Higher Education Commission-1

Institute Of Management Sciences
BBA Program
First Semester Group E
(2021)
Assignment on Comparison of Two Brands
Submitted By: Mohibullah Niazai (group leader of section D)
Submitted to
Prof. M. Imran Wazir

Lecturer on Marketing Management
BBA program
Table of Contents
Comparison between Dell and HP.............................................................................................................3
Abstract.......................................................................................................................................................3
1-Introduction to DELL and HP Company................................................................................................1
1.1 Introduction to Dell Company.............................................................................................................1
1.1.2 Founder:.......................................................................................................................................1
1.2 Introduction to HP Company...............................................................................................................1
1.2.1 Founders:......................................................................................................................................1
1-3 History of Dell Company:...................................................................................................................1
1.3.1 Michael Dell and the Birth of a Computer Empire.......................................................................1
1.3.2 A Look at Inventor Michael Dell..................................................................................................2
1.4 History of HP Company......................................................................................................................3
2. Marketing Mix 4ps....................................................................................................................................4
2.1 Marketing Mix of Dell........................................................................................................................4
2.1.1 Product:........................................................................................................................................4
2.1.2 Place:............................................................................................................................................4
2.1.3Price:.............................................................................................................................................5
2.1.4 Promotion:....................................................................................................................................5
2.2 HP Company 4PS................................................................................................................................6
2.2.1 Product:........................................................................................................................................6
2.2.2 Place:............................................................................................................................................6
2.2.3 Price.............................................................................................................................................7
2.2.4 Promotion:....................................................................................................................................7
3. STP (Segmentation, targeting and positioning).........................................................................................8
3.1 DELL STP..........................................................................................................................................8
3.1.1 DELL Segmentation:....................................................................................................................8
3.1.2 DELL Targeting:..........................................................................................................................8
3.1.2 DELL Positioning:.......................................................................................................................8
3.2HP STP................................................................................................................................................9
3.2.1 HP Segmentation:.........................................................................................................................9
3.2.1 HP targeting.................................................................................................................................9
3.2.3 HP positioning..............................................................................................................................9
4. Satisfaction of customer from dell and HP................................................................................................9
4.1Problem statement................................................................................................................................9
4.2 Objectives of research.......................................................................................................................10
4.3 Research metho
dology.....................................................................................................................................................10
4.3.1Data collection process................................................................................................................10
4.3.1.1Primary data.............................................................................................................................10
4.3.1.2 Secondary data........................................................................................................................11
4.4 Research design.................................................................................................................................11
4.5Sampling method...............................................................................................................................11
4.5.1Non-Probability sampling...........................................................................................................11
4.5.2. Probability Sampling.................................................................................................................12
4.6 Sampling technique...........................................................................................................................12
4.7 Sample unite......................................................................................................................................12
4.8 Sample size.......................................................................................................................................12
4.9Questionnaire.....................................................................................................................................13
5. Conclusion..............................................................................................................................................14
5.1 DELL company conclusion...............................................................................................................14
5.2 HP Company conclusion...................................................................................................................15
6. Recommendation....................................................................................................................................16
6.1 Recommendation for DELL Company..............................................................................................16
6.2 Recommendation for HP Company...................................................................................................17
Comparison between Dell and HP
Abstract
In today's world of globalization, brands are becoming increasingly valued. They must be able to
distinguish one product from another, position the offer, and respond to changes in product lines.
Various ranges, as well as changing customer expectations the never-ending as the quantity of
products grows, branding becomes more important.
It is a complicated business. This study takes a look at comparison of Dell and HP computers in
order to distinguish their brands and products in today’s competitive markets.
Group members
Mohibullah Niazai (4PS, Research on Satisfaction of customers from dell and HP)
Group Leader of Section (D)
Group members:
Mursal Rasooly (Introduction to DELL & HP, conclusion and recommendation)
Bilal Sadat (STP)
1-Introduction to DELL and HP Company
1.1 Introduction to Dell Company

1.1.2 Founder:
Michael Saul DELL has been born on 23th February of 1965, an American billionaire businessman and philanthropist. He is the founder and the
CEO of DELL Technologies, one of world’s largest technology infrastructure companies. He found this company on 1984.
1.2 Introduction to HP Company

