This document summarizes Dell's history, product line, uniqueness, strengths, weaknesses, opportunities, threats, and business strategies. It notes that Dell was founded in 1984 and originally known as PC's Limited, changing its name to Dell Computer Corporation in 2012. Dell's direct sales model and customer focus were early strengths but it is now losing its competitive edge due to more innovative competitors like Apple.

1. Case Study on Strategic
Management
Presented to:
Business media
Presented By:
Muhammad Umar khan

2. History
 It was founded in 1984 and was known as
PC’s Limited.
 Founder of Dell was Michael Dell.
 They changed their name to Dell
Computer Corporation in 2012.

3. Product Line
 Software
 Hardware
 Workstations
 Electronics
 Printers
 Tablets
 Mobile Devices Networking
 Storage Devices
 Servers
 Security Products
 Other Electronic Products
 Information Technology Products

4. Uniqueness
 Dell provided unmatched service for their
customers in their first PC , “Turbo PC”.
 Dell provided a “risk free returns and next
day at home product assistance”.
 Another significant feature in Dell’s growth is
that they provided the longest battery life in
comparison to other companies by providing
a lithium-ion battery.

5. Strengths
 Customer intimacy (product differentiation & customer
relationship management)
 Used Direct Model Approach to provide customization to
customers, to get rid of distribution channels & retailers.
 Gave customers payment options.
 Provides a 24/7 tech support for customers.
 Provides warranty on whole package.
 Cost leadership strategy.

6. Weaknesses
 Wait for their customization.
 Dell can’t compete in innovation.
 Can’t personally meet the technician or
employee.
 Weak internal control (Didn’t thoroughly
check for the products ready to sale).

7. Opportunities
 Should get the loyalty of university
students that are the biggest target
market for them.
 Should search for other markets such as
Asia & Africa where low cost products is of
outmost importance.

8. Threats
 New Technology
 Competition
 No retail stores
 Best differentiation strategy of Apple
 Other brands can compete by achieving low
cost

9. SWOT Analysis
 Looking at the strengths, weaknesses,
opportunities and threats, it’s obvious that
Dell is not competitive anymore. Dell is
slowly losing its competitive edge because
of its highly innovated competitors and
because competitors such as Apple are
able to capture the consumer’s attention
by offering differentiated and innovated
products in the market.

10. Business Level Strategy

11. Hierarchy of Dell

12. Advantages to Dell
 Direct Selling Strategy
 Benefits to employees (medical benefit,
retired plan, saving plan & specific
discounts on computers & other products)