Mpc Case Study

MPC (formerly MicronPC) is a full service manufacturer and distributor of computerized technologies. Headquartered in Nampa, Idaho, the company serves the small and mid-size business, government, education, and consumer markets and is the 3rd largest direct seller of computers in the United States. MPC has a clear mission statement. Each employee strives to deliver high-quality PCs with hardware, software, and services to create complete computing solutions for their customers. (www.mpccorp.com) Additional company info can be found in Appendix _______.

We would like to become the official provider of notebook computers to the students at the University of Arizona. At MPC, quality products and superior service are the top priorities. We have spent 28 years exceeding the expectations of our clients and are prepared to bring this level of dedication to the U of A. We understand that students should spend their time enjoying college, not worrying if their computer will function properly. Through honest marketing, stringent quality control and comprehensive service plans, we will work to provide a worry free experience to your students.

General Trends

There is a clear shift to wireless technology at the University of Arizona. It seems like nearly every location on campus provides a wireless connection. Students are cutting the ties to their old desktops to explore the advantages of mobile computing, and they expect any notebook computer they purchase to have wireless capabilities built in (source). MPC notebooks are designed focusing on high mobility without sacrificing performance. Extended battery lives and cutting edge wifi technology, coupled with innovative security features, facilitate all aspects of wireless computing.

Student Survey

On March 3, 2005 a survey was conducted on the University of Arizona main campus to determine the specific needs and desires of U of A students (attachment). Individual interviews were held outside of the Colleges/Schools of Education, Architecture, Engineering, Nursing, and Social & Behavioral Sciences. Many students offered their opinions on topics that were not explicitly addressed on the survey. Their comments have been valuable in assessing the desires of the students.

An additional survey was conducted in two Marketing 361 classes to determine the needs and desires of U of A business students (Eller Class Survey). To supplement this data a brief questionnaire was distributed to individual business students (attachment).

Survey Results

MPC differentiates itself by focusing on ease of product operation and individual customer service (About MPC). Our customers are not as concerned with specific technological specifications as they are with having a reliable computer backed by a company that understands the value of service. Students from the Colleges of Education, Social & Behavioral Sciences, and the Eller College of Management showed an appreciation for the experience that we offer, and these colleges will be our targets for entry into the University of Arizona Market. (attachment).

College of Education

Many students at the College of Education are working professionals, returning to school to earn their teaching credentials (UA Factbook). Some of these students have not been exposed to the technology that an average 18 year old freshman has integrated into their life. When a computer problem occurs for these students, they do not know where to begin to solve the issue. Long wait times and difficulty communicating with technical support agents from other companies only increases their confusion. Our American based technical support and ease of service would be of great value to this segment of the market.

College of Social & Behavioral Sciences

The College of Social & Behavioral Sciences is the largest college on campus. Our data showed that 50% of the college’s 5,700 students plan on purchasing a new notebook computer during their college career. Many of the students from the college experience the same lack of technical savvy as those in the College of Education. 60% rated service as a top concern when purchasing a new computer (attachment). The ease of service provided by MPC is ideal for this group. (attachment)

Eller College of Management

The Eller College of Management focuses on group work and team building. The exchange of information between team members by email or other means is difficult. Allocating a portion of the Eller College’s network to students would ease their communication troubles. Each student could be granted space on the server for their time at Eller, and these