market strategy development
DESCRIPTION
Assessment of market and industry to advance marketing strategies for fictitious computer companyTRANSCRIPT
1
Marketing (MKT250-1103A-05)Phase 1 Individual Project
Sabrina Mergenthaler
Colorado Technical UniversityProfessor Joel Jackson
July 11, 2011
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Identifying the CompetitionWho are the Competitors
• Dell• Apple• IBM
• Compaq• Gateway• Lenovo• Toshiba
• Hewlett-Packard• Fujitsu
• Intel Corporation
• Asus• Acer• LG
• Novatech• Panasonic• Samsung• Sony• Zenith
3
Identify the Target Market
Who Computers are Marketed Towards• Students
Discounts offered for being a student of a school
• SchoolsDiscounted rates for quantity purchases
• BusinessesDiscounts for quantity purchases
Specialized software
• Home OwnersSpecialized appliances
• PeopleSocial Network sites
AutomobilesSearch Engines
Electronics
Strategies and BenefitsToshibaIn business since 1985Desktops, laptops & netbooksBasic use to high-end gamingAll-in-One Desktop
Dell26 years in businessCompetitive pricing for comparable productsUp-to-date technology
AppleExperience since 1976Wide variety of computing optionsTechnology extended to mobile devices such as cell phones, tablets, and MP3 players
AcerIn business since
1976
Currently number 2 in PC salesExpanded worldwide
AsusFounded in 1982Affordability and
qualityTesting from space
to the farthest reaches of earth
CompaqHewlett-Packard
Founded in 1939
Number 9 in Fortune 500
Who are the competitors and what do they bring
to the table?
5
Consumer Benefits of Computers
What Consumers Want in Computers
Connection RecreationFamily Dating Education ExplorationSocial Network GamingBusinessesInformation
ConvenienceCreativity BankingDesigning SecurityBuilding SpeedArtMusic
ReliabilityAdvancementAccuracy
People want the world in their hands in the blink of an eye…Computers make that possible.
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Connecting Brands and Buyers
Product
Marketing Strategy
Price
Place
Promotion
GLOBITECH
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Above the Rest
•What does anyone have over the rest?
• How do we stand out in the crowd of computer
manufacturers?
• More than computers• Reputable causes• Giving back to the customer• Quality customer service
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On Website Features
WWW…Feature List
• Password protected member pages
• Device management • Wish list• Blogs• Contact forms• E-mail subscriptions• Location finder• Chat
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Rivaling the Competition
GlobiTech
Technology for the Globe. Technology for the Future
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Computers. (n.d.). ConsumerReports.org. Retrieved from http://www.consumerreports.org/cro/electronics-computers/computers-internet/computers/computer-buying-advice/computer-features/computer-features.htm
References
Wilcox, Joe. (2009). Apple has 91% of market for $1,000+ PCs, says NPD. BetaNews.com. Retrieved from http://www.betanews.com/joewilcox/article/Apple-has-91-of-market-for-1000-PCs-says-NPD/1248313624
Market Segment. (n.d.). BusinessDictionary.com Retrieved from http://www.businessdictionary.com/definition/market-segment.html
Toshiba. (2011). Toshib.com. Retrieved from http://us.toshiba.com/computers/desktops/all-in-one/DX1210
Dell. (2011). Dell.com Retrieved from http://content.dell.com/us/en/corp/about-dell.aspx?c=us&l=en&s=corp
Apple. (2011). Apple.com Retrieved from http://www.apple.com/pr/library/2000/04/10Matrox-and-Apple-Announce-Real-Time-DV-Editing-for-the-Mac.html
Acer. (2011). Acer.com. Retrieved from http://us.acer.com/ac/en/US/content/company
About Asus. (2011). Asus.com. Retrieved from http://usa.asus.com/About_ASUS/Marks_in_History_ASUS_Notebooks/
HP. (2011). HP.com. Retrieved from http://www.hp.com/hpinfo/abouthp/histnfacts/timeline/hist_00s.html
Armstrong, G., & Kotler, P. (2006). Principles of marketing (11th ed.). Upper Saddle River, NJ: Prentice Hall.