STP In Practice

About usWas known as PC’s Unlimited before 2003Multinational computer technology company based in

USA dealing with computer Hardware2006 Dell acquired Alien ware (High end PC’s popular

with gamers) 2009 – Dell acquired Petro systems (Application

development team)

Product line• Desktops• Laptops and Ultra books• Electronic accessories like batteries, adapters,

projectors and headset

Dell Alien Ware• High performance - Quad core processor - High end in-built graphics card - Additional graphics card [NVIDIA , AVID] - RAM : 8 GB - Hard disk – 3 TB - Self illuminated (various colours) keyboard & track pad. - Lightning speed performance

Dell XPS• Quad core processor• Graphics card• RAM : 4 – 8 GB• High end processors• 500 – 1000 GB hard disk• I 7 processors

Dell Inspiron• 2 GB – 4 GB RAM• Dual core processors• Built in graphics card• 500 – 750 GB hard disk• I 5 processor • Designed for entertainment and student use.

Dell Vostro• Very minimal configurations• Atom processor• Hard disk 250 GB• Few basic platforms and essential

soft wares are pre loaded. • I 3 processor• No additional graphics card.

Questionnaire Name: Age:

1. What are the two of the most important criteria according to you for buying a laptop (besides the Price and Brand)?

2. Regardless of the price, which Brand of Laptops comes closest to satisfying your criteria for performance test?

3. Rate Sony, Apple, Dell, HP and Lenovo in terms of Price on a scale of 1-5 (5 being the highest).

4. If you had Rs.50000 budget for a Laptop, which laptop would you go for so as to get the best value for money?

5. Rate each of the five Laptops on the basis of their performance.

Perspective map

Sony Apple Dell HP Lenovo0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Per-for-

mance

Price

4

5

3.754

3.5

4

5

3.53.25

3.75

Performance Price

3.4 3.6 3.8 4 4.2 4.4 4.6 4.8 5 5.20

1

2

3

4

5

6

Sony

Apple

Dell

HP

Lenovo

PERFORMANCE

Pri

ce

Why this segmentationAffordability

• Social class • Income

Behavioural Segmentation

• Knowledge • Attitude • Customisati

on • Usage • Loyalty

Gamers Creative professionals

Corporates

Students

Personal use

High net worth individuals

Alienware 18

Alienware 18Alienware 17

Dell XPS 17

Dell XPS 15

Dell XPS 15

Affluent class

Alienware17Dell XPS 15

Alien ware 14AdamoDell XPS 12

Inspiron 14 [7000 series]

Inspiron 15 [7000 series]Dell XPS 13

Inspiron 15 [7000 series]

Upper middle class

Alienware 14

Alienware 14 Dell XPS 13

InspironDell Vostro 3560Studio

InspironLatitude D 500 – E 5000Studio

Inspiron Z series

Middle class

Inspiron Z series

Inspiron R series

Dell Vostro 1400

Inspiron mini 1018

Lower middle class

Below poverty line

Thank you • Kaavya (26)• Kailas (27)• Noushadya (35)• Poornima (37)• Raghuveer (46)• Ram (48)• Vaisshnavi (54)