An Analysis of the Marketing Activities of Interactive Whiteboard (LABWE) in Bangladesh: A Study on Daffodil Computers Limited (DCL)

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.