TECNIA INSTITUTE OF ADVANCED STUDIES

NAAC ACCREDITED GRADE “A” INSTITUTE

SUMMER TRAINING REPORT ON

FINANCIAL ANALYSIS OF IBM

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE AWARD OF THE
DEGREE OF

BACHELOR OF BUSINESS
ADMINISTRATION

TO
GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY,DELHI

SESSION 2021-24

UNDER THE GUIDANCE OF SUBMITTED BY

Dr.Pushpa Abhay Bhandari

FACULTY GUIDE BBA –V SEM
MORNING C
ENROLMENT NO. 12417001721

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 WHOM TO CONCERN
I ABHAY BHANDARI , Enrollment No. 12417001721 from BBA-V Sem, Morning Shift of the Tecnia
Institute of Advanced Studies, Delhi hereby declare that the Summer Traing Report (BBA-315) entitled
FINANCIAL ANALYSIS OF IBM is an original work and the same has not been submitted to any
other Institute for the award of any other degree. A presentation of the Summer training Report was
made on and the suggestions as approved by the faculty were duly incorporated.

Date: Signature of the guide

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Page 3 of 57
 ACKNOWLEDGEMENT
With an Overwhelming sense of gratitude, I acknowledge that the valuable guidance and consistent
encouragement extended to me by our knowledgeable faculty members with whose guidance, I'm able
to accomplish this endeavor. Their technical acumen and years of experience has provided me with
crucial inputs at a critical stage.

I am specially thankful and grateful to my project guide DR. PUSHPA who motivated and helpful me in
completing my report.

ABHAY BHANDARI
ENROLLMENT NO.
12417001721

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 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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SNO. CONTENTS PAGE NO.

1. CERTIFICATE 3

2. ACKNOWLEDGEMENT 4

3. EXECUTIVE SUMMARY 5

4. CHAPTER-1 7-15
INTRODUCTION

5. CHAPTER-2 16-38
REVIEW OF LITERATURE

6. CHAPTER-3 RESEARCH 39-66

METHODOLOGY

7. CHAPTER-4 DATA 67-69

REDUCTION,
PRESENTATION AND
ANALYSIS
9. CHAPTER-6 SUMMARY 69-71
AND CONCLUSIONS

10. CHAPTER-7 72
BIBLIOGRAPHY

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 CHAPTER-1

INTRODUCTION

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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

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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.

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.

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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.

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, andmicroelectronics. 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

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in more detail.

Leadership in information technology

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

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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, andother products have the
overwhelming potential to impact the lives of people. The company is also dedicated to
making 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 resultsfor the third quarter

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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

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

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 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

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

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 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 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

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 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.

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

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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.

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

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 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 may 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.

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 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.

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.

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 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.

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.

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 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

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 withthe operational applications. Analytical
functions are embedded into the relevant business processes to automatically measure and

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 report current performance and status. Further, analytical information and analysis drill
paths provide access to operational data and transactionsfor management to take corrective
action.

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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Page 30 of 57
 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 anytime. 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 Placementcell 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.

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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 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.

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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.

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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 43 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 46 of 57
Page 47 of 57
 Creating a dashboard or story

If you're new to dashboards and stories, review the following steps to understandthe 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 predefinedlayouts and grid lines
for easy arrangement and alignment of the visualizationsin 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, selectthe 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

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 Analytics displays themin the appropriate visualization.

c. Drag your collected visualizations from the My pins

panel toquickly build a story.

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CREATING A DASHBOARD ON IBM COGNOS

SELECT TAB AND THEN CLICK ON CREATE

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ADD SOURC
Add source

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 alsoon 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.

1. 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 LanguageUnderstanding

 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.

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 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 howto 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. Integratingthese 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 collectmeaningful 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 mightnot 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 alignHR 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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