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Marketing Plan of DELLAc4 Mark 3128105120 周文林Ac4 James 3128105131 江东浦Ac4 Roy 3128105135 郑伟彬Ac3 Zak 3128105069 周璜笛Ac3 Aaron 3128105099 蔡燝煊

Contents

Executive Summary Current Marketing Situation 1

Marketing Strategy and Action Programs 2

Resources Needed ，4p’s analysis and Proposed Marketing Mix3

Challenges and Controls 4

Conclusion5

Executive Summary（周文林）

Main goals: The survey is aimed to research the Dell computer, which

is help keep the leader in the global computer market. Recommendations: In order to continue being successful, Dell has to make

sure that it produces the right PCs that would be satisfying to customers, and take advantage of the opportunities that are available.

Focusing on the laptop industry, if Dell wants to produce a next generation laptop platform that will carry its business in the future, it should look at today's trends in the industry and how they could impact the next generation laptop.

Current Marketing Situation

James 江东浦

Dell Computer was founded as PC's Limited in 1984 by university student Michael Dell.

The United States of Texas

Michael Dell

1984: Michael Dell founds Dell Computer Corporation.

1988: The company goes public with 3.5 million shares of company stock.

1991: Dell introduces its first notebook PC.

1992: "Fortune" magazine as DELL for the world's top 500 companies for the first time.

1993: Dell establishes subsidiaries in Australia and Japan.

1996: The company begins selling over the Internet.

1997: Dell introduces a line of workstations.

2001: The company gains the leading share of the global PC market.

2003: Reflecting its widening interests, the company changes its name to Dell Inc.

2004: Michael Dell announces that he will step down as the CEO but remain the chairman.

爱尔兰Limerick

马来西亚槟城 奥斯汀

德克萨斯中国

厦门

田纳西Nashville

巴西Eldoradodo Sul

BRANCH

Shanghai

Dalian

Nanjing

Hangzhou

XiamenTaiwan

Hong Kong

Guangzhou

Shenzhen

Chengdu

Beijing

Big market CHINA

Dell currently target market: it consists of large corporate accounts , medium and small business, and the consumer business. Dell has set out to satisfy each different customer segment through its Direct Model.

success

公共机构部

消费业务部中小型企业部

大型企业部

Global Organization

Dell Confidential

DELL Marketing Share （ CN Consumer）

戴尔整体结构优势 10~15%

The first quarter in 2009 ， Dell in Chinese marketing share increasing 4.2% ， Compared with the previous quarter increasing 2.3% ,Ranked third.

2008Q1 2008Q2 2008Q3 2008Q4 2009Q1

Lenovo 22.2% 25.5% 25.2% 25.6% 22.4%

HP 14.1% 11.9% 12.6% 11.4% 13.6%

Dell 4.1% 5.0% 6.9% 6.0% 8.3%

Acer 4.8% 4.0% 4.0% 5.0% 4.7%

ASUS 3.6% 2.5% 3.8% 4.4% 4.1%

Founder 5.4% 5.1% 4.6% 4.2% 4.2%

Tongfang 4.8% 4.0% 3.3% 3.7% 3.6%

Haier 4.6% 4.1% 3.4% 3.6% 3.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

CN Market Share Trending

Dell Confidential

DELL Marketing Share （ CN Consumer NB）

戴尔整体结构优势 10~15%

2008Q1 2008Q2 2008Q3 2008Q4 2009Q1

Lenovo 24.0% 27.3% 28.8% 27.5% 22.9%

HP 21.5% 21.1% 17.7% 15.9% 17.2%

Dell 7.9% 10.2% 11.5% 10.6% 11.3%

ASUS 10.9% 7.6% 9.6% 10.4% 8.6%

Acer 10.1% 8.9% 7.5% 9.7% 9.0%

Samsung 3.5% 4.5% 4.1% 5.3% 6.4%

Hasee 2.7% 1.7% 3.2% 3.4% 5.1%

Haier 5.8% 4.4% 4.2% 3.3% 3.1%

Sony 3.2% 2.6% 3.3% 3.3% 2.7%

Toshiba 1.4% 4.2% 3.7% 2.7% 4.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0% China NB Market Share Trending

The first quarter in 2009 ， Dell in Chinese NB marketing shares rising 3.4% ， larger than 0.7% ， ranked third.

Dell Confidential

DELL Marketing Share （ CN Consumer DT）

戴尔整体结构优势 10~15%

2008Q1 2008Q2 2008Q3 2008Q4 2009Q1

DIY 42.7% 45.3% 45.2% 46.4% 43.5%

Lenovo 21.3% 24.7% 22.8% 24.2% 21.9%

HP 10.5% 7.2% 9.3% 7.9% 10.3%

Founder 6.6% 6.3% 6.2% 5.7% 6.1%

Tongfang 6.0% 5.1% 4.5% 4.9% 5.2%

Haier 4.0% 3.9% 2.9% 3.8% 3.8%

Dell 2.3% 2.5% 3.8% 2.6% 5.6%

Acer 2.3% 1.5% 1.7% 1.6% 0.7%

Hasee 1.8% 1.5% 1.4% 1.5% 1.3%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

China DT Market Share Trending

The first quarter in 2009 ， Dell in Chinese DT marketing shares increasing 3.3% ， larger than 3.0% ， ranked fourth.

