Abstract:
This is my report on “An Analysis of the Marketing Activities of Interactive Whiteboard
(LABWE) in Bangladesh: A Study on Daffodil Computers Limited (DCL)” which starts
with the internal and external environment analysis Daffodil Computers Limited for
Interactive Whiteboards, pursued by a small research to understand the users and conclusion
with a recommendation of best strategies.
In the first instance, the internal and exotic environment analysis, I have covered PESTEL
analysis that gives us a better understanding on macro environment. I formulated a BCG
matrix for other products of DCL (Daffodil Computers Limited). Then did a SWOT
analysis to understand the Capacity and Weaknesses, and for identifying both the
opportunities open to them and the threats they are observe. In addition, analyzed their major
competitors includes Hitachi and Spectron. Furthermore, I have placed Porter’s Five Forces
that consider the state of competitiveness in a market. The target market for Interactive
Whiteboard has been added and I have also done on marketing mix that includes 4P’s of a
product, i.e. product, price, promotion and place.
Secondly, I conducted a survey with 10 to 15 Institutions to search out the mind share and
mind share of Interactive Whiteboard, how Interactive Whiteboard (LABWE) users feel about
the brand, how Non-LABWE users think about the brand, and how much people mostly want
with an Interactive Whiteboard.
Finally, I have formulated some recommendations to leading the brand in higher position. To
start with market segmentation and target market should be elaborated. Then they should
position the brand in a new way and construct the product strategy based on quality, feature
and design. In addition, they should use some more pricing strategies including market
skimming and promotional pricing. Their communication strategy should also be developed
including assigning a brand promoter to promote their brand. Lastly, the distribution channel
should be more developed and effective. They can introduce online shopping backed up with
a good and fast delivery system. Besides, their service centers must ensure fast service for any
inconvenience that may consumer face.
