1.1 Dell Inc. Dell is an American multinational corporation which was founded by Michael Dell in the year 1984 based in Austin, Texas. Dell evolved on the basic principle of selling computers directly to the consumers. The company believed that this was the best way of fulfilling and understanding the needs of consumers in the most efficient manner, by providing customized computer solutions to meet individual needs. About 140,000 systems shipped per day, on average – that’s more than one every second to customers in 180 countries.
1.2 Apple Inc. Apple was founded on January 3rd, 1977 by Steve Jobs. It currently has 35,000 employees and has a worldwide annual sale of US $ 42.91 billion . Apple has established a unique image in the consumer electronics market with its philosophy of comprehensive aesthetics to distinctive advertising campaigns. Apple started out its business from selling personal computers and then expanded its product line by introducing laptops, mp3 players, mobiles, etc.
2 NEEDS AND WANTS ANALYSIS

2.1 Needs A need is a state of felt deprivation of some basic satisfaction. People require food, clothing, house to live in, safety, social needs, self-esteem needs and individual needs. Social needs may include a sense of belonging, affection, fun, and relaxation. Esteem needs include prestige, recognition and fame, while individual needs may include need for knowledge and self-expression. These needs are not created by their society or by marketers, but are basic to human existence. Marketing begins with the identifying of needs first, followed by the wants and demands. Many advertisements for hotels or restaurants promote fun, relaxation or prestige. Understanding needs is a basic requirement of successful marketing. The basic needs for which consumers require a laptop are:
 Computation work
 Mobility Traditionally, the computer was a big machine that could be used at one location only. Hence with the advent of laptops the basic need of consumers to be able to perform computation work while being mobile was met.

2.2 Wants Wants are desires for specific satisfiers of the deeper needs. When a typical Indian needs food, he wants chapatti, vegetables and rice; when he needs clothes he wants a dress according to the occasion e.g. if he wants to dress traditionally, he may want a pyjama-kurta, a female may wear a saree or salwar-kameez, when he needs self-esteem he may buy a Maruti Esteem or Hyundai Accent. These wants however may be different from that of an American or an Australian. Wants are shaped and attributed by one’s culture, individual personality, and social and environmental forces such as schools, business organizations, community, families, friend circle, religion etc. Marketers can influence the wants of people to a great extent. Like in every product, the consumer tends to WANT certain features or capabilities in addition to his basic needs. The wants of each consumer is not same. Some of the Wants of consumers for Instance in laptops are the following:
 Style (Aesthetics)
 Multimedia (Movies, Music, Photos, etc.)
 Internet Connectivity (Wi-Fi, Lan, modem, etc.)
 Documents storage – Hard Disk
 Video Chatting - Webcam
 Mobile connectivity - Bluetooth
 Peripheral Devices - USB slot
 Weight and screen size of laptop
 Games Playing Capability - Display / Screen resolution / Graphics Card
 Battery life
 Multi-Tasking - Good processor speed/RAM