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Market Insight

Analysis of Sharp-Foxconn 2017 TV Brand Strategy

December 27, 2016  | Subscribers Only

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In 2016, Foxconn/Hon-Hai Group completed the acquisition of Sharp. As part of the acquisition, Foxconn gained control of the Sharp TV brand worldwide, except in regions Sharp had already licensed the Sharp brand to Hisense and UMC. In North America and Latin America (excluding Brazil) Sharp was licensed to Hisense, and in Europe, Sharp was licensed to UMC. It became apparent in recent months that Foxconn wanted to unify the Sharp brand worldwide under it's umbrella, and use the brand in a vertical supply chain with the Sharp LCD fabs. Recently, Sharp announced that it had acquired a controlling stake in Skytec UMC Ltd. in Europe, effectively approaching the problem of taking back the Sharp license in Europe from UMC from a different angle. This analysis details Foxconn's goal of building the Sharp brand back to a 10M+ unit per year business, and how that might happen, including cutting some brands from the Sharp LCD panel supply chain.

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