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Dell's Working Capital

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個案探討:

背景簡介
■關於
年,在其就學的美國德州大學奧斯汀分校的宿舍裡,用
一千美元創設了「電腦公司」。短短五年後,營業額就突破五億美
元;目前名列全球第二大電腦系統公司,更是全球
直銷電腦的第一品牌。銷售對象從家庭個人消費者拓展到
一般企業公司行號,甚至政府單位、教育機構等都囊括在
其服務的範圍。
成功將其首創的「直銷」模式與電子商務連
結,將引人讚譽的服務特質藉由網路媒介加強影響
力,進而在網際網路版圖發揮行銷全球的能量。所有與網
路電子商務的調查都指出,在電子商務經營類型品牌排
名上,榮登「電腦軟硬體」類第一知名品牌,連全
球電腦銷售量高達第一的公司,其網際網路的表
現也只能遠遠向俯首稱臣。的設計、研發、製
造、行銷、服務及技術支援囊括整個個人電腦系統,包括
筆記型電腦到工作站。該公司所提供的每個系統都是依照客戶規格所量身訂做
的。
■簡單的概念與通路
透過其「直接銷售」的經營理念,已與眾多大型跨國企業、政府機
構、教育機構、中小型企業及個人發展出直接的關係。也是第一家提供客
戶免費線上技術諮詢與隔日到府服務的公司,而此項服務現亦成為一企業標
準。的客戶可以直接經由與設計者及科技建立者所發展出一對一的關係中
獲得好處。經由每天與約萬名客戶做直接溝通,可以獲得客戶需求的第
一手資料。
目前的企業已無法坐在家裡等客戶自己上門了!而企業在面對這麼多的
競爭中,其成功關鍵就在其是否有能力去取得、建立與維護一個長期、有貢
電腦創始人:

獻且關係良好的客戶群。面對這種客戶,企業不僅是提供他們想要的,更進
而提供「隨時隨地」的服務,取而代之的是利用顧客關係管理(
;)去選擇業者所要的目標客戶,且不斷地成
長和維持這些客戶群。
所謂「顧客關係管理」,指的是透過整體客戶關係提供產品或服務的企
業經營策略。透過最適合的時間、最適合的通路,把最適合的產品與服務提供
給最適合的客戶,並創造最大的利潤與降低營運風險。
■直銷模式
在直銷模式上,主要為機關團體、企業用戶與學校,個人或是家庭用
戶。是最早跨入電子商務的大企業之一,電腦即成功的運用網際網路
的優勢,將電子商務機制導入整個配銷環節中,並進而創新直銷模式與提昇經
營績效。
■整合價值練
不同於將產品透過層層配銷體系鋪貨的傳統模式,電腦是直接將產
品販售給客戶,直接與供應商進行交易,同時也直接和員工溝通這種直銷手
法,省下沒有效率的中間成本,藉由此種方式,將上游的供應商及顧客整
合成一條各個環節都緊密結合的價值鏈。除此之外,為滿足顧客需求,於是發
展了加值服務,這是一
種「量身訂做原廠整合」的
服務方式,係所獨創,
此方式提供下述整體解決方
案,讓客戶自行訂定配置,
並經工廠直接安裝。
美國德州製造中心的生
產線,直接製造、安
裝、配送的直銷模式
個案探討:

■電腦專利
首創技術支持熱線,並使之成為業內標準。電腦分別於年
月日提出「先接單後生產電腦系統的軟體設定程序」美國專利申請案,該案
隨即於年月日核准項申請專利範圍;年月日提出「用以促進
先接單後生產電腦系統之軟體安裝測試的資料庫」美國專利申請案,該案隨即
於年月日核准項申請專利範圍;年月日提出「先接單後生產
電腦系統的軟體安裝與測試」美國專利申請案,該案隨即於年月日核
准項申請專利範圍;年月日提出另一件「先接單後生產電腦系統的
軟體安裝與測試」美國專利申請案,該案隨即於年月日核准項申
請專利範圍。
領先的服務與支援
相信透過提供正確的產品,並將其與針對客戶及其機構設計的綜合性
服務解決方案緊密連繫在一起,提出了最高水準的價值命題,從而在行業
取得獨一無二的地位。
經營策略
■彈性價格戰術,一物多價
旗下超過名銷售人員,時常和企業大客戶打探消息,此消息就
是對手賣給它們的電腦價格。知道對手的售價後,即刻調整自己的售價,
以確保比對手有更低的價格。
■流血大拍賣,薄利多銷
把這種策略命名為「彈性價格戰
術」。發言人說:「這種戰術讓我們
能在天之內,就能調整我們的售價」。
但是低價的促銷策略並不是無本生
意,既然是「流血大拍賣」,所流的就不
只是敵人的血,還包括自己的血,只不

