Panasonic Brand Success Story

The Inspiring Journey of Panasonic: A Century-Old Success Story (Part 5)

Alabamart Marketing Dept.

Established in 1918, Panasonic has successfully navigated through a century filled with economic crises, world wars, and rapid advancements in technology and has retained a dominant position and share in the Appliances market space and in this Blog article (Brand & Success stories Series…Part 5) we will be sharing their amazing journey  which all started in a two-room tenement.

The Humble Beginnings

This Japanese multinational electronics corporation was founded by a visionary, Konosuke Matsushita, who was just 23 years old at the time of its inception. Today, the company is recognized as one of the foremost manufacturers of electric appliances globally, with its products marketed under several brands, including Panasonic, Technics, and Sanyo.

Konosuke Matsushita

Panasonic's journey began in a two-room tenement, where Konosuke Matsushita, his wife, Mumeno, and her teenage brother, Toshio, lived. Konosuke had been working for the Osaka Electric Light Company when he came up with a design for a new type of light socket. Despite discouragement from his supervisor, Matsushita decided to manufacture the product in their home.  In those days wages were paid based on days worked, and so he thought he was not well suited for a salaried life. But his main incentive for becoming independent was his boss's cruel dismissal of the electrical socket prototype, which Konosuke had designed himself and for which he had received a utility model patent right, as "no good." Konosuke wasn't sure he could succeed, but he strengthened his courage by resolving, "If it doesn't work out, I'll go back to work for Osaka Electric Light Company and spend the rest of my life there as a loyal employee." With less than 100 yen* from his severance payment and the money he had saved, Konosuke, his family and two colleagues who left Osaka Electric Light Company to follow him, began preparations to manufacture the socket. But this task proved to be more difficult than expected, and it took four months of trial and error before the problems were at last ironed out.

The Growth and Expansion

Konosuke Matsushita in 1933 (front row, second from left) with his team.

By the end of 1918, the company had grown to 20 employees and had moved into a larger house. Matsushita Electric Housewares Manufacturing Works was thus born. The company quickly expanded its product line to include an attachment plug and a two-way socket. The founder's forward-thinking management approach also played a crucial role in the company's early success. During the late 1920s, Panasonic began to produce irons and radios. Matsushita laid out more of his business philosophies and proposed a 250-year plan for the company, divided into 10, 25-year periods. This plan reflected Matsushita's long-term vision for the company.

The World War II Era

View of desolated Osaka from the Panasonic factory in Osaka.

The Second World War had a significant impact on Panasonic's operations, with the company producing military equipment. After the war, Panasonic struggled to regain its footing, producing wagon wheels and prefabricated wooden houses to stay afloat.

Wagon wheels and prefabricated wooden houses are legacies of the company's struggle to regain financial footing following Japan's surrender. The defunct military government suspended all payments to its suppliers, leaving Panasonic with heavy debts to pay for its involuntary expansion. Meanwhile, postwar directives froze the company's assets and compelled it to divest its 32 subsidiaries. Several companies designated as reparations were removed from Matsushita control entirely. The ill-fated wooden products ventures sought to capitalize on the company's hard-won wood-processing skills.

 However, the post-war boom eventually helped Panasonic recover, and the company began producing a variety of new products, including agitator washing machines, monochrome TVs, refrigerators, radios, rice cookers, tape recorders, and home air conditioners.


The Post-War Era and Global Expansion

Konosuke Matsushita leaves for a U.S. visit.

Matsushita called a special management policy meeting and announced his plans for the company's reconstruction. At the annual management policy meeting in January 1951, he said that greater specialization would be needed for the company's next period of expansion, and that the company had to change its narrow outlook to a global perspective, considering itself as a global corporate citizen. He asked the employees to start their work for the year with the attitude that the company had just reopened its doors for business. He then left for a three-month tour of the United States to broaden his own perspective, and see how industry operated in the West's most successful economy.

He was surprised by the gap between Japan and the U.S. He saw that his company had much to learn from the American electronics industry. In October, he went to the U.S. again, then on to Europe, returning to Japan in December.

This time he was looking for a partner to form a technical cooperation agreement.

