HP Marketing Strategy Analysis Business Case Study Help paper part: The company is HP. This is a 1-2 page(single space) executive summary detailing the pro
HP Marketing Strategy Analysis Business Case Study Help paper part: The company is HP. This is a 1-2 page(single space) executive summary detailing the project. All the project information you need will in upload file. One is how to answer the question, one is the basic information. you can choose MLA, APA, outline form etc
However, you need to ensure that all information is clearly addressed. The question is below1.How did you recognize the marketing needs?2.Discuss your marketing strategies and your advertising components. This is the narrative to your presentation that tells the story of your advertising. This should be a thorough write up of all your advertising. Again, tell the story of your advertising strategies.
How did you recognize the marketing needs?
YOU ANALYZED YOUR COMPANY IN PART 1. YOU DISCUSSED WHO
THEIR CONSUMER MARKET IT IS AS WELL AS WHO YOU THINK THEY
PRIMARILY TARGET. YOU THEN TALKED ABOUT WHAT THEY ARE
CURRENTLY DOING WITH ADVERTISING. LOOK AT WHAT THEY HAVE
DONE, LOOK AT WHAT YOU ARE PROPOSING THEY DO – EXPLAIN THIS
GAP. HOW TO YOU COME TO THE CONCLUSION THAT YOUR IDEAS
ARE WHAT WOULD HELP THE COMPANY.
Discuss your marketing strategies and your advertising components.
This is the narrative to your presentation that tells the story of your
advertising. This should be a thorough write up of all your advertising.
Again, tell the story of your advertising strategies.
THE STORY: WHAT IS THE MESSAGING BEHIND YOUR ADVERTISING?
WHAT ARE YOU TRYING TO TELL THE CUSTOMER?
Hewlett-Packard
Marketing Strategy Analysis
Table of Contents
i. Introduction
ii. Overview of Hewlett-Packard
Company Background
Target Market Analysis
iii. Assessment of Hewlett-Packard
Presence in Social Media
Presence in Traditional Marketing
Industry Analysis
iv. SWOT Analysis
v. Reference
Introduction
As a team we have chosen to do our part of the research on Hewlett Packard (commonly
known as HP). It is a company that is built on innovation, and has businesses in different sectors
of technology including computer, cell phones, printers, camera, etc. For this part of the project
we are going to analyze the marketing strategies that HP has used for its leading computer
system manufacturing products that have held the top spot in the market over the years. The
marketing strategy for the company has changed as new competitors in the market have
challenged the tech giant for the top spot in computer manufacturing. Our focus is to investigate
the consumer buying patterns for the computer manufacturing side of the HP.
Overview of Hewlett Packard
Founded by Bill Hewlett and Dave Packard, HP is a technology solutions provider to
consumers, businesses and institutions globally headquartered in Palo Alto, California. They are
known by people all over the world offering a wide range of computer products from personal
computers to 3D printing solutions, however the brand entered the market in 1939 with an audio
oscillator. However, the company officially entered the computer desktop business in 1966 with
the HP 2100/HP 1000 series. HP became the first technological company to exceed sales revenue
of $100 billion in 2007 where it led the global personal computer market with 18.1% market
share. It continued to lead the market until 2013 where Lenovo took over with 16.9% market
share as to HPs 16.2% and has since been fighting for market share to regain its position. With
this, HP became publicly traded in November of 2015 to continue growing and innovate.
Target market Analysis
Our research shows that HP is a company that generally targets audiences in the
manufacturing industry. Businesses require the use of computers to make record storage, service
provision and surveillance more efficient. The still growing technological shift from third world
countries to first world countries require integration of IT which then requires computers.
Learning institutions and businesses are a big and stable market that HP is tapped into because of
how necessary it is to use a computer to learn and keep up with the expansion of technology. HP
is now even tapping into 3D printing technology and trying to target new industries which would
require this technology to lower costs and further increase innovation.
Assessment of HP
Where do they excel in social media?
HP has been growing when it comes to social media, the most noticeable platform HP
uses is Google+, LinkedIn, Facebook, Twitter, and Instagramwhich consists of over 10.5
million followers. HPs platform on LinkedIn is so huge that it has been in the top 10 most
influential brands on the channel as they were the first company to earn a million followers and
now their current base is two million connects. On platforms such as Facebook and Twitter, HP
not only promotes product-related content and videos but they also share tech related news and
try to spread creativity with photos and engaging with users with hashtag campaigns. On
Instagram, the company shares high quality photography and videos and also encourages users to
share content with HP hashtags where they frequently end up being reposted on the HP account.
HP is able to use social media in their favor targeting professionals and those who look for high
quality products because HP produces high quality content.
Where is HP deficient in social media?
HP is great at targeting their target market and knows how to fill that niche. However,
amongst a younger market, HPs brand awareness is not very high. In the age where markets
garner the attention of younger audiences through influencers on platforms such as YouTube and
Instagram, HP has not been successful with that. Their presence is high within the professional
field (even leading the market share), however if they want to grow their social media influence,
they need to be sponsoring and promoting their products with these influencers. Young adults
nowadays are more aware of products through influencers because the product has been formally
tested by them and are more likely to purchase a product if they know more about it; this is the
case with sponsorships with these influencers.
