Why Delll Is Important!

7/30/2019 Why Delll Is Important!

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weour purpoeand valueCopyright 2010 Dell Inc.


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From modest beginnings as astart-up PC maker, Dell has grownto become one of the worldsleading technology companies.

Today, people everywheretrust Dell to provide world-classtechnology solutions.


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We built a legendary reputation by listening to

customers and developing thoughtful solutions that

make technology work harder for them. We made it

easy for people to get customized solutions delivered

directly, and we created a business model and supply

chain that made technology accessible to everyone.

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Today, Dell is the place where people come

together to make technology simpler, drive out

ineciency and create solutions that deliver

better long-term value. We do this so people

everywhere can do more.

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Our success is grounded in an unwavering drive to

provide practical solutions that solve real problems.

As we look to the future, we continue to provide

technology solutions that make a real dierence

from virtualization and automation, to making IT

operations more ecient, to communication solutions

that help people and businesses stay connected.

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As we expand into new categories and meet new

opportunities, we draw condence from our past

success and form a shared purpose that unites our

eorts and propels us forward.

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Our statement of purpose

explains why we exist. It is

the goal we set for ourselves

and the ultimate reason we

are undertaking the task

of transforming Dell.

value

purpoe

OURPURPOSE

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Our purpose is the driving

force behind everything

we do. It comes from our

deep beliefs that technology

can change the world

and that its essential for

people to succeed.

Delivering technologysolutions that enablepeople everywhere togrow and thrive

our purpoe


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Prosperidadsignica crecer, evolucionar, ampliarhorizontes

Prosperarecrescere, evolversi, espandere gli

orizzonti

Prosperitarast, spen rozvoj, rozirovaniehorizontov

Rozwija siosign sukces, rozwin potencja,

poszerzy horyzonty

Floreren/ontplooientot bloei komen, boven zichzelf

uitstijgen

Thrivinggrowing, ourishing, expanding myhorizons

Russirsamliorer, spanouir, largir ses

horizons

Mein Potentialverwirklichenden Horizont erweitern, wachsen und

erfolgreich sein

, , ,

Avanarcrescer, progredir, ampliar meus

horizontes

Thriving is about moving

forward, ourishing,

expanding horizons and

achieving success. This is

the outcome we want all of

our stakeholders to achieve.

Here are someinterpretations ofwhat thrive meansaround the world:

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While there are many ways toexpress our passion for helpingcustomers, one thing remainstruethe work we do together

enables human potentialeverywhere.

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Zhang Wei, a young

boy in rural China,and thousands more

like him, can realize

their dream of an

education.

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212121

Leading energy

companies are stepscloser to discovering

solutions to the

worlds energy crisis.


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150 million people

around the world goonline using a Dell

system every day.

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We know we can deliver on our purpose because

we constantly strive to deliver more. Where others

see limitations, we see possibilities. We revel in the

spirit of healthy competition. By being the best we

can be, we enable our customers, employees and

strategic relationships to be the best they can be.

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We ask ourselves, Is there a new or better way?

Its an optimistic, can do attitude that is deeply

rooted in our character. We work at Dell because

we know that when we combine our collective

knowledge, creativity and winning spirit, we

share more than a purpose. We share values that

guide everything we do. Our values help us make

amazing things possible.

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OURVALUES

purpoe

value

As we continue to evolve Dell

to better serve our customers,

seize new opportunities and

drive growth, our values guide

the decisions we make and the

actions we take.

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Our values will become even

more vital as we continue to

expand the impact and reach

of Dell. They unite us and

dierentiate us in the world.

Deliveringresults thatmake a positivedierence

Leading withopenness andoptimism

Winning withintegrity

WHaT We FoCu

on eaCH daY

HoW We InTeraCT

WITH people

HoW We operaTe

In THe World

Our values have been part of Dell sincethe day the company was founded.

Our values remain constant andsteadfast as the world continues to change.Although the way we express our values

may evolve, they have always beengrounded in three fundamental areas:

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WHAT WE FOCUS

ON EACH DAY

Delivering resultsthat make apositive dierence

We strive to make sure that everyonein any

environmentcan take advantage of technology.We deliver solutions that make a real dierence in

peoples lives. We are constantly curious, and we never

stop trying to nd smarter ways to get things done.

We ocus on what matters most to help our customers

succeed while increasing operational eciency.

We take time up ront to understand what needs to be accomplished

so our actions can be more ecient and efective.

We reward employees who put long-term value

creation over short-term wins.

