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MARKET RESEARCH ON BRAND AWARENESS FOR

BRANDED P.C

SUMITTED BY:-

SHRIKANT S PANIKAR (Roll No # 46)

SIDDHARTH VYAS (Roll No # 47)

SHAKTI KUMAR SINGH (Roll No # 45)

SUNIL KUMAR (Roll No # 48)

IN FULFILLMENT OF PGDM (MARKETING)

SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION

AND RESEARH

S! No! 4"4A$4B%& NEAR PM OTRIO POST

KONDH'A SAS'AD ROAD KONDH'A (BK)

PUNE48

SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION

AND RESEARCH, KONDHWA (BK)


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DECLARATION

We hereby declare that the project titled To Dee!"#$e %e B!&$' A&!e$e *o!B!&$'e' P.C+is an original piece of research work carried out by us under the guidance andsupervision of M!. P&$& N&$'!&!. The information has been collected from genuine &authentic sources. The work has been submitted in partial fulfillment of the requirement ofPGDM (MRKT).

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A0$o/e'1e"e$

We would like to acknowledge all the help and guidelines received by our espected and

Well informed *arketing -aculty at S!# /Sinhgad !nstitute of usiness *anagement and

esearch0 as this *arketing esearch would not have been possible without they e1pert

guidance.

!n short we would like to thank the following for all their 2fforts and Support3

M! P&$& N&$'!&! (M&!e#$1 Ree&!0% F&0/2 & SIBAR)

M! 3#%&/ B%o/e (M&!e#$1 F&0/2 & SIBAR)

A// o! Te&""&e &$' Co//e&1e.


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E*+,-./0+ 1-223

esults of a controlled e1periment on the role of brand awareness in the consumer choice

process showed that brand awareness was a dominant choice heuristic among awareness4

group subjects. Subjects with no brand awareness tended to sample more brands and selected

the high4quality brand on the final choice significantly more often than those with brand

awareness. Thus5 when quality differences e1ist among competing brands5 consumers may

6pay a price6 for employing simple choice heuristics such as brand awareness in the interest

of economi7ing time and effort. However5 building brand awareness is a viable strategy foradvertising aimed at increasing brand4choice probabilities.

rand awareness can be measured by showing a consumer the brand and asking whether or

not they knew of it beforehand. However5 in common market research practice a variety of

recognition and recall measures of brand awareness are employed all of which test the brand

name8s association to a product category cue5 this came about because most market research

in the 9:th ;entury was conducted by post or telephone5 actually showing the brand to

consumers usually required more e1pensive face4to4face interviews /until web4based

interviews became possible0. This has led many te1tbooks to conceptuali7e brand awareness

simply as its measures5 that is5 knowledge that the brand is a member of a particular product

category. rand awareness consists of both brand recognition5 which is the ability of

consumers to confirm that they have previously been e1posed to your brand5 and brand

recall5 which reflects the ability of consumers to name your brand when given the product

category5 category need5 or some other similar cue.

Aided awarenessoccurs when you show or read a list of brands and the person e1presses

familiarity with your brand only after they hear or see it.

Top-of-mind awarenessoccurs when you ask a person to name brands within a product

category and your brand pops up first on the list.

P/23 o+,./0+To research whether rand awareness in randed %; among randed %;


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5. I$!o'0#o$

T;+ +1+3,; Po+,.is on the topic of =rand #wareness of randed %;.

$ow first let us look at the definition of a rand3

T;+ :+


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T;+ P->o1+ of this research to evaluate the amount of rand #wareness enjoyed by

different brands of %; lists @: key

characteristics based on a review of the world


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S,o>+ o< 1.-:

!s to check that does rand #wareness among randed %;o.39,+R+l+039,+ o< .;+ M3@+. R+1+3,;

The importance of this market research would be5 that it will help us to determine which

computer rands enjoy different benefits due to their rand #wareness in the mind of the

consumers. Cur research work will help us define how does brand awareness helps the

customer to pick or choose that specific brand and get a clear picture as in is rand

#wareness really important part of the marketing strategy or is it just a burden on the

marketing system.

rand awareness is an important way of promoting commodity4related products. This is because forthese products5 there are very few factors that differentiate one product from its competitors.

Therefore5 the product that maintains the highest brand awareness compared to its competitors will

usually get the most sales5 our research findings will help us in determining those factors.

We would also be able to gauge which brand enjoys the top spot in =Top4of4the4*ind

#wareness> among randed %;


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6. O4e0#7e

P/23 o+,./0+To research whether rand awareness in randed %;


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8. Ree&!0% Me%o'o/o12

S.+>!% T;+ :+,/1/o9 3l.+93./0+ 39: .;+ +1+3,; o+,./0+1 4*arketing management must be careful not todefine the problem too broadly or too

narrowly for the marketing researcher. $ot all research projects can be specific. Some research is e1ploratory4 its goal is to shed light on the real nature of the

emand to suggest possible solutions or new ideas.

S.+>C D+0+lo> .;+ R+1+3,; Pl39

The second step of marketing research calls for developing the most efficient plan forgathering the needed information .The marketing manager needs to know the cost of

the esearch plan before approving it. esigning a research plan calls for decision ondata sources5 research approaches5 research instruments5 sampling plan5 and contactmethods.

DATA SOURES4 The researcher gather secondary data5 primary data5 or both. Secondary Data are data that were collected for another purpose and already e1ists

Somewhere. Primary Data are data freshly gathered for a specific purpose or for a specific

rch

%roject. esearchers usually start their investigation by e1amining some of the rich

variety of secondary data to see whether the problem can be partly or wholly solved without collecting costly primary data. Secondary data provide a starting point and

offer the advantages of lower cost and ready availability. When the needed data do note1ists or are dated5 inaccurate5 or unreliable5 the researcher will have to collect primarydata. *ost marketing research projects involve some primary data collection. The

$ormal procedure is to interview some people individually or in group.


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RESEARH APPROAHES4 %rimary data can be collected in ? ways

%! OBSERVATIONAL RESEARH-ata can be gathered by observing the relevant actors

;onsumers can be unobtrusively observed as they shop or as they consume products.

C! FOUS GROUP RESEARH# focus group is a gathering of J to @: people who are;arefully selected based on certain demographic5 psychographic5 or other

derationsand brought together to discuss at length various topics of interest. %articipants are

normally paid a small sum for attending.

! SURVEY RESEARH-;ompanies undertake surveys to learn about peopleknowledge5 beliefs5 preferences5 and satisfaction5 and to measure these magnitude inthe general population.

4! BEHAVIORAL DATA-;ustomers leave traces of their purchasing behavior in store scanning data5 catalog purchases5 and customer database. *uch can be learned by

analy7ing these data. ;ustomer


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gauging consumer opinion because consumer action do not always match theirers

to survey questions. Kualitative research technique is relatively unstructuredure4

ment approaches that permit a range of possible responses5 and they are a creative

means of ascertaining consumer perception that may otherwise be difficult tover.

the range of possible qualitative research technique is limited only by the creativity ofthe marketing research.

MEHANIAL DEVIES-*echanical devices are occasionally used in marketingresearch. 2.g.4galvanometer can measure the interest of emotions around by e1posure

to a specific ad or picture. The techistoscope flashes an ad to a subject with ande1posure interval that may range from less than one hundredth of a second to several

seconds. #fter each e1posure5 the respondent describes everything he or she recalls.

SAMPLINGPLAN

%! S32>l/9 -9/. ';o /1 .o + 1-0++:The marketing researcher must define the targetpopulation that will be sampled. Cnce the sampling unit is determined5 a sampling

must be developed so that everyone in the target population has an equal or known chance Cf being sampled.

C! S32>l+ 1/+ Ho= 239 >+o>l+ 1;o-l: + 1-0++: ,arge samples give more reliableresult than small samples. However5 it is not necessary to sample the entire targetpopulation or even a substantial portion to achieve reliable results. Samples of lessthan ! L of a population can often provide good reliability5 with a credible sampling

procedure.

! S32>l/9 >o:,:-+3Ho=%o/' %e !eo$'e$ 4e 0%oe$ To obtain a representative sample5 a probability sample of the population should be drawn. %robability sampling allows the calculation of confidence limits for sampling error non4probabilitysamples are very useful in many circumstance 5even though they do not allow sampling error

to be measured


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ONTAT METHOD

M3/l -+1./o993/+The mail questionnaire is the best way to reach people who would

not give personal interviews or whose responses might be biased or distorted by the interviewers5 *ail questionnaires require simple and clearly worded questions. )nfortunately3 the response rate is usually low or slow

T+l+>;o9+ I9.+0/+= I.is the best method for gathering information quickly. The !nterviewer is also able to clarify questions if respondents do not understand them.The esponse rate is typically higher than in the case of mailed questionnaires. The main drawback is that the interviews have to be short and not too personal.

P+1o93l /9.+0/+=!t is the most versatile method. The interviewer can ask more questions and record additional observations about the respondents5 such as dress and body language. #t the same time5 personal interviewing is the most e1pensive method and requires most more administrative planning and supervision than the other three. !t is also subject to interviewer bias or distortion.

O9l/9+ /9.+0/+= T;++are so many ways to use net to do research. # company caninclude a questionnaire on its website and offer an incentive to answer the questionnaire5 or it can place a banner on some frequently visited site such as yahoo5 inviting people to answer some questions and possibly win a pri7e.

STEP !oll+,. T;+ I9


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STEP 4!A93l+ .;+ I9 6! M3@+ .;+ D+,/1/o9

# growing number of organi7ations are using a marketing decision support system to

help their marketing managers make better marketing decisions.

!n our research we would be using the esearch #pproach of S-0+ R+1+3,;with the

help of the esearch instrument in the form of -+1./o993/+1and the ;ontact *ethod

used will be P+1o93l I9.+0/+=.

9. Co"&$2 P!o*#/e


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;ompany %rofiles for some of the leading companies in the field of randed %;


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ell grew during the @G:s and @GG:s to become /for a time0 the largest seller of %;s andservers. #s of 9:: it held the second spot in computer4sales within the industrybehind theHewlett4%ackard ;ompany.The company currently sellspersonal computers5servers5datastorage devices5 network switches5software5 computerperipherals andtelevisions.

