COMPARITIVE ANALYSIS OF DELL & LENOVO explained

1. A Project on
Comparative Analysis of Dell & Lenovo
SHRI SAI INSTITUTE OF MANAGEMENT & RESEARCH
CHIKALTHANA MIDC. AURANGABAD.
Guided By - Presented By -
Prof. Tayade P N Mr. Mohammed Abdul Naeem
MBA Marketing
MBA040302

2. INTRODUCTION
Dell, Inc. is an American multinational computer technology corporation
based in 1 Dell Way, Round Rock, Texas, United States, that develops, sells and
supports computers and related products and services. Bearing the name of its
founder, Michael Dell, the company is one of the largest technological
corporations in the world, employing more than 103,300 people worldwide.
Dell is listed at number 41 in the Fortune 500 list. It is the third largest PC maker in
the world after HP and Lenovo.
As of 2009, the company sold personal computers, Server, data storage
devices , network switches, software, and computer peripherals. Dell also sells
HDtvs, cameras, printers, MP3 players and other electronics built by other
manufacturers. The company is well known for its innovations in supply chain
management and electronics commerce.
Lenovo Group Limited is a Chinese multinational personal technology
company that develops, manufactures and markets desktop and notebook
computers, workstations, servers, storage drives, IT management software, and
other related products and services. Lenovo was incorporated in Hong Kong in
1988 under its previous name, Legend. Lenovo's principal operations are
located in Morrisville, North Carolina, Beijing, China and Singapore.
Lenovo is the world's second largest PC maker and markets the ThinkPad line of
notebook PCs and Think Centre line of desktops.
Lenovo also sells the Idea Pad line of notebook computers. Lenovo markets its
products directly to consumers.

3. HISTORY
History of Dell
Dell traces its origins to 1984; when Michael Dell created PCs Limited while a
student at the University of Texas at Austin. The dorm-room headquartered
company sold IBM PC-compatible computers built from stock components.
Dell dropped out of school in order to focus full-time on his fledgling business,
after getting about $300,000 in expansion-capital from his family.
In 1985, the company produced the first computer of its own design, the "Turbo
PC", which sold for US$795.
History of Lenovo
On November 1, 1984, Lenovo was established with 200,000 RMB by eleven
people, named the "Chinese Academy of the Sciences Institute of Computing
Technology," new technology development company. In 1985, the company
launched the first Chinese-made motherboard with Lenovo technology. The
brand name, Lenovo, was born from this. On 23 June 1988, Lenovo was
incorporated in Hong Kong. New technology Development Company and
Chinese technology Transfer Company co-founded Lenovo of Hong Kong.
Lenovo Group used Legend as its English name. The "Lenovo" name was used
for the first time.
When Legend launched its own branded personal computer in 1990, it already
had a strong distribution network in place.

4. OBJECTIVES OF STUDY
The major objectives of the present study are as follows
-To study the Laptop market in Aurangabad city.
-To study the comparative position of Lenovo and Dell Laptops.
-To measure the satisfaction of respondent as a Customers towards Laptop.
-To understand the style & attitude of young customers towards the brands
-To study the advertisement, pricing strategy & awareness of selected brands in
-the market.
-To study promotional activities and schemes of the selected laptop brands in the
market.

5. SCOPE OF STUDY
The project is based on the comparative brand analysis according to new
trends of market for Laptops in Aurangabad territory.
With the help of this project an attempt is made to know about IT market i.e.
the sales, market share of brands and segments, promotional activities
performed in the market, distribution channel, about transport pass which
plays an important role for delivery of brands, schemes rolled out in the market,
role of executives, margins obtained by the retailers and distributors, product
differentiation, segmentation of the brands with the quality and price,
consumer use and preference for the brands, way of sale of liquor in
Aurangabad Territory and overall growth of brands & growth of company’s in
the market.
The project is helpful for the company also on many of the sides which will give
knowledge about the performance and development of brands in the market.

6. LIMITATIONS OF STUDY
This study is limited to the Aurangabad city.
This study is limited to Laptop Brands only study two brands of laptops.
This study may not address all the issues.
The time spam allotted for the research work was 50 days only.
The sample size selected for study was 50 customers only.
The views of customers may be different towards the issues

7.
FINDINGS
-58% respondents are using Dell Brand and 42% respondents are using Lenovo
Brand.
-35% respondents purchase Dell laptop on its brand name, 25% respondents
purchase laptop on its design, 40% respondents purchase laptop for it
customer services.
-30% using laptop for Business purpose, 35% using laptop gaming purpose and
-35% using laptop for educational purpose.
-77% users Dell recommended to buy this brand of laptop but 23% not
recommended to buy this brand of laptop.
-68% users of Lenovo recommended to buy this brand of laptop but 32% not
recommended to buy this brand of laptop.

8. SWOT ANALYSIS
DELL’S SWOT
Strengths
Best in After sale service
Biggest market share
Brand loyalty
Major share of revenue in IT industry globally
Weakness
Dell’s laptops most of the time affected from some technical problems
Not a manufacturing company of laptops. So some time it suffer for delay in distribution
Opportunities
Diversification strategy by introducing many new products to its range
Low price computers, laptops opened a big market share for it
Threats
Competitive rivalry that exist in the PC market Globally
New entrants to the market
Exposed fluctuations in currency market world wide

9. LENOVO’S SWOT
Lenovo SWOT analysis 2013
Strengths Weaknesses
 Vertical integration
 Knowledge of China’s market
 Low cost production
 Strong patents portfolio
 Competency in mergers and
acquisitions
 Synergy of knowledge and diverse
workforce
 Poor brand perception in the
developed economies
 Low differentiation
 Commodity (computer
hardware) products
Opportunities Threats
 Growing India’s smartphone market
 Growth of tablets market
 Obtaining patents through
acquisitions
 Tablet market growth
 Profit margin decline on
hardware products
 Slowing growth rate of the
laptops market
 Saturated smartphone markets
in developed countries
 Rapid technological change
 Intense competition

10. SUGGESTION
As per my analysis, Dell is best compared to Lenovo, which provides better
performance and more number of service centers and technicians. And moreover
better customer care centers all over India.
DELL is the best option which have latest and its costs 35,000 only. In DELL options are
very good when compared to LENOVO. One of the best options in laptop is
BITLOCKER. By using this we can protect each drive or file or folder accessing from
others.
Repairing is also very less in DELL when Compared to LENOVO.

11. CONCLUSION
Dell Laptops are generally more stylish and better looking in design – most have this quality,
and they appeal to many people for it. LENOVO equipment in the other hand is not that
cute, they are often big, and very rough looking. On design Dell is the winner.
LENOVO has the lead on this one. LENOVO laptops are big thus allowing them to put good
capacity processors and motherboard on them. Dell laptops are good in performance but
not as good as LENOVO. So I would say LENOVO is the winner on this one.
Durability
Dell puts quality on their hardware, so commonly their laptops are durable. It was noticed
LENOVO laptops have clumsy keyboards, so keys easily fall off. Other problems I have
noticed on LENOVO laptops is the display. I have had many people calling me about their
LENOVO laptops not displaying anything on the screen; all is black even though everything
else seems to be normal. So I think Dell laptops are more durable.
Price
Generally Dell laptops are better in design and hardware quality, thus making them a little
bit more expensive than LENOVO. The price margin is not that big between LENOVO and
Dell laptops, but most of the time Dell computers are more expensive. LENOVO laptops are
cheaper.
If you are looking for a good quality laptop with good design then Dell is the best option.
And if you are looking for a low priced laptop with a decent performance LENOVO is the
best option.

12. THE END