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Fundamentals of Marketing

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Assignment 4: Marketing Strategy Report; Targeting, Positioning and the Marketing Mix – Task Description + Template + Rubric

Word limit*: 1,700 (+/- 10% = MIN 1,530 to MAX 1,870 words). If you have more that the Word Limit MAX of 1,870 words you will earn fewer marks in the “Presentation, format and attention to detail” section (See Rubric).

*Word Count does NOT include; Executive Summary, Introduction, Table of Contents, Appendices, List of References, Tables, charts, diagrams or pictures.

· In Assignment 4 you will work individually to recommend a marketing strategy for the same Brand and Sub-Brand that you studied for Assignments 2 and 3.

· You will act as an independent consultant and produce a report for the Marketing Manager(s) of your selected Brand and Sub-Brand.

· In Assignment 3 your Group analyzed the marketing environment and segmented the consumer market for your Brand and Sub-Brand. InAssignment 4, you will recommend a Marketing strategy, based on your selected brand and sub brand analysis.

· You will use marketing theories and concepts appropriately.

· You will find sources of information to justify the points you make.

· Therefore, you will cite your References* and include a List of References as the last pages of your report. * In-text referencing.

You should aim to reference a MINIMUM* of at least two Academic sources (peer-reviewed journal articles, does not include textbooks) and at least seven Business sources. *Cite more than 10 to get top marks for Referencing – see Rubric

There are many useful resources available to you which you can use to ensure that you achieve a D or HD Grade; See under the Assignment 4 tab on Blackboard the following documents and follow these steps:-

1. Procure a copy of your Group’s final versions of Assignments 2 and 3, plus the data used to create those reports. This information should already be posted on your Group’s Facebook page/Google docs. Make sure that your Group’s Assignment 4 includes a Segment Attractiveness Table. You need this Table to start Assignment 4. If there is not one, then you and your Group members need to create one now, before you can start Assignment 4.

2. Template – download the Template as a Word document and use it to provide the Headings and Sub-Headings. Then follow the Instructions on the Template. Then, remove the Instructions from the Template progressively as you write your Report.

3. Rubric – read carefully the requirements here for D and HD Grades. See also the Marking Guide page 2 – which is a quick checklist of the key things you need to include to get the higher grade marks

4. Companion Document – this provides the key theory slides + shows you examples of the key items required in the Assignment; for example, Positioning Charts, recommended strategies at each stage in the Product Life Cycle, and so on.

5. Also on Blackboard are the Lecture slides; Lectures 6 to 9 (Marketing Mix), Lecture 10 (Branding) and Lectures 11 & 12, which deal with the material you will need for your Conclusion; ethics, social responsibility and so on.

6. Also, look up the Student Manual, the top Tab in the menu on the left-hand-side on Blackboard. Here you will find all the information you need about getting data, writing Reports, Referencing, demonstrating your Application of Theory and much more – all the skills you need are here.

7. Bring your Draft and your questions to Consultations. A list of Consultation times appears under the Consultations + Staff tab on Blackboard. Note that in addition to the usual Consultation times for Weeks 2 to 12, there are many additional Consultations available in Week 13. NOTE that these Week 13 Consultations are at different to the times for Weeks 2 to 12.

 

Individual Brand and Sub Brand Report – Overview of Structure

A. Executive Summary, B. Table of Contents, C. Introduction

1. Target segment.

2. Brand Positioning.

3. Marketing Mix (4Ps) recommendations.

4. Conclusion.

 

A. Executive Summary (approx. 200 words) NOT INCLUDED IN WORD COUNT

Here you will provide a summary of-

a. the report’s major purpose,

b. the analytical processes used,

c. the findings, and

d. Your recommendations.

 

B. Table of Contents. NOT INCLUDED IN WORD COUNT

C. Introduction (approx. 150 words) NOT INCLUDED IN WORD COUNT

e. The authorization and purpose of the report tells the reader who it was who commissioned the work and why it is being produced.

f. Hindrances are any limitations encountered in relation to data collection, availability or access to information and information that might be confidential in nature.

g. The scope of the report summarizes what the report covers, how information will be presented, where the information comes from and how it was gathered.