1.2.1 Founders:
1. Bill Hewlett was born on May 20, 1913, in Ann Arbor area of Michigan, United States. His full name is William Redington Hewlett. Bill Hewlett
died on January 12, 2001, in Palo Alto, California.
2. David Packard was born from the region named the Pueblo, Colorado, United States.
1-3 History of Dell Company:
 The Dell Computer Company is one of the great success stories of the 20th century. Started in 1984 by then-college student Michael Dell, it
rose to become one of the computer giants well into the 21st century. DELL was a pure hardware vendor for much of its existence but with
the acquisition in 2009 of Perot system, DELL entered to the market for IT services.
1.3.1 Michael Dell and the Birth of a Computer Empire
 Michael Dell was a student at the University of Texas at Austin when he invented Dell in his off-campus dormitory room. His aim was to
sell IBM PC-compatible computers built from stock components.
 Michael started trading in the belief that by selling personal computer systems directly to customers, PC's Limited could better understand
customers' needs.
 Four years after its founding, shares of Dell stock were sold for $8.50, and the computer companies IPO raised $30 million.
 Dell has employed as many as 165000 people worldwide, which is five times as many people as there are employed at the University of
Texas, the birthplace of the company.
 Dell is a US multinational computer technology company that develops, sells, repairs, and supports computers and related products and
services.
 In 2005, while earnings and sales continued to rise, sales growth slowed considerably, and the company stock lost 25% of its value that
year.
 2006 marked the first year that Dell's growth was slower than the PC industry as a whole. By the fourth quarter of 2006, Dell lost its title
of the largest PC.
 In 2015, DELL was the third largest PC vendor in the world after Lenovo and Hewlett- Packard. DELL is the largest shipper of PC
monitors worldwide.
 In November 2018, Carl Icahn (9.3% owner of Dell) sued the company over plans to go public.
 In July 2018, Dell announced intentions to become a publicly traded company again by paying $21.7 billion in both cash and stock to buy
back shares.
1.3.2 A Look at Inventor Michael Dell
Dell Computer was founded as PC's Limited in 1984 by university student Michael Dell. Selling assembled computers from his dormitory room,
Michael abandoned the university during the planning stage of his first in-house computer design in 1985. The company was so successful that
within two years PC's Limited had distribution offices in Europe, and changed its grammatically-incorrect name to Dell Computer Corporation. By
1991, seven years after selling its first computer, Dell Computer Corporation was listed in the Fortune 500. With much Experience in mail order
telephone sales, Dell was one of the first companies to offer computers for mail order via the Internet.
 Less than a decade after Michael Dell sold personal computers from his dorm room, he became the youngest CEO to head a Fortune 500
company.
 In 2004, Michael left his position as CEO of Dell and devoted his time to the Michael & Susan Dell Foundation. He later returned as CEO
of Dell in 2007. In 2014, the company was taken private.
 Dell, Incorporated is a computer hardware manufacturer and distributor. The company is one of the world's largest computer distributors in
terms of both quantity of unit’s sold and gross income, and one of the United States' largest corporations. From 1999 until 2006 Dell
delivered more complete computer systems worldwide per quarter than any other PC manufacturer.
 Most of Dell's products are IBM PC-compatible desktop, laptop, and server computers using Intel or AMD processors. The company also
markets a line of HTC-produced handheld computers hand, rebranded computer peripherals such as keyboards and mice, and Sony
developed monitors and televisions.
 There are 32,100 employees in the Asia-Pacific region. Manufacturing facilities are in Malaysia, India, and China. Regional offices are in
13 countries.
1.4 History of HP Company
 Bill Hewlett and David Packard graduated with degrees in electrical engineering from Stanford University in 1935. The company
originated in a garage in nearby Palo Alto during a fellowship they had with past professor Frederick Terman at Stanford during the Great
Depression.
 The Hewlett-Packard Company, commonly shortened to Hewlett–Packard or HP, was an American multinational information technology
company headquartered in Palo Alto, California, that developed and provided a wide variety of hardware components as well as software
and related services to consumers, small and medium-sized businesses (SMBs) and large enterprises, including customers in the
government, health and education sectors. The company was founded in a one-car garage in Palo Alto, California by Bill Hewlett and
David Packard in 1939, and initially produced a line of electronic test and measurement equipment.
 Bill Hewlett and David Packard in August 1937 they both had the intention to create a joint company. New in the year 1939, Bill Hewlett
and David Packard founded the company finally Hewlett-Packard (HP) with an initial capital of $538.

 As for the first product made by HP (Hewlett-Packard) is the Audio frequency oscillator which was later bought by the Walt Disney Studio.
 In 1964 Dave Packard was elected as the CEO and chairman of the board and Bill Hewlett was elected as the president. He then left the
Office in 1969 because David was appointed by President Nixon as Deputy Minister of defense of the United States until 1971.
 From this the company HP (Hewlett-Packard) growing, when the second world war raged, the company manufactures equipment used for
such military radio, radar and sonar, the device flight.
 After death of David, President Director of HP (Hewlett-Packard) held by Bill Hewlett until 1977. He later became the CEO of HP
(Hewlett-Packard) in 1968 until 1978.
 Today HP specializes in developing and manufacturing PCs, networking hardware, computer storage and delivering services. HP’s product
line includes PCs, servers, networking products, storage devices, software, printers, and imaging products.
 HP's profit at the end of 1939, its first full year of business, was $1563 on revenues of $5369.
 In 2015 Hewlett-Packard split into two companies: HP Inc., which made personal computers and printers, and Hewlett Packard Enterprise,
which provided products and services for businesses.
 There are more than 317,500 employees in the organization globally.
2. Marketing Mix 4ps

