IBM Marketing Strategy Analytical Essay by Hans

An analysis of the marketing strategy of IBM, with specific reference to e-marketing models.
# 149720 | 2,465 words | 18 sources | APA | 2009 | GB
Published on Dec 28, 2011 in Business (Companies) , Business (Marketing)


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Description:

The paper provides a summary of the IBM business and analyzes the marketing mix as well other key related concepts such as web marketing activities, relationship marketing activities and market segmentation. The paper focuses on the global context and its e-business models and also considers how the marketing strategy helps the business to achieve its overall business and corporate level strategies.

Outline:
Introduction
IBM: The Business
Marketing Mix
Relationship Marketing
Segmentation
Conclusion

From the Paper:

"In considering the company's overall business strategies it may be useful to consider the three generic strategies for competitive advantage outlined by Porter (2004). Porter highlighted three generic strategies for creating competitive advantage based around cost leadership, differentiation and market focus. The relevance of such theory is that in order for either of these strategies to be an effective source of competitive advantage the strategy will require the correct selection of elements in the marketing mix in order to support a given strategy. In relation to IBM's generic strategy the 2008 annual report would suggest that the company is currently moving away from a cost leadership model by divesting from commodity markets such as hardware and moving into value added activities such as software and services. This is represented by the proportional contribution to profitability of each of the business units between 2000 and 2008, were in 2000 hardware accounted for 24% of the company's profits and software 25% this figure has shifted to 9% and 40% respectively in 2008 (IBM 2009). It is important to consider at this point that this represents an active decision on the behalf of IBM to change its product mix rather than a direct shift in the market. As such one may consider that IBM is largely adopting a generic strategy of the differentiator and must as such adopt the relevant marketing strategy and marketing mix."

Sample of Sources Used:

  • Automation. 2009. Statoil pumps up production levels through information sharing and smart practises. Available online at: http://www.automation.com/pdf_articles/ibm/IBM_Statoil_pumps_up_production.pdf [Accessed on 05/12/09].
  • Bellis, M. 2009. The role of IBM in the history of computers. Available online at: http://inventors.about.com/od/computersandinternet/a/IBM701.htm [Accessed on 05/12/09].
  • Blackwell, R, D, Engel, J, E. 2005. Consumer behaviour. Orlando: Dryden.
  • Brassington, F, Pettitt, S. 2007. Essentials of marketing. 2nd ed. Harlow: FT Prentice Hall.
  • Colby, A. 2007. City-wide IBM road changing solution in Stockholm. Available online at: http://news.soft32.com/city-wide-ibm-road-charging-solution-in-stockholm_4533.html [Accessed on 05/12/09]

Cite this Analytical Essay:

APA Format

IBM Marketing Strategy (2011, December 28) Retrieved June 06, 2020, from https://www.academon.com/analytical-essay/ibm-marketing-strategy-149720/

MLA Format

"IBM Marketing Strategy" 28 December 2011. Web. 06 June. 2020. <https://www.academon.com/analytical-essay/ibm-marketing-strategy-149720/>

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