Swot, pest, What is communication? How does a communication process happen,COMMUNICATION STRATEGY for LAPTOP HP PREMIUM

Question 1 : What is communication? How does a communication process happen? What is communication? Communication is a means of communication that conveys the objects of one subject (be it an individual or a group) to another through the use of signs, symbols and communication rules that both sides understand. How does communication work? SourceSender: When communicating a message, you need to know why you are communicating, and what you want to communicate about or about. You also need to be confident that the information you are saying is useful and accurate. Message It is an effective and important communication process in your life that you need to follow. The message is the information that you want to convey. Coding… communication principles in the communication process This is the process of converting the information to be communicated into a form, which can be presented orally or in writing, which can be successfully decoded by the receiver. Your success in coding depends on your ability to communicate clearly and simply, and eliminate potential triggers for confusion such as: cultural issues, misinformation, false assumption... Equally important is understanding your audience: Failure to understand who you want to communicate with will lead to confusion in the delivery of the message. Transmission channel… Messages are transmitted mainly through 02 channels: facetoface including telephone, facetoface, video chat and written channels such as emails, letters, memos and reports. Different channels will have different strengths and weaknesses. For example, you should not be verbal when giving a series of lengthy examples while using a written letter or responding to a negative opinion. Decryption… Encryption or decryption both require communication skills in life (including skills such as: listening attentively or reading the message carefully), but the confusion in the encoding process will create many errors in the decoding process. code. This is an effective communication process in life Receiver… When a message is delivered to the recipient, you visualize how that person will react or act upon receiving your message. However, it should be remembered that each individual involved in the communication process will interpret those messages and feelings with different attitudes. And if you want to be successful, you need to consider those factors to convey your message and act in the most appropriate way. Feedback… When receiving a communication message, surely the listener will respond in some way. And you need to pay special attention to those responses because that will be the only evidence that tells you that the recipient understands your message or not. In case you find out that the person has misunderstood your message, you will at least have a chance to resend the message a second time. situation analysis With great advancements in recent years, nothing can match the power of information technology in changing the world. It fundamentally changes our lives at 3 where we are always present: at work, at home and at play. Over the next decade, it will lead us to places we cant even imagine right now. With those dramatic changes, one company has taken the lead in all three areas: HP. HP was founded in 1939 by Bill Hewlett and Dave Packard. After more than 6 decades of operation, with the core business idea of applying science and technology for the development of mankind, the future vision is to achieve To maximize brand awareness, HP has constantly researched and created technology products to serve consumers as well as businesses: Printers, computers, digital cameras, color printers, disc recorders DVD. Smart Office Hp solutions for small and mediumsized businesses include a trusted base of computers, PCs, notebooks, and printers that work together, with financing options that help and for service and support. aid. In a world where IT decisions are made, CEOs in large corporations must balance these demanding information technology needs managing selling prices, reducing risk. risk, increase service quality with new requirements to improve business agility. Based on accumulated knowledge and experience, HP launched Adaptive Enterprise to help businesses change for the better and benefit from investment programs in information technology HP is also one of the top 10 innovative corporations in the world, with more than 11 new products being invented every day, the highest innovation rate in the history of corporations. ACHIEVEMENTS 1 HP is ranked No. 1 in consumer technology in the world by gross income, the leading supplier of technology components to small and mediumsized businesses, and a supplier of industrial products. technology, solutions and services for large companies and associations everywhere I Information about laptop product market in Vietnam: 1. Product market situation: While the picture of the IT market in the first months of the year is bleak because consumption has halved compared to the same period last year, the laptop segment is taking the throne with a pretty good sales rate. At the end of 2019, laptop sales were approximately 20% of the total number of computers sold in the country. According to calculations of businesses, by the end of this year, the market share that this device will win will reach 2530%. In the first quarter of this year, sales from desktop computers increased only 12% compared to the same period last year, while laptop sales increased 45%. It can be said that laptop products are gradually becoming popular for all Vietnamese consumers because of its portable convenience, which can be carried anywhere, as well as the price competition among manufacturers. make products easier for todays consumers. The following products are constantly improving the defects of the old products to satisfy consumers. The trend of consumers is increasingly wanting to have a compact laptop and especially with a long battery life, especially those who often carry a lot like business people who often go on business trips. Currently, there are many ultracompact laptops on the market, but they are still not as perfect as consumers want: no drive, weak configuration, not long battery life – machines This is mainly for surfing the web. Therefore, the product is not supported much. Maybe the above are opportunities as well as holes of the market that HP should overcome and exploit. 2. HPs rival situation: Strong competition with HP are giants Dell, Sony Vaio, Toshiba, Lenovo, Nec, cheap Asian giants Acer in addition to other small firms launching a series of cheap compact laptops such as Axioo, Fujitsu .. . We can analyze the characteristics of competitors as follows: competitor strength weakness Sony vaio Nice design, strong brand High price, low market share Dell Strong brand competitive price with HP The style is not very good Lenovo Cheaper price should be more competitive, beautiful design Despite acquiring IBM, the brand is not very trusted . 2 Chiến lược marketing sản phẩm HP Premium It can be noticed that although compact laptop products appear a lot, most of HPs competitors have launched this type of product, but it is still not perfect because of the contrast in technology: machine function and weight. machine, and there is no technology for longlasting batteries. 3. State of science and technology: Modern computer technology uses SSD hard drives that are more resistant to shocks and run faster. Carbon fiber in the construction of car and airplane shells is 8 times stronger than steel and ½ as light as aluminum. The US Air Force Research Laboratory announced the experimen

