Dell Corporation –network marketing strategy

Corporation Overview Dell is a diversified information technology providers and partners directly to customers cover a wide range of global products and services. Dell in "Fortune" magazine "America the most appreciated companies" rankings, and ranked No. 1 in "Global most appreciated companies" rankings, ranked third. Dell commitment to provide our customers design, build and deliver innovative customized based systems in order to provide customers with outstanding value. Spanning over 20 years, the company has always been associated with designing, manufacturing and customizing products and services to satisfy a diversified range of customers including individual customers to corporate and retailing businesses. The company's philosophy to deal with customers one-on-one has become a management model for other companies. Having gained the market leadership position in computer products and services, Dell's team have always been careful in sustaining its marketing strategy of providing standard-based computing solutions. Marketing Environment Dell's strategy is global. It realizes that being closer to the customers is essential in carrying out its marketing strategies as well as in enabling it to build customer base. First by establishing the Internet infrastructure for booking/orders related activities it has been able to increased its customer base from existing markets. Using the same infrastructure it has been able to carry out its marketing strategies in new offices as well. However, Dell differentiate in its marketing tactics in that it believes in establishing a brick and mortar market presence. This is why the company has established sales offices and manufacturing outlets across North America, Europe, Asia and South America. This way it has been able to gauge the local customers' needs as well as services desired. Apart from the above customer level niche marketing, Dell also believes in reducing competition through collaboration. Unlike other leaders in the industry such

system integrators. repair and support companies. SWOT Analysis Strenths: Dell's dynamic organizational structure allows it to achieve diversified targets. component suppliers. This reverse organizational process structure differ from other industry leaders. It has based offices in different countries of the world as strategic plan due to the fact that it would be able to reach the niche market effectively. For example Xerox's addition to the company as a partner for providing printing products and services has served the purpose of integrating one more technology to its lists of comprehensive business services. Vice Chairman of Dell says:"By adding Xerox to our roster of preferred printing partners. Continuous updates and process improvement is required so that they can keep up with Dell's pace of development. we are even better equipped to serve our customers with a full range of office printing technologies that provide end-to-end solutions. . Instead the company have always pride itself in using partnerships and associations for integrated marketing." ("Dell and Xerox Forge Strategic Marketing Tie"). CMs. logistics. Weaknesses: Within the strengths lies Dell's weaknesses. By allowing the components to directly become integrated in the manufacturing process of Dell. As James Vanderslice. We share these core values. Dell does not believe in taking over existing competitors to eliminate competition. it has been able to reduce middle channel costs. Dell would be able to capture the market by providing products and services at competitive pricing strategies. These components. third party HW and SW suppliers and distributors have become each of the company's manufacturing processes so that ease of provision to the customers is possible. Not only Dell believes in industry wide collaboration but also in global collaboration. such as OEMs. technology leadership and world-class services. Much of its strategies have to rely on the capacity and capability of these manufacturing components. The Xerox brand is synonymous with quality. By breaking the dominance or monopoly of other computer companies.as HP and Compaq.

The established value web corporate model have also allow Dell to have global wide access to customers and market. Marketing Strategy Product: Dell's unique approach to manufacturing separates the different processes so that Dell is not reliant on singular production or supplier's chain for equipment production. after sales services and parts have alleviate Dell's position from others. Dell compete not only compete at the final product level but also at the suppliers level. Third party software for example have great competition for price and product categorization which could eventually affect Dell's position in the market. For example basing plants in Xiamen. Reaching any niche market in any continent is therefore not a problem for Dell's marketers. Price reasonability and the availability of support. Threats: However. Though there is no segregation of the different products and services but nevertheless in separating the components enabled it to target the customers based on the regions in which the products are manufactured. Dell has been able to achieve the high level of corporate outcome that challenged most of the industry leaders. Promotion: Dell in the past have not concentrated on extensive marketing campaigns but this revolutionarized in 1999 when Dell changed its tactics by engaging in . Place: Dell has been able to affect the location strategy aspect of its marketing campaign. By assingning each regionalized production center particular component for production not only have diversified the risk of concentration of labor and production costs but also depending on particular infrastructure. China Dell has been able to provide products and services at the local prices without incurring additional costs to price.Opportunities: Having established an integrative and virtual network. As Dell's products are always available at the nearest dealers customers develop trust for the "local Dell" thereby achieving the objective of gaining their trust in Dell products and services. due to the integration of components in Dell's organization structure. Price: Dell's product pricing reflect the affordability of the local consumers. and forming a large and diversified consumer base.

com orders through direct transmission to the supplier of raw materials Dell companies.extensive marketing campaigns.com and PremierDell.dell. such suppliers will be able to receive real-time information on raw materials. Dell than in the other major manufacturers of low cost 100 to 200 U. dollars. and many more performance charts. 2.Video distribution and delivery guarantee Dell particularly unique is that the company provided a special specialized services : network users can choose in accordance with their own preferences and needs of the computer.com for enterprise customers. the company has provided more than 60. Valuechain. Dell website contains a wide range of multimedia pictures. The "Be Direct" attitude has changed the way consumer view Dell as the local producers. in different areas of application or market classification classification. Sales promotion 1.Broken down market Dell computer companies will be in accordance with the product range of its products. and even made some advertising in the form of slides. thus contributing to Dell companies control inventory. 2.Pricing strategy Through direct sales. respectively.000 customized web site to allow customers to track orders for the purchase and implementation. 3.Advertising strategy Advertising in Dell website.S. but no. and by a single production Dell companies to enable customers to purchase computer Dell. Customer Service 1.Online orders. supplemented by online purchase at great development of its direct sales model. These customers can purchase fully stimulate desire. the company provides distribution of the final outcome of the . Distribution channels Direct modes in compressed product production lines. a different strategy. which use low-cost marketing strategy.

then adopted Dell online knowledge base in artificial intelligence software to help automatically answered. A wide range of services not only to increase the intrinsic value of their products. The scope is very wide search.Delivery logistics. Dell established executives and customers online forum "had breakfast with Dell" extended to small business users. and system performance forecasts. the website also provides the corresponding price. 3.Online technical services and technical support Dell companies provide online services and technical support is very broad. a large number of persons were also attract home office in Dell brands around. but also for general users the opportunity to make a wide variety of issues. help and Search services Not only large customers. functions. the network of shops in the best possible selection. 5.Orders enquiry and Purchase logistics and delivery logistics Customers only in the number of Internet customers of six figures or purchase orders numbers. software upgrades informed. "customers trolleys" and transport management. There are various parts of the search. presumably in the company's internal network will be involved. but also software for the search. a few minutes. can also be user satisfaction. Dell customers at the center of the customer requirements for different customers different custom. Dell also provides comprehensive search services. personalized products. small enterprises. and enhance the competitiveness of our products. the same achieved its online electronic payment. etc. As a result. From the autumn of 1998. Purchase of logistics enterprise-enterprise e-business. A user-friendly search service can find their desired product and technical support. the search is on the hardware. and so on. will receive a detailed report on the progress of orders. payment method and delivery address and the identification and door-to-door in two days. . In all customers choice. not reflected in the website. Both assembled whole sets of search. the topic of this live chat server market trend not only includes such large topics. Dell sites in the forefront in computer networks.hardware. 4.Online forums . users answer questions. the escalation on Windows. and so on.

Sign up to vote on this title
UsefulNot useful