Marketing Plan of GIGABITE Laptop

1.0 Executive Summary

GIGABYTE is one of the largest and rapid growing company. It was

established in 1986. It is now one of the most successful companies

in terms of professionalism. The main business objectives are to

prove quality at a competitive price and customer satisfaction.

GIGABYTE NOTEBOOK PC is first imported at the end of 2003 by

SMART Technologies (BD) Ltd. It has five type configured item of

NOTEBOOK PC in Bangladesh, these are W451U-T5600, W451U-

T2080, W552U-T2450, W451U and W552U. All of these

NOTEBOOK PC ensure quality, availability and customer satisfaction.

GIGABYTE is exporting its NOTEBOOK PC’s to many other countries

of the world.

The demand of NOTEBOOK PC is increasing and the demand of

Dekstop PC is decreasing day by day. The marketing strategy is

based on strong quality of product delight to target market.

GIGABYTE will focus on it’s availability of product, competitive

pricing and greater value than competitors.

Our marketing objective is to actively support continuos growth and

profitability through effective implementation of the strategy.

Marketing Plan Of GIGABYTE NOTEBOOK 1

Target Markets

Corporate User

End Users

2.0 Situational Analysis

GIGABYTE NOTEBOOK PC is heading its third year of operation in

Bangladesh. GIGABYTE NOTEBOOK’s portfolio has been well

received, and making is now critical continued success and future

profitability. It’s maintaining quality to its products at a reasonable

price. It offers NOTEBOOK PC with various configaration as well as

price. Quality will be key to the development of product and

marketing will be key to the development of product awareness and

the growth of the customer base.

2.1 Market Summary

It possess sufficient information about the market and consumer

needs, wants and demand. It will help to right offer to right

customer and can meet consumer’s satisfaction and can make

better communication with them. Also they have some important

information about customer, which is helps to make delight

consumer.

Target Markets

The target market of GIGABYTE NOTEBOOK is shown below:

2.1.1. Market Demographics


The profile of GIGABYTE NOTEBOOK customer consists of the

following geographies, demographics and behavior factor:

Geographic

GIGABYTE NOTEBOOK has specific domestic

geographic target area. They serve the product to

domestic market.

They covered the Metropoliton areathrough their own

distribution channel.

Demographics

Demographic has been done on the basis of the following

attributes:

There almost same featured notebook pc for both the

corporate and end users.

University teachers use it for their research work.

High, Middle, Upper middle and middle class use it.

Behavior factor

NOTEBOOK increase the status and prestige of the

users.

Consumer wants products, which is available in

anywhere on any time.

Consumer feel that they have a separate image by

using GIGABYTE NOTEBOOK.

2.1.2 Market Needs

GIGABYTE NOTEBOOK provides its customers the opportunity to

choose NOTEBOOKs with different configeration.

It also fulfills the following benefits which are important to their customer-


o High quality

Consumer want high quality product, which is must be high in

regard to performance. GIGABYTE meets this need of

consumer.

o Reasonable price

Consumer needs a high quality product at reasonable price,

for that reason GIGABYTE try to provide high quality product

at a reasonable price.

o Different flavors

Customers’ choice varry from person to person. So GIGABYTE

provides different laptop with different features.

o Product availability

Customer always seek available product sothat they can buy

the product at any time they need.

2.1.3 Market Trends

GIGABYTE produces different type of laptop which fulfil quality but a

reasonable price. Now NOTEBOOK PC production company is

growing and more competitors are coming in the market also

customer are more aware about the product for that reason they

want different types of product. At the moment market is growing

faster, competition are increasing. Thus, GIGABYTE made segments

for their product. They divided their customer in to three groups,

and give emphasis on each of the group.

2.1.4 Market Growth

Gradually total GIGABYTE company is going upward with a strong

competition. With the domestic market, our international market

growth statistics is increasing day by day.


2.2 SWOT Analysis

The following SOWT analysis captures the key strength and

weakness within the company, and describes the opportunities and

threats facing GIGABYTE.

