The vision statement of the company reveals that they are focused on recuperating the lives of people through the use of significant innovative approaches (Philips, n.d.). During the period of 2011 with its whooping sales figures of €22.6 billion the company stood as the market leader in the health care segment and also reached a strong position in the portable entertainment sector and male grooming and shaving segment. The product range of the company includes sound and vision, personal care, mother and child care, household product, home lighting, computer products and phones. Apart from the mentioned categories the company also sells different accessories. Some of the eminent products of the company include Television, portable multimedia like Philips Go Gear, home audio and video system, headphones, shavers & hair removal items, body groomers, bottle feedings for Children’s and fully automated Espresso machines in the house hold category. Other than this the products from Philips lighting segment includes florescent tubes, LED bulbs and different other energy efficient lighting equipments. And the PC products section includes drives and storage devices and different notebook and I-pad accessories. The major competitors of Philips in the different business segments are LG, Sony, P&G Braun and Samsung among the others. Philips also works towards the development of sports. To site an example during the 100th anniversary of Netherlands after its independence the company has established Philips Sports Vereniging or what is popularly known as PSV. It is generally a sports club active in many sports categories. The outcome of the effort was PSV Eindhoven the football club which is admired throughout the football fraternity. The report will highlight the internal strengths and weakness as well as the external opportunities and threats. SWOT will be used as the tool to perform the internal and external analysis of the company. The report will also try to highlight marketing tools and marketing operations of the company. Apart from the aforementioned, the report will also try to put forward a marketing plan for Philips which will help the company towards its development. Company Analysis The company analysis will be done in the form of assessment of the internal and external analysis. The internal strengths & weakness as well as the external opportunities & threats will be taken into account. In order to do so SWOT analysis has been used. SWOT analysis can be defined as a tool which is used to do strategic planning and also used to evaluate the internal strengths & weakness as well as the external opportunities and threats of a company. Therefore it is considered as the essential element which matches the company’s capabilities and resources to the environment where it operates along with its competitors (Richter & Pahl, 2009, p.1). The SWOT analysis of Philips has been illustrated below:- Internal Strengths International presence. Huge Brand value. Wide, good quality and innovative products. Weakness Faces problems in sharing information to the employee around the world. Complexity in Controlling the overall operation of the diversified business. External Opportunity Larger geographical access Continuously
Marketing Tools and Marketing Operation Table of Contents Table of Contents 2 Introduction 4 Company Analysis 5 PESTEL analysis 8 PORTERS 5 FORCES 11 Threat of new Entrants 11 Marketing Strategy of Philips 12 Marketing Tools 17 Recommendations 18 Operations Management Strategy 18 Order Qualifiers and Order Winners 23 Recommendations 24 Conclusion 25 Bibliography 27 Introduction Royal Philips electronics is a global electronics company which is headquartered at Amsterdam, Netherlands…
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s considering launching a new product, which will require initial investment of £2 million to buy machinery outright and other alterations to the manufacturing process. This decision is evaluated on the basis of net present value and payback period that the company can expect
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