Laptop computers are primarily targeted to the working population in the US, who are at their young age, i.e. professionals who have recently joined the corporate, and students who are shortly to join the business sector in the country. …
Correspondingly, the demographic features which need to be considered when assessing the product positioning in the US market includes the age-group, the income level and the lifestyle choices of the targeted consumers. The current demographic scenario in the US can be observed as partially favourable and partially challenging for laptops, from a generalised perspective. For instance, in majority of the nations, the median age-group of the population has been observed to be around 27 years to 38 years as on 2010. This signifies that laptops must have many consumers in the US market (U.S. Census Bureau, 2012). However, income inequality is observed at an increasing rate in the US which creates a strong negative impact on the demand for laptops and other portable PCs (The Huffington Post, 2013).
Nevertheless, in the current market context, the employment rate of the US tends to be increasing which in turn is quite likely to be contributing towards greater demand for computer products that can suffice the regular job requirements of the young population [refer to figure 1] (U.S. Bureau of Labor Statistics, 2013). It is worth mentioning in this context that it has been fundamentally after the recessionary phase that the US demographic environment had to witness a sudden and apparent shift in the income distribution, wherein the household income within the nation has been observed as declining significantly [refer to figure 2] (DeNavas-Walt, Proctor & Smith, 2012).
Figure 1: Unemployment trend in the US Source: (U.S. Bureau of Labor Statistics, 2013) Figure 2: Real Median Household Income by Race and Hispanic Origin Source: (DeNavas-Walt, Proctor & Smith, 2012) 2.0. Reasons for Laptop’s Declining Popularity in the US 2.1. Sociological, Demographic and Ethnic Factors The US demographic environment has been witnessing significant fluctuations, especially since the post-recessionary period. These changes can be affirmed as the major cause for the declining demand of laptop products in the US. As a matter of fact, sociological factors, demographic factors and ethnic factors create a strong impact on the US laptop market. Notably, the US demographic and social environment currently comprises a major proportion of boomer and mature consumers aged around 35 years to 40 years [refer to figure 3] (Deloitte, 2012). Figure 3: Consumer Preferences for Laptops over Tablets Source: (Deloitte, 2012) As can be observed from the above diagram, with the increasing age, consumers tend to prefer other technology gadgets more than laptops. It might be owing to the factor that with the increasing level of maturity, consumers tend to grow their negotiation as well as consumption power to purchase more advanced technology products than the laptops. Additionally, the income distribution of ethnic communities in the US (as illustrated in figure 2), irrespective of their differences have been declining since recession. This might also be a major cause owing to which the demand for laptops has been falling in the nation (DeNavas-Walt, Proctor & Smith, 2012). 2.2. Economic and Technological Factors The US marketers prefer and are easily attracted to unique styles and features of computers. This further raises a challenge for the laptop marketers to expand the life cycle of the product to a longer duration (Jane, 2013). As described above, the household income in the US has been declining since the occurrence of recession in the year 2008 (DeNavas-Walt, Proctor & Smith, 2012). However, when considering the level of income per capita, it can be observed that in the current phase, the percentage has been increasing which renders greater purchasing power to the citizens to avail advanced computing gadgets [refer to figure 4] (The World Bank, 2013). The ...
Cite this document
(“Marketing Book Report/Review Example | Topics and Well Written Essays - 1500 words”, n.d.)
Retrieved from https://studentshare.net/information-technology/99714-week
(Marketing Book Report/Review Example | Topics and Well Written Essays - 1500 Words)
“Marketing Book Report/Review Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.net/information-technology/99714-week.
The research has featured some CMOs of some top companies in the country. This help serve the purpose to show how these companies are reaching their customers while managing to cut their marketing costs. Marketing of products mainly involve means advertising and making sure that the larger customer base get the opportunity to know about a certain product, and even purchase these products.
A company that has effectively used social entrepreneurship in order to improve its corporate image is Starbucks Cafe. The social problem that Starbucks is targeting is poverty. Starbucks Cafe sources its coffee using a strategy known as fair trade coffee.
The company operates in more than 34000 local restaurants and more than 80 percent of the restaurants are owned though franchising methods (McDonald, 2013g). The food products of McDonald’s include hamburgers, cheeseburgers, chicken wraps, French fries, milkshakes and desserts of varied flavours (McDonald, 2013i).
According to Blythe (2006), marketing can be defined as a management process by which organizations are able to identify, anticipate and supply the end users requirements more effectively as well as profitably. According to his point of view, marketing is a combination of planning and executing the concepts of pricing, promotion and also distribution of ideas as well as the services to satisfy the objective of both individual as well as organization.(Blythe, 2006, p.5).
Today, successful international marketing research is the basic source of information for businesses that want to craft effective product promotion strategies and timely respond to global market changes. This information provides the critical basis for
From there it should reach the key supply chain partners, stakeholders and finally & most importantly the end customers. The most important features of innovative companies such as Apple, Dyson and Pixar are 360 degree business alignment with organizational goals
The web site provided an encrypted zone enabling patients or customers to go over their prescription data. Walgreens associated its success with several aspects, such as drive-up windows and independent pharmaceutical chains which
It is a company that has complete commitment with the largest degree of ethical standards and it always follows its rules and regulations as per to there principles. Integrity is their first principle where they carry
The total sales of cycling accessories in the UK achieve 853 m pounds per annum (LSE, n.d.).
One of the most prominent trends in the UK is that cycling becomes increasingly popular among kids who are getting on the bikes in order to ride to school (Anonymous 2014).
4 Pages(1000 words)Book Report/Review
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Book Report/Review on topic Marketing for FREE!