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WHY SANTA'S BAG WILL BE SHORT ON HOME COMPUTERS.txt
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2007-12-20
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Business Week
December 19, 1983
WHY SANTA'S BAG WILL BE SHORT ON HOME COMPUTERS
SECTION: MARKETING; Pg. 66
EXCITED BY DEMAND.
Ironically, instead of stalling demand, these events seem to have whetted consumer
appetites. To sell its remaining inventory of 500,000 model 99/4A computers, TI
dropped the price so that it sells for less than $50. "Texas Instruments' dropping
out stimulated a tremendous amount of interest in computers," says Frederick A.
Shimp, senior buyer of electronics for K mart Corp. The giant retailer sold its
entire stock of 60,000 99/4As five days after TI dropped the price. Since then, K
mart has sold 30,000 more and reordered another 100,000, which it put on sale in
early December. "I don't think they'll last but a couple of hours," Shimp predicts.
Excited by such high demand, TI is expected to continue manufacturing the 99/4A
computer well into December.