...Executive Summary Integrated marketing communication is being practiced by almost all companies now. The purpose of this report is to focus on the communication tools that will be used by Hewlett Packard (HP) and UNICEF to communicate their message to their target audience. Furthermore the objectives of each company will be analyzed in detail as well as the measure they will be using to measure their IMC outcome. Lastly we will be analyzing the differences between both companies based on their IMC tools and how they differ from each other in terms of objectives. This report will give both companies a glimpse of how they can enhance their brand equity by effectively using the appropriate IMC tools and how the IMC tools will benefit them. Table of content A. Background of Hewlett Packard Company 4 1.0 HP’s Target Audience 4 1.2 Integrated Marketing Communication objectives of HP 6 2.0 The Integrated Marketing Communication Mix of Hewlett Packard 7 2.1.1 Advertising 7 2.1.2 Online Marketing 8 2.1.3 Personal Selling 8 2.1.4 Sponsorship 8 2.1.5 Public Relation 9 3.0 Measuring IMC outcomes 9 B. UNICEF 12 1.0 Target Audience of UNICEF 12 1.1 Market Segmentation 13 1.2 Integrated Marketing Objectives of UNICEF 13 2.0 The Integrated Marketing Communication Mix of UNICEF 14 2.1.1 Social Media 14 2.1.2 Sponsorship 14 2.1.3 Online marketing 15 2.1.4 Events 15 2.1.5 Public Relation 15 3.0 Measuring IMC outcomes 16 4.0 Analysis of IMC practices...
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...MARKETING COMMUNICATIONS By (Name): Course: Tutor: University: City/State: Date: Marketing Communications Introduction It is imperative for all companies to communicate with the involved stakeholders. These stakeholders include the government, the vendors, the retailers, and the clientele in a particular locale. Marketing communications refers to management procedures that entail interactions with distinct audiences from diverse backgrounds (Blakeman 2009). The study shall examine the features of an integrated marketing communications mix strategy for Hewlett Packard Company. More intently, the research shall focus on a strategy that pertains to launching a new HP venture in China. In addition, this essay shall examine the competitors of HP in the Chinese locale, the features of the Chinese market, and the marketing strategies of HP’s competitors in China. It is necessary to define some critical terms that are relevant to the analysis of this essay. Integrated marketing communications involves displaying an idea that relates to marketing communications planning. It distinguishes the benefits extensive plans and it scrutinizes the strategic functions of different communication disciplines (Fill 2002). The marketing communications mix deals with the consolidation of the specific mixes and these are advertising, personal selling, sales promotion, public relations, and direct marketing (Ruskin-Brown...
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...ODUCTION HP is one of the world’s leading Computer software, hardware and service corporations which provide services globally in all industrial areas such as health, agriculture and education. It was founded in 1938 by Dave Packard and Bill Hewlett as a garage company with its initial launch developing any type of gadget, software and equipment then later evolved over the years. It’s the only major company that succeeded during the economic downturn. HP went public in 1957 and had an initial investment of $US 538. Its current income as at 31 October 2011 is $US 127.2 billion with the current CEO and President as Meg Whitman. Over the years HP has acquired over 116 companies. In the Hp’s 2012 Fortune 500 ranking, HP was ranked number 10 which was an improvement from number 11 the previous year. This essay will critically examine how Organisation Behaviour, Decision Making, Strategic Management, Maori Business and Human Resources and Industrial Relations can be interlinked to improve HP’s business performance and standards. Organisational Behaviour Organisational behaviour is defined as the study of impact of behaviour in organisations on organisational (e.g effectiveness), individual (self-esteem) and social (e.g racial discrimination) outcomes. (A.J Mills et al, 2006) Communication is defined as the process of sending and receiving symbols with meaning attached, (VMS 2010). Old HP emphasised on informal communication which act as a valuable purpose in expressing certain...
