MplanDell

Marketing Plan of DELL Laptop1. Executive Summary

Dell traces its origins to 1984; when Michael Dell created PCs

Limited while a student at the University of Texas at Austin . In

1985, the company produced the first computer of its own design, the

"Turbo PC". The company changed its name to "Dell Computer

Corporation" in 1988 and began expanding globally.

Dell Consumer Bangladesh was launched in October 2009 following the

origin of the Dell Small and Medium Business domain in the country.

Dell has recently unveiled stylized, easy-to-use consumer notebooks as

the company steps up to enter the realm of Consumer. Dell

Bangladesh sells its Consumer products through its authorized

resellers with warranties to ensure genuine products.

Offering competitively-priced products with the specifications that the

consumers want, Dell has launched notebooks, LCDs and desktops in

stunning designs, brilliant colors, and innovative new technology. With

star products Inspiron 1440 and Inspiron 1545, coupled with Studio 15

and Studio XPS Dell is answering the call for personalization,

connectivity and simplicity.

The demand of LAPTOP is increasing and the demand of Desktop PC is

decreasing day by day. The marketing strategy is based on strong

quality of product delight to target market. Dell will focus on it’s

availability of product, competitive pricing and greater value than

competitors.

2.0 Situational Summary

Marketing Plan of DELL Laptop 1

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DELL Consumer Bangladesh is heading its third year of operation in

Bangladesh. DELL Laptop’s portfolio has been well received, and

making is now critical continued success and future profitability. It’s

maintaining quality to its products at a reasonable price. It offers

Laptops with various configaration as well as price. Quality will be the

key to the development of product and marketing will be the key to the

development of product awareness and the growth of the customer

base.

2.1 Market SummaryIt possesses sufficient information about the market and consumer

needs, wants and demand. It will help to right offer to right customer

and can meet consumer’s satisfaction and can make better

communication with them. Also they have some important information

about customer, which helps to make delight consumer.

Target MarketsThe target market of DELL LAPTOP is shown below:


2.1.1. Market Demographics

The profile of DELL LAPTOP customer consists of the following

geographies, demographics and behavior factor:

•Geographic

● DELL LAPTOP has specific domestic geographic target area. They

serve the product to domestic market.

● They covered the Metropolitan area through their own

distribution channel.

•DemographicsDemographic has been done on the basis of the following attributes

● There almost same featured notebook pc for both the corporate

and end users.

● University teachers use it for their research work.

● High, Middle, Upper middle and middle class use it.

•Behavior factor

● DELL LAPTOP s increases the status and prestige of the users.● Consumer wants products, which is available in anywhere on any

time.

● Consumers feel that they have a separate image by using DELL

LAPTOP.

2.1.2 Market Needs

DELL LAPTOP provides its customers the opportunity to choose DELL

Laptops with different configaration. It also fulfills the following

benefits which are important to their customer:


○ High quality

Consumer want high quality product, which is must be high in regard

to performance. DELL meets this need of consumer.

○ Reasonable price

Consumer needs a high quality product at reasonable price, for that

reason DELL try to provide high quality product at a reasonable price.

○ Different flavorsCustomers’ choice varies from person to person. So DELL provides

different laptop with different features.

○ Product availabilityCustomer always seeks available product so that they can buy the

product at any time they need.

2.1.3 Market TrendsDELL produces different type of laptop which fulfills quality but a

reasonable price. Now NOTEBOOK PC Production Company is growing

and more competitors are coming in the market also customer are

more aware about the product for that reason they want different

types of product. At the moment market is growing faster, competition

are increasing. Thus, DELL made segments for their product. They

divided their customer in to three groups, and give emphasis on each

of the group.

2.1.4 Market GrowthGradually total DELL Company is going upward with a strong

competition. With the domestic market, our international

market grjjjwth statistics is increasing day by day.


2.2 SWOT Analysis

The following SOWT analysis captures the key strength and weakness

within the company, and describes the opportunities and threats facing

DELL.

2.2.1 Strength• Customer oriented marketing strategies.

• Well-Known for online selling of Computers.

• Provide quality PCs, Laptops and computer peripherals at low

price.

• Low manufacturing cost.

• Dell built computer on customer provided specifications.

• It has a reliable support and service.

2.2.2 Weaknesses• Dell not able to attract the students of schools and colleges,

this

Segment earns only 5% of total revenues.

