EXECUTIVE SUMMARY

Founded in 1911, IBM is among the top technology and services firms globally. It is renowned for its contributions
to the advancement of computing technology and has a long history of invention. Important Business Segments: IBM
works in the following important business segments: Cloud & Cognitive Software: This category covers cloud
computing, data analytics, and artificial intelligence (AI) software. Global Business Services: IBM helps businesses
enhance operations and meet goals by offering technology, outsourcing, and consulting services. Systems: This
category covers the services, software, and hardware for IT infrastructure, such as mainframes, servers, and storage.
Global Technology Services: To meet the IT demands of its clients, IBM provides managed services, cloud
infrastructure, and infrastructure services.

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 CHAPTER-1

INTRODUTION

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 ABOUT THE COMPANY

The International Business Machines Corporation (IBM) is an American multinational technology corporation
headquartered in Armonk, New York, with operations in over 171 countries. The company began in 1911, founded
in Endicott, New York, by trust businessman Charles Ranlett Flint, as the Computing- Tabulating-Recording
Company (CTR) and was renamed "International BusinessMachines" in 1924. IBM is incorporated in New
York.

IBM produces and sells computer hardware, middleware and software, and provides hosting and consulting
services in areas ranging from mainframe computers to nanotechnology. IBM is also a major research
organization, holdingthe record for most annual U.S. patents generated by a business (as of 2021) for 29
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). The IBM mainframe, exemplified by the System/360, was the dominant
computing platform during the 1960s and 1970s.

IBM introduced the personal computer (PC) in 1981, the company went small. Several vendors, notably Compaq, rapidly
entered the market with IBM-compatible PCs, sometimes known as PC clones, and the IBM PC architecture quickly rose to
become the de facto standard for commercial use. Microsoft's dominance in the PC software business is a result of IBM's
decision to use Microsoft Disk Operating System as the IBM PC's operating system and the subsequent adoption of this OS
by IBM PC-compatible OEMs.
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Unix workstations were a new hardware platform that IBM offered to its lineup in the late 1980s. Advanced Interactive
executive (AIX), IBM's version of Unix System V, was running on the RISC Technology system, which was subsequently
replaced by the RISC System/6000.
IBM and Microsoft teamed up to develop CP/DOS, a brand-new operating system for the PC, in 1985. It was released in
1987 and was known as OS/2. The two businesses split in 1990, with IBM continuing to develop OS/2 while Microsoft
continued to work on Windows. Technically speaking, OS/2 outperformed Windows 3.1. But because Microsoft controlled
the PC makers, OS/2 was abandoned. IBM ceased support in 2005 and ended development in 2001.

Products

IBM has a large and diverse portfolio of products and services. As of 2016, these offerings fall into the
categories of cloud computing, artificial intelligence, commerce, data and analytics, Internet of things (IoT),
IT infrastructure, mobile, digital workplace, and cybersecurity.

IBM Cloud includes infrastructure as a service (IaaS), software as a service (SaaS) and platform as a service
(PaaS) offered through public, private andhybrid cloud delivery models. For instance, the IBM Bluemix PaaS
enablesdevelopers to quickly create complex websites on a pay-as-you-go model. IBM SoftLayer is a
dedicated server, managed hosting, and cloud computing provider, which in 2011 reported hosting more than
81,000 servers for more than 26,000 customers. IBM also provides Cloud Data Encryption Services (ICDES),
using cryptographic splitting to secure customer data.

IBM also hosts the industry-wide cloud computing and mobile technologiesconference Interconnect each
year.

Hardware designed by IBM for these categories include IBM's Power microprocessors, which are employed
inside many console gaming systems, including Xbox 360, PlayStation 3, and Nintendo's Wii U. IBM Secure
Blue is encryption hardware that can be built into microprocessors, and in 2014, the company revealed True
North, a neuromorphic CMOS integrated circuit and announced a $3 billion investment over the following
five years to design a neural chip that mimics the human brain, with 10 billion neurons and 100 trillion
synapses, but that uses just 1 kilowatt of power. In 2016, the company launched all-flash arrays designed
for small and midsized companies, whichincludes software for data compression, provisioning, and snapshots
across various systems.

IT outsources also represents a major service provided by IBM, with more than 60 data centers worldwide.
Alpha Works is IBM's source for emerging software technologies, and SPSS is a software package used for
statistical analysis. IBM's Kenexa suite provides employment and retention solutions, and includes the Brass
Ring, an applicant tracking system used by thousands of companies for recruiting. IBM also owns The
Weather Company, which provides weather forecasting and includes weather.com and Weather Underground.
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Smarter Planet is an initiative that seeks to achieve economic growth, near-term efficiency, sustainable
development, and societal progress, targeting opportunities such as smart grids, water management systems,
solutions to traffic congestion, and greener buildings.

Services provisions include Redbooks, which are publicly available online books about best practices with
IBM products, and developer Works, a website for software developers and IT professionals with how-to
articles and tutorials, aswell as software downloads, code samples, discussion forums, podcasts, blogs, wikis,
and other resources for developers and technical professionals.

IBM Watson is a technology platform that uses natural language processing and machine learning
to reveal insights from large amounts of unstructured data. Watson was debuted in 2011 on the
American game show Jeopardy! where it competed against champions Ken Jennings and Brad Rutter in
a three-game tournament and won. Watson has since been applied to business, healthcare, developers, and
universities. For example, IBM has partnered with Memorial Sloan Kettering Cancer Centre to assist with
considering treatment options for oncology patients and for doing melanoma screenings.
Also, several companies have begun using Watson for call centers, either replacing or assisting customer
service agents.

In January 2019, IBM introduced its first commercial quantum computer IBM Q System One.

