Consumer Behaviour

This report brings out a discussion on marketing plan for the company Harvey Norman that will be created by the marketing team so that it could strengthen the current retail stores and its other ventures in new market.

CONSUMER BEHAVIOUR

Executive Summary
This report brings out a discussion on marketing plan for the company Harvey Norman that
will be created by the marketing team so that it could strengthen the current retail stores and
its other ventures in new market. The company is existing since 1982 and it is expected to
face severe competition at the marketplace (Tsekouropoulos, Andreopoulou, & Misso, 2015).
It has been seen that the demand for the products has been increasing and it wants to
maximise the position as a leader to grab maximum revenue as possible. The marketing team
surveys many regions when the Harvey Norman products are sold and created customer
loyalty for the Harvey Norman as above industry average (Tsekouropoulos, Andreopoulou, &
Misso, 2015). The marketing team has felt that the company has started feeling that it should
invest in laptop innovation, attractive marketing campaigns, and alternative distribution
channels. With effective market campaign, Harvey Norman can raise the market share,
number of products; grab maximum audience, and distribution (Tsekouropoulos,
Andreopoulou, & Misso, 2015).

Contents
Executive Summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Selected Product or Service Overview...................................................................................................3
Critical Analysis......................................................................................................................................4
Strategic Recommendations..................................................................................................................9
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11

Introduction
Consumer behaviour and psychology is a research to study the behaviour of customer groups
while purchasing the product, using the product, and finally disposing the product in order to
satisfy the needs of the customers (Pike, 2017). Consumer behaviour is referred as activities
of customers and the underlying procedure and purpose for the actions. It has been expected
from the marketers that they will understand several factors that can stimulate and tending the
consumers to purchase products, which will determine company to serve best satisfying
needs of customers (Pike, 2017). It is quite important to understand consumer behaviour
significant for business while attaining the desired goals. The report brings out a construction
of marketing plan while focusing on perception in Australia and New Zealand. Initially, the
report has an overview of the laptop of Harvey Norman, its critical analysis that includes
challenges and opportunities for the laptop (Pike, 2017). This report will create marketing
campaign and strategies to attract maximum audience through targeting, segmenting, and
positioning (Pike, 2017).
Selected Product or Service Overview
Harvey Norman is renowned largest retail organisation in Australia associating in computers,
beddings, small appliances, furniture, entertainment, and electrical. It is an ASX listed public
company. The company operates through franchisees when it grants independent retail
franchises in order to sell products (Gupta, Miller, & Darda, 2018). The company has started
achieving huge success due to full declaration so that it can ensure the creation of robust
strategic marketing department (Banerjee, 2017). The relative product description of the
laptop is that the quad-core Intel processor has powered it with HD display with the aspired
Acer A114-31-P438 lengthening with 14 inch that has reliable hardware in order to cater the
demands of the office work and schools. This has Chiclet keyboard for the comfortable and
good typing experience (Dichovska, & Mirchevska, 2017). The main aim of the company is

to be recognised as one of the greatest world leader in the delivery of the retail services in its
electronic sector. The company has been facing severe competition in the retail sector of
Australia such as Flemings, Target Australia, Safeway, David Jones, IGA, and JB Hi-Fi.
Although, among all the competitors, Harvey Norman is the greatest achiever and retailer in
Australia (Nudurupati, Tebboune, & Hardman, 2016). The company was awarded with
Multi-channel retailing award due to clear demonstration better procedure in the combination
of offline retailing with the integration of online retailing through effective and innovative
strategies. While considering its operations, the company follow business to consumer model
that would be sold to the customers directly. Relative product lines in regards to the computer
systems are computers, software, hard drives, laptops, and accessories (Gupta, Miller, &
Darda, 2018).
Critical Analysis
With the increased use of innovation, digitalisation and technology in regards to the corporate
world. Laptop has become necessary tool to grow and proceed in the corporate world (Serrat,
2017). With its excelled amenities such as small, thinner, and lighter laptops as compared to
big PC desktops. From education to running the professional life, laptop has become
mandatory to excel and connect to the entire world through internet access (Gupta, Miller, &
Darda, 2018).
The marketing strategies for the laptop of Harvey Norman are quite simple. The customers
will get to know several services and types of laptops available with the company. It is
mandatory to communicate objectives and other benefits of the Laptop to the customers in a
clear manner (Nudurupati, Tebboune, & Hardman, 2016). The aim of the company is to
communicate appropriate objectives and other benefits of product to the customers. On the
other hand, the company also aims to recover at least partial cost of product (Harvey Norman,
2018).

