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
Marketing Plan Of GIGABYTE NOTEBOOK 2
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-
Marketing Plan Of GIGABYTE NOTEBOOK 3
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.
Marketing Plan Of GIGABYTE NOTEBOOK 4
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
Marketing Plan Of GIGABYTE NOTEBOOK 5
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
Marketing Plan Of GIGABYTE NOTEBOOK 6
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.
Marketing Plan Of GIGABYTE NOTEBOOK 7
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
Marketing Plan Of GIGABYTE NOTEBOOK 8
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.
Marketing Plan Of GIGABYTE NOTEBOOK 9
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
Marketing Plan Of GIGABYTE NOTEBOOK 10
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
Marketing Plan Of GIGABYTE NOTEBOOK 11
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
Marketing Plan Of GIGABYTE NOTEBOOK 12
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.
Marketing Plan Of GIGABYTE NOTEBOOK 13
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
Marketing Plan Of GIGABYTE NOTEBOOK 14
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
Marketing Plan Of GIGABYTE NOTEBOOK 15
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
Marketing Plan Of GIGABYTE NOTEBOOK 16
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.
Marketing Plan Of GIGABYTE NOTEBOOK 17
These five GIGABYTE NOTEBOOK’s are
available in Bangladesh:
Marketing Plan Of GIGABYTE NOTEBOOK 18
Screen Shot from Web Site of Marketing Plan
Marketing Plan Of GIGABYTE NOTEBOOK 19
Top Related