Company’s position:

According to IDC PC in the fourth quarter of 2003 market report, Dell in China market server shipments ranked first, the market share of 24.1%.Dell also views the customers as the center of the company’s mission.

A market description

major segments

MarketIn dell

Consumer needs

Focus on:

DemographicPsychographicBehavioral

The customer-oriented market strategy

Business: large and medium-sized company

A review of competition

Text

Dell's direct sales model, let the dell 2004 income exceeded 40 billion us dollars. Dell had become the world rankings for the first computer systems. But in 2006, dell faces stiff competition from rivals HP, the world's first throne in jeopardy.

Main competitors: HP and Lenovo

Strategy of HP

• Cooperate with contract manufactures

• Manage distribution channel

A review of competition

Strategy of Lenovo

• Acquire IMB PC business

• Focuse on big industrial customers, the notebook market, and rural markets at country and town levels

A review of distribution

Direct marketing

Low inventory

Customer service

Know the need of customers,

Can alter quickly to the market

change

Reduce the inventory cost,

Win-win situation

Know more about the customers

Supply Chain Management

A review of distribution

A review of distribution

Dell use direct marketing in the IT industry in the first place, and this element of strategy help gain the competitive advantage over other opponents. The optimization of supply chain is just like the spirit of Dell. It instructs the decision making process and strategy crafting process.

The marketing department use cell phone, e-mail or online platform as the tools to sell computer. It reduces the cost and makes the procedures more effective. The intermediate add 7%-9% of the price at an average level. However, Dell saves the money for customer and itself. It’s an win-win situation.

Analysis of Existing 4 P’s Zak 周璜笛

product

The laptops of Dell are divided into two major product lines which are to homes or to businesses .The different between them are like these:The appearance of home laptop is more fashion and there are many colors and patterns can be choosed. The appearance of commercial notebooks are relatively mature .More suitable be used for in the meeting room and other places of serious .

Analysis of Existing 4 P’s

A product review

Low cost Dell always has evident price advantage over other PC manufacturer.

Broad

product line

Several product lines:

PC Bus iness

computer

Projector Printer

Common

user

Inspiron

Heavy

user

XPS,

Allenware

Precesion,

Latitude

- -

we define Dell as an overall low-cost provider. It’s defined by two dimensions, low-cost strategy and broad product lines, which can be clearly distinguished in Dell’s strategy.

Home computer

XPS

Inspiron

Business Computer

Latitude

Precision

Vostro ——emphasize value, also is favored by many consumers with limited budgets, therefore can be thought of as a between commercial and household products.

——Is one of the main commercial models, in the most competitive in durability, safety, battery life, connectivity, and remote management, etc., are fully considered the diverse needs of business travelers.

——is a mobile workstation, delivers superior application performance, and the world first-class extensibility, mainly used in intensive graphic design, film and television special effects production field need strong performance.

Inspiron 530

Inspiron Mini 12

Studio Hybrid

The size like a dictionary, the woman can put it in handbag; and packing also has carried on the green design, 95% of the materials can be recycled

Price

Place Direct sales ：

Manufacturers will direct sales to consumers and the characterized is no middlemen participation changed hands

Promotion

potential of personal comp

uters are low profits, but de

ll has the very strong comp

etitive power, why?

Direct sales——eliminate the middleman

Through direct sales, direct face to face with customers, reduce retailers the intermediate links, and provide an unimaginable low price to customers,so that Dell can defeat so many competitors

Abandon the inventory ——The core

Dell mode using abandon the inventory profit way is user payment with suppliers in the middle of the time difference - in the next 15 days, customer has paid the money for dell to deal with it.

Do the same thing, if production in a different way, then it is likely that they will produce different profits, this is the charm of business model

SWOT AnalysisAaron 蔡燝煊

TOS W

Strength

• Price Advantage 1. Desktop production activities’ movement to China 2. Direct sales price of direct sales is lower than that of similar products by

15% -20%.

• Low Inventory “just-in-time” model & “built-to-order” strategy minimizes the inventories, estimated risk and price loss.

