TOPIC: DELL COMPANY

Table of Contents
I. COMPANY OVERVIEW....................................................................................................1
1. Mission...........................................................................................................................2
2. Vision.............................................................................................................................2
II. IMC ANALYSIS.................................................................................................................2
1. Advertising strategy............................................................................................................2
How is the advertising strategy influencing the development of the multinational company?..3
2. Direct marketing strategy.....................................................................................................4
2.1. Contact via mobile........................................................................................................4
2.2. Email Marketing Campaign For Increasing Brand Awareness Through Promotional...........4
3. Digital/internet marketing strategy........................................................................................5
3.1. E-commerce.................................................................................................................5
4. Sales promotion strategy......................................................................................................6
5. Publicity/public relations......................................................................................................7
5.1. Brand Image and Reputation..........................................................................................8
5.2. Market Positioning........................................................................................................9
5.3. Stakeholder Relations..................................................................................................10
5.4. Global Presence and Cultural Sensitivity.......................................................................11
6. Personal selling strategy.....................................................................................................14
III. Conclusion..........................................................................................................................18

I. COMPANY OVERVIEW
Dell Inc. is a technology company headquartered in the United States. The company
develops, sells, repairs, and supports computers and related products and services.
Dell is owned by parent company Dell Technologies.

Dell sells products such as personal computers (PCs), servers, data storage devices,
network switches, computer software, computer peripherals, HDTVs, cameras,
printers, and electronics produced by other manufacturers. The company is known for
its e-commerce and supply chain management. This includes Dell selling directly to
customers and providing the computer products customers desire.
In 2009, Dell was a pure-play hardware supplier until it acquired Perot Systems. Since
then, Dell has expanded into the information technology services market. The
company has expanded its storage and networking systems. Today, Dell not only
provides computers but also a range of technologies for business customers.

As of January 2021, Dell is the third largest personal computer vendor.

In 2015, Dell acquired the enterprise technology company EMC Corporation. Dell
EMC sells data storage, information security, virtualization, analytics, and cloud
computing products.

Michael Dell founded Dell Computer Corporation, doing business as PC's Limited, in
1984 while he was a student at the University of Texas at Austin.

The startup's goal is to sell IBM PC-compatible computers assembled from off-the-
shelf components. Michael Dell started his business with the belief that, by selling
personal computer systems directly to customers, PC's Limited could understand
customer needs and provide the most effective computer solutions to meet those
needs.

In 1985, the company produced the first computer of its design, called the "Turbo
PC", which sold for $795.
In 1987, the company dropped the PC's Limited name to become Dell Computer
Corporation and began expanding internationally.

1. Mission
Dell Technologies is a unique group of businesses that help organizations and
individuals build their digital future and transform how they work, live, and play. The
company offers customers the industry's broadest and most innovative portfolio of
services and technologies, spanning from edge to core to cloud. We value our
customers, winning together, innovation, results, and integrity.

2. Vision
Dell Technologies empowers countries, communities, customers, and people
everywhere to use technology so they can thrive. Customers trust us to deliver
technology solutions that help them do and achieve more, whether they are at home,
work, school, or anywhere in the world. Learn more about the story, purpose, and
people behind our customer-centric approach.
 II. IMC ANALYSIS

1. Advertising strategy
Dell has been using many means to introduce their products in Dell's Advertising
strategy such as television, books, internet, e-commerce, articles, and direct
marketing. In particular, print and media advertising is one of their main marketing
techniques. Here are some popular advertising strategies used by Dell:

Television Advertising: Dell has previously used Television advertising to reach a

wide audience. These ads often showcase product features and benefits, while
emphasizing how Dell technology can enhance users' lives or improve their
productivity.

Online Advertising: Dell has a strong online presence and uses online advertising
extensively. This includes display advertising, sponsored content, and search engine
marketing to target specific audiences and drive traffic to their website. They also use
retargeting techniques to reach potential customers who have previously visited their
website.

Social media marketing: Dell actively participates in social media marketing on

various platforms such as Facebook, Twitter, LinkedIn and Instagram. They use these
platforms to share product updates, and promotions, and interact with their customers.
Dell also encourages user-generated content and testimonials to generate brand
advocacy.

Content Marketing: Dell produces and shares significant content to educate and
engage its target audience. They create blog posts, articles, videos, and other forms of
content that provide valuable information about their products, industry trends, and
technology-related topics. This helps position Dell as a thought leader and build trust
with its audience.

Ex: In Vietnam, at the time of preparation for the new school year, a campaign has
been launched called "Back to school" with the belief that student education will be
more attractive and interesting when combined with the potential of technology. Dell
wants to develop awareness with both teenagers and parents in Vietnam through social
networks that they use the benefits of technology in learning and working. The
campaign results have achieved outstanding success with more than 110 million
impressions (90% positive reviews) and a total of more than 100,000 teenagers have
visited Dell's Tumblr page.
How is the advertising strategy influencing the development of the multinational
company?
Through consistent and targeted advertising campaigns, Dell has been able to establish
itself as a leading technology company in the minds of consumers globally =>
building brand awareness and recognition.
Dell's advertising strategy has helped the company penetrate new markets and expand
its presence in existing markets => Dell can tap into new customer segments and
increase its market share.
Effective advertising has given Dell a competitive advantage in the highly competitive
technology industry. By highlighting its unique features, performance, and customer-
centric approach, Dell has positioned itself as a trusted brand.
Dell's advertising has played a vital role in building customer trust and loyalty. By
consistently delivering on its promises and maintaining a positive brand image,...

2. Direct marketing strategy

The most important step of Dell in the business is linked with Direct Marketing. This
is the reason why Dell is one of the most important companies in the world of
computing. So the question here is, which direct marketing strategy does Dell use?

2.1. Contact via mobile

Through building these direct relationships which is a key component of the direct
business method, Dell was able to understand and analyze the specific preferences of
their consumers to satisfy their needs and wants (for contact mobile). Expanding on
the theme, Michael Dell expresses the emphasis on using the direct method through
direct relationship marketing: “With an average of approximately 1,400 telephone
calls received daily, Dell gets real-time input from its customers regarding their
product and service requirement, their views on various products in the market, and
their response to Company advertising. This input gives the Company a competitive
advantage in tailoring its product offerings and communication programs to meet its
customers’ needs.

2.2. Email Marketing Campaign For Increasing Brand Awareness Through

Promotional

The team decided to use a GIF to illustrate the product’s full range of motion in the
email campaign. Another advantage of using this throwback to the 90s was that the
GIF solved the problem of showing online users how the product worked.
“It’s a great way for a customer to get a full understanding of how that product is
going to work in their hands,” Dave said.

After Dell compared the campaign’s performance against internal benchmarks, it

proved a success. Dave’s team increased conversion by 103% and boosted revenue by
109%.

Advantage of Direct marketing for DELL

Direct relationship marketing also eliminates the 25% to 45% dealer markup, thereby
enabling the Company to price its products aggressively. In addition, the Company’s
marketing strategy allows it to sell its products through Company employees who are
trained specifically to sell Dell products.

The efficiency of the direct business model of direct marketing relationships benefited
Dell tremendously. Rather than doing guesswork on what they thought customers
wanted; they were able to find out exactly what customers desired and preferred. So
not only was Dell able to manufacture the products that customers wanted, but they
were also able to develop them at high quality (benefit of direct marketing)

How is the direct marketing strategy influencing the development of the multi-
national company?

It has enabled the company to establish a strong relationship with its customers by
providing them with quality products that meet their needs and wants.

Second, it has allowed Dell to have a well-organized and smooth-running supply

chain management, which has helped the company reduce costs and improve
efficiency.

Third, Dell’s direct sales business model has enabled the company to provide
customized products to its customers, which has helped the company differentiate
itself from its competitors.

Finally, Dell has leveraged its core competencies to achieve a defined high-level
goal or objective, which has helped the company achieve superior supply chain
management

3. Digital/internet marketing strategy

Dell was one of the early adopters of the Internet and began integrating online order
status updates and technical support into their customer-facing operations well before
the use of the Internet went mainstream.
3.1. E-commerce

Dell came up with the idea of building a unique system to produce computers
according to each individual's needs at extremely low prices compared to other
branded computers. Specifically, with this system, a customer can call a Dell branch
or visit www.dell.com to order a computer with the configuration and features they
desire. Within 5 days the machine with the above-requested features will be delivered
to the customer (delivery methods), the price Dell offers is 10-15% lower than the
price of competitors

⇒ Dell has achieved 6% revenue. million USD in the first year, to 41 million USD
the next year.

