Dell's Marketing Strategy

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Company Overview Dell is among the world's leading computer manufacturers that has transformed and diversified into variety of business segments over the years. Products range from Dell PowerEdge servers, Power Vault, Dell EMC storage systems as well as PowerConnect switches for corporate clients. For individuals and professional customers products range from Dell Precision workstations, OptiPlex desktops, Dimension desktops, Inspiron and Latitude notebooks. Apart from these core products, the company also offer products and services range including printers, projectors, Axim handhelds, and other accessories. More recently, the company has announced intentions to explore LCD television/computer monitors as well as digital music players…show more content…
The idea is to project the concept of a virtual home, a hi-fi office and a dynamic playful environment whoever uses Dell products. The essence is to keep up with the tagline Dell4me in the new advertisements. The headlilnes therefore runs like "I want a PC that will make my stereo fear for its life" which indicate how Dell will integrate different technologies into one combined product - the desktops. Similarly, servers, printers, laptops as well as PCs will aim to achieve the same motive ("Dell Launches New Consumer Advertising Campaign" 1999). Ever since Dell has following this campaign albeit not entirely succesful in achieving the aim of becoming the world's number one computer manufacturers. Some of the reasons are given in the following sections. SWOT Analysis Strengths: Dell's dynamic organizational structure allows it to achieve diversified targets. By allowing the components to directly become integrated in the manufacturing process of Dell, it has been able to reduce middle channel costs. These components, such as OEMs, CMs, logistics, system integrators, repair and support companies, component suppliers, third party HW and SW suppliers and distributors have become each of the company's manufacturing processes so that ease of provision to the customers is possible. This reverse organizational process structure differ from other industry leaders.(Kraemer and Dedrick 2004) Weaknesses: Within the strengths lies Dell's weaknesses. Much of its

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