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Contents
ntroduction 2
The Choice of BM 4
ntroduction 4
BM Global Services (1991) 4
Background 4
Research Design 6
Research Question: 6
Research Objectives: 6
Research Framework 6
Research Methodologies 7
2
Time: 7
Unit of nformation and Population: 7
Extent: 8
Research Environment: 8
Data Collection Methods: 8
Validity: 9
Data analysis: 9
Sample Size: 9
Sampling Techniques: 9
Results 9
Facts and figures for BM: 10
Business Summary 11
Customer's Feedback 19
Strategic mpact of Globalization 19
Main Competitors 19
BM Global Technology Services 23
Conclusion 26
RECOMMENDATONS: 26
Limitations 28
References 30

ntroduction
GIobaIization has been defined a continuous process through which national
financial systems, culture and civilizations have come closer and joined in through the
network of communication and trade. Although being an old concept, from the past few
years this has become a major concerned topic all over the world. Basically the concept
of globalization has been understood to have emerged out of the Uruguay Round of
GATT trade systems.(HarIey, 2000)

The term globalization has been defined by another researcher as, the practice among
governments, organizations, and people of different regions, of communication and
3
inter-connection that has been supported by T and international rules.(GIobaIization
101)
t has also been described as the international flow of economic, financial, trade, and
communications integration. (GIobaIization)
The company worldwide has been into a competition at global level due to the
reduction of the boundaries and limitations of a specific region. BM being an
international organization also also benefits from this global concept, enabling to reach
a wide range of customers according to their needs, requirements and the region they
belong to. t has given the opportunity and potential for free movement of capital, goods,
and services across different regions with an exception of free movement of labor.
(gIobaIization defintion)
4

The Choice of
ntroduction
has its past from 19
th
century and is a global business which is into both hardware
and soft ware industries like computer, technology, T consulting, and hosting services.
t has its head office in New York, US. t is called Big Blue due to its corporate colors.
t is world's largest computer organization having more than 400,000 staff members
comprising of sales people, designers, consultants and scientific researcher in over 200
countries. The sales are more than 100 billion US dollars; BM is second in world's
market share. (Forbes 2000)
GIobaI Services (1991)
The growth of the company is expanding over 190,000 staff working in more than 160
countries or main objective is to help company's management to their T operations and
resources. The major division of Global Services is:
GIobaI usiness Services (GBS) earns highest revenue and provided
specialized services wing of Global Services, including:
O Management Consulting
O Systems ntegration
O Application Management Services
ackground
n BM's view point the need of business change with a space for new opportunity and
new source has created due to the inter-connected markets. The communication gap
has been reduced due to internet across the world with nonstop new global connection
5
of work and technology throughout the world and helped, BM to be in touch with its
clients for the development of new business designs as well as technical architectures.
BM is also trying to go for the latest appearing markets, capturing their T growth,
providing the technology base of operations they need, while using their skilled group to
provide better service to the clients.
BM's widespread and compact network means working to have a partner having the
real international approach. With delivery centers worldwide, BM has a lot of intelligent
skilled people, resources, tools with education and experience of great performances
processes that has guaranteed predicted organization advantages. This is due to the
unrivalled ability to deliver complex projects; depths of technical knowledge;
implementation, support and project management capabilities. BM's local presence in
all the world's major markets, including ndia, China, Central/Eastern Europe, and
Brazil, gives clients a unique mix of local business, industry and market knowledge
backed by global scale. The service delivery centers work closely with world class
competency centers including: eight research labs, BM's Global Business Solutions
Center, Global Delivery R &D organization, and 50 BM Software Labs located
strategically across the world.




6
#esearch Design
#esearch Question:
What is the impact of globalization on BM overall operations and strategy?
#esearch Objectives:
Following are the research objectives for the study,
O Explore the historic facts and motivators for globalization for BM
O Observe the mpact of globalization on customer service delivery
O Study the strategic elements of globalization strategy for BM and it's elements
#esearch Framework
The study is of exploratory nature. The study primary objective is to explore the
global side of the organization chosen for the purpose. Hence it should be kept clear
that no hypothetical analysis is involved. The information found out through the different
sources of such information would be used to satisfy the stated objectives of the study.