IBM also provides infrastructure for the New York City Police Department through their IBM
Cognos Analytics to perform data visualizationsof CompStat crime data.

In March 2020, it was announced that IBM will build the first quantum computer in Germany. The computer
should allow researchers to harness the technology without falling foul of the EU's increasingly assertive
stance on data sovereignty.

IBM also introduced a learning platform called IBM Skillsbuild. Skillsbuild is a free platform to learn. It
provides so many courses that how to visualize the data.

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In May 2022, IBM announced the company had signed a multi-year Strategic Collaboration Agreement with
Amazon Web Services to make a wide variety of IBM software available as a service on AWS Marketplace.
Additionally, the deal includes both companies making joint investments that make it easier for companies to

consume IBM’s offering and integrate them with AWS, including developer training and software
development for select markets.

Organization’s Mission and Vision

MISSION

To lead in the creation, development, and manufacture of the industry’s most advanced
information technologies, including computer systems, software, networking systems, storage
devices, and microelectronics. And our worldwide network of IBM solutions and services
professionals translates these advanced technologies into business value for our customers.

We translate these advanced technologies into value for our customersthrough our professional
solutions, services, and consulting businessesworldwide.’ This is the full mission statement of
IBM. This long and detailed mission statement clearly explains what the company does
and wants to achieve. It contains three key elements that we can explore in more detail.

Leadership in information technology

Since the very start, IBM has established itself as an industry leader and takes the lead in
various operations. This can be seen in the innovative design and development of various

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tech-related productsand their components. Over the years, IBM has helped to transform
different sectors and set very high standards for other companies to follow.

Networking the world

The company works hard to source talented professionals from all over the world to work
in different sectors. These diverse professionals form the backbone of the company and
have helped IBM to thrive. It has helped IBM to adapt its marketing and productsto the
needs and desires of different countries and cultures.

Improvement of life

IBM is committed to creating products and services that enhance life for people from all
walks of life. The company’s innovative professional networking platforms have helped
transform the way people work. This has allowed millions of people to work from home
while collaborating closely on different projects.

VISION

The Vision statement of IBM is ‘to be the world’s most successful and important Information
Technology Company. Successful in helping out customers apply technology to solve their
problems. Successful in introducing this extraordinary technology to new customers.
Importantly, because we will continue to be the basic resource of much of what is invested in
this industry.’
The word ‘successful’ in the vision statement refers to the company’s impressive
developmental journey. It also indicates the company’s plans for increasing this success in
the future. Here are the main elements that the vision statement is composed of.

Best global giant

The drive to be the best in the industry has helped the company to grow and thrive over the
decades. IBM is committed to producing the best technology products and services in the
world. The company invests heavily in research and development to ensure that it constantly
releases new products and services.

Improving communities
The company’s security, networking, mobile and automation, and other products have the
overwhelming potential to impact the lives of people. The company is also dedicated to making
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the world a better place through its social initiatives. Over the years, IBM has launched many
special programs that are focused on giving back to the community.

Objectives
 To create awareness about the product.
 Building a strong Customer relationship
 Converting the lead generation through social media campaigns.
 Customer feedback towards IBM Skillsbuild
 Direct approach to the customer and satisfaction
 To understand the various principle of marketing and applying them during sales process.

Financial Structure

International Business Machines Corporation reported earnings results for the third quarter and
nine months ended September 30, 2022. For the third quarter, the company reported revenue
was USD 14,107 million compared to USD 13,251 million a year ago. Net loss wasUSD 3,196
million compared to net income of USD 1,130 million a year ago. Basic loss per share from
continuing operations was USD 3.55 compared to basic earnings per share from continuing
operations of USD 1.16 a year ago. Diluted loss per share from continuing operations was USD
3.55 compared to diluted earnings per share fromcontinuing operations of USD 1.14 a year
ago. Basic loss per share was USD 3.54 compared to basic earnings per share of USD 1.26 a
year ago. Diluted loss per share was USD 3.54 compared to diluted earnings per share of USD
1.25 a year ago for the nine months,revenue was USD 43,840 million compared to USD 40,656
million a year ago. Net loss was USD 1,071 million compared to net income of USD 3,410
million a year ago. Basic loss per share from continuing operations was USD 1.21 compared
to basic earnings per share from continuing operations of USD 2.51 a year ago. Diluted loss
per share from continuing operations was USD 1.21 compared to diluted earnings per share
from continuing operations of USD 2.49 a yearago. Basic loss per share was USD 1.19
compared to basic earnings per share of USD 3.81 a year ago. Diluted loss per share was
USD
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1.19 compared to diluted earnings per share of USD 3.77 a year ago.

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 CHAPTER-2
REVIEW
OF
LITERATURE

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The marketing strategies employed by companies play a crucial role in their success and growth. In recent years, there
has been a growing interest in understanding and analyzing various marketing strategies across different industries.
However, despite the extensive research conducted in the field of marketing, there is a lack of specific studies focusing
on the marketing strategies of IBM. This literature review aims to explore the existing research findings related to
marketing strategies but does not provide any direct insights into the marketing strategies of IBM.
Several studies have investigated various aspects of marketing strategies in different contexts. For instance, Alzoubi
et al. (2022) examined the role of open innovation in improving marketing strategies, customer satisfaction, and
loyalty. They found that BLE technology contributes to enhancing marketing strategies, leading to increased customer
satisfaction and loyalty. Similarly, Choe et al. (2021) merged the Technology Acceptance Model (TAM) with the
Theory of Planned Behavior (TPB) to develop innovative marketing strategies for the successful construction of drone
food delivery services.

