Laptop Market In India Marketing Essay

August 23, 2017 Marketing

Laptops in India had been introduced in mid 1990s and at that place on its market has been turning quickly. Initially there was non much credence among the mass as it was dearly-won and quite heavy but over the period of clip with the technological promotions, laptops have become known for their properties. The most appealing properties were portability, internet connectivity at lower costs, many inbuilt characteristics that brought a widespread credence among the pupils and the executives.

With the rise in buying power of the people of India, the sale of the personal computing machine is besides increasing at a enormous gait. Within the span of 6 old ages, the laptop market has grown 14 times from 177015 units in 2004-05 to 2508564 units in 2009-10 ( mention Exhibit 1 ) . Personal computing machine ( both notebook and desktop ) gross revenues are expected to turn by eight per cent for the twelvemonth 2012. Equally far as 2011 is concerned, Personal computer gross revenues grew six per cent but laptop gross revenues growing was far more than those of desktops. Laptops that made up 44 per cent of the gross revenues in 2011 are expected to turn at 13 per centum taking to the gross revenues of 52 lakh units of laptops while the desktop gross revenues are expected to turn at 4 per cent taking to the gross revenues of 60.8 lakh units ( mention Exhibit 2 and 3 ) as stated by Sumanta Mukherjee, lead analyst, information engineering pattern, CyberMedia Research. Clearly, we can see that the growing of the laptops have come at an disbursal of desktop gross revenues. The laptop industry is expected to turn at the same gait and touch 9191841 units in 2014 ( mention Exhibit 5 )

With the cut pharynx competition among the rivals of laptop makers, the net income borders in laptop gross revenues are really low, but the volumes of gross revenues make for it. There are major participants like Dell, HP, Lenovo, Acer, etc. in the Indian laptop market. We can clearly see that there is no clear cut market leader as about 45 % of the market is under the & A ; acirc ; ˆ?others & A ; acirc ; ˆ™ section ( mention Exhibit 4 ) .So, there is still broad range for a participant to get a major ball in the Indian laptop market and go a market leader.

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All the competitory merchandises were good distributed through the retail concatenation and most mercantile establishments are multi-brand but owing to the infinite and investing restraints, merely limited trade names are available. It was a well-established distribution system and all merchandises were pushed on the footing of consumer involvement and trader inducement. The consumers were going more knowing ; therefore, they were less influenced by the gross revenues pitch at the retail counters. Companies have their online portals where you can see the scope of merchandises and order them online. Companies like Dell have come up with new customization thoughts where a client can custom-make his laptop with the specifications that suits him and order them online. The major determiners of success in market are distribution and communicating as the merchandises are similar and are priced competitively. The constituted participants already have a strong distribution channel, the newer trade names

are seeking to sharply construct their distribution web and would hold equal range in 2 old ages.

The Name of the Firm

Laptop market in India has many top trade names like Dell, HP, Lenovo, Acer, etc. which give a cut pharynx competition to each other. Dell entered into India with its fully fledged operations in the twelvemonth 2007 and today it is a major participant in the laptop market. Dell direct concern to client theoretical account is the key to company & A ; acirc ; ˆ™s success. Dell on-line portal allows client to custom-make the laptop as per their demands and so order them online. Before 2007, people had to wait for a month to acquire their laptop delivered as the Personal computers were manufactured in Dell ‘s mill in Penang, Malaysia. Dell setup its first fabrication works in India at Sriperumbudur, near Chennai, in Tamil Nadu in 2007.In the twelvemonth 2007 dingle sold 79,244 laptops and desktops in India. Within a span of 3 old ages in 2010 it become market leader by selling over 1.1 million units compared to HP ‘s 1 million and Lenovo ‘s 600,000 units. In 2010-2011 it had the highest market portion of 15.5 % ( mention Exhibit 4 ) which was manner in front of its rivals. While purchasing online remained an option, the company set up sole mercantile establishments across the state. Dell has a strong after sale service theoretical account where a client does non hold to take his damaged laptop to a service centre alternatively Dell sends its applied scientist to the client site to acquire the laptop fixed.

Industry Attraction

Indian Laptop Industry is turning at a enormous gait and so are the outlooks from the clients. India is an IT hub and there is increasing usage of laptops in the industry. So, IT industries is a major client section where the laptop makers can aim. Dell has a strong presence in the endeavor section of the industry as it is perceived as holding really functional and high acting merchandises. It has leveraged this functionality along with the competitory pricing for the retail clients.

The retail clients are besides going wary about the after sale service because the general psychological science of a client has become that he wants to put one time into a laptop. Dell has a strong after service theoretical account which has placed it in a good place into a market. It has insurance strategies wherein a client need non pass any sum over a period of clip on the service of his laptop.

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Exhibit 5:

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