MKT Case IBM
White Team 8
Marketing Assignment: IBM Global Mobile Computing Segmentation
1. Segment 8 in particular, doesn’t seem compatible with IBM brand image: that is ‘highly appropriate for professional tasks’ and not for fun activities.
2. Segment 7 has the purchase intent mostly for status. Hence, Segment 7 might need brand equity and high-end technology from IBM. T-series and X-series might appeal most to this segment, as T-series have the latest technology in size and light design. X-series have powerful processor and ultra-portability while delivering heavyweight performances.
Segment 8 on the other hand is Japanese gamers who needs specialized devices and integrated notebooks. IBM might not be able to offer the perfect solution, but marketing department can offer A-series, T-series, and i-series. A-series that have desktop functionality may work well with heavy gamers, while T-series offer both mobility and performance (which might be suitable for college students). Finally, i-series have preloaded gaming software in a competitive price.
3. Yes, we will recommend the new segmentation. Greg Munster is responsible for coordinating sales forces in IBM and arranging channel strategy for product selling. A complex segmentation will be hard to train and incent salespeople to use it. Besides, a complex segmentation also will make it harder to select a sales channel which is suitable for a specific type of customer.
IBM’s previous old segmentation seems too complex compared with the new one. The old one divides the market into 96 groups based on 4 criteria. However, the new scheme just divides the market into 8 groups, which is much more simpler than the previous one. So the new segmentation will be more applicable for coordinating salesforce.
4. The new segmentation will be more helpful for devising new advertising themes. The Rubik’s cube was silent on some psychological issues related to people’s goals for using a laptop. However, the new segmentation, which
Marketing Assignment: IBM Global Mobile Computing Segmentation
1. Segment 8 in particular, doesn’t seem compatible with IBM brand image: that is ‘highly appropriate for professional tasks’ and not for fun activities.
2. Segment 7 has the purchase intent mostly for status. Hence, Segment 7 might need brand equity and high-end technology from IBM. T-series and X-series might appeal most to this segment, as T-series have the latest technology in size and light design. X-series have powerful processor and ultra-portability while delivering heavyweight performances.
Segment 8 on the other hand is Japanese gamers who needs specialized devices and integrated notebooks. IBM might not be able to offer the perfect solution, but marketing department can offer A-series, T-series, and i-series. A-series that have desktop functionality may work well with heavy gamers, while T-series offer both mobility and performance (which might be suitable for college students). Finally, i-series have preloaded gaming software in a competitive price.
3. Yes, we will recommend the new segmentation. Greg Munster is responsible for coordinating sales forces in IBM and arranging channel strategy for product selling. A complex segmentation will be hard to train and incent salespeople to use it. Besides, a complex segmentation also will make it harder to select a sales channel which is suitable for a specific type of customer.
IBM’s previous old segmentation seems too complex compared with the new one. The old one divides the market into 96 groups based on 4 criteria. However, the new scheme just divides the market into 8 groups, which is much more simpler than the previous one. So the new segmentation will be more applicable for coordinating salesforce.
4. The new segmentation will be more helpful for devising new advertising themes. The Rubik’s cube was silent on some psychological issues related to people’s goals for using a laptop. However, the new segmentation, which