dell case study article


* Subjective

Dell Company is actually a global leader in the development and sale of pcs and peripherals. The company works on the direct sales strategy to attract buyers. This form of personalized support which evolves products in accordance to consumer specifications and configurations. It can be sales and marketing approach which involves a very good online occurrence where consumers are able to procedure products, configure them and access technical support. It’s a supply strategy including a strong Internet network of suppliers who also offer support and circulation services intended for Dell products.

This conventional paper has assessed Porter’s Five Forces and the application to a case study relating to the Dell Organization. Porter’s Five Forces are definitely the popular strategies used to measure the competitiveness of any market and it is attractiveness towards the new entrants. In terms of threat of alternatives, Dell is in the computer industry where there will be numerous competitors such as IBM, Apple, Compaq and HP who develop products that happen to be similar to these developed by Dell and offer alternatives to customers.

In bargaining benefits of buyers, buyers have a high bargaining power.

The main reason for this is the wide availability of a variety of pc products plus the dynamic characteristics of the technology industry. Companies such as IBM, Apple Compaq and HP are theglobal competitors to get Dell; they are on substantial position in computer sector where the competitive rivalry is a survival. When ever analyzing obstacles to new entrants, it is clear which the global computer system industry has its own barriers specially when competing together with the top global brands such as Dell which includes an established product sales and distribution network and resources to meet its desired goals. Finally, with this industry there is certainly low bargaining power of suppliers due to the availability of many suppliers in the market and also high level of substitute goods.


Porter’s Five Pushes have been effectively used by traders and organization managers to gauge the competitiveness of sectors. These makes were manufactured by Porter to help managers analyze a market and develop a powerful sales and marketing strategy. They incorporate threat of substitutes, negotiating power of purchasers, competitive competition, barriers to entrants and the supplier bargaining power (Porter 2002). Dell Company is known as a global leader inside the development and sale of computers and accessories which has properly used these forces to evaluate its competitiveness. The company has achieved substantial profitability through the years with revenues growing by 16% between 2010 and 2011 to $3 billion dollars. Its functioning income as well grew by 58% to $16 billion throughout the same period. Cash flows recorded had been $4 billion dollars while investments and profit 2011 are $15 billion dollars. Although the business achieved profitability during this period, the sales earnings decreased simply by 8% because of strong competition. The technology industry offers strong competition and powerful factor which has made Dell to use unique sales and marketing technique to attract and maintain customers.

Dell applies a powerful online occurrence where clientele are able to procedure products, set up them and access technical support. It also is applicable a supply strategy which involves a strong Net network of suppliers who have offer support and circulation services for Dell goods (Dell Web page, 2011). This paper is going to apply the Porter’s Five Forces to Dell’s sales and marketing strategy. This will likely evaluate the competition of the organization in the global computer market. Aspects including threat of substitutes, bargaining power of customers, competitive rivalry, barriers to entrants plus the supplierbargaining power will be placed on the Dell’s case study. The paper is going to apply peer reviewed periodicals and articles to develop findings and conclusions. Discussed problems will be described at the end. * Brief overview of example

Dell Company is a global leader in the creation and sale of computers and peripherals. It began operating in 1984 and it evolves customized services and products to consumers across the globe. The business gradually grew through management from Dell who employed a direct sales strategy to attract consumers. This type of customized service empowered him to develop products relating to consumer specifications and configurations. An online presence boosted the sales strategy and it gave Dell an advantage over competitors including IBM, Apple, Compaq and HP. The company used customers to develop relationships with much larger corporations who have form it is customer base. Analysis on marketplace tastes and preferences can be regularly undertaken by Dell to ensure top quality products are delivered to industry.

It is potential strategy involving a strong on-line presence where clients can easily process goods, configure all of them and access technical support. This kind of also minimizes expenditure upon fixes possessions such as retailers. Its source strategy consists of a strong Net network of suppliers whom offer support and division services pertaining to Dell goods. This form is an efficient value cycle which relies on external and internal info systems. Nevertheless , the organization faces difficulties from robotizing processes seeing that one downside in computers affects the whole supply network. Such an episode occurred in 2007 and this generated the generation of adverse publicity about the company. Porter’s Five Pushes and their application to case study

Porter’s Five Forces would be the popular approaches used to assess the competitiveness of any market and it is attractiveness for the new entrants. These makes help managers analyze an industry and develop an effective sales and marketing strategy. You will discover five major forces which are analyzed once assessing the Porter Five Forces style. These will be briefly reviewed in more fine detail below. Danger of alternatives

This is the 1st factor which can be analyzed when discussing Porter’s Five Pushes. It is the degree with which a product can be substituted for another which satisfies the client needs (Porter et. ‘s. 2004). Items with large degree of substitution have larger shifts in demand with difference in price and vice verse. Such products are usually sold by many suppliers and suppliers and it is difficult for sellers who sell off such products to increase rates without lowering demand. The threat of substitutes allows sellers be familiar with effect of selling price change in demand for many. In this case study, Dell has got a numerous amount of rivals where that they develop products which are a lot like those produced by Dell and are also equally powerful in rewarding client requires. It is therefore very clear that in the computer market, there is a large threat of substitutes by global competitors. If Dell does not fulfill client requires, or in case the product is expensive, consumers are prone to acquire alternatives from competitors such as APPLE, Apple, Compaq and HEWLETT PACKARD. This has motivated Dell to utilize a unique web marketing strategy, which is an online presence strategy, direct sales strategy and the development of personalized products, to make certain consumers do not purchase alternative products. Bargaining power of buyers

When speaking about Porter’s Five Forces. It is the level at which customers can easily influence cost changes through their negotiating power. Occasionally customers could possibly influence price changes due to factors just like access to industry information, occurrence of couple of buyers, availability of substitutes and more. In such cases, retailers have negative outcomes available in the market since they are not able to influence prices and only buyers can control them. The bargaining benefits of buyers assists sellers evaluate their ability to control merchandise prices without influence through the market (Lassar et. ing. 2009).

