Samenvatting

This research is done in order to create the best strategy for Philips Lighting in the changing markets of recently. The goal is to create opportunities while the European legislation concerning the
incandescent light bulbs forces the company to gradually remove all its incandescent lamps. The legislation is created because of the changing climate that causes many problems to the world's environment. Because of the climate change, energy usage must be drastically lowered to reduce the CO2 emissions. Incandescent light bulbs consume 100 percent of the energy, while improved
incandescent bulbs consume 70 to 80 percent and others of the same category 50 to 60 percent, Compact Fluorescent Lamps consume 20 to 30 percent and LEDs consume less than 20 percent.
Moreover, LEDs are the cheapest type of lighting to produce. The effect of this will be that out of all these lighting solutions, LEDs will be the only type of lighting available in a near future.
Philips has changed its image many times. At present, its vision is to be a "Health and Wellbeing" company for its customers. Because energy efficiency and health are major trends in today's market,
this has positive effects on the company. Herewith, the company is able to create opportunities in the market. The company also invests in a strong brand name to maintain a good position and to make a
difference in sustainability and energy use. It is also a people-centric company that adapts to the needs of its customers. Moreover, the company is the first in energy efficient lighting solutions.
Also, the design of the products is of great importance to the company. Philips creates products with innovative designs. Furthermore, its products are of great quality. The low cost competitor is not that big of a threat because of the many product differences between the brands when one looks at quality,
design, brand name recognition and the markets it serves. Other direct competitors like OSRAM and GE may cause Philips to participate in price wars. The greatest development in Lighting so far is
LED. The LED products are over 80 percent more energy efficient. Moreover, with LED it is possible to use many colours. The product has many advantages, yet the consumers have a negative image of
LED lighting products. They think of it as ugly lighting, while nowadays LED gives the same quality of lighting as the old-fashioned incandescent bulb. The Marketing Strategy describes the importance
of changing the image of LED. Nevertheless, all other products will be removed from the market eventually.