Market Report Written by Iqra, Maryiam, Komal  

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Market Report

Executive Summary This report will focus on the market laptop computers, which will inform about the various laptops that are used worldwide by many people associated with similar work purposes. There are different types of products and brands that are used daily within this market, i.e. Asus, Acer, HP, Toshiba and etc. Laptop computers have some specification, i.e. memory (RAM), storage capacity, screen-size, processor type, price range etc. that are required in a good laptop product. Moreover, this report will involve laptop computers from PC World website and other key suppliers from Laptop Direct and Dabs website within this market that will have same specification and typical product offering. Therefore it will draw a conclusion that will show where the products are in this market.

Market Report Written by Iqra, Maryiam, Komal  

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Table of contents Executive Summary Page 1 Target group Page 3 Typical product offering Page 3 - PC World Page 3 - Laptops Direct Page 4 - Dabs Page 4-5 Key suppliers Page 5 - Turnover history for 5 years Page 5 - Location Page 5 - Part of a larger group Page 5 Market analysis Page 5-9 - Prod. Positioning Page 5-6 - SWOT-analysis Page 6-7 - PEST-analysis Page 7-9 - BCG matrix model Page 9 - Key future issues Page 10 Summary Page 10 Appendices Page 11 Bibliographies Page 12-13

Market Report Written by Iqra, Maryiam, Komal  

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Target Group The target age group for laptop computers is 16+ and it is aimed for both females and males. The nature of this market report is for any students and also professional people, who work daily. To find suitable products for this market, the target group age will focus on these following specifications that will find their suitable laptops:

- Price range: £300 to £400 - Screen-size: 15.6" - Processor type: Intel Core i3 - Storage capacity: 1 TB - Memory (RAM): 8 GB

Typical Product Offering PC World The following table shows the typical product offering from PC World1 with exact requirements that are mentioned above. (Pcworld.co.uk, 2014) Brand name/ Product model:  

Price:  

HP Pavilion 15-p078sa   £399.99  

HP Pavilion 15-p077sa  

£399.99  

HP Pavilion 15-p076sa  

£399.99  

HP Pavilion 15-p154sa  

£399.99  

HP Pavilion 15-p165sa  

£399.99  

Acer E5-571   £379.99  

1 PC World: UK’s largest retail chains of mass-market computers superstores. (Wikipedia, 2014)

Market Report Written by Iqra, Maryiam, Komal  

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Laptops Direct The following table shows the typical product offering from Laptops Direct2 website with precise specification that is mentioned above. (Laptopsdirect.co.uk, 2014) Brand name/ Product model:  

Price:  

Asus X550CA-XX1082H   £369.97  

Acer Aspire E5-571 NX.MLTEX.020  

£378.97  

ASUS X550CA- XX1081H   £379.97  

ASUS X550CA-XX1083H   £389.98  

Acer Aspire E5-571 NX.ML8EK.011  

£393.97  

Acer Aspire NX.MPSEK.005   £399.97  

Refurbished Grade A1 Toshiba Satellite C55-A-1UC AL/PSCGJE-0900U4EN  

£339.97  

Dabs Below, the table shows the typical product offering from Dabs3 website. It has the same requirements that are above mentioned. (Dabs.com, 2014) 2 Laptops Direct: is another UK’s largest specialist supplier that sells laptop, netbooks, tablets and portable accessories. (Laptopsdirect.co.uk, 2014) 3 Dabs: is another supplier, which is UK’s largest online electronics retailers (Dabs.com, 2014)

Market Report Written by Iqra, Maryiam, Komal  

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Brand name/ Product model:  

Price:  

Toshiba Satellite Pro R50-B-122   £369.99  

Key suppliers Turnover history for 5 years On appendices page, Toshiba laptop computers’ net sales for turnover history for 5 years is shown on a bar graph. Whereas for other brands: Asus, Acer and HP were difficult to find for 5-year turnover history. Location Each laptop is made in different countries with different locations.

