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Case study analysis

Submitted By

Muhammad Umar Saleem(Student ID : 54146)

Salman Yousafi

(Student ID : _____)

Submitted To

Sir Syed Tariq Hussain

Date: 08 December, 2009

Principles of Marketing

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TABLE OF CONTENTS

Title Page ........................................................................................................................i

Table of contents..............................................................................................................ii

Acknowledgement...........................................................................................................1

Introduction to Case.........................................................................................................2

History of Case................................................................................................................3

Mission statement of the company..................................................................................5Strategic Business Units of Product and Services...........................................................6

World Wide Operations...................................................................................................12

Important Financial Information......................................................................................14

 

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ACKNOWLEDGEMENT

We have accomplished this report with the grace of  Almighty Allah. We hereby

acknowledge the role of our respectable teacher Sir Syed Tariq Hussain, who has provided

us complete guideline and instructions to complete this report. We would like to

acknowledge the part of the book “Principles of Marketing” written by Kottler which not

only provided us necessary information and support to accomplish this report but also

enhance our knowledge on the subject “Principles of Marketing”.

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Introduction

International Business Machines Corporation, abbreviated IBM and nicknamed "Big

Blue" (for its official corporate color), is a multinational computer , technology and IT

consulting corporation Headquartered in Armonk , Town of North Castle, New York,

USA.. The company is one of the few information technology companies with a continuous

history dating back to the 19th century.

International Business Machines has eight research laboratories worldwide. The company has

scientists, engineers, consultants, and sales professionals in over 170 countries. IBM

employees have earned five  Nobel Prizes, four  Turing Awards, nine  National Medals of 

Technology, and five  National Medals of Science. IBM had 2,941 patents in 2005 - No 1

U.S. Patent Leader for 13th consecutive Year. As a chip maker, IBM has been among the

Worldwide Top 20 Semiconductor Sales Leaders in past years.

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History of the Case

The roots of IBM date back the 1880s, decades before the development of electronic

computers. The company was formed through a merger   of three different companies: the

Tabulating Machine Company (with origins in Washington, D.C. in the 1880s), the

International Time Recording Company (founded 1900 in Endicott), and the Computing

Scale Corporation (founded 1901 in Dayton, Ohio, USA). The merger was engineered by

noted financier  Charles Flint, and the new company was called the Computing Tabulating

Recording (CTR) Corporation. CTR was incorporated on 16 June, 1911 in Endicott, New

York , U.S.A., and was listed on the New York Stock Exchange in 1916 by George Winthrop

Fairchild.

The companies that merged to form CTR manufactured a wide range of products, including

employee time-keeping systems, weighing scales, automatic meat slicers, coffee grinders, and

most importantly for the development of the computer,  punched card equipment. The product

lines were very different, there were synergies and cross selling opportunities to be had.

Based in New York City, the new company had 1,300 employees and offices and plants in

Endicott and Binghamton, New York; Dayton, Ohio; Detroit, Michigan; Washington, D.C.;

and Toronto, Ontario.Of the companies merged to form CTR, the most technologically

significant was the Tabulating Machine Company, founded by Herman Hollerith, and

specialized in the development of    punched card data processing equipment. CTR's

Canadian and later South American subsidiary was named International Business

Machines in 1917, and the whole company took this name in 1924 when  Thomas J.

Watson took control of it.

Lab of TMC

1893IBM

PC – 5150

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The logo that wasused from 1924 to1946. The logo is in aform intended tosuggest a globe,girdled by the word"International".

The logo that wasused from 1947 to1956. The familiar "globe" was replacedwith the simple letters"IBM" in a typefacecalled "Beton Bold.

The logo that wasused from 1956 to1972. IBM said thatthe letters took on amore solid, groundedand balancedappearance.

The striped logo was firstused in 1967, and fullyreplaced the solid logo by1972. The horizontalstripes suggesting "speedand dynamism." This logo(in two versions,8-bar and 13-bar), as wellas the previous one, weredesigned by graphic

designer Paul Rand.

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Strategic Business Units of Products and Services

The strategic agenda for consumer products customer management

IBM Business Consulting Services

Specifically, consumer products companies will need to focus on three key areas to

enhance product performance and increase leverage with retailers:

• Build a more agile, responsive organization that efficiently and effectively responds

to specific customer needs

• Empower account managers and teams to become more broad-based business

managers with a wider array of skills to drive business value for both the retail

customer and the consumer products company

• Integrate insight development both internally and with partners to drive more

targeted innovation

“Our focus is to have a tailored approach per customer; however, increased

differentiation leads to increased complexity. This creates a paradox: increasing

complexity externally, greater simplification required internally.”

 – SVP, Customer Business Development

“We are developing a new customer segmentation tool based on customer needs that

will result in somewhere between 3 to 15 basic needs types.”

 – Head of Global Sales

“We are trying to make customer management and retailing seem more appealing to

our employees. While marketing is an aspiration at [our company], customer

management still needs to market itself.”

 – Director, Customer Development

RESEARCH CENTERS

IBM is currently running 8 world wide Labs in 6 countries, which details are as follow:-

Thomas J. Watson Research Center

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•  Location: NY and MA, USA

•  Established: 1961

•  Employees: 1,793

• Focus: Computer science, database, data mining, business intelligence, user interface,

storage systems software, materials science, nanotechnology, life sciences, services

research, mathematics, semiconductor technology

• The world’s largest industrial

• research organization

Almaden Research Center

• Location: San Jose, CA, USA

• Established: 1955

• Employees: 500

• Focus: Computer science, database, user interface, web software, storage systems

software & technology, physical sciences, materials science, nanotechnology, life

sciences, services research

• Invented Relational Databases in 1970s

Austin Research Laboratory

• Location: Austin, TX, USA

• Established: 1995

• Employees: 74

• Focus: High performance/low power VLSI design and tools, system-level power 

analysis, and new system architectures

China Research Laboratory

• Location: Beijing, China

• Established: 1995

• Employees: 150

• Focus: Business integration and transformation, information and knowledge

management, future embedded systems and devices, resilient and pervasive

infrastructure, and user interactions.

