Introduction The objective of an e-Marketing Strategy is to create a sustainable competitive advantage and improve performance by capitalizing on technology and enterprise resources. The E-Marketing Strategy is essential to good business and a companies overall E-Business model. According to Wilder (1999), "Many companies are struggling with the most basic problem: What's the best E-business model? They're experimenting with different formulas. Some are incorporating E-business throughout the organization. Some are creating E-business subsidiaries, then spinning them off as separate online entities. Others are investing in or merging with Internet startups. Some are even moving their businesses entirely to the Web." …show more content…
This has allowed them to have a closer relationship with their customers so they can understand their needs and constantly improve service. Dell sells a variety of goods such as desktop and notebook computers, their own brand of televisions, handhelds, printers and various other electronics and accessories. Computer equipment arrives with a large color-coded diagram showing the customer exactly how to hook up equipment. The customer can also pay to have someone come to his or her home to set up the equipment leaving the computer ready to use. Dell also markets equipment such as servers and storage solutions to small and large businesses but their main customer is the home consumer. Dell's target audience for their website is consumers around the world. Dell has done an effective job with their website by allowing the consumer to choose which country they are from on the companies home page. Once selected, the website appears entirely in that country's native language. If that country's first language is Spanish and second language is English, the website will appear in Spanish but also give an option to display the site in
Through sustaining the customer relationships, leaders of the company have realized that “becoming nearer to the consumer” is vital for the progression.
Dell's business strategy combines its direct customer model with a highly efficient manufacturing and supply chain management organization and an emphasis on standards-based technologies. This strategy enables Dell to provide customers with superior value; high-quality, relevant technology; customized systems; superior service and support; and products and services that are easy to buy and use.
Dell. Dell’s products—computers, servers and printers—are commodities. Dell tends not to develop the technologies underlying these products. Instead, it purchases the components from firms that develop the technologies (semiconductors and computer software). Dell’s direct-to-customer marketing strategy is not unique, but the extent to which Dell performs this strategy better than anyone else in the industry gives it a competitive advantage. Its size, purchasing power, quality control, and efficiency permit it to operate as a low-cost provider.
Dell is a computer corporation recognized for manufacturing computer systems through parts assemble. In 1983, Michael Dell saw an opportunity in using IBM compatible computers for a new assembly line that can be sold to local businesses. The idea as explained by Michael Dell, in one of his interview, is that in the early days of computers' manufacturing, companies had to be able to produce every part of the system. As the industry matured, companies started to focus on single parts and to become specialized in creating items that can be assembled with other parts to prepare a computer. As a result, Dell understood that to have a competitive edge in the market, they needed to
Dell’s target market consists of personal computer users and corporate users. Dell is known for their ability to build computers suited to their customers needs. Because their largest customer base is marketed online, their geographic area is unlimited. Since technology is rapidly progressing and moving away from traditional PC’s, Dell has to diversify their products.
Dell uses a push-pull strategy. It produces computers by using components after a customer order. Dell’s model is called a Direct model where suppliers deliver to Dell and Dell is directly in relationship with the customer without distributors and/or retailers. The customer is in the beginning (specific order) and at the end of the process. Suppliers are situated very close to the plant which results in a easy coordination. There are few suppliers and it saves money through shipping directly to customers. Next to specific components, Dell also uses some components through all orders. Each order consists of a motherboard for example.
Organisations should develop an internet strategy when considering marketing via the internet. The interaction and integration between internet channels and traditional channels is a key part of internet strategy development.
Dell runs much of its business internationally. In 1987, the company opened its first subsidiary in the United Kingdom. Several years later in 1993, Dell opened subsidiaries in both Australia and Japan. By 1999, Dell had manufactures in Ireland, China, Brazil, and the United States. The company also created customer support and
We target some stakeholders and we decide which one we should build a relationship with. After that, we rank them in order based on importance. Rankings are based on certain categories such as characteristics, behavior and desires in the firm’s product..
Dell products are build-to-order as customers are able to configure and place orders directly with the company via the phone or its website. The advantages to Dell providing custom-made products is that it eliminates selling to wholesalers and retailers, therefore reducing their mark-up
Marketing strategy is the goal of the increasing sales and achieving the sustainable competitive advantages. Marketing strategy includes all the basic and long-term activities in the field of the marketing that deal with the analysis of the strategic initial situation of the company and the formulation, evaluation and selection of the market-oriented strategies and therefore it contributes to the goals of the company and its marketing objectives.
marketing channel to allow the Company to sell directly to end users. This approach has
For many years the Dell Corporation has been the fastest growing entity in the computer industry and is considered a pioneer in direct marketing. With the Pc industry being such a unique industry with its super fast product life cycles and having to keep up with continuous innovation, it is one of the most difficult industries to maintain a competitive edge. From the beginning Dell has been focused on customer service by understanding the customer’s
Two main approaches: Start-ups used low-price models to establish customer base Existing firms transferred existing prices to the web
Dell is one of the leading Computer hardware and software providing company. It offers a broad range of products and services. Products include desktop PCs, servers, networking products, storage, mobility products, software, peripherals and services include technical IT support, IT infrastructure development and consultation. Dell has been a pioneer of e- commerce as it was one of the first leading companies who extensively used internet to interact with its customer, suppliers and partners to build a strong e-commerce