The Digital Era

Panasonic National EP-101 transistor radio

The advent of the digital era pushed The emergence of the digital era propelled Panasonic towards significant transformations. In 2006, the company made the strategic decision to discontinue the production of analog TVs, marking a pivotal shift in its business focus. Embracing the digital future, Panasonic rebranded itself from Matsushita Electric Industrial Co., Ltd. to Panasonic Corporation in 2008. This reinvention was further solidified by the restructuring of the company into four distinct entities corresponding to its key business divisions: appliances, eco solutions, AVC networks, and automotive and industrial systems.

As Panasonic navigated the ever-evolving technological landscape, it made substantial forays into emerging technologies. A notable milestone occurred in 2014 when Panasonic announced a substantial investment in Tesla Motors' ambitious Gigafactory battery plant project. This strategic collaboration underscored Panasonic's commitment to innovation and sustainability in the automotive industry. Furthermore, the company ventured into the realm of smart city initiatives through a partnership with the City of Denver. This collaboration aimed at integrating cutting-edge technologies to enhance energy efficiency, internet connectivity, transportation systems, and other urban infrastructure components.

Throughout its growth trajectory, Panasonic has delved into numerous key events that have shaped its evolution in the digital era. From pioneering advancements in consumer electronics to driving innovation in eco-friendly solutions, Panasonic exemplifies a relentless pursuit of excellence in the realm of technology and innovation. These strategic pivots and investments underscore the company's ongoing commitment to staying at the forefront of the digital revolution, positioning itself as a trailblazer in the global technology landscape.

Panasonic and 

Hey there, fellow gadget enthusiasts! Have you ever found yourself in the market for top-notch appliances that not only make your life easier but also look super sleek in your home? Well, look no further than Alabamart, the go-to spot for all things Panasonic in Nigeria. When it comes to keeping cool in this scorching summer heat, Panasonic has got you covered with their range of air conditioners and fans. Whether you're looking for the perfect Panasonic AC to chill out in or a stand fan to keep the breeze flowing, Alabamart has everything you need to stay cool and comfortable.

But wait, there's more! Panasonic's lineup doesn't stop at cooling appliances. They also offer a wide range of Panasonic washing machines, microwaves, blenders, dispensers and smart TVs that will take your home to the next level. Imagine whipping up your favorite smoothie with a Panasonic blender or binge-watching your favorite show on a Panasonic smart TV - sounds like a dream, right?

And let's not forget Panasonic refrigerators and also about the amazing inverter technology that Panasonic is known for. If you're looking for an energy-efficient AC unit or microwave with inverter technology, Panasonic has got just what you need to save on your electricity bills without compromising on performance.

So whether you're in the market for a Panasonic stand fan, standing AC, or any other Panasonic product, look no further than Alabamart. With their wide selection, two-year warranty, and top-notch customer service, you'll be living your best tech-savvy life in no time. Happy shopping!

Explore Panasonic Products at Alabamart:

-  Buy Panasonic 75inch 4k Led Smart TV TH-75LX700M (ANDROID)

Buy Panasonic 2hp NanoeX+ Econavi+Inbuilt AVS Split Inverter Air Conditioner CSCU-U18XKD-3

Buy Panasonic NR-BC752VSAS 750 Litres Top Freezer Refrigerator

Buy Panasonic NA-149G4LAS 9kg Front Load Washing Machine (Inverter Type)

Future Prospects

Panasonic's dedication to innovation and strategic partnerships, such as with Tesla, position the company as a frontrunner in the electronics industry. With a strong focus on emerging technologies like Internet of Things (IoT), robotics, and energy solutions, Panasonic is well-equipped to thrive in the ever-evolving tech market.


In a world where electronics reign supreme, Panasonic stands tall as a beacon of innovation and success. From its modest origins as a small home-based business, this company has grown into a global giant, leaving a trail of high-quality products and happy customers in its wake.With a founder whose vision was as clear as a 4K display, Panasonic has always been at the forefront of technological advancements. Their commitment to innovation is so strong that even their toasters probably have Wi-Fi by now!!! 

Cheers to bright screens, crisp sounds, and the endless possibilities of the ever-evolving tech universe!


Back to blog

Leave a comment

Please note, comments need to be approved before they are published.