MAKETING ANALYSIS ON BASIS OF VALUE CHAIN, MARKTING 4Ps,MARKETING SURVEY AND SEGMENTATION

1. MARKETING MANAGEMENT
SAURABH
SHIVAM
SHRUTA
SIDDHARTHA
SREEHARI
SURBHiI

2. INTRODUCTION TO ELECTRONICS INDUSTRY
•One of the largest emerging industry of 20th century in the world..

3. INTRODUCTION TO DELL
• Dell Inc. is an American multinational
company(established in 1984 by Michael
Dell .). It’s headquarters is located in
Round Rocks, Texas, U.S.
• The company manufacture not only
personal computers, laptops, servers ,
data storage devices, network switches,
printers ,HDTVs , cameras , MP3 Players
and software but also sell these goods
too.
• Dell Inc. Is well known for its innovation
Supply Chain Management and
Electronics Commerce.
• Dell sell their products direct sales
models as well as “build to Oder” or
“configure to Order” approach.
• Dell is the largest shipper of PC monitor
worldwide and third largest PC vendor
company in the world.
Source: statica.com

4. PRODUCTS OF DELL INC.

5. MARKET SHARE COMPARISON
Source: statica.com

6. COMPETITION GRID
Source : www.laptopmag.com

7. VALUE CHAIN
Technology
Infrastructure
HR Management
Procurements
Inbound
Logistics
External
Logistics
Partners
Outbound
Logistics
Third party
Vendors and
logistics
providers
Operations
Manufacturing
Units are in
U.S.A, Poland,
India, Malaysia,
China, Brazil
and Ireland.
Services
Extensive
Worldwide
After sale
and
Maintenance
provider
Sales &
Marketing
Direct to
customer sales
Channel
Multichannel
Strategy for
marketing.
SUPPORTIVEACTIVITES
PRIMARY ACTIVITES

8. MARKETING MIX-4P’S
• Online and offline
platforms
• Advertisements
• Word of mouth
Price
Place
Promotion Market
Mix
Place
Products
• Direct company
Website
• Online Shopping
sites
• Offline stores
• PC Desktops
• Laptops
• Printers
• Servers
• Software
• Data storage
devices
• Relative low price
range
• Different price
range for different
type of using
purpose.

9. SWOT ANALYSIS
Strength
•World Largest PC manufacturer.
•Best known Brand.
•Direct to consumer model
•Top-Notch Customer Service before
and after Sale.
•First PC maker to offer customization
next day, onsite service .
Weakness
•Lack of solid dealer/ retailers.
•No priority technology.
•Long customize time because of lack
options availability.
Opportunities
•Diversification strategy.
•Obtain more patents through
acquisitions.
•Strengthen their position in emerging
Market.
Threat
•New potential Competitor
•Less price difference among
competitors..
S W
O T

10. PORTER FIVE FORCES
Porter's five
forces
Threat of
new entrants(low)
Bargaining power
of suppliers(low)
Threat of
substitutes(moderate)
Bargaining power of
customers(low to
moderate)
Competitive
rivalry(high)82%
11%
7%
Substitutes
Laptop
Desktop

11. SEGMENTATION OF CUSTOMERS
Psychometric Geographic
DemographicBehavioural

12. TARGETING AND POSITIONING
Target
Students
Professionals
Executives
Position
Customer
Service
Built to
Order
Direct
Selling

13. Unique Selling Proposition
•Dell delivers low-cost and customized
computer direct to your door.
Predictive analysis
A consistent cycle of
Planning, plotting, testing
and measuring result
Marketing
Practitioners
Key Success Factors

14. MARKET SURVEY-1

15. MARKET SURVEY-II

16. MARKETING GAPS IN DELL
 Lack of Varieties.
 Less No. of retail stores.
 Low Spending in R&D.
 Less No. of Customer Care Service Centers.
 Competitive Disadvantage if competitor’s price are low.

17. SUGGESTIONS FOR DELL
 Diversification in product.
 Increase varieties.
 Increase reach to Consumers through Retail Chain.
 More investment in R&D.
 A little more focus on Advertisement like sponsoring some
Student Activities.

18. Thank You