<ul><ul><ul><li>Financial Analyst    Research Coordinator  </li></ul></ul></ul><ul><ul><ul><li>Consultant </li></ul></ul><...
<ul><li>Background </li></ul><ul><li>Identify Problem </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Research Plan </li...
Background <ul><li>Dell company was established in 1984. </li></ul><ul><li>Dell’s operations involve designing, building a...
Project Objective   Research  Strategic Plan  Conclusion Identified Problem Dell company concentrating in business market,...
SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Number 1 PC maker in the  World </li></ul><ul><li>Direct Sales Model </l...
<ul><li>Primary Research </li></ul><ul><li>Limited to Education City universities </li></ul><ul><li>Survey Research: Focus...
Results of Market Research <ul><li>Primary </li></ul><ul><li>91% of University students own laptops </li></ul><ul><li>24% ...
Analysis of Market Research <ul><li>Design is more important than price and performance to students </li></ul><ul><li>Prom...
Project Objectives Project Objective  Research  Strategic Plan   Conclusion <ul><li>Modify laptop design according to stud...
Positioning Project Objective  Research  Strategic Plan   Conclusion
Alterations to the Marketing Mix <ul><li>Product </li></ul><ul><li>Modification of the  Inspiron Series; </li></ul><ul><li...
<ul><li>Place </li></ul><ul><li>Distribution strictly through the Dell Agency in Qatar </li></ul><ul><li>Initial phase inc...
Project Objective  Research  Strategic Plan   Conclusion Action Plan: Year 1
Action Plan: Year 2 Project Objective  Research  Strategic Plan   Conclusion
Thank you for your listening Any Question
 
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Dell

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  • (FINANCIAL ANALYST)
  • Dell

    1. 1. <ul><ul><ul><li>Financial Analyst Research Coordinator </li></ul></ul></ul><ul><ul><ul><li>Consultant </li></ul></ul></ul>
    2. 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. 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. 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. 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. 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. 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'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. 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. 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. 10. Positioning Project Objective Research Strategic Plan Conclusion
    11. 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. 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. 13. Project Objective Research Strategic Plan Conclusion Action Plan: Year 1
    14. 14. Action Plan: Year 2 Project Objective Research Strategic Plan Conclusion
    15. 15. Thank you for your listening Any Question
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