2.2.1 Strengths

o Popular brand name.

o Strong quality.

o Attractive design.

o Body made of silver and plastic.

o Own distribution channel.

o Most of the buyers are satisfy.

2.2.2 Weakness

o Lack of promotional activities.

o Insufficient capital.

o Legal and political barrier regading import, tax and

shipment.

2.2.3 Opportunities

o Increasing the demand of NOTEBOOK PC.

o Improved market portfolio.

o Increasing sales throught the country.

o Promotional activities to increase brand image.

2.2.4 Threats

o Legal & political barriers regarding import duty, tax etc.

o New competitors are entrance in the market.

o The price of NOTEBOOK is decreasing.

2.3 Competitions


GIGABYTE establish its own market. Also it is facing some

competitors. These competitors are following. These are following-

o HP: HP’s NOTEBOOK has captured the maximum market

share of NOTEBOOK PC. It is produced in China. It is holding a

leading position for long time in NOTEBOOK PC in our

country.

o ACER: It is a Chinese producer of NOTEBOOK. ACER has

taking cover over the market share of NOTEBOOK PC in

Bangladesh.

o MITSUBISHI: It is Taiwan Company. At first MITSHUBISHI

produces automobiles. Now it is producing NOTEBOOK PC

also. It is also a competetor of GIGABYTE NOTEBOOK.

o PHILIPS: Basically it produces televisions. But has enhances

its business by producing NOTEBOOK PC. It is also a Chinese

Company. This is also a competetor of GIGABYTE NOTEBOOK.

2.4 Product offering

GIGABYTE offers different type of configeration at different price to

our consumer for choose their expected product. These are-

ITEM PRICE

W451U-T5600 64,999.00

W451U-T2080 52,999.00

W552U-T2450 55,999.00

W451U 43,999.00

W552U 43,999.00

2.5 Key to success

o Strong quality

o Brand image of the product.

o Own distribution channel


o Retain customer to generate repeat purchase and

referrals.

o Generate average sales about 800 piece per month.

2.6 Critical issues

Form the inauguration, GIGABYTE is still in the early stage. The critical

issues for GIGABYTE are:

o Quality variation of products

o Excess discounts from other competitors.

3.0 Marketing strategy

The marketing strategy will create awareness, interest and appeal

from our target market for what GIGABYTE offers to customers.

The marketing strategy is based on superior performance in the

following areas:

o Different configaration.

o Product quality.

o Delight user.

3.1 Mission

The mission is to provide quality at a competitive price, growth in

diversity, and continue to contribute to the growth in Bangladesh by

being the market challenger.

3.2 Marketing Objective

o To attain quantitative and qualitative leadership in the

sectors.

o Maintain constant positive sales growth every year than

the other competitor.


o Increase the market share by market development.

o To modify the existing market areas.

o To increase product awareness as well as sales by

persuasive promotional activities.

3.3 Financial Objective

o Generate average sales about 800 piece per month and

9600 piece per year.

o Maintain double digit growth each year.

3.4. Target Market

The potential markets are separated into two segments; “Corporate

User” and “End User”. The primary marketing opportunity is selling

to these well defined and accessible target market segments that

focus on investing discretionary income in these areas:

o Corporate User: Corporate users are the users who

bye the NOTEBOOK for their official purpose only. The

MD, GM, DGM, CEO are the main corporate lavel users.

o End User: End users are the users who buy the

NOTEBOOK for their personal use. Teachers of

University, Students of private University, businessman

etc are the End users.

3.5 Positioning

GIGABYTE will maintain its position in NOTEBOOK company. The

position will be achieved by quality product, competitive price, and

according to consumer’s demand and delight consumers. They

have experienced manager to make awareness about the product to

customer.

3.6 Strategies


GIGABYTE’s main primary marketing strategy will seek to first

create customer awareness regarding the products.

