Toshiba Peru: Return Strategy & New Market Entry 🇯🇵🇵🇪

Dynabook’s Peruvian Playbook: From Public Sector Staple to Private Market Expansion

Peru’s laptop market is witnessing a quiet resurgence. While names like HP and Lenovo dominate headlines, Dynabook – formerly Toshiba’s PC division – is carving out a significant niche, growing from a modest 5-10% market share to an estimated 20-25% in just over a year. But this isn’t a story of brand recognition alone; it’s a strategic pivot fueled by government contracts and a calculated move towards the lucrative private sector, particularly the mining industry. The question now is: can Dynabook maintain this momentum and become a major player in Peru’s increasingly competitive tech landscape?

The Road to Recovery: From Toshiba’s Decline to Dynabook’s Rise

The Dynabook story in Peru is one of reinvention. Toshiba’s fall from grace in the Peruvian market – slipping from sixth to ninth place between 2016 and 2018, and effectively disappearing in 2019 with the sale of its PC division to Sharp – serves as a cautionary tale. However, Dynabook, under new ownership, strategically re-entered the market in 2020, initially focusing on a less competitive arena: supplying the Peruvian state. This approach, leveraging relationships with regional governments and public entities, provided a stable foundation for growth.

Leveraging Public Procurement: A Foundation for Growth

Dynabook’s initial success hinged on its ability to navigate Peru’s public procurement system. Partnering with distributors Ingram Micro and Compudisket, the company efficiently fulfilled the specific requirements of public tenders, particularly in the education sector. Crucially, registering on the Peru Compras portal – the official state acquisition platform – proved pivotal. This allowed Dynabook to consolidate its position as a preferred supplier, capitalizing on the government’s demand for laptops for educational initiatives. This B2B focus allowed them to quickly gain a foothold, exceeding initial market share expectations.

“We have our own factories and do not need to maintain great inventories,” explains Noemi Sangana, Country Manager of Dynabook Peru. This streamlined production model provides a significant competitive advantage, allowing for rapid response to tender requirements and efficient cost management.

The Mining Sector: Dynabook’s Next Frontier

While public sector contracts provided a launchpad, Dynabook’s ambitions extend far beyond. The company is now aggressively targeting the private sector, with a particular emphasis on mining companies operating under the Obras por Impuestos (OXI) scheme – a tax incentive program where companies invest in social projects in exchange for tax credits. Laptops are essential tools for mining projects, and Dynabook is positioning itself as a reliable supplier, offering tailored solutions for these demanding environments.

OXI: A Key to Private Sector Access

The OXI mechanism is proving to be a game-changer for Dynabook. By partnering with mining companies committed to social responsibility, Dynabook is gaining access to significant contracts. Currently participating in two private processes with an 80% closing rate, and anticipating two more in 2026, the company projects a 30% growth in private sector sales this year. This strategic focus on OXI projects demonstrates a keen understanding of the Peruvian market and a willingness to align with national development priorities.

Key Takeaway: Dynabook’s success in Peru highlights the importance of identifying niche markets and leveraging government programs to establish a strong foothold before expanding into more competitive segments.

Beyond Laptops: Tablets and Chromebooks on the Horizon

Dynabook isn’t resting on its laptop success. The company plans to introduce its tablet and Chromebook lines to Peru in 2026, responding to specific demands from private sector clients. However, this expansion isn’t without its challenges. Importing these devices requires navigating complex regulatory hurdles and demonstrating genuine market demand. The company emphasizes the need to justify the import of Chromebooks with concrete evidence of need and adherence to Peruvian regulations.

The B2C Question: A Cautious Approach

Despite its growing success in the B2B market, Dynabook remains cautious about entering the consumer (B2C) retail segment. The primary obstacle, according to Sangana, is the price difference between commercial and consumer-grade laptops. B2B models typically feature more robust configurations, professional licenses (like Windows Professional and Office), while consumer models prioritize affordability. Furthermore, the Peruvian consumer market is highly price-sensitive, often prioritizing cost over features and durability.

Adding to the complexity is an oversupply of laptops stemming from the pandemic-era boom. Many wholesalers are still liquidating accumulated stock from 2021 and 2022, creating a highly competitive price environment. Dynabook recognizes that entering this market without a competitive pricing strategy would be challenging.

Did you know? Peru’s laptop market experienced a significant surge in demand during the pandemic due to remote learning and work-from-home policies, leading to inventory imbalances that persist today.

Navigating the Inventory Glut and Future Trends

The lingering effects of the pandemic-induced inventory glut present a significant challenge for all laptop vendors in Peru. Dynabook’s strategy of focusing on specific niches and offering tailored solutions appears to be a prudent approach to navigating this complex landscape. Looking ahead, the company’s success will depend on its ability to maintain its momentum in the public and private sectors, successfully launch its tablet and Chromebook lines, and potentially, find a viable path to enter the consumer market without compromising its brand reputation for quality and durability.

Frequently Asked Questions

Q: What is the OXI scheme and why is it important for Dynabook?
A: Obras por Impuestos (OXI) is a Peruvian tax incentive program that allows mining companies to invest in social projects in exchange for tax credits. It’s crucial for Dynabook as it provides access to significant contracts within the mining sector.

Q: What are the main challenges Dynabook faces in entering the Peruvian consumer market?
A: The primary challenges are price sensitivity, competition from brands prioritizing low cost over features, and an oversupply of laptops from the pandemic era.

Q: What is Dynabook’s strategy for introducing its tablet and Chromebook lines to Peru?
A: Dynabook is focusing on fulfilling specific needs of private sector clients and ensuring compliance with Peruvian import regulations.

Q: How has Dynabook’s production model contributed to its success in Peru?
A: Dynabook’s ownership of its factories allows for efficient inventory management and rapid response to market demands, particularly in fulfilling public tenders.

What are your predictions for the future of the laptop market in Peru? Share your thoughts in the comments below!