BUSINESS TO BUSINESS MARKETING PROJECT

ON HP & IBM COMPUTERS

Made byIshtpreet kaur

Kanishk rustagi
Rajeev kumar shukla
Swarup mohanty
Ashutosh singh

INTRODUCTIONThe Hewlett-Packard
Company (commonly
referred
to
as HP)
is
an
American multinational information technology company headquartered in Palo Alto,
California. It develops and provides a wide variety of hardware components as well
as software and related services to consumers, small- and medium-sized businesses
(SMBs) and large enterprises, including customers in the government, health and
education sectors.
The company was founded in a one-car garage in Palo Alto by William "Bill"
Redington Hewlett and David "Dave" Packard, and initially produced a line of
electronic test equipment. HP was the world's leading PC manufacturer from 2007 to
Q2 2013, after which Lenovo remained ranked ahead of HP.

It specializes in developing and manufacturing computing, data storage, and

networking hardware, designing software and delivering services. Major product
lines includes personal computing devices, enterprise and industry standard servers,
related storage devices, networking products, software and a diverse range of
printers and other imaging products.

On October 6, 2014, Hewlett-Packard announced plans to split the PC and printers

business from its enterprise products and services business. The split closed on
November 1, 2015, and resulted in two publicly traded companies: HP
Inc. and Hewlett Packard Enterprise.

VISIONOur vision is to create technology that makes life better for everyone, everywhere
every person, every organization, and every community around the globe. This
motivates us inspires us to do what we do. To make what we make. To invent,
and to reinvent. To engineer experiences that amaze. We wont stop pushing ahead,
because you wont stop pushing ahead. Youre reinventing how you work. How you
play. How you live. With our technology, youll reinvent your world.

This is our calling. This is a new HP.

STRATEGYINNOVATION IS PRIORITY ONE AT HPHewlett-Packard has been known for years as an innovator, one of the first relevant
tech companies that created what is now known as Silicon Valley.
Two recent announcements by the HP Inc. side of the house that exemplify this
innovation focus well are their Multi Jet Fusion technology and the other is Sprout.
HP Multi Jet Fusion Technology3D printing up to this point has forked into two distinct markets, consumer-focused,
maker printers and commercial-grade printers used for making prototypes.
Hewlett-Packard has been working on 3D printers since 2007 and they are focused
on the fastest throughput, high quality parts, with the lowest TCO and working with
partners on 3D ink.

Sprout by hpThe next new innovation from HP Inc. The best way to describe Sprout is a nextgeneration PC that melds physical reality with digital 3D. HP is targeting what it calls,
the maker in all of us, what some may consider the creative types.
Sprout uses a sophisticated 3D camera system co-developed by HP and Intel (think
Intel RealSense Technology) to sucks real-life objects and documents into the
system so you can work on them immediately afterward. Consumers work on either
the vertical display or on the display mat which is projected from an overhead
projector.

SWOT ANALYSIS OF HP INCSWOT Analysis - Overview - HP provides personal computing, imaging and printing,
software, solutions and services. A strong personal systems portfolio and focus on
research and development are the companys strengths, even as patent infringement
lawsuits and declining performance of printing segment remains a cause for concern.
Nevertheless, strategic collaborations and coupled with growing demand for printing
inks could present ample growth opportunities to HP.

HP Inc. Strengths Research and Development Activities HP focuses on research and

development (R&D), which helped it maintain and enhance its competitive
position. The companys R&D focuses on designing and developing products,
services and solutions that meets customers changing needs, and
incorporate emerging technological trends. It also strives to identify the areas
in which it can contribute, and partners with other leading technology
companies to reduce its cost and maximize its customers experiences.

Operations in Diverse Regions -HP is one of the leading global providers of

products, technologies, software, solutions and services to commercial and
consumers across government, health and education sectors. The company
offers its products and services worldwide through a strong network of direct
sales force, retailers, resellers, distribution partners, original equipment
manufacturers (OEMs) and independent software vendors.
Personal Systems Portfolio- The company offers a robust Personal Systems
portfolio, which provides it a competitive edge over its peers. HPs Personal
Systems portfolio comprises a comprehensive range of commercial PCs,
consumer PCs, workstations, thin client PCs, tablets, retail POS systems,
calculators and other related software and accessories. The portfolio includes
commercial PCs such as HP ProBook and HP EliteBook notebooks and
detachable tablets; the HP Pro and HP Elite line business desktops; retail
POS systems; HP Thin Clients, HP ElitePad and HP Pro Tablet PCs.

