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- Vision: - IBM should be first-and-foremost on any new enterprise data

center migration short-list.

- Mission: - To lead in the invention, development and manufacture of the industry’s

most advanced information technologies, including computer systems, software,

storage systems, and microelectronics.

- In 2012 IBM was ranked no 2 in terms of employee, no 4 in market capitalization1,

and no 9 most profitable2.

- Value Creation Logic: - the Value Chain approach with the Value Shop

approach, as the firm operates in the field of manufacturing of hardware (value

chain) along with providing consultations (problem solving through the value

shop approach) Overall IBM tries to create value through its product.

6.2. The Business model of IBM

- Customer Segments

IBM serves two customer segments: large enterprises looking to invest in

virtualization, cloud or other software or hardware solutions and services to streamline

corporate operations and end-users interested in personal computers and mobile

applications.

- Value Propositions

By : Enas Mekki Managing Intellectual & Human Capital