1. IBM was founded in 1911 and has grown to become a global technology company known for innovation. It transitioned from mechanical tabulating equipment to software and services. 2. In the 1990s and 2000s, IBM divested parts of its business and acquired Lenovo's PC business. This allowed IBM to focus on higher-margin consulting and technology services while Lenovo became a top PC brand. 3. IBM faces competition from other technology giants but maintains competitive advantages through its focus on innovation, integrated solutions, and expertise in areas like cloud computing, analytics and smarter planet initiatives.

1. 1
Top Brand
1. Company Background
7,000
2418
Hermann Hollerith)
2439
Hollerith
2467 IBM -
International Business Machines Corporation) 2478
Howard Aiken)
Harvard University)
Thomas
Watson)
IBM

2. 2
1960-1995 IBM
IBM
7
1. Respect for the Individual)
2. Best customer services)
3. (Excellence is a way of life)
4. Manager must
lead Effectively)
5. Fair deals to Suppliers and Partners)
6. Protect
shareholders' Interests)
7. Be a good corporate Citizen)
IBM
IBM
1906 100 58

3. 3
2495 2491
30
2495
2. Value Proposition
IBM
International Business Machines Corp. Big
Blue
Personal Computer (PC)
PC Business
Big Blue

4. 4
Project Chess
Acorn
12 1981 IBM
Acorn IBM PC PC
Personal Computer
IBM PC 8088
4.77 MHz 16 Kilobytes
256K
Floppy Disk Drives 160K 70,000
180,000
Apple Macintosh
IBM
23 IBM
IBM
Lenovo Group Ltd.,
“Innovation and

5. 5
Excellence” 1.25
56.25
18.9
Lenovo Group Ltd.,
IBM Brand 53,791
3 Coco-Cola
Microsoft Brand 1 2
Dell Inc. Hewlett-Packard Co. (HP)
3 IBM
23,429
9 1,800
1
IBM Chip Design
IBM On Demand Business
IT Consulting Services Businesses IT &
Business Consulting Services Provider Solutions Provider
IBM
Business Solutions

6. 6
10
Business Solutions 100
Dell
HP
IBM
Business Solutions Global Market
IBM
IBM Lenovo Group Ltd.,
18.9 Lenovo IBM
IBM
Lenovo
IBM
3 5
Lenovo
3
Dell HP 15
13 Lenovo
2 6
Lenovo Pricing Strategy
Dell HP

7. 7
Lenovo Lenovo 2
IBM Lenovo
IBM
Software
Lenovo
Win Win Strategy
IBM
Lenovo
IBM
5
Lenovo 24
2003
3
128
Lenovo 5
2005 IBM Brand

8. 8
IBM
Lenovo Know How IBM
Brand Image 5 Lenovo
Co-Brand
Philips Whirlpool
Brand IBM Brand Image
Lenovo
2008
Lenovo
Global Market Lenovo World Class Brand
IBM
Dell HP
Local Brand World
Class Brand
Lenovo Group Ltd.,
IBM
IBM

9. 9
Texas Instruments,
Infosys, Wipro, Sun, Oracle I-flex Solutions HP
PC Business 2.5
IBM
PC Industry
IT & Business Consulting Services Provider
Solutions Provider
?
…. Lenovo Big Blue
Who Knows?
Brand Value IBM
Year 2000 2001 2002 2003 2004
Rank 3 3 3 3 3
Brand Value 53.18 52.75 51.19 51.77 53.79
$Billions
Lenovo Group Ltd.,
Year 2001 2002 2003 2004
(6 months)

10. 10
Net Revenue 45,195.5 42,995.3 58,593.9 36,493
$Millions
3. Market Opportunity
Stability)
Compatible on any platform)
1.
2. Power user
/ Admin
3.

