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Dell

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  • (FINANCIAL ANALYST)
  • Transcript

    • 1.
          • Financial Analyst Research Coordinator
          • Consultant
    • 2.
      • Background
      • Identify Problem
      • SWOT Analysis
      • Research Plan
      • Analysis of Market Research
      • Project Objectives
      • Alterations to the Marketing Mix
      • Action Plan
      • Conclusion
      Agenda
    • 3. Background
      • Dell company was established in 1984.
      • Dell’s operations involve designing, building and customizing hi-tech products.
      • Their product line today includes Desktops, servers, laptops, peripherals and workstations .
      Project Objective Research Strategic Plan Conclusion
    • 4. Project Objective Research Strategic Plan Conclusion Identified Problem Dell company concentrating in business market, and ignoring the individual and student market. The focus of this plan is to develop a strategy for Dell to enter the laptop industry with its focus audience being college and university students
    • 5. SWOT Analysis
      • Strengths
      • Number 1 PC maker in the World
      • Direct Sales Model
      • Opportunities
      • Focusing on the university student segment
      • Remodeling the laptop’s Design
      • Weaknesses
      • Production Policy: Overlooking the importance of Design
      • High reliance on suppliers
      • Threats
      • Increased International Competition
      • Losing focus over other market segments
      Project Objective Research Strategic Plan Conclusion
    • 6.
      • Primary Research
      • Limited to Education City universities
      • Survey Research: Focus Group Amendment
      • Simple Random Sample: 30 students from every university
      • Secondary Research
      • Official Websites
      • Business Magazines
      • Journals
      Project Objective Research Strategic Plan Conclusion Research Plan
    • 7. Results of Market Research
      • Primary
      • 91% of University students own laptops
      • 24% own a Toshiba, followed by 22% who own HP/Compaq, and 17%
      • Dell
      • 61% think the appearance of Dell's laptops is poor
      • 55% think the size is big
      • 57% think modification in the laptop appearance would enhance their
      • decision to buying a Dell laptop
      • Secondary
      • Cultural buying trends via Computer Shops
      • Dell’s negligence to promoting its laptops’ Designs
      Project Objective Research Strategic Plan Conclusion
    • 8. Analysis of Market Research
      • Design is more important than price and performance to students
      • Promotion will focus on the modified laptop and agency but not Dell
      • itself
      Project Objective Research Strategic Plan Conclusion
    • 9. Project Objectives Project Objective Research Strategic Plan Conclusion
      • Modify laptop design according to students’ preferences
      • Double laptop Sales in the Student Market
      • Increase Revenues by 25% by the end of the second year of launching
      • Develop a promotional campaign to promote the modified laptops
      • Increase awareness of the existent agency
    • 10. Positioning Project Objective Research Strategic Plan Conclusion
    • 11. Alterations to the Marketing Mix
      • Product
      • Modification of the Inspiron Series;
      • 14.1 Wide Screen LCD with TFT Display and gloss (1400 x 1050 pixels)
      • A standard weight of 5 lbs.
      • A compressed thickness to 1.5cm instead of 2cm
      • Reflective cover
      • Colorful cover upon request
      • Price
      • Original Price Range $700 to $1,000 with a Profit Margin of 6.39%
      • New Price Range $850 to $1,150 with the same Profit Margin
      • Redesigning should cost no more than $140 per laptop
      Project Objective Research Strategic Plan Conclusion
    • 12.
      • Place
      • Distribution strictly through the Dell Agency in Qatar
      • Initial phase includes the production of 235 laptops
      • Promotion
      • Advertising through university posters, magazines, newsletters, and websites
      • Promotional Strategy: Offering free plastic covers for the first batch
      Project Objective Research Strategic Plan Conclusion Alterations to the Marketing Mix Cont.
    • 13. Project Objective Research Strategic Plan Conclusion Action Plan: Year 1
    • 14. Action Plan: Year 2 Project Objective Research Strategic Plan Conclusion
    • 15. Thank you for your listening Any Question
    • 16.