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Marketing Research for an iPad competitior.

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Background of the company Brand Logo: Company Name: Edge Size: 10080 employees Turnover: �56.89 Billions/year (2010) Products: PDA, laptop, mobile phone and Tablet device. The company was established in Hong Kong in 1991. The initial name was ??(HUIFENG). At first, it was an original equipment manufacturer (OEM) to help some well-known computer companies to produce their notebook computers. After few years, the company became very successful and we decided to create our own brand of smart phones and computers. Therefore, we merged related technologies companies and decided to change the company's name. In 1998, the new brand was created and it was named Edge. The first major products, which are smart phones and computers was made in 2006. It was first released in the United States for pre-order on March 23, 2008 and has since been introduced in many countries including United Kingdom, Australia and Singapore. Our products have very high technology but it is very easy to use for people. The consumers of our products are high end market. In May 2011, the new product development team thought they have come up with ultimate tablet device, named Edge Thor, to compete with Apple iPad. Mission statement We hope that our products could provide technological easy to all levels of consumers. Therefore, we prefer to develop different types of products to suit different people. Additionally, we have made our products of high quality with reasonable prices. Therefore, their mission statement is: "Create hi-tech for all consumers with high quality and reasonable price, enhance employees' career abilities" Product introduction Edge Thor is a portable 8.5-inch tablet with a digital pen that can do more for consumers than consumers could imagine. "More sharing, more joy" is the core idea of this product. The most outstanding unique feature of Thor is that it could be used as a projector. Purchasers could share images, videos or other visual technologies with their friends. Moreover, Edge's Thor also provides HD screen, blue tooth, word processor, USB and handwriting input. ...read more.


* Only 10% are of the opinion that the iPad is perfect and would not change anything about it, 20 % of their customers want the iPad to be lighter, improvement on its camera and battery life, 17% want better screen resolution, 22% want better speakers. * 98% of the people that have iPad use it for internet browsing, 94% use it for emails, 88% use it for music and videos, 78% use it for shopping and social activities, 69% use it for reading newspapers and magazines,63% use it for reading books and 48% use it for work. http://idea.imano.com/2011/06/uk-iPad-usage-infographic/ Comparison Brand Awareness Price After-service Thor iPad Function Appearance Brand awareness: There is no doubt that Apple is the most famous IT Company in the world nowadays. After-service: However, Apple's customers always complain that they have to fix their products in Apple store. We can provide our users home services. Appearance: Our consumers can make a choice of their favorite design, and iPad's users can choose different colors of covers. Function: Our ultimate tablet Thor can be used as a projector for sharing entertainment, it is our initial product. Price: Thor's price is lower than iPad, and we are trying our best to provide our customer best value for money. Our target market Although iPad has 73% of market share in the UK, the research conducted by our company's suggests that most of the people that use iPads are business men and women, and some of the people that use it are not satisfied with some of its functions. Hence, the Edge company has decided to target those that are not satisfied with iPads and those that do not use the iPad at all. We want to create a niche for Thor, that keeps the customers coming back by providing features that the prospective customers want and no other tablet is offering in the market. ...read more.


And we can provide them our tablets as the award if they need. (2) It is an opportunity to advertise in the school handbooks, brochures, and campus maps to the new students at the beginning of the academic year. Also we can put our company's logo and URL to the footprint of each page. (3) We can hire some university student to paste our posters on school's bulletin boards and leave the leaflets on the tables in the restaurant every week, which is also the cheapest and most effective way of publicizing. Advertising Marketing Stuff: Marketing, Accounting, Sales and IT Department Cost: �7,000,000 (1) Comparing with put our advertisement on newspapers, online advertising is a more effective way to promote the image of our product, since there are far more young people prefer searching the internet than reading newspapers or journals. We are ready to publish online advertisement in Youtube and Facebook all the year round. (�1,000,000) (2) Invite the recently most popular British-Irish boy band "One Direction" to appear in our commercials and broadcast them on BB1, BBC2, ITV1, CHANNEL4 and FIVE six times a day for the coming year. (�4,000,000) (3) Due to the London Olympic Games next year, more and more people will come to London. As a result, we will put our advertisement in bus and railway stations in London during the Olympic Games which will make our product quickly knew by the people all over the world. (�2,000,000) Control 1. Revenue and profits: Cooperate with Sales and Accounting Department, collect the data of Sales every three months to calculate and forecast the profitability. 2. Customer Satisfaction: Ask the information from IT Department to know how many users are satisfied with our Thor and where the consumers are satisfied or dissatisfied every month. 3. Market Share: In the end of the year, invite DJS Research Ltd to make a professional research of our market share and help with making marketing strategies for the next year. ...read more.

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