Marketing Program, Strategy, and Tactics (4 Ps):
Product: Dell Inc. provides a wide variety of both business class and home/consumer class products and services. The company markets specific brand names to different market segments. Some examples of Dell products typically sold to corporate clients are Dell PowerEdge servers, Power Vault, Dell EMC storage systems, and PowerConnect switches. A few examples of products for individual and professional customers are Dell Precision workstations, OptiPlex desktops, Dimension desktops, and Inspiron and Latitude notebooks. In addition to these Dell also offers printers, projectors, and LCD televisions, to name a few. Dell’s obvious cash cow is its PC business. Dell has always been associated with the ability to customize their products and services in order to satisfy a wide range of customers, including individual consumers, corporate businesses, and retailing businesses.
Price: Because Dell products are so customizable, the price is largely dependent on the options and services added to the product. Businesses and individual consumers are able to tailor their products and services to meet their needs. The price increases as more options are added, but it gives the consumer the ability to customize the computer with the options that are most important to them and still get the computer within their price-range. Dell used to rely heavily on mail-in rebates as an incentive for people to purchase their products; however, in 2006 Dell drastically reduced the use of mail-in rebates. Instead Dell reduced the selling prices of its products and services so customers received the lower prices immediately instead of having to wait on a mail-in rebate. This was done in response to reductions in selling prices by many of Dell’s competitors. In addition, Dell is a direct supplier, meaning the consumers can order their computers directly from Dell instead of going through a retailer. Normally, computers are sold to...
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