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Table Of Contents

1.1 Background
1.2 Problem description
1.3 Purpose
1.4 Research questions
1.5 Target group
1.6 Delimitations
2. Literature review
2.1 Three Segmentation approaches
2.1.1 Country-based segmentation
2.1.2 Individual consumer-based segmentation
2.1.3 Diffusion-based segmentation
2.2 Targeting and sequencing
2.2.1 Targeting
2.2.2 Sprinkler vs. waterfall strategy
2.2.3 Sequence of entry
2.3 Condition favoring sprinkler or waterfall strategy
2.3.1 Life cycle of product
2.3.2 Cross country diffusion and lead affect
2.3.3 Foreign conditions favoring sprinkler or waterfall strategy
2.3.4 Competitiveness of the foreign market
3. Methodology
3.1 Choice of company
3.2 Research purpose
3.3 Research strategy
3.3.1 Reasoning for qualitative approach
3.3.2 Steps in our qualitative research
(Figure 2: Steps in our qualitative research)
3.4 Data collection
3.4.1 Primary data
3.4.2 Secondary data
3.5 Reliability and validity
3.6 Methodology critique
4. Empirical data
4.1 Company overview
4.2 Dell’s customer groups
4.3 Dell’s targeted countries
4.3.1 Asian - Pacific and Japan (APJ)
4.3.2 Europe, Middle East and Africa (EMEA)
4.3.3 Americas
4.4 Dell’s product
4.5 Foreign market conditions facing Dell
4.5.1 Growth of the foreign markets
4.5.2 Innovativeness in the foreign market
4.5.3 Dell’s Competitive environment
5. Findings and Analysis
5.1 Dell’s global market segmentation
5.1.1 Individual Consumer-based segmentation approach
5.1.2 Diffusion-based segmentation approach
5.2 Dell’s conditions favouring sprinkler strategy
5.2.1. Product life cycle of Dell
5.2.2 Size of foreign market
5.2.3 Speed of market growth in foreign market
5.2.4 Fixed cost
5.2.5 Competition in target markets
5.2.6 Target market
5.3 Dell’s conditions favouring waterfall strategy
5.3.1 Size and the growth of the market
5.3.2 Economic factors
5.3.3 Innovativeness
5.3.4 Nature of the product
6. Conclusion
List of References
Books and Articles
Web pages
List of Figures
List of Table
Appendix: Interview Guide
Questions for Dell
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Dell's Marketing Strategy - 2006

Dell's Marketing Strategy - 2006

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Published by Preeti Iyer

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Published by: Preeti Iyer on May 19, 2011
Copyright:Attribution Non-commercial


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