FAB analysis of lenovo laptops

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					Project Phase – II

MARKETING MANAGEMENT

FAB ANALYSIS OF

LENOVO LAPTOPS
Abstract
We are working on the project FAB analysis of Lenovo laptops. The idea of Laptop came as early as the late 1960 with the Dynabook, but this Tablet PC was mainly for children. It was in the early 80s that the first truly portable computer was developed, the Osborne 1 did not have any batteries, but at least the data and computer

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could be transported. Now as laptops became a necessary part of working because of its friendly usability and features most of the market segments is attracting towards laptop rather preferring desktop. The main advantage of the laptop is that it is movable device and one can take it anywhere according to his/her need, but this is not possible in desktop. So we are making a report on FEATURE, BENEFIT AND ADVANTAGES of Lenovo laptops. This report contain the information about what are the features benefits, and advantages Lenovo laptops possess and how much it has market share. If possible then we also include what are the features are need to be added in the laptops in order to have more benefits and advantages to the end users that is consumers. We are working on this project to analysis the feature, benefit, and advantages of the Lenovo laptops. On completion of this project we hope that we will prove that the Lenovo laptops have great goodwill in the market in respect to his features and benefit point of view and also it has good increasing market share in future.

INTRODUCTION
Lenovo has also introduced an enhanced distribution model using regional distributors identified to react faster to local reseller needs. These distributors will be in addition to the five national distributors Lenovo currently has. Lenovo will also aggressively look at growing the Tier-II and III cities with an increased channel and retail presence. The company will also build on its presence in reaching consumer audiences through the exclusive Lenovo storefronts, multi-branded storefronts and service and support centers across India, the company said. Lenovo's 'Think' line of products - ThinkPad and ThinkCentre PCs

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- will be brought under the program 'ThinkPlus' and serviced directly by IBM. This is a new way of doing business and not just a product announcement. “We are touching every element of the customer purchase and experience cycle from product, route to market, marketing to service and support,” marketing & strategy, Lenovo India. Lenovo has also roped in Bollywood stars Saif Ali Khan and Soha Ali Khan to endorse its products. Lenovo highly emphasis on the configuration chosen and is ideally suited for consumers looking for a high-end lifestyle entertainment PC. We have selected the FAB Analysis of Lenovo laptops as today in the market of laptop Lenovo have good image and also possess high goodwill in the market. Along with that the special feature which Lenovo laptop possess is what we are going to highlight in our project. The customer search for benefit and advantages of a laptop so we will also working on that subject matter. The company have impressive history of growth. By 1994, Legend was trading on the Hong Kong Stock Exchange; four years later, it produced its one-millionth personal computer. In 2003, Legend changed its brand name to Lenovo, taking the "Le" from Legend, a nod to its heritage, and adding "novo," the Latin word for "new," to reflect the spirit of innovation at the core of the company. The company name changed from Legend to Lenovo a year later. In 2003, Lenovo introduced a self-developed collaborative application technology, which heralds the important role Lenovo is going to play in the 3C era (computer, communications and consumer electronics). These and other market-leading personal computing products catapulteOd Legend to a leadership position in China for eight consecutive years with over 25% market share in 2004. In 2006, Lenovo introduces the first dual-core ThinkPad notebook PCs, improving productivity and extending battery life for up to 11 hours Lenovo technology flawlessly supports the 2006 Olympic Winter Games in Torino, Italy, supplying 5,000 desktop PCs, 350 servers and 1,000 notebook computers. Lenovo also hosts seven Internet I. lounges for use by Olympic athletes and visitors. The first Lenovo-branded products outside of China debut worldwide. Researchers, scientists and product design teams from around

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the world combine Lenovo's heritage in enterprise and consumer PC technology to design the Lenovo 3000 product line, which features new desktop and notebook models specifically designed to provide worry-free computing to the small business market segment. Today, these two visionary companies are united under the Lenovo name. With Lenovo's landmark acquisition of IBM's Personal Computing Division in May 2005, the new Lenovo is a leader in the global PC market, with approximately $13 billion in annual revenue, and products serving enterprises and consumers the world over.