A powerful force such as globalization cannot be denied, since it has been a reason of
many positive changes to a handsome part of the world. Though nothing in this world
comes as good as a whole or as bad in full, similar is the case with globalization but the
changes brought by globalization or the facilitation of globalization provided in the world
has been of unparallel change (Ukpere, 2011). Circulation of human capital and cheap
labor had been the premise of Globalization, and resources throughout the world can be
circulated to the place in the world where there is a true need of it.
The study revolves around globalization and it's impact on the strategic focus, customer
delivery and initial historic motivators of the going global decision of the organization. A
framework for such study being exploratory in nature is that changes brought about in
the organization specifically in the functions of management, technology innovation and
competition. Since globalization comes in response to growth in the markets where the
7
organization is already operating, hence it is quite an underlying logical assumption that
such functions and parts of organization would get affected.
A growing number of BM's customers, business partners and SVs are globalizing, or
planning to globalize, e-business solutions in appropriate languages to support their
business expansion worldwide. As an extension to BM's focused internal mission, they
are assisting them in solving any globalization-related issues they may have developing
solutions based on BM products in multiple languages.
#esearch ethodoIogies
The major reasons to make exploratory research as the base of the study were:
O To assure the researcher's interest and aspiration for better understanding
O To test the practicability of responsibility on more broad studies
O To develop the method to be employed in any consequent study
O To clarify the main model and constructs of a study
O To establish priority for future research
O To develop a new hypothesis about an obvious observable fact.

Time:
The study is a onetime study and would collect and analyze the data from the
respondents at a given point of time without repetition of the study model. Hence the
results would represent the present facts about the effects of globalization in BM.
Unit of nformation and PopuIation:
The unit of information would be employees, Corporate Globalization Team of
the BM, Globalization executive as well as the customers who are taking the service
delivery from the organization. When it comes to the explanation of facts and
motivators of globalization for BM, the employee of BM from last 3-4 years or has
been the customer of BM from last one year, would be considered.
8
tent:
Since the study is limited to BM and the topic is relating to the globalization,
therefore, the data from out of Lahore would be collected as well which includes
Asian countries and the mode of such data collection would be through internet.
Customers interacting with BM directly or indirectly would be spotted on location for
the purpose data collection.
#esearch nvironment:
There would be no control over the research environment. The researcher would
have no control over the state and factors influencing the respondents in any
manner. The respondent would be inquired about in its natural settings.
Data CoIIection ethods:
Most of the data would be collected online or by mailing to the respective
population of the research. The survey methods for data collection are:
Questionnaire
The required information or data will be gathered from the
responses by the questionnaire tool filled in by the respondents
(employees and customers). The questionnaire was developed based
upon the objectives of the study. Each of the objectives lead to different
dimensions and different dimension then branched the questions to tap
the perceptions and thinking of the customers. The nature of the
administration of such surveys would be self administered.
Interviews:
The interviews will be taken from either the managers of the
company or the consumers that would lead to extract the strategic
elements of globalization for BM based upon the data collected. The
interviews will provide useful information for the researchers for the
purpose of strategic adjustments for the BM Company.
9
'aIidity:
The following were the sources used to acquire the secondary data:
Past research studies
Articles
Dictionaries
nternet
The following were the sources of primary data:
O Customers of BM
O Managers of BM
Data anaIysis:
Following techniques would be applied in order to analyze the data collected
from the sample:
O Ratio Analysis
SampIe Size:
The sample size was 300. Out of which 200 were collected online and rest
by face to face. These included the brand managers and Corporate Globalization Team
of BM as well.
SampIing Techniques:
Judgmental sampling would be used for the purpose of selecting the
representative subset of the population. Non random sampling would be used because
of the absence of sampling frame. The other reason for judgmental sampling is that the
company itself can give the list of the other employees as well as the customers of the
organization with their contacts.
