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Dell Computers Marketing Strategy.
The CIM defines marketing as The management process responsible for identifying, anticipating &
satisfying customer requirements and profitably
According to Kotler et al (1996) marketing is a social and managerial process by which individuals
and groups obtain what they need and want through creating and exchanging products and value
with others
1. Concept & Process of Marketing
The function of the marketer is to satisfy the customers needs and wants. A successful marketer
must create & satisfy the needs and wants of the customer and be able to anticipate what future
requirements may be and ensure that theyre met. Organisations can be categorized into 4 distinct
orientations. These determine how a business is focused and how services are marketed however,
some overlap will occur.
1) Product Oriented
2)
Production Oriented
3) Selling Oriented
4) Market Oriented
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Product Oriented Organisation
These organisations base their business strategies on the development and innovation of new
products without having a clearly defined market. Food manufacturers continue to develop and
improve products to attract new buyers. These include new toppings for pizza, new flavourings
etc. There are advantages to this type of orientation; it produces innovative products and will
have a motivated staff as they are encouraged to be creative. However, their innovations will
not be market or customer focused and thus may be prone to failure. Coke Colas Dasani
launched in 1985 and Guinness light in 1979 both failed in the marketplace.
Production Oriented Organisation.
These organisations focus on effecting economies of scale by producing goods in large
quantities. Companies with a production focus operate in markets where demand exceeds
supply and the final market is guaranteed. They focus on constantly improving production
techniques and costs and optimising distribution channels. The weakness with this strategy is
that the end users needs are not addressed. Electronics manufacturers for example, enjoy
profits through economies of scale but they will be led by product and distribution costs.
Sales Oriented Organisation
Sales oriented businesses are focused on the short term profit. They are centred on the Sales
team who are encouraged to make the sale. Little thought is given to aftercare services or
customer satisfaction. Although high profits can be made in a short amount of time, a sales
oriented company can quickly falter when competitors enter the market. Without a loyal
customer base, sales will dwindle. Real Estate agents come under the Sales Oriented strategy.
Marketing Oriented Organisation
A Marketing Oriented organisation focuses its business strategies around the customer. They
support the idea that the customer is king and focus activities on understanding the
customers needs and answering these needs by developing products & services accordingly.
This business is profit orientated but profit is seen as a long term strategy which will be achieved
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by understanding, meeting and anticipating the customers needs. To succeed in the long term,
they must focus on both profit and market presence. A marketing oriented business will adopt
this strategy in order to embed their products and brands in the market and will be able to face
competition through customer loyalty and strong brand and company image.
This orientation does have its limitations, if the workforce is not fully accepting that the
customer is king, the essence of the marketing concept will be lost.
Kotler et al highlights the differences between the selling and marketing concepts.
EndsMeansFocusStarting Point
The Marketing Concept
The Selling Concept
Factory Existing Selling Profits through
products & promoting sales volume
Market Customer Integrated Profits through
needs marketing customer satisfaction
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Dell have adopted the Marketing Orientation as they target the needs and wants of their target
market and strive to meet demand more effectively and profitably than their rivals.
Dell could have been classed as a product or production oriented organisation, however they
continue to create variations of their products to meet the customer demand, continue to attract
new customers through media advertising, and provide a one stop shop where potential
customers can visit a user friendly website and purchase all their computer needs in one go.
Dell also adopt a 2nd marketing approach Societal marketing, where an organisation continues to
provide for the needs and wants of a target market but also lives up to certain expectations. Under
Dells Corporate Responsibility banner, it lists what the company is doing in the following areas:
Protecting the Planet Dell is committed to supporting the work of the Intergovernmental Panel on
Climate Change (IPCC) to reduce emissions levels by between 50 & 80% buy 2050
Empowering Youth Dells focus is to link up with NGOs to bring technology to the worlds neediest
children. They have donated more than $8 million USD to this cause.
Supporting communities worldwide. Dell are active in supporting diverse communities
worldwide. They support those with disabilities, transgender, gay and lesbian communities with the
aim to achieve innovative solutions for a diverse customer base.
However, such a strategy requires an understanding of marketing at three distinct levels: as a
philosophy as a process & as a management function. Dells marketing driven philosophy can be
evidenced in their vision statement.
Its the way we do business. It's the way we interact with the community. It's the way we interpret
the world around us-- our customers needs, the future of technology, and the global business
climate. Whatever changes the future may bring our vision -- Dell Vision -- will be our guiding force.
(Source: http://www.dell.com/ )
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Marketing as a philosophy starts at the very top and must filter down in the company through every
department.
