Dell
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Dell

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  • (FINANCIAL ANALYST)

Dell Dell Presentation Transcript

        • Financial Analyst Research Coordinator
        • Consultant
    • Background
    • Identify Problem
    • SWOT Analysis
    • Research Plan
    • Analysis of Market Research
    • Project Objectives
    • Alterations to the Marketing Mix
    • Action Plan
    • Conclusion
    Agenda
  • 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
  • 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
  • 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
    • 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
  • 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
  • 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
  • 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
  • Positioning Project Objective Research Strategic Plan Conclusion
  • 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
    • 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.
  • 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
  •