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  • 1. IBM WATSON VISION IMB Watson strives to be the leader in advancing information technologies to assist other companies expand and keep up with the ever changing world of big data.
  • 2. CORE VALUES IBM is dedicated to the success of every client, being a leader in innovation not only for the company, but for the world, and to possess trust and personal responsibility in every relationship.
  • 3. BUSINESS DEFINITION To strive for advancements in technology to better meet the criteria of the consumer by providing excellent customer service
  • 4. STRATEGIC DIRECTION To be at the forefront of technological advancements and pioneer the future of information technologies.
  • 5. STRATEGIC INFRASTRUCTURE IBM Watson: Leading in self service technology and helping clients, and can reduce customer turnover. “Machines will have to be good at storytelling”
  • 6. DOMINATE STRATEGY IBM Watson strives to be different from all other systems. They choose to differentiate themselves by being the forefront of technology and change the entire technology race. Low Cost: In the long run technology will save cost of employee salaries. Customer Intimacy: Overall goal is customer service and effective customer service.
  • 7. IMPACT OF E-COMMERCE AND SOCIAL MEDIA IBM Watson has a social media and online presence. They connect to their potential consumers by taking advantage Facebook, Twitter and other social media sites. IBM also has a very user friendly website. Competitive Advantages: A known name to the public because of Watson’s appearance on Jeopardy. Has dedicated followers on multiple social media sites. Cloud Computing: Lower labor needs and energy consumption because of mass storage capabilities. Information readily available to companies in the cloud.
  • 8. FORCES DRIVING INDUSTRY COMPETITION Rivalry Among Existing Firms: Ingram Micro Inc., Tech Data Corp, and HP enterprise services are three examples of firms that have a similar strategic direction as IBM Watson, which makes them rivals/ competitors of each other. Potential Entrants: Firms of other products that attempt to gain access to the same target market and edge out the current foothold that IBM Watson possesses. Some examples of these firms are Google, Bing, Apple, Oracle, and other small groups. Suppliers: IBM relies on supplies from companies that provide semiconductors, mainframe computers, mass storage devices, microprocessors, memory ICs, logic, connectors and other resources needed to make Watson successful. Intermediaries & Buyers; Healthcare companies, help centers, schools, and other big businesses are examples of Watson consumers. Substitutes: SIRI, Google Voice, and other voice-based, consumer interfaced products are all possible alternatives to Watson.
  • 9. TARGET MARKET SEGMENTATION Segment 1: Older Generation Advertisement Example: Watson vs. Jennings and Watson shows off his artificial intelligence defeats the all time great. ~Jeopardy is seen to this generation as an authority on knowledge and an important contributor to their information base.
  • 10. TARGET MARKET SEGMENTATION Segment 2: Younger Generation Advertisement Example: Watson vs. SIRI better meet Watson uses his compatibility with the consumer to the needs of college students. ~Putting this advertisement on YouTube is a great way to reach this audience as it is a common tool for “research” among this segment.
  • 11. TARGET MARKET SEGMENTATION Segment 3: Big Information Companies Advertisement Example: Watson as a help desk the customer Watson will be showcased in a commercial, much like Discover Commercials, that demonstrates it’s vast service capabilities. ~Watson helps thousands of customers at the same time in an efficient and and timely manner to satisfy all customers.
  • 12. MARKETING VARIABLES IBM uses the following variables to segment their markets: • Loyalty • Customer Satisfaction • Diversity
  • 13. MARKETING STRATEGY Differentiated
  • 14. POSITIONING MAP Target Market Segment: College Students Competing Brands: SIRI, Google Voice, Internet, and voice calling (customer representative) Attributes or Characteristics Used by Buyers to Understand Brands Peer influence, word of mouth, opinion leaders, reviews and knowledge of product
  • 15. POSITIONING MAP Maybe draw one and take a picture of it because I am not sure at all how to put that map on this slide!!!! SIRI Google Voice Person based Customer Service WATSON Internet