!n 9::J5Fortunemaga7ineranked ell as the 9?th4largest company in the -ortune ?:: list5th on its annual 6Top 9:6 list of the most4admired companies in the )nited States. !n 9::Pell ranked IMth and th respectively on the equivalent lists for the year. # 9::J publicationidentified ell as one of I high4performance companies in the S&% ?::which hadconsistently out4performed the market over the previous @? years

H/1.o

Background and origins

While a student at the)niversity of Te1as at #ustinin @GM5 *ichael ellfounded the

company as %;8s ,imited with capital of N@:::. Cperating from *ichael ell8s off4campusdorm4room at obie ;enterQ@R5 the startupaimed to sell !* %;4compatiblecomputers builtfrom stock components. *ichael ell started trading in the belief that by selling personalcomputer4systems directly to customers5 %;8s ,imited could better understand customers8needs and provide the most effective computing solutions to meet those needs. *ichael elldropped out of school in order to focus full4time on his fledglingbusiness5 after getting aboutNI::5::: in e1pansion4capital from his family.

!n @G?5 the company produced the first computer of its own design F the 6Turbo %;65 soldfor )SNPG? F which contained an !ntel :4compatible processor running at a speed of *H7. %;8s ,imited advertised the systems in national computer4maga7ines for sale directly

to consumers5 and custom4assembled each ordered unit according to a selection of options.This offered buyer


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superstores5 but met with little success5 and the company re4focused on its more successfuldirect4to4consumer sales model. !n @GG95-ortunemaga7ine included ell ;omputer;orporation in its list of the world8s ?::largest companies.

!n @GGJ5 ell began selling computers via its web site.

!n @GGG5 ell overtook ;ompaqto become the largest seller ofpersonal computersin the)nited States of #mericawith N9? billion in revenue reported in Banuary 9:::.

!n 9::95 ell attempted to e1pand by tapping into the multimedia and home4entertainmentmarkets with the introduction of televisions5 handhelds5 and digital audio players. ell hasalso produced ell4brand printers for home and small4office use.

!n 9::I5 at the annual company meeting5 the stockholders approved changing the companyname to 6ell !nc.6 to recogni7e the company8s e1pansion beyond computers.

!n 9::M5 the company announced that it would build a new assembly4plant nearWinston4Salem5$orth ;arolinaE the city and county provided ell with NIP.9 million in incentive

packagesE the state provided appro1imately N9?: million in incentives and ta1 breaks. !n Buly5*ichael ell stepped aside as ;hief 21ecutive Cfficerwhile retaining his position as;hairman of the oard."evin ollins5who had held a number of e1ecutive posts at ell5

became the new ;2C.

!n 9::?5 the share of sales coming from international markets increased5 as revealed in thecompany8s press releases for the first two quarters of its fiscal 9::? year. !n -ebruary 9::?ell appeared in first place in a ranking of the 6*ost #dmired ;ompanies6 published by

-ortune maga7ine.!n $ovember 9::? usiness Weekmaga7ine published an article titled6!t8s ad to Worse at ell6 about shortfalls in projected earnings and sales5 with a worse4than4predicted third4quarter financial performance F a bad omen for a company that hadroutinely underestimated its earnings. ell acknowledged that faulty capacitors on themotherboardsof the Cptiple1 +U9P: and +U9: had already cost the company NI::million. The ;2C5 "evin ollins5 attributed the bad performance partially to ell8s focus onlow4end %;s.

!n 9::J5 ell purchased the computer hardware manufacturer #lienware. ell !nc.8s plananticipated #lienware continuing to operate independently under its e1isting management.#lienware e1pected to benefit from ell8s efficient manufacturing system.

Cn Banuary I@5 9::P5 "evin . ollins5 ;2C of the company since 9::M5 resigned as both;2C and as a director5 and *ichael ell resumed his former role as ;2C. !nvestors and

many shareholders had called for ollins8 resignation because of poor company performance.
http://en.wikipedia.org/wiki/Fortune_(magazine)http://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/United_States_of_Americahttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Digital_audio_playerhttp://en.wikipedia.org/wiki/Winston-Salem,_North_Carolinahttp://en.wikipedia.org/wiki/Winston-Salem,_North_Carolinahttp://en.wikipedia.org/wiki/North_Carolinahttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Chair_(official)http://en.wikipedia.org/wiki/Kevin_Rollinshttp://en.wikipedia.org/wiki/Fortune_(magazine)http://en.wikipedia.org/wiki/BusinessWeekhttp://en.wikipedia.org/wiki/Motherboardshttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/January_31http://en.wikipedia.org/wiki/Fortune_(magazine)http://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/United_States_of_Americahttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Digital_audio_playerhttp://en.wikipedia.org/wiki/Winston-Salem,_North_Carolinahttp://en.wikipedia.org/wiki/Winston-Salem,_North_Carolinahttp://en.wikipedia.org/wiki/North_Carolinahttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Chair_(official)http://en.wikipedia.org/wiki/Kevin_Rollinshttp://en.wikipedia.org/wiki/Fortune_(magazine)http://en.wikipedia.org/wiki/BusinessWeekhttp://en.wikipedia.org/wiki/Motherboardshttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/January_31


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#t the same time5 the company announced that5 for the fourth time in five quarters5 earningswould fail to reach consensus analyst4estimates.

!n -ebruary 9::P ell became the subject of formal investigations by the )S S2;and the)nited States #ttorney for the Southern istrict of $ew (ork.The company has not formally

filed financial reports for either the third or fourth fiscal quarter of 9::J5 and several class4action lawsuits have arisen in the wake of itsrecentfinancial performance. ell !nc8s lack offormal financial disclosure would normally subject the company to de4listing from the

$#S#K5 but the e1change has granted ell a waiver5 allowing the stock to trade normally.

Cn *arch @5 9::P5 the company issued a preliminary quarterly earnings report which showedgross sales of [email protected] billion5 down ?L year4over4year5 and net income of NJP million /I:cents per share05 down IIL. $et earnings would have declined even more if not for theeffects of eliminated employee bonuses5 which accounted for si1 cents per share. $#S#Ke1tended the company8s deadline for filing financials to*ay M.

P+1o99+l

Cn Banuary I@5 9::P *ichael ell returned to the company as ;2C. #s chairman of theboard5 *r. ell had significant input into the company8s operations during ollins8 years as;2C. However with the return of *ichael ell as ;2C5 the company saw immediate changesin operations5 the e1odus of many senior vice4presidents and new blood brought in fromoutside the company.

epartures announced include3

"evin ollins5;2CQIMR

Bames Schneider5 ;-CQIMR

Bohn *edica5 senior vice president5 consumer productsQI?R

Boe *arengi5 senior vice president5 #mericasQI?R

Bohn Hamlin5 senior vice president5 worldwide online operationsQIJR

%aul *c"innon5 senior vice president5 human resourcesQI?R

osenda %arra5 senior vice presidentOgeneral manager5 home and small business group

QIPR

+lenn 2. $eland5 senior vice president5 procurementQIR
http://en.wikipedia.org/wiki/United_States_Securities_and_Exchange_Commissionhttp://en.wikipedia.org/wiki/United_States_Attorney_for_the_Southern_District_of_New_Yorkhttp://en.wikipedia.org/wiki/As_of_2007http://en.wikipedia.org/wiki/NASDAQhttp://en.wikipedia.org/wiki/March_1http://en.wikipedia.org/wiki/May_4http://en.wikipedia.org/wiki/January_31http://en.wikipedia.org/wiki/Kevin_Rollinshttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Dell#cite_note-crn_exec_depart-33http://en.wikipedia.org/wiki/CFOhttp://en.wikipedia.org/wiki/CFOhttp://en.wikipedia.org/wiki/Dell#cite_note-crn_exec_depart-33http://en.wikipedia.org/wiki/Dell#cite_note-statesman_exec_depart-34http://en.wikipedia.org/wiki/Dell#cite_note-statesman_exec_depart-34http://en.wikipedia.org/wiki/Dell#cite_note-35http://en.wikipedia.org/wiki/Dell#cite_note-statesman_exec_depart-34http://en.wikipedia.org/wiki/Dell#cite_note-36http://en.wikipedia.org/wiki/Dell#cite_note-autogenerated1-37http://en.wikipedia.org/wiki/United_States_Securities_and_Exchange_Commissionhttp://en.wikipedia.org/wiki/United_States_Attorney_for_the_Southern_District_of_New_Yorkhttp://en.wikipedia.org/wiki/As_of_2007http://en.wikipedia.org/wiki/NASDAQhttp://en.wikipedia.org/wiki/March_1http://en.wikipedia.org/wiki/May_4http://en.wikipedia.org/wiki/January_31http://en.wikipedia.org/wiki/Kevin_Rollinshttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Dell#cite_note-crn_exec_depart-33http://en.wikipedia.org/wiki/CFOhttp://en.wikipedia.org/wiki/Dell#cite_note-crn_exec_depart-33http://en.wikipedia.org/wiki/Dell#cite_note-statesman_exec_depart-34http://en.wikipedia.org/wiki/Dell#cite_note-statesman_exec_depart-34http://en.wikipedia.org/wiki/Dell#cite_note-35http://en.wikipedia.org/wiki/Dell#cite_note-statesman_exec_depart-34http://en.wikipedia.org/wiki/Dell#cite_note-36http://en.wikipedia.org/wiki/Dell#cite_note-autogenerated1-37


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#dditions announced include3

*ichael ell5 ;2C and co4;hairman of the oard /previously ;hairman of the oard0 on ;arty5 ;-Cand co4;hairman of the oard /previously oard member0 *ichael . ;annon5 former ;2C of Solectron5 as %resident5 +lobal CperationsQIGR

on +arriques5 who formerly headed *otorola8s mobile phone unit5 as %resident5 +lobal;onsumer +roupQM:R

Stephen -. Schuckenbrock5 Senior 'ice %resident5 +lobal ServicesQIR

*r. ell announced a number of initiatives and plans /part of the 6ell 9.:6 initiative0 toimprove the company8s financial performance. These include3

elimination of 9::J bonuses for employees with some discretionary awards reduction in the number of managers reporting directly to *r. ell from 9: to @9 in a noted departure from previous years5 6build5 partner5 and buy6 to increase services

capabilities reduction of 6bureaucracy6

Cn #pril 9I5 9::5 ell announced the closure of one of its biggest ;anadian call4centers in"anata5 CntarioF terminating appro1imately @@:: employees5 with ?:: of thoseredundancies effective on the spot5 and with the official closure of the center scheduled forthe summer. /The call4center had opened in 9::J after the city ofCttawa won a bid to host it.,ess then a year later5 ell !nc planned to double its workforce to nearly I5::: workers andto add a new building. Bournalists cited a high ;anadian dollarand suggested high pay4ratesas among the reasons for the cuts. The company had also announced the shutdown of its2dmonton5 #lbertaoffice5 losing G:: jobs. !n total5 ell announced the ending of about 5::

jobs in 9::P49:: F @:L of its workforce.

