1

Marketing (MKT250-1103A-05)Phase 1 Individual Project

Sabrina Mergenthaler

Colorado Technical UniversityProfessor Joel Jackson

July 11, 2011

2

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.

6

Connecting Brands and Buyers

Product

Marketing Strategy

Price

Place

Promotion

GLOBITECH

7

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

8

On Website Features

WWW…Feature List

• Password protected member pages

• Device management • Wish list• Blogs• Contact forms• E-mail subscriptions• Location finder• Chat

9

Rivaling the Competition

GlobiTech

Technology for the Globe. Technology for the Future

10

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.