The Success of Dell Computers essays

The Success of Dell Computers essays Dell computers are one of the leaders within the computer hardware industry. Started in the late 1980s, it was viewed as a small player within the market by powerhouses such as IBM until its proven sales strategy and production mechanism vaulted it to the top of the industry. A careful analysis of its marketing mix will show how it has effectively positioned itself in the market to succeed on a fundamental level. First, an analysis of Dells overall company strategy and its marketing mix in terms of corporate strategy will take place. Then a further detailed analysis of one of its most successful Desktop PC models will be examined, the Dimension Desktop series. Finally we will examine another line of Dell PCs that have not faired very well in its particular sector, their XPS notebook series. Through a careful analysis of the marketing mix, we will be able to identify both the strengths and weaknesses of the Dell product line and corporate strategy. As an overall company, Dells primary strength is reliant on its strong supply chain and pricing. Price therefore is the key to their marketing mix because its both their strongest offering and their branding niche. Dell is known for top of the line desktops at affordable prices. The price not only is directed to their overall products but also to their customer service, warranty policies and other amenities. The bottom line is that Dell maneuvered itself into creating great value at an affordable price. The second key to the marketing mix, product, is a much more ambiguous area for Dell. The reason for this is that there are many higher-grade products on the market within the desktop industry than Dell products. However, it is because they provide respectable quality products at a very reasonable price that it can get away with not being the leader within the industry on product quality. Its overall promotional strategy is very much d...