Dell Corporation Case Study
Started by Michael Dell, Dell Computer Corporation is one of the world’s leading direct marketers of personal computer systems. Dell Computer Corporation designs, manufactures, markets, services, and supports a wide range of computer systems, including desktop personal computers, notebook computers, and network servers. In addition, it also markets peripheral computer hardware and software, as well as service and support programs. The success of Dell Computer Corporation can be traced to Michael Dell’s strategic vision and distinctive competency. Until recently, the education market had been dominated by Apple Computer. However, when reports stated that Apple seemed to be leaderless and in financial disarray, Diane Jeni (marketing manager responsible for the higher education portion of Dell’s Education, State & Local Government Business Unit) wondered whether this uncertainty offered a window of opportunity for Dell. With business being soft for the past two quarters, she wondered if there was room to grow in the higher education market.
Should Dell Computer Corporation aggressively aim to become the vendor of choice in the higher education market?
No. Dell should do nothing because more than likely the uncertainty in the market will cause people to look for alternatives and turn to Dell since they are already one of the top PC companies. 2.
Yes, Dell should use the microcenters strategy and try to own the channel. 3.
Yes. In addition to focusing its advertising on high school upperclassmen and college freshman, Dell should develop a student purchase program in order to become the vendor of choice in the higher education market. IV. Recommendation
Yes. In addition to focusing its advertising on high school upperclassmen and college freshman, Dell should develop a student purchase program in order to become the vendor of choice in the higher education market.
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