...Report on near investigation of showcasing procedures utilized by Dell and HP Near investigation of Dell and HP Presentation: From the creation of first PC by Charles Babbage in 1832, PC industry has made considerable progress. Industry watched emotional development after the progressive innovation of microchip in 1959. The interest for PCs and related gadgets is expanding each year. PC industry is profoundly focused and there are a few organizations contending energetically for all of piece of the pie. Dell and HP are two major US based organizations which are significant players in the PC business with a differing arrangement of items. The business incorporates items like desktop and PCs, gadgets and PC fringe gadgets. This report concentrates on the advertising techniques connected by both the organizations in this industry. Examination will be finished with the assistance of some vital promoting measurements and after that recognize the focusing on and situating techniques. Market capitalization: Dell and HP are two goliaths in the PC business and reliably demonstrate their vicinity among the main three. Dell enrolled an income of 59 billion US dollars in the year 2014-15 (Dell 2014 Annual Report to Customers, 2014). In the second from last quarter of 2015 it had a piece of the overall industry of 13.8%. Its adversary HP enrolled income of 111 billion US dollars from its different arrangement of items and benefits and appreciates a piece of the overall...
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...Executive Summary Integrated marketing communication is being practiced by almost all companies now. The purpose of this report is to focus on the communication tools that will be used by Hewlett Packard (HP) and UNICEF to communicate their message to their target audience. Furthermore the objectives of each company will be analyzed in detail as well as the measure they will be using to measure their IMC outcome. Lastly we will be analyzing the differences between both companies based on their IMC tools and how they differ from each other in terms of objectives. This report will give both companies a glimpse of how they can enhance their brand equity by effectively using the appropriate IMC tools and how the IMC tools will benefit them. Table of content A. Background of Hewlett Packard Company 4 1.0 HP’s Target Audience 4 1.2 Integrated Marketing Communication objectives of HP 6 2.0 The Integrated Marketing Communication Mix of Hewlett Packard 7 2.1.1 Advertising 7 2.1.2 Online Marketing 8 2.1.3 Personal Selling 8 2.1.4 Sponsorship 8 2.1.5 Public Relation 9 3.0 Measuring IMC outcomes 9 B. UNICEF 12 1.0 Target Audience of UNICEF 12 1.1 Market Segmentation 13 1.2 Integrated Marketing Objectives of UNICEF 13 2.0 The Integrated Marketing Communication Mix of UNICEF 14 2.1.1 Social Media 14 2.1.2 Sponsorship 14 2.1.3 Online marketing 15 2.1.4 Events 15 2.1.5 Public Relation 15 3.0 Measuring IMC outcomes 16 4.0 Analysis of IMC practices...
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...MARKETING COMMUNICATIONS By (Name): Course: Tutor: University: City/State: Date: Marketing Communications Introduction It is imperative for all companies to communicate with the involved stakeholders. These stakeholders include the government, the vendors, the retailers, and the clientele in a particular locale. Marketing communications refers to management procedures that entail interactions with distinct audiences from diverse backgrounds (Blakeman 2009). The study shall examine the features of an integrated marketing communications mix strategy for Hewlett Packard Company. More intently, the research shall focus on a strategy that pertains to launching a new HP venture in China. In addition, this essay shall examine the competitors of HP in the Chinese locale, the features of the Chinese market, and the marketing strategies of HP’s competitors in China. It is necessary to define some critical terms that are relevant to the analysis of this essay. Integrated marketing communications involves displaying an idea that relates to marketing communications planning. It distinguishes the benefits extensive plans and it scrutinizes the strategic functions of different communication disciplines (Fill 2002). The marketing communications mix deals with the consolidation of the specific mixes and these are advertising, personal selling, sales promotion, public relations, and direct marketing (Ruskin-Brown...