2.1 Marketing Mix of Dell
 Analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Dell marketing strategy. As of 2020,
there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped
the brand grow.
 Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define
the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Dell. Let us start the Dell Marketing
Mix & Strategy:
2.1.1 Product:
DELL Company believes that marketing is not about providing product or services it is essentially about providing changing benefits to the
changing needs and demands of the customer. And Dell is known for constant innovation and providing quality products to its customers. The
Dell XPS 13, has won numerous awards at CES 2017. The product portfolio in the marketing mix of Dell includes consumer products and
business products. Its product portfolio offers laptops and 2-in-1s, Desktop and All-in-ones, Gaming series, XPS series, monitors, electronics
and accessories. For business, it has developed Vostro series laptops for small business use, Latitude series that provides scalable and durable
design, Dell precision mobile workstation with ISV certification, Chrome book with powered by Chrome OS laptop. Its XPS and Alienware
series is priced premium that targets potential customers which look for premium quality and high end hardware configuration. Dell
introduced an online remote troubleshooting tool called Dell Connect which allows the technician to access user’s computer and resolve the
system problems. As after sales is a major concern for users, the Dell Connect helped the company to attract potential customers.
2.1.2 Place:
Dell products are sold through its website, e commerce sites such as Amazon, Flipchart, and Snap deal and also in retails stores. Apart from
online, the place in the marketing mix of Dell also covers the stores and shops. There are various showrooms, dealers, distributor outlets
across the world. In the early 1990’s Dell sold its products online in Unites States on websites such as Sam’s Club stores, Costco and Best
Buy. In USA, Dell opened Kiosk locations that allowed customers to have a feel of the product before purchase but later it was shut down to
sell through retail outlets. In 2008, it signed an agreement with Office works that displayed Inspiron Desktops. There are Dell exclusive stores
in major cities across India that allows customers to view the products and purchase.
As DELL products are always available at the nearest dealer’s customer develops trust for the local DELL thereby Achieving the objective of
gaining their trust in DELL product and services and forming a large and diversified consumer base. And a part from online the place in the
marketing mix of DELL also covers the store and shop and in USA, Dell opened Kiosk locations that allowed customers to have a feel of the
product before purchase but later it was shut down to sell through retail outlets
2.1.3Price:
In notebook category, Dell has priced Inspiron series laptops at lower prices followed by XPS, which is priced premium and Alienware series
accounts for highest priced laptop in its notebook product portfolio. The pricing strategy in the marketing mix of Dell has set different set of
prices based on the consumer segment it is targeting which includes consumer segment and business segment. The pricing also varies based on
the hardware chosen and the operating system version selected. The customization feature has helped Dell to increase its market share as users
prefer to configure their laptops as per their requirements. Dell allowed customers to customize their laptop hardware configuration which
differentiated it from its competitors. Also it provided various bundling offers as it gives accessories, extended warranty for the customers.
Dell also helps its customers to choose the product by providing guides and “Help me feature” that assist users. The main objective of DELL
is to produce the low price and profitable PC for customer And DELL is undercutting competitors in price strategy in the marketing mix of
DELL has different set of prices based on the consumer segment. It is targeting which includes consumer segment and business segment. The
pricing also varies based on the hardware chosen and the operating system version selected.
2.1.4 Promotion:
Dell uses various promotional techniques to reach out to its potential customers. The promotional strategy in the marketing mix of Dell
focuses on 360 branding through TV, print media, online ads etc. It distributes brochure to public through newspapers, e.g. Star In-Tech in
Malaysia which is one of the most liked issue of IT consumers and tech enthusiasts. Its product awareness was created as it reached mass
public in a cost effective way. Apart from festive discounts, it also gives regular offers to tap in the customer base and carries out online
promotions through contests. It also sends newsletters to users registered with Dell which provides latest information of its products,
innovation that increases customer’s interest. It also offers bonus products and waiving off shipping charges for certain products. Dell used the
slogan “Yours is here” that indicates customers can customize their products. Dell also hosted conferences such as Dell World that featured
new technology and services of Dell. DELL his recently started promoting its products through retailers like Best Buy. Staples. Wal-Mart.
GOME. And Carrefour. DELL markets its products primarily by advertising on Television, and the internet, advertising in a variety of print
Media, Dell also hosted conferences such as Dell World that featured new technology and services of Dell
2.2 HP Company 4PS
Marketing Mix of HP analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the HP marketing
strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc.
which have helped the brand grow. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the
widely used framework to define the strategies. This article elaborates the product,
2.2.1 Product:
our product are changed with the change in technology so the consumer could get a upgraded quality of product with the passage of time, we
use the best quality of raw material to manufacture our goods product and HP known as Hewlett-packers is a leading compute, Hardware, and
software, company and HP produce Hardware like personal computer and printer and HP Design Jet Large Format Printers, HP Indigo Digital
Presses, HP Latex Printers & Network Print Server. Computers are further divided on the basis of usage, viz. High volume, office and
personal. HP personal computers consist of the following brands. Various printers offered by HP include Black and White Laser Printers,
Color Laser Printers, and Inkjet All-in-One Printers, HP Design jet Large Format Printers, HP Indigo Digital Presses, and HP Latex Printers &
Network Print Server. Computers are further divided on the basis of usage, viz. High volume, office and personal. HP personal computers
consist of the following brands. HP Omni book, Compaq Presario, HP Envy, G series, HP Mini are the more popular brand of computers.
Tablet computers include brands like HP Slate, HP Touchpad, HP Omni 10 and HP Stream. Other than the above mentioned it also produces
digital camera pocket computers, workstations and servers.
2.2.2 Place:
HP has subsidiaries located in Miami, Ontario, Geneva, Tokyo, Houston, Singapore, Victoria, and Rivonia, Hewlett-packer operates a
worldwide program for independents software vendor’s developers. HP is a global brand and it has its presence all across the world. With its
products & services, and HP is present in more than 170 countries worldwide. And HP sells its product both directly and indirectly HP is a
global brand and it has its presence all across the world. With its products & services, HP It has exclusive stores of HP and also multi-brand
store where it is available. HP has a presence on online portal as well products can be bought directly from websites or from other shopping
websites. It has a lot of partners which can be located through its website who sell HP products. HP is known to have presence of service
centers most cities making post sales services easily accessible. Its subsidiaries are located around the globe. HP remains in touch with all
parts of its supply chain, viz. logistics, middlemen, suppliers, manufactures, etc.
2.2.3 Price:
We will first estimate how much consumer will pay, then design product to sell at that price. Low production cost with maximum production
help us to keep the price according to the customer’s packet. HP has a very in-depth product portfolio and hence a very diverse pricing range
in its marketing mix. HP follows fair pricing strategy. HP fights with competition based on its quality regime and supreme performance and
after sales services. Newer products with latest innovative technologies are priced at a premium and as competition enters the prices are
reduced gradually. It operates in computers, printers, workstation and servers only but within these categories also the product depth is high.
So many variations to suit the needs of businesses. HP follows fair pricing strategy, it charges for the quality and expertise it gives in the field
of hardware and software. HP fights with competition based on its quality regime and supreme performance and after sales services. Newer
products with latest innovative technologies are priced at a premium and as competition enters the prices are reduced gradually.
2.2.4 Promotion:
we are using so many ways to make aware and that public our excellent product our website has daily visitors around 5 million people and
phone, email, chat, and social networking our helping us to promote and giving solution to customers. HP uses 360 branding in its marketing
mix for creating brand awareness HP ad campaigns are spread across different media like TV, newspapers, magazines, website, and HP also
has an exchange program which allows to exchange old products for new. Other than regular discounts, sometime HP has offered some
services for free for a period of time in order to promote HP. HP has a campaign called One Voice, this campaign was designed to resonate the
image of HP as one stop solution to hardware and software needs. The campaign was successfully integrated to its website and outdoor
campaign as well. HP also has an exchange program which allows to exchange old products for new. Other than regular discounts, sometime
HP has offered some services for free for a period of time in order to promote HP. HP has also played the sponsor in many sports like formula
one and Premier League Club. Hence, this gives an insight in the
3. STP (Segmentation, targeting and positioning)