• To Understand Customer Needs Direct sales model communicate with customers more smoothly, get timely

feedback

TOS W

Weakness

• Low Credibility of Direct Sales

Consumers get used to see and touch products before purchase

• Insufficient Market Expansion

Lost market share in small cities and towns

• Incompetent in Consumer Computer Market

Only 10% of customers are small enterprises or individual consumers

TOS W

Opportunity

• Bright future of 13.3-inch notebook

• Users of Global Mobile Internet Service is rapidly increasing

•

TOS W

Threat

• Rapid growth of China’s PC market where Dell is not competent enough

• Imitation of Dell’s direct sales model by competitors

Marketing Strategy and Action Programs Proposed Marketing Mix

Mark 周文林

Marketing Strategy (STP)

Face to face

Telephone

Internet

Big consumer

Telephone and Internet

Small consumer

(small company

or private)

Big

company Mid company

Government Education

Global

business

custome

r

Large

company

Middle

company Federal

government

local

government

s

Educational

institutions

Small customer

Small

compan

y

Common

customer

Segmentation

The selling segmentation is  in order to more effectively meet the needs of different customers, Dell founded different sales organization, dedicated to understand customer needs. After that, the customer segmentation for large enterprises, medium-sized enterprises, educational institutions, government organizations, small businesses and consumers. Dell's computers main advantage is personalized for each consumer to customize their computers.

Psychographic segmentation is emphasized on lifestyle, buying motives, interest and personality

Action Plan: the particular computer company could provide high quality after-sale service in time is a vital part to attract consumer’s attention.

Targeting

Dell's target market consists of large corporate accounts, medium and small businesses, and the consumer business. Dell has set out to satisfy each different customer segment through its Direct Model.

Strong brand awareness, city customers who have advanced concepts. In the personal computer market, the impact of Dell brand is comparative advantage, so choosing such target customers can cater to the needs of such customers.

Positioning

development direction: Dell need focus on technology(especially in high-volume systems infrastructure), and improve its quality and services.

Dell's product strategy is to posit the high-volume systems infrastructure . So Dell's path to a stronger business technology orientation.

Action plan

long-term goals: keeping the leader position.

shorter term objectives: enhance the brand image , in order to improve 1/10 the Product sales.

Product and Price

Improve a highly versatile notebook product line

lower marginal costs more competitive position for a price war

Various types of products with low 、 medium 、 high price

ActionActionplanplan

Product and Price

Dell provides a highly versatile notebook product line, in addition to its high-end Latitude. As a “one-stop shop” company, Dell shows promise – its product lines covers higher end products. In addition, in-house manufacturing specialization allows for lower marginal costs – this leads to a more competitive position for a price war.

Various types of products with low 、 medium 、 high price

Place

1

Domestic：The common channels of distribution are Dell direct sales company

2

Internet sale:Improving the convenience of purchasing the computer in the internet

Promotion

Brand Know AD PR

Enhance brand awareness

Strengthen advertisement and let more people understand the network marketing

Creative advertising has made an impression on Dell

Public relationship:Use the good relationship betweencostumer and company

Promotion Action

Activity: Summer holiday is a key time for the market, this time of needs are very high.so the company need do more price promotion.

Method

Make full use of gifts, vouchers, lottery sales, included samples, transaction printing, live demonstrations, competitions, trade discounts, allowances, trade fairs and other forms of sales promotion, stimulate consumer demand needs, to encourage consumers to buy.

Resources needResources needResources needResources need

required

Humanfinancial

Financial: Dell need to add the advertisement in the key time as summer holiday.

Human: Dell need enough customer service staff for promotion through Telephone and Internet

Challenges Controls Conclusion

Roy

Unfavorable factors

1. The growing consumer demand is change, which changes consumer demand for services and has a great influence on the Dell computer brand services.

2. High standards of consumption experiences have become an important element of computer consumer brand choice. Services not only satisfy places, guiders and shopping environment. They are initial experience for buying but we should more consider new consumer experience. requirements and resulting two services to the consumers’ service experience.

3. Thirdly, the computer company's multiple competitions are with other same industry, advertising effect and media effect.

Emergency plan

1. We find out Dell’s advantages and selling points by analyzing competitors’ products and publicity strategies as well as comparing with Dell’s marking.

2 .using network media rapidly adjusts originally and media advocacy strategies within three days.

3. we focus on propaganda Dell’s advantages and selling points which are different from other competitive product. what’s more, we emphasize the benefits of consumers

Conclusion

From the consumer's point of view

1. Follow the growing consumer demand change, to meet consumer demand for services.

2. A good grasp of higher consumption experience, makes the high standards of consumption experience has become an important element of consumer brand choice of computer. In the new era, computer companies are facing not only the first time experience, and more attention should be paid to the purchase is the two consumer experience, and the brand effect brought about by this.

Conclusion

From the point of view of computer brand itself

1.As the computer brand, innovation is the most important. Through resource integration and the third party service providers, service brand and brand reputation to improve the increasingly fierce competition in the promotion, the contradiction of supply and demand of services to meet the diverse needs of consumers.

2.Pay attention to their consumer market has brought new consumer experience, should have the convenience, timeliness, quickness, convenience of incomparable for consumers to meet the growing consumer demand, but also put forward new demand for services.

Conclusion

In my opinion

The customer is the God, all services have to stand in the customer's point of view to think. Go to the innovation of customer needs, business integrity, You will be successful.

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