Caselet Code : CLIM002
Publication date : 2005
Subject : International Marketing
Industry : Consumer Electronics
Length :
 3 Pages
Price :  Rs. 50 (Detailed Pricing Info)

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Abstract

The caselet elaborates on the various strategies adopted by Royal Philips Electronics to go global. It describes the strategies that the company followed over the years, which helped it in establishing itself in the international market and also in having a global presence. The caselet discusses how the company's reliance on technological innovations paved the way for success and helped it in establishing itself as one of the few technologically advanced companies of the world.


Issues:

» Philips' global strategies
»  The influence of technological innovations on the global strategies of Philips
»  How innovations in product designs are vital for survival in the global market


Key words:

Royal Philips Electronics, electronics companies, product development, cross-functional co-ordination, strategic plans

Questions for Discussion:

1. Discuss how the establishment of National Organizations (NO) and Product Divisions (PD) helped Philips.

2. Discuss the strategies adopted by Philips Electronics during the 1980s and the 1990s to establish itself in the global market.