 

Section 1 – Target Segment (about 250 words)

Select ONE segment to be your Target Segment of your recommended Marketing Mix strategy. The Target Segment (which therefore becomes your “target market”) will be one of the segments on your Segmentation Table from Assignment 3. Base your decision on the Segment Attractiveness Table from Assignment 3.

· Insert here your Group’s Segment Attractiveness Table from Assignment 3. Add as an Appendix your Group’s Segmentation Table from Assignment 3.

· You will select ONE segment to be your Target Segment.

· You will justify your selection of Target Segment by using the data from your Segment Attractiveness Table and providing a clear, relevant and insightful explanation of why your selected Target segment is the best opportunity to grow sales

 

Section 2 – Brand Positioning (about 300 words)

You will recommend a Brand Positioning for your Brand and Sub-Brand. Explain why this will appeal to your Target market and why this Brand Positioning provides a Point-of-Difference (also known as a Unique Selling Proposition) for your Brand and Sub-Brand, compared with the competitors. Draw two Positioning Maps.

Section 3 – the Marketing Mix – the 4Ps (about 750 words)

Recommend a Marketing Mix (the 4Ps) which will effectively implement and communicate your Brand Positioning: –

 

3.1 PLC and the Diffusion of Innovation

· Identify the stage your product is in on the Product Life Cycle (PLC).

· Then, based on the stage your product is in on the Product Life Cycle, you will identify the consumers you will be targeting in terms of the Diffusion of Innovations.

 

3.2 Type of Consumer product

· Then you will classify your product according to Type of Consumer Product.

 

Recommend a Marketing Mix

You have now set your strategic direction by deciding on your Brand Positioning, PLC, Diffusion and Type of Consumer Product. Next step is to recommend a Marketing Mix (the 4Ps) and explain how this Mix will implement and communicate your Brand Positioning to your Target Segment in a way that will effectively promote sales.

3.3 Product; Recommend a product design using the “three levels” conceptualization, and explain why this product design will effectively implement and communicate your Brand Positioning.

3.4 Place; Recommend a “P” for Place that is appropriate for the type of product and the level of distribution intensity your Marketing Mix requires. Recommend one or more Channel structures. Briefly describe how you think your product should be displayed in that Place (pharmacy, electronics retailer, whatever) and how you want it supported by the retailer. Explain why this will effectively implement and communicate your Brand Positioning.

3.5 Promotion; You will recommend an Integrated Marketing Communications (IMC) campaign which will communicate a clear, consistent, unified and compelling message to the Target segment customers.

· What will the message be?

· Include at least three different promotional tools and briefly describe each one. For example, describe a TV commercial, a Sales Promotion and a Billboard. (If you would like to, you can include hand-drawn or photo-shopped storyboards, posters etc. to effectively communicate your ideas. (Pictures not included in word count.))

· Explain why you have chosen these particular tools.

· Explain why this will effectively implement and communicate your Brand Positioning.

3.6 Price; Recommend a Price and classify your pricing strategy as Price Skimming, Penetration or Status Quo. Explain why this will effectively implement and communicate your Brand Positioning. Include a Price Comparison table showing the Price for your Brand and Sub-Brand compared with competitors.

 

Summary Table of your Marketing Mix – brief summary (Tables not included in Word Count.)

Mix Current – what the Brand and Sub-Brand is doing now. Your Recommendation Why is your Recommendation better? Explain how your Recommendation will more-effectively support and communicate your Brand Positioning.
Product
Place
Promotion
Price

 

Section 4 – Conclusion, ethics and social responsibility (about 200 words): –

· In concluding you will: –

· Summarise how your recommended Marketing Mix will implement and communicate your Brand Positioning to your Target Segment.

· Show how your Marketing Mix is internally-consistent. For example, if the Brand Positioning is that of a prestige product show how each of your Ps is consistent with a Prestige positioning.

· Explain how these recommendations are both are ethical and socially responsible.

· Explain how your plan will be implemented in a way that complies with the concepts of Corporate Social Responsibility.

· Include a Compliance Program that will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible.

· Show how performance will be measured using Triple Bottom Line Reporting.

