Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Philips, The New Age Marketing

print page
Tell A Friend

Case Categories

Marketing Strategies / Strategic Marketing Case Study

Case Title:

Philips: The New Age Marketing

Publication Year : 2004

Authors: Sireesha M & Sumit Kumar Chaudhuri

Industry: Engineering, Electrical and Electronics


Case Code: MKS0016

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study

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


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

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap