MISSION & VISION MISSION “We make computing easy like it should be” VISION “To focus on delivering the best possible customer experience, by directly selling our services, based on industry standard technology.”
INTRODUCTION Dell Inc- Texas,USA. Founder- Michael Dell Employees- >96000 people Area Served- World wide Website- www.dell.com
1984---Michael Dell created “PC’s Limited “while he was a student at University of Texas ,Austin.
1985---Turbo PC, The 1ST PC of its own design.
1992---Accredited it to be in the list of World’s Fortune 500 companies, making M.Dell to be the youngest CEO.
1996---Began selling its products via its website.
2002---Diversified its product line to T.V, digital audio players
2003---Named as Dell Inc.
2003-2007---Kevin Rollins as CEO.
2008-till date---Michael Dell back as CEO.
4 P’s of Marketing Mix
Dell Inc. provides a wide variety of both business class and home/consumer class products and services. The different fragments are ------
Corporate professionals-- Dell Power Edge servers, Dell Studio
Professional customers and individuals—Dell studio, Dell Precision workstations, OptiPlex desktops, and Inspiron and Latitude notebooks
PRICE 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.
PLACE Dell has been able to affect the location strategy aspect of its marketing campaign. As Dell’s products are always available at the nearest dealer’s customers develop trust for the “local Dell” thereby achieving the objective of gaining their trust in Dell products and services, and forming a large and diversified consumer base.
PROMOTION Advertising is promoted through extensive marketing media like TV & Internet, in print media, email or mailing and direct marketing promotional materials such as catelogues & customers news letters. Recently advertising promoted through retailers like Best Buy, Staples, Walmart, Gome & Carefour.
COMPETITORS Hewlett Packard Acer Lenovo Vaio Me Toshiba
Quick online home services
Reducing time & cost
Customers, segmentation& targeting Two kinds of customer segments Transactional customers(30%) Relational customers(40%) Remaining are a mix(30%) The customer segmentation drives the organizational structure of the company.
Customers, segmentation& targeting
Dell has 25% of fortune 500 companies as exclusive accounts and is fast penetrating into small & medium segments.
Dell let its competitors introduce the low margin PCs for first time users and targets consumer who are buying the second and third machines and who require less hand-holding.
BCG MATRIX High
PC & Notebook
Market growth rate Low
High Low Relative market share
ACQUISITIONS Ocarina Networks (10/9/10) Exanet for $12M (2/9/10) Perot Systems for $3.9B (9/21/09) Allin's Microsoft IT consulting business (8/10/09) Equallogic for $1.4B (11/5/07) Everdream (10/16/07) Zing Systems(8/7/07)
Provide quality PCs, Laptops and computer peripherals at low price.
Low manufacturing cost.
• 24X 7 Customer support. • Dell built computer on customer provided specifications. • It has a reliable support and service. • The company website at least receives 25 million visits. • Efficient Inventory management.
• Dell have no proprietary technology, the currently used technology by dell are shared by the other major competitors. • Dell is dependent on its suppliers
Lot of criticism against the Dell’s claim of world’s most secured notebooks.
Limited no of service centres.
Market penetration in education and Government markets.
• Cost reduction in latest technology. • Partnership or acquiring of suppliers. • Dell has opportunity to sell computer directly to retailers.
• Government Policies. • Bargaining of Suppliers. • Rapid change in technology obsoletes the product in small span of time. • Aggressive marketing by competitors.
DELL INCOME STATEMENT
Dell Quarter 2010 (income statement)
Dell Balance Sheet
Total Liabilities + Total Stockholders Equity $26,500,000 $27,561,000 $25,635,000
Net Working Capital
Dell Ratio Analysis
DELL CASH FLOW
RECRUITMENT AND SELECTION
Traditional recruitment and selection process
References and recommendations from existing staff
Solicit comments from past employers in case of experienced candidate
Review of past records and experiences
TRAINING AND DEVELPOEMENT T & D in Dell focuses on three outcomes:
To have the best workforce team in the industry
A culture that fosters organizational perfomance
To be competent to its competitior
↓ Through ↓
Formal training program-organized training centres
Informal training program-mentoring by co workers and others
Career at Sales - as retail and sales professional Manufacturing & Logistics – back-end employeesBusiness - project managers,HR professionals, e-business & corporate communications managers, etc.Information Technology –IT and Engineering ProfessionalsCustomer Service & Support – Front end executives ,Customer care execuitves, etc
Compensation and benefits Employees at Dell enjoy-
Highly competitive and comprehensive
Benefits like health & medical facilities,discounted employee store,etc
Work culture at Maintains effectiveness between work and personal lives
Empower employees and managers to discuss about their needs of the business.
And to construct a plan for fulfilling the need of the business
It has informal and formal flexible working arrangements-part time,work from home,flexible working ours.
Work place Ensures an injury free working environment- • conducts regular operational and mechanical check up in its manufacturing units • complies with all the rules and regulations governing occupational health and safety • has managers and supervisors to implement and maintain Dell health and safety procedures • urges all employees to follow Dell health and safety procedures
Employee engagement program
Tell Dell program- Encourages employees to speak frankly about Dell’s policies ,managerial effectiveness ,welfare program, grievances etc.
Employee networking group(NWG)-It’s a platform where Dell employees who share common ethnicity,nationality & lifestyle meet together and share their views.
Employee engagement contd…
Cross cultural skills-Dell offers workshops where different cultural norms of different countries are taught & executed.
Career management program- Through an intensive, six-month Career Management Program, it strives to develop and retain the talent pool.
Corporate social responsibility
Red Campaign-This campaign raises funds for the purchase of anti-retroviral drugs for HIV-infected individuals in Africa where they are critically needed.
Plant a tree program (2007)- Dell in collaboration with Conservation fund and carbon fund org.US. announced the plant a tree program wherein the Dell employees donated $2 to $6 to offset the carbon emissions of their computers and its lifetime use of electricity