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  EXECUTIVE SUMMARY Philips has been a leading brand in electronics in India and across the world. Philips with its wide range of products caters to the premium segment of the market. Philips faces intense competition, especially from the low-cost, local rivals of the market. With this intense competition, Philips has to cater to the various needs and demands of their consumers. Now Philips is going to enter into a new market segment i.e multifunction copier. This project aims at doing market research identifying various prospective, strengths and  probable problems which co may faced after launching MFD. Through this project I have found out that Philips may face intense competition from the existing market player in this segment. Also, Philips as a whole needs to positioned itself and its products especially to get over of the image created in the minds of the gentry that Philips deals best in lightening products. For this project the primary data was collected through questionnaire and secondary data was collected through internet and magazines.  COMPANY PROFILE Royal Philips Electronics Royal Philips Electronics of the Netherlands is a diversified Health and Well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions,  based on fundamental customer insights and the brand promise of “sense and simplicity”.  Headquartered in the Netherlands, Philips employs approximately 116,000 employees in more than 60 countries worldwide. With sales of EUR 23 billion in 2009, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare. Global Footprint Philips is a global leader across its healthcare, lighting and lifestyle portfolio:    We are the world’s largest home healthcare company, being number one in: Monitoring systems, Automated External Defibrillators, Cardiac Ultrasound, Cardiovascular X-ray.    We are number one in lamps in Europe, Latin America and Asia Pacific and number two in North America; in Automotive lighting, we are leading in Europe, Latin America, Japan and Asia Pacific.    We are number one in the electric shavers and male grooming category globally.    Philips is one of the leading flat-TV brands globally. Mission Improve the quality of people’s lives through timely introduction of meaningful innovations.    Vision “In a world where complexity increasingly touches every aspect of our daily lives, we will lea d in bringing sense and simplicity to people.”   Values “Our Values reflect the ambitions we have laid down in “Vision 2010”, our recent strategy update. The Values, the four Ds, are like a compass  –   guiding us in how we behave every day, and reminding us of the attitudes we should have towards our work, our customers and our colleagues.”     Philips Electronics India Limited Philips Electronics India Limited, a subsidiary of the Netherlands-based Royal Philips Electronics, is the leading Health and Wellbeing company. Today, Philips is a simpler and more focused company with global leadership positions in key markets of Healthcare, Lighting and Consumer Lifestyle, addressing people’s Health and wellbeing needs and aspirations as  its overarching theme. As one of the nation's most well-known and well-loved brands, Philips is a part of practically every Indian's life. With recent launch of Philips Respironics product categories in obstructive sleep apnea management and home respiratory care, home decorative lighting range and ALU range, Philips products find use in virtually every aspect of an individual’s daily life 24X7 - at home, at work, on the move and at rest. Philips stands as a source of easy to use, trendy and innovative internationally acclaimed products with superior design and technology that enhance the quality of consumers' professional and personal lives. Philips has been operating in India for over 75 years and employs over 4,500 employees around the country. The company has an excellent pan India distribution and after-sales service network.
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