#esuIts
10
Facts and figures for :
O BM had received a top Earning in 2008, which were about one hundred and
three billion dollars that resulted in the rise of EBT around fifteen percent to
almost sixteen billion dollars
O The year 2008 brought about a cash flow of about 2 billion more than 2007. This
amount doesn't include international net book value of operating lease
equipment, and certain investments. which were more than fourteen billion
dollars. The year ended in an excellent fashion with assets under the liquid
assets head amounting close to thirteen billion dollars (BM, annual report 2010).
O n 2008 BM's margins in gross earnings increased consecutively for fifth year to
forty four percent, exceeding to almost seven and a half point limit, since
2003.Whereas, the pre-tax margins increased to sixteen percent. n the past
decade the two levels had been the highest. From the continuation of the
process, in 2008 the EPS from increases to twenty four percent that is almost
nine dollars. The earnings were in two figures from six consecutive years.
(Washington posts).
O The cash investment in 2008 for fifteen takeovers was six billion dollars $6.3
billion out of which ten were in the top areas of software. n Research &
Development the input is almost of six billion dollars and almost five billion dollars
in total overheads.BM gave back thirteen billion dollars to investors; ten billion
dollars through dividend re-buying as well as almost three billion dollar through
shares.
O BM received a good number around four thousand United States exclusive
rights in 2008 and had been greater than seventy percent for software products
as well as for service program.
O BM in PCs, hard drives had divested, and put more in strategic divisions for
example organizational capacity of learning, temporary simulation, analytical
review and resolutions for environmental problems faced by BM.
O By the start of 2009 the staff of BM, throughout the world has risen to 398, 455
i.e. almost twelve thousand from year 2007.
11
O The expansion of the company operations were in more than one hundred and
seventy states throughout the world which is called true globalization and
exploration of the global business avenues. Hence achieving brad geographic
reach in 2008. BM's global work resulted in almost sixty five percent of BM's
profits. This revenue excludes the earnings from United States marketplace that
began n 2008 and expanded approximately ten percent that completes eighteen
percent of total profits.
O Every other company or the government of a country is in the race to reduce their
costs, to invent at a faster pace and to convert the grounds, therefore the
investment is more into globalization. As their has been economic downfall nation
wide therefore the leaders are not just trying to recover that economic fall rather
also to have scope for the 21
st
century financial system. The major areas of
interest are where BM is already a way ahead of others, for example services
like economies, telecom sectors, towns, traffic, better and effective networks and
this change is referred to as the global potential.(Washington post)
usiness Summary
Two principal goals had been of prime importance for which BM's business model is
built to support:
1. Delivering business value to clients through efficiency and competitiveness in T
solutions
2. Provision of value to shareholders of their investments
History
Historical study of the past of BM presents its real and lasting impact on the worldin
shape of their core values, behaviors and performance.
O 1890s-1937
Starting ra
An alliance of three different organizations, on 16
th
of June, 1911 took place:
12
O Tabulating Machine Company
O The nternational Time Recording Company
O Computing Scale Company of America
CTR was the antecedent to BM. Thomas J. Watson Sr. joined CTR in 1914, turning
BM into a leading innovator within the next 20 years. This transformational shift was
found in 1924, as BM was official announced as the name of the corporation. BM
was laid its foundation through major and significant points that had a forward
approach rather than having products like commercial scale or punch card tabulator.
Even in the times of depression BM stacked to its morals and horizons that made
possible for it the provision of employment and so as to keep up with the demand
and production output it continued new hiring of engineers and other staff. BM has
been playing an important role in providing a helping hand for government of United
States Social Security Act (1935), the greatest official procedure of all time.
O 1938-1951
udding ffects
World War adversely affected the international trade and commerce, but still BM did
not stop in this time of the war to fulfill the demand, expanded its production facilities
like an addition to Endicott, NY lodge with new opening in Poughkeepsie NY-
Washington DC, and San Jose, California. Accelerating to the globalization the
company after the war and in 1949, it formed the WTC to manage its foreign operations.