In order to keep the marketing philosophy of a company alive, its essential that these businesses
carry out regular marketing or process audits.
One valuable tool that can be used in a marketing audit is a SWOT analysis. This highlights the
Strengths, Weaknesses, Opportunities and Threats to a business. If done regularly, SWOTs allow
companies to keep abreast of their place in the market and highlight the threats facing them. Dells
SWOT analysis may cover the following areas:
Strengths: Weakness:
Opportunities: Threats:
Lack of retail presence
No warehousing
Dependency on component parts
su liers
Brand Name
Customers build own model
Leaders in internet sales
Technology leaders
Competition: new technology
constantly evolving.
HP has excellent R&D
department working on new
innovations
Expansion worldwide due to
increasing internet coverage
Expansion into all segments fromprivate consumer to multi
nationals
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While auditing, it is essential that a company looks outside to the environmental threats that exist.
In Dells case
y The competition HP, Toshiba
y Suppliers manufacturers of component parts.
y Political environment as they expand globally, this is a key factor
y Economic environment fluctuating currencies affect profit margins in new markets.
y Legal environment potential lawsuits due to poor quality goods
y Social & Cultural environment Dell is deeply committed already to the social & cultural
environment but must continue to address this area.
Use of both SWOT & PEST (environmental) analysis help an organisation to develop its strategic
options. Using the points highlighted, the organisation can build its strategy, set its budget
limitations and place themselves in a comparable position to its competitors. However,
organisations come up against constraints while setting their marketing objectives. As the focus of
any for profit organisation is profit, financial constraints may mean that a company has to
compromise between a utopian marketing strategy and a healthy profit margin. Other constraints
may be more pragmatic and include staff that are not sufficiently skilled in marketing or experienced
in a particular market. Constraints may also involve the political and legal climate of a potential
market which the PEST analysis should highlight.
Final objectives must also be set so that the ultimate goals are clear. Increased and sustainable
profits are key. Other goals are increased productivity, increased expenditure on R&D,
rationalization of SKUs, penetration of new markets, & increased market share.
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Once a companys strategy has been put in place, the target market and marketing mix can be set.
Dells marketing strategy in this area is clear target all areas of society from individuals to
companies to multi nationals. Their marketing mix is diverse and they make much of their inclusion
of all segments of society and advertise their lack of bias based on money, culture, able bodied or
sexual orientation. www.dell.com
Using all of the appropriate tools and being mindful of the constraints, a company should now be
able to implement its marketing plan.
2.
Segmentation, Targeting & Positioning
Any companys strategy or marketing plan, while intrinsically linked to profit margins, budgets and
market growth will be affected by environmental influences over which they have little or no
control. These areas include the political climate of a market, the legal, economic and social climate
and the emerging ecological and technologic factors. In the micro environment, influences including
the competition, customers, share holders and suppliers will determine the success or failure of a
marketing strategy.
Two areas from the Macro Environment that will directly affect Dells approach to the market are
Political & Economic factors. As Dell targets emerging markets such as China & India, the political
and economic issues in these markets will be key to its success. Traditionally, both markets favour
locally manufactured goods & government tenders in both markets favour national brands.
In the latter half of 2009, Dell announced its intention to target users in the emerging markets with
an android phone handset. Dell launched the Mini 3i Smartphone in conjunction with China Mobile
which has an established market presence and claims to have over 500 million subscribers.
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The economic climate of emerging markets such as China is significant. According to Economy
Watch, China's economy is expanding rapidly. In the last 30 years the rate of economic growth has
averaged 8% growth (GDP) per annum. China is currently the worlds leader in the mobile phone
market but the political influences of government strictures and low cost rivals will continue to be a
threat to Dells dominance of this market.
Michael Dell said in March 2008 that while growth in the U.S. market for PCs would be "OK," Asian
markets would grow more. In 2008, Dell unveiled its low cost Vostro brand targeted towards the
emerging market of India.
To help with the successful launch of two so disparate products such as the Smartphone and Vostro
one aimed at those with a high level of disposal income and the 2nd marketed as a low cost
affordable item, it is vital that market segmentation is carried out. This allows a tailored approach to
each market segment for each individual product.
Once Market Segmentation is complete, targeting and positioning will follow.
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Market Segmentation Identify segmentation variables and segment the market
Develop profiles of these segments
Target Marketing Evaluate the attractiveness of each segment
Selects target segments
Market Position Identify a differential advantage for each segment
Formulate the marketing mix to be used in the marketing plan for
each segment
The major segmentation variables are clear. When launching the Dell Vostro PC into India, Dell
focused its plan on affordability using the following variables segment and target the market:
Geographic much of Indias population live in very rural areas outside the main cities.