3.1 DELL STP
3.1.1 DELL Segmentation:
Dell has segmented the market into three categories geographically, demographically and behavioral. In geographically they divided the
market into three parts US/Americas, EMEA and Asia Pacific-Japan where each area has different pricing and marketing strategies. On the
other hand, demographically, there is no age, gender or race bias but income, occupation and education play a role in deciding the customer
needs and hence the product offer and behavioral, interest, low cost and benefits..
3.1.2 DELL Targeting:
Dell is targeting two classes of customers. Relationship Customer: The first is the relationship customer such as large corporations,
government and education sectors. These customers provide the largest portion of profit and are therefore supported by dedicated sales
representatives or account managers. A large share of Dell’s business stems from long-term corporate relationship accounts for which Dell has
developed tailored customer-specific web sites such as “Premier Pages” with predetermined custom specifications and budgets, giving them
access to product design, order status and product support and service information.
3.1.2.1 Transactional Customer: The second is the transactional customer who is price-sensitive looking for low cost, more reliable,
quality service and added value products. These are mainly individual customers who are more likely to access, choose and buy online as a
mean to fulfil their product requirements and customer needs. To obtain stable demand in this segment, Dell used the latest technology
products to target buyers who had regular upgrade purchase patterns, required little technical support, and paid by credit card.
3.1.2 DELL Positioning:
Dell’s value proposition is offering equivalent quality computers at a lower ‘price for performance’. As many large corporations, Dell had to
alter its positioning to maintain its competitive advantage as well as its main value proposition. Therefore in the early days, Dell positioned
itself as a premium computer company through an easy and convenient internet-based sales medium and outstanding service. Gradually this
further growth and increased advertising managed to establish Dell’s position in consumers’ minds and presented it as an aggressive, value-
oriented computer manufacturer
3.2HP STP
3.2.1 HP Segmentation:
HP computers company providing products for different segments of the society. These products are good for the housework, office, business
and corporate sectors and it meets all necessary requirements of clients.
3.2.1 HP targeting
HP provides its products and services in the target market and it needs to start its business in the newly emerging economies. Today all
Business and government departments and use computers and it related equipment to make their working easy.
3.2.3 HP positioning
HP Company will provide such items in the company, which can have different functions and they can suit for the requirements of the clients.
This company is one of the leader companies in international market and it will meet the requirements of the clients.
4. Satisfaction of customer from dell and HP

