...BACKGROUND [pic] [pic] Introduction of Dell Inc. Dell Inc. is a multinational technology corporation that develops, manufactures, sells, and supports personal computer and other computer related-products. Dell Inc. based in Round Rock, Texas. Dell Inc. employs more than 82,700 people worldwide. Dell Inc. grew during the 1980s and 1990s to become (for a time) the largest seller of PCs and servers. As of 2008 it held the second spot in computer sales within the industry behind HP. The company currently sells personal computers, servers, data storage devices, network switches, software and computer peripherals. Dell Inc. also sells HDTVs that are manufactured by other brands. In 2006, Fortune Magazine ranked Dell Inc. as the 25th-largest company in the Fortune 500 list, 8th on its annual “Top 20” list of the most admired companies in the United States, In 2007 Dell Inc. ranked 34th and 8th respectively on the equivalent lists for the year. A 2006 identified Dell Inc. as one of 38 high-performance companies in the S&P 500 which had consistently out-performed the market over the previous 15 years. History Background and Origins While a student at the University of Texas at Austin in 1984, Michael Dell founded the company as PC's Limited with capital of $1000.[5] Operating from Michael Dell's off-campus dorm-room at Dobie Center [1], the startup aimed to sell IBM PC-compatible computers built from stock components. Michael Dell started trading in the belief that by selling...
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...Report on near investigation of showcasing procedures utilized by Dell and HP Near investigation of Dell and HP Presentation: From the creation of first PC by Charles Babbage in 1832, PC industry has made considerable progress. Industry watched emotional development after the progressive innovation of microchip in 1959. The interest for PCs and related gadgets is expanding each year. PC industry is profoundly focused and there are a few organizations contending energetically for all of piece of the pie. Dell and HP are two major US based organizations which are significant players in the PC business with a differing arrangement of items. The business incorporates items like desktop and PCs, gadgets and PC fringe gadgets. This report concentrates on the advertising techniques connected by both the organizations in this industry. Examination will be finished with the assistance of some vital promoting measurements and after that recognize the focusing on and situating techniques. Market capitalization: Dell and HP are two goliaths in the PC business and reliably demonstrate their vicinity among the main three. Dell enrolled an income of 59 billion US dollars in the year 2014-15 (Dell 2014 Annual Report to Customers, 2014). In the second from last quarter of 2015 it had a piece of the overall industry of 13.8%. Its adversary HP enrolled income of 111 billion US dollars from its different arrangement of items and benefits and appreciates a piece of the overall...
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...tools available to the marketer for ‘marketing communication’. * Dell in the past have not concentrated on extensive marketing campaigns but these revolutionaries in 1999 when Dell changed its tactics by engaging in extensive marketing campaigns. * Dell markets its products primarily by advertising on television and the Internet, advertising in a variety of print media, and mailing or emailing a broad range of direct marketing publications, such as promotional materials, catalogs, and customer newsletters. * Dell has recently started promoting its products through retailers like Best Buy, Staples, Wal-Mart, GOME, and Carrefour. Promotion is the most important component of the four P's so it is crucial to understand and be able to promote a product. Here it can be seen how Dell uses many different promotional methods to market their products, such as advertising on television, on the internet, in magazines and newspapers as well as direct mail ad campaigns. It even uses sponsorships in professional sports as well as product placements in films and television in the marketing techniques. Perreault et al suggest that direct sales channels and direct customer relationship approach has enabled Dell to fully understand its customer's requirements and preferences as well as to maintain its competitive edge. (Perreault et al, Essentials of marketing, 12th edition, 2009) It is clear from the above details that Dell's current marketing mix is one of the main factors that contribute...
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...SEGMENTATION OF DELL COMPUTERS Introduction Dell is one of the world's largest computer systems companies, which is highly distinguished by its direct channel marketing policy. Furthermore it is globally known for building personal computers, enterprise products like servers as well as storages and IT solutions which are customized per order to match the customer's needs. These services are mainly low cost with good quality and are ones that can be considered good value for money. It is also remarkable to see how Dell that was founded on the basis of direct marketing operations beginning with telephone sales could swiftly embrace the internet as its main direct sales channel. In recent years, Dell was hit by slower growth and increased competition in its core market segments. In addition, Dell lost its leadership position after HP merged with Compaq to assume the market leader's position. This report looks at the success story of Dell in its marketing approach, highlighting the key components of its marketing mix as well as its segmentation, targeting and positioning process. Moreover the report will analyze and discuss the company's pricing strategies and objectives in response to the slow market growth and increased competition while exploring and suggesting further options that can increase Dell's revenue and market share. Dell's Segmentation, Targeting and Positioning (STP) The formula of segmentation, targeting and positioning is the base for strategic marketing. Companies...
