1. To attain quantitative and qualitative leadership.
2. Maintain constant positive sales growth every year than the other competitor.
3. Increase the market share by market development.
4. To modify the existing market areas.
5. To increase product awareness as well as sales by persuasive promotional
activities.
2.0 Marketing strategies
Marketing strategy is built on segmentation, targeting and positioning.
Nowadays, mass-marketing is not useful as it did past. Segmentation gains importance more and more in marketers plans. Consumers differ greatly in values they bear on and their needs vary their status, lifestyle, geography, occasion etc. Market segments can be built up in many ways from income customers dispose to personality they carry. One part of the target market of Dell for laptop is business segmentation including large corporate, government, medium and small businesses. Another part is individual segmentation including educational customers and home.
2.1 Segmentation
Business segmentation, similar needs can be categorized into wireless
networking, security, performance, battery life and weight. For organizations in which computers mainly on tables, performance and price lead firstly. Vostro series of Dell designed on these lights of the purposes with affordable price while performing well. While Vostro series places in desktop replacement category serving especially government offices, Latitude series appear in ultraportable category in which prides are the most expensive and lightest permitting long business travels with 6 hours of battery life. The one that must being explained also is security need.
Individual segmentation, mainstream category including series of
Studio and Inspiron are generally all in on products which are mobile and light but not as commercial as Latitude series. Particularly, when we look at segment universities Studio series are more suitable for them, because today many universities provide internet services on wireless networking. And what a chance Studio series are the cheapest product providing excellent wireless connection. University gamers also can enjoy wireless networking with multiplayer tournaments. Students can easily transfer their data among laptops and with powerful display properties they can walk on the board to present their assignments. When we think todays university freshmen as tomorrows professional managers, this segment can also gain a good loyalty to Dell aiming in the future with the experience of good service and satisfaction.
2.2 Positioning
Positioning is the act of designing the companys offering and image to
occupy a distinctive place in the mind of the target market. The overall goal is to extend the products life and profitability. As one of the target markets is young people, Dell and its major competitors: HP, Toshiba, Sony, IBM and Apple brand, quality and design have been questioned on the survey that have been made among 24 young people beginning ages from twenty to twenty-six. The persons had been asked to evaluate laptop brands in terms of brand strength, quality and design of the laptops. In brand strength category, among the 6 laptop brands, Sony has taken the number on place while Toshiba has been second, Apple third and HP and Dell have taken the fourth place. The industry analysis of serious research organizations showed that truly Dells biggest competitor was HP. Thats why more trust towards the survey has risen. Toshiba has significant brand image in computer users. Not only because of its advertisings also since it was a Japanese brand. Consumers mind especially in electronics industry people have a strong relation with Japanese products and quality so on brand. If we look at results of the Apple, it is not difficult to realize that Apples design rating exceeds its brand, explaining Apples positioning strategy emphasizes that its laptop suits for arts and architecture projects.
Participants of the survey have complained that design of the IBM
laptop could be more attractive using metallic colors as other brands did. While in brand strength Dell and Hp are same, HP had better design image than Dell in users mind. Whether your product is more different than your competitors if you cannot occupy enough places according to your product in their minds you are under positioning yourself, like Dell does. Sony entering laptop market afterwards, has won significantly good market share against its competitors with the help of its strong brand image in the consumers mind. Sony sells products mostly to consumer segment that relatively have big wallets and demand all in one, entertainment devices. (Rui Xu 2009)
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