4.1Problem statement
Statement of the problem Customer satisfaction is one of the most important issues concerning business organizations of all types, which is
justified by the customer orientation Philosophy and the main principles of continuous improvement of modern enterprises. Customer is an
individual or business that purchases the goods or services produced by a business. The client is the end goal of businesses, since it is the
customer who pays for supply and creates demand. Businesses often follow the adage that "the customer is always right" because happy
customers will continue to buy goods and services. In today's competitive business environment, customer satisfaction is an increasingly
important component of an effective organization. Customer satisfaction is a key component of a successful and prosperous organization. It
has been linked to higher profit margins and greater employee satisfaction, customer loyalty, customer retention, and repeat purchases. When
measured in financial terms, it is easy to see why customer satisfaction should become the foundation to all other measures of business
performance. Satisfied customers will return to buy more, recommend you to others, cost less to sell to, and cost less to service. In short,
organizations that actively manage customer satisfaction are actively managing their ongoing profitability. Customer satisfaction is important
because it provides marketers and business owners with a metric that they can use to manage and improve their businesses. Building customer
relationships is one of the customer retention strategies used to improve customer service and reduce customer churn. The problem is that
customer satisfaction is seldom expressed in financial terms. Many organizations simply categorize customer satisfaction measurement as a
form of "marketing intelligence" instead of using it as a management tool to build the customer into their quality improvement processes and
increase profit. As a result, companies often know the cost of providing good service but they rarely know the cost of providing bad service.
Many market research companies agree that even "satisfied customers" will defect. Therefore, this study concerns on customer satisfaction to
meet customer needs in order to make customers loyal and retain them for better profit in today's modern market within the context of Dell
and HP Company.
4.2 Objectives of research
In addition to a clear statement defining customer satisfaction, any successful customer survey program must have a clear set of objectives
that, once met, will lead to improved performance. The most basic objectives that should be met by any customer surveying program include
the following:
 Reviewing the Factors influencing customer satisfaction (price, design performance, durability)
 Understanding the expectations and requirements of your customers.
 Determining how well your company and its competitors are satisfying these expectations and requirements.
 Developing service and/or product standards based on your findings.
4.3 Research methodology
The procedures or processes used to find, collect, process, and analyze data about a subject are referred to as research methodology. The
methodology part of a research article allows the reader to assess the overall validity and reliability of the study.
4.3.1Data collection process
The research method is based on
4.3.1.1Primary data
Primary data is a type of data that is collected by researchers directly from main sources through interviews, surveys, experiments, etc. Primary data
are usually collected from the source—where the data originally originates from and are regarded as the best kind of data in research.
By pursuing data collection procedure the primary data in this research was collected through questionnaire and surveys and filled by target
samples.
4.3.1.2 Secondary data

Secondary data is the data that has already been collected through primary sources and made readily available for researchers to use for their own
research. It is a type of data that has already been collected in the past.
The secondary data in this research project was collected from the body of knowledge that was already existed like internet, Wikipedia, and other
research project that has been already conducted.
4.4 Research design

Research design is the framework of research methods and techniques chosen by a researcher. The design allows researchers to hone in on research
methods that are suitable for the subject matter and set up their studies up for success.
The design which have been used is descriptive research design. Descriptive research is defined as a research method that describes the
characteristics of the population or phenomenon studied. This methodology focuses more on the “what” of the research subject than the “why” of
the research subject.
The descriptive research method primarily focuses on describing the nature of a demographic segment, without focusing on “why” a particular
phenomenon occurs. In other words, it “describes” the subject of the research, without covering “why” it happens.
4.5Sampling method
Sampling is a process used in statistical analysis in which a predetermined number of observations are taken from a population.
There are two methods of selecting samples from the population:

4.5.1Non-Probability sampling
Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in
the population equal chances of being selected.
4.5.2. Probability Sampling
Probability Sampling is a sampling technique in which sample from a larger population are chosen using a method based on the theory
of probability. For a participant to be considered as a probability sample, he/she must be selected using a random selection.
In this research, we have used the first method, i.e. the Non Probability, Sampling, because of the time constraints and also to gather as
much information as possible.
4.6 Sampling technique
A sampling technique is the name or other identification of the specific process by which the entities of the sample have been
selected.
Initially, a rough draft was written bearing in mind the purpose of the research. A study was done in order to know the correctness of
the Questionnaire. Only after a few key revisions were made did the final Questionnaire received. As a result, my sample proved to be
practical, which is a sort of non-probability sampling, and that makes me collect data from target samples in a convenient way to
prevent collecting time consuming data.
4.7 Sample unite
A sampling unit is one of the units into which an aggregate is divided for the purpose of sampling, each unit being regarded as
individual and indivisible when the selection is made
The sample unite in my research was the respondents who was asked to fill the questionnaire. Which includes IM| sciences
Peshawar/Pakistan BBA students 18-30 ages.
4.8 Sample size
A sampling technique is the name or other identification of the specific process by which the entities of the sample have been
selected.
The sample Size was 40 students and all of them have been asked about their ideas and opinions through questionnaire.
4.9Questionnaire
A questionnaire is a research instrument consisting of a series of questions for the purpose of gathering information from respondents.
Questionnaires can be thought of as a kind of written interview. They can be carried out face to face, by telephone, computer or post.
Questionnaires provide a relatively cheap, quick and efficient way of obtaining large amounts of information from a large sample of people.
Analysis:
The following data is collected and analyzed from 32 responses of the users.
Statistics
Your Education Family Dell Dell consumer Dell battery Dell durability Dell Dell display Dell design
gender? background income Price service life performance
N valid 32 32 32 32 32 32 32 32 32 32
missin 0 0 0 0 0 0 0 0 0 0
g
hp price hp consumer hp battery life hp durability hp hp display hp design Which brand do you prefer?
service performance
32 32 32 32 32 32 32 32
0 0 0 0 0 0 0 0
Your gender?
Frequency Percent Valid Percent Cumulative