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...Marketing Mix DELL Dell is one of the leading Consumer durables brand. The marketing mix of dell talks about the way in which dell has improvised to gain a competitive position. Product: Dell believes that, ‘Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer’. Dell provides a wide variety of both business class and home/consumer class products and services. Dell designs, develops, manufactures, markets, sells, and supports a wide range of products that in many cases are customized to individual customer requirements. A few examples of products for individual and professional customers are Dell Precision workstations, OptiPlex desktops, Dimension desktops, and Inspiron and Latitude notebooks. Price: Pricing strategies usually change as the product passes through its life cycle, because there is constrains on the company’s freedom to price a product at different stage. The main objective of Dell is to produce the low price and profitable PC for the customers. For the above reason Dell’s product pricing reflects the affordability of the local consumers. Because Dell products are so customizable, the price is largely dependent on the options and services added to the product. Dell is undercutting competitors in price to rapidly gain market share. Place: Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services...
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...The marketing mix comprises of the 4 P’s which is product, price, place and promotion. This is the various marketing elements that is in control by an organisation with regards to its target market. This is pivotal to any type of marketing strategy that Intel may have in place because the marketing mix is the foundation of the strategy. In this section, Intel’s marketing mix will be discussed. 1) Product Intel has a range of different products that the company sells. This range varies from products such as desktops, laptops and smartphones to motherboards, chipsets and processors and a host of other products that are related to communications and computing. Intel’s products that are used in other organisations finished products are mainly motherboards, processors and chipsets. These products can be found in a Dell laptop, the Apple I-pad and smartphones such as the Orange San Diego. 2) Price Price is the second element of the marketing mix. The product range that Intel offers is assorted and caters for lower-end products within the market to higher-end products. Examples of this would be the different Intel Core processors that are offered, which consist of the i3, i5 and i7 series. The prices of these processors would range considerably from roughly R1000 on the base i3 processor to R5000 on the best product in the i7 series. 3) Place (Distribution) Intel does not sell directly to resellers of their products, they sell their products through distribution channels...
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...Marketing Mix DELL Dell is one of the leading Consumer durables brand. The marketing mix of dell talks about the way in which dell has improvised to gain a competitive position. Product: • Dell believes that, ‘Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer’. • Dell provides a wide variety of both business class and home/consumer class products and services. • Dell designs, develops, manufactures, markets, sells, and supports a wide range of products that in many cases are customized to individual customer requirements. • A few examples of products for individual and professional customers are Dell Precision workstations, OptiPlex desktops, Dimension desktops, and Inspiron and Latitude notebooks. Price: • Pricing strategies usually change as the product passes through its life cycle, because there is constrains on the company’s freedom to price a product at different stage. • The main objective of Dell is to produce the low price and profitable PC for the customers. • For the above reason Dell’s product pricing reflects the affordability of the local consumers. • Because Dell products are so customizable, the price is largely dependent on the options and services added to the product. • Dell is undercutting competitors in price to rapidly gain market share. Place: • Place is also known as channel, distribution, or intermediary. It is the mechanism through...
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...Analysis Of Dell Junjie Yu 100573775 1.introduction Dell is an American privately owned multinational computer technology company based in Round Rock, Texas, United States, that develops, sells, repairs, and supports computers, printers and other related products and services. Eponymously named after its founder, Michael Dell, the company is one of the largest technological corporations and one of the top 500 companies in the world, employing more than 103,300 people worldwide. This article will analyze Dell to find out its success and what it needs to improve. 2.Business mission & objectives The mission statement of Dell is very simple. “Listen. Learn. Deliver. That’s what we’re about.” Dell empowers countries, communities, customers and people everywhere to use technology to realize their dreams. Customers trust us to deliver technology solutions that help them do and achieve more, whether they’re at home, work, school or anywhere in their world. 3.Situation analysis (SWOT) This part is the SWOT analysis of Dell, showing the strengths, weakness, opportunities and threats of Dell. (1) Strengths Firstly, it is one of the best-known brands in the world and it is actually the largest PC makers. That means it has millions of loyal customer that can help it prevent from many competition. The brands are also the valuable assets that can help it improve itself and facilitate the purchase. Secondly, Dell’s main marketing strategy is operational excellence. In fact...
