Marketing Strategies / Strategic Marketing Case Study

Philips: The New Age Marketing

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Abstract:
Royal Philips Electronics (Philips), a global electronics leader with 100,000 patents to its credit, had recorded a decline in its overall sales and income in the 1990s. Heightened competition in the global consumer electronics market and a slump in the worldwide semiconductors markets were the major reasons for its decade-long plight.

Pedagogical Objectives:

• To discuss the new marketing efforts and global branding initiatives of Philips to regain its global leadership position, which has been threatened of late due to its poor marketing initiatives.

Keywords : Growth strategies of Philips, The global consumer electronics industry, Marketing Strategies Case Study, New marketing initiatives of Philips, Losses of Philips in the early 1990s, Consolidation of Philips, Global positioning strategies of Philips, One Philips, Ten point marketing plan, 11 point plan of Philips, Business renewal plan of Philips, Alliances of Philips, HLT (Healthcare, Lifestyle, Technology) strategy of Philips, Philips in medical IT (information technology), The connected planet initiative of Philips

Contents:

• Introduction
• Poor marketing and loss of competitive advantage
• Global marketing and positioning strategies
• The future of technology