Toshiba aims to increase market share in Malaysia to 17-18% in next three years

Toshiba Sales & Services Sdn Bhd is aiming to increase its market share in Malaysia by 5% over the next three years, reaching around 17-18%. Managing Director Steven Yang highlighted that Toshiba’s current market share is approximately 12%, placing it in third or fourth position. However, the company seeks to become one of the top two brands in Malaysia. To achieve this, Toshiba plans to enhance its product offerings, strengthen its brand, and collaborate more with business and media partners.

Toshiba targets top two

Yang also mentioned that Toshiba’s positioning targets mid- to “affordable premium” brands, with key products like refrigerators and washing machines. The company is focused on avoiding price wars, particularly between online and offline markets, by offering different products for each sales channel.

Toshiba operates through dealers and plans to open more branded shops in collaboration with them. Currently, Toshiba has five brand stores and plans to open up to 20 more by next year. These expansions will cover both Peninsular Malaysia and East Malaysia.

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