Panasonic plans Middle East expansion

Panasonic outlines plans to increase market penetration across Middle East as part of the regional growth strategy
Hiroki Soejima, managing director of PMMAF.
Hiroki Soejima, managing director of PMMAF.


Panasonic Marketing Middle East & Africa (PMMAF) unveiled plans for strong regional growth at its annual convention, held in Dubai on Wednesday, with the regional MD confirming that the company would target “double digit growth” for the fiscal year 2017.

“This year we aim to increase our footprints across the region,” said Hiroki Soejima, managing director of PMMAF.

Soejima added that PMMAF has achieved consistent growth in the Middle East in recent years owing to its broad portfolio of products and its ability to adapt to changing market demands.

PMMAF plans to introduce “flagship models” and new product lines in the coming months. The company will also launch a marketing campaign under the banner “Japan Quality”.

More than 80 business associates from 12 countries attended Panasonic’s annual convention where the brand outlined increased focus on spreading market penetration through strategic alliances with key retailers and a strategy of introducing ‘local-fit’ product line-ups.

Soejima said that Panasonic’s small appliances and major appliances had registered double-digit growth this year while conventional telephone and office automation products had “maintained market leadership”. In the B2B segment, professional AV, broadcast and security cameras were the key category drivers.



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