Within twenty years the new company generated half of BM's. Business innovation
worked together with societal improvement at that time, as BM promoted range and
business benevolence in its practices. Such policies could have become the standard
years back when in actual the company began to look for the potential for females,
alternatives and the disabled showing the concerns with the strategic steps taken
forehand.
O 1952-1963
ases of New ra
13
Thomas J. Watson Jr. became BM's president in 1952 which was the beginning of the
organizations transformation to a modernized business. During his first decade at the
company, Watson Jr.later was titled by Fortune as the "most successful capitalist who
ever lived, began the transformation of BM to a global player from a top business
gamer. BM was put on way of developing as well as commercializing computers
technologies. Corporate management deeds of the organization were also promoted in
his era; it also gave a boost to certified business team deeds of the organization.
Considering the span of operations a more formal outlook was taken by BM, such as
unwritten philosophy was finally put in black and white. BM in 1960's bounced to the
top of high tech firm which became possible due to the technological advancements.
O 1964-1970
The Turn-Around
The beginning of 60's, many competitors entered the market to threat BM. T.J Watson
jr, took a very impressive move and pushed BM to develop the revolutionary
system/360 family of mainframe computers. This led to an experience of almost five
times revenues for BM in the time span of ten years. The world's most admired
organization followed various social programs and employee progression. BM end for
50's and 60's was as technology and global organizer respectively.
O 1971-1992
ra of PersonaI Computers
Continuing with the success series of 1960s, BM strengthens itself as the T
production's most successful company. This success could be interpreted in profits,
admiration and innovation. t developed technologies which had in its list such as the
captivating streak technology which has the usage in floppy drives and credit cards to
the CTF which was before ATM, BM's ingenuity is felt everywhere. n 1980s, the
company developed the ways through the PC revolution could hit the market like a
storm. t created various standards for the legitimating of the PC, an equipment of
modernization, used in places as companies, educational institutes and houses around
the world having 5 examiners who won 3 Physics Nobel Prizes. However, despite such
14
innovation full of potential by the late 1980s BM was in trouble to carry on such phase
to the following years.
O 1993-2002
The eginning of -usiness
1990s brought the great turnaround for BM in form of its strategic challenges in the
times of depression. t moved in strong innovative businesses, service programs,
software. The company also changed its environment to focus again on customers and
for more agility, responsiveness and collaboration. This transformation came along with
the beginning of the nternet whereas the company has also been a trend setter to
provide services to clients for taking advantage of international computer network and
corporation called "e-business. n the end of the 20th century, BM becomes the global
leader again

15
.
OrganizationaI Structure
Samuel J. Palmisano is CEO, chairperson and president of BM currently. He was born
in July 29, 1951. He had been nominated as chairperson in October 2002 apart from
working as CEO since March 2002. Before that he was the main head since 2000, COO
in March 2002 and Chair person in January 2003. 1973 was the year when he started
his career and since then has been getting the top positions like senior VP for the
Enterprise Systems and Personal Systems groups. He had a major role in creating and
leading BM's Global Services, with the construction of the largest as well as the
greatest expanded T services business in the industry. n Japan BM, he also worked
as a superior administration director. He graduated from The Johns Hopkins University,
had been the leader of the Council of Competitiveness' National nnovation nitiative,
and had a lot of company's success which made him won an Honorary Degree of
Doctor of Humane Letters from Rensselaer Polytechnic nstitute in September 2005. He
had won Voluntary Companionship from LBS, July 2006.
ark Loughridge (December 19, 1953) had been the CFO since May 2004 and still
is the CFO and VP of BMC. He joined in 1977 as a mechanical engineer in Lexington.
n 2004, he was appointed as CFO and superior VP. Before that he was superior VP
and General Manager, Global Financing, and led the world's largest T financing and
asset management organization. He also served as BM Controller, VP, VP of Finance
and Planning for BM Global Services. He had been on different management posts in
finance, strategic planning and engineering including manager of financial services for
BM's lab in Hursley, England.
