Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. The marketing mix variable that is being considered here is
Place
distribution.
Distribution refers to the process of delivering a product or service from the manufacturer to the end consumer. In this case, Hewlett-Packard (HP) is considering the distribution methods for selling their personal computers.
The marketing mix consists of four variables known as the 4Ps - Product, Price, Promotion, and Place. In this scenario, the variable being considered is "Place," which specifically focuses on the distribution channel or the way products reach the target market.
HP is using three different distribution channels to sell its personal computers:
1. Specialty computer stores: HP partners with specialty computer stores, which are stores that specialize in selling computer-related products. These stores have knowledgeable staff who can provide guidance and advice to customers looking to purchase personal computers. This channel serves customers who prefer a personalized experience and want to interact with experts in person.
2. Electronics superstores: HP also sells its personal computers through electronics superstores, which are large retail stores that offer a wide range of electronic products. These superstores attract a large customer base with their extensive product selection, competitive prices, and convenient locations. This channel caters to customers who value variety, affordability, and convenience.
3. Internet site: HP has its own Internet site where customers can directly purchase their personal computers online. This channel provides convenience and accessibility to customers who prefer to shop from the comfort of their own homes. The website allows customers to compare products, read product reviews, and make online purchases, making it a convenient option for tech-savvy consumers.
By using multiple distribution channels, HP can reach a wider audience and cater to the diverse preferences of its customers. This approach ensures that their personal computers are available at different types of retail locations and through an online platform, increasing the chances of reaching their target market effectively.