過,拚的是誰最先血盡人亡。的補血法寶是:擴大出貨量,也就是俗語說
的「薄利多銷」。
■銷售人員自訂銷售價格
還有另一個怪招:每個銷售人員可以自訂銷售價格,只要符合該區的
銷售目標即可。在訂價上千變萬化,幾乎已經成為該公司的生存哲學。一
位客戶曾說:「若從不同的方向進入公司,即使同款產品,也會看到不同
價格!」。
■根據市場需求,隨時調整價格
其它對手最近也開始模仿,副總裁 也說:
「這招的確吃定了我們!」,現在已經決定:以後訂價和亦
步亦趨,訂多少就訂多少。同時還弄了一個資料庫,裡
面專門記錄對手的訂價行為。
■直接模式
把電腦直接販售給顧客,直接與供應商交易,也直接和員工溝通,所
有過程都省略了不必要而且沒有效率的中間人。直接模式的好處是不用猜測與
降低存貨,而其根基是顧客、直銷與供應商,因此,不管是面對顧客、員工、
供應商,成立的前提都採「不過度承諾,但超值遞送」的原則。
■三大黃金原則
摒棄存貨、傾聽顧客、需求堅持直銷,而「過剩與過時」(
)則成為禁忌。
■具備競爭上的三大優勢 能製造出與公認標準相容的高品質產品。 以直接關係進行行銷。 維持有效率和有彈性的製程,以達流線型資產的基礎。
個案探討:

客戶導向策略
由於曾經組裝並升級過電腦,瞭解經銷商的利潤空間雖然大卻沒有提
供多少附加價值,因此,決定將電腦直接銷售給消費者,省去付給經銷商的利
潤,並將這個利益回饋給消費者。這個直接銷售的策略促使電腦將顧客放
在整體企業策略的核心,將這個策略分成兩個領域,一個是「資訊的交換」
(),另一個則是「行為限制的交換」(
)。
■資訊的交換
的核心目標是提供給顧客真正需要的產品,因此,如何收集顧客的訊
息為首要之務。為了詳實的收集顧客資訊,採用了以下策略:
以顧客而非產品做市場區隔
相對於一般企業常以產品線來區分不同的市場,很早就以不同的
顧客群體做為市場區隔的目標。由於不同的顧客對產品及服務必然有
不同的需求,因此,以「顧客需要的電腦功能」以及「如何使用
電腦」做為區隔的基礎,並以不同的銷售團隊與溝通方式服務不同的
市場。以顧客做為市場區隔的基礎,讓得以更接近顧客的需求,
因而可以掌握其關鍵資訊,有效預測未來市場需求,而準確的預測正
是電子產業降低營運成本的主要關鍵。
在產品研發過程中納入顧客的知識
為了要提供給顧客真正需要的產品,直接開口問消費者究竟要什
麼。透過網路、電話以及業務人員面對面的溝通,不僅可以認識顧
客,也能瞭解他們的需求與喜好。由於顧客真正需要的是符合其需求
且易於使用的產品,而非技術先進或包含太多功能的產品,因此,
讓顧客在新產品研發階段就能加入提供意見的行列,並認真的考
慮他們的意見,以免推出叫好不叫座的產品,不僅延誤商機,甚至可
能危及公司生存。

讓顧客常在我心,而非時時掛念競爭者
在競爭激烈的商場中,任何一個好點子本來就很容易被抄襲,因此,
時時注意競爭對手的一靜一動並沒有太大的意義,真正重要的是回歸
到顧客的身上。電腦的策略是直接與客戶接觸,因此,只要它真
正將客戶放在策略核心上,就可以隨時收集到真正的客戶資訊,而不
致與客戶脫節。
由於要求其業務人員花費大量的時間與客戶相處,因此,常能獲
得許多有用的資訊,例如,客戶會要求在出廠的產品上貼上訂購
公司的財產標籤,這些看似零碎的小事匯集起來,就成為所建立
的產業競爭障礙。
亳不遲疑的導入電子商務
在年推出了
網站,並於年
推出了線上組裝的服務,讓
客戶可以直接在網路上選擇
他所想要的電腦規格,在獲
得報價後可直接訂購。此
外,針對企業客戶,
還推出了依照各公
司需要量身打造的「頂
級網頁」,讓企業內部員工
可以利用密碼進入其公司專
屬網頁,在線上選擇他所需
要的電腦規格或服務,再統
一採購。網際網路成為
直接銷售模式的強大工具,
它不只是銷售管道的一個分
支,更成為與客戶間交
換資訊的有力管道。
中文化的台灣戴爾電腦網頁,與美國的英文網頁整體的格式相
同,讓使用者方便尋找各種電腦配備及資訊
個案探討:

