Philips strategic transformation and winding road.doc

 PAGE \* MERGEFORMAT 8 Philips strategic transformation and winding road Recently, the Netherlands Royal Philips Electronics (Philips) Electronics Group CEO Kleisterlee at the end of their ‘trip to China’ the occasion to announce its latest global strategy: Philips will launch a global marketing campaign, go to ‘accelerate change’ period , the company will complete the business transformation, the complete transformation of the medical care and lifestyle brand, Philips in 2007 China sales to reach 12 billion U.S. dollars. Previously, this strategy has been a number of media misinformation about to fade into the Philips electrical appliances, old Kleisterlee This time his visit to China in particular clarification. According to the author the strategy of transnational corporations over the years follow-up study and the sub-study experience in this special right to interpret Philips this strategic transformation and its future development strategy of trying to judge the trend, with a view to the readers to learn from and reference. Business re-engineering of the hard Philips to re-positioning the business to lifestyle, health care and the three areas of core technology, after Philips’s business section was mainly concentrated in by Philips Consumer Electronics (PCE), Philips family of small household electrical appliances Department (DAP), Philips Lighting (PL), Philips Medical Systems (PMS), Philips Semiconductors five products division. Among them, the largest profit margins of small household appliances, lighting, second, third in the semiconductor, medical and similar consumer electronics is the lowest profit margins. Examine the latest changes in the business areas and business processes before the division, we can see: Philips’s business division is moving from the traditional industry and product ideas into law, into a focus on brands and technologies division. In fact, this is the traditional industries and large enterprise groups divided by their bu