Dell 4 P's Marketing

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I. INTRODUCTION
1. About the company
Dell Inc. (formerly Dell Computer) is an American multinational computer technology corporation based in Round Rock, Texas, United States, that develops, sells, repairs and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest technological corporations in the world, employing more than 103,300 people worldwide. Dell is listed at number 44 in the Fortune 500 list. It is the third largest PC vendor in the world after HP and Lenovo. Dell has grown by both increasing its customer base and through acquisitions since its inception; notable mergers and acquisitions including Alien ware (2006) and Perot Systems (2009). As of 2009, the company sold personal computers, servers, data storage devices, network switches, software, and computer peripherals. Dell also sells HDTVs, cameras, printers, MP3 players and other electronics built by other manufacturers. The company is well known for its innovations in supply chain management and electronic commerce, particularly its direct-sales model and its "build-to-order" or "configure to order" approach to manufacturing—delivering individual PCs configured to customer specifications. Dell is the sixth largest company in Texas by total revenue, according to Fortune magazine. It is the second largest non-oil company in Texas – behind AT&T – and the largest company in the Greater Austin area. Some key moments in Dell’s history:

• 1984 — At the age of 19, Michael Dell found PC's Limited with $1,000 and a game-changing vision for the technology industry. • 1988 — Dell completes their initial public offering, raising $30 million and increasing market capitalization from $1,000 to $85 million. • 1992 — Dell debuts on the Fortune 500, making Michael Dell the youngest CEO on the list. • 1996 — Dell.com launches, generating $1 million in sales per day just six months after site is live. • 2001 — Dell becomes the No. 1 computer systems provider worldwide. • 2005 — Dell tops the list of "America's Most Admired Companies" in Fortune magazine. • 2010 — Dell is ranked the No. 1 healthcare information technology services provider in the world according to Gartner, Inc. 2. Target market and competitors

o Target market
a) Current market
Dell currently has a number of computers that target 2 particular markets. 1. Large- to Mid-Size Business
– 36 to 50 year old
– White males
– Upper-Middle to Upper Class
2. Consumers, Students, Small Home Office
– 18 to 35 year old
– White males
– Middle Class
The corporation markets certain brand names to different consumer segments. It typically sells the Optiplex, Latitude, and Precision names to mid and large business customers, where the company's advertising emphasizes long lifecycle, reliability and serviceability. The Dimension, Inspiron, and XPS brands have an orientation towards consumers, students, and small home office environments, emphasizing value, performance and expandability (large focus in this consumer base). Dell recently reintroduced the Dell XPS brand to target the lucrative gaming market. Dell XPS desktop systems use blue rather than the black cases found on newer Dell PCs. b) Prospective Target Markets

1. Women
2. Minorities (particularly African-Americans, Latinos, and Asians) Both in:
• Large- to Mid-Size Business
– 36 to 50 year old
– Upper-Middle to Upper Class
• Consumers, Students, Small Home Office
– 18 to 35 year old
– Middle Class
Dell stays in the same demographics for the business and consumer class as Dell is currently...
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