IBM Marketing Program Marketing Plan by Master Researcher

IBM Marketing Program
A review of IBM's marketing program from identifying the market to its implementation.
# 37120 | 4,400 words | 4 sources | MLA | 2002 | US
Published on Oct 01, 2003 in Business (Companies) , Business (Marketing)

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This paper addresses all the necessary issues in an effective marketing program from identifying the market to its implementation. The paper provides a situation analysis for IBM's Pentium III and examines the consumer, marketing considerations, different positioning strategies, their advantages and disadvantages, and a marketing strategy. Finally, the paper discusses the planning and implementing of the marketing programs.

Background and Introduction
Goals and Strategies
Situation Analysis
The Consumer
Marketing Considerations
Different Positioning Strategies
Positioning Strategies; Their Advantages and Disadvantages
Marketing Strategy
Planning and Implementing the Marketing Programs

From the Paper:

"In order to achieve effective planning, organisations are typically guided by a number of goals or objectives. These goals can be segmented into long-term and short-term subcategories. A major long-term goal for this organisation is achieve a profitable and high level of sales, and to maximise profits in the long-term. An effective marketing strategy must take into account the various aspects of the marketing mix, the strengths and weaknesses of the company, as well as the opportunities and threats, which exist in the market.
"Short-term goals include the stimulation of consumer interest and attention. In effect, the introduction of a new product, even for a successful and well-known company such as IBM, requires the establishment of important links with consumers who must become aware of the product, its various attributes as well as what it can do for them. Important strategic factors to consider in the short-term include an effective cost control system, effective management, and a detailed awareness of consumer needs."

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