OBJECTIVE
The primary objective for this project is:  To survey the feature, benefit and advantages of the Lenovo laptops. Secondary objective:

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 To find out the model of Lenovo laptop, which enjoys the maximum market share?  To search the real competitors of Lenovo laptops.

Challenges

The Lenovo laptops face challenges from three players in the market. The main competitors of Lenovo are ACER, HEWLETT- PACKARD, and DELL.

ACER :
Acer proves that third place can sometimes count as a win. The company is a leading manufacturer of notebook, tablet, handheld, and

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desktop computers. Other Acer products include servers, storage systems, projectors, LCD televisions, digital cameras, and computer displays. The company also provides IT support services. Acer outsources its manufacturing and sells through resellers and distributors worldwide. The company has enjoyed resurgence of late, ranking as the fastest growing PC vendor for several years running. It now vies with Lenovo for the third spot in the global PC market behind Hewlett-Packard and Dell. Acer proves that third place can sometimes count as a win. The company is a leading manufacturer of notebook, tablet, handheld, and desktop computers. Other Acer products include servers, storage systems, projectors, LCD televisions, digital cameras, and computer displays. The company also provides IT support services. Acer outsources its manufacturing...

DELL:
The name Dell may be synonymous with "direct," but the computer giant has a more diverse approach to the market these days. The world's #1 direct-sale computer vendor provides a broad range of computer products for the consumer and enterprise markets. In addition to a full line of desktop and notebook PCs, Dell offers network servers, workstations, storage systems, printers, projectors, and Ethernet switches. The company also markets third-party software and peripherals. Dell's growing services unit provides systems integration, support, and training. The company announced plans to begin selling through retail stores in 2007.The name Dell may be synonymous with "direct," but the computer giant has a more diverse approach to the market these days. The world's #1 direct-sale computer vendor provides a broad range of computer products for the consumer and enterprise markets. In addition to a full line of desktop.

HEWLETT- PACKARD:
While Hewlett-Packard may be known for product innovation, the company's corporate development is a tale of reinvention. HP provides enterprise and consumer customers a full range of high-tech equipment, including personal computers, servers, storage devices, printers, and networking equipment. Its software portfolio includes operating systems,

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print management tools, and Open View, a suite that encompasses application, business, network infrastructure, and product lifecycle management. HP also boasts an IT service organization that is among the worlds largest. While Hewlett-Packard may be known for product innovation, the company's corporate development is a tale of reinvention. HP provides enterprise and consumer customers a full range of high-tech equipment, including personal computers, servers, storage devices, printers, and networking equipment. Its software portfolio includes operating systems, print management tools, and Open View

*http://economictimes.indiatimes.com/Desktops_down_India_laps_up_notebooks/articleshow/216267 4.cms # http://www.rocsearch.com/samples/worldwide%20laptop%20market.pdf

LINKING WITH THEORY
In this project we are applying FAB which is Features Advantages & Benefits Theory. The FAB analysis is explained as below. FAB For any business success will be directly related to the real or perceived benefits that any products or services offer the customer. In order to develop effective marketing programs it is important to clearly define the features, advantages, and benefits of the products or services from the customer’s perspective.

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The Feature of a product or service is what the customer will receive. The Advantage is what the customer perceives to be important. The Benefit is the customer need or want satisfied by purchasing the product or service.

FAB for products or services will be very useful to the customers as well as for the company to develop their respective plan according to the FAB associated with the product or service they are providing. This will make easier for consumer to choose their product as per their need. As we know that FAB there is a lot information is available with the product, the FAB analysis assist in organizing this information. But while choosing for analysis one should be as specific as possible when identifying the features, advantage and benefits.

References
1. 2. http://www.mplans.com/gm/index.cfm?a=s1&sterm=FAB http://www.aweia.ab.ca/docs/Market%20Analysis.pdf

RESEARCH METHODOLOGY
As per our research methodology’s primary resources and secondary resources stated in project phase-I we have reached to some of the dealers of Lenovo laptops and also searched from www, as well as some magazines for collecting the valuable information. The information is submitted in following structured table given on the next page.

