Panasonic is tackling low-cost competitors head on with plans to manufacture cheaper white goods in the countries where they will be sold, according to its head of overseas operations.
In Indonesia, Panasonic is making a $170 fridge for the domestic market, and it plans to follow this project next year with a range of cheap fridges, air conditioners, washing machines and televisions in countries such as India, China, Brazil, Mexico, Turkey and Nigeria.
Panasonic's strategy is in sharp contrast to that of other Japanese manufacturers such as Sony, which is outsourcing low-end production and promoting online services to differentiate its products.
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