• HP laptops are manufactured in USA, and headquarter is in Palo Alto, California. (Wikipedia, 2014)

• Acer laptops are manufactured in Stan Shih, and headquarters is in Taiwan. (Wikipedia, 2014)

• Asus laptops are manufactured in Taiwan, and headquarter is in California. (Wikipedia, 2014)

• Toshiba laptops are manufactured in China, and headquarters in Tokyo/ Japan. (Wikipedia, 2014)

Part of a larger group PC World lies under Dixons Car-phone Group retail. This is one of the largest companies in Europe, which is merged together with Currys, Currys Digital, and PC World. This market can be found in over 290 business centers within the Curry’s PC World stores. (Pcworldbusiness.co.uk, 2014) Market analysis Prod. Positioning: Below, the graph shows the analysis for product positioning of the market for laptops computer. HP laptops are expensive to buy but it has low quality. Whereas Acer, it’s in between poor and bad quality and has nearly the same price as HP laptop computers. However, Asus and Toshiba laptops are good qualities and have low price.

Market Report Written by Iqra, Maryiam, Komal  

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SWOT-Analysis HP:

Opportunities Threats  

• HP should draw attention on growing these divisions as they promise better growth opportunities and higher profit margins. (Jurevicius, 2014)

• HP encounters strong competitors, e.g. Acers, Apple, Dell, Lenovo or Samsung, considering the prices, quality, brand technology, distribution channels and range of product. (Jurevicius, 2014)

Acer:

Opportunities   Threats  

• Approaching a large of customers by targeting different segments through multiple brands and by joint schemes in different countries.  (Mbaskool.com, 2014)  

• Bigger competition as the movement toward disintegrated computer components.  (Mbaskool.com, 2014)  

Asus:

Opportunities   Threats  

• Huge developing market still to access for computers. (Mbaskool.com, 2014)  

• Reducing demand of Netbooks and laptops. (Mbaskool.com, 2014)  

Toshiba:

Price

High

Good Quality

Low

Poor

Market Report Written by Iqra, Maryiam, Komal  

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Opportunities   Threats  

• Increasing use of technology in different industries such as retail stores. (Mbaskool.com, 2014)  

• Strong competition and rapid technological changes. (Mbaskool.com, 2014)  

PEST-analysis HP: Now P

E S T

✓ ✓ ✓ ✓

5 years P E S T

X ? ? ?

10 years P E S T

X X X X

5 Years: Logically technology is growing faster and it will change its growth. If this laptop exists, it will not sell, as new Intel core will be developed and graphics will be more advanced. Socially, there is a chance that HP might be acceptable in 5 years for basic use such as socialising on the Internet. 10 Years: Economically, it will not be acceptable as the value of this laptop will no longer be useful to people. Better laptops will be developed with better use. Technologically this laptop will no longer exist as, it has many technical faults therefore in 10 years’ time, the laptop won’t be used, as many more laptops will be developed. Acer: Now P

E S T

✓ ✓ ✓ ✓

5 years P E S T

X ? ? ?

10 years P E S T

X X X X

Market Report Written by Iqra, Maryiam, Komal  

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5 Years: Logically technology is growing faster and it will change its growth. If this laptop exists, it will not sell as new Intel core will be developed and graphics will be more advanced. Socially, there is a chance that Acer might be acceptable in 5 years for basic use such as socialising on the Internet, but it may cause some problems. 10 Years: Economically, it will not be acceptable as the value of this laptop will no longer be useful to people, better laptops will be developed with better use. Technologically this laptop will no longer exist, as it may not last till 10 years, even if it does, it may not sell. Intel core 3 will become too slow, other Intel core i.e. i8, i9, i10 will be developed. The laptops will have changed; all chips and memory will be updated. Asus: Now P

E S T

✓ ✓ ✓ ✓

5 years P E S T

X ? ? ?

