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Ibm Casestudy

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STRATEGIC MARKETING

International Business Machines
Techno in or techno out

Case study 6-13
By Giana Martiena,

MBA 2012-2013
Faculty of Hospitality, Tourism Management & International Business Studies
University of Aruba, March 2013

INTRODUCTION
By adapting its marketing strategy to meet and create demands International Business Machines (IBM) has proven to be able to withstand the ever changing technical world. Challenges come and go, in this case study we discuss a three-prong road that IBM faced. Should they continue to be a tech services company? Or should they explore the collaborative business model, running a risk to become exploited? Is it an option to keep the acquisition spree going for growth rather than organically grow by in-house or collaborative research and development?
Facts of the case
Structure, management and strategic directions
IBM is a multinational corporation that started its activities in 1911. Its origins however, can be traced to 1890, during the height of the Industrial Revolution. It was first known as the Computing-Recording Company, and then in 1924, it took the name of International Business Machines. Nowadays, this multinational company is known as the ¡§Big Blue¡¨
It was first known as the Computing-Recording Company, and then in 1924, it took the name of International Business Machines. Nowadays, this multinational company is known as the ¡§Big Blue¡¨ IBM main activity is to find solutions to its wide range of clients using advanced information technology. Its clients are individual users, specialized businesses, and institutions such as government, science, defense, and spatial and educational organizations.
To meet and respond to its customers needs, IBM creates, develops and manufactures many of the world’s most advanced technologies, ranging from computer systems and software to networking systems,...

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