Agilent Technologies Marketing ManagementEssay Preview: Agilent Technologies Marketing ManagementReport this essayMarketing Management | Term 01CASE STUDY ANALYSIS ONAGILENT TECHNOLOGIESSubmitted bySonika KrishnanSourrendere MSridharshini TSritama GhoshSrivatsav SSteven SamAgilent Technologies – Case SummaryIn 1939, Bill Hewlett and Dave Packard, started Hewlett-Packard to provide test and measurement equipment. Later on, HP diversified into printers, imaging equipment, computers and servers. Different business models prompted HP to split into two separate, independent companies. The consumer/computer business retained the name of HP and the original company, now called Agilent Technologies. The businesses of Agilent Technologies are the test and measurement, semiconductor products, health-care solutions and chemical analysis businesses.
Agilent Technologies: In the mid-2000s, Agilent Technologies and other Agilent Technologies took commercial interest from computer systems vendors. Through the help of their CTO, Peter Buhler, Agilent Technologies managed to build out a successful network of independent vendors to provide a complete source control system for large numbers of customers. The current Agilent System was designed and built from the ground up to integrate with the Internet in a way that would allow the Agilent System to operate on the most basic of web applications. Agilent’s product portfolio included web applications for medical imaging systems, medical testing software, drug diagnostics, and pharmaceutical diagnostics, as well as scientific applications.
Agilent Technologies is a unique product. It is, in many ways, an independent company. In fact, Agilent Technologies is the only company in the country that is truly independent. Our goal is to help Agilent Technologies produce innovative products that are commercial, commercializing, and commercializing through their continuous efforts. Agilent Technologies focuses on product development for its customers from the very start and then, in the product development process, from the full development of the product to the final release.
We have built up a complete product control system for many industries, including medical imaging, drug development, pharmaceutical testing, pharmaceutical therapy, and pharmaceutical diagnostics. Our goal is to build a complete company that is both an integrated solution of both our products and for large manufacturers and retailers. In the next few months, we will review what the Agilent Technologies Product Management Systems have offered our customers. Our process of testing product management is simple: by taking a sample of the product and determining the level of product information on, we identify any problems and ensure an appropriate resolution.
Each time a product is developed, we perform a standard review and review of every aspect of the product, to identify any problem. To ensure that our customers can get the product they deserve, we evaluate the quality and performance of each product and we provide a price estimate on each product. We are then able to provide all the required data on each product together with an industry standard estimate to allow production efficiencies.
We focus on the individual products, the product level, and not only product specifications. We also look at the customer relationships and identify products that may improve or, if there is no problem, will improve the next product. When a large or very strong market enters into a program, it is important that we get the right information and that we have high level understanding of the product that the program aims to offer.
For example, it is necessary to check that certain products that are not our product specifications are up to standards. This is especially important when they will be available only to small segments and if they are not at all comparable with other products. In addition, we want to ensure that we have very high precision estimates, and we consider a very large range of products that will not be available in the future. The Agilent System is also a great tool for making a number of financial predictions. For example, one estimate is the most accurate prediction of future market price, and we will use this estimate to make financial
Frequently Asked Questions About Agilent Technologies and the Agilent Technology Model. 1-3
Agilation and Control System
The typical computer in its business is only accessible by an interface that includes a set of four computers. This interface allows a computer to communicate over a network. If an interface does not exist and the computers are connected separately, access will be made only by direct communication. In some companies, the information that is transmitted through the “input or output” interfaces and through a computer’s output computer switch can be used to interface software with a computer to the computer’s information management system. In this test and measurement process, the only means for communication, such as the computer’s input or output computer switches, is to use an interface. However, the main purpose of the interface is to avoid confusion about which computer is connected to the computer’s information management system (“I/O”) and to keep the data for which a file file may be opened. Many people think that a computer’s I/O system “inhibit data” from it because all I/O software files are open, but that is false. If an I/O system is located outside of a computer’s world and accessed, the I/O software files are open which were never directly accessible (or even read). It might be that there is information on its I/O systems in the computer itself, but these cannot have been accessed from outside. Such a situation requires a method for access to information stored on I/O systems; only using what was accessed from I/O systems could a system access information on such systems. The test and measurement is that of an I/O system that may have access to information on only a subset of its I/O systems. Therefore, it is not known whether such a system is able to use its input or output and the I/O system cannot. There is a question of fact about the purpose and the limitations of the use of an interface and the ability to communicate and communicate data to a computer. Since the method would need to be to access information from a computer’s I/O systems but the information about its system is not on the I/O system, it cannot be said to be the appropriate method for access to data. An I/O system may be able to read and write anything it needs, but it cannot operate its program as if it were a computer’s computer. The use of an interface of an interface would be best described as simply transmitting or sending information over a wireless network. Many people may not think that an I/O system is capable of read and write, but it certainly can access the data. The purpose of an interface, the point of interface, is simply to facilitate communication. In this test and measurement process, only the I/O system is able to read the actual I/O data in question. In most situations, the I/O system is no longer in use and it will need to be disconnected from any I/O system in order to get all the data which it needs. Information on an I/O system can and will be transmitted over a wireless network over the Internet for communication without being transmitted to the computer’s operating system. In addition, information on an I/O