Po:-,.1

Scope and brands

The corporation markets specific brand names to different market segments3

B#$e C/&:including Cpti%le15 ,atitude5 and %recision5 where the company8s advertisingemphasi7es long life4cycles5 reliability and serviceability3

Cpti%le14 office desktop computer systems n Series4 desktop and notebook computers shipped with ,inu1 or -reeCSinstalled 'ostro4 small4business desktop andnotebook systems ,atitude4 commercially4focused notebooks
http://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/CFOhttp://en.wikipedia.org/wiki/Solectronhttp://en.wikipedia.org/wiki/Dell#cite_note-38http://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Dell#cite_note-39http://en.wikipedia.org/wiki/Dell#cite_note-autogenerated1-37http://en.wikipedia.org/wiki/Bureaucracyhttp://en.wikipedia.org/wiki/April_23http://en.wikipedia.org/wiki/Kanata,_Ontariohttp://en.wikipedia.org/wiki/Ottawahttp://en.wikipedia.org/wiki/Canadian_dollarhttp://en.wikipedia.org/wiki/Edmonton,_Albertahttp://en.wikipedia.org/wiki/Market_segmenthttp://en.wikipedia.org/wiki/Technology_lifecyclehttp://en.wikipedia.org/wiki/Dell_OptiPlexhttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Dell_n_Serieshttp://en.wikipedia.org/wiki/Dell_Vostrohttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/Dell_Latitudehttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/CFOhttp://en.wikipedia.org/wiki/Solectronhttp://en.wikipedia.org/wiki/Dell#cite_note-38http://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Dell#cite_note-39http://en.wikipedia.org/wiki/Dell#cite_note-autogenerated1-37http://en.wikipedia.org/wiki/Bureaucracyhttp://en.wikipedia.org/wiki/April_23http://en.wikipedia.org/wiki/Kanata,_Ontariohttp://en.wikipedia.org/wiki/Ottawahttp://en.wikipedia.org/wiki/Canadian_dollarhttp://en.wikipedia.org/wiki/Edmonton,_Albertahttp://en.wikipedia.org/wiki/Market_segmenthttp://en.wikipedia.org/wiki/Technology_lifecyclehttp://en.wikipedia.org/wiki/Dell_OptiPlexhttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Dell_n_Serieshttp://en.wikipedia.org/wiki/Dell_Vostrohttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/Dell_Latitude


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%recision4 workstationsystems and high4performance notebooks. /Some ofthem including ,inu1 pre4installed.QMIR0 %ower2dge4 business servers %ower'ault4 direct4attach and some network4attached storage/$#S0 %ower;onnect4 network switches ell 2*;4 storage area networks/S#$s0 2qual,ogic 4 enterprise class iS;S! S#$s

Ho"e>Co$"e! C/&:including !nspiron and U%S brands5 emphasi7ing value5performance and e1pandability3

!nspiron4 consumer desktop and notebook systems Studio4 medium4end consumer slim hybrid desktop and laptop systems U%S 4 enthusiast and high4performance desktop and notebook systems #lienware/U%S 21treme0 4 high4performance gaming systems

Pe!#%e!&/:ell has also diversified its product line to include peripheral products such as

)S keydrives5,; televisions5and printers.

ell monitors,; T's5plasma T'sandprojectorsforHT'andmonitors

Se!7#0e &$' o!3

ell Cn ;all 4 e1tended support services /mainly for the removal of spywareand computer viruses0 ell Support ;enter 4 e1tended support services /similar to 6ell Cn ;all60for customers in the2*2#. The Solution ;enters also support hardware forcustomers outside of warranty.

ell usiness Support 4 a commercial service4contract that provides anindustry4certified technician with a lower call4volume than in normal queuesE itcovers hardware4 and some software4support. (our Tech Team 4 a new support4queue available to home users who

purchased their systems through either ell8s website or ell phone4centers. Thesecustomers gain access to a speciali7ed queuecurrently located in Tampa5 -lorida.;ustomers can requesting a technician with whom they have worked previously5 andthe technicians can troubleshoot a wider range of problems F including some thatwould fall under the 6ell on ;all6 category. ata backup and virus removal remainout4of4scope for this queue.

ell also offers ed Hatand S)S2,inu1for serversE as well as 6bare4bones6 computerswithout pre4installed software /available on n Series by default and by request on U%S and!nspiron systems0 at significantly lower prices. ue to ell8s licensing contract with

*icrosoft5 ell allegedlyQcitation neededRcannot offer those systems on their website and customershave to request them e1plicitly. /ell does offer those systems on their web site at
http://en.wikipedia.org/wiki/Dell_Precisionhttp://en.wikipedia.org/wiki/Computer_workstationhttp://en.wikipedia.org/wiki/Dell#cite_note-42http://en.wikipedia.org/wiki/Dell_PowerEdgehttp://en.wikipedia.org/wiki/Server_(computing)http://en.wikipedia.org/wiki/Dell_PowerVaulthttp://en.wikipedia.org/wiki/Network-attached_storagehttp://en.wikipedia.org/wiki/Dell_PowerConnecthttp://en.wikipedia.org/wiki/Network_switchhttp://en.wikipedia.org/wiki/Dell_EMChttp://en.wikipedia.org/wiki/Storage_area_networkhttp://en.wikipedia.org/wiki/EqualLogichttp://en.wikipedia.org/wiki/Dell_Inspironhttp://en.wikipedia.org/wiki/Dell_Studiohttp://en.wikipedia.org/wiki/Dell_XPShttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/Keydrivehttp://en.wikipedia.org/wiki/Liquid_crystal_display_televisionhttp://en.wikipedia.org/wiki/Dell_monitorshttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/Video_projectorhttp://en.wikipedia.org/wiki/High_definition_televisionhttp://en.wikipedia.org/wiki/Computer_displayhttp://en.wikipedia.org/wiki/Dell_On_Callhttp://en.wikipedia.org/wiki/Spywarehttp://en.wikipedia.org/wiki/Computer_virushttp://en.wikipedia.org/wiki/Europe,_the_Middle_East_and_Africahttp://en.wikipedia.org/wiki/As_of_2008http://en.wikipedia.org/wiki/As_of_2008http://en.wikipedia.org/wiki/Red_Hat_Linuxhttp://en.wikipedia.org/wiki/SUSEhttp://en.wikipedia.org/wiki/Linuxhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Dell_Precisionhttp://en.wikipedia.org/wiki/Computer_workstationhttp://en.wikipedia.org/wiki/Dell#cite_note-42http://en.wikipedia.org/wiki/Dell_PowerEdgehttp://en.wikipedia.org/wiki/Server_(computing)http://en.wikipedia.org/wiki/Dell_PowerVaulthttp://en.wikipedia.org/wiki/Network-attached_storagehttp://en.wikipedia.org/wiki/Dell_PowerConnecthttp://en.wikipedia.org/wiki/Network_switchhttp://en.wikipedia.org/wiki/Dell_EMChttp://en.wikipedia.org/wiki/Storage_area_networkhttp://en.wikipedia.org/wiki/EqualLogichttp://en.wikipedia.org/wiki/Dell_Inspironhttp://en.wikipedia.org/wiki/Dell_Studiohttp://en.wikipedia.org/wiki/Dell_XPShttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/Keydrivehttp://en.wikipedia.org/wiki/Liquid_crystal_display_televisionhttp://en.wikipedia.org/wiki/Dell_monitorshttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/Video_projectorhttp://en.wikipedia.org/wiki/High_definition_televisionhttp://en.wikipedia.org/wiki/Computer_displayhttp://en.wikipedia.org/wiki/Dell_On_Callhttp://en.wikipedia.org/wiki/Spywarehttp://en.wikipedia.org/wiki/Computer_virushttp://en.wikipedia.org/wiki/Europe,_the_Middle_East_and_Africahttp://en.wikipedia.org/wiki/As_of_2008http://en.wikipedia.org/wiki/As_of_2008http://en.wikipedia.org/wiki/Red_Hat_Linuxhttp://en.wikipedia.org/wiki/SUSEhttp://en.wikipedia.org/wiki/Linuxhttp://en.wikipedia.org/wiki/Wikipedia:Citation_needed


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http3OOwww.dell.comOcontentOproductsOfeatures.asp1OprecnVnDcus&cs:M&len&sbsd&redirect@0. ell has to ship such systems with a-reeCSdiskincluded in the bo1 and must issue a so4called 6Windows refund6 or a merchandise creditafter sale of the system at the 6regular6 retail price.

D#0o$#$e' !o'0>4!&$'3

#1im4 %#s using *icrosoft8s Windows *obile/discontinued on #pril G59::PQMMR0 imension 4 home and 6small office5 home office6 desktop computers/discontinued Buly 9::PE replaced by!nspirondesktops0 ell igital Bukebo14 *%I players/discontinued #ugust 9::J0 ell %ower#pp 4 application4based severs ell Cmniple1 4 MJ4 and %entium4based desktop and tower computers

previously supported to run server and desktop operating systems.

o22+,/3l 31>+,.1

Traditional business-model

Traditionally5 ell has sold all its products F whether to end4use consumers or to corporatecustomers F using a direct4sales model via the !nternet and the telephone4network. ellmaintains a negativecash conversion cycle/;;;0 through use of this model3 in other words5ell !nc. receives payment for the products before it has to pay for the materials.

ell also practicesjust4in4time/B!T0 inventory4management5 profiting from its attendantbenefits. ell8s B!T approach utili7es the 6pull6 system by building computers only aftercustomers place orders and by requesting materials from suppliers as needed. !n this way ell

mirrors Toyotaby following Toyota Way%rinciple XI /6)se 8pull8 systems to avoidoverproduction60. Since the days of the original dominance of telephone4ordering5 the!nternet has significantly enhanced ell


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#nalysts say3 They /ell0 have a negative M? days ;;;5 which means that their sales areconverted in hard cash M? days 2-C2 the sale.

! say3 They have a negative M? days ;;;5 which means that their sales are converted in hardcash M? days 2-C2 ell needs to pay for purchase invoices to vendors.

ell has also sold at retail5 as e1plained in the 6*arketing6 section of this article.

