Working a Marketing Strategy in the PC World
Anita Cleotilde Munoz
American Intercontinental University

Abstract
This paper reviews the PC industry from a marketing standpoint. It expresses the environmental concerns that companies within this industry face due to new technology. This technology includes mobile, cloud, tablet PC’s and more. It also provides potential suggestions that a company can take in order to progress their sales and profits within a marketing plan.

Working a Marketing Strategy in the PC World
Marketing environment forces are the various forces that affect marketing for a particular product or service. These five are economic, technological, regulatory, competitive, and social. Depending on the industry, some or all may affect the marketing strategies used by that particular industry. The industry chosen is the computer manufacturing industry. Below are three chosen environmental forces that impact this industry.

The first market force that impacts the computer industry is economic and the decline of consumer spending. Since the economic downturn in 2007, consumers tightened their wallets and began to spend less than what they had been spending in prior years (Hartley, Kerin, & Rudelius, 2013, p. 73). This led to slumped sales within the computer industry. Several other markets experienced this slump, and it primarily occurred from consumers judging their purchases on necessity instead of desire. In addition, computer parts such as hard drives, motherboards, peripherals and more were already experiencing a drop in price over the last ten years. Currently, the prices for manufacturer parts dropped to 50 percent (Hoover’s INC, 2012, ch. 11).

As the economy slowly heals, consumers are still wary about spending excess money (Chappell, 2011). The computer parts industry and others rely on consumer spending in order to make a