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The Modern civilization has come to an end every step. At first work
had been done by PC( Personal Computer) in a corner of the room. But
now the technology has built a new thought which is laptop.
Bangladesh has also reached by crossing every door steps of the
technology. Nowadays laptops are not only familiar but also daily
useable things. In the market lot of brands are showing them out with
its individual identification. Some of them emphasis on looks, some of
them are on configuration. Among all them Fujitsu the first super
computer maker is preparing to launch their product (laptop) in Bands
like Bangladesh. Bangladesh is very competitive market where brand
like Asus, Acer and Dell, HP etc has already made their position by
selling laptops at very lower price. In this
Competitive market it will be huge challenge to promote a well reputed
but highly priced product.
Current Market Situation

SWOT Analysis

Marketing Strategy

Objective And Issue

Marketing Strategy

Action Programs

The slogan
is Fujitsu company “The possible are
 Fujitsu has its enlisted products in the
 Life book notebook computers
 Stylistic Tablet PC
 Mobile
 Tablet personal computers, pen based
 As Fujitsu was the first super computer maker
and top five notebook sellers in global market.

Fujitsu Limited (Fujitsu Kabushiki-

gaisha)is a Japanese multimedia
computer hardware and IT service
company headquartered in the
Shiodome city center complex in Minato,Tokyo.
Fujitsu’s central focus is on providing
IT- driven business solutions, but the
company and its subsidiaries also offer
a diversity of products and services
In the areas of personal computing.
Every specific model will be targeted by
individual segments of the market. Table
Fujitsu M1010, Fujitsu life book All20 and
Fujitsu laptop’s market L1010 under targeted marketing.

consists of consumer and

Targeting Customer Correspondin
business users who prefer to Segment need g Feature
use an external device for
Professional Stay in touch To
communication, calculations, (Consumer Conveniently communicate
printing, networking, Market) and daily use. by using
internet, e-
information storage and mail.
exchange, entertainment on
the go.
Students Part of study. More comfort
(Consume Daily to work than
Market) assignments. PC and easy
to carry in
Presentation. every places.
Fujitsu 2 product; the Fujitsu M1010 with XP OS offers the
following configuration:
Intel Atom N270 1.6 GHz
8.9’’ Display
Wireless LAN

Web Cam, Bluetooth

Windows XP Home
1 year Warranty
Made in China

Free Pendrive 4GB
( PRICE 800 TK)
Another one Fujitsu L1010 with Vista Home OS
offers the following configuration:
Intel Pentium Dual Core T4200 2.o GHZ
14.1’’WXGA Display
DVD WriterTk 48999
Finger Print
Bluetooth, Web Cam
2.5KG Weight
3 year Warranty

Tk 48999
(PRICE – 1800 TK)
The position of Acer is star point. This company is high growth and it
produces high share business or product. Example, a minimum
configuration 1GB RAM, with 160 GB hard disk with Bluetooth device
and webcam price is 50,000.
The position of Asus is cash cow. This company is low growth and is
produces high share business or product.
The position of Fujitsu is Question mark. This company is high growth
business or product. It gives warrantee of 3 years compared to another
laptop company which gives warrantee of 1 year only but has the same
price as this company has.
The position of Samsung is Dog. This company is low growth and it
also produces low share business or product.
Fujitsu- branded laptops will be distributed though
a network of retailers in top 5-10 markets. Among
the specific channel partners being contacted are.
 Head office: in commercial area authorized dealer
will sale promote the product Fujitsu.
 Computer Stores: RYANS sale them on having
computers and Decagon Valley will sale them on
having 5% interest.
 Online retailers: CLICKBD .com will carry

