Business Management with Marketing: Hewlett Packard Strategy Report

This report examines the marketing strategy development of Hewlett Packard (HP), focusing on its challenges and opportunities within the information technology (IT) sector. The report begins with a background on HP's position in the IT market, highlighting its global ranking and diverse product offerings. It identifies specific strategic mistakes made by HP, such as acquisitions that did not align with market trends. The report then reviews relevant literature on marketing strategy development, including theories such as product development life cycle, marketing mix, and market segmentation. The purpose of the research is to analyze HP's marketing challenges and opportunities, and to develop a suitable marketing strategy. The research methodology involves a single case study approach, utilizing secondary data from industry reports, annual reports, and other reliable sources to analyze the competitive landscape and market trends. The report aims to provide insights into HP's strategic movements and guide the business towards future success.

Running head: BUSINESS MANAGEMENT WITH MARKETING
Business Management with Marketing
Name of the Student
Name of the University
Author Note

1BUSINESS MANAGEMENT WITH MARKETING
Table of Content
Background................................................................................................................................2
Project Topic..............................................................................................................................2
Literature Review.......................................................................................................................3
Purpose of the Research.............................................................................................................3
Research Methods......................................................................................................................3
References..................................................................................................................................4

2BUSINESS MANAGEMENT WITH MARKETING
Topic- Business Strategy Development
Background
Hewlett Packard Company is an American multinational Information Technology
firm providing hardware and software services to many small, medium and large
organizations across the industries and the company also provides an extensive series of IT
products to deliver (Hpe.com 2018). The information Technology market is trying to soar
high. Technology advancements continue delivering appropriate system because the needs of
people and workplace continue to evolve. HP has appropriately understood the importance of
technology; thereby, HP holds the rank of 80 in the Global 2000 list mentioned by Forbes and
number 31 in World’s Most Valuable Brand Category (Forbes.com 2018).
Project Topic
Even though Information Technology sector in Australia is one of the rapidly
developing sectors in Australia and even in the global market, Hewlett Packard’s move has
not been proved to be impressive during this recent growing phase. According to
Mourdoukoutas (2011), HP made a three major strategic mistakes, for example, purchase of
Compaq computer was a good move but the issue it happened at the time when PC market
reached the saturation point and devastated by price wars. Another significant mistake is the
purchase of near-bankrupt Palm to guide the business in entering the rapidly growing market
for mobile devices but the initiative made HP a follower instead of a leader in the market.
Another inappropriate move was the acquisition of enterprise software maker Autonomy
because this move could pit the firm against the major competitor such as Salesforce.com and
Oracle (Hutt and Speh 2012). Thus, a research on marketing strategy development is required
to learn more about the strategic movement of HP and guide the business to go ahead to its
destiny.

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Literature Review
This chapter provides a detailed review of the existing papers performed on marketing
strategy development. The major emphasis of the review will be on the organizations in IT
sector –such as how the firms are dealing with the changing marketing needs and entry of
new businesses. As out forward by Xiang, Magnini and Fesenmaier (2015), the growth story
of technology emphasized on the consumers; however, an organization in each and every
sector look forward to technology to facilitate their transmission. The authors have also
mentioned the chances opportunity for technology businesses have considerably widened.
Following are some of the theories which will be reviewed:
 Product development life cycle theory
 Marketing mix
 Market Segmentation (STP)
Purpose of the Research
The purpose of the research is to analyse the recent marketing challenges and
opportunities of Hewlett Packard and develop suitable marketing strategy for the
organization.
Research Methods
The approach for the proposed research will be a single case study approach in which
the major focus will be on Hewlett Packard. In order to conduct the analysis, secondary data
will be collected from the reliable secondary sources such as Industry Report, Annual report
of the organization, published blogs and newsletter of the case organization. The dataset will
include the competitive state of information technology industry, growth, opportunity, new
players, and upcoming market trends. The chosen approach first will help to analyse the IT

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industry as a whole and then the sector will be compared to Hewlett Packard. To derive the
desired outcome from the study, only a secondary analysis will he performed.
References
Forbes.com. (2018). [online] Available at:
https://www.forbes.com/sites/panosmourdoukoutas/2011/08/22/the-three-strategic-mistakes-
that-haunt-hewlett-packard/#4434e81822fe [Accessed 4 Jul. 2018].
Hpe.com. (2018). About Hewlett Packard Enterprise: Information and Strategic Vision.
[online] Available at: https://www.hpe.com/in/en/about.html [Accessed 4 Jul. 2018].
Mourdoukoutas, P. 2011. The three strategic mistakes that haunt hewlett-packard. Hewlett-
packard. [Online] available at
https://www.forbes.com/sites/panosmourdoukoutas/2011/08/22/the-three-strategic-mistakes-
that-haunt-hewlett-packard/#4434e81822fe. [Accessed 2nd july, 2018].
Hutt, M.D. and Speh, T.W., 2012. Business marketing management: B2B. Cengage learning.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services, 22, pp.244-249.