Dell can deliver the best experience to customers, whether it’s online or in stores. The
deliverables of the customer experience objective are: Best value proposition; highest
quality and most relevant technologies; customized systems; superior tailored service
and support Products and services that are easy to buy (online 24×7) and use.

Disadvantage of Digital Marketing

However, direct marketing also has some challenges and risks for a multi-national
company, such as:
Based on a study conducted by Dell Technologies in 2019, 78% of global business
leaders believe that digital transformation should be more widespread throughout their
organization, and over half are worried about meeting customer demands over the
next five years. The study also found that nearly half of the business leaders are
worried their organization won’t prove trustworthy in the next 5 years. Eric
Vanderburg, Vice President at Technology Concepts & Design, discusses the three
main challenges that most companies are facing in their digital transformation
journey: higher demand for privacy protection, lack of digital skills, and difficulty in
keeping up with the pace of technological change.

In terms of evidence for digital marketing challenges faced by Dell specifically, I

could not find any recent studies or reports. However, according to a case study by
Slick College Tips, Dell is losing market share in its industry, and strong competitors
are becoming bigger threats. Additionally, Dell is facing tough competition from other
players like Lenovo, and Hewlett Packard, as well as from assemblers and Chinese
manufacturers, and price wars are also affecting their market share⁷.

How is the direct marketing strategy influencing the development of the multi-
national company?
- It can help the company reach new markets and customers without the need to set up
operations globally.

- It can allow the company to tailor its products and services to the specific needs and
preferences of each market.

- It can increase customer loyalty and retention by building direct relationships and
feedback mechanisms

- It can reduce marketing costs and increase return on investment by targeting only the
most relevant and responsive prospects

4. Sales promotion strategy

Sales promotion strategies can play a significant role in the development of a
company like Dell by driving customer interest, increasing sales, and enhancing brand
visibility.

Increased Brand Awareness: By utilizing promotions through retailers like BestBuy,

Walmart, Tesco, and Carrefour, Dell was able to improve brand awareness among a
wider consumer base. This exposure helped attract new customers and expand the
reach of Dell's products.
Market Expansion: Through TV advertisements and internet marketing, Dell was
able to reach a larger audience and expand its market presence. These promotional
efforts helped the company penetrate new markets and attract customers who may not
have been aware of Dell's offerings previously.

Competitive Advantage: Dell's sales promotion strategy, combined with its direct-
sales model, provided the company with a sustained competitive advantage. By
effectively promoting their products and reaching customers directly, Dell was able to
differentiate itself from competitors and maintain a strong market position.

Product Diversification: Dell's sales promotion strategy also facilitated product

diversification. By entering the tablet market and offering hybrid solutions, Dell
expanded its product portfolio and diversified its offerings to cater to changing
consumer preferences. This allowed the company to capitalize on emerging trends and
target a broader range of customers.

Long-Term Growth Opportunities: Dell's focus on the cloud-client computing

business as part of their growth plan indicates a strategic shift toward high-volume
and high-margin corporate computing. By targeting this market segment, Dell
positions itself for long-term growth and revenue generation, further enhancing the
company's development and expansion prospects.

Dell's sales promotion strategy has influenced the company's development by

increasing brand awareness, expanding market reach, providing a competitive
advantage, facilitating product diversification, and opening up long-term growth
opportunities.

5. Publicity/public relations

Publicity/public relations strategy and their influence on the development of Dell

The intricate realm of multinational corporations (MNCs) is intricately woven with

the fabric of reputation, market positioning, and sustained growth, with the linchpin
often being the meticulous orchestration of publicity and public relations (PR)
strategies. In this expansive landscape, the role of PR emerges as not merely
ancillary but rather as a linchpin that intricately weaves through the
developmental tapestry of these global entities. Dell, standing at the forefront of
technology alongside formidable competitors such as Apple, HP, and Asus, navigates
this complex terrain with a spotlight on its PR strategy, recognizing it as a dynamic
force shaping perceptions, managing stakeholder relations, and influencing market
dynamics. As the tech industry becomes increasingly competitive, marked by rapid
technological advancements and ever-evolving consumer expectations, the
significance of a finely tuned PR strategy becomes all the more evident.

