ABSTRACT
International Data Processing Limited (IDP) manufactured and marketed computers. The company had achieved a high level of technical and marketing expertise. The development of electronic data processing (EDP) technology was a major company interest; IDP Limited was in the forefront of computer technology. IDP emphasised product development, and relied on customer recognition of this technical competence. The company defined its marketing role as selling machines through up-to-date marketing practices, and an efficient customer service. The company operated in an extremely competitive market. There were considerable pressures on IDP to reduce costs, provide a better customer service, and thus secure a larger share of the market. IDP experienced an excellent and growing demand for its products.
