Slide 1

Vibhav Khandelwal14 BSP 2205

History/Background of DellDell computer was founded by Michael Dell. Dell traces origins to 1984 when Michael dell created PCs limited. The company changed its name to Dell computer corporation in 1988 and began expanding globally as a multi national company first in Ireland. In 1992 Fortune magazine included Dell computer corporation in its list of the worlds 500 largest companies. Michael Dell is the youngest CEO of the fortune 500 ever. Dell Inc. is now the 41st among the fortune 500 companies.

Mission statementCustomer satisfaction: Dell satisfies their customer by providing their superior customer service.

Team satisfaction: Management and employees of Dell inc. are committed to cooperating as a team for the purpose of profitability and gratification of a job well done.

Community Satisfaction: Dell provides jobs in a clean, safe, environmentally sound atmosphere and be an active participant in community affairs.

StrengthsWeaknessesBrand name valued at $7.5 billionProduct customizationEnvironmental recordCompetency in mergers and acquisitionsDirect selling business modelCommodity (computer hardware) productsPoor customer servicesLow investments in R&DWeak patents portfolioToo few retail locationsLow differentiationOpportunitiesThreatsExpand services and enterprise solutions businessesObtain more patents through acquisitionsStrengthen their presence in emerging marketsTablet market growthGrowing demand for smartphones and tabletsProfit margin decline on hardware productsSlowing growth rate of the laptops marketIntense competitionDell SWOT Analysis Strength Dell has a very strong brand reputation for quality products. Its brand is valued at $ 7.5 billion.Dell allows its customers to customize their laptops. Such services were not originally found within any other major computer retailer (and currently only Sony and Toshiba allow that), but add great value to the customers and provides Dell with a competitive advantage.Over the last five years Dell has spent $13 billion for successful mergers and acquisitions, which brought patents, new capabilities, assets and skills to the business.Dell doesnt sell its products through big-box retail outlets but instead sells directly to consumers and enterprises, keeping their already thin profit margin to themselves.

Weakness The company has such a huge range of products and components from many suppliers from different countries, that there is occasional products recall that can cause dell some embarrassment. Dell is a computer maker, not a computer manufacturer. It outsource for big player group of hi tech component manufacturers and this allows dell to focus on marketing, logistics and other business operation.The company spends a much lower percentage of its income on r&d that its main competitors and thus, missed an opportunity to develop strong products for smart phones and tablet markets as well as to learn new skill and capabilities.

Opportunities Dell provides various services (cloud, security and infrastructure) and enterprise solutions (servers, networking and storage), which are the most profitable Dells business at the moment. Dell business should focus on growing these divisions as they promise better growth opportunities and higher profit marginDell hasnt properly established its R&D facilities to discover new technologies and patents, so the only feasible way to obtain patents and technologies is to acquire other companies.Strengthen their presence in emerging marketsTablet market is expected to grow in double digits for the next few years and the company has a great opportunity to release new tablet models and benefit from the market growth.

ThreatsWith a lower price and strongly improved capabilities, consumers often choose tablets and smart phones over laptops. The growing demand for the previous devices takes a share out of laptops, the main stream of revenue for Dell.Dells main income is from selling hardware products, which prices will increase in the future due to rising raw material prices. This will add to costs for Dell and will further cut the profit margin.Growth rate of the computer market is slowing down and in the near future the markets will become saturated. It will prove hard for Dell to compete in such market or at least fight back the lost market share.The company faces intense competition in all its business segments. It competes in terms of price, quality, brand, technology, reputation, distribution and range of products, with Acer, Apple, HP, IBM, Lenovo and Toshiba.

Products Of Dell Inc.

