Philips Strategic Management - quản trị chiến lược công ty philips bải tiếng anh

Philips Strategic Management - quản trị chiến lược công ty philips chuyên nghành quản trị kinh doanh bài tiếng anh, số liệu lấy từ phòng kinh doanh công ty điểm trên 8

Name: Phan Hoang Minh ID: 94011901748 Class: 19TAKD Course: Strategic Management Lecturer: Rewel Jose Santural

Business Overview 8

PHILIPS 11

MISSION AND VISION 11

PHILIPS GENERAL PORTFOLIO 12

Sales and Sales Growth 14

Sales Report Defined 15

Net Income 16

PHILIPS INTERNAL AUDIT 18

Value Chain Analysis 19

Internal Factor Evaluation (IFE) Matrix 20

Philips Vrio Analysis 21

PHILIPS EXTERNAL AUDIT 22

Philips Pestel Analysis 23

Philips 5 Forces Analysis 24

External Factor Evaluation (EFE) Matrix 25

Competitive Profile Matrix (CPM) 26

Competitive Analysis 27

Regional Competitive Analysis 28

PHILIPS LONG-TERM GOALS 29

PHILIPS STRATEGY 30

SWOT Matrix 31

SPACE Matrix 32

BCG Matrix 34

Grand Strategy Matrix 35

QSPM Matrix 36

1 Philips, a Global Company

Royal Philips Electronics is one of the world's biggest electronics companies and Europe's

largest, with sales of US$ 33.9 billion in 1998 It is a global leader in color television sets, lighting, electric shavers, color picture tubes for televisions and monitors, and one-chip TV products Its 233,700 employees in more than 60 countries are active in the areas of lighting, consumer electronics, domestic appliances, components, semiconductors, medical systems, business electronics, and IT services (Origin) Philips is quoted on the NYSE, London, Frankfurt,

Amsterdam, and other stock exchanges

François Adrianus "Frans" van Houten is the successor to Gerard Kleisterlee, as Chief Executive Officer of the Dutch company of Royal Philips Electronics, taking over the position on 1 April

Royal Philips Electronics is eighth on Fortune's list of global top 30 electronics corporations We are active in about 80 businesses, varying from consumer electronics to domestic appliances, and from security systems to semiconductors

We are a world leader in digital technologies for television and displays, wireless

communications, speech recognition, video compression, storage, and optical products as well

as the underlying semiconductor technology that makes these breakthroughs possible

We have world-class solutions in lighting, medical systems (particularly scanning and other

diagnostic systems), and personal and domestic appliances where our investments in design and new materials are critical to success

Translated into figures, we produce over 2.4 billion incandescent lamps every year, and some 30 million picture tubes; and each day, our factories turn out more than 50 million integrated circuits Around 2.5 million heart procedures (scans and interventional procedures) on X-ray equipment are carried out each year using our technology

One in seven television sets worldwide contains a Philips picture tube, and 60 percent of all telephones contain Philips products

Thirty percent of offices around the world are lit by Philips Lighting, which also lights 65 percent

of the world's top airports, 55 percent of soccer stadia, and 30 percent of hospitals The strength

of Philips' global operations is reflected in its (value-based) leadership position in many of the markets in which it is active

Selected from Philips website

3 Patents and Trademarks

Philips has some 60,000 patent and design rights and almost 30,000 trademark registrations worldwide

Key patents are in such fields as optical recording (CD-Audio, CD-ROM, CD-R, CD-RW, Video, DVD-ROM), digital audio coding (MPEG-2 audio compression), digital video coding (MPEG video compression), and mobile telephony (GSM and CDMA)

Safeguarding the company's portfolio of patents and product design rights are its 130 patents and trademarks specialists Located throughout Europe and in the United States, Japan and Singapore, they help exploit the results of Philips' worldwide R&D activities by licensing the generated patents They also pay close attention to the trademarks that support the company's commercial activities Chief among these are Philips' house marks - the Philips word-mark and the Philips shield emblem

- which are among the most widely recognized trademarks worldwide

'manufacture incandescent lamps and other electrical products'

The company initially concentrated on making carbon-filament lamps and by the turn of the century was one of the largest producers in Europe

Developments in new lighting technologies fuelled a steady program of expansion, and, in 1914, it established a research laboratory to study physical and chemical phenomena, so as to further stimulate product innovation

Marketing companies had already been established in the US and France before the First World War, and in Belgium in 1919, and the 1920s saw an explosion in their number

