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Dell's Marketing Strategy

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Dell's Marketing Strategy

  1. 1. Dell’s Marketing Strategy Koichi Tachiya
  2. 2.  Founded in Austin, Texas (May 1, 1984)  Michael Dell (Chairman & CEO)  Operational regions: Americas; Europe, Middle East and Africa (EMEA); Asia-Pacific and Japan (APJ)  Number one supplier of computer systems in the U.S. and second worldwide Dell Inc. Background
  3. 3. Mission Definition of a Mission A Mission is defined as ‘Who we are and what we do’ Dell’s Mission "To be the most successful computer company in the world at delivering the best customer experience in markets we serve."
  4. 4. Vision Definition of a Vision A Vision is defined as ‘An Image of the future we seek to create’ Dell’s Vision "It's the way we interpret the world around us -- our customers needs, the future of technology, and the global business climate.”
  5. 5. Value chain
  6. 6. Inbound Logistics Dell shares its -Daily production schedules -Sales forecasts
  7. 7. Operation Just In Time Reduces inventory cost
  8. 8. Outbound Logistics and Sales Disintermediation
  9. 9. Service • Immediate feedback • Quick response to problems.
  10. 10. Value chain
  11. 11. Dell Inc. Fiscal Performance
  12. 12. Dell Inc. Fiscal Performance
  13. 13. 4 P's Dell Inc. Products & Services For Home For Work Customizable
  14. 14. Product, Segmentation & Targeting 1. Consumer – Target: Household Customer  Laptops & Ultrabooks  Desktops & All-in-Ones  Electronics & Accessories Printers, Monitors etc  New Touch PCs & Tablets
  15. 15. Product, Segmentation & Targeting 2. Small & Medium Business  DELL Precision Workstations and mobile Workstation  Vostro and Latitude line of Notebooks and Netbooks  Servers, Storage and Networking Equipment  Services e.g. IT Consulting, Data Protection
  16. 16. Product, Segmentation & Targeting 3. Public Sector – Target: Government, Schools  Digital Forensics, e-Government, Data Center Efficiency  Civilian and Defense Agencies, Intelligence Security, Federal health, Consulting and Deployment Services  Professional Learning, Connected Classroom, Private Cloud Computing, Wireless Classroom  Learning Management systems
  17. 17. Product, Segmentation & Targeting 4. Large Enterprises – Target: Large Cooperations  Blade Server Solution, Server Consolidation, Client Migration solution, Virtual Clients  RISK Migration, Storage consolidation, Cloud Computing, Mobility Solutions  Business Consulting,
  18. 18. Product, Segmentation & Targeting 5. Intangible Products – Target: All four Segment  Warranties  Repair Services  Software Services
  19. 19.  Sells mostly on the Internet Direct to Customer  Customized Computer – Just in Time  Since 2007 restarted distribution through Retailers Just Consumer Products Place – Distribution Strategy
  20. 20.  Prices comparatively low Just in Time Production – Low Inventory Costs Direct Distribution  Dependent on Supplier Prices  Dell Financial Services  Customization No Price-Tag-Effect Pricing Strategy Based on Customer Needs Pricing Strategy
  21. 21. Promotion & Positioning  TV, Newspaper, and Magazine Advertising  Limited Perios Sales on Website  Dell Mailing List  Product Placement  Social Networking  Buzz Marketing
  22. 22.  Best Global Brands 2012: Dell is ranked on 49 with a Brand equity of $ 7,591 m Branding Strategy
  23. 23.  Dialogue with our customers through social, mobile, blogs, and dell.com  Brand site which features customer stories, articles, case studies and forums  Dell's brand strategy is 100 percent customer-centric  Dell has a formal integration program and a marketing playbook  Developed a set of brand standards to clearly guide the new identity Branding Strategy
  24. 24. Branding Strategy  Traditionally, a direct-to-customer brand  Now 80% of revenue in IT services and solutions for SMB  “The power to do more” campaign increased overall brand health  Implementing a Social Media Listening Command to enhance brand experience  Several corporate citizenship initiatives
  25. 25. Community Involvement 1. Environment  Design for Environment Smarter Material Choices Energy Efficiency End of Life and Reuse Environmental Standards  Green Packaging and Shipping  Reducing the Footprint  Dell Recycling Programs
  26. 26. 2. Communities  Dell Youth Learning  Children's Cancer Care  Social Entrepeneurship  Disaster Relief Community Involvement
  27. 27. 3. People  Diversity and Inclusion  Diversity Partnership  Employee Resource Groups  Employees in Action  Workforce Commitment Community Involvement
  28. 28. 4. Supply Chain  Conflict-free Minerals  Supplier Responsibility  Supplier Diversity Community Involvement
  29. 29. References • Dudovskiy, J. [Web log message]. Retrieved from http://research-methodology.net/dell-value-chain- analysis/ • skyrnnr87. (n.d.). Retrieved from http://www.studymode.com/essays/Dell-Vision-Mission-Statement- 135464.html • The McGraw-Hill Companies. (1997). Dell Computer Corporation Online Case. Retrieved 3 6, 2011, from McGraw Hill Higher Education: http://www.mhhe.com/business/management/thompson/11e/case/dell5.html • Vishal, R. (2012). Retrieved from • http://vishalrawal5.blogspot.com/2012/12/segmentation-targeting-and-positioning_8347.html • http://www.dell.com/Learn/us/en/uscorp1/dell- difference?c=us&l=en&s=corp&cs=uscorp1&delphi:gr=true • http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx • http://www.dell.com/Learn/us/en/uscorp1/about-dell?c=us&l=en&s=corp&ref=ff41&delphi:gr=true • http://www.techiestuff.org/social-media-case-study-dell-computers/ • http://www.ukessays.com/essays/marketing/marketing-mix-analysis-for-dell-marketing-essay.php • http://www.interbrand.com/en/best-global-brands/2012/articles-and-interviews/dell-karen- quintos.aspx • http://inhowse.howdesign.com/corportfolio/corportfolio-dell-designing-on-brand/ • http://i.dell.com/sites/doccontent/corporate/secure/en/Documents/FY12_YIR_FINAL.pdf

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