Case study of Royal Philips Corporation and the Intelligent Pill (iPill)

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Case study of Royal Philips Corporation andthe Intelligent Pill (iPill)

Daniel A. SabolMNG330 Sect A, Spring 2009Professor Leonard TrugmanFinal ProjectMarch 23, 2009

Introduction /About Philips

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Philips is a global leader in healthcare, lighting and consumer electronics;delivering customers with innovative products and services. Currently, they haveapproximately 128,100 employees in more than 60 countries worldwide. With sales of thirty-four billion dollars in 2008, Philips is a market leader in medical diagnostic imagingand patient monitoring systems, energy efficient lighting solutions, as well as lifestylesolutions for personal well being.Each division has great market share and brand recognition both domesticallyand internationally. One will begin by exploring Philips four primary divisions and whatmakes them so successful.Phillips consumer electronics division consists primarily of the creation of digitaltelevisions, radios, and home electronics. Phillips is always seeking to out compete itsrivals in the consumer electronics market. They happen to be third in the world and areconstantly trying to gain greater acceptance as a market leader. According to Phillipswebsite:“Philips Consumer Electronics is the third largest consumer electronics companyin the world and a leader in the development of digital television systems andcompact disc applications. Its main product lines are television, video, audio andset-top boxes” (Royal Philips Electronics)Philips consumer electronics product line has been able to maintain its brand reputationfor many years. They continue to compete amongst the best names in the industry andmaintain their great brand through difficult times and new innovations in this marketarea.Second, Philips domestic appliances and personal care products. Philipsdomestic appliances and personal care products range in size and cost, and include

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items like hair grooming tools and electric toothbrushes. According to Phillips websiteits primary business lines consist of:“Male shaving and grooming, body and beauty, food & beverage, homeenvironment care and oral healthcare lines of business. The divisionmanufactures and markets shavers, electric toothbrushes, women's beauty andhealth care products, as well as domestic appliances around the world. Thedivision enjoys the number one global position in electric shavers with thePhilishave (international) and Norelco (USA) brands, the number one brand insteam irons, and is a leading global player in dental care products under theSonicare and SensiflexTM brands. Philips also offers a range of small kitchenappliances exclusively through Target in the U.S. and at retailers throughoutCanada.”(Royal Philips Electronics)Phillips has an extensive domestic appliance and personal care line. It offers productsfor individuals with many different needs. Their domestic appliances and personal careline are strategically differentiated as a best cost provider of products in the domesticand personal care industry.Third is Philips lighting. Philips provides lighting solutions to individuals in manyindustries and nations throughout the world. They are number one in this industry andhave many technologies that they market on a daily basis. According to Philips“Lighting markets more than 2,500 lighting products to the retail, industrial/commercial,consumer and original equipment manufacturer markets” (Royal Philips Electronics)Philips has a large range of products within its lighting business. Those include theALTO low-mercury lamp and the compact fluorescent lamp. Within the automotiveindustry they have the halogen headlamp. In addition their specialty products whichinclude the halogen brilliant crystal bulb which has been the official light bulb of theTimes Square New Year's Eve Ball.Philips designs, manufactures and markets its own lighting products in the UnitedStates. According to Philips, “Lighting employs almost 10,000 people in manufacturing,

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