Dell Inc. Notebooks

Résumé du document

The following report is presented for Marketing 201 and has been compiled by Hanh Bui. The aim of this document is to identify the organizational and marketing strategy of Dell. We will also discuss the issues relating to the product, price and promotional mix of their notebooks and the relevant marketing channels. Furthermore, recommendations have been made based on the undertaken research and analysis. In order to gain information for this report, secondary research methods were used that includes the internet, books, newspapers and databases. Michael Dell founded the company Dell in 1984. He discontinued his studies at the University of Austin at the age of 19 in order to devote himself completely to his company. In 1987 the company was renamed Dell Computer Corporation and in 1992 the company had the privilege of being one of first 500 companies in the United States according to Fortune magazine. Dell operates principally in the Americas, Europe, Middle East and Africa, and in the Asia Pacific region and Japan as well. (Dell Inc., 2006) This report will focus on their notebooks which are a very important part of Dell's business. Their notebook computers accounted for 28.6% of their revenues in 2005. (Dell Inc. Major Products and Services, 2006)

Extraits

[...] Increasing demand for mobility products e.g. mp3, notebooks, PDA. Acquisition of Alienware: in 2006 Dell acquired Alienware a boutique high-end gaming PC company. This should enable Dell to attract the big-spending PC gaming enthusiasts and further boost its credibility in such circles Threats Strong competition: tough competitors such as IBM, Hewlett- Packard, and Sun Microsystems. Component price fluctuations: Dell maintains only minimal levels of component inventory. Fluctuations in prices of components can have severe impacts on the price of the company's products. [...]

[...] (Dell Case Study, 2006) Dell has to pay attention to regional differences when advertising. Advertising campaigns are adapted to local requirements: for example the UK and Spain, there are TV channels with very large audiences. Accordingly, advertisement on television is used more frequently in these countries'. (Dell Case Study, 2006)[8] Public relations Dell distributes information to the shareholders of the business and gives press releases to the press. They try to have a good relationship with their shareholders and the media in order to keep up a positive image of their brand Direct marketing Dell also tries to create one-to-one relationships with customers. [...]

[...] Dell Inc. Notebooks Table of Contents Title page Table of contents 1. Terms of reference 2. Procedure 3. Facts and findings 3.1 Dell inc Organisational strategy Mission and goals Organisational mission Organisational vision Organisational goals SWOT analysis Strengths Weaknesses Opportunities Threats 3.3 Marketing strategy Business strategy Dell's extensive marketing strategy Dell's intensive marketing strategy 3.4 The product 3.5 Pricing 3.6 Marketing channels 3.7 Promotional mix Advertising Public relations Direct marketing Sales promotion 4. Conclusion 5. Recommendations 6. Executive summary 7. [...]

[...] Dell is an innovate company which came up with an original, new idea ten years ago which has proven to be very successful. Their direct-marketing, customer-focused, high-quality product-approach has made them the leader in their field Recommendations In order to persuade (non-internet using) customers to buy notebooks from Dell, Dell should open kiosk in Europe just like they have done in the USA, Canada and Australia. Outlets should also be opened in other areas then the USA. This way they would increase tangibility of their products and services. They should try to improve their poor-customer-service image. [...]

[...] (Austin's history, 2006) Dell operates principally in the Americas, Europe, Middle East and Africa, and Asia Pacific-Japan. (Dell Inc., 2006) This report will focus on their notebooks which are a very important part of Dell's business; in the year 2005 their notebook computers accounted for of their revenues. (Dell Inc. Major Products and Services, 2006) 3.2 Organisational strategy Mission and goals Organisational mission The organisation's mission statement is as follows: ‘Dell's mission is to be the most successful computer company in the world at delivering the best customer experience in the markets we serve'. [...]