The paper "International Business Machines Strategy Audit" is a good example of marketing coursework. International Business Machines (IBM) remains a strong brand in the Information Technology industry. However, it is currently facing stiff competition, especially from multinationals. Although the analysis of the IBM strategy identified several strengths and opportunities of the company, it faces quite a high number of challenges. The increasing awareness in the use of new technology, expansion of the growth markets and IBM’ s distribution network gives them hope in facing the future. However, the increasing cases of counterfeit products and upcoming competitor products keep the company on the challenge.
This could be addressed through innovation and product development that can compete favorably with products from other companies. The strong organizational culture and values of IBM provide a good base for the company’ s competitive edge by ensuring the satisfaction of customers and motivation of employees. The long history and perception of the IBM brand also give the company a competitive advantage, having been tested and proven. The increasing internet interconnectedness and social networking across the world further boost the operations and sales of IBM’ s products.
The growth prospects of IBM remain fairly healthy. Background of IBM IBM is a multinational corporation design, manufactures and provide advance information technology solutions to a wide range of clients. Its origins can be traced in the 1890s industrial revolution. At incorporation it was called Computing-Recording Company, then in 1924, it changed its name to International Business Machines. Nowadays, this multinational company is known as the Big Blue (IBM. 2013b). IBM’ s clients are individuals, specialized businesses and institutions for instance government, science, spatial, defence, and educational organizations. Its products are designed to meet and respond to its customers’ diverse needs.
These products range from computer systems and software, network systems, storage devices and microelectronics including consulting services. The Personal Computer leads the park, AS/400 business system, RS/6000 family of workstations and server systems, S/390 enterprise server, ThinkPad notebook computer and PC Servers. The corporation is also an important supplier of liquid crystal monitors, hard disks and random access memories (IBM. 2013b). The company operations are guided by certain values which include a dedication to every client's success, an innovation that matters, for our company and for the world and trust and personal responsibility in all relationships.
In regard to these values the company has created the image of “ Solutions for a Little World” . The distribution network of the company is so widespread that people around the world associate the name IBM with computing functions. IBM’ s products and components in other firm’ s products are dominant across the world (IBM. 2013b). In order to penetrate the market competitively across the globe, IBM has a good distribution network and skilled teams of marketers to deliver its products and services to the consumers.
To actualize this the company is organized in 5 worldwide regions, and the business units, that is Application Business Systems, Application Solutions, Enterprise Systems, Networking Systems, Pennant Systems Company, Personal Systems, Programming Systems, Storage Products, Technology Products and Past and current performance (IBM. 2013b).
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