Compaq Computer Corporation 1995

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Case

Reference no. 9A95A011

Subject category: Marketing

Authors: Adrian Ryans (International Institute for Management Development (IMD)); Marianne Vandenbosch (International Institute for Management Development (IMD))

Published by: Ivey Publishing

Originally published in: 1995

Version: 1997-12-31

Length: 27 pages

Data source: Field research

Topics: Market strategy; Corporate strategy; Strategic planning; Management of technology

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Abstract

This case describes the evaluation of Compaq''s marketing strategy in the personal computer industry from its founding in 1982 to 1995. The market environment and the strategies of key competitors and Intel are discussed. Compaq management must decide how to respond to the changing market and competitive environment.

Location:

International

Industry:

Machinery except electrical

Size:

Large