Some experts believe public relations should be part of the marketing department, just
as advertising, trade promotions, and consumer promotions operate under the direction
of the marketing manager. Others suggest that public relations activities differ and
cannot function effectively within a marketing department. Instead, a member of the
public relations department should serve as a consultant to the marketing department.
Still others contend that a new division, called the “department of communications,”
should be created to oversee both marketing and public relations activity

5.1. Brand Image and Reputation

Shaping Perception
Dell's PR efforts are instrumental in shaping how the public perceives the brand. Through

strategic communication, the company can highlight its core values, mission, and
commitment to quality, sustainability, or innovation. Positive stories, testimonials, and case

studies featured in the media contribute to a favorable image.

Example: Dell strategically communicates its commitment to sustainability by regularly

publishing reports on its environmental initiatives, such as reducing carbon emissions and

promoting recycling programs. Positive media coverage showcases Dell's dedication to

environmental responsibility, shaping public perception positively.

Crisis Mitigation
In times of crisis or negative publicity, a well-established PR strategy allows Dell to

proactively address issues, correct misinformation, and reassure stakeholders. This crisis

management aspect is crucial for preserving the brand's reputation and demonstrating

transparency and accountability.

Example: During a product recall, Dell's PR team swiftly addresses the issue by openly

communicating the reasons behind the recall, outlining corrective actions, and offering

replacement options. This transparency in crisis management helps mitigate negative

publicity, preserving the brand's reputation.

Thought Leadership
PR can position Dell as a thought leader within the industry. By showcasing expertise

through media interviews, expert commentary, and participation in relevant forums, Dell can

strengthen its reputation as an authority, fostering trust and confidence among stakeholders.

Social Responsibility
Highlighting Dell's corporate social responsibility initiatives through PR helps build a

positive brand image. This can include environmental sustainability efforts, community

engagement, and ethical business practices, aligning the brand with values important to

consumers.
5.2. Market Positioning

Dell strategically leverages public relations (PR) to spotlight its unique selling

propositions, effectively setting the brand apart from competitors. Whether it's the

integration of cutting-edge technology, a steadfast commitment to unparalleled

customer service, or a culture of continuous innovation, these differentiators are

meticulously emphasized through a well-crafted PR approach. By doing so, Dell not

only distinguishes itself in a crowded market but also communicates a compelling

narrative that resonates with its target audience.

Through PR, Dell not only identifies but deeply understands its target audience,

allowing for a tailored messaging strategy that speaks directly to specific

demographics. This alignment ensures that Dell's brand positioning remains not only

relevant but also inherently appealing to the right market segments. The strategic

synchronization between PR efforts and the intricacies of the target audience's

preferences and expectations solidifies Dell's connection with its customers.Industry

recognition serves as a cornerstone of Dell's market positioning strategy, amplified

through PR initiatives. By showcasing an array of prestigious awards, certifications,

and recognitions, Dell not only enhances its credibility within the industry but also

solidifies its reputation as a paragon of excellence and leadership. These accolades,

when strategically communicated through PR channels, affirm Dell's commitment to

delivering superior products and services.In the realm of product launches and

innovations, PR becomes a linchpin for Dell. The company understands that beyond

the technical specifications, the narrative surrounding a new product profoundly

influences market perception. Through PR, Dell creates an anticipatory

atmosphere, generating excitement around product launches. The strategic

emphasis on the unique benefits and features of these innovations shapes the market's
perception and influences the adoption of these offerings, ensuring a favorable

reception within the industry and among consumers.

In essence, Dell's adept use of PR throughout these strategic facets not only highlights

its differentiators but also aligns with its target audience, solidifies industry

recognition, and orchestrates successful product launches. This integrated approach

positions Dell as a dynamic force within the market, fostering a distinct and

compelling brand identity.

5.3. Stakeholder Relations

Effective internal communication through PR serves as the linchpin in ensuring that

employees not only comprehend but also internalize the core values of the company.

This seamless communication fosters a workplace culture steeped in positivity,

ultimately yielding heightened levels of employee satisfaction and productivity. The

harmonious internal environment, meticulously cultivated through strategic PR

initiatives, acts as a potent catalyst, exerting a positive influence on external

perceptions of the brand.

