Question

answer the following questions in a short essay of at least 200 words:

Discuss the role that marketing research can play in helping HP maintain and build on its leadership position in the personal computers market.

What problem-identification research should HP undertake?

What problem-solving research should HP undertake?

Would you like to pursue a marketing research career with HP? Explain.

How can HP make use of social media to obtain marketing research information?

Answer 1

Market Research can Help HP in the following areas:

• Introduce a new product which incorporates new technology like artificial intelligence
• Identify the gap between customer requirement and deliverables
• Measure the customer expectations of the existing customer base primarily students, techies, design specialist, people who are looking for utility only.
• Ways to attract new customers

The problem identification research for HP should target the following areas:

• The brand perception of HP with existing customers and how to change perception.
• Study your existing customer’s culture and needs and how to differentiate product offerings in the different market, as the requirement of different target customer’s might vary country to country, region to region.
• Evaluate your offering and limitations against your competitor's offerings
• Estimate the laptop market potential and find ways to increase the market share by changing pricing or advertising.
• Forecasting of future product mix and trends

The problem-solving research would identify and resolve potential problems for HP should target the following areas:

• Identify the correct marketing mix and strategy for newer markets and new products
• Creating a distribution and promotional strategy to maintain and increase customer base
• Plan the pricing strategy to attract newer customers
• Build the brand image and create a products segment for the premium clientele.
• The features which can be added to improve the product offering within the price targets.

Yes, I would like to pursue a career in Market research with HP as there is a huge potential to study the following:

• New product introductions
• Changes required in the product mix
• Competitor data analysis
• Study and recommend ways to improve HP product mix and strategies

They are always introducing new models and increase the offerings in both laptop and printer technology. Further are upbeat and studying competitor trends continuously.

HP can use social media to conduct online surveys, create online blogs and chat groups to collect informal product information. Start discussion boards to understand the product, models, and price-related gaps and customers expectations.