Case Study Of Walton Bangladesh

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Summary .Walton made an agreement to collaborate with world’s largest two tech giants Intel and Microsoft in order to introduce their very own branded 6th generation Intel processor-based laptops in their product line for the Bangladeshi customers. They plan to introduce about 20 models of laptops under these four series: Karonda, Passion, Tamarind and WaxJambu with a price range from BDT 29,500 to BDT 95,500. The customers would be able to easily buy Walton’s brand new laptops on 12-month EMI and also enjoy the benefit of one year after sales service absolutely free. Analysis: This strategic move by Walton is a promising one for the following reasons:  Leveraging Walton’s Brand Image: Walton Bangladesh is one of the largest conglomerates …show more content…

They have already succeeded in building a strong position in the android market with their relatively affordable android smart phones against other established brands. With the brand equity they have right now, they are seeing this as an opportunity to extend their portfolio by including affordable high quality laptops for the Bangladeshi price sensitive customers who are not being able to purchase laptops because of high price.  Competitive advantage: By partnering with two of the biggest tech giants Intel and Microsoft, Walton will have a technological competitive advantage over other competitors. Walton will be mainly targeting the bottom layer of the market segment by pricing the laptops comparatively lower than its competitors and will offer genuine OS from Microsoft. This might prove as good value proposition for the potential customer. Also, Walton has established distribution channel all over Bangladesh which will help them to reach the potential customers …show more content…

They have brought the required technology from Europe for the purpose of establishing a motherboard manufacturing unit at the Walton Micro-Tech Corporation which is situated at Chandra in Gazipur. They have also brought these two technologies called SMT (Surface Mounting Technology) and AI (Auto Insertion) technology in their factory from Japan. According to SM Rezaul Alam, director of Walton Group, they are going to introduce laptops that are of international standard in the local ICT market at a comparatively affordable rate against other branded laptops. He also added that they have a motherboard like high-tech hardware manufacturing plant currently under construction and when finished this will help Walton to supply laptops in the local market at about 50 percent lower price than the other competing brands. (The Finance Today,

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