Marketing Strategy and Plan for Dell Hong Kong

Marketing Strategy and Plan
Dell Hong Kong

Marketing Strategy and Plan 1
Executive summary
In the competitive world, the managers of the company are performing their activities related to
the marketing of the product. Dell Hong Kong has been selected for the analysis of the factors
that are essential for the company. Based on the analysis company managers will be able to
identify the exact issues and according to that, the company can easily make the strategies which
will help the company in dealing the competition. The report includes the evaluation of the
current strategies and the competitive advantage of the company. Furthermore, the report reflects
the segmentation, targeting and positioning strategy of the company. In the end, there are some
recommendations to the company considering the overall analysis.
Content

Marketing Strategy and Plan 2
s
Introduction......................................................................................................................................5
Overview of company..................................................................................................................5
Environmental analysis....................................................................................................................7
PESTLE Analysis........................................................................................................................7
P- Political factors....................................................................................................................8
E- Economic factors................................................................................................................8
S- Social factors.......................................................................................................................8
T- Technological factors..........................................................................................................9
L- Legal factors........................................................................................................................9
E- Environmental factors.......................................................................................................10
SWOT analysis..........................................................................................................................10
Evaluation of the current market strategies...................................................................................12
Market Share..............................................................................................................................13
Sales of Dell...............................................................................................................................14
Analysis of the Dell competitive advantage in HK.......................................................................14
Segmentation, targeting, and positioning......................................................................................15
Segmentation of Dell.................................................................................................................15
Targeting of Dell........................................................................................................................15
The positioning of Dell..............................................................................................................16

Marketing Strategy and Plan 3
Recommendations..........................................................................................................................17
SMART objective......................................................................................................................17
New segmentation.........................................................................................................................17
Marketing Mix of Dell HK............................................................................................................18
Product...................................................................................................................................19
Price.......................................................................................................................................20
Place.......................................................................................................................................20
Promotion..............................................................................................................................21
Conclusion.....................................................................................................................................22
References......................................................................................................................................23
Appendix........................................................................................................................................27
Appendix 1.................................................................................................................................27
Appendix 1.1..........................................................................................................................27
Appendix 1.2..........................................................................................................................27
Appendix 2.................................................................................................................................28
Appendix 2.1..........................................................................................................................28
Appendix 2.2..........................................................................................................................29
Appendix 2.3..........................................................................................................................30
Appendix 3.....................................................................................................................................30
Appendix 3.1..............................................................................................................................30

Marketing Strategy and Plan 4
Primary data analysis.............................................................................................................30
Appendix 3.2..............................................................................................................................34
Secondary data analysis.........................................................................................................34

Marketing Strategy and Plan 5
Introduction
Marketing strategy is referred to as the long term, a forward-looking method that is vital for
planning with the fundamental goal accomplishing a sustainable competitive advantage. The aim
of the report is to define the marketing strategy and plan for Dell Hong Kong. The report
includes the description of current marketing strategies of dell in Hong Kong and its competitive
advantage. Furthermore, it includes the STP strategy of Dell with the objective and goals of the
environmental analysis. Identification of the appropriate marketing strategies and marketing mix
to dell HK is discussed in the report. Hong Kong is the autonomous territory but officially comes
under the special administrative region of the people's republic of China.
Overview of company
Dell Inc. is an American multinational computer technology company based in Round Rock,
Texas. The company perform the activity related to the manufactures, sells, repairs, and many
other activities. The company came into existence in the year 1984 as PC’s Limited by Michael
Dell (Dell, 2018). The company offers different products of various brands, these products
include LCD, television, printers, laptops, monitors and many other products. The company is
involved in the marketing of laptops. Dell Inc. operates its business in numerous countries across
the world including Hong Kong; the company has its operations in Hong Kong (Dell, 2018).

Marketing Strategy and Plan 6
(Source: IT Global Hub & Telecoms, 2014)

Marketing Strategy and Plan 7
Environmental analysis
Environmental analysis is a strategic tool that is used by the company to determine the internal
and external elements that might affect the performance and decisions of Dell Honk Kong
(Kotler, 2015). The environmental analysis can be performed by a company with the help of
PESTLE and SWOT analysis.
PESTLE Analysis
PESTLE is a framework that is used by the company for the scanning of the external
environmental factors that affect the working of the company. PESTLE analysis of Dell Inc.
Honk Kong is discussed below: -
PESTL
E
Political
factors
Economic
factors
Technological
factors
Social factors
Legal factors
Enviornmental
factors