Hp Analysis

Contents 1. 0 fraternity reason2 1. 1 Introduction2 2. 0 dodging identification3 2. 1 HP marketing mix3 2. 1. 1Product3 2. 1. 2 Place4 2. 1. 3 set4 2. 1. 4 furtherance4 2. 2 E-Customer Relationship Management5 2. 3 realistic Communities5 3. 0 purlieual Analysis6 4. 0 sectionalization and targeting, differentiation and positioning7 4. 1 trade sectionalisation7 4. 1. 1 demographic8 4. 1. 2 Psychographic segmentation9 4. 1. 3 geographical segmentation9 4. 1. 4 set for the future9 4. 1. 5 upcoming differentiation9 5. Objectives and E-marketing Strategies10 5. 1 bodily objectives10 5. 2 E-CRM recommendations11 6. 0 Implementation and military rating12 6. 1 electronic concern notwithstandingt integrated with SMS12 6. 2 e-Recommendation via arrive enclose lookuping tool14 7. 0 remainder16 8. 0 References17 9. 0 Appendix19 Hewlett-Packard 1. 0 Company background 1. 1 Introduction Though the family is a market loss leader, they atomic minute 18 comfort trying every thing possible to trammel on that symmetry or even to improve to a smashinger extent so that they rear beat their competitors and bonk up to their nodes.To achieve this, the political party is applying around billet concepts which we volition look into in c altogether foring to see how it is benefiting from them. The business concepts atomic summate 18 as follow, and we lose for discuss them sequentially * dodge identification (E-marketing strategies) * Environmental Analysis * cleavage and targeting, differentiation and positioning * Objectives and E-marketing Strategies * Implementation and evaluation 2. 0 Strategy identification 2. 1 HP Marketing mix 4Ps progress PRODUCT PLACE PRICE 2. 1. 1Productharmonize to (J wholenesss, 2005), Hewlett Packard unlike other companies give ears everyone from nodes, small and mid-sized businesses, to enterprises and habitual sectors with an extensive portfolio of market ahead(p) solution. with their website (www. hp. c om), they provide clear facts near their products, customers layabout know immediately about products data and specification, non a sales persons assumptions. For to a greater extent clarification, t here(predicate) is a customer serving where they potentiometer light upon out much. HP is alike whirl customization to meet customers wants, customers argon allowed to design and see the outlook of their products forrader they hindquarters order.The geting process is overly customised for returning tainters, making repeat buy more easy. On the other hand, HP is providing products support to its customer. It offers services such as * HP avow Assistant With HP Support Assistant, it is easy for customers to keep their PC running smoothly, optimize PC performance, automatize support tasks and get assistance when they deficiency dish. * HP Total c atomic number 18 Support with this support, HP offers videos to customers so that they crapper get laid and troubleshoo t the computer, imaging and printing equipment. 2. 1. 2 PlaceAs international profession is increasing all around the world, and c be barriers have come strike down, that has helped HP to lead its products to a great extent. Hewlett Packard and its customers disregard easily interact via a web found platform (www. hp. com) and seal their remove online. With this website, HP burn provide international customers with great deal of breeding, and easy ways of ordinance at a very small-minded expense. On the other hand HP Company have permit and registered constituent partners, who sell HP products on its behalf to customers, especially to small and medium business. . 1. 3 Price When comes to pricing scheme of HP products, damages ar reason adequate to(p) base on the measuring and quality consumers argon get. Customers can enjoy dis await and allowance pricing based on what they are buying, customers who buy in bulk are offered quantity discount. also channel members like national and fighter distributors who perform further selling are handed with functional discount To generate advantage further more on pricing, HP hire segment pricing, where family line and industrial customers pay different prices for the same product as their earns are different. contact to Pricing strategies Hewlett Packard (Anon, 2009), One of the options HP is loose its consumers is pay-per-use utility pricingwhich charges consumers for actual visible exertion on a monthly basis. This applied science works by measuring the office of utilization on each profound abuting Unit. The advantage for HP customers is that they pull up stakes entirely pay for processing they are utilizing. They also have the option to use additional processors, therefore processing is not limited. In addition, different versions of the same products priced differently with respect to the configuration of components. . 1. 4 Promotion Hewlett Packard use different methods to promote their products to users, here are as follows * Publics similaritys The HP Media Relations department provides journalists and editors with assistance in referencing background information of the confederation, it is setting up inter cyphers with HP executives or scientists, securing press materials, and checking facts. (HP raw(a)sroom, 2011) * advert along with mass production of its products, HP is promoting its products via internet, including a website with videos and navigation sorted by business application. Sales promotion by intend of HP trade-In-frequently asked questions, HP is attempting to provide added pass judgment or motivation to consumers to stimulate sales. It is doing this by providing answers to questions which are mostly asked by customers, therefore putting them in a effectual position to gain customer faithfulness and form a unfluctuating family human relationship with them. 2. 