Necip Fazıl KESKİNKILIÇ

In 1984, Dell was found by Michael Dell

In 1985, the company produced the first computer of its own design — the "Turbo PC" In 1988, Dell

launches its IPO. Dell stock opens at $8.50 per share.

Between 1994-1995, revenue of Dell rose from 3.5 billion $ to 18.2 billion $ and profit increased from 149 million $ to 1.5 billion $

In 1991, Dell introduces its first notebook computer

Timeline of DELL

1. Sales & Marketing

2. Production, Logistic & Procurement

3. Products & Services

4. Firm Infrastructure

5. Competition

Sales & Marketing

BUSINESS & GOVERNMENT INSTITUTIONS

HOME & SMALL OFFICE USERS EDUCATIONAL

INSTITUTIONS

0

10

20

30

40

50

60

70

80

SALES CHART

%77

%18%5

DELL’S MARKETING TYPE

Took order directly from customer and it’s the first corporation on doing it

Has two kind of buyers. Relationship and Transaction Buyers

Assigned both outside sales reps and inside sales reps to each Relationship Account

Company reaches its Transaction Customers by making adv in journal, business publications, catalogs and direct marketing

Launched its website www.dell.com in July of 1996. Consumer may find any information they need concerning on computer, check pricing, place and order, tracks on order progress and etc.

CUSTOMERS

LARGE CUSTOMERS

LARGE COMPANIES

MIDSIZE COMPANIES

GOV & EDUCATIONAL

INST.

SMALL CUSTOMERS

SMALL COMPANIES

CONSUMERS

Michael Dell: Such divisions were accomplished “for a lot of reasons. One is to identify unique opportunities and economics. The other is purely a managerial issue; you cannot possibly manage something well if it’s too big”

Production, Logistic & Procurement

• Manufacturing Facilities• Current Production System (Old-New)• Production & Shipping Process• Included Softwares• JIT• Location

Products

• Two lines of Desktop Computers• Two lines of Notebook Computers• Hardware

Services• Online Dell• Techinical Support Staff• Call support• Software• Xerox, Wang Global, Unisys

Firm Infrastructure

• 1993• The longest tenured chief executive• 1998

Competition

1.IBM 3rd place among PC makers In 1995, IBM moved to an Authorized Assembly Program Not holding large amount of PCs in the inventory Expansion of one direct sales IBM had launched an autonomous division named “Ambra”. In 1998, IBM opened website that allowed customer to buy PCs.

2.Compaq

In 1994- world’s largest manufacturer of personal computers. Selling 67% of its PCs through 44,000 distributors and resellers, 25% at retail, and 4% direct. Launched online catalog in 1993 A bit higher prices The fastest delivery system

In 1997- announcement of Optimized Distribution Model(ODM) In 1998- unveiled its DirectPlus Program

3.Hewlett-Packard(HP)

• Famous with high quality of PCs and performance

• Low portion of revenue, low direct sales

• In 1997 Hp unveiled Extended Solutions Partnership Program (ESPP)

• In 1998 – direct sales on the world wide web

4.Gateway 2000

Providing efficient high quality manufacturing facilities

58% - PCs for home and small computer user, 28% to business, 13% to educational and government institutions.

In 1997-1998 company opened 144 Gateway Country Stores

In 1998 company is again refocusing on small business

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