Our other marketing strategy are-

o Practicing Total Quality Management (TQM)

o Consumer Orientation

o Produce and market international standard products

o To increase the product line and length as per the

expectations of the consumers

o To serve the consumer with competitive prices

o To ensure the availability of the product

3.7 Marketing Mix

GIGABYTE NOTEBOK’s marketing mix is comprised of the following

approaches to price, distribution, advertising and promotion, and

customer service.


ProductBrand Name

VarietyQualityDesign

FeaturesPackagingServices

PriceList PriceDiscount

AllowancePayment Period Returns

Credit Terms

Promotion

Advertising Personal SellingSales PromotionPublic relation

PlaceChannelsCoverage

AssortmentsLocationInventory

TransportationLogistics

Marketing Mix

PRODUCT

o Brand name

The brand name of our product is “GIGABYTE”.

o Product variety

GIGABYTE has five types of product.Thsee are-

W451U-T5600, W451U-T2080, W552U-T2450, W451U and W552U.

o Quality

GIGABYTE always maintain high quality of its products.

Total Quality Management (TQM) is practiced here.

o Design

Attaractive Design, Colors, Comfortable weight.

o Features

Our product has a Variety of features.

o Packaging

GIGABYTE supplyes the notebooks to the users in

attractive packate. It provides special cartoon to send

the NOTEBOOKs to its dealers.

o Size

The products’ size varry a little to product to product.

o Service

GIGABYTE provides after sales service for its products.

PROMOTION

o Sales promotion


GIGABYTE provide shot-term incentives to encourage

and purchase or sale of oits products. Occasionally it

gives special discounted price for its products.It also

give T-shirts, caps,bluetooth etc. to the customers.

o Advertising

It gives advertisement for GIGABYTE NOTEBOOK

through newspaper, billboard, popular magazine,

leaflets, sponsouring on game competition, internet etc.

o Personal selling

GIGABYTE do not arrange any kind personal selling.

PRICE

o List price

Price list of GIGABYTE.

ITEM PRICE

W451U-T5600 64,999.00

W451U-T2080 52,999.00

W552U-T2450 55,999.00

W451U 43,999.00

W552U 43,999.00

o Discount

It allows discount facilities for its retailers and dealers.

o Payment period

GIGABYTE sells NOTEBOOK on credit to its distributors

and retailers and after the sale they the make payment.

The payment time is one month.

PLACE

o Channels


GIGABYTE has its own channel for distribute the

products.

o Distributor

GIGABYTE has own distribution channel for distributing

the products.

o Location

GIGABYTE covers district areas of our country to sale

the products.

o Transport

GIGABYTE has no own tarnsport facility for its

distributors. Distributors are responsible for taking the

products to their showrooms.

3.8 Marketing Research

Research is very important for any company to know about current

market and predict future needs.

Information is collected through the dealer and retailer.

o Question – Notes customer responses to the “How did

you hear about product?” question. Based on the answer it

takes its promotional activities.

o Customer suggestion – They take customers’

suggestions to gain additional information. It want to know

from the customers about-

What suggestion do you have to improve

our product?

Why do you need a laptop?

4.0 Financials

This sector will offer the financial overview of GIGABYTE NOTEBOOK related to marketing activities. GIGABYTE address brake even analysis, sales forecast, expense forecast, and indicate how this activity are link to the marketing activity.

4.1 Break-even Analysis


The break-even analysis below illustrates the number of single

sales, or units, that we must realize to break-even. This is based on

average sale and costs per transaction.

Monthly Break-even Point

Break-even Analysis:

Monthly Units Beak-even 700 Unit.

Monthly Revenue Beak-even Tk. 3,64,00000

Assumptions:

Average Per-Unit Selling Price Tk. 52,0000

Average Variable Cost per month Tk. 42,000

Estimated monthly Fixed Cost Tk. 70,00,000

4.2 Sales Forecast:

GIGABYTE thinks that the sales forecast will be achieve into the into

the five main revenue streams; W451U-T5600, W451U-T2080,

W552U-T2450, W451U and W552U. It will steadily increase sales

as the advertising budget allows although the target market

forecast listed all of the potential customers divided into separate

groups. The forecasted customers group divided into 2 categories:

Corporate Users and End Users.