建立虛擬整合組織
為了達到更精確與更快速的資訊交換,將其累積多年的資料庫開
放,與客戶及供應商分享這些資訊。例如,客戶可以連線到的生
產線上,瞭解其訂購產品的組裝或運送進度;而供應商也可以透過連
線瞭解既有的庫存資料,以準備何時及如何供貨的問題。透過這種處
理資訊的新視野,在實質上,在消除了供應鍊上、下游與最終客戶之
間的界線,讓各種資訊得以快速流通,在產品交期與新產品的研發上
反而更為精確。
■直接的顧客銷售
許多的電腦供應商通過零售商或批發方式進行營銷,但是「」電腦並
不用此種方式進行市場管理,它使用的是直銷的方式,且在美國及亞太地區的
市場取得了非常巨大的市場佔有率。高速的業務增長可以歸結於一個非常
簡單的企業概念-顧客直銷。直接為使用者訂做電腦,這裡所指的使用者
包括政府機關、教育機構、大型的機構以及個人的家庭用戶,而不是以接受中
間經銷商的訂單為主的市場策略,此直銷方式不僅令成功地將成本降至最
低,同時成功地取得市場的一個穩定份額。在澳洲年度個人電腦服務及信賴大
獎中,不僅獲得了第一名,兼且榮獲「最可信賴設備」以及「最被再次購
買」兩項榮譽,是什麼原因令得到消費者的信賴,以下重點總結了幾項因
素: 全面的質量保證 價廉物美 優質的產品服務和支援 最新的電腦科技 比批發商更出色的推銷 網際網路的角色 客戶服務

■行為限制的交換
由於強調的是將產品直接銷售給顧客,而非透過各地區的經銷商,因
此,它必須解決顧客心中無法面對經銷店面等特殊知識的商品。顧客滿意是完
成交易的基礎,光是努力收集顧客資訊並列入決策參考是不夠的,還必須解決
顧客的疑慮問題,這就是經濟學裡頭所說的「限制條件的交換」。若賣方能夠
認識到買方的疑慮何在,而主動提出某些交易條件,就能降低買方的疑慮而提
高交易完成的機率。
顯然對顧客的疑慮了然於胸,而且也懂得這些問題就是「直接銷售模
式」所必須解決的問題,因此,在經營企業的過程中提出了幾項限制條件以取
得顧客的信任,最重要的有下列三項:
提出天退款保證 提供到府維修服務 對客戶資料保持絕對機密
七大成功術的企業文化
■企業文化
根據路透社的報導:「的風格以平實著稱,看似平凡無奇,但競爭者
就是學不來」。調查顯示有高達半數的員工表示一有機會就將跳槽!雖然大部
分的員工還是留了下來,一年又一年地咬著牙推著公司快速成長。這般驚人成
就與內在的矛盾並存,令人不得不好奇這家公司除了以「直銷」營運模式贏得
盛名之外,究竟在企業文化上是否有過人的奧秘之處。因此,在深入分析
的成功術後,可歸納為七大面向: 態度直接了當:文化要求態度直接。公司內部講話最忌拐彎抹
角,誰都可以被批評,兩大巨頭(執行長與總裁)若犯
錯,照樣逃不過「輿論制裁」。 對現況永不滿足:文化講究成功時慶祝五分鐘,接下來開五小時
的檢討會!常掛在嘴邊的是,「慶祝一奈秒就好了,趕快往下一
目標邁進」。
個案探討:

