Compaq Marketing Strategy – Marketing Strategy of Compaq: Compaq company was founded in 1982 and began its operations by manufacturing the most advanced computers of their time for IBM, other IT companies, and other products.
Due to poor performance, the company was merged with HP for $ 24 Billion in 2002. All its divisions were merged into HPs business units during the time period up to 2015. Many major developed countries have discontinued the brand.
Compaq At A Glance – Marketing Strategy of Compaq
Company : Hewlett-Packard
CEO: Carly Fiorina
Founder: Rod Canion | Jim Harris | Bill Murto
Year founded: 16 February 1982
Headquarters: Palo Alto, California, United States
Annual Revenue: US$1.2 billion
Profit | Net income: US$222 million
Number of employees : 1,440
Products & Services: Desktops | Notebooks | Servers | Telecom equipment | Software
Compaq Fun Facts: Compaq Computers achieved $1 billion in sales faster than any other computer company in the United States.
Marketing Strategy of Compaq
Compaq’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Compaq? Let us discuss.
Segmentation, Targeting, Positioning – Compaq Marketing Strategy
Compaq segments its offerings based on Geographic and Psychographics elements. It targets tech-savvy professionals and executives. It also makes the customer engagement channel stronger, allowing HP to be ahead of other companies in lower segments of the product portfolio.
Compaq uses the differentiating factor factors to differentiate itself from its competitors: strong customer relationships, and serviceability by the parent (HP).
It is based on User-based positioning strategies and Price based positioning.
Compaq Mission Statement
Compaq Vision Statement
Competitive Advantage – Marketing Strategy of Compaq
Global Presence is Compaq’s sale. It operates in over 170+ countries worldwide with a strong product portfolio from parent company HP. The company offers a variety of IT-related services and computing devices around the world, which are supported by more than 4000 employees.
A diverse product portfolio that is available to both enterprise and retail customers, which includes personal computers, printers, and other related products.
The company is able to generate revenue through data analytics, software, and network and IT-related infrastructure.
BCG Matrix – Compaq Marketing Strategy
It has two business verticals: It is available for both commercial and customer use.
These business verticals include enterprise solutions, personal computing imaging technologies, and printing products.
The BCG matrix has Personal Computing as the Star product segment, while Imaging & Printing and Enterprise Solutions are the question marks.
Distribution Strategy – Marketing Strategy of Compaq
Compaq works with HP to improve business modalities. HP has more than 170 locations worldwide.
It distributes its products and service globally through a variety of partners such as authorized showrooms & services centers, retailers, and direct sales channels. The company closely works with OEMs (Original Equipment Manufacturers) and resellers, which allows it to get its products and services to the end customers.
Brand equity in Compaq’s strategy – Compaq lost its identity as the largest PC manufacturer before it was acquired by HP.
It is now sold as a low-end product in the HP product portfolio. Due to HP’s acquisition, the brand lost its essence.
Competitive Analysis – Compaq Marketing Strategy
Compaq is part of the competitive environment in which it competes against other large corporations in similar business segments at different levels, such as technology, product portfolio, and IT infrastructure. It also has to contend with other large corporations in the exact same business segments at different levels, including the availability of resources, branding and distribution channel, and maintaining the pool of talent.
HP, the parent company, adjusts the prices of its products and services to stay competitive.
Compaq is not the only corporation with a long history, such as IBM and Samsung.
The selection of suppliers is a major factor in determining a company’s profitability within the IT hardware sector. Serviceability is what drives the software industry.
Market Analysis – Marketing Strategy of Compaq
The market has a lot of competition. There are many companies, big and small, like MNCs that are consuming each other’s market share. This makes it hard for companies with products and services with shorter life spans to survive in this market. Compaq must compete in the market for each of its segments.
Customer Analysis – Compaq Marketing Strategy
Compaq customers can be classified into corporate and retail customers. Compaq’s retail customers are tech-savvy young professionals and those who use its various offerings.
The corporate customers are resellers, distributors, and authorized service centers. Wholesalers and the enterprise solution vertical. This business vertical targets companies that have specific requirements.
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