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Compaq to cut prices
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July 9, 1997: 7:43 a.m. ET
Leading computer maker to lower corporate PC prices, report says
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NEW YORK (CNNfn) - Compaq Computer Corp., the world's largest desktop-computer maker, is reportedly poised to lower the prices of its corporate personal computers on Thursday.
The move is designed to reverse inroads made by direct-marketer Dell Computer Corp., the Wall Street Journal reported on Wednesday.
Compaq has told analysts the price cuts are designed to be permanent adjustments and not to trigger a temporary price war.
Compaq executives aren't lowering profit projections, however, as they did when the company adopted a low-price strategy five years ago. That's because they believe the upcoming price cut will be offset through new production and distribution techniques, which are supposed to lower the cost of making new machines.
In addition, the company plans to roll out new corporate desktop PCs on Thursday after announcing second-quarter financial results. The new models are expected to be priced similarly to Dell's products, which traditionally are 10 to 15 percent less than Compaq PCs.
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