Consumer Behaviour Dell
Dell ‘Kinotop’ – self-charging laptop based on kinetic energy.
‘Kinotop – you care, you work, you save’
Zoja Micunovic A4021609 MSc Marketing Intake 5
1. Introduction 1
The purpose of this report is to research and evaluate the UK consumer in order to launch an innovative ‘Kinotop’ laptop computer which would expand Dell’s target B2C group and also market share in the UK and establish ‘Dell Kinotop’ as a new ‘must have’ item amongst professionals between the ages of 35-50 which self recharges by kinetic energy. The target audience is classified as ‘power energy users’ and are mostly involved in engineering and graphic design orientated professions rather than ‘mainstream business users’. ‘The more you use it – the more you save.’
Worldwide retail market for laptops remains extremely competitive as fast product development and very intense competition at all levels continues to broaden costumers’ choice and drive prices down. With London Stock Exchange being one of the oldest and fourth largest worlds, the UK market is not an exception. The UK is a leading trading power and financial centre and one of the quintets of trillion dollar economies of Western Europe (CIA).
Latest census states that total UK population is estimated to be 62.2 million people, with 67.1 % of population falling between the age of 15-64 and median age 38.6 years for males and 40.9 years for females. The majority of British population falls into Dell ‘Kinotop’ target audience. In terms of sex ration for particular age group, it is estimated to be 1.03 male(s) to female and makes male population the majority in the country according to Central Intelligence Agency Fact Book.
Dell: Overview of the company
Dell, a multinational American company, is one of the world’s leading PC manufacturers, recently positioned on the second place after fellow American competitor Hewlett-Packard (HP). According to figures from iSuppli market research, worldwide PC shipments totalled 88.1
‘Kinotop – you care, you work, you save’
Zoja Micunovic A4021609 MSc Marketing Intake 5
1. Introduction 1
The purpose of this report is to research and evaluate the UK consumer in order to launch an innovative ‘Kinotop’ laptop computer which would expand Dell’s target B2C group and also market share in the UK and establish ‘Dell Kinotop’ as a new ‘must have’ item amongst professionals between the ages of 35-50 which self recharges by kinetic energy. The target audience is classified as ‘power energy users’ and are mostly involved in engineering and graphic design orientated professions rather than ‘mainstream business users’. ‘The more you use it – the more you save.’
Worldwide retail market for laptops remains extremely competitive as fast product development and very intense competition at all levels continues to broaden costumers’ choice and drive prices down. With London Stock Exchange being one of the oldest and fourth largest worlds, the UK market is not an exception. The UK is a leading trading power and financial centre and one of the quintets of trillion dollar economies of Western Europe (CIA).
Latest census states that total UK population is estimated to be 62.2 million people, with 67.1 % of population falling between the age of 15-64 and median age 38.6 years for males and 40.9 years for females. The majority of British population falls into Dell ‘Kinotop’ target audience. In terms of sex ration for particular age group, it is estimated to be 1.03 male(s) to female and makes male population the majority in the country according to Central Intelligence Agency Fact Book.
Dell: Overview of the company
Dell, a multinational American company, is one of the world’s leading PC manufacturers, recently positioned on the second place after fellow American competitor Hewlett-Packard (HP). According to figures from iSuppli market research, worldwide PC shipments totalled 88.1