The Japanese electronics firm Toshiba has said it will halve the number of staff in its TV divisions to 3,000. The changes will include closing two of its three overseas TV manufacturing facilities. Toshiba insisted on sticking to Asia and Africa, both which are emerging markets, and end sales in “unprofitable regions”. Employee costs are a huge cost to Toshiba especially when the minimum wage in Japan is roughly $10.65 per hour. Toshiba aims to reduce its loss of $166 million. Also Toshiba insisted that it would move resources towards making large screen ultra-high-definition where growing demand is expected. However Panasonic and LG are also manufacturers that have launched the ultra HD TVs. Perhaps for Toshiba to maximize sales and compete against competitors, it may have to establish product differentiation. The ultra HD TV may not be enough as two of its major competitors has also implemented this technological advancement. Therefore a unique selling may have to be established that would be suitable for current and potential customers of Toshiba. This will definitely require lots of research and development efforts.