Reaching these remote markets will present a challenge for the marketers. Cultural &
religious divides between different geographic areas must also be addressed.
Democratic According to the FT, over 50% of the Indian population is younger than 25.
This is a powerful demographic for Dell to target for aspirational goods such as PCs.
Personality traits The emergence of companies like Dell establishing manufacturing plants
locally will influence the spending power of the Indian consumers, offering a chance to move
from single to two income households. Aspiratonal or lifestyle consumption will increase
allowing Dell to increase its market share of the PC business.
Lifestyle the Bollywood & cricket culture in India have a significant impact in peoples
lifestyles and these areas can be successful in marketing sought after items such as PCs to
BOP markets.
Benefits Sought this category represents those who may want specific things from the
consumer goods aimed at them such as social media access, online sports coverage,
Bollywood movie downloads.
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In order to create the required target markets, its necessary to focus on how existing markets are
already served. It is easier to enter a market with no competition than one with an existing strong
brand. In Dells case, the Compaq, HP & Acer are the largest brands in the Indian market. The market
size must also be considered and projected growth patterns and the strength of the brand offered.
Dell is a multinational company with a strong global brand which makes it attractive to the market
although the demographic and economic segments will determine who the target market will be
educated and high earners will be more likely to be targeted than others for high end goods such as
PCs.
Positioning of the product is the final step in the marketing process. Positioning or perceptual maps
can be used to highlight a companys position in the target market. In Dells case, the areas for
positioning may be price and brand awareness.
Nokia
HP Cisco
Dell Accenture
HIGHER PRICE
KNOWN BRANDUNKNOWN BRAND
LOWER PRICE
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As well as the emerging consumer markets, industrial markets must also be segmented, targeted
and positioned. The industrial market has a more specific set of requirements than the consumer, as
in the case of PC sales, they will be seeking to service an industry rather than an individual. One of
Dells foremost marketing tools is its ability to design and adapt its systems to suit the end user this
is especially significant in an industrial setting. When positioning into the industrial sector, there are
9 divisions of categorisation set out by the Office of National Statistics in the UK. These
classifications include construction, transport, financial, hospitality industries among others.
Identifying the correct division or category is essential in getting the segmentation and eventual
targeting and positioning correct. Industrial segmentation is more challenging than consumer
segmentation due to the complex issues existing in the financial, regulatory sectors.
The differences between the consumer and industrial requirements can be simplified by considering
the considerations for both in purchasing Dell products. Its crucial that Dell understand the reasons
and requirements of both. The considerations for a student consumer target and a small business
user target will be different and should be analysed using buyer behaviour techniques.
According to Stokes 1997, Purchasers involvement in decisions can be broken down into 5
categories:
Low Purchaser involvement in decision High
Routine Impulse Regular Irregular (small) Irregular (large)
A laptop is categorised under Irregular (small) as the purchaser has had a high level of involvement
in deciding to purchase the item and significantly for Dell, which laptop to purchase. Marketing
stimuli help the consumer to decide which laptop to purchase and the role of the marketer is to
ensure that these stimuli are understood and satisfied by their product. The initial marketing stimuli
of the 4ps tie in with economical, technological, political and cultural stimuli to begin forming the
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process. These stimuli are affected by the individual buyers characteristics and decision processes
and the final purchasing decision is further affected by choice of product, brand, finance, company
name, etc.
For the student, the biggest driver is financial. The student is driven by the cost of the laptop and is
in the low cost market segment. The compromise here will be build quality and performance. The
individual consumer is influenced by the aesthetics of the machine colour, design, etc. Dell is
extremely effective in this segment with its aggressive media campaign advertising its flexibility of
design and offering individual branding of its laptops.
The small business user is less interested in aesthetics and more concerned with performance and
reliability. Dell has a business range of PCs, the Optiplex brand, targeted at this market. Dell
understands this buyers motivation and demographics and offers them laptops that are small and
sturdy for travel, have excellent connectivity for ease of connection when not in the office & have
extra battery life. Dell will further segment this market into the basic business PC and those needing
specific hardware such as design or graphics companies.
Positioning of the product as mentioned above will also be a driver. Businesses will gravitate more
towards the well known brand and compromise on price to ensure and excellent after service while
the student may be prepared to gravitate towards a lesser known brand to ensure a cheap deal.
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3. Extended Marketing Mix
The goal of any business is profitability and for a marketing oriented organisation, in order to
achieve these goals; they need to address the 7 Ps of marketing or otherwise known as the
Marketing Mix. http://www.cim.co.uk/resources
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical Evidence.