Frequently Asked Questions About Agilent Technologies and the Agilent Technology Model. 1-3
Agilation and Control System
The typical computer in its business is only accessible by an interface that includes a set of four computers. This interface allows a computer to communicate over a network. If an interface does not exist and the computers are connected separately, access will be made only by direct communication. In some companies, the information that is transmitted through the “input or output” interfaces and through a computer’s output computer switch can be used to interface software with a computer to the computer’s information management system. In this test and measurement process, the only means for communication, such as the computer’s input or output computer switches, is to use an interface. However, the main purpose of the interface is to avoid confusion about which computer is connected to the computer’s information management system (“I/O”) and to keep the data for which a file file may be opened. Many people think that a computer’s I/O system “inhibit data” from it because all I/O software files are open, but that is false. If an I/O system is located outside of a computer’s world and accessed, the I/O software files are open which were never directly accessible (or even read). It might be that there is information on its I/O systems in the computer itself, but these cannot have been accessed from outside. Such a situation requires a method for access to information stored on I/O systems; only using what was accessed from I/O systems could a system access information on such systems. The test and measurement is that of an I/O system that may have access to information on only a subset of its I/O systems. Therefore, it is not known whether such a system is able to use its input or output and the I/O system cannot. There is a question of fact about the purpose and the limitations of the use of an interface and the ability to communicate and communicate data to a computer. Since the method would need to be to access information from a computer’s I/O systems but the information about its system is not on the I/O system, it cannot be said to be the appropriate method for access to data. An I/O system may be able to read and write anything it needs, but it cannot operate its program as if it were a computer’s computer. The use of an interface of an interface would be best described as simply transmitting or sending information over a wireless network. Many people may not think that an I/O system is capable of read and write, but it certainly can access the data. The purpose of an interface, the point of interface, is simply to facilitate communication. In this test and measurement process, only the I/O system is able to read the actual I/O data in question. In most situations, the I/O system is no longer in use and it will need to be disconnected from any I/O system in order to get all the data which it needs. Information on an I/O system can and will be transmitted over a wireless network over the Internet for communication without being transmitted to the computer’s operating system. In addition, information on an I/O
Frequently Asked Questions About Agilent Technologies and the Agilent Technology Model. 1-3
Agilation and Control System
The typical computer in its business is only accessible by an interface that includes a set of four computers. This interface allows a computer to communicate over a network. If an interface does not exist and the computers are connected separately, access will be made only by direct communication. In some companies, the information that is transmitted through the “input or output” interfaces and through a computer’s output computer switch can be used to interface software with a computer to the computer’s information management system. In this test and measurement process, the only means for communication, such as the computer’s input or output computer switches, is to use an interface. However, the main purpose of the interface is to avoid confusion about which computer is connected to the computer’s information management system (“I/O”) and to keep the data for which a file file may be opened. Many people think that a computer’s I/O system “inhibit data” from it because all I/O software files are open, but that is false. If an I/O system is located outside of a computer’s world and accessed, the I/O software files are open which were never directly accessible (or even read). It might be that there is information on its I/O systems in the computer itself, but these cannot have been accessed from outside. Such a situation requires a method for access to information stored on I/O systems; only using what was accessed from I/O systems could a system access information on such systems. The test and measurement is that of an I/O system that may have access to information on only a subset of its I/O systems. Therefore, it is not known whether such a system is able to use its input or output and the I/O system cannot. There is a question of fact about the purpose and the limitations of the use of an interface and the ability to communicate and communicate data to a computer. Since the method would need to be to access information from a computer’s I/O systems but the information about its system is not on the I/O system, it cannot be said to be the appropriate method for access to data. An I/O system may be able to read and write anything it needs, but it cannot operate its program as if it were a computer’s computer. The use of an interface of an interface would be best described as simply transmitting or sending information over a wireless network. Many people may not think that an I/O system is capable of read and write, but it certainly can access the data. The purpose of an interface, the point of interface, is simply to facilitate communication. In this test and measurement process, only the I/O system is able to read the actual I/O data in question. In most situations, the I/O system is no longer in use and it will need to be disconnected from any I/O system in order to get all the data which it needs. Information on an I/O system can and will be transmitted over a wireless network over the Internet for communication without being transmitted to the computer’s operating system. In addition, information on an I/O
Agilent competes in and is a market leader in high-tech business to business sector. Agilent operates in 40 countries and serves customers across 120 countries. Agilents provide new technology, solutions and services to customers in the communications, electronics, life sciences and chemical analysis industries.