In the context of the COVID-19 pandemic, Ketter and Avraham (2021) explored the digital marketing strategies
adopted by tourism destinations. They highlighted the importance of digital marketing strategies in maintaining
engagement with customers during the pandemic. Dash and Chakraborty (2021) focused on the digital transformation
of marketing strategies during the pandemic and provided evidence from an emerging economy. They emphasized the
need for businesses to adapt their marketing strategies to the changing digital landscape.
Hoffman et al. (2021) presented a framework and outlook on the rise of new technologies in marketing. They discussed
the potential impact of technologies such as artificial intelligence, virtual reality, and blockchain on marketing
strategies. Furthermore, Kaur et al. (2022) conducted a multi-group analysis to examine the relationship between green
marketing strategies, environmental attitude, and green buying intention in an emerging economy context. Their
findings highlighted the importance of green marketing strategies in influencing consumers' buying behavior.

While these studies provide valuable insights into various marketing strategies, none of them specifically address the
marketing strategies of IBM. This knowledge gap presents an opportunity for future research to explore and analyze
the marketing strategies employed by IBM. Future studies could investigate the specific marketing tactics, channels,
and approaches utilized by IBM to reach its target audience and achieve its marketing objectives. Additionally,
research could focus on evaluating the effectiveness and impact of IBM's marketing strategies on customer
satisfaction, brand loyalty, and business performance.
In conclusion, despite the extensive research conducted on marketing strategies, there is a lack of specific studies
addressing the marketing strategies of IBM. This literature review highlighted various research findings related to
marketing strategies in different contexts but did not provide any direct insights into IBM's marketing strategies.
Future research should aim to fill this knowledge gap by examining and analyzing the marketing strategies employed

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by IBM, their effectiveness, and their impact on various marketing outcomes.
MARKETING STRATEGIES OF IBM

IBM employs a multifaceted marketing strategy to position itself as a global leader in the technology and innovation
sector. This comprehensive approach encompasses various channels, techniques, and initiatives, all aimed at reaching
diverse audiences and fostering brand awareness.

1. Content Marketing

One pillar of IBM's marketing strategy revolves around content creation. IBM invests significantly in producing high-
quality, informative content, ranging from in-depth articles and whitepapers to blog posts and multimedia content.
This content serves a dual purpose: it showcases IBM's deep expertise in technology and innovation while providing
valuable insights to its audience. By positioning itself as a knowledgeable industry leader, IBM not only educates its
audience but also establishes trust and credibility.

2. Social Media Engagement:

IBM recognizes the importance of maintaining an active and engaging presence on social media platforms. Through
platforms like LinkedIn, Twitter, and others, the company shares timely updates, industry trends, and thought
leadership content. This approach not only keeps IBM top-of-mind among its followers but also allows for direct
interaction with the audience. Social media engagement enables IBM to participate in industry conversations, respond
to customer inquiries, and showcase its commitment to staying at the forefront of technological advancements.

3. Thought Leadership and Industry

IBM actively positions itself as a thought leader in the tech industry. Executives and experts from the company
frequently contribute insights to publications, participate in industry events, and speak at conferences. By consistently
sharing valuable perspectives, IBM not only demonstrates its expertise but also contributes to shaping industry
discussions. This thought leadership not only enhances brand visibility but also fosters a perception of IBM as an
influential and forward-thinking player in the technology landscape.

4. Strategic Partnerships and Alliances:

Collaboration is a key element of IBM's marketing strategy. The company forms strategic partnerships and alliances

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with other businesses, creating a network that extends its reach and enhances its capabilities. These collaborations
may involve joint ventures, co-marketing initiatives, or technology partnerships. By aligning with complementary
businesses, IBM can offer more comprehensive solutions to its clients, strengthen its market position, and tap into
new customer bases.

5. Events and Conferences:

IBM leverages both online and offline events as a crucial component of its marketing efforts. Webinars, virtual
conferences, and physical events provide opportunities to showcase products, share insights, and engage directly with
clients and prospects. These events serve as platforms for product demonstrations, knowledge sharing, and
networking, reinforcing IBM's commitment to innovation and customer engagement.

6. Email Marketing and Personalization:

Email marketing remains a staple in IBM's strategy, allowing the company to maintain direct communication with its
audience. Personalized email campaigns deliver targeted content based on the recipient's preferences, behaviors, and
interactions with IBM's digital platforms. This personalized approach enhances the relevance of the content and helps
nurture leads throughout the customer journey.

7. Search Engine Optimization (SEO):

IBM places a strong emphasis on optimizing its online content to ensure maximum visibility in search engine results.
This involves strategic use of keywords, creating SEO-friendly content, and continuously adapting to evolving search
algorithms. A robust SEO strategy not only drives organic traffic to IBM's digital assets but also enhances the
discoverability of its products and services in a competitive online landscape.

8. Customer Testimonials and Case Studies:

IBM strategically incorporates customer testimonials and case studies into its marketing materials. Highlighting
success stories and positive experiences from clients not only serves as social proof but also provides real-world
examples of the value that IBM delivers. These testimonials contribute to building trust and confidence in IBM's
solutions, particularly among potential customers researching the effectiveness of the company's products and
services.

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9. Innovative Advertising Campaigns:

IBM is known for its creative and innovative advertising campaigns that go beyond traditional approaches. These
campaigns often leverage cutting-edge technologies, storytelling, and visual elements to capture attention and convey
the company's commitment to pushing boundaries. By staying innovative in its advertising, IBM reinforces its image
as a dynamic and forward-thinking organization.

10. Community Engagement and CSR Initiatives:

IBM actively engages with communities, both online and offline, as part of its broader marketing strategy. The
company participates in philanthropic initiatives and corporate social responsibility (CSR) programs, aligning its
brand with social causes. This community engagement not only contributes to IBM's positive corporate image but also
connects the company with audiences who value socially responsible business practices.