O39/3./o9

#board of directorsof nine people runs the company. *ichael ell5 the founder of thecompany5 serves on the board. Cther board members include on ;arty5William +ray5Budy,ewent5 "laus ,uft5 #le1 *andl5*ichael #. *iles5 and Sam $unn. Shareholderselect thenine board members at meetings5 and those board members who do not get a majority ofvotes must submit a resignationto the board5 which will subsequently choose whether or notto accept the resignation. The board of directors usually sets up five committees which haveoversight over specific matters. These committees include the #udit ;ommittee5 whichhandles accounting issues5 including auditing and reportingE the ;ompensation ;ommittee5which approves compensation for the ;2C and other employees of the companyE the -inance;ommittee5 which handles financial matters such as proposed mergers and acquisitionsE the+overnance and $ominating ;ommittee5 which handles various corporate matters /includingnomination of the board0E and the #ntitrust ;ompliance ;ommittee5 which attempts to

prevent company practices from violatingantitrustlaws.

The corporate structure and management of ell e1tends beyond the board of directors. Theell +lobal 21ecutive *anagement ;ommittee sets the strategic direction for how thecorporation keeps customers at the forefront5 from designing and manufacturing computersystems to offering products that meet customers8 requirements to providing sufficient serviceand support. ell has regional senior vice presidents for countries other than the )nited

States5 including avid *armonti for 2*2# and Stephen B. -elice for #siaOBapan. #s of9::P5 other officers included *artin +arvin /senior vice president for worldwide

procurement0 and Susan 2. Sheskey/vice president and chief information officer0.

M3@+./9

ell advertisementshave appeared in several types of mediaincluding television5 the!nternet5maga7ines5 catalogs andnewspapers. Some of ell !nc8s marketing strategiesinclude lowering prices at all times of the year5 offering free bonus products /such as ell

printers05 and offering free shipping in order to encourage more sales and to stave offcompetitors. !n 9::J5 ell cut its pricesin an effort to maintain its @G.9L market share.

However5 this also cut profit4margins by more than half5 from .P to M.I percent. To maintainits low prices5 ell continues to accept most purchases of its products via the !nternetand
http://en.wikipedia.org/wiki/Dell#Marketinghttp://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/Michael_Dellhttp://en.wikipedia.org/wiki/Donald_J._Cartyhttp://en.wikipedia.org/wiki/William_H._Gray_(congressman)http://en.wikipedia.org/wiki/Judy_Lewenthttp://en.wikipedia.org/wiki/Judy_Lewenthttp://en.wikipedia.org/w/index.php?title=Klaus_Luft&action=edit&redlink=1http://en.wikipedia.org/wiki/Alex_J._Mandlhttp://en.wikipedia.org/wiki/Michael_A._Mileshttp://en.wikipedia.org/wiki/Sam_Nunnhttp://en.wikipedia.org/wiki/Shareholderhttp://en.wikipedia.org/wiki/Meetinghttp://en.wikipedia.org/wiki/Resignationhttp://en.wikipedia.org/wiki/Financialhttp://en.wikipedia.org/wiki/Antitrusthttp://en.wikipedia.org/wiki/Europe,_the_Middle_East_and_Africahttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/As_of_2007http://en.wikipedia.org/wiki/As_of_2007http://en.wikipedia.org/wiki/Susan_Sheskeyhttp://en.wikipedia.org/wiki/Chief_information_officerhttp://en.wikipedia.org/wiki/Advertisementhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Mail-order_cataloghttp://en.wikipedia.org/wiki/Newspapershttp://www.businessweek.com/technology/content/feb2006/tc20060223_710372.htm?chan=searchhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Dell#Marketinghttp://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/Michael_Dellhttp://en.wikipedia.org/wiki/Donald_J._Cartyhttp://en.wikipedia.org/wiki/William_H._Gray_(congressman)http://en.wikipedia.org/wiki/Judy_Lewenthttp://en.wikipedia.org/wiki/Judy_Lewenthttp://en.wikipedia.org/w/index.php?title=Klaus_Luft&action=edit&redlink=1http://en.wikipedia.org/wiki/Alex_J._Mandlhttp://en.wikipedia.org/wiki/Michael_A._Mileshttp://en.wikipedia.org/wiki/Sam_Nunnhttp://en.wikipedia.org/wiki/Shareholderhttp://en.wikipedia.org/wiki/Meetinghttp://en.wikipedia.org/wiki/Resignationhttp://en.wikipedia.org/wiki/Financialhttp://en.wikipedia.org/wiki/Antitrusthttp://en.wikipedia.org/wiki/Europe,_the_Middle_East_and_Africahttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/As_of_2007http://en.wikipedia.org/wiki/As_of_2007http://en.wikipedia.org/wiki/Susan_Sheskeyhttp://en.wikipedia.org/wiki/Chief_information_officerhttp://en.wikipedia.org/wiki/Advertisementhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Mail-order_cataloghttp://en.wikipedia.org/wiki/Newspapershttp://www.businessweek.com/technology/content/feb2006/tc20060223_710372.htm?chan=searchhttp://en.wikipedia.org/wiki/Internet


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through the telephone network5 and to move its customer4care division to!ndia and2lSalvador.

# popular )nited States television and print ad campaign in the early 9:::s featured the actoren ;urtisplaying the part of 6Steven65 a lightly mischievous blond4haired kid who came to

the assistance of bereft computer purchasers. 2ach television advertisement usually endedwith Steven8s catch4phrase3 6ude5 you8re gettin8 a ellY6

# subsequent advertising campaign featured internsat ell headquarters /with ;urtis8character appearing in a small cameo at the end of one of the first commercials in this

particular campaign0.

# ell advertising campaign for the U%S line of gaming computers featured in print in theSeptember 9::J issue of Wired *aga7ine. !t used as a taglinethe common term in !nternetandgamerslang3 6-TW65 meaning 6-or The Win6. However5 ell !nc. soon dropped thecampaign.

!n the first4person shooter game -.2.#.. 21traction %oint5several computers visible ondesks within the game have recogni7able ell U%S model characteristics5 sometimes evenincluding the ell logo on the monitors.

!n 9::P ell switched advertising agencies in the )S fromCto *other. !n Buly 9::P5ell released new advertising created by *other to support the !nspiron and U%S lines. Theads featured music from the -laming ,ips and evowho re4formed especially to record thesong in the ad 6Work it Cut6.

Type%ublic /$(S23 H%K0 -ounded %alo #lto5 ;alifornia /@GIG0

-ounderill Hewlett5

;o4founderavid %ackardHeadquarters %alo #lto5 ;alifornia5 )S#

"ey people *ark '. Hurd5 ;hairman5 ;2C and %resident

;athie ,esjak5 ;-C and 2'%#nn ,ivermore52'% TS+
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/Ben_Curtis_(actor)http://en.wikipedia.org/wiki/Internhttp://en.wikipedia.org/wiki/Wired_Magazinehttp://en.wikipedia.org/wiki/Taglinehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Gamerhttp://en.wikipedia.org/wiki/First-person_shooterhttp://en.wikipedia.org/wiki/F.E.A.R._Extraction_Pointhttp://en.wikipedia.org/wiki/BBDOhttp://en.wikipedia.org/wiki/Mother_(disambiguation)http://en.wikipedia.org/wiki/The_Flaming_Lipshttp://en.wikipedia.org/wiki/Devohttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://www.nyse.com/about/listed/hpq.htmlhttp://en.wikipedia.org/wiki/Palo_Alto,_Californiahttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Bill_Hewletthttp://en.wikipedia.org/wiki/David_Packardhttp://en.wikipedia.org/wiki/Mark_V._Hurdhttp://en.wikipedia.org/wiki/Ann_Livermorehttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Hewlett-Packard.svghttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/Ben_Curtis_(actor)http://en.wikipedia.org/wiki/Internhttp://en.wikipedia.org/wiki/Wired_Magazinehttp://en.wikipedia.org/wiki/Taglinehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Gamerhttp://en.wikipedia.org/wiki/First-person_shooterhttp://en.wikipedia.org/wiki/F.E.A.R._Extraction_Pointhttp://en.wikipedia.org/wiki/BBDOhttp://en.wikipedia.org/wiki/Mother_(disambiguation)http://en.wikipedia.org/wiki/The_Flaming_Lipshttp://en.wikipedia.org/wiki/Devohttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://www.nyse.com/about/listed/hpq.htmlhttp://en.wikipedia.org/wiki/Palo_Alto,_Californiahttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Bill_Hewletthttp://en.wikipedia.org/wiki/David_Packardhttp://en.wikipedia.org/wiki/Mark_V._Hurdhttp://en.wikipedia.org/wiki/Ann_Livermore


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andall . *ott5 ;!C and 2'%*ichael Holston5 +eneral ;ounsel and 2'%

!ndustry;omputer Systems

;omputer %eripherals;omputer Software;onsulting

!T Services*arket cap N@9M.?P )S /9::0Q@RevenueN@:M.I billion )S/9::P0$etincome NP.I billion )S /9::P0 2mployees @P95::: /9::0Q9RivisionsSnapfish5H%,abs5%ro;urve5;ompaq5 2S

Website www.hp.comwww.hpshopping.comwww.;ompaq.comwww.2S.comwww.voodoo%;.comwww.lightscribe.com

H% is a technology company that operates in more than @P: countries around the world. We

e1plore how technology and services can help people and companies address their problemsand challenges5 and reali7e their possibilities5 aspirations and dreams. We apply new thinkingand ideas to create more simple5 valuable and trusted e1periences with technology5continuously improving the way our customers live and work.

$o other company offers as complete a technology product portfolio as H%. We provideinfrastructure and business offerings that span from handheld devices to some of the world8smost powerful supercomputer installations. We offer consumers a wide range of products andservices from digital photography to digital entertainment and from computing to home

printing. This comprehensive portfolio helps us match the right products5 services andsolutions to our customers8 specific needs.

M393+2+9.