Percent
male 23 71.9 71.9 71.9
Valid female 9 28.1 28.1 100.0
Total 32 100.0 100.0
Education background

Percent
undergraduate 14 43.8 43.8 43.8
graduate 12 37.5 37.5 81.3

Valid
post-graduate 6 18.8 18.8 100.0
Total 32 100.0 100.0

Family income

Percent
less than Rs.25000 5 15.6 15.6 15.6
Rs.25000-50000 10 31.3 31.3 46.9
Rs.50000-75000 7 21.9 21.9 68.8
Valid Rs.75000-100000 2 6.3 6.3 75.0

Rs.100000 and above 7 21.9 21.9 96.9
other 1 3.1 3.1 100.0
Total 32 100.0 100.0
Dell
Dell price

Percent
highly satisfied 6 18.8 18.8 18.8
satisfied 18 56.3 56.3 75.0
Valid somewhat satisfied 6 18.8 18.8 93.8
dissatisfied 2 6.3 6.3 100.0
Total 32 100.0 100.0
Dell consumer service

Percent
satisfied 20 62.5 62.5 75.0
somewhat satisfied 6 18.8 18.8 93.8

Valid
highly dissatisfied 1 3.1 3.1 100.0
Total 32 100.0 100.0
Dell battery life

Percent
satisfied 17 53.1 53.1 71.9
Valid dissatisfied 2 6.3 6.3 93.8
22.00 1 3.1 3.1 100.0
Total 32 100.0 100.0
Dell Durability

Percent
satisfied 17 53.1 53.1 84.4

Valid
somewhat dissatisfied 1 3.1 3.1 93.8
Total 32 100.0 100.0

Dell performance

Percent
satisfied 19 59.4 59.4 81.3

Valid
Total 32 100.0 100.0
Dell display

Percent
satisfied 16 50.0 50.0 78.1
Valid somewhat dissatisfied 1 3.1 3.1 90.6
Total 32 100.0 100.0
Dell design

Percent
satisfied 14 43.8 43.8 68.8
Total 32 100.0 100.0
Hp
hp price

Percent
satisfied 14 43.8 43.8 59.4

Valid
Total 32 100.0 100.0
hp consumer service

Percent
satisfied 19 59.4 59.4 75.0
Total 32 100.0 100.0
hp battery life
Percent
satisfied 13 40.6 40.6 56.3
Total 32 100.0 100.0
hp durability

Percent
satisfied 17 53.1 53.1 68.8
Total 32 100.0 100.0
hp performance

Percent
satisfied 13 40.6 40.6 65.6
Total 32 100.0 100.0
hp display

Percent
satisfied 19 59.4 59.4 75.0
Total 32 100.0 100.0
hp design

Percent
satisfied 14 43.8 43.8 65.6

Valid
Total 32 100.0 100.0
which brand do you prefer?

Percent
Dell 21 65.6 65.6 65.6
hp 10 31.3 31.3 96.9

Valid
neutral 1 3.1 3.1 100.0
Total 32 100.0 100.0

5. Conclusion
5.1 DELL company conclusion
 The key to dells company success has been its direct sale and build to order business.
 Dell does not even the best product or price anymore because it is starting to (pc) personal computer space in buyer’s mind Dell Company is
more oriented to satisfy customer need.
 dell Company focus on keep of price according to their strategy they think customers are not flexible because of because of this they focus on
wide range population in all the world and customer satisfaction is also very important for them .
 Michael dell or dell company come a long way from building computer in his room to becoming one of the biggest in the world it is
interesting that dell bought IBM parts for its warehouse and created (pc) personal computer that later sold by mail and order it was simple
move that created the biggest computer company in the world his method is simple he sell his computers directly to the customer without
using retail store he strives efficiently by selling the computer to the customer with the best quality and low price .
 Dell Company uses business to business and business to consumer’s policy to buy and sell product on internet which is also knows as e-
commerce.
 Michael dell believed that it will be much better sense for the company to partner with reputable suppliers of parts of (pc) personal computer
or components rather than manufacture own.
 The dell’s main competitors in global market are HP, LENOVO, ACCER, and Toshiba, and most of them have similar strategy and product
as dell is very different in manufacturing and distribution strategy.
 Most company shifted their locations because of the shortage of raw material and components but dell is the only company still own several
production facilities in the USA its factories in the north Austin and Nashivilic are the only major computer assembly plant still located in the
USA.
 Direct sell model and fast supply chain is the competitive and key success of Dell Company.
 One famous survey that did on Computers Companies it shows 14 out 64 respondents 22% of the organization use dell as their desktop
brand.
 In this survey 65% respondents prefer dell over hp because of its good battery life, better performance and better durability.
 Dell is one of the largest computer manufacturers of the world survey did in 2019.
 Now competing HP, DELL decided to go in wholesale market but it also got a problem with dell because of dell now cost price in the market
dell has to minimize its cost in wholesale business which gave low margin.
 Nowadays Dell competitors’ and new companies are challenging Dell in direct sale via retail stores to compete its competitors in retail
market.
 For that reason now Dell slightly changes its model to direct and indirect sales model. Although dell introduced its product in selective retail
stores as compared to its competitors dell’s direct interaction with its customers helps them to observe the high demand of customer,
satisfaction and customer feedback ,although other companies depend on indirect feedback from the retailers .
 The feedback by the customers gave Dell the opportunity to quickly identify the problems or needs of the customers.
5.2 HP Company conclusion
 As quality brand HP gain more than competitors’ get.

