1) Before I had this assignment, I Just heard the name of IBM in the newspaper, but I did
not have specific idea. I thought IBM is a technology company relating with computers,
and simply making the just hardware chip nationwide. However, IBM is much better than
I thought. From the research, IBM aims for the revolution in the global marketplace in
every department of our life including of course, technology, banking, energy, health
care, and retailing. From the advertisement about the Smarter Planet strategy, I can
notice that the IBM aims for global change. In addition, IBM aims for new computing
model in all appliances. These make economic, social, and physical systems to be
connected causing “smarter planet” strategy.
2) The three phases of the strategic marketing process are planning, implementation,
and evaluation. The three steps of the planning phase are the situation (SWOT) analysis,
market-product focus and goal setting, and the marketing program. IBM used the
strategic marketing process by applying each of the three steps in the planning phase to
develop its “Smarter Planet” strategy. IBM’s “Smarter Planet” strategy is based on the
company’s analysis that recognizes changes in the business environment and is creating
a global enterprise using connectivity that includes capability to phones, computers, and
cars. This relates to IBM’s mission and values because they are a company that seeks out
ways to keep their consumers happy and are looking for more ways to innovate by
developing more advanced technologies.
3) First, for IBM, the good way to communicate its strategy to companies, cities, and
government is the Proper Advertisement, Create Partnerships, and Watson fit into its
