Executive Summary
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- The turnover history from 2009-2013 is as follows in billions (USD$)
- Product Placement
- SWOT Analysis
- BMG Analysis
- Summary
- Bibliography
| Market Report – Laptop Computers
Luke Harrison, Jacob Bottomley & Jack Brook 5th December 2014 Executive SummaryLooking at laptop computers, there seems to be 4 key markets. There are basic notebooks used for everyday web browsing and social media. There are gaming laptops, which are designed to specifically enhance the gaming experience. Also, ‘standard’ laptop computers which would more often be used in business for web browsing, research, communication, word processing, office based processing (Excel) as well as entertainment. In addition to these, there are also a more exclusive laptop which are produced by Apple. They are the MacBook Pro and the MacBook Air, which seem to be trade specific (design, music etc.…) with these you get what you pay for, a high performance and quality for a high price. We are looking at the more ‘standard’ kind of laptop which we think suit people between the ages of 16-30, both male and female, who are studying at college or university or have moved out of University into quite an academic business-like field. The laptops we are looking at are seen as a general all rounder as mentioned earlier. Despite this, the laptop computers we are focussing on are: ASUS X550CA 15.6” Intel Core i5-3337U Processor Windows 8 4GB RAM
1TB Hard Drive £399.99 HP Pavilion 15-P0785A 15.6” Intel Core i3 403OU Windows 8.1 1TB Hard Drive 8GB RAM
Intel Core i3 4005U Windows 8.1 8GB RAM
1TB Hard Drive £379.99 Toshiba Satellite Pro 15.6” Intel Core i3 405U Windows 8.1 8GB RAM
1TB Hard Drive £389.99 (Pcworld.co.uk, 2014) As you can see, each laptop is of very similar specification and price therefore each are rival products. None of the companies who supply the laptops are based in the UK or even Europe. Acer – Taipei, Taiwan (Acer-group.com, 2014) Asus – Taipei, Taiwan (History, 2014) HP – California, USA (www8.hp.com, 2014) Toshiba – Tokyo, Japan (Toshiba.co.jp, 2014)
For the PEST analysis we found:P- Environmental issues e.g. products have such a short life cycle and new technology is developed all the time, leaving products obsolete. Producing new products all the time can be harmful to the environment through the use of none renewable energy like oil. Laptops do not pose a real environmental threat as most of the components can be recycled and there is legislation in place such as RoHS (Restriction of Hazardous Substances) in the production of the laptops that keep hazardous products to an absolute minimum.
Below displays the position of the product we are researching on the market. Product Placement:
We believe that the standard laptops that we are studying, that can perform as an all rounder, will be of a slightly high price and provide an above average quality. In relation to a notebook it would be of far better quality and a higher price, but in relation to a gaming laptop, which is specifically built for a certain hobby’ it would be of both lower quality and expense, where as a MacBook would be of far more expense and far more quality, technically and aesthetically. Below is where we believe the Asus, Acer, Toshiba and HP laptop fall in relation to each other. 
Based on the specification of each product and the price they are we believe that the above product placement is appropriate. Both the HP and the Asus laptop are the same price, however the Asus has a better processer, an i5 processor as opposed to the HP’s i3. The amount of RAM slightly differs but they both have a 1TB hard drive. We found that the Toshiba and the Acer are lower down on both price and quality. They are £379.99 and £389.99 respectively and both have an i3 processor and 8GB RAM as well as a 1TB Hard Drive.
For the BMG analysis, we found as displayed below: 
We believe that as a new product, the ‘all round’ laptops we have studied will be an instant hit. A reasonable price of between £350 and £400 will help them become ‘stars’. People will put their trust in a reputable brand for a familiar product and it will fast become a big seller as laptops are always in demand. However, we also think that the laptops we have looked at will have time to become a ‘cash cow’. This is because of the ever changing and rapid movement of technology means new laptops will be manufactured and released ever 6-12 months. Therefore, a certain kind of laptop will never have time to become a cash cow as there will always need to be a lot of money spent on marketing to push new products and technology. After approximately 12 months, following the release of new laptops with updated technology we think the laptop will go to the ‘dogs’ and inevitably fall off the market. We accept this based upon the ever-changing world of technology and the small life span of a laptop computer. SummaryTaking into account the above information, it is clear to see the popularity of the ‘all round’ laptops we are looking at. It is clear to see that they will sell well based on the figures of the last 5 years. It was only Acer who failed to make a profit in 2011, 2012 and 2013. They did, in fact, lose money. Asus, HP and Toshiba all managed to make astonishing profits each year. Also with the inexpensive manufacturing costs and short life span, coupled with the large demand they are a great product with limited political, economical, social and technological issues. Furthermore, it seems that in the product placement analysis there is direct correlation between the price paid and the quality received therefore providing excellent value for money, something that can be a key selling point. BibliographyReferences Acer-group.com,. (2014). Products & Services. Retrieved 5 December 2014, from http://www.acer-group.com/public/index/officelist.htm
Www8.hp.com,. (2014). Headquarters | HP® Official Site. Retrieved 5 December 2014, from http://www8.hp.com/us/en/hp-information/about-hp/headquarters.html Ycharts.com,. (2014). Toshiba Net Income (TTM) (TOSYY). Retrieved 5 December 2014, from http://ycharts.com/companies/TOSYY/net_income_ttm Directory: 2015 2015 -> 587 Return function, r i(X) r i(0) r i(1) r i(2) r i(3) 1 0 2 4 6 Thermal Station, I 2 0 1 5 6 3 0 3 5 6 10 2015 -> Fall 2013 Spring 2014 Program Data: Standard 1 Exhibit 4d 2015 -> Police Militarization 2015 -> Medical Radiography Program 2015 -> 2015 ihbb championships: hs history Bowl Round 4 – Prelims First Quarter 2015 -> Desk review yemen 2015 -> Wrtp/big step · 3841 W. Wisconsin Ave., Milwaukee, wi 53208 2015 -> 1. naclo 2015 – North American Computational Linguistics Olympiad 2015 -> Rao bulletin 1 December 2015 html edition this bulletin contains the following articles 2015 -> Volume Ⅴ (2015) On The 2015 China Victory Day Parade Download 24.71 Kb. Share with your friends:
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