Inmac widens its outlook

Abstract

For the past few years, Inmac was so concentrated on direct marketing that it failed to recognize until it was almost too late that computer hardware and software marketing was undergoing a sea change. Price competition hurt Inmac, which had a reputation for wide selection but premium pricing of computer supplies. In the past year, Inmac has hired an executive from outside the direct marketing industry, Jeff Heimbuck, to lead its turnaround, consolidated its operations into 3 worldwide divisions, cut its workforce by 15%, and revamped its international business to eliminate duplications and improve purchasing. The huge restructuring puts Inmac in a position to bounce back, according to analysts.