Simultaneously, PR activities directed towards investors play a pivotal role in

fortifying the confidence of this critical stakeholder group. Dell, through transparent

and informative communication avenues such as financial reporting, earnings calls,

and strategic initiative announcements, instills a sense of trust within the investor

community. This transparency not only enhances the existing level of investor

confidence but also positions Dell attractively, potentially enticing new stakeholders

to join the ranks of those who endorse the company's vision and strategic direction.

In the realm of customer engagement, Dell's PR strategy is meticulously crafted to

establish meaningful connections through a plethora of channels. From responsive

interactions with customer feedback to the dissemination of success stories and

regular communication regarding product updates, Dell's PR initiatives are intricately

designed to create a positive and interactive customer experience. This customer-

centric approach not only fortifies brand loyalty but also contributes to the

overarching narrative of Dell as a company genuinely invested in its customers' needs

and satisfaction.

Moreover, community outreach stands as a testament to Dell's commitment to societal

well-being. Through sponsorships, philanthropy, and active involvement in social

causes, PR becomes a conduit for Dell to forge connections and contribute

meaningfully to local and global communities. By engaging in community

development with a purposeful and strategic approach, Dell not only fulfills its

corporate social responsibility but also cements its standing as a responsible and

conscientious corporate citizen. In doing so, Dell creates a ripple effect, strengthening

its relationship with the community and solidifying its positive image in the eyes of a

diverse and expansive audience.

5.4. Global Presence and Cultural Sensitivity

Localized Communication
In different cultural contexts, PR allows Dell to adapt its communication strategies to

resonate with diverse audiences. Whether through language nuances, cultural symbols,

or market-specific messaging, this approach ensures that Dell's global presence is

embraced locally.

In a distinct example of localized communication through PR, Dell adeptly tailored its

messaging for a product launch in Japan. Recognizing the cultural significance of

symbolism in Japanese society, Dell incorporated traditional Japanese motifs and

aesthetics into its promotional materials. This approach, rooted in an understanding of

local nuances, not only resonated with the Japanese audience but also showcased

Dell's commitment to embracing and celebrating the cultural diversity of its global

markets.

Cross-Cultural Understanding
PR efforts include initiatives to enhance cross-cultural understanding within the

organization. This ensures that Dell's workforce is culturally competent, helping to

navigate diverse markets respectfully and avoiding communication that may be

misinterpreted. Dell's commitment to cross-cultural understanding is exemplified

through its comprehensive employee training programs. Recognizing the importance

of cultural competence in a global workforce, Dell conducts workshops, seminars, and

cultural exchange initiatives. This not only fosters a harmonious work environment

but also equips employees with the skills needed to navigate diverse markets

respectfully. For instance, a Dell employee working on an international project could

seamlessly collaborate with counterparts from different cultural backgrounds,

enhancing overall organizational effectiveness.

Adapting Marketing Strategies

PR assists Dell in tailoring its marketing messages to suit cultural sensitivities and

preferences. By understanding and respecting cultural nuances, the company can

establish a genuine connection with local audiences, enhancing its global reputation.

In a notable instance of adapting marketing strategies through PR, Dell successfully

navigated the cultural landscape during a product launch in India. Understanding the

significance of festivals in the Indian context, Dell incorporated festive themes into its

marketing materials and promotions. This culturally sensitive approach not only

captured the attention of the Indian audience but also showcased Dell's genuine effort

to connect with local values. The result was not just a successful product launch but
also an enhanced global reputation for Dell as a brand attuned to the preferences of its

diverse customer base.

=> In summary, Dell's global development is intricately shaped by its strategic use of

publicity and public relations (PR) strategies. From shaping brand perception and

mitigating crises to fostering stakeholder relations and navigating diverse cultural

contexts, Dell's PR initiatives serve as a linchpin in its multifaceted growth.

Across different facets, Dell strategically communicates its sustainability

commitments, addresses crises transparently, positions itself as a thought leader, and

aligns its brand with socially responsible initiatives. In market positioning, Dell

leverages PR to highlight differentiators, align with target audiences, gain industry

recognition, and orchestrate successful product launches.

Stakeholder relations, including internal communication, investor confidence,

customer engagement, and community outreach, are deeply influenced by Dell's PR

strategy, reinforcing a positive workplace culture and building meaningful

connections with customers and communities.

