1. Introduction
Starting off with the introductory mouse products A4tech today holds a wide
range of best quality and performance products under its name including wired
and wireless mouse, keyboards, web cameras, MP3/MP4 players, speakers,
headset, microphones, USB Hub, and others. In 2006, the company launched a
series of gaming products such as gaming keyboards, mice ‘X7’ series, mouse
pads, headsets, webcams and speakers. With the introduction and trend of
gaming zones and arenas in Pakistan, presence of A4tech’s gaming products has
fuelled the process of increasing its spread.
History
Established in 1987 A4tech is a global leader of personal computer peripherals.
Having won many awards in recognition for its unique innovative technology,
A4tech maintains an exceptionally strong commitment to expand its limits to
develop better and thus to introduce and enhance people’s lifestyle. People tend
to regard longevity, stability and reliability as important qualifiers in determining
trust and that is maintained and gained by A4tech from its prospective customers
over the years. By offering extensive range and quality of products in affordable
reasonable prices it has retained a long history of quality and service over the
years as the range expanded local dealers found it difficult to have the complete
range available for the prospective customers at all-time thus the need of a
display center arose. CEO of a4tech has awarded as world top 7 leaders in
technology in 2011.

2. SWOT Analysis
SWOT analysis is a structured planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a business venture. It
involves specifying the objective of the business venture and identifying the
internal and external factors that a favorable and unfavorable to achieving that
objective. Here is the SWOT analysis of our product.
Strengths:
• Attractive and comfortable
• Variety
• Brand Name
• Large market share
• Well known in all over the world
Weakness:
• Less advertisement
• Less warranties
• There are less official outlets (in our segmented area)
Opportunities:
• Marketing penetration
• Enhance its sells by giving more warranties
• Technological development
Threats:
• Other China Brands
• Less advertisement

3. • Rapid change in technology
PESTLE Analysis
PESTLE Analysis is a simple and widely used tool that helps you to measure the
market changes and analyze the Political, Economic, Socio-cultural and
Technological changes in your business environment. This helps you understand
the "big picture" forces of change that you're exposed to. Here is a PESTLE
analysis of our product (A4tech mouse) in our segmented area Pakistan.
POLITICAL FACTORS:
As this is an imported product, so change in government, its policies about budget
or Tex and fundamental beliefs belonging to the political parties are bit-effecting
for product. But the reason due to which political factor is not effecting our
product is the less government interference in the market-place directly.
ECONOMIC FACTORS:
In the case of inflation while income is low and unemployment rates are
increased the company could risk a severe loss in sales. Otherwise at normal
circumstances economic factors are beneficial for our product.
SOCIO-CULTURAL FACTORS:
Socio-cultural factors for example demographic (population levels, age, gender,
religion, ethnicity, education level and income distribution), living standards and
lifestyle attitudes can also influence a product but in our segment company
marketing strategy is quite suitable with living standards and lifestyle attitudes of
the peoples, that is its plus point.
TECHNOLOGICAL FACTORS:
As it is a famous and world-wide recognized company in its mouse consumption,
so it is continuously launching its product yearly as well as occasionally with new
business processes and research and development. As the product is purely based
on technology, these are the healthy activities for product.

4. LEGAL FACTORS:
It is purely registered and licensed brand having well repute in all over the world
with no illegal and un-healthy activities. It is doing its marketing in such
environment in which legal disputes are easily handled.
ENVIRONMENTAL FACTORS:
Our product is quite environment friendly as it has no effect on climate. It has no
harmful effect on environment but it is recycle able also.
Competitors Analysis
Direct Competitors:
Our direct competitors are HP, Dell, Sony, Apple, Deny because they directly
influence our product by market share. Rapidly changing in technology and miner
fluctuation in features is also matter and these companies have ability to full fill
these requirements that’s these are our direct competitors.
Indirect Competitors:
Our indirect competitors are Compaq, Touch mate, Microsoft, Orange and other
china brands. These companies have low market share and position is also not
very good in consumer mind. That’s why they are indirect competitors.

5. Segmentation
Geographic:
Our product is target geographically only in major urban cities of Pakistan.
Demographic:
Our product is target 12-60 age old people and it targets the literate class. Anyone
can use our product in family life cycle.
Psychographic:
Our product is for working, middle and as well as for upper class.
Behavioral:
Our product gives quality to the user, so the users are regular and well aware of
product and have a positive attitude towards product.
PRODUCT LIFE CYCLE

6. In the chosen segmented area in witch people are well aware of brand and
quality, our product is at maturity stage in product life cycle graph.
Positioning Graph
Micro environment
The micro environment contain the forces that effects the company ability
internally to serve the customer at a company level or it is controllable in a short
run it contain supplier behavior, company intermediaries, competitors action etc.
in a4tech case there is no issue in supplies of deliveries in the store. Competitors
in a market like China Company of a4tech have spread influence to this company.
Now a day in a market there is many companies run their businesses by the
selling of copy of a4tech mouse by the name of A4tech, company. After using that
mouse the reputation of a4tech in the public mind goes negative and it directly
effects to the customer. Similarly A4tech plays important role in government
market, consumer market, reseller market or international market too.

