PHILIPS

OUR REPORT CONSIST OFSWOT ANALYSISCURRENT MARKETING

STRATEGIES OF PHILIPS.CURRENT MARKETING

STRATEGIES OF PHILIPS COMPETITORS.

SUGGESTION TO IMPROVE THE CURRENT MARKETING STRATEGIES OF PHILIPS.

S.W.O.T ANALYSIS

PHILIPS STRENGTH

Philips and NEC join forces in IP telephony

About NEC Corporation (NEC Corporation is

one of the world's leading providers of Internet, broadband network and enterprise business solutions dedicated to meeting the specialized needs of its diverse and global base of customers. Ranked as one of the world's top patent-producing companies,)

Philips business communications renews contract with GijimaAst

Philips Business Communications (PBC) has

renewed its strategic partnership with GijimaAst for a further five years. The ongoing partnership enables GijimaAst to further strengthen its market share in the converging data and voice solutions market, with its strength in IT industry solutions and services, as well as its expertise in voice communications and networking.

About GijimaAst

GijimaAst’s intellectual capacity, its business model and strong customer base form the foundation for the Group’s integrated services and solutions business. Ideally positioned as a leading technology solutions company and focused on selected industries

Philips Business Communications enters French market

Philips Business Communications (PBC), a division of Philips Royal Electronics and leading supplier of communications systems, today launched its activity on French soil with the opening of an office in Sureness, in the Paris region.

With over 50 years of experience in telecommunications, a worldwide presence and an installed base of 12 million users in over 50 000 companies, the division PBC counts on making its mark rapidly in France and to be included among the top players.

WEAKNESSES• The electronics parts of their company continue to suffer.• continued poor market conditions in telecom and PC-related businesses, as

do their major unconsolidated companies.

• confidence in all major markets hasbeen slipping this year, a trend that has

accelerated after the tragic events of September 11.

Weaknesses Customer lists not tested.

Need more sales people.

Limited budget.

Don't have a detailed plan yet

OPPURTUNITIES

The opportunity of the Philips company is that they have chance to enter in a mobile phone business because 70% of the material from IC to screens in Nokia mobile phones are from the Philips so they are thinking that why shouldn’t we start the mobile business

opportunities

Philips reaches milestone of 100,000 patents Philips Electronics has recently reached the impressive milestone of 100,000 patents, confirming its excellence as a highly innovative company.

opportunities Could develop new products.

Local competitors have poor products.

New specialist applications.

Can surprise competitors.

Threats

MUHARRUM (due to Islamic month of sorrow) and JUNE. They know that their sale will decrease .

Market of VCR continuously decline by the compact disk technology

Arrival of local electronic industries in Pakistan.

threats

Environmental effects would favour larger competitors.

Existing core business distribution risk.

Market demand very seasonal.

MARKETING STRATIGIES of PHILIPS

Market strategies They do not have a marketing strategy

for small screen television and monitors but they do have a market strategy for large screens such as flatron and 61 inches television. The strategy is that for the big screens they market these products individually that is they go personally to the customers who are willing to pay for there products.

Strategic Business Unit In strategic business units they have the

following consumer items

LIGHT Tube light Bulbs DOMESTIC APPLIANCEST.V AudioEnergy saver Computer monitors D.V.D

Matrix In a matrix there are four products which

are operating as cash cows stars question marks and dogs. Following are the products which lie in this matrix

61 inches television (cash cows)DVD recorder (question marks)Large streams (stars)VCR (dogs)

CURRENT MARKETING STRATEGIES OF PHILIPS

Market segmentation They have broken the market into small and large screens; they have 14 inch and plasma 25 inches and 29 inches. They have 80% small and 20 % large screen.

Consumer Segmentation Market price is the most sensitive and major factor. Every product has its own plus point. Philips has divided their customers

Basics Classics Plungers Innovative

BASICS: Basics are those customers who are neither brand conscious

nor technology adoptive. They want to have for example T.V and pictures just to satisfy their need

CLASSICS: Classics are brand conscious and value for money. They want

good picture quality and long life brand. Philips focuses on classics

PLUNGERS AND INNOVATIVES: They are more brand conscious and early adopters. They only

want to purchase any new thing first come in market

CURRENT MARKETING STRATEGIES OF PHILIPS COMPETITORS

PHILIPS are competing with our competitors basically in the area of Product Designs and aggressive pricing backed by excellent after sales support.

Only the change in technology is useless. It does not hurt any competitor. But to invent technology, make implementation and take product to the dealer is the key thing. Because people want product not technology and product is the utilized form of the technology and only quality product can effect the sales of competitor

FOLLOWING ARE THE COMPETITORS OF PHILIPSSONYMARKETING STRATEGY:The Japanese Sony Corporation,

founded after World War II, has become a leading manufacturer of a variety of products.

The company emphasizes open mindedness, freedom, innovation and risk taking.

Sony believes in application of advanced technologies, hence cooperating with research institutes so as to create products that enhance people’s lives.

Sony has developed great strengths in six business segments: electronics, electronic games, music, motion picture, insurance and others.

Marketing strategies of samsungValues the company is driven by its values

and its philosophy, which states:" We will devote our people and technologies to create superior product and services thereby contributing to the global society”

Customer services:Samsung realizes the importance

of its people and the use of latest technologies for achieving success in the market place. At the same time, it is aware of the responsibility to contribute the society, not only in Korea but also world wide

SUGGESTION TO IMPROVE THE CURRENT MARKETING STRATEGIES OF PHILIPS

Effective Advertising

Brand Equity

Market Share Increment

Enter New Market segments