PC para el pueblo.
Author | Ogier, Thierry |
Position | Industria de computadoras; mercadeo; Brasil - TT: PCs to the people. - TA: computer industry; marketing; Brazil |
SAO PAULO--SI LE DAN LA OPCION entre una buena marca y una ganga, los consumidores brasileños por lo general prefieren ahorrar. "Una computadora por US$1.000" ha probado ser una poderosa arma de mercadeo para muchos ensambladores menores de PC que se alían con grandes cadenas minoristas para vender una computadora dirigida a las masas.
La cadena minorista francesa Carrefour afirma que vendió 10.000 PC ensambladas por United Information Systems, de Brasil, en sólo dos días tras dar a conocer su oferta de una PC por menos de US$1.000 anteriormente este año. Carrefour llegó a un acuerdo similar con FiveStar, otro productor local, para ensamblar PC bajo la marca Carrefour, mientras que United espera que sus ingresos lleguen a US$50 millones en su alianza. "Todos decían que era imposible. Pero lo logramos", dice Gabriela Lande, gerenta de mercadeo de United.
Las PC baratas son una amenaza repentina a marcas establecidas que han dominado el mercado brasileño de la PC, donde los aranceles a la importación, los impuestos y los costos de manufactura hacen que las computadoras brasileñas de marca valgan dos o tres veces más que en Estados Unidos. Las PC de marcas privadas constituyeron más de dos terceras partes de los envíos de PC durante el primer trimestre de 1998, según la firma Dataquest. Las empresas más afectadas fueron Acer Taiwan, especialistas en máquinas de bajo...
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