Category Attractiveness Analysis

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  • Topic: Personal computer, Desktop computer, Laptop
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  • Published : August 10, 2012
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A CATEGORY ATTRACTIVENESS ANALYSIS
OF
THE LAPTOP INDUSTRY IN INDIA.

SUBMITTED TO: SUBMITTED BY: DR.SATYA PRASAD VK VAIBHAV AGARWAL (SEAT NO: 26) URVASHI DUGGAL (SEAT NO: 25) SAURABH (SEAT NO: 51)

INDEX Topic Page No. 1. Industry Overview & Analysis 3 2. Aggregate Market Factors 4-6 3. Category Factors 7-8 4. Environmental Factors 9 5. Conclusion

1. INDUSTRY OVERVIEW & ANALYSIS
A laptop computer is a small, portable computer that is small enough to sit on a person’s lap. While the personal computer (PC) industry began in the early 1970’s, it was not until 1981that the first commercial portable computer “Osborne 1” -became available. The next big event in the history of laptops came in the summer of 1995, after which Microsoft and Intel became the standard for the software (Windows) and hardware (Intel processors), used in laptops. Over the past fifteen years, the increasing price-performance ratio, consumer preferences for mobility as well as increased hardware life has resulted in higher growth of laptops than desktops since 2004. Data monitor forecasts that the global PC industry is projected to grow at a compounded annual growth rate (CAGR) of 5.4% in market value during 2010-2012, with laptop segment being the major contributor to its growth. This growth rate has declined from the 7.6% CAGR for 2003-2007, in part due to the slowing Indian economy. In addition to the economy, the laptop segment is expected to face increased competition from both new devices and technologies. Smart phones (I Phone, Blackberry, Samsung) and Mobile Internet Devices are starting to compete with laptops due to features such as gaming, internet access and enterprise applications. Changes in demand and new technologies will continue to alter the outlook for the laptop industry in the coming years. New demand for low cost ultraportable laptops – called notebooks –has created new competitors like Sony,Dell,HP etc as well as forced companies to change their business models to succeed. The focus of this analysis is therefore on the macro- and micro- factors affecting the Indian laptop PC manufacturers which include-: * Aggregate Market Factors

* Category Factors &
* Environmental Factors

2. AGGREGATE MARKET FACTORS
There are six major market factors that impact market attractiveness. These are enumerated as follows-: * Category Size:
A Laptop which is, a small personal computer designed for mobile use, is getting very popular these days. Originally, it was designed to entrap a small niche market for specialized field applications such as the military and education. But today, the slim, secure, stylish and savvy laptops have ruled out desktops from office and home work space because of improved style, functionality and space taken. More so, the laptop developers are offering  consumers with  ultra-sleek, ultra-mobile and ultra-portable machines at genuine prices so that nobody can neglect this tiny machine from being attracted and computer makers are gearing up for that future. According to a recent market report, the total laptop market size in India is currently estimated at 1.5 million units and is thereby considered to be a large market segment having a high market potential and being an...
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