The subject of this work is to give the reader a detailed overview of the current state of the All-in-One PC market for German consumers. The author questions the public perception of All-in-One PCs in the consumers’ minds. Also, the use and acceptance of touch technology for large screen devices is studied. The purpose of this thesis is to analyze how All-in-One PCs can be effectively marketed in an industry that focuses more and more on mobile computing devices.
In the first part an introduction to the desktop PC market and touch screen technology is given. Then, the theoretic concepts of strategic marketing and techno-ready marketing are discussed within a hypercompetitive and innovation-driven industry. The research part consists of a thorough market and competitive analysis of the All-in-One PC market in Germany. In addition, a conducted opinion survey provides valuable insights from a consumer perspective. The findings of the research are afterwards evaluated and interpreted. Thereupon, the originally outlined problem is reassessed and recommendations are given to HP Germany, the cooperating company of this thesis, on how to adjust respective marketing activities for technological innovative products. Finally, a market outlook weighs the opportunities and threats that lie ahead for the product category All-in-One PC. The last chapter summarizes the key learnings of this thesis, how it benefits the cooperating company and ends with a brief personal assessment about the topic by the author.
The results of the market analysis suggest that HP can improve its brand preference and that people are not aware enough of the product All-in-One PC and its features and benefits. A more educative marketing approach is proposed by adding a 5th P – for pedagogy – to the traditional marketing mix.
Table of Contents
1 INTRODUCTION
1.1 Given problem and purpose of the thesis
1.2 Motivation and structure of the thesis
1.3 Introduction to the Hewlett-Packard Company
1.4 Introduction to the desktop PC market and touch technology
2 HYPERCOMPETITIVE AND INNOVATION-DRIVEN MARKETING
2.1 Strategic Marketing
2.1.1 Basics and Definitions
2.1.1.1 Strategy
2.1.1.2 Marketing
2.1.1.3 Marketing Myopia
2.1.1.4 Organizational Strategy
2.1.1.5 Strategic Marketing
2.1.2 Strategic Considerations
2.1.2.1 Strategic Leadership and Positioning
2.1.2.2 Strategic Growth
2.1.3 Marketing Mix
2.1.3.1 Product
2.1.3.2 Price
2.1.3.3 Place
2.1.3.4 Promotion
2.1.3.5 Comparison of the 4 P and 7 P Marketing Mix
2.2 Hypercompetition
2.2.1 Definition and Characteristics
2.2.2 The New 7-S’s
2.2.3 Hypercompetition in the IT industry
2.3 Consumer Behavior and Consumer Analysis
2.4 Technology and Innovation
2.4.1 Invention vs. Innovation
2.4.2 Techno-ready Marketing
2.4.3 Adoption and Diffusion
2.4.4 Technology Readiness
2.4.5 The Five Types of Technology Customers
2.5 Theory Chapter Summary and Transition to Research Part
3 ANALYSIS OF THE CURRENT SITUATION
3.1 Preliminary Market Segmentation
3.1.1 Geographic Segmentation and Comparison (EMEA vs. Germany)
3.1.2 Customer Segmentation (Business vs. Consumer)
3.1.3 Product Segmentation and Differentiation (Standard Desktops vs. AiO Desktops)
3.1.4 Price Segmentation
3.2 Current Market Analysis
3.2.1 Actual Market Share (Volume / Value)
3.2.2 Market Share Development (Volume / Value)
3.2.3 Price Band Analysis
3.3 Assessment of Competitive Situation
3.3.1 Competitor Analysis
3.3.1.1 Apple
3.3.1.2 Lenovo
3.3.1.3 Acer
3.3.1.4 Toshiba and new market entrants
3.3.2 HP’s AiO product portfolio
3.4 Strategic Objectives
4 OPINION RESEARCH
4.1 Methodology of Research
4.1.1 Research Objectives
4.1.2 Survey Method and Questionnaire Design
4.1.3 Survey Distribution and Population
4.1.4 Survey Constraints
4.2 Survey Results
5 RESEARCH EVALUATION AND RECOMMENDATIONS
5.1 Interpretation of Findings
5.2 Reassessment of original Problem Statement
5.3 Influence of Technology Adoption towards Marketing Mix
5.4 Proposed adjustments and recommendations
5.5 Market Outlook
6 CONCLUSION AND FINAL THOUGHTS
6.1 Conclusion
6.2 Benefits of the thesis for HP & PSG Category Germany
6.3 Personal Assessment
Research Objectives and Themes
The primary objective of this thesis is to provide an in-depth market analysis of touch-enabled All-in-One (AiO) PCs within the German consumer market, specifically investigating the impact of technology adoption on traditional marketing strategies and brand performance for Hewlett-Packard.
- Market environment analysis of AiO PCs in Germany.