Systems anagement
BM offers among the best hardware management tools that help in saving time and
money by trailing and installing resources, optimizing performance and facilitating far-off
repairs.
16


Scope of Operations
Operations at BM in order to fulfil the organization's overall objective must correlate
with the short term and divisional or functional objectives. This is something that is
taken care of at a very sound managerial level at BM. The strategic orientation jells
together in order to create the synergic effect with the other dimensions of the
organization. Such is achieved through T operational management and systems
administration solutions, which simplifies, handles and optimises its service
performance delivering better approachable T linked to business initiative.
BM's solutions offer organisations:
O Providing services and training relating to bringing in automated working, apps,
and managerial challenges of operations
O Making sure to provide protocol and encrypting services for secrecy and assuring
availability of information at the right place at the right time
O Provision of safety protocols and making the reach of business through the use
of electronic business possible
O ncreasing RO and other financial indicators through quick implementation of
plans and fulfilment of agreed services, considering the technological challenges
of modern age
17
O Presentation of all possible ideas and options so that goods and products can be
used in affinity with the latest technology in the field of managing services
Organizations among the clientele of BM can avail services and assistance in the
following manner through its technology in operations of organization and checking and
controlling systems portfolio:
O Service DeIivery and Process Automation
T organisations face a variety of service delivery challenges, due to the
changes in the T environment, both planned and unplanned. They have to
manage the affect of change from a business, development and operations point
of view.
As service delivery is critical to business growth, the pressure grows each
year for T to quickly introduce new services in the business. This leaves
development and operations with less time to assess and review the impact of
changes in the infrastructure.
O Service AvaiIabiIity and Performance
A lot of projects depend heavily on their services to drive revenue. But as
productions grow and technologies evolve, it becomes progressively difficult to
understand the complex associations and dependences between various layers
of the supporting service infrastructure. Without a clear, end-to-end view of
service infrastructure health, there is no way to correlate availability and
performance information from individual systems and applications with the
business as a whole.
Data and information are the tools to gain competitive edge in the current
age of business and commerce. t continuously escalates the requirement of
timely and useful data in order to stay up to date and gain customer service
standards. n order to be in the race for business organization feel the need of
18
getting such information stored on a mass level. This must be done in such a
way that there is a kind of unity among various types of data in the organization.
Though the data is humongous or bulk to say yet it needs to be in such a way
that not only it needs to be easy to access but also easy to use. This entire
spoon feeds the process of gaining the edge in new technological advancements
and making innovations. n such a manner the organization can get to its
objective through a push provided by BM's services.
n order to help organizations with their data storage requirements and
issues BM tries to bring out the latest technological solutions accompanied with
the most secure and user friendly systems. Following happen to be the three
most important sections for the optimum levels to be reached in the field of
managing storage resources:
O Security of data
O Resources relating to data storage and its operational aspect
O Data storage for long term usage and analysis of life cycle
Service DepIoyment and LifecycIe anagement
The results arising out of any dismantling of coordination between operations
and development can cause adverse effects. n organizations like BM where T is
the blood in the veins of the organization as to information flow, effects of such sorts
have multiplied affect. At its least crisis centres to assess the situation and to take
the corrective actions may cause a loss of effort, resources and time itself which still
won't guarantee any further loss. BM Service Deployment and Lifecycle
Management solutions are designed to help organisations avoid scenarios like this.
BMers are totally conscious of the need for management solutions to
operations and system causing simplification and integration. All this to achieve
enhanced service performance and benefit to the organization in order to facilitate
the strategic stances it is been taking over the course of time. That's why BM were
voted No. 1 Systems Management product in 5 different software categories by DC.
19
Customer's Feedback
BM has made things easy by offering such great level of service so as to reach the
growing new audiences and business opportunities. So through this company increases
its credibility. (#ob cCowen)

With the help of events interface a more secure, available and cost effective systems
that help to attract new audiences around the world. (Chris Simpfendorfer)
Colgate, with the help of BM's services has been able to improve its T talents
operations, efficiency and productivity, to better meet what customer's wants. The credit
goes to T Resource Optimisation that helps to have improved way of controlling costs,
in turn giving Colgate a better business. (Jim Capraro)
Strategic mpact of GIobaIization
ain Competitors
O Cognizant Technology Solutions
O Accenture
O Deloitte Consulting
O Capgemini
O Hewlett-Packard
O nfosys Technologies
O Wipro
O TC nfoTech
O HCL Technologies
O Electronic Data Systems
O Computer Sciences Corporation
O Tata Consultancy Services
O Siemens T Solutions and Services
20
Operations Strategy
Following are the issues faced by the current operations strategy is tackling with
O Greater Expenses
O Time-consuming Reaction
O nadequacy
O Old-Fashioned
The primary concern of the top heads of the organization is to make a tailor made
strategy in order to counter the effects of globalization and to take the advantages of
such growth to its fullest. The new model of improvements was made out with the
following targets.
O Advancements in Reaction to the Clients
O Relevancy of New Technology
O Skills for Basic Procedures
O Application of Automation Procedure
O Optimization of Main Procedures
O Reduction of Cycle Time/Complexity
O ntegration of Running Company's Procedures
A worldwide model of production was also introduced at BM, with the following
objectives
O Reduction in charges
O Lean Sigma that results in increased savings
O Straighten up the abilities of networking and the upcoming demands

#atio AnaIysis
Name of #atio HP icrosoft
Gross profit Margin 50.9% 50% 51%
EBT Margin 19.4% 19% 19.2%
21
EBTDA Margin 23% 21.9% 24%
Pre-tax profit Margin 18.9% 17.9% 20%
nterest coverage 46.1 45 46
Current ratio 1.4 1.2 1.8
Quick Ratio 1.1 1.0 1.9
Leverage Ratio 4.8 4.5 4.6
Receivable Turnover ratio 3.5 4.0 2.9
nventory Turnover ratio 18.1 20 16.2
Asset Turnover Ratio 0.9 0.79 0.98
Revenue to Asset 0.9 0.78 0.97
ROE from total Operations 59.3% 55.0% 60%
Return On nvested Capital 30.1% 29% 32%
Return on Asset 12.3% 10.9% !3.2%
Debt/common Equity Ratio 0.97 0.98 0.89
Price/Book Ratio 7.30 6.3 8.4
Book Value per Share $17.43 $17 $19
Total Debt/Equity 1.15 1.19 1.0
Long term Debt to total Capital 0.49 0.51 0.43
R&D to % of Revenue 6.1% 5% 8%
Receivable per Day Sales $100.73 $95 $102
22
Days CGS in nventory 20 22 18
Working capital per share $9.96 $7.9 $10.0
Cash Per Share $9.38 $8 $10
Cash Flow Per Share $14.18 $12.0 $15.2
Price/Cash flow Ratio 9.0 8.2 10.9
5-year Averages
Return on Equity 42.5% 39.9% 45%
Return on Asset 9.8% 8.9% 10.3%
Return on nvested Capital 24.0% 22% 25%
Gross Profit Margin 48.2% 46% 50.0%
Pre-Tax Profit Margin 15.6% 14% 13.9%
Post-Tax Profit Margin 11.1% 10.9% 12%
Net Profit Margin 11.2% 9.8% 13%
R&D as a % of sales 6.3% 5% 8%
Debt/Equity Ratio 0.77 0.82 0.7
Price arnings #atio
Current P/E Ratio 12.7 11.0 13.2
P/E Ratio 1 month ago 12.3 11.3 12.6
P/E Ratio 26 Weeks ago 12.6 11.4 13.0
P/E Ratio 52 Weeks Ago 9.6 8.7 9.8
23

pIanation:
Although BM's main competitors are (HPQ) and Microsoft. Microsoft makes most
of its operating system PC and soft ware's, while Hewlett-Packard is more diversified as
the leader in T services, PCs and maging & Printing. Since BM relies heavily on its
Software and Services segment, it mainly in the servers and T and software markets
with HP and Microsoft respectively.
