Dell Computer Corporation Case Study
INTRODUCTION
Dell Computer Corporation is the largest seller of PCs from around 170 countries in the world. Dell is a global information technology company that offers its customers a range of solutions and services delivered directly by Dell and their selling direct approach proved appealing to growing numbers of customers worldwide during the 1990s as global PC sales rose to record levels. And that they could understand the customer needs and provides the most effective computing solutions to meet those needs. Dell is also holding company that conducts its business worldwide through its subsidiaries.
HISTORY
Founded in 1983 by Michael Dell at the age of 18
Began selling upgraded PCs and add-on components from the dorm at the University of Texas
In its 15th year of operation, ranked 2nd in the US and worldwide PC market in 1999
In 1987,Dell started business in UK
In 5 years on, they opened 11 more international operations
In 1995, construction began on the Asia Pacific Customer Centre in Penang, Malaysia
In 1996,Customers begin buying Dell computer via internet at www.dell.com
In 1997, 1st Pc manufacturer to offer free installation of applications software as a standard service option and they overtaken IBM and became 2nd largest supplier of desktop PCs World wide
In 1998,Xiamen manufacturing and service centre ( China Customer Centre) was opened
In 1999, Dell introduce ” E-Support direct from Dell” online technical support
Time Context
September 1999
Viewpoint
Aaron Loke
Director of Marketing
III.
Statement of the Problems
Major Problem
Dell Company needs to implement properly their direct selling strategy in the Chinese PC market.
Statement of Minor Problem
Poor marketing strategy in China
Dell focused on three customer groups such as large corporate accounts, preferred accounts division and home and small businesses
Statement of Objective
Short Range Objectives