沒有藉口:文化只看績效,不要藉口。當伺服器業務部門營業額
去年只成長%,部門主管葛羅夫立刻被以「組織重整」為由暗降,
儘管同一時期競爭對手的表現遠不及此。 挑戰高難度的目標:文化力主挑戰不可能的任務,要求產品最好
從推出第一天就能開始替公司賺錢。為達到此一目標,幾乎隨時
抽問經理人,從營業額到出貨產品的零件瑕疵比率,經理人必須倒背
如流。例如歐洲市場的最高階經理人,在年因降價不夠狠,
數字不好看,立刻遭到撤換命運。 沒有固定的勝利方程式:在文化中,「慶祝」會滋生自滿心態,
相信沒有必勝的模式,過去的成功也不是未來績效的保證。
對重大成果的鼓勵方式,通常只是一封簡短的電子郵件或只是輕輕拍
背嘉許兩句,就這麼多了。
別把「自我」帶上職場:的「平凡」深深影響全公司,內部文化
不崇尚明星,亦即每個人要把公司的利益擺在自己的利益之前。為達
成此一目標,公司內部慣用的作法是把重要的計畫同時交由兩位
經理人來執行,讓他們一起工作,檢討彼此的弱點,並在出錯時一同
承擔指責。 多關心怎麼省錢,別去想如何保面子:「別家公司的員工若發明新產
品就能成為英雄,但在,想成為英雄得找出辦法替公司省錢」。
文化要求每花一塊錢要能賺回兩塊半,如何省得越多、賺得更快
才是最關心的部分。
■企業模式 在通路方面
()依顧客需求來組裝產品
()→最終顧客

在供應商方面
()借力使力尋求互補
()關係單純但緊密
()以虛擬整合取代對立
在生產流程方面
()接單生產
()顧客導向:依需求與供給量來決定
■企業經營五項要素
在員工要素方面,認為企業需要發展出一種能讓員工積極投入、
全力以赴的環境機制,其中關鍵在如何於企業內部培養創新與創業的
台灣的戴爾電腦網頁
也提供客製化電腦的
服務,消費者可於網
站上選購符合需求的
配備
個案探討:

精神、建立員工具有當老闆的心理、重視內部溝通與資訊透明化、鼓
勵問題發掘與培養問題解決的能力。
在顧客要素方面,非常強調企業需要充分瞭解顧客、向顧客學
習、滿足顧客需求、創造顧客最大的利益,將顧客納入經營體系,並
視為自己的經營伙伴。 在供應商要素方面,也主張將供應商納入經營體系,形成彼此互
補的親密伙伴關係,發展垂直整合的虛擬企業體系,建立即時資訊系
統,掌握全盤經營資訊,以快速反應來消除一切因資訊不足所造成的
延遲成本。
認為企業必須以發展核心專長來創造競爭優勢,採取市場區隔之
差異化策略,創造顧客導向的高度附加價值。
也非常強調「行動導向」與「做中學」的企業文化,他認為企業
成員應能及時解決一切問題,直趨問題核心,重視速度與反應能力,
他認為失敗與錯誤並不重要,重要的是你能否從中學習、及時改正。
公司的成功,除了本人特殊人格特質的影響外,其所採行的管
理方式、經營理念及相關因素,都對的成功提供了相當大的影響,不過,
當討論這些關鍵成功因素時,必須注意到這些因素間彼此的關係,諸如直接銷
售的模式,是否適用於所有的產業呢還是必須要有相關的企業資源與產業結
構配合呢?下列將試圖列舉的關鍵成功因素:
直接銷售:可以去除中間商的剝削,並將利潤回饋給顧客,並藉由直
接與顧客接觸的機會,能更準確的發現使用者的需求。
信任員工及充份授權:使員工充份發揮創造力及潛能。 重視客戶的需求和專家的意見:將顧客的意見加入產品的設計中,產
品的設計要從需求面切入,並聆聽專家的意見,做為公司策略擬定參
考。

