Understanding Management Information - Assignment Example

?Understanding Management Information (Re Table of Contents Table of Contents 2 Introduction 3 Research Method 4 Analysis 5 Secondary Research 5 Primary Research 11 Conclusion and Recommendations 16 References 18 Appendix: Questionnaire 20 Introduction This report intends to examine and portray the trend witnessed in the UK Tablet PC market, especially in respect of the preferences deciphered by young students aged between 18 years to 35 years and assist PG Communication LTD, a communication equipment producing company, to develop and launch innovative Tablet PCs in the UK. The development in the technological field has led to the growth as well as expansion of media as well as communication technologies on a global context, penetrating the educational field as well. In the recent phenomenon, Tablet PCs have been introduced with combined features of PCs and smartphones (Tablet PC, 2013). With enhanced features and operational efficiencies, Tablet PCs have thus emerged in the market segments of the UK and worldwide as dominating technological gadget. There are various factors which include simplicity, battery life and multi-tasking facility on the basis of which Tablet PCs are used for household, business and education purposes. Presently, Tablet PCs are used immensely by students and educational institutes with the objective of improving the education system, being strongly influenced by the notion of real-life learning, rather than focusing on traditional classroom learning merely (Korkmaz & et. al., 2012). Accordingly, the objective of this particular research study is to determine the market conditions for Tablet PCs in the UK and accordingly devise appropriate strategies on the basis of which PG Communication LTD can launch Tablet PCs for students in the UK. Research Method Data for this particular research study were collected from secondary sources primarily. In this research study, primary (quantitative) as well as secondary (qualitative) data were analysed on the basis of a descriptive research method in order to interpret the findings in a structured and comprehensible manner (SAGE Publications, 2006; Sandelowski, 2000). Notably, the required amount of secondary data was collected from various reports, databases as well as surveys which are conducted in the UK Tablet PC marketplace. On the basis of quantitative descriptive research approach, apart from the secondary sources, the research findings have also been postulated on the basis of primary data, collected with the application of a questionnaire survey. The sample size for the questionnaire survey was 100 who were selected from the population comprising UK students aged between 18-35 years, i.e. the targeted customers of PG Communication LTD. To be noted, both the primary and secondary data collection methods used in this study possesses particular advantages and disadvantages which has been depicted in the section below. Secondary Sources Primary Sources Advantages The data collected through secondary method are determined to be cost as well as time efficient Secondary data are readily available which may assist in acquiring adequate information in an efficient manner (Parasuraman & et. al., 2006) Obtained first-hand, the data collected from primary research are more appropriate as well as reliable source of information for research study as compared to the secondary data (Wiid & Diggins, 2010) Disadvantages The data collected from secondary data may be out-of-date (Parasuraman & et. al., 2006) The primary data collection method is time consuming and expensive The researches should be experienced and unbiased while collecting information which requires high interpretive skills within the researcher (Wiid & Diggins, 2010) Analysis Secondary Research According to the report published by TechSciResearch (2011), the statistical results signified that Tablet PCs are the emerging technological gadgets in the electronic market segments. Tablet PCs have immense demand in the worldwide market segments. Moreover, the report states that in the year 2011, the sale of Tablet PCs in the worldwide market segments had reached US$ 35.3 billion. This increased demand as well as sale is predicted to grow till the year 2016. In the market segments of the UK, the Tablet PC market is recognised to grow to a large extent owing to increased demand and widespread acceptance from business organisations or enterprises. The report published by TechSciResearch (2011) also revealed that the Compound Annual Growth Rate (CAGR) within the newly developed Tablet PC market will grow at 31.88%. The Tablet PC market is developing at a fast pace, both in the UK and global market segments. According to the report, Apple remains the leading Tablet PC marketer. However, due to low product life cycle and intensive innovation based competition, Apple and other companies are facing tough challenges to grow in the Tablet PC market. Nevertheless, ample scope for future developments is apparent in the marketplace whereby, it has been predicted that the Tablet PC market in the UK will develop due to widespread consumer acceptance, satisfaction and quality features which include simplicity of use, multi-tasking