 

Referencing – You will be penalized (marks reduced) if you do not provide references. You need to provide both citations (in-text references) and List of References.

· “Where to get information” and “How to reference” – refer to Tutorials 4 and 6

Handy Hint; review the final draft of the Assignment and check off that all sections have been completed. Then check your Written Expression (5 marks) and Referencing (5 marks) for extensive in-text citation plus List of References.

Page 9 of 9

How to get higher grades; See what you have to do better, and what extra things you have to do to get higher grades. White-on-Blue = extra to get a Credit over a Pass, Grey BOLD = extra to get a D compared with a C, Yellow BOLD Italic underlined = extra to get an HD compared with a D.
Rubric for Assignment 4: Marketing Strategy
Criteria Fail Pass

50-59%

Credit

60-69%

Distinction

70-79%

High Distinction

80-100%

Executive Summary (5%) Not all elements included. Passable summary of the report’s major purpose, analytical processes, findings recommendations. Adequate summary of the report’s major purpose, analytical processes, findings and the Recommendations. Reasonably comprehensive and concise summary of the report’s major purpose, the analytical processes, the findings and the recommendations. Comprehensive and concise summary of the report’s major purpose, the analytical processes, the findings and the recommendations.
Introduction (5%) Purpose was missing or unclear. Scope unclear or absent. You stated the purpose of the report, but not in a clear way. You indicated the scope of the report to some extent. You stated the purpose of the report. You indicated the scope of the report generally. You clearly stated the purpose of the report. You clearly indicated the scope of the report with sufficient detail. Authorisation included.You clearly stated the purpose of the report. You clearly indicated the scope of the report with sufficient detail. Limitations included. You clearly indicated the scope of the report with specific detail.
How well you justified your selection of your Target segment

(10%)

Did not meet criterion. Your Target segment selection is justified and demonstrates some evidence that you have applied learnings from your Group’s Assignment 3 report. Target segment selection justified and demonstrates evidence that you have applied learnings from Assign 3. Justified selection of Target Segment using the data from “Segment Attractiveness” Table. Clear explanation of why Target segment is a good opportunity to grow sales. Your Target segment selection is justified and demonstrates the application of your learnings from your Group’s Assignment 3 report.

You justified your selection of Target Segment by showing further analysis of the data from your “Segment Attractiveness” Table. You provided a clear and relevantexplanation of why your selected Target segment is a good opportunity to grow sales.

Your strong, well-informed and justifiedTarget segment selection demonstrates the application of your learnings from your Group’s Assignment 3 report.

You justified your selection of Target Segment by showing further analysis of the data from your “Segment Attractiveness” Table. Your Report provides a clear, relevant and insightful explanationof why your selected Target segment is a good opportunity to grow sales. You explain which current and potential company strengths will be most important in developing sales to this segment.

How well you created and justified your Brand Positioning. (20%) Did not criterion. meet Your Brand Positioning demonstrates you have identified a key feature of your Brand and Sub-Brand and have explained how it appeals to your target segment. Brand Positioning identifies a key feature of your Brand and Sub-brand. Explained how it appeals to target segment.

Brand Positioning demonstrates some insight into how your Brand and Sub-Brand offers a USP compared w/competitors.

Brand Positioning demonstrates the use of relevant literature, drawn from a range of sources. Identified a key feature of your Brand and Sub-Brand and clearly & succinctlyexplains how it appeals to your target segment. Brand Positioning also demonstrates originality, creativity and independent thoughtby offering a USP compared with the competitors.

Justified USP using the relevant criteria, and included a Positioning Statement with all required elementsYou included TWO Maps, with the USP on one axis on one Map.

Demonstrates relevant literature, drawn from a range of sources. Identified key feature of your Brand and Sub-Brand and clearly and succinctly explains how it appeals to your target segment. Demonstrates originality, creativity and independent thought by offering a USP compared with the competitors. Justified USP using the relevant criteriaand included a Positioning Statement with all required elements. You included TWO Maps, with the USP on one axis on one Map. In addition to the USP, includes other highly-relevant positioning factors on the other axes. Shows all the Competitors from the Strategic Group to which your Brand and Sub-Brand belongs.
How well your recommended Marketing Mix (the 4Ps) would implement and communicate your Brand Positioning. (35%) Did not meet criterion. To implement and communicate your Brand Positioning, you have provided recommendations for each of the 4 P’s (product, place, price and promotion.