We strive or programs, projects and policies that support our goal o

making the complex simpler so we can help our customers succeed.

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We ask for real-time feedback.

We earn trust by listening carefully and makingsmart decisions to solve the right issues.

We foster an environment of mutual respect and open,

honest collaboration in every interaction.

We seek diverse experiencesand points of view.

HOW WE INTERACT

WITH PEOPLE

Leading withopenness andoptimism

We value dierent perspectives and experiences

because we believe everyone has a contribution tomake. Thats why we focus on honest and practical

communications with our customers, partners and

employees. We listen carefully and take action to

deliver ecient solutions for real-world challenges.

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We take 100% accountability for Dells operational

carbon footprint.

We respect local market customs and business traditions

while always following Dells Code of Conduct.

We honor our commitments to customers,employees and partners.

We operate with a high level of transparency so employees

and customers see how decisions align with our purpose.

HOW WE OPERATE

IN THE WORLD

Winning withintegrity

We operate legally and ethically. We contribute

our time, technology and know-how to improvethe communities where we work and live. We are

committed to growing our businessand helping

our customers succeedin ways that benet the

environment and society.

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PLANETSHAREHOLDERS COMMUNITIESPEOPLECUSTOMERS PARTNERS

OURSTAEHOLDERS

Dening what we deliver

for every audience we

serve brings focus to our

transformation strategy.

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Dell is always looking for ways

to make technology work

in service of our customers.

Our solutions are making it

easier for emergency crews

to communicate in a disaster,

armed forces to attend to

their mission, and doctors

to dedicate more time to

providing better patient care.

Customers trust us to drive out

ineciency so they can focus

on what they need to do. To help

customers realize more benets,

Dell completed its own IT

consolidation project, achieving

a 30% return, and were using

this learning to help customers

achieve these same immediate

paybacks to fuel their futuresuccess.

Dell has made technology

accessible to everyone. Weve

helped enterprises redene

industries, communities

organize to meet challenges,

small businesses grow bigger,

and parents teach children

something new every day.

Dell strives to make the

complex simple. From

embedded systems

management to more

scalable storage architecture,

we are always looking

to deliver better, simpler

solutions that let customers

spend more time on whats

important to them.

We deliver superior long-term

value. Dells support of open

standards gives customers the

comfort of knowing everything

will work well together for

years to come, while allowing

them maximum exibility

to integrate technology

innovations.

We Help our

CuTomer THrIve

We listen careully to our customers needs

and desires, and collaborate to nd new ways

to make technology work harder or them. In

everything we do, were ocused on delivering

solutions to enable smarter decisions and

more efective outcomesso our customers

can overcome obstacles, achieve their ideas

and pursue their dreams. Above all, we are

committed to the superior long-term value

they need to grow and thrive.

CUSTOMERS


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PEOPLE

Our Flexible Work Solutions

provide a healthy balance of

work and personal time so

each of us can perform at

our best for our teams and

customers, and together

achieve our business

objectives.

We invest in our people. Every

year, thousands of our team

members take advantage

of growth opportunities by

moving into new roles, getting

involved with a mentor,

networking, attending formal

training and obtaining new

certications.

Dell is a meritocracy where

everyone has the opportunity

to deliver extraordinary

results and be recognized for

their eorts with exceptional

rewards and opportunities.

We believe collaboration is

the key to delivering better

results for our customers.

Thats why we embrace

diversity of thought, culture

and experience, and attract

people who reect our

worldwide marketplace.

Each year, people TELL DELL

that the thing that makes Dell

special, and engages them

most, is the smart, dedicated

and passionate people they

work with and learn from

every day.

We Help our

people THrIve

At Dell, we want our employees to be able

to do their best work. When we combine

our diverse experiences and creativity, we

produce better solutions or the people we

serveand we help our company grow. Thats

why were committed to creating a winning

culture that allows all o us to share our ideas,

be recognized or our achievements and, most

importantly, deliver results that have a positive

impact on the world.


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We consistently focus on

generating strong cash ow

from operations to allow us

to expand our capabilities

and acquire new ones. We

intend to grow our top-line

revenue by 5 to 7 percent

annually with even faster

earnings and cash ow

growth.

Dell plans to protably grow

the desktop and notebook

business and innovate

the Dell.com shopping

experience.

Dell is growing with a

combination of internal

company investments

and business partnerships,

as well as technology and

solutions acquisitions, to

win in the most protable

business segments.

Dell is one of the most

successful technology

solutions providers in the

world. In revenue we rank

among the top 40 U.S.

and the top 100 global

companies.

