COMPAQ COMPUTER CORP. AT A GLANCE (CHART)

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Headquarters: Houston.

Sales: $7.2 billion in 1993, up 75%.

Leadership: Eckhard Pfeiffer, president-CEO; Ross Cooley, senior VP-North America; Gian Carlo Bisone, VP-North American marketing; Kevin Bohren, VP-desktop marketing; Michael Lambert, VP-systems marketing; Lorie Strong, VP-portable & software marketing; Joe Nahil, VP-corporate communications; Jim Garrity, director-marketing communications.

Industry ranking: No. 3 in U.S. PC shipments in '93, with 10.5% share, according to Dataquest. But No. 1 in the first quarter of 1994, with a 12.4% share, and a good bet to remain the No. 1 PC marketer in the U.S. and the world for the year.

Top brands: Presario (consumer line), ProLinea (value-price business line), Deskpro (performance business line), ProSignia and ProLiant servers, LTE Elite (performance notebook computer), Contura (value-price notebook).

U.S. ad spending: estimated $63 million (1993).

Agency: Ammirati & Puris, New York.

Recent success: Presario, introduced last fall as Compaq's first home computer and overnight one of the hottest consumer models in the industry.

Problem spot: Customer telephone support, heavily promoted in ads but overtaxed by Compaq's sales growth, isn't up to the benchmark quality of rival Dell Computer Corp.

1994 challenges: Rapid plant expansions could shift Compaq from product shortage to product oversupply, which could lead to price cutting and lower profit margins if Compaq doesn't carefully manage production and inventory. IBM Corp. will introduce a wholly revamped PC line this fall, giving Big Blue the chance to regain momentum at Compaq's expense.

Source: Advertising Age and company reports

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