Monthly Sales forecast

Graph analysis:

Months Sales(Tk.)July 3,50,00,000

August 3,45,00,000September 2,75,00,000

October 5,25,00,000November 4,40,00,000December 3,80,00,000

January 2,90,00,000February 5,40,00,000

March 4,35,00,000April 2,50,35,000May 2,01,00,920June 3,75,00,000

Sales Forecast:

Sales 2006-2007 2007-2008W451U-T5600 6,35,98,800 8,06,38,320W451U-T2080 6,23,99,040 7,39,20,000W552U-T2450 7,91,98,200 9,12,00,000W451U 7,91,98,200 7,48,80,000W552U 8,06,38,560 11,99,97,600Total Sales(Tk.) 36,50,32,800 44,06,35,920


Cost of Goods Sold 2006-2007 2007-2008W451U-T5600 5,38,79,040 6,04,78,740W451U-T2080 4,99,19,232 5,54,40,000W552U-T2450 6,33,58,560 6,84,00,000W451U 6,33,58,560 5,61,60,000W552U 6,45,10,848 8,99,98,200Total Sales(Tk.) 29,50,26,240 33,04,76,940


4.3 Expense Forecast

Marketing expense is to be budgeted at approximately 3% of total

sales for 2006-07 and 4% for 2007-08. Expenses are tracked in the

major marketing categories of newspaper advertisements, printed

leaflets, billboard promotional event and others.

Marketing expense budget

Marketing Expense Budget 2006-2007 2007-2008News paper 65,00,000 90,00,000Handbills/Leaflets 7,00,000 10,00,000Magazines 5,00,000 10,00,000Intenet 17,50,000 30,00,000Billboard 15,00,000 36,25,000Total marketing expenses 1,09,50,000 1,76,25,000

5.0 Controls

The purpose of GIGABYTE NOTEBOOK’s marketing plan is to serve

as a guide for the organization. This plan is about implementation,

changing the business, and making it better. Here we look at

specific implementation programs, and the details that it takes to

make it happen. The following areas will be monitored to gauge

performance:.

o Customer satisfaction.

o Revenue: monthly and annual.

o Expenses: monthly and annual

5.1 Implementation


The following identifies the key activities that are critical to our

marketing plan. It is important to accomplish each one on time and

on budget.

Milestone

July Aug Sep Oct Nov Dec Jan Feb

Mar

Apr

May

June

Newspaper

Yes Yes Yes Yes Yes Yes Yes Yes - Yes Yes -

Billboard Yes Yes Yes Yes Yes Yes Yes Yes - - - -

Internet Yes - Yes Yes Yes - Yes Yes Yes Yes Yes Yes

Magazine - - - - Yes Yes Yes Yes - - Yes Yes

Handbill/ Leaflates

Yes - Yes Yes - Yes - Yes Yes Yes Yes -

5.2 Marketing organization

Mr. Sydur Rahman (khokon) deals with the marketing department of

SMART Technologies (BD) Ltd. The marketing departmentneeded to

maintain its professional integrity above and beyond the specific

partners, looking out for our marketing goals and implementing the

marketing programs as best fits of the strategy.

5.3 Contingency planning

o Difficulties and Risks

An entry into the matketby an already established market

competitor.

Problems generating visibility, a function of being an

internet-based start-up organization.

o Worst case Risks Include

Determining that the business cannot support itself on an

ongoing basis.

Having to liquidate equipment to cover liabilities.


These five GIGABYTE NOTEBOOK’s are

available in Bangladesh:


Screen Shot from Web Site of Marketing Plan


Marketing Plan of GIGABITE Laptop

Documents

Transcript of Marketing Plan of GIGABITE Laptop