Project On (HP) For BBA 3rd Sem
Project On (HP) For BBA 3rd Sem
EXECUTIVE SUMMARY
Compton is premium business partner for HP-Compaq and main focus as been
to bring new technologies to Homes and Offices. HP Premium Business Partner
is a rare status in HP. We have successfully finished several turnkey projects
encompassing hardware, software and training on complete solutions
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Main Objectives;
To find out the attributes that enhance the customer value by providing better
service to them and know how to motivate the more people towards IT. The
Project required carrying out the comparative study of prices across Brands and
Models also to carry out another comparative study of Margins of Dealers and
Wholesalers. This would be done by finding out the Market Operating Price at
which they are making deals and the volume of discounts offered by them.
Then apart from studying the dealers a study of consumer buying behaviors was
also required for the specific brands. This was done by making comparative
study of HP along with other brands, in terms of consumer preference. Also
dealer ’s perspectives about the brand are also to be considered along with this
the effect of prices on brand preference of the models.
In the research we also tried to study consumer behavior for all the brands and
also the dealer ’s perception about the market of Home PCs, Laptops, Printers,
PSC, Scanner, and TFT. For this Segmentation, Targeting and Positioning of
various brands on recall, believability, association, final purchase.
Other Objectives:
The Hewlett-Packard Company (NYSE: HPQ, NASDAQ: HPQ), commonly known as HP,
is one of the world's largest information technology corporations. Headquartered in Palo Alto,
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California, United States, it has a global presence in the fields of computing, printing, and
digital imaging, and also provides software and services.
Company history
Their first product was a precision audio oscillator, the Model 200A. Their innovation was the
use of a small night-light bulb as a temperature dependent resistor in a critical portion of the
circuit. This allowed them to sell the Model 200A for $54.40 when competitors were selling
less stable oscillators for over $200. The Model 200 series of generators continued until at least
1972 as the 200AB, still tube-based but improved in design through the years. At 33 years, it
was perhaps the longest-selling basic electronic design of all time.
Focus
The company was originally rather unfocused, working on a wide range of electronic products
for industry and even agriculture. Eventually they elected to focus on high-quality electronic
test and measurement equipment. Throughout the 1940s to well into the 1990s the company
focused on making signal generators, voltmeters, oscilloscopes, counters, and other test
equipment. Their distinguishing feature was pushing the limits of
measurement range and accuracy. For instance, almost every HP voltmeter or signal generator
has one or more extra clicks of its knobs than its competitors. HP volt- or ammeters would
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measure down and up an extra 10 to 100 times the units of other meters. Although there were
good reasons why competing meters stopped at 1 volt full scale, HP engineers figured out ways
of extending the range of their equipment by a considerable amount. They also focused on
extreme accuracy and stability, leading to a wide range of very accurate, precise, and stable
frequency counters, voltmeters, thermometers, and time standards.
HP is recognized as the symbolic founder of Silicon Valley, although it did not actively
investigate semiconductor devices until a few years after the "Traitorous Eight" had abandoned
William Shockley to create Fairchild Semiconductor in 1957. Hewlett-Packard's HP Associates
division, established around 1960, developed semiconductor devices primarily for internal use.
Instruments and calculators were some of the products using these devices.
HP is acknowledged by Wired magazine as the producer of the world's first personal computer,
in 1968, the Hewlett-Packard 9100A. HP called it a desktop calculator because, as Bill Hewlett
said, "If we had called it a computer, it would have been rejected by our customers' computer
gurus because it didn't look like an IBM. We therefore decided to call it a calculator, and all
such nonsense disappeared." An engineering triumph at the time, the logic circuit was produced
without any integrated circuits; the assembly of the CPU having been entirely executed in
discrete components. With CRT readout, magnetic card storage, and printer the price was
around $5000.
