Toshiba announced today that it is reinforcing its TV business
in the Middle East and Africa by establishing a joint venture to
manufacture LCD TVs with El Araby Group, an Egyptian manufacturer
and reseller of audio visual and home appliances.
The new JV, provisionally called Toshiba El Araby Visual
Products, will be located in Cairo, Egypt, and plans to start
production of LCD TVs in March 2011. Its activities will range
from LCD panel module assembly to the production of finished
products, the companies said.
Toshiba is proactively advancing an initiative to expand its LCD
TV business worldwide. In the Middle East and Africa, the company
anticipates strong growth in demand for LCD TVs and is promoting
a number of measures in response, aiming for a 15% market share
in the region in FY2011.
The new manufacturing JV supports Toshiba's strategy of
establishing localized manufacture and supply of finished LCD TVs
in the Middle East and Africa, and strengthens its ability to
supply products that meet local market requirements and that
offer improved cost competitiveness. The plant is also expected
to become one of the largest LCD TV manufacturing facilities in
the region, and the first to handle LCD panel module assembly
through the production of finished products.
The new plant will have an initial production capacity of 600,000
units a year and an initial workforce of about 300. As sales
grow, the plant's capacity will be increased, up to 2,000,000
units a year in FY2013.