Design Practice in Context 2 TID1160
Market Report
Detailing the Market Structure in the UK for Laptop Computers
Conducted by: Robinder Matharu, Liam Rose, Pavandeep Singh & Kierandip Sahota
Market Research Report
This Market Research Report will be reporting on the current market status on Laptop Computers in the UK ranging
from £499 - £699. The Laptop computers included in this selection are specifically Windows software based
laptops, which range from the; ACER Aspire, HP Envy, LENOVO U430, HP Pavilion and so on. These listed
Laptops have similar face value features and technical specifications shown by the technical specification section
on PC Worlds Website, such as, a majority of the screen sizes keep in the bracket of 15.6inches, Intel Core i5 - i7
Processors, 8GB of Memory, 1TB Hard Drive Memory with all running with Windows 8.1 software.
Market Analysis
Laptops
Price
Customer
Technology
Rating
Rating
Lenovo
£629.99
Top 3
4/5
HP
£579.99
Top 5
4/5
ACER
£579.99
Top 10
3/5
Above shows a created Product Positioning Diagram which ultimately reflects on the information/data collected from
PC Worlds inventory of Laptop Computers ranging from many different brands, with the Apple Mac's being rated as the
best quality Laptop but also being the most expensive.
Quite simply, this Market Research Report will be based around the Laptops grouped in this diagram due to their
likeness and competitiveness in the current market. Going in order of Customer ratings, the Lenovo, even though it is
the more expensive product, tops the table being in the top three rated laptops in the price range of £499-£699.
To the left shows a SWOT analysis of the Laptops
currently available in the market which have been
honed in on via this Market Report due to their
similarity and competitiveness in the current market
segment.
Understanding that this report is based around the
market structure for Laptop computers in the UK, it
is worth notifying that although the Lenovo is a
Chinese based product, it is because of its growth in
that Market location that it has managed to spread
globally. The intense competition however, means
that although the Lenovo for now is the more
equipped product in the price range in the UK, the
market could change at any moment in time with
competitors seeking ways to surpass the other.
PEST Analysis for Lenovo:
P – Lenovo went green in approximately 2005 to comply with the Chinese guidelines, which encourage lower
decibels for sound expelled from their products
E – Although the market is saturated in developed countries, there is still opportunity to expand into developing
countries due to their economies growing so rapidly.
S – Due to the influence of developed countries the lifestyles of the Chinese people have changed. Education level
as well as the demand of IT products are increasing in China alongside the development of society.
T – There are more than 18,000 computer professionals in the Chinese academy of Science, who initially created
the Lenovo group. Lenovo fully utilized IBM’s advanced knowledge and technology to enhance their own products
after IBM’s acquisition in 2005.
PEST Analysis for HP:
P – HP are within the boundaries of the political codes of conduct in terms of decency, quality and environmental
concerns.
E - HP mainly generates revenue through its investments in smaller enterprises and printing hardware as opposed
to their laptops.
S - HP has amassed a large user base within an American audience but unless they update their models on a
regular and consistent basis they will fail to attract the younger audience.
T – Approximately a decade ago HP turned ‘cyber/ digital’ around the time of a $15 billion investment and an
employee count of 44, 000.
After analysing and reporting on this market structure it is clear that although HP are doing well in the market to be
included in the top 10 listing of customer ratings, it without doubt takes last place in the bracket of pricing between
the Lenovo and Acer. Coming up shortly behind the Lenovo is the ACER Aspire range simply due to the fact that it
is one of the cheapest options to go for in the current market but also because it stands up to its competitors in the
technical specification aspect.
In summarisation to this Market Report, Lenovo laptops lead the market structure in the bracket of 'Laptops sold in
the UK ranging from £499 - £699', with its slightly higher price, the customers gets more value for their money with
its faster processor, touch screen usability, higher grade graphics card and overall performance.
References
Jurevicius, O. (2014). Hewlett-Packard (HP) SWOT analysis 2013 | Strategic Management
Insight.Strategicmanagementinsight.com. Retrieved 4 December 2014, from
http://www.strategicmanagementinsight.com/swot-analyses/hp-swot-analysis.html
Pcworld.co.uk,. (2014). Laptops Deals | Free Delivery | Pcw. Retrieved 4 December 2014, from
http://www.pcworld.co.uk/gbuk/laptops-netbooks/laptops/laptops/703_7006_70006_xx_xx/499-699_499-699criteria.html
PESTLE Analysis,. (2013). Understanding Pest Analysis with Definitions and Examples . Retrieved 5 December
2014, from http://pestleanalysis.com/pest-analysis/
Web.bryant.edu,. (2014). Format for a Marketing Research Report. Retrieved 5 December 2014, from
http://web.bryant.edu/~jcurran/Report.html