About netbook

About netbook1. IntroductionA netbook is a laptop estimator computer which has a screen of approximately 10 inches from respite to corner it in like manner has a slower processor compargond with larger sized laptops. They ar brinyly designed for basic tasks such as internet browse and word processing. 1 Between 2007 and 2008, the worldwide sale of netbook computers has jumped from approximately 400,000 to 11.4 gazillion units. This market place is clearly growing with this figure be forecast to earnings off correct larger with a 189% cast up to 21.5 million units in 20092. This exploitation is primary(prenominal)ly due to the shifting buying pattern of the public to netbooks from notebooks and laptops. Nokia has had long conquest with its busy phone applied science and as the market loss leader it has presence in every segment of the mobile phone market3. Nokias extremely innovative explore and development efforts have allowed the company to remain in front of the competition. It at one time looks to diversify and add to its product line by introducing its rising booklet computer, the Nokia 3G Booklet. The objective of this report is to analyse the 3 aspects of the UK selling environs with regards to the Nokia 3G Booklet following the juvenile launch of the product. The report pull up stakes conclude to whether this new class of product is believably be a success for Nokia in the UK.2. MethodThe report will look at the three marketing purlieus micro environment, macro environment and internal environment and will wherefore make a conclusion to whether the Nokia 3G Booklet is believably to be a success in the UK. To turn tail out this digest various background data was gathered about the computer industry. This information was collected from internet resources, textbooks, and lecture notes. The following models were employ to elucidate the gravelingsDEEPLIST analysisPorters cinque Force ModelSWOT analysis3. AnalysisThe th ree aspects of the marketing environment which will be analysed, with regards to Nokias introduction of the Nokia 3G Booklet, atomic number 18 the micro environment, the macro environment and the internal environment.4.1 Macro environmentThe macro environment is The actors and forces outside marketing that affect marketing managements ability to build and fight successful relationships with nodes. (Harker, 2009p602) A DEEPLIST analysis has been use to examine the effects of demographics, economic, environmental, political, statutory and expert factors upon the product.DemographicsWith large numbers of students requiring computers which ar lighter and more mobile than notebooks to take to lectures, it is clear that the student demographic is likely to buy netbooks.The netbooks be in like manner likely to be popular with businessmen who require to be able to take their work wherever they go.These products may also commence more popular with an aging population since they are lots easier to carry about than bigger laptops. In addition, these laptops are only designed for naive tasks and this demographic is unlikely to use these computers for complex tasks.EconomicThe world has equitable had an economic meltdown over the past year, stock-still there are clear signs of recovery, with the US, France and Germany now technically out of inlet.The UK is still in recession with a GDP of -0.3%.The government has issued a Consumer Price Index of a 1.5%. surroundalThe netbooks are more smaller than most laptops and notebooks and then need fewer materials to manufacture. The light weight also retrieves that there is slight of a carbon footprint with regards to shipping.Netbooks are also extremely effectual requiring only 30 watts compared with 65 watts in a notebook subject matter that a great deal of business office is saved if netbooks are used as opposed to bigger computers.Netbooks are now considered to be much more of a disposable technology due to their low expense. Thus, whenever the technology may become relatively out-dated, consumers are likely to corrupt an separate, resulting in an increased amount of wastage of obsolete products and therefore an increased amount of environmental damage.The netbook computers are also considered as a supplementary computer.Although netbooks consume little energy, they are also made with the same toxic materials as other computers and with no push to change this from manufacturers, disposal of the netbooks is likely to remain baneful to the environment.4Thus, weighing up the costs and benefits of the netbooks in analogy with other laptops, they are much more environmentally friendly than many of their counterparts such as notebooks and desktop computers. Their lighter design and low power consumption mean they are also cheaper to produce and operate.Political/LegalNokia may find it easier to break into the European market than America. This would be due to the fact that Nokia is a Eu ropean company with strong market penetration of its mobile telephone set products. The EU would likely support the company more than it would for Apple.TechnologicalNokia has now included a 3G and GPS, allowing customers to connect almost anywhere and view