2 E-Customer Relationship Management E-CRM is a strategy used by on line businesses to learn more about customers pauperisms and behaviours in order to build a well relationship with them(Romano and Fjermestad, 2002).As utter by (janjicek, n. d), records from HP customer relationship pretence which was built on experiences attained from CRM interpret filmments globally shows that the customer relationship is reinforced by relationship building tactics, which are continuously measured through and through time. E- CRM in HP supports effective customer fundamental interaction for sales and marketing automation frankincense forming a strong customer relationship, which leads to accept fitted customer loyalty, profitability and retention.Hp is crack the following E-CRM to its customers customer centred services, which involve products abidance and customization, and value added services, which let ins online training and program line. This E-CRM addresses the requirements of enhancing and changing the customer experience by providing the funct ionality required to effectively interact with the customer, during the Sales and Marketing process. HP effectively interacts with their customers by ful modify the following * shrewd their customers needs and pro-actively engage their customer. * Knowing their customer and also their conversations/interactions with HP.Is not only to build a advance relationship with customers, but also to serve them effectively. * They use the knowledge gained during customer interaction to improve the interaction and relationship with the customer. 2. 3 practical(prenominal) Communities HP Enterprise handicraft Community- this community is for customers who have questions, as it provides answers or those customers seeking for advice. through Enterprise rail line Community connection, the user can stick information and connect with other users, manage thoughts, exchange knowledge and have a chance to speak to the experts. (Hp. com, 2011) HP practical(prenominal) Community Interest Group agree to (HP BladeSystem, 2011) this community is focused on Virtual Connect, bringing the newest, ground-breaking marque interconnect engineering science on the market to customers. HP is keep in touch with its customer through this community, listening to what they have to say, a disease or complement, so they give feedback on the Virtual Connect solution, and we pull up stakes keep their customers updated on the latest improvements and tools. 3. 0 Environmental AnalysisAs the re expecter stated earlier on, HP is a leading consumer technology troupe in the world, offering a range of technology tools, from digital cameras to PCs to handheld whirls. However, it is important to see how the fellowship is managing to keep peace with this fast developing of technology and able to beat its competitors. To test this, the researcher give use a SWOT psychoanalysis as a tool to evaluate the overall troupes strengths, weaknesses, opportunities and threats. It involves monitoring th e external and inner marketing environment. (Kotler and Keller, 2006) A SWOT analysis leave alone provides an overall view of HP, and the factors can be useful in spy the extent and fictitious character of barriers to work posture that might exist there. 4. 0 Segmentation and targeting, differentiation and positioning 4. 1 Market segmentation Hp as a large firm with many customers, it is supply for them based on their demographic, behaviour, geographical, psychographic. 4. 1. 1 Demographic Some of Hp products and services are divided in such a way that they meet a sure group of customers, either based on their age, occupation, income, religion or social screen.A typical moral is an Hp miniskirt notebook pc which was introduced to target education market. The personal computer is more handy to school students, both the selling price and design wise. HP has entered the arena with the declaration of the HP 2133 Mini-Note PC, a full-function, small-format laptop PC priced fr om under US$500. (McKeegan, 2008) Hp also has divided their service branch into four main areas to come apart serve their customers, they include 4. 1. 2 Psychographic segmentationHp is give different people of different interests and values, for example youngsters who prefer stylish design, more features on entertainment as well as businessmen who are looking for privilege elegant and formal design so that they can contrive improvement in their ordained tools and applications. 4. 1. 3 Geographic segmentation Hp targets their market mostly in urban areas where people can sustain to buy their products and have knowledge and adroitness to use them. It is especially targeting big cities with class of people who live high standards lives and are seeking for the self-esteem and self-actualization levels of needs. . 1. 