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Toshiba Wants to Be Second Laptop Provider in India

Toshiba Corp, one of the largest suppliers of electronic devices, plans to take over the Indian laptop market by March 2007. The company`s South and East Asia division, Toshiba Singapore, will make the necessary changes and become the second largest supplier of laptops in India, as officials in the company stated last week. Current market leaders in India are laptop manufacturer giant, Lenovo, and Hewlett Packard Co, both are serious contenders, and it seems that maybe Toshiba is aiming too high.

Toshiba`s strategy will be aggressive. The company will increase its presence by doubling sales outlets to around 200, mainly in larger cities and business zones. Advertisement is also an important tool, and Toshiba will spend about $1 million on all sorts of marketing platforms such as television, print and billboard ads. If all succeeds, Toshiba hopes that from a market share of 9.5 percent, its control over the market will lead to about 15.

For that to happen, Toshiba has to sell 150,000 laptops before March 2007. The company believes that the goal is possible, and that once people realize that Toshiba products are not more expensive, as many consumers reckon, there sales will go up by many folds. India is becoming more and more technological, users-wise, and laptops are in demand. Toshiba hopes that being in the right place in the right time will serve their ends, and by March 2007 they will be positioned as the second largest provider in India. Time will tell.