PRODUCT NAME :

LENOVO LAPTOPS

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Features
15.4-inch WXGA

Advantages
MaxBright Screen

Motives
MaxBright provides luminance working, the for or technology ultimate reading, simply

Benefits
Offering 300nits of clarity to all of your applications. When viewing multimedia applications.

TFT Display

widescreen display.

entertainment.

ultrawideband Improve (UWB) wireless technology, Ultra Connect II
WLAN

WWAN1

&

UWB enables user to transfer data to other laptop printers as & well as other

More energy efficient and offers of greater bandwidth technology than the current generation Bluetooth does.

802.11n2

performance

nearby peripherals.

top-cover roll Enhance cage (T61p)
durability,security,

To

provide

better

A magnesium shell inside the ThinkPad notebook

connectivity to the user

it's,very provides

strong,

and and to increase reliability.

cover that's designed to give extra protection to the

additional

structural support to the entire notebook.

wireless antenna.,

Enterpriselevel productivity solutions

Additional system tools

It helps people working in companies and make

Industry-leading

on-system

tools and applications that improve productivity and cut costs

their work easy and also increase production.

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Security Features

.Finger print reader

Motive behind this feature is to give security and privacy to the customer.

Combine

the

Integrated

Fingerprint Reader with the ThinkVantage Client

.Face recognition
(Your face is your password)

Security Solution, this will make the system highly

secured.

Energy efficient

10-plus hours battery life

It enables users to work continuously charging.. without

Helps user to work longer without any interruption

during power cut or even in rural areas.

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Most important benefit:
New ThinkPad T61p 15.4-inch widescreen mobile workstation notebook . Exclusive Attributes:

ThinkPads Include Sony Batteries,
How is product different from its competitors : What attributes can be stressed that haven’t been stressed by the competitors :

How reliable is the product?
features a Top Cover Roll Cage for extreme durability,

How efficient?
Lenovo offers a complete, industry-leading line of energy efficient products that meet the new Environmental Protection Agency Energy Star 4.0 standard, including notebooks in the ThinkPad T, R and X Series such as the new ThinkPad T61p as well as the Lenovo 3000 N200 and V200 notebooks. The new ThinkPad notebooks achieve up to a 70 percent improvement in efficiency over previous generation notebooks with power management features providing customers maximum energy savings up to 47 percent greater than before.

How economical?
Various ranges in laptops starting from Rs 27,500 – above Rs 2,00,000

How the products are different from its competitor?

Lenovo provides many features that distinguish it from its competitor. These features are as follows 1. Strong battery life than any its competitors. 2. Great keyboards & touchpad sensitivity. 3. It has a speedy, optional, internal cell phone modem for connecting to the Internet over a cell phone network.

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4. MaxBright Screen Display, this feature provides excellent quality screen resolution resulting in more clarity.

What attributes can be stressed up that haven’t been stressed by competitors?

There are some of the following attributes of Lenovo laptops that can be stressed 1. Some of Lenovo products give internal cell phone modem through which we can connect internet over a cell phone network. 2. Energy efficiency & extended battery life. 3. ThinkPad T Series is having a magnesium alloy frame that absorbs shock by surrounding the critical interior parts. 4. Their focus on innovation on meeting key customer needs, and providing products and features that help you be more productive while reducing costs. 5. Wide range of products & purposeful design as per customer’s need.

Is the product guaranteed?
100% Customer Satisfaction Guaranted on all of Lenovo Batteries, Lenovo chargers, Lenovo adapters and accessories.

Sources of our above information are as under:

Dealers’:
Silvertouch Infotech Pvt. Ltd., Ahmedabad. Astrolab Computer Consultants, Surat

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PROBLEM FACED DURING COLLECTION OF INFORMATION:

1. WIDE RANGE OF DISTRIBUTORS OF LENOVO SO COLLECTION OF FEEDBACK FROM SELLERS WAS A BIT TOUGH. 2. SUPPORT FROM SELLERS TO GIVE FEEDBACK. 3. DECIDING WHICH FEATURES DISTINGUISHES LENOVO FROM OTHERS AS THEY WERE VERY COMPETITIVE. 4. RARE DIFFERENCE BETWEEN PRODUCTS OF DIFFERENT COMPANIES.

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