• Lot of criticism against the Dell’s claim of world’s most secured

Notebooks.

• Dell has no proprietary technology, the currently used

technology by

Dell is shared by the other major competitors.

• Dell is dependent on its suppliers

2.2.3 Opportunities

• India, Pakistan and Bangladesh are the untapped markets.

• Market penetration in education and Government markets.

• Cost reduction in latest technology.

• Partnership or acquiring of suppliers.


• Dell has opportunity to sell computer directly to retailers.

2.2.4 Threats• Major competitors in the market.

• Government Policies.

• Aggressive marketing by competitors.

2.3 Competitions

DELL establishes its own market. Also it is facing some competitors.

These competitors are following. These are following-

O HP: HP’s NOTEBOOK has captured the maximum market share of

NOTEBOOK PC. It is produced in China. It is holding a leading position

for long time in NOTEBOOK PC in our country.

O ACER: It is a Chinese producer of NOTEBOOK. ACER has taking

cover over the market share of NOTEBOOK PC in Bangladesh.

O MITSUBISHI: It is Taiwan Company. At first MITSHUBISHI

produces automobiles. Now it is producing NOTEBOOK PC also. It is

also a competitor of DELL.

O PHILIPS: Basically it produces televisions. But has enhances its

business by producing NOTEBOOK PC. It is also Chinese Company.

This is also a competitor of DELL.

2.4 Product offering

DELL offers different type of configaration at different price to our

consumer for chooses their expected product. This are-

ITEM PRICE (Tk.)


DELL Studio 1450n Notebook

72,000.00

DELL Inspiron N4050

39,500.00

DELL Inspiron 13R 49,500.00

DELL Studio XPS 88,000.00

DELL Vostro 1320 51,000.00

2.5 Key to success

O Strong quality

O Brand image of the product.

O Own distribution channel

O Retain customer to generate repeat purchase and referrals

2.6 Critical issues

Form the inauguration, DELL is still in the early stage in Bangladesh.

The critical issues are:

O Quality variation of products

O Excess discounts from other competitors.


3.0 Marketing strategy

The marketing strategy will create awareness, interest and appeal

from our target market for what DELL offers to customers.

The marketing strategy is based on superior performance in the

following areas:

O Different configaration.

O Product quality.

O Delight user.

3.1 MissionThe mission is to provide quality at a competitive price, growth in

diversity, and continue to contribute to the growth in Bangladesh

by being the market challenger.

3.2 Marketing Objective

To attain quantitative and qualitative leadership in the sectors.

O Maintain constant positive sales growth every year than the

other competitor.

O Increase the market share by market development.


O To modify the existing market areas.

O To increase product awareness as well as sales by persuasive

promotional activities.

3.3 Financial Objective

O Generate average sales about 800 pieces per month and 9600

piece per year.

O Maintain double digit growth each year.

3.4. Target MarketThe potential markets are separated into two segments; “Corporate

User” and “End User”. The primary marketing opportunity is selling to

these well defined and accessible target market segments that focus

on investing discretionary income in these areas:

O Corporate User: Corporate users are the users who bye the

Laptop for their official purpose only. The MD, GM, DGM, CEO are

the main corporate level users.

O End User: End users are the users who buy the Laptop for their

personal use. Teachers of University, Students of private

University, businessman etc are the End users.

3.5 PositioningDELL maintains its position in NOTEBOOK Company. The position will

be achieved by quality product, competitive price, and according to

consumer’s demand and delight consumers. They have experienced

manager to make awareness about the product to customer.


3.6 Strategies

DELL’s main primary marketing strategy will seek to first create

customer awareness regarding the products.

Our other marketing strategy are-O Practicing Total Quality Management (TQM)

O Consumer Orientation

O Produce and market international standard products

O To increase the product line and length as per the expectations

of the consumers

O To serve the consumer with competitive prices

O To ensure the availability of the product

3.7 Marketing MixDELL Laptop’s marketing mix is comprised of the following approaches

to price, distribution, advertising and promotion, and customer service.


PRODUCT

O Brand nameThe brand name of our product is “DELL”.

O Product varietyDELL has varieties of product. These are:

DELL Studio 1450n Notebook, DELL Inspiron N4050, DELL Inspiron 13R,

DELL Studio XPS, DELL Vostro 1320 etc.