facility, and battery life (TechSciResearch, 2012). To be noted, the satisfaction percentage chart illustrated below, explicitly depicts that a large number of respondent customers of the Tablet PCs are satisfied with the product features. Comparatively, a minimum percentage of respondents depicted their non-preference or dissatisfaction for the Tablet PCs, which can be considered as irrelevant for causing any strong adverse impact on the market demand of the product. Fig: 1. Percentage of Consumer Satisfactied Using Tablet PC (Ofcom, 2012) Focused on the same context, the report published by Becta ICT Research (2004) revealed that Tablet PCs are lightweight computers, which enable users to interact with digitiser pens, offering almost all the facilities of a computer and a Tablet. Hence, it is quite likely that Tablet PCs will grow its fondness among the UK students, by removing barriers to curriculum access amid students. With improved communication process, Tablet PCs have facilitated students with the opportunities of converting handwritten notes into typed notes or texts. Moreover, the journal diagrams can be drawn, circulated as well as easily annotated by the students with the aid of the modern technology featured in Tablet PCs. Additionally, the wireless services will allow students to keep in contact as well as to communicate within school sites and others irrespective of time and geographical distances, at their conveniences. Students are also motivated to use Tablet PCs due to their easy functional operations and enhanced features which aid in improving the virtual education system. The report of Becta ICT Research (2004) also implies that students, with the usage of Tablet PCs, are able to access various important education materials as well as websites contributing to their knowledge and skills, thereby widening the platform for studies. Furthermore, Tablet PCs, with efficient design have facilitated students to carry these gadgets more conveniently as compared to laptops or notebooks. It is identified that there are numerous schools in the UK which have encouraged students to use Tablet PCs. As the technology intervention in the form of Tablet PCs is being encouraged in the educational sector of the UK, it is also giving rise to demand for these products amid the students. In this regard, the recent statistical reports have ascertained that the importance of Tablet PCs is growing rapidly and is further expected to increase continually in the near future (Becta ICT Research, 2004). However, a significant difference can be witnessed in the market demand divergences when assessing gender based, age based and household income based factors. Fig: 2. Use of Tablet PCs on the basis of Age, SEG and Gender (Ofcom, 2012) As per the above illustrated statistical chart, consumers aged between 16-24 years, 35-44 years and 45-64 years, have been witnessed to decipher higher preference for using Tablet PCs and eventually own these gadgets at a greater number than other age groups. Contextually, as P G Communication LTD is aiming to market its Tablet PCs to the consumers belonging to the age group of 18 to 35 years, it is likely that the company will be able to tap the gaps prevailing in the market context with the rising demand among this particular age group of customers. Again, when considering the market classification of Tablet PCs on the basis of gender, it can be identified that males have greater preferences for innovative gadgets and likewise, they were examined to own Tablet PCs more than the females. Nevertheless, demand for these products among females has also been noted to increase at a steady pace, whereby, P G Communication LTD can offer both masculine and feminine designs for its Tablet PCs to its targeted customers (Ofcom, 2012). The report published by Ofcom (2012) further implied that in the UK market segments, there has been enhanced considerable development in the technological field which has ultimately increased the demand for media as well as communication technologies. Accordingly, there are various reasons underlying the rise in demand for technology devices like Tablet PCs. For instance, the report reveals that internet access rate by individuals has increased from 14 minutes to 27 minutes per day in the UK. However, the internet access time through PCs has remained unchanged from the year 2011 to 2012 due to the development of communication technologies. On the contrary, the report of Ofcom (2012) also signifies that the use of Tablet PCs has increased amid households quite rapidly, indicating a difference of 2% increase in 2012 from the previous year i.e. 2011 (Ofcom, 2012). The causes to such divergences can be better comprehended on the basis of the below illustrated diagram. Fig: 3. Reasons for Purchasing Tablet PC (Ofcom, 2012) Among the examined causes, the capability of Tablet PCs to offer easy accessibility of internet to its users is considered as the major reason or persuading point which has attracted customers from almost every dimension of the modern world. The other major reasons for customers to prefer Tablet PCs over any other technology gadgets were examined as its portability capabilities, convenient features, and wide range of