Recently, competitive markets environment that many high technology oriented companies confront have been changing rapidly and uncertainty is increasing. In case of PC(Personal Computers), the product life cycle is very short and the technology is also changing very rapidly. In order to survive in that kinds of competitive environment, the companies should develop new technologies and introduce new products that satisfy the customers continuously. And to develop and introduce successful products to the market, the companies should have prominent R&D abilities and advanced Marketing abilities.
To establish successful marketing strategy of New PC product in Korean domestic market, this study considers many previous theoris and thesis, establish a model to analyzes the case of 3 desktop PC products of S company. A technology adoption life cycle model proposed by Geoffrey A. Moore and a couple of researches proposed by Booz, Allen and Hamilton(1982), Conference Board(1986), Cooper & Kleinschmidt(1987) are applied for case analysis.
According to the analysis, the company is recommended to develop and introduce the PC products based on customer needs and market oriented concepts from beginning of developing process. and recommended to use Technology adoption life cycle for successful marketing strategy.