Dell's global presence is enhanced through PR initiatives focusing on localized

communication, cross-cultural understanding, and adapting marketing strategies.

Examples illustrate Dell's commitment to tailoring its messaging for diverse cultural

contexts, promoting cross-cultural understanding within its workforce, and

successfully navigating diverse markets.

In essence, Dell's effective use of PR is not just a communication strategy but an

integral part of its business development. Through strategic and adaptive PR

approaches, Dell positions itself as a dynamic force, influencing its development and

growth on the global stage.

6. Personal selling strategy

Quality products dedicated to each customer

Since its inception, Dell has indeed been known for its unique approach to computer
customization and personalized solutions. One of Dell's key strategies has been to
offer computers tailored to individual needs at competitive prices, setting them apart
from other branded computers in the market.

Dell's build-to-order system allows customers to customize their computers based on

their specific requirements. This approach eliminates the need for pre-configured
models and allows customers to select components such as processors, memory,
storage, and graphics cards according to their preferences. By offering this level of
customization, Dell ensures that customers receive a computer that meets their exact
specifications, maximizing their satisfaction.

Moreover, Dell's direct-to-consumer business model has played a significant role in

their ability to offer competitively priced computers. By eliminating intermediaries
and selling directly to customers, Dell reduces distribution costs and passes the
savings on to consumers. This approach has been instrumental in attracting attention
and establishing Dell as a reputable and affordable option in the computer market.

In addition to their focus on customization and affordability, Dell has continuously

introduced new product lines to cater to diverse customer needs. The Dell Studio
Hybrid, for example, is a compact and energy-efficient desktop computer designed for
those seeking a space-saving solution without compromising performance. This
product line targeted environmentally conscious consumers and those with limited
desk space.

Another notable introduction is the Inspiron Zino HD, which competes directly with
Apple's Mac Mini. The Inspiron Zino HD is a small form factor desktop that can be
customized to meet high-end multimedia requirements. This product line aimed to
provide a stylish and powerful multimedia solution for customers who prioritize
entertainment and multimedia capabilities.
Through these innovative product lines, Dell aimed to offer choices that catered to
different customer preferences and requirements. This strategy allowed Dell to expand
its market reach and compete with other established brands in specific product
segments.

Customer care
Dell, as one of the leading global computer brands, has established itself as a trusted
name in the industry by understanding the market and prioritizing excellent customer
support. They recognize the importance of engaging with their customers and
addressing their specific needs and queries.

To foster customer engagement and provide a platform for interaction, Dell has
created an online forum called "Breakfast with Dell." This forum is specifically
designed to cater to small business users and serves as a space for discussions on
various topics related to Dell products and services. Customers can ask questions, seek
advice, and share their experiences, while Dell representatives and other forum
members provide insights and solutions. By facilitating this direct interaction, Dell
ensures that customers feel heard and valued.

In line with technological advancements, Dell leverages artificial intelligence (AI)

software to enhance their customer support capabilities. This AI software is
programmed to intelligently respond to user queries, providing accurate and relevant
information. By utilizing AI, Dell can efficiently handle a large volume of customer
inquiries while maintaining a high level of responsiveness.

Dell also places great emphasis on providing comprehensive search services to assist
customers in finding the right products. Their user-friendly interface allows customers
to easily navigate through their website and access detailed product information,
specifications, and customer reviews. This empowers customers to make informed
decisions based on their specific requirements.

Recognizing the importance of functionality over luxury, Dell understands that

computers are essential tools in everyday life. They ensure quick repair services and
offer 24/7 consultation to address any issues that customers may encounter. Dell's
customer support team comprises knowledgeable professionals who strive to provide
prompt and effective assistance. In fact, 90% of knowledgeable individuals are able to
resolve customer issues within five minutes by providing step-by-step instructions.

To further streamline their customer support process, Dell maintains a record of

customer issues. This allows them to track the history of specific cases and provide
personalized solutions. By having access to this information, Dell can save customers'
time during subsequent interactions by understanding their previous concerns and
providing tailored support.

In Vietnam, Dell has recently introduced two new customer support services:
ProSupport and Basic NBD Onsite Support. These services have been specifically
tailored to meet the unique needs of customers in the Vietnamese market. ProSupport
offers comprehensive support and proactive monitoring to enhance work efficiency
and minimize infrastructure costs. Basic NBD Onsite Support ensures that customers
receive prompt on-site assistance within the next business day, minimizing downtime
and simplifying IT system management.

