Dell's mission is to be the most successful computer company in delivering the best customer experience. Its vision is to understand customer and technology needs. Dell uses a direct sales model and just-in-time manufacturing to offer customizable computers at low prices. It focuses on consumer, business, government, and enterprise segments. Dell engages in social media, advertising, and community initiatives for branding and promotion.
2. Founded in Austin, Texas (May 1, 1984)
Michael Dell (Chairman & CEO)
Operational regions: Americas; Europe, Middle
East and Africa (EMEA); Asia-Pacific and Japan
(APJ)
Number one supplier of computer systems in the
U.S. and second worldwide
Dell Inc. Background
3. Mission
Definition of a Mission
A Mission is defined as
‘Who we are and what we do’
Dell’s Mission
"To be the most successful computer company in the
world at delivering the best customer experience in
markets we serve."
4. Vision
Definition of a Vision
A Vision is defined as
‘An Image of the future we seek to create’
Dell’s Vision
"It's the way we interpret the world around us --
our customers needs, the future of technology, and
the global business climate.”
16. Product, Segmentation & Targeting
2. Small & Medium Business
DELL Precision Workstations and mobile
Workstation
Vostro and Latitude line of Notebooks and Netbooks
Servers, Storage and Networking
Equipment
Services
e.g. IT Consulting, Data Protection
17. Product, Segmentation & Targeting
3. Public Sector – Target: Government, Schools
Digital Forensics, e-Government, Data Center
Efficiency
Civilian and Defense Agencies, Intelligence
Security, Federal health, Consulting and
Deployment Services
Professional Learning, Connected Classroom,
Private Cloud Computing, Wireless Classroom
Learning Management systems
18. Product, Segmentation & Targeting
4. Large Enterprises – Target:
Large Cooperations
Blade Server Solution, Server
Consolidation, Client Migration
solution, Virtual Clients
RISK Migration, Storage
consolidation,
Cloud Computing, Mobility Solutions
Business Consulting,
20. Sells mostly on the Internet
Direct to Customer
Customized Computer – Just in Time
Since 2007 restarted distribution through
Retailers
Just Consumer Products
Place – Distribution Strategy
21. Prices comparatively low
Just in Time Production – Low Inventory Costs
Direct Distribution
Dependent on Supplier Prices
Dell Financial Services
Customization
No Price-Tag-Effect
Pricing Strategy Based on Customer Needs
Pricing Strategy
22. Promotion & Positioning
TV, Newspaper, and Magazine Advertising
Limited Perios Sales on Website
Dell Mailing List
Product Placement
Social Networking
Buzz Marketing
23. Best Global Brands 2012: Dell is ranked on 49 with a Brand equity of $
7,591 m
Branding Strategy
24. Dialogue with our customers through social, mobile,
blogs, and dell.com
Brand site which features customer stories, articles,
case studies and forums
Dell's brand strategy is 100 percent customer-centric
Dell has a formal integration program and a marketing
playbook
Developed a set of brand standards to clearly guide
the new identity
Branding Strategy
25. Branding Strategy
Traditionally, a direct-to-customer brand
Now 80% of revenue in IT services and solutions
for SMB
“The power to do more” campaign increased
overall brand health
Implementing a Social Media Listening Command
to enhance brand experience
Several corporate citizenship initiatives
26.
27.
28. Community Involvement
1. Environment
Design for Environment
Smarter Material Choices
Energy Efficiency
End of Life and Reuse
Environmental Standards
Green Packaging and Shipping
Reducing the Footprint
Dell Recycling Programs
29. 2. Communities
Dell Youth Learning
Children's Cancer Care
Social Entrepeneurship
Disaster Relief
Community Involvement
30. 3. People
Diversity and Inclusion
Diversity Partnership
Employee Resource Groups
Employees in Action
Workforce Commitment
Community Involvement