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Ngày Thi : 07/10/2021 Giờ Thi : 14h00

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COMMUNICATION STRATEGY LAPTOP HP PREMIUM

THE NO 1 CHOICE FOR YOU

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Question 1 : What is communication? How does a communication process happen?

What is communication?

Communication is a means of communication that conveys the objects of one subject (be it an individual or a group) to another through the use of signs, symbols and communication rules that both sides understand

How does communication work?

Source/Sender:

When communicating a message, you need to know why you are

communicating, and what you want to communicate about or about You also need to be confident that the information you are saying is useful and accurate

Message

It is an effective and important communication process in your life that you

need to follow The message is the information that you want to convey

Coding… communication principles in the communication process

This is the process of converting the information to be communicated into a

form, which can be presented orally or in writing, which can be successfully

decoded by the receiver Your success in coding depends on your ability to

communicate clearly and simply, and eliminate potential triggers for confusion such as: cultural issues, misinformation, false assumption

Equally important is understanding your audience: Failure to understand who you want to communicate with will lead to confusion in the delivery of the

message

Transmission channel…

Messages are transmitted mainly through 02 channels: face-to-face including telephone, face-to-face, video chat and written channels such as emails, letters, memos and reports

Different channels will have different strengths and weaknesses For example, you should not be verbal when giving a series of lengthy examples while using

a written letter or responding to a negative opinion

Decryption…

Encryption or decryption both require communication skills in life (including skills such as: listening attentively or reading the message carefully), but the

confusion in the encoding process will create many errors in the decoding

process code This is an effective communication process in life

Receiver…

When a message is delivered to the recipient, you visualize how that person will react or act upon receiving your message However, it should be

remembered that each individual involved in the communication process will interpret those messages and feelings with different attitudes And if you want

to be successful, you need to consider those factors to convey your message and act in the most appropriate way

Feedback…

When receiving a communication message, surely the listener will respond in some way And you need to pay special attention to those responses because that will be the only evidence that tells you that the recipient understands your message or not In case you find out that the person has misunderstood your message, you will at least have a chance to re-send the message a second time

situation analysis

With great advancements in recent years, nothing can match the power of information technology in changing the world It fundamentally changes our lives at 3

where we are always present: at work, at home and at play Over the next decade, it will lead us to places we can't even imagine right now With those dramatic changes, one company has taken the lead in all three areas: HP

HP was founded in 1939 by Bill Hewlett and Dave Packard After more than 6 decades of operation, with the core business idea of "applying science and technology for the development of mankind", the future vision is to achieve To maximize brand awareness, HP has constantly researched and created technology products to serve consumers as well as businesses:

Printers, computers, digital cameras, color printers, disc recorders

DVD

Smart Office Hp solutions for small and medium-sized businesses include a trusted base of computers, PCs, notebooks, and printers that work together, with financing options that help and for service and support aid

In a world where IT decisions are made, CEOs in large corporations must balance these demanding information technology needs - managing selling prices, reducing risk risk, increase service quality - with new requirements to improve business agility Based on accumulated knowledge and experience,

HP launched Adaptive Enterprise to help businesses change for the better and benefit from investment programs in information technology

HP is also one of the top 10 innovative corporations in the world, with more than 11 new products being invented every day, the highest innovation rate in the history of corporations

ACHIEVEMENTS

1

HP is ranked No 1 in consumer technology in the world by gross income, the leading supplier of technology components to small and medium-sized businesses, and a supplier of industrial products technology, solutions and

I/ Information about laptop product market in Vietnam:

1 Product market situation:

While the picture of the IT market in the first months of the year is bleak because consumption has halved compared to the same period last year, the laptop segment is taking the throne with a pretty good sales rate

At the end of 2019, laptop sales were approximately 20% of the total number of computers sold in the country According to calculations of businesses, by the end of this year, the market share that this device will win will reach 25-30% In the first quarter of this year, sales from desktop computers increased only 12% compared to the same period last year, while laptop sales increased 45%