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• First research laboratory in a developing country

Haifa Research Laboratory

•

Location: Haifa, Isarael• Established: 1972

• Employees: 600

• Focus: Storage and business continuity systems, verification technologies,

multimedia, active management, information retrieval, programming environments,

optimization technologies, and life sciences.

• The world's largest IT research organization

• Averaging 7 patents a day

Tokyo Research Laboratory

• Location: Yamato, Japan

• Established: 1982

• Employees: 200

• Focus: Analytics and optimization, software engineering, middleware, system

software, security and compliance, electronical and optical packaging technology,

engineering and technology services, text mining and speech technology, and

accessibility center 

• First research laboratory in Asia

Zurich Research Laboratory

• Location: Rueschlikon, Switzerland

• Established: 1956

• Employees: 250

• Focus: Nanoscience and - technology, semiconductor technology, storage systems,

advanced server technology, systems design, IT security and privacy, business

optimization, mobile enablement, services research; industry solutions lab

• 2 Nobel Laureates from

• The invention of the scanning tunneling microscope

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• The breakthrough discovery of high-temperature superconductivity

India Research Laboratory

•

Location: Delhi, India• Established: 1998

• Employees: 110

• Focus: Speech technologies, pervasive computing, e-governance, information

management, ecommerce, life sciences, distributed computing, software engineering.

Disciplines

IBM is focusing on following disciplines:-Chemistry

•  Advanced chemistry is required to make today’s computer products

• chemically-amplified photoresists for sub-micron lithography

•  polymers with electrical properties unlike anything found in nature

•  Cutting edge areas to support:

• Lithography

• Lubricant

• Display Development

Computer Science

•  Research Areas

•  Algorithms & Theory

•  Artificial Intelligence

•  Communications & Networking

•  Computational Biology & Medical Informatics

•  Computer Architecture

•  Data Management

•  Distributed & Fault Tolerant Computing

•  Graphics & Visualization

•  Human Computer Interaction

•

 Knowledge Discovery & Data Mining

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•  Mobile Computing

•  Multimedia

•   Natural Language Processing

•  Operating Systems

•  Performance Modeling & Analysis

•  Programming Languages & Software Engineering

•  Security and Privacy

•  Services Computing

•  Storage Systems

•  Supercomputing

•  User Interface Technologies

•  Web

Electrical Engineering

• Research Areas

• Design Automation

• Electrical Interconnect and Packaging

•  Nanotechnology & Nanoscience

• Signal Processing

• Verification Technology

• VLSI Design

Mathematical Science

•  Research Areas

• Algorithms & Theory

• Knowledge Discovery & Data Mining

• Operations Research

• Statistics

Cross-Disciplines

•  Communications Technology

• High-Speed Networks, Network Processors, Switching Technology, Wireless

Technology

•  Deep Computing

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• High-End Computing, Data Storage & Management, Modeling & Simulation,

Visualization & Graphics

•  Display Technology

•Flat Panel Displays, LCD Technology, Organic Light-Emitting Devices

•  E-commerce

• Advanced Commerce, e-business Solutions, Smart Card Technology, Security

•  Personal Systems

• Personal & Mobile Computing, Human Computer Interface, Information Access

Devices

•  Semiconductor Technology

• Communications Devices, Logic Devices, Nano Devices, Device Modeling

•  Servers & Embedded Systems

• Computer Architecture, Communications, Distributed & Fault Tolerant, Mobile

Computing, Operating Systems, Performance Analysis

•  Storage

• Hard Disk Drive Technologies, Magnetic Tape, Alternative Recording

• Technologies, Storage Subsystems, Storage Management Software

•  VLSI Design

• High-Speed Circuits, Reusable Design Cores, Microprocessor Designs, Physical

InterfacesEvolution of demand management in the consumer products

industry.

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Worldwide operations

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Important financial information

Billion $

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RECOMMENDATIONS TO MANAGEMENT

•

As customers become savvy & educated, Elitch Gardens’ management must focus onthe changing attitude of customers. The savvy customers want more enjoyment and

entertainment by spending less money, so management should offer more varieties in

tickets as suggested above under the heading of “promotion strategy”.

• Through the brief study of the case it is observed that the patrons of Elitch Gardens are

not loyal with it. The management should take actions like offering special discounts

and other benefits which may turn its patron in loyal patrons.

• The company may strengthen the relationship with venders and suppliers to get better 

and consistent quality services.

• As in there is swift competition in entertainment market and the Elitch Gardens

management should be more attentive to analyze the any move of competitors and

keep its price compatible.

• Presently company is facing problems with its HRM department and due to this there is

shortage of efficient and productive staff. A strong HR department will increase the

over all efficiency and productivity of the company.

• The company’s mission / vision, plans and long & short strategies should be

continuously improved to keep the company on right track.

• Management should focus on internal marketing along with external marketing.

Because employees, suppliers, retailers and wholesalers play a vital role in the success

of any organization.

• It is very important for company to keep on improving its existing rides and games and

adopt new thrilling rides and games.

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