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...Macintosh Dell Computers The purpose for this report is to formulate the acquaintance of Dell Computers. Dell Inc. is formerly the Dell Computer Corporation. Dell and the CEO was a foundation of Michael Saul Dell. For many years Dell Computers has been around and many people are using products of Dell. Dell is the leading seller of personal computers (PCs). Computers such as Adamo, OptiPlex, Dimension, Precision, XPS, Latitude, Inspiron, Inspiron Mini, Vostro, Studio, and Alienware are being sold by Dell Computers. The product of Dell satisfies customer needs because they are very valuable. Dell Inc. provides a variety of promotions that are equal to the market and their customers. Dell is a corporation that allows customers to purchase their products from the store or online and they will require shipment to the customer house who purchase their products online. Dell had many environmental factors that were uncontrollable and the factors were social, economic, political and legally, technological, competitive, and institutional environments. Naturally, Dell is one of the most leading consumers of brands that are durable. Dell marketing mix is known to talk about the way that Dell has improvised to have gain for its competitive position. Dell computers ranges from different prices and the prices are based upon the change of the products that pass through the lifecycles. Dell provides varieties of business class as well as home consumer...
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...Introduction Dell company was found in 1984 by Michael Dell at age 19, he was a student living in a dormitory at the university of local retailers, added features such as more memory and disk drivers , and sold them out of the trunk of his car He withdrew 1000$ from his personal savings, used his car as collateral for a bank loan, hired a few friends, and placed ads in the local newspaper offering computers at 10% -15% below retail price. Soon he was selling 50.000$ worth of PCs a month to local businesses. Sales during the first year reached up to 600,000$ and doubled almost every year thereafter. Dell left school in his freshman year to run the business in full time. Dell began assembling his own computers in 1985 and marketed them through ads in the computer trade publications. In 1987 his company witnessed tremendous change it launched its first catalog, initiated a field sales force to reach large corporate accounts, went public , changed its name from PCs limited to Dell Computer Corporate , and established its first international subsidiary in Britain . Dell was selected as the entrepreneur of the year by Inc. in 1989, man of the year in 1992 by PC Magazine, and CEO of the year by Financial World in 1993. In 1992 the company was included for the first time among the Fortune 500 roster of the world's largest companies. By 1995 with sales nearly 3.5billion dollars , the company was the world's leading direct marketer of personal computers and one of the top 5 PC...
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...Week Six Case Analysis: MRKT 5000 Online Course Dell Direct and Not-So-Direct Case Summary: Dell is the largest computer-systems company based on estimates of global market share. It is also the fastest growing of the major computer-systems companies competing in the business, education, government, and consumer markets. Dell's product line includes desktop computers, notebook computers, network servers, workstations, and storage products. Michael Dell founded the company based on the concept of bypassing retailers and selling personal computer systems directly to customers, thereby avoiding the delays and costs of an additional stage in the supply chain. Much of Dell's superior financial performance can be attributed to its successful implementation of this direct-sales model. The core elements of Dell's business model are its direct sales model, usually referred as “direct model”, and the build-to-order strategy. Key Marketing Issues • Positioning/repositioning – Dell needs its brand to appeal to its correct target audience. • Styling- presenting a new cpu that is aesthetically appealing to the focused market • Design- creating a cpu that is not only stylish but with a design that can appeal to the mass of the market • Competition- with HP, and Apple being huge rivals, Dell being able to capitalize on their direct channel could give them the competitive advantage among others • Differentiation- differentiate the limited-edition products from...
