Search

The market research issues related to brand identity and brand equity that need to be focused with respect to brand development in personal computer (PC) market are examined. The use of marketing communication and customer perceptions by PC manufacturers in creating global brands is discussed.

A study uses structural modeling and policy simulation to evaluate the distribution channels of companies involved in the sale of personal computers.

The growing market size of PC industry in China and the challenges faced by the industry marketers are explored. Methods to overcome the challenges and succeed in the business are suggested as well.

Intel Corp. currently dominates the $25 billion microprocessor industry. This successful and efficient company now controls 80% of the market share for personal computer chips. However, personal computers costing less than $1000 began to dominate the market. Therefore, demand for Pentium chips was severely reduced and Intel shares fell to $35.00 in mid-1998. Intel's leaders believe that new software applications will require high-powered personal computers. Also, Intel sees itself as the building-block supplier for the Internet economy.

PC marketers have commoditized their business. Now they must create brands that mean something more to consumers than just a machine. For personal computer marketers and retailers, the dust has [...]

Competitive industry heats up spending, diversifies the pitch. With the Christmas shopping season shaping up to be a barnburner for home PC sales, it's no surprise that the marketing landscape [...]

Improved operating systems have enabled many personal computer users to begin using their new machines quickly and easily. In addition, many manufacturers offer software and on-line services bundled with PCs. PC users consider a number of different features when choosing a computer; these include the power of the central processing unit, the amount of memory, and whether the machine offers a fax/modem. Pricing for PCs is also discussed., Improved operating systems allow less-than-knowledgeable consumers fast facility The personal computer of 1994 is a far different machine from its ancestor of just 10 years ago. But despite the fact [...]

Computers Invade CE Retail WE APPEAR to be in an era of quiet revolutions: The Berlin Wall coming down. The breakup of the Soviet Union. Personal computers (PCs) becoming a [...]

As Californians squint off into the sunset, enjoying another of the Pacific Rim's golden harvests, a new day is dawning in Japan, where much of the future awaits California industry [...]

The decrease in microcomputer sales in the mid-1980s led to the development of new marketing strategies, and mail-order advertising has become an effective way to sell microcomputers. Borland International's 1989 direct mail campaign was designed to let users trade their Lotus 1-2-3 spreadsheets for Borland's Quattro spreadsheet. Borland's sales force was smaller than Lotus' sales force, but Borland was able to compete with Lotus by selling 300,000 copies of Quattro through direct mail. Computer Shopper, a microcomputer mail-order catalog, allowed overstocked microcomputer manufacturers to sell the oversupply of microcomputers they had as a result of the slowdown in the computer industry., MICROCOMPUTER MARKETING: ACT III A severe slowdown rocked the microcomputer industry in 1986. Inventories were up, sales were down, operating expenses in every phase of the business were rising and [...]

Computer technology drives its own marketers crazy. The industry is the business equivalent of China's once-perpetual Cultural Revolution. it is defined by its ability to develop great technological leaps forward, [...]

Amstrad, the UK consumer electronics firm, has seen its share of the UK market in PCs decline drastically since 1989 due to a marketing blunder. Amstrad made its name by supplying cheap PCs to the home market. The company was not a manufacturer that developed its own technology, but sourced its components from many manufacturers in the Far East, Japan, and Korea, seeking the lowest prices. Amstrad is a 'late-cycle' PC manufacturer that assembled existing components from other sources into its own package, typically coming into a technology late in its life cycle. Amstrad attempted to enter the high end of the market with a high-performance business computer, but a global shortage of DRAM chips led to a delay in the computer's introduction. The malfunctioning of the product's hard disk, which had been supplied by a Far East source, led to a recall of the computer, shattering Amstrad's reputation for reliability. Amstrad's share of the UK PC market tumbled from 11.3% in spring of 1989 to 1.9% by March 1990.

The introduction of ever cheaper, innovative personal computers is driving profits down and while increasing volume sales in Australia.

Personal computers become obsolete within nine months after they become commercially available. Terrence A. Austin of Andersen Consulting says that the supply chain determines the success of a particular PC brand due to the intense competition in the market. He adds that the days of introducing a technologically advanced product are gone. He adds that holding inventory poses a big risk for PC makers because of huge decreases in prices that may occur in the future.

