Dell Corporation Case Study Essay

720 Words3 Pages
Dell Corporation Case Study

I. Introduction
Started by Michael Dell, Dell Computer Corporation is one of the world’s leading direct marketers of personal computer systems. Dell Computer Corporation designs, manufactures, markets, services, and supports a wide range of computer systems, including desktop personal computers, notebook computers, and network servers. In addition, it also markets peripheral computer hardware and software, as well as service and support programs. The success of Dell Computer Corporation can be traced to Michael Dell’s strategic vision and distinctive competency.
Until recently, the education market had been dominated by Apple Computer. However, when reports stated that Apple seemed to be leaderless and in
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It designs, manufactures, markets, services, and supports a wide range of computer systems, including desktop personal computers, notebook computers, and network servers. Apple Computer has always been the vendor of choice in the education market. When reports got out that Apple seemed to be leaderless and was in financial disarray, Diane Jeni (marketing manager responsible for the higher education portion of Dell’s ESL) wondered whether this uncertainty offered a window of opportunity for Dell to grow. This posed a challenge for Jeni.
Dell should aggressively aim to become the vendor of choice in the higher education market. With increased advertising targeted towards high school upperclassmen and college freshman, and the development of a student purchase program, Dell Computer Corporation may have what it takes to dominate the higher education market.
From the reports Jeni and her team collected, it was apparent that enrollment in higher education institutions was likely to increase over the next decade because of the projected number of high school graduates. In addition, they noted that the average age of college and university students was likely to increase. Exhibit 4 shows the increasing number of high school graduates. According to federal government estimates, approximately 62 percent of all high school graduates enroll in an institution of higher learning. The higher education market in the U.S. consists of more than 3,600 institutions of higher

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