1. Introduction
As technology progresses, vigorous development was in high-tech industries in the last two decades. Therefore fierce competition cannot be managed in such industries. In order to be outstanding in the fierce competition, every company should take appropriate measures. Business strategy should be right instituted and implemented to improve the core competence of the organization. It seems that strategy of supply chain is the most important part of business strategy. The strategy of supply chain always makes contributions to reduce cost and gain best benefits. Hewlett-Packard, one of the world’s best companies, the experience of its printer division showed us successful supply chain management in a constantly changing market environment.
This paper emphasis on exploring and analyzing the changes that HP’s printer division made to beat back the competition.
1.1 Background
Compared with its competitor, HP’s inkjet printers had attained a significant penetration in the market. In spite of the excellent sales, Antonio Perez, general manager of HP’s Inkjet Products Group, realized that small business market preferred laser printers with low prices. In such a case, he decided to orient the laser printers as a consumer product. Obviously, the target market had changed through the influence of this decision. And then it further affected its business processes, R&D, manufacturing, distribution marketing and sales. Thus it impacted directly on the strategy of supply chain.
In section 2, I will pay attention to the changes in its target market. The impact of the changes on the supply chain would be shown in section 3. 2. Target Market 3.1 Concept of Target Market
A target market, also known as a target audience, it is a specific group of consumers that a business aimed at to attract and sell its goods or services to. A target market