The company earned global respect for a variety of products. They introduced the world's first
handheld scientific electronic calculator in 1972 (the HP-35), the first handheld programmable
in 1974 (the HP-65), the first alphanumeric, programmable, expandable in 1979 (the HP-41C),
and the first symbolic and graphing calculator HP-28C. Like their scientific and business
calculators, their oscilloscopes, logic analyzers, and other
measurement instruments have a reputation for sturdiness and usability (the latter products are
now part of spin-off Agilent's product line). The company's design philosophy in this period
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In 1984, HP introduced both inkjet and laser printers for the desktop. Along with its scanner
product line, these have later been developed into successful multifunction products, the most
significant being single-unit printer/scanner/copier/fax machines. The print mechanisms in HP's
tremendously popular LaserJet line of laser printers depend almost entirely on Canon's
components (print engines), which in turn use technology developed by Xerox. HP develops the
hardware, firmware, and software that convert data into dots for the mechanism to print.
In the 1990s, HP expanded their computer product line, which initially had been targeted at
university, research, and business customers, to reach consumers. Later in the decade HP
opened hpshopping.com as an independent subsidiary to sell online, direct to consumers; the
store was rebranded "HP Home & Home Office Store" in 2005. HP also grew through
acquisitions, buying Apollo Computer in 1989, Convex Computer in 1995, and Compaq in
2002. Compaq itself had bought Tandem Computers in 1997 (which had been started by ex-HP
employees), and Digital Equipment Corporation in 1998. Following this strategy HP became a
major player in desktops, laptops, and servers for many different markets.
"The new Hewlett-Packard 9100A personal computer" is "ready, willing, and able ... to relieve
you of waiting to get on the big computer."
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HP has a successful line of printers, scanners, digital cameras, calculators, PDAs, servers,
workstations, and home-small business computers. HP today promotes itself as not just being a
hardware and software company, but also one that offers a full range of services to architect,
implement and support today's IT infrastructure.
Products and technology associated with the Imaging and Printing Group include:
• Consumer PCs including the HP Pavilion, Compaq Presario and VoodooPC series.
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HP Labs
HP Labs (or HP Laboratories) is the research arm of HP. Founded in 1966, HP Labs' function is
to deliver breakthrough technologies and to create business opportunities that go beyond HP's
current strategies. An example of recent HP Lab technology includes the Memory spot chip.
Partnerships
Hewlett-Packard is a supporter of FOSS and Linux. Some HP employees, such as Linux CTO
and former Debian Project Leader Bdale Garbee actively contribute and have official Open
Source job responsibilities. Many others participate in the Open Source community as unpaid
volunteers. HP is also known in the (GNU/)Linux community for releasing drivers for many of
their printers under the GNU GPL.
Hewlett-Packard also works extensively with Microsoft and uses technology from most major
software and hardware vendors. Until November 2005, HP offered a re-branded version of
Apple's famous iPod
Product Legacy
Agilent Technologies, not HP, retains the direct product legacy of the original company founded
in 1939. Agilent's current portfolio of electronic instruments are descended from
HP's very earliest products. HP entered the computer business only after its instrumentation
competencies were well-established. Agilent was spun off from HP in 1999. The merger with
Compaq has distanced HP even farther from its roots in test and measurement.
Culture
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The founders, known to friends and employees alike as Bill and Dave, developed a unique
management style that has come to be known as the HP Way. In Bill's words, the HP Way is "a
core ideology . . . [that] includes a deep respect for the individual, a dedication to affordable
quality and reliability, a commitment to community responsibility, and a view that the company
exists to make technical contributions for the advancement and welfare of humanity.
Management
• Chairman of the Board, CEO, and President: Mark Hurd (March 29, 2005 - current,
appointed Chairman September 22, 2006)
• Co-founder and CEO: David Packard
(CEO: 1964 - 1969)
• Co-founder and CEO: William Hewlett
(CEO: 1969 - 1978)
• CEO: John A. Young (1978 - October 31,
1992)
• CEO: Lewis Platt (November 1, 1992 - July
18, 1999)
• Chairman and CEO: Carly Fiorina (July 19,
1999 - February 9, 2005, appointed
chairman in 2000)
• Interim CEO: Robert P. Wayman
(February 10, 2005 - March 28, 2005)
• Chairman: Patricia C. Dunn (February 2005 - September 22, 2006) Dunn initially
resigned September 12, 2006, effective as of January 18, 2007. On September 22, 2006,
Dunn's resignation became effective immediately. While some believe she resigned due
to her involvement in HP's pretexting scandal, she has not yet issued a statement
explaining her reasons. On October 3, 2006, it was announced this Dunn would undergo
chemotherapy to treat stage 4 ovarian cancer; the illness could have been a contributing
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Diversity
Hewlett-Packard received a 100% rating on the Corporate Equality Index released by the
Human Rights Campaign starting in 2003, the second year of the report. In addition, the
company was named one of the 100 Best Companies for Working Mothers in 2004 by Working
Mothers magazine.