 Blue color in HP logo show loyalty. As quality brand HP products more market share than any other computer hardware industry.
 HP Company has worldwide vision for its product.
 HP believe that geographic presence give as solid base on which to build such future growth.
 HP is very energy and conscious company that is going green to save and preserve the earth.
 HP believe that our broad or geographic presence in the world market let us to overcome to the worldwide market.
 HP believe good relationship with local suppliers in global market in order to fulfill orders quickly.
 According to the survey we mentioned before 35% of the respondents use HP as their desktop brand.
 HP Company is still market leading company in the world market.
 HP Company is known throughout the world by operating in more than 170 countries around the world.
 The mission of the company is to facilitate how technology and services can assist individuals and institutions in addressing their problems
and challenges so as to realize their dreams.
 HP corporation company stocks day by day getting increase in stock market.
 People are very happy with the policies, motivation, and rewards provided by the organization.
 There are no strict and hard rules, but the partner’s business practices need to be fair and ethical.
 HP Inc. India believes in investing in human capital to grow and penetrate in difficult geographies of India.
 Hewlett Packard, a company with outstanding ethics reputation, suffered as result of invasive investigation.
 HP2019 strategy digital transformation is increasing countless possibilities in a word where billions of users and devices and trillions of
things are connected. The applications and data that create and run enterprises, live everywhere, in the cloud on –and increasingly at the edge.
 HP offer both industry standards service (ISS) which are general purpose server for multi-workload computing as well as ,mission critical
service (MCS) which are servers optimized for particular workload.
6. Recommendation
6.1 Recommendation for DELL Company
 Lack of research department DELL company make research department because today world is technological world everything
change rapidly you have to research department to aware what is need to change.
 DELL company is depends on large suppliers for being assembler rather than computer technology manufacture according to
Michael porter five model for firm’s company should have power of supplier which they could gain more satisfaction of customer
by reducing the price free delivering in this technological world that everything is changing rapidly I recommend to every
company including DELL should be value chain if they want to lead the market.
 DELL Company has to open retailer shop as well as they could compete with competitors in every aspect efficiently because
some customers want to buy something in the time of buying they want to check the product. According to genic strategy DELL
company is cost leadership in the world company should find the ways to reduce the cost of production if they want to compete
for big share of market reducing the cost is the only solution.
 The external environment is wholesome to the company because the political social and technological environment is now
opportune to the big companies they have to with the unique strategy which helped to gain competitive advantage in the market.
 Variety computer systems and service worldwide the key market segments are government and big business the company strategy
should be direct business to understand consumers’ needs and efficiently provide its products.
 Dell Company has to consider several strategies in order to regain market leadership specially focus on reducing cost against
competitors.
 The company should also consider better method of reaching the potential customers. For instance, the use of online marketing
should be intensified expanding and customizing of product and product portfolio also consider.
 The company ought to focus on consumer market growth by introducing competitive products and which are also unique and
appeal to the taste of consumers.
 Low spending on research and development one of the fundamental issue is research but dell spending less on.
 Dell should focus on customer segment.
 Dealing with a large amount of supplier from any different countries can cause a large issue when
 Products are recalled.
 Lack of skilled or innovative and creative worker.
6.2 Recommendation for HP Company
 Boost productivity without spending a lot, HP Company try to boost productivity by lower cost it pave the way to be unique in
the world.
 Recently HP has thrown away 6000 employee due to pay cuts , I think this big weakness for such big name they have to cover
this problem as soon as possible so maybe they lost very skilled workers and it will be good chance for competitor to use their
skill.
 HP in Russian is in leading position in the super computers and printers the market gape between them in their competitors is
wide they should focus on the sustainable products.
 HP should increase their communication with their customer base.
 HP should increase their advertisement in order to increase their customer strength.
 HP should go and give a sample test to their customer because a large number of organization do not using any laptop.
 HP should make game programing in Russia.
 I recommend to HP Company to bring one of the branch to Asia like china and India I think it will be much suitable market for
the HP product segments.
 The PC market has kept declaiming over the recent years rising sales of smart phones and mobile devices have led to reduced
sales of PC and laptop.
 Diversification can help HP find faster growth and grow its sales and revenue by entering new business and markets, the company
can grow its sales and revenue as well as customer base globally.
 According to research of Gartner was around 262.5million units this was around 2.8%less than the previous year production of
(pc) computer.
 The rise of the smartphones and tablet industry has led to reducing demand for desktops and laptops worldwide HP should focus
to be active and leader too.
 HP gross margins have continued to decline over the past few years from 19.35 in2017 it fell to 18.7% in 2018 and then 18.4%in
2019 higher commodity costs as well as unfavorable foreign currency impacts have continued to affect this decline another
important factor that has affected the gross margins of HP is the brand’s dependence on pc business.
 HP must continuously change their business portfolio strategy HP should adopt various strategies related to the market demand.
References
https://www.thebalancesmb.com/dell-computer-company-profile-2892813
https://what-is-what.com/what_is/dell.html
https://en.wikipedia.org/wiki/Dell
https://en.wikipedia.org/wiki/Hewlett-Packard
https://www.mbaskool.com/marketing- mix/products/16980-dell.html
https://www.mbaskool.com/marketing- mix/products/17114-hp.html
https://www.indeed.com/career-advice/career-development/what-is-segmentation
https://snov.io/glossary/targeting/
https://www.google.com/amp/s/m.economictimes.com/definition/positioning/amp
https://www.google.com/amp/s/sanjeevkainwal.wordpress.com/2012/12/11/segmentation-targeting-and- positioning-of-dell/amp/
https://www.slideshare.net/mobile/PragatiMehndiratta1/hewlett-packard-82603856
https://www.coursehero.com/file/p7uvr3d/Conclusion-It-has-been-shown- how-Dell-Computer-Corporation-pioneered-e-business/
https://www.ukessays.com/essays/marketing/dell-is-a- very-successful-company-marketing-essay.php
https://www.ukessays.com/essays/commerce/report-on-hewlett- packard-hp-commerce-essay.php
https://anipireddydeepu2.wixsite.com/marketing-strategy/single- post/2014/10/23/CONCLUSION-OF-PROJECT-
https://anipireddydeepu2.wixsite.com/marketing-strategy/single- post/2014/10/23/CONCLUSION-OF-PROJECT-
https://www.extremetech.com/computing/145852-dell-needs-a-better- business-strategy-not-a-buyout
https://www.britannica.com/topic/Hewlett-Packard-Company https://marketrealist.com/2017/02/hps-recommendations-what-the-analysts-say/
https://www.studymode.com/essays/Hp-Company-Recommendation-985958.html