FUJITSU laptops for a promotional fee.
Fujitsu has several powerful strength on which to build, but our major weakness is lack of
brand awareness.
 Fujitsu is well known Japanese brand which will be first time in Bangladesh. Japanese
products are more reliable than Chinese or Malaysian products.
 Fujitsu is well known brand if used in a proper way can help to increase the sales volume.
 In our market there are low priced laptops , i.e. Acer, Asus are available. In this market it
is hard to sale to low earned people.
 Laptops like Dell, Toshiba and Lenovo have a lower weight than Fujitsu. Normally
everyone prefers a lower weighted laptop.
 Fujitsu can take prices as an opportunity to make marketing.
 Fujitsu is a new brand in Bangladesh and has good opportunities to compete with the
first selling cheap laptops like Acer and Asus. This is because though it is a Japanese well
known brand, the pricing is not that high and is reasonable.
 Bangladeshi market is very competitive and is unstable. People normally prefer lower
priced products. So it might be a problem for Fujitsu to capture the market in early
 It may take longer than predicted to break even and make profits.
During the first year we will target to sale approximately 2000-2400
Fujitsu laptops. The pricing will be fixed up 5% profit only. Our
target will be just to break even with lower profit to capture the
We will try to increase the sales volume the sales volume by targeting
students. The lower priced laptops will be promoted in private
university students.

A huge amount if investment is required to capture a market and to create a
memorable and distinctive brand image which is already available in the outside
world. It is important to focus on quality with regards to value which is not a
problem for a well-recognized brand for Fujitsu.
Marketing strategy comprises with its product differentiation
which is measured by the positioning of the market.
First consumer target is the professional consumer.
Reason of target first consumer as professional is:
Interacting with family and colleges.
Stay in touch conveniently.
Second consumer target is student.
The reasons are part of studies
Can easily do daily assignments, presentation and
More comfortable to work than PC and easy to carry in
every places.
Fujitsu L 1010 plans to focus on:
Positioning MORE FOR LESS basis
More information capability (as we are
providing 250 GB, 1 GB DDR3 RAM)
Easy to buy with exclusive offer a Free

Fujitsu M 1010 plans to focus on:

Positioning MORE FOR LESS basis
Easy to buy with exclusive offer of
Fujitsu M 1010 will be sold with the 1 year
Also introduce 1010 for more compact, powerful
model during the following year
Through the marketing campaign 3 steps should
be followed:
 display on the product
 expose its packaging
 reinforced by its prominent
the prizing strategy will encourage the consumers to buy the
larger amount because it will help them save money. Also by
keeping the consumers’ needs and satisfactions in our mind, as in
priority, Fujitsu will strive to provide quality and affordable
Fujitsu’s current target consumers who the dwellers of the DHAKA city
but in near future we also target CHITTAGONG & SYLHET market. This means
the products will be available only at potential area where student always visit and
corporate areas GULSHAN, MOTTIJHELL
Mainly leaflets and banner posters will be
used for advertisement. The leaflets will be
distributed with newspapers. The posters
will be displayed in the computer stores. We
will also promote our laptops through radio
and television channels.
It will continue its research and survey after
launching the product. Knowing what
consumer like about the laptops and what
they don’t, are vital for the businesses to win a
place in the minds as well as the heart of the
user. Feedback will help to maintain a
consistent, and moreover through research and
service, we can provide user the impression of a new
Fujitsu chief marketing officer, Christopher K. Williams holds overall
responsibility for all of the company’s marketing activities. Beside this, we
also have advertising manager, promotion manager, and regional sells in
total six persons marketing organization. Fujitsu has hired worldwide
marketing to handle national sells campaign.
The following are the summaries of the action programmes we will use in the first year to
achieve our stated objectives.
January and February:
There is an upcoming trade fair in the end of January which will last till February where we
will showcase our products. We will distribute leaflets in different corporate offices, school,
colleges and universities so that they have an incentive to visit our stall.
March and April:
We will start an integrated billboards, radio (radio foorti), internet campaign targeting
professionals and consumers.
May and June:
From may, we will start advertising in newspapers (daily stars, prothom alo and weekly
July and August:
From this month, we will use personal selling campaign, for example, our sells agent will go
to different corporate offices and educational institutions.
September and October:
We plan to roll out a new national advertising campaign which will be featured by the well-
known celebrities and highlight positive reactions of the consumers about laptops.
Fujitsu will plan for closely monitor quality and
customer service satisfaction. It will enable the
product to react quickly in correcting any problems
that may occur. 24 hours instant support service,
(e.g. 01616 000 111) via call center and one day
express service will be included to control the
management of this product. Other early warnings
signals that will be monitored for signs of deviation
from the plan which include monthly sells (by
segments and channels) and monthly expenses.