O QualityDELL always maintains high quality of its products. Total Quality

Management (TQM) is practiced here.

O DesignAttractive Design, Colors, Comfortable weight.

O FeaturesOur product has a Variety of features.

O Packaging


DELL supplies the notebooks to the users in attractive package.

It provides special cartoon to send the DELL LAPTOP s to its dealers.

O SizeThe products’ sizes vary a little from product to product.

O ServiceDELL provides after sales service for its products.

PROMOTIONDELL provides shot-term incentives to encourage and purchase or sale

of its products. Occasionally it gives special discounted price for its

products. It also gives T-shirts, caps, Bluetooth etc. to the customers.

O Sales promotion

O AdvertisingIt gives advertisement for through newspaper, billboard, popular

magazine, leaflets, sponsoring game competition, internet etc.

O Personal selling

DELL does not arrange any kind personal selling in Bangladesh.

PRICE


Bangladesh Dell Laptop Price 2011 - Here in this technology page we

can find latest Dell Laptop Price in Bangladesh. These prices are

Market price in Bangladesh. We collected prices from different

computer markets in Bangladesh. IDB BCS Computer City, ECS

Computer Market, Elephant Road etc.

DELL LAPTOP PRICE IN BANGLADESH

■ Model - Inspiron™ Mini 10

- Price in BDT : 31,000 Tk only

■ Model - Vostro™ 1014

- Price in Bangladesh Taka : 42,000 Tk only



■ Model - Inspiron™ N4030






■ Model - Inspiron™ 14R

- Price in Bangladesh Taka : 53,500/54,000 Tk only




■ Model - Inspiron™ 14R






■ Model - Studio™ 1458






■ Model - Studio™ XPS L501X


■ Model - Studio™ XPS13


■ Model - Studio™ XPSL401X



■ Model - DELL ADAMO 13

- Price in Bangladesh Taka : 1,10,000 Tk only

O DiscountIt allows discount facilities for its retailers and dealers.

O Payment periodDELL sells LAPTOP on credit to its distributors and retailers and

after the sale they make payment. The payment time is one month.

PLACE

O ChannelsDELL has its own channel for distribute the products.

O DistributorDELL has own distribution channel for distributing the products.

Computer Source Ltd. (CSL), Global Brands, Ryan's Computers gets

DELL Distributorship in Bangladesh.

O LocationDELL does not have any outlet in Bangladesh; so they do not sell

anything here. CSL with their broad network of retailers across the

country will strive to develop Dell's geographical reach in Bangladesh.

O TransportDELL has no own transport facility for its distributors. Distributors are

responsible for taking the products to their showrooms.

3.8 Marketing Research

Research is very important for any company to know about current

market and predict future needs. Information is collected through the

dealer and retailer.


O Question – Notes customer responses to the “How did you hear

about product?” question. Based on the answer it takes its promotional

activities.

O Customer suggestion – They take customers’ suggestions to gain

additional information. It wants to know from the customers about-

● What suggestion do you have to improve our product?

● Why do you need a laptop?

4.0 Financials Projections

This sector will offer the financial overview of DELL LAPTOP related to

marketing activities. DELL address brake even analysis, sales forecast,

expense forecast, and indicate how this activity are link to

the marketing activity.

4.1 Break-even Analysis

The break-even analysis below illustrates the number of single sales,

or units, that we must realize to break-even. This is based on average

sale and costs per transaction.


Monthly Break-even Point

Break-even Analysis:Monthly Units Break-even: 700 Unit.Monthly Revenue Beak-even: Tk. 3, 64, 00000Assumptions:Average Per-Unit Selling Price: Tk. 52, 0000Average Variable Cost per month: Tk. 42,000Estimated monthly Fixed Cost: Tk. 70, 00,000

4.2 Sales Forecast:

The sales forecast FOR Dell Laptop has been considered for the five

main revenue streams; DELL Studio 1450n Notebook, DELL Inspiron

N4050, DELL Inspiron 13R, DELL Studio XPS, DELL Vostro 1320.

It will steadily increase sales as the advertising budget allows although

the target market forecast listed all of the potential customers divided

into separate groups. The forecasted customers group divided into 2

categories: Corporate Users and End Users.

