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.
…show more content…
(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,
On 04/22/16, Ken'Dell came to school with a red scratch mark on his face. The reporter stated that the child isnt complaining of pain or needs any medical treatment. According to the reporter, Ken'Dell told her the scratch on his face came from running into a pole. According to the reporter, the child told he ran into a pole while chasing his baby brother, that chased a cat. The reporter stated that the children were not properly supervised and was outside the home alone. Ms. Pendleton stated there are not any prior concerns and the child's basic needs are being met. Ms. Pendelton stated her primary concern is the proper supervision.
Present CEO and chairman of the board Michael Dell founded Dell in 1984, as a leading technology provider that designs, develops, manufactures, and supports PCs, software and peripherals, storage and servers, and associated services. With operations in four geographic areas and additional business centers and manufacturing sites in more than 20 locations around the world, Dell is able to reach more than 24,000 retail locations worldwide. Dell’s ability to process in-depth customer knowledge and the tailoring of solutions to the specific customer, through a direct customer sales model, catapulted the company in 2008 to the top PC provider in the United States and second worldwide in terms of sales.
This report outlines the various stages and the evaluation processes that are usually encountered when implementing a new product in the market, which is new to the organization.
When a new product is launched into market, it will go through four stages of product life cycle, which are introduction, growth, maturity, and decline (Kotler and Armstrong 2001). The first three stages, however, may be the optimal period at which the effect of sales promotion can be maximized. Therefore, features of the first three stages and the corresponding marketing targets will be discussed in the following subsections.
Dell Computer Corporation was founded in 1984 by Michael Dell. From the early 1990s until the mid-2000s, Dell was ranked as a PC market leader relying on their distinctive marketing pattern “Direct Model” which undertook direct communication with customers and provided customized products. Recently, the PC industry is facing inconceivable worldwide competition, and Dell is gradually losing their competitive advantages by using its direct model in critical business segments. The company is facing shrinkage of growth, increasing competition, declining quality of customer service, and limitation of expansion. These issues have an enormous impact on Dell’s position as a technological giant in the PC industry.
Michael Dell, founder of Dell Computer Corporation had his humble beginnings in the computer industry when he began selling personal computers directly out of his dorm room. This impressed upon him that this was the path to take in his professional life, he started his company in 1984, registered as Dell Computer Corporation. Krames, (2003) Unlike other computer companies at the time, Dell was heavily focused on the end user, the consumers who would actually be purchasing the computers. By placing the emphasis on the consumers instead of big box stores to sell his product he brought a new way of selling computers to the industry, which was an uncommon way of doing business at that time. This is a notable contribution to the computer
Dell revolutionized the PC industry in the 1990’s because of its strategic innovation of the Build-To-Order model. It was a bold new business model that changed the rules of the industry. Through our research we have come to know that in today’s competitive world, a brilliant business model alone does not create a sustainable advantage, unless it is supplemented by operational excellence, the continuous identification and adoption of best practices.
REF OF GROUP MEMBERS’: TABLE 1 : 5 C’s SITUATION ANALYSIS Factors Dell Company: Resources 1.4 Licensing, Distribution channel, Supply • Intellectual property, Human resources, Patent, Competences Brand acuity1 chain management 24 25 Techno structure • Just-in-Time; CRM; Engineer R&D, Acquisition
Michael Dell created Dell Computer Corporation. Besides that, Michael Dell who at the time was studying at the University of Texas, Austin, in 1984 and he founded a company PC's Limited with initial capital of $ 1000. The company was originally run from outside the area precisely campus in a dorm room at Dobie Center, features original purpose as a seller of IBM-compatible computers are assembled from components supplied. Michael Dell quit school in order to be more focused on developing his business.
The author of this case study aims to help the company to come up with a good plan and proposal for the said product with the gathered information from the company.
Due to a changing market environment and existing product life-circle there is a need for the company to revise its present business units and to think about further expansion. There is a shift in customer demand and therefore it is crucial for Dell to recognize in what ways best to satisfy the customers?needs.
The development of a new product is key for a company. The products can be very simple (a new fork in the Ikea assortment) to extremely complex (let’s think about a new airplane for Airbus), their development still requires a multidisciplinary approach, implies a lot of risks, a lot of uncertainties and usually involves a large amount of resources and cash.
Ten years back, where the majority of business transactions were conducted offline. Today, the trend of most of companies is to deal with its consumers through internet and not just using PCs, the customers are using different types of platforms such as mobile phones, tablets and other small mobile devices. Just imagine that all computer manufacturers are in along marathon has no end point, guess who is running alone in the front? Answers would be different but sure Dell is one of them. Its success came from a strategy which is missing with most of its competitors. Dell has effectively relied on its online selling strategy more than offline selling strategy. Actually, the core of Dell’s strengths is
“Product development is the process of designing, creating and marketing new products or services to benefit the customers”. Product development comprises of all the processes, which leads the formation of a product starting from the Initial idea to the sale of the final product. It is the key tool to keep the companies in competition with the competitor products and to keep up with the changes and trends in the market. Product development comes into play when a firm wants to develop a new product to target a specific market segment or in improving an existing product or its packaging. Product development plays a key role in the success of a product and also on the lifetime of the product. Most successful organizations and manufacturing companies are more likely to have some kind of formally defined and well-structured development process. Although the product development process is defined differently from different manufacturers, it contains the some important phases in common. The general key processes or phases that involve in the product development are:
This paper will discuss the generic product development process. The product development process represents the basic sequence of steps or activities that a firm employs to conceive, design, and bring a product to market (Jacobs & Chase, 2011). The process consists of six phases. Many of the phases involve intellectual activities rather than physical activities. Many firms use the generic product development process but others have more defined and precise process geared towards their functions and products.