Philips 2009 Annual Report Download - page 94

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EBIT and EBITA1)
in millions of euros
■-EBIT in value--■
■-EBITA in value----EBITA as a % of sales
900
600
300
0
15.0
10.0
5.0
0
780
6
786
6.3
2005
683
9
692
5.3
2006
789
16
805
6.1
2007
110
16
126
1.2
2008
321
18
339
4.0
2009
1) For a reconciliation to the most directly comparable GAAP measures, see
chapter 14, Reconciliation of non-GAAP information, of this Annual Report.
5.3.7 Strategy and 2010 objectives
Philips Consumer Lifestyle will continue to play an
important role in the realization of Philips’ strategic
ambitions in the domain of Health and Well-being.
Consumer Lifestyle has defined the following key business
objectives for 2010:
Drive performance
• Further increase cash flow by aggressively managing
cash targets
• Continue to reduce fixed costs and improve the overall
agility of the cost base
• Strengthen excellence in execution and further develop
“sense and simplicity” as a competitive edge
Accelerate change
• Continually optimize the business portfolio, while
prioritizing profitable growth and success in selected
new value spaces
• Nourish existing leadership positions, and increase
leadership positions in other categories by delighting
consumers and winning their preference
Implement strategy
• Grow Health & Wellness
• Manage TV to profitability
• Improve geographical coverage and strengthen position
in Brazil, Russia, India and China through managerial
focus and investment
• Accelerate excellence in key strategic capabilities:
leadership, professional endorsement, new channels,
online, category management and new business models
• Drive profitable growth through Green Products
5 Our sector performance 5.3.6 - 5.3.7
94 Philips Annual Report 2009