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Marketing channel analysis of Hewlett-Packard

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  1. Environment.
  2. Economic.
  3. Socio-cultural aspect.
  4. Technological aspect.
  5. Competitive aspect.
  6. Legal aspect.
  7. SWOT analysis.
  8. Channel strategy.
  9. Various channel relationships.
  10. Mergers and acquisitions.
  11. Distribution strategy.
  12. Direct selling - HP sales representatives.
  13. HP On the front lines.
  14. Conclusion.

Hewlett-Packard (HP) was founded on January 1, 1939 by Bill Hewlett and Dave Packard. The decision to create this partnership was made in the now historic HP Garage in Palo Alto, California. This garage is now considered the birthplace of the Silicon Valley (About HP). HP has since grown into a technology company that operates in 178 countries, employing 140,000 and offering a comprehensive portfolio of products(Jobs at HP).HP is economically one of the most successful information technology companies in the world. It is ranked eleventh on the 2006 Fortune 500 list and second in its industry. Last year they had nearly eighty-seven billion dollars in revenue, with over two billion in profits. HP is a publicly traded company on the New York Stock Exchange, which has been steadily growing since their initial public offering in November of 1957 (HP History).

[...] For many years HP has been content with pushing their product through the channel of distribution, which is how a majority of their products are sold. Hewlett-Packard has relied on its army of resellers to sell and distribute the various product lines they offer; there are over 44,000 in North America alone. The biggest concern among resellers is that HP will undercut them on prices. The company has acknowledged these concerns, and realizes that they need the support of channel members if they expect them to carry their product. [...]


[...] About HP Services. Accessed April from http://h20219.www2.hp.com/services/cache/13424-0-0-225-121.html Hewlett-Packard Website. (2006). HP Global Philanthropy. Accessed April from http://www.hp.com/hpinfo/grants/ Hewlett-Packard Website. (2006). Jobs at HP. Accessed April from http://h10055.www1.hp.com/jobsathp/ Hewlett-Packard Website. (2006). About HP. Accessed April from http://www.hp.com/hpinfo/abouthp/ Hewlett-Packard Website. (2006). Product Reuse and Recycle. Accessed April from http://www.hp.com/hpinfo/globalcitizenship/gcreport/products/recycling.html Hewlett-Packard Website. (2006). HP Timeline - 1950?s. Accessed April from http://www.hp.com/hpinfo/abouthp/histnfacts/timeline/hist_50s.html Hoovers: A D&B Company. (2006). Hewlett-Packard Company. Accessed April from http://www.hoovers.com/hewlett-packard/--ID__10723--/free-co- factsheet.xhtml?cm_ven=PAID&cm_cat=BUS&cm_pla=CO1&cm_ite=Hewlett-Packard Kaneshige, T. (2001, Apr. 1). Avoiding Channel Conflict. Retrieved April from Line56.com [...]


[...] In addition to the millions of products that Hewlett-Packard recycles, HP collects approximately 2.5 million hardware products each year that are refurbished, resold or donated (Product Reuse and Recycle). Hewlett-Packard received a 100% rating on the Corporate Equality Index released by the Human Rights Campaign starting in 2003. In addition, the company was named one of the best 100 companies for Working Mothers in 2004 by Working Mothers magazine (Hewlett-Packard). Threats Hewlett-Packard is very big in the server business; however, this business contains very dominant competitors, i.e. [...]

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