Where does HP excel in traditional marketing (TV, radio, print, billboards, etc)?
HP has succeeded in marketing through newspapers and magazines. This is by targeting
newspaper readers who mainly are people above 20 years old. They market many types of brands
through newspaper. This is done to appeal to the diverse wants of people across the age set. For
example, a 20-year-old person will look for laptops in a newspaper while middle-aged people
who are running a business will look for HP printers and desktop laptops (Weinstein, 2016). HP
has also succeeded in using billboards as a form of traditional marketing. The company also has
numerous billboards to a market their products. These billboards are placed in places with high
traffic to attract the most people to the product advertised. Through sports endorsements, HP has
succeeded in advertising its name and brands. HP sponsored Tottenham Hotspurs and is planning
to sponsor teams in the Overwatch League (Zell, 2018). This target sports viewers who go to
their online sites to view HPs products.
Where is HP deficient in traditional marketing (TV, radio, print, billboards, etc)?
HP is deficient in marketing through the radio. HP products are electronic which need a
more visual form in. For example, a reporter cannot describe the microprocessor, speed, size, and
adaptability to new information. The radio station will lose most of its listeners who will not
understand the technical jargon said by the reporter. This is also the reason HP has failed in
marketing through TV stations. This combined with the fact that computers and printers have
many specifications and uses which cannot be fully explained to viewers.
SWOT Analysis
Strengths
HP main strength is its brand image. HP is a global company, whose brand name is
recognized around the world including countries such as United States, India, China, Japan, etc.
HP is one of the first companies to adventure out in the sale of the computer business thus
influencing customer to have trust in the company over the number of years. Being a large global
company, it offers a wide variety of products and services that caters for the needs of individuals
and groups. It is known for the quality and the reliability of its product offering at different price
ranges. Also, the company has gained its reputation of having a strong customer foundation.
According to Statista, HP is the leading personal computer being shipped out by vendors from
2009 to 2018 beating its competitor Lenovo, Dell, and even apple in millions of units sold. It
sold over 17.55 million units reaching it peak in quarter 4 in 2010. Even with companies such as
apple coming into play with new product offering it maintain its stand leading in sales. HP has
paved its way to reach the 58th position on the fortune 500 list as of 2018. It has reached its
position due to its product offering such as the Spectre and Envy brand reaching top PC sales.
Being a trusted brand over the years, leading business rely on HP products to run their business
thus proving that it still holds a strong share in the market for its products.
Weaknesses
HP biggest weakness is its reliance on the companys computer and printer sales meaning
it lacks profit from its other products. Heavily relying on the PC and printer sales means that
other companies are taking the opportunity to create an advancement in other products such as
tablets, phones, cloud computing, etc. Focusing only on the main core of product and creating a
slow grow for the innovation to bring new technological advancement in place is really hurting
its market. On the other hand, companies such as Apple have created a strong demand in the
markets of PC, Phones, tablets, cloud computing, etc. It is essentially a competitor for its
technological advancement. This can hurt HP because PC are slowly becoming out-date, and the
market demand is on the decline. This could mean in that focusing on big chuck of the market,
and not looking at the other product mix could hurt HP to maintain its stature. Due to the rise in
the market for smartphones, tablets, etc. There have been significant differences in the sales of
PC market. Over the course of its history, HP has managed to take over companies. According to
the data on CrunchBase, HP has acquired over 101 companies in its business venture. The most
recent one being the Apogee Corp that is a supplier of digital document solution. Acquiring
companies doesnt always mean they are going to turn profitable for the company. As recent as
2011, HP acquired a company called Autonomy Corporation for a whopping amount of $10.2
billion dollars. According to article on Investopedia called, Biggest acquisition of all time HP
ended up with a loss of $8.8 billion dollars. That is a major blow for a company that failed to
fully investigate the research process that went through in acquiring such a firm. It is a known
fact that plastic is one of the hardest materials to recycle. HP is known for their environment
sustainability effort and it goes as far as being one of the only 7 companies climate A list for its
effort in climate protection, water, and being a supplier engagement leader. However, it forgot
the main component and that is that their product itself is not very environment friendly as
people are buying new computer instead of getting their old ones fixed due to new technology
being introduced.
Opportunities
HP brings in about $58.47 billion dollars in revenue as of 2018 according to Statista. It
has enough money to adventure out to other opportunities that it has lacked in over the years.
One of the biggest opportunities for HP was venturing out to cloud computing. HP at one point
had a cloud computing called the HP cloud, but it failed in the market. On the other hand,
companies like Google created the Google Drive that is flawless in moving document through
the web. The problem with HP is that they rely heavily or merging with other companies like
Dropbox to provide its cloud content to its millions of users. However, people can easily choose
their own way to store data online. HP is losing its customer as it is not focusing on building
more opportunities for itself, and letting companies advance in the cloud computing sector.