;hairman of the oard5 ;2C5 and %resident3*ark Hurd/*arch 9G5 9::? 4 current5 appointed;hairman September 995 9::J0

H/1.o

;o4founder3avid %ackard/%resident3 @GMPE ;hairman3 @GJMZ@GJGE ;hairman @GP@F@GGI0 ;o4founder3William Hewlett /'ice %resident3 @GMPE 21ecutive 'ice %resident3 @G?PE

%resident3 @GJME ;2C3 @GJGE ;hairman of the 21ecutive ;ommittee @GPE 'ice ;hairman

@GIF@GP0 ;2C3 Bohn #. (oung/@GPFCctober I@5 @GG90
http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Computer_Systemshttp://en.wikipedia.org/wiki/Peripheralhttp://en.wikipedia.org/wiki/Computer_Softwarehttp://en.wikipedia.org/wiki/Consultanthttp://en.wikipedia.org/wiki/IT_Service_Managementhttp://en.wikipedia.org/wiki/Market_capitalizationhttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Hewlett_Packard#cite_note-0http://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Hewlett_Packard#cite_note-1http://en.wikipedia.org/wiki/Division_(business)http://en.wikipedia.org/wiki/Snapfishhttp://en.wikipedia.org/wiki/HP_Labshttp://en.wikipedia.org/wiki/HP_Labshttp://en.wikipedia.org/wiki/ProCurvehttp://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Electronic_Data_Systemshttp://en.wikipedia.org/wiki/Websitehttp://www.hp.com/http://www.hpshopping.com/http://www.compaq.com/http://www.eds.com/http://www.voodoopc.com/http://www.lightscribe.com/http://en.wikipedia.org/wiki/Mark_Hurdhttp://en.wikipedia.org/wiki/David_Packardhttp://en.wikipedia.org/wiki/William_Reddington_Hewletthttp://en.wikipedia.org/wiki/John_A._Younghttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Computer_Systemshttp://en.wikipedia.org/wiki/Peripheralhttp://en.wikipedia.org/wiki/Computer_Softwarehttp://en.wikipedia.org/wiki/Consultanthttp://en.wikipedia.org/wiki/IT_Service_Managementhttp://en.wikipedia.org/wiki/Market_capitalizationhttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Hewlett_Packard#cite_note-0http://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Hewlett_Packard#cite_note-1http://en.wikipedia.org/wiki/Division_(business)http://en.wikipedia.org/wiki/Snapfishhttp://en.wikipedia.org/wiki/HP_Labshttp://en.wikipedia.org/wiki/HP_Labshttp://en.wikipedia.org/wiki/ProCurvehttp://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Electronic_Data_Systemshttp://en.wikipedia.org/wiki/Websitehttp://www.hp.com/http://www.hpshopping.com/http://www.compaq.com/http://www.eds.com/http://www.voodoopc.com/http://www.lightscribe.com/http://en.wikipedia.org/wiki/Mark_Hurdhttp://en.wikipedia.org/wiki/David_Packardhttp://en.wikipedia.org/wiki/William_Reddington_Hewletthttp://en.wikipedia.org/wiki/John_A._Young


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;2C3 ,ewis %latt/$ovember @5 @GG9FBuly @5 @GGGE ;hairman @GGIFBuly @5 @GGG0 ;hairman3 ichard Hackborn /Banuary5 9:::FSeptember 995 9:::E ,ead !ndependent

irector September 995 9::JF0 ;2C3 ;arly -iorina/Buly @G5 @GGGF-ebruary G5 9::?E ;hairwoman September 995 9:::F

-ebruary G5 9::?0 !nterim ;2C3 obert Wayman /-ebruary G5 9::?F*arch 95 9::?0 ;hairwoman3 %atricia ;. unn /-ebruary G5 9::?FSeptember 995 9::J0. ;2C3 *ark Hurd/;2C3 #pril @5 9::?FE ;hairman3 September 995 9::JF0

T+,;9olo 39: >o:-,.1

6The new Hewlett4%ackard G@::# personal computer6 is 6ready5 willing5 and able ... to relieve you of

waiting to get on the big computer.6

# H%;ompaqcomputer and a Hewlett4%ackard eskjet ?PM: printer owned by the Houston

!ndependent School istrict
http://en.wikipedia.org/wiki/Lewis_Platthttp://en.wikipedia.org/wiki/Carly_Fiorinahttp://en.wikipedia.org/wiki/Robert_Waymanhttp://en.wikipedia.org/wiki/Patricia_C._Dunnhttp://en.wikipedia.org/wiki/Mark_Hurdhttp://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Houston_Independent_School_Districthttp://en.wikipedia.org/wiki/Houston_Independent_School_Districthttp://en.wikipedia.org/wiki/Image:HPComputerHoustonISD.JPGhttp://en.wikipedia.org/wiki/Image:HPComputerHoustonISD.JPGhttp://en.wikipedia.org/wiki/Image:HP0100A_1.jpghttp://en.wikipedia.org/wiki/Image:HP0100A_1.jpghttp://en.wikipedia.org/wiki/Lewis_Platthttp://en.wikipedia.org/wiki/Carly_Fiorinahttp://en.wikipedia.org/wiki/Robert_Waymanhttp://en.wikipedia.org/wiki/Patricia_C._Dunnhttp://en.wikipedia.org/wiki/Mark_Hurdhttp://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Houston_Independent_School_Districthttp://en.wikipedia.org/wiki/Houston_Independent_School_District


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# modern H% %avilion ,aptop

# modern H% digital cameraE the H% %hotosmart @P.

# camera that uses the S!C interface

H% has successful lines of printers5 scanners5 digital cameras5 calculators5 %#s5 servers5workstation computers5 and computers for home and small business use computersE many ofthe computers came from the 9::9 merger with ;ompaq. H% today promotes itself as

supplying not just hardware and software5 but also a full range of services to design5implement and support !T infrastructure.
http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Image:HP_PhotoSmart_SDIO_Kamera.jpghttp://en.wikipedia.org/wiki/Image:HP_PhotoSmart_SDIO_Kamera.jpghttp://en.wikipedia.org/wiki/Image:R_817_-2.JPGhttp://en.wikipedia.org/wiki/Image:R_817_-2.JPGhttp://en.wikipedia.org/wiki/Image:HP_Pavilion_dv6646us.JPGhttp://en.wikipedia.org/wiki/Compaq


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The three business segments3 2nterprise Storage and Servers /2SS05 H% Services /H%S05 andH% Software are structured beneath the broader Technology Solutions +roup /TS+0.

I23/9 39: P/9./9 Go-> (IPG)

#ccording to H%8s 9::? ).S. S2;@:4"filing5Q@?RH%8s !maging and %rinting +roup is 6the

leading imaging and printing systems provider in the world for printer hardware5 printingsupplies and scanning devices5 providing solutions across customer segments from individualconsumers to small and medium businesses to large enterprises.6 This division is currentlyheaded by 'yomesh Boshi.

%roducts and technology associated with the !maging and %rinting +roup include3

!nkjetand ,aserBetprinters5 consumables and related products Cfficejet all4in4one multifunction printerOscannerOfa1es ,arge -ormat %rinters !ndigo igital %ress H% Web Betadmin printer management software H% Cutput *anagement suite of software5 including H% Cutput Server ,ightScribeoptical recording technology that laser4etches labels on disks H% %hotosmartdigital cameras and photo printers H% S%a*Hosted within !%+5 S%a* is an internal consulting group that supports all H%

businesses on mission4critical strategic and operation decisions.

P+1o93l S1.+21 Go-> (PSG)

H%8s %ersonal Systems +roup claims to be 6one of the leading vendors of personal computers/6%;s60 in the world based on unit volume shipped and annual revenue.6

%ersonal Systems +roup productsOtechnology include3

usiness %;s and accessories ;onsumer %;s and accessories including the H% %avilion5;ompaq %resario and'oodoo%;

series Workstations for )ni15 Windows and ,inu1 systems Handheld ;omputing including i%#K %ocket %; handheld computing devices /from

;ompaq0 igital 6;onnected6 2ntertainment including H% *ediaSmart T's5 H% *ediaSmart Servers5

H% *edia'aults5 and '[W drives. H% resold the #pple i%od until $ovember 9::?.

Home Storage Servers
http://en.wikipedia.org/wiki/HP_Technology_Solutions_Grouphttp://en.wikipedia.org/wiki/United_States_Securities_and_Exchange_Commissionhttp://en.wikipedia.org/wiki/Form_10-Khttp://en.wikipedia.org/wiki/Hewlett_Packard#cite_note-05-00-14http://en.wikipedia.org/wiki/Inkjet_printerhttp://en.wikipedia.org/wiki/LaserJethttp://en.wikipedia.org/wiki/Multifunction_printerhttp://en.wikipedia.org/wiki/Indigo_Digital_Presshttp://en.wikipedia.org/wiki/LightScribehttp://en.wikipedia.org/wiki/HP_Photosmarthttp://en.wikipedia.org/wiki/HP_SPaMhttp://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/VoodooPChttp://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/HP_Technology_Solutions_Grouphttp://en.wikipedia.org/wiki/United_States_Securities_and_Exchange_Commissionhttp://en.wikipedia.org/wiki/Form_10-Khttp://en.wikipedia.org/wiki/Hewlett_Packard#cite_note-05-00-14http://en.wikipedia.org/wiki/Inkjet_printerhttp://en.wikipedia.org/wiki/LaserJethttp://en.wikipedia.org/wiki/Multifunction_printerhttp://en.wikipedia.org/wiki/Indigo_Digital_Presshttp://en.wikipedia.org/wiki/LightScribehttp://en.wikipedia.org/wiki/HP_Photosmarthttp://en.wikipedia.org/wiki/HP_SPaMhttp://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/VoodooPChttp://en.wikipedia.org/wiki/Compaq


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Type%ublic /$#S#K3##%,5,S23:H\5-W3#%;0 -ounded;alifornia5)nited States /#pril

@5 @GPJ5 as #pple ;omputer5 !nc.0

Headquarters @ !nfinite ,oop5;upertino5 ;alifornia

"ey people Steve Bobs5;2C &;o4founder

Steve Wo7niak5 ;o4founder

Timothy . ;ook5;CC

%eter Cppenheimer5;-C

%hilip W. Schiller5 S'%*arketing

Bonathan !ve5 S'%!ndustrial esign

Tony -adell5S'% i%od ivision

on Bohnson5 S'%etail

Sina Tamaddon5S'% #pplications

ertrand Serlet5 S'%Software 2ngineering

Scott -orstall5 S'%

i%honesoftware !ndustry;omputer hardware;omputer software

;onsumer electronics%roducts*ac

i%od

i%hone

#pple T'