The recommendations are justified.

You identify the stage on the PLC. Identify the consumers in terms of the Diffusion of Innovations. Classified your product according to Type of Consumer Product.

Clear and internally-consistent recommendations for each of the 4 P’s explaining why this will effectively implement and communicate your Brand Positioning.

Product – the “three levels” conceptualization

Place –appropriate for Type, distribution intensity, Channel structures, product display and support retailer.

Promotion incl message, 3 promo tools, briefly described, explains why tools chosen.

Price – recommend strategy; skim, penetrate, or status quo.

Recommendations justified by logical argument. Summary Table included.

You present data to justify your choice of stage in PLC. Diffusion of Innovations and Type as per Credit standard. All points covered for Mix as per Credit standard with all required details plus:-

Product – clear linkage Conceptualization>Positioning.

Place; clear linkage Type>Intensity>Structures>display & support.

Promo; clear linkage IMC>Positioning.

Price; strategy justified according to Intensity of Competition, and Impact of the electronic environment.

All your recommendations regarding Marketing Mix are justified with reference to PLC, Diffusion of Innovation and Type of consumer product.

You included the Summary Table.

There is some evidence of creativity in your recommendations.

To implement and communicate your Brand Positioning you have provided clear, internally-consistent, relevant and very comprehensive recommendations for each of the 4 P’s. All points covered for Mix as per Credit and Distinction standards with all required details, explaining why this will effectively implement and communicate your Brand Positioning.

Recommendations justified regarding Marketing Mix with reference to PLC, Diffusion of Innovation and Type of consumer product as per Distinction standard.

You included the Summary Table.

There is strong evidence of creativity and independent thought in your recommendations.

These Marketing Mix recommendations are judged very likely to succeed in growing sales of the Brand and Sub-Brand.

Conclusion, ethics and social responsibility (10%) Did not meet criterion. Your Conclusion has adequately summarised how your Marketing Mix will implement and communicate your Brand Positioning. You have shown reasonably well how your Marketing Mix is internally-consistent. Your Mix recommendation shows some creativity and independent thought. Some mention of how your recommendation are both are ethical & socially responsible. Your Conclusion has summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix is internally-consistent. Your Mix recommendations show creativity and independent thought. You have adequately explained why these recommendations are both are ethical and socially responsible. Your Conclusion has comprehensively summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix is internally-consistent. Your Mix recommendations show creativity and independent thought. You have explained why these recommendations are both ethical and socially responsible.

You recommend a Compliance Program which will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible.

You explain how performance will be measured using Triple Bottom Line Reporting.

Your Conclusion has succinctly, yet comprehensively summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix is internally-consistent. Your Mix recommendations show creativity and independent thought. You have explained why these recommendations are both ethical and socially responsible.

Your Conclusion demonstrates a sophisticated analysis showing an insightful understanding of marketing strategy.

You recommend a Compliance Program which will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible.

You explain how performance will be measured using Triple Bottom Line Reporting.

Presentation, format and

attention to detail

(5%)

Did not meet criterion. The report is reasonably well organised.

Acceptable standard of attention to detail (grammar, spelling, expression).

The report is well organised and communicates ideas reasonably well.

Good standard of attention to detail (grammar, spelling, expression).

The report is well organised and communicates ideas well.

High standard of attention to detail (grammar, spelling, expression).

The report is very well structured and cohesiveand communicates ideas very effectively.

Excellent attention to detail (grammar, spelling, expression).

Does not exceed Max Word Limit

Referencing

(10%)

Did not meet criterion. Harvard style referencing is evident in parts of the report (in- both text referencing and references list); however, improvement in correct style and consistency is required.

At least 2 Academic and at least 7 Business References cited.