We are focused on

expanding our customer

solutions business by

delivering best-value

solutions in servers, storage,

services and software.

We Help our

HareHolder

THrIve

By successully executing our strategy and

driving greater eciency and productivity

in how we operate, we help our customers

thrive. We honor our obligation to optimize

returns or the owners o our company.

SHAREHOLDERS


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Dell partners with other

industry-leading companies

like Intel, Microsoft and EMC

to deliver the technology

solutions that people and

organizations need to help

them improve their business

or live better lives.

Our hardware and dell.com

provide our partners with

access to one of the largest

and most diversied pools of

potential clients.

In India, Dell has developed

a unique Sales Aliate

program that allows more

than 6,000 people to receive

a commission by helping

friends and family purchase

Dell computers through our

build-to-order platform.

Dell is leading globalized

supplier diversity eorts. We

created a strong internal

network of champions who

mentor diverse suppliers,

and we were the rst in the

industry to launch a minority

supplier development

program in China.

Our relationships with

the worlds largest

telecommunications

companies allow more

people to stay connected

to their friends and

families than ever before.

We Help our

parTner THrIve

Our strategic relationships are critical to

delivering success or our customers and

our company. By entering and succeeding

in global markets and categories, and

expanding our products and solutions

across current customers, Dell creates new

opportunities or our strategic relationships

to grow their businesses as well.

PARTNERS


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Dells giving program takes a

strategic approach focused

on youth in the areas of

education, digital inclusion

and sustainability.

Dell signed a multiyear

commitment to partner

with (PRODUCT)RED, which

contributes a portion of the

prots to the Global Fund to

Fight AIDS, Tuberculosis and

Malaria.

Dell employees contribute

hundreds of thousands of

hours volunteering to help

repair homes, feed the

hungry, build gardens and

walking trails, and educate

children about technology.

Dell is serious about making

a meaningful dierence in

our communities. We are

committed to a goal of

contributing 1 percent of our

pre-tax prots to our global

giving eorts.

Thousands of students

around the world are

engaged and interested in

driving social change by

reading about and voting

in Dells Social Innovation

Contest.

We Help

CommunITIe

THrIve

We are a orce or positive change around

the world. As a global enterprise, we use

our collective power to make a meaningul

diference in the worlds most pressing social

issues. We have a responsibility to contribute

our time, technology and know-how to

create a more promising tomorrow or

communities everywhere. As employees, we

rally together and get involved, sharing our

talents and time to help others.

COMMUNITIES


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Dell is the rst company in

the technology industry to go

operationally carbon neutral,

and Dell implemented the

industrys rst free consumer

recycling programcurrently

operating in more than 70

countries.

Dell partners with

Conservation International

to support conservation

activities that inhibit

deforestation and protect

the rich biodiversity in the

Fandriana-Vondrozo Forest

Corridor in Madagascar.

Dell exceeded its

commitment to recover

hundreds of millions of

kilograms of used computer

equipment for responsible

recycling ahead of schedule,

and we continue to focus

on responsible recycling

eorts around the world.

Dells energy-smart PCs save

billions of dollars in electricity

costs and reduce the

creation of tens of millions

of tons of CO2

emissions.

We focus on the entire

lifecycle of the products we

produce. Because of Dells

extensive recycling program,

weve kept hundreds of

millions of tons of e-waste

out of landlls.

We Help THe

planeT THrIve

We are committed to preserving the planets

nite resources so uture generations

can prosper. By nding smart ways to

use resources, we make operations more

ecient. We actively engage with our

employees, customers and partners to

nd solutions that signicantly reduce the

environmental impact o technology. We

know that working together, we can create a

healthy, sustainable uture.

PLANET


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When we put theseelements together,we create a clearpicture of who weare and our role in

the world.

ENDURING

value

purpoe

PARTNERS PLANETSHAREHOLDERS COMMUNITIESPEOPLECUSTOMERS

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Our purpose andvalues shape the workwe do every day.We use a shared framework to illustrate

how our purpose and values inform

our multiyear strategies for business

transformation and how they drive our

annual business plans.

ENDURING

MULTIYEAR

ANNUAL

value

purpoe

BuIne / people / Brand TraTeGY

Bus / FunCTIonal plan

PARTNERS PLANETSHAREHOLDERS COMMUNITIESPEOPLECUSTOMERS

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Because we knowthat when technologyworks harder forpeople, they thrive.

Communities thrive.The world thrives.

And so do we.

Why Delll Is Important!

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