alienware presentation ver 2
DESCRIPTION
A Presentation that i did for my B School project on the topic of Alienware and its futureTRANSCRIPT
ALIENWARE: THE NEXT GEN
http://www.youtube.com/watch?v=MAw7eVfxJ7E&feature=related
SO WHAT IS ALIENWARE…?
THE STORY SO FAR
Alienware formed in 1996 by Nelson Gonzalez and Alex Aguila
One of the first manufacturers to have dual graphic card and liquid cooling system in their machines.
Known for its Customization, high-speed, superior graphic and stylish design.
Acquired by DELL in March 2006.
THE PROBLEM
AFTER THE ACQUISITION OF ALIENWARE, DELL HAS BEEN FACED WITH THE FOLLOWING SITUATION’s: Market cannibalization of
Dell’s XPS line P.C. game market has been
shrinking after the advent of the next-gen gaming consoles making sales go down of both the lines.
vs.
CURRENT P.C GAME MARKET
Innovators LaggardsLate Majority
Late Adopters
Early Majority
Early Adopters
P.C GAMING INDUSTRY
Sale
s L
evel
COMPETITORS
ALIENWARE’s STU’s
ALIENWARE STRENGTHS
PASSION FOR TECHNOLOGY UNDERSTANDING OF THE GAMING
MARKET WELL RESPECTED BRAND BY GAMERS CUSTOMER FOCUS EXPERIENCE WITH CUSTOMIZED
SYSTEMS
OUR RECOMMENDATION
LAUNCH A NEW BREED OF GAMING CONSOLE IN THE
MARKET.
THE CONSOLE WAR
EVEN WITH NINTENDO Wii’s IMPRESSIVE SALE,THERE IS NO
CLEAR WINNER
SO MANY GAMES SO MANY OPTIONS
A FATHERS CONCERN
TARGET MARKET 1
LITTLE BILL (AGE GROUP: 5-12)
TARGET MARKET 2
MARK AND JASON (AGE GROUP 13-
35)
TARGET MARKET 3
MR. GREG AND FAMILY(SOCIAL OR GROUP
GAMERS)
TARGET MARKET 4
LITTLE BILL’S GRANDPARENTS
(AGE GROUP- 50 +)
MEDIA MIX
I like SONIC, SUPER MARIO
DUDEWE JUST LOVE GEARS OF
WAR, HALO, CALL OF
DUTY
We love Wii
Sports, Wii Fit
We Love to see our
Grandchildren come and play
on the Wii with us
WE WANT TO TARGET THE WHOLE FAMILY
PLAY THE WAY YOU WANT TO
ALIENWARE SELECT CONTROL YOUR DESTINY
CUSTOMIZABLE CONSOLE PRICED HOW YOU WANT BUILT TO YOUR SPECIFICATIONS DESIGNED BY EXPERTS DIRECT TO CONSUMERS
CREATE YOUR GAMING FUTURE
BASIC COMPONENTS ON TODAY’S GAMING CONSOLE
HARD DRIVE PROCESSOR, MOTHERBOARD VIDEO CARD HDMI PORT OPTICAL DRIVE: DVD / BLUE RAY Wi-Fi CAPABILITIES – WIRELESS
CONTROLLER NETWORK CARD COOLING SYSTEM & POWER SYSTEM DOLBY SURROUND SYSTEM RAM U.S.B CAPABILITIES. BLUETOOTH
ALIENWARE PARTNERS
INNOVATIVE ACCESSORIES
PRODUCT LIFECYCLE
Innovators LaggardsLate Majority
Late Adopters
Early Majority
Early Adopters
CONSOLE GAMING INDUSTRY
P.C GAMING INDUSTRY
Sale
s L
evel
Bu
ild
ing
on
exis
tin
g b
ran
d
ALIENWARE GAMING
CONSOLE
CONSOLE PROJECT CLASSIFICATION
Breakthrough
Platform
New CoreValue
NewBenefits
ImprovedBenefits Variation
Radical
NextGeneration
Incremental
Base
Enablin
g T
ech
nolo
gy
New markets New customers Sell more Replace products
Derivative
Product/ brand support
ALIENWARE POSITION
LEADER NICHE
FOLLOWER
RATIONALIZATION
NICHE
FULL SELECTIVE
BEH
IND
AH
EA
D
CO
MPETIT
IVE
PO
SIT
ION
RANGE OF TECHNOLOGIES
IMPLEMENTATION
Set up a team of Hardware and Software Engineer.
Create a new O/S and a coding language.
Create Relationship with game manufacturer’s like EA, CAPCOM, EPIC games, etc.
SO WHAT ABOUT ALIENWARE LAPTOP’s AND P.C
Slowly Phase out Alienware from the P.C and Laptop hardware maket
Make XPS the TOP LINE Gaming P.C and Laptop machine
Use Alienware as a B2B Hardware. Target Scientific Research
firms NASA Military
PROBLEM: HOW TO TACKLE THE DROPPING SALES IN THE P.C GAMING MARKET
SOLUTION: DESIGN AND LAUNCH A COMPLETELY CUSTOMIZABLE GAMING CONSOLE.
SUMMARY
ALIENWARE SELECT
THANK YOU