Split personality (Royal Philips Electronics operations in Asia)

Citation

(2006), "Split personality (Royal Philips Electronics operations in Asia)", Strategic Direction, Vol. 22 No. 4. https://doi.org/10.1108/sd.2006.05622dad.009

Split personality (Royal Philips Electronics operations in Asia)

Split personality (Royal Philips Electronics operations in Asia)

Meredith R. Forbes (USA), 17 Oct 2005, Vol. 176 No. 8, Start page: 114, No. of pages: 2

Purpose – to spell out how a rejection of a one-size-fits all strategy for Asia has reaped benefits for Royal Philips Electronics. Design/methodology/approach – compares the differing marketing strategies adopted by Royal Philips Electronics in India and China; looks at how in China they are targeting those with lots of money, while in India they are pursing a policy of “go after the many with very little to spend”. Highlights the differences in the type of workforces employed by Philips in the two countries; suggests that Philips health care operations in both countries show why different strategies are needed to reach the two markets; describes how the company in India is attempting to target both the middle classes who use private healthcare and those in the more rural areas with the aim of capturing the middle classes of tomorrow; refers to problems over intellectual property rights in China. Originality/value – presents an overview of the business operations of Philips in China and India.Style: ViewpointISSN: 0015-6914Reference: 34AY102

Keywords: China, Corporate strategy, India, Marketing strategy