So what have we here this issue? Advertising by committee strikes again!
The committee in my imagination, in this case, is that of Hewlett-Packard Co. or its advertising agency.
Prior to the meeting, all the committee members have read a thick research report (printed out in color, of course) on the state of the computer printer market.
In this matter, they have a big advantage over me. They have information on the marketing situation which I as an outsider don’t have and couldn’t easily get. So I’ll have to do a little guesswork.
Let’s start off with the obvious. The computer printer division is selling to two markets, in both of which they face fierce competition: businesses and consumers.
But, let’s guess, they are losing ground in the business market to competing monochrome laser printers, which print faster in black and white than b/w-color inkjets and have come way down in price. The latter printers might be making some headway among small and medium-sized businesses that are saying to themselves,
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