In conclusion, IBM's marketing strategy is a well-coordinated blend of content marketing, social media engagement,
thought leadership, strategic partnerships, events, email marketing, SEO, customer testimonials, innovative
advertising, and community engagement. This comprehensive approach reflects IBM's commitment to staying at the
forefront of the tech industry, fostering meaningful connections with its audience, and continuously innovating to
meet evolving market needs.

SALES PROMOTION TECHNIQUES

IBM employs a range of sales promotion techniques to stimulate demand, boost sales, and create a competitive
advantage in the dynamic technology market. These techniques are designed to not only attract new customers but
also retain existing ones, driving overall business growth. Here's an overview of some key sales promotion strategies
employed by IBM:

1. Bundling and Cross-Selling:

IBM often utilizes bundling strategies to encourage customers to purchase multiple products or services as a package.
By offering a bundle at a discounted price compared to individual purchases, IBM incentivizes customers to opt for a
more comprehensive solution. Additionally, cross-selling techniques are employed, promoting related products or
services that complement the customer's initial purchase. This approach not only increases the average transaction
value but also enhances the overall value proposition for the customer.
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2 Limited-Time Promotions and Discounts:

Creating a sense of urgency is a common tactic in IBM's sales promotion playbook. Limited-time promotions and
discounts, especially during key sales periods or product launches, drive customers to make quicker decisions. These
promotions may include special discounts, exclusive offers, or bundled services for a defined period. This time-
sensitive approach capitalizes on the psychological trigger of fear of missing out (FOMO), compelling customers to
act swiftly to secure the promotional benefits.

3. Trade-In and Upgrade Programs:

To encourage existing customers to upgrade or invest in newer solutions, IBM implements trade-in programs. These
initiatives allow customers to exchange their older products or solutions for a discount on the purchase of new and
advanced offerings. By providing incentives for upgrades, IBM not only fosters customer loyalty but also ensures a
continuous revenue stream as customers evolve with the latest technologies.

4. Rebates and Cashback Offers:

Rebates and cashback promotions provide customers with a financial incentive after making a purchase. IBM ma y
offer cashback on specific products or services, providing customers with a partial refund or cash reward. This
technique not only influences the initial purchasing decision but also helps build a positive perception as customers
receive tangible benefits after their transactions.

5. Loyalty Programs:

IBM deploys loyalty programs to reward and retain its customer base. These programs often involve tiered benefits,
where customers gain access to exclusive perks, discounts, or special services based on their loyalty level. By fostering
long-term relationships, loyalty programs contribute to customer retention, repeat business, and positive word-of-
mouth marketing.

6. Partner Incentives:

IBM collaborates with various partners, including resellers and distributors. To motivate these partners and channel
members, IBM implements partner incentive programs. These programs may include bonuses, rewards, or exclusive
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access to training and resources for achieving specified sales targets. By aligning the interests of partners with the
success of IBM's products, these incentives drive increased sales and distribution.

7. Product Demonstrations and Trials:

Offering product demonstrations and trial periods is a persuasive technique employed by IBM. By allowing potential
customers to experience the value of a product firsthand, IBM increases the likelihood of conversion. Free trials or
limited-time access to premium features showcase the product's capabilities, addressing customer concerns and
facilitating informed purchasing decisions.

8. Educational Workshops and Training Sessions:

IBM invests in educational initiatives to empower its customers and prospects with knowledge. Hosting workshops,
webinars, and training sessions not only positions IBM as an authority in its field but also provides an opportunity to
showcase the practical benefits of its solutions. As customers become more familiar with the value proposition, they
are more likely to make informed purchase decisions.

9. Customization and Personalization:

Tailoring promotions based on individual customer needs and preferences is a key aspect of IBM's sales promotion
strategy. Personalized offers, discounts, or bundled solutions that align with a customer's specific requirements
enhance the perceived value of IBM's offerings. This customization creates a more engaging and relevant shopping
experience, increasing the likelihood of conversion.

In summary, IBM's sales promotion techniques encompass a diverse set of strategies, including bundling, limited-time
promotions, trade-in programs, rebates, loyalty programs, partner incentives, product demonstrations, educational
initiatives, customization, and strategic event collaborations. By employing these techniques, IBM aims to not only
drive short-term sales but also build lasting relationships with its customers and partners in the ever-evolving
technology landscape.

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DEPARTMENTS

IBM, or International Business Machines Corporation, is a multinational technology company with a diverse range of
products and services. The organization is structured into various departments or business units, each responsible for
specific functions. While the specific structure can evolve over time, here are some common departments within IBM:

1 Research and Development (R&D)

- Description: The R&D department is fundamental to IBM's innovation and technological advancement. Teams in
this department focus on developing new products, technologies, and solutions. This includes conducting cutting-edge
research in areas such as artificial intelligence, cloud computing, quantum computing, and other emerging
technologies.

2.Sales and Marketing

- Description: The sales and marketing department is responsible for promoting and selling IBM's products and
services. This includes developing marketing strategies, conducting market research, managing advertising
campaigns, and building relationships with clients. Sales teams work closely with customers to understand their needs
and provide tailored solutions.

3.Services
- Description: IBM's services department focuses on providing various services to clients, including consulting, IT
outsourcing, and technical support. This department plays a crucial role in helping clients implement and optimize
IBM's solutions, ensuring they derive maximum value from the company's technologies.

4.Cloud and Cognitive Software

- Description: IBM's Cloud and Cognitive Software department is dedicated to cloud computing solutions and
cognitive technologies. This includes services related to IBM Cloud, data and AI solutions, as well as software
development tools. The department aims to help businesses leverage cloud technologies and AI to enhance their
operations.

