Your SlideShare is downloading. ×
0
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Dell making inroads in india
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Dell making inroads in india

261

Published on

Dell:Targetting SMBs in India

Dell:Targetting SMBs in India

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
261
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. CASE ANALYSIS ON DELL IN INDIA TARGETING SMBs    Dhwani Ojha Divyani Garg Pankhuri Singhal
  • 2. What made Dell choose a different model of distribution when it decided to target Indian SMBs Big Market Share Education Technology
  • 3. What is the present market-share of Dell in India?
  • 4. Which strategy did Dell follow? How has this strategy helped Dell gain a competitive advantage – Lowest Production Cost Overall Cost Leadership Lowest Distribution Cost Win more market Share
  • 5. Segmenting its Markets Customer Intimacy Tailoring its Products for Target Market Satisfying Unique Customer Needs
  • 6. 1968 1981 1984 1985 EVOLUTION •Dr. Marcian E invents micro processor •Revolutionizes by lighter weight and greater speed INVENTION •IBM first to launch PC’s. DELL EMANATES •Founder Michael S Dell •Focused on Custom built PC’s and direct selling strategies. PRODUCT DVLPMNT •Designed Turbo PC •Established strong customer base & quality sales service.
  • 7. •1st subsidary in UK •Low cost marketing. •Latest Technology with customization. 1987 GEOGRAPHIC EXPNSN 1989 PRODUCT LINE •Introduction of Notebook. 1990 MARKET DVLPMNT •Entered Developing countries •Targeted SMB’s 1992 REAPED BENEFITS •Enjoyed an increasing trend in profit over the span of 3 years.
  • 8. 1993 DIPS 1994.. DIVERSIFICA TION 1996.. DIFFERENTIA TION 2008 REVIVE BACK •Technological difficulties •Retailed Marketing Mode •Over forecasted Demand •Growth in Server market. •Customization •Direct Marketing •Quality Products •Focused on developing countries
  • 9. DELL Marketing Mix in India PRODUCT: •Desktop . •Servers, communicatio n peripherals. •Dell and oracle alliance to provide common point of contact for all computing requirement. •Notebook PCs. PRICE: •Dell cut down 6%-8% of distribution cots compared with other manufacturers by offering its products through company website and toll free number. Target customers Intended positioning PlACE: •Dell tied with Tata croma in April 2008 to sail through their retail outlets. •it open its own retail outlets in Delhi, Coimbatore. PROMOTION: •Dell started campaigning with the tag line “I Choose my Own path. I Choose Dell •Dell launched real life successful entrepreneurs for its brand campaigning.
  • 10. Dell product launches between 2008-12 2008 2009 2010 •The Studio line of compact and stylish consumer desktops •In Fiscal 2009, Dell added the XPStm ,Alienwaretm and E-Series commercial Latitude and Dell Precision lines of notebook ,the 3G enabled Mini; a light, mobile notebook. •The XPStm ,Alienwaretm , OptiPlextm , Inspirontm , Vostrotm , Dell Precisiontm lines of desktop. •At CES 2010, Dell showcased a broad range of new products including its first ultra-mobile gaming laptop
  • 11. 2011 2012 2013 •Dell is launching a range of Dell Latitude Eseries models: the E5420, E5520, E6220, E6420, E6520, and E6420 ATG notebooks and the XT3 convertible tablet. • Dell is also bringing several models of its Optiplex desktop line -- the 990, 790, and 390 •Dell launches XPS 14 Ultra book, XPS 15 Ultra book •Dell Launches New Cloud Products For Citrix Users •The new launch include the Dell Venue tablet line, the XPS 11 two-in-one, and the XPS 15 laptop.
  • 12. Indian PC Industry: Unmasking the Competition 1980 Two major developments led to the growth of Indian PC industry. 1997 Drastic Growth in the PC Market. PC market Served three major suppliers 21st Century Multinational companies Local assemblers Indian Brands
  • 13. SHARE OF INDIAN PC Market - Mid - Year Review 2002-2003 Major MNC Players – 1. 2. 3. 4. 5. 6. HP IBM COMPAQ LENOVO ACER DELL Major Indian Brands – 1. HCL 2. Zenith MNC Brands 36% Indian Brands 20% Local Assemblers 44%
  • 14. REDUCTION IN TAXES 2005 REDUCED PRICE GAP b/w BRANDED PC AND ASSEMBLED PC POTENTIAL GROWTH OF PC MANUFACTURERS
  • 15. 2007 CHANGE IN DEKSTOP TO NOTEBOOK CENTRIC COMPUTER EDUCATION BUSINESS EXECUTIVE TAREGT MARKET HOUSEHOLD SMB MARKET
  • 16. THANK YOU

×