An attempt at referencing for Harvard style is evident throughout most of the report, (both in-text referencing and references list), with improvements required in consistency. At least 2 Academic and at least 7 Business References cited. Correct referencing for Harvard style is evident throughout most of the report (both in-text referencing and references list), with only minor corrections required. At least 2 Academic and at least 7 Business References cited. Correct referencing for Harvard style is evident throughout the whole report (both in-text referencing and references list).

More than 10 Referencescited of which at least 2 are Academic and at least 7 are Business References.

Marketing strategy report

Environment Analysis, Consumer Segmentation, Market Research: Dell

Fundamentals of Marketing

delll%20laptop.jpg

Executive summary

This report aims to provide a broad study of the Dell Inspiron 5000 series Laptop and analysis of different marketing strategies/ methods which are used to assess an item. In this report consumer segmentation and attractiveness are explored to get better knowledge and understanding of consumer and this Dell product into the market. This will allow separate of customer gathering which will be useful for further investigation.

According to research, this report recognizes numerous key points about the Dell Inspiron laptop current standing in the market. Dell is in the technology field, which keeps changing every day. The interest in laptops have increased in the work field and for personal as well due advancement in technology compared to past. In addition, they targeted for youngsters who need more good looking and stylist laptop, also for professional who require more powerful in processing. Further study into the report will give more information about the research.

Recommendations:

· Dell could be more focused on inventing of new technology and fast processing product to stand into market and compete with competitors.

· Dell can conduct the survey of what consumers actually wanted or need in their laptops, so that they can develop in future.

· Dell can provide assistance to corporate client to help their customer in business processes and IT work. This would basically increase customer base.

Table of Contents Executive summary 3 Introduction 5 Section 1 6 The Competitors 8 Micro-Environment 9 Other key players in the marketplace 9 Macro-Environment 11 Environmental factors influencing the company 11 Section 2 13 Defining profile elements 13 Justification of the Segmentation Base 13 Segmentation Table 14 Section 3 15 Size and Growth 15 Structural Attractiveness 15 Company Objectives and Resources 15 Section 4 16 Additional Information 16 Primary Research 16 Research Design 17 Conclusion 18 Recommendations 19 References 20

 

Introduction

We Marketing group have been shortened by the Marketing managers for Dell Inspiron 5000 to conduct the analysis and review of this Dell product. Main purpose of this data report is to take item’s brand and sub brand into consideration and investigate into current labour market trend in both condition small scale and big scale. Different environment, consumer segmentation and attractiveness will be surveyed in this report.

Furthermore, personal suggestion will be given at the end of this report which will allow the company to look deep into it and enhance more sales and service which will result in more consumers.

One of the main limitation of this report is that because of limitation of time, we were not able to do survey of data by our own. Therefore, the data shown in this report is taken from publically available information.

Section 1

Dell is an American computer technology based company which develops different computer related products for business and home use like tables, desktop, laptops, servers etc. Dell is well known for their revolution in their supply chain and electronic commerce.

A Tree diagram is provided in the below figure 1, shows the scope of the industry in which the Dell is operating.

CHART.pdf

It can be seen that Dell is a tech company which develops the numerous computer products and sell them worldwide.

As the use of portable electronic devices are increasing every day, it became very difficult for every individual to finish their tasks without them. Innovation in Mobile and tablet technology leads the electronic companies number one companies in the world. Laptop industry is expected to witness steady growth over the coming period. (Grand view research, 2018). It can be increase by increasing customer demand and public project in developing countries.

The advancement in technology have created a lot of competitors into the market, which become hard to keep up their product into the market. In figure 2 shown below states that between the year 2012 and 2016 laptop market share was getting decrease as Tablet came out as a new electronic device which is more portable then the laptop. People started accepting tablet device to do their daily task such as doing presentation, documents and many other stuffs. After the year 2016 there was a growth in shipment of laptop and expected to rise in future. Previously estimated suggest that laptop’s average selling price have been dropped by 65% compared to year 2005. (Statista, 2018)

Most offices and employees are referring to use of laptop for their workplace as it provides them more portability and they can continue their work from home as well. There might be problem for laptop industry because of mobile phone in future years, in every season there are new and advanced mobile variant getting launched.

