A company self-examination. What are we known for? Who do we want to become?
These company (IBM) has been through numerous changes in recent years. For this assignment, Use the information listed, as well as your own knowledge and research, to complete the provided situation analysis template. Additional research should include the use of the company’s Website, the course textbook, and other online source.
IBM
History
IBM – International Business Machines Corporation is a multinational technology and consulting organization. The company was started in 1911 in a small village in Endicott, US. Initially it was known as CTR – Computing Tabulating Recording Company because of the merger of three different companies – Tabulating Machine company, Computing Scale company and International Time Recording company, that gave rise to the current, tall standing IBM. With over 435,000 employees all over the globe, IBM is ranked as the second largest firms.
The company acquired SPSS and Kenexa in the years 2009 and 2012 respectively. Current consoles like Xbox 360, Sony PS3, Wii and Nintendo all use IBM manufactured microprocessors. In 2011, IBM excelled Microsoft with a closing value of $214 billion leaving behind the technology giant at $213.2 billion. A year later, IBM acquired Texas Memory Systems so to expand its technology department further while enhancing the quality and the quantity of its production.
**********USE THIS TEMPLATE BELOW TO COMPLETE THE ASSIGNMENT (MUST BE USED)****************
Based on what you’ve learned so far in this course, regarding the 5Cs, 4Ps, and STP, complete the assessment questions below.
*5C’s– Customer, Company, Context, Collaborators, Competitors
*4P’s- Segmentation, Targeting, Positioning
*STP- Product, Price, Place, Promotion
(Submit the completed template)
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (IBM):
1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.
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What do the customers buy/use?
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What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats, providing at least 3 opportunities and 3 threats, discussing why you labeled each.
For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.
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Opportunities (Make sure you label why you call each item an opportunity):
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Threats: (Make sure you label why you call each item a threat):
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2. Company
[This is what the brand is currently.]Identify strengths and weaknesses of the company/brand as it exists today, providing at least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well at this very moment?
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Strengths (Make sure you label why you call each item an Strength):
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Weakness: (Make sure you label why you call each item a weakness):
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[This is what the company/brand needs to become.] How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.
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3. Context
Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and conditions for this Industry and for the brand. It’s possible to include information about how the Economy affects this industry. This could include changes in income: are people losing jobs, or getting paid more? Changes in spending habits could be considered as well. Other factors such as use of public transportation and shopping online may also be relevant. Whether or not the product is high-tech, or state-of-the-art can be also be included in describing the context. For example, are there other companies producing new versions of the product? Is the market changing quickly? How is technology affecting this product or service? Are there any new laws that may affect the brand?
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