Marketing Strategy: Dell
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Table of Content:
A. Objective
B. Brief Background of Dell a) Strategic Vision b) Product Offerings c) Product Levels d) Current Market Situation i. Customer Segmentation of Dell ii. ESL & The Higher Education Planning Team iii. Higher Education Market (HEM) iv. Microcenters e) Competitor Analysis f) SWOT Analysis - Dell in HEM
C. Current Problem & Alternatives
D. Our recommendation & Action plan
E. Intended Learning Outcome
A. Objectives The main objective for this marketing analysis is to explore the opportunity of Higher education Market (HEM) for Dell and to formulate a marketing plan in order to achieve its revenue target. After identifying current problems faced by Dell, we will analyze the pros and cons of each alternative and decide the best solution for the company. Given Year 96/97 budget and revenue targets, we will also suggest the approach for marketing implementation and contingency plan through various calculations. This marketing analysis hopefully will help Dell eliminate the obstacles to achieving successful business in Higher Education Market (HEM).
B. Brief Background of Dell Dell Computer Corporation was established by Michael Dell in 1988. It mainly designs, manufactures, markets, and provides services and supports to computer systems including desktop personal computers (PCs), notebook computers, and network servers. Being the world’s leading direct marketer of PC systems, Dell Computer had approximately 8,400 employees distributed over 130 countries worldwide[1]. It was ranked 250th on the Fortune 500 list at the beginning of 1996.
a) Strategic Vision Dell Computer aims at developing customized, high-performance but low-price PCs which are directly marketed to end users. Its key strategic concept is to provide consumers an exceptionally high value through combining “relatively high performance” with “relatively low price.”
b) Product Offerings
Table of Content:
A. Objective
B. Brief Background of Dell a) Strategic Vision b) Product Offerings c) Product Levels d) Current Market Situation i. Customer Segmentation of Dell ii. ESL & The Higher Education Planning Team iii. Higher Education Market (HEM) iv. Microcenters e) Competitor Analysis f) SWOT Analysis - Dell in HEM
C. Current Problem & Alternatives
D. Our recommendation & Action plan
E. Intended Learning Outcome
A. Objectives The main objective for this marketing analysis is to explore the opportunity of Higher education Market (HEM) for Dell and to formulate a marketing plan in order to achieve its revenue target. After identifying current problems faced by Dell, we will analyze the pros and cons of each alternative and decide the best solution for the company. Given Year 96/97 budget and revenue targets, we will also suggest the approach for marketing implementation and contingency plan through various calculations. This marketing analysis hopefully will help Dell eliminate the obstacles to achieving successful business in Higher Education Market (HEM).
B. Brief Background of Dell Dell Computer Corporation was established by Michael Dell in 1988. It mainly designs, manufactures, markets, and provides services and supports to computer systems including desktop personal computers (PCs), notebook computers, and network servers. Being the world’s leading direct marketer of PC systems, Dell Computer had approximately 8,400 employees distributed over 130 countries worldwide[1]. It was ranked 250th on the Fortune 500 list at the beginning of 1996.
a) Strategic Vision Dell Computer aims at developing customized, high-performance but low-price PCs which are directly marketed to end users. Its key strategic concept is to provide consumers an exceptionally high value through combining “relatively high performance” with “relatively low price.”
b) Product Offerings