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Case Study Marketing Management: Dell-New Horizons (HBS 502-022) - DUTCH

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Case Study Marketing Management: Dell-New Horizons (HBS 502-022) - DUTCH
Dell's mission is to be the most succesful computer company in the world at delivering the best customer experience in markets they serve. In doing so, Dell will meet customer expectations.

In this essay three questions are answered:

1.Why is Dell so succesful.

2.What are Dell's strengths, weaknesses, threats and opportunities (SWOT analyses).

3. What is Dell's growstrategy for the future.

GROEPSOPDRACHT 1

MARKETING MANAGEMENT

CASE DELL- NEW HORIZONS

Rotterdam, 5 maart 2003

Studenten: Cindy Brouwer

studentnr. 119661

e-mail adres cindy.brouwer@meespierson.com

Nico Geelhoed

studentnr. 274903

e-mail adres nja.geelhoed@port.rotterdam.nl

Inhoudsopgave

1.DELL COMPUTER CORPORATION4

2.HET SUCCES VAN DELL; WAARAAN DELL ZIJN SUCCES TOT OP HEDEN TE DANKEN HEEFT4

2.1BUSINESS STRATEGIE4

2.2DIRECT BUSINESS MODEL5

2.3HET INTERNET5

2.4CUSTOMER RELATIONSHIPS6

2.5DIFFERENTIATIE EN POSITIONERING6

2.6CONCLUSIE7

3.SWOT-ANALYSE7

3.1STRENGTHS7

3.2WEAKNESSESS8

3.3OPPORTUNITIES9

3.4THREATS9

3.5SWOT MATRIX10

3.5.1Onderbouwing SWOT-analyse10

3.6STRATEGISCHE AANDACHTSVELDEN11

4.OMGEVINGSANALYSE EN AANTREKKELIJKHEID MARKT12

4.1AANTREKKELIJKHEID IT INDUSTRIE12

4.1.1Bedreiging van nieuwkomers12

4.1.2Bedreiging van substituten13

4.1.3Interne Competiviteit13

4.1.4Onderhandelingsmacht kopers13

4.1.5Onderhandelingsmacht leveranciers13

4.2KLANTEN13

5.GROEISTRATEGIE13

5.1TOELICHTING STRATEGISCHE KEUZE14

5.2GROEISTRATEGIE PER STRATEGISCH AANDACHTSVELD15

5.2.1Marktpenetratie15

5.2.2(Marktgerichte) productontwikkeling15

5.2.3Uitbouwen service- en support portfolio16

5.2.4Marktsegmentatie en vergroten klantwaarde16

5.2.5Internationale expansie16

5.3ALGEMENE AANBEVELINGEN17

1. Dell Computer Corporation

Dell Computer Corporation (Dell), opgericht in 1984 door Michael Dell, is 's werelds grootste verkoper van computer systemen via het directe verkoopkanaal. Dell's productportfolio omvat PC's, notebooks, workstations, network servers en storage products. Tot
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