OUR REPORT CONSIST OF

 SWOT ANALYSIS
 CURRENT 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 has

been 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 APPLIANCES
 T.V
 Audio
 Energy 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 PHILIPS
 SONY
MARKETING 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 samsung
 Values
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