In the computer sector, buyers have a relatively high bargaining electrical power. This is due to the extensive availability of various computer goods as well as the energetic nature of the technology sector. There are many global producers of computer companies high competition in the industry. Additionally , there are many substituting products and Dell consumers possess abargaining electricity due to these factors. They could have choice to purchase products from the many competitors if their needs are generally not meet or if product cost does not match the item quality. Dell therefore includes a responsibility to ensure that the products have satisfied customer requirements through frequent research on market tendencies. Competitive competition

Competitive rivalry refers to the level of competition which can be present in a specific industry. There may both be weak or strong competition in an industry and different factors influence the level of competitive rivalry. Such as market progress, number of market players, storage costs, fixed costs, leave and entry barriers, merchandise differentiation and many other factors (Chaudhury & Jean 2002). The amount of competition decides whether shareholders will catch a fair business and obtain returns about investment inside the short run or long run. Additionally, it dictates the level of success which usually a business firm is likely to attain especially through executing successful marketing strategies just like product differentiation. In the case study, Dell is in the computer market where rivals include IBM, Apple, Compaq and HORSEPOWER. These are quite strong competitors who have a global existence. The competitive rivalry of the global laptop industry plus the technology industry in general, and so it is very large. Dell provides a unique technique which helped him to own objectives. The introduction of personalized products for customers through market research has helped Dell maintain market management and deal with competition by global pc brands just like Apple and HP. Barriers to new entrants

This really is another factor of the Porter’s Five Causes model. It represents the problem or eases which investors have joined the market for the specific product or sector. There are various limitations to entrance depending on the market and some with the barriers contain high access costs, stringent regulations, technological patents, strong customer loyalty or good competition (Peter & Olson 2004). These kinds of factors support investors and entrepreneurs identify the simplicity with which they will achieve returns on expenditure and attain their organizational objectives and goals. They also determine the pace at which a buyer develops and maintains customerloyalty while reaching high product sales levels.

The entry into the global pc industry has many barriers especially when competing with the top global brands from this industry. Dell is a global brand which has a global pursuing and strong customer loyalty in different areas. It also has an established sales and division network rendering it have an edge over new market entrants. In order to properly compete with Dell, firms have to enter the market with a exceptional marketing strategy which will attract buyers from the use of Dell items. Due to the financial systems of large scale and assets available to Dell, this is very hard to achieve. The barriers to new entrants are as a result high and Dell will not face a tremendous threat coming from new entrants into the pc products marketplace. Bargaining power of suppliers

In Porter’s Five Forces version it is the level at which suppliers can impact price changes through all their bargaining electrical power. Suppliers are able to influence market price through elements such as hoarding products, financial systems of large size or a monopolistic market unit (Bateman 2010). In such cases, vendors also have negative outcomes in the market since they are not able to influence prices and only suppliers can control them. Suppliers can therefore set larger prices so that they make larger profits which will lessen profits of sellers. The bargaining power of buyers allows sellers evaluate their ability to control product prices devoid of influence in the suppliers. Inside the computer market, suppliers have got a relatively low bargaining electric power.

This is because with the wide accessibility to a variety of suppliers of pc products in this market. There are numerous global suppliers and suppliers of laptop products in this industry that make supply of these products high. There exists several replacement products and Dell consumers possess a negotiating power as a result of these elements. They can buy products from the many competitors if their requires are not achieved or in the event that product cost does not meet product quality. The negotiating power consequently shifts to customers coming from suppliers since there is excessive supply of computer products and low demand for precisely the same. The suppliers of Dell products consequently have a responsibility of ensuring that the item has pleased the customer. Bottom line

The conventional paper has assessed Dell prospective strategy by making use of Porter’s Five Forces. It includes evaluated the competitiveness in the company inside the global computer industry. Factors such as risk of alternatives, bargaining power of buyers, competitive rivalry, boundaries to traders and the distributor bargaining electric power have been put on Dell’s example. The research have demostrated that regarding threat of substitutes, Dell is in the computer industry where there are several competitors including IBM, Apple, Compaq and HP who also develop products which are comparable to those produced by Dell and gives substitutes to consumers. Customers have a relatively high bargaining power while suppliers include low negotiating power. The global computer industry has excessive competitive rivalry and has many entry limitations (Porter 2002).

It is important that Dell’s managers employ this information to improve the competition of their items. Due to low supplier negotiating power and high customer bargaining power, Dell should certainly continue producing products which satisfy marketplace demand. Regular research on market tendencies as well as appropriate forecasting of future styles is necessary intended for the company to stay ahead of competitors. The direct selling strategy must be maintained as it gives the company an edge more than competitors. Managers at Dell should also strive to apply merchandise and price diversification strategies to increase the competitiveness of their products. The findings are relevant to managers at Dell Business keen on bettering its competitiveness in the global market. The findings are usually applicable to other firms in the global computer sector.


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