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...Managerial Approach 1.0 Communication Comes First Strong internal communication between management and employees is fundamental to HP's open and honest culture. Keeping employees informed about HP’s business motivates them and illustrates how their work contributes to HP's success. HP strives to provide a work environment where everyone's voice is heard and where all issues raised are resolved promptly. HP encourages employees to discuss any concerns directly with managers, human resources (HR) staff or the Ethics and Compliance Office. HR staff work with employees and managers to address these issues. The employees will feel that management listens to them before making decisions, communicate decisions and encourages team work. i) Communication model used In 2007, HP Chairman and Chief Executive Officer Mark Hurd held 22 communication sessions at locations around the world. These included open dialogues about issues raised in the employee survey and answers to employee questions during live events. In total, 10,000 employees attended the communication sessions. Webcast replays, transcripts and written summaries of all major employee events are posted on HP’s Intranet for employees to access. Each meeting in 2007 reached an average of 4,500 managers and 15,000 employees. Senior managers also hold similar events across regions. Currently, every quarter, HP CEO holds an all-manager and all-employee meeting where she provides an update on company performance...
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...Packard Company commonly referred as ‘HP’. HP product lines include personal computing devices, enterprise servers, related storage devices and diverse range of printers and imaging products. HP Company has been described as one of the most successful companies of the 20th Century. The reason why this company was so successful over such a long period of time may well lie in the management of its corporate culture ‘The HP Way’. The HP Way reflects the personal core values of Bill Hewlett and David Packard, and the translation of those values into a comprehensive set of operating practices, cultural norms, and business strategies (Collins, 2005). However, since the late 1990s, the company has been experiencing a new and different culture is emerging, ‘The New HP Way’. Today, many companies take the tenets of the HP way almost for granted but when first formulated, they were visionary. This report would briefly outline ‘The HP Way’ and ‘The New HP Way’ organisations which is a balance between profits for the owners and shareholders of the company and the rights, job security and working conditions of its employees. * Organisational Behaviour Effective communication & Leadership Behaviour The HP’s way of communicating was unusual and unique. A two-way communication was opened to everyone and allowed employees to share their thoughts each other including the President oh HP. This called the ‘open door’. In effective communication, the sender’s message is fully understood...
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...Citing examples from the academic literature, the HP video, and from your experience of visiting Tesco stores, critically evaluate the ways in which managers attempt to control organizational culture, and demonstrate (with justifications) which of the two organizations is more likely to achieve cultural control. Introduction Organizational culture refers to a collection of values, norms, & behaviour shared by employees that control the way employees interact, co-ordinate and work with each other. Every organization has its own unique culture and it distinguishes the organization from other organizations. The organizational culture is changed, managed or manipulated based on the values and vision of the top management or the core people who build and/or control that organization. The founders hire those who share the same vision as them and the new comers learn the norms and values of the organization. It is possible that, in due course of time, the members of the organization, particularly the top management, will attempt to modify and influence the organizational culture to fit their own values and needs or changing marketplace conditions. This can lead to changes in the decision-making processes and management styles. Hewlett Packard Hewlett-Packard’s growth and success over the years has been due in large part to its organizational culture. HP has always worked hard to ensure that its corporate culture is imbibed in all the employees of the company through...
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...must take into account the challenges of both change management and technology acceptance. By integrating change management theories with IT user acceptance models, this article adds to HR’s collective knowledge of ways to effectively implement HR portals. In addition, this article describes the cross-national challenges that exist when a global firm attempts to implement an HR portal around the world. Thus, this article will present a model that (1) integrates change management theories and IT user acceptance models and (2) illustrates the ways in which change management plans may need to be adapted to be effective in various subsidiaries. A case study of Hewlett-Packard’s (HP’s) worldwide implementation of their @HP Employee Portal in the Italian subsidiary of HP illustrates the key issues of these theories. © 2005 Wiley Periodicals, Inc. Introduction Human Resources Portal Applications In recent years, the World Wide Web has revolutionized the way individuals in organizations access information. In addition to channels such as business-to-business and business-to-consumer, the Web has permitted human resources management to implement HR processes where business-to-employee (B2E) solutions are possible (Harris, Phifer, & Berg, 2002). Organizations with strategic human resources have implemented an increasing number of electronic HR (e-HR) solutions for redesigning HR processes and reducing...
