Dell Marketing Strategy
Report on Dell Marketing
Dell Marketing
Introduction
Dell Inc is a multinational information technology corporation based in Texas, United States of America. It develops and sells computers and related products and services. It is one of the largest technological corporations in the world, and bearing the name of its founder Michael Dell, it employs more than 96,000 people across the world. Dell has grown by inorganic and organic means since its inception. Some of the notable mergers and acquisitions it has been involved in include that of Alienware in 2006 and Perot Systems in 2009. By 2009, the company had sold personal computers, network switches, servers, and software and computer peripherals. The company also into sells HDTVs printers, cameras, MP3 players and several other electronics built by other manufacturers in the industry. It is renowned for its novelty in supply chain management and electronic commerce. It is quite commendable that Dell is the second largest non-oil company in Texas behind AT&T (Dell, 1999, p.13).
From the early times of Dell, it operated as a pioneer in the ‘configure to order approach’ to manufacturing that involves delivering individual PCs configured to customers’ specifications. In order to reduce the delay between purchase and delivery, Dell has a policy of manufacturing its products close to its customers; this also allows a just-in-time manufacturing approach which reduces inventory costs (Jacobs, 1999, p. 678). Therefore low inventory is one of Dell’s signatures of business model. The manufacturing process covers assembly, software installation, quality control and functional testing.
Dell Marketing Strategy
According to the CIM definition of marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” ; and according to the AMA “it is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
Dell Marketing
Introduction
Dell Inc is a multinational information technology corporation based in Texas, United States of America. It develops and sells computers and related products and services. It is one of the largest technological corporations in the world, and bearing the name of its founder Michael Dell, it employs more than 96,000 people across the world. Dell has grown by inorganic and organic means since its inception. Some of the notable mergers and acquisitions it has been involved in include that of Alienware in 2006 and Perot Systems in 2009. By 2009, the company had sold personal computers, network switches, servers, and software and computer peripherals. The company also into sells HDTVs printers, cameras, MP3 players and several other electronics built by other manufacturers in the industry. It is renowned for its novelty in supply chain management and electronic commerce. It is quite commendable that Dell is the second largest non-oil company in Texas behind AT&T (Dell, 1999, p.13).
From the early times of Dell, it operated as a pioneer in the ‘configure to order approach’ to manufacturing that involves delivering individual PCs configured to customers’ specifications. In order to reduce the delay between purchase and delivery, Dell has a policy of manufacturing its products close to its customers; this also allows a just-in-time manufacturing approach which reduces inventory costs (Jacobs, 1999, p. 678). Therefore low inventory is one of Dell’s signatures of business model. The manufacturing process covers assembly, software installation, quality control and functional testing.
Dell Marketing Strategy
According to the CIM definition of marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” ; and according to the AMA “it is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
References: Dedrick, J. & Kraemer, K.L. 2007, "Market Making in the PC Industry", Personal Computing Industry Centre, available from http://pcic.merage.uci.edu/papers/2007/MarketMaking.pdf (21 January, 2011). Dell, M. & Catherine, F. 1999, Direct from Dell. Harper Collins, New York. Frum, D. 2010, Consumer Price Index National Statistics, Bureau of Labour Statistics. Gonsalves, A Guiltinan et al, (1996) Marketing Management: Strategies and Programs", McGraw Hill/Irwin. Hudgins, M. 2003, "Dell space taken." Austin Business Journal. Friday May 9, 2003. Jacobs, J Joshi, R. M. 2005, International Marketing, Oxford University Press, Oxford. Kirk, L Koehn, N. F. 2001, Brand New: How Entrepreneurs Earned Consumers ' Trust from Wedgwood to Dell, Harvard Business Press, New York. Kotler, P.,Gary A., Veronica, W., & John, S Kraemer, K.L & Dedrick, J. 2002, "Dell Computer: Organization of a Global Production Network", Centre for Research on Information Technology and Organizations. Lee, L. 2010. "Dell Goes High-end and Hip," BusinessWeek. Mercer, D Pletz, J, 2002, "Article: Dell Leaders to Return to Round Rock, Texas, Campus." Austin American-Statesman. Pope, K Pride, W.M. & Ferrell, O. C. 2008, Marketing, Cengage Learning, New York. Hsu, J