It can be said that laptop products are gradually becoming popular for all Vietnamese consumers because of its portable convenience, which can be carried anywhere, as well as the price competition among manufacturers make products easier for today's consumers

The following products are constantly improving the defects of the old products to satisfy consumers The trend of consumers is increasingly wanting to have a compact laptop and especially with a long battery life, especially those who often carry a lot like business people who often go on business trips

Currently, there are many "ultra-compact" laptops on the market, but they are still not

as perfect as consumers want: no drive, weak configuration, not long battery life – machines This is mainly for surfing the web Therefore, the product is not supported much

Maybe the above are opportunities as well as "holes" of the market that HP should overcome and exploit

2 HP's rival situation:

Strong competition with HP are "giants" Dell, Sony Vaio, Toshiba, Lenovo, Nec, cheap Asian giants Acer in addition to other small firms launching a series of cheap

compact laptops such as Axioo, Fujitsu

We can analyze the characteristics of competitors as follows:

Sony vaio Nice design, strong brand High price, low market share

Dell Strong brand competitive price

with HP The style is not very good Lenovo Cheaper price should be more

competitive, beautiful design

Despite acquiring IBM, the brand is not very trusted

2

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It can be noticed that although compact laptop products appear a lot, most of HP's competitors have launched this type of product, but it is still not perfect because of the contrast in technology: machine function and weight machine, and there is no technology for long-lasting batteries

3 State of science and technology:

Modern computer technology uses SSD hard drives that are more resistant to shocks and run faster

Carbon fiber in the construction of car and airplane shells is 8 times stronger than steel and ½ as light as aluminum

The US Air Force Research Laboratory announced the experiment

successfully a new technology to produce Betavoltaic batteries With this battery, yes Can be used on laptops for 30 years without needing to be charged The battery

is made from semiconductor chips and uses radioactive isotopes as a source of energy quantity When this radioactive isotope material decomposes, it emits parts

Microscopic particles can be converted into electrical energy enough to power electrical devices

like a laptop that works for many years

This type of battery is very small and thin A silicon material is used to collect the tritium isotope is produced during energy generation React

This doesn't generate heat, so small devices like cell phones can stay cooler than when powered by a lithium-ion battery The reason this battery can be used in

long time is because the breakdown of neurons into protons is the focus

maximum amount of electrical energy, according to Einstein's formula

needs of consumers, at the same time overcome the weaknesses of previous generations of products, raise the brand name, increase market share and profit margin In the past, HP rarely produced really high-end and outstanding products like sony vaio and Apple, so if the product is not really different, it will fail HP could also run the risk of competitors imitating the technology and offering competitively low-cost products Therefore, the company needs to have a carefully considered product strategy and price strategy accordingly

Marketing objectives:

marketing objectives assessment

basis

marketing objectives assessment basis increase brand awareness increase brand awareness

efficiency from 75% to 80% efficiency from 75% to 80%

Hire a market research company Hire a market research company

increase market share by 8% after 2 increase market share by 8% after 2

increase profit margin increase profit margin

(from 25% in 2019 to monthly sales

report and close)

(from 25% in 2019 to monthly sales report and close) 35% in 2021) year-end math 35% in 2021) year-end math

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III/ Analysis of marketing strategy:

1 Market segment:

Step 1: The market research results show that the factors affecting consumers' decision to buy a laptop are as follows:

Price

Income

Occupation: each job has different requirements for machine configuration

as well as requirements for mobile features of the machine more or less Trademark

Product features Design

Quality

Step 2 Make a graph showing the dispersion of these determinants

We see that the decision to buy a laptop is affected by many factors, which makes it difficult for us to choose the segment because, to a certain extent, these factors are relatively related Therefore, we can group together similar factors for easier analysis It can be divided into the following four groups:

Group of characteristics "price": for many consumers, price is the first concern when wanting to buy a product, especially those with low and middle incomes Therefore, we can group the two factors of price and income into this group

4

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Group of characteristics "brand": the brand of the product also largely shows the class

of its users, people can spend more money to buy branded products (i.e don't care much to the price), choosing branded products also shows the customer's confidence

in product quality

Group of characteristics "features": because of work needs, many people attach

importance to the features as well as the quality (durability) of the product above all

We can group 3 features, quality, and profession into this group

Group of "aesthetic" characteristics: many customer groups value the form and color

of a laptop because it also reflects their style and fashion personality Designs and colors also attract customers a lot

Thus, we have a map of brand characteristics as follows:

Feature

- many positions - many positions

ability, quality

- high price possible accept

High price still available

Beauty

5

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Step 3: Product/brand/market share segment chart:

