Case Study

Philips Oral Healthcare (A): Intensifying competition, escalating performance demands

15 pages
December 2003
Reference: IMD-6-0273

In the late 1990s Philips Dental Care business unit faced a difficult strategic decision: Find a way to radically cut product costs, expand product variety, and improve supply chain performance – or exit the powered toothbrush business. These cases explain Philips “Sunshine Project” to develop closely coordinated modular product designs and supply chain design and Philips achievement of greatly reduced product costs, expanded product variety, and supply chain performance. Case A examines the competitive landscape in the powered toothbrush business in the late 1990s. Case B explains Philips approach to creating coordinate modular product designs and supply chain design. Case C reports the remarkable results achieved by the Sunshine Project.

Keywords
Modular Design, Supply Chain Design, Production Management, Operations Management
Settings
World/global
1999 - 2001
Type
Field Research
Copyright
© 2003
Available Languages
English
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This case study is part of a series
  • Philips Oral Healthcare (A): Intensifying competition, escalating performance demands
  • Philips Oral Healthcare (B): The sunshine project
  • Philips Oral Healthcare (C): The sunshine project in 2001
This case study is part of a series
  • Philips Oral Healthcare (A): Intensifying competition, escalating performance demands
  • Philips Oral Healthcare (B): The sunshine project
  • Philips Oral Healthcare (C): The sunshine project in 2001
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Philips Oral Healthcare (A): Intensifying competition, escalating performance demands
By Ron Sanchez
Case reference: IMD-6-0273 ©2003
Summary
In the late 1990s Philips Dental Care business unit faced a difficult strategic decision: Find a way to radically cut product costs, expand product...
Reference IMD-6-0273
Copyright ©2003
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications