Current market factors as well as projected consumer demand for computer products are assessed in light of industry opportunities and threats. The analysis compares Hewlett Packard’s overall marketing effectiveness with two of its major competitors; Dell and Apple. A number of critical issues are raised for consideration by the President and members of the company’s Board of Directors.
Founded in 1939 by Bill Hewitt and Dave Packard, Hewlett Packard had its beginnings in a garage in Palo Alto, California and was later transformed into one of the world’s leading manufacturers and distributors of multi-media technology products and services (hp.com). Today, Hewlett Packard has five global regional offices serving sixty-eight countries and is the second largest technology company in the world behind Samsung. The company’s 2009 net revenues were $114.9 billion with operating profits of $10.1 billion. Sixty-four percent of net revenue was derived from operations located outside of the United States (Annual Report, 2009).
The company’s core operations continue to relate to the sale of network and server platforms to businesses and government institutions and personal computers and printers. Recently, the company has attempted to develop and market its technology services division which provides technology systems design and engineering protocols for business. Since 2004, Hewlett Packard has invested in excess of $17 billion in research and product development and an additional $20 billion in the acquisition of technology-related companies such as Compaq and Palm that are intended to enhance the mission of HP (Consolidated Financial Statements, 2009).
The company is governed by a twelve member Board of Directors which includes Mark Hurd as Chairman and Chief Executive Officer. There are nine Executive Vice-Presidents. The responsibility for corporate marketing falls under Chris Curtin, Vice-President, Digital