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MARKETING
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INTRODUCTION:
International Business Machines Corporation,
abbreviated IBM is a multinational computer
technology and consulting corporation
headquartered in Armonk, New York, United
States. The company is one of the few information
technology companies with a continuous history
dating back to the 19th century. IBM has been
known through most of its recent history as the
world's largest computer company. With over
388,000 employees worldwide, IBM is the largest
and most profitable information technology
employer in the world. As a chip maker, IBM has
been among the Worldwide Top 20 Semiconductor
Sales Leaders in past years, and in 2007 IBM
ranked second in the list of largest software
companies in the world.
a) Operating systems
DIVERSIFICATION OF IBM
Diversity on a Global Scale: In the era of
globalization, the watchword for any industry to
survive is to diversify. For a company with
355,000 employees serving more than 170
countries, diversity comes with the territory.
What makes IBM unique is they aren’t trying to
build a culture of inclusion and diversity. That is
inherently a part of their culture. They are truly
a global enterprise is what they say. At IBM, the
notion of being ‘global’ isn’t just a tag phrase –
it’s the ability to engage people at every level
to work effectively together across different
countries, time zones, languages and cultures.
Enabling employees to work together across
those lines of difference not only fundamentally
enables IBM to operate as a truly global
enterprise but to operate with efficiency and
innovation. Their job is to fundamentally
enhance the ability of the people in the
organization to understand those differences, to
work with and across them respectfully, and to
actually use them to the greatest extent
possible to leverage innovation and
effectiveness in terms of the work they do and
their ability to respond to our clients.
IBM Launches $1B Diversification Strategy
4 Ps Used By IBM:
The 4ps or marketing mix is the combination of
marketing decisions including price, place,
product and promotion.
Product strategy used by IBM
IBM is committed to the goals of achieving total
customer satisfaction; delivering superior
products, solutions and services; and exceeding
customer requirements. IBM follows chain
distribution system for improving their product
visibility. They reduce their costs to increase their
sales. Radio frequency identification (RFID)
solutions help retail, consumer product,
distribution and transportation companies track
the location of finished goods across the supply
chain and within stores. By integrating this new
data with their business processes IBM try to
achieve true visibility. IBM’s continuous
innovation across their business helps them to
increase on-shelf availability, reduce shrink,
improve asset utilization and enhance customer
satisfaction.
MARKETING STRATIGIES
ADOPTED BY IBM
IBM believes that understanding behaviors and
trends demystifies the art of keeping their
customers satisfied and loyal. Using cutting-edge
marketing and customer intelligence techniques,
they feel their experts can uncover customer
motivations and measure campaign success.
Marketing and sales transformation services focus
the use of customer data to provide differentiated
responses to an organization's existing or
proposed customer base. Following points are
considered by IBM in marketing their products: