Sharp Corp in Consumer Appliances

Company Profile

About This Report

Jun 2016

Sharp Corp is a Japanese global conglomerate with appliances as its second smallest division by revenue. With an Asia Pacific focus, its key markets are Japan and Southeast Asia. With a balanced mix of major and small appliances, it holds global leadership in air purifiers. Its innovation and single branding strategy have made its name world renowned. It will benefit from Foxconn’s acquisition to continue restructuring, reduce production costs and restore investment in innovation.

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Sharp Corp in Consumer Appliances

Euromonitor International's report on Sharp Corp delivers a detailed strategic analysis of the company's business, examining its performance in the Small Appliances market and the global economy.

Company and market share data provide a detailed look at the financial position of Sharp Corp, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Sharp Corp.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Sharp Corp provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Small Appliances research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key company facts
Sharp corporate restructuring to give more autonomy to divisions
A conglomerate with appliances as second smallest division
Deteriorating financials led to cut in workforce and R&D
Appliance revenues decline but slower than other divisions
SWOT: Sharp Corp
Corporate changes to adapt to market and technical changes
Sharp’s major milestones

Competitive Positioning

Sharp improves overall ranking despite declining in microwaves
Sharp rises in consumer appliances ranking while GE slides
Indesit deal and Mabe decline sees Sharp rise in major appliances
Sharp climbs small appliances ranking while Toshiba drops
Outperformed global growth over 2010-2015

Market Assessment

Sharp’s top 10 markets by consumer appliances retail volume sales
Sharp changes product mix towards air treatment and refrigeration
Sharp posts strong growth in Asia Pacific for major appliances
Sharp increasingly relies on Asia Pacific for small appliances

Geographic and Category Opportunities

Sharp’s key markets’ growth prospects
Asia Pacific is still critical to Sharp’s major appliances growth
Health and beauty needs in small appliances market in Asia Pacific
Product differentiation in declining Japan major appliances market
Follow the home beauty treatment trend in Japan for growth
Emphasise energy efficiency of major appliances in Indonesia
Maintain innovation to gain edge on Indonesia small appliances
Capture strong air treatment demand in India
Microwaves in the UK and Germany, and washer dryers in Italy
Vacuum cleaners in the UK and Germany, and split AC in Turkey
Sharp underperformed in Middle East and Africa over 2010-2015
Leverage category strengths to capture growth in MEA
Dishwashers in Saudi Arabia and UAE: Improve efficiency

Brand Strategy

Sharp maintains single branding to leverage group’s reputation
Sharp b rand lags behind key Asian rival brands in expansion


Sharp’s global consumer appliances production footprint in 2015
Sharp microwave production volume dropped
Increased capacity in SEA to meet local demand


Strengthen collaboration and leverage synergies in emerging markets

Report Definitions

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Report definitions

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