BUS3585 Winter 2020 Assignment 2: Dell Laptop Competition Report

This report, prepared for BUS3585, investigates the impact of competition on the marketing strategies of Dell laptops. It begins with an executive summary and includes a problem definition, describing the product and research purpose. The report analyzes secondary data, including revenue and market share data, and primary data from a survey of 40 individuals. The analysis compares and contrasts information from both data types, focusing on the competition of Dell's products. Furthermore, the report analyzes the target market, competitive landscape, and Dell's competitive advantages and unique selling propositions. The research utilizes data sets and market analysis to evaluate Dell's position in the Canadian market, examining the marketing strategies used by Dell to increase sales, and the impact that competition has on the company. The report includes charts and references to support the findings, offering insights into Dell's market challenges and strategies. The report concludes with recommendations for improving Dell's marketing strategies.

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Entrepreneurship BUS3585-10809

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Executive Summary
This report has been discussed about the impact of the competition on the marketing strategies of
Dell Laptop. The research has been discussed about the description of the primary data and
secondary data. The secondary data includes two data sets that discussed the impact of
competition on the marketing strategies of Dell Laptop. The primary data includes the analysis of
a survey conducted among 40 people. The online survey has been described in this report. The
charts that analyze the results of the survey are also discussed in this research. The research also
includes the analysis of data sets and analysis of market-related to the product.

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Contents
Section 1- The Problem Definition..................................................................................................4
Description of product.................................................................................................................4
Purpose of the research................................................................................................................4
Section 2- Question-related to the collection of secondary data sets..............................................5
Section 3- Primary Research...........................................................................................................7
Analyzing the Data Sets...............................................................................................................7
1. Rationale selected data sets benefits.....................................................................................7
2. Steps to compare and contrast information..........................................................................7
3. Competition of products.......................................................................................................7
Analyzing Market........................................................................................................................8
1. Define potential target market..............................................................................................8
2. Define competitive landscape? Describe major competitors?..............................................8
3. Define competitive advantage and unique selling proposition.............................................8
Exhibit..............................................................................................................................................9
References......................................................................................................................................10

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Section 1- The Problem Definition
Description of product
The product selected in this assessment is Dell Laptop which faces the competition in the
Sudbury market of Canada.
Purpose of the research
The purpose of the research is to analyse the impact of competition on the marketing
strategies of Dell Laptop. This research gives proper information related to the competition.

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Section 2- Question-related to the collection of secondary data sets
Source: (statista, 2019).
The above figure describes about the revenue of the Dell company from 1996 to 2019.
According to the graph, it has been analyzed that the revenue of the Dell company is too low in
the year 1996 and then it continuously gets increasing year by year which shows that the sales of
the Dell Laptop are also increasing day by day (Eneizan, et al., 2015). The competition in the
Dell technologies is also impacting the revenue in the last few years as Dell faces lots of
competition. The competition in Dell technologies greatly impacts the marketing strategies used
in the better growth of the company. The marketing strategies are essential in increasing the sales

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of the product but the competition in the company affects the marketing strategies of the
business.
Source: (statista, 2020).
From the above graph, it has been analyzed that the market share of Dell in Canada is low
due to the large competition in the laptop industry. There are several brands available in Canada
related to the industry that's why the market share of HP is high in Canada as compared to the
Dell. The market share of Dell in Canada is 12.3 % (Cusumano, et al., 2015). The competition
highly impacted the marketing strategies of Dell. The highest market share of Laptop in Canada
is 24.9%.

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Section 3- Primary Research
Apart from the secondary data, the primary data is also needed which gives real
information regarding the research topic. The primary information gives several advantages to
analyse the research topic. After analyzing the secondary data sets, the other information related
to the impact of competition is needed in this primary research.
Analyzing the Data Sets
1. Rationale selected data sets benefits
The above-selected data sets are relevant to the research project and research topic as this
provides the closely related information regarding the dell company and their marketing
strategies. The first data set defines the revenue of the company from the year 1996 to the year
2019. This data set describes that the revenue of dell is increasing day by day by using different
and unique marketing strategies (Gonzalez, 2016). The other data sets define the market share of
the company that is too low in the Canadian market as the sales of Dell laptop is low in Canada.
2. Steps to compare and contrast information
There are various steps that compare and contrast the information collected in the primary
and secondary research. Both types of research give quality information related to the topic that
is related to the impact of competition on the marketing strategies of the Dell company. In
comparing both of the information, the primary information is better as compared to the
secondary information (Zheng, et al., 2015). The primary information gives the views of the
people that are real and applicable in the research project. The quality information attained by the
primary process of data collection.
3. Competition of products
In relation to the Dell laptops, the secondary data gives better information as it gives detailed
data related to the research topic. The secondary data provides various benefits to the research as
it gives the related information and it saves efforts and expenses. It includes low costs in

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collecting data. The secondary data helps in saving time and attain data as soon as possible. This
process of data helps in understanding the problem (Akhter, et al., 2014).
Analyzing the Market
1. Define the potential target market
The target market of dell is related to the computer hardware market that they produce
the desktop as their first product. The target market of dell is majorly depending on the
business and corporate sector (Leach, et al., 2015). In the potential target market of dell
laptops, the software companies are also included which uses their applications on this
process itself.
2. Define competitive landscape? Describe major competitors?
Competitive landscape is a business analysis which recognizes direct or indirect
competitors and the mission and vision are also included in the competitive landscape
(Aghdaje and Alimardani, 2015). The main competitors of Dell are HP, Lenovo, IBM
and Apple.
3. Define competitive advantage and unique selling proposition.
The competitive advantage is the process that allows the different organization to
outperform its competitors (Krammer, et al., 2017). This advantage provides several
benefits to the organization. The unique selling proposition is a marketing concept that is
used for successful advertising and it gives the unique propositions to the customers that
switch brands (Agha, et al., 2012).

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Exhibit
Survey Link: https://www.surveymonkey.com/results/SM-KZQYVQ9T7/

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