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Question 1 – Marketing Management
Compaq Computer Corp. made a name for itself in the early 1980s by becoming the first computer company to manufacture and market IBM “clones”. Observers point to Compaq’s ability to bring out products quickly and to work with other industry giants, such as Intel, as keys to its success. How do you expect Compaq to organize its operations if it chose to be guided by the production concept? The selling concept? The marketing concept?
Expert Answer
Production concept : Compaq computer corporation should use production concept so as to manufactures only those product which are specifically designed by compaq’s core technical expertise. The strategies of Compaq should be included JIT ( just in time) , TQM ( total quality management) , Kaizen etc . In its production process. The competitors intelligence must be done so as to design new set of strategies for success.
The selling concept: In selling concept , it is assumed that consumers will never come to purchase products or services for this a company must aggressively focus on selling products or services to various methods simultaneously. Selling is the core activity of any type of firm. To achieve higher market share aggressive startegies must be followed by compaq. The laptop and computer market keeps on changing so selling efforts should also kept in line to the moods of the customers.
The marketing concept: Marketing is a process of attracting as well as retaining the customers through value delivery . It is a social process . In marketing a company like Compaq must use Holistic approach so as to become a global leader in the field of computer technology. The online media and e marketing must be focused to cater the youth and techno savvy people. The 4P’s of marketing should be redeployed . Segmentation , positioning and targeting must be in line to the new consumers demand.