Though BM had been challenged by HP around year 2006 when it comes to returns on
investments, still BM had been leader in many other sectors and fields. Such fields
include servers, software developments and tech. services. Even though there had
been global recession this divestment has proved to be beneficial for BM with its
profitability still growing even with a reduction in revenue.
GIobaI TechnoIogy Services
GIobaI TechnoIogy Services (GTS) includes services relevant to the
provision of services to other organizations and taking care of both hardware and
software of other organizations under the head of maintenance. n the global avenue
BM stands to be the leader in the fields such as networking. Through the most of the
countries BM had been a standalone in excellent wireless and storage services
provision.
GIobaIization Team
The change is the only constant in the world; this is something that seems to be the
word for the current business setting and environment on the global scale. Globalization
itself had been a big motivator for such rapidly changing environment. t created
5-year High P/E Ratio 20.2 19 22
5-year Low P/e Ratio 7.8 6.7 8.4
5-year Avg. P/E Ratio 14.0 13 16
24
expansion and growth of business markets for both products and services. Moreover it
gave boost to employment all over the world through movement of workforce throughout
the world as per its need. BM like all other organizations needs to move on with the
changing terrains and environment of world economy since being a global economy.
Hence working on agility, decision precision and fitting in with what so ever the situation
presents makes sure that BM stays in line with the competitions.
Use of electronics for meeting the business demand in the industry has been
nonetheless a fantastic decision considering capturing the future in the decision. Such
decision had not only been taken at BM but also stood to be successful for BM which
helped it on its way to transforming the organization 360 degree. Such orientation also
helped it to instill with innovation and competitiveness. f the credit for such
transformation or performance of great proportions is given to globalization then it won't
be wrong.
Say of :
Being in operations in the global economy, BM has been a sensitive organization for
the lawful working in each region or country and taking appropriate care of cultures and
traditions it operates in. such customization in the strategies and policies could be seen
in the communication efforts that it makes throughout the globe that had been culturally
appropriate. Customers perceive and interpret messages according to the culture they
are in and mental perceptual mapping, hence a cultural customization. This must be
done in order to reach customers in their own language. This makes the process of
effective communication possible. This also has its implications on the cost and risks of
entering the new and different setups of markets in alien countries. Being a global
organization and being in the services provision BM need to be involved in customer
interactions even when it is not the business customer/ client interaction normally a
communication has been taking place between the client and applications or software.
This incorporates responsible decision making and designing to conform to regulations
too.
25
Responsibilities of global team at BM are:
O Making up strategy to counter the global challenges and conformance to local
laws
O Facilitating other parties globalizing being in capacity of BM's clients as to the
customization of services provided to them according to their target market
GIobaIize your On Demand usiness
The use of internet has helped a lot in making up a set of tools that shrunk the
international economies, moreover the E-Business orientation made it possible to reach
the clients no matter where it is. Global market since being intertwined an organization
like BM must integrate with its partner organizations to be well of in the settings. As the
environment is changing every time those who adapt well does well, bringing in
customer orientation considering customer to be the center point in facing off the
competitive threat.



Globalization issues some of which are in the following:
O Cohesive or multi-domestic
O Stakeholder collaboration
O Working on green systems of business
Other challenges face may be:
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O Agile reach to new markets
O Growth in global markets, being minimal local exposure
O Effective asset turnover ratio
O Operational effectiveness and efficiency
O Customer centered approach
O Branding and customer retention
O Alignment of business targets with expenses made
ConcIusion
After a detailed analysis of data obtained from the respondents using questionnaire and
interview techniques, there were certain conclusions drawn out of the study conducted.
BM endeavors to prevail in the innovation, creation, expansion and production of the
organizations most advanced T, including computer systems, software, storage
systems and microelectronics. The company translates these advanced technologies
into value for its customers through its professional solutions, services and consulting
businesses worldwide.
