Major Presentation

RAHIM U DIN KHAN

ID: 6463

Dell laptop

Company Profile
Company

Name: Dell Laptop

Business Type: Information Technology
Corporation.
Business Line: Different type of Laptops.
Product/Service: Dell Inspiron,XPS,
Company Website: www.dell.com

Dell Computer company

Dell Inc. is an American privately owned

multinational and laptop technology company
based in Round Rock, Texas, United States,
that develops, sells, repairs and supports
laptop and related products and services.
Founder: Michael Dell
Founded: February 1,1984 Austin Texas,
United states
Headquarters: Round rock . TX ,United States
of America.
CEO: Michael Dell
www.Dell.com

Dell Computer Corporation

Round Rock,Texas78682-2244
U.S.A.
Telephone: (512) 338-4400
Toll Free: (800) 472-3355
Fax: (512) 728-3653
Web site:http://www.dell.com
Public Company
Incorporated:1984
Employees:29,300
Revenue:$18.24 billion (2000)

Cont.
Revenue
$ 63.07 billion (2012)
Employees
110,000 (2012)

Dell Data

1984:
Michael Dell founds Dell Computer Corporation.
1988:
Company goes public with 3.5 million shares of company
stock.
1991:
Dell introduces its first notebook PC.
1993:
Dell establishes subsidiaries in Australia and Japan.
1996:
Company begins selling over the Internet.
1997:
Dell introduces a line of workstations.

Dell Mission Statement

Who we are and what we do
To be the most successful computer
company in the world in delivering the best
customer experience in the market we
serve.

Dell Vision Statement

An image of the future we seek to create
Its the way we interpret the world around
us our customers needs, the future of
technology and the global business climate.

4 Ps of Marketing

Product
Quality
Design
Features
Warranties

Price
List price
Discount price

Place
Channels
Coverage
Location

Promotion
Advertising
T.V Channels
News paper

SEGMENTATION

Geographic

Demographic

Psychographic

Behavioral

Geographic

Divide

the market into different group

based on :

Region

South India , North , Western

Region, East

World

Demographic
Age
Gender
Education
Income

Psychographic

Personality Based

Lifestyle Based

Behavioral

Benefits sought from a product( low price

and high quality)

Loyalty to a brand or a store

Target market

Relationship customers

Transactional customers

Laptop Suggested By People

DELL

HP/Compaq

Fujitsu

TOSHIBA

ACER

12%
10%
48%

8%

22%

DELL Laptop Consumer

(Occupation)
Govt. Employee
Student

Private Employee
Others

4%

Businessman

16%

40%
32%
8%

Influence factors
Self
Sales People

Family
Advertisement

11%

Friends
Others

1%
24%

15%
4%

13%

32%

Celebrity

INTERNAL ASSESSEMENT
Management
Marketing
Finance
Production / Operations
Research and Development
Management information system

Management
Sharing
Applying
Creating
Communicating

Marketing
Marketing is the management process responsible for
identifying, anticipating, and satisfying customer requirements
profitably.
Goals:
1. Attract new customers by promising superior value.
2. Keep and grow current customers by delivering satisfaction

Finance
Finance has direct input into our long, medium and short-term plans
as well as our cost reduction programmes and innovation projects.

Production / Operations
Improve performance
Developing an understanding the process of banking
with so much ease is possible.

Research and Development

Research and development is one of the means by which business can
experience future growth by developing new products or processes to
improve and expand their operations.

Management information system

As a system based on the database of the
organization evolved for the purpose of
providing information to the people in the
organization.

EXTERNAL ASSESSMENT

POLITICAL ANALYSIS
Political factors include government
regulations and legal issues determining the
conditions under which companies have to
operate.

ECONOMIC ANALYSIS
The economic environment refers to the
nature and direction of the economy in
which a firm competes.

SOCIAL ANALYSIS
The social analysis is concerned with a
society attitudes and cultural values.
Consumers demand for computers is
dependent on the educational level in a
country. In the past, the demand for laptop
computers comprised only of business
people.

TECHNOLOGICAL ANALYSIS
Technology infrastructure help them manage their
business transmit and record information.

