Can the Dell Inspiron 1545 Experience Growth Again - Case Study Example

Topic: Can the Dell Inspiron 1545 experience growth again? The product: The Dell Inspiron 1545 is a low-cost laptop model provided by Dell Computers.It was chosen for this research project because it offers very flat features with only one augmented benefit, the inclusion of a wireless Internet card. It was chosen as a medium-high involvement product because of the factors that consumers find important, including cost, speed, memory storage and service. When comparing alternatives or conducting searches, all of these factors (or most of them) are going to be taken into consideration before making a final purchase. The product has a 2GHz processor and 2GB of storage, similar to that of its largest competitor’s most inexpensive laptop, Hewlett-Packard. This system uses dual-branding efforts with Intel to boost loyalty for those markets drawn to Intel’s brand reputation. It is a standard-sized laptop with minimal support features; those expected on lower-cost models. The market segments: One market is identified through psychographic segmentation, related to their needs and lifestyles associated with technology. This includes older Americans looking to sample technology due to limited experience or those in need of mobile communications to enhance their social networks. This group is more apt to purchase low-cost models than invest in augmented benefits with higher-priced models. The markets identified include the 16-25 youth and young adult buyer categories. This group is marked by price sensitivity and are quality conscious when making selections in the decision-making process (tp.edu.sg, 2007). This segment is an ideal group for study because they are often limited by resources on the types of models they can select and need to choose more inexpensive laptop models. This segment makes rational purchasing decisions and, when coupled with resource concerns, this market provides an excellent opportunity for exploring low-cost laptop models. The objectives: The objective of the study is to identify the principles that the 16-25 market segment considers important when searching for information or exploring alternative products. It seeks to identify their socio-cultural needs or their view of laptops as a whole in order to determine whether the Dell Inspiron 1545 can achieve more market gains. It is this market segment that maintains the homogenous characteristics most likely associated with this product based on price and functionality and should be included in the study. The primary research will use interviews to identify whether representatives of this market segment have specific preferences or needs when exploring potential purchases of laptops. References: Tp.edu.sg. (2007), Insights on brands: perception and purchase behaviour of Singaporean youths, Temasek Polytechnic. http://www.tp.edu.sg/youth_survey07.pdf (accessed April 10, 2010). Read More