Weakness Patent Infringement Concerns- The company is involved in patent

infringement issues, which led to litigations. Lawsuits, including regulatory
actions and patent infringement issues, may lead to adverse verdicts and
recovery of large and indeterminate amounts or otherwise limit its operations.
In 2015, Memjet filed a patent infringement lawsuit against HP in the US
District Court for the Southern District of California, alleging infringement of
eight its patents related to page-wide waterfall printing technology.

Business Performance- Printing Segment- The Printing segment is one of the

major contributors to the companys revenue. It accounted for 19.8% of the
companys total revenue in FY2015. Declining sales from this segment
hampers the growth of the company. The Printing segment offers a wide
range of consumer and commercial printer hardware, supplies, media,
software and services, and scanning devices to commercial and consumer
markets.

Opportunities Product Launches- HP continues to develop innovative products to meet the

growing needs of its customers. With a strong technology foundation and
insight into the requirements of its clients, HP is well positioned to deliver
unparalleled value through innovative products and solutions.

Strategic Collaborations The company maintains strategic collaborations with

leading industry players which give it a competitive edge. These
collaborations generate capital for the company and strengthen its research
and development activities. In 2015, the company launched the first HP
PageWide Web Press T1100S, in collaboration with KBA, a company which
recreates corrugated packaging printing for high-volume, digital pre-print
applications.

Global Printing Inks Market- Growing global printing inks market could help
the company expand its operations and enter new regions. The global printing
ink market is expected to reach US$18.19 billion by 2017. The demand is

driven by factors such as growing demand for environmentally friendly inks,

technological advancements in new markets such as UV and ink jet inks.

Threats Rapid Technological Changes- The technology market is subject to rapid

changes, and to compete effectively, the company must continually introduce
new products that achieve market acceptance. The IT industry is
characterized by fast technological changes, evolving industry standards,
changing market conditions and frequent new product and service
introductions and enhancements.

Competitive Environment- HP faces competition in all the segments it serves.

It competes with well-established major corporations and a large number of
new and rapidly growing firms. The competitors in branded personal
computers are Dell, Acer Inc, Apple Inc., Lenovo Group Limited, Toshiba
Corporation and ASUSTeK. The major competitors in the Printing segment
include Canon USA, Inc., Lexmark International, Inc., Xerox Corporation,
Seiko Epson Corporation, Samsung Electronics Co. Ltd., and Dell.
Growing Trend of Paperless Work - Copier providers such as the company
could be affected by the increasing trend of paperless work. Paper-related
systems and products are being replaced by digital content.

BUSINESS TO BUSINESS MARKETING PROCESS OF HPHP Business to Business is the easiest, most efficient way to manage your business
relationship. Adapted to each customer's unique needs, HP Business to Business
provides complete capabilities and access to key information and e-commerce tools
required by enterprise customers.
Whether through a quick-access customized website or complete integration into
your internal e-procurement systems, HP Business to Business addresses a wide
range of business requirements with high flexibility and accountability with a host of
cost and time-saving features.

Feature 1: InformationQuick access to the tools and information you need to do business with HP

Customized product and references information

Parts catalog with detail description and diagrams
Product warranties and services information
Online collaboration and Support tools
Product lifecycle roadmaps, general product information and other key documents
can be posted by your HP account team
Account team contact information and message board serves as the main
communications arena for users and HP contacts.

Feature 2: PurchasingYour company-specific catalog and approval workflow allow for efficient order
processing
and
adherence
to
company
IT
standards.

HP.com Business to Business custom catalog

Customized product specifications and pricing
Automated purchasing processes aligned with your procurement practices
Quotes can be saved and easily converted to an order
Configured items are instantly accessible for easy repeat ordering
Approval Workflow processes
Global purchasing available in more than 200 countries, ten languages, and 43
currencies

 Consolidate your reporting of your eProcurement solution by incorporating your

HP purchases

Feature 3: Order Status and ReportingOrder Status and Reporting is an easy-to-use, Web-based tool that provides
accurate and up-to-date information on your HP orders from the time of order
validation through final delivery
All orders can be tracked anytime with HP, whether placed online, by
phone, or by fax.
Order reports are completely customizable by the user. (over 100 different
fields)
Global order status and order reporting is available through user-defined or
standard pre-defined report formats.
You can receive customized email alerts on changes in your order status