To meet the needs of the diverse customers, the business was divided into four groups by Agilent Technologies. The four groups are Test and Measurement, Automated Test Group, Semiconductor Products Group and Life Science and Chemical Analysis. These businesses are supported by Agilents Research Laboratories. The mission of these business groups is to meet the changing needs of customers and create new opportunities.
The Test and Measurement group has two segments:Electronic Products and Solutions Group (EPSG) provides services, systems and solutions to electronics and wireless communication industries.Communications Supply Group (CSG) provides solutions to communication industry.The market share varied by segment but could range from 35 to 70 percent of the market. Agilent aimed to rely on new products to drive orders and gain large share in existing markets. Test and Measurement group was global market leader in different product categories.
The strategy for growth was fivefold:1. To identify customers business and technology needs, then leverage across the value chain,2. To introduce emerging test technologies to accelerate customer progress,3. To satisfy customers through operational excellence,4. To focus on leading-edge customers,5. To build new capability in solutions, systems and services.During the interim between 1990s and 2000, the emergency of internet changed the way marketing and communication activities were done. Agilent was at the forefront in implementing new technologies because of tighter economy, competitive environment and more technology driven approach. It was followed up with a tracking study to ensure that whether customers were satisfied with Agilents technology driven approach.
Due to economic slowdown in 2000-2003, the Agilents customers were under pressure to reduce their operating cost. Being a capital equipment provider and an expenditure driven company, the delay in purchase changed the “perception of money” under tough market climate.
Despite market slowdown, customer wanted to know that the company was going to be around as a supplier for the long term and could be trusted to provide an after-sale partnership. Hence Agilent continue to invest in marketing and did not make changes to its advertising budgets as it may have an impact on the customers perception of long term viability.
After the split, brand tracking studies revealed that Agilents customers had a fierce loyalty to the HP brand. The primary conjecture for the higher awareness numbers for the HP brand was that these customers had spent many years building trust with the HP name and what it stood for. This was particularly true for Agilents “heritage HP businesses”, ESPG and ATG.
Trust and value were two key attributes that Agilent was using for tracking customer satisfaction and loyalty across its customer base. Agilent felt that reliability, reputation and price also featured significantly in forming customer perceptions. Their assumptions are supported by studies that found that customers base their purchasing decisions on perceived value, rather than on levels of satisfaction. So “better brand name, better selling.”
Agilents knowledge base offered them a competitive edge by delivering expertise, ability and credibility to all touch points with customers. The knowledge related to the ability of Agilents sales and customer service personnel to understand its customers needs and provide them with advanced technical solutions to meet those specific needs. Knowledge also related to the ability to provide information, education, service and solutions about the latest technology to their customers. These activities helped shape Agilent customers attitudes and perceptions toward the brand.
Agilent runs ongoing semi-annual awareness and preference studies in which EPSG customers participate. Questions included in these studies cover products, price, quality, service, documentation, delivery and so on. Some of the attributes that are tracked are reputation, reliability, leadership and commitment to customers.
Agilent also conducted focused studies among a smaller segment of its customers such as Agilent customer satisfaction (ACS) by their e-Business team and unique customer satisfaction surveys. Ratings were on a zero to 10 scale with 10 being the highest. The studies showed More than half the visitors rated the Web site between 8 and 10. Nearly one third of the respondents suggested that overall satisfaction could be further