5.Systems
- Description: The Systems department at IBM is responsible for hardware solutions, including servers, storage, and
infrastructure. This encompasses the development and maintenance of IBM's hardware products, addressing the needs
of clients with robust and scalable computing solutions.

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6.Global Business Services (GBS)
- Description: IBM's GBS department provides consulting and business services globally. This includes advising
clients on business strategy, process optimization, and digital transformation. GBS collaborates with clients to solve
complex business challenges and drive innovation.

7.Finance
- Description: The finance department manages IBM's financial operations, including budgeting, accounting, and
financial reporting. This department plays a crucial role in ensuring the fiscal health and compliance of the company.

8.Human Resources (HR)

- Description: The HR department oversees personnel matters, including recruitment, employee relations, training,
and benefits administration. It plays a vital role in fostering a positive work environment and ensuring that IBM attracts
and retains top talent.

9.Legal
- Description: The legal department manages legal affairs, including contracts, intellectual property, and regulatory
compliance. It ensures that IBM operates within legal frameworks and safeguards the company's interests.

10.Supply Chain
- Description: The supply chain department is responsible for managing the end-to-end supply chain process, from
procurement to distribution. This involves coordinating the production, logistics, and delivery of IBM's products.

It's important to note that the organizational structure of a large corporation like IBM can be complex and may evolve
over time based on strategic priorities and industry trends. The above departments represent common functional areas,
but the specific structure may vary based on the company's business model and goals.

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Major Markets and Customers

IBM produces computer hardware, software, and middleware. The company also provides
hosting and multiple services, varying from mainframe computers to nanotechnology. IBM and
Intel are in partnership and negotiations with the most popular and voluminous companies like
Apple, Lenovo, HP, Dell, Adobe, Red Hat, etc. It is essential to acknowledge the most
important factors that promoted the companies. They have adequately applied marketing
campaigns, communications, and targeting strategies.

Intel and IBM are two of the leading companies in the IT sector that are highly connected and
demanded in more than 170 countries. Technology companies suggest services for different
companies for different means. However, one of the most critical factors that expect to meet
such high demand is security. The companies take responsibility for the safety of data in
numerous programs and the ones located in the projectors. These are done through
microprocessors that pledge to have the probability of data outsourcing at the minimum level.

One of the successful marketing campaigns of Intel was named as “The Sponsors of
Tomorrow.” What did the company aim to transmit through this enterprise? Firstly, it is
essential to note that the campaign was a viral one, which means Intel was willing to gain
brand recognition by making a viral ad with another company called MRM London.

The advertisement demonstrates an emotional interconnectedness with customers because it

purposefully intended to be an assistant for its customers as a “human.” The sophisticated level
of technology thatIntel offers is about shaping the present and future where the ITcompany
displays in the role of a sponsor. The foundational pointhere is having human-like abilities
in terms of approach and understanding of clients concerns and agile and practical problem-
solving suggestions.

Organization Design and Structure

IBM has an organizational structure characterized by product-based divisions, enabling its

strategy to develop innovative and competitive products in multiple markets. IBM is also
characterized by function- based segments that support product development and innovation
for each product-based division, which include Global Markets, Integrated Supply Chain,
Research, Development, and Intellectual Property.

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Product-based divisions

IBM has an organizational structure characterized by product-based divisions. This allows the
company to carry out its strategy of developing innovative and competitive products across
multiple markets.

To that end, the company’s major operations consist of five divisions:

1. Global Technology Services (GTS) – mostly consisting of IT infrastructure and business

process services.

2. Global Business Services (GBS) – this division focuses on delivering client value via
consultancy in areas such as cloud, mobile, social business, enterprise applications,
analytics, and smart eCommerce.

3. Software – middleware and operating systems software.

4. Systems and Technology (STG) – encompassing any business solution that
requires advanced storage capabilities or computing power.

5. Global Financing – IBM also offers lease and loan financing toend- users and internal
clients. This division also includescommercial financing to dealers and remarketers of IT
products.

Function-based segments

To support the core global IT business and support each product-baseddivision, there are three
function-based segments:
1. Global Markets (this was previously known as Sales and
Distribution).
2. Integrated Supply Chain, and
3. Research, Development and IntellectualProperty.
Geographic divisions
 Like most organizations, IBM’s geographic divisions help it manage global business
despite differences in various regional markets.This is important for IBM since the
company has operations in more than 170 countries.
IBM has a total of three geographic divisions:

1. Americas.

2. Asia Pacific, and

3. Europe/Middle East/Africa.
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 Organization Performance

IBM Workplace Performance Management is a suite of analytical applications that provides

insights and tools for workplace executives to align, analyze, and act immediately to improve
workplace performance. By using TRIRIGA Workplace Performance Management,
organizations can systematically measure actual workplace performance and compare the
measurements to internal targets and industry benchmarks. This measurement capability
provides the foundation to manage business performance.

To achieve compelling results, organizations first need to develop appropriate objectives.

TRIRIGA Workplace Performance Management provides pre-defined key workplace
performance indicators to turn business plans into measurable objectives so that performance
can be evaluated. These objectives are embedded into TRIRIGA Workplace Performance
Management to automatically measure and manage workplace performance. Business
objectives are systematically communicated throughout business units to drive measurable
actions. The net result is the alignment of workplace operations with strategic objectives to
drive business results.

TRIRIGA Workplace Performance Management analyses operations, detects exceptions, and

evaluates workplace performance across multiple dimensions and factors. By using TRIRIGA
Workplace Performance Management you can drill down into operational, and financial
information to determine root cause issues and identify specific actions to improve
performance.

