Bachelor Thesis from the year 2012 in the subject Business economics -
Miscellaneous, grade: 1,5, Furtwangen University (HFU Business School),
language: English, abstract: The subject of this work is to give the
reader a detailed overview of the current state of the All-in-One PC
market for German consumers. The author questions the public perception
of All-in-One PCs in the consumers' minds. Also, the use and acceptance
of touch technology for large screen devices is studied. The purpose of
this thesis is to analyze how All-in-One PCs can be effectively marketed
in an industry that focuses more and more on mobile computing devices.
In the first part an introduction to the desktop PC market and touch
screen technology is given. Then, the theoretic concepts of strategic
marketing and techno-ready marketing are discussed within a
hypercompetitive and innovation-driven industry. The research part
consists of a thorough market and competitive analysis of the All-in-One
PC market in Germany. In addition, a conducted opinion survey provides
valuable insights from a consumer perspective. The findings of the
research are afterwards evaluated and interpreted. Thereupon, the
originally outlined problem is reassessed and recommendations are given
to HP Germany, the cooperating company of this thesis, on how to adjust
respective marketing activities for technological innovative products.
Finally, a market outlook weighs the opportunities and threats that lie
ahead for the product category All-in-One PC. The last chapter
summarizes the key learnings of this thesis, how it benefits the
cooperating company and ends with a brief personal assessment about the
topic by the author. The results of the market analysis suggest that HP
can improve its brand preference and that people are not aware enough of
the product All-in-One PC and its features and benefits. A more
educative marketing approach is proposed by adding a 5th P - for
pedagogy - to the traditional marketing mix.