Relating to the globalization and its impacts on BM, the greatest impact faced was seen
to be on the strategic orientation of the company that seen a dramatic shift in early
decades after its incorporation. As it got along entering 170 different cultures in the
world the market got more diverse and challenging. Hence in order to maintain and
rather progress it must create a set of long term and short term corresponding
objectives in order to be successful in the global setting.

#CONDATONS:
Based upon the findings of the research study following are the important steps that can
be valuable inputs for the decision makers in making decision in context to the global
arena and BM. The recommendations halt around the marketing philosophy and
27
applications of marketing as the basic philosophy for becoming a customer centered
organization for better fulfillment of objectives set in the arena of services and technical
systems. Some of them are:
O Processes at BM which are designed according to the flow of activities or
operations enable smooth control and smooth working
O Encouragement for employees who perform well in order to increase earnings
this can be done through incentive plans
O Reduce stock handling costs through precise forecasting
O The variations occurring in the objectives and performance must be analyzed
The Advantage - Focused and Dedicated To ringing You Success
BM global orientation allowed it to make alliances with some of the supers in the
market such as SAP, 1970's. such decision of getting handshakes with SAP had proved
to be one of the most successful decisions. The plus points of both the organizations
proved to make a synergic coalition. SAP contributed its innovative solutions to
problems and BM brought in its services spectrum to make up a deep range of options
for the clients to choose solutions to their problems.
BM should prominent its offerings as to following:
O BM must take full advantage of its veteran employee base with years of
experience under their belts.
O BM must hit consumer markets with the asset held in form of experience in
developing process
The benefits - CIose the Ioop on pIanning, eecution and anaIysis
BM is advised to give good considerations to promotion planning and appropriate
allocation of funds. The systems of accounting and auditing must provide accurate and
precise input for the decision makers to weigh the options and choose the best one, So
that an adequate budget can be allocated on promotions. This head of solutions guide
28
the organization while deciding about promotions, planning and working out spending
plans.
O Account management at divisional level
O Build up a customer segmentation base so that customer orientation can be
made throughout the organization
O Use accounting figures and apply model illustrating sales forecasting so that
demand can have equilibrium supply
O Proper budgeting of funds through a systematic process basing upon past
records should be maintained to avoid any wastes of resources
O Take good experiences from past decision through the use of tracking
O nvestments are needed to be made in research and development
O BM must look forward at creating ways to hold the marketing aspect so that
competitive insight can be gained and using them to create competitive
advantages to gain the customer loyalty and retention in the increasingly
competitive and ever changing business environment
Limitations
The study was exploratory in nature, and to survey the organization as with
respect to globalization perspective. As the resources with respect to time, money,
human and technology were very limited the study had some limitations. Considering
the nature of study access to important internal documents of the organizations under
the study was of paramount importance but due to lack of time that wasn't among the
possibilities. Hence the concreteness of the findings may be weak.
The sample included only BM when it comes to the impact of globalization,
therefore, with such a sample generalization for every other organization is a question
mark. Adding to this limit was a small sample and business orientation of many sample
units as well as the technique of sampling used i.e. judgmental sampling.
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Availability of managers of the business firms also caused its limitations to the
study as 3 of 5 managers couldn't be reached due to their unavailability hence the data
acquired may not be accurate causing the limits to predictability of the study.
The recollection of managers and unavailability of secondary documents of the
firms caused limitation to the preciseness of the data collected for different time periods
specifically.
















30




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(www.businessdictionary.com)
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History:The Evolution of a Ninteenth Century Atlantic Economy. journal of Economic
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32
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http://www-01.ibm.com/software/uk/itsolutions/service-management/operations-
management/select.html
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http://www-01.ibm.com/software/uk/itsolutions/service-management/operations-
management/select.html
Saeed, N. (n.d.). Impact of Globalization On Pakistan's Economy. Retrieved from
oppapers: http://www.oppapers.com/essays/Globalization/459066
Ukpere, W. . ( 2011). Globalisation and the challenges of unemployment,income
inequality and poverty in Africa. Vol. 5 (15), 6072-6084.