IBM Case Study - FENDI

1. What is IBM’s “Let’s Put Smart To Work” strategy?
The "Let's Put Smart To Work" strategy from IBM is a thorough strategy
designed to assist businesses in using cutting-edge technologies and accelerating
digital transformation. It is more than simply a marketing initiative; it is also an
invitation to clients and partners to work with IBM to use intelligent technology to
transform businesses and organizations. The goal of the method is to integrate humans
and machines so that they can work together to do jobs that humans cannot complete
on their own. IBM aspires to be an industry disruptor and focuses its cutting-edge
technologies on particular business applications to serve clients and better the world.
With the goal of enabling smarter enterprises, the strategy spans a number of sectors,
including agriculture, automotive, aviation, banking, healthcare, insurance, oil and
gas, retail, and utilities.
2. How does this strategy relate to IBM’s values?
The strategy is rooted in its core values which serve as the guiding principles
that shape the company's behavior. The strategy reflects these values in several ways:
Dedication to Client Success, innovation that Matters trust and Personal
Responsibility. To articulate these values, IBM conducted a global discussion event
called ValuesJam involving over 50,000 employees. The outcome revealed three
fundamental values that underpin IBM's business practices. Teresa Yoo, the vice
president of brand strategy and experience design, explains that these values are not
defined by a specific product or leader but are shaped by what IBM believes and
values in the world. These values have evolved over time and remain at the core of
everything IBM does. The values include a strong dedication to the success of every
client, a commitment to innovation that has a meaningful impact on both the company
and the world, and a focus on trust and personal responsibility in all relationships.
3. Conduct a SWOT analysis for IBM’s “Let’s Put Smart To Work”

initiative. What are the relevant trends to consider?
SWOT analysis for IBM's "Let's Put Smart To Work" initiative

Strengths:
Attracting and recruiting highly skilled and talented individuals.
Established track record of delivering valuable and well-known products and

services.
Global presence and widespread operations.
The "Let's put smart to work" initiative appeals to businesses seeking improved
efficiency and overall excellence.
Weaknesses:
Complex and costly management processes.
Substantial investments in research and development.
Higher payroll expenses due to a large number of employees.
Opportunities:
Continually focusing on making a positive impact on the world.
Capitalizing on the growing demand for the technologies offered by IBM.
Threats:
Market stability is subject to constant change.
Competitors and emerging technology companies offering similar products and

services.
The relevant trends to consider:
IBM should take into account several significant trends to mitigate the
mentioned threats and ensure its continued relevance. These include seizing
opportunities in the growing demand for AI and blockchain technologies, as
well as expanding into developing countries. Another crucial trend to capitalize
on is adopting a customer-centric approach, enabling on-demand product
customization. Additionally, IBM should prioritize maintaining a strong
security profile, as customers increasingly prioritize security in the era of the
Internet of Things (IoT).
4. What marketing tools are prominent in IBM’s strategic marketing process?

- Situation analysis - IBM examines its internal and external situation to
determine what challenges it faces.
- Market segmentation - IBM divides its target market into smaller groups that
share similar characteristics. Each segment is analyzed to determine its
potential profitability and long-term viability. IBM also analyzes its
competitors to determine how best to position its products and services.
- Offering development - IBM creates a product or service that is tailored to each
segment's needs.
- Marketing mix development - IBM chooses the right mix of price, promotion,
and distribution channels to reach each target market. Product launch - IBM
launches the product to the market.
- Monitoring and feedback - IBM monitors its sales and customer feedback to
determine if its marketing strategy is working well.
5. What is “agile” marketing at IBM? Why does IBM use the agile approach?
- Agile marketing at IBM refers to a flexible, collaborative, and iterative

approach to marketing that focuses on delivering value to customers quickly
and efficiently. This approach is based on the principles of Agile software
development, which emphasizes adaptability, collaboration, and continuous
improvement.
- IBM uses the agile approach in marketing for several reasons:
● The results are speed, adaptability and creativity
● Adapt to changing customer needs, market conditions, and business
goals
● Its pillars are improvisation, iterations, testing and data over opinions,
individualism, and collaboration over silos and hierarchy
- Some of the benefits of agile marketing at IBM are:

● Increased collaboration and alignment across teams and functions
● Improved customer satisfaction and loyalty
● Enhanced innovation and creativity
● Reduced waste and inefficiency
● Faster feedback and learning cycles
● Higher quality and performance

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1. What is IBM’s “Let’s Put Smart To Work” strategy?

2. How does this strategy relate to IBM’s values?

3. Conduct a SWOT analysis for IBM’s “Let’s Put Smart To Work”

SWOT analysis for IBM's "Let's Put Smart To Work" initiative

Attracting and recruiting highly skilled and talented individuals.

Established track record of delivering valuable and well-known products and

Global presence and widespread operations.

Complex and costly management processes.

Substantial investments in research and development.

Higher payroll expenses due to a large number of employees.

Continually focusing on making a positive impact on the world.

Capitalizing on the growing demand for the technologies offered by IBM.

Market stability is subject to constant change.

Competitors and emerging technology companies offering similar products and

The relevant trends to consider:

4. What marketing tools are prominent in IBM’s strategic marketing process?

- Agile marketing at IBM refers to a flexible, collaborative, and iterative

- Some of the benefits of agile marketing at IBM are:

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