Swot analysis

Strengths:

Weaknesses:

1) Brand name
2) Product customization
3) Environmental record
4) Competency in mergers and
acquisitions
5) Direct selling business model

1)Commodity (computer hardware)

products
2) Poor customer services
3) Low investments in R&D
4) Weak patents portfolio
5)Too few retail locations
6) Low differentiation

Opportunities:

Threats:

1) Expand services and enterprise

solutions businesses
2) Obtain more patents through
acquisitions
3) Strengthen their presence in
emerging markets

1) Growing demand for smart phones

and tablets
2) Profit margin decline on hardware
products
3) Slowing growth rate of the laptops
market
4) Intense competition

Strengths:
1)Brand name
2) Market leader
3) Product customization
4) Environmental record
5)Competency in mergers and
acquisitions
6) Direct selling business model

Weaknesses:
1)Commodity (computer
hardware) products
2) Poor customer services
3) Low investments in R&D
4) Weak patents portfolio
5)Too few retail locations
6) Low differentiation

Opportunities:
1) Expand services and enterprise
businesses solution
2) Obtain more patents through
acquisitions
3) Strengthen their presence in
emerging markets

SO:
Introduce more high quality
product
(S2,S4 O1,O3)

WO:
Customer relationship
(W2 O1)

Threats:
1) Growing demand for smart
phones and tablets
2) Profit margin decline on
hardware products
3) Slowing growth rate of the
laptops market
4) Intense competition

ST:
Dell can introduce tablets with
new high technology.
(S1,S5 T1,T3)

WT:
Expand retail locations to the
remote areas
(W5 T2,T3)

Product Development

S
W
O
T
M
A
T
R
I
X

Horizontal
diversification
Market Extension

Proposed strategies of swot

matrix
Product Development
Horizontal diversification
Market Extension

SPACE MATRIX

Internal strategic Position

External strategic Position

Financial Position (FP)

Stability Position (SP)

Return on investment
Leverage
Earnings per share
Cash Flow

13

Total
Average: 13/4=
Competitive Position (CP)
Market Share
Product Quality
Customer Loyalty
Tech know How

Total
-14
Average:

3
2
4
4

3.25

Rate of Inflation
Technological Changes
Competitive Pressure
Barriers to Entry

Total
Average: -10/4=

Industry Position (IP)

- 4 Growth potential
-3
Financial stability
- 4 Profit potential
- 3 Resource Utilization

TOTAL
15
-14/4

-3.5 Average: 15/4

3.75= 0.25
X-axis: -3.5+ 3.75
Y-axis: 3.25+ (-2.5) =o.75

-2
-3
-3
-2

-10
-2.5

3
4
4
4

Space matrix
FP
Conservative

Aggressive
Product Development
Horizontal
diversification
Market Extension

CP

IP

Competitive
SP

BCG Matrix

Proposed strategies of
BCG
Product Development
Horizontal diversification
Market Extension

GENERAL ELECTRIC MODLE

BUSINESS UNIT
STRENGTH

MARKET
ATTRACTIVNESS

Rate

Dell

Rate

Dell

5
Sale

4 competition

margin profit

3 historical profit margin

primary demand

4 environmental situation

brand image

4 economic situation

Quality
product
innovation

4 customer specification

4 size of market

market share

5 profit margin

environmental impact

market
share

R&D

quality of service

branding & promotion

TOTAL

Business unit
strength

35

28 impact of technology

80
%

GE MATRIX OF DELL
Industry
Attractiveness

Business Unit Strength

Strong
High

Average

Weak

Grow

Hold

Grow

Medium

Grow

Hold

Harvest

Low

Hold

Harvest

Harvest

Proposed strategies of GE
Model
Concentric diversification (related to its own business)
Product Development
Horizontal diversification (other product)
Market Extension

QSPM MODEL

QSPM MODEL

Strategic
Alternative

Key Factor

Fix weight

Concentric
Div

Product Dev

Horizontal Div

Market
Extension

Internal factor
Strengths:
1) Brand name

2) Product customization
3) Environmental record

5
5

3
4

3
4

4
4

4
4

4) Competency in mergers and acquisitions

5) Direct selling business model

1)Commodity (computer hardware) products

2) Poor customer services

3) Low investments in R&D

4) Weak patents portfolio

5)Too few retail locations

6) Low differentiation

85

56

60

66
PLAN:(A)

Weaknesses:

External factor:

Total

64
PLAN:(B)

Opportunities:
1) Expand services and enterprise solutions
businesses

Decision on the basis of

QSPM
From the analysis we concluded that the
DELL should choose Horizontal diversification
as Plan A and Market Extension as a Plan
B.

References

www.dell.com
http://www.naaptol.com
www.wikipedia.org
http://www.thehindubusinessline.com/companies/dell-to-expand-operations-headcoun
t-in-india-global-chief/article4361350.ece
http://www.reuters.com/article/2013/09/12/us-dell-buyout-idUSBRE98B0FC20130
912
http://www.hoovers.com/company-information/cs/revenue-financia
l.Dell_Inc.3d10a81e8e6a6d30.html

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