11. 11
Open Source)
4.
5.
-
6.
SME
/
4. Competitive Environment

12. 12
4
1 horizontal
competition)
KFC Pizza Hut 7-
Eleven am-pm
2 vertical competition)
IBM
IBM
3 intertype
competition)
off-price store)
department store)
4 channel
system competition) Barry Berman (1996 : 67)
vertical marketing
system competition)

13. 13
IBM
vertical competition)
IBM
IBM

14. 14
Forces Model
Rivalry):
• Bargaining Power of Customers):
• Bargaining Power of Suppliers):
supplier
supplier IBM IBM
supplier
• Threat of new Entrants):
• Threat of Substitute):
5.Competitive Advantage

15. 15
6. Market Strategy
IBM
value) service), Software
integrated solution
•
IT (IT innovation)
•
•
•

16. 16
IBM IBM
Smarter Planet and Industry Frameworks, Growth Market,
Business Analytics, Cloud computing
IBM
Smarter Planet
6.1 STP & Brand Concept

17. 17
IBM 5
segment
1. Global technology service segment
2. Global business service segment
3. Software segment
4. Systems and technology segment
5. Global financing segment
thinkvantage
business value
Total cost of ownership
6.2 4p’s
1. Product

18. 18
2
1
IBM

19. 19
330,000
19
170
2506
IBM
IBM
2. Price
-
3 -
- 1)
2)

20. 20
3)
-
-
IBM
3. Place

21. 21
1)
2)
3)
1)
2)
3)
IBM .
Indirect Channel)

22. 22
Wholesalers) Jobbers :
Retailers)
Wholesalers) Jobbers :
Retailers)
Manufacturer’s Representatives)

23. 23
Sales Branches) Industrial
Distributors)
4. Promotion
1)
2)
3)
-
-
-

24. 24
-
-
1.
2.
3.
4.
5.

25. 25
IBM
7.organization development
-
50
Organization Development"
O
OD
OD

26. 26
OD
Shot Shot
Sustainability) OD
OD
OD
Change"
Change Campaign)
Global Warming
(Environmental Change)
CEO of the Year

27. 27
Lifestyle iPhone)
OD
OD
OD
OD Practitioner
IBM
IBM
- (Designing
Databases) DBMS)

28. 28
8.Management Team
IBM
IBM IBM
4
Computing Tabulating Recording Corporation (CTR) 1911
International Business Machine IBM
1924
100 IBM “ ”
IBM
IBM
“ ” 1981
IBM

29. 29
“ ”
IBM
Gerstner
IBM 1990s
IBM
“ ” (Louis Gerstner) CEO
CEO RJR
Nabisco
IBM
IBM
Lotus
( Lotus 1-2-3), Tivoli
, Informix

30. 30
PriceWaterhouseCoopers
Gerstner IBM 1994
( IBM 1993
1990) 10 Gerstner IBM
Who Says
Elephants Can’t Dance? (
“ ” “ ” IBM
Gerstner 2002
(Sam Palmisano)
IBM
2000s Sam Palmisano
Sam Palmisano IBM 1973
COO Gerstner
2000 CEO Gerstner
IBM

31. 31
Sam Palmisano IBM
IBM “ ”
IBM
“ ” IBM
IBM
“ ” Palmisano
IBM
Lenovo
IBM
IBM
IBM

32. 32
2000s
Cognos
business intelligence) SPSS
100 IBM CEO
Palmisano “ ”
Gerstner
2011 60 Palmisano
“ ”
BusinessWeek CEO IBM “ ”
IBM
2 CEO IBM -
Virginia Rometty ( Mike Daniels (

33. 33
CEO IBM - Virginia Rometty ( Mike
Daniels (
Virginia “Ginni” Rometty
Senior Vice President and Group Executive
Sales, Marketing and Strategy
IBM
CEO
Virginia CEO
Michael E. Daniels Senior
Vice President and Group Executive, Services
IBM
IBM
60%
Palmisano) CEO
IBM
“ ”
9.

34. 34
IBM

35. 35
http://www.thaicyberpoint.com/ford/blog/id/193/
http://www.oknation.net/blog/SunHiang/2008/01/25/en
try-4 http://itbiz.lekasina.com/archives/tag/ibm
http://itbiz.lekasina.com/archives/tag/ibm
http://www.modify.in.th/computer-Article/IBM-IBM-
id65.aspx
http://www.idis.ru.ac.th/report/index.php?topic=
http://r64.wikidot.com/scribe-book-9-part-4
http://www.youtube.com/watch?v=0OygOdUhnog