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 todays university freshmen as
tomorrows 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 companys offering and image to

occupy a distinctive place in the mind of the target market. The overall goal
is to extend the products 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 Dells biggest competitor was HP.
Thats 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
Apples design rating exceeds its brand, explaining Apples 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