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Abstract
Date: 2006-01-04

Level: Bachelor thesis in Business Administration, 10 points.

Authors:Akiko Yamamoto
Alhagsvägen 48
145 59 Norsborg
Stockholm

Lin Hui
Allmogeplasten 17
724 80 Västerås
Tel.: 0762615846

Chen Bo
Allmogeplasten 17
724 80 Västerås
Tel.: 0736364876

Tel.: 0735054312

Tutor: Leif Sanner

Title: Global introduction of new products – Case Study of Dell

Problem: In order to survive in the tough competition, firms face the difficult and vital challenge which is to introduce a new product into a global market efficiently.
Even though a product itself has a fine features and functions, failure on the introduction and marketing operation can result an unsuccessful product.
Therefore, the manager must identify an optimal introduction strategy according to the conditions the firm faces.

Purpose: There are two objectives for this study. First objective of this study is to investigate Dells’ operation regarding to global introduction of new products such as segmentation approach, its influence on the choice of introduction strategy and efficiency of the strategy itself. Second is to provide empirical framework in the field of global introduction of new product (the choice of waterfall or sprinkler strategy), which lacks in the earlier research and develop a deeper understanding.

Method: We have conducted a qualitative research in order to provide inductive view of the relationship between theory and research, and develop deeper understanding of our empirical data. We have gathered both primary and secondary data. Our primary data contains personal interview with the marketing manager, Ted Schönbeck from Dell Sweden, and this data was used to analyse our empirical data. Our secondary data contains books, articles, and internet sources. Those are used mostly to derive better theoretical frame work.