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...628 Madalyne Herr April 29, 2016 The HP TouchPad was first launched in July 2011, where it remained on the market for only a short seven weeks. The Windows 7, 9.7 inch sized tablet was powered by an Intel Atom Processor, which ran a Web OS 3.0 system (techinsight.com). WebOS 3.0 was devised by Palm, which was under acquisition of HP with a recent merger where they purchased Palm for 1.2 billion dollars in 2010 (Nainani 2012). Many reviewers claimed that the 3.0 Web OS reminded them of the Apple iOS, which would lead to a major downfall for the HP touchpad. Hewlett-Packard is an American information technology company that specializes in enterprise systems, software, PC’s, printers, and services that wanted to try and seize a piece of the mobile market, specifically a piece of the tablet market share. With HP’s main focus being enterprise systems, software and services, there was no backing for the TouchPad by the CEO. Figure 1 shows the tablets in the market at the time the HP TouchPad was launched and the comparisons between them all. Figure 1. Figure 1. Two months after being on the market, HP dropped the TouchPad and WebOS business to focus on their more successful areas (Reisinger 2011). In order for the HP TouchPad to succeed, it must have a differentiation from all the other tablets on the market. Many reviewers claimed that the product was to close to the iPad 2 in size and operating system. HP’s marketing strategies also lagged due to the limited...
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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...
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...a green business has become more than the niche market. Big businesses like Walmart, Nike, and Hewlett-Packard (HP) are embracing sustainability, not simply for altruism but because they’ve realized that going green can significantly reduce their total costs, which impacts their all of their business operation. Running a sustainable business means running any organization that participates in environmentally friendly or green activities to ensure that all processes, products, and manufacturing activities adequately address current environmental concerns while maintaining a profit. For this project’s purpose, I decide to look at some of the characteristic of Hewlett-Packard’s key functional areas to better understand why HP is known to be the leader in conducting a green business. For HP sustainability is a powerful competitive advantage. It is an integral part of their business strategy. HP’s ability to link sustainable programs to reducing costs, increasing revenue, and mitigating risks is one of the most effective in the world. HP is committed to sustainability, because it knows that this approach results in better products, while increasing profits and decreasing environmental impact. The following sections will examine the degree of commitment dedicated by HP to creating a sustainable business. All seven sections look at the different innovative ways that HP has come up with to reduce its negative impact on environment, raise customers’ awareness about environmental issues...
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...INTRODUCTION The idea or concept of Business to Business (B2B) marketing has existed for centuries but for a long time it had been ignored and remained in the shadows of the more traditional Business to Consumer (B2C) marketing (Pitt & Honeycutt, 2001). It is over the last two decades has more light been shone on this important phenomenon- where businesses trade with other businesses, governments and Institutions . It is essential to first and foremost understand that B2B marketing cannot exist in isolation, the existence of B2B and B2C markets are in many ways dependent on each other for its survival and growth, a single demand for a B2C product such as a car gives rise to millions of B2B market demands such as aluminum, leather, steering systems, engines, etc (derived demand). Furthermore a failure in one market will have significant detrimental impact on the other. This essay however aims to identify the differences that exist between the two markets and how multinationals such as Hewlett-Packard (HP) implement separate marketing strategies based on the distinctions that exist within the market and their consumers. PRODUCT DIFFERENCE (standardized vs. complex) Hewlett Packard (HP), famous for its laptops, desktops and printers and storage devices sells its products in both markets. The B2C market it operates is more standardized and less complex that its B2B counterpart. Large groups of individual customers exist whose specifications for the products are more or less...
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...Identification In a 3-year period, Hewlett-Packard (HP) brought in $500 million through the use of operations research (Turban, Sharda, Delen. (2011)). HP also generated billions of dollars from customers from around the world. The conglomerate produces thousands of laser printers, enterprise servers and storage products. As a result of the increased number of products that HP supplies, the company also undertakes additional cost associated with these new innovations. For this reason, HP experienced a decrease in revenue due to unplanned operational costs. HP has worked diligently towards meeting and exceeding customer expectations. Unfortunately, managing millions of new products lead to increased cost and inefficiency. HP recognized that its company was providing millions of choices for customer satisfaction without a high return on investment. HP’s marketing and sales departments requested more SKU’s, more features and more configurations to meet consumer interests. However the supply chain managers wanted less complexity and were interested in more predictable order cycle times. HP needed to implement a fact-based, data-driven tool to improve decision making. HP developed a team of individuals internally and externally from consultancies and universities to help with the challenges the company faced. This team developed a process for evaluating new products for introduction, created a tool for prioritizing existing products in a portfolio, and developed an algorithm...