It was at this time that Philips began to protect its innovations with patents, for areas taking in ray radiation and radio reception This marked the beginning of the diversification of its product range Having introduced a medical X-ray tube in 1918, Philips then became involved in the first experiments in television in 1925 It began producing radios in 1927 and had sold one million by

X-1932 One year later, it produced its 100-millionth radio valve, and also started production of medical Xray equipment in the United States

Philips' first electric shaver was launched in 1939, at which time the Company employed 45,000 people world-wide and had sales of 152 million guilders

Science and technology underwent tremendous development in the 1940s and 1950s, with Philips Research inventing the rotary heads which led to the development of the Philishave electric shaver, and laying down the basis for later groundbreaking work on transistors and integrated circuits In the 1960s, this resulted in important discoveries such as CCDs (charge-coupled devices) and LOCOS (local oxidation of silicon)

Philips also made major contributions in the development of the recording, transmission and reproduction of television pictures, its research work leading to the development of the Plumbicon

TV camera tube and improved phosphors for better picture quality

It introduced the Compact Audio Cassette in 1963 and produced its first integrated circuits in 1965

other landmarks were the production of Philips' 100-millionth TV set in 1984 and the 300-millionth Philishave electric shaver in 1995

The 1990s has been a decade of significant change for Philips The company carried out a major restructuring program to return it to a healthy footing And more recently it has been concentrating

on its core activities Today, Philips is at the leading edge of the digital revolution, introducing class products that are helping to improve pe people’s lives as we enter the next millennium

world-5 Parts of the Whole

Seven product divisions, many other competencies and participations make up Royal Philips Electronics

Whether in homes, factories, offices, airports, or on the street, it's hard to imagine a place where Philips is absent Some of

the products made by its seven product divisions are tucked away inside, like integrated circuits or

CD drives Some of them

are undergoing dramatic changes in their dimensions - think of the flat screen TV, which can hang

on the wall Five of the

world's top ten PC manufacturers sell monitors produced by Philips

What Philips wants is to make your life and work easier With the Genie mobile phone, for example, you dial a number by just

saying it aloud, while Philips' WebTV Internet terminal brings the excitement of cyberspace into the living room

And on your travels around the world, whether passing by the Eiffel Tower in Paris, walking across London's Tower Bridge,

or witnessing the beauty of the ancient Sphinx and pyramids of Giza, you don't have to wonder any more who lights these

famous landmark

2012

1 Top 50 Best Global Green Brand by Interbrand

2 Best Improvement in Patient Safety 2012 – Philips iDose The Irish Medical and Surgical Trade Association acknowledged in creating a solution that dramatically reduces radiation Philips'

efforts in CT scanning procedures without compromising image quality

3 VBDO Responsible Supply Chain Management Award - Philips received the VBDO

Responsible Supply Chain award for the fifth year in a row

2013

1 Crystal Prize - Philips received the Crystal Award (“De Kristalprijs”), Global 100 Most

Sustainable Corporations in the World – Philips has been ranked number 7 on the annual list of

‘Global 100 Most Sustainable Corporations in the World’ by Corporate Knights– up 6 places from

2012

2014

1 Practice Greenhealth Champion for Change - Philips received the 2014 “Champion for

Change” Award for delivering resource-efficient healthcare solutions to our clients and assisting them in improving their environmental performance

2 Energy Star Partner of the year –

3 CDP - Philips has been recognized as a world leader for corporate action on climate change For the 3rd year in a row, (CDLI)

4 Dow Jones Sustainability Index (DJSI) - Philips is named the industry leader in the Industrial Conglomerates category with a score of 91 out of 100 points In addition, we have also received

a Best in Class score in all three dimensions – Economic, Environmental and Social

“ Improve the quality of people’s lives through technology-enabled

meaningful innovation-as co-creator and strategic partner for the Philips businesses and complementary open innovation ecosystem participant.”

