Dell is the #1 computer systems company that allows customers to design their own computers. It has two types of customers - corporate and consumer. Dell's mission is to deliver the best customer experience. Strengths include lower costs than competitors, built-to-order model, and phone/online support. Opportunities include new technologies and market expansion through Dell.com.

1. Deanna Drugg Christopher Mason Alicia Newton

2. Marketing Spotlight - Dell Dell is the #1 Computer Systems Company Buyers Design their own computers Four Day Inventory Two kinds of Customers: Corporate & Consumer Build-to-order vs. build to stock

3. Dell - A Different Kind of Technology Partner

4. Dell as a Business Mission Statement “To be the most successful computer company in the world at delivering the best customer experience in markets we serve.” Michael Dell: “there would be more things we’d have to do besides build a PC” One part Speed, One part Service

5. Weaknesses - poor /no retail service - too expensive compared to competition Threats - IBM - Hewlett-Packard Co. - Apple, Inc SWOT Analysis Opportunities -New technology (Premier.dell.com, TVs, gaming consoles) -Dell Rewards Strengths - Lower costs than competitors - Built-to-Order - Payment authorization - 24-hr order-entry system - Phone and online technical support

6. Strategic Alternative Market Penetration Dell creates home entertainment (TVs, gaming systems, projectors, GPS systems) Product Development Premier Dell.com Market Development Dell.com can be accessed throughout many countries around the world Diversification Dell joins Spanish Blogosphere

7. Dell’s Marketing Mix Product- Personalized computers -features like design, memory, etc. Return policy -21 days Price- Lower than competitors -notebooks: $700-1300 -desktops: $450-1000 Place- No sales to retailers Components in stock -computers can be shipped as fast as 8 hours from order time Promotion- Commercial/radio, newspaper, catalog, internet Premier Dell.com -easy ordering and tracking contol for companies

8. Discussion Questions What have been the key success factors for dell? Dell’s costs are lower than their competitors Customers can customize their own laptops Strong customer relationships “ build-to-order”

9. Discussion Questions Where is Dell Vulnerable? Selling computers to retailers What recommendations would you make to senior marketing executives going forward? Try to get back into selling computers to retailers successfully Emphasis on personal and customized computer