10 years P E S T

X X X X

5 Years: Logically technology is growing faster and it will change its growth. If this laptop exists, it will not sell as new Intel core will be developed and graphics will be more advanced. Socially, there is a chance that Asus might be acceptable in 5 years for basic use such as socialising on the Internet, but it may cause some problems. 10 Years: Economically, it will not be acceptable as the value of this laptop will no longer be useful to people, better laptops will be developed with better use. Technologically this laptop will no longer exist, as it may not last till 10 years, even if it does, it may not sell. Intel core 3 will become too slow, other Intel core i.e. i8, i9, i10 will be developed. The laptops will have changed; all chips and memory will be updated. Toshiba: Now P

E S T

✓ ✓ ✓ ✓

5 years P E S T

X ? ? ?

Market Report Written by Iqra, Maryiam, Komal  

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10 years P E S T

X X X X

5 Years: Logically technology is growing faster and it will change its growth. If this laptop exists, it will not sell, as new Intel core will be developed and graphics will be more advanced. Socially, there is a chance that HP might be acceptable in 5 years for basic use such as socialising on the Internet. 10 Years: Economically, it will not be acceptable as the value of this laptop will no longer be useful to people. Better laptops will be developed with better use. Technologically this laptop will no longer exist as, it has many technical faults therefore in 10 years’ time, and the laptop won’t be used, as many more laptops will be developed. BCG matrix model: The following graph shows the BCG matrix model, where HP is Cash Cows, Acer is Stars, Toshiba Question Marks and Asus is Dogs. Due to HP has maximum market share but market share growth is slow. Whereas Acer is a huge network and market share growth is slow due to competition. Toshiba has very limited market share but has huge product portfolio, whereas for Asus, it is dependence on few customers and have limited market share. (Mbaskool.com, 2014)

(Projectmanagersinn.com, 2014)

HP

Acer

Asus

Toshiba

Market Report Written by Iqra, Maryiam, Komal  

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Key future issues Each brand may have a big impact in the future, as the new products will be updated and there will be a big competition with other brands, such as Dell, Apple, Samsung etc. Summary Overall from this report, the data collected from different sources, which shows four different laptop computers, such as HP, Acer, Asus and Toshiba, is currently in use, but they may not remain for another 5 or 10 years. From market analysis, the data shows that Toshiba is high in quality and low in price, therefore it is affordable for the age group and it may stay in this market for few more years, as this product has made good profit in 2013. Asus is also a good product, from the analysis data, it comes into the same category as Toshiba, but the value of this product is less, therefore it is less likely that it will be used for much longer. Whereas, Acer and HP products are poor quality but high in price, therefore they may not make much money at the sellers point. The analysis determine that Toshiba and Asus might stay in this market longer than Acer and HP because Toshiba is making good profit, therefore it may continue to increase over period of time. Due to many competitors within the market industry new products will be developed and updated along with time. Apple, Dell and Samsung will be more competitive in the future; therefore it is less likely that these laptops will sell later in the years. In another ten years, laptops may not exist, but will replaced with high tech tablets and iPad with more sophisticated functions than the products that are currently in use.

Market Report Written by Iqra, Maryiam, Komal  

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Appendices

Figure 1: shows the top 4 laptop computers and their typical product price.

Figure 2: shows Toshiba’s laptop computers net sales for turnover history for 5 years. Their sales have increased in 2010 but it went down after two years. It increased even more in 2013. (Toshiba.com, 2014)

£399.99!

£389.98!

£399.97!

£369.99!

£350.00!£355.00!£360.00!£365.00!£370.00!£375.00!£380.00!£385.00!£390.00!£395.00!£400.00!£405.00!

HP Pavilian 15-p078sa!

Asus X550CA- XX1083H!

Acer Aspire NX.MPSEK.005!

Toshiba Satellite Pro !

Typical Product Price!

Price!

6129.90!6270.70!

5994.30!

5727.00!

6502.50!

5175.!

5400.!

5625.!

5850.!

6075.!

6300.!

6525.!

6750.!

2009! 2010! 2011! 2012! 2013!

Net Sales!

Net Sales!