7. Macro environment
Politic system effect a lot on that companies like when government changed after
some year then this change effects on economic of Pakistan this change directly
effects to the company pricing. Technological behavior matter a lot like in a new
era technology changes day by day and company have to changes the technology
to survive in the market. So in Marco environment our company is effect by these
two issues political system include economics or in technological issues a lot.
MARKETING MIX
Marketing Mix is the combination of actions a company uses when selling a
product or service, these are often described as the four Ps product, price, place,
and promotion. Their plan involves choosing target customers and designing a
persuasive marketing mix to get them to buy.Here is the brief description of four
Ps.
PRODUCT:
A4tech offers a wide range of mouse to its customers. It also manufacturing the
mouse for the people related to any profession like business, official, educational
department and daily users. Usually it is offering core product but in gaming
mouse it also providing warranty with some expensive mouse. It gives a huge
collection of wired, wireless, laser, Bluetooth, dustproof, everyday use and
gaming mouse. In gaming mouse, our product has a unique and wide range in
witch wired gaming mouse, wireless gaming mouse, Bluetooth gaming mouse and
dustproof gaming mouse are include. Now A4tech successfully introduced a
“Hole-less” mouse technology witch run even on water. A4tech also introduce its
“Bloody” series witch is purely consist of gaming mouse. Bloody gaming mouse
sports the typical benefits and features common to most gaming mice, but what
really sets it apart from the pack is its impressive and powerful software. The 3
buttons on the top of the mouse (behind the scroll wheel) each have hard-wired
functions, each dedicated to a “Firing profile” by pressing them a gamer can
adjust his fire mode. Here is some description of “Bloody R8 Wireless Gaming

8. Mouse”, it has 8 buttons, the speed of operation buttons is 1-18ms, its image
processing speed is 368 megapixels/second, its operating Speed is 75
inches/second.To charge the battery in the front of the case has a micro USB port.
In the case of discharge of a mouse the user can connect the USB cable and
continue the game. Now here is another XL-747h Anti-Vibrate Laser Gaming
Mouse it is an “Oscar” series gaming mouse by A4tech. Play on any other
computers instantly, no driver is needed. There is also weight tuning system for
customizing your mouse. Including these features A4tech also gives a stylish look
to its mouse with compatible and portable packing. Packing is also dust proof and
air proof so avoid any harm to product. Due to this wide range and amazing
features, A4tech has its unique image in market and these features also give it a
competitive advantage.
PRICE:
A4 Tech provides a wide variety of pricing to facilitate its customers. Regular
price starts from 300 and with the change of models and features price increases.
If customer wants a mouse for regular use different models are available at low to
medium price. It also provides a large number of models for business and office
use and the price varies and is a bit higher than regular mouse. But if the purpose
is gaming than highest price models are available which provide a package of
reliability and quality.
The price Range in Rupees:
Regular Mouse Price ( 300,600 )
For Business and Office ( 400,1000 )
Gaming Mouse ( 1000,5000 )
Regular Users:
For personal and daily life use there is no need to spend more money on a
mouse so A4 Tech is providing a different price range and models for this kind of
users.

9. Office users:
In offices and working places comparatively tough and reliable product is
required for frequent use. So for this class A4 Tech is using different strategy of
pricing. Little expensive but more reliable productsfor this class.
Gaming Mouse:
When it comes to gaming, features and technology count. So price will
definitely be high. A4 Tech is providing its premium products for this class
because they requirecomfortability, reliability and technology at the same time.
PLACE:
Our product is available on different stores and outlets as well as online sites
and blogs also. In our segmented area the variety available on internet is far
greater then on stores. It has its main office in Karachi from that place they
covering all Pakistan but now they have their sub-offices in other big cities. And in
other cities we can get A4tech mouse from the well-known shops and market
places. But in some places the availability issue is always remains there.
PROMOTION:
Promotion is the business of communicating with customers. It will provide
information that will assist them in making a decision to purchase a product
or service. The razzmatazz, pace and creativity of some promotional
activities are almost alien to normal business activities. There are some
techniques that organizations adobe for their promotion. We can use any
of them or all the techniques for our promotion.
We can use adverting tools to convey our message and to do our
promotion. The more effecting tool is TV, Newspaper, billboards and
internet. Best time to ads on TV is 6 pm to 10 pm. To make choice about
tools of promotion we have to see the competitor’s strategy about
promotion and the organization’s budget. Many times with the purchase of
a product there is an incentive like discounts, free items, or a contest. This
is to increase the sales of a product.

10. Sales promotion can play a sufficient role in promotion/selling.
Advertising is the best tool to fulfill the goal of promotion. Because by using
it massage can be conveyed to many people as compare to other
promotion tools. Advertising also less expensive as compare to other tools.
Suggestions
Place:
A4Tech should open their official outlets in some cities of Pakistan. It will be
beneficial for the company. Wide range of products should be available at
these outlets.
A4Tech should open costumer service centers in different cities so in this
way they can built profitable relationships with consumers by providing
them after sale services.
Promotion:
A4Tech should focus on advertising because it is a weak point and they
should take some steps to make this possible.
Today TV is best source to promote any product so it should make some
adds.
Bill boards play an important role promotion of products so in some major
cities they should do that.
Blogs are another source of communication and advertising.