Export Marketing Proposal

The proposal contains three major elements. The first is an assessment of the industry and its marketing strategies. This assessment is followed by an examination of the export target market. Lastly, the commitment required of Computers Unlimited for the proposed export program is considered.

The microcomputer line now being produced by IBM is the PC2 series personal computer (PC). This assessment is concerned with the approaches taken by IBM in the marketing of the PC2 series to (1) individual or household consumers, and (2) organizational consumers.

Value Line Investors Service (1986, p. 1084) said of the computer and peripherals industry in early1986, that the

"worst of the storm that rocked the . . . industry throughout 1985 has passed, but don't look for a quick rebound to health." The service predicted that those firms which were successful in 1985 in the areas of reducing overhead costs and ridding themselves of underperforming assets would likely earn profits in 1986. The service also predicted that those firms "in the midst of new product life

. . .
duct strategy is that of product positioningwhat place will be sought for the product within the market (DeLozier, and Woodside, 1986, pp. 201202). Differentiation is one of the principal techniques by which product positioning is accomplished (Levitt, 1980, pp. 115121). Top quality, coupled with optimal features, is the emphasis placed by IBM on its attempts to position the PC2 at the top of the market. 6 IBM follows a combination of market share pricing, and promotional pricing in the marketing of its PC2 series, to both individual consumers, and to organizational consumers. In each instance, however, the company makes no effort to offer the lowest price, because such a pricing strategy would not be consistent with its product positioning strategy. IBM has its own extensive sales organization. This organization, with respect to the PC2 series, deals directly with major organizational consumers. For other organizational consumers, and for individual consumers, IBM distributes the PC2 series through its own stores, and through an extensive network of franchised dealers and distributors, of which Computers Unlimited is one. IBM relies heavily on media advertising, and on industry specific magazines in
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Some common words found in the essay are:
World Bank, Marketing Mix, Department Commerce, Computers Unlimited, Investors Service, MARKET NIGERIA, DeLozier Woodside, Value Line, Nigeria Economic, Office Statistics, value line, pc2 series, world bank, line investors service, line investors, computers unlimited, investors service, value line investors, computer peripherals, export program, organizational consumers, bank 1988, world bank 1988, computer peripherals indus, peripherals indus try,
Approximate Word count = 2683
Approximate Pages = 11 (250 words per page)

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