Hewlett-Packard is also involved in the NEPAD e-school program to provide all schools in
Africa with computers and internet access.
Ad campaigns
Acquisitions
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A small 5-person company called Data Systems, Inc. Owned by a chemical manufacturer,
Union Carbide, who failed in their diversification efforts, HP bought the group and this helped
to launch the HP 2116A in 1966. A computer designed to automate the collection and
processing of data from the company’s test and measurement devices, it marked HPs entry into
the growing computer industry.
Apollo
In 1989, HP Acquired Apollo computer for $476 million. HP was able to achieve a growth in
market share after the merger; with the market at the time valued at $4.1 billion and the fastest-
growing area of the market.
Verifone
On April 23, 1997, HP announced plans to acquire VeriFone, the leading provider of card-swipe
terminals on retail countertops to approve purchases, in a $1.18 billion stock swap. On May 10,
2001, Gores Technology Group acquired VeriFone from HP.
Bluestone
On January 18, 2001, HP acquired Bluestone Software, Inc., a leading provider of B2B, B2C,
and wireless open platform solutions.
Indigo
On March 22, 2002, HP acquired Indigo N.V., a leader in digital offset color printing systems.
Compaq
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Snapfish
On April 15, 2005, HP acquired Snapfish, a leading online photo service based in San
Francisco, California, USA.
AppIQ
In October of 2005, Hewlett-Packard acquired the private company AppIQ (short for
"Application IQ"). The company was founded in 2001 by Ash Ashutosh and David Chang, and
offered several digital storage solutions. The company had employed up to 235 people by June
2005.
OuterBay
Silverwire
On June 6, 2006, HP announced it was acquiring Silverwire Holding AG, a commercial digital
photography solutions and software provider with a strong presence in the retail photo market.
Silverwire is headquartered in Zug, Switzerland.
Mercury Interactive
On July 25, 2006, HP announced plans to acquire Mercury Interactive (MERQ.PK), a company
that provides Business Technology Optimization software (i.e. software that helps a company
govern, develop and maintain its technology stack). This acquisition is expected to occur in Q4
2006 and will result in an HP software business of around $2 billion.
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VoodooPC
On September 28, 2006, HP announced it will expand its presence in the gaming market by
acquiring VoodooPC, a maker of high-performance gaming, luxury, and entertainment PCs
based in Calgary, Alberta, Canada. This acquisition is expected to close by November 2006.
Com petitors
Major competitors of HP in the computer business include Apple Computer, Dell, Gateway,
Lenovo (Purchased IBM's Non-server Personal Computer Business), Sony and Toshiba. Major
competitors of HP in the server business include Sun Microsystems, IBM and Dell. Major
competitors of HP in the printer business include Brother, Canon, Epson, Lexmark and Dell
(who rebrands and repackages Lexmark products)
Outsourcing
In 1994, HP decided to outsource its manufacturing to third-party vendors and oversea countries
to lower costs and raise profits. Today, desktop computers are assembled in Guadalajara,
Mexico where HP employs approximately 1,500 workers. Notebook computers are assembled
in China from third-party vendors. Servers and workstations are still assembled in the United
States.In 2003, HP had 140,000 employees world wide. Under HP's current restructuring
program, HP began reducing its workforce to lower its costs. By 2006, HP experienced a
record profit of $1.5 billion in just one quarter.
MARKETING STRATEGY
HP Corporate Marketing:
HP is a company unlike any other. They serve everyone from consumers to small and mid-sized
businesses to enterprises to public sector customers with an extensive portfolio of market
leading solutions specifically designed to meet the needs of each customer segment. They focus
on helping people apply technology in meaningful ways to their businesses, personal lives and
communities. Their annual R&D investment of nearly $4 billion fuels the invention of products,
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