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CASE STUDY AND ANALYSIS OF PHILIPS

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COMPANY OVERVIEW

• Philips was situated in the Eindhoven in the year
  1891.
• The founder of the company is Gerard Philips and
  his father Fredrik.
• It is the largest companies for electronics goods
  in the world.
• In this company more than 105,000 people are
  working across more than 60 countries.
• Royal Philips id the Dutch technology company
  which has the headquartered in the Amsterdam,
  Netherlands with the primary divisions.
• It focused in the areas of electronics, lighting
  and healthcare.
• By utilize the Philips chips, 80 cell phones are
  sold.
• Beside this, this Philips chips are utilized in
  other electronic things such as computerized
  cameras, new autos and many more.

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SEGMENTATION OF MARKET

• To develop the Philips marketing strategy, it
  requires identification of the segmentation based
  on the behaviour of the customers.
• The segmentation is generated according to the
  factors of the customers such as age, gender,
  lifestyle, income and many more.
• By this process, it can obtain the customer
  specific information which could be used to
  generate the groups that sharing the common
  characteristics.
• After gathering the information and behaviour of
  unique buying of the customers, Philips can
  divide market into small homogeneous groups.
• It can be done by geographic, demographic,
  psychographic and behavioral characteristics of
  the customers.
• Geographic segmentation divides market according
  to the geographic areas such as region, country
  and many more.
• Demographic segmentation divides market according
  to the demographic characteristics such as
  gender, ethnicity, age and income.
• Behavioral segmentation divides the customer
  according to the pattern of buying such as
  benefits sought, brand loyalty, usage occasions
  and frequency.
• Psychographic segmentation divides the customer
  according to their interests, values, traits,
  lifestyles and attitudes.

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MARKET RESEARCH

• Philips undertook the study of market research of
  more than 180 companies and 1650 consumers.
• The objectives of the market research were
• For identifying and testing the new routes to
  move the Philips brand going forward.
• Enable the Philips company to understand the
  current position in market better.
• It undertook the research among 26000 respondents
  to measure the equity of the brand.

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SWOT ANALYSIS

• SWOT analysis of Philips analyses brand with its
  weaknesses, threats, strengths and opportunities.
• The strength of Philips are this company operates
  facilities of production across the globe and it
  has a strong RD portfolio and maintained seven
  centre of RD to meet the requirements of the
  clients.
• This company maintained the strong market
  leadership and leads in the acute care, cardiac
  care and home healthcare also energy lighting
  solutions and maintains the growth rate in
  developing countries.
• The weaknesses of Philips are different types of
  legal actions are present against the company
  that destroy the image of company. Also it has
  quotients of high price over its products.
  business in the inorganic route
• The opportunities of the Philips are it has to
  develop its business in inorganic route also
  Philips needs to meet the growing demand of
  sustainable products and green lighting also
  increase the business in emerging economics.
• The threats of Philips are that the company
  maintained highly competitive environment of
  business and consistent fluctuations in the rate
  of exchange.
• Philips also ensures availability of the cheaper
  technology in market. Know details in help with
  case study on different topics here.

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PESTLE ANALYSIS

• PESTEL framework categorises environmental
  influences into six types which are economic,
  technological, legal, social and environmental,
  political.
• Rules and the regulations which set by the
  government are major factors that can affect the
  industry of electronics.
• Philipss growth aim may affected unfavourably by
  the economic instability which have the huge
  impact of changes in the macroeconomic
  circumstances on the growth economics.
• The values of cultural and social in the region
  plays a great role on operations of business. All
  the main social factors such as age distribution
  fluctuate and growth of population, education,
  emigration and lifestyles of consumer, have the
  mutual effect on the operation of Philips to
  penetrate in the industry of electronics.
• The new manufacture methods also claim for the
  high profile technology as Philips offers the
  electronic products according to market features.
• Many government controlled bodies are programming
  to force the organizations to work permitting to
  law connected policies for the defense of both
  the customers and the corporations in recent
  years. These factors are employee welfare,
  consumer protection, excise duties, waste
  disposals, trading restrictions, banking
  organizations, quotas and insurance legal
  compliance.
• Philips needs to notice the revolution of the
  rate of demographics and urbanization to design
  their all the products accordingly.

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CONCLUSION

• Philips is focused their development in the areas
  of electronics, lighting and healthcare.
• The segmentation of the market of Philips is
  generated according to the factors of the
  customers such as age, gender, lifestyle, income
  and many more.
• Philips can divide market into small homogeneous
  groups such as geographic, demographic,
  psychographic and behavioral characteristics of
  the customers.
• Philips undertook the study of market research of
  more than 180 companies and 1650 consumers.
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• This company maintained the strong market
  leadership and leads in the acute care, cardiac
  care and home healthcare also energy lighting
  solutions and maintains the growth rate in
  developing countries.
• Philipss growth aim may affected unfavourably by
  the economic instability which have the huge
  impact of changes in the macroeconomic
  circumstances on the growth economics.

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