home Marketing Інформаційний маркетинг - Єжова Л.Ф.

Інформаційний маркетинг - Єжова Л.Ф.

11.3. Stitoviy rink the PC

Yak has more than once been signified earlier, zagalne zbilshennya obyagіv sale of PCs to the svitovomu in the year 1999, nezvazhayuchi low seryozhnih shocks, vyyavilosya high (about 20%). The main factors that stimulate the purchase activity, the dumku fahіvtsіv, є: the popularity of the Internet, іде Free PC та цінові війни на американському ринку, піднесення економіки у Південно-Східній Азії (наприклад, у Японії обсяги sale of the PC for the рік, behind the active оцінками, Zrosli більш як on 30%).

Щоб уявити динаміку ринку ПК, вытньньо порівняти йго стан from 1997 р. (For giving SOFT-LETTER) і naprikinetsі 1999 р. (Table 11.2).

Table 11.2

Десятка лідерів почальників ПК

Liderom svitovogo komp'yuternogo rinku , yak і earlier, є kompar, scho far from littered nablylichchogo pereslіduvacha - Dell, yaka viyshla on a friend of the world, having vised the position of the position IBM. ALE Dell і in 1999 р. Zalshalasya kompanієyu, sho naybіlsh dinamіchno rozvivayutsya - tempi zrostanya її on the American market znovu interbred 50%. At kompara tsei the showboy became close to 17%. Approximately such is the dynamically unfolding of the PC-business on the sink market in 1999. Bula i iBM, and from in Amerićon won zbolshity oshibi sale of Lisha by 8%.

Fourth of a month is on the slick, and on the American market, Hewlett-Packard. Over the past, the company has been expanding its presence in the local sector. At a faster pace, HP's development became another in the company's companion Dell: zrostania її obyagіv sale in 1999 p. On the market of the PC, 30% of respondents, and 40% on American computers. For the prices of Packard Вell NEC peremistilas on п'яте місце у світі, за темпів зростання 1% 1999 р. Becoming for nothing.

Shoste mіsce globally and thirdly - on the American market lay company Gateway - a friend at the list of companies, which directly sells the model.

Sjomoyu kompanієyu s svetovіy i shostoju - in the American industry PC at the pencil of 1999 p. Became Apple, the tempo її zrostania on the svitovomuu that American market became 24.5 і 17% (for giving Dataquest), but for івропі вона посіла перше місце (52%) за збільшенням обсягів sale PC.

So far, the prospects of the market for laptops, then predict the forecast for podalshi rockies zorostanya popita on portable PCs by 15-20%. IDC named IBM for the conversion of laptops in notebooks.

Yakshcho rozglyadati european market, then the picture is rated approximately the same, yak і on svitovomu, for one lisha vinyatkom - on the other side of the map kompaq perebuvayet not Dell (їй nalezhit trete), and the alliance Fujitsu-Siemens. Четверте місце посідає IВМ, п'яте - Hewlett-Packard.

Sered syіh komp'yuternih systems, realizovany from 1997 p. For Zahidnyi Європі, 15.3% became portable. Until 2000 p. They fall in at 16.4% (in the penny-pinch vimiri їh it was more than 25%: $ 9.8 billion against 30.3 billion). Naiobishe zrostania sale of mobile computers in Nemecchini: 25.3% - in 1998, in 2000 p. 20.9% of the 10% increase in desktop systems.

Rossiysky rink of portable PCs in 1998 p. Soon povіvnyano z 1997 p. On 22%, at the 1999 p. - down by 25% (in the case of the mineral worm).

Siegodni on the American market sold notebooks on 60 trade marks, ale sravozhnіh vibroknіv laptopyv svіtі slizko 20. IВМ є one із провідних світових виробників мобільних комп'ютерів, вона має власну технологію виробництва ноутбуів: systems ThinkPad vypuchayutsya in factories IBM in the United States ta Japan. For portable PCs IBM the reputations of the nadnіynіshih pristroїv at its own rate are limited. The company automatically digs and prepares notebooks at its plants.

The laptop computer in Hewlett-Packard is ready at the її factory in Corvallis (Oregon), Taiwan Twinhead is launching Sharp laptops, Dell і zalishaetsya partner HP. The great list of OEM-partners is Acer: krim vlasnich TravelMate, the company vibrolyaet all the notebooks of Apple, BJ-seriyu lapisliv Canon, the systems of Fujitsu and Peacock.

One of the leaders of the segment is the right to respect Toshiba.

In the main, companies that equip portable PCs with laptops, we borrow sales and marketing. At the dump of American resellers, notebook computers are increasingly being bought by corporate zamovniki for the vicarities of modern systems. It is natural, but the znizhennya tsіn і zrostaniya mozzlostey lapisіv spriyayut rozvitku tsієї tendentsії. Acts of Analyzes vvazhayut, scho siogodni vzhe 60-70% of purchases zbirayutsya vikoristati їх yak basic systems.

In kompaq pripuskayut, scho nearly 40% vyrobleny kompanieєyu mobinnyh PCs and zgdomom zamenu nastilnyh systems; Dell approximately 80% of laptops sold at the desktop system, and in IBM - up to 65%. Notebooks, yaki neschodavno koshtivali 3-4 yew. Dol., Sell now for half of the price.