Dell Computers

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Dell Computers

  1. 1. Deanna Drugg Christopher Mason Alicia Newton
  2. 2. Marketing Spotlight - Dell <ul><li>Dell is the #1 Computer Systems Company </li></ul><ul><li>Buyers Design their own computers </li></ul><ul><li>Four Day Inventory </li></ul><ul><li>Two kinds of Customers: Corporate & Consumer </li></ul><ul><li>Build-to-order vs. build to stock </li></ul>
  3. 3. Dell - A Different Kind of Technology Partner
  4. 4. Dell as a Business <ul><li>Mission Statement “To be the most successful computer company in the world at delivering the best customer experience in markets we serve.” </li></ul><ul><li>Michael Dell: “there would be more things we’d have to do besides build a PC” </li></ul><ul><li>One part Speed, One part Service </li></ul>
  5. 5. Weaknesses - poor /no retail service - too expensive compared to competition Threats - IBM - Hewlett-Packard Co. - Apple, Inc SWOT Analysis Opportunities -New technology (Premier.dell.com, TVs, gaming consoles) -Dell Rewards Strengths - Lower costs than competitors - Built-to-Order - Payment authorization - 24-hr order-entry system - Phone and online technical support
  6. 6. Strategic Alternative Market Penetration Dell creates home entertainment (TVs, gaming systems, projectors, GPS systems) Product Development Premier Dell.com Market Development Dell.com can be accessed throughout many countries around the world Diversification Dell joins Spanish Blogosphere
  7. 7. Dell’s Marketing Mix <ul><li>Product- </li></ul><ul><li>Personalized computers </li></ul><ul><li>-features like design, memory, etc. </li></ul><ul><li>Return policy </li></ul><ul><li>-21 days </li></ul><ul><li>Price- </li></ul><ul><li>Lower than competitors </li></ul><ul><li>-notebooks: $700-1300 </li></ul><ul><li>-desktops: $450-1000 </li></ul><ul><li>Place- </li></ul><ul><li>No sales to retailers </li></ul><ul><li>Components in stock </li></ul><ul><li>-computers can be shipped as fast as 8 hours from order time </li></ul><ul><li>Promotion- </li></ul><ul><li>Commercial/radio, newspaper, catalog, internet </li></ul><ul><li>Premier Dell.com </li></ul><ul><li>-easy ordering and tracking contol for companies </li></ul>
  8. 8. Discussion Questions <ul><li>What have been the key success factors for dell? </li></ul><ul><li>Dell’s costs are lower than their competitors </li></ul><ul><li>Customers can customize their own laptops </li></ul><ul><li>Strong customer relationships </li></ul><ul><li>“ build-to-order” </li></ul>
  9. 9. Discussion Questions <ul><li>Where is Dell Vulnerable? </li></ul><ul><li>Selling computers to retailers </li></ul><ul><li>What recommendations would you make to senior </li></ul><ul><li>marketing executives going forward? </li></ul><ul><li>Try to get back into selling computers to retailers successfully </li></ul><ul><li>Emphasis on personal and customized computer </li></ul>

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