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...Coutler (2009) defined that communication refers to the course that the information, idea and emotion is delivered among individuals or groups in order to achieve a preset target and achieve a consensus agreement . Communication is the lifeline of the organization; it can connect various kinds of attributes together to enhance the organizational efficiency. It ensures the meticulous running of the organization (Rogers and Rogers, 1976). Management communication is the necessary countermeasure to associate different systems of the organization, alleviate the conflict and contradictions in the organization (Robbins and Coutler, 2009). However, in daily organizational communication, there are many communicative barriers, which affect staffs’ information delivery, and affect the enhancement of the company’s performance, affecting staffs’ personal career development (Klein, 1996). For example, in the management field, there is a famous dual 50% theorem that managers use more than 50%'s time in communication; however, more than 50% of the barriers in management is generated in communication. This essay will identify some barriers to communication in organization. Additionally, this essay will put up some useful methods for improving communication based on the case of Hewlett-Packard Co. Ltd. The company's information delivery chain in different position levels, the company's scale, staff position and title as well as cultural difference may bring in communication barriers for the company...
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...Organizational Change HP founders put value not only on making creative products but also on creating a friendly corporate culture. These beliefs became the foundation of the "HP Way." The "HP Way" is to earn the trust and loyalty of others; give respect for individuals and their responsibilities; and create an environment that both celebrates individualism and supports teamwork. From the managers, it required sharing corporate objectives and helping the employees to understand their roles and responsibilities. The employees were taught to pursue corporate goals through open communication. The HP Way is an objective-oriented philosophy, in which each constituency can share the same values and work toward same goal. First and foremost, the HP way inspires entrepreneurship among the employees. They are encouraged to challenge themselves and be innovative. Second, the company shares the profit and employees get rewarded according to their performance. Third, communication and teamwork are the core values of the company. Fourth, the management trusts employees and fosters a cooperative organizational culture. In this respect, one of the most important characteristics of the HP Way is the trust in the organization. Even if trust is an intangible asset for company, it would be the strongest competitiveness compared to other company’s which can be differentiated from other company’s since trust is based on personal affection. The HP Way is clearly different from typical western management...
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...must take into account the challenges of both change management and technology acceptance. By integrating change management theories with IT user acceptance models, this article adds to HR’s collective knowledge of ways to effectively implement HR portals. In addition, this article describes the cross-national challenges that exist when a global firm attempts to implement an HR portal around the world. Thus, this article will present a model that (1) integrates change management theories and IT user acceptance models and (2) illustrates the ways in which change management plans may need to be adapted to be effective in various subsidiaries. A case study of Hewlett-Packard’s (HP’s) worldwide implementation of their @HP Employee Portal in the Italian subsidiary of HP illustrates the key issues of these theories. © 2005 Wiley Periodicals, Inc. Introduction Human Resources Portal Applications In recent years, the World Wide Web has revolutionized the way individuals in organizations access information. In addition to channels such as business-to-business and business-to-consumer, the Web has permitted human resources management to implement HR processes where business-to-employee (B2E) solutions are possible (Harris, Phifer, & Berg, 2002). Organizations with strategic human resources have implemented an increasing number of electronic HR (e-HR) solutions for redesigning HR processes and reducing...
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...decade of the 21st century. It provides hardware, software, and services to consumers, small and mid-sized business. Companies such as Hewlett-Packard are supposed to be a stable, rock-solid institution, where a change in CEO rarely happens. But it doesn't always happen that way. In the past six years, HP changed CEO four times. This case study aims to elaborate the reasons of major problems and issues that HP has recently faced in different levels of its management and focuses on corporate behavior of the Hewlett Packard Board of directors and its effect on corporate culture and structure within the organization according to the concepts of the management and organizational behavior (MOB) theories. This study is based on real facts that occurred with the Board of Directors of the Hewlett Packard organization. Business magazine, academic articles, and online submissions, as well as books about the HP way of business were diagnosed for their structure, content, and accuracy of the topic. The research draws attention to the fact that the combined companies experienced many problems-financial, cultural, and structural-resulting in poor performance of Carly Fiorina, who was named CEO of HP in 1999 and fired in 2005.One of the problems that Hewlett-Packard was facing was at least one of the board members was leaking confidential information to the press. Company directors were trying to determine who was leaking information to the press and hired a firm to investigate the matter. The...