Marketing strategy
The main source in order to implement the strategies are given below-
Establishing an good brand image
Certain exciting offers to induce the customers
Building of loyal customer base
Sales can pace up
Increase in the importance of customer`s feedback that has been valued by Harvey Norman
(Parke, Harris, Parke, Rigbye, & Blaszczynski, 2015).
1. Market segmentation
The company as a whole will strive and try to target people for Harvey Norman laptops. A
target market is segmented market so that this particular product can be marketed. Market
targeting is a procedure that intends to actual market to be analysed, examined, and defined
before opting for the taking final decision before purchasing (Harvey Norman, 2018). The
potential market can separated in two different segments as “End Users” and “Corporate
Users.” The main marketing opportunities can be selling to well set and accessible target
market in order to focus as per their investing discretionary income in different areas-
 Corporate users- it is the main required features in laptops according to the work and
use profile. The corporate users are the potential users with work profile who can buy
LAPTOP for the official purpose.
 End users- The end users mainly focus on price and for their personal use. Students of
the private university, Teachers of the university and businessperson are some of the
users of the laptop.

Demographic segmentation
The company have two objectives in regards to market demographics. Initially, the
organisation will have to determine which segments and other subgroups that exist among the
overall population. Secondly, the company have to make a clear and other complete picture
of the features of typical member of every segment. When these profiles are constructed, the
company will create efficient marketing plan and marketing strategy. The type of people in
terms of demographic considering the marketing are gender, age, income level, ethnicity, and
race (Harvey Norman, 2018).
Behavioural segmentation- It is constructed on the basis of behavioural factors that can be
either good or in favour for the company-
It is seen that increase in the usage of type of laptop signifies prestige and status of a person
Consumer often wants products and its relative services at any place and any time.
Consumers should feel where they find different features and brand image by using the
Harvey Norman`s laptop.
Geographical segmentation
The company have domestic geographical target areas especially to serve its domestic market
such as Australia and New Zealand (Harvey Norman, 2018).
The company will strive to cover metropolitan areas with the help of distribution channel. In
this way, the company will expand through large number of distributors at every place of the
countries in which it has already been serving (Harvey Norman, 2018).
2. Market positioning

The target market for the company are some of the active consumers ranging between 15 to
45 aged people. The people who are dependent on technological savvy and further user of
electrical appliances with the computers in their day-to-day operations (Harvey Norman,
2018). These are used as at workplace, schools, and colleges. This group of customers
represent a demographic group of successful, parents, young children, well-educated
individuals, and professionals. The household income is equivalent and range between
$70000 to nearly $140000 at a yearly basis (Harvey Norman, 2018). With the
accomplishment of all the standards, this signifies and represents moderate income, as the
customers are price sensitive, as it will go after they perceive for the value money. These
customers purchasing Harvey items for home use, laptop battery, technical, the Harvey`s
product does not develop any product like this and it does not develop any mechanical issues.
It should ensure that young children at house are not at large at any point of danger because
of faulty and other standard products. Current customers for Harvey Norman in New Zealand
and Australia. The potential future aim is to have Norman at different places such as US,
India, and China (Harvey Norman, 2018).
3. Marketing mix of the laptop of Harvey Norman
Product- Harvey Norman has been operating its business as per the retail sector of the laptops
and other consumer electronics. The product has been designed according to the demand and
expectation of the customers so that the company can avail customers with high level of
satisfaction.
Price- The pricing of the reliable products differ according to the product`s ranges and other
features. Business organisation has been continuously offering consumer`s electronics so that
prices can be quite affordable in regards to low cost leadership strategy so that these
strategies can be adopted by the organisation.

