Roles and Responsibilities of the Marketing Function of IBM

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of the marketing function of IBM...............................................1
P2. Roles and responsibilities of marketing in organisational context.......................................3
TASK 2............................................................................................................................................5
P3. Comparison of ways in which IBM and Microsoft corporation apply the marketing mix...5
TASK 3............................................................................................................................................7
P4. Evaluations of basic marketing plan for IBM corporation...................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an important tool in the modern business organisation. Several processes are
included in this like understanding of marketplace, consumers demand, building strong
relationship, uses of market strategies to satisfy the customers. Every organisation finds that
customer satisfaction is more important to earn profit that is why they are trying to get an
innovative approach towards effective market strategies (Brooks and Simkin, 2011). IBM
(international business machine corporations) which is an American multinational technology
company and headquartered in Armonk, New York, US is selected in the present report. It
manufactures computer hardware, middleware and software as well as offers hosting and
consulting services in the market. This assignment will explain various roles and responsibilities
of marketing essentials in relation to wider organisation context. It will also compare marketing
mix applied by IBM and Microsoft to achieve the business objectives and produce a basic plan
for IBM Corporation.
TASK 1
P1. Roles and responsibilities of the marketing function of IBM
Marketing functions play an important role in every business organisation as this
department has responsibility for generating revenues, increasing market share as well as help in
contributing to company’s growth and profitability. Company makes marketing strategies and
plans to promote the business. There are some roles and responsibilities which IBM should
undertake for effective promotion of products and services. Marketing function helps to identify
the potential sources to promote company's products. It includes various elements like market
research, product plan, development process, finance, sales, promotions and customer’s services,
etc. It plays a crucial role in the organisation.
Strategy: Senior or top management of marketing department takes responsibility to set
the strategies to achieve organisational goals and objectives (Desai, 2013). In this, they decide
the way to enter in market with new ideas and innovations as well as adopt the best strategy to
create awareness among customers. Senior management takes decisions in relation to promotion
tools and advertisement of products and services. IBM also focuses on new strategy adoptions to
compete with competitors as well as to survive in the market.
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Market research: It also plays an important role to decide the marketing strategies after
knowing about customers and competitors. Organisation conducts a research or survey for
screening environment and its effect towards business. Researcher gets answers through
gathering data and information about market and then set a plan to develop firm and promote
products and services (Dibb and Simkin, 2013). IBM Corporation conducts survey to understand
customers’ needs and competitor's strengths as well as weaknesses for effective planning of
organisation’s success.
Planning: After strategy and research process, next step is planning procedure of
marketing functions. In this involve financial, forecasting of sales, communications and
distribution planning and many more. Marketing department utilises time in an effective manner
for the best strategy that will convert organisational goals into success.
Products developments: It is essential to improve the product's quality as well as
introduce new products in the market. Department analyses the sales of goods and services or
identify gap in between product’s range to achieve competitive advantages. Marketing team
provides information regarding customers’ needs and wants.
Communications: It is also an essential part of marketing that takes decision regarding
promoting company's products using several tools and techniques like advertisement, publicity,
personal relations with customers and many more that helps to increase the sales volume and
create a positive market image among competitors (Fazlollahtabar and Aghasi, 2012). IBM uses
company’s websites, e-marketing programs, advertising campaign, brochures, etc.
Sales support: Marketing department supports in increasing the sales of company's
products as both are connected. They provide better sales team that encourages customers to buy
goods and services as well as they use tools such as coupons, telephone and company's website
to contact with consumers as well as provide them products to satisfy needs and demands. IBM
believes in creating high sales and supportive team that helps the clients to solve problems
regarding products and services.
Events: Marketing department organises events and programmes to promote the business.
IBM generally takes part in exhibitions, seminars and sales conferences as well as technical fares
which help to create awareness and generate profits. It also supports in building a brand image as
well as provide information regarding products and services among customers.
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