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Dell
Dell
Dell
Dell
Dell
Dell
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Dell

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  • (FINANCIAL ANALYST)
  • Transcript

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

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