Executive summary The main purpose of this report is to examine the various products manufactured by Dell with special focus on the Dell Inspiron 15 5000 Series laptop. The report will explore the target segment, brand positioning, and marketing mix of Dell Inspiron 5000 series laptop among other Dell products in order to effectively meet the needs of the target segment. The report will also draw conclusions and recommendations based on the findings produced by this research. This report relies on marketing theories to analyse the various concepts involved. After conducting research about Dell Inspiron 5000 we have recognized that the product competes in the highly competitive laptop segment which is saturated with other competing products. Therefore, Dell needs a good marketing strategy to attract the target market and maintain a competitive advantage in the industry. This report will draw specific focus on the mid-tier target segment (30-49 years) as highlighted in assignment three and will develop recommendations and methods which will aid the company to market the new laptop model to this target market. Recommendations Ā· Dell needs to market more competitively sine the industry has many other competitors offering similar products. Ā· Increase the distribution channels to reach more people and utilize social media more as a marketing tool. Ā· Use of social media as a tool for marketing to reach more targeted audiences.
Table of Contents Executive summary 2 Introduction. 4 Section 1-Target segment. 5 Section 2- Brand Positioning. 6 Section 3- Marketing Mix 7 3.1 PLC and the Diffusion of Innovation 7 3.2 Type of Consumer Product 7 3.3 Marketing Mix- product 7 3.4 Place. .8 3.5 Promotion 8 3.6 Price. 8 Section 4-Conclusion, ethics and social responsibility .. 10 Reference: 11
Introduction After conducting the environmental analysis, consumer segmentation and market research of the company, Marketing Managers have been contacted by the company to conduct more analysis and generate a report. The main focus of this report will be Dell's Inspiron 5000 laptop with more focus being on identifying the target segment, brand positioning and developing the marketing mix for this product. The company will also make recommendations where necessary. This Report will also be offering some solutions which will support the company to maintain a competitive advantage and attract more customers. The information was mainly gathered from the company's websites, annual releases and publically available information. However, due to time limits, we weren't able to do our own survey and strongly have to rely on the information produce by the company.