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Institute Of Management Sciences

Assignment on Comparison of Two Brands

Submitted By: Mohibullah Niazai (group leader of section D)

Prof. M. Imran Wazir

1.1 Introduction to Dell Company

1.2 Introduction to HP Company

1-3 History of Dell Company:

1.3.1 Michael Dell and the Birth of a Computer Empire

1.3.2 A Look at Inventor Michael Dell

1.4 History of HP Company

2. Marketing Mix 4ps

2.2 HP Company 4PS

3. STP (Segmentation, targeting and positioning)

3.1.2 DELL Targeting:

3.1.2 DELL Positioning:

4. Satisfaction of customer from dell and HP

4.2 Objectives of research

4.3 Research methodology

The research method is based on

4.3.1.2 Secondary data

4.4 Research design

There are two methods of selecting samples from the population:

4.5.2. Probability Sampling

4.6 Sampling technique

4.7 Sample unite

4.8 Sample size

Frequency Percent Valid Percent Cumulative

male 23 71.9 71.9 71.9

Valid female 9 28.1 28.1 100.0

Total 32 100.0 100.0

Frequency Percent Valid Percent Cumulative

undergraduate 14 43.8 43.8 43.8

graduate 12 37.5 37.5 81.3

Total 32 100.0 100.0

Frequency Percent Valid Percent Cumulative

less than Rs.25000 5 15.6 15.6 15.6

Rs.25000-50000 10 31.3 31.3 46.9

Rs.50000-75000 7 21.9 21.9 68.8

Valid Rs.75000-100000 2 6.3 6.3 75.0

other 1 3.1 3.1 100.0

Total 32 100.0 100.0

Frequency Percent Valid Percent Cumulative

highly satisfied 6 18.8 18.8 18.8

satisfied 18 56.3 56.3 75.0

Valid somewhat satisfied 6 18.8 18.8 93.8

dissatisfied 2 6.3 6.3 100.0

Total 32 100.0 100.0

Dell consumer service

Frequency Percent Valid Percent Cumulative

highly satisfied 4 12.5 12.5 12.5

satisfied 20 62.5 62.5 75.0

somewhat satisfied 6 18.8 18.8 93.8

highly dissatisfied 1 3.1 3.1 100.0

Total 32 100.0 100.0

Dell battery life

Frequency Percent Valid Percent Cumulative

highly satisfied 6 18.8 18.8 18.8

satisfied 17 53.1 53.1 71.9

somewhat satisfied 5 15.6 15.6 87.5

Valid dissatisfied 2 6.3 6.3 93.8

highly dissatisfied 1 3.1 3.1 96.9

22.00 1 3.1 3.1 100.0

Total 32 100.0 100.0