Marketing Plan Current Marketing Situation

Product

The personal computer (PC) is designed to increase convenience of computing aspects employed by consumers. In particular, this product is purposed to enable the consumer to undertake several functional and computing services through one device. IBM, the producer of the personal computer, is acknowledged as one of the key trailblazers in the technology industry. In particular, the company is one of the original founders and advancers of the personal computer versions that we perceive and use in the present day. PC manufactured by IBM facilitates not just the individual consumer at home, but also organizations as a whole in their business operations. The benefit of this product is that it enhances the convergence of technology being used within an organization. For instance, the computer works in tandem with other technologies, such as the internet, different software and cloud-based services. This is a user-friendly device that is purposed to increase the level of convenience for end users. In addition, the advancements over the years of the product have increased the level of consumer satisfaction. The product has prevailed in several industries as they have benefited from faster data processing. For instance, the companies are able to enter data and information regarding their consumers. Case and point, organizations in the healthcare industry are able to keep patient information in computers rather than papers. In addition, this facilitates effectiveness within the organization. The purpose of this paper is to discuss a marketing plan for the product.

Market Segmentation

Segmentation and target market analysis is another research strategy that will be employed by the company. It is imperative for the company to seek out its target consumer market as it increases the efficacy and productivity of the business. Segmentation of the market encompasses aligning the different consumers of the company into segments or groups that have common interests and needs, in addition to having the same reactions to actions in the market. This includes segmenting the consumers demographically, geographically, psychographically and also behaviorally. In reality, the characteristics and needs of the potential groups of consumers incorporates convenience in use of numerous different functionalities. This is based on increasing consumer satisfaction and practicality in the delivery of services. There are different segments of consumers that are linked to this product offering. The product is targeted to not only individuals, but also corporations. For individual consumers, the product will enable the convenience in use of different functionalities within the house, such as watching movies and also being able to have an effective work space at the home. On the other hand, with regard to companies, the product is targeted for different industries. For instance, for the business sector, the end-users will be able to have convenience and expediency in presentations. Moreover, for the hospitality sector, the end-users will be able to increase data entry and management for patients.

Competition

The competitive situation in this case is that the market is a perfect competition market. This is because there are several buyers and sellers, and therefore, the actions of one individual cannot have a considerable impact on the market price. This is because, in as much as the product offering is distinctive, there is the possibility of having several sellers in relation to the whole market. The level of competition in the tech industry is very strong, not only on a nationwide level, but also on a global scale. The competition more so is about to increase and become more intense with the incessant advancement in technology. However, it is imperative to note that IBM Corporation has a competitive advantage, as it is one of the pioneers and innovators of the computer, and therefore, have great expertise and know-how with regard to these products. The constant upgrade and advancement of this product offering will all the more increase the convenience of services offered by the company, boosting its chances against its rivals in the marketplace.

IBM faces intense competition from Apple Inc., Hewlett-Packard and Intel as well. The following analysis indicates some of the key reasons why these companies offer intense competition to the company.

1. Apple

Apple designs Macs, which are ranked highest in the global PC market, in conjunction with OS X, iLife, iWork and professional software. Apple brings forth a great deal of competition and this can be seen by the constant innovation of products almost every year. The company has also involved itself with iCloud, which is yet another innovative product (Zylla-Woellner, 2010). Apple has been declared as the most innovative firm in the whole world. It is known internationally for its diverse range of products.

2. Hewlett-Packard

Hewlett-Packard Company (HP) is one of the biggest information...

Hewlett-Packard Company is centered on the information systems industry and is a technology organization that specializes in storage computing, hardware, software as well as network services. HP is well renowned for providing technological solutions to individual consumers, businesses as well as all sorts of entities across the globe. HP competes with IBM in providing CPUs, printers, lasers and other products as well.
3. Intel

Intel offers intense competition to IBM as it produces laptops, desktops, and servers. At the onset of this century, Intel Corporation unveiled the Pentium 4 processor and in sequence concentrated on wireless computing with Local Area Network (LAN) PC cards for Intel Pro/Wireless (Intel, 2012). In addition, the company is considered to be one of the major pioneers and forerunners in the invention and innovation of technology.

SWOT Analysis

The company will utilize numerous marketing strategies to not only gain an understanding of its situational analysis, but also its business setting and the appropriate market approaches. One of these research strategies is SWOT Analysis. SWOT Analysis is a useful and cost-effective tactic employed for finding out and establishing an organization's strengths in connection with its strong points and weaknesses in connection with weaknesses and faults. The method is also accommodating in defining both the opportunities open to the business and the threats that the business is susceptible to (Ferrell and Hartline, 2014). The following section will discuss the strengths, weaknesses, opportunities and threats being experienced by IBM.

Strengths

1. Renowned Products

The consumers and competitors in the tech industry know IBM for quality, reliability and consistent products and services. By having quality products, IBM has been able to sustain a steady and dedicated customer base. In addition, these renowned products enable the company to appeal to new consumers in the market place.

2. Brand Name

Over the years, IBM has built a brand name for itself in the creation of technological devices. Due to the appreciation of the brand, consumers are always eager to try the new product offerings unveiled by the company.

3. Technological Expertise

One other strength of the company lies in its extensive expertise in the technological sector. Such proficiency has enabled the company to produce reliable products. It is imperative to note that IBM is one of the first companies to build computers. Therefore, with regard to this product line, the company has extensive know-how and is considered a pioneer.

4. All-encompassing Field Knowledge of Electronics Industry

From the creation of printing systems, toners and disks, IBM has extensive knowledge in the electronics industry, which gives it a strong position in the market. The consumers will consider the company to have the capacity to produce just the exact products they need.

5. Diversity

Another strength that the company holds is that it has a competitive strong suit in terms of diversity and variety in products that are offered to the consumer, that is, printing products, software services, cloud products and servers

6. Distribution Control

One of the strong suits that the company has is that it has a strong control over its distribution channel. With any new product line, the company is able to make certain that its products get to the right consumers. The company is able to retail its products comprehensively, not only locally, but also internationally. This is perceived by the competence in maintaining its supply chain and distribution channels.

Weaknesses

1. Intense Competition

One of the weaknesses is the intense competition that the company stands to face in the market place. There are already established brands, such as Apple and Microsoft that have already become household names.

2. Inherent Features can be Copied

The disadvantage of this product offering is that other rival companies can effortlessly copy its features and tweak them a bit. This in turn demotes the competitive advantage accomplished by the organization.

Opportunities

1. Social Media

Social media serves as an opportunity for IBM to make the most of its name to attain new consumers and grow its brand. Through social media, the company is able to reach an extensive range of consumers and also interact with them on a personal and cohort basis to understand their preferences and needs.

2. Use of New Offering with Other Company Products

While retailing the personal computer (PC) as a product, the company has the prospect of marketing and promoting its other products in the market with the main purpose of increasing its retail sales. For instance, the company is able to retail to organizations, for the opportunity to provide…