Place- Harvey Norman will reliably make use of other contemporary platforms such as
retailers, local vendors, and authorised retail outlets of the brand for the distribution purpose.
Promotion- the Company make use of local means of many promotional ideas in order to
advertise its products.
People- Harvey Norman will make use of local human resources as its workforce. Potential
and other skilled labour is the crucial idea in order to recruit the workforce for the
organisation.
Process- Harvey Norman has been operating the retail business with the main process
consists of getting the products from the manufacturers and finally making it available for the
final customers.
Physical evidence- Harvey Norman has its retail outlets, local stores, and distribution centres
with the authority.
For the promotional purpose, social media is an emerging innovative way used by every
company in order to promote its products and other services. Social media networking sites
such as Twitter, instagram, and Facebook with the altered way of communicating to the
customers and other followers (Ottman, 2017). Most of the population has been engaged is
using the internet and their application so that it can finally beneficial for the company to
promote the laptops on social media (Harvey Norman, 2018).
Research
Marketing research is very important for the customer`s market and forecast future wants.
Collection of information through retailers and dealers by-

Notes to the customers responses to “What did you actually hear for the product” after
undertaking the promotional activities (Harvey Norman, 2018). What suggestion will
improve the product and why actually the client needs the laptop with specific attributes?
Financials- it will depend on the type of laptop such as –
Type of laptop Estimated sales for upcoming year @p.a.
Recreational and professional laptops (4GB
Ram, Intel core i3, Microsoft office,
Bluetooth connectivity, HDMI, DVI port,
and bigger screen to see favourite media)
15000 units
Lightweight laptops (ultra-portable less than
2 kg, ULV enabled, standard counterparts,
external storage capacities, long battery life,
USB port can be inadequate)
10000 units
2 in 1 devices (it is an hybrid between
laptops and tablets by controlling
touchpads, combine the portability, tablet
interface, Intel core processor, and 8 GB
RAM)
22000 units
Gaming laptops (fittings with high ending
components, dedicated graphics,
outstanding resolution to enjoy high octane
action, edit video 4k system, eSATA, DVI,
USB 3 and thunderbolt ports)
5000 units
(Source: Harvey Norman, 2018)

Sales forecast will signify that the sales will increase by 10 to 20 percent each year at least for
the upcoming five years (Atkinson, 2016). The expenses are expected to decrease because of
bulk production. It will lead to controlling through find the customer satisfaction, check the
monthly and annually revenue and expenses. Implementation is one of the most important
and critical approach to accomplish the marketing plan (Atkinson, 2016).
Strategic Recommendations
From the consideration of the marketing plan given above, it is seen that Harvey should
undertake to operate and expand the number of retail stores so that it can conquer its
competitors (Atkinson, 2016). The company has a limited market share so the company can
follow the above recommended strategic marketing plan so that grab the market share to
greater extent that currently has been facing controversies because of other illegal practises
(Mandal, & Joshi, 2017). The company should strive to create a strong brand image. Recent
and current marketing plans and strategies can grab the opportunities so that it could grow in
the international markets (Skudiene, Auruskeviciene, & Sukeviciute, 2015). Offering certain
products and services at such a low price can assist to create a significant place in the minds
of the customers creating a huge base (Mandal, & Joshi, 2017).
It is highly recommended that there should be an establishment of the development strategy
for proper marketing of the laptops in potential countries. Strategic development will assist
the organisation to foresee the future and prepare the organisation to accomplish accordingly
(Mandal, & Joshi, 2017).
Conclusion
In summing up the whole set of strategies in the analytical report, it can be seen that the
company will have to infer the business operations of the company to consider the significant
aspect and its relative products. The report has undertaken several challenges and other issues

confronted by the company in order to attain the technological savvy of the industry in
Australia as well as other potential markets.

References
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