PHILIPS GENERAL PORTFOLIO

Unique leadership positions in many markets

Sales and Sales Growth

Sales Report Defined

The Healthcare product segment contributed about 10.912.000 in sales, which is around 51% of the whole sales in 2015 For the sales growth, this product segment has increased by 19% in 2015

Consumer lifestyle has contributed in sales for about 5.347.000 euros, which is 22% of the wholesales For the sales growth itself, it has increased from the year

2014 to 2015 by 13%

Lighting products contributed 7.411.000 euros Which is about 30% of the

wholesales The sales growth for this product segment, it has increased from 2014

to 2015 by 8%

Net Income

• Total net income after taxes

• Lighting has a sales contribution of about 30% the net profit from this segment product is about 197.700 euros

Value Chain Analysis

PHILIPS LONG-TERM GOALS

Current Vision

• Strive to make the world healthier and more sustainable through

innovation

Projected New Vision

• Leading the world healthier lifestyle and more sustainable through innovation

Healthy people, a Sustainable planet

• Increase number of sales in developed countries by 5%

• Make rapport with US local companies for future expansion

• Create joint venture nor acquire US local company

• Increase sales on healthcare products of 10% each year

• Create more cooperation in terms of healthcare products with hospitals

• Improve the lives of 3 billion people by the year 2022

• Steadily growing the Green Solutions portfolio

HOSPITAL BUILD

Philips Healthcare Transformation Services helps Inrusinvest

deliver state-of-the-art healthcare

Who/where

Inrusinvest, a private oil and mining group in the

the southwest corner of Siberia in Russia has the ambition

to improve access to high-quality care in the Kemerovo

region

Challenge

The challenge for this investment group – which has

little experience in the healthcare sector – was to turn

an unused building, initially constructed as a trade

center, into a state-of-the-art medical center capable of

serving the widespread population of Siberia

Solution

Philips consultants carried out thorough research and

market analysis to help Inrusinvest develop a concrete

vision and strategy that met their requirements

Philips consequently developed a service model and

conceptual design for the new facility

Inrusinvest had a far-reaching goal when they began this project They wanted to convert a large empty building with no water, electricity, or heating into a modern healthcare facility

Located in Novokuznetsk, one of the oldest cities in Siberia, this center would provide efficient state-of-the-art medical services to a population of 1.2 million people across a vast region

Because Inrusinvest lacked a great deal of experience in the healthcare sector, they turned to an experienced advisor They turned to Philips consultants for their unique expertise in transferring broad international medical consulting experience and technology to a specific local setting with its own social, cultural, and legislative requirements

The collaboration has provided the group with access to Philips strategic consultancy services They could deliver all the components needed to help Inrusinvest formulate a business model and conceptual design that is comprehensive and innovative – and most importantly realistic to achieve in the new build

The group initially asked Philips to carry out a quick feasibility scan that included a market analysis, a high-level service model proposal, and a high-level assessment of using the building for a medical facility

Impressed with the expertise on improving the clinical, operational, technical and financial

performance of healthcare organizations demonstrated by the consultants, the work quickly developed into a full-blown project involving 12 workstreams responsible for

all aspects of the project

Market analysis

The vision for the new hospital was to be an open, innovative private medical center in the

city of Novokuznetsk to provide landmark healthcare services to the Kemerovo region To

create a successful business model for this center, it was critical to understand disease

patterns and the competitive landscape of the region Philips consultants assisted

Inrusinvest in collecting key market information to identify key trends, treatment, and

diagnostics methods, and the availability of specific services

The market analysis identified key disease groups, which could help target the main

patient flow for both inpatient and outpatient services Local citizens provided significant

input to the market analysis A survey was conducted to capture information about their

healthcare spending habits and their view on the availability of services and quality of care

A detailed analysis was then done to correctly match supply and demand, as well as find appropriate price points for key services to calculate preliminary revenues A

number of interviews with key regional clinics and healthcare authorities allowed the consultants to make a preliminary market forecast Market analysis of the region

produced statistics of the local population and defined the potential need for healthcare services This research was used to develop the hospital strategic plan, the service model and the conceptual design for the new medical center

Strategic plan

Formulating the ambition of the medical center and making the right strategic choices was critical for its future planning Philips consultants initiated and conducted a strategy workshop with Inrusinvest management and the future healthcare leadership team During the workshop, the mission and vision of the medical center was formulated and key strategic goals were set

Growth scenarios were identified and then prioritized by consultants before being fed into the Philips service and capacity modeling tools for further calculation and

evaluation As a next step the strategic goals were transformed into strategic initiatives covering four segments: Markets and Patients, Finance, Processes & Operational

Efficiency, Technology and Innovation

Each strategic initiative led to a specific action plan that was cross-checked with the market analysis, the service and capacity calculations, as well as expert advice from Philips international experts The strategic plan provided Inrusinvest with a clear vision and high-level action plan for the next seven years to help them transition into a leading regional healthcare service provider with several connected centers of excellence and primary care units across the Kemerovo region