Introduction and Perceptual Mapping on Dell Computer

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Do you think Dell is well positioned with respect to its competitors?

Not yet because Dell still left behind HP and IBM. People who want flexibility in their PCs tend to buy HP brand. For instance, HP Power Distribution Rack which controls three-phase power distribution across a row of server racks brings enhanced flexibility to IT personnel who are seeking to place power where it is needed, but without over provisioning or otherwise wasting the precious resource.

In other hand people who want high performance, they tend to buy IBM brand. For instance, IBM System x server (formerly IBM eServer™ xSeries®) brought up database application, all of the performance number were beyond expectation.

Actually, Compaq is well-positioned because its non price attribute position is balance both in performance and flexibility.

Which competitor(s) should Dell be the most concerned about? Why? Competitor: IBM because as you can see in the positioning map it’s the nearest competitor that dell face. Dell has to compete on the nearest one because there just little difference in performance so it can be easily pursued by improving performance quality at least same as IBM. Compared with Hp, the difference is too far which means the capability is indeed totally different so it will be too difficult to be pursued and it sounds unbalanced competition. Source: IBM's personal computer business is taken over by Chinese electronics giant Lenovo, while IBM itself focuses more and more on selling its information technology expertise to corporations. Competitors (out of the 2 key attributes): HP because both strategic emphasis on the PC segment so they have the same target market. Hp is known as the world’s largest PC vendor due to HP’s global leadership in market share and strong reputation with corporate customers in most all parts of the world. Major competitors include Apple, Hewlett-Packard (HP), Sun Microsystems, Gateway, Lenovo, Sony, Acer, Toshiba and Asus. Dell...
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