International Marketing Study Program 2006
IBM
10th January 2006
We arrived at the Jin Mao Tower at 9 am full of anticipation and excitement. Kim Xu (Marketing Operations Lead, IBM Asia Pacific Marketing) welcomed us and showed the way to IBM’s Asia Pacific Headquarters on the 13th floor where we saw magnificent views Shanghai.
On arrival at the 13th floor we were warmly welcomed by Mr. Edward Orange, Director of Marketing and Strategy AP Software Group and Dr. Glenn Wightwick, Distinguished Engineer System and Technology Group - a Monash graduate. Then later we had a presentation by Mr. Michael Cannon- Brookes, Vice President of IBM Business Development China and India.
The program commenced with a brief introduction by Mr. Edward Orange followed by a video titled "Your IBM". The video briefly explained the foundation and history of IBM by Thomas J. Watson and the organisation’s transformation into a global organisation with a strong corporate culture that is inclusive and innovative. Throughout the video, IBM acknowledges the importance of innovation (the diversity of thought), intelligence, science and the employees of IBM (known as the IBMers). Along with being very client oriented, IBM is prepared to: take risks, set the agenda and innovate. These are three fundamental components that have enabled IBM to be so successful. IBMers show strong commitment, passion and enthusiasm towards their responsibilities in assisting their clients' success. "IBM is a strong brand because it does more than a job", Ken Chenault. I think we all want to get a job with IBM.
Mr. Orange discussed the notion that marketing is not only about innovation and commitment but also about anticipating and creating needs and wants now as well as in the future. He also identified IBM's five essential brand attributes that drive performance:- leadership, trustworthiness, having business savvy, being client focused as well as innovating in all areas of the business. He then explained the marketing framework utilized by IBM which consists of five parts:- Strategy, Image and Reputation, Routes to Market, Retention and Acquisition Programs.
Mr. Michael Cannon-Brookes shared his experiences as a banker and how it is different to think from a banker's perspective vs being a Vice President in IBM. He noted the changes in global business, that is: from international exporting to multinational country silos to global full integration in the 21st century. It was further explained that for an international company, it is only a necessity to create a full integration globally when confidence and skills are adequate. Mr. Michael Cannon- Brookes also shared details of several useful business books with us, such as "The World is Flat" and also "Rise of the Creative Class" by Thomas Friedman.
Mr. Glenn Wightwick, a Monash University Alumnus shared his experiences with IBM in many parts of the world. Mr. Wightwick explained that it is challenging to market a product or service in China, adding that one of the challenges is to organise themselves in operating efficiently with all of their products and services. As mentioned by Mr. Wightwick, IBM has a strong emphasis on employee morale. As a result, Technical Recognition Awards were created to acknowledge innovative work.
Towards the end of the visit, there was a question and answer session in which Mr. Pat O’Donnell Head of Marketing AP joined in, and along with Mr. Edward Orange and Mr. Glenn Wightwick, provided us with some very insightful ideas of what marketing is and how IBM operates in reality.
At the conclusion of the visit, we presented several bottles of Australian wine as a token of appreciation. Group photographs were taken and prior to that, we were presented with an IBM bag for each one of us! Thank you IBM for the great experience, we really appreciate it!
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