Feature 4: E-procurement IntegrationAs the world's leading integrated procurement supplier, HP has the
experience you can count on.
Seamless connection to your internal e-procurement system
Choose from "static" customer-hosted catalog or "punchout" to a
customized HP.com Business to Business site
Available globally with all leading e-procurement solutions: Ariba,
Commerce One, Data Stream, i2/Rightworks, Lawson, Oracle, PeopleSoft
and SAP
Industry-standard technologies: OCI, RosettaNet, CUP / PUP, EDI, xXML,
OAG, xCBL and CIF

International Business Machines Corporation (commonly referred to as IBM) is an

American multinational technology company headquartered in Armonk, New York, United States,
with operations in over 170 countries. The company originated in 1911 as the ComputingTabulating-Recording Company (CTR) and was renamed "International Business Machines" in
1924.
IBM

manufactures

and

offers hosting and consulting

markets

computer hardware, middleware and software,

services in

areas

ranging

and

from mainframe

computers to nanotechnology. IBM is also a major research organization, holding the record for
most patents generated by a business (as of 2016) for 23 consecutive years. Inventions by IBM
include the automated teller machine (ATM), the floppy disk, the hard disk drive, the magnetic
stripe card, the relational database, the SQL programming language, the UPC barcode,
and dynamic random-access memory (DRAM).

Todays Business Network Todays Business Network is Dynamic & Complex

Opportunities for Integrating and Automating B2B

Integration challenges
Business situations100,000+ trading partners, typically spread across geographies
geographically separated internal units Multi-enterprise environment
Acquisitions bring in very disparate systems
Necessity to retain legacy systems

Technical challengesData Transformation (need support for any data type or format or protocol)
Process Automation (need to have minimum manual intervention)
Visibility (monitoring and managing processes)

High Volume dataTBs of inbound and outbound data in a 24 hour period

100,000+ files in a 24 hour period
File sizes ranging from KBs to GBs
Several files/sec
Volume goes up with time

IBM Sterling B2B Integrator IBM Sterling B2B Integrator is a transaction engine and set of components
designed to run processes you define and manage according to your
business needs.
supports high-volume electronic message exchange, complex routing,
translation, and flexible interaction with multiple internal systems and external
business partners.
Has robust security infrastructure, visual management tools for easy
configuration of and visibility into work flows, system and trading partner
activities.
Integrates applications, processes, data and people, both within and outside
an organization.

The Sterling B2B Integrator Advantage

Is designed around a core transaction/business process engine, which
orchestrates your message exchange, routing, translation, and other
processes
You can use pre-defined business processes or write your own
You can add capabilities on the fly for specific activities as required
Provides flexibility in adapting your system to changing requirements
Supports XML, EDI, and proprietary file translation and transformation
Graphical process modeling tool to create business processes

Has a comprehensive set of services and adapters that are the basic
units of functionality in the business processes
Client adapters can connect to both internal and external systems and exchange
data
Server adapters can receive connections and kick off business processes
Services can do useful work within SBI

Is built on industry-accepted data standards, formats, communication

protocols, workflow modeling, and security thus maximizing
interoperability between systems and trading partners
Reduces integration complexity and cost
Supports the rapid and secure delivery of emerging solutions

Allows you to configure and manage trading partner profiles

Trading partner specific data can be held in one place Profiles are re-usable

IBM Sterling B2B Integrator MobileEnsure the health of Sterling B2B Integrator solution from anywhere
provides monitoring features on the go
System status
Database growth
Average business wait time

Take corrective action from a mobile digital device

Run or restart any failed or halted business process
Manage lock resolution for users and resources
Initiate thread/heap dumps
Turn logging on and off

Sterling B2B Collaboration Network & Sterling B2B Integration

ServicesIBM Sterling B2B Collaboration Network is a flexible cloud B2B
Integration solution
Value added network (Sterling Integration Broker)
Multiple protocols, all forms of EDI
Outsourced management and technical support for partner on-boarding

 Has managed as many as a billion documents in a month

100 public and private networks around the world

IBM Sterling B2B Integration Services

Solution built on the cloud-based B2B integration and visibility capabilities of IBM
Sterling B2B Collaboration Network
Provides comprehensive service offerings for partner on boarding, B2B process
management, and trading partner support