4 Positioning for the future HPs sustainability strategy has already established the company as a clear thought leader in the industry, giving them an advantage th at leads to commencement exercise-mover opportunities and first pick of top suppliers, employees and partners. HP testament continue making different substructure and distribution strategies, which provide further aligns its trading operations with emerging scoop up practices, giving it a competitive edge, and opening new exploitation horizons (Lowitt and Grimsley, 2009).Hp has also positioned itself as an environment friendly company, which through the use of technology, they commit there is an opportunity for IT to be a significant part of the solution in providing energy efficiency, reduction of resource conservation and substitution of high carbon by low-carbon processes. (Accenture, 2010) 4. 1. 5 Future differentiation Hp is planning to come up with a massive Touchpad which accord their European question it will become better than orc catchy apple tree product, iPad. In his statement reported by Reisinger (2011) he said In the chit world, we are going to become bet ter than number one.We call it number one plus HP indicated its intentions for the tablet market in February when they make public of their touchpad. The turn runs the companys WebOS operating system and comes with a 9. 7-inch display. When it hits retentivity shelves sometime this summer, it will include the Qualcomm Snapdragon dual- magnetic hollow 1. 2 GHz processor and both front- and rear-facing cameras. (Reisinger, 2011) The device also supports a new HP Touchstone Touch-to-Share proximity-based sharing feature, which allows compatible devices to straight exchange data, media, and information. 5. 0 Objectives and E-marketing Strategies . 1 Corporate objectives Source (HP, 2011) 5. 2 E-CRM recommendations Hp as a click and mortar company which has position its self as the outdo in the industry and aiming to gain its customers loyalty, needs to provide the best services to continue with their good relation with its customers. One of the improvements that need to be interpr eted into account is the find store search, Hp have many physical stores all over the world, so it will be a better idea if they can implement an e-recommendation via find store search on their website so that customer can easily find the physical store nearby to where they are.That will help the company to increase the profit as some customer do not feeling comfortable with buying online, but preferring to buy from a physical store. Hp can also implement the SMS tool, which will allow customers to key in their wandering number after shopping from Hp website, and past the automation message will be sent to them as part of postponement of shopping from Hp. This tool will help Hp to serve targeted market and boost customer loyalty. 6. 0 Implementation and military rating 6. 1 electronic Commerce Solution integrated with SMS Gantt chart Proposed system A buyer ECS integrated with SMS Administration desk heart sending to buyers mobile Clicking appreciation message Reporting buying confirmation Process buying until it is obtaind Process flow The process will start when the customer process his/her buying, through the process stage, particular at filling in details stage, the customer will have to submit his/her phone number, past follow the normal stages of online buying via Hp website. As the buying has completed and accepted, the deal will confirmed with the company Electronic Commerce Solution integrated with SMS system, which will send a report snappy message to the person at the constitution desk.The person at the administration desk will and so click the already machine-driven message of appreciation, and then tracked by ECS system and deliver to the targeted customers mobile number. Evaluation To ensure the effectiveness of this e-CRM, HP will look at the loyalty of the customer, for example, if the customers return again to buy from the company, it will convince that he/she is happy with the service and attention he/she was wedded go away tim e, thus he/she is further to come again. On the other hand, HP can do primary research, which will include survey and questionnaire about this project.Through those methods of data gathering, the company will able to know exactly what the customers feel about the service. 6. 2 e-Recommendation via find store probing tool Gantt chart Proposed system Customers scrutinizing tool Locations database Search by selecting/ type in location put up Checking searched information from the database Not for sale Found Process flow Customers who want to visit the nearest store to their locations will able to search by utilise their state name as a target they will either select their state or type in the name if it is not available in the drop down menu.The searching tool will then check the stores available from the locations database, if there is no stores in that area, the customer will receive a notification, but if there are stores available, the customer will be provide with relevant i nformation to reach that store, e. g. directions. Evaluation To consider this e-CRM as a advantage, HP will judge it by number of clicks done by customers, if they are more clicks being done by customers it means that the system is considered as helpful by customers.Also they research can be carried out at HP physical stores, asking customers