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Case Title:

PC Industry's Next One Billion Customers: Exploring the Growth Avenues

Publication Year : 2005

Authors: D.Gayatri, T. Phani Madhav

Industry: Information Technology and IT Enabled Services

Region:Global

Case Code: INA0031

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The global PC industry was looking for new avenues for growth as its traditional markets matured. Penetration levels in the US PC market as well as other European nations were as high as 60%. The industry behemoths like Dell, Microsoft, IBM and Hewlett Packard believed that developing countries like Brazil, India, China and Russia were the next 'one billion market'. While the companies were tapping the un-met needs and were adapting themselves to the market requirements, several challenges stood in their way to success. The poverty levels, the rigid laws and the language diversity were, among others, the problems for these multinationals.

Pedagogical Objectives:

  • To highlight the PC industry's growth strategies in the traditional markets and its entry into emerging markets.

Keywords : PC industry; Emerging markets; Dell in China; Hewlett Packard in emerging markets; PC in rural India; PC market in US; Hewlett Packard in South Africa; BRIC economies and PC industry; Market expansion; Growth strategies; South Korea broadband; On-line gaming in South Korea; Dell's SmartPC; Growth Strategies Case Study; Software piracy in developing countries

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