Asante needs new-product push

Article Abstract:

Asante Technologies, San Jose, CA, which networks Apple Macintosh computers, is being forced to diversify into microcomputers, facing a lot of competition and risk, because of the integration of Ethernet into Apple machines. Asante and Apple Computer are partners and competitors. In 1991 Apple had 23.5% of the Ethernet market, vs 34.5% held by Asante. Apple started shipping Quadras, its top range model, with built in Ethernet cards in October 1991, and a number of mid-range models with Ethernet as an option are now available. Asante had a turnover of 49.5 million dollars in 1992.

Prepackaged software, Computer integrated systems design, Management, Services, Apple Inc., Asante Technologies Inc.

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Marketing key to HP's battle plan

Article Abstract:

Hewlett-Packard Co (HP), with 93,800 employees and $16.4 billion in sales in 1992 has been able to utilize its marketing skills to make it the second-largest successful technology company in America. HP's computer business accounted for 73% of its revenue in 1992, its inkjet printers accounted for a 54% share of the market and its laser printers accounted for a 51% share. HP's marketing strategy focuses on avoiding strong competition and concentrating on targeting appropriate customer markets.

Methods, Marketing, Cover Story, Hewlett-Packard Co., Marketing management

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