The American market - North, South and Central America - represents 40 percent of Matsushita Electric Industrial Co., Ltd.'s sales outside Japan and about 20 percent of the company s overall sales. It is no wonder then that the maker of Panasonic products has a keen interest in cultivating business in Central and South America, including Brazil, which, with a population of 170 million, is a giant part of the American market. Central and South America c'ould be an engine of growth for the company in the Americas, says Hideaki Iwatani, Director, Corporate Management Division for the Americas and Chairman of Matsushita Electric Corp. of America. However, the difficulties of developing business in Central and South America are daunting.
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