10 Step Marketing Plan for Hewlett-Packard        Emmanuel Junio           March 2013    emmanueljunio.blogspot.com
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria’s  AGSB mar...
Steps 1 to 5Summary headline of yourPTM and market1.   Small, Medium and Large Corporate     Enterprise businesses2.   Cus...
Steps 6 to 10Summary headline of themarketing mix & strategy 6.    IT Enterprise Services 7.    HP price is more often hig...
1. Primary Target Market   Corporate Businesses    - Small, Medium, Large Enterprises   Businesses engaged in IT technol...
2. Customers’ Needs,Wants and DemandsEnterprise Customers choose HP for the best IT  solution and servicesEnterprise Custo...
2. Enterprise Customers’            needs, wants and demands       Enterprise Customers need        to go beyond the basic...
3a. HP and its competitors       emmanueljunio.blogspot.com
3a. Variables affectingCompetition   Price   Capability Offerings   End-to-end Service Offerings (plus value add)   Se...
3b. Positioning Maps  #    Company  1    IBM                         #    Country           Companies  2    HP  3    Fujit...
4. HP positions strongly in aniche market opportunityHP is the only IT company: which ranks in the top 10 in Fortune 500...
5a. Market shareThe worlds leading companies in IT services are IBM, HP and Fujitsu.With services revenues of US$ 37.3 bil...
5b. Market Size                                 Services Revenue      #   Company                                         ...
6a. HP Products and Services       emmanueljunio.blogspot.com
6b. Product DescriptionHP offers: the state-of-the-art technology the best high quality products and  services          ...
7. Price   HP’s price is 20-30% higher than    competitor products and services   But is almost at par with IBM price   ...
8a. HP uses all promotionalmethods      emmanueljunio.blogspot.com
8a. HP Marketing      emmanueljunio.blogspot.com
9. HP is located everywhere   Globally available   AMS, EMEA, APJ   Onshore, Nearshore, BestShore   Local or overseas...
10. HP Winning strategy?  HP’s strategy is to dominate the IT   Enterprise niche market and to continue to   become the nu...
Summary     emmanueljunio.blogspot.com
Steps 1 to 5Summary headline of yourPTM and market1.   Small, Medium and Large Corporate Enterprise     businesses2.   Cus...
Steps 6 to 10Summary headline of themarketing mix & strategy 6.    IT Enterprise Services 7.    HP price is more often hig...
10 Step Marketing Plan for Hewlett-Packard        Emmanuel Junio           March 2013    emmanueljunio.blogspot.com
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  • http://www.servicestop100.org/it-services-companies-top-100-of-2010.php
  • http://www.servicestop100.org/services-top-100-the-worlds-largest-it-services-companies-2010.php
  • http://www.servicestop100.org/it-services-companies-top-100-of-2010.php
  • Mm marketing 10 stepmarketingplan - emmanuel junio

    1. 1. 10 Step Marketing Plan for Hewlett-Packard Emmanuel Junio March 2013 emmanueljunio.blogspot.com
    2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. emmanueljunio.blogspot.com
    3. 3. Steps 1 to 5Summary headline of yourPTM and market1. Small, Medium and Large Corporate Enterprise businesses2. Customers want the best high-quality IT solution and services to optimize business3. Competing 3rd Party IT Service Providers (IBM and Fujitsu) or In-house support4. Gap is all other IT vendors offer the similar services at cheaper price5. $184B USD. HP niche is $34.678B emmanueljunio.blogspot.com
    4. 4. Steps 6 to 10Summary headline of themarketing mix & strategy 6. IT Enterprise Services 7. HP price is more often higher than competitor price 8. All promo methods (ads, media, entertainment, commercials, multi-media, experiences, etc) 9. Global (AMS, EMEA, APJ) 10. Generic Winning Strategy of Mix emmanueljunio.blogspot.com
    5. 5. 1. Primary Target Market Corporate Businesses - Small, Medium, Large Enterprises Businesses engaged in IT technology and IT services Businesses with at least $1 million Total Contract Value of at least 1 year contract duration emmanueljunio.blogspot.com
    6. 6. 2. Customers’ Needs,Wants and DemandsEnterprise Customers choose HP for the best IT solution and servicesEnterprise Customers: Need to run the business the most efficient and effective way possible Want to be secure, patronized by the end- users/clients Expect the best service for the price emmanueljunio.blogspot.com
    7. 7. 2. Enterprise Customers’ needs, wants and demands Enterprise Customers need to go beyond the basics Enterprise Customers need Recognition, Awards, etc Enterprise Customers needsacceptance from End-users/End-Customers Enterprise Customers needs business security Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler 7 emmanueljunio.blogspot.com