usability which allows fun, entertainment, communication, education as well as business assistance to its users. It has also been noted by the respondents in the survey that in majority cases, notebooks, PCs or even phones lack either of the features. Even if the gadgets or devices are acquainted with these features, it lacks quality and reliability owing to technical complexities (Ofcom, 2012). As depicted in the below diagram, a majority of the market share in the Tablet PCs market is captured by Apple iPad at 57%; while, Samsung holding around 8% of the total market share. There are also many other small marketers of Tablet PCs in the UK market which tend to increase the degree of competitive rivalry within the context. Fig: 4. Ownership of Tablet Brands by Consumers in the UK Markets (Ofcom, 2012) According to Thompson (2012), the sale of PCs has been affected due to development of Tablet PCs with enhanced features. Presently, there are three types of Tablet PCs currently marketed in the UK on the basis of their screen sizes, which include Media Tablets with large screens, Mobile Tablets with small screens and eReaders with smaller screens than Mobile Tablets. As can be observed from the above pie-chart and the statistical industry report published by Thompson (2012), in the Tablet marketplace, there are only few major players which include Apple, Microsoft and Google (Thompson, 2012). Therefore, on the basis of the secondary research, it can be comprehended that in the market segments of the UK, the demand for Tablet PCs have increased quite significantly due to their features, capabilities of user friendly services, portability as well as wide range of uses. Primary Research From the secondary research, it is quite evident that there are two demographic features which tend to create a significant impression on the market segmentation of Tablet PCs in the UK. These are, the age of the customers and their gender. As observed, the products are mostly preferred by young customers aged between 18-35 years, whereby the male consumers are decipher greater likeliness towards technology devices such as Tablet PCs. As per the results obtained, 59% males and 41% females were surveyed in this study. Accordingly, the age distribution of the respondents can be observed from the following chart. Fig: 5. Age Distribution of Respondents In the structured questionnaire, based on the obtained data from the secondary sources and the determined objective to examine the capabilities, usage, features and prices of Tablet PCs as vital factors to persuade customers’ buying decisions, five different segments have been made (refer to appendix). When concerning the features, the customers affirmed to have greater likeness towards leading brands, i.e. Apple. Additionally, as demonstrated in the below diagram, high speed connectivity as well as synchronisation features were revealed by the customers as the most preferred features in Tablet PCs, which they further presumed to be only available with the large brands. Fig: 6. Brand Preferences Fig: 7. Most Influencing Features However, when affirming about their perceptions regarding the various features of Tablet PCs, the respondents also revealed that even though few brands rendered the mentioned features, it lacked in battery life or quality standard. Thus, a vital scope for P G communication LTD can be observed in this regard, subjected to its research and development effectiveness to launch a Tablet PC which will be quality assured and also offer the customers with their most preferred features. The next section of the questionnaire focused on the attribute of capabilities. As per the obtained data, illustrated below, majority of customers perceive Tablet PCs as a substitute to laptops or notebooks which explicitly explains the declining demand for other computer based devices in the UK market (TechSciResearch, 2012). However, most of the respondents revealed that the features of Tablet PCs offered in the UK market are partially capable to satisfy their needs, which again justifies Richard’s presumption of market gap. Fig: 8. Substitution Effects to Tablet PCs Fig: 9. Capability of Tablet PCs to Satisfy Customers’ Needs The following section illustrated about the usage of Tablet PCs. As per the obtained results, a maximum number of respondents agreed, either strongly or partially, that Tablet PCs are quite efficient in offering better product variances and services facilities as compared to other computer based products [refer to Fig 10]. However, the customers also revealed that there exists a vast scope for future development of Tablet PCs in terms of usage efficiency [refer to Fig 11]. Fig: 10. Usage Efficiency of Tablet PCs Fig: 11. Future Development Scope Tablet PCs Another vital aspect that the primary research revealed was the significance of price. As was affirmed by the customers, the market structure of Tablet PCs tends to be slightly different from other technology device products. In this segment, customers signify high price as a depiction of better quality assurance and brand value which works in favour of Apple to a large extent (Ofcom, 2012). However, factors like affordability, features offered and the brand as well as value of the