*ac CS U

*ac CS U Server

i,ife

iWork

;inema isplay#ir%ortevenue )SN9M.:@billion/TT* -( 9::P0Q@RCperating income)SNM.M@ billion
http://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/NASDAQhttp://quotes.nasdaq.com/asp/SummaryQuote.asp?symbol=AAPL&selected=AAPLhttp://en.wikipedia.org/wiki/London_Stock_Exchangehttp://www.londonstockexchange.com/en-gb/pricesnews/prices/Trigger/genericsearch.htm?bsg=true&ns=0HDZhttp://en.wikipedia.org/wiki/Frankfurt_Stock_Exchangehttp://deutsche-boerse.com/dbag/dispatch/en/isg/gdb_navigation/home/Content_Files/20_overview_pages/cp_sp_overview_xetra.htm?action=ISGFormProcessingAction&eventSubmit_doSimplestocksearch=true&wp=APC&x=0&y=0http://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Infinite_Loop_(street)http://en.wikipedia.org/wiki/Cupertino,_Californiahttp://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Chief_executive_officerhttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Steve_Wozniakhttp://en.wikipedia.org/wiki/Timothy_D._Cookhttp://en.wikipedia.org/wiki/Chief_operating_officerhttp://en.wikipedia.org/wiki/Peter_Oppenheimerhttp://en.wikipedia.org/wiki/Chief_financial_officerhttp://en.wikipedia.org/wiki/Philip_W._Schillerhttp://en.wikipedia.org/wiki/Vice_presidenthttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Jonathan_Ivehttp://en.wikipedia.org/wiki/Industrial_Designhttp://en.wikipedia.org/wiki/Tony_Fadellhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/Ron_Johnson_(Apple)http://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/Sina_Tamaddonhttp://en.wikipedia.org/wiki/Application_softwarehttp://en.wikipedia.org/wiki/Bertrand_Serlethttp://en.wikipedia.org/wiki/Software_Engineeringhttp://en.wikipedia.org/wiki/Scott_Forstallhttp://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Computer_hardwarehttp://en.wikipedia.org/wiki/Computer_softwarehttp://en.wikipedia.org/wiki/Consumer_electronicshttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Macintoshhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/wiki/Apple_TVhttp://en.wikipedia.org/wiki/Mac_OS_Xhttp://en.wikipedia.org/wiki/Mac_OS_X_Serverhttp://en.wikipedia.org/wiki/ILifehttp://en.wikipedia.org/wiki/IWorkhttp://en.wikipedia.org/wiki/Apple_Cinema_Displayhttp://en.wikipedia.org/wiki/AirPorthttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/1000000000_(number)http://en.wikipedia.org/wiki/Trailing_twelve_monthshttp://en.wikipedia.org/wiki/Fiscal_yearhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-ApplePR20071022-0http://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/NASDAQhttp://quotes.nasdaq.com/asp/SummaryQuote.asp?symbol=AAPL&selected=AAPLhttp://en.wikipedia.org/wiki/London_Stock_Exchangehttp://www.londonstockexchange.com/en-gb/pricesnews/prices/Trigger/genericsearch.htm?bsg=true&ns=0HDZhttp://en.wikipedia.org/wiki/Frankfurt_Stock_Exchangehttp://deutsche-boerse.com/dbag/dispatch/en/isg/gdb_navigation/home/Content_Files/20_overview_pages/cp_sp_overview_xetra.htm?action=ISGFormProcessingAction&eventSubmit_doSimplestocksearch=true&wp=APC&x=0&y=0http://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Infinite_Loop_(street)http://en.wikipedia.org/wiki/Cupertino,_Californiahttp://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Chief_executive_officerhttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Steve_Wozniakhttp://en.wikipedia.org/wiki/Timothy_D._Cookhttp://en.wikipedia.org/wiki/Chief_operating_officerhttp://en.wikipedia.org/wiki/Peter_Oppenheimerhttp://en.wikipedia.org/wiki/Chief_financial_officerhttp://en.wikipedia.org/wiki/Philip_W._Schillerhttp://en.wikipedia.org/wiki/Vice_presidenthttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Jonathan_Ivehttp://en.wikipedia.org/wiki/Industrial_Designhttp://en.wikipedia.org/wiki/Tony_Fadellhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/Ron_Johnson_(Apple)http://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/Sina_Tamaddonhttp://en.wikipedia.org/wiki/Application_softwarehttp://en.wikipedia.org/wiki/Bertrand_Serlethttp://en.wikipedia.org/wiki/Software_Engineeringhttp://en.wikipedia.org/wiki/Scott_Forstallhttp://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Computer_hardwarehttp://en.wikipedia.org/wiki/Computer_softwarehttp://en.wikipedia.org/wiki/Consumer_electronicshttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Macintoshhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/wiki/Apple_TVhttp://en.wikipedia.org/wiki/Mac_OS_Xhttp://en.wikipedia.org/wiki/Mac_OS_X_Serverhttp://en.wikipedia.org/wiki/ILifehttp://en.wikipedia.org/wiki/IWorkhttp://en.wikipedia.org/wiki/Apple_Cinema_Displayhttp://en.wikipedia.org/wiki/AirPorthttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/1000000000_(number)http://en.wikipedia.org/wiki/Trailing_twelve_monthshttp://en.wikipedia.org/wiki/Fiscal_yearhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-ApplePR20071022-0http://en.wikipedia.org/wiki/Earnings_before_interest_and_taxes


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/@.IPLoperating margin0Q@R$et income)SNI.?: billion /TT* -( 9::P0/@M.?JLprofit margin0Q@R2mployees #ppro1imately 95::: /Buly I5 9::0 Website#pple.com

H/1.o

#pple was established on #pril @5 @GPJ by Steve Bobs5 Steve Wo7niakand onald Wayne5QGR

to sell the #pple !personal computerkit. They were hand4built by Wo7niak Q@:RQ@@Rand firstshown to the public at the Homebrew ;omputer ;lub.Q@9RThe #pple ! was sold as amotherboard /with ;%)5 #*5 and basic te1tual4video chips0Fless than what is today

considered a completepersonal computer.Q@IR

The #pple ! went on sale in Buly @GPJ and wasmarket4priced at )SNJJJ.JJ.

#pple was incorporated Banuary I5 @GPP without Wayne5 who sold his share of the companyback to Bobs and Wo7niak for N::. *ike *arkkulaprovided essential business e1pertise andfunding of )SN9?:5::: during the incorporation of #pple.

The #pple !!was introduced on #pril @J5 @GPP at the first West ;oast ;omputer -aire. !tdiffered from its major rivals5 the TS4:and ;ommodore %2T5 because it came with colorgraphics and an open architecture.While early models used ordinary cassette tapes as storagedevices5 they were superseded by the introduction of a ? @OM inch floppy disk drive and

interface5 the isk !!.

The #pple !!was chosen to be the desktop platform for the first 6killer app6 of the businessworldFthe 'isi;alcspreadsheetprogram. 'isi;alc created a business market for the #pple!!5 and gave home users an additional reason to buy an #pple !!Fcompatibility with theoffice. #ccording to rian agnall5 #pple e1aggerated its sales figures and was a distant third

place to ;ommodore and Tandy until 'isi;alc came along.

y the end of the @GP:s5 #pple had a staff of computer designers and aproduction line. The#pple !! was succeeded by the #pple !!! in *ay @G: as the company competed with !*and*icrosoftin the business and corporate computing market.

Bobs and several #pple employees includingBef askinvisited Uero1 %#; in ecember@GPG to see the Uero1 #lto. Uero1 granted #pple engineers three days of access to the %#;facilities in return for )SN@ million in pre4!%C #pple stock. Q9JRBobs was immediatelyconvinced that all future computers would use a +)!5 and development of a +)! began forthe #pple ,isa
http://en.wikipedia.org/wiki/Operating_marginhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-ApplePR20071022-0http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Profit_marginhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-ApplePR20071022-0http://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Websitehttp://www.apple.com/http://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Steve_Wozniakhttp://en.wikipedia.org/wiki/Ronald_Waynehttp://en.wikipedia.org/wiki/Apple_computers#cite_note-8http://en.wikipedia.org/wiki/Apple_computers#cite_note-8http://en.wikipedia.org/wiki/Apple_Ihttp://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-9http://en.wikipedia.org/wiki/Apple_computers#cite_note-10http://en.wikipedia.org/wiki/Homebrew_Computer_Clubhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-11http://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-12http://en.wikipedia.org/wiki/Mike_Markkulahttp://en.wikipedia.org/wiki/Apple_II_serieshttp://en.wikipedia.org/wiki/West_Coast_Computer_Fairehttp://en.wikipedia.org/wiki/TRS-80http://en.wikipedia.org/wiki/Commodore_PEThttp://en.wikipedia.org/wiki/Computer_architecturehttp://en.wikipedia.org/wiki/Floppy_diskhttp://en.wikipedia.org/wiki/Disk_IIhttp://en.wikipedia.org/wiki/Apple_IIhttp://en.wikipedia.org/wiki/Killer_applicationhttp://en.wikipedia.org/wiki/VisiCalchttp://en.wikipedia.org/wiki/Spreadsheethttp://en.wikipedia.org/wiki/Production_linehttp://en.wikipedia.org/wiki/Apple_IIIhttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Jef_Raskinhttp://en.wikipedia.org/wiki/Xerox_PARChttp://en.wikipedia.org/wiki/Xerox_Altohttp://en.wikipedia.org/wiki/IPOhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-25http://en.wikipedia.org/wiki/Apple_Lisahttp://en.wikipedia.org/wiki/Operating_marginhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-ApplePR20071022-0http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Profit_marginhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-ApplePR20071022-0http://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Websitehttp://www.apple.com/http://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Steve_Wozniakhttp://en.wikipedia.org/wiki/Ronald_Waynehttp://en.wikipedia.org/wiki/Apple_computers#cite_note-8http://en.wikipedia.org/wiki/Apple_Ihttp://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-9http://en.wikipedia.org/wiki/Apple_computers#cite_note-10http://en.wikipedia.org/wiki/Homebrew_Computer_Clubhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-11http://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-12http://en.wikipedia.org/wiki/Mike_Markkulahttp://en.wikipedia.org/wiki/Apple_II_serieshttp://en.wikipedia.org/wiki/West_Coast_Computer_Fairehttp://en.wikipedia.org/wiki/TRS-80http://en.wikipedia.org/wiki/Commodore_PEThttp://en.wikipedia.org/wiki/Computer_architecturehttp://en.wikipedia.org/wiki/Floppy_diskhttp://en.wikipedia.org/wiki/Disk_IIhttp://en.wikipedia.org/wiki/Apple_IIhttp://en.wikipedia.org/wiki/Killer_applicationhttp://en.wikipedia.org/wiki/VisiCalchttp://en.wikipedia.org/wiki/Spreadsheethttp://en.wikipedia.org/wiki/Production_linehttp://en.wikipedia.org/wiki/Apple_IIIhttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Jef_Raskinhttp://en.wikipedia.org/wiki/Xerox_PARChttp://en.wikipedia.org/wiki/Xerox_Altohttp://en.wikipedia.org/wiki/IPOhttp://en.wikipedia.org/wiki/Apple_computers#cite_note-25http://en.wikipedia.org/wiki/Apple_Lisa


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H+3:-3.+1

#pple !nc.5 @ !nfinite ,oop5 ;upertino5;#.

