2. SO WHAT IS ALIENWARE…?
http://www.youtube.com/watch?v=MAw7eVfxJ7E&feature=relate
d
3. 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.
4. 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.
5. CURRENT P.C GAME
MARKET
Sales Level
P.C GAMING INDUSTRY
Innovators Early Early Late Late Laggards
Adopters Majority Majority Adopters
8. ALIENWARE STRENGTHS
PASSION FOR TECHNOLOGY
UNDERSTANDING OF THE GAMING
MARKET
WELL RESPECTED BRAND BY GAMERS
CUSTOMER FOCUS
EXPERIENCE WITH CUSTOMIZED
SYSTEMS
17. 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
20. CUSTOMIZABLE CONSOLE
PRICED HOW YOU WANT
BUILT TO YOUR SPECIFICATIONS
DESIGNED BY EXPERTS
DIRECT TO CONSUMERS
21. 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
24. 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
25. 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
26. ALIENWARE POSITION
RANGE OF
TECHNOLOGIES
FULL SELECTIVE
POSITION AHEA
LEADER
NICH
NICHE
COMPETITIVE
E
D
BEHIN
FOLLOWER RATIONALIZATION
D
27. 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.
28. 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
29. SUMMARY
PROBLEM: HOW TO
TACKLE THE DROPPING
SALES IN THE P.C
GAMING MARKET
SOLUTION: DESIGN
AND LAUNCH A
COMPLETELY
CUSTOMIZABLE
GAMING CONSOLE.