This paper discusses, using the multinational corporation Dell, Inc, existing and suggested Relationship Management Strategies applied to both Upstream and Downstream members of a supply chain. It also examines and gives an analysis of, using several diagrams, tables and models, Dell’s product range – and the customers who buy them.
This paper also examines several Key Issues associated with maintaining positive relationships with supply chain members, and how they may be worked out, besides providing an in-depth analysis of the relationships between Dell and its suppliers, customers and competitors.
Dell’s customers are many and come from many segments, but for this paper the focus will be on its biggest and most important market: Large Businesses and Organizations.
1.0 Introduction 5 1.1 Background Information on Dell 7 1.2 Introduction to Dell’s Suppliers and Acquired Products (Upstream) 8 1.3 Introduction to Dell’s Key Products (Downstream) 9 1.4 Dell’s Customers 12 1.5 Dell’s Competitors 13 1.5.1 Explanations for the Numbered Arrows 14
2.0 Classification of Dell Products According to Buying Situation 16 2.0.1 Explanation of Tables 17 2.1 Buy Grid Framework 18 2.1.1 Upstream 19 2.1.2 Downstream 20 2.1.3 Explanation of Tables on Previous Page 21
3.0 Suggested Relationship Management Strategies 22 3.1 Upstream Supplier Relationship Management: Suggested Strategies 22 3.1.1 Encouraging Collaborative Relationships 22 3.1.2 Engage in Strategic Alliances 23 3.1.3 Engage in Strategic Alliances - Commitment from Top Managers 24 3.1.4 Engage in Strategic Alliances – Issues to be Paid Attention to 25
3.2 Downstream Customer Relationship Management: Existing and Suggested 26 3.2.1
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