Hewlett-Packard is the world's largest manufacturer of personal computers in the world in terms of unit volume and annual revenue. Its Personal Systems Group (PSG) has a 17.9% market share though the Personal Systems Group forms 34% of HP’s total revenue. Segmentation
Hewlett-Packard follows the differentiated manner of marketing since HP targets different markets depending on their income budget or the customer needs. With the acquisition of Compaq, they have added more budget computers into their product offering. They have the following segments: 1. Business Users- HP offers the HP ProBook aimed at cost-conscious business users, which combine features, performance and low prices together in an attractive package. It is similar to netbooks and poses competition for that sector. It also offers the HP Elite Book as a durable and hardy laptop option for users who need long battery life along with a hard chassis. 2. Home Consumers- The HP Pavillion series is aimed at mainstream buyers who want a machine that delivers power without drama and at an affordable price. It is focused on entertainment oriented youth looking for style along with functionality. It also has its HP Compaq series which offers computers with less functionality but at a lower cost. These computers are focused on durability and value for money more than the rest of the HP series available for consumers. Positioning
HP's positioning is more technology-focused than that of its competitors. It has also pioneered the desktop laser printer and today has some 40% of the world market for computer printers. Therefore it positions itself such that it is: "pushing the notion that customers need not shop anywhere else for their computing, printing and tech services needs." In case of individual segments:
ProBook- positions itself as an Old player which provides for the business sector at affordable prices Pavilion Series- They have reinvented themselves as a youth brand with these new...