#pple !nc.8s world corporate headquarters are located in the middle of Silicon 'alley5 at @!nfinite ,oop5 ;upertino5 ;alifornia.This #pple campus has si1 buildings which total?:5::: sq ft /PG5::: m]0 and was built in @GGI by Sobrato evelopment ;os.Q@@@R

!n 9::J5 #pple announced its intention to build a second campus on ?: acres assembled fromvarious contiguous plots. The new campus5 also in ;upertino5 will be about one mile /@.J km0

east of the current campus.Q@@9R

EO1

@GPPZ@G@3*ichael 6Scotty6 Scott @G@Z@GI3#. ;. 6*ike6 *arkkula @GIZ@GGI3Bohn Sculley @GGIZ@GGJ3*ichael Spindler @GGJZ@GGP3+il #melio @GGPZ%resent3 Steve Bobs /!nterim ;2C @GGP49:::0

-+9. Bo3: o< D/+,.o1

ill ;ampbell5 ;hairman of!ntuit !nc. *illard re1ler5;hairman and ;2C ofB.;rew #l +ore5 -ormer'ice %resident of the )nited States Steve Bobs5 ;2C and ;o4founder of #ppleE also a director of The Walt isney ;ompany #ndrea Bung5 ;hairman and ;2C of #von %roducts #rthur . ,evinson5;hairman and ;2C of+enentech 2ric 2. Schmidt5 ;hairman and ;2C of +oogle Berry (ork5;hairman5 %resident5 and ;2C of Harwinton ;apital
http://en.wikipedia.org/wiki/Infinite_Loop_(street)http://en.wikipedia.org/wiki/Cupertinohttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/Silicon_Valleyhttp://en.wikipedia.org/wiki/Infinite_Loop_(street)http://en.wikipedia.org/wiki/Cupertino,_Californiahttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/Apple_computers#cite_note-110http://en.wikipedia.org/wiki/Apple_computers#cite_note-111http://en.wikipedia.org/wiki/Michael_Scott_(Apple)http://en.wikipedia.org/wiki/Mike_Markkulahttp://en.wikipedia.org/wiki/John_Sculleyhttp://en.wikipedia.org/wiki/Michael_Spindlerhttp://en.wikipedia.org/wiki/Gil_Ameliohttp://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Bill_Campbell_(CEO)http://en.wikipedia.org/wiki/Intuit_Inc.http://en.wikipedia.org/wiki/Millard_Drexlerhttp://en.wikipedia.org/wiki/J.Crewhttp://en.wikipedia.org/wiki/Al_Gorehttp://en.wikipedia.org/wiki/Vice_President_of_the_United_Stateshttp://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/The_Walt_Disney_Companyhttp://en.wikipedia.org/wiki/Andrea_Junghttp://en.wikipedia.org/wiki/Avon_Productshttp://en.wikipedia.org/wiki/Arthur_D._Levinsonhttp://en.wikipedia.org/wiki/Genentechhttp://en.wikipedia.org/wiki/Eric_E._Schmidthttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Jerry_York_(businessman)http://en.wikipedia.org/wiki/Image:Apple_1_Infinite_Loop.JPGhttp://en.wikipedia.org/wiki/Image:Apple_1_Infinite_Loop.JPGhttp://en.wikipedia.org/wiki/Infinite_Loop_(street)http://en.wikipedia.org/wiki/Cupertinohttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/Silicon_Valleyhttp://en.wikipedia.org/wiki/Infinite_Loop_(street)http://en.wikipedia.org/wiki/Cupertino,_Californiahttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/Apple_computers#cite_note-110http://en.wikipedia.org/wiki/Apple_computers#cite_note-111http://en.wikipedia.org/wiki/Michael_Scott_(Apple)http://en.wikipedia.org/wiki/Mike_Markkulahttp://en.wikipedia.org/wiki/John_Sculleyhttp://en.wikipedia.org/wiki/Michael_Spindlerhttp://en.wikipedia.org/wiki/Gil_Ameliohttp://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Bill_Campbell_(CEO)http://en.wikipedia.org/wiki/Intuit_Inc.http://en.wikipedia.org/wiki/Millard_Drexlerhttp://en.wikipedia.org/wiki/J.Crewhttp://en.wikipedia.org/wiki/Al_Gorehttp://en.wikipedia.org/wiki/Vice_President_of_the_United_Stateshttp://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/The_Walt_Disney_Companyhttp://en.wikipedia.org/wiki/Andrea_Junghttp://en.wikipedia.org/wiki/Avon_Productshttp://en.wikipedia.org/wiki/Arthur_D._Levinsonhttp://en.wikipedia.org/wiki/Genentechhttp://en.wikipedia.org/wiki/Eric_E._Schmidthttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Jerry_York_(businessman)


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-+9. +*+,-./0+1

Steve Bobs5 ;hief 21ecutive Cfficer

Timothy . ;ook5;hief Cperating Cfficer %eter Cppenheimer5;hief -inancial Cfficer %hilip W. Schiller5 Senior 'ice %resident of Worldwide%roduct *arketing Tony -adell5Senior 'ice %resident of the i%odivision Bonathan !ve5 Senior 'ice %resident of !ndustrial esign ertrand Serlet5 Senior 'ice %resident of Software 2ngineering on Bohnson5 Senior 'ice %resident of etail Sina Tamaddon5Senior 'ice %resident of#pplications Scott -orstall5 Senior 'ice %resident of i%honeSoftware aniel ;ooperman5Senior 'ice %resident5+eneral ;ounselandSecretary

-+9. >o:-,.1

See also:ist of products discontinued by Apple !nc"

See also: Timeline of Apple products

Mac and accessories

The *ac mini5low4cost desktop computer.

*ac mini5consumer sub4desktop computer introduced in Banuary 9::?. i*ac5 consumer all4in4one desktop computer that was first introduced by #pple in @GG. !ts

popularity helped revive the company8s fortunes.Q?9R

*ac %ro5 workstation4class desktop computer introduced in #ugust 9::J. *acook5consumer notebook introduced in 9::J5 available in white and black variants. *acook #ir5 ultra4thin5 ultra4portable notebook5 introduced in Banuary 9::.

*acook %ro5professional portable computer alternative to the *acook5 introduced inBanuary 9::J.

Userve5 rack mounted5 dual core5 dual processor @)server.
http://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Timothy_D._Cookhttp://en.wikipedia.org/wiki/Chief_Operating_Officerhttp://en.wikipedia.org/wiki/Peter_Oppenheimerhttp://en.wikipedia.org/wiki/Chief_Financial_Officerhttp://en.wikipedia.org/wiki/Philip_W._Schillerhttp://en.wikipedia.org/wiki/Product_Marketinghttp://en.wikipedia.org/wiki/Tony_Fadellhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/Jonathan_Ivehttp://en.wikipedia.org/wiki/Industrial_Designhttp://en.wikipedia.org/wiki/Bertrand_Serlethttp://en.wikipedia.org/wiki/Software_Engineeringhttp://en.wikipedia.org/wiki/Ron_Johnson_(Apple)http://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/Sina_Tamaddonhttp://en.wikipedia.org/wiki/Software_Applicationhttp://en.wikipedia.org/wiki/Scott_Forstallhttp://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/w/index.php?title=Daniel_Cooperman&action=edit&redlink=1http://en.wikipedia.org/wiki/General_Counselhttp://en.wikipedia.org/wiki/Secretaryhttp://en.wikipedia.org/wiki/List_of_products_discontinued_by_Apple_Inc.http://en.wikipedia.org/wiki/Timeline_of_Apple_productshttp://en.wikipedia.org/wiki/Mac_minihttp://en.wikipedia.org/wiki/Mac_minihttp://en.wikipedia.org/wiki/IMachttp://en.wikipedia.org/wiki/Apple_computers#cite_note-800kimacs-51http://en.wikipedia.org/wiki/Apple_computers#cite_note-800kimacs-51http://en.wikipedia.org/wiki/Mac_Prohttp://en.wikipedia.org/wiki/Workstationhttp://en.wikipedia.org/wiki/MacBookhttp://en.wikipedia.org/wiki/MacBook_Airhttp://en.wikipedia.org/wiki/MacBook_Prohttp://en.wikipedia.org/wiki/Xservehttp://en.wikipedia.org/wiki/19-inch_rackhttp://en.wikipedia.org/wiki/Rack_unithttp://en.wikipedia.org/wiki/Image:Mac_mini_Intel_Core.jpghttp://en.wikipedia.org/wiki/Image:Mac_mini_Intel_Core.jpghttp://en.wikipedia.org/wiki/Steve_Jobshttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Timothy_D._Cookhttp://en.wikipedia.org/wiki/Chief_Operating_Officerhttp://en.wikipedia.org/wiki/Peter_Oppenheimerhttp://en.wikipedia.org/wiki/Chief_Financial_Officerhttp://en.wikipedia.org/wiki/Philip_W._Schillerhttp://en.wikipedia.org/wiki/Product_Marketinghttp://en.wikipedia.org/wiki/Tony_Fadellhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/Jonathan_Ivehttp://en.wikipedia.org/wiki/Industrial_Designhttp://en.wikipedia.org/wiki/Bertrand_Serlethttp://en.wikipedia.org/wiki/Software_Engineeringhttp://en.wikipedia.org/wiki/Ron_Johnson_(Apple)http://en.wikipedia.org/wiki/Retailhttp://en.wikipedia.org/wiki/Sina_Tamaddonhttp://en.wikipedia.org/wiki/Software_Applicationhttp://en.wikipedia.org/wiki/Scott_Forstallhttp://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/w/index.php?title=Daniel_Cooperman&action=edit&redlink=1http://en.wikipedia.org/wiki/General_Counselhttp://en.wikipedia.org/wiki/Secretaryhttp://en.wikipedia.org/wiki/List_of_products_discontinued_by_Apple_Inc.http://en.wikipedia.org/wiki/Timeline_of_Apple_productshttp://en.wikipedia.org/wiki/Mac_minihttp://en.wikipedia.org/wiki/Mac_minihttp://en.wikipedia.org/wiki/IMachttp://en.wikipedia.org/wiki/Apple_computers#cite_note-800kimacs-51http://en.wikipedia.org/wiki/Mac_Prohttp://en.wikipedia.org/wiki/Workstationhttp://en.wikipedia.org/wiki/MacBookhttp://en.wikipedia.org/wiki/MacBook_Airhttp://en.wikipedia.org/wiki/MacBook_Prohttp://en.wikipedia.org/wiki/Xservehttp://en.wikipedia.org/wiki/19-inch_rackhttp://en.wikipedia.org/wiki/Rack_unit


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#pple sells a variety of computer accessories for *ac computers including the #ir%ortwireless networking products5 Time ;apsule5#pple ;inema isplay5*ighty *ouse5the#pple Wireless "eyboardcomputer keyboard5 and the#pple )S *odem.