以全球的市場為目標:國際觀是很重要的,因為發現國外的市場
有相似的需求,而將企業本身的管理方式配合各國文化的因素進行修
改,再結合資訊科技的應用,從市場中賺取了可觀的利潤。 堅守專精的項目:做好市場區隔,並全神貫注於一項計畫上,如此不
但可以創造企業的形象,並可以達到更高的品質,如同台積電的專業
代工。 注意速度及產品相容性:提供最快的服務,維持有效率有彈性的製
程,達到流線型資產的基礎,此外,過度設計將導致功能緩慢,造成
延誤;而不相容的產品,將會使顧客的購買意願下降。 做中學:勇於嘗試不怕錯,並從錯誤中學習成長所需的經驗。遇到困
難要馬上放棄無謂的掙扎,迅速修正問題。
穩定中求成長:不要追求過度的成長,在成長的過程中,逐步增強基
礎建設,對於快速成長做好管理。
進行虛擬整合,並與顧客結盟:了解自身產業以外的東西,並考量包
含供應鏈及顧客與員工間關係的完整系統,借力使力尋求互補的合作
對象,使本身專注在核心競爭力並減少錯誤。
充份的溝通與分享:透過及快速反應,並打破階層的關
係,如此可以減少大家對於未來的恐懼,施行權力分享與工作分攤,
責任歸屬明確。
確立企業方向與堅持信念:企業營運的順序為資金流動、獲利
性、成長。只要認為是對顧客有價值且對企業有益者,便積極執行。
創造以顧客需求為導向,自我負責的致勝企業文化。
人力資源管理制度的配合:尋找經驗、智慧與適應力三者達到平衡的
優秀員工,並讓員工有不拘小節的創業家精神,肯幹的態度和能幹的
能力,讓員工超越自己,勇於嘗試並且不怕失敗。此外,重視員工的
訓練,讓員工了解每項產品及顧客的需求,讓每一個員工自己尋找並
個案探討:

培養接班人,並以降低經理人的責任做為獎勵,讓經理人能全心把重
要的事做好。
良好的決策:依確實資料來作決策,而不受情緒干擾,並利用網路追
求高效率及良好的資訊品質。
■網站成功因素
直銷模式的運用:直接面對顧客,提供最具競爭力的價格及最新的電
腦資訊和技術。 簡易實用的網站設計:協助上網者按照本身的需要搭配產品組合,輕
鬆買到最合適的電腦系統。
量身訂做的加值服務:針對不同業態的客戶需求提供多元服務,如同
一對一行銷。
■和企業客戶建立「學習關係」
隨著網路時代的來臨,供應商可以不再將企業客戶視為單一個體,而
視為一組顧客群。因為網路可以幫助供應商進一步了解企業內部使用者的真正
需求,分析使用者在採購流程中的影響力。
與真正使用者建立關係 以顧客為核心 企業一對一的成功關鍵 提供知識性的產品
■一對一顧客關係的四個步驟
確認顧客何在
表面上看來,是企業與企業進行交易,其實背後影響決策的,還
是企業內部的成員,因此,個人才是建立往來關係的主體。在確認顧
客時,首先要收集的就是這些顧客的名單、聯絡方式,以及每個人在
公司內的職位與重要性。當然,企業內部資訊取得的管道與決策形成
的過程,也是必須收集的重要情報。

依據價值與需要對顧客進行區隔
能夠對不同的顧客提供不同的服務,顯示企業具有分辨顧客特質的
能力。知道誰是最具價值的顧客,有利企業採取銷售攻勢。依據價值
的不同,將顧客大致區分為三類:
()最具價值的顧客:這類顧客是企業主要的訴求對象,一旦流失將對
獲利造成明顯的影響。
()最具成長潛力的顧客:只要企業對其採取主動的行銷攻勢,就可以
增加雙方的交易往來。
()不具開發價值的顧客:這類顧客的特色是能對企業帶來的獲利,遠
不及企業為其提供產品或服務所需付出的成本。
並非所有的顧客都能被歸入這三種類型,但對顧客進行分門別類,基本
上,對企業設定策略目標有相當的助益。
與顧客進行互動
網際網路是目前花
費成本最低,卻可
達到最大互動效益
的主要途徑。互動
溝通的主要目的,
在於能對顧客偏好
與需求有進一步的
洞悉能力,也是企
業因應顧客需求調
整產品服務的參考
基礎。一位 的
主管即指出:「若
沒有
網頁的推出,以往的互動溝通服務只能提供給大型企業客戶;但
現在卻可以進一步擴大到小型企業客戶。」
戴爾電腦提出的,讓消費者的問題可於網站上提出,成
為戴爾電腦與消費者互動的最佳方式
個案探討:

為顧客提供量身定做的貼心服務
發展一對一顧客關係必須具備的一項重要條件,就是能根據顧客需求
來調整服務內容。企業若能提供這種量身訂做的彈性,將能塑造出產
品與服務的獨特性,成功和競爭對手的產品與服務區隔,成為維持顧
客忠誠度的重要關鍵。
■產品的品質與價格
價值:顧客購買某項產品或服務,是因為覺得其有價值是品質與價格
的相對表現。
品質管理演進過程:()符合標準品質;()顧客滿意;()市
場觀點的品質與價值;()以品質為核心的顧客價值管理。

