Dell

DELL’S JOURNEY .
1984: Michael Dell founds Dell Computer Corporation.
1988: The Company goes public with 3.5 million shares of company stock.
1991: Dell introduces its first notebook PC.
1993: Dell establishes subsidiaries in Australia and Japan.
1996: The Company begins selling over the Internet.
1997: Dell introduces a line of workstations.
2000: Surviving Global PC Downturn, Diversifying
2001: The Company gains the leading share of the global PC market.
2003: Reflecting its widening interests, the company changes its name to Dell Inc.

Contnd…..
2004: Michael Dell announces he will step down as CEO but remain chairman
2006-09: Dell has grown by both organic and inorganic means since its inception—notable mergers and acquisitions including Alien-ware (2006) and Perot Systems (2009)
2010 : On May 3, 2010, Fortune Magazine listed Dell as the 38th largest company in the United States and the 5th largest company in Texas by total revenue .

Dell’s logo

VARIOUS SEGMENTS OF DELL LAPTOPS
DELL’S BUSINESS/CORPORATE CLASS
OptiPlex (office desktop computer systems)
Vostro (office/small business desktop and notebook systems)
n Series (desktop and notebook computers shipped with Linux or FreeDOS installed)
Latitude (business-focused notebooks)
Precision ( workstation systems and high-performance notebooks), [34]
PowerEdge (business servers )
PowerVault (direct-attach and network-attached storage )
PowerConnect ( network switches )
Dell/EMC ( storage area networks )
EqualLogic (enterprise class iSCSI SANs )
)

Contnd….
Dell's Home Office/Consumer class
Inspiron (budget desktop and notebook computers)
Studio (mainstream desktop and laptop computers)
XPS (high-end desktop and notebook computers)
Studio XPS (high-end design-focus of XPS systems and extreme multimedia capability)
Alienware (high-performance gaming systems)
Adamo (high-end luxury laptop

BRAND EXTENSION

Dell Competes In
Computer Hardware
○ Personal Computers (primary)
○ Computer Networking Equipment
○ Computer Peripherals
Computer Services
○ Information Technology Services

COMPETITORS OF

STRATEGIES
Dell’s Positioning Strategy
Delivering a low-cost Customized PC to the door with minimal time and effort on the customer’s part.
IBP by Dell.
Internet (Twitter, Facebook)
Advertisement in Print media
Campaigns in public

Print Ads

Dell’s taglines.
"Dude, you're geting' a Dell!"
"FTW", meaning "For The Win".
"Yours is here"
“ Easy as dell”.

AD expenditure
Dell reported almost $620 million in global ad expenditures during the 12 months ending Jan. 29, 2010
According to the company's 10K filing with the SEC. That's down 24 percent from $810 million in the previous year .

Market Share.

Brand value.
Apple - $57.4 billion
IBM - $43 billion
Dell - $9 billion
Acer - $1.401 billion
Asus - $1.324 billion

Dell’s Brand Image.

Brand failure
Dell’s Web PC

Brand Essence Of Dell
Direct & Customization of product
through internet.
Dell’s core competencies
- Online customer "bespoking" of each computer built
- Minimization of working capital in the production process
- High manufacturing and distribution quality - reliable products at competitive prices

MARKETING MIX Product
Providing Changing benefits to the changing needs of the customers.
Customized.
Price:
The low price and profitable PC for the customers
Undercutting competitors in price to rapidly gain market share
Dell’s product pricing reflects the affordability of the local consumers.
Place:
Available at the nearest dealer.
Dell’s Website
Promotion:
Marketing communication’.
Extensive marketing campaigns.
Media
Promoting through wal mart, gome etc.

What have been the key success factors for DELL???
Build-to-order model
Low Cost than Competitors
Availability Of Information on net
High Customer Base
Excellent After Selling Service

Contd….
Customer Satisfaction
Focus On Building Relationship
Historical sales record to assist customers in choosing a system that fit their prior purchase pattern.
Fast Delivery
Technology Secure

Thank You

Dell

by Rajib jena on Sep 25, 2010

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