MITSUBISHI is one of Japan’s largest general trading company, operating approximately 200 operating bases in 80 countries worldwide. Operating in energy, metals, machinery, chemicals, food and general merchandise, the company is also engaged in information technology, communication, finance, consumer logistic and health care.

Strengths: 1.MITSUBISHI has diverse markets. See the introduction part above.

2.MITSUBISHI has great image globally. Founded in 1870, Mitsubishi Mail Steamship Company inaugurated service to China and became the first Japanese company to open an overseas route. It leased and then purchased the Nagasaki Shipbuilding Yard from the government in 1884 and later engineered Japan’s first domestically produced steel steamship there.

Mitsubishi Heavy Industries
(around 1885)

3. MITSUBISHI has strong researching and developing power.

NIKON I (1947)The first television set marketed by Mitsubishi Electric (1953)

Japan’s first series-production passenger car, the Mitsubishi Model A (1917)

4. MITSUBISHI insists on the observance of firm ethical principles in business dealings. After the outbreak of WWI in 1914, the governor of MITSUBISHI called on all the Mitsubishi employees to redouble their commitment to integrity and fairness.

Weaknesses: 1. MITSUBISHI depends too much on Japan’s domestic market.

2. The brand is old and expensive.

“The product is old … and the prices are too high.”

That’s what Mitsubishi Australia’s new president and chief executive Mutsuhiro Oshikiri thinks about the current product range offered by the Japanese brand. (lol)