DELLS PREVIOUS AND CURRENT MARKETING STRATEGY

1. 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

2. 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).

3. 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.”

4. COMPETITION ANALYSIS

5. 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).

6. 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

7. Video

8. SWOT ANALYSIS
STRENGTHS
Negative
Internal
factors
External
factors
Positive
WEAKNESSES
OPPORTUNITIES
T
HREATS

9. 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.

10. WEAKNESSES
• Dell lacks relationship with retailers.
• Low investment in R&D.
• High dependency on suppliers.
• Quality issues regarding the suppliers.
• Poor customer services.

11. 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.

12. 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.

13. EVALUATION OF MARKETING
STRATEGY
Video

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