PROJECT ON PC AND LAPTOP

INDUSTRY OF INDIA
SUBMITTED BY
HARSH AGARWAL-054
NISHANT KUMAR SINGH-062
PRITHIRAJ MAHANTA-065
SAUMADEEP GUHARAY-069
SAYAN BARMAN-071
(GROUP-3, SEC-B)
The players and the nature of the product
 Assessment of market power

 Laptop and PC market in India has a lot of competitors who offers almost the same type of product in a particular price
range.
 Indian market has both international and national companies like HP, Dell, Lenovo etc. The race for technological
superiority for more market share and profitability is intense. Price of the laptops play an important role in the success of a
brand in India.
 The laptop starting rate in India e.g. HP- Rs. 40000, Dell- Rs. 32000, Acer- Rs. 24000 but the domestic laptop manufactures
such as HCL and Lenovo they are competing because they giving a low price laptop which starts from about Rs20000 to the
Indian customers.
 In 2007, the laptop market grew by 84.8 per cent with HP retaining the first place again. They had a market niche of 37.8
per cent. Lenovo and Acer came in a close second and third respectively.
 The national companies have a big fight in their hands to complete with the global brands. As for now, multinationals laptop
and PC companies continue to dominate the market. No company can control the price of the market as the competition is
neck to neck in every department. Some companies like Apple and HP enjoy being a status symbol for the Indian customer.
Continued…

 Attach here the diagrams of sayan

 Demand Drivers for PC and Laptops

 Work from Home contributing to a jump in Laptop sales in India: Given the extended work from home
requirement , demand for laptops has gone up amid the easing of lockdown curbs. E-commerce platforms have reported
increased searches for new and refurbished devices while industry experts have reported a shift in preference for laptops
over desktops.
 Online Classes are driving sales of Laptops in the consumer segment: Given the mode of education has shifted to
online mode, students want devices with high computing power that they can use for studies as well as playing games
 PC gaming in India grows due to covid-19 induced shift in habits: The pandemic incited numerous versatile mobile
gamers looking for an update in gaming experience to take a shift at PC and consoles as practical alternatives, driving up
interest for gaming PCs and consoles in India. A few PC brands have detailed up to multiple times increment in deals of
gaming PCs in the last 2-3 months.
 The change in work life of consumers has highly contributed in the rising demands for laptop in India:. The
change in work life as well as lifestyle of consumers has contributed highly towards a significant growth of laptop
industry in India. As the requirement for " anytime anywhere " admittance to data is expanding, the sales of Laptops are
also increasing heavily.
 Components of cost- fixed and variable inputs

 Desktops for Business- To provide greater flexibilities to employees, many organization's are choosing laptops over
desktops. However, desktops are still popular in offices across the world. We are expected to pay around $400 for a
basic model with limited storage space. However the price can range up to $3500 fro a model with greater storage
spaces. The difference in prices may also be a result of difference in operating systems. For instance, models that run
Windows might be more affordable than Apple models. Apple work areas fluctuate in cost from $1500-$3500,
contingent upon which highlights you need.
 Laptops for Business- In terms of portability, laptop allow employees with greater flexibility in terms of where they
can work.   Costs for Laptops go from $300 for the most essential models to $3000 for rapid models with enormous
capacity limit. Like desktops, the cost of the operating systems often determine the cost of the device. Mac
workstations will in general fall towards the center of the value scale, extending in cost from $1,000-$2,500. PCs
that run Windows have a more extensive value range, and cost relies generally upon highlights and brand.
 Notable Pricing practices

 Fair pricing - Producers sell products at wholesale costs that pay for the labor, materials and overhead(Variable
costs) to make the products with a reasonable margin of profit. . E.g.- H.P
 smart pricing – It is an effective way of changing the pricing up or down based on the demands of the products.
The pricing ranges in various factors such as prices offered by competitors, cost of the production, cost of
distribution, demographics of the potential buyers. . E.g.- Lenovo
 Premium Pricing – It is the practice of keeping the price of one of the products or service artificially high in
order to encourage favorable perceptions among buyers, based solely on the price. . E.g.- Dell
 Value based pricing – It is a pricing strategy which sets prices primarily, but not exclusively, according to the
perceived or estimated value of a product or service to the customer rather than according to the cost of the
product or historical prices. E.g.- Lenovo, Acer
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 Aggressive pricing - Predatory pricing, also known as aggressive pricing, intended to make
competitors out from a market. It is illegal in some countries. E.g.- Asus
 Product bundling- is offering several products or services for sale as one combined product or
service package. E.g.,- Lenovo
 Product mix pricing -  is the collection of products and services that a company chooses to offer
its market. Pricing strategies range from being the cost leader to being a high-value, luxury option
for consumers. . E.g.- Asus, Dell
 Market Skimming – Acer, Apple Adopt market skimming pricing. A pricing approach in which
producers set a high price initially to attract Customers with a strong desire for the product and the
resource to buy it.
 Prominent strategies

Customer Focus
 Listen- gather suggestion and requirements from customers
 Solve – innovations begins with two ways as in-house team and strategic partners
 Impact - Rather than competing Dell focuses to use the synergistic principle by partnering with top technology
manufacturers and suppliers.
Competitor Focus
 Product Differentiation - Product differentiation is a strategy employed by firms to create differences in their
products and capitalize those differences to provide an edge over the competitors. There are two possible
outcomes of product differentiation. Firstly, the customer develops a preference for the firm’s products and
services and secondly they would be willing to pay for the extra benefits.
 Product and Market Diversification – brands does not limit itself with laptops and desktops. It also includes
projectors, printers, supercomputers, and various consumer electronics sold through its website. As part of
market diversification enter into a number of strategic partnerships and acquisitions.
Continued…

Elements of Promotion-
 Direct Marketing
 Advertising
 Internet Promotion and Sales Promotion
 Personal Selling
 Comment on Market Structure

 A Monopoly and an Oligopoly are market structures that exist in the market when there is imperfect competition.
 PC and Laptop industry structure is both Monopolistic competition and Oligopoly. Because- the Price is varied
depending upon the requirements of industry and individual, the barriers to entry in the market neither high nor low,
and the percentage of share is higher in some companies such as Apple and Lenovo which lean to oligopoly structure.
 The PC and Laptop industry is a competitive market as the firm has relatively high-profit margins. From this point of
view, we can consider the market structure of this industry is Oligopoly.
 In the PC and Laptop industry, there is a broad level of commercial advertising done through internet promotion for its
product in the oligopolistic market to draw the attention of the consumers from its competitor firms.
 Product and Price are the essential components in the PC and Laptop Industry. The outcomes considered the same
work because they serve the same purpose, and buying the different brand is just a preference. With regards to the
Price, the prices are different for the non-specialized, small and large computers. Laptops with similar function
grouped at similar prices.