Build advertising campaigns

Dell has implemented a comprehensive and diverse marketing strategy to promote
their products through various channels. They have utilized traditional mediums such
as television and print advertising, as well as modern platforms like the internet, e-
commerce, and social media to reach a wide range of audiences.

Print advertising has been an integral part of Dell's marketing efforts. They have
leveraged magazines, newspapers, and other print publications to showcase their
products and communicate key messages to potential customers. By strategically
placing ads in relevant publications, Dell aims to capture the attention of their target
audience and generate brand awareness.

Media communication, including press releases and media partnerships, has also
played a crucial role in Dell's marketing strategy. By collaborating with media outlets,
Dell can share news about their latest products, innovations, and initiatives with a
larger audience. This helps to build credibility and establish Dell as a leading
technology brand.

Dell has also recognized the power of the internet and e-commerce in reaching
consumers directly. They have invested in online marketing campaigns, search engine
optimization, and targeted advertising to drive traffic to their website and increase
online sales. E-commerce platforms allow customers to conveniently browse and
purchase Dell products, providing a seamless shopping experience.

In addition to traditional marketing channels, Dell has embraced content marketing

through articles, blog posts, and educational resources. By creating valuable and
informative content, Dell positions itself as an industry leader and provides customers
with insights and guidance related to technology solutions.

Dell's campaign initiatives have been instrumental in establishing brand awareness

and promoting their technology solutions. For example, the "Future Ready" and
"Beginnings" campaigns have focused on showcasing how Dell's products empower
individuals and businesses to embrace the future and achieve their goals. These
campaigns not only highlight the features and benefits of Dell's technology but also
resonate with customers by emphasizing the transformative impact technology can
have on their lives.

In Vietnam, Dell launched the "Back to School" campaign, which aimed to emphasize
the advantages of technology in education. This campaign showcased Dell's products
and solutions that enhance learning experiences and enable students to excel
academically. Through strategic social media marketing, Dell successfully engaged
with the target audience, generated buzz, and created a positive brand image among
students, parents, and educators.

Sales promotion:
Dell has recently implemented a strategic marketing approach by expanding its
product distribution through renowned retailers such as Best Buy, Staples, and
Carrefour. This move has proven to be highly beneficial for the Dell brand, as it
allows for increased visibility and accessibility of their products to a wider range of
consumers.

One of the key factors contributing to Dell's success in the minds of consumers is their
enticing promotional strategy. As part of their marketing efforts, Dell offers attractive
incentives to customers who purchase their products. Each customer who buys Dell
products through these retail partners is rewarded with complimentary gifts, including
popular items such as Belkin accessories, a mouse, and a USB drive. These free gifts
not only add value to the customer's purchase but also create a positive association
with the Dell brand.

In addition to the free gifts, Dell continues to support customers by offering zero-
interest payment options. This means that customers can make purchases and choose
to pay for their Dell products in installments without incurring any interest charges.
With flexible payment plans available for up to 6 or 12 months, Dell aims to make
their products more affordable and accessible to a wider range of consumers.
Furthermore, Dell employs a dynamic approach to drive sales by issuing monthly
discount codes for select products and product sets. These discount codes are made
available on Dell's official website, encouraging customers to take advantage of
exclusive offers and discounts. By consistently providing these promotional codes,
Dell effectively stimulates customer interest and incentivizes them to choose Dell
products over competitors.

III. Conclusion
Dell's marketing strategy is outstanding, hitting customer psychology and market
shortcomings. Without the need for groundbreaking products or new technological
innovations, Dell is simply doing the best it can, gradually asserting its brand position
in the fierce technology market.

Dell is an enterprise pursuing the 4P strategy of globalization. Dell realizes that

getting closer to customers is essential in implementing marketing strategies as well as
building a customer base. Starting by establishing an Internet infrastructure for
booking/order activities, Dell was able to implement its marketing strategies to new
audiences. However, Dell differentiates itself in its marketing tactics in that it believes
in establishing a direct sales system. This is why the company has established sales
offices and manufacturing outlets throughout North America, Europe, Asia and South
America. This way, Dell can easily assess local customers' needs for desired services.