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...Research Publication Date: 12 November 2010 ID Number: G00208603 Case Study for Supply Chain Leaders: Dell's Transformative Journey Through Supply Chain Segmentation Matthew Davis Faced with ever-changing customer needs, product commoditization, unique global requirements and new, low-cost competitors, Dell embarked on a three-year journey to segment its supply chain response capabilities. The company designed its supply chains based on a mix of cost optimization, delivery speed and product choices that customers value, while aligning internally across all functions to execute against this vision. Key Findings Dell's market and business strategies changed, requiring the company to move from a single supply chain to a customer segmentation supply chain approach. A unified, cross-functional business strategy with collaborative, decision-making processes across sales, marketing, product design, finance and supply chain is essential for segmentation. Segmentation is enabled by a cost-to-serve (CTS) methodology to dynamically allocate costs to business decisions, highlight net profitability and drive the right actions for each supply chain. Supply chain segmentation is a multiyear journey enabled by the development and alignment of organizational skills to the needs of the journey's different phases. Recommendations Start with segmentation of your company's customers and channels to understand the different demand rhythms and cycles. Focus on decreasing...
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... I Table of Content…………………………………………………………………………………1 II Executive Summary………………………………………………………………………….2-3 Target Market…………………………………………………………………………………………4 Geographic………………………………………………………………………………………………4 Demographics…………………………………………………………………………………………4 III Situation Analysis…………………………………………………………………………… 5 (a) Customer Analysis…………………………………………………………………………..5 (b) Competitors Analysis……………………………………………………………………… 7 (c) Company Analysis…………………………………………………………………………..9 (d) Community/Climate Analysis………………………………………………………….9 IV Marketing Mix……………………………………………………………………………………10 V Marketing Budget………………………………………………………………………………12 VI Reference…………………………………………………………………………………………..15 1 (II) Executive Summary Dubai Internet City is considering expansion opportunities to offer its unique one-stop business services to other country, where it can enjoy a new celebrity that is gradually loss over the years. This paper is to produce a marketing plan for India/Bangalore as a place considered for Dubai Internet City for its new business operation. Dubai Internet City located inside a free trade zone in Dubai, provides a knowledge economy ecosystem designed to support the business development of information and communications technology (ICT) companies that wanted to start newly. (www.dubaiinternetcity.com). Asia which India /Bangalore is among will be a good location since business parks is a new concept in the country, with “the immense potential of the Indian software...
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...MARKETING 5000 Dell Direct and Not-So-Direct Case Summary When Dell started selling its computers in 1984 the company decided to sell its products directly to consumers through catalogs and phone orders cutting out the traditional middle men (wholesalers and retailers) the company handles all the interaction with customers. The company was very successful in using that business model and in 1997 they were generating around $1 million a day in sales just from its online store only. With this success the company extended its business outside the United States. Also, increased its targets market to consumers, small businesses, large businesses, and government agencies. Dell competitors such as Apple and Hewlett parked targeted the same markets but were selling their products through retailers and opening their own retail stores. Dell also tried selling through those mediums but the practice did not last long due to lower profit margin. Due to competition, in 2007 the Dell forged alliance with retailers around the world and started selling its products in stores so they can gain some of the market share. The practice was a success and now the company sells its products through more than 50000 retailers worldwide. Dell made it easy for its customers who visit the online store to locate a desired product at a store near them so they can pick it up in store. Another change the company made was they forge alliance VAR partners to provide them products for their customers. With...
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...BSBMKG502B Establish and Adjust the Marketing Mix. T2-2014 |Student ID | Name | Group | |S62009 |Yuchuan Zheng(Ares) |marDip114a / marDip214a | BSBMKG502B LA 5 Learning Activity. Introduction to Price. Refer to the lectures slides, textbooks, the Internet and other sources and answer the following questions. 1. Price “P” is an important part of the mix, it is the only component that brings in income. As part of the marketing mix the price “P” must be consistent with the overall marketing strategy and desired positioning. Explain how price relates to the overall marketing strategy/positioning and the mix for these examples below: - Apple Computers /products/ Dell computers High price, prestige, bit price skimming, it’s exclusive, creative - Boost Juice commands higher prices than say Bubble cup –why can Boost do this? Boost juice has kind of followed the healthy style trend to make healthy ,green products. - Aldi offers very little customer service (staff on floor) how does this relate to positioning and pricing element of A ldi’s mix? Low cost, low price. Save money.Marketing change for Aldi. People do not have expect high quality things. Aldi is acceptable "good value". For example we don't argue for a 2 dollars...
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