Marketing Plan of Gigabyte in Bangladesh

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 NOTE BOOK 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 Desktop PC is decreasing day by day. The marketing strategy is based on strong quality of product delight to target market. GIGABYTE will focus on its availability of product, competitive pricing and greater value than competitors. Our marketing objective is to actively support continuous growth and profitability through effective implementation of the strategy.

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 configuration 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:

• Corporate User
• End Users

2.1.1. Market Demographics

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 Metropolitan area through 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 any whereon any time.
• Consumer feels 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 configuration.

It also fulfills the following benefits which are important to their customer-

• High quality

Consumer want high quality product, which is must be high in regard to performance. GIGABYTE meets this need of consumer.

• Reasonable price

Consumer needs a high quality product at reasonable price, for that reason GIGABYTE try to provide high quality product at reasonable price.

• Different flavors

Customers’ choice varies from person to person. So GIGABYTE provides different laptop with different features.

• Product availability

Customer always seek available product so that they can buy the product at any time they need.

2.1.3 Market Trends

GIGABYTE produces different type of laptop which fulfills quality but 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.