Compaq also to sell its PC's direct

Article Abstract:

Compaq announces it will join Zenith Data Systems, IBM and others in starting to sell its microcomputers through mail-order and telephone sales beginning Mar 22, 1993. Analysts contend that approximately 20 percent of microcomputers currently sold in the US are through customers ordering via 800 numbers. The company first will offer its Deskpro and Prolinea series and two Contura notebook models, targeting individuals and small businesses. Compaq officials are confident that the direct marketing unit will garner 8 to 10 percent of its sales in North America. The company's sales for 1992 were $1.8 billion. Major microcomputer companies have traditionally sold their products through dealers but analysts contend that a younger generation of customers accustomed to purchasing goods through mail and telephone orders has convinced these vendors to tap into this market.

Compaq Computer Corp., CPQ, Strategic Planning, Mail Order

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Dell expands marketing by telephone; it will sell peripherals and software for PC's

Article Abstract:

Dell Computer Corp is offering a new series of products that includes software, hardware and peripherals. The company is entering a new market by selling more than 650 printers, modems, software packages and other products through its telephone marketing system. Dell has often marketed its products with bundled software, but the hardware company is branching into unknown territory with the concept of selling such a diversity of items. Analysts have indicated that Dell may be responding to the competition from other low-priced vendors and from the success of the larger discount retailers. Dell receives calls from about 20,000 callers a day. Customers seem to like Dell's service and support in addition to the convenience of one-stop shopping.

Dell Inc., DELL, Competition, Marketing Strategy, Hardware Vendors, Market Entry

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