Essay on Dell Case Study Part a

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Dell Case Study Part A

TABLE OF CONTENTS
Introduction and Company Background……………………………………………………………………………………….3
Key Offerings………………………………………………………………………………………………………………………………..4
Perceptual Map…………………………………………………………………………………………………………………………….5
SWOT Analysis………………………………………………………………………………………………………………………………6
Concept Generation……………………………………………………………………………………………………………………..6
Works Cited…………………………………………………………………………………………………………………………………..7

Introduction and Company background

The purpose of this case study is to analyze the new product scenario and provide a written report. Dell Computers was founded by Michael Dell in 1984 and has its head offices in Round Rock, Texas.
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(Benedetto, 2012, p. 165)

Key Offerings The product that is being analyzed is a midrange performance PC, known as the Executive, which is priced around $1000.00. The Dell Executive will be positioned against similar offerings from Lenovo, Compaq, HP, etc. A recent study of the home/small business PC market found that most customers considered two important nonprice attributes when selling a PC: flexibility and performance. (Benedetto, 2012, p. 165) This will be an addition to an existing product line, about 26% of new products. (Benedetto, 2012, p. 14) According to the book, Phase 4 is a very important phase in the new products process. Phase 4 is the development phase, focusing on technical tasks and marketing tasks. We will be focused against these as well in this stage first starting with technical tasks: specify the full development process and its deliverables. Undertake to design prototypes; test and validate prototypes against protocol; design and validate production process for the best prototype, slowly scale up production as necessary for product and market testing. (Benedetto, 2012, p. 30) The second that we will be focusing against will be the marketing tasks, prepare strategy, tactics, and launch details for marketing plan, prepare proposed business plan and get approval for it, stipulate product augmentation ( service,
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