Fujitsu Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: April 08, 2017

Marketing Strategy of Fujitsu analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Fujitsu marketing mix, help the brand succeed.

Fujitsu marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Fujitsu Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Fujitsu Product Strategy:

The product strategy and mix in Fujitsu marketing strategy can be explained as follows:

Fujitsu is one of the leading technology companies in India. Fujitsu deals in plethora of products and services in its marketing mix. The products are broadly classified into IT products and systems, software, network solutions, electronic devices, air conditioners, batteries and car audio & video systems. The services of Fujitsu can be broadly classifies into business services, application services, infrastructure services and product services.

Fujitsu also provides solutions which enable various businesses. The solutions by Fujitsu are broadly divided into infrastructure solution, industry solutions which cater to many industries such as automotive retail, telecommunications, life sciences, financial services, manufacturing and health care. There are also business and technology solutions and cloud services. Fujitsu also provides country specific product support services to make the experience hassle free.


Image: company website


Fujitsu Price/Pricing Strategy:

Below is the pricing strategy in Fujitsu marketing strategy:

Fujitsu has a diverse offering and hence a wide price range.

Since it’s a very tough competition in the technology market it has to keep competitive prices for its technology products to attract customers. Fujitsu has many products in various price ranges with good quality. This strategy of flooding is sued to capture different types of consumers with different budgets. With the revolution in the ecommerce industry it has made the accessibility to the customers easier, but with that Fujitsu has to keep prices with par with market. The Fujitsu laptops that are currently offered in India are in the range of Rs.22k-25k.The other products are of high quality and are charged with more than the market prices. Fujitsu also excels in innovation and provides world class products and services with same. For these products it charges premium prices as there are less competitors in the new segments. Since majority of the offerings are in the services sector the Fujitsu businesses are charged according their personalised requirements.


Fujitsu Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Fujitsu SWOT Analysis, STP & Competitors

Fujitsu Place & Distribution Strategy:

Following is the distribution strategy in the Fujitsu marketing mix:

Fujitsu has a very wide presence and is present in almost 100 countries worldwide. It is present across continents. The company also backs the global presence of distribution of its products with R&D research centres are present in Japan, America, China and United Kingdom. Fujitsu has similarly many centres which cater to various segments of the product offerings. The semiconductor division is present in United Kingdom and Germany. The technology solutions division are present in places where they can have access to cheap workforce and can cater to the global operations. The technology solutions divisions are present in India, Middle East and European nations. Fujitsu Consulting is the division which is present in many countries since it is a major IT service provider. Fujitsu Glovia is also a division which looks into specific IT solutions for the manufacturing industry and has operations in Netherlands, Japan and United Kingdom. Fujitsu has another major subsidiary the PFU Ltd.

which has operations Germany, Italy, USA and UK.


Fujitsu Promotion & Advertising Strategy:

The promotional and advertising strategy in the Fujitsu marketing strategy is as follows:

Fujitsu has maintained its traditional culture and holds brand reputation of being one of the most innovative and trust worthy companies in the world. The presence of the company itself promotes the company as well captures the customers across the world. Since Fujitsu is so technology oriented it strives to produce patents which wins it awards in many international forums. The company also gives various discounts and other bundled offers with its products to attract customers to boost sales. It also offers cashback schemes with its various products as well as money back schemes to build the faith among customers. Fujitsu also advertises via TV commercials as well as promotions through the print media as well as through its website. The company also promotes itself by the CSR activities it has done and builds its brand reputation among people.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Fujitsu.


People:

Fujitsu employs 156000 employs across the globe. The company provides an international exposure with employees present around the globe. Fujitsu are also provided an open and flexible environment to come up with innovative and creative ideas. Fujitsu also provides top notch training facilities as well as scope for personality development which would enable the employees in their career development. The employees are also trained to be customer oriented and work in environment which enhances team productivity as well as entrepreneurial thinking for taking risk freely. It also provides various learning opportunities for various b school students and also build prospect employees hence building a corporate network in the industry.


Process:

Fujitsu enables its processes with the help of disruptive technology and enables various processes with the help of cutting edge technology. Fujitsu has various offices which cater to different segment of products and the customers are helped with their queries with the inquiry forms for consulting regarding the products. It also has platforms to connect across the countries for discussion of new technologies and ideas. Fujitsu has also tied up with many major companies to reach to various clients and also improve customer experience. The partnerships result in creations of solutions and products to cater to the specific needs of the customers. Fujitsu also makes major investments in various technologies like IoT, Big data, AI and security technologies to expand its product portfolio as well as realign its businesses according to the business requirements.


Physical Evidence:

Fujitsu has physical evidences in terms of the various product offerings which cater to various technology needs. The communication devices are also a part of the communication solutions which again facilitate the customer requirements. The products facilitate the customers with their computing needs as well as enhance their business capabilities. These can be also customised according to the customers needs. Fujitsu also provides various manuals and query handling systems for operation of the products and services. Apart from these it also provides various hardware initiation services as well as maintenance services for smooth functioning. Hence, this concludes the marketing mix of Fujitsu company.


About Fujitsu:

Fujitsu is a Japanese technology company which deals in technology products and services. It was founded in 1935 as Fujitsu Telecommunications Equipment Manufacturing Company. The Fujitsu company is one of the leading and oldest IT services company in the world. Fujitsu is headquartered in Minato, Tokyo, Japan. It has revenues of 4,739.2 billion Yen and operating income of 120.6 billion Yen as of 2015.

The company currently holds 97,000 patents globally and has been listed in the Fortune list of World’s Most Admired Companies in 2013. Fujitsu is headed by Masami Yamamoto, the chairman and Tatsuya Tanaka, the president of the company.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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