1. Product: instead of simply sitting back and enjoying the initial profits of its successful
computer business, Dell has continue to strive toward innovation and market based
improvements to the products it offers. It has 1,386 patents listed on its website proof of
true innovation.
2. Price: A product is only worth what a customer is willing to pay for it. A 'want' can be
described as "the form that a human need takes as shaped by culture and individual
personality" Kotler et al (1996). Wants are described in terms of objects that will satisfy
needs. When the means exist for these wants to be met, a market is created for products or
services that meet this market demand. Meeting this demand leads to customer satisfaction.
In order to meet these needs, Dell has cut out the middle man and sells its products through
the internet. This allows them to remain competitive in the market while still offering latest
technology.
3. Place: The means in which an organisation sells its product must be appropriate to the
product and meet customer demand. Dells exploitation of the internet to sell their
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computer based technology is hugely appropriate and allows all sectors of society including
those disabled or living in remote areas to access the same range of products as those with
access to the traditional high street.
4. Promotion: Promotion is seen as traditional marketing. It is the way in which a company
advertises its product to entice the customer to buy. Promotion includes media advertising,
PR, branding, exhibitions, mail drives, and special offers among others. The aim of all
promotion is to get the customer to buy your product instead of competitors. Dell
successfully promotes its products through highly successful media advertising which is
broadcast during peak time to TV or radio audiences. According to The Business Journal,
Dell gets It and it is the it that elevates them above their competitors.
5. People: Having motivated and trained staff is essential for promoting both a business and its
products. After sales service offers added value to a product and will draw a consumer to a
business for future orders. Building customer loyalty is a crucial part of a marketing
oriented business.
6. Process: The process in which a product is developed, marketed and eventually sold to a
customer is essential to the final level of satisfaction of the customer. The process of
marketing should be audited regularly by any business to ensure that market trends are
being followed.
7. Physical Evidence: Customers expect a high level of presentation from a companys store or
in Dells case, its virtual store - their websites. They must be well presented and easy to
navigate in order to invite return custom.
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4. Marketing Mix
The Vostro brand of laptop discussed above is aimed at the small business markets. It is
targeted towards the more affordable end of the market rather than its costlier counterpart the
Insprion line. The Vostro can be marketed in 2 diverse markets by successfully segmenting the
markets and by choosing the correct Marketing Mix. A useful tool in determining this marketing
mix is a mind map as illustrated below.
.
Although 7ps are addressed in this map, we will focus on the principle 4 Price, Place, Promotion &
Product. Using the USA & India as the 2 target markets for the Vostro, 2 disparate marketing mixes
can be used to determine the requirements of both markets. This market segmentation will also
address issues relating to international marketing.
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CaseSnippets/Update
Dell·s market share in U.S. and Worldwide (in Q1 2009) compared to other top PC makers
http://www.casestudyinc.com/Dell-Supply-Chain-Case-Study
Mix 1 USA Mix 2 - India
Price: The established market here will be
able to sustain a higher price and thus
greater margins for this product. As an
established brand, Dell can afford to pitch
the item at a competitive price. In the graph
above, it can be clearly seen that Dell, along
with HP enjoys most of the market share in
the US. The level of competition in the
domestic market will make moving into
emerging international markets an attractive
option.
Price: With much less disposable income,
the price for this market must be lower to
achieve sales. As an emerging market, the
price will need to be low enough to ensure
good market penetration. Considerations of
using it as a lost leader to gain this
penetration and brand recognition may be
made. Dells lack of market share outside the
US can be seen in the above graph.
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Place: Dells traditional distribution channel
is online marketing which allows it to do
away with the middle man in the retail or
wholesale outlet enabling Dell to keep its
pricing competitive. However, in the US, it
has recognised the power of leading retail
outlets and has begun selling its products
out of Walmart, which in itself is considered
a well branded and affordable outlet,
perfectly matching Dells ethos.
Place: In 2007, Dell began production in its
new manufacturing plant in India. Now it has
more than doubled its production output. In
2008, Infosys, one of Dells largest customers
was presented with the first made in India
PC which allowed Dell to overcome the
governments strategy of promoting national
products over imports. Lower production
costs in India will help Dell with Porters cost
leadership strategy. This strategy also
ensures Dells high level market entry.
Promotion: In the technologically advanced
market of the USA, promotion of the Vostro
will be carried out by a wide range of multi
media advertising campaigns. All sectors of
the market can be reached through
sophisticated marketing channels such as TV
& computer marketing. Social networking
sites reach thousands of users for minimal
outlay. Using social marketing sites engages
customers in conversation and allows
instant feedback. The return of investment
vs traditional marketing is high.
