MARKETING STARTEGIES

OF

Submitted By: Payal Rajani (P1543) Priyank Ranpura (P1546) Rishi Rathod (1548) Khyati Sharma (P1550) Kalpesh Solanki (P1552)

Submitted To: Prof. Dhruv Bhrambhat

INTRODUCTION

• Dell is an American multinational computer technology company.

• At age 19, Michael Dell founded PC's Limited.

• Head Quarter : 1 Dell Way, Round Rock, Texas, US. In 2010, Dell India became the #1 PC brand in India with a market share of more than 15 percent.

• Dell is listed at number 51 in the Fortune 500 list (2013).

MISSION:

“To be the most successful computer company in the world at delivering the best customer experience in markets we serve.”

VISION:

“It’s the way we do Business. It’s the way we interpret the world around us – our customer needs, the future of technology and the global business climate.”

COMPETITION ANALYSIS

PREVIOUS MARKETING STRATEGY

 • Dells brand strategy in 100% customer centric

(D2C)

• Dell is using supply chain management and distribute its products using Just-In-Time manufacturing system.

• Dell uses Direct Distribution Model which eliminates distribution through middleman and lowers the inventory cost.

• Dell follows comparative lower price to match the customer’s expectation of value for money (Comparative Pricing).

• It depends on suppliers price ( cost plus pricing).

CURRENT MARKETING STRATEGY

Michael Dell : Cloud at the center of our strategy

• The truth of the matter is Dell has slowly been reinventing itself over the past few of years, making the transition from Dell, maker of low-priced PCs to Dell, cloud-focused enterprise hardware and services company.

• 15 companies Dell has acquired in the past three years.

• Market would grow at an astounding yearly growth rate of 20.2 percent! This means it will be growing from $18.2 billion in 2012 to $45.6 billion in 2017.

• The use of servers by corporate customers was growing rapidly.

• Big margins on server sales

Video

SWOT ANALYSIS

S TRENGTHS

Negative

Internal factors

Externalfactors

Positive

W EAKNESSES

O PPORTUNITIES T HREATS

STRENGHTS

• Ranked at the 2nd largest PC maker globally (2010).

• Renowned for its customized computers, as per

customer’s need.

• Direct selling business model.

• Dell uses latest information technology.

• Low cost with high quality.

WEAKNESSES

• Dell lacks relationship with retailers.

• Low investment in R&D.

• High dependency on suppliers.

• Quality issues regarding the suppliers.

• Poor customer services.

OPPORTUNITIES

• Diversification strategy by introducing

many new products to its range.

• Growing demand for laptop.

• Market of cloud computing

• International Expansion.

• Strengthen presence in emerging market.

THREATS

• Growing demand for smartphones and tablets.

• Strong competitors like Acer, HP, Lenovo etc.

• Technological innovation.

• Slowing growth rate of laptop markets.

• Lower prices of competitors.

EVALUATION OF MARKETING STRATEGY

Video

CONCLUSION

“Be willing to take Risks and Change,” if you want to stay successful.

Thank You..!!