IBM provides wide range of Hardware/Software products and services to a large number of

businesses across the globe.

IBM segments its market depending on following bases as mentioned below:

1. By Product or services (Micro segmentation): Product wise divisions are software, hardware
and Services. Various examples include End user services, Integrated Communication
services, IT strategy and Architecture services, Maintenance and Technical support services,
middleware services, Semiconductor devices etc.
2. By Industry (Macro segmentation): IBM software products and services are customized
according to the different requirements of the various Industries. Some of the Industries are
given as follows:
 Banking
 Automotive
 Construction
 Financial Markets
 Aerospace and Defence
 Consumer Products
 Chemical and Petroleum
 Education
 Electronics
 Healthcare
 Insurance
 Media and Entertainment
3. By Size of the customer’s firm (Micro segmentation): IBM also does segmentation based on
the number of employees working in a firm and its scale of operation.
 Very Small Businesses (Less than 50 employees)
 Small Businesses (50-100 Employees)
 Mid-Size business (100-1000 employees)
 Large Enterprises (More than 1000 employees)
 Growing Companies
4. By Business needs (Macro segmentation): This is based on behavioural segmentation of the
market
 Business Intelligence
 Enterprise resource planning
 Product lifecycle management
 Security
5. By Technology used by customers (Micro segmentation): Based on the type of technology
used by the customer for the operation of their business
 Cloud Computing
 Operating Systems
 Networking Solutions