분야
doc2. Situation Analysis
A. The company
B. Marketing Intermediaries
C. Customers
D. Suppliers
E. Competitors
F. Macroenvironment
G. SWOT analysis
3. Marketing Goal
4. Segmentation, Targeting, and Positioning
A. Segmentation
B. Targeting
C. Positioning
5. Marketing Mix
A. Place
i. Offline center
ii. Call centers
B. Promotion
i. Advertisement
1. Online advertisement
2. Offline advertisement
ii. PR
1. Online public relations
2. Offline public relations
iii. Education Discount
6. Conclusion
Since the local brands such as Samsung and LG take up about half of the laptop market share, it is very difficult for most global brands to penetrate into the Korean market. Koreans have already developed a strong brand loyalty for local brands because of their high product qualities and thorough after-sales services.
shows the Korean market share of Dell in 2002. According to the data published by Dell, they were No.3 with having about 6% market share. However, as shown in , Dell’s market share of laptops in 2008 has diminished and seems to be below 3.8%. From the chart, it seems obvious that the Korean market is saturated, and there already exist numerous competitors that have established much stronger brand location than Dell.
Customer service, such as after-sales service, is an urgent problem for most global brands doing business in Korea, where the quality of service highly affects consumers’ attitude toward a certain brand. Unfortunately, none of these global brands have a nationwide service network to compete with local brands, and such a fact significantly weakens the competitiveness of Dell.
F. Macroenvironment
Looking at the industrial, economic environment of the market, the computer industry world-wide has a limited growth, and growth for the desktop market has already stopped. On the other hand, the laptop market is growing faster than ever before. In the Korean PC industry, desktop computer sales were over 60% of the total computer sales for a long time.
However, this year, laptop computer sales took 48% of the total computer sales in the market, showing a slight increase compared to last year. Laptop has been advancing at an unbelievable pace, and with the increase in demand for portable PC, laptop will soon replace desktop PCs in the market, evidenced by an average annual growth of 10% in the laptop market.
Despite such an opportunity in the general market, the Korean market is placed as a competitive market in many ways. First of all, because the technologically advanced Korean market has already developed a solid basis for e-commerce, an internet ordering system, which is one of Dell’s strong points, does not provide a distinct competitive advantage anymore. Secondly, culture seems to be a barrier for Dell. Since there are many personal ties and trades within corporations in the market, it would be hard for Dell to seek enterprise-sized customers.
However, there are bright sides to Dell’s macroenvironment. One bright side is that the main consumers of the laptop market are people in their 20s and 30s. These people tend to find products efficiently through the internet. Unlike corporations and old customers, young generations are more familiar with foreign goods and prefer them. In addition, there is also subsidy from the government. Currently, the Korean government is trying to boost economy and recover from the recession, and thus, government subsidy will enhance the consumption level and will benefit Dell.
G. SWOT analysis
Strength
-Detailed product customization
-Relatively reasonable price
-Established brand power world wide
-No inventory- cut down of warehousing fees
Weakness
-Selling on the internet
-The image of low price
-The unsatisfied service
-Low brand awareness
Opportunities
-Increasing demand laptops
-Increasing customized consumption
-Diversification strategy by introducing many new products to its range Threats
-Strong Competitors
-Low demand from enterprise-size consumers
-Strong personal ties between corporation managers
3. Marketing Goal
According to the analysis of consumer survey, Dell is not perceived in negative ways such as being old-fashioned or stiff. However, it seems that Dell has failed to form a certain image which gives long lasting impression and did not appeal to K
