dell
Upcoming SlideShare
Loading in...5
×
 

dell

on

  • 1,400 views

marketing

marketing

Statistics

Views

Total Views
1,400
Views on SlideShare
1,398
Embed Views
2

Actions

Likes
0
Downloads
47
Comments
0

1 Embed 2

http://www.slideshare.net 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    dell dell Presentation Transcript

    • A CASE STUDY OF DELL GROUP-3
    • SITUATIONAL AUDIT
      • Dell is the #1 computer systems company-Michael Dell
      • Company sells build-to-order computer systems directly to customers(consumer as well as corporate)
      • In 1993 the company began trying to sell to retailers because everyone else was ,but due to poor retail channel customers were dissatisfied and Dell finally abandoned the retail channel .
      • Dell put most of its resources into building relationships with its most profitable customers.
      • Dell manages its corporate clients with a top-notch sales team
      • Customers can chose what components they want for their computer, Dell assembles the order & ships it. This strategy improves customer satisfaction & reduces costs & risks to the company.
      • Through the use of PremierDell.com web page, the company has created a 24/7 order – entry system.
      • Michael Dell was invited by auto-manufacturers to speak.
      • SWOT
      • ANALYSIS
      • “ We have a tremendously clear business model “ kjbjkbk - MICHAEL S DELL
    • STRENGTHS -
      • PC can be built & sold directly to customers ; by doing this Dell could address their specific needs & provide the best computing solutions to meet those needs leading to :-
      • a)Reducing marketing & sales cost by eliminating markups of distributors & retailers
      • b)Built-to-order reduces the cost of inventory & risk of retaining excess inventory.
      • Price for Performance - Efficient procurement , manufacturing & distribution process – hence powerful systems at low price.
      • Customization :– Built-to-order systems to meet specific needs according to customer specifications.
      • Reliability , Service & Support:-Direct customer interaction allows Dell to provide top-notch service before & after sale. This strategy improves customer satisfaction & reduces cost & risk to the company.
      • The money is received well in advance & hence financial stability is more.
      • PremierDell website where all information regarding products can be viewed(Automated 24//7 system built-to-order.
    • WEAKNESSES
      • People who are not very tech-savvy could not use the order mechanism due to absence of technical know-how.
      • In case of massive orders Dell would be unable to produce at that instance due to unavailability of finished products in the inventory.
      • People did not get hands on experience on the finished product and hence the concept of trying out different products and then finalizing one did not arise.
      • Dell did not put much attention to the non-corporate sector and hence lost out on a major chunk of its prospective users.
      • Components are delivered just minutes before the order, hence if the time taken to get the components is more , the process of making the machine is delayed & hence dissatisfaction.
      • In spite of being a market leader , Dell acted more as an follower(“In 1993 the company began trying to sell to retailers, mainly because everyone else was”)
    • Opportunities & Threats: -
      • Opportunity: -
      • A) Dell is the market leader in computers and it could well have used this brand image to tap the Non corporate segment.
      • B)When Michael Dell was invited by car manufacturers to speak, he could well have use that opportunity to tap a new segment ( eg. Computerized car navigation system ) & hence diversify its Portfolio.
      • Threats :-
      • Dell’s attitude to just concentrate on the corporate market was a threat as a part of the market segment remained untapped.
      • Dell did not have finished products .
      • Lack of proper distributor channel.
      • Competitors :-
      • a)They targeted all segments of the market
      • b)Had finished products
      • c)Had proper distributor channels.
    • KEY ISSUES :-
      • Dell did not have a distributor channel & hence the concept of push- selling by retailer was not there.
      • Dell mainly targeted the corporate segment & hence a major segment of the market, i.e. non corporate remained unattended to.
      • Unavailability of finished products in the inventory could lead to not being able to deliver in time in case of massive orders bound by a strict timeline.
      • Dell could have been able to diversify their portfolio and delve into the automotive industry (by laying the foundation for Automated Car Navigation system)
      • Dell started retail because everybody was doing so and this very attitude made Dell more of a follower in spite of being a leader in the computer segment.
      • The whole build-to-order mechanism was suited for tech-savvy people and hence people not so conversant with computers faced difficulty while placing the order . Also ordering over the internet without seeing or trying out the product might lead to less number of buys.
    • SOLUTIONS:-
      • First of all, Dell needs to target less tech-savvy people who don’t have good knowledge about computers as well as non-corporate clients.
      • Secondly, some stores can be opened wherein specialized personnel would be there , who would resolve all query regarding available components as well as help to decide on the final buy . Also few demo finished products can be there for customers to try hands on.
      • Third, add more information about the components so that even low-tech people could understand.
      • Fourthly the car market segment can be tapped as Michael Dell was a guest speaker there & they have faith in the brand called Dell & this faith can be used for portfolio diversification.
      • Fifth, Kiosks can be placed at strategic positions (eg. City centre or Town hall or Subways ) with option of placing the order as well as with detailed description of the components in simple language for the common people to understand.
      • Information workshops can be made for creating awareness.
    • MEMBERS OF SEC A(GROUP 3 )--
      • ABHISHEK BHATTACHARYA
      • KHUSBOO GOLECHHA
      • MD. WASAY ALI CHOWDHURY
      • MOHAMMED SHAHID
      • OZMA AZMI
      • PRIYANKA MULLICK
      • RAVI MEHTA
      • SNEHA PUTATUNDA
      • SOHAM MAJUMDAR
    • THANK YOU FOR YOUR PATIENCE…..