/Po:

i%od $ano

Cn Cctober 9I5 9::@5 #pple introduced thei%oddigital music player. !t has evolved toinclude various models targeting the needs of different users. The i%od is the market leader in

portable music players by a significant margin5 with more than @:: million units shipped asof #pril G5 9::P. #pple has partnered with$iketo introduce the$ike[i%odSports "itenabling runners to synchroni7e and monitor their runs with iTunesand the$ike[ website.#pple currently sells four variants of the i%od.

i%od classic5portable media playerintroduced in 9::@5 with @9:+ capacity. i%od nano5portable media player introduced in 9::?5 available in and @J + models. i%od shuffle5digital audio player introduced in 9::?5 available in @ and 9 + models. i%od touch5portable media player introduced in September 9::P5 available in 5 @J and I9

+ models.

/P;o9+
http://en.wikipedia.org/wiki/AirPorthttp://en.wikipedia.org/wiki/Time_Capsule_(Apple)http://en.wikipedia.org/wiki/Apple_Cinema_Displayhttp://en.wikipedia.org/wiki/Apple_Mighty_Mousehttp://en.wikipedia.org/wiki/Apple_Wireless_Keyboardhttp://en.wikipedia.org/wiki/Apple_USB_Modemhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Nike%2BiPodhttp://en.wikipedia.org/wiki/ITuneshttp://nikeplus.nike.com/nikeplus/http://en.wikipedia.org/wiki/IPod_classichttp://en.wikipedia.org/wiki/Portable_media_playerhttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/IPod_shufflehttp://en.wikipedia.org/wiki/IPod_touchhttp://en.wikipedia.org/wiki/Image:Ipod_Nano_4G_20080911.JPGhttp://en.wikipedia.org/wiki/Image:Ipod_Nano_4G_20080911.JPGhttp://en.wikipedia.org/wiki/AirPorthttp://en.wikipedia.org/wiki/Time_Capsule_(Apple)http://en.wikipedia.org/wiki/Apple_Cinema_Displayhttp://en.wikipedia.org/wiki/Apple_Mighty_Mousehttp://en.wikipedia.org/wiki/Apple_Wireless_Keyboardhttp://en.wikipedia.org/wiki/Apple_USB_Modemhttp://en.wikipedia.org/wiki/IPodhttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Nike%2BiPodhttp://en.wikipedia.org/wiki/ITuneshttp://nikeplus.nike.com/nikeplus/http://en.wikipedia.org/wiki/IPod_classichttp://en.wikipedia.org/wiki/Portable_media_playerhttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/IPod_shufflehttp://en.wikipedia.org/wiki/IPod_touch


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#t the *acworld ;onference & 21poin Banuary 9::P5 Steve Bobs revealed the longanticipatedQPGRi%hone5 a convergence of an !nternet4enabledsmartphoneand i%od.Q:RThei%hone combines a 9.?+ quad band+S*and 2+2 cellular phone with features found inhand held devices5 running a scaled4down versions of #pple8s *ac CS U5 with various *acCS U applications such as Safariand *ail. !t also includes web4based and ashboardapps

such as +oogle *apsandWeather. The i%hone features a I.?4inch /G mm0 touch screendisplay5 M or + of memory5 luetooth5 and Wi4-i/both 6b6 and 6g60.Q@RThe i%hone first

became available on Bune 9G5 9::P for NMGG /M +0 and N?GG / +0.Q9RCn Bune G5 9::5 atWW; 9::5 Steve Bobs announced that the i%hone I+ would be available on Buly @@5 9::.QIRThis version added support for I+ networking and assisted4+%S navigation5 among otherthings.QMR

A>>l+ TV

#t the 9::P *acworld conference5 Bobs demonstrated the #pple T'5 /previously known asthe iT'05 a set4top video device intended to bridge the sale of content from iTunes with high4

definition televisions. The device links up to a user8s T' and syncs5 either via Wi4-i or awired network5 with one computer8siTuneslibrary and streams from an additional four. The#pple T' incorporates a M: + hard drive for storage5 includes outputs forH*!andcomponent video5 and plays video at a ma1imum resolution of P9:p. Cn *ay I@5 9::P a@J: + drive was released alongside the e1isting M: + model and on Banuary @?5 9:: asoftware update was released5 which allowed media to be purchased directly from the #ppleT'.

So


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#rea $etwork file system. -or the professional creative market5 there is #pertureforprofessional #W4formatphotoprocessingE -inal ;ut Studio5 a video production suiteE,ogic5 a comprehensive music toolkit and Shake5 an advanced effects composition program.

#pple also offers online services with*obile*e /formerly .*ac0 which bundles personal

web pages5email5 +roups5iisk5backup5 iSync5and ,earning ;enter online tutorials.*obile*e is a subscription4based internet suite that capitali7es on the ability to store

personal data on an online server and thereby keep all web4connected devices in sync.

#ccording to surveys by B. . %ower5 #pple has the highest brand and repurchase loyalty ofany computer manufacturer. While this brand loyalty is considered unusual for any product5#pple appears not to have gone out of its way to create it. #t one time5 #pple evangelistswere actively engaged by the company5 but this was after the phenomenon was already firmlyestablished. #pple evangelist +uy "awasaki has called the brand fanaticism 6something thatwas stumbled upon6. #pple has5 however5 supported the continuing e1istence of a network of*ac )ser +roups in most major and many minor centers of population where *ac computers

are available.

*ac users meet at the 2uropean#pple 21po and the San -rancisco *acworld ;onference &21potrade shows where #pple introduces new products each year to the industry and public.*ac developers in turn gather at the annual #ppleWorldwide evelopers ;onference.

#pple Storeopenings can draw crowds of thousands5 with some waiting in line as much as aday before the opening or flying in from other countries for the event. QGRThe$ew (ork ;ity-ifth #venue6;ube6 store had a line as long as half a mileE a few *ac fans took theopportunity of the setting to propose marriage. The +in7a opening in Tokyo was estimated inthe thousands with a line e1ceeding eight city blocks.

Bohn Sculley toldT#e $uardiannewspaper in @GGP3 6%eople talk about technology5 but#pple was a marketing company. !t was the marketing company of the decade.6

*arket research indicates that #pple draws its customer base from an unusually artistic5creative5 and well4educated population5 which may e1plain the platform


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9. etailer Survey

We have attached the actual questionnaire used for the *arket esearch so that you can get

an idea as in which Kuestions are being asked5 what do we achieve by the response receivedand how to interpret the same data to attain our primary and secondary objectives.

#fter you have gone through the Survey -orm attached a ata analysis for the same datagathered is represented through +raphical epresentations wherever required.

The data gathered was from a target audience of ?: consumers and @: retailers through the

form of Kuestionnaires by the means of personal interview conducted by our group members.

D&& A$&/2#

-rom ;ustomer survey Kuestion @ we were able to derive the following graphicalrepresentation3


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% of Consumers with PC's

Have PC's,

86, 86%

Dont Have,

14, 14%

Have PC'

Dont Ha

-rom ;ustomer survey Kuestion 9 we were able to come to the following graphicalrepresentation3


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M&!,e )%&!e o* B!&$'e' 3) A))e"4/e'.

27%

73%

B!&$'e'

A))e"4/e'

However the following data was gathered mostly from %rofessionals and students and hence

the strong inclination was towards assembled %; as the youth mostly chooses to define theirown configuration and specifications.

!n ;ustomer survey Kuestion I did put forward the need to be represented in any graphicalform hence moving forward^.

-rom ;ustomer survey Kuestion Mthwe were able to come to the following graphicalrepresentation3


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0

10

1

20

2

30

3

1st !trT2:e) o* M&!,e#$1

T2:e) o* Me'#& .)e' *o! B!&$' A(&!e$e))

T3 0o""e!0#&

Ne() :&:e!

M&1$e)

O.'oo!

A'7e!)#)e"e$

Re/ P&":%/

I$e!$e

S&/e) C&//)

-rom ;ustomer survey Kuestion ?thwe were able to come to the following graphicalrepresentation3


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0

20

40

60

80

100

120

% of the

"ar#et

To: ; P!e**e!e' B!&$') *o! B!&$'e' PCF)

Co":&G ; 9< 6?

IBM 6? = 6

A::/e @.; 9.; ;

H: 5? 55.; 8@.;

De// 8@.; 85 6


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0

20

40

60

80

100

P!e*!e$0e)

$arious Prefrenes

Consumers Prefren%es

&thers

ran( Po)u*ariPrie

oo#s

;ustomer survey Kuestion Pthand th did not put forward any need to be represented in anygraphical form hence moving forward^.

-rom ;ustomer survey Kuestion Gthwe were able to come to the following graphicalrepresentation3


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C.)o"e!) C%o#0e #$ B!&$') 3S P!#0e

2-%

22%

4-%BRA

PRIC

BOT

-rom etailer Surveys Kuestion 9nd

we were able to come to the following graphicalrepresentation3


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4-

63

28

14

0

10

20

30

40

0

Com)a.

De**

To: ; Se//#$1 B!&$') O* PCF)

Co":

H:

A::/e

De//

HCL


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tec#nology mar'ets" !D% #elps !T professionals( business e)ecuti&es( and t#e in&estment

community ma'e fact-based decisions on tec#nology purc#ases and business strategy" *ore

t#an +(000 !D% analysts pro&ide global( regional( and local e)pertise on tec#nology and

industry opportunities and trends in o&er +00 countries" For more t#an ,, years( !D% #as

pro&ided strategic insig#ts to #elp our clients ac#ie&e t#eir 'ey business obecti&es" !D% is a

subsidiary of !D$( t#e world.s leading tec#nology media( researc#( and /&ents %ompany" (in the third quarter of 9::M5 the sum total of branded %;s has e1ceeded that of assembled %;sin the overall %; market5 with the former accounting for ?:.? percent and the latter MG.?

percent. However5 in the consumer %; market5 the assembled %; is still ahead of branded%;s5 although the percentage has dropped from P: percent to less than ?? percent towards theend of 9::M.

The figure below /-ig @:0 shows us the ,eading rands in terms of sales in the randed %;


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0

10

20

30

40

0

60

70

80

-0

100

% of the"ar#et

To:-o*-%e-"#$' B!&$' A(&!e$e)) *o! B!&$'e' PCF)

IBM 6? = 6

A::/e @.; 9< 66

H: 66 5; 8@.

Documents

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