What strategies can Philips follow to ward off competition from Japanese

manufacturers of consumer electronics?

Japanese manufactures have quickly captured the market share of other electronics
manufacturers and are dominating the market because of their low manufacturing costs, which
allow them to keep their prices low. In order to re-capture its market share or avoid losing it to
Japanese manufacturers it can consider the following strategies:
→ Focus on providing value for money.
→ Emphasise in its marketing campaign that the products it offers are of a quality that
justifies their price-point.
→ Focus on simplistic designs and ease of use.
→ Provide user manuals in different languages to attract more consumers. Instruction
manuals in the local language of the countries where its products are being shipped to will
make Philips products more attractive to local consumers.
→ Market its products to clearly define consumer expectations and ensure that the
advertisements are not as vague as its ‘sense and simplicity’ tagline. Consumers should be
able to understand exactly what the company wants them to and shape their expectations
in accordance with the company’s offerings.