Monthly Sales forecast


Graph analysis:

Months Sales(Tk.)July 3,50,00,000

August 3,45,00,000September 2,75,00,000

October 5,25,00,000November 4,40,00,000December 3,80,00,000

January 2,90,00,000February 5,40,00,000

March 4,35,00,000April 2,50,35,000May 2,01,00,920June 3,75,00,000

Sales Forecast

Sales 2010-2011 2011-2012DELL Studio 1450n Notebook 6,35,98,800 8,06,38,320

DELL Inspiron N4050 6,23,99,040 7,39,20,000DELL Inspiron 13R 7,91,98,200 9,12,00,000DELL Studio XPS 7,91,98,200 7,48,80,000


DELL Vostro 1320. 8,06,38,560 11,99,97,600Total Sales(Tk.) 36,50,32,800 44,06,35,920

Cost of Goods Sold 2010-2011 2011-2012DELL Studio 1450n Notebook 5,38,79,040 6,04,78,740

DELL Inspiron N4050 4,99,19,232 5,54,40,000DELL Inspiron 13R 6,33,58,560 6,84,00,000DELL Studio XPS 6,33,58,560 5,61,60,000

DELL Vostro 1320. 6,45,10,848 8,99,98,200Total Sales(Tk.) 29,50,26,240 33,04,76,940

4.3 Expense ForecastMarketing expense is to be budgeted at approximately 3% of total

sales for 2010-11 and 4% for 2011-12. Expenses are tracked in the

major marketing categories of newspaper advertisements, printed

leaflets, billboard promotional event and others.

Marketing expense budget

2010-2011 2011-2012News paper 65,00,000 90,00,000

Handbills/Leaflets 7,00,000 10,00,000

Magazines 5,00,000 10,00,000Internet 17,50,000 30,00,000Billboard 15,00,000 36,25,000

Total marketing expenses 1,09,50,000 1,76,25,000

4.4 Market Forecast Analysis for Dell Laptops


In 2007-2008 the planned release of Vista, Microsoft’s latest Windows

Software, will cause desktop sales of computers to temporarily gain a

greater market share of the PC market. However, it has been predicted

that by 2011 laptops will be outselling desktop PCs.

Since Dell’s manufacturing flexibility should have been sufficient to

offer laptop customization. An explanation may be offered by stating

that as the laptop technology has developed further more recently with

a wider variety of product options, more recent market figures would

presumably point to greater success for Dell being able to offer greater

product diversity and flexibility.

With all of these factors taken into account it is likely that Dell will

further improve its marketing strategy

It is my prediction that Dell will hold a 20% laptop market share in 2011.

5.0 Controls


The purpose of DELL’s marketing plan is to serve as a guide for

the organization. This plan is about implementation, changing the

business, and making it better. Here we look at specific

implementation programs, and the details that it takes to make it

happen. The following areas will be monitored to gauge performance:.

O Customer satisfaction.O Revenue: monthly and annual.O Expenses: monthly and annual

5.1 ImplementationThe following identifies the key activities that are critical to our

marketing plan. It is important to accomplish each one on time and on

budget.

Milestone

July Aug

Sep

Oct Nov

Dec

Jan Feb

Mar

Apr May

June

Newspaper

Yes Yes Yes Yes Yes Yes Yes Yes - Yes Yes -

Billboard Yes Yes Yes Yes Yes Yes Yes Yes - - - -

Internet Yes - Yes Yes Yes - Yes Yes Yes Yes Yes Yes

Magazine

- - - - Yes Yes Yes Yes - - Yes Yes

Handbill/Leaflets

Yes - Yes Yes - Yes - Yes Yes Yes Yes -

5.2 Marketing organization Mr. Rashed Zaman is the product manager for Dell. Here is his cell:

01713-365223. The marketing department needed to maintain its


professional integrity above and beyond the specific partners,

looking out for our marketing goals and implementing the marketing

programs as best fits of the strategy.

5.3 Contingency planning

● Difficulties and Risks

● An entry into the market by an already established market competitor.

● Problems generating visibility, a function of being an internet- based start-up organization.

● Worst case Risks Include

● Determining that the business cannot support itself on an ongoing basis.

● Having to liquidate equipment to cover liabilities.

Reference

Worldwide Laptop Market-Potential and Acceptability (Electronic Version) - RocSearch Ltd 2004-2005


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