Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 2, Problem 2.10MA
Summary Introduction
Case summary
Company HWP's CEO implemented a strategic decision to exit personal computers, however he was fired later and the next CEO of the company reversed the decision. As a result the sales was decreased post the beginning of smart phones, tablets and e-readers. There was a decrease in the PC sales and shipments in the year 2013. Since 2013, there was even more drop in the sales of PCs. To compete in the market many companies started innovation and equip latest technology to attract the customers such as touch screens etc. However the former CEO of the company required to change the strategic focus to providing software to business markets.
To discuss: The ways companies like Company HWP and other companies adapt and capitalize on mobiles, new online, social media technologies.
Marketing management is the way toward arranging and executing the origination, evaluating, promotion, pricing and appropriation of thoughts, products and services keeping in mind the end goal to make, trade and fulfil individual and hierarchical goals.
Characters in the case:
- Company HWP.
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