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...HP Builds Channel For Vertical Solutions By Christina Torode, CRN 9? 24, 2002 3:59 ?? ET Hewlett-Packard (NYSE:HPQ) is holding its Network and Service Provider Business unit up as a poster child for a new sales strategy. The strategy involves moving away from product line sales of printers and software, for example, to vertically focused solution sales in which partner services are integrated with HP's. For now, this effort is limited to the Network and Service Provider Business unit, which serves the telecommunications industry. The $6 billion business, post-merger with Compaq, is HP's largest industry unit. Over time, the vertical solutions strategy is expected to extend to financial services and manufacturing, HP's second- and third-largest vertical targets, said Joy King, director of worldwide marketing and communications for the unit. "With the traditional product line sales approach, customers felt like they were dealing with four or five different HPs," King said. "But customers would rather buy solutions delivered in a framework within their industry. Not just the solution,they want someone who knows the acronyms, the history and the problems in their industry." HP garners 19.6 percent of IT spending in the telecom space, not including peripherals sales, she said. King said channel partners,particularly solution providers with telecom expertise,will play a larger role in providing HP's vertical solutions. "Now with our industry vertical focus, smaller...
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...The Hp G7 2269wm Laptop Petrina Barkley American Intercontinental University on-line Abstract When it comes to the ultimate laptop I will stick with Hp any day why? Because of the quality of the laptop and it’s abilities to do a lot more than what is expected of any laptop at a high price. The Hp G7 series is one of the most innovative in my eyes and it has the most quality in laptops these days. When we look for a specific type of laptop whether it be for show, entertainment, or personal we should pay attention to what is being sold to us instead of what we want because of looks and name brands. A more precise look at all laptops would be sufficient enough to give a person an idea of what they are looking for in a lap top instead of choosing for what they think is of good use to them and getting the bad deal in the end because they chose to pick what they wanted instead of what is needed. That’s why it’s important to look into what you are purchasing closely and choose wisely to get the full use of what you are about to purchase. The HP 17.3 Pavilion g7-2269wm Laptop PC with AMD Quad-Core A8-4500M Accelerated Processor and Windows 8 Operating System is one laptop that I would choose any day. This laptop has everything that I would need in a quality performed laptop. It has everything that I would need to keep in touch, get it done and have some fun, all in a distinctive design. The price is very economical...
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...Hewlett Packard (HP) is a leader in the computer industry. HP started as a test and measurement company, however, the company began selling computers and printers in the 1970. The computer industry started to grow in the 1990s due to the growing popularity of personal computers and the introduction of the internet. While the test and measurement equipment remained one of HP’s business products, computers and printers became HP’s main source of revenue because of the rapid growth in the computer industry. HP’s products are all innovative and fairly new to the public market. This allows HP to have a large market share in its industry. However, HP is also vulnerable because competitors will start making competing products. HP could lose market share if it does not continue to be innovative with its current products and creating new products. This is shown throughout HP’s history. Age of Organization and History Bill Hewlett and Dave Packard created HP in 1939. Quickly, HP became known for its management procedures and innovative products. Mr. Hewlett and Mr. Packard created a cultural norm called the “HP Way” that focused on “profits more than revenue growth, teamwork, open-door management, full employment, egalitarian pay practices, and flexible work hours” (Beers, 2005). The first 40 years of HP’s existence focused on test and measurement equipment. HP was innovative and a leading company in the industry, therefore, HP was seeing high profit margins. In 1970, HP started selling...