IBM TRIRIGA’s complete, fully Integrated Workplace Management Systems (IWMS) product
suite has common tools and database acrossoperational applications for real estate, facilities,
projects, and operations. TRIRIGA Workplace Performance Management extends these unique
capabilities with analytics that are fully integrated inside the IWMS suite to provide access to
accurate, up-to-date information upon which to base decisions.

With this approach, key workplace performance indicators, actual results, targets, and
thresholds all share database and information with the operational applications. Analytical
functions are embedded into the relevant business processes to automatically measure and
report current performance and status. Further, analytical information and analysis drill paths
provide access to operational data and transactionsfor management to take corrective action.
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TRIRIGA Workplace Performance Management provides workplace performance metrics that
are developed based on the real-world experience of TRIRIGA’s market-leading customers,
and from standards organizations and industry experience in measuring, managing, and
benchmarking workplace performance. TRIRIGA Workplace Performance Management
includes the following feature.

 Balanced scorecard with metrics around the five key dimensions offinancial performance,
portfolio performance, operationalperformance, customer satisfaction, and environmental
performance.

 Pre-defined key performance indicators to improve customer, operational, portfolio,

financial, and environmental performance.

 Varying reports and views to analyze workplace operations data.

 Robust analytical star schema data model of different fact tables across the IWMS product suite and
dimensions.

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 ONLINE TRANING

They value the time, so they offer online live sessions for different courses. As e-learning
has benefits particularly effective for learners as they can revisit the courses as much as
they want at any time. The ultimate technical goal for the instructor is to make the
technology transparent during the whole session with this the learner concentration will
increase Their instructor focuses on the various learning options to stimulate trainee
participation by having interaction like – small group discussions, polling activities,and
one-on-one query exchange.

PLACEMENT ASSISTANCE

They are creating work experience opportunities for the trainees by providing them
avenue to the corporate world. Their Placement cell helps students to acquire the best
possible employability and entrepreneurship skills. According to that, they maintain
various well- designed training sessions by their professionals, to equip the students with
various skills like Interview techniques, Group Discussion skills, Personality
Development skills etc. It also increases their knowledge of the industry, which will help
students in making better decisions about their future career choices. This organized way
clearly reflects in a number of placements of students in sectors of the corporate world.

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 CLIENTS OF IBM

INDUSTRY SECTOR

Honda Logistics North America Inc.

Honda Logistics North America Inc is an affiliate of Honda that provide logistics services for Honda plants in North
America to support just-in-time manufacturing operations. When parts and equipment are coming in, they receive a
notification from Honda and ship it to the plants across North America, based on production schedules. Automotives,
offroad vehicles, generators, lawnmowers, and more are assembled at these plants, and most of their inventory turns
over within a day.

Worker and vehicle in inspection station in car factory

IT infrastructure monitoring is essential to maintaining 24-7 availability for Honda Logistics North America. Even if
one partition is down or has an issue, it could cause a major problem for their overall operations. The company was
using a monitoring solution from another vendor but were not pleased with the overall cost of licensing, maintenance,
and functionality. They were looking for a lower cost solution with the features needed to monitor all their IBM i
partitions across Power server environments in different plant locations. It ended up being the IBM i user community
that provided the answer they needed.

While at a COMMON POWERUp conference, the IT team at Honda Logistics North America attended a session on
how to use Nagios to monitor IBM i environments. It was the solution they were looking for. Shortly after the
conference, they began to replace their existing monitoring solution with Nagios, achieving the management of all

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their IBM i partitions across every plant location from a single dashboard. If there is an issue with a partition, a green
light will turn red, and the team can address it immediately before it becomes a major problem. The Nagios ability to
utilize the IBM i SQL built-in functions enables the monitoring of anything that can be access via SQL on the system.
Adding to the flexibility of monitoring anything with SQL, the fact that the system is not monitoring itself is viewed
as an advantage and the Nagios servers at each plant location can monitor each other to ensure they are operating as
desired.
Kawasaki

Kawasaki Heavy Industries Motorcycle and Engine Company is a division of Kawasaki Heavy Industries that
produces motorcycles, ATVs, utility vehicles, jet skis and general purpose gasoline engines. They are based in Tokyo,
Japan. Their products are shipped throughout North America and exported to Europe, Australia, New Zealand and
many other locations around the world.

Motorcycle manufacturing floor

Their consumer products division based in Lincoln, Nebraska USA operates on a “just-in-time” basis to eliminate
expensive warehousing and over-ordering of parts. In the past, they used a traditional card-based Kanban system to
signal the need to move parts from the warehouse to the production floor. This traditional system had many
inefficiencies, so they began looking at a new electronic mobile-based system.

With the guidance of IBM i Business Partner LANSA Inc, they developed a new eKanban mobile solution. The mobile
applications allow their assembly inventory specialists to scan in or enter deliveries of parts at their assembly line and
to monitor the balance of parts at the line and on the floor.

The mobile applications were developed in under 2 months by 3 of their IBM i developers. The LongRange tutorials
from LANSA allowed their IBM i developers to get familiar with developing mobile apps very quickly. A team of 3
IBM i developers built 5 mobile apps in under 2 months.

The ROI with the new mobile solution on IBM i was significant and immediate. Kawasaki is saving over USD 3,500
per day and over USD 747,000 per year. They saw a return on the investment in the mobile development project in
less than 6 months.

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‘

CHAPTER-3
RESEARCH
METHODOLOGY

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RESEARCH DESIGN

A research design is the set of methods and procedures used in collecting and analysing measures of the variables
specified in the research problem. The design of a study defines the study type (descriptive, correlation, semi-
experimental, experimental, review, meta-analytic) and sub-type (e.g., descriptive-longitudinal case study, research
problem, Hypothesis independent and dependent variables, Design of experimental design, and, if applicable, data
collection methods and a statistical analysis plan. Research design is the framework that has been created to find
answers to research questions.