their stead on a map.The 3G Booklet now also has the ability to drive SMS messages.The Booklet is also one of the first computers to include windows 7.These new features are likely to enhance the attraction of the products for potential customers.4.2 Micro environmentThe actors virtually to the company that affect its ability to serve its customers the company, the suppliers, marketing intermediaries, customer markets, competitors and publics, (Harker, 2009p602) Porters louvre Force Model (shown in vermiform appendix 2) will be used to analyse the micro environment for the Nokia 3G Booklet.Existing Competitors The netbook market is extremely competitive, with the main competition shown in appendix 1. However, the market is expected to grow by 189% in 2009 so there should be room for additional products.The main competition in the market is from Asus whose closest product by comparison is the Asus EEE PC 1005HA Seashell Netbook. This product is just over half the expected price of the Nokia 3G Booklet and has almost the exact same specifications. For instance, both netbooks have a 1GB of RAM memory.The gritty price tag on the Nokia 3G Booklet also brings the computer into competition with notebook computers which have much prouder specifications and even still is a high price by comparison. Nokia have also re-named their product as a Booklet to distinguish itself from the competition. Nokia looks to emulate the success of Apple by breaking into the market as a amplitude fictitious character product.It erupts that Nokia have deliberately designed the product to mimic the features of the Macbook and thus presenting a better quality due to the already perceived quality of Apple.The main problem for Nokia is they have targeted a premium market for computers. This suggests that if the customer was going to buy a high end product then they will be unforced to spend an extra 200 to purchase an Apple Macbook, which already has a huge name for itself in foothold of quality.Threat of new EntrantsThe Nokia 3G Booklet is a new entrant into the notebook market.Threat of new SubstitutesThere have been rumours recently of an Apple Macbook link up which is in the same price region as the Nokia 3G Booklet. This product is essentially a touch screen Apple Macbook. This technology has already been utilize into Apples iphone which was a huge seller.For customers looking for a computer, they may be willing to experiment and purchase this new product from Apple because of the strength of the patsy. This would fell the number of customers of Nokia substantially if the product were to catch on.Bargaining power of suppliers come upon components which are used to produce the Nokia 3G Booklets may be fairly limited, specially since the competitors are also looking to buy the same materials. Bargaining power of customersIn the event that the Booklets would not be as popular as previously assumed, it is highly likely that Nokia would reduce the price of the product.4.3 The Internal EnvironmentEmployeesNokia may struggle in the near future as recent news has emerged that the company plans to lay off 550 employees working in the research and development department of the company.This could result in the company being much less innovative in producing new products.5. ConclusionsThe SWOT analysis (see appendix 3) for the Nokia 3G Booklet Booklet illustrates that the products main strength is its brand name and the true gained from its large presence in the mobile phone market. The company toilet also be seen as being innovative with its new GPS, 3G and SMS functions being integrated into the machines. The numbers of netbooks being sold are predicted to grow in the next few years, giving Nokia the opportunity to establish itself in the computer market. Apple, Acer and Asus are the main current competitors to Nokias new product. Acer and Asus appear to be targeting the low end of the computer market and Apple the high end of the spectrum. This leaves a gap in the market for Nokia to target consumers who bid a better quality product with a better brand name than Acer and Asus, but who do not want to pay the higher price of a Macbook. Thus, from the arguments drawn up from this report for and against the likely hood of success for the Nokia 3G Booklet the product is likely to be a success in the UK market, with the next section giving recommendations as to how Nokia could increase its chances of success.6. RecommendationsThe Nokia 3G Booklet is a newcomer to the computer market and therefore cannot deposit solely upon its strong brand image to succeed. This report recommends the following actions in order for the product to be more successful in the UK marketNokia should lower the price of the product due to the availability of competitors products with similar technological specifications, yet a much lower price. The price should be reduced, however should still be higher than the majority of the competition to maintain the high perceived value of the product.Increase CPU performance to speed up computer. This will attract more customers who wish to run applications much quicker.7. 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