Lenovo ASUS DELL

# of Employees 63000 17,000 133,000

Founded 1984 1989 1984

Funding $850 Million $1.15 Billion $1 Billion
Investors Legend Holdings  Sycamore Ventures Blackrock Inc.
Acquisitions IBM's PC business, Motorola Quantum Factory, Tek Republic, EMC, WYSE
Company Specific Mobility, Medion Pegatron
# of Customers 9% of total market share 17% of total market share 9% of total market share

Strength and Weakness Strength: Strong brand recognition, Strength : Innovation capabilities, Strength: Strong reputation for
especially in Asia/China markets particularly in gaming supply chain management
Weakness : Declining PC market Weakness : Much smaller scale and Weakness : limited presence in
overall impacts core business limited enterprise presence consumer devices

Product Gaming Laptops Gaming Laptops Gaming Laptops

Primary Buyer PC gaming enthusiasts looking for PC gamers and eSports players Enthusiast and hardcore gamers
high performance at a reasonable desiring cutting-edge components focused on high-end specs and
price point performance

Secondary Buyer Mainstream gamers who follow Tech early adopters who appreciate Affluent professionals who want
Target Customer/ popular titles and esports innovation and customization. powerful laptops for work and
Message gaming

Target Customer Serious PC gamers who want great
specs without expensive premium
models
Messaging High-quality gaming PCs with the
latest specs at an accessible price
PC gaming expert, eSports Hardcore gamers, performance
community focused enthusiasts
Elite-level gear for competitive, Cutting-edge power for serious,
professional gameplay high-stakes gaming
 LENOVO
NVIDIA RTX graphics, 144Hz
Product Feature displays, RGB keyboard, gaming-
oriented designs
Pricing $800 - $2000
Offer free trials of certain gaming
services or software titles with
Free Tier select gaming laptops and
Product Specific desktops.
High specs at reasonable price
Customer points
Performance for price, CPU power
Product Strength
Product Weakness Conservative styling
Customer Review Praise performance but some
criticism on design aesthetics
By offering high-performance
gaming PCs with premium specs at
How to Win
accessible price points
Positioning For our ability to deliver desktop-
caliber power in innovative laptop
How Customer Choose Us designs at a reasonable cost
ASUS
Cutting-edge NVIDIA graphics, high
refresh rate displays, unique
innovations
$1500 - $3500
Occasionally runs promotions that
bundle a free gaming accessory like
a mouse with certain ROG gaming
laptops
Latest tech and specs,
enthusiast/premium segment
Unique designs, best-in-class
components
Very high pricing on some models
Highly rated for innovations but
mixed on high pricing
By offering high-performance
gaming PCs with premium specs at
accessible price points
For our unique, premium gaming
experiences that redefine what’s
possible in graphics, speed, and
design
DELL
High-end graphics, advanced
cooling, futuristic styles
$1700 - $4000
Limited-time promotions bundling
a gaming accessory or software
No-compromise gaming experience
Cutting-edge performance, power
Expensive, potential cooling issues
Praise hardware but some concerns
on pricing and thermal throttling
By building the most powerful, no-
compromise gaming machines
backed by our heritage of
breakthrough performance
For our iconic futuristic designs
housing the latest high-end gaming
hardware that leaves nothing
lacking