Cloud computing has a major potential to boost the companys revenue if it markets out with free
content for its PC buyers. It should not be downsized. Gaming Industry is booming, and HP is
not even close in the race for the best gaming PC. It is a big market for many of the people that
use PC as a gaming platform. According to Digital River, 25% of gaming revenue comes for the
sales on PC platforms, and there was a 20% increase in growth market for PC games since 2015.
This means that the market is growing. HP do carry a line of gaming PCs, but they do not even
make it to the Top 10 list of the best gaming computers in the market. In an article by Kevin Lee
called, The best gaming PC 2019: 10 of the top gaming desktops you can buy, HP PC does not
make it on the list. Instead, Lenovo makes it on the list at the number 6th spot with its Lenovo
Ideacentre Y900. HP really needs to put its resources to get ahead in its PC market. Advertising
is very limited in HP, and its presence on social media is very limited. We do not see a platform
that has a big presence from HP in term of its marketing. They rely on their repeat customer
base, and contracts to make big sales. There isnt an big advertisement when HP releases its new
line of products, or a new product in general. People do not know about the latest HP product, or
its new ENVY PC that is released into the market. It lacks in social media presence except in the
market of business professional on its LinkedIn. HP has potential in gaining its presence through
social media marketing on different platform. This could be done by sponsoring bits on Snapchat
or going on twitter to make social presence. Social media, and advertisement are the key to
success. Gadget Industry is growing rapidly in terms of smartphones, smartwatches, etc. HP can
capitalize on the market by getting the presence in the market of their Smartphone, which no one
has even heard about. They can grow in the smartwatch industry that links to their computers.
There is a so much potential for a company that runs its revenue in billions.
Threat
Threat is a major component of running any business. Every business faces threat from many
different things. HP faces threats in its technological advancement. We do not see HP selfdriving cars on the road. We do not hear about HP building their own technology. It is a
technology company, and yet they get their share of technological advancement from the pieces
of the companies them acquire. They might use licenses, and we do not even have a anti-virus
protection for its own system, and instead it uses other companies to gain on their product. More
and more products are being developed in world that HP hasnt even put its step in. Tablet are a
main source of computing for many people in the world, and it is rapidly growing. Technology
Advancement of other is a very big threat. Another threat that HP faces is the growing world of
customization. Everyone wants to customize things to their own liking. People want the ability to
pick and choose as to what to put on their Subway sandwich. Customized PC are growing at fast
rate as more and more people are opening shops to customize to the customers liking. Also, PC
carry a lot of valuable information for its users, such as passwords, important email, documents,
etc. There is a growing world of Cyber Crimes that provides to be a major threat for technology
industries. A new update means that there is someone out there cracking the code on how to hack
the software. Many companies offer Anti-virus protection for a cost, and many users are
unwilling to pay for their safety of products. HP computers can be hacked, and many valuable
resources can take place. HP is a global company that has many of its products in business
location protecting confidential information. This means that their name is at stake every day.
Cybercrime is a serious thing.
HP SWOT Analysis
Strengths
Weaknesses
i.
Strong customer foundation.
i.
Over-reliance on PC and printer sales
ii.
A wide range of products.
ii.
Wrong decisions in acquisition matters
iii.
Brand Image.
iii.
Slow growth in innovation
iv.
Environment sustainability
iv.
Strong financial capabilities
Opportunities
i.
Growth in cloud computing
ii.
Gaming industry
iii.
Smart Technology
Threats
i.
Demand/Employee
ii.
Customization
iii.
Cybercrime
Works Cited
2018 Video Game Industry Statistics, Trends & Data – The Ultimate List. WePC.com, 10 Jan. 2019,
www.wepc.com/news/video-game-statistics/.
Global PC Sales 2009-2018. Statista, www.statista.com/statistics/263393/global-pc-shipments-since1st-quarter-2009-by-vendor/.
Hewlett Packard Revenue 2007-2019, by Quarter | Statistic. Statista,
www.statista.com/statistics/273049/hewlett-packards-net-revenue-since-1st-quarter-2007/.
Hewlett-Packard – Acquistions. www.crunchbase.com/organization/hewlettpackard/acquisitions/acquisitions_list#section-acquisitions.
HP. Fortune, fortune.com/fortune500/HP/.
Hutchinson, Andrew. Big Brand Theory: Hewlett-Packard Makes It Matter to Many. Social Media
Today, 10 Nov. 2014, www.socialmediatoday.com/content/big-brand-theory-hewlett-packardmakes-it-matter-many.
McFarlane, Greg. Biggest Acquisition Failures Of All Time. Investopedia, Investopedia, 12 Feb. 2013,
www.investopedia.com/slide-show/biggest-acquisition-failures/.
Planet. Our Footprint | HP Sustainability | HP® Official Site, www8.HP.com/us/en/HPinformation/environment/footprint.html.
Weinstein, A., & Winston, W. (2016). Defining your market: winning strategies for high-tech, industrial
and service firms. Routledge
Zell, D. (2018). Changing by design: Organizational innovation at Hewlett-Packard. Cornell University
Press
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