2004 porter prize winners phoenix electric light bulb and tube focuses on projector lamps which accounted for 85 of the company s sales 80 consolidated is lcd projectors 20 rear projection tvs remaining 15 from halogen automobiles other applications metal halide these markets are niche enjoys a fat gross margin them industry experiencing rapid improvement in technology reduction price same applies to lamp whose product life cycle about 6 months strategy based cost leadership with capabilities flexible design manufacturing but it does not compete target customers who innovators tries differentiate themselves through performance order satisfy developed patented b cell production system that allows take small orders as units shorten lead time 10 days while took competitors 30