學習的經驗
要想在世界企業舞台展露頭角,並非是不可能的任務,卻也必須有過人
之處,分析成功的重要原因是:提供較優越的顧客服務、達到高速的庫存
週轉、直接銷售、把供應商與顧客當做伙伴、把員工當老闆,但總歸一句,
確實做到了「滿足顧客需要」。
■從知識面上探討
例如,的三項黃金律應是最有價值的外顯知識,也是獲利的利
器:「拋棄存貨」:在資訊產業中產品的生命週期很短,存貨的價值急速下跌
甚至一文不值,故要儘量壓低存貨。「不斷聆聽顧客意見」:懂得顧客的需
求,才可以推出符合市場需要的產品。「直接銷售」:可直接瞭解顧客需要,
並將中間商的差價回饋予客戶,進而提供物美價廉產品以創造雙贏。
從成功經驗中,亦獲得了一些重要的啟示:
掌握商機,毫不猶豫立即行動,並隨時掌握經營環境的瞬息萬變。 全心全力的投入,勇往直前,有決心、恆心、毅力,及苦幹實幹的傻
勁。
建立積極的優質企業文化,要員工以老闆的心態來為公司效力,並培
養每個職位的接班人。
■從技術面來探討
所強調的虛擬垂直整合的觀念,在企業管理上應具有一體的適用性,
因為要達到虛擬整合,必須真正做到與所有協力的公司整合。另外,公司
之全球運籌體系在運作亦是關鍵的成功因素,因為在今日網路的世界,掌握最
佳資訊往往是能贏在起跑點上的贏家,故以各種方式來推廣並建立全球運
籌體系:
讓全球的員工都能有效利用網站規劃完善的全球運籌體系來服務
顧客。
個案探討:

與顧客及供應商有良好的資訊互動,供應商亦透過供應鏈的資訊關
係,構成虛擬整合。
鼓勵員工充分利用網站,充分訓練員工善用網路資訊。 利用資訊,使跨國組織的有效運作,充分掌握與全球供應商的產銷合
作。
■從管理的層面探討
對內,鼓勵員工具有當老闆的心裡,並且讓員工像老闆一樣的關心企
業,這種管理模式具有一體的適用性,因為「員工像老闆一樣關心企業」是管
理的最高目標,每一位員工都為公司盡心盡力,因此有一體適用性。但要達到
這個境界,必須在()員工具有能力;()充份授權;()願意讓員工從
失敗中學取經驗,這樣的企業背景環境下實施,才可能見效。
案例評析
對外,極端的強調為顧客創造附加價值,並將顧客視為經營體系中的
伙伴。在以前行銷觀念是「生產導向」,結果生產出一堆沒人用的產品,為
推出符合客戶需求的產品,現在行銷走向「顧客導向」。而顧客導向便是如
何為顧客創造附加價值,而公司也能從中賺取合理利潤。將顧客納入經營體系
便是「為顧客創造附加價值、為公司賺取利潤」的最佳思考模式。所以有一體
適用性及理論基礎。要知行合一非易事,而在學習的過程中,行動往往是最困
難的一步,必須要應用標竿學習三部曲的觀念,才是一種達到行動目的的有效
方法,亦即要:()認同:同意他人的做法;()求證:驗證有那些企業是
運用了的做法而成功;()執行:如何將及標竿企業的做法加以整
合,並轉換成自己適用的方法,最後落實。

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...Dell’s Working Capital In 1996, Dell’s net working capital, which is total current assets minus total current liabilities, was in a positive position with $1,018 million. For the past three years from 1994 to 1996, net working capital has been increasing significantly each year. Looking at the information on Table 1, it is very simple to detect this increase. The trend starts at $510 million in 1994 to $718 million in 1995 to $1,018 million in 1996 of net working capital. That makes a 40.78% increase from 1994 to 1995 and a 41.78% increase from 1995 to 1996. This increase can be perceived as either a good or a bad thing depending on the situation at hand. On one hand, it shows a measure of the Dell’s efficiency and its short-term financial health is in a good place. One the other hand, it could indicate that there is too much inventory. In this case, the inventory is never kept at a high volume, so we can say that the increase in working capital is a good thing. Now, we need to look at the percentage change for each current asset and each current liability in comparison with the increase in the working capital trend. We may notice that each one plays a part in it. One asset that may stick out more than any of the others is the percentage change in inventory. If we take a look at Table 2, we will notice that, for the most part, the percentage change decreased from 1995 to 1996 compared to 1994 to 1995. For inventories, this percentage jumped from 33.18% to 46.42%. This big of...

