 Design Practice in Context 2 TID1160 Market Report Detailing the Market Structure in the UK for Laptop Computers Conducted by: Robinder Matharu, Liam Rose, Pavandeep Singh & Kierandip Sahota
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Market Research Report This Market Research Report will be reporting on the current market status on Laptop Computers in the UK ranging from £499 - £699. The Laptop computers included in this selection are specifically Windows software based laptops, which range from the; ACER Aspire, HP Envy, LENOVO U430, HP Pavilion and so on. These listed Laptops have similar face value features and technical specifications shown by the technical specification section on PC Worlds Website, such as, a majority of the screen sizes keep in the bracket of 15.6inches, Intel Core i5 - i7 Processors, 8GB of Memory, 1TB Hard Drive Memory with all running with Windows 8.1 software. Market Analysis
Product Positioning Price (£)
High
Laptops
Price
Apple Macbook Lenovo U430
Customer
Technology
Rating
Rating
Lenovo
£629.99
Top 3
4/5
HP
£579.99
Top 5
4/5
ACER
£579.99
Top 10
3/5
HP Envy
ACER Aspire E5-571
Low
High Quality HP Pavillion
HP Steam 14-Z050sa
Acer Aspire ES1-111M Low
Above shows a created Product Positioning Diagram which ultimately reflects on the information/data collected from PC Worlds inventory of Laptop Computers ranging from many different brands, with the Apple Mac's being rated as the best quality Laptop but also being the most expensive. Quite simply, this Market Research Report will be based around the Laptops grouped in this diagram due to their likeness and competitiveness in the current market. Going in order of Customer ratings, the Lenovo, even though it is the more expensive product, tops the table being in the top three rated laptops in the price range of £499-£699.
ACER Aspire E5-571 - LENOVO U430 - HP Envy x2 Cheaper 12gb RAM 1TB storage dvd slot w/ double layer support Large amount of employees Faster Processor SSD Drive Nvidia graphic card Touch screen Knowledge of Chinese market 500GB SSHD 2-in-1 tablet/ laptop Storng presence in China Beats audio
Less market presence compared to Lenovo, Fake products affect sales, Brand has bad perception, No innovation, Poor competency in acquisitions, 29% of income is due to the ‘personal systems division’
Downturn in economy means people are turning to cheaper products, Growth within China, Obtaining patients via acquisitions means growth, Growth through other markets increases stock, Demand for cloud based services is increasing,
Continued laptop cost for conusumers dilutes profits, Samsung entering laptop development, Market is rapidly changing, Intense competition, Slowing growth rate of PC market,
To the left shows a SWOT analysis of the Laptops currently available in the market which have been honed in on via this Market Report due to their similarity and competitiveness in the current market segment. Understanding that this report is based around the market structure for Laptop computers in the UK, it is worth notifying that although the Lenovo is a Chinese based product, it is because of its growth in that Market location that it has managed to spread globally. The intense competition however, means that although the Lenovo for now is the more equipped product in the price range in the UK, the market could change at any moment in time with competitors seeking ways to surpass the other.
PEST Analysis for Lenovo: P – Lenovo went green in approximately 2005 to comply with the Chinese guidelines, which encourage lower decibels for sound expelled from their products E – Although the market is saturated in developed countries, there is still opportunity to expand into developing countries due to their economies growing so rapidly. S – Due to the influence of developed countries the lifestyles of the Chinese people have changed. Education level as well as the demand of IT products are increasing in China alongside the development of society. T – There are more than 18,000 computer professionals in the Chinese academy of Science, who initially created the Lenovo group. Lenovo fully utilized IBM’s advanced knowledge and technology to enhance their own products after IBM’s acquisition in 2005. PEST Analysis for HP: P – HP are within the boundaries of the political codes of conduct in terms of decency, quality and environmental concerns. E - HP mainly generates revenue through its investments in smaller enterprises and printing hardware as opposed to their laptops. S - HP has amassed a large user base within an American audience but unless they update their models on a regular and consistent basis they will fail to attract the younger audience. T – Approximately a decade ago HP turned ‘cyber/ digital’ around the time of a $15 billion investment and an employee count of 44, 000. After analysing and reporting on this market structure it is clear that although HP are doing well in the market to be included in the top 10 listing of customer ratings, it without doubt takes last place in the bracket of pricing between
the Lenovo and Acer. Coming up shortly behind the Lenovo is the ACER Aspire range simply due to the fact that it is one of the cheapest options to go for in the current market but also because it stands up to its competitors in the technical specification aspect. In summarisation to this Market Report, Lenovo laptops lead the market structure in the bracket of 'Laptops sold in the UK ranging from £499 - £699', with its slightly higher price, the customers gets more value for their money with its faster processor, touch screen usability, higher grade graphics card and overall performance.
References Jurevicius, O. (2014). Hewlett-Packard (HP) SWOT analysis 2013 | Strategic Management
Insight.Strategicmanagementinsight.com. Retrieved 4 December 2014, from http://www.strategicmanagementinsight.com/swot-analyses/hp-swot-analysis.html Pcworld.co.uk,. (2014). Laptops Deals | Free Delivery | Pcw. Retrieved 4 December 2014, from http://www.pcworld.co.uk/gbuk/laptops-netbooks/laptops/laptops/703_7006_70006_xx_xx/499-699_499-699criteria.html PESTLE Analysis,. (2013). Understanding Pest Analysis with Definitions and Examples. Retrieved 5 December 2014, from http://pestleanalysis.com/pest-analysis/ Web.bryant.edu,. (2014). Format for a Marketing Research Report. Retrieved 5 December 2014, from http://web.bryant.edu/~jcurran/Report.html