Course code: BMAN-20390
Marketing analysis of IBM
1.0 Thesis statement
“Evaluate the marketing strategy of a blue-chip company you are familiar with. Your evaluation should critically discuss the concept of the marketing mix as applied to your chosen organisation and at least one other academic marketing theory.”
IBM is a very large organization so the planning process of a marketing strategy that is coherent with the corporate strategy is made complicated and difficult because IBM operates in a number of significantly different markets. I have therefore since I am an employee of IBM Denmark decided that this is the “strategic business unit” that I am going to analyze in terms of their marketing strategy.
Furthermore the portfolio of products that IBM Denmark supplies ranges from everything to hardware sales, software sales and consultancy services. There might be a significant difference in the way these products are promoted, and I have therefore narrowed it further down to focus on the tertiary activities, meaning the marketing strategy of the consultancy services (in IBM known as GBS – Global Business Services).
This limitation is convenient because it allows me to properly analyze the marketing strategy in this given area – as opposed to making an analysis based upon IBM as a whole with their entire portfolio of products, as this would not be fulfilling in a 2500 word essay.
IBM mission statement:
“At IBM, we strive to lead in the invention, development, and manufacture of the industry’s most advanced information technologies, including computer systems, software, storage systems, and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services, and consulting businesses worldwide”.
From the mission statement above we can...