Amoi Notebook Computers Target Market Strategy Analysis

Till 2004, the demand of Laptop Computer still keeps growing at a high speed. In China, Laptop computer sales volume achieved 2.4 million in 2004, increasing 40% comparing with that in 2003.Till now, the business and industry customers are still the major consumers for Laptop Computer, while the individual demand also keeps increasing greatly.The competition for laptop computer market becomes more and more intensive, especially for price. Low-ended computer has been the focus for the competition, which makes the price behind-limit was dropped down again and again.With the accumulation in earlier period, Amoi has been transferred successfully from an OEM to a Motherboard-Grade manufacturer, with the capacity of self-research and self-manufacturing.Based on the analysis of the opportunity, threat for laptop computer industry and the strength, weakness for Amoi company, this theme has done a research on the target marketing for Amoi laptop computer. The result shows that, to shake off current embarrassed status, the company should redefine her object customer and stress her marketing strategy on the business and industry customers. Based on the strategy, Amoi Laptop computer should take Lenovo as the main competitor and focus on the market of education industry and individual demand first, taking the industry of government, manufacturing, energy sourcing and media as selective market, while giving up finance and telecom industry for the moment.For area strategy, Amoi should take the 11 provinces with good economy conditions as the first-run focused market, such as Beijing, Shanghai, Guangdong, Jiangshu, Zhejian and so on.For product position strategy, Amoi should pay more attention on the development of Wide-screen laptop computer and diversify her product line continuously, focusing on the low-price product with mature marketing position.With the explicit position for object market, Amoi should change her single channel marketing model and turn to the mixed marketing model with direct marketing and channelmarketing, which can be executed by three steps. Meanwhile, by taking the "1-2-3-4" managing strategy, Amoi can achieve her strategy goal to become a forging enterprise with the core competitive ability of slim management.