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Matsushita beats philips

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Peter Marcely

Matsushita was able to beat Philips in the consumer electronics market by centralizing its operations and pursuing a strategy of high-quality, low-cost products sold globally through licensing agreements and overseas sales and manufacturing. This polycentric approach allowed Matsushita to benefit from economies of scale, while Philips maintained a more decentralized, nationally focused structure that hampered its ability to compete effectively.

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Matsushita beats Philips Account for the main strategic decision that enables Matsushita to be ahead of Phillips in the Neutral Competition. Martin Kolek, Jindrich Faborsky, Peter Marcely and Vitazoslav Boltiziar
What is Matsushita Matsushita Works was founded in 1918 Matsushita changed name to Panasonic in 2003
Strategic decisions 1. Licensing of best-known product (VHS) according to article 2. Centralization 3. High-quality and low-price oriented 4. Innovative 5. Overseas Sales Export -> FDI => Change from Ethno-centric to Poly-Centric => Matsushita was able to beat the decentralized and nationally responsive European Firms.
Other aspects Desperate trouble of Phillips in 1980s Protectionism and strong government protection Phillips developed highly decentralized structure Phillips lacked economies of scale in the field of consumer electronics
Current situation 2007 2008 2009 Phillips(1) Revenue 26 793 26 385 23 189 Net income 488 -92 424 Employees 115 924 Panasonic(2) Revenue 54 364 56 485 63 864 Net income -758 -2 756 1 985 Employees 384 586 Values are in millions of EUR (1) Annual financial reports of Phillips (2) Annual financial reports of Panasonic
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Matsushita beats philips

  • 1. Matsushita beats Philips Account for the main strategic decision that enables Matsushita to be ahead of Phillips in the Neutral Competition. Martin Kolek, Jindrich Faborsky, Peter Marcely and Vitazoslav Boltiziar
  • 2. What is Matsushita Matsushita Works was founded in 1918 Matsushita changed name to Panasonic in 2003
  • 3. Strategic decisions 1. Licensing of best-known product (VHS) according to article 2. Centralization 3. High-quality and low-price oriented 4. Innovative 5. Overseas Sales Export -> FDI => Change from Ethno-centric to Poly-Centric => Matsushita was able to beat the decentralized and nationally responsive European Firms.
  • 4. Other aspects Desperate trouble of Phillips in 1980s Protectionism and strong government protection Phillips developed highly decentralized structure Phillips lacked economies of scale in the field of consumer electronics
  • 5. Current situation 2007 2008 2009 Phillips(1) Revenue 26 793 26 385 23 189 Net income 488 -92 424 Employees 115 924 Panasonic(2) Revenue 54 364 56 485 63 864 Net income -758 -2 756 1 985 Employees 384 586 Values are in millions of EUR (1) Annual financial reports of Phillips (2) Annual financial reports of Panasonic
  • 6. Thank you for you attention