Market Report Written by Iqra, Maryiam, Komal  

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Bibliographies

Website Wikipedia,. (2014). PC World (retailer). Retrieved 7 December 2014, from http://en.wikipedia.org/wiki/PC_World_(retailer) Pcworld.co.uk,. (2014). Laptops Deals | Free Delivery | Pcw. Retrieved 7 December 2014, from http://www.pcworld.co.uk/gbuk/laptops-netbooks/laptops/laptops/703_7006_70006_xx_ba00004565-bv00299348-ba00002921-bv00307907-ba00002522-bv00172555-ba00010215-bv00307920-ba00002920-bv00307957/299-499_299-499_xx_xx_5-7-9-10-13-14-15-16-18-19-20-21-criteria.html Laptopsdirect.co.uk,. (2014). Buy cheap laptops from the laptop and tablet PC specialists, Laptops Direct.. Retrieved 7 December 2014, from http://www.laptopsdirect.co.uk Laptopsdirect.co.uk,. (2014). Laptops & Netbooks, Laptops, 1TB, £200 - £300, £300 - £400, Intel Core i3, 8GB, 15" - 16" on Laptops Direct | Buy from Laptops direct. Retrieved 7 December 2014, from http://www.laptopsdirect.co.uk/nav/harddrive/100tb/ml/laptopsnetbooks/pbgbp/04/pbgbp/05/processor/intelcorei3/ram/800gb/screensize/06/type/laptops/0?&isort=price Dabs.com,. (2014). About Dabs: Our history and growth - dabs.com. Retrieved 8 December 2014, from http://www.dabs.com/help/new-to-dabs/about-dabs-our-history-and-growth/ Dabs.com,. (2014). Cheap Laptop Deals - Buy Laptops Online - dabs.com. Retrieved 7 December 2014, from http://www.dabs.com/category/computing,laptops-and-tablets,laptops/11105-57980000-54580000-57860000-15-56650000 Wikipedia,. (2014). Hewlett-Packard. Retrieved 7 December 2014, from http://en.wikipedia.org/wiki/Hewlett-Packard Wikipedia,. (2014). Acer Inc.. Retrieved 7 December 2014, from http://en.wikipedia.org/wiki/Acer_Inc. Wikipedia,. (2014). Asus. Retrieved 7 December 2014, from http://en.wikipedia.org/wiki/Asus Wikipedia,. (2014). Toshiba. Retrieved 7 December 2014, from http://en.wikipedia.org/wiki/Toshiba Pcworldbusiness.co.uk,. (2014). About us - PC World Business. Retrieved 7 December 2014, from http://www.pcworldbusiness.co.uk/customer-services/about-us.jtp

Market Report Written by Iqra, Maryiam, Komal  

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Jurevicius, O. (2014). Hewlett-Packard (HP) SWOT analysis 2013 | Strategic Management Insight. Strategicmanagementinsight.com. Retrieved 7 December 2014, from http://www.strategicmanagementinsight.com/swot-analyses/hp-swot-analysis.html Mbaskool.com,. (2014). Acer | SWOT Analysis | BrandGuide | MBA Skool-Study.Learn.Share.. Retrieved 7 December 2014, from http://www.mbaskool.com/brandguide/it-technology/4334-acer.html Mbaskool.com,. (2014). Asustek Computer | SWOT Analysis | BrandGuide | MBA Skool-Study.Learn.Share.. Retrieved 8 December 2014, from http://www.mbaskool.com/brandguide/it-technology/5057-asustek-computer.html Mbaskool.com,. (2014). Toshiba | SWOT Analysis | BrandGuide | MBA Skool-Study.Learn.Share.. Retrieved 8 December 2014, from http://www.mbaskool.com/brandguide/consumer-electronics/8999-toshiba.html Projectmanagersinn.com,. (2014). Retrieved 8 December 2014, from http://www.projectmanagersinn.com/wp-content/uploads/2013/11/bcg-matrix.jpg Toshiba.co.jp,. (2014). Toshiba Investor Relations: Annual Report 2014. Retrieved 7 December 2014, from http://www.toshiba.co.jp/about/ir/en/finance/ar/ar2014.htm