Dell 4p S Of The Marketing Mix

Topics: Dell, Dell Inspiron 1525, Marketing Pages: 15 (4493 words) Published: April 26, 2015
Dell 4p's of the Marketing Mix
COMPANY BACKGROUND
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Introduction of Dell Inc.
Dell Inc. is a multinational technology corporation that develops, manufactures, sells, and supports personal computer and other computer related-products. Dell Inc. based in Round Rock, Texas. Dell Inc. employs more than 82,700 people worldwide. Dell Inc. grew during the 1980s and 1990s to become (for a time) the largest seller of PCs and servers. As of 2008 it held the second spot in computer sales within the industry behind HP. The company currently sells personal computers, servers, data storage devices, network switches, software and computer peripherals. Dell Inc. also sells HDTVs that are manufactured by other brands. In 2006, Fortune Magazine ranked Dell Inc. as the 25th-largest company in the Fortune 500 list, 8th on its annual “Top 20” list of the most admired companies in the United States, In 2007 Dell Inc. ranked 34th and 8th respectively on the equivalent lists for the year. A 2006 identified Dell Inc. as one of 38 high-performance companies in the S&P 500 which had consistently out-performed the market over the previous 15 years. History

Background and Origins
While a student at the University of Texas at Austin in 1984, Michael Dell founded the company as PC's Limited with capital of $1000.[5] Operating from Michael Dell's off-campus dorm-room at Dobie Center [1], the startup aimed to sell IBM PC-compatible computers built from stock components. Michael Dell started trading in the belief that by selling personal computer-systems directly to customers, PC's Limited could better understand customers' needs and provide the most effective computing solutions to meet those needs. Michael Dell dropped out of school in order to focus full-time on his fledgling business, after getting about $300,000 in expansion-capital from his family. Important Events and Milestones For Dell

|Year |Milestones and Important Events for Dell Corp |
|1985 |The company produced the first computer of its own design — the "Turbo PC", sold for US$795 | |1987 |The company set up its first operations in the Ireland; eleven more international operations followed | | |within the next four years |

|1988 |(1) The company changed its name to "Dell Computer Corporation | | |(2) Dell's market capitalization grew by $30 million to $80 million from its June 22 initial public | | |offering of 3.5 million shares at $8.50 a share |

|1989 |Dell Computer set up its first on-site-service programs in order to compensate for the lack of local | | |retailers prepared to act as service centers |
|1990 |Dell Computer Corporation tried selling its products indirectly through warehouse clubs and computer | | |superstores, but met with little success, and the company re-focused on its more successful | | |direct-to-consumer sales model |

|1992 |Fortune magazine included Dell Computer Corporation in its list of the world's 500 largest companies | |1996 |Dell began selling computers via its web site |
|1999 |Dell overtook Compaq to become the largest seller of personal computers in the United States of America | | |with $25 billion in revenue reported in January 2000 |
|2002 |Dell attempted to expand by tapping into the multimedia and home-entertainment markets with the | | |introduction of televisions, handhelds, and digital audio players. Dell has also produced Dell-brand | | |printers for home and small-office use |

|2003 |At the annual company meeting, the stockholders approved changing the company name to "Dell Inc." to | | |recognize the company's expansion beyond computers |
|2004 |(1) The company announced that it would build a new assembly-plant near Winston-Salem, North Carolina; the| | |city and county provided Dell with $37.2 million in incentive packages; the state provided approximately | | |$250 million in incentives and tax breaks |

| |(2) Michael Dell stepped aside as Chief Executive Officer while retaining...
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