The demand for laptops with extra features is rising because of the rise in computer literacy; this would be checked on a pilot basis. The marketing strategy includes targeting the students in university at under-graduate level in age group of 15-24. In medium and long term respectively there would be a shift to include all professionals and university students.
In response to competitive challenges in the market, the strategic positioning would involve decision regarding setting initial prices of the product. In order to help position DELL laptops as ‘DELL laptops with Windows 8’ the image is intended to be created as a pre-emptive strategy. The main focus would be on highlighting the features it provides which are not provided by other firms and at the same price as others.
The target market of the product must be segregated into segments as this renders enhanced focus of sales effort and marketing on the audience which is willing to purchase the product. The target group of DELL Laptops would be professionals and university students as in this particular segment of individuals laptops instead of a want is a necessity. After a fall in the year 2008 demand for laptop is on a rise in light of the economic recession. The firm needs to take an advantage of this opportunity and by launching a new and affordable laptop in the market and it aims to do the same.