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Hp Case Study

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CASE STUDY

MAY 1, 2005

CMA helps Hewlett Packard Implement Solutions Marketing Strategy in Government
By Ken Jones, Vice President, CMA, kjones@cmai.com
COMPUTER MARKETING ASSOCIATES, INC.
8000 Towers Crescent Drive, Suite 720 Vienna, VA 22182-2707 Main: 703.883.0728 Fax: 703-917-7733 www.cmai.com Solutions for Government Technology Companies • Market Development • Business Development • Contract Services • Consulting

The Client

Hewlett Packard is a company unlike any other. It serves everyone - from consumers, to small and mid-sized businesses, to enterprises and the public sector – with an extensive portfolio of market-leading solutions. Today HP is a leading IT company with worldwide revenues of $79.9 billion in fiscal year 2004 and a team of 150,000 employees. HP also leads in the Public Sector marketplace and is one of the largest companies in the federal market. The merger in recent years of major Information Technology companies such as Tandem, Digital, and Compaq into the HP family resulted in the amalgamation of a wide range of products and solutions. This represented a significant challenge to the marketing and sales organization. The answer to the challenge was the adoption of a solutions-based marketing strategy.

CMA and HP in Public Sector market
CMA has been one of HP’s primary partners for the past four years in helping implement a solutions-based strategy. Today, the HP Federal Enterprise Division has defined five major solutions sets to meet the needs of government: IT Consolidation, Enterprise Management, Continuity of Operations, Identity Management and Wireless and Mobile. Each year CMA helps in developing the annual marketing plans that define the strategies, objectives and target programs for each solutions set. The results are measured quarterly and changes are implemented as market requirements dictate. Currently, CMA…...

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