Hewlett-Packard

Contents

Current Marketing situation5

Market Description5

Product review5

Competitive review6

Channels and logistics review7

Analysis of SWOT8

Strengths:8

Weaknesses9

Opportunities10

Threats10

Objectives and Issues11

Marketing Strategy12

Positioning12

Product strategy12

Price strategy12

Place strategy12

Promotion strategy12

Marketing research13

HP's Potential Target Market13

Portable Market Computers Penetration Strategy14

Strategy to Penetrate Smartphone Market14

Approach for Market of Portable Computers14

Action Programs15

Budgets15

Controls16

References17

Hewlett-Packard Company

Executive Summary

The demand for electronic products has been increasing due to the progress in communication technology and development in the global economy. There are many companies which have changed the design of electronic world, and Hewlett Packard is definitely one of those companies. The two engineers who founded the company named it after their surnames thus Hewlett-Packard.The company was formed on the foundation of passion for creativity and invention by David Packard and Bill Hewlett (HP) in a garage in the city of Palo Alto, California in 1938 with limited amount of money as low as $538.The Silicon valley owes very much to these two engineers owner of the companies because they were the two people who started the journey and showed everyone direction to innovation..Hewlett Packard is one of the leading companies of the world and its sales were as high as $4 billion, but it is recently that it recorded huge quarterly losses in the services and personal computers department.

The Audio oscillator used by sound engineers as test equipment was the first product produced by the company. This product was purchased by one of the first customers of Hewlett Packard, The Walt Disney Studios in its production called Fantasia. The development company named L.P of HP is located also located in Palo Alto California. The main focus of the global technology company Hewlett Packard is information services business, personal computers, software, digital images and printers.

The H.P in 1939 invented its first product which was the test equipment resistance capacitance oscillators used by the famous Walt Disney to test sound equipment. After that HP moved out of a garage in 1940 and shifted to a rented building, HP then entered microwave field in the year 1943 setting a direction for rest of the world and showing them how to lead in the field of signal generators, then came the year 1951 in which Hewlett Packard invented the high speed frequency counter which was great help in measuring high frequencies very quickly, in 1956 the company produces its very first oscilloscope, and ultimately in 1959 the time came when HP went global, the company introduces its very first computer HP 2116A in 1966, then came the time of world's first scientific desktop calculator in 1968, in 1980 the much anticipated device; personal computer of Hewllet Packard was introduced to the world, in the year 1994 HP introduced the all in one device, and finally in 2009 Hewlett Packard wins the prestigious award IEEE proudly.

Current Marketing situation

Investors, Management and Customers of HP are confused by the Board and CEO's decisions in recent past. Even though the company is known for its innovative products and creativity all around, the company is held up in the low growth personal computers market with very little differentiation of its products ...