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...In 1992, Hewlett Packard (HP) launched a technical innovation, the Kittyhawk, the smallest hard drive in the world at the time. The Kittyhawk development project had leadership support, decentralized project structure, and the financial/technical backing on HP. Despite these strengths the Kittyhawk had marginal success in the market with sales below estimated targets. The challenges the Kittyhawk development team had to overcome included difficulty identifying the correct market and an ambitious project deadline. The accumulation of missed opportunities within the Kittyhawk development project led to a revolutionary product with a much higher price point than many customers were willing to pay. The key strengths in structure of the Kittyhawk development team can be traced to two major elements: senior leadership team support and financial/technical backing of HP in addition to a decentralized project structure. Two very senior and well-respected leaders within HP, Bruce Spenner and Dick Hackborn as well as the CEO, Lew Platt, supported the Kittyhawk project. Their support made Kittyhawk a priority and the project was therefore able to obtain valuable needed resources, including the most exceptional employees from the Disk Memory Division (DMD) as well as other divisions within HP. Throughout the entire development phase of the Kittyhawk project, its importance was reinforced with regular visits from Lew Platt. To complement senior leadership’s support the Kittyhawk project...
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... Name: University: Course: Tutor: Date: Personal computer manufacturers in UK Introduction This essay puts focus on two UK personal computer companies by comparing and contrasting their market in terms of market objectives, their key transformation processes used in their operations and their operations management theories/ concepts/ techniques underpinning their transformation processes. The two UK personal computer companies to be discussed are the Gateway-UK and the Hewlett- Parkered (HP) Company. To start with, Gateway-UK is a UK computer manufacturer company which started in 1980s where by it operated for sometime but following a dot-com slump, the company pulled its operations from the UK being an adverse effect of past events. This was after it tried several strategies to return to profitability, including withdrawal from international markets, reduction in the number of retail stores and most significantly, entering the consumer electronics business. However, amid widespread complaints about its reputedly poor customer service, none of these efforts was particularly successful from a financial standpoint, and Gateway continued to suffer major losses as well as market share in the PC business. The company has now...
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...schools (HPS), which is a place where all members of the school community work, learn, live and play together to promote the health and wellbeing of learners, staff, parents and the wider community. It emphasizes the need of HPS and the reasons behind it. Moreover, it explains the five key components of HPS and the five simple steps to change from a normal school to a HPS. Interestingly, KwaZulu-Natal Provincial HP Committee will support the process of change and strengthen HPS initiatives. Finally, HPS will help to address the health problems within the school and the surrounded community. 2. Who is the audience? The primary audience of this website is the schools in KwaZulu-Natal Province in South Africa while the secondary audience is the ministry of education who may encourage the schools to become HPS and change their laws and rules to fits in. Finally the tertiary audience is the parents who may want to change the environment of the school to a healthier one and solve the problems that face their children. 3. What method/theory underpins it? The theory that underpins this website is social marketing, as it is the application of commercial marketing technologies to the analysis, planning, implementing and evaluating of programs “in this case, healthy schools” designed to influence the voluntary behavior of target audience as student, staff and the surrounded society in order to improve their personal welfare (Nutbeam, Harris, & Wise, 2012). Here the marketing organization...
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... Date of Submission: May 17, 2014 I. Perspective held by the Students This case talks about the management and leadership of Carly Fiorina, the chosen CEO of HP after her long years with AT&T and Lucent Technologies. She was known to be a woman of “silver tongue and iron will”. She dropped out of law school and pursued for Business Administration and Marketing Career and found herself successful in the field of sales and marketing, thus paving her way to be a top choice for the chief executive position of Hewlett-Packard. The perspective taken in this analysis was on Carly Fiorina. It is then to be assessed, her actions and decisions made for the company and how did it affect in the entity’s performance. Recognition of elements and factors were done regarding on the negative effects of the actions she took for HP, that made her lose her credibility in the company and resulted to her resignation from the position she was handling. II. Case Facts Hewlett-Packard is known to be the second largest computer maker in the world. In 1999, the company hired Carly Fiorina to be its Chief Executive Officer, who is the first outsider who ever filled a top position in the company for the past 60 years. She was a student of philosophy, medieval history and marketing. With her skills in sales and marketing, together with her charismatic spirit and steadfastness, Fiorina won the CEO position against all other 300 candidates which later caused a lot of disputes among her colleagues...
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