This marketing assignment pertains to the needs and wants of consumers in the consumer durables category. Within this category, we have specifically chosen the laptop industry, to illustrate clearly the wants and needs of consumers and the various elements of the marketing mix used, in order to satisfy them. There are 6 major players in this market are HP, Lenovo, Dell, Sony VAIO, Acer and HCL; and also many smaller but niche players like Toshiba, Panasonic and Apple, Samsung, LG, Wipro. Below a graph can be seen with the Market share of some of the major players in the industry.
Market share of Major players in the laptop industry
The two brands within this industry, with the help of which we will be discussing the various components of this assignment are DELL and APPLE. 1.1
Dell is an American multinational corporation which was founded by Michael Dell in the year 1984 based in Austin, Texas. Dell evolved on the basic principle of selling computers directly to the consumers. The company believed that this was the best way of fulfilling and understanding the needs of consumers in the most efficient manner, by providing customized computer solutions to meet individual needs. About 140,000 systems shipped per day, on average – that’s more than one every second to customers in 180 countries. 1.2
Apple was founded on January 3rd, 1977 by Steve Jobs. It currently has 35,000 employees and has a worldwide annual sale of US $ 42.91 billion . Apple has established a unique image in the consumer electronics market with its philosophy of comprehensive aesthetics to distinctive advertising campaigns. Apple started out its business from selling personal computers and then expanded its product line by introducing laptops, mp3 players, mobiles, etc. 2
NEEDS AND WANTS ANALYSIS
A need is a state of felt deprivation of some basic satisfaction. People require food, clothing, house to live...
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