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Company Name: Aiwa

Description: Aiwa Co. Ltd. which was created in Tokyo, Japan in 1951 is the parent company of Aiwa which functions as a manufacturer of consumer electronic products predominantly for the Japanese market. The company has attained a substantial amount of success in the market during the 1970s and 1980s by focusing its production efforts on audio and video apparatus that are marketed around the world.

Aiwa was responsible for setting numerous milestones and pioneering activities for implementing product innovations. The company presented to the market the very first cassette recorder in Japan along with the first stereo cassette deck. It was also credited with the manufacturing of the first digital audio tape product and the first company to commercially market recording stereo headphones including integral participation in the production and development of mini audio systems.

The relative success gained by the company in its own industry made it an attractive acquisition prospect. Sony Corporation on December 1, 2002 effectively gained control of Aiwa and became a completely owned subsidiary located in the United States.

The following year the Aiwa product brand was reorganized and relaunched in the consumer electronics market using a newly formed marketing and sales group referred to as the ASAP (Aiwa Strategic Accounts Partnership, Inc.). Hiro Takahashi took the role of President for the newly created subsidiary.

Sony Corporation successfully acquired 50.6% of Aiwa shares thereby gaining control of the company. However, in the marketplace, Aiwa remains an independent product brand and competes side by side with other Sony branded products. Both companies however share a single support system for its consumers.

The ASAP group introduced the Aiwa brand to the market packaged as an easy to use, youth oriented, and PC-centric electronics brand name. The group was well aware of the growing number of PC literate youths that utilize the PC systems more for its entertainment value rather than anything else. The company set its sights on capitalizing on this growing trend.

Aiwa began introducing to the market its PC related multimedia based products such as DVD players, audio and video products, mini audio and home theater systems, headphone stereos, portable stereos and compact disc players, and computer storage devices. The company also took the initiative of going into mutually beneficial business arrangements.

This strategy allowed Aiwa to tie up with numerous industry leaders to improve the performance of its product portfolio like in the case of the HT-DV1 Powered DVD Home Theater System of Aiwa which incorporates the Class-T 1-bit digital audio amplifier technology of Tripath.

The home theater system product line also used the DCS (Digital Cinema Sound) technology developed by Sony Corporation. This technology reproduced sound quality that is usually observed inside theaters. Its implementation can either be in Dolby Surround or Cinema Studio EX modes.

Among the product innovations launched in the market by Aiwa, its USB interface based product line is perhaps the closest to taking advantage of emerging technologies in the IT industry.

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