Ibm Case Study

Lesson 2, QC1

My perception of IBM is the largest information technology company. IBM's core values defined its mission is “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.” (IBM: Using Strategy to Build a Smarter Planet) So the technical environmental change might be important to IBM. According to Kerin, "strategy is an organization’s long-term course of action designed to deliver a unique customer experience while achieving its goals." (Kerin, Hartley and Redelius, 2013, pg. 22) The ad represents the IBM strategy by showing IBM’s future goals which will be possible to create a smarter planet to worldwide.

Lesson 2, QC2

The three phases of the strategic marketing process are planning, implementation, and evaluation. The three steps of the planning phase are situation analysis, market-product focus and goal setting, and the marketing program. (Kerin, Hartley and Redelius, 2013, pg. 34) IBM used the three steps in the planning phase to develop its “Smarter Planet” strategy by first using SWOT analysis to determine company’s internal strengths and weaknesses and the external opportunities and threats. Then IBM found target market-product and set their goals to deliver advanced technical to worldwide customers. Finally, IBM creates building a smarter planet marketing program. The “Smarter Planet” business strategy is to collect big data from global market and using the knowledge to increase productivity, reduce costs and waste for worldwide customers. The “Smarter Planet” business strategy expresses IBM’s mission and values because this strategy provided valued information technologies to customer, promoting customers’ success by professional behavior and...