Shipment forecast of tablets, laptop and desktop PCs worldwide from 2010 to 2022 (in Million units)

/Users/karanparsana/Desktop/Screen Shot 2018-10-04 at 1.53.39 pm.png Figure 2. forecast of tablets, laptop and desktop PCs worldwide

The Competitors

4ps.pdf

There are number of competitors for Dell in the market. Lenovo being on the top of the list among other competitors namely HP, Acer, Asus according to LAPTOP Editors | April 20, 2018. But the two key competitors for Dell in the market are Lenovo and HP. Lenovo has been providing a wide range of products ranging from premium laptops like ThinkPad X1 Carbon to versatile laptops such as Yoga 92. However, there has been a tough competition between HP, Lenovo and Dell, but the customer reviews of Lenovo laptops have been impressive as compared to the other two. Therefore, Lenovo holds a better place in the market in terms of customer satisfaction.

On the other hand, HP like Lenovo, provides a variety of gorgeous, powerful and affordable laptops with great designs and a powerful customer support system. HP is a great laptop manufacturer providing its customers the right fit for their pocket as well as their work.

The following product comparison table confirms the place of HP and Lenovo in Dell’s strategic group.

Lenovo, the no.2 computer making company, lacks overall brand awareness and customer affinity when compared to its competitors. Therefore, the focus of the company is to increase its brand awareness among the customers and achieve the mark of becoming a well-known brand world-wide. However, Lenovo holds a strong market position in its home county, China as well as in India and is providing its product and services to other countries as well. The company is hiring new employees all over the world with a variety of titles.

“The business is way ahead of the brand,” Mr. Roman said. “We’re No. 2 in the industry; yet outside of key countries like China and India, and outside of key markets like industrial, the brand is not well-known. … There is a tremendous opportunity for the brand to catch up.” David Roman CMO, Lenovo (2012)

This implies that Lenovo is trying to grab a big market share in many countries and spread brand awareness which could be threat to Dell and other competitors.

Whereas, HP’s objective is to introduce new technologies into the market and lead in those aspects particularly 3D printing. The company is also investing in immersive computing including virtual and augmented reality. This implies they are investing more on innovation by aggressively pursuing growth opportunities in graphic printing due to a shift from analog to digital printing.

Therefore, it can be said that Lenovo’s strategy is to focus on increasing its brand awareness and to spread its business and possess a huge market share in countries other than China and India. Whereas, HP is focusing on innovation and creating new technologies which would provide the company an opportunity to give an edge to its competitors in the market. It has been investing loads of money in its innovation sector.

“The new highly innovative commercial 3D printing system is poised to disrupt the 12 trillion industry”.

Hence, there is threat for Dell in the global market from HP as it has been investing its money in innovation which might result in HP possessing a huge market share by introducing new technologies like commercial 3D printing system.

 

Micro-Environment

Other key players in the marketplace

Intermediaries helps a laptop manufacturer to sell, distribute as well as promote its products to the final consumer. These intermediaries play an important role of resellers by helping the company to find customers who will buy their product and making sales to them. Amazon is an important key player in the marketplace not only for Dell but other companies like HP, Lenovo, Asus and many others as well. Amazon provides a huge platform for these companies to sell their product online via e-commerce. It captures a high proportion of total sales in the market for Dell laptops. Amazon plays a very crucial role in the sale of Dell Inspiron 15 5000 over the internet. Therefore, any brawl in the business relationship of Dell and Amazon would have an adverse effect on the sales of Dell Inspiron 15 5000. If Amazon refuses to sell Dell products, Dell would no longer be able to sell its product online on such a large extent. Without Amazon the sales would decline rapidly for Dell Inspiron 15 5000. Amazon, being one of the largest online stores could be used to promote the product by providing bundle deals to the customers and promoting the product by using pop-advertising over the internet.

 

Macro-Environment

../../../../../../../../../Desktop/Screen%20Shot%202018-10-09%20Environmental factors influencing the company

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Section 2

Defining profile elements

Occupation status contributes to the possible reasoning for the products purchase which links heavily to the product’s rate of use. The occupation defines and gives a designation as to why and possibly where the product will get most of its use. The rate of use can not only be defined by one’s occupation but by how much they would use it in their downtime. For instance, the 13-18 age groups would use the product more in their downtime much more than someone who is within the 50+ age demographic due to social media presence for example. The battery life of a laptop is a big deal when one utilizes the products portability to its absolute maximum. Those who sit in bed on their laptop/go to university/go to school will use it more than workers away from a power outlet. Availability of funds is directly tied to their employment status/occupation and it defines how much money the demographic will have to spend factoring other life expenses.

