Académique Documents
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14 BSP 2205
History/Background of Dell
Dell computer was founded by Michael Dell. Dell traces
origins to 1984 when Michael dell created PCs limited.
The company changed its name to Dell computer
corporation in 1988 and began expanding globally as a
multi national company first in Ireland.
In 1992 Fortune magazine included Dell computer
corporation in its list of the worlds 500 largest companies.
Michael Dell is the youngest CEO of the fortune 500 ever.
Dell Inc. is now the 41st among the fortune 500 companies.
Mission statement
Customer satisfaction: Dell satisfies their customer by
providing their superior customer service.
Team satisfaction: Management and employees of Dell
inc. are committed to cooperating as a team for the
purpose of profitability and gratification of a job well
done.
Community Satisfaction: Dell provides jobs in a clean,
safe, environmentally sound atmosphere and be an
active participant in community affairs.
Weaknesses
Opportunities
Threats
Strength
Dell has a very strong brand reputation for quality products.
Its brand is valued at $ 7.5 billion.
Dell allows its customers to customize their laptops. Such
services were not originally found within any other major
computer retailer (and currently only Sony and Toshiba allow
that), but add great value to the customers and provides
Dell with a competitive advantage.
Over the last five years Dell has spent $13 billion for
successful mergers and acquisitions, which brought patents,
new capabilities, assets and skills to the business.
Dell doesnt sell its products through big-box retail outlets
but instead sells directly to consumers and enterprises,
keeping their already thin profit margin to themselves.
Weakness
The company has such a huge range of products and
components from many suppliers from different countries,
that there is occasional products recall that can cause dell
some embarrassment.
Dell is a computer maker, not a computer manufacturer.
It outsource for big player group of hi tech component
manufacturers and this allows dell to focus on marketing,
logistics and other business operation.
The company spends a much lower percentage of its income
on r&d that its main competitors and thus, missed an
opportunity to develop strong products for smart phones and
tablet markets as well as to learn new skill and capabilities.
Opportunities
Dell provides various services (cloud, security and
infrastructure) and enterprise solutions (servers, networking
and storage), which are the most profitable Dells business at
the moment. Dell business should focus on growing these
divisions as they promise better growth opportunities and
higher profit margin
Dell hasnt properly established its R&D facilities to discover
new technologies and patents, so the only feasible way to
obtain patents and technologies is to acquire other companies.
Strengthen their presence in emerging markets
Tablet market is expected to grow in double digits for the next
few years and the company has a great opportunity to release
new tablet models and benefit from the market growth.
Threats
Products
Desktops
Servers
Notebooks
Peripherals
Printers
Televisions
Scanners
Pen Drives
Smart Phones
Product
Price
Place
Promotion
Another one of the 4 Ps is promotion. This includes
all the 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.
Growth strategy
Process streamlining: Dell built a significant advantage in
the marketplace by focusing on innovations in the supply
chain. Dell focused on enabling "just in time" delivery of
parts and components.
Product diversification: Dell has used a diversification
strategy to enable business growth.
Market penetration: Dell has achieved market
penetration internationally with various segmentation
strategies.
Digital Campaign
Dell targets youth with 'Masti ka pitaara' Inspiron for it
laptop series
Source use common people youth with creative ideas
Promoted through TV adds and YouTube Adds.
Future Outlook
Dell future outlook is difficulties to predict that the future of dell won't
we so good as per my point of view as dell never invest in R&D so in
long run it will difficult to survive in market is will be not easy for dell
As dell strength is outsource patent which help dell to be a free biz
which can any time modify or change its trend as per market taste and
preference
Dell as a company should come up with new product which can be
handy like tab, cell phone etc
Dell use SSM very smartly as they have dell support page in that
costumer can solve issue with in a minute
Dell service no doubt is excellent onsite which was first stared by dell
My view on dell is great company which have great future if they plan
out with new product
Reference
http://www.marketing91.com/markehttp://wallblog.co.uk/2
011/12/05/five-standout-digital-campaigns-that-you-maynot-have-heard-about-infographic/ting-mix-dell/
http://www.zdnet.com/article/dells-directors-forecast-a-gri
m-future-for-the-pc-industry/
http://www.campaignindia.in/Video/315123,dell-targets-yo
uth-with-masti-ka-pitaara-inspiron.aspx
http://www.slideshare.net/?ss
https://twitter.com/Dell?ref_src=twsrc%5Egoogle%7
Ctwcamp%5Eserp%7Ctwgr%5Eauthor