The Research On Key Account Management Of Philips Lighting

In China lighting industry, there is no company systemicly adopted keyaccount management, same as Philips Lighting. But right now, lightingmarketing is keeping changing with the development of LED lightingtechnology. We can forecast that80%market will use LED. Though PhilipsLighting is the market leader, but it faces big challenge.The essay firstly analyzes the macro environment especially the lightingtechnology development, and discusses how LED lighting changes themarket. Then, it analyzes the lighting general market and key segmentmarkets’ current situation, to forecast the future market trends and changes.We can summarize that LED will grow fast, and total solution will becomemore important than product selling.The second part analyzes the competition in general lighting market andkey segment markets, from the aspects of historical sales value, currentmarket share, sales growth, LED ratio, and total solution ration, etc. Besidesof the current competitor, the essay also analyzes the potential threats, anddiscusses how big pressure from the strong LED lighting chips manufactures.The third part is focusing on end-users behaviors, diging their needs,checking the key player from the value chain, and the end-user purchasing model. Although the need of end-users from different segment is a bitdifferent, but the common one is that they want a total solution want to dobusiness with manufacture directly.Then comes the Philips Lighting internal environment research by details,including the product portfolio, organization chart, staff resources, salesmodels,4P marketing strategies, corporation strategy, customer database, etc.Key accounts contribute more than70%sales value, so it’s highly important.At last, after analyzing the Key account management’s importance andurgency, and set up the KAM platform will be the next step. It’s a systemicproject and needs to be treated seriously. After the platform construction, theessay draws an execution plan.The essay gets the data from interviewing, internal company database,and3rd party industry database. And it’s based on the Competitive Strategyof Michael E. Porter and20/80rules.