Dell the power to do more: Product management

Résumé du document

The introduction of our group project is divided in two parts. We will start with a short presentation of the company. Then we will use the 4Ps method in order to determine the product and the brand's offering.
Background of the company Michael Dell founded the Dell Company in 1985 by (Michael Dell is an American business magnate). The head quarter is situated at Round Rock, Texas.

Dell develops and supports PC's, servers, data storage, devices, and network switches, computer peripherals and, other technology related products. Dell is known to be the preferred desktop and laptop provider of enterprises in U.S.

Indeed, the 10 largest US companies run on DELL and the top 5 US commercial banks run on DELL.
A few years ago, Dell has chosen to develop its position towards sustainable development. Dell is one of the only companies in the computer industry to offer its customers free recycling of their old computer.

Extraits

[...] Strength High values for money Dell's computers are not very expensive (compared to the market price) and the quality is known to be good. Buy a Dell's computer is a guarantee of a good value for money. ii. Weakness Low brand image Dell seems to suffer from a low brand image especially if you compare this company to competitors such as Apple or, HP or Samsung. Not unique technology Dell doesn't offer a unique technology to its customers. Dell computers are indeed equipped with the Windows operating system (like most computers). [...]

[...] Following the cheapness of Lenovo's computer, their turnover and net profit is growing at a much faster pace than DELL and so that Lenovo has replaced DELL as the second large of market share in computer industry. Moreover, following the product differentiation strategy, APPLE can charge a price at a relatively higher range such that the profit margin of APPLE is higher than DELL to a large extent. ( vs Another problem is more related to the brand image. Among these computer manufacturer, DELL does not have a superior brand image. The ‘stuck in the middle' problem of DELL is also affecting the brand image. [...]

[...] This figure is cut vary with regions (near 60% in Europe, for example) The emergence of developing countries will allow the companies from the computer industry to further increase their number of sales. High market demand The computer industry is linked to new technologies. There is a growing sector. Each year new computers, more powerful, with new features appear on the market. This pushes rich buyers to regularly change their personal computer. Therefore, companies benefit from a regular renewal of their products. iv. Threats: High competition as we saw earlier, there is a very strong competition in the computer industry. Cf. [...]

[...] Dell the power to do more: Product management Agenda I. Background of Dell Page 3 II. Research issues Page 4 III. Analysis Page 6 IV. Dell's Strategies Page 11 V. Problems Page 14 VI. Recommendations Page 19 VII. Conclusion Page 21 VIII. References Page 22 I. Introduction The introduction of our group project is divided in two parts. We will start with a short presentation of the company. Then we will use the 4Ps method in order to determine the product and the brand's offering. [...]

[...] Issues included call transfers of more than 45% of calls and long wait times. Although Dell acknowledged that it had problems with customer service, spending more than a $100 million to fix this and later even increasing its spending on customer service to $150 million, Dell continues to face public scrutiny with even the company's own website littered with complaints regarding the issue escalation process. With all these issues, you will not be surprised that DELL does not have good positioning and brand image. [...]