Post on 26-Jan-2017
transcript
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..!!