SOURCES OF DATA:

The task of data collection begins after a research problem has been defined and research plan chalked out. While
deciding about the method of data collection to be used for the study, first of all the sources of data must be very clear.

There are basically two sources of data.

PRIMARY SOURCES:

Primary Data was derived from the practical deskwork which I had been doing in my 0ne months internship program

SECONDARY SOURCES:

Internal sources- Different documents provided by my supervisor and other senior employees and information
provided by my supervisor. External source- Websites, articles, several other reports, and other sources.

Externally, these sources may include books or periodicals reports, data services and computer data banks.

In the context of the project study, the source of data used by me for this project is primary type of sources. The
primary data source is the respondents who have filled the questionnaire.

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SAMPLING PLAN:

Sampling Unit:

The sampling Unit is the entity to which we have to follow during the whole research study.In the context of the
project study, the sampling unit primarily consists of Individuals.

~ Sampling Size:

It plays an important role in the research. Samples are representative of the whole population. This refers to the no. of
items to be selected from the universe to constitute a sample.

1. Sampling Methods:

There are various methods of sampling in the context of my project study I have selected Non-probability Sampling
Method. And under that, I have taken Convenience Sampling.

Under this I prepared a simple questionnaire to collect the information.

2. Data Collection Method:

Data collection is done basically in three ways: Observation Method, Survey Method and Questionnaire. And in the
context of my project study, I have selected questionnaire method for collecting the data.

3. Data Analysis & Interpretation:

Data analysis is based on the data collected by the questionnaire. From the collected data findings are extracted. The
data is tabulated and frequency distribution chart is prepared.

• Data Analysis By Charts:

Charts make easy to understand. Therefore I have use pie chart to present the data.

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 TOOLS AND TECHNOLOGIES USE

I. IBM Cognos

IBM Cognos Business Intelligence is a web-based integrated business intelligencesuite by IBM.

It provides a toolset for reporting, analytics, score-carding, and monitoring of events and metrics.

II. Orange HRM

Orange HRM Inc. is a HR software company based in Secaucus, New Jersey, best known for
its Human resource management system. Orange HRM was founded by Sujee Saparamadu in
2005. Orange HRM offers starter and advanced
version for its clients.

III. IBM Cloud

IBM cloud computing is a set of cloud computing services for business offered by the
information technology company IBM.

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 IBM COGNOS

IBM Cognos Business Intelligence is a web-based integrated intelligence suite by IBM. It provides a
toolset for reporting, analytics, score carding and monitoring of events and metrics. The software consists
of several componentsdesigned to meet the different information requirements in a company.

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How to upload data on IBM Cognos

PROCEDURE:

1. In the Cognos Analytics welcome page, click the Open menu icon in theapplication bar, and then
click Upload files. Browse for the files on your local drive or on the LAN, and select one or multiple
files to upload them.

2. From the Content view, click Upload data. Locate the files on your localdrive or on the LAN, and
select one or multiple files to upload them. The files are saved to the folder from which you initiated
the upload.

3. Optional: If the Replace data message is displayed, it means that a file was uploaded before, and you can
either replace or append data to the file. For moreinformation, see Updating data in uploaded files.

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How to make a report list?

1. In the Cognos Analytics welcome page, click the Open menu icon in theapplication bar, and then
click Reports to open Report Studio. Then Select Blank and click on create.
2. Click Create new, click List, and click OK.

3. Or if you want to create a 2 by 2 report you have to choose the 2 by 2 reportOption in the Report
Studio.
4. Select your Source and insert data list, Crosstab, Pie - chart, Word cloud inthe crosstab, list, chart
zones whatever you are making

5. Click Run Report to run your report and verify the content.Thereport output appears
in IBM Cognos Viewer.

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Page 34 of 57
Explorations in IBM Cognos

Explore is a flexible workspace where you can discover and analyze data. You canalso explore an existing
visualization from a dashboard or story. Uncover hidden relationships and identify patterns that turn your data
into insights. Correlated insights are represented by a green icon with a number on the x-axis, y-axis, or thetitle
of a chart.

Use one of several methods to start explorations.

1. Starting an exploration from an existing dashboard or story

When you are working on a dashboard or story, you can create or edit anexploration directly from
a visualization.
2. Starting a new exploration from the New menu
From the welcome page, you can start a new exploration from the New menu.

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SEARCH YOUR VARIABLE AND THEN ADD GRAPHS.

1. Click create and select compare visualization.

2. Then you have to choose a type
3. Comparison of product line and quantity by unit price and time

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Page 37 of 57
Creating a dashboard or story

If you're new to dashboards and stories, review the following steps to understand the general workflow to
create a view.

1. Click , and click Dashboard, or click Story.

CREATE A STORY

CREATE A STORY

1. Select a template. Cognos Analytics provides templates that contain predefined layouts and grid lines for
easy arrangement and alignment of the visualizations in a view.
2. Add visualizations to your view in one or more of the following ways:

a. If you know the type of visualization you want to use, select the visualization type
and then add columns to it.

b. If you know the data that you want to see, but are not sure about howto present it, click
and add a source to the Selected sources pane. Then, drag columns onto the canvas. Cognos
Analytics displays themin the appropriate visualization.

c. Drag your collected visualizations from the My pins panel toquickly build a story.

