Dell’s Marketing Strategy in China
Name Wei Zhang
Group Group of Marketing
Subject Strategic Marketing
Topic Submit A Business Development Proposal
Lecturer Terry Johnson
Due Date 20th April 2102
Words limit: 2000
Dell’s Marketing Plan in China 5 Introduction 5
SWOT for Dell’s direct selling in China 6 Strengths 6 Weakness 6 Opportunity 7 Threats 7
Guidelines and recommendations for Dell’s future strategic marketing activities 8
In this essay, I will analysis the marketing activities of the famous computer company Dell in China.
1. Product Condition:
As we all know, Dell is one of the Fortune 500 companies whose headquarters is located in Austin, Texas. Its founder Michael Dell holds a very simple philosophy for his company, which is make the computers that the costumers need. And the main way of selling person-to-person sales makes Dell can know what do customers need quite well and efficient, so shorten the time of reply. Through the network marketing, Dell could fully receive the needs and viewpoints from the customers about what kind of a computer does each one wants. From design to production, sales to service. This kind of business model cut out the middleman, thus cut out the unnecessary cost and time, so that Dell can invest more on technology and advertisement ,which make Dell win more reputation from customers and do make out the computers what the customers really need.
2. Market Condition
Even thought Dell achieved good results in the US market by using its direct selling mode. But in China this kind of selling way was not suitable for Chinese market condition, as its competitors, such as Lenovo and HP, all use distribution way of selling, Dell did not sell good when it entered Chinese market. After