Adriana Alvarado has decided to purchase a laptop computer. She has narrowed the choices to two: Drantex and Confiar. Both brands have the same processing speed, 12 gigabytes of hard-disk capacity, two USB ports, a DVD drive, identical battery life, and the same basic software support package. Both come from mail-order companies with good reputations. The selling prices are identical. After some review, Adriana discovers that the cost of operating and maintaining Drantex over a three-year period is estimated to be $300, while for the Confiar system, the operating and maintenance cost is $600 over the same period. The sales agent for Drantex emphasized the lower operating and maintenance costs. The agent for Confiar, however, emphasized the service reputation of the product and the faster delivery time (Confiar can be purchased and delivered one week sooner than Drantex). Based on all the information, Adriana has decided to buy Confiar.
. Conceptual Connection: How does the strategic positioning differ for the two companies?