Compaq Computer : Focus Groups Essays

1439 Words Jan 26th, 2015 6 Pages
DATE: 17th Jan’2015

Marketing And Consumer Behaviour

“Compaq Computer : Focus Groups”
Dilema : Whether to Launch New Note book
Group-2
Aditya Singh 14MBAGES003
Anuj Kumar Jain 14MBAGES006
Ashish Bhargawa 14MBAGES008
Deepak Sharma 14MBAGES012
Pankaj Naithani 14MBAGES018
Ramesh Kumar Koul 14MBAGES024

1.) Summary of the case

* Compaq Computer is in business of designing and selling notebooks. * Consumer division market share is only 3% compared to market leader share of 60%. * Company expertise is in commercial division so company is less focussed on retailer’s relationship. * Company is launching a new product ‘Shark’ for consumer division in late summer 1996. * With expertise of engineers
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3. Launch the product in two phases. Confirm some of the order quantity and put emphasis on brand building in phase I and launch an modified machine as per the requirement of E’ in phase II.

5.) Evaluation of alternatives
Option 1 may create a huge failure in the market & option 2 can create a vacuum for Compaq in the market & rebuilding the brand image is not an easy task.
Overall results of the Ratings of machine from focus group, indicated that Option C was the preferred option till the introduction of E’. | A | B | C | E | E’ | Total | 114 | 105 | 247 | 247 | 287 | Group 1,2 | 29 | 30 | 104 | 92 | | Group 3~8 | 85 | 75 | 143 | 155 | 287 |
Moreover the technical comparison of C Vs E’ | C & C2 | E’ & E’2 | Display Size | 10.4” STN & 11.3 “ TFT | 11.3”STN & 11.3” TFT | CD- ROM | Optional, portable | Internal | Communication | No. PC card option (+$179) | Integrated 28.8Kps Modem | Battery life | 3Hrs (Ni-MH) | 3Hrs (Ni-MH) & 4 Hrs (Li-Ion) | Size | 11.6 x 10.3 x 1.5 | 11.0 x 8.1 x 1.8 | Street price | $ 2599 & $ 3199 | $ 2499 & $ 2999 |

The main drivers observed from the above analysis are:
Price, portability for some user, brand, after sale service,up-gradable technology.
Overall requirements becomes for model E’

6.) Recommendation
Now Greg Memo needs to check the design of “Shark” w.r.t. model C & E’.
If the ‘Shark’ matches with E’: Go ahead with the production.

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