Question

IBM
Target market and customers

Answer 1

Target market and customers means the particular part of a customer base or the markets that a company will aim for to increase their sales. IBM is a multinational technology company that is involved in different segments so it will have to use different approaches for different segments depending upon the needs.

IBM markets itself as a company which creates value for its customers across the different segments. For example, IBM reorganized its sales organisation to target small and medium sized businesses in its systems and technology group. In this, it created two different sales group, one of which was to target the bigger businesses while other was to target small and medium sized business. The size was decided basis the number of employees in the business. As IBM provides technology solutions to businesses, its target group is also businesses that require various IT services and to target them more effectively it divided that into different groups also to device its sales pitch better.