Justification of the Segmentation Base

The profile elements however would be useless if the segmentation base failed to pass the ‘acid’ test which is defined as a test which determines how each person can only fall into one segment at a time. This is true here as a person evidently can only be one age at a time. There are also five key aspects which justify the segmentation base for profiling; the segments need to be measurable, accessible, substantial, actionable and distinguishable from each other.

Measurable means that the size and purchasing power of the segments can be defined through means readily achievable by the company, Dell. Age demographics can be measured through the company via online surveys that define how old each individual is, how often they use it or their occupation status.

Accessible means that the segments can be reached and served by the company. The various ages can be exposed to the marketing mix through various means of advertising via the internet or television for example.

Substantial is defined as how profitable and large enough they are which is easy to define due to such a large age differentiation demographic which generates a large open market in conjunction with an ever-growing dependency on technology.

Actionable means that the company’s affective programs can be designed for attracting and serving the segments. This is true because each age group reacts to the technology differently depending on their exposure and frequency of use within their generation. Older age groups can be given various tutorials upon the first boot of the computer for example.

Differentiable means that each segment has a consumer with varying uses for the product, such as an 18-year-old university student who requires more battery life for use inside a lecture.

Segmentation Table

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Section 3

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Size and Growth

The first segment, which is the age bracket of 13-18, is a fairly profitable segment out of the four. This is because this bracket is made up of students that will often use laptops for their studies and education, as well as using it for social media. The Dell Inspiron 15 5000 is placed at a very competitive price, alongside its powerful specifications, making it a viable option for the 13-18 age bracket. On the other end of the spectrum, the 30-49 age category is also a potential, profitable market. Within this age group, funds are usually not as limited as they are within the younger age brackets (e.g. 13-18), therefore there will not be an issue in this sector. Someone in the 30-49 age category may not be as mobile as a student and may spend more time at a desk and therefore may opt for a more powerful laptop and/or desktop, as they can plug this into the powerpoint and have the ability to have greater power within the computer. However, this is a viable option for someone that may need to work from home, as well as coming into the office, and is generally on the go.

Structural Attractiveness

The laptop/notebook market has a very large number of brands and competitors, each targeting certain segments of the market. Therefore, there is little variation in the ‘structural attractiveness’ between the segments. Dell as a brand has serious competition when it comes to their laptops primarily, as most people are always on the move and require to do work whenever. Dell is also required to compete against ‘trending’ brands such as Apple, as well as brands such as Lenovo, Acer, and HP, which are all strong market share holders in the market.

Company Objectives and Resources

Dell’s current objectives are (Dell 2018):

“Delivering solutions that give back more than they take”

“Driving transparency, accountability and continuous improvement”

“Reducing our impact and innovating to protect the planet”

 

Section 4

Additional Information

We need more information in order to understand what influences the consumers to buy Dell Inspiron 15 5000 than other products. In order to gather such information, we need to ask the following questions:

· Which new specifications would attract consumers and will be beneficial for them?

· Do the higher abilities of tablets, which can just act as a laptop, influence consumer’s choice to buy Dell Inspiron 15 5000?

· Would the new advances that happen everyday in technology influence consumer’s choice?

This information would be helpful for us as it will help us to use the identified advantages to increase the sales, attract consumers and increase the market share. It will also help us to improve our marketing strategy by identifying what consumers expect from Dell.

Primary Research

In order to gather this information on Dell laptop would be through the assistance of focus groups. A focus group is a small group with demographically diverse people. It is a form research in which people are provided with an opportunity to share insights, perceptions, opinions etc. in relation to a certain product, service or idea/s.

