Market Report
Written by Iqra, Maryiam, Komal 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.
1 Market Report
Written by Iqra, Maryiam, Komal Table of contents
Executive Summary
Target group
Typical product offering
- PC World
- Laptops Direct
- Dabs
Key suppliers
- Turnover history for 5 years
- Location
- Part of a larger group
Market analysis
- Prod. Positioning
- SWOT-analysis
- PEST-analysis
- BCG matrix model
- Key future issues
Summary
Appendices
Bibliographies
Page 1
Page 3
Page 3
Page 3
Page 4
Page 4-5
Page 5
Page 5
Page 5
Page 5
Page 5-9
Page 5-6
Page 6-7
Page 7-9
Page 9
Page 10
Page 10
Page 11
Page 12-13
2 Market Report
Written by Iqra, Maryiam, Komal 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)
1
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 PC World: UK’s largest retail chains of mass-market computers superstores. (Wikipedia, 2014)
3 Market Report
Written by Iqra, Maryiam, Komal 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)
4 Market Report
Brand name/
Product model: Written by Iqra, Maryiam, Komal 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.
5 Market Report
Written by Iqra, Maryiam, Komal Price
High
Poor
Good
Quality
Low
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) •
Toshiba:
6 Reducing demand of Netbooks
and laptops. (Mbaskool.com,
2014) Market Report
Written by Iqra, Maryiam, Komal 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
✓
✓
✓
✓
5 years
P
X
E
?
S
?
T
?
10 years
P
X
E
X
S
X
T
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.
P
E
S
T
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
5 years
10 years
P
E
S
T
P
E
S
T
P
E
S
T
7 ✓
✓
✓
✓
X
?
?
?
X
X
X
X
Market Report
Written by Iqra, Maryiam, Komal 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
✓
✓
✓
✓
5 years
P
X
E
?
S
?
T
?
10 years
P
X
E
X
S
X
T
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.
P
E
S
T
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
5 years
P
E
S
T
P
E
S
T
8 ✓
✓
✓
✓
X
?
?
?
Market Report
Written by Iqra, Maryiam, Komal P
X
E
X
S
X
T
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
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)
Acer
Toshiba
Asus
HP
(Projectmanagersinn.com, 2014)
9 Market Report
Written by Iqra, Maryiam, Komal 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.
10 Market Report
Written by Iqra, Maryiam, Komal Appendices
Typical Product Price!
£405.00!
£400.00!
£395.00!
£390.00!
£385.00!
£380.00!
£375.00!
£370.00!
£365.00!
£360.00!
£355.00!
£350.00!
£399.99!
£399.97!
£389.98!
Price!
£369.99!
HP Pavilian 15- Asus X550CAAcer Aspire Toshiba Satellite
p078sa!
XX1083H!
NX.MPSEK.005!
Pro !
Figure 1: shows the top 4 laptop computers and their typical product price.
Net Sales!
6750.!
6525.!
6502.50!
6300.!
6270.70!
6075.!
6129.90!
Net Sales!
5994.30!
5850.!
5727.00!
5625.!
5400.!
5175.!
2009!
2010!
2011!
2012!
2013!
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)
11 Market Report
Written by Iqra, Maryiam, Komal 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/laptopsnetbooks/laptops/laptops/703_7006_70006_xx_ba00004565-bv00299348ba00002921-bv00307907-ba00002522-bv00172555-ba00010215-bv00307920ba00002920-bv00307957/299-499_299-499_xx_xx_5-7-9-10-13-14-15-16-1819-20-21-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/0
4/pbgbp/05/processor/intelcorei3/ram/800gb/screensize/06/type/laptops/0?&isor
t=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-ourhistory-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/1110557980000-54580000-57860000-15-56650000
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/customerservices/about-us.jtp
12 Market Report
Written by Iqra, Maryiam, Komal 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-swotanalysis.html
Mbaskool.com,. (2014). Acer | SWOT Analysis | BrandGuide | MBA SkoolStudy.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-asustekcomputer.html
Mbaskool.com,. (2014). Toshiba | SWOT Analysis | BrandGuide | MBA SkoolStudy.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
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