Tablet, also plays a vital role in influencing customers’ demand in the UK. Fig: 12. Future Development Scope Tablet PCs Conclusion and Recommendations The research results explicitly affirms that in the UK market segments there is a great demand for Tablet PCs, especially among the young customers, comprising 18 to 35 years old students as well as professionals by a large percentage. There are various factors which are perceived to be accountable for the increased demand of Tablet PCs in this particular targeted market segment of P G Communication LTD, which include price, capabilities and features like multi-tasking facilities among others. In simple words, a correlation has been observed between the customer preferences and the factors of capabilities, usage, features and prices of Tablet PCs in the UK market which is again intervened with the gender and age differences. For instance, where customers aged above 30 years preferred better synchronisation features in the devices, i.e. in their Tablet PCs, young customers aged between 18 to 25 years deciphered their preferences for fast internet and communication capabilities of the devices. Thus, on the basis of the findings obtained through secondary and primary searches, the P G Communication LTD can be recommended with the below mentioned are two major strategies to launch a new Tablet PC in the UK market, targeting the young UK students. Enhanced Features The company should develop Tablet PCs with improved features which include large screen with better pen touch and handwriting recognising capability so that students are able to note down their educational notes in an efficient way. Additionally, the Tablet PCs should have converting applications so that education as well as curriculum documents and files are converted suitably for better access. Competitive Price and Slim Design The Tablet PCs should be offered to the consumers in the UK market segments at a competitive price in order to compete with other business rivals. Moreover, the company, by offering Tablet PCs at competitive price with better featured products will be able to attract more students from both the gender groups. Additionally, slim design will lead to better portability of the Tablet PCs for the convenience of students. Hence, P G Communication LTD, with the assistance of these strategies, will be able to develop its effectiveness to identify its customer preferences and respond to market changes; thus, obtaining competitive advantages over its rivals. References Becta ICT Research, 2004. Tablet PCs in Schools. Documents. [Online] Available at: http://c9s.e2bn.net/e2bn/leas/c99/schools/c9s/web/public/Curriculum%20teams/primary/menu/documents/Action%20Research/Tablet_pc_review_literature.pdf [Accessed July 18, 2013]. Ofcom, 2012. Communications Market Report 2012. Research Document. [Online] Available at: http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr12/CMR_UK_2012.pdf [Accessed July 18, 2013]. Parasuraman, A. & et. al., 2006. Marketing Research. Cengage Learning. Korkmaz, B. & et. al., 2012. Cyber Boom: Why Tablet Domination Has Only Just Began. Telecom, Media & High Tech Extranet, pp. 1-8. SAGE Publications, 2006. Data Collection Methods. Chapter 4. [Online] Available at: http://www.sagepub.com/upm-data/10985_Chapter_4.pdf [Accessed July 18, 2013]. Sandelowski, M., 2000. Focus on Research Methods Whatever Happened to Qualitative Description? Research in Nursing & Health, Vol. 20, pp. 334-340. Tablet PC, 2013. What is a Tablet PC? Home. [Online] Available at: http://www.Tabletpc.org.uk/ [Accessed July 18, 2013]. TechSciResearch, 2012. UK Tablet PC’s Market Forecast and Opportunities, 2016. Home. [Online] Available at: http://www.techsciresearch.com/1530 [Accessed July 18, 2013]. Thompson, S., 2012. 2012: The Year of 'Post PC'. Files. [Online] Available at: http://emergingspaces.co.uk/files/EmergingSpacesPulse-TabletsAndPostPC_03-2012.pdf [Accessed July 18, 2013]. Wiid, J. & Diggins, C., 2010. Marketing Research. Juta and Company Ltd. Appendix: Questionnaire A. Demographic features Q1. Kindly specify your age group. 18 to 23 years 24-28 years 29-35 years Q2. Kindly specify your gender. Male Female B. Features Q3. According to you, which company’s product features is the most reliable? Which company’s Tablet do you use? Apple Google Microsoft Q4. What specific features of the Tablets mostly attracts you? High speed internet connect Large number of applications Synchronization features All the above Other reasons (kindly specify) C. Capabilities Q5. According to you, can laptop be considered as a substitute for Tablet? Yes No Q6. Do you feel that Tablet is meeting up to your expectation levels as per the quality and features? Yes No Partially D. Usage Q7. Do you feel that Tablet companies providing maximum number of options of product variance and service facilities attract you the most? Yes No Partially Q8. Do you feel a Tablet provides all the latest features or there are scopes of improvement? Provides all the latest features There is scope for improvement E. Prices Q9. Do you feel that you are usually driven by the attractive and low price of the Tablets? Yes No Depends on factors like brand, value and features as well as affordability Read More