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Dell

...Below is a free essay on "Dell's Working Capital" from Anti Essays, your source for free research papers, essays, and term paper examples. Group Case: Dell's Working Capital Fundamentals of Managerial Finance 1) How was Dell's working capital policy a competitive advantage? Dell Computer Corporation in the mid-90s was using a just in time order fulfillment system and accurate forecasting to reduce its inventories to the lowest possible levels in the highly competitive PC market where profit margins are very small. This working capital policy allowed Dell to achieve higher levels of liquidity and inventory turnover than its competitors. As a result Dell was able to have a quicker response than its competitors every time the computer industry released new microprocessors and operating systems which proved to be key in obtaining a privileged competitive advantage over major PC manufacturers of the time, such as Apple, IBM, and Compaq. 2) How did Dell fund its 54% growth in 1996? Dell decided to incorporate key performance metrics such as growth, liquidity, and profitability to monitor and adjust its operating procedures to meet its ROIC (Return on Invested Capital) and CCC (Cash Conversion Cycle) goals. In 1996 Dell reduced its days sales of inventory from 34 to 31, improved they accounts receivables from 47 down to 42 days, and maintained low liquidity risks by keeping cash conversion cycle on an average of 40 days. Dell was able to fund its 54% growth maintaining...

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Dell Working Capital

...Dell Working Capital 1. How was Dell’s working capital policy a competitive advantage? Dell’s core strategy in the 90’s, build to order business model, allowed the firm to work with minimum finished goods and work-in-process (WIP) inventory. As a result, Dell maintained low inventory costs and permitted the company to adjust to technological innovations in the market. Dell’s WIP and finished goods inventory as a percent of total inventory was about 10%-20%, compared to the industry rate of 50%-70%. This led the company have low accounts payable, low cash conversion cycle, and high inventory turnover (Dell DSI 32 days vs. 58 days). As Dell’s computers were assembled after the company received the sale order and, as the rate of innovation is high, by keeping low inventory levels, the company could easily adjust to the new technology whereas the competition incurs in high depreciation rate of approximately 40% per year on old hardware components (Source Dell Website) for old. Additionally, if any component was factory flawed, as in 1994 with the Pentium chip, the company could quickly manufacture computers with the new updated flawless chip. Moreover, the company could reach new technology or components to market in an average of 35 days compared to 100 days by the competition. This helped Dell to take first mover advantage.   2. How did Dell fund its 52% growth in 1996? The sales increased 52% owing to growth in sales of Pentium processor. Calculating the increase...

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Dell Working Cap

...How was Dell’s working capital policy a competitive advantage? Dell’s core strategy in the 90’s, build to order business model, allowed the firm to work with minimum finished goods and work-in-process (WIP) inventory. As a result, Dell maintained low inventory costs and permitted the company to adjust to technological innovations in the market. Dell’s WIP and finished goods inventory as a percent of total inventory was about 10%-20%, compared to the industry rate of 50%-70%. This led the company have low accounts payable, low cash conversion cycle, and high inventory turnover (Dell DSI 32 days vs. 58 days). As Dell’s computers were assembled after the company received the sale order and, as the rate of innovation is high, by keeping low inventory levels, the company could easily adjust to the new technology whereas the competition incurs in high depreciation rate of approximately 40% per year on old hardware components (Source Dell Website) for old. Additionally, if any component was factory flawed, as in 1994 with the Pentium chip, the company could quickly manufacture computers with the new updated flawless chip. Moreover, the company could reach new technology or components to market in an average of 35 days compared to 100 days by the competition. This helped Dell to take first mover advantage. 2. How did Dell fund its 52% growth in 1996? The sales increased 52% owing to growth in sales of Pentium processor. Calculating the increase in Cash, Working Capital and Fixed...

