"SegmentCommunity 16 16 19 19SolutionsSegmentHealth care and 5 5 6 6related servicesElectronic 21 21 21 24products andaccessoriesLifestyle 26 24 20 18services andproductsOthers 10 11 8 7Table 1 the details of sales of various segments in Toshiba from year 2011 to 2014Source: (Toshiba.eu, 2015)9 Figure (a) Perceptual map for Toshiba Market Toshiba’s Targeting StrategyToshiba is a pioneer in developing human healthcare devices, including CT scanner,X-beam framework and MRI etc. Toshiba's equipments have Sales nearly in 135 nations.Foreseeing the world populace to be 10 billion by 2050, when one out of each fiveindividuals will be matured, the organization concentrates on items that are comfortable touse. It incorporates therapeutic supplies, proficient vitality supply, CO2 reduction and safewater. (Toshiba to target global healthcare market, 2013)Toshiba has acquired good percentage of Sales in segments such as Infrastructure andEnergy, Community Solutions, Electronic devices and related components and accessoriesand lastly products and services related to lifestyle (referring to Figure 2 and Table 1).10 Keeping the Sales of these segments consistent, Toshiba Company targeted to maximise theirbusiness and thus, Sales in Segment named: Health care and Services. Toshiba considers Health care segment as its third main Sales sector after Electronicdevices and Energy segment. Toshiba designed a strategy or plan for three years and plannedto drive development of the health awareness business to 600 billion yen (US $ 6 billion) indeals in monetary 2015, an around half increment from financial 2013, and after that continuemoving to 1 trillion yen (US $ 10 billion) in financial year 2017. Toshiba gauges theworldwide health awareness business sector incorporating everything fromsymptomatic/treatment frameworks, prognostic/nursing consideration and preventiverestorative consideration to wellbeing advancement was worth around 32 trillion yen (US $320 billion) in 2012. And in addition extending existing organizations, for example, demonstrative imagingframeworks, Toshiba arrangements to enter an extensive variety of new areas treatmentframeworks, container endoscopes, and gadgets and administrations for preventiveconsideration and wellbeing advancement to attain to its business focus of 600 billion yen infinancial 2015. In 2012 Toshiba, with an 11% offer, was positioned fourth in the 2.2-trillion- yen worldwide business sector for indicative imaging frameworks, including CT frameworks;however its objective is to be one of the main three suppliers by financial 2017.(Semiconportal.com, 2014)Positioning Strategy adopted by ToshibaThere are several ways in which Positioning Strategies can be designed. DifferentCompanies identify their strengths (SWOT Analysis) and use these factors to form their11 Positioning Strategies. Toshiba uses three main factors for Positioning Strategies and theyare: product features or client benefits cultural symbols and use or application. (Bhasin, 2010)Product features or client benefits for positioning strategy: This methodology fundamentallyfocuses upon the attributes of the Toshiba product or client advantages. For example, Toshibalaptops and desktops have good features such as light weight; highly secured softwares areinstalled in systems to avoid malicious virus attacks, Toshiba products are highly durable andto attract customers, Toshiba products are available in a variety of colours and look attractive.Apart from these features, Toshiba concentrates on – time and safe delivery of products totheir customers, customer training about product usage is provided in case if any customerrequest for it, easy access to maintenance centres, quality assurance on Toshiba products areprovided. Sales executives are highly trained in Toshiba. Thus, customers are provided withaccurate technical and maintenance information on products. To ensure high customersatisfaction, Toshiba track their customers and ask for feedbacks regularly. In case anycustomer files a complaint or query, immediate actions are taken to address customer issues. Cultural Symbols for positioning strategy: In today's world, Toshiba is utilizing profoundlycultural symbols to separate their brands from that of contenders. The key assignment is torecognize something that is exceptionally important to individuals that different contendersare not utilizing and partner this brand with that symbol.Use or application for Toshiba’s Positioning Strategy: Let us consider an instance of climaticchanges and describe the positioning strategy of Toshiba based on product usage orapplication. In extreme winter conditions, customers prefer heaters of high – quality. Thus,Toshiba stands out for this application in winter and thus, Toshiba products sales are notstopped in winter. Similarly, in summer Toshiba air conditioning units are highlighted.Hence, throughout the year Toshiba products are positioned in markets. (Bhasin, 2010)12 "