My report covers the Hewlett – Packard (HP) company, founded in 1939. I focused primarily on the Personal Systems Group (PSG): business and consumer PCs, mobile computing devices and workstations which is one of the main industries of HP. To be successful in the business sector, a company must understand the needs of its customers and create desires for them. HP discovered that the customer needed lightweight and useful notebook PCs through its research and development (R&D) center. So, it created a need; a new Compaq Evo Notebook N1015v commercial notebook that packs the power and performance you need for mobility into a sleek design for just $899 (US$). HP also tracks its customers' needs through feedback forms and online surveys. In this way, HP was also able to understand that not everyone is able to use their products, so they created these HP accessibility products that anyone can access, including people with disabilities and age restrictions. An example of such a product in the PSG industry is the Mobile Speak Pocket, made specifically for blind people. (Refer to Exhibit 1a - 1c) HP needs to choose a target audience which are the people you will primarily sell your products to. The target audience of HP's PSG sector is people from the commercial sector. To attract they must have a customer-oriented marketing strategy. This strategy is made up of 5 marketing concepts. They are social marketing concept, marketing concept, sales concept, product concept and production concept. For the concept of social marketing, companies should consider the long-term interests of society while also considering the wants and needs of customers. HP is committed to reducing the environmental impact of its operations. HP manages its energy impact by calculating greenhouse gas (GHG) emissions generated by our operations and electricity use. To achieve the organization's goals, it must focus on knowing the needs and wants of the target market and providing the desired satisfaction better than its competitors; this is called marketing concept. And as for the sales concept, HP understands customers' needs and wants, so customers will not buy unless there are sales and promotion efforts, so companies focus on creating sales transactions. HP conducts regular promotions to attract customers and increase sales caps. Regarding the product concept, consumers prefer products that offer the best in quality, performance and innovative features.