stp

STP comparison between Lenovo and Apple

(STP strategy - market segmentation, target market and market positioning)

Lenovo is an innovative, international technology company

formed by Lenovo and the former IBM Personal Computing Division was established.

Today, in the fierce market competition, enterprises must surely unique, special planning. A brilliant marketing plan, from the ordinary to the extraordinary business, weak to strong competition in the international market to the planned economy era have been winning strong resistance.

1) market segmentation

Lenovo's consumer PC products to be broken down into four categories: \"Tianjiao\" • \"front line\" • \"home Yue\" • \"Yang.\" Lenovo \"Tianjiao\" located in the main advocate of digital, multi-media applications with leading model and fashion products to meet consumers' taste of life in the pursuit of fashion; \"Front line\" with its leading technology, powerful performance define the new benchmark for the PC, to meet the needs of the players master;

\"Home pleasure\" to meet a lot of families have computers easily, easy to learn basic computer needs.

\"Yang\" is the emphasis on white-collar working family. Four distinct brand positioning, no doubt for the association to deepen the implementation of \"niche\" to lay a solid foundation.

2) target market

1 working class white-collar business people. Such working class notebook mainly based on the characteristics of the design, they often use the laptop to complete the work required, therefore, focus on business performance such as notebook, less entertaining, but to meet their operational needs.

2 working entertainment correct. The demand for such people, associate in computer performance, you must make great efforts to improve the overall performance, these consumer groups often focus on fashion, so the computers have to pay attention to the appearance of design, but also the majority of this population of students.

3 game enthusiast. The design of such computer demanding, very tough performance requirements, the configuration of the top on the market, this price is high, use fewer.

3) market positioning

Since the end of 1988 since the quantum use plant and equipment, in product development for the acquisition of the company, the quantum computer company Lenovo. Although Hong Kong has been at this time think of the success of large-scale plants, but compared with the international market has been in large computer manufacturers such as Compaq, AST association, whether in technology, financial strength or brand reputations are a far cry from the Therefore, to avoid the company's strengths, Taiwan, Hong Kong as a competitor to take the so-called \"solid avoid competition over the next\" strategy, positioning their products lower than the level of international manufacturers generic products. Hong Kong and Taiwan manufacturers the ability to further develop the company's future competition laid a solid foundation.

1 on the technical edge. Compared with the large number of Hong Kong can be said that a number of truly \"fine horse.\"

2 in the product positioning, Lenovo has made \"inferior race\" itself, choose a lower grade product for the development of common international goals.

3 in the product technology level, choose a lower level of technology, but the application of a wide range of large markets, easy-to-commercialization of microcomputer products.

4 in the product form, starting from the development of board-level products, rather than start on the development machine. This cavalry dismount over the strategy to ensure the competitive advantage of Lenovo products, Lenovo and Hong Kong is by all its capability, the further development of the future for the company has laid a solid foundation.

Apple Apple STP analysis, full name of Apple Inc., formerly known as Apple Computer (Apple Computer), in the January 9, 2007 at the Macworld Expo in San Francisco announced its name. Headquartered in Cupertino, California, United States, the core business is electronic technology products, the global PC market share of 3.8%, its high-tech enterprises in the innovation known. Apple's main business is now five production lines: Mac, iPod, iPhone, iPad, Itune, which makes the Apple iPhone's official launch into the communications field, with the iPhone continues to introduce new, iPhone 4 of the decline of global hot and Nokia, Apple only makes iPhone 4 through the sale of a mobile phone and become the world's fourth largest mobile phone maker, is also the highest growth rate of all mobile phone vendors in the vendor. , Apple's STP analysis 1, the market segments (Segmentation) geographic market segmentation criteria factors, demographic

factors, heart factors, behavioral factors. Apple has now sold in 90 countries worldwide, more than 180 operators support, Apple's market segmentation by geographic factors, the market can be divided into the U.S. market, Chinese market, India and other countries markets. Apple as a smart phone, we can also use the demographic factors and behavioral factors as the standard for market segmentation: (1) Business type: mainly in the age between 30 to 45 workplace users. Groups characterized by a stable income, the price of smart phones with purchasing power. They are the most important business community in one of the groups, they are in business in the upper, busy daily work, often travel abroad. So, first of all, their phone calls and data transmission have continuity and quality requirements; Secondly, the phone also carries most of its important data, therefore, the confidentiality requirements of high security; Finally, they need anywhere and anytime the types of documents, the high dependence on mobile office. So business phones should help both to achieve fast and smooth

communication, and can efficiently complete the business. (2) entertainment: a student-based groups and young office workers. Age-group is characterized more for business type, the economy is weak. They use products have been used not only communication, recording, photography, video, games, Internet, and so they

function more popular, they respected fashion, emphasis on mobile entertainment. So they are mainly required for the product: affordable, stylish, versatile, entertaining. (3) development model: the proportion of the market in smaller groups of consumers, mainly aged between 20-30, IT-related industry workers or mobile phone enthusiasts. Characteristics of these consumers, there is great enthusiasm for exploration, will use most of the functionality as much as possible to develop the potential of their products, including open-source mobile phone system to write software. 2, the target market (Targeting) Apple is using an intensive marketing strategy, market differentiation, at different times conquered a product with the same fashion, the group of highly sensitive technology. From Apple's existing look and function of view, Apple has been the fashion family as the main target young customers. Young people's communication product features, appearance has a very high demand, such as multimedia applications, web browsing and so on. iPhone has a stylish appearance, touch screen, also incorporates the Apple iPod, itunes download software. It can be seen Apple should buy, like ipod primary audience of young consumers; also for other Apple products developed for business people. Business people place more emphasis on the product's features, such as document processing, mail and other

functions. So business people on Apple's secondary audience. ; In addition, Apple is evident from the price showing on the characteristics is that it is a high-end products. Set to a higher market price for the market price-insensitive group, meet people chasing fashion trends; Finally, given Apple's U.S. market, which is a very important target group, the video enthusiasts. And Apple is now the main market is Native American, but in the long run, the future of market intelligence in China and India, Apple If you want to take global leadership, it must be in the developed economies and emerging economies are successful, we need a double business model. 3, market positioning (Positioning) to position themselves in the pool of high-tech fashion intelligent communications products. In the intelligent communication market, represents the forefront of technology. Have, is to have the fashion. And have innovative features, but Apple could have been attracted to the brand loyalty of consumers. Apple's market positioning strategy has the image of differentiation strategy, differentiation strategy officer, service differentiation strategy and product differentiation strategy. (1) the image of the brand differentiation strategy spokesman for Apple: Steve Jobs, he established himself became the \"anti-traditional\" fighter, he is almost the same kind of jeans and a black turtleneck shirt, not giving a cool , hippies, the feeling of rebellion, but also

puts that image extends to the Apple brand. (2) staff marketing differentiation strategy is the core of love songs the economy. Jobs that the \"emotional economy\" will replace the \"rational economic\" innovation with R & D does not matter how much money the key is you have people, how do you lead them to innovate, and your understanding of innovation. (3) service differentiation strategy designed to cool experience. Apple in brand building, do not use traditional hard marketing experience and more inclined to flexible manufacturing, the company stressed that allow consumers to participate in marketing activities, Apple has many fans around the world, they set up their own websites, and even published their own magazine to participate in marketing activities. (4) product differentiation strategy of product excellence. Apple is not the same as other smart products, it has the basic properties of other smart products, but there are other smart products do not have high-end performance, and it is unique and innovative, such as no keyboard, but the introduction of innovative multi-point Touch (Multi-touch) touch-screen interface, the maneuverability compared with other brands hold a leading position.