This report analyzes the opportunities and risk analysis for IBM in Japan, including market selection, environmental analysis, demand analysis, and integrated communication strategy.
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INTRODUCTION International market selections are important stage need to be followed by company after the preliminary analysis taking step forward towards internationalization of chosen market the firm needed to focus on. IBM is the American multinational technology company headquarter in New York established in year 1911. In this report, there will be analysis of availed opportunities and risk analysis present for IBM in Japan. There will be proposed segmentations strategy based on social-culturalframeworkandgodemographicanalysisalongwithproposedintegrated communication strategy for IBM. Task IMS is the primary concern to make decision regarding international expansion and commitment of large resources for its future success (Stuecheli and et.al., 2018.). IMS is stage wise process need by firm to allocate proper time and efforts to the agreed criteria for making selection of suitable market for later development. IBM was founded as computing tabulation recording company (CTR) and eater renamed as “International business machines corporation”. The world biggest technology second most valuable global brand for manufacturing and selling computer software along with offering infrastructure services, hosting services and consulting services in areas ranging from mainframe computers to nanotechnology. Identifying foreign market Identification and selection of market is the first stage in international marketing expansions to take decision over market in which product are be sold in perfect manner.Currently IBM is working upon its strategy to the higher value business segments along with increasing set capabilities through strategic acquisition and investments (Shin, Noh and Lee, 2018). Japan is knownformanufacturingproducthubforelectronicandautomobilesectorsalongwith technological advancement.the tech industry is Japan is rapidly growing boosting their market size of 6.41 trillion yen (approx. 60 billion USD).Japan is the country properly focused on the prominentvehicletechnology,consumerelectronics,robotics,medicaldevices,space exploration and the film industry. Environment analysis the environmental analysis has aim to address political, economic, social and technological factor of Japan effecting IBM. Political 3
The country has very close relationship with united states looking the part and parcel of japan foreign and security policy. Japan is building a strong level of efforts to maintain strong relations with world power such asIndia, the UK, France, and Australia.on the other hand , firm have strict trade regulations rules. Economic Country is 2 nd largest economyin Asia and 3rdlargest in world with GDP of 5.4 trillion in year 2019. The country has expected growth of the 2.3% in 2019. The firm is major level of export of technology products. In addition,The firm have planned to reduce tax by 20% for companies and raise wages for boosting domestic capital spending. social factor The ageing and increase population are major concern to be look into japan. Currently country have 126.4 million population which is expected to fall below than 100 million in 2048 and up to 87 million by 2060 (Katsikeas, Leonidou and Zeriti, 2019).On the other hand, population have major preference to Japanese companies over foreign over which is major risk for firm. Technology japan is pushing technological innovations and creativity.There is major concern to robotic development turning out to be major opportunities for IBM to expand.the country is having ton of disposal income to have investment in new busines expansions Distribution channels Companies working in Japan have the lot of pressure in the supply chain due to peak and trough demand have the occurrence in this sector is prevailed.The distribution channels have to look into the cutting-edge technology to cope with massive fluctuations in demand and react in situation in quick manner in possible near real time.This is clear risk for companies to look upon (Morgan, Feng and Whitler, 2018).The company have to make huge investments in high tech technologies for improving customer experiences as end user, spoilers for partner business and other part of supply chain. Demand analysis In the case of IBM in japan, on the demand strategy is much broader than utility computing. The firm have virtual offering from software, to hardware, and services. In many ways, On Demand 4
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represents the next phase of IBM's umbrella E-Business strategy which integrates many of its offerings. Risk The risk in Japan expansion is looking into governance and compliance The firm have to look into financial regulation, intelligently managing risk capitals and credit risk in japan. As japan is the technology proven country, it is important for IBM look regarding issue of imitation of products. The firm have to face severe risk competitions with degree of differentiation and aggressiveness of firm in information technology. Cloud platform products expose the firm and its clientele to potential cyber attacks IBM is in varied line of business amongst leaders in the enterprise solution business segment. Geographic segmentationhas classification consumer according to their location which have inclusion of nations, state, region, cities and locality. Japan is the place which have major level of competitiveness in term of technology. But this varied from city to city. Dhankai is generation will be suitable market for IBM as it has big populations. It is said that they are so smart-aleck since the former generation has small population. In Japan, many companies accept only freshmen or job seekers with the same industry's background. As the population of Dhankai are more worried about unemployment, land job and less competitive. Socio cultural segmentation in japan for IBM will consisted for juniors are very competitiveness in the education system from when they were children, due to the big volume of population’ the student has the need to be properly targeted as with maintaining the social class (Cateora and et.al., 2020). The population is more concerned o have high technology daily life style. Integrated communication strategy Integratedmarketingcommunicationemployeeseveralchannelstocoveythecampaign message. this will increase the effectiveness used to converts trigger into prospectus and prospectus to customer. The IMC of IBM in Japan is made up of different communication channels cogs such as social media TV newspaper. There IMC strategy will look communication channels generating the clear picture to audiences of brand image and messaging related to them. 5
IBM campaign will be there is japan across the 2000 outdoor location with billboards, bus, and digital screen ads; these are all being supported by print, digital, experiential, and point of sale activity. there will be the differ social media advertisements offering various level of discounts and offers to people of japan.Social media advertisement will have inclusion of Facebook, Instagram, YouTube and twitter. The distribution channels have to look into the cutting-edge technology to cope with massive fluctuations in demand and react in situation in quick manner in possible near real time Tools for the IMC will be helpful in summarising the marketing, advertising, and sales tools that they will use during different campaigns. Some promotional tools marketers use includes new media options Search Engine Optimization (SEO) Banner Advertisements Webinars Blogs. Some traditional media tools marketers use includes- Newspapers, Billboards, Magazines. Hence, this connection will have strong relationship between brand and consumer. Regardless, the message Marketers put out through new media and traditional media channels needs to stay consistent. The successful IMC will have proper mixture of different sales promotion techniques creating significant brand loyalty along with helping out in differentiation the product form different competitors. Conclusion From the above file, It can be conclude as Japan is known for manufacturing product hub for electronic and automobile sectors along with technological advancement. Japan is building a strong level of efforts to maintain strong relations with world power Population with preference to Japanese companies over foreign over which is major risk for firm. The company need to make investments in high tech technologies. 6
REFERENCES Books and Journals Stuecheli, J and et.al., 2018. IBM POWER9 opens up a new era of acceleration enablement: OpenCAPI. IBM Journal of Research and Development, 62(4/5), pp.8-1. Shin, M.M., Noh, E.J. and Lee, J., 2018. Study abroad programs as a service convergence: an international marketing approach. Service Business, 12(2), pp.253-275. Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a digital era. International Marketing Review. Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international marketing. Journal of International Marketing, 26(1), pp.61-95. Cateora, P.R and et.al., 2020. International marketing. McGraw-Hill Education. Online Japan Is A Different IBM i Market, But The Loyalty Is The Same.2018.[ONLINE]. Available through<https://www.itjungle.com/2018/11/26/japan-is-a-different-ibm-i-market-but-the- loyalty-is-the-same/> 7
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