24-08-2012, 10:43 AM
Hewlett-Packard Company
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Main Objectives;
To find out the attributes that enhance the customer value by providing better service to them and know how to motivate the more people towards IT. The Project required carrying out the comparative study of prices across Brands and Models also to carry out another comparative study of Margins of Dealers and Wholesalers. This would be done by finding out the Market Operating Price at which they are making deals and the volume of discounts offered by them.
Then apart from studying the dealers a study of consumer buying behaviors was also required for the specific brands. This was done by making comparative study of HP along with other brands, in terms of consumer preference. Also dealer’s perspectives about the brand are also to be considered along with this the effect of prices on brand preference of the models.
In the research we also tried to study consumer behavior for all the brands and also the dealer’s perception about the market of Home PCs, Laptops, Printers, PSC, Scanner, and TFT. For this Segmentation, Targeting and Positioning of various brands on recall, believability, association, final purchase.
The sixties and seventies
HP is recognized as the symbolic founder of Silicon Valley, although it did not actively investigate semiconductor devices until a few years after the "Traitorous Eight" had abandoned William Shockley to create Fairchild Semiconductor in 1957. Hewlett-Packard's HP Associates division, established around 1960, developed semiconductor devices primarily for internal use. Instruments and calculators were some of the products using these devices.
HP is acknowledged by Wired magazine as the producer of the world's first personal computer, in 1968, the Hewlett-Packard 9100A. HP called it a desktop calculator because, as Bill Hewlett said, "If we had called it a computer, it would have been rejected by our customers' computer gurus because it didn't look like an IBM. We therefore decided to call it a calculator, and all such nonsense disappeared." An engineering triumph at the time, the logic circuit was produced without any integrated circuits; the assembly of the CPU having been entirely executed in discrete components. With CRT readout, magnetic card storage, and printer the price was around $5000.
Company Profile
The Hewlett-Packard Company (NYSE: HPQ, NASDAQ: HPQ), commonly known as HP, is one of the world's largest information technology corporations. Headquartered in Palo Alto, California, United States, it has a global presence in the fields of computing, printing, and digital imaging, and also provides software and services.
Company history
HP was founded on January 1, 1939 as a manufacturer of test and measurement instruments, by Bill Hewlett and Dave Packard, with a US$538 investment.They had both graduated from Stanford University in 1934. The company originated in a garage there while they were still fellows at Stanford. (so their story was more "academic gowns to riches" than rags to riches).
Their first product was a precision audio oscillator, the Model 200A. Their innovation was the use of a small night-light bulb as a temperature dependent resistor in a critical portion of the circuit. This allowed them to sell the Model 200A for $54.40 when competitors were selling less stable oscillators for over $200. The Model 200 series of generators continued until at least 1972 as the 200AB, still tube-based but improved in design through the years. At 33 years, it was perhaps the longest-selling basic electronic design of all time.
MARKETING STRATEGY
HP Corporate Marketing:
HP is a company unlike any other. They serve everyone from consumers to small and mid-sized businesses to enterprises to public sector customers with an extensive portfolio of market leading solutions specifically designed to meet the needs of each customer segment. They focus on helping people apply technology in meaningful ways to their businesses, personal lives and communities. Their annual R&D investment of nearly $4 billion fuels the invention of products, solutions and new technologies, to serve customers better and enter new markets. They produce an average of 11 patents a day worldwide. In addition to the R&D and innovation in their product and services groups, HP labs provides a central research function for the company focused on inventing new technologies to improve the customer’s lives, change markets and create business opportunities.
Source: Technology Business Research, Inc., Oct. 26, 2004 Millions of people around the world use HP technology every day. They are largest consumer IT company, the world’s largest SMB IT company and leading enterprise IT company. For more than 100 million cell phone subscribers, it is HP software that identifies them when they turn on their on phones and allows them to place calls. HP powers 100 of the world’s stock and commidity exchanges, including the NEW YORK STOCK EXCHANGE and 14 of the world’s largest trading markets. In response to customer needs and the changing market conditions, they have built a portfolio unequaled in the industry. HP technoloogy now ranges from consumer handled devices all the way to some of the world’s largest and most powerful supercomputer installations. Their strategy is to offer products, services and solutions that are high tech, low cost and deliver the best customer experience. They have dynamic, powerful team of 150,000 employees for the fiscal year that ended Oct 31, 2005 HP has corporate headquarters in Palo Alto, California.