- Consumer behavior and perception regarding touch technology.
- Assessment of competitive dynamics and vendor market shares.
- Evaluation of technology adoption and marketing mix optimization.
- Strategic recommendations for HP’s consumer marketing activities.
Excerpt from the Book
1.1 Given problem and purpose of the thesis
In the light of the aforementioned tectonic shift away from desk-based models towards mobile computing devices, this thesis will provide an in-depth look at the current state of desktop (DT) PCs, in particular the product group of All-in-One (AiO) PCs. In an effort to differentiate its products from competitors’, AiO PC manufacturers have adopted touch technology to enhance the user experience. Therefore, the subject of this thesis can be derived from two underlying questions:
1. What is the public perception of All-in-One PCs in the German consumer market?
2. What is the status quo regarding use and acceptance of touch technology with AiO PCs?
The current dilemma with AiO PCs in Germany is that they continue to be a niche product in a stagnating desktop PC market. The AiO PC market itself is dominated by an undisputed market leader, Apple, with several other players competing for a double-digit market share and thereby the No. 2 or No. 3 spot behind Apple.
Regarding touch technology, the second question implies whether or not touch screen functionality for large screens (>17”) can be considered a competitive product feature or even a unique selling proposition. Has the German market adapted enough to embrace this technology for larger (and non-portable) screens?
Hence, the aim of this thesis is not only to answer both questions accurately but also to analyze current and upcoming trends, challenges and opportunities that could affect All-in-One PC Sales in the short term and in the long term. Ideally, these findings can be used to contribute to an improved marketing mix.
Summary of Chapters
1 INTRODUCTION: This chapter introduces the shift from traditional desktop PCs to mobile devices and defines the focus of the thesis on the AiO PC market in Germany, outlining the research questions and HP's business context.
2 HYPERCOMPETITIVE AND INNOVATION-DRIVEN MARKETING: The author establishes a theoretical framework covering strategic marketing, hypercompetition in the IT sector, and the adoption process of innovative, technology-heavy products.
3 ANALYSIS OF THE CURRENT SITUATION: This section provides a detailed market analysis, including segmentations by geography, product, and price, while assessing the competitive landscape dominated by Apple.
4 OPINION RESEARCH: This chapter details the methodology and results of a consumer survey designed to gather insights into public perception, product knowledge, and brand preferences regarding AiO PCs.
5 RESEARCH EVALUATION AND RECOMMENDATIONS: The findings are evaluated to reassess the initial problem statement, leading to a proposal for a 5th P (pedagogy) in the marketing mix to improve product awareness.
6 CONCLUSION AND FINAL THOUGHTS: The thesis concludes that the PC industry has evolved into a "PC-plus era" and summarizes the strategic benefits for HP and the importance of consumer-centric product development.
Keywords
All-in-One PCs, German consumer market, Touch technology, Marketing Mix, Hypercompetition, Technology Adoption, Strategic Marketing, HP, Brand preference, Consumer Behavior, Market Segmentation, Innovation, Product Awareness, Pedagogy, PC-plus era
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on analyzing the market environment and consumer perception of touch-enabled All-in-One (AiO) PCs within the German consumer market, specifically from the perspective of HP.
What are the primary themes discussed?
Central themes include strategic marketing in hypercompetitive industries, consumer behavior, the adoption and diffusion of new technologies, and the practical application of these theories to the AiO PC product category.
What is the primary research question?
The research investigates the public perception of AiO PCs in Germany and the current status of the use and acceptance of touch screen technology for larger, non-portable computer screens.
Which methodology is employed?
The thesis combines an extensive literature review on strategic marketing and technology readiness with a primary consumer opinion survey conducted among German PC users.
What does the main body cover?
The main body examines the theoretical aspects of hypercompetitive marketing, provides a quantitative analysis of the German AiO PC market including competitor comparisons, and evaluates primary data from a consumer survey.
Which keywords best characterize this work?
Key terms include All-in-One PCs, Market Analysis, Technology Adoption, Hypercompetition, Marketing Mix, and Consumer Behavior.
What is the "5th P" suggested by the author?
The author proposes adding "pedagogy" as a 5th P to the traditional 4Ps of the marketing mix, specifically to educate consumers about the features and benefits of innovative products like AiO PCs.
How does Apple compare to other vendors in this market?
The analysis identifies Apple as the undisputed market leader in the AiO sector, leveraging a strong brand image, high interconnectivity within its ecosystem, and an effective direct retail strategy.
- Citation du texte
- Martin Asmus (Auteur), 2012, Market analysis of touch-enabled AiO PCs in the German consumer market. How Technology Adoption influences the traditional Marketing Mix, Munich, GRIN Verlag, https://www.grin.com/document/464150
