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Essay on Dell Marketing Strategy
History
Dell Computer In 1984, at the age of 19, Michael Dell founded Dell Computer with a simple vision and business concept that personal computers could be built to order and sold directly to customers. Michael Dell believed his approach to PC manufacturing had two advantages: 1 bypassing distributors and retail dealers eliminated the markups of resellers, and 2 building to order greatly reduced the costs and risks associated with carrying large stocks of parts, components, and finished goods.
The company's philosophy to deal with customers one-on-one has become a management model for other companies. Having gained the market leadership position in computer products and services, Dell's team have always been careful in sustaining its marketing strategy of providing standard-based computing solutions
Dell’s Strategy
Dell's strategy is global. It realizes that being closer to the customers is essential in carrying out its marketing strategies as well as in enabling it to build customer base. First by establishing the Internet infrastructure for booking/orders related activities it has been able to increase its customer base from existing markets. Using the same infrastructure it has been able to carry out its marketing strategies in new offices as well. However, Dell differentiates in its marketing tactics in that it believes in establishing a brick and mortar market presence.
Product: Dell's unique approach to manufacturing separates the different processes so that Dell is not reliant on singular production or supplier's chain for equipment production. Though there is no segregation of the different products and services but nevertheless in separating the components enabled it to target the customers based on the regions in which the products are manufactured. By assigning each regionalized production center particular component for production not only have diversified the risk of concentration of labor and production costs but also depending on particular infrastructure....
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