This will further guide managers to perceive and identify current customer needs, test new products and explore views on the products and services associated with the brand. By providing background information about the current market trends supports to shape the overall marketing strategy by exhibiting how consumers will react. This in turn eliminates resources from being wasted and basically enhances the total marketing strategy as they care able to model the project to target consumers, who will buy their brand and ensure that maximum effectiveness is achieved.

Advantages of using focus groups are:

· Its fast and inexpensive method to acquire data

· Members are given a chance to reflect what they feel about that certain product or service or brand

· All members ask questions and other members can provide and discuss on that topic which would produce valuable data

However, the disadvantages are:

· Group environment can sometimes not energize the discussion or sometimes can over energize the discussion leading to too less useful information or too much of information to analyse

· Record such discussions are difficult at times as its not clear who is speaking and who isn’t

Research Design

Research design for focus groups would be a group discussion. Participants would be given a topic or a certain product or service or a brand to talk about. As the discussion goes on researcher can note and analyse what do the consumers expect from that product/service/brand. What is their response/reaction to that product/service/brand and why is it? The sample size would be a group of 6-8 participants of a demographically diverse people.

Conclusion

To conclude, it can be seen that, Dell as one of the largest producers of electronic devices faces a lot of competition in the market due to the major advancements in technology.

From the report it can be analysed, how demographic, economic and technological environment influence the organisation, why is that particular trend occurring and what does that mean for Dell’s marketing strategy.

The report has segmented users by age group, occupation status, rate of use, need for battery life and availability of funds.

The above report also recommends focus groups as a primary research method to collect useful data from consumers in order to improve the company’s marketing strategy.

Recommendations

· Research needs to be structured in order to recognize the requirements of a consumer and what consumers expect from the company products.

· Company should stay up to date with modern day technologies in order to attract consumers

· Pay attention to dell’s competitors to gain extra knowledge about the market trends and consumer expectations.

· Dell should focus on inventing fast processing computers, which can be proved helpful for corporate industry.

References

Perry, J.K 2016, “Technology has advanced so rapidly that a laptop computer today is 96% cheaper than a 1994 model and 1,000X better”, AEIdeas, viewed 1 October 2018,

<http://www.aei.org/publication/technology-has-advanced-so-rapidly-that-a-laptop-computer-today-is-96-cheaper-than-a-1994-model-and-1000x-better/>.

“Advantages and Disadvantages of Focus Groups”, Universal Teacher, viewed 3 October 2018,

<http://universalteacher.com/1/advantages-and-disadvantages-of-focus-groups/>.

“Focus Group”, Social Research Centre, viewed 3 October 2018, <https://www.srcentre.com.au/research-participants/focus-group-and-interview-participants>.

HP Pavilion X360 14-BA125TU 14” FHD Touch Intel Core i5 Laptop”, Centre.com, viewed 2 October 2018,

<https://www.centrecom.com.au/hp-pavilion-x360-14-ba125tu-14-fhd-touch-intel-core-i5-laptop>.

“Laptop Marketing Analysis, Market Size, Application, Analysis, Regional Outlook, Competitive strategies and Forecasts, 2015 to 2022”, Grand View Research, viewed 4 October 2018,

<https://www.grandviewresearch.com/industry-analysis/laptop-market>.

“Shipment forecast of tablets, laptops and desktop PCs worldwide for 2010 to 2022 (in million units)*, statista, viewed 4 October 2018,

<https://www.statista.com/statistics/272595/global-shipments-forecast-for-tablets-laptops-and-desktop-pcs/>.

2018, “Inspiron 15 5000”, Dell, viewed 2 October 2018,

<https://www.dell.com/en-au/shop/cty/pdp/spd/inspiron-15-5570-laptop/a511051au?oc=a511051au&VEN1=sZaHNRY0l,104535114913,9011547612,c&ST=&pdv=c&VEN2=,&dgc=st&dgseg=dhs&cid=238119&lid=23414&acd=10589238119234140&VEN3=112104513487419103>.

2018, “ThinkPad E480”, Lenovo, viewed 2 October 2018,

<https://www.lenovo.com/au/en/laptops/thinkpad/thinkpad-edge/ThinkPad-E480/p/22TP2TEE480>.

2016, “Core, Growth, Future: HP’s three pillars of success” HP, viewed 4 October 2018,

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