Hp Printer Marketing Channels

|Marketing Channels |

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|Mid Term Assignment |

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Summary

Brent Cartier works as a manager for special projects in the materials department of Hewlett-Packard Company’s Vancouver Division. Hewlett-Packard was founded in 1939 by William Hewlett and David Packard. Its headquarters were in Palo Alto, California. Its base was electronic test and measuring equipments but it diversified into computers and peripherals products which dominate its sales at present. Hewlett-Packard was organized partially by product group and partially by function. It has six product groups and the most leading one is Peripherals group. The Peripherals group leaded because of its technological advancement and innovations in the field. It grabbed the market opportunity which the innovatory product of LaserJet printer.

It had been a long weekend for Brent as he was looking forward to the Monday’s meeting on group management regarding inventory levels for DeskJet printer product line. The DeskJet printer was introduced in 1988 and had become one of most successful product of Hewlett-Packard. Each quarter representatives from the production, materials and distribution organizations in Europe, North America and Asia Pacific met to discuss the issues and hindrances. There were two main issues which were an element of disturbance for the business, one was to find a best way to satisfy customer needs with regard to product availability with minimizing inventory;...