Computer Marketing Plan

The midsized office computer business is still expanding rapidly, though less so than in the past. Nascent markets continue to open uplike small business, education, and the Pacific Rim countries--in which this firm will focus its attention on in the next years. A recession is possible within the next twelve months, but even if it materializes, this company will likely experience a less than anticipated aggregate sales increase, not a decrease as in many industries. Miniaturization is the key trend in our product line, reducing real cost per information unit and increasing reproductivity in the process. As for potential dangers, Hitachi, Fujitsu, and other big Japanese companies pose a considerable longterm competitive threat, which this firm will meet through continued investment in new product development.

Computers are machines that perform calculations and process and store information on a large scale. Ranging in size from the small personal computer (PC) to the industrial supercomputer, they are complex electronic entities whose major component is the silicon chip. Together with "software," which provides the programming to the computer itself, called "hardware," such machines have revolutionized business, science, and technology.1 Becoming increasingly powerful, they have declined drastically in cost per unit of information processed during the last four decades since the

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ttributable to monopoly power is tolerated in exchange for gains from creating new technology. This "Schumpeterian" view of the economics of technology and innovation has been particularly applicable to the U.S. computer industry. Productivity Computers exemplify a product whose continual technological improvement has increased productivity with regard to "information." By enlarging the capacity and raising the speed for processing and storing information, U.S. computers have become approximately 30 percent less expensive annually per unit of information processed and stored over the past four decades. This is critical in the evolving "age of information" that is coming to dominate the increasingly serviceoriented economies in the industrialized world.10 Indeed, even the "newly industrialized" (for example, Taiwan and Brazil) and "less developed" countries (for example, most of Africa) are becoming more dependent on computerization as they proceed into the twentyfirst century and try to catch up with the United States, Western Europe, and Japan. At any rate, the huge exponential increases in the power of each succeeding generation of computers has enabled American hardware to remain highly competitive despite higher prices
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Approximate Word count = 2795
Approximate Pages = 11 (250 words per page)

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