioneering Toshiba is as juxtaposed to the rest.

1(b) Company Background: Nike


Nike is an American sportswear corporation founded in 1964. Its founders are Bill Bowerman, a coach, and his student, Phil Knight. Nike’s main office is based in Beaverton, Oregon. At Nike, they do mass-produce footwear, apparel, and accessories like portable heart-rate monitors and high-altitude wrist compasses. Sports brands such as Converse, Hurley, Jordan, and NikePlus are all diffusion lines of Nike. Today, they have more than 170 outlets scattered in different parts of the world such as North America, South America, Europe, Asia Pacific, Middle East and Africa.

Brand Heritage

During the 1960s, Adidas and Puma sneakers preponderated the market multiculturally. Phil Knight was indoctrinated that by proposing economical pricing and top-notch running footwear originated from Japan, it most probably will lead to an increment of sales. Undeterred by the recherché thought, he did not have sufficient funds to execute the strategy. Howbeit, Phil Knight was traveling worldwide in the year 1963, he transpired to sojourn Japan and had a meeting with Onitsuka, the parent syndicate of Tiger Shoes. They were keen in constructing sneakers to American athletes and passed him some of their shoe samples. Phil Knight then passed it on to his former coach, Bill Bowerman. In return, Bill Bowerman was dazzled by the shoes and asked to collaborate to market the shoes in America. Blue Ribbon Sports was then entrenched in 1964. In 1970, the relationship between both Blue Ribbon Sports and Onitsuka was disintegrating. Phil Knight thought that the financial arrangement with the Japanese was the reason why it was repressing him back from financial growth, with this they partitioned. The following year, Blue Ribbon Sports had its own vendible called Nike and they were comprised of shoes.

Brand Culture



Fig.1: Boy (2018)

Fig.3: Woman (2018)

Nike is a rugged and motivational brand. With reference to the pictures above, it can be seen that Nike is a motivational brand. For example, in Fig.1, a slightly plum boy is seen running. Typically, the ideal type of models the brand would use is someone who looks fit. The key message of the ad campaign is to promote equality. Fig.2 and 3 are good examples of motivating the audiences using personal stories to encourage people to have a positive outlook in life.

Fig.2: Mother and Daughter (2018)














Fig.2 features a true story whereby it states that we decide what we want to be and it’s not necessarily compulsory to follow our parents or our grandparent’s footsteps. Fig.3 tells the audience that age is just a number, even though there might be some age limit to certain activities, it does not matter as long as you don’t think or act like your age. From these three examples, it can be concluded that Nike is a motivational brand.

Fig.4: People (2017)

Fig.4: Footballer (2018)











Fig.5: Shoes (2018)

Fig.6: Basketballer (2018)

The headlines used in the ad campaigns shown above shows that Nike is a rugged brand. Take for example in Fig.5, as the Nike Trainer One helps users to improve their fitness level whilst doing squats, lunges and classes, it makes it something durable.




2(a) Products: Toshiba

Product Features


Fig.1: Toshiba USB 2.0 16GB (2018)

The Toshiba USB is buoyant and user-friendly, it is available in different capacities with variance from 8 gigabytes (GB) to 128 GB. It comes in different colours such as white, blue, orange and aqua with a 5-year warranty upon purchase. The measurement of the USB is approximately 12mm x 4.5mm (width x height). The good benefits of this thumb drive include its security software whereby a password is required when the user wants to access the documents stored in the USB and that it has a very low power consumption.

Brand Values

Toshiba delivers technology and products remarkable for their innovation and artistry – contributing to a safer, more comfortable, more productive life. We bring together the spirit of innovation with our passion and conviction to shape the future and help protect the global environment – our shared heritage. We foster close relationships, rooted in trust and respect, with our customers, business partners and communities around the world. – Toshiba Official Website