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Dell

...Q1) How was Dell’s working capital policy a competitive advantage? Dell’s Working Capital as competitive Advantage: * Build-to-order model: Dell was first in the industry to deliver customized products within a few days. While competitors were maintaining high levels of inventory to stock resellers and stock channels, Dell focused on customer customization of products and supply to them when they wanted it, thereby saving on huge inventory cost. * Ease of upgrading new parts and products. When the component cost was reducing, due to technological advancements (Price of components fell by an average of 30% a year, 1996) Dell was able to utilize it to pass on the savings to customers, by providing them comparative products at cheaper price. * After the launch of Pentium processors in 1994, Dell’s customer connect helped it anticipate demand for newly developed Pentium based system. It was able to get 75 % of its sales from product with Pentium models alone by FY 1996. It didn’t have to dismantle its existing PC’s, which made it less costly and move quickly to capture the market. * During Roll out of PC’s with new OS technology Dell was much faster than competitors. * In case of defective products, it had quicker time to market to replace the products. * Dell was also generating cash by maintaining low cash conversion cycle. * More sales could be stimulated on credit basis * Dell had a low inventory with low fixed assets which help it to achieve...

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Dell Working Capital

...Q1) How was Dell's working capital policy a competitive advantage? * Dell’s built-to-order manufacturing process yielded low finished goods inventory balances * By the mid-1990s Dell’s WIP and finished goods inventory as percent of total inventory ranged from 10% to 20% in contrast to its competitor’s range was from 50% to 70%. * Supply of inventory of Dell was significantly lower than its competitors. * Manufactured PCs with latest OS and processor much before its competitiors. * Maintained low Cash Conversion Cycle. Q2) How did Dell fund its 52% growth in 1996? Dell had 52% growth in 1996 and this growth was possible by investing substantially in operating assets. Operating assets in 1995 = Total assets – short term investments = 1,594 – 484 = 1,110 Percentage of Operating assets in sales = 1,110/3,475 = 32% Operating assets required in 1996 for 52% growth = 0.32*5,296 = 1,695 So, increase in operating assets in 1996 to obtain 52% growth = 1,695 – 1,110 = 585 From balance sheet of 1996, operating assets = 2,148 – 591 = 1,557 So actual increase in operating assets in 1996 = 1,557 – 1,110 = 447 With efficient management of total assets, Dell had reduced its required operating assets by $138 Also, increase in current liabilities in 1996 = 939 – 752 = 187 Net profit in 1996 = 272 Total funding through current liabilities and net profit = 187+272 = 459 Dell had funded its 52% growth in 1996 internally as total...

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...1. Is Dell's working capital management a competitive advantage? Dell introduced built-to-order manufacturing to the PC industry. This manufacturing process allowed for customers to have customized PCs with the latest technology, and Dell was able to keep its work-in-process (WIP) and finished goods inventory at very low levels. So less capital is spent in inventory and storage. WIP and Finished goods percent to total inventory was 10-20 while IBM e.g. 50-70. See Exhibit 2 DSI is constantly reducing and therefore storage cost as well which affects finally reducing CoGS The company markets its computers directly to its customers and builds computers after receiving a customer order. This build-to-order model enables Dell to have much smaller investment in working capital than its competitors. (same as Just in Time) It also enables Dell to more fully enjoy the benefits of reduction in component prices and to introduce new products more quickly. Low Inventory led to quick adoption of changing technology- e.g. flaw in Intel chip. Dell has grown quickly and has been able to finance that growth internally by its efficient use of working capital and its profitability. 2. How did Dell fund its 52% growth in 1996? ews In 1996, their operating margin increased from 4% to 5% (in 1996)…Operating assets as percentage of sales also reduced….from 31.94% to 29.40% (in 1996)…(operational efficiency) so sales increased using less assets, this generated extra working capital...

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Dell Case Study

...1. How was Dell`s Working Capital Policy a Competitive Advantage? Dell used its working capital policy as a competitive advantage by reducing the amount of WIP and finished goods inventory in its system. As a result of maintaining a minimum amount of inventory, Dell reduced its need for inventory financing, warehousing and inventory control. Dell kept its accounts payable (A/P) account to a minimum volume by waiting until the customers order was received before placing the “release” order with their suppliers. Dell’s suppliers were all located very close to Dells manufacturing plants, and made daily deliveries to Dell based on just-in-time delivery. By not receiving the parts until the last minute, Dell kept both its inventory and its accounts payable to a minimum. On the sales side, Dell took orders directly from consumers who normally pay with a credit card online, or over the phone. Because Dell waited until they received the order from the customer to start building the computer, Dell kept the CCC (cash conversion cycle to a minimum). If Dell were to operate at Compaq’s DSI level, we estimate that Dell would have to increase its 1995 inventory from $293m to $668m, which is an increase of $375 million. This would mean that Dell would have needed to invest in $668 million in inventory. I believe that the main reason that Dell was able to maintain such a low level of inventory compared to their competition has a direct result of their competitive strategy to maintain a minimum...

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