AKIRA Analysis
1. Background information ownership, history, size, business scope, major products/services, and major markets
AKIRA was established in 1990 as a Singapore home grown brand, targeting mainly on the mass-market. The parent company, TT International is a leading Singapore-based player in global trading of consumer electronics. They focus on affordability and quality of their products, which then became their brand values. Started with only 12 products, they expanded to more than 2,000 models.
Today, there are 2,000 employees worldwide, having worldwide market presence not only in Singapore, but also in ASEAN region, Africa and Middle East, CIS, Russian and Eastern Europe region, East Asia. AKIRA aims to work towards creating their niche markets globally, and committed to continuously improve the customers’ quality of living.
AKIRA produces three major product lines, which includes audio-visual, home & kitchen appliances, and major appliances. They produce a wide range of products under each product line, for audio-visual, there are 3D Blu-ray Smart LED TV, Dongle Smart Stick, All-in-One Entertainment LED TVs, mobile cinema portable DVD players, SurePlay DVD, Bluetooth speakers, home theatre systems, boomboxes and multimedia speakers. Under home and kitchen appliances, they have premium rice cooker, electric kettles, induction cookers, microwave with grill, electric ovens, premium blenders, vacuum cleaners, pressure cookers, thermo pots, steamboats, deep fryers, stand/desk/velocity fans, steam irons, sandwich makers, toasters, gas cookers, stoves, hoods and hobs, water dispensers with built in fridge. And for major appliances, it includes CleanAir with Plasmacluster air-conditioning systems, eco-friendly refrigerators, energy efficient EcoWash machines, chest freezers, display showcases and wine coolers.
2.
PESTEL analysis framework of entire industry, key factors, overall impact, threat and opportunities.
1- social
AKIRA was established in 1990 as a Singapore home grown brand, targeting mainly on the mass-market. The parent company, TT International is a leading Singapore-based player in global trading of consumer electronics. They focus on affordability and quality of their products, which then became their brand values. Started with only 12 products, they expanded to more than 2,000 models.
Today, there are 2,000 employees worldwide, having worldwide market presence not only in Singapore, but also in ASEAN region, Africa and Middle East, CIS, Russian and Eastern Europe region, East Asia. AKIRA aims to work towards creating their niche markets globally, and committed to continuously improve the customers’ quality of living.
AKIRA produces three major product lines, which includes audio-visual, home & kitchen appliances, and major appliances. They produce a wide range of products under each product line, for audio-visual, there are 3D Blu-ray Smart LED TV, Dongle Smart Stick, All-in-One Entertainment LED TVs, mobile cinema portable DVD players, SurePlay DVD, Bluetooth speakers, home theatre systems, boomboxes and multimedia speakers. Under home and kitchen appliances, they have premium rice cooker, electric kettles, induction cookers, microwave with grill, electric ovens, premium blenders, vacuum cleaners, pressure cookers, thermo pots, steamboats, deep fryers, stand/desk/velocity fans, steam irons, sandwich makers, toasters, gas cookers, stoves, hoods and hobs, water dispensers with built in fridge. And for major appliances, it includes CleanAir with Plasmacluster air-conditioning systems, eco-friendly refrigerators, energy efficient EcoWash machines, chest freezers, display showcases and wine coolers.
2.
PESTEL analysis framework of entire industry, key factors, overall impact, threat and opportunities.
1- social