Compaq Computer : Focus Groups Essays
Marketing And Consumer Behaviour
“Compaq Computer : Focus Groups”
Dilema : Whether to Launch New Note book
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 …show more content…
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’
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.