Promotion: This is a bigger challenge for Dell
as a much smaller percentage of Indias
target population will have access to the
technology available in the US. Door to door
campaigns, free gifts, leaflets and radio
campaigns will have a much greater reach.
Among the more educated segments, social
networking will have the same effectiveness
as in the US big impact for minimal outlay.
Focusing on a small product range for
international markets complies with Porters
Focus strategy.
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Product: The product from a marketing
perspective should reflect what the product
means to the customer or what the
customers requirements are from the
product. Marketing of a product in 2 distinct
geographical areas needs to address the
individual characteristics of these markets.
Within the USA, the expectations may be
higher due to the vast number of PCs
available and the sophisticated marketing
campaigns already in place. High
performance, value add ons, aesthetics will
all be factors in this market.
Product: In India you sell one cigarette at a
time, not a package. So there is a lot of
localisation. The biggest mistake companies
make often, is to assume that the way they sell a
product in their own country is the way to put it
into another country Philip Kotler.
The marketing of the Vostro in India must
take into account the difference between
the emerging markets and well established
markets such as USA. The expectations of a
new market will be different and emphasis
may be on value for money over high end
models. Due to the vast size of India and its
cultural differences from state to state, focus
must be on what the customers
expectations are from this PC. Using
differentiation strategy from Porter, Dell can
position itself against existing similar
technology in this market.
According to Ansoffs matrix, Dell will be adopting a Market Development Strategy and as such will
need to identify new distribution channels and new market segments. Once the marketing mix has
been recognised, the segmentation of these markets must be further broken down into consumer
and business markets.
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The consumer market can be broken down into sections; Convenience, Shopping, Speciality &
Unsought Goods. Dells products will come under the Shopping category and it is Dells job to ensure
that the consumer is offered what they want in terms of price, build quality, performance, looks and
after service. Buyer behaviour as covered above will be an important part of the marketing focus for
this market.
Selling to a business is categorised as organisational marketing. This category includes businesses,
institutions, government and distributors. Dells computers are considered Accessory Equipment and
the decisions regarding purchasing will depend on the industry itself but will primarily be driven by
budgets and price. The buyer behaviour discussed in section 2 above will be relevant in this
marketing sector. Dells online presence makes it very easy to target this market. There is no need to
deal with distributors or retail outlets, the entire transaction can be done online the ease and
speed of this is particularly relevant to the industrial section. This type of marketing will not be
appropriate for the governmental market as they work predominantly using tenders. Dell will submit
a bid which will include pricing and delivery dates, service commitments, and quality assurances. The
tender is awarded based certain criteria. Likewise, non-profit businesses must be targeted
differently. Although the line between this sector and the private sector is becoming blurred, cash
flow will always be an issue and thus Dell may have more success marketing the low end Vostro
model.
Although Dell offer an excellent after care service package, the product that theyre selling is
tangible and sales can be monitored and tracked. In some industries, the product that theyre
selling is a service. This can be seen in the hospitality sector. This sector is very susceptible to
variability of the sales team, seasonality and even the weather. No two services will be identical and
they are even susceptible to perishability as certain offers may be centred on calendar events such
as bank holidays and as the consumer will not actually be taking ownership of the product its vital
to persuade them to purchase the perceived value of the service. The 7ps of marketing as outlined
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above can also be applied to the marketing of a service industry although the People, Process and
Physical elements will be especially significant.
Reference:
http://www.economywatch.com/world_economy/china/
http://www.dell.com/downloads/global/corporate/environ/Opti_Enviro_Brochure.pdf
http://news.cnet.com/8301-1001_3-10026957-92.html
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http://moodle.bl.rdi.co.uk/file.php/608/output/MarketingPrinceples/01_02_04_001.html
http://www.indiamag.in/dell-launches-%E2%80%98venue%E2%80%99-and-windows-7-phone-
%E2%80%98venue-pro%E2%80%99-in-india.html
http://www.consumerpsychologist.com/cb_Segmentation.html
http://www.statistics.gov.uk
http://www.bizjournals.com/triad/stories/2005/01/10/editorial3.html
www.dell.com
http://future-business.info/michael-dell-exclusive-interview-with-small-business-advice-tv-episode-
2.html
http://www.thetimes100.co.uk/theory/theory--the-extended-marketing-mix-(7ps)--319.php
http://www.ft.com/cms/s/0/cd516aa8-749a-11db-bc76-0000779e2340.html#axzz1GImblZQM
Bibliography:
Business Studies, 4th Edition