Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 305-064-1
Published by: INSEAD
Originally published in: 2005
Version: 06.2007

Abstract

The case describes the situation in the desktop printer industry in August 2002. Rumours suggest that Dell is planning to enter the industry. The case describes the structure of the industry, the main players, and the events leading to these rumours. Some possible motives for Dell entering the printer industry are discussed, as well as the entry barriers. The case is designed to examine whether a firm with a dominant position in an industry (Dell in PCs) can exploit its powerful position to enter into complementary products (desktop printers). The dominant incumbent in printers (Hewlett Packard) already competes with Dell in PCs. The entry barriers in the printer business are large. The main question is whether Dell can overcome the barriers in order to benefit from this profitable business, or deflate a profit pool from its rival.
Location:
Size:
USD31 billion revenues (2002)
Other setting(s):
2002

About

Abstract

The case describes the situation in the desktop printer industry in August 2002. Rumours suggest that Dell is planning to enter the industry. The case describes the structure of the industry, the main players, and the events leading to these rumours. Some possible motives for Dell entering the printer industry are discussed, as well as the entry barriers. The case is designed to examine whether a firm with a dominant position in an industry (Dell in PCs) can exploit its powerful position to enter into complementary products (desktop printers). The dominant incumbent in printers (Hewlett Packard) already competes with Dell in PCs. The entry barriers in the printer business are large. The main question is whether Dell can overcome the barriers in order to benefit from this profitable business, or deflate a profit pool from its rival.

Settings

Location:
Size:
USD31 billion revenues (2002)
Other setting(s):
2002

Related