Dell Marketing Strategies

14070 Words Dec 5th, 2008 57 Pages
CONTENTS
Product and Market Description 3
About Dell 4
Marketing Objectives of DELL 5
Products and Services 6
DELL’s Competitors and Market Players 7
Aggregate Market Forces 8
Microenvironment Analysis 10
Macro environment Analysis 13
Marketing Program, Strategy, and Tactics (4 Ps): 15
Dell Market Strategy 16
Value Chain Analysis 18
Differential Advantage for each company 20
Expected Future Strategies 22
Segmentation 23
Targeting 24
Positioning 24
Consumer Behavior 26
Assumptions in Planning Process 30
Value Proposition 31
Competitor’s Targeting 32
Conclusion 33

Product and Market Description

Laptop also known as notebook is a small portable computer compared to a desktop. Although the concept of a laptop was
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4. Global Citizenship
They believe in participating responsibly in the global marketplace. They are committed to understanding and respecting the laws, values and cultures wherever they do business; profitably growing in all markets; promoting a healthy business climate globally; and contributing positively in every community they call home, both personally and organizationally.

5. Winning
Employees at Dell have a passion for winning in everything they do. They are committed to operational excellence, superior customer experience, leading in the global markets they serve, being known as a great company and great place to work, and providing superior shareholder value over time.

Marketing Objectives of DELL

Dell has laid out broad long term companywide goals to drive shareholder value including
• Deliver sustained unit growth at a premium to the market
• Execute against its $3 billion cost opportunity
• Deliver sustained EPS growth
• Execute on its five core growth initiatives
• Grow its retail and the channel for scale and profit

To achieve all these goals, Dell has defined a few marketing objectives. They have been elaborated upon below:

Customer Retention

Dell’s business model appeals to customers desire to save money – the industry has had the reputation of selling equipment at reasonable prices, then picking up profits by charging an arm and a leg for supplies,

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