CMC TECHNOLOGY COMPANY

1.0 MARKETING GOALS AND OBJECTIVES

1. To attain quantitative and qualitative leadership.

2. Maintain constant positive sales growth every year than the other competitor.

3. Increase the market share by market development.

4. To modify the existing market areas.

5. To increase product awareness as well as sales by persuasive promotional activities.

2.0 Marketing strategies

Marketing strategy is built on segmentation, targeting and positioning. Nowadays, mass-

marketing is not useful as it did past. Segmentation gains importance more and more in
marketers’ plans. Consumers differ greatly in values they bear on and their needs vary their
status, lifestyle, geography, occasion etc. Market segments can be built up in many ways from
income customers dispose to personality they carry.

One part of the target market of Dell for laptop is business segmentation including large
corporate, government, medium and small businesses. Another part is individual segmentation
including educational customers and home.
2.1 Segmentation

Business segmentation, similar needs can be categorized into wireless networking, security,
performance, battery life and weight. For organizations in which computers mainly on tables,
performance and price lead firstly. Vostro series of Dell designed on these lights of the
purposes with affordable price while performing well. While Vostro series places in desktop
replacement category serving especially government offices, Latitude series appear in
ultraportable category in which prides are the most expensive and lightest permitting long
business travels with 6 hours of battery life. The one that must being explained also is security
need.

Individual segmentation, mainstream category including series of Studio and Inspiron

are generally all in on products which are mobile and light but not as commercial as Latitude
series. Particularly, when we look at segment universities Studio series are more suitable for
them, because today many universities provide internet services on wireless networking. And
what a chance Studio series are the cheapest product providing excellent wireless connection.
University gamers also can enjoy wireless networking with multiplayer tournaments. Students
can easily transfer their data among laptops and with powerful display properties they can walk
on the board to present their assignments. When we think today’s university freshmen as
tomorrow’s professional managers, this segment can also gain a good loyalty to Dell aiming in
the future with the experience of good service and satisfaction.

2.2 Positioning

Positioning is the act of designing the company’s offering and image to occupy a distinctive
place in the mind of the target market. The overall goal is to extend the product’s life and
profitability. As one of the target markets is young people, Dell and its major competitors: HP,
Toshiba, Sony, IBM and Apple’ brand, quality and design have been questioned on the survey
that have been made among 24 young people beginning ages from twenty to twenty-six. The
persons had been asked to evaluate laptop brands in terms of brand strength, quality and
design of the laptops. In brand strength category, among the 6 laptop brands, Sony has taken
the number on place while Toshiba has been second, Apple third and HP and Dell have taken
the fourth place. The industry analysis of serious research organizations showed that truly Dell’s
biggest competitor was HP. That’s why more trust towards the survey has risen. Toshiba has
significant brand image in computer users. Not only because of its advertisings also since it was
a Japanese brand. Consumers mind especially in electronics industry people have a strong
relation with Japanese products and quality so on brand. If we look at results of the Apple, it is
not difficult to realize that Apple’s design rating exceeds its brand, explaining Apple’s
positioning strategy emphasizes that its laptop suits for arts and architecture projects.

Participants of the survey have complained that design of the IBM laptop could be
more attractive using metallic colors as other brands did. While in brand strength Dell and Hp
are same, HP had better design image than Dell in users mind. Whether your product is more
different than your competitors if you cannot occupy enough places according to your product
in their minds you are under positioning yourself, like Dell does. Sony entering laptop market
afterwards, has won significantly good market share against its competitors with the help of its
strong brand image in the consumers mind. Sony sells products mostly to consumer segment
that relatively have big wallets and demand all in one, entertainment devices. (Rui Xu 2009)

3.0