    8. 8. 3a. HP and its competitors emmanueljunio.blogspot.com
    9. 9. 3a. Variables affectingCompetition Price Capability Offerings End-to-end Service Offerings (plus value add) Service Window Service Level Exclusivity of service (Leveraged/Dedicated) emmanueljunio.blogspot.com
    10. 10. 3b. Positioning Maps # Company 1 IBM # Country Companies 2 HP 3 Fujitsu 1 United States 53 4 CSC 2 5 Accenture United Kingdom 7 6 Capgemini 3 Japan 6 7 Hitachi 4 France 5 8 Ericsson 9 NTT Data Corporation 5 India 5 10 NEC 6 China 5 11 BT Global Services 7 Other 19 12 T-Systems 13 Lockheed Martin 14 SAIC 15 Atos Origin 16 Huawei 17 Siemens 18 ACS 19 Microsoft 20 Digital China emmanueljunio.blogspot.com
    11. 11. 4. HP positions strongly in aniche market opportunityHP is the only IT company: which ranks in the top 10 in Fortune 500 which offers end-to-end IT solution (hardware, software, services, etc) to small, medium, large enterprise business; private, or government institutions has strong global presence across the globe that pioneered Green revolution (eco-friendly IT solution) emmanueljunio.blogspot.com
    12. 12. 5a. Market shareThe worlds leading companies in IT services are IBM, HP and Fujitsu.With services revenues of US$ 37.3 billion, IBM remains the largest IT services company in the world.HP (2) however, almost closed the revenue gap with IBM, after taking over EDS in 2008: HP now posted services revenues of US$ 34.7 billion.Fujitsu and CSC held on to positions 3 and 4 on the list, respectively, followed by consultants Accenture (5) and Capgemini (6). Ericsson (8) boosted services revenues in 2009, entering the top 10 as a result, while Hitachi (7) had a more difficult year (–10%).All of the top 10 companies brought in more than 10 billion USD, and 93 of 100 companies in the Services Top 100 posted revenues above 1 billion in 2009.Together, the Top 100 saw their revenues creep up 1.7% to US$ 453 billion. Protected by long-running outsourcing contracts, most firms did not suffer any material declines during the economic crisis. Probably, the industry will return to double-digit growth rates when the economy gains traction.  emmanueljunio.blogspot.com
    13. 13. 5b. Market Size Services Revenue # Company U S$ M 1 IBM 37,347 2 HP 34,678 3 Fujitsu 26,935 4 CSC 16,281 5 Accenture 15,555 6 Capgemini 11,255 7 Hitachi 11,050 8 Ericsson 11,031 9 NTT Data Corporation 10,425 10 NEC 9,555 11 BT Global Services 9,237 12 T-Systems 8,744 13 Lockheed Martin 8,087 14 SAIC 7,547 15 Atos Origin 7,386 16 Huawei 7,277 17 Siemens 6,949 18 ACS 6,700 19 Microsoft 6,265 20 Digital China 6,218 emmanueljunio.blogspot.com
    14. 14. 6a. HP Products and Services emmanueljunio.blogspot.com
    15. 15. 6b. Product DescriptionHP offers: the state-of-the-art technology the best high quality products and services emmanueljunio.blogspot.com
    16. 16. 7. Price HP’s price is 20-30% higher than competitor products and services But is almost at par with IBM price emmanueljunio.blogspot.com
    17. 17. 8a. HP uses all promotionalmethods emmanueljunio.blogspot.com
    18. 18. 8a. HP Marketing emmanueljunio.blogspot.com
    19. 19. 9. HP is located everywhere Globally available AMS, EMEA, APJ Onshore, Nearshore, BestShore Local or overseas Virtually, Remotely or Physically available emmanueljunio.blogspot.com
    20. 20. 10. HP Winning strategy? HP’s strategy is to dominate the IT Enterprise niche market and to continue to become the number one (1) IT industry in the whole world HP has excellent products and services available globally with proven track record through the ages emmanueljunio.blogspot.com
    21. 21. Summary emmanueljunio.blogspot.com
    22. 22. Steps 1 to 5Summary headline of yourPTM and market1. Small, Medium and Large Corporate Enterprise businesses2. Customers want the best high-quality IT solution and services to optimize business3. Competing 3rd Party IT Service Providers (IBM and Fujitsu) or In-house support4. Gap is all other IT vendors offer the similar services at cheaper price5. $184B USD. HP niche is $34.678B emmanueljunio.blogspot.com
    23. 23. Steps 6 to 10Summary headline of themarketing mix & strategy 6. IT Enterprise Services 7. HP price is more often higher than competitor price 8. All promo methods (ads, media, entertainment, commercials, multi-media, experiences, etc) 9. Global (AMS, EMEA, APJ) 10. Generic Winning Strategy of Mix emmanueljunio.blogspot.com
    24. 24. 10 Step Marketing Plan for Hewlett-Packard Emmanuel Junio March 2013 emmanueljunio.blogspot.com

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