Marketing plan for computer hardware
- 1. DELHI SCHOOL OF BUSINESS MARKETING MANAGEMENT 2 Marketing Plan For AMONIKA COMPUTER PARTS Presentation by: Group 6 Divya Dhawan Vivek Goel Shefali Bhutani
- 2. INTRODUCTION Amonika computer Parts makes good quality Computer parts but these lack strong brand recognition. AIM Amonika strategy is to become the country’s leading ‘generic Computer parts distributor. The idea is to motivate all mechanics, dealers, do-it-yourself people, etc. to pick up Amonika Computer parts unless they have a strong reason to choose a specific branded item. WHAT WE NEED TO DO A Marketing Plan with proper sales and distribution strategy has to be developed to achieve this goal.
- 3. Products and Services AMONIKA provides computer parts to make them useful their consumers. They are especially focused on providing high quality computer parts. List of Products: - Blank Media & Mass Storage - DVD/CD ROM (Plus writer) - Batteries - Computer cases/chassis - Hard Drive - Memory/RAM - Memory Stick - Mouse & Keyboards - Modems - Monitor & Display - Motherboard - Network Card - Power Supply - Processor/CPU - Printers - Scanner
- 5. STRENGTH • High quality product • Reliable • Affordable prices • High customer value WEAKNESS • No brand recognition • No brand recall • High competition Opportunities • Untapped market • Potential demand • Expansion of business as there is low entry barriers • No political/governmental intervention Threats • New entries • Other companies providing computer parts at cheaper price • High level of substitutes in existing market
- 7. 1) Threat of new entrants: Any one can easily enter the market as high demand of computers The parts can be manufactured easily with low capital requirement Therefore threat of new entrants’ is HIGH 2) Bargaining power of buyer With emerging internet, setting of online business, online trading, shopping has become important to every person high demand of internet creates a high demand of computer which ultimately leads to high demand of computer parts. Therefore bargaining power of buyer is also HIGH. 3) Bargaining power of supplier: Be it a manufacturer or a distributor of computer parts, both the raw material and manufactured parts are easily available Therefore bargaining power of supplier is HIGH
- 8. 4) Threat of substitutes: Easy entry to the market and already established players in the market give consumer an advantage of freedom of mobility i.e the consumer can move from one company to another if he don’t get the product from the former. Therefore threat of substitutes is HIGH 5) Rivalry among competitors As there are many local as well as national companies for manufacturing and distribution of computer parts. Therefore rivalry among firm is also HIGH
- 9. Marketing Strategy The marketing strategy is the core of the main strategy: 1. Emphasize service and support. 2. Build a relationship business. 3. Focus on small business and high-end home office as key target markets.
- 10. PROMOTIONAL STRATEGY What are they usually used to promote their products using communication tools are promotion through online social networking in Facebook and Twitter. They usually post the latest update on the latest product and new pricing products. It can attract more customers in demand of purchasing the products from them. Besides that, they promote their products in the website We depend on newspaper advertising as our main way to reach new buyers. As we change strategies, however, we need to change the way we promote ourselves through the use of following mediums: Advertising Sales Brochure Direct Mail Local Media
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