A Study on Dell XPS Convertible Ultrabook (3rd Gen

Ci7) Laptop: A Market Analysis

Group A11
Amjad Hussain- 005
Gaurav Raj - 015
Hammad Imam - 016
Srikkanth BV- 051
Shivani Sharma- 045
Shaurya Chaturvedi-042
 Other Products:-
USP :-
Inspiron (budget desktop and
Price of the Laptop notebook computers) • Easily convertible
Alienware (high-performance into Tablet
. gaming systems)
₹ 84000 • Light – weight
Venue (Tablets Android / Windows)
• Ultra - Slim
 HP Omen
. TX :- Rs91755

.
Asus Zen Book 3:- Rs 99299

Competition Lenovo Legion Y520 :- Rs. 69990

Samsung Notebook 9 :- Rs. 69999

Apple MacBook Pro :- Rs.205000

Last Years Sales Data from 2007 to 2017
70

61.1 61.1 61.5 62.1 61.6

60 57.4 56.9 55.58
52.9 54.1
50.9
50

40

30

20

10

0
Net Sales(in Billion Dollars)

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Herfindhal Index of Laptop Industry from
2007 to 2017
Herfindahl
Year Herfindahl index
index
0.16
2007 0.117
0.14
2008 0.119
0.12
2009 0.125
2010 0.127 0.1

2011 0.135 0.08

2012 0.146
0.06
2013 0.135
0.04
2014 0.129
2015 0.139 0.02

2016 0.137 0
2006 2008 2010 2012 2014 2016 2018
2017 0.141

The market of laptops is Oligopolistic market as numbers of companies are few

as freedom of entry is less due to huge capital investment , need for technological
infrastructure and highly skilled professionals.
Market Share of Laptop companies (2017)

HP Lenovo Dell Asus Apple Acer Samsung Toshiba Others

25.00%

20.70%
20.00%
20.00%

15.00% 14.00%

11.40%
10.70% 10.30%
10.00% 9.00%

5.00%
2.40%
1.60%

0.00%
Market Share(2017)
 Net Sales vs Forecasted Sales
70
Yea Net Sales(in Forecasted Sales (in
r Billion Dollars) Billion Dollar)
200 60
57.4
7 59.56
200 50
61.1
8 59.196
200
61.1 40
9 58.832
201
52.9 30
0 58.468
201
61.5
1 58.104 20
201
62.1
2 57.74
10
201
56.9
3 57.376
201 0
55.58 2006 2008 2010 2012 2014 2016 2018
4 57.012 Net Sales(in Billion Dollars)
201 Forcasted Sales (in Billion Dollar)
54.1
5 56.648
201
50.9
6 56.284
201
61.6
7 55.92
 BCG MATRIX HIGH
Marke
t share
of

Market Growth
Larges Relativ
Marke t e
Compan t compa Market Market Reven
y share ny share Growth ue
20.70 100.00 7.9187
HP
% 20.70% % 39635 52.06
20.00 6.0818
Lenovo
% 20.70% 96.62% 71345 45.35
14.00 20.039
Dell
% 20.70% 67.63% 29273 61.1
10.70 LOW
Asus
% 20.70% 51.69% 2.256 13.91
10.30 6.3079
Apple
% 20.70% 49.76% 77737 229.2

Acer 9.00% 7.8703

20.70% 43.48% 7037 60.58
Relative Market Share
LOW HIGH
 .

Threat
Potter’s Five Forces of new Apart from the huge capital
investment, need for
Model entran
technological infrastructure
The industry is populated with ts: and highly skilled
suppliers whereas the number Low professionals  also discourage
of brands to which they sell is anyone from entering this
small. So, it is the brands that market. Moreover, being
are having better bargaining Level of successful in the PC industry
power and can pressurize the Industry Rivalry: also requires having a strong
suppliers regarding prices and Bargai High
Due to the
brand image
service. Bargain
ning consistent decline
ing
in the computer
Bargaining
power industry during the power
power of
of of last five years the
focus has shifted to buyers:
suppliers: Low
supplie price and product
innovation to
Low to
moderat
rs: retain market
share. All the e
Low brands are
focusing on
Till some years ago while a laptop delivering The number of large players with
meant many things including a innovative established brand image is low. The
machine for professionals, a gaming products with customers are mainly either individuals
features
Threat better or organizations.  Customer loyalty is
machine, a box of entertainment; than their
now there are better options that of high because customers would buy
competitors
provide the same features. Tablets Substit from a brand they consider reliable.
and smartphones allow people to utes:
surf, play games, listen music and
Modera
watch online streaming videos.  
te
Environmental Analysis :-

Power efficient: Dell XPS 12 Convertible Ultrabook is ENERGY STAR® certified.

Smarter materials: Free of materials like cadmium, lead, mercury and some phthalates, it’s also
EPEAT® Gold registered* and BFR/PVC-free*.

Recycle-friendly: 90% of the laptop’s parts can be easily recycled or reused, and the white bamboo
packaging trays are 100% recyclable