ProductsDesktopsServersNotebooksPeripheralsPrintersTelevisionsScannersPen Drives Smart Phones

Dell As An Multi-National CompanyDell is an American multi national technology based company centered in Round rock, Texas, United states.Dell has a big market share in China and India.In 2006, Dell cut its price in an effort to maintain its 19.2% market shareCurrent market share of dell is 15% worldwide Dell International started in India about seven or eight years back by opening a customer contact center at Bangalore in 2001. In 2003, the second contact center was opened at Hyderabad.After the U.S., Dell India is the second biggest centre with 13,000 employees. About 90% of dell computers are manufactured in China.

Product Mix of Dell (4ps)Dell is one of the leading Consumer durables brand. The marketing mix of dell talks about the way in which dell has improvised gain a competitive position.

ProductPlacePrice Promotion

Dell believes that, Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer.Dell provides a wide variety of both business class and home/consumer class products and services.Dell designs, develops, manufactures, markets, sells, and supports a wide range of products that in many cases are customized to individual customer requirements.A few examples of products for individual and professional customers are Dell Precision workstations, Opti Plex desktops, Dimension desktops, and Inspiron and Latitude notebooks.Product

Price

Pricing strategies usually change as the product passes through its life cycle, because there is constrains on the companys freedom to price a product at different stage.The main objective of Dell is to produce the low price and profitable PC for the customers.For the above reason Dells product pricing reflects the affordability of the local consumers.Because Dell products are so customizable, the price is largely dependent on the options and services added to the product.Dell is undercutting competitors in price to rapidly gain market share.

Place

Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer / service provider to the user or consumer.Dell has been able to affect the location strategy aspect of its marketing campaign.As Dells 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, and forming a large and diversified consumer base.

Promotion

Another one of the 4 Ps is promotion. This includes all the tools available to the marketer for marketing communication.Dell in the past have not concentrated on extensive marketing campaigns but these revolutionaries in 1999 when Dell changed its tactics by engaging in extensive marketing campaigns.Dell markets its products primarily by advertising on television and the Internet, advertising in a variety of print media, and mailing or emailing a broad range of direct marketing publications, such as promotional materials, catalogs, and customer newsletters.Dell has recently started promoting its products through retailers like Best Buy, Staples, Wal-Mart, GOME, and Carrefour.

Growth strategyProcess streamlining: Dell built a significant advantage in the marketplace by focusing on innovations in the supply chain. Dell focused on enabling "just in time" delivery of parts and components.Product diversification: Dell has used a diversification strategy to enable business growth.Market penetration: Dell has achieved market penetration internationally with various segmentation strategies.

D17Digital CampaignDell targets youth with 'Masti ka pitaara' Inspiron for it laptop series

Source use common people youth with creative ideas

Promoted through TV adds and YouTube Adds.

Online tools use by dell for engagementThe major online tools use by dell is Social Media Market Dell is very interactive brand on twitter which have a strong interactive platform to customer which can connect directly with dell Dell India have 5,14,000 followers in twitter Which help dell to promoted and launch (new)its products through twitter Twitter presents help dell as a brand Face book help dell to inform about new product specification and get feedback about it. Dell use SSM as a test marketing for feedback/Reviews of new launch

Future Outlook Dell future outlook is difficulties to predict that the future of dell won't we so good as per my point of view as dell never invest in R&D so in long run it will difficult to survive in market is will be not easy for dell As dell strength is outsource patent which help dell to be a free biz which can any time modify or change its trend as per market taste and preference Dell as a company should come up with new product which can be handy like tab, cell phone etc Dell use SSM very smartly as they have dell support page in that costumer can solve issue with in a minuteDell service no doubt is excellent onsite which was first stared by dell My view on dell is great company which have great future if they plan out with new product

Reference

http://www.marketing91.com/markehttp://wallblog.co.uk/2011/12/05/five-standout-digital-campaigns-that-you-may-not-have-heard-about-infographic/ting-mix-dell/http://www.zdnet.com/article/dells-directors-forecast-a-grim-future-for-the-pc-industry/http://www.campaignindia.in/Video/315123,dell-targets-youth-with-masti-ka-pitaara-inspiron.aspxhttp://www.slideshare.net/?sshttps://twitter.com/Dell?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor