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Dell marketing analysis
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- 2. INTRODUCTION TO ELECTRONICSINDUSTRY •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 DELLINC.
- 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 Thirdparty 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 • Onlineand 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 LargestPC 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'sfive 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 PsychometricGeographic DemographicBehavioural
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- 13. Unique Selling Proposition •Delldelivers 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
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- 16. MARKETING GAPS INDELL 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.
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