How Gateway became the model for success in the chaotic world of the PC market. THIS YEAR GATEWAY CUSTOMERS OVERTOOK Apple aficionados as America's most brand-loyal computer users, according to [...]

Lucky Computers has found a niche in the retail industry. The firm builds custom-made microcomputers or microcomputers with the newest technology at prices below the market, and delivers its products quickly. Lucky excels in the area of customer service, while other discount retailers focus on price alone. The company has 17 stores in such states as Texas, Oregon and Washington. It's headquarters is located in Richardson, TX., A computer reseller builds a fortune with smaller inventories, shorter lead times and made-to-order merchandise sold at below-retail pries. A global high-tech manufacturer needs five computer systems the next business [...]

Tandy Corp., which sold off its computer manufacturing operations last year to focus on its retail businesses, seems to understand the pulse of the computer shopper better than most resellers. [...]

In the old days, Dell couldn't miss. All through the late '80s and early '90s, the direct personal computer pioneer leapfrogged over competitors, taking orders over the phone and through [...]

CompUSA Inc, a discount computer chain, uses a variety of strategies to maintain its competitive edge with its competitors. For example, it offers a greater product selection than its competitors and aggressively pursues corporate and government accounts in addition to individual customers. The chain uses low-pressure sales techniques to sell computers to its fastest growing market, home business users. In addition, the company's overall business plan, including rapid expansion and reduced costs, is discussed at length., Restructuring, more outlets and new customer services are part of CompUSA's plan to stay ahead of the competition DALLAS--Considered a pioneer in selling discounted personal computers at retail, CompUSA this [...]

Sogo Computers of Bangalore is a distributor of information technology hardware, packaged software and rental services. Sogo has forayed into the retail segment by launching its first multi- brand retail [...]

Emami of Kolkata expects a 15-20 percent growth in its Chyawanprash segment as against a flat growth during 2008- 2009. While the company plans to consolidate all its brands under [...]

Hewlett-Packard Co (HP) employed numerous marketing strategies to achieve success with its Omnibook 300 portable computer, HP minicomputer and workstation and personal computer lines. The success of these products was based on extensive market research, development of technological improvements to exceed competitors' products and the appropriate marketing of the new products, including expansion into retail channels.

Consumer electronics firm Weston has launched multimedia speakers under the brand name of Rockstar in India, marking its entry into the premium personal computer speaker segment. It will initially launch [...]

Toshiba India will invest $10 million (Rs47 crore) during 2010- 2011 in the personal computer business to strengthen its brand in India. The company, which currently has nine notebook models, [...]

AOC has launched an all-in-one personal computer (PC) and a series of liquid crystal display (LCD) monitors. The company is aiming to achieve a turnover of Rs700 crore from newly [...]

SR Superstore Inc a nine-store home appliance and office machine chain based in Shreveport, LA, considers personal computers to be one of its top-selling categories. By introducing the Wang EXEC Series of user-friendly computers with preloaded software, the retailer has boosted sales and reduced returns by 60%. SR claims market dominance in the Shreveport area and aims to increase PC sales to 10% of overall volume in 1992., SHREVEPORT, La.--SR Superstore Inc., a fast-growing electronics/appliance chain based here, is finding the personal computer a top-selling category among its home office offerings. Three years ago, this 48-year-old operation took [...]

DSGi has revamped its retail brands' strategies, but new rivals could derail its plans. Electrical retail group DSGi is behaving a bit like London buses - you wait an eternity [...]

FORT WORTH--The imminent arrival of Tandy Corp.'s Computer City SuperCenters appears to signal further evolution in the way personal computers and other home office products will reach the consumer market. [...]

Don't throw in the towel on the PC market yet. While industry revenues are slowing down like an overworked hard drive, sales through direct marketing channels are soaring--up 35 percent [...]

What's next with battered Compaq? Compaq Computer Corp. finished 1990 as the picture of health. With its net annual income up 37 percent and sales up 24 percent from the [...]

PCs Primed for Fall Proliferation of models a blessing to retailers, consumers If this isn't the year of the home computer, it won't be for lack of trying. 1990 has [...]

Small business, home office seen pushing low-end PCs in 2nd half By all accounts, the low end of the computer marketplace appears poised to take off in a major way. [...]