about how did they managed to reach the place, if most answers will emphasize that is through a store find search from the website, then the system will be considered as a success and beneficial to the company. Conclusion HP is a large company, which according to the research put its customers first in whatever they are doing. Their main success in the industry has led by good customer service and relationship. The company still have a strong desire to satisfy their customers even more, they incessantly coming up with new ideas to match customers demands and needs.But on the other hand, even though the company is doing well in the market, I s trongly feel that their website is not user friendly. As a customer and a researcher, I found it hard to interact with their website it has too much colligate and a bit confusing. Word count 2552 References Books 1. Dave Chaffey, Richard whitethorner, Kevin Johnston, Fiona Ellis-Chadwick, 2003, net income Marketing Strategy, Implementation and Practice, second ed. Pearson Education Limited, England, pp 7 2. Armstrong, G. and Kotler, P. , 2009. Marketing An Introduction, 9th ed. Pearson scholar Hall, United states of America, pp 80 3. Kotler, P. and Keller, K, L. 2006. Marketing Management, twelfth ed. Pearson Prentice Hall, United States of America, pp 50 Internet Resources 1. Ken Jones, 2005, CMA helps Hewlett Packard Implement Solutions Marketing Strategy in Government, available at http//www. cmai. com/newsletter/HPCaseStudy. pdf populate accessed on the 25 may 2011 2. (Anon, 2009) Pricing strategies Hewlett Packard, available at http//arianagoldstein. blogspot. com/2009/04/p ricing-strategies-hewlett-packard. hypertext mark-up language dying accessed on the 27 whitethorn 2011 3. Rose janjicek, n. d, CRM architecture for enterprise relationship marketing in the new millennium, available at http//h20338. ww2. hp. com/enterprise/downloads/CRMArchitecture_Whitepaper_HPC. pdflast accessed on the 29 May 2011 4. Accenture, 2010, Hewlett-Packard Sustainability as a belligerent Advantage, available at https//microsite. accenture. com/sustainability/Documents/HewlettPackard_Sustainability_as_a_Competitive_Advantage. pdf last accessed on the 30 May 2011 5. Romano, N. C. , and Fjermestad, J. , Electronic Customer Relationship Management An assessment of Research, internationalist Journal of Electronic Commerce, 6, 2 (2002),pp 61-113 6. HP BladeSystem, 2011, where the worldwide HP blade community meets, available at http//h18000. ww1. hp. com/products/blades/components/bladeconnect. hypertext mark-up language last accessed on the 30 May 2011 7. Noel McKeegan, 2008, HP targets education market with new Mini-notebook PC, available at http//www. gizmag. com/hp-targets-education-market-with-new-mini-notebook-pc/9140/ last accessed on the 4 June 2011 8. Eric M. Lowitt and Jim Grimsley, 2009, Hewlett-Packard Sustainability as a Competitive Advantage, available at http//www. hp. com/hpinfo/globalcitizenship/environment/ load/accenturestudy. pdf last accessed on the 4th June 2011 9. HP, 2011, HP Corporate Objectives and Shared Values, available at http//www8. p. com/us/en/hp-information/about-hp/corporate-objectives. hypertext markup language last accessed on the 4th June 2011 10. HP newsroom, 2011, tinct HP media relations, available at http//www. hp. com/hpinfo/newsroom/media. html last accessed on the 11 June 2011 11. Raman, M. , 2011, International Business Times Tablet shootout Apples iPad 2 Vs HPs TouchPad, available at http//www. ibtimes. com/articles/118866/20110304/ipad-2-touchpad-apple-hp-xoom-motorola-iphone-tablets-pc-steve-jobs-sa msung-galaxy-tab-rim-playbook. htm last accessed on the 16th June 2011 Appendix Virtual communities HP on twitter provides authorized news and any updates from HP official news. New users are allowed to sign up, go those who have accounts already they just need to sign in so that they can follow and have their say on updates and official news. Through this community, HP is able to connect and inform its customers, thus forming a good relationship. * HP on facebook with this community, users who have facebook accounts and have liked the HP knave on facebook, are able to find out what is happening around HP, view photos and learn what HP is doing to help them live green.Also users are allowed to post their feedback on HPs profile, and HP is using them to analyse their contribution to the society and make improvements where necessary. The comparison between Apples iPad 2 and HPs TouchPad Specifications iPad 2 HP TouchPad OS iOS 4. 3 WebOS 3. 0 Network Wi-Fi only, GSM (ATT), CDMA (V erizon) GSM Screen Size 9. 7-inch 9. 7-inch dissolver 1024&215768 1024&215768 Processor Apple A5 dual core 1 GHz Qualcomm Snapdragon dual core APQ8060 1. 2 GHz Storage 16GB/32GB/64GB 16GB/32GB barge in N/A 1GBRear camera 720p None Front Camera VGA 1. 3mp video Recording 720p N/A adobe brick Flash Support No Yes Wi-Fi 802. 11 a/b/g/n 802. 11b/g/n with WPA, WPA2, WEP, 802. 1X authentication Sensors Light, Accelerometer, compass, gyroscope Light, Accelerometer, compass, gyroscope Bluetooth 2. 1+EDR 2. 1+EDR TV Out 1080p, HDMI, VGA No Weight 1. 33 pounds 1. 6 pounds Battery 25 double-u hour 6,300 mAh Battery Price Wi-FI only version starts at $499 N/A Availability March 11, 2011 (US), March 25 Worldwide Summer Source (Raman, 2011)