1. INTRODUCTION
Development of a marketing strategy is important for all business. In the absence of a good marketing strategy the whole effort to attract the customer is likely to be incompetent and inefficient. The main focus to be given on your strategy, which makes sure that the product and services meet the customer expectations in such a way it can develop a long lasting and profitable relationship with those customers. Strategy is a long term phenomenon, it can be a management strategy or it may be Marketing strategy. It points out achievement of objective in its field. It tackles the resources in such a way that, the resources are optimum utilized. If the management is thinking about a new product/service or a new market, the marketing strategy has to be developed. Strategic planning will be related to its main organizational objective
1.1. Objective
In this assignment we are analyzing IBM marketing strategy based on marketing strategy theory. Marketing theory is based on the following
* Influence and importance of information in organization marketing function in strategic and tactical process
* Integration of organizational marketing decision making with strategy.
* marketing strategy is related to their overall organizational strategy
* Base of marketing knowledge and the strategic implications
* Analysis of e-business strategies embraced in marketing
All the above theory will be discussed in relation to IBM market strategy
1.2. Background of the study
In the management theory, the word strategic management denotes to corporate strategy or business strategy. Cooperate strategy means strategy at the organization level in a multi-business firm and business strategy means strategy at the business unit level in a multi-business firm. When considering the marketing principle market strategy and strategic marketing are used interchangeably in reference to the field of study. Marketing strategy is a method of analyzing the organization resources and energies to find out maximum usage in a better way to accomplish the objective of the organization. As mentioned earlier this assignment is based on IBM. IBM is the short form of International business Machine cooperation. This is a multinational entity based in United States. It is a multinational entity spread across in the world. Its main activity includes manufacturing and selling computer software and hardware, infrastructure service, hosting/Server hosting and consulting services.