Feature

35%

- low price

- many functions, quality ( Acer, Lenovo)

pirce

10%

-

- low price

- nice mode ( Acer, Lenovo, Axioo, msi )

50%

- branded

- - many functions,qualiy

- price is quite high ( Dell,HP, Toshiba , Asus, Sony Vaio)

Trademark

5%

-

- branded

- nice mode

- price is quite high ( HP, sony Vaio)

Beauty

Step 4: Determine the relationship between the labels and select the segment:

We find that in 2 aesthetic segments - brand and brand - features have many products and many competitors, we can equate 2

This segment has become one because almost all brands are constantly building their products with good quality and beautiful designs This segment has a very large market share, if you want to exploit this segment, it requires the product to be from a large, well-branded company with enough potential to be able to compete with other big companies

HP's position is a big company, strong brand, so HP will target 2 feature segments - brand and brand - aesthetics The core ideology in the company's activities is to constantly research

"Contributing science and technology to mankind" therefore must always be at the forefront of constantly creating high-class products with differences to serve customers' needs to be able to survive in the segment The segment has many competitors and a large market share like this Producing cheap products does not match what HP has positioned for its brand

6

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2 Select target market:

As analyzed in the segment selection section above: "premium products with differences", we see that the target customers that HP will target will have to be people with high income, need In terms of high-end products, there are differences first to serve high demand and moreover to show their class

Observing consumer behavior, the marketing research team found that high-level business people have high incomes, they often go on business trips at home and abroad, and the laptop is always the first thing in their luggage to serve their customers Work The need for compact but complete when traveling is very necessary Therefore, needing a laptop that is compact but must have a long battery life is more necessary because then they do not want to have to carry around a messy plug all the time for fear of running out of battery halfway At the same time, when working with partners, they also need a high-end business-class laptop The demand for such a laptop is really not on the market yet It can be said that this is an opportunity for HP to exploit: take advantage of new applications in science and technology as mentioned above to launch new high-end products aimed at business customers

Rich people often go on business trips

3 Positioning:

High-end brand - high-end products - high prices for wealthy businessmen

Positioning table:

label and personality edge position target audience

painting Other HP Premium Sony Vaio, successful businessman, rich

outstanding distinction, Apple, Dell often go to work far away

convenience and class there are products

Stylish

Fame

insight benefits of labels the only reason

IV/ Marketing plan - mix:

1 Product strategy:

After studying consumer behavior as well as understanding the needs of target customers for a laptop as analyzed above, HP decided to launch a new product strategy called HP premium as follows: after

The product has much more differences than existing products on the market that is an ultra-light laptop but with a powerful enough configuration, full functionality and above all without having to charge the battery:

The most striking difference is the use of new battery technology that can last up to 30 years without having to be recharged HP will use its abundant financial resources to buy the technology to produce this battery for $

500,000 With this type of battery, users can carefreely use the device

without worrying about running out of battery as well as not having to carry around charging cables when going away

The ultra-light laptop is only 0.9kg but fully functional with a powerful

enough configuration that can install many programs, satisfying all needs

thanks to the application of the production of the machine's chassis made of

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all carbon fiber – 8 times stronger than iron and half as light as aluminum and ultralight materials

The old hard drive system has been replaced with a new one, SSD hard

drives have very good impact resistance and run extremely fast

At the same time, HP also overcomes the disadvantages of its previous

generations, which many customers complained that the machine was very hot after a short time of booting by installing a side radiator

The design of the product is also very attentive to ensure convenience and bring added value to show the style and class of the user The 13.3-inch

360-degree touch screen can shoot and take pictures with a webcam that is extremely clear at any angle and folds up neatly The screen case uses high-quality leather with two colors: black and cowhide

The specifications of the machine are as follows:

High resolution (1440 x 900 pixels versus 1280 x 800 pixels) A 64GB SSD can be selected

The keyboard is spill-resistant and shock-resistant The keyboard is very comfortable with spacious, well-placed keys Users will be able to enjoy DVDs or listen to music

on the HP Premium's built-in, paper-thin optical drive, while Apple can only design the optical drive as a peripheral

Not much thicker than the Air, but the feature list of HP Premium is much better: 3 USB 2.0 ports (Air only has 1 USB port), VGA output for secondary monitor, built-in Webcam, headphone/mic jack and ethernet port (With the Air,

to connect via the internet, you need an external adapter.)

There are shortcuts to enable the backup feature, to set the machine's security,

to search for a wireless data connection And if the machine won't boot, the shortcut will allow the computer to start a small, non-Windows operating system from a "hidden" area on the hard drive

In terms of connectivity, Wi-Fi 802.11 a/b/g/n, wireless WAN, wireless USB and Bluetooth Finally GPS

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