SO WHAT IS ALIENWARE…?
http://www.youtube.com/watch?v=MAw7eVfxJ7E&feature=relate
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THE STORY SO FAR
 Alienware formed in 1996
by Nelson Gonzalez and
Alex Aguila
 One of the first
manufacturers to have
dual graphic card and
liquid cooling system in
their machines.
 Known for its
Customization, high-
speed, superior graphic
and stylish design.
 Acquired by DELL in
March 2006.

THE PROBLEM
 AFTER THE ACQUISITION
OF ALIENWARE, DELL HAS
BEEN FACED WITH THE
FOLLOWING SITUATION’s:
vs.
 Market cannibalization of Dell’s
XPS line
 P.C. game market has been
shrinking after the advent of the
next-gen gaming consoles
making sales go down of both
the lines.

CURRENT P.C GAME
MARKET
Sales Level
P.C GAMING INDUSTRY
Innovators Early Early Late Late Laggards
Adopters Majority Majority Adopters

COMPETITORS

ALIENWARE’s STU’s

ALIENWARE STRENGTHS
 PASSION FOR TECHNOLOGY
 UNDERSTANDING OF THE GAMING
MARKET
 WELL RESPECTED BRAND BY GAMERS
 CUSTOMER FOCUS
 EXPERIENCE WITH CUSTOMIZED
SYSTEMS

OUR RECOMMENDATION
LAUNCH A NEW BREED OF
GAMING CONSOLE IN THE
MARKET.

THE CONSOLE WAR
EVEN WITH NINTENDO
Wii’s IMPRESSIVE
SALE,THERE IS NO CLEAR

SO MANY GAMES SO MANY
OPTIONS

A FATHERS CONCERN

TARGET MARKET 1
LITTLE BILL
(AGE GROUP: 5-12)

TARGET MARKET 2
MARK AND JASON
(AGE GROUP 13-

TARGET MARKET 3
MR. GREG AND FAMILY

TARGET MARKET 4
LITTLE BILL’S
GRANDPARENTS

MEDIA MIX
We Love to see
our
I like Grandchildren
SONIC, come and play
SUPER on the Wii with
us
MARIO
We love
DUDEWE
JUST LOVE Wii
GEARS OF Sports,
WAR, HALO,
CALL OF Wii Fit
DUTY

WE WANT TO TARGET THE
WHOLE FAMILY

PLAY THE WAY YOU WANT
TO

 CUSTOMIZABLE CONSOLE
 PRICED HOW YOU WANT
 BUILT TO YOUR SPECIFICATIONS
 DESIGNED BY EXPERTS
 DIRECT TO CONSUMERS

BASIC COMPONENTS ON
TODAY’S GAMING CONSOLE
 HARD DRIVE
 PROCESSOR, MOTHERBOARD
 VIDEO CARD
 HDMI PORT
 OPTICAL DRIVE: DVD / BLUE RAY
 Wi-Fi CAPABILITIES – WIRELESS
CONTROLLER
 NETWORK CARD
 COOLING SYSTEM & POWER SYSTEM
 DOLBY SURROUND SYSTEM
 RAM
 U.S.B CAPABILITIES.
 BLUETOOTH

ALIENWARE PARTNERS

INNOVATIVE ACCESSORIES

PRODUCT LIFECYCLE
Sales Level
CONSOLE GAMING INDUSTRY
ALIENWARE
GAMING
P.C GAMING INDUSTRYCONSOLE
Building on existing brand
Innovators Early Early Late Late Laggards
Adopters Majority Majority Adopters

CONSOLE PROJECT
CLASSIFICATION
New Core New Improved
Value Benefits Benefits Variation
Radical Breakthrough
Enabling Technology
Platform
Next
Generatio
n
Derivative
Incremental
Product/ brand
support
Base
New markets New customers Sell more
Replace products

ALIENWARE POSITION
RANGE OF
TECHNOLOGIES
FULL SELECTIVE
POSITION AHEA
LEADER
NICH
NICHE
COMPETITIVE
E
D
BEHIN
FOLLOWER RATIONALIZATION
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IMPLEMENTATION
 Set up a team of
Hardware and Software
Engineer.
 Create a new O/S and a
coding language.
 Create Relationship with
game manufacturer’s like
EA, CAPCOM, EPIC
games, etc.

SO WHAT ABOUT ALIENWARE
LAPTOP’s AND P.C
 Slowly Phase out
Alienware from the P.C and
Laptop hardware maket
 Make XPS the TOP LINE
Gaming P.C and Laptop
machine
 Use Alienware as a B2B
Hardware.
 Target Scientific Research
firms
 NASA
 Military

SUMMARY
 PROBLEM: HOW TO
TACKLE THE DROPPING
SALES IN THE P.C
GAMING MARKET
 SOLUTION: DESIGN
AND LAUNCH A
COMPLETELY
CUSTOMIZABLE
GAMING CONSOLE.

THANK YOU