Market analysis of touch-enabled AiO PCs in the German consumer market. How Technology Adoption influences the traditional Marketing Mix

Table of Contents

1 INTRODUCTION

1.1 Given problem and purpose of the thesis

1.2 Motivation and structure of the thesis

1.3 Introduction to the Hewlett-Packard Company

1.4 Introduction to the desktop PC market and touch technology

2 HYPERCOMPETITIVE AND INNOVATION-DRIVEN MARKETING

2.1 Strategic Marketing

2.1.1 Basics and Definitions

2.1.1.1 Strategy

2.1.1.2 Marketing

2.1.1.3 Marketing Myopia

2.1.1.4 Organizational Strategy

2.1.1.5 Strategic Marketing

2.1.2 Strategic Considerations

2.1.2.1 Strategic Leadership and Positioning

2.1.2.2 Strategic Growth

2.1.3 Marketing Mix

2.1.3.1 Product

2.1.3.2 Price

2.1.3.3 Place

2.1.3.4 Promotion

2.1.3.5 Comparison of the 4 P and 7 P Marketing Mix

2.2 Hypercompetition

2.2.1 Definition and Characteristics

2.2.2 The New 7-S’s

2.2.3 Hypercompetition in the IT industry

2.3 Consumer Behavior and Consumer Analysis

2.4 Technology and Innovation

2.4.1 Invention vs. Innovation

2.4.2 Techno-ready Marketing

2.4.3 Adoption and Diffusion

2.4.4 Technology Readiness

2.4.5 The Five Types of Technology Customers

2.5 Theory Chapter Summary and Transition to Research Part

3 ANALYSIS OF THE CURRENT SITUATION

3.1 Preliminary Market Segmentation

3.1.1 Geographic Segmentation and Comparison (EMEA vs. Germany)

3.1.2 Customer Segmentation (Business vs. Consumer)

3.1.3 Product Segmentation and Differentiation (Standard Desktops vs. AiO Desktops)

3.1.4 Price Segmentation

3.2 Current Market Analysis

3.2.1 Actual Market Share (Volume / Value)

3.2.2 Market Share Development (Volume / Value)

3.2.3 Price Band Analysis

3.3 Assessment of Competitive Situation

3.3.1 Competitor Analysis

3.3.1.1 Apple

3.3.1.2 Lenovo

3.3.1.3 Acer

3.3.1.4 Toshiba and new market entrants

3.3.2 HP’s AiO product portfolio

3.4 Strategic Objectives

4 OPINION RESEARCH

4.1 Methodology of Research

4.1.1 Research Objectives

4.1.2 Survey Method and Questionnaire Design

4.1.3 Survey Distribution and Population

4.1.4 Survey Constraints

4.2 Survey Results

5 RESEARCH EVALUATION AND RECOMMENDATIONS

5.1 Interpretation of Findings

5.2 Reassessment of original Problem Statement

5.3 Influence of Technology Adoption towards Marketing Mix

5.4 Proposed adjustments and recommendations

5.5 Market Outlook

6 CONCLUSION AND FINAL THOUGHTS

6.1 Conclusion

6.2 Benefits of the thesis for HP & PSG Category Germany

6.3 Personal Assessment

Research Objectives and Themes

The primary objective of this thesis is to provide an in-depth market analysis of touch-enabled All-in-One (AiO) PCs within the German consumer market, specifically investigating the impact of technology adoption on traditional marketing strategies and brand performance for Hewlett-Packard.

• Market environment analysis of AiO PCs in Germany.
• Consumer behavior and perception regarding touch technology.
• Assessment of competitive dynamics and vendor market shares.
• Evaluation of technology adoption and marketing mix optimization.
• Strategic recommendations for HP’s consumer marketing activities.

Excerpt from the Book

Summary of Chapters

1 INTRODUCTION: This chapter introduces the shift from traditional desktop PCs to mobile devices and defines the focus of the thesis on the AiO PC market in Germany, outlining the research questions and HP's business context.

2 HYPERCOMPETITIVE AND INNOVATION-DRIVEN MARKETING: The author establishes a theoretical framework covering strategic marketing, hypercompetition in the IT sector, and the adoption process of innovative, technology-heavy products.

3 ANALYSIS OF THE CURRENT SITUATION: This section provides a detailed market analysis, including segmentations by geography, product, and price, while assessing the competitive landscape dominated by Apple.

4 OPINION RESEARCH: This chapter details the methodology and results of a consumer survey designed to gather insights into public perception, product knowledge, and brand preferences regarding AiO PCs.

5 RESEARCH EVALUATION AND RECOMMENDATIONS: The findings are evaluated to reassess the initial problem statement, leading to a proposal for a 5th P (pedagogy) in the marketing mix to improve product awareness.

6 CONCLUSION AND FINAL THOUGHTS: The thesis concludes that the PC industry has evolved into a "PC-plus era" and summarizes the strategic benefits for HP and the importance of consumer-centric product development.

Keywords

All-in-One PCs, German consumer market, Touch technology, Marketing Mix, Hypercompetition, Technology Adoption, Strategic Marketing, HP, Brand preference, Consumer Behavior, Market Segmentation, Innovation, Product Awareness, Pedagogy, PC-plus era

Frequently Asked Questions

What is the core focus of this thesis?

The work focuses on analyzing the market environment and consumer perception of touch-enabled All-in-One (AiO) PCs within the German consumer market, specifically from the perspective of HP.

What are the primary themes discussed?

Central themes include strategic marketing in hypercompetitive industries, consumer behavior, the adoption and diffusion of new technologies, and the practical application of these theories to the AiO PC product category.

What is the primary research question?

The research investigates the public perception of AiO PCs in Germany and the current status of the use and acceptance of touch screen technology for larger, non-portable computer screens.

Which methodology is employed?

The thesis combines an extensive literature review on strategic marketing and technology readiness with a primary consumer opinion survey conducted among German PC users.

What does the main body cover?

The main body examines the theoretical aspects of hypercompetitive marketing, provides a quantitative analysis of the German AiO PC market including competitor comparisons, and evaluates primary data from a consumer survey.

Which keywords best characterize this work?

Key terms include All-in-One PCs, Market Analysis, Technology Adoption, Hypercompetition, Marketing Mix, and Consumer Behavior.

What is the "5th P" suggested by the author?

The author proposes adding "pedagogy" as a 5th P to the traditional 4Ps of the marketing mix, specifically to educate consumers about the features and benefits of innovative products like AiO PCs.

How does Apple compare to other vendors in this market?

The analysis identifies Apple as the undisputed market leader in the AiO sector, leveraging a strong brand image, high interconnectivity within its ecosystem, and an effective direct retail strategy.