Both, and in both domestic and export markets. In the early days of plasma Pioneer had around half the Japanese market; by the time it launched Kuro that was down below 3%.
And the tumbling prices of flatscreen TVs always meant that Kuro was a gamble, in that the sets were pitched above the prices of all but a few rivals. Yes, they attracted a following in the specialist arena, but the company never really got significant market share with them, while the Korean rivals in particular gained traction and went on to take market leadership.
Also, while Pioneer even at its peak had a relatively small workforce by the standards of big Japanese consumer electronics companies, its sales revenue per head of staff was considerably less than those of the big players.
As a result, even though senior management described the decision taken last year as 'gut-wrenching', it had a certain inevitablity about it.
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