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Page 39 of 57
CREATING A DASHBOARD ON IBM COGNOS

SELECT TAB AND THEN CLICK ON CREATE

Add source

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ADD SOURC

ORANGE HRM

In 2005 when Orange HRM started we had one mission, to make HR about the people. We
wanted to remove any pain our fellow HRmanager might be feeling in their job. Since then we
have developed a world leading open source HR software that is trusted by over 5million users.

Orange HRM provides a world-class HRIS experience and offers everything you and your team
need to be the HR heroes you know you are.

From talent management to culture, to people management and compensation, Orange HRM
helps thousands of businesses around the world be great places to work

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Text to Speech on IBM Cloud

 What is text to speech?

o Technology that enables text to be converted into speechsounds imitative of

the human voice.

1. Following steps are showing that how you can do text to speech onIBM cloud.

 Step 1: Go on IBM Cloud and Click on Catalog and Search Text to Speech

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 Step 2: Select Location and Click on Create

 Step 3: Copy IBM Cloud Code and Paste it on Notepad.

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 Step 4: Go on Manage and Copy API key and URL Both and Paste it also on Notepad.

 Step 5: Paste IBM Cloud Code, API key, URL on Notepad

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 Step 6: Paste all Notepad Coding on Git Bash and Run it

2. Speech to Text on IBM Cloud

 Step 1: Go on IBM Cloud and Click on Catalog and Search Speech to Text

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 Step 2: Select Location and Click on Create

 Step 3: Copy IBM Cloud Code and Paste it on Notepad.

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 Step 4: Go on Manage and Copy API key and URL Both and Paste it also onNotepad

 Step 5: Open Wav Flac Converter and Convert Wav file and download it.

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 Step 6: Paste your Converted file in Disk D and Then Copy Disk D and Paste it on Notepad.

 Step 7: Paste IBM Cloud Code, API key, URL, Disk D on Notep

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 How to do Natural Language Understanding on IBM Cloud
 Step 1: Go on IBM Cloud and Click on Catalog and Search Natural Language Understanding

 Step 2: Select Location and Click on Create

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  Step 3: Copy IBM Cloud Code and Paste it on Notepad.

 Step 4: Go on Manage and Copy API key and URL Both and Paste it also onNotepad

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 Step 5: Paste IBM Cloud Code, API key, URL on Notepad.

 Step 6: Paste all Notepad Coding on Git Bash and Run it

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 CHAPTER-3
LESSON LEARNT & FEEDBACK

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 FINDINGS

LEARNINGS:

 How to put knowledge and skills into practice Gaining theoretical knowledgeis not enough until you
learn to implement in real life scenarios to identify and solve the real-world issues.

 Be committed to the work and deliver the expected results on time

 Understanding workplace culture
 Communications skills and Networking Benefits
 Inculcate the feedbacks that are being given and work on them
 Asking for feedback is very important. Both positive and negative points help
 to grow and improve no matter how hard it is to hear the Learned how to makereports,
explorations, story and dashboards on IBM Cognos.

 Understand the concept of employee management, leave management,

recruitment and onboarding on Orange HRM.

 Understand the concept of Speech to Text and Text to Speech on IBM Cloud.
 Learned how to work on advance excel.
 Understand the concept of HR analytics.
 Learned how to use IBM Cognos, OrangeHRM and IBM Cloud.

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CHALLENGES FACED:

Collecting meaningful data

With the high volume of data available for businesses, collecting meaningful data is a big challenge. Ideally,
employees spend much time sifting through the data to gain insights, which can be overwhelming.
Besides, it’s impossibleto sort and analyze all the data in real-time, which might fail to provide accurate
and relevant reports.

Multiple Data Sources:

Different HR tools catering to different functions makes too many sources of data work in isolation.
Every unit makes its own data, be it the HRinformation system or employee referral software,

Data scientists spend 85% of their time collecting and cleaning data. Integrating these isolated data systems
and making them communicate is tedious and time-consuming.

Data visualization

Data requires to be presented in a format that fosters understandability. Usually, this is in the form of graphs,
charts, infographics, and other visuals.
Unfortunately, doing this manually, especially with extensive data, is tedious and impractical. For
instance, analysts must first sift through the data to collect meaningful insights, then plug the data into
formulas and represent it in charts and graphs.
The process can be time-consuming, not forgetting that the data collected might not be all-inclusive or real-
time. But with appropriate visualization tools, this becomes much easier, more accurate, and relevant for
prompt decision-making.

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 SUGGESTIONS

Proper notes of every topic were not provided while training.

No individual doubt sessions were conducted.
They should also provide stipend so that interns may get monetary motivation.
Positive competition should be a part, so that interns may work morewillingly and should
perform better.
Main emphasis was on IBM Cognos, all topics should be givenequal importance.
The doubt session was not that informative and the doubts were not cleared.
Accurate training was not provided regarding IBM Cloud software.

It is the idea that there are universal HR principles that provide companies with optimal business performance,
regardless of which organization or industry they are applied to.

However, we can’t discount the principle of the best fit either. It’s important to align HR goals with the overall
goals of your organization, so that the HR, business, and strategy departments are all on the same page. When
you’re able to combine these two ideas and achieve best practices and best fit, you’re practicing what’s called
strategic human resource management.

To help HR departments focus their efforts on HR best practices, we’ve compiled a list of some of the best human
resource practices. Try these out in your own organization and see how they can help you increase engagement,
improve retention,and more.

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 REFERENCE

 https://www.orangehrm.com/
 https://www.ibm.com/docs/en/cognos-analytics/11.1.0?topic=explorations-
 https://www.ibm.com/docs/en/cognos-analytics/11.2.0?topic=uf-uploading-files
 https://www.ibm.com/docs/en/planning-analytics/2.0.0?topic=cases-example-create-list-report
 https://www.google.com/
 https://www.ibm.com/in-en

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APPENDIX

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