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...1) ‘HP Way ‘is a set of primary values that define how workforce and the company are to perform. These values have become the foundation of the “HP Way”. It is an objective-oriented philosophy, where each constituency can share the same principles and work toward a common goal. The primary values of the HP Way are trust and respect for individuals; high level of achievement and contribution; conducting business with uncompromising integrity; common objectives through teamwork; innovation and flexibility. The company’s founder put focus not only on to make creative products but also to create supportive corporate culture. The Company has many personnel policies and internal structures which support these values and each policy complement and support each other. The activities of HP employees are guided by a comprehensive system of management by objectives (MBO). The greatest advantage of MBO is that objectives are goals, not specific tasks handed out by management. Goals can be achieved in multiple ways and it is expected from employees to find their own best ways to meet these goals. Job autonomy encourages creativity in the workplace and increase the sense of accountability to employees. From the beginning HP instituted participative management style to foster teamwork, trust, openness and cooperation. Teamwork is practiced within divisions between R & D, manufacturing, marketing, and finance. Through participative decision-making HP is...
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...AGILENT TECHNOLOGIES INTRODUCTION Agilent technologies is a spin-off from Hewlett-Packard (HP). For the first three to four months after the spin-off announcement, Agilent operated as “NewCo” while the team assessed over ten thousand names for the new company. Finally they ended up with „Agilent‟ partly as a way to remind themselves every day that speed was one of their core values and it was a constant reminder to them and their employees that this was the standard that they had to hold themselves to. The company revealed the new name, logo and tagline “Innovating the HP Way”. Seven months later, on November 1, 1999, Agilent began operating as a separate stand-alone company. On November 18, 1999, Agilent launched its initial public offering, which at $2.1 billion, was Silicon Valley‟s largest IPO to date. From a small garage in Palo Alto, California, to employees around the world serving customers in 120 countries, Agilent has a long history of innovation and leadership in the communications, electronics, semiconductor, test and measurement, life sciences and chemical analysis industries. BIRTH OF AGILENT TECHNOLOGIES Agilent's foundation was laid by two entrepreneurs Bill Hewlett and Dave Packard in the form of Hewlett-Packard, a company started by them to provide test and measurement equipment. HP provides products, technologies, software solutions and services to consumers, small and medium sized businesses and large enterprises, including customers in the government...
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...Human Resources at Hewlett-Packard (A) “The HP Way“ was a concept based on the belief and core values of Hewlett and Packard , and, the translation of those values, into a comprehensive set of operating practices ,cultural norms and business strategies.(Jim Collins) The core values of the company indicate its stand, by trusting and respecting its employees. HP followed the “best fit perspective” by ensuring that the people they hire were highly capable, diverse and innovative and that their contributions were recognized. The work culture stimulated innovation and encouraged them to upgrade their skills and capabilities through ongoing training and development processes. The company made them realize that goals could be achieved only by teamwork and cooperation. However, it also ensured that each individual gets proper space to excel in their own areas of operation. For engendering such a culture, HP created a few novel HR policies which were perhaps implemented, for the first time in the industrial world. HP created flexi time, quality cycles, Friday afternoon concept, walk around management, freedom of input and the like. HP emphasized on the way things were done, not only to what was accomplished. The primary values of the company were, trust and respect for individuals, high level of achievement and contribution, achieving common objectives through teamwork, meaningful innovation and uncompromising integrity. Here, we may be intrigued, as to, why a company should initiate...
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...mobile, with faster processing speeds, increased storage capacity, and eco-friendly product. Companies are now faced with a new task of changing their manufacturing, logistics, pricing structure, and communication with the buying market to meet their eco friendly demands. Hewlett Packard relies on technological advances to remain competitive in the market place. HP has created several innovation labs to help the company make the necessary technological advances to complete in the global marketplace. The Systems Research Lab develops radical new approaches to collect, process, store, and analyze data to create the next generation of large-scale high performance infrastructure (HP). This technology will create high capacity storage systems that are highly efficient and reliable. The Analytics Lab is responsible for research in analytic systems, technologies, and infrastructure as well as applications and visualization (HP). These innovations will help business compile large amounts of data and utilize that data to answer fundamental questions essential to their business. The Printing and Content Lab delivers innovations in document and content solutions, and commercial printing, delivering customer values through a new generation of content and data visualization services (HP). Printing services will become more flexible; can be easily customized, digital...
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