Dell's mission is to be the most successful computer company in delivering the best customer experience. Its vision is to understand customer and technology needs. Dell uses a direct sales model and just-in-time manufacturing to offer customizable computers at low prices. It focuses on consumer, business, government, and enterprise segments. Dell engages in social media, advertising, and community initiatives for branding and promotion.

1. Dell’s Marketing Strategy
Koichi Tachiya

2.  Founded in Austin, Texas (May 1, 1984)
 Michael Dell (Chairman & CEO)
 Operational regions: Americas; Europe, Middle
East and Africa (EMEA); Asia-Pacific and Japan
(APJ)
 Number one supplier of computer systems in the
U.S. and second worldwide
Dell Inc. Background

3. Mission
Definition of a Mission
A Mission is defined as
‘Who we are and what we do’
Dell’s Mission
"To be the most successful computer company in the
world at delivering the best customer experience in
markets we serve."

4. Vision
Definition of a Vision
A Vision is defined as
‘An Image of the future we seek to create’
Dell’s Vision
"It's the way we interpret the world around us --
our customers needs, the future of technology, and
the global business climate.”

6. Value chain

7. Inbound Logistics
Dell shares its
-Daily production
schedules
-Sales forecasts

8. Operation
Just In Time
Reduces inventory cost

9. Outbound Logistics and Sales
Disintermediation

10. Service
• Immediate
feedback
• Quick response
to problems.

11. Value chain

12. Dell Inc. Fiscal Performance

13. Dell Inc. Fiscal Performance

14. 4 P's Dell Inc.
Products & Services
For Home For Work
Customizable

15. Product, Segmentation &
Targeting
1. Consumer – Target: Household Customer
 Laptops & Ultrabooks
 Desktops & All-in-Ones
 Electronics & Accessories
Printers, Monitors etc
 New Touch PCs & Tablets

16. Product, Segmentation & Targeting
2. Small & Medium Business
 DELL Precision Workstations and mobile
Workstation
 Vostro and Latitude line of Notebooks and Netbooks
 Servers, Storage and Networking
Equipment
 Services
e.g. IT Consulting, Data Protection

17. Product, Segmentation & Targeting
3. Public Sector – Target: Government, Schools
 Digital Forensics, e-Government, Data Center
Efficiency
 Civilian and Defense Agencies, Intelligence
Security, Federal health, Consulting and
Deployment Services
 Professional Learning, Connected Classroom,
Private Cloud Computing, Wireless Classroom
 Learning Management systems

18. Product, Segmentation & Targeting
4. Large Enterprises – Target:
Large Cooperations
 Blade Server Solution, Server
Consolidation, Client Migration
solution, Virtual Clients
 RISK Migration, Storage
consolidation,
Cloud Computing, Mobility Solutions
 Business Consulting,

19. Product, Segmentation & Targeting
5. Intangible Products – Target: All four Segment
 Warranties
 Repair Services
 Software Services

20.  Sells mostly on the Internet
Direct to Customer
 Customized Computer – Just in Time
 Since 2007 restarted distribution through
Retailers
Just Consumer Products
Place – Distribution Strategy

21.  Prices comparatively low
Just in Time Production – Low Inventory Costs
Direct Distribution
 Dependent on Supplier Prices
 Dell Financial Services
 Customization
No Price-Tag-Effect
Pricing Strategy Based on Customer Needs
Pricing Strategy

22. Promotion & Positioning
 TV, Newspaper, and Magazine Advertising
 Limited Perios Sales on Website
 Dell Mailing List
 Product Placement
 Social Networking
 Buzz Marketing

23.  Best Global Brands 2012: Dell is ranked on 49 with a Brand equity of $
7,591 m
Branding Strategy

24.  Dialogue with our customers through social, mobile,
blogs, and dell.com
 Brand site which features customer stories, articles,
case studies and forums
 Dell's brand strategy is 100 percent customer-centric
 Dell has a formal integration program and a marketing
playbook
 Developed a set of brand standards to clearly guide
the new identity
Branding Strategy

25. Branding Strategy
 Traditionally, a direct-to-customer brand
 Now 80% of revenue in IT services and solutions
for SMB
 “The power to do more” campaign increased
overall brand health
 Implementing a Social Media Listening Command
to enhance brand experience
 Several corporate citizenship initiatives

28. Community Involvement
1. Environment
 Design for Environment
Smarter Material Choices
Energy Efficiency
End of Life and Reuse
Environmental Standards
 Green Packaging and Shipping
 Reducing the Footprint
 Dell Recycling Programs

29. 2. Communities
 Dell Youth Learning
 Children's Cancer Care
 Social Entrepeneurship
 Disaster Relief
Community Involvement

30. 3. People
 Diversity and Inclusion
 Diversity Partnership
 Employee Resource Groups
 Employees in Action
 Workforce Commitment
Community Involvement

31. 4. Supply Chain
 Conflict-free Minerals
 Supplier Responsibility
 Supplier Diversity
Community Involvement

32. References
• Dudovskiy, J. [Web log message]. Retrieved from http://research-methodology.net/dell-value-chain-
analysis/
• skyrnnr87. (n.d.). Retrieved from http://www.studymode.com/essays/Dell-Vision-Mission-Statement-
135464.html
• The McGraw-Hill Companies. (1997). Dell Computer Corporation Online Case. Retrieved 3 6, 2011, from
McGraw Hill Higher Education:
http://www.mhhe.com/business/management/thompson/11e/case/dell5.html
• Vishal, R. (2012). Retrieved from
• http://vishalrawal5.blogspot.com/2012/12/segmentation-targeting-and-positioning_8347.html
• http://www.dell.com/Learn/us/en/uscorp1/dell-
difference?c=us&l=en&s=corp&cs=uscorp1&delphi:gr=true
• http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx
• http://www.dell.com/Learn/us/en/uscorp1/about-dell?c=us&l=en&s=corp&ref=ff41&delphi:gr=true
• http://www.techiestuff.org/social-media-case-study-dell-computers/
• http://www.ukessays.com/essays/marketing/marketing-mix-analysis-for-dell-marketing-essay.php
• http://www.interbrand.com/en/best-global-brands/2012/articles-and-interviews/dell-karen-
quintos.aspx
• http://inhowse.howdesign.com/corportfolio/corportfolio-dell-designing-on-brand/
• http://i.dell.com/sites/doccontent/corporate/secure/en/Documents/FY12_YIR_FINAL.pdf