History of USB

USB, which stands for Universal Serial Bus, was co-invented in year 1994 by Ajay Bhatt of Intel and USB Implementers Forum, Inc. (USB-IF). This company comprises of leaders such as Intel, Microsoft, Compaq, LSI, Apple and Hewlett-Packard. Before USBs were invented, serial and parallel ports were used to transfer data. The first USB 1.0 debuted in late 1995, then, a revised version named USB 1.1 was introduced. It was doing much better as compared to the first one due to its high-speed rate while transferring data. USB 2.0 was invented in the year 2000. Many functions were added into the USB 2.0 such as faster speed rates, plug and play capabilities for multimedia and storage uses, support for power sources with USB connectors, new descriptors for multiple interfaces as well as the capability for two devices to interact without the need of using a different USB host. The year 2000 also introduced the USB flash drive, a rewritable plug-and-play storage device. The latest version, USB 3.0 with an approximate “super speed” data transfer rate. It is able to upload and download simultaneously from separate wire lanes of traffic. Devices will charge at a faster pace while using energy more resourcefully. USB 3.0 will allow devices like high resolution cameras or audio and external drives that are optimized at higher bandwidths to operate more effectively. Wireless USB evolved from the Universal Series Bus concept in 2007 and 2008. It is a high bandwidth radio technology that transmits data from devices like printers, cameras, flash drives as well as streaming video at a fast connection without the use of cables. Wireless USB operates best within a short range. 



Aesthetic Qualities

The Toshiba USB remains minimal and clean. As compared to other USB brands, Toshiba’s USB is far most the simplest looking one. Many would prefer to purchase the USB due to its aesthetic qualities. Adults and youths would purchase this as it is somewhat hygge. Some may prefer to purchase a plain thumb drive so that they can decorate their USBs. Some may prefer a completely plain thumb drive for work or school as it may look more presentable and professional.

Brand/Product Lifecycle




Fig.7: Chart (2018)



With reference to Fig.7, Toshiba USB belongs to part III of the chart. As the USB has been around in stores for a long period of time, the product has been stabilized. Today, people are still purchasing the USB due to its brand recognition and its durability.

Fig.8: Table (2018)

With reference to Fig.8, it can be concluded that there is an significant increase in sales in the storage and electronic devices solutions section as compared to 2016. It can be summarized that the product is still doing well despite being in store for a period of time. People still trust in the classic brand.

Merchandise Assortment













Fig.9: Table Sheet (2018)


Customer Reviews

From the countless customer reviews, there were mostly satisfied customers who purchased the Toshiba USB. It is rather amazing at a rating of 66%. Some of the comments regarding the USB includes things like it works on Cisco and wii U, it is durable even when the user drops the thumb drive and that it is able to store many files despite using an 8GB USB and that it is cheap and good. Some complained that they had a boot disk problem.

2(b) Merchandise Assortment

Fig.10: Table (2018)

Brand Values

Lead, coach, inspire, drive.

3. Market Segmentation

(a) Introduction of Antarctica

Antarctica is a contient of South Pole. It is considered the coldest region globally, even colder than North Pole. Antarctica is bigger than Europe and Australia. Atlantic, Indian, Pacific and Southern oceans separates Antarctica from the other continents. In order for ships to come to Antarctica, it has to steer around the towering icebergs to reach the continent. As for airplanes, they have to land on runways of solid ice. The temperature in Antarctica never rises above 0 degrees celsius, in fact the lowest temperature in Antarctica is -89.2 degrees celsius. Only strong, bitter winds chill the air in Antarctica. It is considered one of the driest climate on the globe. It seldom rains and snow in Antarctica. Only certain amount of living things survive in Antarctica such as fishes, krills, seals, whales, penguins and other sea birds. The ice is so thick that it is more than 10 times the height of the Willis Tower which is one the tallest buildings on Earth. Antarctica was founded in 1820. Mountains, lowlands and valleys could be found underneath the thick ice. Antarctica was part of Gondowanaland which comprises of Africa, Australia, India and South America. 140 million years ago, it broke apart and it was scattered at different parts of the globe hence Antarctica became a continent of its own. Ice began to form 38 million years ago, and they grew quickly about 13 million years ago. Today, they are known as Antarctic ice sheets. These ice sheets buried most of the continent for 5 million years. The Transantarctic Mountains in Antarctica separated the two ice sheets and formed East and West Antarctica respectively. There are also two large gulfs located at opposite ends of Transantartic Mountains which formed the Ross Sea and the Weddell Sea. The living things cling onto mosses to avoid freezing to death but most of them have extra layers of fat to keep their body warm. Scientists, pilots and specialists live there during Summer. The amount of tourists visiting Antarctica has also been increasing throughout the years. Antarctica is the definition of natural beauty, physical purity and serenity. It is a unique continent.

(b) Market Segmentation: Antarctica




Fig.11: Data Sheet (2018)



(c) Market Segmentation: Toshiba

Fig.12: Data Sheet Two (2018)